Ashish Mishra Redefines Marketing In The Tech Era

With a pragmatic view on the impact of technology in marketing, Ashish Mishra, Executive Vice President of Marketing at Acko, says that marketers need to be fundamentally strong, brave and focused on the right performance indexes. He dismisses the concerns about marketers or marketing becoming redundant in the fast-changing tech age. His advice to young marketers who are riding the ‘AI age’ is to focus on fundamentals, gain experience under strong leaders, and think long-term.

Changing Mindsets

Over the years, the role of marketing has transformed within organisations making it a critical pillar in driving growth. Mishra however advises that a change in viewpoint is needed. “Categorising marketing as a cost centre or growth generator is a very financial analyst point of view and undermines what marketing is all about.” While certain industries have traditionally viewed marketing as a cost centre, others such as FMCG and consumer durables, have always recognised its role as a growth generator.

Mishra also advises to not dismiss media as legacy or new, stating that eventually trust is an important factor and traditional media scores higher on this aspect. This being the case, media investments should align with marketing objectives and how the brand is looking to engage its consumers.