MarTech: Industry heads decipher the utilities & strategies of personalised marketing
Lloyd Mathias, Business Strategist; Varun Jha, Zoom Car; Vipul Bathwal, Gaana, and Piyush Kumar of MakeMyTrip took part in the presentation on how companies are executing personalisation
The exchange4media MarTech conference and Expo held on Friday was a congregation of delegates and industry experts from all over the country.
One of the highlights of the events was a group presentation – ‘Winning Strategies, Tactics and Tools For Personalization’ - by Lloyd Mathias, Angel Investor and Business Strategist; Varun Jha, CMO and Head - Demand Business at Zoom Car; Vipul Bathwal, Strategy and Monetization Head at Gaana, and Piyush Kumar, Head, Data Platform Engineering at MakeMyTrip.
The presentation revolved around personalisation in general and personalised marketing from companies’ perspective.
It commenced with Mathias explaining what is personalization, the need for data in personalization and how companies are executing it?
Taking the session ahead, Piyush Kumar spoke about MMT’s strategy for providing a personalised experience to its customers. He also discussed the need for investing in the customer data platform.
According to him, the journey to personalisation starts right at the moment the audience is on the app. To provide good customer experience, companies require a lot of personal data of the user. From the user’s personal choices to daily online behaviour, data plays a crucial role, he added.
Kumar also emphasized the need for good quality data. Brands need to make sure that they’re collecting the data in the right manner without breaching anyone’s privacy. Capturing quality data helps a brand build customer experience.
Discussing the tactics behind a good personalised experience, Kumar further said that this requires no magic wand. “You need to do a good amount of experimentation.”
Leading the presentation on, Varun Jha, shared his ideas on personalisation. “The average duration of a Zoom Car customer is 50 hours, and it’s our responsibility to give him/her an experience and derive the marketing data.” To make one’s experience more personalized, Zoomcar keeps a track on the user’s choices and behaviour, he said.
“We track our customer’s key destinations and keep a check on where the person often goes. For example, if our data says that our customer orders a lot from a particular food joint we make sure to give him a notification whenever he’s around that place or any such joint,” explained Jha.
While discussing shoppers’ expectations from personalised marketing, Jha said shoppers want an effortless experience without sharing too much data about themselves.
During the address, Jha also spoke about Zoomcar’s upcoming collaboration with Spotify and as part of which the brands were going to launch a personalised playlist for their customers.
According to Jha, the project will take a month or two to be officially announced.
Talking about the tactics of making a more personalised product, he said earlier companies used to go according to market segmentation and target a particular group of the audience called target audience but today every individual is in itself a separate segment. “Companies don’t want to leave even a single customer behind, they want to be a most moving product among everyone. Hence, personalized products are the need of the day,” he said.
Further into the presentation, Vipul Bathwal of Gaana explained the strategies of making music more personalised. Music streaming is a new business and it is changing the landscape of how people take to music, he said.
Bathwal shared that at Gaana they use personalised data majorly for the consumption of content, marketing and monetization.
“You don’t need to search for the next song that you would like to listen on Gaana, we push it based on your listening pattern as we look at metrics,” he said.
Bathwal also spoke about plans to launch some travel-specific personalised playlists. He explained how Gaana keeps a check on its users’ behaviour - from the most played song to the favourite artist. The music streaming app analyses every activity of the user.
According to Bathwal, there are two key roles of personalisation - one is to let the user get what one wants and from a business standpoint discover as much as content as you can.
Lloyd Mathias concluded the presentation followed by a brief question-answer round along with the audience.
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