Navigating the Future of Marketing and Content with Mahesh Narayanan of Netcore Cloud
In the dynamic realm of digital marketing, key areas such as the role of AI in marketing, the future of SEO, and the impact of generative AI on content creation have taken the front seat. As brands prepare for the change, they also head out to understand the future of marketing and content.
Dive into an intriguing and exciting conversation with Mahesh Narayanan, Chief Marketing Growth Officer of Netcore Cloud, who has emerged as a visionary leader with over two decades of experience in the industry. From his early days at Google to his current role, Mahesh has been at the forefront of the digital revolution. His journey reflects a unique ability to identify and ride the waves of digital transformation. In this enlightening conversation with Rishabh Shekhar, Co-Founder and Chief Operating Officer of Pepper Content, Mahesh shares insights into the evolving landscape of marketing, the role of AI, and the future of content creation. Join us as we delve into the mind of a digital pioneer who continues to shape how brands connect with consumers in the digital age.
1. Please introduce yourself.
With over two decades in the digital sphere, I've had the privilege of working with renowned global tech giants like Google, JioSaavn, and LinkedIn. Throughout my career, I've been driven by my knack for spotting emerging digital trends early on and positioning myself at the forefront of these innovations.
My core interests are encapsulated by what I term the 'three Cs': Content, Commerce, and Consumer. It's the convergence of these three realms, paired with my deep passion for digital marketing, that brings me to Netcore Cloud. It embodies the perfect fusion of all these elements, operating precisely at this exciting intersection.
2. Did your career path evolve naturally through opportunities, or did you actively design and plan it?
I started way early in the digital space, and that was by default, not by design. In 1999, I was a management trainee at a portal called Rediff, which most youngsters today don't even know about, but that kind of put me on the digital trajectory. After that, I worked with a company called Bidorbuy, which was acquired by Baazee and later on by eBay when they entered India.
"The Martech space itself has evolved in the last decade. We've grown from plain automation to deep customer experiences, personalization, and the kind of memorable experiences we can build."
3. How did marketing, as CMO, come to the forefront, and what made you take on that role?
Today, what we've got is a full-stack customer experience personalization platform that helps brands build memorable, beautiful relationships with their customers, connect with them and build loyalty. And at the end of the day, drive their path to profitability. At a meta-level, we believe that Netcore Cloud is building the operating system for profitability. And if you think of it like that from a marketer perspective, we are a must-have because we are a partner that can help them in their path to profitability, which is today's global narrative.
4. What do you think is the future of SEO in general?
If you look at generative AI, one specific answer is being thrown to the consumer. And that changes the paradigm because you've got to be building content that's optimized to be able to surface when that specific prompt is put in, and that changes the paradigm completely in the way we will have to build content, in the way we will build relevancy in the content, and then, of course, building the relevant tags and all the deep tech that needs to be stitched together to be able to surface at that moment.
5. How do you build your thought process of philosophy and commit to something? What's your advice to future leaders in the marketing industry?
One is to be aware of global trends and consider how to use them in your context. So observe, try to understand changing consumer behavior and consumer preferences, and then how you're going to mesh that into everything you do, whether it's marketing, content creation, or product recommendations. The second is staying agile. Predict the next wave and adapt quickly. The third and probably the most important piece is to build human relationships, build deep relationships with people. I like this idea of a think tank or a personal advisory group, people you can go to and bounce an idea.
6. How do content, commerce, and consumers intersect in the digital marketing landscape?
Absolutely. Content, commerce, and consumer are intertwined in the digital marketing world. Content is the vehicle through which businesses engage consumers and promote their products or services. Effective content marketing drives consumer engagement and influences their purchasing decisions. On the other hand, commerce is the transactional aspect where consumers interact with businesses to make purchases. Digital marketing plays a pivotal role in facilitating this interaction by showcasing products, providing personalized recommendations, and simplifying the buying process. Lastly, understanding the consumer's behavior and preferences is crucial for tailoring content and marketing strategies. Consumer insights drive the creation of relevant and compelling content, which, in turn, enhances the overall commerce experience.
7. You mentioned the concept of generative AI transforming marketing. Can you delve deeper into how generative AI is changing the game in the marketing industry?
Certainly. Generative AI is revolutionizing marketing by automating content creation and personalization. It allows marketers to create vast amounts of content quickly while maintaining quality. For instance, it can generate personalized product recommendations, email content, or even social media posts based on user behavior and preferences. This not only saves time but also enables marketers to deliver hyper-personalized experiences to consumers. Generative AI also enhances marketing activities' speed and efficiency, from data analysis to predictive segment creation. Marketers can use AI-driven insights to target the right audience with the right message on the right channel, ultimately improving customer engagement and conversion rates.
"The intermeshing of artificial intelligence and human intelligence will make a huge difference in how marketers talk to brands."
8. You mentioned the three key trends in the marketing world: customer intelligence, hyper-personalization, and ephemeral content. Can you explain how these trends are shaping the future of marketing strategies?
Certainly. Customer intelligence powered by data is at the core of modern marketing. It enables businesses to gain deep insights into customer behavior, preferences, and needs. This knowledge empowers marketers to create highly personalized and relevant content and experiences, fostering stronger consumer connections. Hyper-personalization takes this further by tailoring content and recommendations to individual consumers, enhancing engagement and conversions. Ephemeral content, characterized by its short-lived nature, allows brands to capture consumers' attention with brief yet impactful messages. Leveraging these trends, marketers can deliver timely, personalized, and engaging content that resonates with their audience, ultimately driving brand loyalty and business growth.
9. Could you elaborate on how these aspects, artificial intelligence and human intelligence, work together to create compelling content?
Of course. Combining artificial intelligence (AI) and human intelligence is powerful in content creation. AI, particularly generative AI, can quickly generate a large volume of content based on data and algorithms. However, this content may lack emotional depth and human connection. This is where human intelligence comes in. Human creativity, empathy, and storytelling skills are essential for infusing content with emotional resonance. Marketers can use AI to generate the initial content framework, and then human writers and creators add inspirational and relatable aspects. The harmonious fusion of AI's efficiency and human intelligence's emotional touch results in content that engages and resonates with audiences on a deeper level.
10. How can marketers keep up with the ever-evolving digital landscape and continuously upskill themselves?
Staying agile in the fast-paced digital landscape is crucial for marketers. To keep up, marketers should prioritize continuous learning and upskilling. This involves staying updated on the latest industry trends, attending webinars, workshops, and industry conferences, and seeking online courses and certifications. Additionally, networking and building relationships with peers and mentors can provide valuable insights and support. Embracing experimentation and being open to trying new tools and technologies is also key. Finally, maintaining a growth mindset and a commitment to lifelong learning will help marketers adapt and thrive in the ever-changing world of digital marketing.
11. In an era where privacy concerns are growing, how can marketers navigate personalized content delivery while respecting user privacy?
Navigating the delicate balance between personalized content delivery and user privacy is indeed a paramount concern for modern marketers. As privacy concerns continue to grow, consumers are becoming increasingly vigilant about how their data is collected, used, and shared. Marketers can adopt several privacy-centric strategies to address these concerns while still delivering personalized content.
One of the key approaches is leveraging zero-party data. Unlike first-party data, which is collected implicitly through user interactions, users voluntarily provide zero-party data. This can include preferences, interests, and explicit consent for personalized communications. Marketers can ensure transparency and build trust by obtaining explicit consent and preferences directly from users.
Furthermore, consent-based personalization is a cornerstone of privacy-conscious marketing. Marketers should clarify to users that their data will only be used for tailored content and that they can opt out anytime. This transparency not only complies with privacy regulations but also fosters trust between brands and consumers.
Another important strategy is adopting transparent data practices. Marketers should clearly communicate their data collection and usage policies to users, ensuring they understand how their information will be utilized. Additionally, providing users with easy-to-use privacy settings empowers them to customize their data-sharing preferences, further enhancing their control over their personal information.
Lastly, brands can explore the use of advanced technologies like federated learning and on-device AI. These approaches allow for personalized content recommendations without centralizing user data, minimizing privacy risks. Marketers can mitigate privacy concerns by keeping user data on their devices and leveraging AI for local personalization while still delivering tailored experiences.
