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A brand’s strategic shift – A year-end reflection
Mumbai: As 2023 winds down, reflecting on AI’s impact in the digital space is essential. Leading a digital agency, I’ve seen brands not just adapting but strategically embracing AI. This year-end review delves into AI’s profound impact across the digital spectrum and how brands leverage it.
Precision in Advertising (Maximizing Returns with AI Insights):
In 2023, AI-powered tools like Google’s Performance Max and Facebook’s Conversions API redefined the game for digital advertising. Brands, more than ever, sought precision in their ad placements. The strategic integration of AI allowed for a nuanced understanding of consumer behaviour, ensuring that advertising efforts were not just seen but resonated with the right audience. In 2024, we anticipate brands doubling down on AI-driven insights to fine-tune their advertising strategies.
First-Party Data (The Strategic Currency for Digital Success):
With the impending deprecation of third-party cookies, brands have pivoted towards prioritizing first-party data as a strategic asset. In this year-end reflection, it’s evident that successful brands have not only recognized the shift but have actively invested in building and leveraging their first-party data. The ability to harness this data for personalized marketing efforts has become a crucial differentiator. As we enter 2024, brands that have mastered the art of first-party data utilization will offer a competitive advantage.
Micro-Influencers and AI-Generated Influencers (The New Faces of Authenticity):
Gen Z’s demand for authenticity has reshaped influencer marketing. In 2023, brands observed a shift towards micro-influencers and even AI-generated influencers. These influencers, with their authenticity and relatability, have become powerful brand advocates. As we close the year, brands are expected to deepen their engagement with influencers who resonate with their target audience, blurring the lines between human and AI-driven endorsements.
Agile Market Research (Real-Time Insights in the Digital Age):
Traditional market research has undergone a digital transformation, with brands turning to online surveys and internet-driven consumer insights. The ability to gather real-time data has given brands an edge in understanding rapidly evolving consumer preferences. In this year-end review, it’s clear that brands are recognizing the agility and cost-effectiveness of AI-enabled market research, a trend set to accelerate in 2024.
Connected TV (CTV) (Bridging the Digital and Traditional Experience):
The rise of Connected TVs (CTVs) allowed brands with a unique opportunity to merge the impact of traditional television with the measurability of digital platforms. In 2023, we witnessed early adopters experimenting with CTV advertising. As the year come to an end, brands are gearing up to embrace CTV as a key channel in 2024, blurring the lines between digital and traditional advertising along with data-driven insights from CTVs will reshape how brands approach television advertising.
Conclusion:
As 2023 concludes, brands find themselves at the intersection of tradition and innovation in the digital realm. AI serves as the linchpin, influencing advertising, data strategies, influencer engagements, market research, and television advertising. This year-end reflection underscores the strategic shifts made by brands to not merely adapt to AI but leverage its capabilities for a nuanced and impactful digital presence. Stepping into 2024, brands that harness AI’s true potential will lead the charge in shaping the future of the digital landscape.
LS Digital senior VP – Digital Strategy Planning & Client Success Shantanu Bhattacharyya.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
