Listen to the article
Dubai-based Digital Marketing experts Hina Bakht, Vice Chairman for ATECA Holding and Managing Director for EVOPS Marketing DMCC, and Amit Yadav, Head of Digital Marketing and e-Commerce for Kashkha, delivered a special guest lecture on the way Artificial Intelligence’s (AI) digital marketing capabilities are driving ROI for businesses to students from Indian Institute of Management (IIM) – Calcutta recently.
The session was conducted as part of the Executive MBA Program in Digital & Social Media Marketing Strategy (EPDSMMS). During the lecture Hina and Amit highlighted the challenges and opportunities presented by AI and how AI-driven analytics enable and optimize strategic omnichannel marketing.
Commenting on AI’s increasing significance in digital marketing, Hina said, “We are living in a time of continuous change. To succeed every organisation needs to be ready and plan for AI-led digital disruption. It can only be achieved if marketers know and master AI-powered developments and align them with their company’s strategic goals.”
Amit stresses, “With the latest AI and blockchain advancements and the way these are transforming digital marketing, it is important to know what needs to be done to embrace them. Marketing executives must develop the ability to create an AI-driven digital marketing strategy that connects the needs of an organisation with its customers. AI makes it possible to make more accurate decisions in real time based on robust predictive and behavioural analytics for incremental returns on investment and business growth.”
Hina and Amit stressed, “Our lectures are all about raising awareness about new technologies and tools that will help professionals to do their jobs better. These are aimed at providing the right guidance and practical knowledge to students for an in-depth understanding of the use of AI and other developments in digital marketing. Our master classes prepare them to do their jobs better. We believe who master the technology will become hugely valuable for their companies and are certain to have a bright future.”
Established in 1961, IIM – Calcutta is counted among the top 50 MBA colleges in the world and has been recognised as a leading management institute in Asia by Financial Times rankings. The prestigious institute won the first place in the 2021 edition of the Business Today-MDRA Best B-school survey where the country’s top 305 institutes took part. Amit is a former alumnus of IIM – Calcutta and both Hina and Amit hold extensive experience in digital marketing.
