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From the omicron wave and lockdown at the beginning of the year to the Russia-Ukraine war, inflation and global economic downturns, 2022 has not been a good year for everyone in the marketing and media world.
Many view the year as the first “normal” year post pandemic in which businesses and consumers sentiments returned to pre-Covid levels. It has been a year when performances of the brands that boomed during the pandemic were tested. Marketing strategies evolved quickly in 2022. Brands gravitated towards influencer marketing posing more faith in content creators than celebrity endorsers. The massive churns kept marketers on their toes.
e4m reached out to some of the top marketers in the industry, asking how will they remember year 2022, and which platform, they think, can give the maximum ROI in today’s times. Take a look at what they said.
Rajiv Dubey, Head-Media, Dabur India Ltd
After two years of Covid-19 lockdowns and restrictions, one hoped that this year would bring some relief. But that did not really happen as the year began with omicron in January followed by Ukraine war in February. The war led to inflation, resulting in lower demand for certain categories. The holiday season was tepid, and one hopes that as inflation eases, volume growth will settle into the high single digits in the coming months. However, automobile, travel, airlines, hotel industry folks laughed their way to the bank.
Similarly, growth in the television industry in terms of viewership was negative. In 2022, the consumption of television has gone down as compared to earlier two years. Bad news for television meant that advertising on digital grew leaps and bounds and saw almost 90% growth over last year’s numbers. As more money moved into the performance side of the business, one is seeing slowdown/rationalisation of spends in app-based businesses, e-com, edutech and downfall of crypto economies….
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