Gunjan Khetan Navigates Growth In Indian Marketing
The marketing domain in India will thrive in the time to come. Gunjan Khetan attributes this not only to the growing economy but also to the large untapped consumer base. “Marketing budgets will remain resilient. The challenge for marketers is how to drive the growth and capture the opportunity,” says Khetan. Market penetration and consumption in underpenetrated categories, such as confectionery, is a clear area in a market like India with substantive headroom for growth.
Legacy platforms must embrace technology faster to stay relevant, especially among younger audiences, warns Khetan. He adds, “I expect linear TV to go down to an extent, but at the same time, smart television viewing or connected TV as they call it, is going to increase over the next few years. Print needs to adapt faster.”
Bigger Challenges Ahead
Marketers will also have to face data regulation and the shift to a cookieless world soon. “Data being monitored and the experiences being monitored is a constraint for marketers as it will need marketers to balance relevance and privacy,” says Khetan.
For aspiring marketers, Khetan advises continuous upskilling and a deep understanding of technology. He also says that marketers cannot lose focus on understanding and engaging consumers to grow their businesses.
