Decoding the power of human connections in a Digital landscape
We are somewhere between the 4th and 5th industrial revolution today, where the whole anticipation is that there is going to be a world where digital will perhaps take over and will be able to do a lot of things that human beings do today. Therefore, it is important for marketers or people who think about brands and services to look at this from a lens of where and how much human intervention is really required.
The panel discussion on ‘The Definitive Charcha: The Human Touch in the Digital World’, at the second edition of Adgully's CMOs' Charcha - Kolkata Chapter 2024 held on June 14, dwelled on this important topic. The session was chaired by Aditi Mishra, CEO, Lodestar UM, and the panelists included:
Anirban Majumder, Partner – Data & Analytics, PwC
Jalaluddin Mondal, Business Head - Zee Bangla Cinema and Cluster Marketing Head-East, Zee Entertainment Enterprises
Navarun Sen, President, Centuryply
Aditi Mishra opened the session by emphasizing on the importance of the human touch in the ongoing digital revolution. She highlighted the need for marketers to view digital transformation through the lens of human interaction and brand perspective.
Mishra initiated the discussion by asking Navarun Sen about the role of digitalization in his industry. Sen, representing the traditionally analog plywood industry, explained, “Digitization and digitalization have pervaded our workspaces. Digitization involves the data points we now collect, while digitalization refers to automating processes to leverage this data. In our industry, adopting both is crucial for remaining relevant to customers. This spans all touchpoints, from consumer communication and running websites to launching digital campaigns and implementing predictive churn models.”
He humorously added that despite his grey hair and limited technical understanding, the data must be presented in a simple manner for broader comprehension.
When asked about the significance of content in a brick-and-mortar business transitioning to digital, Jalaluddin Mondal stressed on the need to balance brand considerations with the human element. While admitting that understanding consumer psychology is a challenge, Mondal added, “Content that resonates with the platform remains effective across mediums. However, consumer intent and honesty in messaging are paramount. If goodwill exists, everything else falls into place.”
While speaking on the complexities of decoding data and analyzing human ingenuity, Anirban Majumder offered a philosophical perspective, referencing Einstein’s theories to illustrate how data facilitates a form of time travel. “Data helps us understand consumer personas and improve products and services. It is the key to unlocking the mystery of consumer preferences and tailoring content to specific demographics.”
The second edition of Adgully’s CMOs’ Charcha - Kolkata Chapter 2024 was a resounding success, fostering insightful discussions on the integration of human touch within the digital realm.
These are edited excerpts. For the complete discussion, please watch below:
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