Screenage: Can a brand be built only on mobile?
Panel of industry experts discuss ‘Brand building on mobile only - reality or myth’
The ever-expanding reach of the Internet, coupled with increased affordability of smartphones have made India the second largest online market after China. It is no wonder then, that mobile marketing today is claiming a bigger share of marketers’ purse and is becoming quite a gamechanger for brands.
Understanding the potential of the medium, most brands have now adopted a mobile-first strategy. With India now becoming a mobile-first market, the next big question facing the industry is: Can a brand be built only on mobile? The question was answered by a panel of industry leaders who discussed the topic ‘Brand building on mobile only - reality or myth’ at Screenage Mobile Marketing Conference held in Mumbai on Wednesday.
The panel comprised Channan Sawhney, Head of Digital Marketing Consumer India- Johnson & Johnson; Jahid Ahmed, Head- Digital Marketing & Web analytics- HDFC Bank; Mahip Dwivedi, Head - Mobile & Performance Marketing- Flipkart; Shouneel Charles, Senior VP – Times Network Digital; Rujuta Nadkarni, Head of Digital Marketing, Mahindra Tractors; Vinay Singhal, Co-Founder & CEO - Witty Feed; and Rahul Grover, President – Sales & Operations – Sai Estate Consultants Chembur Pvt. Ltd. Sanjay Trehan, Digital & New Media Consultant, was the session chair.
Watch the session here and scroll down to read:
Trehan started out saying that mobile-first has been reduced to a cliché in India. “Organisations are still figuring about the paradox of mobile. They are trying to situate mobile in its proper context. Where does the mobile sit within the organisation? Is it a product, marketing or experiences?”
Opening the discussion with Shouneel Charles, Trehan asked him if mobile-first is a cliché or reality. Charles replied explaining how in fact it is no more about mobile-first but about mobile-only.
Talking in terms of his business, Charles said, “The mobile-first concept was tossed around four years ago. For a brief one-year period, there was a lot of chatter about mobile-first. But post that, it has become mobile-only. Currently, we are seeing 90 per cent of the traffic only on mobile. So even for brands who are associated with us for advertisement, we have mobile as a separate offering.”
While Charles gave a perspective on the premium video publishing brand, Rujuta Nadkarni talked about the rural space. Is mobile-first a reality in the rural market as well?
According to Nadkarni, the rural segment too has evolved in the past four years and is now a mobile-first space. “Primarily people in rural areas use mobile to consume entertaining content and education purposes. They use mobile for social media and WhatsApp. The space is transforming largely. But it is also very challenging because the way forward here is that you have to give localised content, you have to bring local experiences in the content, it needs to be more relevant and it also has to be in multiple languages,” she said.
Talking about how important mobile as a platform has become, Vinay Singhal said, “if you are not thinking mobile, you are already dead. You have missed the bus.” “The good thing is that there has been a change in the mindset of brands. They don’t want to use mobile only for lead generation. They want to do a mobile-first campaign,” he said.
Adding to Singhal’s opinion, Trehan highlighted that yet another key challenge in building a brand in the mobile space is the attitude of some CMOs as they still tend to see things in a non-convergent ecosystem. “Mobile needs to be leveraged to create experiences which could be straddling many worlds,” said Trehan.
Speaking about the e-commerce space, where mobile is used in a big way to acquire audiences, Mahip Dwivedi said, “In Flipkart today, the majority of transactions in GMV come from mobile. For us, the key objective is how do we reach out to more people. Traction on mobile has to be there, whether you think performance side or branding side. For both the sides, the first touch-point today is mobile.”
Channan Sawhney joined in the discussion, saying, “Mobile is that one common thread between their premium and rural customers.” Sawhney explained how Johnson & Johnson connects with consumers on mobile by covering their journey. In the rural end of the segment, she said, they show education stories and videos busting myths etc and then lead the customer all the way to sales. On the premium end, the brand works with lot of influencers to associate with customers.
Sawhney also talked about how mobile poses a specific challenge in terms of content. “It’s a covet medium. It’s a personal medium. Unlike TV, consumers don’t have to share their mobile. So they can choose to opt in and opt out much faster. And this means that the struggle for content has to be greater so that the customer does not opt out,” she said.
Trehan then took the discussion to Jahid Ahmed, asking him to share his bank’s strategy to truly leverage the potential of mobile. Ahmed explained how personalization is the key to building a brand and how mobile is helping them personalize the communication for consumers. “Our modus operandi to make a brand is one-on-one communication, which has been happening till date with branch and retail distribution. But that is not scalable. So what is it that will make the whole thing scalable? It is mobile.”
Talking about personalization, Ahmed said, “In the mobile spectrum, we have consumers’ age, location, journey behaviour, transactions, traffic APIs, weather APIs. Now imagine if I can personalise each and every word, the image of it, the content of it, make it relevant to you when you want it. Orchestrate the campaign, suppress the campaign when you don’t need it and then bring it to you only when you need it. Also, I have to ensure that you complete the journey in the most seamless way possible. So our agenda is to make it as seamless as possible by a mobile-only.”
Giving a perspective on how the real estate industry leverages mobile, Rahul Grover said the developers have missed the bus when it comes to using the mobile space effectively to communicate with the audiences. “It is because real estate is not an instant gratification kind of business. You purchase a home today but you will get it two or three years later. So it is imperative for a developer to engage with the buyer who is going to be with them for the next 5-6 years. But having said that, if you ask if it is possible to build a brand, especially real estate, only on mobile, the answer is no. The brand is much more than a business. A brand is omnipresent, it needs to have an association with the customer, it needs to be at places which are not restricted to a 7-inch screen. For me, mobile today is still a lead generation medium. It has not yet reached a point where you can create a brand,” said Grover.
Another important topic that was discussed by the panel was the ‘marriage between language and internet’. Singhal said, “Mobile and language are a hand-in-hand story in India. The whole language space became relevant because of mobile because the language was not a big thing on the desktop as it was limited to the 30-50 million audience in India who could understand English. With half a billion people now using mobile, there is a need for regional content. Language is a sub-set of personalisation. So language is how you can be relevant to the audience.”
The discussion then moved to the challenges that the marketers in the field are facing. Highlighting some of them, Ahmed said, “Language is a problem. For example, for us, only the creative is language. The consumer comes in and the call centre talks English. So there is a fractured approach. Also, the mindset of the organisation has to change. People will have to understand that building a brand over mobile will take time.”
Lack of mobile-specific creative, catching up with the ever-changing technology, lack of metrics to measure the worth of resources dedicated to mobile and lack of personalised call to action tool were some of the other challenges that were discussed. Finally concluding the discussion, Trehan said, “One of the key things that we can appreciate is that no specific medium is actually going to call the shots. It is going to be a converged space where multiple platforms come together. And depending on the consumer preference, these platforms will provide a seamless experience.”
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At the exchange4media Conclave, held on November 16 in Mumbai, our esteemed panel of speakers discussed the topic, 'Human Insight vs AI in Marketing'
Artifiical Intelligence, the new technology that is giving wings to marketers, is also making the marketing fraternity wonder about how humans would work alongside AI and what possibilities maketers can explore with the aid of AI. At the exchange4media Conclave, held on November 16 in Mumbai, our esteemed panel of speakers discussed the topic, 'Human Insight vs AI in Marketing'.
Watch the video here or read the article below:
Moderator of the panel, Bindu Sethi, Chief Strategy Officer, JWT India opened the discussion by asking the panel how they have grappled with machine learning and AI in their particular organisation; what AI means to them, how they are using it, what are some of the challenges they face? Also, if they had more time and money, how would they begin to use AI and machine learning?
Juzer Tambawalla, Head of Marketing, Franklin Templeton began the discussion by saying, “To me, it is essentially about looking at what humans can do. Humans can acquire and capture data, they can process it, they can reason with it and take corrective actions. This is typically what an AI tool should be doing, and is doing right now. The only thing that today AI can't do is bring in the emotional aspect which humans actually have.”
He explained that from a business perspective, considering the shrinking attention span of customers, one of the biggest challenges in the financial services business is to remain one step ahead of the customer, saying “We are really building and investing a fair amount of time, money, energy and people resources in trying to build that platform for the firm to make sure that we can get in line with the customer, and hopefully in future get ahead of him.”
Pradeep Hejmadi, CEO, Aidem Ventures Pvt. Ltd., pointed out that, “AI has to be taught first, it has to learn and even before that, there is the process where we bring in things that it can learn on and that clearly is a hugely human effort. In my view, both of these will need to co-exist, otherwise, there will be businesses looking like one another if you use a regression based modeling. Innovation will work absolutely in the opposite way.”
He added “Technology and Artificial Intelligence will the reason why many innovations would never see the light of day, so I really believe that we can constantly see how human capital creates wonders, and I am a firm believer that cannot be completely substituted, but the computing-based strength which humans will struggle with, or to which humans will find a bias or ignore, that is something that a machine can pick up”.
Navneet Narula, Head of Watson Consumer Engagement, India and South Asia, IBM India opined that Artificial Intelligence helps save time and plays various roles. He also believes AI will improve in the future.
Another question the panel delved into was what should the next ambitions of marketing organisations be, and how would agencies evolve in the age of AI?
Narula began by saying, "I believe while people will keep learning as they take this journey, there are 3 effective ways we see people are trying to address it- a mid-market organisation that doesn't have a lot of money to spend on data science can get those apps and start delivering on some results. I also see in the marketplace people who do end-to-end marketing, including the data work, and finally, the technology, the agency and the brand work together in a collaborative way, where technology is extended to an agency and they work together on the same platform to deliver results. That is where I see a lot of customers succeeding in working with the brands”.
Arvind Chintamani, VP of Marketing, Colgate Palmolive India, explained that “We need to understand the potential for what is possible.” He added “The business problems are the obvious starting points, communication is the solver of a business problem. Now that we know what our business problem is, can we imaginatively ask the question that can drive influence? I think this is where we will have to find a way to organise”.
Mayank Shah, Category Head, Parle Products opined that “It is not only the advertising or the marketing we are talking about but also the purchase.” He explained that there is a lot of data available for retailers about consumers and their purchase journey and that there is vast scope for AI in this area to better understand the customer requirements. Saying, “While we as marketers are more skewed towards advertising, we are talking about pieces of communication, or how to target consumers, or probably influence them, I think down the funnel, when we talk about the actual purchase act, we need to look at the data which is already there."
He added, “I would not restrict the use of AI to just communication or advertising, but go a full 360 degree of marketing, where you're also talking about the purchase, advocacy, and other things.”
Anirudh Pandharkar, Head of Marketing, VIP Industries, added that ”I don't think there would be any great change in the marketing structure, because ultimately the brand teams and the marketing teams have a problem to solve, and that business problem can now be very well defined by the amount of data we have and the inferences from the data which can be drawn. Ultimately that is what the job of a marketer is- to solve a problem on the business front or a consumer front.”
He also said that “The basic structure of marketing in the next three to four years, will probably have adjuncts of analytics to it, but the core of marketing will remain the same”.
Hejmadi remarked, “People say very often, data is the new oil. I just have one perspective on it, oil has many properties, one of the biggest ones is that it's combustible and it's really slippery. That is what we should watch out for with data. The thing that alters the viscosity and the explosive element is humans. If we put it in the right place, like a gasoline tank, it can help the person do wonders”.
exchange4media Group Service
Currently Essence (GroupM) is the agency on record (AOR) for Britannia which underwent massive rebranding exercise recently. Prior to Essence, the account was handled by Madison Media
Britannia Industries will be announcing media agency review soon. The company sources have confirmed this development to exchange4media.
Currently Essence (GroupM) is the agency on record (AOR) for Britannia which underwent massive rebranding exercise recently. Prior to Essence, the account was handled by Madison Media. The account size is estimated to be in the range of Rs 200 to 250 crore.
Some of the popular brands from the company include—Good Day, Tiger, Milk Bikis, NutriChoice, Treat among others.
In an earlier interview with exchange4media, Ali Harris Shere, VP-Marketing at Britannia had pointed out that the biscuit major was looking to align with big shifts taking place in the industry and according to reliable sources the call for media review could be a step in that direction.
“There are some big shifts happening in the consumer world and we track those shifts and we are moving in the same direction. At 100, we really thought we should reset ourselves and have the vision going forward,” Shere had stated.
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At the 16th edition of the event, the MD spoke about how machine intelligence is helping farmer-based organisations, and about bringing in opportunities for AI
Artificial intelligence is undoubtedly changing the society and its foundation, but how much of it is actually happening at the ground level? How is technology transforming modern enterprises and FMCG companies?
R. S. Sodhi, MD, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) gave a brief picture of how technology has enabled smoother operations inside Amul at the 16th edition of exchange4media Conclave on November 16.
Watch the video or continue reading:
He talked about how machine intelligence is helping organisations which are farmers-based and bringing in opportunities for AI. Sodhi set off his session on a lighter note joking how in his company he knew of only AI i.e. artificial insemination. He delved into Amul’s history, on how a 72-year old cooperative started off from a small town of Anand and went on to become India’s biggest dairy company.
He explained with numbers, “We collect 23 million litres of milk per day, 85 per cent from Gujarat and 15 per cent outside. It is owned by 3.6 million farmers in Gujarat. It provides livelihood to millions of people. It’s the largest FMCG brand with Rs 41,000 crore for the fiscal year ’17-18. We are growing over the last eight years at CAGR of 18 per cent.”
Speaking of marketing, Sodhi mentioned that back in the day it was simple. “When I joined sales and marketing it was all about positioning the product and market. It was simple. There were mass media, mass marketing, and transaction. It was one-way communication. The balance was in the hands of the marketer.”
Sodhi added that now with the help of AI one can do fragmentation which was easy back in his days. But now after spending Rs.100 crores also brands aren’t satisfied with media planning because of social media. There are now opportunities for deeper two-way integration with consumers using digital technology. “Now communication is two way.”
Sodhi specified what he’s looking for an AI solution. It’s majorly to communicate with consumers directly, to see how technology can be used for deeper and targeted distribution for rural India and how to cultivate consumers’ interest and habit for products. “From 1952 till today we think that high business productivity will create more jobs and wages. But the reality is jobs are not coming.”
He then moved on to technology and how it enables deeper distribution. Monitoring performance of field staff without going to the field is possible with a distribution management system. Sodhi explained, “Most FMCGs are using this distribution management system which helps them monitor each transaction, plan production and know how much distributor has sold to each retailer.” AI has helped Amul and its management to know what’s happening at the retailer level, manage the inventory and ensure smooth transportation of finished product movement with GIS. Sodhi added, “You get to know whether the truck stopped in between or whether the lid of one of the cans has been opened.”
To overcome new age marketing challenges Sodhi advised keeping a finger on the consumer pulse, thinking or modifying strategy as per new age challenges, ensuring cost efficiency and excelling in core competency. “If the system is not cost-efficient for an organisation like ours, value for mass and value for money will not happen,” he warned.
Sodhi advised that AI should help in decision making but it shouldn’t be fully allowed to make decisions on behalf of the human, then it’s going to be dangerous. It should not replace the 'hunch', specifically.
The CEO signed off with a statutory warning, “AI is good if it’s going to serve humankind not only the bottom line.”
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Chairman & CEO, AMEA, Russia, and CIS, Mindshare, delivered a masterclass on artificial intelligence, what it means, how it can be used and results verified to a packed audience
Artificial Intelligence has been demonised by some as the technology that will take away human jobs and diminish the role of humans in many processes, including creative. But it is in fact a technology that will enable humans to do better. Sharing this view, Ashutosh Srivastava, Chairman & CEO, AMEA, Russia, and CIS, Mindshare, believes AI is a tool that will “amplify human intelligence.”
Srivastava delivered a masterclass on artificial intelligence, what it means, how it can be used and its results to a packed audience at the exchange4media Conclave held in Mumbai on November 16. In his session, Srivastava focussed on explaining how to use AI to find the right people at the right time at the right platform and create engagement in a way that works for brands.
Laying down the ground rules to create the best environment to harness AI, Srivastava said, “You need use your own data in your business, have the talent that understands marketing and tell the machine what to look for to make AI really work for you.”
One of the uses of AI that Srivastava highlighted was programmatic ad buying and digital ad insertions personalised at scale which cannot be done manually by humans. In fact Mindshare has used AI in the form of Anna which uses a bespoke AI to construct an integrated media and creative algorithm that powers the operations at the DSP and DCO platforms. The personalisation of the ad creative resulted in an 2.5X increase in CTR for the brand, enabling it to target consumers at 7,000 odd touch points.
He further explained how a machine clusters touchpoints that are more favourable for advertisers and can automatically buy ads as per the millions of combinations of those touch points thereby reducing the cost cost per acquisition for a client. Srivastava then showed the audience how AI can help find the right target audience among a sea of audience.
Srivastava also touched upon how AI can be used to make predictions of the next big moment for a brand to place ads.
“This is just the beginning of how AI is changing deployment,” he said. He further added that as marketers begin to get familiar with AI they should start doing small pilot projects, capture those learnings and make them bigger.
Watch the entire session here:
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Ad veteran Padamsee, aged 90, passed away on Saturday
The advertising fraternity woke up to the sad news of the passing of ad man and theatre maven Alyque Padamsee.
Padamsee touched the lives of many advertising professionals during his career, shaping them and sculpting them into the leaders that they are today.
Many of those whose lives Padamsee influenced took to Twitter, sharing their impressions of the legendary man whom they knew as God. Even the Prime Minister of India, Narendra Modi, tweeted his condolences. “Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour,” PM Modi tweeted.
Here’s a look at some other tributes that poured in:
Sad to hear of #AlyquePadamsee’s demise.— Sonal Dabral (@agracadabra) November 17, 2018
He was the face of Indian advertising & a celebrated theatre man the time I was at NID.
As someone who loved both,the only place I wanted to join after I graduated was Lintas.Did just that.
Thank u for the inspiration, Alyque. RIP. ??
Woke up to the saddest news of my guru and mentor #AlyquePadamsee is no more. He hired me and Chax personally in 1992 for #Lintas . This was my last picture with him few months ago. I share my grief with his family. May his Soul rest in peace. pic.twitter.com/C8G6nfX4PV— K V Sridhar (@kvpops) November 17, 2018
Saddened to hear of the passing of advertising doyen #AlyquePadamsee— atul kasbekar (@atulkasbekar) November 17, 2018
When he was head of Lintas he’d given me some of my early breaks in advertising photography
Ever grateful for the break and opportunity
RIP Alyque . Thank you for your pearls of wisdom during my formative years in advertising. Still remember the Voltas pitch when you made me rewrite the slides 4 times.— Anil Nair (@Anilalive) November 17, 2018
La lalalalala la la la. Come alive, #AlyquePadamsee. A new world awaits you.— Lynn de Souza (@lynndesouza) November 17, 2018
RIP Alyque Padamsee.— Lloyd Mathias (@LloydMathias) November 17, 2018
The ad legend who gave us some of the iconic ad images of the 70s and 80s. Surf’s Lalitaji and Liril’s waterfall girl in the green bikini. pic.twitter.com/ZUP1GQbF65
Saddened to hear of the passing of Ad Guru and Theatre doyen #AlyquePadamsee.— Boman Irani (@bomanirani) November 17, 2018
He gave me my first break in Theatre, like countless before and after me.
Maverick, Unique, Uncompromising.
There will never be another....#RIP Alyque.
I will always remember him for making India’s first hugely mounted and fabulously enacted musical, Evita. It left us spellbound. A creative genius, fearlessly outspoken. He epitomized “Bombay.” #AlyquePadamsee— Sanjay Jha (@JhaSanjay) November 17, 2018
Shri #AlyquePadamsee's contribution in the field of advertising was immense. He will also be remembered for his acting and love for theatre. My thoughts & prayers are with his family and friends at this difficult time. pic.twitter.com/etAHfO70yA— Ashok Gehlot (@ashokgehlot51) November 17, 2018
“Few men of action have been able to make a graceful exit at the appropriate time. “ #AlyquePadamsee was a larger than life person in every sense of the word. He gave finesse to everything he did. Theatre, ad film world, cinema, fans & friends will miss him & his style.? pic.twitter.com/TosoY7N1h6— Anupam Kher (@AnupamPKher) November 17, 2018
A true citizen is judged by how he/she reacts in tough times. When Bombay/Mumbai was burning in 1992-93, Alyque Padamsee lent his powerful voice to the affected people of a scarred city. Salute.. RIP #AlyquePadamsee— Rajdeep Sardesai (@sardesairajdeep) November 17, 2018
A liberal and vocal mumbaikar and one of most creative adman & theatre personality of our time #AlyquePadamsee is no more.He was a living legend.— Sanjay Nirupam (@sanjaynirupam) November 17, 2018
Mumbai will always miss him for his concern for the city.
God bless his soul.#RIP
I never worked with #AlyquePadamsee, but was fortunate to work with his protégé, Anand Halve, who Alyque called his *brainiest trainee*.— Ashok Lalla (@ashoklalla) November 17, 2018
Andy, you can now raise a toast with your mentor. pic.twitter.com/zhAnsG6mej
exchange4media Group Service
The globe called Shifu Orboot allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience
Playshifu, the brand for educational learning toys for kids in India, launches its new product - Shifu Orboot. The toy is a one-of-its-kind globe enhanced by Augmented Reality for kids learning. In India, it is available on PlayShifu website, Amazon, Flipkart, Hamleys, Toys”R”US, Crossword, Landmark and many other retail stores in metropolitan and Tier II cities.
Shifu ‘Orboot’ allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience. ‘Orboot’ app is available on both Android and iOS and works with smartphones and tablets as well. The new product from Playshifu sensitises the young minds to understand the cultures and people around the world making them global citizens. With a passport, country flags and travel stamps included, Orboot completes the experience for the little globetrotter. It is an educational toy for the ever-curious child that sparks curiosity and helps build knowledge, linguistic and cognitive skills.
Commemorating the launch of ‘Orboot’ in India, Vivek Goyal, Founder & CEO, PlayShifu said, “PlayShifu has successfully delivered world-class innovation through PlayShifu’s products to a market which had suffered from a lack of innovation till date. Through the power of ‘Orboot’ and the connected mobile app, now children can travel the seven continents from the comfort of their homes. They can explore the cultures, inventions, monuments, wildlife, cuisines, maps, and weather relevant to each location.”
The digital gameplay is enriched with realistic 3D figures, engaging voice-overs, and regional music. Shifu Orboot has won hearts among children, parents, and educators all across the world and we are gaining great acclamation in India as well. We look forward to bring all new range of Augmented Reality toys for interactive learning of kids in the coming time,” he added.
PlayShifu has launched its consumer technology products in 11 countries and has participated in the largest global trade fairs including the New York Toy Fair, Hong Kong Toy Fair, and the Nuremberg Toy Fair. Along with other products from Playshifu, Shifu Orboot also sells globally through Amazon and various retail channels in countries like US, UK, Canada, Poland, Germany, Japan, Australia, and the Middle East.
exchange4media Group Service
Flashed on Friday: The award honours visionaries who have transformed the industry and inspired the next level of growth
Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award. CVL Srinivas, Country Manager, WPP and the winner of the 2017 exchange4media Influencer of the Year award and Raj Nayak, COO Viacom18 who was the winner of the 2016 exchange4media Influencer of the Year award presented the award to the duo.
On working together with Gupta and the win, Bedi said, "Its been the most amazing enterprenuial journey. Viru and I have been brothers because we are so aligned in our thinking. He understands bharat at the grassroots level and I understand the scale of businesses. We are so complimentary in our skill-sets. In life you need an elder brother. And for me, that's what he stands for."
An elated Gupta said, "On the behalf of team Dailyhunt, I humbly accept this award. As you know, our vision is to bridge the digital divide and we proud ourselves as one of the companies that is trying to fight off the digital prominence of Facebook and Google. We are 150 million monthly active users and till next year, we should be 300-350 monthly active users. This award is a belief by all of you in us and we are just getting started."
Beginning in 2016, the exchange4media group initiated the Influencer of the Year award. The award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.
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A few snapshots from the exchange4media Conclave held on November 16 at the Taj, Santacruz in Mumbai
The exchange4media Conclave, sibling of BW Businessworld, is considered the highest authority in the business of media, marketing and advertising news and developments. The event was held on November 16 at the Taj, Snatacruz in Mumbai and the theme this year is “Marketer and Machine: How AI will transform marketing?. Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award (Main image).
Here are some snapshots from the event:
Tamara Ingram Worldwide CEO, J Walter Thompson delivers her speech at the e4m Conclave in Mumbai
Prof. Amarjeet Patpatia, Associate Dean, ICFAI Business School (IBS), Mumbai
Ashutosh Srivastava, Chairman & CEO, AMEA, Russia & CIS, Mindshare delivering a special address on the topic Decoding Artificial Intelligence & Machine Learning in the Context of Marketing
R. S. Sodhi, MD, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL)
Rahul Agarwal, Managing Director & CEO, Lenovo India
Fireside chat: Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World in conversation with Vivek B Srivatsa, Head-Marketing, Passenger Cars, Tata Motor
Panel discussion (L-R): Navneet Narula, of Watson Consumer Engagement, India and South Asia, IBM India, Arvind Chintamani, VP-Marketing, Colgate Palmolive India, Mayank Shah, Category Head, Parle Products, moderator Bindu Sethi, Chief Strategy Officer, JWT India, Anirudh Pandharkar, Head of Marketing, VIP Industries, Pradeep Hejmadi, CEO, Aidem Ventures Pvt, Ltd., Juzer Tambawalla, Head of Marketing, Franklin Templeton
The audience at exchange4media Conclave
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Ingram discussed ‘Hu(man) and Machine’, and whether AI can be creative
From smartphones to driverless cars, there is no denying that artificial intelligence is pretty much becoming commonplace. But what does AI mean for creativity? Does it mean the ability to gain an intelligent creative or marketing "assistant" thereby freeing you to focus on being truly strategic at your work? Should you embrace it or does it pose as a threat?
Answering all this and more at the exchange4media Conclave which took place on November 16 in Mumbai, Tamara Ingram, Chief Executive Officer of J. Walter Thompson, the Headline Speaker at the annual event, discussed ‘Hu(man) and Machine’, and whether AI can be creative.
Ingram addressed the future of creativity particularly in the context of AI. “Five years ago, I never thought that a machine, something like AI, will replace what it means to be human,” she exclaimed.
The CEO discussed media, how creativity is placed and how AI can help with it all. “AI is going to ask us fundamental questions on what it is to be human. “It’s only fair to say that at the moment, we’re standing at the edge of a precipice when it comes to AI and data,” reflected Ingram. She asserted that the power that AI has, it is changing the way, we are teaching people, it is changing the way products are generated and that in the end will change creativity.
She revealed that if you actually Google search, you will see 4.9 billion searches for creativity and 4.2 billion searches for AI. “AI is becoming as important in people’s minds as creativity,” Ingram said.
Addressing the dilemma whether AI is a friend or foe, she reflected, “What I found distressing is that when you think about AI, people are very concerned about their jobs and the consequences. When we look at Facebook, American elections and what happened, we think that is the information that AI fetches is a help to creativity or is it going to dampen the impact and differentiation.”
Ingram shared that her contention today is that there is nothing new in AI. “What’s new is the power of what we can do with AI and the power of how it can either help us with creativity or take away from it,” she pointed out.
She highlighted AI’s power of prediction. “Humans have emotions and that may affect our predictability. The machine has the power to predict like nothing else can. It enables us to predict cancers and generate personalized medicines. It’s enabling us to save the world. Products, after all, are things that solve problems. Our job is around producing and marketing of these live-changing products. I believe it will change the world to something much better than what we are seeing.”
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Today at the exchange4media Conclave, decision makers from the media & advertising industry will discuss trends that assist them in growing the overall business
AI in marketing is gaining ground with more and more brands incorporating machine learning to leverage customer data and enable behavioural targeting. With the evolution of big data, digital marketers can build a clearer picture of their target audience, which can greatly boost their campaigns’ performance and ROI.
The 16th edition of exchange4media Conclave will bring together thought leaders from across the globe to give an in-depth insight on how AI is changing society and the foundations of business. The event scheduled for today in Mumbai will follow the theme of ‘Marketer and Machine: How will AI transform marketing?’
Today, some of our key speakers include Tamara Ingram, Chief Executive Officer of J. Walter Thompson Company, who will be the headline speaker at the event, speaking on the topic ‘Artificial intelligence and Art’. The next special address will be by Ashutosh Srivastava, Chairman & CEO, AMEA, Russia, and CIS, Mindshare who will talk about 'Decoding Artificial Intelligence & Machine Learning in the Context of Marketing'. RS Sodhi, Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL) will also give a special address on the topic 'Ground Reality: How Is Tech Transforming Modern Enterprises'.
This will be followed by a Panel Discussion on ‘Human Insight Vs. Artificial Intelligence’ moderated by and Bindu Sethi, Chief Strategy Officer, JWT India. The esteemed panel includes Navneet Narula, Head of Watson Customer Engagement - India and South Asia at IBM India; Arvind Chintamani, VP Marketing, Colgate Palmolive India; Mayank Shah, Category Head, Parle Products; Anirudh Pandharkar, Head Marketing, VIP Industries; Juzer Tambawalla, Head Marketing, Franklin Templeton; and Pradeep Hejmadi, Group CEO, Aidem Ventures Pvt Ltd.
After an interactive and engaging panel discussion, the evening will move towards Fireside Chat with Vivek B Srivatsa, Head-Marketing - Passenger Cars, Tata Motors in conversation with Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World, discussing the ‘Power of Print’. This will be followed by our next speaker for the event, Rahul Agarwal, CEO and Managing Director, Lenovo India, who will discuss AI and its implications for organisations and individuals.
A Master Class will also take place simultaneously by Rupin Nanani, Head - Research and Analytics, Zirca, who will cover the topic ‘Building efficiencies with Native Advertising’.
The evening will conclude with the Influencer of The Year Award to be conferred by our past winners CVL Srinivas, Country Manager, WPP and Raj Nayak, COO, Viacom18. The Award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.
Come join us today to hear more from our key speakers. Click here: https://e4mevents.com/conclave-mumbai-2018/
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