Nasscoms Second Edition of -Martech Confluence – A Must attend for every Marketer


“Every person with a Smartphone viewing their updates/notification is a potential customer”

If we talk about digital marketing in this age where everything is just a click away, you would be surprised by how many innovations are spearheading every day in the marketing space, online Marketing tools have turned the game around and made life difficult for Company/Brand CMO’s to choose from array of products/services and gauge which one would be a scalable scheme and provide suitable ROI or exceed expectation.

Taking the talk further, ‘Marketing Technology: The Innovation that drives ROI’ which was the theme of Nasscom’s 2nd Edition of “Martech Confluence” which was held in Hyatt Mumbai.

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 The event was well poised on the theme of “Innovation that drives ROI”; the rising need of digital solutions is due to rapidly growing consumer demand, information technology’s role in facilitating the expectations and strengthening customer engagement.

The Event started off with a brief welcome speech by Mr.  R Chandrashekhar, President, NASSCOM, talking to an audience that were keen to take some learning from him and understand from his experience, Mr. R Chandrashekhar focussed on speaking about integrated technology that allows to tackle the rising need of customers and becoming a more customer centric enterprise. Also, “Building a set of new competencies keeping in mind the customer needs has become imperative and technology is going to help build that expertise.”

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 Sharing some of the highlights from the Nasscom’s 2nd Edition of “Martech Confluence”

 Presentation by Mr. James McQuivey, Ph.D. VP, Principal Analyst – Forrester, he gave an insight on how consumer hyper-adoption and emerging technologies drive digital disruption.

 Some key take ways from the presentation were:

 Talking about the rage Tesla Model 3 created, Mr. James narrowed down the learning of customer behavior in 3 parts:

  • Customer hyperadoption
  • Customer Experience
  • Digital Disruption

 Continuing his talk, Mr. James said Customer hyperadoption, digital Disruption and customer Experience marketing must rapidly evolve to the next level.

The new marketing requires technology that:

  • Collects and understands data about the customer
  • Anticipates what the customer needs next
  • Reaches the customer wherever they are
  • Communicates with the customer in as natural a way as possible

 Presentation by Mr. Joe Stanhope VP, Principal Analyst – Forrester on cracking the code for revenue growth: delivering great customer experiences with technology innovation:

 Some quality facts and figures were shared which are beneficial for Marketers, which include the following:

  • Opportunities if calculated: 30 Billion Mobile moment
  • Going Digital is not enough
  • 80% of customers you are targeting through digital medium distrust ads
  • Marketers must win customers moments.
  • Change your marketing mindset by delivering on-brand experiences.
  • Technology is an enabler of contextual marketing which is frictionless, anticipatory and immersive.
  • Engage the customer to drive growth
  • Help Marketers do their jobs.
  • Prepare marketers for the future

 Aligning technologies and business value

  • Consolidate the control of parallel capabilities
    • Data
    • Analytics
    • Execution
  • Tie systems of insights and engage together
  • Isolate and innovate around the true value drivers to create unique capabilities
  • This is the enterprise marketing core

 The Enterprise marketing core is to:

The customer should be able to engage, discover, ask, explore, buy and use the product or services through the medium of:

  • Agent desktop
  • Contact Center
  • Digital advertising
  • Direct mail
  • E-commerce
  • Email
  • Mobile app
  • POS, Kiosk
  • SMS/MMS
  • Social Media
  • Website

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 This was an interesting Presentation by Mr. Dave Frankland, Chief Strategy Office, Selligent

 Some key takeaway points in his presentation were discussing on the following topics/talks:

  • Bombarding the customers with messages from 500 in the 70’s to 5000 today
  • Building a relationship with today’s consumer requires new routes and approaches
  • hard to reach today’s customers reasons being
    1. They are hyper-connected and want immediate response
    2. Data aware so they expect the brands to leverage their data
    3. Well informed and expect brands in their social dialogue
    4. Distracted because they expect concise content and effortless experiences
  • Considering a report which stated that human’s attention span have fallen below that of goldfish, why should the customer give you 8 seconds of attention?
  • The most precise resource in customer relationship is consumer attention
  • Consumer First principles should guide decision such as
    1. Identify & recognize – in real time & across channels
    2. Insight-Driven – predictive & contextual
    3. Relevant – Channel flexible & touchpoint – agnostic
    4. Appreciated – valued and respectful
  • The voyage to customer first includes:
  1. Agree on your decisions
  2. Rethink how you identify and recognize consumers
  3. Leverage predictive and contextual capabilities
  4. Build permission and earn your consumers’ attention
  5. Seek to become appreciated and valued by customers
  6. Start small and build

 There were other noticeable speakers too and couple of panel discussions focussing on the theme of the day.

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Role of Technology in Marketing has increased in the recent times with technologies like artificial intelligence and data analytics now playing major roles in understanding and meeting customer needs and creating more personalised solutions. The rising discipline of Customer Experience (CX) has helped companies put customer needs at the centre of their planning and processes. Marketers are now using CX solutions and measurement tools to track their ability to deliver customer-obsessed outcomes.

The 2nd Edition was a power pack event with all the big names chipping in from the marketing sphere to discuss on the rising trend of online marketing and better ROI.  The new age marketing has become disruptive, and technology has made communication real time and has enabled customers to search out information on their own terms and connect directly with brands’ content and commerce capabilities directly. Further, the ever-changing purchase paths of customers; the emergence of new channels, and the constant change in the MarTech landscape now poses challenges to marketers trying to optimize their budgets in an effort to win, serve, and retain customers.

SPONSORS OF THE EVENT :

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Just another BNLF post


Blogger’s BNLF moment – First Hand

So this was few months back when I got a notification email which read “Get a seat at IndiBlogger’s most disruptive conference” this was Indiblogger’s most ambitious plan yet, wow reading that i could gauge this was going to be a amazing event for bloggers.

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Pre-BNLF Buzz

Back to the BNLF (Blog Now Live Forever) pre-event buzz, bloggers from all corners of India and even abroad were discussing about how things will fall in place regarding ticket booking and stay, however the community of bloggers and Indiblogger team were very supportive to help out through all sort of communications, forum discussion and working out with Stayzilla for the weekend stay part, this bond really speaks volume to how the blogger’s community has evolved through time in India and the active supporter to promote it has been Indiblogger team which somewhere speaks about the committed efforts taking shape slowly and steadily with a strong community of more then 25,000+ bloggers onboard and over 100+ indimeets already and counting.

Indi-Crew Excitement

When Indiblogger team decided to include bloggers to be part of the indi-crew, i wanted to be a part of it and guess what i was chosen in the indi-welcome team, the attempt was to make other bloggers coming from all corners of India beat the blues, make them comfortable and familiar to the BNLF event on the 1st day, rather than making it feel more of a long day conference.

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Slowly and steadily days seem passing and inching towards 31st October & 1st November, the BNLF event had a different vibe to it which created a buzz in the bloggersphere and boy were we all pumped up and excited (specially the crew ;).

Finally “THE DAY” Arrives

Yes, the day finally came, being in the indi-crew team, members were asked to come early as they were assigned specific tasks, we had brisk breakfast and then we all were given our indi-crew group wise t-shirts, indi-welcome had yellow t-shirt code which we all changed to and were all set to welcome our blogger friends from all over India and abroad.

Registration and INDI-CREW

It was around 10.00am and many bloggers started coming in at the venue, but they were made to wait like passengers who were eager to check in and board the flight of awesomeness, Indi-Police did a good job managing the crowd and made it a point that no one enters the registration desk without further instruction from Indiblogger team, after some time the much anticipated gate opened up and bloggers rushed to the registration desk to get their badges and board the flight of awesomeness which was waiting for them to be discovered in the time to come. I would like to mention that the Indi-hospitality team really managed the rush well and were quite efficient in the registration process.

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Folks at indi-welcome team did a good job in managing the rush, they spread across and made it a point to have a quick chat and cut the blues with bloggers, smiling, greeting and showing the way, there were some chat sessions also going on (sort of a informal interview) in which many bloggers took part and shared their views on different topics and experiences while coming to BNLF and what it meant to them, other indi-welcome crew members (including me) were running around capturing the moments on our camera to stay for eternity.

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Just the Beginning

Bloggers were busy taking selfies with the speakers and friends, chatting within their group and some fresh faces were amused looking around when Anoop (the veteran Host at Indiblogger) popped up on stage and greeted the bloggers, soon after followed by a mesmerizing, house rocking and stage breaking performance by the Indilive band “blunder in the code“.

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Session 1 – Blogger turned Speaker Purbha Pay

After the smashing performance, spirit were high and souls were lit up, the line up of session commence with the forever young and witty Purba Ray, she shared a bit about her journey into blogging, blessed with witty and sarcastic humor in a mix of creative writing is the best combination anyone could ask for, I could see fellow bloggers enjoying her venomous humour and could relate to what she said, inspiring indeed.

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BACK Stage – The seriously serious bunch of Indicrew

After the session was over, I quickly tried to sneak pass the backstage to get some photos of speakers and ask them about the BNLF experience, but due to intensely guarded back stage by Indi-stage members, they didn’t let me in, I respect the fact that they did their job with so much sanity, kudos to Fizaah, Ruhie, Aditya,Sumit and others in the indi-stage.

Sessions 2 – Aranb Ray

Following up was session by Arnab Ray, a multi facet writer with zest to speak about his mind musing which are quite interesting, author of multiple books named MayI Hebb Your Attention Plis, The Mine, Yatrik and sharing his views with New York Times India Ink, Washington Post, Wall Street Journal Online, Times of India, DNA and Outlook , Arnab shared many insights about creative writing which were well noted.

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Sessions 3 – The Story Teller – Christoph Trappe

The next session was of Christoph Trappe, the authentic story teller as he is known, multiple award winner in the field of Content writing marketing, he shared some useful tips and hacks of which some quick pointers are:

  • Story telling with a sense of connecting is the need which lacks in many marketing driven content.
  • The art of simplifying, breaking it into readable content.
  • Maintaining a calendar and organizing content and events helps optimized results and better efficiency.
  • The 60-30-10 formula : 60 – talking – 30 responding- 10 – links
  • Creating Unique stories because they set us apart, they cannot be commoditized.
  • Declaring intent, being more passion driven, sense of what makes us unique.

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Are your hungry for networking and fun

After that was lunch break, bloggers were eager to have some good food and network alongside in this 1 hour break, as it turned out there were some interesting activities/try out lined up by Cleartrip like segway , wall climbing, mini golf, super bike for posing with back drop, Harley Davidson bike, which I totally admired and posed for.

I guess the hour long break felt short and bloggers were just all over the place, Anoop and team had to literally drag everyone to the event dome to get the next session started.

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GIG TIME with Youtuber – Kanan Gill

Guess what, I saw all the ladies in the house seated as I came after lunch, I was a little perplexed what’s with them? Then I asked someone who the next speaker was, came to know it was Kanan Gill, gosh you could see the sparkle in each one of them, I thought Kanan would be mobbed for sure, but ladies kept their love for Kanan to themselves and admired his entire session with twinkle in their eyes. Kanan’s session was more of a self explanatory of his struggle with himself and how he overcame them with his own formulas of success; it was more of a stand up gig which was crazy and funny at the same time.

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Sessions 4 – Social Media optimized with Jeff Bullas

Sessions moved on and it was time for the Forbes listed, top marketing blogger – Jeff Bullas, the Australian swipe the floor away with some ground breaking insights on optimizing content on social media, the creation of good and valuable content and the need for authenticity in each writer to list a few, not to forget his motivational slides about discovering one’s self to set new benchmarks and creating unique content. I would love to list more but it would be too lengthy. I will share the complete details in my upcoming post.

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Sessions 5 – The Never die spirit – Preeti Shenoy

Preeti Shenoy’s session was on the benchmark of how she went pass through all the struggles in her career, the challenges she faced when approaching publishers with her story, the ever hungry attitude to succeed and her amazing and inspiring journey to becoming the best seller in the charts, a very humble personality with a passion to share and grow, was a inspiring session.

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Bruce Dickinson – I leave it up-to you to decide on the subtitle, cause I am short of words

Anoop then came on stage and made us charge up with the trademark hur – hurr – hurrr move, with that done it was time for the moment of truth which each blogger in the house was waiting for eagerly, to sense and feel the moment was for real, Anoop with all his glory voice made a emotional introduction to the Iron Maiden lead vocalist and a truly multi talented entrepreneur Bruce Dickinson, yes you heard it right, the aura that he brought on stage was phenomenal, I loved his simplicity and sense of humanity throughout his presentation about his life journey and learning he shared with all of us, there were few fan star stuck moment between the presentation as well. Learned a new perspective of looking at things and life, the 0+0=1 formula by Bruce Dickinson which is something Ill mention elaborately in my coming posts.

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Back Stage Party

The Day didn’t end there, Indiblogger team had something more lined up for us as a token of appreciation, we bloggers were invited to the backstage part too, after an hour break, we assembled at the basement of Lalit Hotel’s ballroom where the mood was set and drinks. Mocktails and cocktails were served, had some good insight talk with all the speakers and enjoyed the company of fellow bloggers with some yummy snacks hovering around to beat hunger.

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Day 2 at BNLF

Day two had 2 sessions which were conducted by Christoph Trappe and Jeff Bullas respectively, it was good learning curve with work exercises and one on one interactions, came across common problems faced by bloggers and their solutions by speakers besides that new and trending tools for marketing content overview, discussion and a lot more.

My Takeaway from BNLF

To sum up, had a time of my life, it was fantastic meeting bloggers in person finally, BNLF helped unit bloggers and improve bloggers vocabulary as to say by calling outstanding speakers with their vast knowledge in digital media to share their experiences, gained a lot from the sessions in every aspect of blogging, from writing creatively to marketing and beyond.. Kudos to INDIBLOGGER team for making this happen and wish it continues for the time to come.

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Special mention of all the members in the Indi-crew who dedicated time and effort when demanded:

  1. Indi-Welcome – 2. Indi-Police 3. Indi-Hospitality 4. Indi-Stage

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Ps. Guest Host on day 1 of BNLF

Archana Kapoor and Vinita Bahl (blogwatiG), it was a job well done is what I’ll say.

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Photo credits : Indiblogger Facebook Album

11th IAMAI Marketing Conclave – A Summary


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The 11th IAMAI Marketing Conclave which was on 9th and 10th of June at the Lalit, Mumbai saw some of the leading, most prominent brands,market influencer and gurus share stage and discuss on various topics in the context of Digital Marketing, its growing in the years, what will be the scenario of digital marketing in the coming years, some case studies of brands and campaigns its hits and miss and much more.

Day 1

Welcome Speech
The event started of with a welcome speech by Mr. Tushar Vyas Chief Strategy Officer- South Asia, GroupM, a breif introduction by Mr. Vyas followed by some general discussion on transaction and shift of focus from mobile first to mobile only platform for brands and marketers, sharing light on importance of data.

Special Address on MarTech- Chief Marketing Technologist’s Blueprint in the Age of the Customer
Rajesh Jain, Founder & Managing Director, netCORE Solutions, discussed on the Martech technology, quoted “Customers now have a digital identity like email address, mobile number, Facebook ID, Twitter ID, web cookie, and so on. The key is to connect them all together to create a single unified view of the customer.

Leadership Talk with CVL Srinivas, Chief Executive Officer, GroupM South Asia
Some highlights on the discussion are as follows:

The event also saw the launch of 5th India Digital Awards’Handbook

Day 1 had 4 Plenary sessions, 3 fireside chats and several case studies.

Some of the topics discussed in plenary session included:
Expanding roles of a CMO
Delineating the concept of a truly integrated cross-platform marketing
The coming of age of the Digital Marketing in India
The upsurge of Video Content and Influencer Marketing

Some inputs on content by Blogmint CEO Mr. Irfan Khan 

Day 1 also saw #11Marcon trending across Twitter India, such was the magnitude of discussions and tweets of information overflow.

DAY 2
The event started off by a Leadership address by Kirthiga Reddy, Managing Director, Facebook India
It was a power pack presentation with some insights on Facebook’s approach to marketing with a sense of human emotions touch, a example of Mother’s day campaign was illustrated, also discussed were new ways of advertising products through innovative 3D imaging and motion imaging.

Leadership Address 2 by Satyan Gajwani, Chief Executive Officer, Times Internet

Some very insightful discussion mobile marketing and the growth of consumption of mobile in daily life:

Day 2 had 5 Plenary sessions, 1 fireside chats and several case studies.

Some of the topics discussed in plenary session included:

Local Language: Hindi has arrived! Internet is no longer the medium for the English literate audience.
Digital Footprints’ Data & Automation in Marketing: The modern marketers’ success Mantra!
Programmatic Marketing: Optimizing your marketing efforts for enhanced performance
Simplifying the Mobile Marketing Ecosystem
Establishing a common Digital Standard

The 11th IAMAI Marketing Conclave was a extraordinary showcase of the potential India’s Digital marketing companies and individuals poses, it was a absolute pleasure being a part of it, i would like to thank Blogmint team (Irfan Khan, Sarthak, Anirudh, Ashutosh and Ainesh) for the opportunity, Blogmint were the blogging partner of the event and were covering t
he event live through tweets.

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Rock ON with Word Up – BigROCK – Indiblogger


THE BEFORE MATH OF EVENT

When I got notification email from indiblogger team regarding the event by BigROCK – Word up, I was excited and yes thrilled for two reasons, 1) The theme of the event was about blogging, DIY and SEO and 2) the venue – BLUE FROG which is quite a happening place when it comes to live events!!

So, after few days when the event timing was set and I got the schedule by email, I was like what !! 10 am in the morning, I rechecked and confirmed and ya it was 10.00 am, so I was all prepared for Saturday mentally to shuffle my schedule a little and be there by 10.00 am.

Just before the event day, got a notification that from the 50 early birds who register first to the event stands a chance to win a Moto G, wow !! so it was like we have to there and be in the top 50 to stand a chance.

The EVENT Day – Pre-event activities

Registrations:

Me and some of blogger friends tagged up and headed towards Lower Parel , Blue Frog where the event was, we all were greeted by a welcoming team of Indiblogger and fellows from BigROCK for the registration and event activities, just missed the registration and participation for standing a chance to win Moto G.

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Breakfast:

It was an all day event, starting off with breakfast, we were offered a host of varieties such as tea, coffee, sandwiches and stuff in breakfast!

The INDIBLOGGER BAND Performance:

Just as we were sipping some tea and hanging out and chit chatting before the event could start, we were pleasantly surprised by the Indiblogger band performance, we were called up to the center and we cheered and sang along with Indi Band,  my favorite host at Indiblogger Anoop was on Guitars and Nihal was the lead vocalist, and one flew from Philippines she was on drums and one more masked guitarist was there, he was the show stealer actually for his mask and mysterious outfit, on the other hand Vineet, Shweta and Renie the other Core members of Indiblogger team were not far behind as some of them were clicking photos like pro and others cheering their heart out, it was the first time that I discovered that the Indiblogger team are also creative with music instruments and vocals, was a treat to ears and eyes  ;)..

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68944_10152387172052883_6136367657470060813_nThe Event DAY –

A Briefing By CEO at BigROCK :-

It was short brief about BigROCK and how the company has grown over the years with its products and services for a vast immerging Indian hunger for domains as people are getting more aware about the positive outcome of having a website and the brand or product value it gives when showcase online.

BigROCK not only helps register a domain but also has a user friendly website designer which preliminary helps newbie launch their website hassle free and in a more convenient manner. Also they have recently launched the .me domain which is fast picking pace with youth and budding bloggers J

A Light Talk by Mr. Vinit Goenka

The Event started off with a brief speech By Mr. Vinit Goenka, National Co- Convener, BJP IT Cell, he is instrumental in the BJP social media affairs . He conveyed that as a party they are all ears to suggestion, information and critics and their endeavor is to further improve the communication with the common man and reach to everyone and know their grievances and notice it to the higher authority or the concern departments.

Speakers and their Presentations

Amit Agarwal:

My Take on his presentation are:

1) Came to know about various form factors under which blogs are showcased

2) About the Adsense and ads segment for bloggers and how to approach or negotiate with bidders, marketer and promoter.

3) Why wordpress is better than other platforms, such as blogger, tumblr, flickr,  and etc

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Anshul Tewari:

My Take on his presentation are:

1) His journey which lead to Youthkiawaz to international level.

2) Keep a track on your passion, it may be the next big thing

3) His approach towards his thoughts and how he converted a part time site into a full fledge information source and shout box for the youth.

4) Knowing some insites on how-to being able to fight the path to achieve.

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Lakshmi Rebecca tea chat with  Sunit Singh:

My Take on the Chat:

1) How Video-logs are the new trend setters in youtube and other video hosting sites.

2) The concept of Chai and chat merging to a success.

3) The journey which lead to Chai with Lakshmi.

4) How this first initiative of Chai with Lakshmi lead to other projects!

Sunit Singh on a brief about the following:

1) Design of a blog or website keeping in perspective readers view other than your likes and dislikes.

2) How important it is for the blog design to adapt to various screen such as a desktop PC, Tablet, phablet, phones and its readability.

3) Importance of grabbing the reader’s attention in crucial 3 secs J when he lands to the website/blog.

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Lunch:

After a smashing 1st half of the event day, some gyan and lots of cracking info and life changing stories, it was time for  lunch ,it was a buffet, lots of yummy delights and variety in starters, main course and  desserts, food overall was good.

Post Lunch Event:

Varun Krishnan

Some Interesting segments about the presentation:

1) Blogging is not only limited to certain frills, but is a integral part of online content, respect what you are!

2) How his life changed when he considered his hobby his career, a inspiring tale.

3) Learning is endless and discovering is the tool to acquire!

After a intense and long session, there was this next speaker who was all bonkers and humorous:

CV Krishna, who seems a serious person with bulk load of experience in development consultation, was all humor with his talks and humor satire pattern more towards topics related to politics, sports, the unreal time as he and his fellows named it, the site offer loads of funny take on political situation and statements and quite innovative with the sense of comic timing, had fun!

It was some more fun and chit chat with the next speaker:

Scherezade Shroff:

Parsi in the house, she was all heart out chatting about her love for fashion and how she went mainstream with it! Quite jolly and sporty Sherry as they call her went big while she was a regularly Vblogging her fashion channel on youtube and started building this up to be a more prominent internet figure in fashion ! She shared her views about blogging and how it gives a way of being more free and light headed if pursue with passion !

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Harsh Agrawal

He means business when it came to blogging and technicalities related to blogging, was quite a amazing session in regards to SEO DIY, some of the highlights of his presentation included also materials provided by Atlanta SEO company:

1) Major mistakes blogger or newbie do while creating their website or blog and how to be more profound with small technicalities which could make a break a sites image online

2) How to on being more search engine friendly when it came to coding and plugins related to blogging.

3) Some insightful tools and hacks which can shoot you from zero to hero in the mainstream blogging and search engine arena.

Snigdha Manchanda

Trained by a Japanese master in Sri Lanka, she is on a mission to serve better tea ! sounds interesting, so on is her love for story telling Tea Trunk and Story ninja is her 2 initiative which she pursues !

Some of the many aspects about tea and storytelling she shared were:

1) How her passions for tea lead her to the tea hub in Sri Lanka.

2)Story Building – Understanding the “YOU connect”

3) Sharing the 7 basic story plot

I) Star Trek – Ovefrcoming the monster

II) Lord of the Rings – The Quest

III)The Wizard of OZ – Voyage and return

IV) War and Peace – Comedy

V) Hamlet – Tragedy

VI) Cinderella – Rags to Riches

VII) Sleeping Beauty – Rebirth

This was the last of the sessions and then came Bhavish Ailani, he is a stand-up comedian, he tickled our funny bones and made us laugh till we start rolling on the floor (I guess ya).

Beginning of the end

After this all the speakers were facilitated by BigROCK team and then all the winner were announce and prizes for different sort of contest were distributed, some of the contest were as mentioned above the 50 early bird contest, then there were twitter contest in which the best tweet in each session won some goodies and then there were many other contest, don’t remember them all.

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Before we headed back home, Indiblogger team made us assemble and did some head banging (literally) and then a group photo to top it all up!

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For me being in Indiblogger meet is always a learning curve and an interactive module with like headed people and so much to learn each time, so much more still to achieve! Thanks Indiblogger team for making such events happen and believing in the power of Blogging and networking!!

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Images courtesy : indiblogger FB page , indiblogger Event Page, other(s) my clicks and edits.