NEW DELHI: The Covid2019 pandemic has certainly catalysed the Indian media and advertising industry into becoming more digitally equipped. It has also influenced the sector to rethink its marketing approach. Thus, to drive transformations and thought leadership in this modern marketing space, Dentsu Aegis Network Consult (DAN Consult), the consulting arm of Dentsu Aegis Network (DAN) India, in association with Mobile Marketing Association (MMA), has launched the Modern Marketing Confluence (MMC) – a discussion series focusing on growth, changing consumerism and tech-enabled solutions across industries.
For the record, DAN Consult and MMA launched the first edition of the confluence in June this year under the digital banner of MMC. Here, the inaugural chapter concentrated on three key areas – the role of a marketer in MarTech, the importance of first-party data strategy, the MarTech stack must-haves for a data-first organisation and future-readiness. The discussion, co-moderated by Lalit Bhagia, CEO, DAN Consult & Moneka Khurana, Country Head, MMA India, took a deep dive into how the role of a CMO has now changed to a CRO and/or a CTO. The panellists on the session included Ravi Santhanam, CMO, HDFC Bank, Gowthaman Ragothaman, CEO, Aqiliz and Yanay (John) Sela, CMO, Seeking Alpha.
Now, the collaboration is ready to roll with the MMC series in alliance with industry experts and leaders to enable growth hacks, evangelism and education. It will also catalyse the adoption of relevant MarTech stacks. Additionally, DAN Consult and MMA have partnered with Google in a 3-part series, which will kickstart from 23 July. The series will enable insights from industry experts on responsible marketing with first-party data, D2C strategy and must-do MarTech investments.
DAN Consult CEO Lalit Bhagia said “At DAN Consult, we are committed to partner with CEOs and CMOs in this transitional journey where along with creativity and data, marketing tech also plays a huge part in an organisation's success. As a business, DAN Consult has been working on the forefront of this marketing transformation and the MMC series is our endeavour to showcase and drive thought leadership in this ever-evolving space.”
MMA India country head Moneka Khurana added, “The Modern Marketing Confluence is for those looking for growth hacks in marketing and business transformation. As an industry body, we are enabling a platform to provide thought leadership and promote an agile, customer-centric, decentralised, people-powered, and technology-enabled ecosystem. Today’s CMO is responsible for so much more beyond traditional brand building, interpreting data, generating revenue whilst making the experience seamless for end consumers. The MMA is committed to drive modern marketing with MarTech being the central focus and hence, has enabled an advisory council comprising experts to shape the future of MarTech in India.”
It is pertinent to note here that the Modern Marketing Confluence in its discussions will represent key sectors such as retail & consumer goods, BFSI & insurance, communication, media & technology, born digital organisations, automotive and discrete industries. Further, it will also focus on the implementations and implications of MarTech and the importance of marrying MarTech and AdTech (MadTech).
