Transformation in marketing – navigating marketing budget conundrum: Harnessing the power of AI-ML for effective campaigns

Transformation in marketing – navigating marketing budget conundrum: Harnessing the power of AI-ML for effective campaigns
Anuj, a marketing team lead a popular B2C online fintech company is confused as he prepares the annual marketing budget. What budget should he allocate for traditional marketing and how much to allocate to digital? Should he listen to his boss and spend money on Artificial Intelligence and Machine Learning (AI-ML)? This is a conundrum that most marketers are facing today.

While traditional marketing (e.g., print / TV ads, OOH) are effective in creating awareness, they are less effective in retaining customers. Targeted offerings communicated using digital marketing tools (e.g., mobile apps, mails) are more effective.