Tech Tango: Modern Marketing's Next Chapter

Artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) are no longer buzzwords of the future but integral components of today's marketing strategies. In 2023, approximately 40 per cent of marketers in India utilised AI for automated campaigns, with the AI market expected to grow to US$6.26 billion by 2024, as per Statista.

As brands race to harness advanced technologies, a new paradigm of consumer engagement has arisen – personalisation and the creation of immersive brand experiences. But it also raises a question - are these technological advances living up to their stake or are they merely digital smoke and mirrors?

Personalisation - Up & Close
"The rise of digital and AI-based solutions, coupled with a shift towards consumer engagement rather than push communications is a game changer," asserts Ishwindar Singh, GM Marketing at Pernod Ricard.

Singh points to the company's recent ICC World Cup campaign for Royal Stag as an example of AI integration. "We gave consumers the ability to bring themselves closer to the stars through a hyper-personalised solution. They could see their own faces cheering alongside cricket icons like Rohit Sharma, Jasprit Bumrah and Surya Kumar Yadav."

Personalisation with the integration of tech has taken a leap forward in consumer interaction. Ketan Bhatia, Group Brand Director at Good Glamm Group echoes this sentiment, highlighting the power of data as well in marketing.

"Data allows us to combine demographic information with geographical data and buying behaviour, enabling highly personalised marketing messages", Bhatia explains.

Similarly, Cadbury's 'NotJustACadburyAd' campaign, featuring Shah Rukh Khan used AI to let viewers create custom ads for local stores on their website. Previously, Cadbury employed AI to generate personalised video ads with Hrithik Roshan for Raksha Bandhan, giving out personalised greetings and messages. 

The potential for AI and its impact on content creation is particularly new for marketers. Bhatia envisions a future where "literally everybody can get a personalised message," a feat that was previously impossible due to the sheer volume of creative content required.

Challenges
However, as brands rush to embrace these new technologies, concerns are growing about the potential for digital fatigue and oversaturation. Are consumers truly craving this level of personalisation, or is it verging on digital stalking? Moreover, the reliance on AI and machine learning algorithms raises questions about the authenticity of brand communications.

As Madhur Acharya, CBO of Aqualens & Vice President of Ecommerce at Lenskart, cautions, “AI is a good start, but a human touch is definitely needed to drive more synergies and truly personalise it for your customers.”

Lenskart has been an early adopter of AR technology and uses 3D AI in its app to let customers virtually try on frames. This innovation led to over 20 million app downloads and boosted customer engagement. The ‘Nazar Ghati, Durghatna Ghati’ campaign utilised AR to highlight the consequences of poor vision, resulting in a threefold increase in AR usage and demonstrating the effectiveness of incorporating AI into marketing strategies to engage customers.

On the integration of augmented and virtual reality into marketing strategies, Acharya notes, “We've been using it for quite some time now. We're constantly optimising and improving it.”

While these technologies offer new possibilities, they also present challenges. There's a delicate balance to strike between leveraging CGI and maintaining authenticity. As campaigns become increasingly digitally enhanced, brands must be careful not to alienate audiences with experiences that feel too artificial or removed from reality.

For instance, MG (Morris Garages) India's campaign, 'Drive The Legend' features a digital film showcasing MG's century of excellence and a special CGI film that brings its 100-year history to life. This approach was taken to engage both longtime MG enthusiasts and attract a new generation of car lovers, bridging the brand's storied past with its modern appeal.

Moreover, the rapid pace of technological advancement can lead to a 'shiny object syndrome', where companies chase the latest innovations without fully integrating them into a strategy. Acharya observes, “There's a long way to go. We become so dependent on new technologies that we often stagnate instead of continuing to drive their potential.”

Another concern is the potential for these technologies to create a digital divide in marketing effectiveness. Smaller businesses without access to vast data sets or sophisticated AI tools may find themselves at a significant disadvantage.

Inspired Future
In this next chapter of modern marketing in India, the possibilities are being written in a manner where advanced technology is as exhilarating as they are daunting. As Singh puts it, “We've opened up a new door of very strong consumer engagement, which we believe is going to become the sign of the times going forward.”

"I would say that some of the best campaigns which are out there are today in line with the global campaigns like Nike's Dream Crazier campaign or even if I look at short iPhone campaign, which has been done by Apple", he adds.

The challenge for marketers will be to step through a door with both enthusiasm and caution, embracing innovation while never losing sight of the human touch. Technology should not be an end in itself but a tool to create more personalised and immersive experiences for consumers.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.