Winning Hearts and Minds

Rick Gomez, Target's chief marketing, digital and strategy officer, discusses how the $75B U.S. retailer turned around its business by getting re-grounded in its consumer and leveraging the power of personalization, inclusivity and the love millions of people have for the Target brand. The Target Marketing team in Bangalore has played a big role in making this journey possible.

90% of the first time users come from a non-English background and are more comfortable in their native language only. This portrays that the next wave of internet penetration in India will be driven by Tier 2/3/4 cities. There is definitely a new Bharat shaping up, with a different set of consumption patterns.Sunil Kamath, Chief Business Officer, ShareChat will depict a picture of new Bharat, backed by research data, and showcase few immensely successful brand experiences in regional India.

Attention is a scarce resource and it's the fundamental core of what all creators of digital content - advertisers, influencers, publishers, platforms and beyond - are seeking. Viewability and humanity are pre-requisites to meaningful engagement and measured attention, but they're just the beginning. Just as attention paid across digital channels continues to morph, so too must the way the industry transacts. Join Oracle Data Cloud in this session to understand the new paradigm for measuring attention and how it will lead to better digital marketing results. 

The mobile revolution that gripped India dramatically changed the digital advertising landscape in the last decade. Video ads took center stage, connected consumer experiences became possible and programmatic became mainstream. But this unfolded against a dark backdrop -- the crash in consumer trust. (Consumer trust in brands on social media fell, data privacy concerns escalated and at the end of the decade,people no longer trusted the brands they bought and used.)

We are now entering the 'trust decade.' To survive and thrive in this new era, brands will have to regain lost consumer trust through greater transparency, at a time when technology is poised to take a quantum leap. The 5G world will open up new and exciting ways for marketers to connect with consumers and their passions. Ad formats like XR will make never-before elevated experiences possible. Marketers will have new places to reach consumers like podcasts / audio, DOOH and CTV.

This keynote will show a path to how marketers can straddle technology, trust and transparency in a world where data will drive the personalized experiences consumers demand, but with a purpose for good. It will also outline how marketers can deliver the curated, personalized, exciting experiences consumers want, delivered with transparency, to rebuild lost consumer trust. 

The session seeks to explore the newer trends in programmatic advertising, new technologies and opportunities that the industry needs to be cognizant of.

Request for invite

Most D2C brands that have revolutionized various industries are digital first entities, who thrive on the power of their products. They drive sales, and are focussed on ROI per dollar rather than brand building activities, which come later. This may also be a function of the bootstrapped nature of startups. On the other hand traditional brands are high on the branding aspect, and based on the need of the hour, a lot of them are also going D2C. Is there a right way to do this? Should it be branding first or Sales first?

Understanding the potential new partners that can strategically address your bottom line

Programmatic creative has the ability to harness data and create more personalized experiences for consumers by tailoring itself to the viewer in real-time. How have brands leveraged this best, what are the challenges, opportunities and best practices therein?

The marketing role today needs to bring in the riskiest innovations and ideas in an organization, something that can barely be expected from other departments today. The voice of marketing in the boardroom is getting stronger and the brand is the center of the business. How has the role of the marketer evolving in the light of these changes, and in the era of algos, automation and AI. What does it take to be a CMO today?

With GDPR and data laws becoming a reality, the next decade is clearly the area of a cookie-less world, with strong data usage policies. How can marketers be prepared for this shift, and what are the alternatives they need to explore?

How can you build a framework that shows the fair value of all services you are buying and gives you better end-to-end control?

Data laws, cookie less browsers, consumer consciousness are all pointing towards brands being more conscientious about marketing spends.  How should agencies, marketers and tech innovators prepare for this next gen shift in the marketing arena.