Breaking Barriers: How the Fusion of Marketing and Technology is Shaping Seamless Consumer Journeys and Unlocking Growth
By LS DigitalOctober 30, 2024
Breaking Barriers: How the Fusion of Marketing and Technology is Shaping Seamless Consumer Journeys and Unlocking Growth
Executive Summary
‘The DBT: Lead The Change’ India edition session on Breaking Barriers: How the Fusion of Marketing and Technology is Shaping Seamless Consumer Journeys and Unlocking Growth convened industry leaders to discuss the pressing need for brands to seamlessly integrate technology with empathy in consumer experiences. Moderated by Prasad Shejale, the conversation highlighted that while digital tools and AI have become central to delivering personalised, efficient services, they must be used thoughtfully to maintain genuine human connections. Panellists shared that consumer expectations have evolved significantly, particularly in industries like healthcare, where digital platforms enable quick, responsive service, and in legacy sectors, where technology supports large-scale personalisation without sacrificing the personal touch.
The panel delved into the role of AI as a dual enabler of operational efficiency and personalisation, noting that data-driven insights must be tempered with empathy to avoid making interactions feel transactional. Effective technology integration should consider future adaptability, ensuring platforms are resilient and relevant as consumer needs shift. This approach also involves a continuous focus on consumer well-being: panellists introduced a “Monday Morning Mandate,” urging leaders to start each week by asking if their strategies are truly consumer-centric and responsive to evolving needs. The session concluded that by anchoring technology in empathy, brands can build connections that are not only efficient but deeply meaningful in today’s fast-paced digital landscape.
Key Questions Addressed
- Integrating Marketing and Technology: How are companies bridging the divide between marketing and technology to craft cohesive consumer journeys?
- Role of Technology as an Enabler: With technology acting as an enabler, catalyst, or even disruptor, how are brands leveraging AI, automation, and data insights to make consumer experiences effortless?
- Bridging Logic with Emotion: How are companies aligning the logical and creative sides of marketing-tech convergence to create consumer experiences that resonate emotionally and practically?
- Driving Engagement and Growth: In what ways does the fusion of marketing and technology help companies reduce friction, foster engagement, and drive business growth?
Through these discussions, participants shared valuable insights into the present aspects and future of the synergy of marketing and technology. They highlighted both the opportunities and challenges of this fusion and provided actionable perspectives on how brands can strategically use technology to foster trust, enhance engagement, and ultimately fuel growth in a productive but ethical way.
Attendees
1. Ajay Kumar Dhir: CIO and CDO- Vardhman Yarns & Threads Ltd.
2. Dr. Ashish Bajaj: Group Chief Marketing Officer- Narayana Health.
3. Ashish Naik: Co-founder- TEGO.
4. Nitin Dhingra: CDO, Hindware Limited.
Prasad Shejale: Founder & CEO, LS Digital (Moderator).
Excerpts
Changing Consumer Expectations
The panellists agreed that while industries differ in their specific approaches, the core challenge remains universal: meeting heightened consumer expectations. Marketing and technology teams must break conventional silos to collaboratively design experiences that integrate digital efficiency with a human touch.
Dr. Ashish Bajaj reflected on how consumer expectations in healthcare have shifted toward more personalized and responsive interactions, especially during COVID-19, when digital OPDs allowed Narayana Health to serve a large number of patients virtually: “Imagine, 40% of my OPD bookings are happening through digital ecosystem. The most transformative expectation that we have seen is the expectation in terms of communication, a product production field, or problem-solving and how fast I can get my product.”
Ajay Dhir, highlighted how even legacy industries can embrace technological advancements to foster seamless experiences without losing the personal touch. “Technology is pervasive, but we are known for the human touch,” he shared, emphasizing the balanced integration of automation and personal service. This blend allows them to manage a vast customer base while maintaining meaningful relationships, a challenging yet crucial aspect of a legacy brand in a competitive landscape.
“For consumers, digital is an enhancer, not a replacement—especially in industries where touch and feel matter.” -Nitin Dhingra
Adapting to the Consumer’s Journey
It became clear during the session that effective marketing-tech integration depends on adapting to each stage of the consumer’s journey. Data-driven insights and predictive analytics now form the foundation for delivering relevant content, yet over-reliance on technology can lead to a lack of empathy in consumer interactions.
“It’s about listening closely—sometimes subtly—to what consumers want and adapting quickly,” said Nitin Dhigra, who highlighted how brands must respond to nuanced consumer feedback. Ajay Dhir also pointed out, “Our goal is not just to digitize, but to build resilient platforms that adapt as consumer expectations evolve.”
Ashish Naik of Tego TP Zero reinforced the need for continuous adaptation, adding, “We constantly raise questions about consumer needs. It’s about seeing if we’re providing the right information and support, especially in something as personal as fitness.”
“The pulse of the consumer is a moving target; brands need to be agile enough to adjust with each shift.” -Nitin Dhingra
The Dual Role of AI: Efficiency and Personalization
AI has become central to both operational efficiency and personalisation. By automating backend processes, AI enables marketers to focus on crafting consumer experiences that are both efficient and personalised. This dual role allows brands to scale personalisation, delivering tailored content to various consumer segments with precision.
“AI frees us up to focus on meaningful interactions, but it has to come with responsibility,” commented Ajay Dheer, stressing the importance of ethical considerations in using consumer data. Dr. Ashish Bajaj added, “Personalization should feel like a thoughtful conversation, not a pushy sales pitch.”
Nitin Dhingra agreed, emphasising that “Personalisation should come across as empathy-driven, making the consumer feel understood and respected, not sold to.” The panel collectively emphasized that AI’s potential must be harnessed carefully to avoid breaching consumer trust.
Future-Proofing Consumer Experiences with Tech Integration
Looking ahead, the panellists emphasised that the integration of marketing and technology requires continuous evolution. As technology advances, brands must adopt flexible platforms and nurture a culture of experimentation to stay relevant and future-proof consumer experiences.
Ashish Naik illustrated this idea, saying, “Brands must think of technology as a living entity within their strategy—something that can adapt and evolve alongside the consumer and the marketplace.” Ajay Dheer added, “It’s not just about adopting the latest tools but about building resilience into our platforms so that they serve our needs today and tomorrow.”
Nitin Dhingra expanded on this, explaining that “Future-proofing means staying invested in technology like AR, even if it’s not an immediate cash cow, because we are preparing for the needs of tomorrow’s consumer.” The panel agreed that adaptability and strategic foresight are key to staying competitive.
Ashish Naik highlighted the dynamic nature of technology by stating “Think of technology as a flexible layer within your strategy. What works today may need a quick pivot tomorrow.”
Ajay Dhir further explained how these changes do not happen overnight and a proper digital roadmap needs to be created.
“Be simple, bring forward small innovations and small improvement projects, which are proof of concept by themselves, and to show a positive outcome in whatever you are planning to deploy. That is how the digital roadmap is created.” -Ajay Dhir
Monday Morning Mandate: Start with Consumer Well-Being
To wrap up, the panellists shared a simple yet powerful mandate for industry leaders: begin each week by assessing the well-being of consumers. Dr. Ashish Bajaj advised, “Consumer well-being needs to be the focal point of your marketing-tech strategy. Ask yourself: Are consumers feeling understood, respected, and served?”
Ashish Naik added, “On Monday, start by asking if we are truly solving consumers’ problems. Are we giving them the tools and information they need?”
Ajay Dhir echoed this, emphasizing the importance of placing consumers at the heart of all strategies. “It’s about building genuine connections and showing empathy through every interaction.”
“Put consumers at the centre. It’s about more than meeting needs—it’s about creating connections that feel genuine and lasting.” -Dr. Ashish Bajaj
Bridging Logic with Empathy
The session highlighted that as marketing and technology converge, brands must balance the logical, data-driven side of tech with the empathetic, consumer-first focus of marketing. This blend of left-brain and right-brain thinking enables brands to deliver experiences that resonate on both rational and emotional levels, meeting modern consumer expectations for seamless, meaningful interactions.
About DBT: Lead The Change
In today’s fast-paced digital world, staying ahead of the curve is not just a competitive advantage—it is a necessity. The “DBT: Lead The Change” series, a fortnightly discussion session moderated by Prasad Shejale, Founder and CEO of LS Digital, is a novel initiative designed to equip industry professionals with the insights and strategies needed to thrive in this ever-evolving landscape. As a by-invite, closed-door virtual session, it brings together a curated group of industry leaders and thought leaders to tackle the most pressing business challenges head-on.
This property, conceived and produced by LS Digital, serves as more than just a platform for dialogue; it is a catalyst for innovation. Every two weeks, diverse perspectives converge to address critical areas such as Media, Creative Communications, Data Insights, Technology & Innovation, User Experience (UX), and Customer Experience (CX). By fostering meaningful dialogue among senior professionals from these key domains, “Lead The Change” aims to uncover actionable solutions that can drive significant impact.
As we navigate the complexities of modern business, this platform serves as a beacon for thought leadership, guiding participants through emerging trends and equipping them with the tools to lead the digital business transformation. The discussions held here are not just theoretical— They shape the roadmap for the future of digital business, crafted by those at the forefront of the industry.