Consumers do feel disturbed by advertising when it is not relevant. However, when it gets relevant, they do feel served well.

You are a data-worshipper and you’ve been vocal about the intelligent use of real-time data. What do you think marketers should be doing about the data deluge?
I am passionate about data, and I will thank my engineering background for driving it. I’m sceptical about everything and anything unless I see the evidence. That’s where data helps me. It’s the power to new age marketing that one should not underestimate.

Consumers do feel disturbed by advertising when it is not relevant. However, when it gets relevant, they do feel served well. Again, data can help brands get this fixed. Having said that, marketers shouldn’t overuse it, don’t flood your users with advertising, just because you have tons of data. At the end of the day, we are in the service industry, do what your consumers want, not the other way around.

You also are a strong endorser of live content. What are the big insights that brand managers can fetch while going live? Is there a pattern to get it right?
What makes a live cast successful is the innovation that you can bring in with interactions. In a physical store, you have sales executives around to assist you with all your queries one at a time. In case of an e-store, you get all your information in no time from wherever you are, in a good case perfectly serviced,convinced, and advised. It is not only convenient but also engaging. Thanks to virtual assistants. The pattern to get this right is by making the users curious to get them engaged within the brand’s ecosystem. Content-driven commerce captures the attention of users, and that’s where brand managers can place their bets.

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