TRANSFORMATION OF MARKETING USING TECHNOLOGY

With valuable experience, Gaurav is enabling lead marketing transformation and customer experience

- Gaurav Bhatia

Over the past decade marketing has transformed from an art to more of a science, evolving from a creative and pure advertising play to a data, digital, technology, personalization and customer journey. With the advent of marketing technologies, digital platforms, real time analytics, advertising technology, automation, and real time testing, the marketing function is becoming more digitally focused and data driven.

Every industry and function is being digitized and transformed—from retail to healthcare to education and even industries that have been considered less innovative. We have seen the travel industry transform in the early 2000s from distribution through agents and call centers to a consumer driven online business. In addition, financial services began offering online products and services in the mid-2000s and now FinTech is becoming more prevalent.

As leaders in the industry transform their business models they need to focus on creating the best digital experiences, leveraging the retail experience. The good news is that we now have the tools and technologies that will enable marketers to execute ‘the digital experience’ in a nimble manner.