Tapping emerging tools & technologies to increase marketing efficiencies and ROI

Under the theme of ‘Brand Power Unlocked’, CMOs’ Charcha – Kolkata Chapter aimed to primarily focus on the significance and effectiveness of modern marketing strategies, unleashing the power of technology and data-driven strategies that shape the future of marketing.

The summit serves as a platform for professionals to exchange ideas, insights, and experiences, fostering a vibrant environment of collaboration and learning. Through engaging panel discussions, interactive workshops, and keynote presentations, attendees gain valuable knowledge and perspectives on cutting-edge marketing techniques, tools, and platforms that are shaping the industry.

CMOs’ Charcha - Kolkata Chapter 2023 commenced with a panel discussion on ‘Tapping emerging tools & technologies to increase marketing efficiencies and ROI’. The panel was moderated by Abbhishek Chadha, EVP - North & East, Interactive Avenues, and the panellists included:

Kosal Malladi, Vice President, Madison Loop

Shuchi Singhal, AVP – Media, Emami

Suyash Saraf, Co-Founder & CEO, Dot & Key

At the outset, Suyash Saraf focussed on offering better consumer experiences and said that for any consumer brand, customer comes first, and with customer comes customised experience. “If you give them the right experience, they will come back and that’s the sole reason to integrate tech into our website.” He further said, “When it comes to Dot & Key, any action we do, any tech we integrate – it always has a component of how it is helping my customer or potential customer.”

Interactive Avenues’ Abbhishek Chadha dwelled on best use cases to operate on one’s first party data and what should be the apt infrastructure technologically for a brand.

Shuchi Singhal of Emami, too, agreed that for a consumer company, everything starts with the consumer. “It starts with data collection and understanding your consumers,” she said, adding, “Technology is the backbone of data and not just the collection of data, but also making sense of data. So, firstly it should make sense, secondly it should be a place wherein the information is coming back and it is not just a one-way street, for example, running a campaign.”

When asked what should the future agency be like, Kosal Malladi responded by saying that the role of an agency has always been that of a trusted advisory. “The client is working with you because you are bringing something to the table that they probably don’t have. Would in-housing services affect an agency for the short term? Yes. But does it dilute the role of an agency? Absolutely no!”

Speaking on the rapid adoption of Artificial Intelligence, Malladi shared, “People have started asking, will AI take over my job? Tne answer is ‘No’, but someone who knows how to use AI definitely will.

As an agency you are bringing cross-brands learning, which eventually becomes very important. For an agency, the long term goal is to grow a brand and that can’t always be done inhouse, you need people to work with closely and that’s where the role of agency comes in.”

These are edited excerpts. For the complete panel discussion, please watch below:

https://www.youtube.com/live/xceAS6Kdkac?feature=share