Evolution of Marketing: Strategies, AI, and Personal Insights by Surbhi Sharma

In an ever-evolving world of marketing, Surbhi Sharma stands as a beacon of innovation and expertise. As the Marketing Manager and Team Head of Digital Marketing, Content, Online GTM, and Branding at Edgeverve. Surbhi delves into her journey, sharing her evolution from sales to digital and content marketing. She explores the nuances between B2C and B2B marketing, highlighting the personalized approach required in the latter. As AI reshapes the marketing landscape, Surbhi sheds light on the synergy between AI and human creativity in content marketing. Through memorable campaign experiences, she emphasizes the importance of innovation and partnerships in crafting lasting connections.

1. Can you tell us about your journey in the marketing industry?

Absolutely. My journey began with a deep dive into sales and field marketing operations after completing my MBA. This experience grounded me and made me realize that understanding the customer's perspective is crucial. As marketers, it's vital to comprehend customers' pain points rather than just promoting solutions. I transitioned to digital and content marketing, driven by my inclination toward these areas. Over the years, I've gained a diverse range of marketing experiences, from film marketing to product marketing, which has enriched my approach.

2. How does marketing differ between B2C and B2B spaces?

Marketing strategies in the B2C and B2B spaces differ significantly due to the distinct nature of their target audiences, buying processes, and communication channels. In the B2C arena, the focus often revolves around mass appeal and brand recognition. Products or services are positioned to resonate with a broader consumer base, and marketing campaigns strive to elicit emotional responses, highlighting benefits and lifestyle enhancements. The primary goal is to capture consumers' attention, prompt immediate purchases, and establish brand loyalty.

On the other hand, B2B marketing operates in a more nuanced environment. Here, the emphasis lies in catering to specific business needs within organizations. The buying cycle is typically longer and involves multiple decision-makers, influencers, and stakeholders. B2B marketers need to understand intricate organizational structures, the functional roles of individuals, and the challenges they face. Personalization and targeted messaging are paramount, as content must address the unique pain points and goals of each stakeholder. Marketing efforts often focus on building trust, showcasing expertise, and presenting solutions that align with the business's objectives.

While B2C marketing often leverages various mass media channels for wider reach, B2B marketing typically involves more direct communication, networking events, and thought leadership content to establish credibility. Both domains require creativity and effective storytelling, but B2B marketing demands a deeper understanding of the intricate web of relationships within organizations, making it a more strategic and personalized endeavor.

3. With the rise of AI, how do you see content marketing evolving?

With the advent of AI, the landscape of content marketing is undergoing a remarkable transformation. AI-powered tools like ChatGPT 3 are revolutionizing how we create, curate, and deliver content. As a marketer, I've been intrigued by the potential AI holds in automating certain tasks, enabling us to focus more on strategic thinking and creativity. AI assists in data analysis, trend identification, and personalization, helping tailor content to specific audiences.

However, amidst the AI wave, the human touch remains paramount. While AI can aid in repurposing content or generating variations, the soul of content—the unique perspectives, authentic storytelling, and relatable insights—still emanates from human minds. As a professional, I see AI as a powerful ally that amplifies our efforts, but it's the fusion of AI's efficiency and our creativity that truly shapes the future of content marketing, ensuring the resonance of our messages with real people on the other side of the screen.

4. Could you share a memorable campaign experience?

Certainly, I'd love to share a campaign experience that left a lasting impact on me. Back during my tenure at One Plus, we embarked on a partnership campaign that sought to address a unique challenge: breaking the notion that our smartphones needed a trial before purchase due to our invite-based system. Collaborating with Ola, we devised an innovative strategy. We designated select Ola cabs as "OnePlus Cabs," equipped with OnePlus phones for passengers to try during their rides.

The response was beyond our expectations. What started as an experiment turned into a frenzy of excitement among consumers. Social media buzzed with anticipation as users vied to experience the OnePlus phone inside an Ola cab. The campaign not only ignited curiosity but also positioned OnePlus as a brand that thrived on innovation and exclusivity.

This experience taught me two crucial lessons. First, innovation in marketing can challenge norms and reshape perceptions. Second, harnessing the power of partnerships amplifies brand reach and fosters engagement. The campaign's success wasn't just about technology or numbers; it underscored the emotional connection we can create through out-of-the-box campaigns. It's a testament that memorable campaigns aren't just about impressive metrics, but about leaving a lasting impression and crafting an emotional resonance with the audience. This campaign remains a cherished memory that reminds me of the endless possibilities in the world of marketing.

At the end of the day, what can differentiate you is your messaging and content that truly speaks to the customer.

5. What advice would you give to aspiring marketers?

Absolutely, I'd be delighted to share some comprehensive advice for aspiring marketers based on my journey. As someone who has navigated the dynamic landscape of marketing, I believe several key principles can pave the way for a successful career.

First and foremost, embrace the power of patience. Marketing is a realm where results often take time to manifest. While the digital age has accustomed us to instant gratification, building a strong foundation, mastering skills, and gaining experience requires time and dedication. Don't get disheartened by slow progress; rather, view it as an opportunity to learn, refine, and grow.

Secondly, seek mentorship. Having mentors who have traversed the path you're embarking on can offer invaluable insights. They can provide guidance, share their experiences, and help you avoid common pitfalls. Don't hesitate to ask questions, seek advice, and absorb their wisdom—it can significantly accelerate your learning curve.

Networking is another indispensable tool. In today's interconnected world, who you know often matters as much as what you know. Attend industry events, engage in online communities, and connect with professionals. Networking not only expands your knowledge base but also opens doors to collaborations, opportunities, and partnerships that you might not have stumbled upon otherwise.

Stay curious and adaptable. The marketing landscape evolves rapidly, driven by technological advancements and shifting consumer behaviors. Continuously educate yourself, stay updated on trends, and be open to adopting new skills. Being agile and adaptable allows you to stay relevant and excel in a field that demands flexibility.

Lastly, hone your communication skills. Marketing is all about conveying messages effectively, and being able to articulate ideas clearly across various mediums is crucial. Whether it's writing compelling copy, crafting engaging social media posts or presenting strategies to stakeholders, strong communication skills are non-negotiable.

In sum, patience, mentorship, networking, adaptability, and communication—these pillars can form the foundation of a successful career in marketing. Embrace them with enthusiasm, and remember that the journey is just as important as the destination. Your perseverance and dedication will undoubtedly pave the way for fulfilling and impactful experiences in the dynamic world of marketing.

In a world where instant gratification is normal, have patience to understand things completely and network as much as possible.