Abhishek Ajmera
Chief Sales Marketing Officer at Univo Edtech
Decoding the Evolution and Impact of AI in Marketing with Abhishek Ajmera
Beyond its allure as a mere tool, AI is reshaping marketers' methods in tangible ways. Abhishek Ajmera demystifies AI's influence on data management, revolutionizing content consumption trends and infusing enhanced personalization into customer interactions. He sketches an intriguing path from traditional learning to online education, now extending to the uncharted territory of AI-driven audiobooks. Yet, he underscores that AI doesn't entirely replace human input. Furthermore, Ajmera unveils his marketing toolkit and expresses his desire for tools that could further streamline his workflow.
Prepare to engage in an illuminating conversation between Akash Kalp, Category Head at Pepper Content, and Abhishek Ajmera, Chief Sales Marketing Officer at Univo Edtech, exploring AI's multifaceted impact on contemporary marketing and beyond.
1. Can you please tell us about your journey?
I began my career as a salesperson. However, with more than two decades of experience, it didn't take me long to realize a significant shift. It appears that marketing has evolved beyond a mere support function and has now become a decisive driving force. This transformation marked a pivotal moment.
Over the past ten years or so, I've dedicated a substantial amount of my time to assuming the role of a business leader within the realm of marketing. This journey has been incredibly exhilarating. My expertise lies predominantly in the consumer technology sector, spanning various domains and industries. I've had the privilege of launching ventures both within India and on the international stage.
It's worth noting that my journey has been peppered with remarkable experiences. My engagements have extended across a spectrum of categories within the consumer internet space. This exposure has allowed me to collaborate with diverse companies in this field.
There has been a significant transformation in the way marketing as a function has evolved. It has moved from being an enabling function to a driving function.
2. With your extensive marketing career, how has the field evolved from traditional methods to today's tech-driven strategies, and what are your insights on its future?
I believe there's been a remarkable shift in how the role of marketing has transformed. It has moved beyond supporting functions to becoming a business driving force. This shift has been truly transformative, especially over the past decade. This evolution can be attributed mainly to the widespread adoption of digital technologies and the rapid ascent of social media platforms. These two factors have greatly influenced the current scene of marketing.
As we look forward, I foresee another wave of change. The growing integration of artificial intelligence and machine learning is set to redefine how we perceive and approach marketing. This technological advancement is poised to shape the future of marketing, marking another significant juncture in its journey of evolution.
3. With AI technologies like GPT-3 and Bard making waves, how do you see their daily impact on your work?
The sweeping transformation brought about by AI and ML is undeniably awe-inspiring. These technologies have woven their impact through diverse domains, revolutionizing how businesses comprehend their consumers, establish personalized interactions, and even streamline operations. Within the world of Univo, the integration of AI has permeated every level, illustrating its significance. We've harnessed its potential in a multitude of initiatives, notably the introduction of an AI tutor and the integration of the metaverse into our educational paradigm.
By embracing AI, we've unlocked the ability to craft tailored learning journeys, optimizing the educational experience for each individual and propelling us closer to achieving our desired learning outcomes. The infusion of AI is more than a mere add-on; it has become an indispensable element of our day-to-day operations at Univo, reshaping how we approach education and ensuring that innovation continues to flourish.
It's an absolute stunner the way AI and ML have transformed everything. I think it has given businesses the ability to understand consumers better, provide personalized experiences, and automate operational tasks.
4. Could you share the essential tools you use daily as a marketer? How does AI influence your marketing and your role as a CXO?
We harness AI in various ways, particularly in analyzing extensive data sets, to comprehend the preferred learning methods of our students. Online education's essence lies in adapting to learners' schedules. An exciting endeavor, like our AI-based Professor Lamy, exemplifies this. As a social learning professor, this tool facilitates content consumption anytime, bridging gaps between students and educators.
Another frontier we're exploring is audiobooks. While our learning journey once revolved around books, we've transitioned into online learning. Yet, the world of audiobooks presents a novel avenue. We offer bite-sized audio content and in-depth conversations with experts from MIT Online. This evolution stems from our deep understanding of data and consumer preferences for personalized content—where AI and ML play central roles.
However, it's important to note that while AI and ML are crucial, they aren't silver bullets. A balance is necessary to merge AI's capabilities with the irreplaceable human touch, ensuring continuous creativity in marketing endeavors.
5. As a marketer facing various challenges, especially related to data and insights, can you share your current marketing stack and how it helps streamline your work?
From our perspective, it's crucial to integrate components directly linked to the consumer into our marketing stack. A blend of tools that prove effective and efficient in connecting with our intended audience becomes paramount. To start, I'd emphasize the significance of a CRM system. It not only aids in comprehending our consumers' preferences but also facilitates message personalization, serving as a valuable asset.
Augmenting this, an apt marketing automation tool assumes a pivotal role. This allows for the automation of numerous processes and the establishment of pertinent business rules. Following CRM and marketing automation, meticulous attention shifts to website analysis and optimization, ensuring we comprehend the traffic statistics and strive for the best possible performance.
Lastly, social media management tools contribute significantly. These four elements harmoniously coalesce to construct an ideal marketing stack. We create a potent framework for successful marketing endeavors by prioritizing devices closely linked to our consumers.
We leverage AI for a lot of initiatives at Univo, whether it is launching an AI tutor or leveraging metaverse for our learners, from personalized learning to ensure that the learning outcomes are met. AI is something we leverage day in and day out.
6. If you had the opportunity to create a tool that would significantly optimize your work as a marketer, what would this tool look like, and how would it fit into your existing marketing stack?
Currently, our focus is spread across numerous tools that address specific use cases, yet I envision an integrated strategy where a comprehensive view of metrics and platforms is accessible. This holistic approach serves as an ideal central hub. It's about redirecting the team's attention from operational tasks to creative solutions—a significant shift in perspective.
The potential lies in tools collaborating harmoniously, unlike the current scenario where numerous agencies operate in isolation, leading to efficiency loss. When data and insights flow seamlessly among these tools, the impact can be transformative, potentially even setting achievement records.
So, there are two pivotal aspects. Firstly, uniting various systems onto a shared platform would provide a unified view of cross-platform dynamics. Secondly, overcoming the barriers among advertising giants could be revolutionary. This would enable brands to gauge consumer exposure across platforms, breaking the silos for a more comprehensive understanding. Ultimately, this approach could benefit both brands and consumers.
7. Could you share your perspective on what constitutes suitable content and your process for determining which content will succeed and which won't?
I think crafting quality content goes beyond mere words on a page. It's about creating a dynamic experience that seamlessly combines engagement, information dissemination, entertainment, and education, all within the confines of a single piece. This synergy is what sets apart impactful content from the ordinary.
Amid the array of platforms and channels available for content distribution, what truly matters is the essence that content carries. The core purpose of any content should resonate with its audience, particularly the learners it seeks to reach. This alignment between meaning and value is the crux of delivering meaningful content. A successful content strategy isn't solely about churning out material. It's about curating material that not only enriches the learner but also fulfills the strategic goals of the marketer. This delicate balance, when achieved, marks the true success of content.
In short, the litmus test for good content lies in its ability to impart knowledge, evoke emotions, and offer entertainment—all while staying aligned with the marketer's objectives. Content flourishes in full brilliance when the result benefits the learners and aligns with the overarching marketing strategy. This, to me, is the essence of what defines impactful and compelling content.