MAM
Martech tools and strategies used by investment platforms for tailored recommendations
The investment landscape is witnessing a surge in participation, with a new generation entering the market. To differentiate themselves amongst the competition, investment platforms must go beyond offering a range of investment options. Today’s user demands a personalised experience and that is where Martech comes to play to revolutionise the space.
Martech is a collection of tools that help understand customer behaviour and preferences. Investment platforms can gain insights into user behaviour, risk tolerance and financial goals by implementing martech solutions. The data generated becomes the basis for crafting tailored and targeted recommendations for customers to make informed decisions, along with a seamless customer experience.
Martech has now become critical for businesses, the tools and solutions don’t just drive efficiency in marketing operations but have now become profit drivers. Some of the key Martech tools that investment platforms leverage are:
● Advanced analytics: Tools like Google Analytics or Adobe Analytics provide comprehensive insights into user behaviour on the platform, enabling data-driven decision-making for optimising the user experience.
● Customer segmentation: By segmenting users based on risk tolerance investment goals and experience level, platforms can deliver more relevant content and recommendations ensuring a truly personalised experience
● AI-powered recommendation engines: These intelligent engines analyse user data to suggest suitable investment options. Tailored or personalised recommendations help build trust, bring the brand closer to customers, and keep them engaged. The key is to then maintain this engagement over extended periods
The martech market is currently witnessing remarkable growth, estimates suggest a notable expansion from its current value of $263.0 billion in 2024 to $933.2 billion by 2030, reflecting a robust CAGR of 23.5 per cent over the forecast period as per the MarketsandMarkets. With a growing focus on Artificial intelligence (AI), hyper-personalisation, and on-demand learning, here is a glimpse to the future of investment platforms after implementing martech:
● AI-powered chatbots: Virtual assistant that provides read time personalized investment guidance. These AI-powered chatbots will change customer support offering immediate and tailored assistance to investors
● Hyper-personalised learning: Platforms will leverage AI to created customized learning path for users, ensuring they gain the knowledge and skills needed to confidently navigate the investment journey
● On-demand content: Investors will have access to a vast library of on-demand content tailored to their specific needs and learning systems, empowering them to make informed investment decisions
Martech is no longer an optional add-on for investment platforms. The emergence of martech represents a significant leap in the evolution of marketing. By actively leveraging analytics, segmentation and personalized recommendations, platforms can enhance the customer experience. As the Martech landscape continues to evolve, investment platforms that embrace these advancements will be best positioned to thrive in the ever-changing investment world.
The article has been by BlinkX by JM Financial’s associate director – martech, AI & digital marketing Soumya Pattanayak.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
