The Realty+ Indian Digital Excellence Awards (IDEA) held on May 19, 2023 was a day of informative sessions on a virtual platform. The distinguished real estate marketers, technology experts and creative agency professionals joined the conversations to discuss the current and future customer and industry trends in the field of real estate marketing.
DIGITAL MARKETING
The first panel discussion of the day talked about Digital Marketing and deliberated on the Best Ways to Measure Investment in Digital Promotion. The discussion led by Nipun Sharma, Senior Director & CMO India, Salesforce had speakers talking about the top trends both online and offline in real estate marketing in 2023. The speakers of the session were, Ashish Kaul, CMO, Hero Realty, Mohit Mishra, CMO, DLF Offices, Tirthankar Ganguly, CMO, Kalpataru Ltd., Kartik Sahoo, CEO and Founder, BrandLand Advertising Pvt. Ltd., Rajeeb Dash, Head, Sales Marketing - Adani Realty and Pradeep Vijayadev, Head, Digital Marketing, Brigade Group. The panel deliberated on the new marketing models and impact of changing mindsets with advent of novel technologies that are bridging the gap between the consumer and the marketers. They emphasized on the need to create distinguishing products and learning to differentiate between sales and marketing.
LEAD GENERATION
The session about Lead Generation had the experts discuss the New Models Of Identifying Potential Customers & Trends. The conversation around cost per acquisition and performance marketing was chaired by KV Sridhar, Chief Creative Officer Global, Nihilent Limited. The panel members were, Dhruba Ghosh, EVP & Head of Marketing, Provident Housing Ltd. & Purva Land, Vivek Agarwal, Co-founder & CTO, Squareyards, Ayushi Ashar, Director, Ashar Group & Member - Managing Committee, MCHI-CREDAI, Navin Chand, AVP Marketing - Xanadu Realty, Ashish Kukreja, CEO & Founder - Homesfy.In & Mymagnet.Io and Bala Kumaran, Founder - Director - Brandstory.in. They were of the view that the marketers have to keep their approach simple to build trust and make sure no lead goes in cold storage and is tapped to full realization. The speakers elaborated on the mistakes to avoid losing leads and best real estate lead generation ideas.
CONTENT MARKETING
The concluding panel discussion of the day revolved around the hot topic of Content Marketing and Risks and Rewards of Chat GPT and AI. The discussion moderated by Sunil Mishra, MD & CEO TRESPECT India & Chief Strategy Officer - ANAROCK group deliberated on the new blueprint for a scalable content strategy in real estate. The experts joining the discussion were, Nitin Nagpal, Director – Sales & Marketing, Pre Sales & Sourcing. Dosti Realty, P. Rajendran, Chief Sales &Marketing Officer, Shapoorji Pallonji Real Estate, Samrat Tiwari, Director, Webzaa, Ritika Shah, AVP- Corporate Communication, Hiranandani Group, Rakesh Setia, President & Chief Sales & Marketing Officer, Rustomjee and Sukanya Dasgupta, Senior Director & Head, Marketing & Communications, Colliers. The panelists concurred that technology was no more a choice but is now an integral part of real estate marketing. However, a consistent brand building should remain a top priority in content marketing. They were of the view that in the age of predictive marketing analytics, AI and Chat GPT will be the future of real estate marketing.
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