Exploring Landscape Of Marketing In 2023
Aditya Basu, the Director & Global Head of Strategy Advisory & Marketing at Tech Mahindra XDS (Born Group), detailing the present shift in marketing at BW Festival Of Marketing, stated, "Now, a paradigm shift demands decoupling intelligence and consciousness. In this context, marketing assumes paramount importance." His words resonated with purpose, as he proclaimed, "Amid intriguing times, while technology leaps forward, the crux lies in deriving value from these advancements."
Amidst the shifting tides of a rapidly changing world, voices from the realm of marketing converged to discuss the unfolding landscape and its implications. Sana Macha Lairellakpam, the Marketing Head of Bausch & Lomb India, provided his insightful observations, saying, "Our work environment has shifted to a hybrid model, blurring the boundaries between home and office. Disruptions have occurred, altering our time utilisation. Increasingly, digital engagement has surged, as individuals allocate more time to digital devices while at home."
He recognised the emergence of AI as a notable development and emphasised," Amid evolving times and potential disruptions, I pivot towards comprehending consumer behaviour and fundamental human tendencies. Every endeavour to create value emanates from understanding, how consumers perceive things, forming my primary approach."
Following Lairellakpam’s insights, Deepinder Singh,VP - Marketing, Pristyn Care reflected on the evolution of connectivity, saying, "The evolution of the world has reshaped how we connect with people over time." He recounted the transition from focusing on branding to the age of information-seeking and sharing through digital platforms.
Giving an anecdote he conveyed, "Now, the third wave, driven by AI, is emerging. Personally, my interaction with Google has shifted, as AI gains prominence." His words further expounded on the necessity of adaptation, stating that ensuring our presence within this evolving landscape is crucial to effectively communicate messages, and adapting to these changes is pivotal for success in the contemporary world.
As the discourse unfolded, Deepak Tolani, the General Manager of Reliance Retail, added his perspective. He stated, "In 2023, a fundamental change is the presence of Gen Z Marketers within our ranks, bringing an evolved perspective to marketing." Tolani discerned a transformative shift in career aspirations, remarking, "Now, marketing professionals possess a nuanced approach to their careers."
Tolani recounted the journey from segregated roles to harmonious collaboration. "This shift rejects siloed roles of traditional brand marketers, digital marketers, and media managers. Instead, an inclusive outlook is encouraged, where marketers, irrespective of specialisation, value and empathise with other roles for holistic contribution," he added.
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