In the age of digital marketing, the role of technology is now extending across the entire marketing value chain. Marketers are leveraging technology not just for customer engagement and online sales, but significant amount of technology is being used in planning, content creation, analytics and operations. Increasing digitization in marketing function has changed the business model of companies and extensively impacted other functions such as product development, sales, customer service, supply chain, and IT. Marketing are now becoming more aligned to business objectives with digital thinking becoming embedded into overall corporate strategy. This is also leading to considerable changes in organizational dynamics, with new positions in the c-level suites such as Chief Digital Officers, Chief Creative Officers, and Chief Customer Experience Officers. Globally, IT players are building capabilities around experience design to tap this market, which is expected to touch USD 60 billion by 2025.
Mr. R Chandrashekhar, President, NASSCOM said, “The world is increasingly transforming into a digital sphere, with nearly 50% of the global population having access to web. With NASSCOM MarTech Confluence 2015, we aim to catalyze discussions around marketers’ current and future technology needs and initiatives required by Indian IT industry to respond to the changing marketing dynamics. Our aim is to analyze the key market which is likely to have a significant impact on marketing technology requirements.”
While India is already recognized as the global hub of technology talent and a favorite destination of global CIOs, this shift in technology buying represents a new and huge opportunity. There is no other country with a larger concentration of young, digitally savvy and technical qualified talent, coupled with a mature technology ecosystem. It is estimated that Indian IT players’ share in global Martech industry can grow to USD 45-55 billion by 2025. Revenues from customer experience segment itself will be around USD 13-1 5 billion, analytics will present a USD 12-14 billion opportunity, while creative design and mobile will be USD 8-10 billion and USD 7-9 billion respectively.
The two day conference was attended by key industry leaders from the fields of IT, Entertainment, marketing and advertising. Some of the key speakers at the event included R Chandrashekhar, NASSCOM; Ganesh Natarajan, Zensar Technologies; Sheldon Monteiro, SapientNitro; Sameer Nair, Balaji Entertainment and personalities like Roshan Abbas and Sumiit Lakhutia.
NASSCOM® is the premier trade body and the chamber of commerce of the IT-BPM industry in India. NASSCOM is a global trade body with more than 1800 members, which include both Indian and multinational companies that have a presence in India. NASSCOM’s member and associate member companies are broadly in the business of software development, software services, software products, consulting services, BPM, e-commerce and web services, engineering services and animation and gaming. NASSCOM’s membership base constitutes over 95% of the industry revenues in India and employs about 3.5 million professionals.