Human Role In Marketing Is Indispensable, Present Or Future: Amedeo Aragona, Kinder Brands, Ferrero India
Kinder brands from Ferrero face the unique challenge of internal and external competition in India, due to the intense competition in this category. Even though the brand enjoys strong equity globally, in India, ‘spreading the joy’ needed work and Amedeo Aragona was able to do this with varied marketing initiatives.
Citing a large and growing consumer base across tiers, Aragona asserts that market conditions and global attention are some of the reasons driving marketing investments in India. “Everyone is investing here and it is critical to be able to connect with consumers. I see this only growing in the time to come,” he says.
Storytelling, the Holy Grail
Even as the discussions around technology are once again posing the existential question of human involvement, Aragona dismisses concerns about job redundancy. He believes that marketers have the unique ability to infuse emotion and storytelling into their work, something that artificial intelligence cannot replicate. He states, “Whether now or in the future, we will still need a human being to drive marketing.”
Addressing the significance of data in precision marketing, he highlights Ferrero's commitment to studying consumer behaviour. He stresses that data plays a pivotal role in distinguishing between good and bad brand decisions and advises young marketers to stay updated on emerging trends and grasp the evolving consumer landscape. He sees these as crucial elements for successful marketing.
