Calling all marketing mavericks! Buckle up for the BrandWagon MarTech Summit & Awards 2024. Remember the discussions on AI and cookieless tracking at the 2022 summit? This year, ‘Changing Times, Changing Minds’ promises a fresh perspective on maximising your marketing return on investment (ROI). MarTech is a $325.7 billion global powerhouse, with India projected to claim a $50 billion slice by 2026. But with this power comes complexity. How do you navigate this landscape and squeeze the most out of your marketing efforts? This summit is your key. Dive into insightful talks from industry leaders, explore workshops brimming with actionable strategies, and witness the much-anticipated MarTech awards, recognising the brightest minds in marketing technology. Stay tuned – we’re about to unlock a new outlook on achieving faster and better ROI!
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With this, we come to the end of the event. Keep on following the Financial Express BrandWagon website for more updates. Next up, we have the awards ceremony. Thank you all for tuning in!
“One challenge with conversational commerce is to not overuse it,” Mishra added. As per Mishra, brands need to be authentic and reciprocative of what consumers want, having the clause of right pricing.
As per Mishra, linguistically, conversational commerce becomes important for brand tonality.
“Any acquisition starts with a certain broad approach. It starts with creating content for consumer to be aware about the brand. It starts to give you certain hints that consumers are reciprocating,” Mishra explained.
“Any online brand, by the virtue of having first-party data and can track consumer behaviour, can get an opportunity to be better in real-time situations,” Mishra explained.
According to Mishra, there’s a need for understanding the points of intervention for conversational marketing.
“Conversational e-commerce, in layman’s terms, means that consumers can easily interact with a brand,” Mishra said.
Next up, we have the final session of the day which is the closing keynote titled ‘Conversational marketing the new way to build brands’ with Anuja Mishra, EVP and chief marketing officer, Honasa Consumer. The session will be moderated by Anushree Bhattacharyya, editor – brand and marketing, FE Digital.
“There is a cost benefit for email marketing. Interactivity would stay, personalisation would have its own part to play so email marketing will stay,” Singh added.
“Combining a through-the-line media mix, where customers can get an intervention, can make email marketing will work.” Malhotra highlighted
“During the lifecycle from discovery to delivery, email marketing used to play a sizeable role for advocacy, recency marketing or getting the consumer involved in the marketing category,” Malhotra added.
“Email is extremely powerful if you use it right. If you warm your domains right, you won’t face any problems,” Upadhyay highlighted.
“It is extremely important for me to know where the students came from. The interaction that we create at different stages of a consumer journey. Secondly, we want the consumers through that journey,” Upadhyay said.
“There is no third-party data or no legacy data, whatsoever. Three years back, building data from scratch would reap great results. The recency factor decides who can be your next consumer,” Malhotra stated.
“Email marketing was the first tool to generate leads. Personalisation has evolved and changed email marketing,” Singh stated.
Next up, we have a fireside chat titled ‘Evolution of Email Marketing‘ with Abhinav Upadhyay, chief marketing officer, CollegeDekho, Udit Malhotra, head – marketing, MG Motor India, and Nitin Singh, head – marketing, Absolute Nutrition. The session will be moderated by Narayan Devanathan, president and chief strategy officer, South Asia, dentsu.
“The environmental adjacency is important to decide what works for a B2B company on social media platforms,” Naair highlighted
According to Naair, every organisation should focus on acquiring first-party data. “The principle of acquiring first-party data remains,” Naair added.
“Digital changed the aspects of B2B and B2C marketing,” Naair said.
Next up, we have an interview session titled ‘Transitioning between B2B and B2C world: The art of building brand’ with Deepali Naair, group chief marketing officer, CK Birla. The session will be moderated by Anushree Bhattacharyya, editor – brand and marketing, FE Digital
“People’s willingness to share their information especially in the consumer durables section due to the aftersales service makes it easier. Personalisation is done to improve consumer experience,” Baid stated.
“Within the realm of what is allowed and what can be done with privacy in mind, we push content in a way for everyone can absorb,” Gooptu highlighted.
“We get direct data when we interact with the customers and basis that we cater or tailor the offerings. Vocal for Local was a huge trend,” Gooptu stated.
“Data is important for us since the decisions we make are driven by data,” Tyagi stated.
“Personalisation, given the way it has been moving, can become a trend,” Gooptu said.
We have come to an end of this panel disccusion. Next up, we have another panel discussion on ‘The Game of Personalisation’. For this discussion, we have Vineet Tyagi, global chief technology officer, Biz2X, Amitt Nenwani, co-founder, Wahter, Pooja Baid, chief marketing officer, Philips Domestic Appliances, and Ayaesha Gooptu, head – domestic spirits, Bacardi India. The session will be moderated by Jose Leon, CEO, dentsu X India.
“One should understand the story behind given data, along with verification of the mentioned information,” Chopra concluded.
As per Jain, primarily, tracking interactions with students done through different mediums is important.
“Primarily, in the healthcare sector, I believe majority of India believes in conducting offline transactions,” Gopalan explained.
As per Patnaik, one can conduct brand-oriented surveys, to get an idea about customers. “One should also focus on attaching CTAs (Call To Action) to their content,” Patnaik added.
