MAM
MIS 2024: Leveraging a Customer – Centric Martech Stack
Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed 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 tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.
The panel for this session was moderated by Fractal Ink CEO Tanay Kumar. The panelists were Future Generali India Life Insurance Co. Ltd. CMO Geetanjali Chugh Kothari, Pepperfry VP – Marketing & Growth Mahip Dwivedi, Schneider Electric director – Global Strategic Marketing Ankesh Kumar, Dangal Play head Akshat Singhal and Vserv co-founder & CEO Dippak Khurana.
Kumar posed the question on the various aspects of utilizing marketing technology (Martech) tools and strategies to the panelists. To which Kothari said, “There are essentially two aspects to consider. Firstly, many areas have become hygiene, especially when it comes to customer data. Secondly, when evaluating the tools to include in your entire CapEx.”
Dwivedi underscored the customer-centric approach to Martech utilization. He said, To fully utilize Martech, the focus should be on serving the customer, not just selling to them. Using the term “sell” implies bombarding customers with irrelevant messages, which isn’t effective.”
Kumar shared insights into the global utilization of in-house tools for efficient asset management and campaign execution. He reiterated, “We utilize a variety of in-house tools globally to control assets, release them, and manage various campaigns efficiently.”
Singhal highlighted the role of Martech in content personalization, communication, and analytics. He said, “From personalizing content to sending communications, we rely on marketing tools to engage, gather analytics, send notifications, and craft personalized emails. So marketers help that way a lot.”
Khurana said that, “Any marketer who is taking decisions buy or build, there are 2 areas they try to take decisions on. One is they have an objective of user growth and second is they have an objective of user retention.”
The session concluded as panelists navigated the complexities of the digital landscape, leveraging Martech tools effectively will be essential for staying ahead of the curve and delivering exceptional customer experiences.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
