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BW Businessworld

“Technology Is Essential”

Especially with the increase in social, there will be increase in cross alliances for product innovation, pollination of ideas for reach, co-creation with opinion leaders and citizen contribution – a huge wave of citizens, consumers solving for larger causes was seen during the pandemic

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The most important lesson from the pandemic of the year gone is that technology is essential rather than optional. Intel India’s Marketing Director, Roshni Das, cites this reiterating that technology has played a foundational role in how brands managed to stay connected to the customer. In this confab with BW Businessworld, Das reflects that digitisation is inevitable and companies that are under-invested in technology will have to make quick organisational shifts.

On marketing shifts of the future…

Purpose-led marketing: A recent Accenture study stated that 81 per cent consumers want companies to take a stand on social, cultural, environmental issues close to their hearts. Many brands rose to serving the consumer. Intel too revealed its pandemic response technology initiative and its corporate responsibility goals 2030.

Hyper-personalisation journeys through martech (marketing technology):

Many companies are using analytics and listening to determine communication  timing and efficiencies and using it to inform decisions across the company. Social listening has provided valuable inputs to companies. Investing in marketing technologies and reassessing the tools for marketing. Rather than expanding into many technologies, tech stacks are getting smarter, streamlined and connected. We are going to see this trend continue. Intel’s in-house IT team has built a customised tool for account-based marketing. Intel has its self-service dashboard that presents the entire customer lifecycle. Many customer tools are required in marketing to deliver hyper-personalised messages.

Customer experience:

With people still wary of personal interaction, engaging them in tangible formats might become tougher. Real time, responsive, and con- versational artificial intelligence (AI) and augmented reality, responsiveness and empathy of customer care executives could be the way people interact with brands.

A cookie less future: These little bits of code temporarily stored data and were instantly transformed into a cross-site tracking tool that became the spine of most online advertising models. With Google discontinuing it, 2021 will be the year that businesses will have to educate themselves about its impact and change the way they market.

Co-creation and partnerships:

Brands will have to start customising strategies for their digital legs. Especially with the increase in social, there will be increase in cross alliances for product innovation, pollination of ideas for reach, co-creation with opinion leaders and citizen contribution – a huge wave of citizens, consumers solving for larger causes was seen during the pandemic

Reach:

In short time we went from scarcity to access in specific segments like e-commerce, payments, digital video. And with access comes level playing field. Access also creates a digital liberator with a global outlook and expectations. There is opportunity to explore voice, language and AI. The more value a product can drive as part of the consumer’s daily lives, the greater the opportunity to be part of the consideration set.