Medha Tawde

CMO And Head of Digital Transformation at Praxis Home Retail Limited

The Intersection of Brand Building, Tech, and Content – An In-depth Conversation with Medha Tawde

In the dynamic world of marketing, the convergence of brand building, technology, and content has become a defining factor for success. As businesses strive to stay ahead in a rapidly evolving landscape, the intersection of these three crucial elements holds the key to captivating audiences and forging lasting connections.

Join us as we explore how this harmonious blend of creativity and cutting-edge tools is reshaping the way brands engage with their customers.

In this engrossing dialogue with Medha Tawde, CMO And Head of Digital Transformation At Praxis Home Retail Limited, and Rishabh Shekhar, CEO and Co-Founder of Pepper Content we discuss all this and more.

Here are some excerpts.

1. Tell us a bit about your journey so far.

Sure, my journey in the marketing domain has been an exciting and diverse one. Currently, I hold the position of Chief Marketing Officer and Head of Digital Transformation at Praxis Home Retail, which is part of Future Group.

Our primary focus is on providing end-to-end home interior solutions, and we take pride in having a robust presence across India. At Praxis Home Retail, my role entails leading both marketing initiatives and digital transformation efforts. We understand the significance of content marketing and its pivotal role in building brand awareness and driving customer consideration.

Therefore, we emphasize the creation of compelling content that resonates with our audience and contributes to long-term brand loyalty.

Over the course of my career of 20 years, I have had the opportunity to work in various industries, ranging from retail and real estate to QSR, media, and manufacturing. Throughout this journey, my main objective has always been to implement growth-driven marketing strategies that elevate customer experiences and drive business success.

2. How has content evolved in your journey and become crucial to marketing strategies?

Throughout my journey in the marketing domain, I have witnessed the significant evolution of content and its increasing importance in marketing strategies. While content has always been a fundamental marketing tool, its definition and scope have expanded over time.

Today, content encompasses more than just social media posts; it now includes any form of communication a brand has with its customers. From brochures to social media campaigns and beyond, content has become the driving force behind building brand awareness, fostering customer consideration, and ultimately influencing purchase decisions. In this fast-paced digital era, content has emerged as the linchpin that connects brands with their audience at every stage of the customer journey.

As a marketing leader at Praxis Home Retail, I recognize the critical role of content in our marketing strategies. We understand that content is not merely a means of promotion, but rather a powerful tool that shapes the narrative of our brand and communicates its value to our customers. In today's competitive landscape, delivering compelling content that resonates with our target audience is paramount to building brand loyalty and long-term customer relationships.

By embracing the evolving nature of content and integrating it seamlessly into our marketing efforts, we aim to create meaningful and authentic interactions with our customers, leading to enhanced brand awareness and a stronger market position.

3. In the organic vs. paid discussion, how do you strike a balance between long-term organic content and short-term paid campaigns?

In the ongoing debate of organic vs. paid content, I firmly believe that all three components—organic, owned, and paid—play crucial roles in a comprehensive content marketing strategy.

While paid campaigns can offer immediate results and boost visibility, the value of long-term organic content cannot be overlooked. Building brand loyalty and organic reach takes time and consistent effort, but it establishes a strong foundation for sustainable growth.

The key to striking a balance lies in creating compelling content that resonates with the target audience, regardless of whether it's organic or paid.

By focusing on delivering valuable and relevant content, we can foster organic engagement and build a loyal customer base.

While paid campaigns can be effective in generating quick traction and driving conversions, we recognize the significance of long-term brand building through organic content. Our content strategy revolves around creating meaningful and authentic interactions with our audience, ensuring that our content aligns with our brand's values and resonates with our customers.

4. With the rise of technology in marketing, how do you maintain the balance between data-driven decisions and creative content?

As a marketing leader, I recognize the immense value that technology brings to the marketing landscape. However, it is crucial to maintain a delicate balance between data-driven decisions and creative content.

Technology should act as an enabler, enhancing our marketing efforts rather than replacing the human touch.

Data-driven insights play a pivotal role in making informed decisions, enabling us to understand our audience better and tailor our content to their preferences and needs. By leveraging data, we can optimize our marketing strategies and improve the effectiveness of our campaigns.

At the same time, creativity remains a driving force behind crafting unique brand narratives that resonate with our audience. While data provides valuable insights, it is creativity that breathes life into our content and captures the imagination of our customers.

Striking the right balance between data and creativity allows us to create meaningful and impactful content that goes beyond mere data points and connects with our audience on a deeper level. By infusing creative elements into our data-driven strategies, we can deliver compelling and authentic brand experiences that leave a lasting impression on our customers.

5. How do you see AI and chatbots shaping the future of content marketing?

AI and chatbots have unquestionably become prominent buzzwords in the marketing world, and their impact on content marketing is significant. These technologies have revolutionized content delivery and customer interactions, enabling brands to provide seamless and personalized experiences to their audience.

However, the extent of automation required may vary depending on the nature of the business and the emotional connection it seeks to establish with its customers. For industries like in-home interiors, where emotional and personal experiences hold paramount importance, a blended approach that combines human interaction with AI can be more effective. This ensures that customers receive personalized attention and care while benefiting from the efficiency and convenience of AI-powered solutions.

6. If you could design your dream content marketing platform, what would be its key features?

In my dream content marketing platform, the key features would prioritize consistency, quality, and scalability. Firstly, the platform should ensure the delivery of great content consistently. Streamlined content creation processes and scheduling capabilities would empower content teams to plan, create, and distribute valuable material seamlessly, maintaining brand visibility and customer engagement.

Secondly, content quality would be at the forefront, with the platform offering tools for comprehensive planning, keyword research, and SEO integration. Supporting multimedia content would enable diversification and cater to varying audience preferences, reinforcing brand authority and credibility.

Moreover, scalability would be a core aspect, ensuring the platform can handle increased content demands as our brand grows and reaches a broader audience. Centralized content repositories, collaboration features, and workflow automation would empower our content team to manage and scale content production efficiently.

Robust analytics and measurability metrics would enable precise tracking of content performance, optimizing our strategy for resonating with the audience and driving desired outcomes.

Ultimately, this dream content marketing platform would seamlessly align with our brand's vision, enhancing the overall customer experience by leveraging technology and prioritizing customer-centric content initiatives.

7. What advice would you give to aspiring marketers to thrive in this rapidly changing landscape?

To thrive in today's rapidly changing marketing landscape, my advice to aspiring marketers would be to focus on building a robust content marketing organization.

Content is the backbone of successful marketing strategies, so it's essential to have a well-defined content vision and align it with your brand's purpose.

Set measurable goals for your content initiatives to ensure that they contribute to driving conversions and achieving tangible outcomes. By creating content that resonates with your target audience and leads to measurable results, you can demonstrate the value and impact of your marketing efforts.

In this technology-driven era, striking the right balance between technology and the human touch is vital. Embrace data-driven insights to make informed decisions, but also recognize the importance of creativity and personalization in your content. Tailor your approach to suit the specific needs of your industry and customers.

Whether it's leveraging AI and chatbots for efficiency or incorporating human interaction to build emotional connections, find the right blend that enhances the customer experience and drives brand loyalty. Embracing the rapid changes in the marketing landscape with adaptability and innovation will allow aspiring marketers to thrive and make a lasting impact in the industry.

Get started with Pepper’s Content Marketing Platform.

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