Masterclass Mr. Steve Mckee
Co-founder McKee Wallwork + Co
Keynote Address Prof. Ravi Dhar
George Rogers Clark Professor of Management and Marketing and Director, Center for Customer Insights Yale School of Management
Keynote Address Mr. Mark W. Schaefer
Chief Operating Officer B Squared Media

A crisis puts both the strengths and weaknesses of a brand’s relationship under the spotlight. While companies traditionally invested in face to face contact points, the socially distanced consumer needs to be reached across multiple channels digitally and social media platforms. While traditionally, marketers largely focused on driving growth by acquiring higher market shares and increasing footfalls to physical stores, the consumers’ rapid migration to e-commerce websites, social media platforms and mobile apps now requires an entirely new strategy for the ensuring future business prospects.

With consumers minimizing human contact, the session will deliberate on how marketers are exploring ways to create a contactless and direct to consumer shopping experience through humanlike interactions. Experts will highlight a Mobile-First model that utilizes machine learning to provide contextual experiences and hyper personalisaton. By optimising every touchpoint along this new customer’s journey, the discussions will showcase how purchase interactions need to transform from just “Order Tracking” to an extension of brand experience. The session will also deliberate how targeted marketers need to connect with customers proactive outreach programmes which leverage Big Data to define to enable a micro segmentation-based marketing strategy.

Moderator: Mr. Pinakiranjan Mishra
Partner, Sector Leader Consumer Products and Retail, India Ernst & Young
Speakers: Mr. Avnish Anand
Co-Founder Caratlane

Mr. Prasanjeet Baruah
Head - EdTech and Health, Technology, Telecommunications Facebook India

Mr. Manoj Rijhwani
Head of Online Sales - India LinkedIn

Mr. Arvind Bhandari
Executive Vice President, Director Nutrition - South Asia Nestle

The trend is clear, more people are spending more time and consuming online content than ever before. This demand is being driven by audiences browsing content 24/7 as social distancing measures and work-from-home mandates contain more consumers indoors. It is estimated that the average person will spend 100 minutes daily watching videos in 2021 with mobile phones accounting for 78% of digital content consumption. Also, as traditional touchpoints and paths to the consumer including retail and inperson engagements become regulated, marketers are impelled to radically rethink the constitution of the traditional marketing mix.

The session will focus on re-orienting the marketing mix. As newer communication formats take center stage, experts will showcase how creating tailored content can increase conversions. The session will deliberate on how marketers need to build promotional and pricing plans incorporating consumer-traffic trends and the importance of leveraging the mobile and app based ecosystem to power next generation AR and VR Experiences for home based consumers. The session will also highlight the importance of resetting ROI measurement baselines to evaluate business performance while simultaneously integrating new customer insights and marketdemand signals to align the next wave of content and product strategies.

Moderator: Ms. Saloni Nangia
President Technopak
Speakers: Ms. Pallavi Singh
Marketing Director BMW India

Mr. Anil Chilla
Chief Digital Officer L’Oreal

Mr. Siddhant Narayan
Head Of Marketing OnePlus

More than ever, marketing departments are struggling to generate demand for their business. From first touch to lead nurturing to closing the deal, every touchpoint needs to be combined with a personalized experience that makes a brand the consumer’s first and only choice. However, amidst the reality of limited resources and skill-sets, marketers are having to choose between data-driven AI strategies and more traditional storytelling approaches, or at best, are unclear on how the two work together. Going forward, marketers also need to ask – ‘what can our brand do to help the consumer’, and only authentic brand storytelling strategically and cost-effectively will drive results.

The session will seek to discover first-hand how to create customer experiences that fuel demand generation programs such as email nurtures, paid ads, and event campaigns to accelerate the buyer journey and shorten sales cycles. Experts will deliberate of a framework that offers a concise way for marketers to create, manage, and optimize personalized experiences at scale. The session will also deliberate on the approaches to delivering truly relevant content to prospects and customers across different channels, formats, and touchpoints.

Moderator: Mr. Vishal Rupani
Co-founder and CEO mCanvas
Speakers: Ms. Darshana Shah
Senior Vice President Marketing and Digital Aditya Birla Health Insurance

Mr. Sukhpreet Singh
Corporate Head – Marketing Dish TV & Watcho

Mr. Achint Setia
Vice President - Marketing Myntra
Keynote Address Mr. Rory Sutherland
Vice Chairman Ogilvy UK