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Marketing in Techade | 5 Key takeaways

from NTLF 2020

By Roshni Das, Marketing Director, Intel, India

The salience of India’s changing tech
landscape formed the central pillar at the
recent NASSCOM Technology &
Leadership Forum 2020, which led with
the theme of ‘Tech in 20s: Coming of
Age’. I recently had the opportunity to
listen to the distilled wisdom of several
tech evangelists from across the world as
we enter the Techade (a term introduced
by NASSCOM at NTLF; talks about the
new decade powered by technological
advancements and growth).

Here are my 5 takeaways from the event
that bear directly on the future of
marketing as India moves rapidly down
the digital highway:

1. The battle to win consumer trust.
The big T that enterprises will have to
deal with is not just Technology and
Transformation, but also Trust. This was
the key theme of the session, ‘Is “Trust” at
stake in the all-Digital Era’, which
included panelists like Fidelity’s Head of
Technology Stuart Warner, Capgemini
India’s CEO Ashwin Yardi and Harsha
V Agadi, President and CEO of Crawford
& Company. As technology enables new
formats for human connect, trust deficit
starts to play a big role, more so against
the backdrop of fake news, social media
explosion and social activism.
Increasingly, businesses need to manage
digital reputations as word-of-mouth
moves not at the speed of sound but the e-
speed of light. Take the significance of
trust in the Airbnb model, where
transactional decisions are based on trust
in the comments posted by users, even as
owners entrust their homes to strangers.