Mondelez's Nitin Saini Embraces Technology For Marketing Innovation
The marketing outlook for the upcoming year is expected to see a positive trajectory, mirroring India’s robust consumption and economic growth. Nitin Saini expects marketing expenditures to rise in line with India’s strong consumer demand. Marketing is playing a key role in fuelling India’s economic engine and the role of brand investments is a major growth driver.
In the age of technology-driven marketing, Saini reminds that marketers cannot take their eyes off the short-term or the long-term trends that are reshaping the industry. Data and technology have become integral components of marketing strategies. He says that Mondelez leverages new technology to enhance creativity and media executions.
Citing the example of Cadbury birthday activation, which harnessed Generative AI (artificial intelligence) to enable consumers to create personalised birthday songs, he explains that technology is a powerful tool for bringing brand purpose and ideas to life. When used aptly, it can bring personalisation and create experiences at scale.
A Marketer’s Trajectory
A fundamental question in the marketing landscape revolves around the future of marketing and whether marketers will remain relevant. Saini remains bullish on this. As long as marketing can prove its value and the incremental impact, it can bring, it will remain vital for companies.
Mondelez’s strategic investment in analytics allows it to measure the impact of advertising spends on growth, and has given good results. This is also a reason behind Saini’s optimism on the role of marketing in creating business value.
“We know that brand-building is one of the most potent long-term growth drivers for any business that not only ensures a strong growth trajectory but also adds a layer of trust, which goes a long way. It not only fuels a strong growth trajectory but also fosters trust, which is invaluable in the business world,” adds Saini.
The Way Forward
In the evolving marketing landscape, three critical considerations occupy Saini’s thoughts. The first among these is creating brand saliency amid an increasingly cluttered ecosystem, which remains a constant challenge. The second is staying updated on emerging technology innovations and their implications for marketing is vital. Lastly, building a robust connection between marketing initiatives, growth objectives, and brand purpose, which Saini believes is essential for ensuring sustained success.
His insights reflect not only the state of the industry but also a vision for its future, where technology, purpose and consumer engagement converge to drive growth and innovation.
