Paul Writer launches Innovative Marketer Dialogue , 
Video interview series with CMOs highlights marketing best practices
Alokedeep Singh
Head of E-Commerce
Titan Company Limited
One thing that will shape the future of marketing…
Marketing is no longer a function in isolation when it comes to an organization. Sales and marketing are no longer functions in isolation, I see a large amount of technology play as far as marketing is concerned. As we talk about budgets, return of investment on campaigns, we talk about big data, personalization, social media and viral marketing, there is a large play of technology which is going to come in marketing even though there is selling or servicing the end consumer through a physical store.
Today, not only do digital channels consume technology and give the customers the desired personalization that he wants but even physical retail consume technology because today when the consumer visits a physical store or a website, there is a degree of personalization which he inadvertently expects. He is definitely delighted when the end store person or the sales executive or the website recognizes him from the last shopping experience that he has had and is able to offer him a personalized product or delight him with offers which probably he did not expect. So marketing is going to go a long way now with technology parallel to it, this is where I see the CMO, CTO, CIO roles converging to give the desired outcome for any organization which is looking at marketing as an enabler for sales.
“When the consumer visits a physical store or a website, there is a degree of personalization which he inadvertently expects. He is definitely delighted when the end store person or the sales executive or the website recognizes him from the last shopping experience that he has had and is able to offer him a personalized product”
