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.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
