Mirum, the digital marketing solutions company, andSalesforce recently conducted the first edition of ‘Future of MarTech’ event at Sofitel BKC in Mumbai. In this edition, they invited senior professionals from the Financial Services domain for a roundtable meet to share how MarTech is reshaping the marketing paradigm for the finance sector.
The centerpiece of the evening was the ‘Fireside Chat’ with Geetanjali Sachwani, AVP – Marketing, at Franklin Templeton India.
Geetanjali Sachwani highlighted, “Marketing Technology helps us to keep things extremely simple. But what looks simple for the customer in the front end, is that highly integrated well-oiled engine in the backend, which helps us deliver a simple experience to the customer.”
She focused on micro-segmentation and multi-attribution aspect of customer data and spoke about how brands should stop treating customers as a cookie id, and communicate to the exact customer and not as a part of a demographic cookie pool.
Geetanjali cited several examples of brands using technology for making their marketing more effective, which really resonated with the audience at the roundtable.
The evening was kickstarted with Nikhil Malhotra from Salesforce introducing the select MarTech tools from Salesforce portfolio – Marketing Cloud, Audience Studio & Datorama.
Later Mihir Karkare, EVP at Mirum India, showcased how brands can built a 360-degree view of their customers and communicate in real-time with personalized communication, leading to higher engagement rates.
The event was attended by marketers from companies like BOI AXA Mutual Fund, UTI Mutual Fund, Magma Fincorp, ICICI Prudential AMC, Franklin Templeton India, LIC Mutual Fund & Ask Financials.
‘Future of MarTech’ is an initiative to create a forum with Senior Marketing Professionals from a select industry to come together to share and discuss the latest developments and trends from the MarTech landscape.