Turning the tables on the digital industry’s biggest challenges
In this day and age characterised by an increasingly digital world, leveraging the power of data-driven marketing, advertising, and technology is significant for businesses and brands who are looking to stay ahead of the curve. DATAMATIXX Summit and Awards serves as the ultimate platform for industry leaders, marketers, advertisers, and tech enthusiasts to gather, collaborate, and discover the cutting-edge developments that are shaping the digital ecosystem.
The 2nd edition of DATAMATIXX 2023 was held on July 28 at the Sahara Star, Mumbai. A special fireside chat turned the spotlight on ‘Turning the tables on the industry’s biggest challenges’. The session was moderated by Nachiket Deole, Head Of Sales, India, DoubleVerify, and the esteemed speakers included Jahid Ahmed, Senior Vice President and Head of Digital Acquisition, Website, Content and Social Media Marketing, HDFC Bank; Rahul Dayama, Head of Marketing, Urbanic; and Aatika Ehsan Ansari , Head Media & Digital, Pernod Ricard India.
Commencing the discussions, Nachiket Deole pointed out that industry experts have been talking about the evolution of digital and programmatic for the past 12-13 years, and even after so many years, the same things are still being talked about. However more challenges are facing the industry, in terms of privacy regulation, data privacy from the perspective of the users as well as from government’s perspective. He also noted that cookies will not exist anymore some day. Agencies and marketers are always thinking about how to cope up with these challenges, because those are very daunting. Marketers should think about brands and campaigns and not compliance as compliance has become a day to day affair for them.
On being asked about the biggest challenge that he is facing and trying to turn the tables on, Rahul Dayama responded by saying, “I think the biggest challenge that we are working on right now is to add a KPI to our marketing campaigns. That’s why we do influencer marketing very heavily. Last year, we had 1,400 influencers. According to me, this is the biggest question that we face – how do we measure the influencer marketing outcomes? For that we are using a lot of methods to measure the campaign sentiments, all those data points are important.”
For Jayed Ahmed, the biggest challenge is attrition, which is so high, that when people ask “‘Where’s your jacket?’, and I say ‘I have to be cool, banking has to be cool’, that’s the first and foremost thing. And we cannot go overboard, otherwise Gen Z millennials don’t resonate with you. It’s been 13 years in my digital journey; Day 1 was also about measurement. Post 13 years is also about measurement, which is going to be a perennial concern for us.”
Aatika Ehsan Ansari said “I come from a very restricted category, which is alcobev. So, for us priorities include operating in a brand safe world, as ours is such a restricted and dark category in India, especially in the digital space. The other thing in terms of measurement is single common currency and common view – that’s something I’m really concerned about across all our plans. Also, with the exceptional fragmentation of digital, how do you measure the impact? Do you measure it together or isolated? So on and so forth. So, I think for us as a category, it is safety, reputation and the threat of possibly a cookieless world in the future. As we get stricter with our privacy environment and how we advertise, as marketers we will be forced to keep consumers at the heart and centre of it.”
These are edited excerpts. For the complete discussion, please watch:
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