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BW Businessworld

“Collaboration Is Paramount”

Marketing analytics is getting more important, irrespective of the kind of product or industry vertical you are in. Automation, tools and technologies such as chatbots are gaining attention, the en- tire approach is data centric and more granular.

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Infoedge India, that is home to brands such as Naukri.com, Jeevansaathi.com, 99acres.com and Shiksha.com, among others, had a busy 2020. Not only had digital adoption accelerated but the crisis also disrupted job markets, real estate and the like. For Sumeet Singh, Chief Marketing Officer at Infoedge India, the year made data and the need to work together to drive business growth and make effective marketing decisions, paramount. In this chat with BW Businessworld, Singh observes some of the market dynamics that changed in the year gone, and will continue to be important in the way forward.

On the mindset needed for marketers in a post-crisis world…

Marketing is all about learning, unlearning and relearning but what remains at the core is the consumer. Consumer habits are always changing — the only difference is that it is much faster now. While we keep learning new technologies, we should not forget this fundamental tenet of consumer-first. What a consumer wants from a brand, a product or a service will always be the most important. Second, brand and marketing are not just promotion or traffic or a TVC, it is the entire experience. It cannot be looked at, in isolation. Collaboration is key.

On marketing being data-driven function…

I belong to an internet company and we thrive on data. We were the pioneers of digital marketing in the country. We began advertising with Google and Facebook way before they opened offices in India. In our company, marketing is a data-driven function. We set up our in-house data science and predictive analytics practices way back in 2007. The big shift in marketing is around data, which makes it interesting and collaborative. Now, marketing, product, data science, business intelligence and technology teams have to work together to make it count.

On marketing trends to watch out for...

Marketing analytics is getting more important, irrespective of the kind of product or industry vertical you are in. Automation, tools and technologies such as chatbots are gaining attention, the entire approach is data centric and more granular. Due to this, measurability, whether of lifetime value or other parameters, have become very important. As consumers seamlessly move from desktops to mobile, brands want to provide more unified and look to offer personalised experiences. It is getting

much more complex, but it is also opening many new doors, enabling brands to provide a more personalised experience to their consumers. This trend and way of working is here to stay.

On CEO-CMO partnership…

Marketing was always central to business growth. Therefore, it was always in partnership with the leader. The only difference today, given how so much is becoming data driven, is that it is far more collaborative with many other cross functional teams.