Shashank Shrivastava decodes driving innovation in the automotive sector with mobile

The mobile marketing landscape is highly dynamic, characterised by rapid developments, evolving technology, emerging trends, and shifting user behaviour that collectively shape its future course.

For six years, MOBEXX Summit and Awards, Adgully’s flagship event for the mobile industry, has been delving into the intricacies of the mobile marketing landscape and forecasting emerging trends. In its seventh edition, MOBEXX Summit and Awards 2023 turned the spotlight on the most significant disruptions in the mobile marketing space, game-changing innovations, emerging trends, strategies, and some pressing challenges.

MOBEXX Summit and Awards 2023 featured a Keynote Address by Shashank Shrivastava, Senior Executive Officer, Marketing & Sales, Maruti Suzuki, on ‘Driving Innovation in the Automotive Sector: Navigating the Mobile Revolution’.

Shrivastava initiated the keynote by giving a short introduction about the session as, “Today, we find ourselves living in the world heavily relying on technology. This unprecedented dependence underscores the very transportative impact of technology across the industry including the industry where I belong to and that is automobile industry.”

“The autombile industry, once characterised by traditional purchasing methods, has now undergone remarkable change all, all thanks to expanding influence of mobile technology. From the initial stages of browsing and selection to the final stage of purchase, followed by using smartphone apps for a convenient service experience digital technology has become instrumental in shaping the modern car buying and ownership experience. Furthermore, the integration of connected technology in vehicles, driven by mobile innovations offers consumers a level of convenience and sophistication that was unimaginable a few years ago,” he added.

Shrivastava went on to emphasise that the digitalisation of the car buying process is not just about convenience, but also about providing a more personalised and efficient service to consumers. He highlighted the use of artificial intelligence and machine learning algorithms in analysing customer preferences, behaviours, and trends, enabling a more targeted approach in marketing and product offerings.

“As we delve deeper into the phygital realm, it is crucial to recognise the pivotal role of data in this transformation. The abundance of data generated at various stages of the customer journey allows us to tailor our services to individual needs and preferences. Machine learning algorithms, fueled by this data, empower us to predict customer choices, ensuring a seamless and delightful experience,” Shrivastava explained.

He also touched upon the integration of Augmented Reality (AR) and Virtual Reality (VR) technologies in enhancing the phygital buying experience. He envisioned a future where customers can virtually test drive a car, explore customisation options, and even visualise the vehicle in different environments, all from the comfort of their homes.

Moreover, Shrivastava discussed the increasing role of blockchain technology in securing and streamlining transactions within the automotive industry. He highlighted how blockchain ensures transparency and trust in every step of the purchasing process, from financial transactions to the transfer of ownership.

He expressed his optimism about the continuous evolution of technology in the automotive industry, stating, “The fusion of digital and physical in the phygital experience is an ongoing journey. We are not just selling cars; we are creating an immersive, tech-driven ecosystem that revolves around the evolving needs and expectations of our consumers.”

As the keynote concluded, Shrivastava left the audience with a glimpse into the exciting possibilities that lie ahead in the ever-evolving landscape of automotive technology.