Why India needs to tap data and technology for marketing success

Mukta Lad

A Mobile Marketing Association (MMA) webinar focused on how modern marketing needs to be agile, customer-centric and tech-enabled.

The COVID-19 pandemic has been an unexpected catalyst for a new era of marketing. Old rules and ways of working no longer apply – the past has no relevance to the future. Marketing practitioners have been forced back to the drawing board with a whole new set of priorities, from investing and incorporating marketing technology (MarTech) to developing a first-party data strategy.

During a discussion hosted by the Mobile Marketing Association (MMA), Lalit Bhagia, CEO, Dentsu Aegis Consult, asserted that the task of marketing transformation goes beyond the chief marketing officer (CMO). “Some of the biggest success stories,” he said,...

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