: Data-driven marketing strategies will certainly take center stage: Anita Kotwani, Carat India #IndiaNEWS #Advertising & Marketing Thought Leaders Garnering insights from the media professional with

Data-driven marketing strategies will certainly take center stage: Anita Kotwani, Carat India #IndiaNEWS #Advertising & Marketing Thought Leaders
Garnering insights from the media professional with the extensive experience of over two decades, Social Samosa converses with Anita Kotwani, of Carat India, and delves into the current hot topics such as the post-pandemic economy, lasting consumer trends, purchase patterns of the Gen-Z, and more.

Anita Kotwani, CEO, Carat India, shares her understanding of the current state of the advertising and marketing industry, tips on creating an efficient media blueprint, and driving full-funnel objectives, in Social Samosa X Quora’s knowledge-sharing property, Advertising and Marketing Thought Leaders.

Edited Experts:

As the economy begins to open post the pandemic – what are some of the key media & marketing trends seen in the Indian context?

The period between 2020 to 2022 has been that of great flux. It has forced marketers to relook at the way they engage with the consumers, changing the optics of the way they approach data or media.

As consumers become more dynamic, fragmented, and complex, marketing will have to centre its existence consistently improving data quality. Data-driven marketing strategies will certainly take centre stage.

Closely tied to the growing richness of data is the rise of Artificial Intelligence. AI is enabling brands in a whole new way in marketing and reaching the right potential consumers or clients. It allows marketers to understand consumer behaviour granularly and thereby, customize personalised products, services, and communication. This is touted to grow in the coming quarters.

From a media standpoint, it will be exciting to see Web 3. 0 unravel including Metaverse and NFTs. While it does not sit well with the typical ‘reach-centric’ consumer outreach, it must be seen as a commitment to a virtual-first future and a playground for some industry-first, exciting work.

As consumers grow more comfortable with integrating tech into their lives, the rise of connected TVs and their inclusion in mainstream plans to efficiently target the audience will be something to watch out for.

Parallelly, the spurt of the creator economy is slowly snowballing into one of the biggest trends of the decade perhaps. Subscription and advertising revenue models will grow hand in hand enabling creators to scale up influence as well as their ability to produce more sophisticated content. Of course, this will not just be an urban phenomenon but a pan-India one as platforms support budding creators from the depths of the country.

Consumer behaviour has changed dramatically in the last two years. What are some of the consumer consumption trends that have emerged in the last two years?

Consumer behaviour has indeed been through waves of transformation in the last 2 years.