Krish Dhokia | Fairway Independent Mortgage Corporation

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What are the key priorities for a MarTech stack optimisation strategy to achieve?

Increase marketing ROI.

What would your company use AI the most for?

– Develop data-led marketing campaigns.

What are the major roadblocks in trialling the new innovations in marketing technologies?

– Integration.

How important is data in making marketing decisions and engaging customers?

– Very important – I always leverage data 100% of the time.

What is the one marketing platform/app/solution you can’t live without? Why?

– The increased crutch on the data sources we utilize today and the solution that provides visualization and reporting, is an integral part of our marketing efforts. Without this or a viable replacement, we wouldn’t be able to effectively market and report ROI.

How do you see the skillsets needed for the marketing profession changing?

– It’s no secret that there is confusion across industries today as to what is defined as a marketing function and what is a technology function. The truth is that today they are becoming one in the same! The skill sets are cross-pollinated, it’s an API of departments, and each side must work together to find solutions for the need.

With the recent developments and incorporation of technology, should we still perceive marketing as a social science?

– Definitely, while marketing as a social science focuses on varying aspects of sociology and other markers, technology has always been included. It is my opinion that study and conversation of technology should be more weighted within the course work and discussion of the study itself.

At your organisation what tasks in marketing are good to automate and what tasks still need a human touch?

– In my organization and industry, the bulk of tasks are automated through our tech stack, however, the smartest marketing platforms allow for AI to drive personalized touches that give the perception of human interaction. The ability to pivot between AI and manual touches also exist.

If you had to build a marketing strategy at your organisation for 2021 from scratch, what type of partners would you look for to collaborate with?

– Business development, MarTech Specialist and a project manager (which typically sit within a tech team) is crucial to help liaise and move the needle forward on almost all projects. My strategy would be to harness the central theme of technology to be the goal instead of the tactic!

Can new partnerships help shift the mindset from a product-centric model to more customer-centric?

– Of course. A model without being inclusive of the user experience is a sure way to fail. Always sell the solution to the problem and not the product.

What will be the next evolution of mobile marketing that we can expect in the coming years?

– Trust with our new generation of audience personas leaves marketing and technology teams seeking the boldest innovation when it comes to mobile. I expect there to be a complete shift on competitors all attempting to replicate and measure customer journeys from the palm of your hand.

What is the best use of technology you have seen during this time of crisis?

– I wouldn’t say it was the best, but the pivot back to the use of QR codes and the success of it has been fun to watch. Just when we thought the QR was done and gone, it resurfaced and was the technology of choice globally for numerous contactless solutions.

At your organisation how has your approach to marketing changed due to new MarTech tools and solutions?

– We’ve combined forces on all fronts. For example, our lead generation team and marketing team have merged in recent months.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

– Both. Brand awareness and digital marketing are literally one in the same. Neither should live independently.

When planning a marketing budget, what are the top 3 concerns one should watch out for post COVID-19?

– Be prepared for any future disruptions. Be prepared for those ebbs and flows and focus on budget spends that have true ROI values.

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