Latest news with #MarTechDay
Time of India
06-05-2025
- Business
- Time of India
MarTech Day: Integrating AI in the MarTech Stack
HighlightsShawn Chandy, Chief Marketing Officer of Paragon Footwear, emphasized the use of Artificial Intelligence in creating diverse content for social media, significantly reducing the time and costs associated with traditional photoshoots. Preetam Jena, Chief Marketing Officer of Fixderma, explained how Artificial Intelligence is enabling personalized engagement with customers by building cohorts based on unique skin characteristics. Fixderma utilizes machine learning to adapt marketing campaigns in real-time, allowing for the swift launch and adjustment of campaigns without needing external agencies. Jena highlighted the importance of creating specific customer cohorts for targeted marketing, which leads to more personalized skincare solutions and cost-effective customer retention strategies. AI is transforming every facet of marketing today, from personalisation and customer cohorting to content creation. On MarTech Day , an esteemed panel of speakers, including Preetam Jena, CMO, Fixderma, and Shawn Chandy, CMO, Paragon Footwear, shared their thoughts on how marketers are leveraging AI in their operations. Chandy opened the session by discussing how Paragon Footwear is using AI for content creation. He said, 'We use AI to produce diverse content for social media and other digital platforms. Each month, we launch 20 to 30 new footwear designs. Previously, physical photoshoots for these designs were both time-consuming and costly. Now, AI enables us to create compelling content, showcasing our products in imaginative settings with creativity, in a cost-effective and efficient manner.' While Paragon Footwear is harnessing AI for content generation, Fixderma is using it to build meaningful cohorts based on different skin types, allowing marketers to target these more effectively. Elaborating on this approach, Jena said, 'AI is crucial for us, as it enables personalised, one-on-one engagement with customers. While everyone's skin is unique, shared characteristics allow us to create cohorts using AI. Our facial analysis software, for instance, uses a camera to capture detailed facial structures, identifying current skin concerns and predicting future needs. This allows us to build cohorts for different skin types and target them effectively in campaigns.' Another use case for AI at Fixderma lies in campaign management. It enables the brand to launch and adapt campaigns swiftly without relying on agencies for real-time adjustments. By leveraging machine learning, Fixderma can refine existing campaigns on the fly. Over time, AI has also become an integral part of the MarTech stacks of brands. Consider the case of Fixderma, which aimed to promote its Nigrifix cream, a product that already had a vocal user base and turn it into a revenue generator. Expanding on this example, Jena said, 'With our database of customer purchases over the past two to four years, we successfully mined data on customers who were using our products. This enabled us to create distinct cohorts based on user behaviour, such as Nigrifix consumers with acne-prone skin or male Nigrifix users. These cohorts were then integrated into automated campaigns on Facebook and Google, with bid management also automated for efficiency. This streamlined customer journeys and significantly reduced costs at every stage. Retaining existing customers — who are acquired at a fraction of the cost of new users — proved highly cost-effective, approaching near-zero additional expense.' Jena concluded the session with his thoughts on the future of MarTech and the growing role of AI within the skincare category. 'Every individual's skin is unique, yet shared traits create identifiable cohorts. Larger cohorts yield more generalised data, reducing precision. To counter this, we need to use AI to build numerous, highly specific cohorts. This enables deeper, intent-driven conversations and more personalised skincare solutions,' Jena concluded. Watch the video here:
Time of India
06-05-2025
- Business
- Time of India
MarTech Day: MarTech has plateaued, enterprises should focus on consolidation
MarTech , or marketing technology , enables personalised customer experiences and leads to increased engagement, higher conversion rates, and overall business growth. Over time, MarTech has grown by leaps and bounds, evolving from creating simple campaigns to now sending personalised recommendations to customers. On MarTech Day , an esteemed panel of speakers, including Chirantan Sharma, product head, FNP; Dilpreet Singh, head of loyalty, CRM and partnerships, ITC Hotels; and Antriksh Johari, MarTech lead, Tata Digital, came together to share their thoughts on the evolution of MarTech. Going first, Singh shared his thoughts on how MarTech has evolved over the years. He said, 'Two decades ago, CRMs were little more than Excel sheets, and loyalty programmes relied on physical cards. Over time, we transitioned to mobile apps and email automation. Today, we operate in an era of hyper-personalisation, where we are orchestrating customer experiences using MarTech tools. However, despite an abundance of tools, data silos persist, hindering seamless integration, and these barriers must be dismantled.' According to Singh, one of the biggest changes in the MarTech space has been the advancement in real-time, context-aware personalisation, which he likens to invisible intelligence. In the hospitality industry, MarTech platforms can now recommend room upgrades, tailor food and beverage options, or adjust room settings based on a guest's preferences, all without human intervention. For Johari, MarTech today extends beyond mere marketing automation software; it's an ecosystem that integrates all data streams to deliver personalised customer experiences. A critical feature driving this evolution is the seamless management of customer journeys, which was previously unattainable. Now, MarTech is empowering marketers to have complete control over these journeys. While Johari and Singh view the evolution of MarTech as a tool that integrates multiple data streams, the defining feature for Sharma is personalised recommendations. Sharing his thoughts, Sharma said, 'Five years ago, I viewed disconnected channels such as SMS, email, and emerging platforms like WhatsApp as a significant challenge. However, MarTech has changed that. Today, the focus has shifted to personalised recommendations, enabled by behind-the-scenes behavioural data analysis. We are now adopting a proactive approach using personalised recommendations, reshaping how we engage with customers.' Having said that, it is important to ask what the future of MarTech looks like. Sharma mentioned that MarTech has plateaued in 2025. Elaborating on his stance, he said, 'We're currently overwhelmed by an abundance of MarTech tools, leading me to adopt a ruthless approach to eliminate redundancy. MarTech is not just about amassing data; it's about using it effectively within the right context. In 2025, I believe MarTech has plateaued, prompting a focus on consolidation and simplification to streamline customer journeys. While AI's transformative potential is undeniable, the key lies in seamless integration and a unified platform that delivers end-to-end solutions.' Watch the video here:
