Amit Tiwari Navigates Modern Marketing Realities

In the ever-evolving world of marketing, Amit Tiwari stands as a seasoned veteran with experience not only spanning different sectors but also someone who has seen the rise of new media and its impact on modern marketing. The industry’s transformation and the critical role of data in shaping precision marketing are some areas of his expertise.

In the digital age, the relevance of traditional media such as TV and print has been a subject of debate. Tiwari asserts that every medium continues to grow and coexist. He cites big-ticket properties such as the upcoming Men’s World Cup that serve as catalysts drawing both brands and consumers. “If you see data of the last five to six years, many ecommerce players are big in terms of festival sales to build up. Print, digital, and TV all play essential roles in today's diverse media landscape, and the growth will continue across the board,” he notes.

Rise Of Data-Driven Marketing

Tiwari explains the concept of a data-driven operating model that highlights the critical role of data in decision-making. He explains that data is essential for targeting audiences, selecting media channels and tailoring marketing strategies. Precision marketing, a subset of this model, relies on data to create relevant and personalised experiences at scale. According to Tiwari, “Data is the driving force behind modern marketing's ability to deliver exceptional results.”

The age-old debate of whether marketing is a cost centre or a growth generator persists. Tiwari firmly aligns with the latter viewpoint.

Marketing - A Growth Engine

Tiwari argues that marketing is not a cost but rather the engine that generates demand and awareness for products. Drawing from his extensive career in marketing, he asserts that marketing is the force that propels consumers from brand recognition to action.

While the industry's perception on this matter may vary, Tiwari’s stance remains steadfast, which is that marketing is the “heartbeat of business growth”.

“Every industry behaves in different patterns with varied shifts and waves to look for in marketing. If you see the larger picture, however, marketing is the only aspect that focuses on everything from brand to demand. Marketing manages this flow in the entire ecosystem,” Tiwari explains.

With a wealth of experience and an unwavering belief in the power of marketing, Tiwari is among the leaders who are shaping the marketing landscape in India. His advice to understand and balance the new with the old is pertinent to the evolution of the sector itself, and its impact on businesses.