The changing face of Martech
ET BrandEquity
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When marketing and technology come together, brands and consumers are able to unlock new avenues of communication with each other. The consumer connect for brands plays as the ace of spades and in return, consumers are able to trust? the brand even more.
Amritansu Nanda , chief marketing officer of Zepto believes that it is more important for marketers to acknowledge that there can be many right answers to a problem but those answers can’t be found out just by sitting inside the office. The solutions will come by connecting with the consumers and understanding their feedback.?
Martech, as a concept, has been introduced to the Indian market not very long ago but is also facing dynamic changes rapidly.
A recent Talkwalker report states that time is more precious, and nobody wants to waste it - even when it comes to brand interactions. Hence, the art of capturing the consumer's attention is the key to a successful marketing strategy for brands.
Along with this, consumers not only have changing expectations from brands but social media as well. Consumers expect different levels of censorship and free speech, according to the Talkwalker report.
The report highlighted that 75 per cent of consumers say the pandemic has driven long-term changes in their behaviours and preferences.
Marketers need to experiment, take risks, try different variations within what works and what doesn’t. What works today, might not work after a week, month or year, according to Nanda.?
The changing preferences of consumers according to their changing lifestyles have flipped the rules of the game time and again. WIth inflation and recession looming for all markets across the globe, hopefully brands will be able to keep their boats sailing while making their consumers happy.