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Deepak Bakshi
Senior Manager – Management Consulting, Accenture in India
May 31, 2019

What’s Brewing in the Fascinating World of Digital Marketing?

From mobile apps to online food delivery, there is someone working behind the scenes to create truly engaging, personalized and seamless experiences for you.

Meet passionate Experience Architect Deepak Bakshi, who works with leading companies around the world to help them transform their digital marketing.

Deepak shares his views on the growing importance of digital marketing, client success stories and the skills you need to succeed in this ever-evolving career space.

Why is effective digital marketing more important today than ever before?
It’s a fact—effective digital marketing can make or break consumer experiences.

By deploying a digital marketing strategy that stands apart, companies can shape meaningful experiences for their consumers and supercharge profits through increased sales and loyalty, and ultimately transform consumers into brand advocates.

Over the past few years, we’ve seen a dramatic shift in consumer mindset—people no longer buy products, they buy experiences. To attract and engage new-age digital natives, CMOs need a partner who can bring innovative thinking to sell a story and leave a strong message. They want to provide a consistent experience throughout a customer’s journey—across multiple channels—with a coordinated, always-on conversation.

That’s the promise of digital marketing, and that’s where we step in.

What digital marketing services deliver unique and differentiated experiences?
As part of Accenture Interactive, the biggest and fastest growing digital agency in the world, our digital marketing capabilities are helping leading companies rise above the noise and make strategic choices that recognize the importance of consumer experience and success in the digital world.

Digital marketing is a key pillar within Accenture Digital, helping clients boost customer acquisition, conversion and retention with end-to-end marketing strategies, and cross-functional organizations designed to deliver differentiated and personalized experiences.

Using a range of digital marketing services—including marketing strategy, user experience (UX) design, campaign design and management, content strategy and management, leading all the way to personalization—we leverage ground-breaking technologies such as marketing cloud, customer genome and advanced marketing analytics to help clients achieve true marketing transformation.

How is your team creating new ways for companies to personalize and engage?
Today, marketing is much more than brand, pricing or media management. That’s why we work closely with CMOs to connect strategy to operations and integrate excellence into customer data and engagement activities. A great example is the disruptive digital marketing strategy and impeccable execution that we managed for a leading global quick-service restaurant company.

Through the right marketing and data tech architecture and deployment, user experience design, content strategy and management, and by running the marketing operations, we worked with the client to reinvent the guest experience. We also helped redefine the rewards experience to increase repeat visits and purchase value, enabling the client to stay connected and engage effectively with their consumers and boost sales by 8 percent through digital channels.

Another example is a digital marketing factory we set up for a global consumer packaged goods company in the beauty and personal care space. The client wanted to target the right consumers at the right time with the right message to improve marketing return on investment and increase sales.

We worked closely with their marketing and brand leadership teams to build a strategy and then execute it through their choice of platform, which we combined with their existing technologies. Then we implemented and integrated the systems and launched services for the first wave of brands in just three months.

Over the next few weeks, their priority brands and markets were up and running, including activities across campaign management, data management, platform operations and analytics. The digital marketing factory was then set up to help brands manage their campaign execution and marketing initiatives in a streamlined manner.

Over time, we collected significant consumer data using the technology platform, and then we used it to personalize campaigns for consumers. Now, the client has complete visibility into what a consumer likes or dislikes.

We use that data intelligently to create personas of potential consumers and their shopping journeys, allowing the client to run campaigns with a far higher degree of conversion than what was feasible in the past.

Tell us about your Accenture journey.
I joined Accenture in 2011 and since then, my journey has been full of diverse experiences. Over the years, I’ve been in several global roles, leading initiatives for the North America life sciences and consumer goods markets.

I took a big leap forward in my career when I started working with Accenture Interactive around six years ago. Here, I led our digital marketing efforts for several key players in Europe and Asia-Pacific and gained exposure to next-gen digital technologies.

I’ve been fortunate to steer projects for some of the biggest global brands. With a leadership vision to grow digital for businesses in India, I moved to India in 2017. It’s been a truly fulfilling journey so far, and we continue to witness excellent client engagement across industries.

What are the hottest, most in-demand skills in digital marketing?
We’re looking for digital marketing innovators with a focus on user experience design, consumer journey management and digital commerce.

Ready to use your creative and digital marketing technology skills to make a tangible impact for the world’s leading brands—and drive social change?

Find your fit with Accenture Digital.


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