Business operations, consumer behaviour, marketing strategies have undergone a lot of changes in the pandemic period. Goals, visions and aspirations have had to be reset as Covid disrupted lives and economies. The challenges are great for marketing heads as they strive to bring back topline and bottomline growth amid rising inflation and costs, on the one hand, and meeting the consumer expectations in the new normal. Empathy and experiential need to be at the core of marketing strategies in the new normal. Moreover, the transition to digital has brought with it its own set of challenges and opportunities.
Adgully held the second edition of its premier event for marketers – CMOs’ CHARCHA – on May 18, 2022 with the overarching theme of ‘Marketing 3.0’.
Cookies and third-party data have long been used to track and identify consumer behaviour online. Marketers have relied on these data points to serve relevant ads, associating factors like gender and age with a consumer’s potential interest in an offering.
Delivering his keynote address at CMOs’ Charcha 2022, Ankur Gattani, VP, Growth and Marketing, WebEngage, dwelled on the topic ‘How to create a hyper-personalised strategy’ and spoke about how hyper personalisation can be very powerful and impactful for the business, how the world is not responding to cookies, and more.
“The reason why personalisation today is extremely relevant is because of the way the times have changed. There was a time when all of us were with our neighbours, perhaps viewing the same stream, watching the same show together, as well as the advertisements. We would all remember ads of Parachute Coconut Oil, Nirma, Vicco Vajradanti, and so on. Today, the customer is distracted, screen and viewing options have increased, and content consumption is no longer a joint activity. So, if you want to make sense to this customer of today, you will probably learn from what he is doing right now.”
Citing the examples of Google and Facebook, Gattani noted, “They have actually demonstrated how very powerful utilisation of data can make a massive difference to even basic level campaign performance metrics like click throughs, which can work differently. Typically, when we see marketers wanting to go on a journey of doing personalised experiences, they get over many silos of data that exist in the system. Just to give you quick context on what kind of data that’s available, as a marketer, you actually have a lot of data points available within your system.”
