Amrita Thapar Advices Balancing Data And Privacy In Marketing

In the ever-evolving marketing terrain, where online marketing spends is surging, Amrita Thapar, the director of experiential marketing at Microsoft overseeing India, Japan and Southeast Asia, draws attention to the enduring relevance of legacy media for brand awareness. Until recently, the chief marketing officer at the big tech company, Thapar says, “While demand or performance marketing is great and moves to digital, awareness is always still going to look at a healthy mix, which includes print, and television.”

She says that these traditional channels will maintain their place in the media mix, particularly for high-impact moments such as sports events and elections.

Balancing Data & Privacy

Thapar’s view on the ongoing debate between data and privacy is to find the right equilibrium. She says, “Data will continue to be relevant, but privacy is equally important.” While data remains vital, it is advised for companies to proactively adopt regulations to stay ahead of the curve.

For aspiring marketers, she advocates a holistic approach to marketing. She compares the industry to a marathon that needs long-term thinking and insights. She states, “Marketing is equal part creativity and equal part science and analytics."

Thapar states that marketing requires dedication and a deep understanding of audience dynamics, demand generation and brand metrics.