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Tag: Deepak Oram

  • IBS 2024: The future of marketing in a technology driven world

    IBS 2024: The future of marketing in a technology driven world

    Mumbai: The second edition of the Indian Brand Summit 2024, held in Mumbai, witnessed insightful discussions on how addressable advertising is transforming personalised marketing, the role of data in driving success, and the evolving landscape of OTT platforms and sports marketing. The event also explored the complexities of CTV and highlighted the rise of local brands to national prominence.

    The session titled “The future of marketing in a technology driven world” delved into how marketing is evolving to become more dynamic, personalised, and data-centric. As technology advances, marketers are rethinking their strategies and tools to better connect with consumers. Chaired by Publicis Groupe India’s CEO of digital technology business, Amaresh Godbole, the panel featured HDFC Bank’s SVP – growth marketing & martech, Deepak Oram; Pharmeasy’s Sr VP – growth, Akash Valia; Aditya Birla Capital’s brand head, Mahadev Srivatsa; and MIQ’s head of growth & revenue, Varun Mohan.

    Srivatsa emphasised the real-time capabilities of AI and its disruptive nature, stating, “The effectiveness of AI has shifted from mere delivery to creation, allowing us to better target consumers based on their evolving needs.” He highlighted the increasing availability of AI tools that streamline both the creation and delivery of marketing content, thus enhancing the consumer experience.

    Oram pointed out the critical importance of bridging gaps in customer service through technology. He noted that “consumers today research online before visiting retail stores,” underlining how digital footprints have transformed consumer behavior and marketing strategies. This shift, he explained, requires a more integrated approach, where customer behavior can inform service delivery in real time.

    Valia added a regulatory perspective, acknowledging the balance between technological advancements and compliance in healthcare. He noted that while AI can streamline processes, “the consumer experience must remain efficient,” stressing the importance of adhering to regulations while leveraging technology to enhance service delivery. He elaborated on Pharmeasy’s commitment to improving operational efficiencies, emphasizing the role of technology in expediting the prescription process.

    Mohan discussed the complexities of interpreting data across diverse consumer markets, saying, “Understanding user behavior is critical for effective campaign execution.” He highlighted MIQ’s approach to leveraging data for pre-campaign insights and continuous optimisation during campaign flights, illustrating the need for a data-driven mindset in marketing.

    The session illustrated that as technology continues to evolve, so must the strategies marketers employ to engage consumers effectively. Each panellist highlighted the necessity of adapting to changing consumer behaviors and leveraging innovative solutions to enhance the overall marketing experience.

  • Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were HDFC Bank VP- growth marketing & martech Deepak Oram, Pernod Ricard India lead digital communications Shetanshu Dixit, Titan Company Ltd e-commerce channel head-watches category Afzal Hussain, The Sleep Company CMO Ripal Chopda, MiQ global commercial board member Siddharth Dabhade, Pocket Aces senior VP and clout & head of strategy Vinay Pillai. The session chair for this panel was Ernst & Young LLP marketing advisory services & partner Amiya Swarup.

    Swarup started the session by saying how marketing practices have evolved over 4-5 years and how digital mix in an overall medium spends has increased from less than 2 per cent to over 20-30 per cent for many other brands. He questions the panellists on how modern marketing has changed over the last few years and the ecosystem over the allocation of marketing budget in terms of skill and re-organisation.

    Dabhade said, “Data is playing a very important role as digital channels have increased a lot. The digital footprint has increased in marketing and brands as well. So companies and brands are collecting a lot of data and then trying to make sense of the data they are collecting. The biggest trend we are seeing from a media perspective is that offline TV is going digital as well. All the channels will become digital as we go along with that, more data will go in and from there, AI will start playing a very big role in marketing.”

    Dikshit said, “It has more to do with tracking. There’s a separate in-house created tool, to track the entire distribution to the last mile. I think there are a lot of in-house specialist roles created today. Gone are the days when there was one person doing all”

    Oram replied by saying, “Software has now become such an important part of our marketeer’s life. It is. You can’t survive without it.”

    Pillai commented, “If you avoid content, you might completely miss out on building a brand and building a perception of your brand. This is where content marketing is not just crucial, it is essential.

    Chopda added on by saying,”Your cost per reach or your cost of acquisition is dependent on the number of people at the end of the day you want to acquire or at the end of the year. And that’s how your data works with you.”

    Hussain said, “E-commerce is seen as a garden of growth and possibilities, which is largely true, but it’s also a graveyard.”

    Swarup concluded the session by saying he was positive about how upcoming brands are doing in data and technology and continue to enable it in marketeer’s lives.