LS Digital announces the launch of research paper series- #ChallengeTheNow In:Sights

In the modern landscape where consumer journeys are not necessarily going to be linear and marketers will have to take into consideration a plethora of touchpoints that are available today, Digital as a medium is not just going to be an another channel but a catalyst for the marketing transformation that’s happening in the country and across the world.

Today, the brand in order to be relevant to the consumers needs to create brand loyalties by offering a frictionless customer experience and to do so, what is needed is some kind of framework. Hence, the independent digital marketing transformation (DMT) company, LS Digital, which has acquired three companies- F1 Studioz, Langoor Digital and Social Panga in the past few years to double down on its vision of transforming the digital marketing landscape has announced the launch of a new six-part industry sighting series called #ChallengeTheNow In:Sights.

In:Sights, which stands for Industry Sightings, as per the group company, is a collation of industry insights and observations from not just the Indian market but also across the globe, designed for business leaders of all sizes, poised to transform how brands perceive and execute marketing in the era of digitally-empowered consumers. The series aims at enabling business leaders take on change and drive their businesses into the future.

Speaking at the launch of the same, Prasad Shejale, CEO and Founder, LS Digital, said, "The In:Sights Papers consolidates our discoveries in key areas of the Digital Marketing Transformation field. Each paper illustrates strategies for brands to connect with consumers at a deeper level. #ChallengeTheNow serves as the catalyst for digital leaders to bridge the gap between conventional practices and transformative strategies - remapping and rewiring data, creativity, media, and technology fostering a comprehensive understanding of how to create impactful brand-customer experiences for the present and the future.”

He further emphasised that the first edition of the research paper series comprising of six In:Sights papers from LS Digital will be periodically released on its LinkedIn platform starting December 18, 2023. Post this, the company will also take live the remaining five papers individually after a gap of two weeks, i,e-every fortnight, till March 31, 2024.

That being said, each paper under the In:Sights series will be focused on how stakeholders can harness appropriate tools, systems, and models to achieve objectives such as strategising using AI, acquiring new customers, ensuring a seamless user experience, resulting in positive brand-customer experiences across the six-pillar DMT framework:

1. Technology and Innovations: A new, yet sure-footed imperative is the adoption of AI to chart new strategies, this paper intends to serve as a clarion call to help leaders embrace AI in meaningful and measurable ways - elevate and personalise brand-customer connect.
2. Media: Businesses must embrace a media optimisation strategy, benchmark competition, and have an SEO strategy to cater to the right audience.
3. Customer Experience (CX): It is essential to have complete visibility of the consumer journey across all touchpoints. Businesses should know how to amplify, optimise, and personalise brand stories for positive end-user experiences.
4. Creative and Communication: This paper will uncover insights on effective brand communication and social media strategy, content strategy, personalisation, and the use of mixed formats to engage with digital audiences.
5. Data and Insights: Adopting a data-driven approach will allow business leaders to make more accurate and informed decisions. This paper will delve into the need for a data integration strategy, a consolidated view of user data, KPI monitoring, AI/ML evaluation and more.
6. User Interface/User Experience (UI/UX): This is an important aspect that entails customer journey mapping, a UI/UX audit, along with other strategies that ensure that consumers have a frictionless product experience.

Commenting on the importance or need of this particular research paper series, Shejale mentioned that given that the group company caters to 300 companies across different categories and that too at a global level, this research paper is not just based on the research but is also based on the practical understanding which all of the founders of the group company share, inclusive of Lagoor Digital, F1 Studioz and Social Panga, when it comes to solving some of the big problems that brands face today along with the founders’ domain expertise and the entrepreneurial zest.

Sharing some of the excerpts from the first research paper that’s going to be live on December 18, this year, which brings into spotlight the role of AI in challenging traditional marketing practices, Shejale said that business leaders have been grappling with the question- How often and how fast must digital marketing strategies evolve in times like today when the consumer market is changing constantly and very rapidly and these market shifts mean digital marketing and the related ecosystems must keep up with change at a rapid pace, in real-time even.

“In this ever-evolving landscape, staying ahead requires a mindset that challenges the status quo. In an age where every scroll, click, and interaction is a potential data point, the marketing world using these data points had undergone a profound transformation. Marketers had started their challenging journey and were maturing to marry data with creativity with technology and were delivering better outcomes for their brands. With the emergence of Artificial Intelligence (AI) has not only reshaped the landscape again but has the potential to become an indispensable ally for modern marketers. It's no longer a question of whether to embrace AI; it's a matter of effectively leveraging its capabilities to elevate your marketing game,” he said.

He then went on to highlight that the research paper will focus on the synergy between human ingenuity and AI's analytical prowess, underlining AI as a catalyst for a marketing renaissance;

LS Digital’s exploration of diagnostic, generative, and predictive AI which unveiled the diverse capabilities and reshaped marketing norms, from deciphering past data to crafting compelling narratives and predicting future trends; the ever expanding possibilities for integrating AI into marketing via a selection of tools and insights to help one harness the full potential of AI, whether it's research, streamlining copywriting, optimising experience, or supercharging social media performance.

“Today, enterprises are at various stages of marketing and digital maturity, hence it is clear that there is no-one-size-fits-all solution. What enterprises require is a holistic reimagining of marketing transformation leveraging digital as a catalyst to reconfigure its marketing approach and leap ahead with confidence. In:Sights will empower business leaders with the knowledge about the resources required to acquire, engage, and retain consumers in a meaningful way,” Shejale said.

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