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Leading marketers share their top learnings of 2022 and plans for the coming year.
These are the most interesting, as well as challenging times to be a marketer. With each day bringing in a new dimension to marketing, marketers of today need to be abreast with the dynamic needs of their professions.
A trend today quickly turns into a fad later. While all brands try to jump on a few of the seemingly important trends, it is essential for them to keep the larger business objectives at the core while devising new marketing strategies.
All marketers are seen tackling the challenge of the non-linear consumer journey, measuring the effectiveness of media channels and the ever-narrowing attention span of consumers.
While dealing with all these challenges in 2022, many brands ended up taking a mickey out of themselves. Some were seen teasing consumers to garner eyeballs, and some others called their campaigns a ‘joke.’ While we are not sure about the tangible results these campaigns or rather marketing gimmicks resulted in, the conversations around the brands sure left the audiences entertained.
afaqs! spoke to marketers across different brand categories to know their top learnings of 2022 and how they see the year 2023 pan out for their respective brands and categories.
Here is what they had to say:
Shivani Behl, Chief Marketing Officer, Plum
There is no one right formula when it comes to marketing. Preferences and behavioural patterns keep evolving over time and to stay ahead of the game, brands need to constantly interact with their target audience to stay in touch with ground realities and evolve.
People are now more informed and hence are consuming a lot more content with every passing day. Hence, it is important for a brand to convey the important messaging through short and concise content pieces. Video is certainly the future especially short-form video content for this purpose.
While there was a short lull, offline retail is here to stay and physical…
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