Ultratech's Ajay Dang On Sustainability And Tech
In the dynamic world of marketing, where consumer behaviours evolve alongside cutting-edge technologies, Ajay Dang, whose career spans diverse sectors, is counted among the top leaders.
Peter Drucker’s Wisdom
Dang’s journey into the marketing landscape was shaped by the wisdom of Peter Drucker, who famously asserted that innovation and marketing were the two core functions driving business profitability. He embraces a holistic view of marketing, recognising that it extends far beyond mere communications and advertising.
Dang believes that effective marketing centres on understanding the needs of consumers, focusing on their experiences, and aligning with their values. His approach to marketing goes beyond product-centric strategies, aiming to delve into the lives of consumers and their contexts.
Dang’s career path enabled him to explore a diverse range of industries, including FMCG, consumer finance, media, and now, the construction sector. He believes, “This breadth of exposure, looking at problems and commonalities, itself was a great learning.”
Rise of Sustainability, Technology
As sustainability takes centre stage in marketing, Dang points out the gravity of this global challenge. He notes that sustainability is an issue fraught with complex incentives for both marketers and consumers. The temptation to prioritise short-term gains often conflicts with the imperative of playing a long-term role in solving sustainability issues. Dang stresses the importance of authenticity and transparency, underlining that consumers cannot be deceived.
On the potential of generative AI in content creation and storytelling, Dang advises that AI is a powerful tool but not a panacea. While it offers unprecedented scalability and speed, human creativity and intelligence are irreplaceable. “The age-old core skills of asking the right questions, of listening, sharp insight generation and creative storytelling will continue to determine success.”
Dang elucidates the essence of purpose-driven marketing, emphasising its role in offering genuine meaning to consumers. ‘Purpose’ in marketing should resonate with real people’s lives and aspirations. It is important to not just champion a cause
but also define the role of a product or brand within that cause, ensuring sustained impact.
The Big Picture
In newer aspects of marketing as well, Dang says that the need for a strategic approach remains. He questions the limitations of social media, stating, “The biggest issue that social media suffers from is the inability of the medium to hold the attention span for any one message”. Each medium should be evaluated based on its capabilities and alignment with specific business objectives. Marketers must base decisions on the complete picture rather than some of the parts.
