MarTech Interview with Jay Kulkarni, Founder and CEO at Theorem

Jay Kulkarni, Founder and CEO at Theorem talks about the various ways in which B2B marketing teams can stay abreast of changing digital marketing and content marketing dynamics with a few proven tips and best practices:

Tell us more about Theorem and how its solutions have evolved over the years. What inspired Theorem?

Although Theorem's roots are in media operations such as marketing cloud, programmatic, creative, and data, our solutions have grown over time to become end-to-end flexible marketing service-oriented to suit the demands of an ever-changing market. We seek to improve today, build for tomorrow, and pioneer the future of flexible marketing services as a firm. These two beliefs serve as the foundation for our company's culture and growth.

Digital marketing and digital advertising trends have been evolving rapidly the past year, can you talk about the top trends you’ve been observing and based on it, a few best practices you’d share with marketers?

We have experienced the effects of the last 18 months across the marketing sector as an end-to-end marketing solutions supplier. The trends are always changing, but there are a few that stand out in this new endemic environment that marketing teams should pay attention to and completely maximise. The evolution of customer needs, as well as their demand for more transparent marketing methods, are among them. It is critical that marketing teams move toward a first-party, data-driven future in which their customers are in control of their digital properties. In addition, customer engagement and loyalty have evolved over the past year in ways we have never seen before.

Customer acquisition, engagement, and retention strategies have shifted considerably toward omnichannel and micro-moment marketing. This means that marketing teams must vary their tactics to incorporate a variety of mediums, channels, and platforms while also ensuring that their messaging is individualised and relevant to their target audiences. Tailored content delivered when and where customers need it is the name of the game.

Content marketing is a tricky game in today’s overly crowded online marketplace, in what ways do you feel marketers can drive better interest, awareness and growth with innovative content marketing tactics??

In addition to the above statements on interactivity, it is critical for marketing and content teams to fully understand their consumer base. The shift to first party data collection and utilization strategies will allow consumers to share information that is more relevant when it comes to their preferences, which should help content marketing teams create interactive content that appeals to each type of consumer with a deeper sense of relevance. The key to all content marketing, both now and in the future, is letting the consumer drive the messaging and topics. The best way to appeal to audiences is by allowing them to tell you what, when and where they want information and then providing the content in a simple, digestible way.

Read the complete Interview here: https://martechseries.com/mts-insights/interviews/martech-interview-with-jay-kulkarni-founder-and-ceo-at-theorem/