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By BestMediaInfo Bureau
Moderated by Sameer Kapoor, SVP- Head of Business, Paytm Ads, the panel discussion on the role of fintech in shaping Digital Marketing in 2023 saw industry players emphasise the fact that there’s a need for fintech platforms to educate the marketers as to what propositions or creatives can work in their favours and break the predetermined myths as the marketing fraternity is willing to experiment.
Commenting as to how fintech platforms aid in the marketing initiatives of brands, Sameer Jain, VP & Head D2C e-commerce, Max Life Insurance, stated that sometimes what happens is that while creating brand awareness or consideration, 60-70% of the marketing funnel is wasted marketing dollars just because the signals weren’t right or sharp shot at the target group.
“Getting deterministic signals is key for us and as of now, there are very few platforms which do offer this kind of capability. It’s actually a three-way street for us as we need the right audiences, right signals and the right ML models to be able to optimise for the business goals that we’ve identified for us,” he said.
He also went on to add that fintech does provide a lot of deterministic signals because of the wealth of transaction data that most fintech platforms are today sitting on and that’s something that needs to be leveraged upon.
Touching upon the challenges of brand safety, the right attribution and lifetime value (LTV) for consumers, Archana Agarwal, VP- Media, Airtel stated that the telecom company already invests a lot in brand safety tools over the past two years and has done an entire landscape assessment to identify what platforms can be tied-up with in the long term.
“It’s not just brand safety, but also viewability and ad frauds that we look at and we’ve identified platforms which provide solutions for either all the three challenges or some of them which is why it is not a big of a challenge,” she said.
Read Full Story https://bestmediainfo.com/2023/02/decoding-the-role-of-fintech-in-shaping-digital-marketing-in-2023