Enterprise Times recently spoke with Suvish Viswanathan, the head of marketing for the UK and Europe at Zoho, about the key trends that will impact marketing in the near future. Suvish discussed the importance of data, noting, “The marketing success of the business would depend upon the quality of the data that one has.”
He explains how organisations can work towards having quality data and the difference between good and bad data. He also explains how an organisation’s marketing stack should be connected and flexible to ensure that processes work together rather than being rigid.
Suvish discussed the evolution of personalisation in marketing and the potential challenges marketers face when their messaging becomes too personal. He noted, “It is the responsibility of the brand to ensure we don’t cross the limit because, at the end of the day, there are certain sets of data that a consumer, a customer, is comfortable sharing.”
Suvish also discussed the importance of art and science in marketing. Art still has a place in marketing.
I also asked Suvish about the Zoho approach to cookies. He revealed that Zoho stopped using cookies around 2019 and found that a first party data approach to marketing has not hindered their own lead generation efforts. He explained the key benefits of the approach, adding, “It allows you to build that connection with the user or customer. Allows you to build trust with them because they know that their data is not being collected without their consent.”
The emergence of AI
Suvish also spoke about AI and how different vendors are leveraging the new technology. Zoho has not only embedded AI solutions within its own solutions it is also benefitting from AI itself. One area that has seen huge improvements is in translation. Zoho now generates a marketing campaign and, using AI, is able to ready it for other European countries much faster.
Suvish also spoke about the importance of composability in the marketing stack. With over 14,000 marketing applications in the market, is there a perfect marketing stack? He notes that there is consolidation in the market, but the emergence of no-code platforms such as Zoho Creator is enabling organisations to build a marketing stack using favoured solutions.
The podcast concludes with Suvish revealing his predictions for 2025 around marketing technology with consolidation and a changing regulatory landscape being two key components.
To hear what else Viswanathan had to say, listen to the podcast.
Where can I get it?
You can listen to the podcast by clicking on the player below. Alternatively, click on any of the podcast services below and go to the Enterprise Times podcast page.
Audio Player
