Pitch CMO Summit: Panel Discussion on adopting individualisation as a marketing mantra
At the 11th edition of the Pitch CMO Summit, panel experts from McCann World Group India, Grofers, Haier India, JetPrivilege, Nykaa, Syska Group, HT Media among others to speak
Published - Mar 5, 2019 9:02 AM Updated: Mar 5, 2019 9:02 AM
The Pitch CMO Summit, a flagship property of the exchange4media group, is a gathering of the best minds in the business of marketing. The conversations at the summit each year revolve around current and relevant marketing topics in a changing global market scenario.
This year the Mumbai Summit theme is “Driving ‘Individualisation’ in the Data-Driven Era”. With user habits becoming increasingly available to marketers through IoT, Individualisation is definitely reshaping the future of the global marketing landscape and ‘data – driven individualisation’ is becoming central to a brands’ marketing strategy and redefining the ROI for business.
The conference will feature two panel discussions. The topic for the first panel discussion is ‘Consumers prefer Me over Us’ and will be chaired by Kashyap Vadapalli, Chief Marketing Officer of Pepperfry. Joining the discussion will be our eminent panel members Amit Shah, Group President & Head Marketing, Corporate Strategy & Communications, Yes Bank; Jiten R Mahendra, Vice President Marketing, Max Fashion India; Rachna Lather, Marketing Head, Motorola; Arvind R P, Director - Marketing & Communications, Hardcastle Restaurants (McDonald's - West & South India ); and Sathya Sriram, AVP, Marketing and Strategy, The Hindu Group.
The discussion will feature how from mass to targeted and finally individualised marketing, organisations have upped their game by giving an unparalleled customer experience recently. With unprecedented information and technological advancement, marketers are expected to anticipate consumers’ needs well in advance to tailor products as per their interest. Findings from a report by Salesforce revealed that 84 per cent of customers say being treated like a ‘person’, not a ‘number’, is very important to winning their businesses. Furthermore, the report states that Marketers report, 'Personalisation improves lead generation, customer acquisition, and upselling — and they’re also seeing improvements across the rest of the customer journey.'
The second panel discussion will be chaired by Partha Sinha, Vice Chairman & MD, McCann World Group India, and the topic of discussion will be ‘Adopting Individualisation as a Marketing Mantra’. The panel members include Prashant Verma, VP Marketing, Grofers; Satish NS, Senior Vice President - Sales & Marketing, Haier India; Zameer Kochar Head – Marketing & Member Engagement – JetPrivilege; Hitesh Malhotra, Chief Marketing Officer, Nykaa; Amit Sethiya, Head- Marketing, Syska Group; and Rajan Bhalla, Chief Business Officer & Group CMO, HT Media.
The panel session will address how marketers need to adapt their business strategies with changing times and newer technologies to stay relevant. Today, data and analytics as strategic tools have paved way to build a more interactive and personalized customer experience. Savvy marketers have the ability to understand customers and influence their buying decision basis the information available to them through algorithms and data management platforms (DMPs). Having said this, marketers expect their use of DMPs to increase by 64 per cent by 2020 as per a report by Salesforce. Together with technology driven individualisation and real-time engagements with the consumers, marketers have seen the ROI thrive significantly.
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