Marketers decode changing marketing mix in the digital world

Panellists Pawan Sarda, K.R. Venkatadri and Shamsuddin Jasani discussed why brands and marketers need to constantly innovate to engage with the audience in the New Normal

e4m by exchange4media Staff
Updated: Aug 28, 2020 1:37 PM
techmanch 2020

Day One of the e4m e-TechManch Conference witnessed a spotlight panel discussion with the leading digital marketing professionals on the topic, “Changing marketing mix in accelerated digital adoption”.

The panel comprised Pawan Sarda, Group CMO (Marketing, Digital and e-commerce), Future Group India; K R Venkatadri, COO- Nutrition Sciences, Tata Chemicals along with Shamsuddin Jasani, Group MD, South Asia, Isobar as the session chair.

Jasani threw open the discussion by speaking about the New Normal scenario in the light of Covid-19. He said, “We are moving towards new normal with market adopting newer ways to deal with the situation”. He then asked the panellists about the ways in which media mix is changing in the post Covid world.

Sarda replied by emphasising the need to leverage digital. He said, "Currently, what's really required is you need to have consumers who can come and buy and you need to give them comfort and assure their safety". He added, "Digital has played a big role in getting consumers to come and buy in such times. The usage of digital and a mobile phone has increased tremendously".

The group CMO stressed on the changed storytelling pattern. He added, “ While the media mix changed, the storytelling also sort of changed".

Venkatadri explained the change in the media mix through B2B and B2C business models. He said, "The critical part of B2B is that you need to be in close contact of the customer. The important part of B2B is how you actually use digital to be able to felicitate the business transactions with companies".

He added, "Consumers have changed now. I don't think they are going to accept the old methods of brand messages. Digital is surely here to stay".

Taking the conversation forward, Jasani asked the panellists whether the IPL season will increase the percentage of television consumption or will digital still lead. Sarda said that the brands with big budgets can stick to television but smaller brands with not so much to spend on would definitely bet on digital. He added, "When we need to engage with our audience, we have limited choices. The issue with the traditional medium is that you need to have big budgets".

Venkatadri seconded the point and added, "Our big spends used to be on on-ground marketing with a bit of digital but when COVID came about so clearly, we had to change. So we had to leverage the digital way of working".

Jasani too supported the panellists' point of views by saying, “It depends on the brands as to who can latch on digital and capitalize the opportunity.”

The session chair took parting views from the panellists about the changes expected in businesses and expectations of customers.

The Venkatadri stressed on the greater transitions in the post COVID era than the pre-Covid era. He also added, “People want experience. The marketers need to create an experience with AR and VR.”

Sarda concluded by stressing on innovation in business. He said, “Innovation is a part and parcel of the fashion business and we need to continuously work on that area”.

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