Deepak Oram, Senior Vice President of Growth Marketing & Martech at HDFC Bank, believes that MarTech goes beyond traditional marketing functions. He highlights that with the increasing digital-first behavior of customers, MarTech now generates a vast amount of data that can be applied to areas beyond marketing. Oram notes that the overlap between digital and non-digital channels has increased significantly, with customers initiating their journey digitally and then proceeding through physical channels.
Oram emphasizes the importance of leveraging digital insights to enhance the customer experience across all touchpoints, including physical channels. He advocates for an omnichannel marketing approach, which involves using digital insights to improve the physical landscape and vice versa. In the banking sector, this is particularly challenging due to the complexity of various channels, including branches, apps, and call centers.
Oram also stresses the importance of customer care in taking the tech beyond marketing. HDFC Bank is recruiting “techno-functional personnel” with a balance of technical and marketing expertise to drive innovation in the field of MarTech. Oram believes that a purely marketing-focused individual requires support from a technically savvy counterpart to drive innovation, citing the need for individuals who are well-versed in data and technology to support the bank’s compliance and customer data privacy requirements.
In conclusion, Oram’s views on MarTech highlight the vast potential of this technology in driving innovation and enhancing customer experience across all touchpoints. By leveraging digital insights and hiring the right talent, banks and other organizations can improve their marketing and customer engagement strategies.