The Informed Decision Maker

On why tech advances will continue to change marketing…

Digital marketing was growing for several reasons and the last two years accelerated this. With digital, comes a large percentage of performance marketing, which is very easy to evaluate and gauge return on investment. I also believe we have seen significant strides in artificial intelligence and machine learning in delivering results. The impact of tech advances on marketing is becoming more tangible. AI and ML tools help us evaluate your data better and bring a 360-degree sensory approach to the product. Even if only in front of a screen, consumers can touch, feel and experience the product. 

On why it is important to get influencer marketing right…

Influencer marketing has become a key area for most companies. We pay attention to the kind of influencer we are working with. Because if the influencer is right for the brand and is hitting the business goals, there is a massive traffic influx, sales and trade. Many brands have gone into a vicious cycle of just being part of the influencer marketing circle whether it helps them or not. For me, an influencer is someone whom people listen to. They could be on any platform but they have their audience’s trust and attention.

On the need to distinguish popular from effective marketing…

What works for some brands, doesn’t work for all. We have to be careful not to jump into something because it looks exciting enough. Let’s take the example of meme marketing. Many look at it the way viral marketing was once seen. However, the solution to great marketing is not just about making it viral or meme-worthy. The questions one must ask are whether the subject was topical enough, whether it was getting the right value for the brand and whether it was talking to the right audience. For a company like ours, which is in the education and e-learning space, this is something that may not work as well. Therefore, one has to choose carefully.