Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.
The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under the branding, advertising, TV, digital media planning, and buying roof.
The session will cover the multifaceted role of brands leveraging automation in the digital India narrative, providing insights into the opportunities, challenges, and impact on various sectors of the economy.
The session of the event is chaired by Publicis Groupe India CEO digital technology business Amaresh Godbole, consisting of panelists including - Kotak Life EVP & head of digital business unit Prasad Pimple, GSK associate director – customer experience Delnaaz Irani, Lenovo head, corporate citizenship, Asia Pacific Pratima Harite, Fractal ink Design Studio Pvt Ltd co-founder, COO and CBO Geeta Suthar and mFilterIt head of product Arvind Mathur.
Talking about financial services being the most automated industry, Godbole asked Pimple about his insights, “I agree that the way the overall technology stack has been created, it has helped most of the brand and industries to build on automation into the purchase journeys as well as the overall customer experience management but we’re not as fortunate as the leaning business where it is simplified in terms of just financial underwriting based on credit score.”
He also spoke about financial and medical underwriting still remaining unautomated, and that a lot of work has also happened in terms of the automation perspective on the customer experience part of it. He also said, “In terms of automation, significant progress has been made in enhancing customer experience throughout the marketing funnel, from building awareness to tracking it, transitioning to consideration, purchase intent, actual purchase, and finally sharing purchase information with relevant media platforms.” He also spoke a bit about CKYC, EKYC, and the UPI moment in India during the pandemic, among other topics.
Answering Godbole’s question on the challenges in automation, in the pharma industry, Irani said, “The challenge is integrating doctors into the marketing funnel with a clear strategy for exclusive communication and validation.”
Moving on, Harite said, “When we talking about the automation i think we should look at the work for human kind project that we looked at where we were thinking of how do you revitalise millets using technology.”
Sharing her thoughts on automation, Suthar said, “Process optimisation has largely been digitisation. We identify things that are manually done or they’re not efficient and then we figure out ways in which to digitise them, put them on the cloud or some service somewhere and then join the dots to make everything seamless.”
Mathur then spoke about deploying technology, including AI and generative models, to monitor and distinguish between positive and negative elements within the system. He also spoke about the guardrails that need to be made around systems.
