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Tag: Martech

  • CleverTap recognised as the 2023 best overall marketing automation company

    CleverTap recognised as the 2023 best overall marketing automation company

    Mumbai: CleverTap, the all-in-one engagement platform was recognised as the 2023 best overall marketing automation company at the sixth edition of the MarTech Breakthrough Awards. The award recognises the most innovative companies, technologies, and products within global advertising, sales, and MarTech. Winning this award highlights CleverTap’s dedication towards innovation within the Marketing Automation space; enabling brands to drive customer engagement with its all-in-one engagement platform. CleverTap’s solutions help brands maximize customer lifetime value by creating real-time, personalised experiences at scale.

    Meeting the demands of the modern MarTech industry requires a very high degree of automation. CleverTap sifts through vast datasets to drive targeted customer engagement through automated segments, advanced analytics, actionable intelligence, and omnichannel experiences. CleverTap has made concerted efforts towards decreasing any campaign’s dependence on manual intervention. It helps brands scale experimentation and personalization to optimize campaigns at scale. Powered by TesseractDB – an innovative database enabling speed and scalability, the all-in-one platform enables over 2000 businesses to automate their marketing campaigns, and enhance product experiences through continuous granular experimentation and optimisation. Not just that, the product has demonstrated the ability to drive customer engagement and retention, leading to a positive impact on business growth by empowering brands to maximize customer lifetime value.

    CleverTap extends a huge thank you to customers, partners, and the committed team members who contributed to the development of our product; ultimately paving the way for the success that brought this award.

  • Wondrlab ropes in Bhavesh Kosambia as content lead

    Wondrlab ropes in Bhavesh Kosambia as content lead

    Mumbai: Wondrlab, one of India’s leading platform-first Martech networks, has appointed Bhavesh Kosambia as its content lead. As a part of strengthening its creative leadership team, Kosambia will report to co-founder & chief creative officer Amit Akali and lead a set of key accounts and talent.

    Kosambia has been around in the advertising industry for more than two decades, most recently as group creative director at Grey. He’s handled and built national and international brands like Audi, Coke, Ferrero, Gillette, Eureka Forbes, Reliance, Zee TV, Parle, Paras, Marico, and ITC. He has won various national and international awards, such as those from Cannes, One Show, the New York Festival, Adfest, and Spikes Asia. He’s even served on numerous juries, including the grand jury for the New York Festival.

    The last few years, he’s been focusing on his skills as an ad filmmaker and director. His films Tanishq “Raksha Bandhan” and Gillette “Soldier” have been among the top popular ones in the last couple of years.

    At Wondrlab, he will use his skills as a creative leader, thinker, and ad film director. Akali explained, “I’ve been lucky to work with Kosambia in the past, both as a creative person and as a filmmaker. He’s done some of our best work as a director, and I’ve seen him work his magic as a creative team leader. He’s one of those rare people who is constantly learning and evolving. And I’m sure he’ll quickly get down to doing cutting-edge, platform-first, tech-led work.”

    He further goes on to say, “We are also clear that in-house talent is going to get all possible opportunities, especially with our in-house production set up—Kosambia has already directed a few films for us, including the recent “Karva Chauth” film for Bharat Matrimony. Most importantly, he’s someone our clients can depend on as a partner and support system to build their brands.”

    Kosambia adds, “I have always believed that any place is made by the people who work there, and my association with Wonderlab and What’s Your Problem for the last couple of years has just proved me right again. The energy, dedication, and quest for doing something different exhibited by Amit Akali, Rakesh Hinduja, and Saurabh Varma can only be experienced if you work with them. The place is currently buzzing with talented and hungry people looking for good work, as well as equally hungry clients looking for good work. Honestly speaking, I feel like an extended family that has come to feast at a table where everyone is already enjoying whatever they are supposed to do. And I am sure I too will be able to join the party.”

  • IDBF 2022: The MarTech stack roadmap for D2C brands

    IDBF 2022: The MarTech stack roadmap for D2C brands

    Mumbai: The first panel discussion for the second edition of the Indian Digital Brand Fest 2022, held on 12 October at ITC Maratha in Mumbai, provided an in-depth look at how D2C brands are utilising the MarTech space to attract and retain customers, assisting in not only the sale of brands but also in experience with regard to pre-purchase and post-purchase, and for several other purposes such as warehousing and operations, and even putting out inventory on the website. It also brought out the role of agencies in helping D2C brands achieve all this.

    The discussion was on the topic of “The MarTech stack roadmap for D2C brands,” and was chaired by Wavemaker India’s head of audience sciences, Ronak Parikh.

    Zouk founder & CEO Disha Singh emphasised that as compared to the earlier days when the brand was dependent heavily on their tier I and metro target audience as they were the only ones who had the opportunity to access the brand online, now the brand also has customers across the tier II and tier III cities who have become comfortable adapting to buying D2C brands online, which has helped scale their business further.

    “Most D2C brands were focused on tier I cities because they had more opportunities to shop online. We used to focus more on tier one and metro cities, but thanks to Jio and the internet boom, tier II and tier II cities are also becoming potential markets, and now the split is equal across. This is about consumers’ lifestyle changes; being online and adopting the lifestyle process; and also being ready to experiment with the new brands. This has fueled the D2C base,” she said.

    Singh also revealed, “What has worked for us is providing the consumer with the right product with the right experience. The era of only providing a good product has gone. The consumer not only expects a good product from you at the right price point, but also to experience it pre-purchase and post-purchase. So be it a D2C brand or any brand which wants to grow in today’s times in India, it needs to provide an overall experience to the consumer which begins from when the consumer gets to know about your brand to when the consumer has bought from you.”

    Talking about the role of various MarTech tools that could be utilised, Havas Media group head of digital services India, Rohan Chincholi, brought out that when it comes to a D2C platform, it’s important to make the navigation and checkout process seamless. Hence, tools definitely play a vital role.

    “When you go to a marketplace, you go there for multiple reasons, but when you come to a D2C brand, you are coming with a very clear purpose. It’s not only about sales, it’s also about providing educational or informative content, making navigation and checkout very seamless. It’s very difficult for D2C brands as they do not cater to large audiences or on a large scale, but the money invested is high,” he pointed out.

    Essence vice president of media activation India, Rahul Marwaha, mentioned clearly that MarTech helps agencies and D2C brands to relook at an audience in a different way.

    Speaking of bringing agencies on board, Candere head of marketing & branding Akshay Matkar said that the agencies are experts on the audience while an in-house team is required as product marketers—both need to work on collaboration as per use cases for optimal results.

    “Our category, the jewellery category, was the last adopter of the digital space. During covid, it was not just the consumer behaviour but also the business behaviour of other brands coming online that led us to expand digitally. Tier I and metros were already there; tier II and tier III also started searching and transacting online, and the penetration is still there. Hence, we and our competitors are expanding and focusing more on tier II and tier III cities,” he added.

  • Admitad appoints Neha Kulwal as APAC managing director

    Admitad appoints Neha Kulwal as APAC managing director

    MUMBAI: Admitad has appointed Neha Kulwal, formerly the country manager, as the Asia-Pacific managing director. Admitad’s India operations were launched with the vision of becoming the largest, most trusted partner network and martech & fintech solutions provider. The company is confident it can increase growth in the entire APAC region under the leadership of Neha Kulwal, it said in a statement.

    Having joined Admitad six years ago, Neha Kulwal has established a solid market position for the company, increasing the business volume five times and attracting new clients across diverse industries. Neha has built a steady team of more than 50 people working for the company in the region today. Her ability to act as a team leader and as a true people person gained her respect throughout the entire Admitad family and beyond.

    Since 2020, the company has increased the size of its partner portfolio in India and added a significant number of advertisers and publishers as partners and clients. The total sales generated by Admitad tools for brands almost doubled between 2019 and 2021. Top-tier brands such as Flipkart, Croma, Ajio, BoAt Lifestyle, Samsung, Myntra, Kotak, Mcaffeine, and Times of India enjoy long-term, profitable partnerships with Admitad in the APAC market.

    Neha Kulwal said, ” I am delighted and truly honoured to receive this recognition. This is the beginning of a new chapter in Admitad’s journey in the region. I am confident that APAC, given its immense growth opportunities, will live up to its full potential in driving our business to greater heights. We started Admitad’s India operations with a clear vision of becoming the biggest and most trusted partner network. I am very proud of what we as a team have achieved in the last six years and, with this new responsibility at hand, I intend to grow our APAC operations by replicating the India success story.”

    “Neha Kulwal is a truly top player and an inspiring leader of the digital economy. We appreciate her experience and her business sense, and could not think of anyone being a better perfect fit for our ambitious goals in the region. It will be exciting to see more Admitad APAC projects and initiatives set benchmarks in this market,” said Admitad founder and CEO Alexander Bachmann.

    Admitad has recently moved into the new office in Gurugram, offering additional businesses and solutions beyond its partner network, including Tapfiliate, ConvertSocial, Univibes, and Coupon Whitelabel. In the near future, the company will continue to invest in developing its infrastructure in APAC.

  • 68% CMOs want to spend more on Martech: Report

    68% CMOs want to spend more on Martech: Report

    Mumbai: According to a recent study released recently, over 68 percent (or two-thirds) of chief marketing officers (CMOs) want to boost their marketing technology spending in 2022. According to Gartner, the typical marketing budget in 2021 would have included 26.2 percent of martech (marketing technology).

    CXOs want to expand their Martech stack as it is insufficient currently.

    Resulticks, a global leader in Martech that was named to the Gartner Magic Quadrant for Multichannel Marketing Hubs (MMH) in 2022, has shared its outlook for the future.

    Digital marketing has taken center stage as a means of reaching out to customers. While legacy companies are feeling the heat, digital natives are forging ahead, confident that the marketing paradigm based on the virtual world will be effective.

    The trend for 2022 seems to echo Gartner’s 2021 projection that 68 percent (or roughly two-thirds) of CMOs want to increase their marketing technology spending.

    Resulticks global chief strategy & business officer Dinesh Menon said, “The shift to digital is permanent,”

    According to Gartner, the 2022 report highlights digital marketing leaders’ increasing reliance on multichannel marketing hubs for business growth.

    This is the sixth year in a row that Resulticks has been recognised in this report. This acknowledges that the way brands engage and converse with customers has changed.

    Among those who use Resulticks are HDFC Bank, UTI MF, ABFRL, and Tanger Outlets. Martechs typically “measure the return on marketing expenses.”

    The magic formula for Martech appears to be the creation and maintenance of an ecosystem that reinforces benefits to marketers. Other top companies besides Resulticks include Adobe, Salesforce, HCL Unica, and others. Most good software can be updated regularly with new channels and capabilities.

    According to the report, elements of the service include hyper-personalisation, context-based targeting, and bringing together real-time customer signals to deliver top-line growth and optimise ROI.

  • Wondrlab acquires performance marketing agency Neon

    Wondrlab acquires performance marketing agency Neon

    Mumbai: Leading MarTech network Wondrlab has acquired Neon – a leading performance marketing agency. The Neon acquisition follows the WYP acquisition and the Opportune acquisition.

    Neon uses data, creativity, and deep platform understanding to successfully deliver bottom-of-the-funnel campaigns. Since its inception, the agency has helped more than 100 brands grow, by delivering on conversions and leads.  

    Wondrlab advocates a full-funnel approach to helping brands win. This acquisition strengthens Wondrlab’s promise by enabling its clients to straddle brand creation as well as monetization. This is especially necessary for building a first-party digital landscape to survive in a cookie-less future.

    Wondrlab founder & CEO Saurabh Varma said, “Meher and his team share our passion for building incredible solutions that straddle both products and service. As the teams come together, it will help us deliver a seamless full-funnel experience for our clients. Super exciting.”

    Neon founder Meher Patel said, “We are excited to be a part of the Wondrlab family. The ambition to build India’s first Network is exciting, to say the least. The singular focus on delivering on the full funnel seamlessly is exciting. What is even more exciting is the ability of the Group to have real skin in the game. Our journey at Neon gets new wings.”

    “The only way to deliver on the full-funnel promise is to have incredible leadership and deep specialization. The balance between great storytelling and delivering performance has to go hand-in-hand. Beyond that, the chemistry and the human connection are critical. That is what we have focused on through the acquisition phase. Wondrlab wishes a warm welcome to the entire Neon family,” Wondrlab co-founder and managing partner Rakesh Hinduja added.

    Speaking on the acquisition, Neon co-founder Yesha Shetty said, “As a creative leader focused on performance, I look forward to learning how Wondrlab teams create magic through a deep understanding of human behaviour. And I look forward to adding my specialization to making the same thinking relevant and performance worthy. There is so much for us to accomplish together.”

    Malabar Capital Advisors served as financial consultants for the Neon acquisition.

  • CAMM Summit 2022 all set to discuss latest cutting edge innovations

    CAMM Summit 2022 all set to discuss latest cutting edge innovations

    Mumbai: ‘Content is king’ has become too common of a phenomenon. But there has never been a never-ending hunger for content as is being witnessed today. Estimates are that close to $120 billion is expected to be spent on producing content every year. To discuss the latest cutting-edge innovations in the technology space, IndianTelevision.com has come up with ContentTech, Adtech, Martech, and More (CAMM) Summit and Exhibition 2022. The four-day-long event will be co-powered by PubMatic.

    The virtual summit will commence on 12 April at 02:45 p.m and conclude on 15 April. The key themes for the summit will include planning for connected TV, changing Adtech landscape, AI & data, content infrastructure, technology trends for the year 2022, user experience and retention etc.

    With the help of industry stalwarts, CAMM Summit and Exhibition will showcase the latest cutting edge innovations in cinema production, distribution, consumption, streaming and TV show creation and distribution – whether via satellite or through the Internet.

    The idea is to create a tech-ready corporate and studio culture so that India’s much hyped-up creative industry can live up to its total potential.

    The CAMM Summit will be carried out with the help of an esteemed advisory board comprising senior professionals from the industry including Tata Elxsi global practice head for media and new media Ajay Kumar Meher, CeleverTap senior vice president marketing Jayant Kshirsagar, Zee Technology & Innovation Centre chief technology officer Kishor AK, India Today group chief technology officer Piyush Gupta, PubMatic regional vice president OTT & CTV Vijay Anand Kunduri, Network18 Media & Investments Ltd group chief technology officer Rajat Nigam, Google India head of large partner solutions, online partnerships group Sweta Jhunjhunwala and many more prominent names.

    The event will have speakers from ContentTech, AdTech and marketing sectors who will share their experiences, insights and predictions for the future. The speaker list will include Timex Group head of marketing and e-commerce Ajay Dhyani, Pratilipi business and content head Jugal Wadhwani, Lenskart media head Anupam Tripathi, Times Internet chief technology officer Ashish Jaiswal, TV9 Network chief technology officer S Badari Prasad, Kinnect senior vice president – marketing science and customer experience Bharatesh Salian, PubMatic director Harguneet Singh Madison World vice president Kosal Malladi, Lokmat Media senior executive VP and head of digital business Hemant Jain and so on. The speakers will share their thoughts on their respective panels.

    The summit is an ideal hotspot for startups, short video professionals, MarTech professionals, Broadcasters, AdTech professionals, Venture Capitalists and everyone with a keen interest in technology.

    CAMM Summit and Exhibition is one of its kind of initiatives that will gather the technology professionals under one rooftop. It will give you an opportunity to hear from top industry leaders from ContentTech, AdTech and Marketing sectors who will help you understand how the AdTech landscape is forging stronger brand and publishing relationships. The summit will also give you an opportunity to learn from the experts by listening to their journey, experiences and how they overcome the challenges. There will also be successful branding and marketing stories from the brands. This is the biggest platform to gather knowledge on the current trends in the marketplace. 

  • Digital industry veterans launch tech-based data conversion platform ‘0101.today’

    Digital industry veterans launch tech-based data conversion platform ‘0101.today’

    Mumbai: Digital industry veterans such as Enormous Brands co-founder Ajay Verma, Marsh e-business head and Tata AIG head of marketing & e-business sales – Jayraj Jadhav, and former iProspect India head of media and programmatic and digital media maven Mihir Mehta have come together to launch 0101.today, which is positioned as India’s first tech-based data conversion company, specialising in deep understanding of behavioral data that transforms brand conversion across all internal data streams.

    It has offices in Mumbai and Delhi and is looking at expanding its presence in Bangalore soon, said the statement.

    “Today, conversion is one of the most important marketing metrics. We aim to deliver just that and not hide behind metrics that are mere leads driven,” said 0101.today managing partner Ajay Verma. “We help businesses collect and organise their data and drive data-driven marketing programs, at the same time taking responsibility of outcomes”

    The inception of 0101.today was spurred by the desire of the founding members to build a company that helps in improving customer acquisition. The firm delivers the same by auditing existing Martech tools and reengineering the company’s data flows to unify data for all across the organisation.

    “As a marketer, I know the struggle is really about focusing on day-to-day work vs. foundational work. A lot of CMOs face challenges regarding which platforms or stack to invest in, and how do we really get ROI on investments,” said managing partner Jayraj Jadhav. “There is a need to work on strategy, stack and structure together. As a martech proponent we decided to get a team of experts together to help CMOs in this mission. We have built proven frameworks that will help deliver conversion and growth at scale”

    0101.today will help organisation create and organise their MarTech stack to deliver an environment that drives data-based and outcome driven marketing strategy. Their team of team of 20 + currently comprises tech engineers, data analytics, and marketing ops who come with marketing strategy prowess, knowledge of marketing automation tools, experience in stack implementation, and in converting data to drive actionable and measurable marketing goals.

    “I always wanted to find some way to help brands and CMO’s grow at scale. After working in agencies, I realised that most of them get restricted to one or two platforms to drive performance,” commented managing partner Mihir Mehta. “The need of the hour is that brands have to move fast with sharp, smart, and more adaptable solutions without restricting themselves to platforms. This is what inspired us to change the outlook and create data-driven solutions aimed towards growth and conversions,” 

    “In the game of growth marketing and conversions, emphasis is laid on consumer touchpoint as well as the medium of the message, unfortunately, ignoring the message itself. We aim to put personalised messaging at the centre of our data-backed conversion strategy,” added Shivi Verma who joins as director – growth.

  • Kavita Kamath joins Wondrlab as group creative director

    Kavita Kamath joins Wondrlab as group creative director

    Mumbai: India’s largest platform-first martech startup, Wondrlab, has bolstered its creative team. The startup has brought in Kavita Kamath as group creative director. In her new role, Kavita will report to Amit Akali, co-founder and chief creative officer at Wondrlab.

    At Wondrlab, she will lead creative integration and content creation on a large set of key accounts.

    Wondrlab co-founder & chief creative officer Amit Akali said: “Being platform-first, we’re a very different kind of a start-up and therefore hire people with unique skill sets. The coming days are full of opportunities and I am sure someone senior and experienced like Kavita will help us make the most of it. At her level, she’s not expected to bring just skillsets to the table but also a mindset. While she’s from an art background, she’s very comfortable handling a huge team. She has worked on tech platform brands like Google and done truly integrated work – more importantly, she believes in what we are trying to achieve here and is looking at it as an entrepreneurial opportunity. I’ve been in talks with her for a couple of years now and am looking forward to finally working with her. She’s going to be working out of Delhi and Mumbai, reporting to me. Here’s expecting a lot of ‘Wondr’ from her.”

    Kamath has nearly 16 years of experience, a large part of which she gathered at MullenLowe Lintas, where she spent a decade. She is a multiple award-winning creative, having worked on brands like Google Pay and Google Home, the tech brand that gave her platform-first exposure and experience. She has also worked closely on well-received campaigns such as the Blenders Pride Fashion Tour. Apart from these, she has also worked on key brands such as Pepsi, Slice, Tropicana juices, Vivo, Glenlivet, Hindustan Times, Wills Lifestyle, Dabur, GSK and Samsung, among several others.

    Wondrlab group creative director Kavita Kamath said, “There is a more holistic approach to marketing and brand communication now, and the way forward is integrated solutions to keep brand conversations going meaningfully. I had been following WYP’s work for some time. What interested me was the integrated approach with which ideas were curated and the platform-first solutions to help brands with effective communication. The work on Diageo and Tanishq, to name two of many, has been truly refreshing. I’m thrilled to be a part of the WYP and Wondrlab family and look forward to doing some exciting work.”