Where AI will actually, more than AI, your deep learning will actually help you in terms of going to that particular data and advances and get you output which can actually help you in terms of crafting the entire brand architecture.
Three takeaways worth carrying forward.
- 01
Okay, if you see from my last couple of decades experience that I actually talk about and the way transformation in marketing is actually happening, the future is not about only marketing, the future is not about technology.
- 02
So how does, you know, in such a complex scenario today, how should marketers actually leverage AI, you know, and make marketing actually simpler?
- 03
So you've had a very interesting marketing journey across brands like ITC, Philips.
Connected to the DMAasia operating frame.
Proof
This episode connects AI in marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects AI in marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects AI in marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects AI in marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects AI in marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If AI in marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT902 words
So I'm an ardent sports person. I have played cricket, the Dilip Trophy. I have played nationals for squash. Now I'm trying to learn to do a lot of marathons. So you can find me and feel most of the time. So Amit, what is your life mantra? So it's very simple and it's very straightforward. Happiness is equal to success and success equals to happiness. So if you're happy, success will automatically come. And that will also give you a lot of success and a lot of happiness in your life.
So you've had a very interesting marketing journey across brands like ITC, Philips. What are the top three marketing lessons that you can share with us today? Okay, if you see from my last couple of decades experience that I actually talk about and the way transformation in marketing is actually happening, the future is not about only marketing, the future is not about technology. Right. It's a combination, it's a fusion between marketing and technology which is MarkTech. And that is what will drive lot of things. That's one. Right.
Number two, data driven and data sciences will actually take lot of marketing decisions. Right. More informed and more well decisions. And third, which is most important of it is, there is no consumer, there is no customer. Everybody is human first. Right. So rather than B2B, B2C, it's P2P which is people to people. Well, that's interesting. Do you want to share with us, you're also writing a book on something similar, right? Yeah, that's a long thing. I'm writing a book on MarkTech which is marketing and technologies. Hmm.
Which is basically how you can actually transform the entire marketing journey, entire people to people approach of how people can be changed in the entire approach of the consumer decision journey. Right. In marketing and what exactly the future would be. Right. So how does, you know, in such a complex scenario today, how should marketers actually leverage AI, you know, and make marketing actually simpler? The first thing is people need to know what's the role of an AI.
Just by implementing or using a very simple form of AI and ML which is chatbot, that's not what they use. They use how you can actually use unstructured data, lot from a social conversations, how you can actually drive that unstructured data and conversations into meaningful marketing insights, meaningful marketing output that can actually create and also a lot of brand cues where brand has been perceived. Right. So for example, if as a normal positioning, we talk about a very traditional way of positioning, we would say, position ourselves as premium.
Right. So, if you have a particular positioning, is your consumer actually, is your particular insights are giving you that are your target groups are really trying to perceive you as premium or expensive. So that's what a lot of social listening will help you in terms of position, right? Right. Where AI will actually, more than AI, your deep learning will actually help you in terms of going to that particular data and advances and get you output which can actually help you in terms of crafting the entire brand architecture.
So, how, have you been able to actually strike a work-life balance? So, I always believe, see it's not about number of hours that you actually work and if you actually talk about brand, any brand custodian, I personally believe, that's what the way I follow. Brand is always there on the mind. It's just like bringing up your small baby, the brand is all about bringing up how you build your particular brand in the entire thing. So, balance is always there because mentally you are never free. Right.
But physically you have to make a detachment between when you are working and when you are not working. Right. Because the thinking doesn't stop because the way you interact with people, you will get a lot of insight from everyone that you interact and that you can utilize. Right. So, the basic is how you can physically detach but mentally involved in what you actually do. So, tell me, where would I find you when you are not working? Primarily on field. So, I am an ardent sports person. I have played cricket till Dilip Trophy.
I have played nationals for squash. Okay. And now I am trying to learn to do a lot of marathons. So, you can find me on field most of the time. Literally, because you are also a marketer on field. Literally. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer.
I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer. I am a pioneer.