Embracing AI in Marketing: A Journey of Personalization and Value Creation With Tanya Marwah

In this digital era, where technology is advancing at an unprecedented pace, artificial intelligence (AI) has emerged as a game-changer in the world of marketing. As marketers, we are witnessing the transformative potential of AI in enhancing customer experiences, driving engagement, and creating real value for our audience.

Join us as we explore how AI is automating content generation, enabling personalization at scale, and revolutionizing the way we approach marketing strategies.

From insights shared by Tanya Marwah, a seasoned brand strategist at Digit Insurance, we uncover the power of AI in crafting the right content strategy and delivering meaningful experiences to customers.

Here are some excerpts.

1. Please tell us about your professional journey so far.

I have had the privilege of working in the marketing space for several years, and my journey has been both enriching and diverse.

I started my career as a planner and brand strategist, working with renowned agencies like Leo Burnett. During that time, I had the opportunity to work with luxury brands and FMCG brands, where I honed my skills in qualitative research, which has remained my core expertise.

After that, I ventured into the e-commerce space, joining Snapdeal during its rapid expansion phase. As the head of the brand at Snapdeal, I was responsible for its rebranding efforts, ensuring consistency and building a strong brand perception among customers.

Presently, I am leading the brand team at Digit Insurance, where my focus is on simplifying insurance for customers. I believe in making insurance easy to understand and accessible, both in terms of perception and actual value creation. In my role, I oversee various aspects of marketing, including advertising, CRM, social media, and content creation.

Working at Digit Insurance has been particularly rewarding as I've been part of the company's significant growth journey. When I joined, we were a small team of 58 employees, and now we have grown to a group of 3,000. Being involved in the company's mission from the early stages has provided invaluable learning experiences.

Overall, my career has allowed me to work with diverse brands and industries, and I am passionate about creating meaningful experiences for customers through effective marketing strategies.

2. How does marketing extend beyond just promotion?

In my view, marketing goes far beyond traditional promotion activities. As a marketer, my perspective is that marketing should be an integral part of the company's mission, aligning with its purpose and values. It is not just about pushing products or services to customers; it is about understanding their needs, desires, and pain points and creating real value for them.

This means going beyond surface-level advertising and focusing on delivering a meaningful and positive experience throughout the customer journey.

To achieve this, collaboration with various departments becomes crucial. As a brand leader, I work closely with cross-functional teams such as product, underwriting, tech, and design to ensure that the entire customer experience is consistent, seamless, and valuable. By collaborating with these teams, we can create beneficial features, design user-friendly interfaces, and craft compelling content that resonates with the audience.

Integrating different departments and aligning them with the brand's mission allows us to deliver a more holistic and authentic brand experience to our customers, which, in turn, builds trust and loyalty.

In essence, marketing is about creating value for the customers by understanding their needs and crafting experiences that cater to those needs.

It involves not only promoting the brand but also working hand in hand with various teams to ensure that every touchpoint of the customer journey is aligned with the brand's purpose and delivers real value. By adopting this approach, marketers can create a more meaningful and long-lasting impact on their customers and drive sustainable growth for the business.

3. What is your ideal marketing stack and what tools do you all use in this domain?

Our marketing stack includes design tools, CRM software, content management systems, and social media scheduling and analytics tools, which enable us to create visually appealing content, manage customer interactions, and analyze data to personalize our communication.

CRM (Customer Relationship Management) software is an indispensable tool for managing our interactions with customers and leads. It allows us to track customer interactions, analyze data, and personalize communication based on customer preferences and behavior.

Additionally, content management systems play a crucial role in organizing and publishing content across different platforms. These systems streamline our content creation process and ensure that we have a consistent and cohesive brand voice across all channels.

Furthermore, social media scheduling and analytics tools are essential for our social media marketing efforts. These tools enable us to plan and schedule posts in advance, ensuring a consistent presence on various social media platforms.

Moreover, we leverage AI-based tools for content creation and copywriting to enhance efficiency and content quality. These AI tools assist us in generating content at scale while maintaining a high level of relevance and creativity. By using AI, we can optimize our content creation process and deliver engaging content to our audience more efficiently.

4. How impactful will artificial intelligence be on marketing?

In my opinion, the impact of artificial intelligence (AI) on marketing will be profound and transformative, particularly as we look into the future. While we may currently be navigating the learning curve with AI tools, I firmly believe that its potential will be fully realized in the long term.

AI's capabilities have been steadily improving, and as marketers become more adept at utilizing these tools, we can expect to witness a revolutionary shift in the way we approach marketing strategies.

In the short to medium term, we are already witnessing the early benefits of AI in marketing. Automation of content generation is one area where AI is already making a difference. AI-powered content creation tools enable us to produce high-quality content at scale, saving time and resources while maintaining creativity and relevance. This allows marketers to engage with their audience more frequently and consistently, delivering valuable content to customers across various platforms.

Moreover, AI's ability to analyze vast amounts of data and customer behavior will revolutionize the way we communicate with our audience.

Personalization will become a key aspect of marketing, as AI empowers us to deliver tailor-made messages to each customer, addressing their specific needs and preferences.

This personalized approach will lead to stronger customer engagement and loyalty, as customers feel more valued and understood by the brand.

5. How do you develop the right content strategy for your brand Digit Insurance?

Our primary focus is on making insurance simple and valuable for our customers. To achieve this, we go beyond traditional insurance-related content and strive to address peripheral topics related to financial planning and customer needs. Understanding our audience and their pain points is crucial, and we use qualitative research as a foundation to shape our content strategy.

Experimentation plays a pivotal role in crafting an effective content strategy.

We constantly try different delivery methods and creatively engage with our audience to understand what resonates with them the most. By exploring various content formats and platforms, we can refine our approach and cater to the specific preferences of our audience. Social media analytics provide valuable insights into customer behavior and help us tailor our content to maximize its impact on different platforms.

Moreover, we leverage AI-based tools for content creation and copywriting to enhance efficiency and content quality. These tools assist us in generating relevant and engaging content at scale, while still maintaining a high level of creativity and relevance. By combining AI with our creative expertise, we can optimize content creation and deliver personalized experiences to our audience.

By delivering valuable content and addressing customer pain points, we aim to build a meaningful and lasting connection with our audience and provide them with the information they need to make informed decisions about insurance.