AI Will Be Just Another Tool That Will Aid Better Performance: Arvind Saxena
As India’s media landscape and consumer behaviour continue to evolve, Arvind Saxena, the senior general manager & head of marketing at NEC Corporation India advises on the need for “judicious” marketing spends, while keeping an eye out for the growing trend of brand building within ecosystems, harnessing partnerships, employees and suppliers to create a meaningful impact.
Saxena believes that true brand credibility lies in third-party reporting and reputation management. “Print, television, OOH, a little bit of radio and some of the OTT platforms put together will create a bouquet of marketing activities that marketers can showcase.” The future of media will be a blend where traditional and digital media coexist to form a comprehensive marketing strategy.
Technology-aided Performance
New technologies such as artificial intelligence (AI) will be “just another tool that will aid better performance”, according to Saxena, who sees AI as an enabler rather than a replacement for human creativity and insight.
Saxena is a believer in purpose-driven marketing and sustainability but he says that purpose should drive sustainability. Purpose-led brands yield higher employee and customer engagement, foster innovation and ensure long-term sustenance.
Not just in this aspect, but overall, he encourages marketers to simplify their messages and think from the perspective of their audience.
