Joydeep Sanyal

Head of Marketing at Innoterra

Trends that Will Shape Marketing's Future With Joydeep Sanyal

Over the last two decades, the field of marketing has undergone a seismic transformation, propelled by technological advancements, changing consumer behaviors, and shifts in communication platforms. These changes have reshaped the way brands engage with their audiences, redefine their strategies, and harness the power of data-driven insights.

Embark on a two-decade journey with Joydeep Sanyal, Head of Marketing At Innoterra, and Prateek Kalra, Associate Director, Sales at Pepper Content as they discuss all this and more.

From advertising's creative realm to the tech-driven landscape, Joydeep's experiences reveal enduring principles and evolving strategies. Explore AI's impact, current challenges, and the quest for authentic connections along with discovering the ten trends shaping the world of marketing today.

Here are some excerpts.

1. Tell us about your journey so far.

My journey in the world of marketing began with a strong fascination for advertising and communication. I was drawn to the creative process and the power of messaging to connect with audiences. Starting in the advertising realm, I quickly realized the immense value of a holistic approach to marketing. While the creative aspect was exhilarating, I couldn't ignore the need for a complete understanding of the entire customer journey. I questioned how my advertising efforts were truly impacting consumers, businesses, and brands.

As I progressed in my career, I embraced the role of a sponge, eagerly absorbing knowledge from every level and branch of the industry. There was no room for hierarchy in my learning curve – I happily asked questions, even about the simplest concepts like CPM. This approach led me to become a more well-rounded marketer, transitioning from an ATL role to mastering digital skills and beyond. I firmly believe that ownership and immersion in every aspect of the marketing machinery, regardless of one's position, are pivotal in emerging as a leader.

My mindset evolved to embrace failures as opportunities for rapid learning – a philosophy that resonates with tech geeks and marketers alike. To me, being successful in this dynamic field requires a blend of business acumen, creative prowess, and analytical expertise.

2. How has marketing evolved over your two-decade career?

Over the course of my two-decade career, I've witnessed a fundamental marketing principle that remains constant – the relationship between products and consumers. The core idea of selling a product to fulfill a consumer's need stays intact.

However, the tools and strategies employed to achieve marketing success have evolved significantly due to technological advancements and shifting consumer mindsets driven by technology. In my experience, I've identified ten key trends that are already shaping the present and will likely continue to impact the future of business.

Firstly, authentic long-form content retains its position as the reigning king in marketing.

Content's importance has only grown, emphasizing the need for transparency and truthfulness. Short-form video content, once overlooked, is now making a strong comeback and gaining prominence.

The adoption of chatbots and conversational AI is skyrocketing, disrupting industries like BFSI and tech brands.

Voice search is also poised for substantial growth, with innovations such as audio-based applications targeting rural markets.

Data analytics will provide more profound insights, driven by the integration of AI into analytics systems.

The evolution of social media marketing continues, with effective and deep listening becoming critical for brands to tell their stories.

The Metaverse and the impending Oculus Future demand innovative approaches to engage consumers.

Diversity, inclusion, and equity have taken on greater significance for forward-thinking brands, while word-of-mouth marketing's efficiency and effectiveness are becoming paramount.

These trends collectively shape the current landscape and the path forward for marketing.

3. What challenges do marketers face today?

In today's marketing landscape, there are three significant challenges that I believe many of us in the field can relate to. Firstly, the constraints of shrinking marketing budgets pose a significant hurdle. With global economic uncertainties, fluctuating currency values, and the evolving financial scenarios in different regions, the days of lavish spending on advertising and marketing initiatives are dwindling. This shift requires marketers to become more resourceful, focusing on driving greater marketing ROI and seeking cost-effective tools and solutions to optimize their campaigns. The emergence of AI-powered content creation tools, such as Canva and AI writing platforms, exemplifies this trend, allowing for efficient content development without the need for extensive budgets.

Secondly, the variability of customer preferences and values is an ongoing challenge. In an era flooded with numerous communication channels, diverse products, and overwhelming amounts of information, staying relevant and resonating with consumers becomes increasingly complex. To overcome this challenge, marketers must deeply understand their target audience's behaviors, preferences, and daily habits.

Crafting content that genuinely addresses their needs and preferences across various formats is crucial for maintaining meaningful engagement and relevance.

Lastly, effectively conveying messages in a world filled with misinformation and data breaches is a pressing issue. Transparency and authenticity have become paramount, especially among the tech-savvy Gen Z and millennial generations. To address this, organizations must adopt a purpose-driven approach that starts with a clear understanding of why they exist and how they can address real customer problems. Building an emotional connection with consumers, grounded in purpose, can foster trust and loyalty in an environment where credibility and truthfulness are increasingly valued.

4. What's your perspective on AI's influence on content generation and its impact on marketing?

In the realm of content generation and its impact on marketing, it's important to recognize that AI's influence is not a novel concept. The term "AI" was coined back in 1956 by a group of computer scientists and mathematicians.

While the recent surge in discussions around AI, like the ChatGPT phenomenon, has brought it to the forefront, it's crucial to view AI as a tool rather than a novel entity. To effectively utilize AI in content generation, there are three fundamental principles that I believe are essential.

Firstly, AI should not be isolated; it should be integrated into the broader marketing strategy.

Marketers must clearly define the role AI will play in enhancing customer experiences.

This clarity ensures that AI is harnessed for its intended purpose. Secondly, AI is a technology enabler, not a job eliminator. It's vital to use AI strategically, at the right time and in the right place. This involves setting up the appropriate tech infrastructure, such as APIs for content management systems, data management platforms, and AI engines, to facilitate seamless and efficient data utilization.

Lastly, assembling the right team with the right skill sets is essential. This includes individuals who can envision, architect, and execute AI-driven projects, as well as roles like a chief data scientist who can guide and lead the implementation process effectively.

5. What is your definition of ideal content?

Defining the ideal content from a marketer's perspective involves a holistic understanding of your consumers.

It's not just about addressing a single aspect of their needs, but embracing the entire spectrum of their interactions with your brand. This requires a comprehensive content stack that covers various stages of the customer journey. Starting with customer support and onboarding, progressing through social media, analytics, loyalty programs, and content marketing pipelines, and culminating in customer feedback mechanisms, each piece contributes to a complete understanding of the consumer's experience.

By fostering this two-way information flow, a brand can tailor its content mix to the nuanced preferences and behaviors of its customers.

To make this concept more relatable, imagine a scenario where a consumer purchases a new product, like an optical mouse. Typically, brands miss out on the opportunity to gather feedback and insights after the purchase.

In an ideal content strategy, feedback loops are established, allowing brands to understand how the consumer is using the product, what their profession might be, and what related needs they might have.

This data-driven approach enables marketers to create content that /speaks directly to different dimensions of the consumer's lifestyle, delivering a more personalized and relevant experience. Ultimately, ideal content is a dynamic blend of insights, empathy, and tailored messaging that engages customers throughout their journey.

6. What constitutes the ideal content marketing stack?

In my content marketing strategy, I rely on three main tools: CoSchedule, BuzzSumo, and Notifier. Each of these tools serves a specific purpose within my content pipeline. CoSchedule assists me in managing my marketing calendar, ensuring that my content is promoted and published on schedule. BuzzSumo, a Chrome extension, helps uncover valuable insights and keywords related to my content and social media efforts. On the other hand, Notifier aids in monitoring mentions and feedback about my content, enhancing my awareness of its performance.

However, the challenge I face is that these tools cater to different aspects of the content process, and there isn't a single platform that encompasses the entire pipeline. I'm looking for a unified solution that can handle information management, provide insights and social listening capabilities, as well as analyze content performance and offer feedback to enhance future content creation. Such an all-in-one tool would not only streamline my content marketing efforts but also address the growing need for budget-conscious solutions in today's evolving marketing landscape.

Get started with Pepper’s Content Marketing Platform.

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