Versuni India's Pooja Baid On Resilience In Marketing Amidst Technological Advancements
“A GDP growth forecast above six per cent indicates resilience in certain industries, and everything will grow with that,” states Pooja Baid as she anticipates a robust festive season, especially for sectors such as FMCG and consumer durables.
She advises “cautious experimentation” though as the temptation to try newer things with technology comes to the fore. There is excitement among consumers and there are expectations from brands as well. “With the advent of the likes of Generative AI (artificial intelligence) for example, the marketing fraternity is still trying to figure out the best optimal fit in the whole value chain.”
The Marketer – Agency Relation
Baid also sees the advertiser-agency relationship grow further in the new normal. Even as newer forms of technology are being discussed to replace some skill sets in the creativity and advertising process, Baid does not think it can take away from the critical partnership that brands have with their agencies in their shared pursuit for growth.
“AI supplements human intelligence but cannot replicate the creativity, empathy, and sensitivity that marketers bring to their work,” says Baid. She advises budding marketers to stay humble and open to learning, recognising the ever-evolving nature of consumer preferences and marketing ecosystems.
