National Technology Day is a significant event celebrated annually in India on May 11 to honour the country’s groundbreaking achievements in science and technology, particularly the successful nuclear tests in Pokhran on the same date in 1998.
To commemorate this important day, we have gathered insights from industry experts across various sectors to shed light on the pivotal role of technology in modern marketing. Here’s what they have to say:
Mayank Kumar, Co-founder and MD of upGrad, highlights the significant opportunities technology presents for marketers in 2024, with a plethora of tech solutions available to streamline workflows, optimize campaigns, and enhance overall performance. However, while the abundance of digital tools offers vast opportunities, it has also led to decision paralysis and overwhelmed marketing teams. The challenge lies in selecting the most suitable solutions for specific marketing needs, addressing a noticeable skill gap at managerial levels. Kumar emphasizes the importance of a strategic approach to leveraging technology, ensuring a clear alignment with marketing objectives and investments.
Surabhi Sharma, Senior Director of Marketing at Hero Vired, notes the transformative impact of technology on modern marketing, shifting from broad, indiscriminate strategies to targeted, data-driven approaches. Advanced analytics tools and access to extensive consumer data now allow marketers to create campaigns that are not only targeted but also deeply resonant with specific audience segments. Sharma highlights the integral role of technology across all facets of marketing, from social media trend research and content creation to advanced analytics and campaign optimization.
Russhabh R Thakkar, Founder and CEO of Frodoh World, emphasizes the profound implications of technology on marketing and advertising, particularly in the mobile marketing space. Utilizing AI, machine learning, and rich behavioral data, marketers can now create highly targeted and personalized messaging, establishing authentic connections with audiences. Thakkar underscores the importance of integrating technology and data assets seamlessly into full-funnel brand experiences while upholding ethical considerations such as data privacy, consent, and transparency.
Vineet Chugh, Head of Marketing at Queue Buster, discusses the indispensable nature of technology in modern marketing, referring to marketers as ‘Mar-tech leaders’. Chugh outlines the CARE model, focusing on content creation, data analysis, customer retention, and customer attraction, and highlights the role of various tools and platforms in each facet of the marketing mix.
Abhishek Gupta, Chief Marketing Officer at Edelweiss Tokio Life Insurance, underlines the significant impact of technology, particularly data analytics, in enabling businesses to tap into the consumer psyche with unprecedented precision. Gupta also recognizes the challenges arising from technology, highlighting the importance of navigating the complexities presented in the digital era.
Prajnyasis Biswal (PB), CMO of BharatBox, discusses the strategic adoption of blockchain technology and NFTs in marketing, citing compelling data to support the integration of these technologies into marketing strategies. Biswal emphasizes the dynamic and user-centric ecosystem created by blockchain technology, allowing brands to incentivize user engagement directly and shape cultural narratives.
Minhaz Fatima, marketing consultant, reflects on the powerful synergy between technology and human insights in creating impactful marketing initiatives. Fatima provides notable examples of brands utilizing tech to address societal issues and connect with consumers on a deeper level, emphasizing the humanistic aspect of storytelling in marketing.
Salim Ali, CMO of Gupshup, highlights the expanded reach and personalized engagement enabled by social media platforms and digital marketing tools, particularly in the realm of conversational marketing driven by chatbots and virtual assistants. Ali underlines the profound impact of technology on marketing, facilitating direct, efficient, and personalized customer interactions.
Nimish Agrawal, Executive Vice President and Chief Marketing Officer at Niva Bupa, discusses the cost-effective expansion of audience reach and the efficiency of social media content, email marketing, and search engine optimization through the utilization of technology. Agrawal also underscores the role of technology in enhancing the quality and personalization of marketing campaigns.
The collective insights from these esteemed industry experts underscore the pivotal role of technology in shaping modern marketing strategies, showcasing the transformative impact of technology on consumer engagement, data-driven decision-making, and personalized brand experiences. As technology continues to evolve, marketers must adapt and leverage these innovations to create meaningful connections and drive impactful campaigns.
In conclusion, the integration of technology into marketing strategies has redefined the industry, empowering marketers to engage with audiences in unprecedented ways while facing new challenges in navigating the complexities of the digital era. With strategic adoption and ethical considerations, technology will continue to drive the evolution of marketing, shaping the future of consumer interactions and brand experiences.