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Marketing Has Become More Fun

For Taniya Biswas, marketing rules are changing to make room for doing more of what a brand wants to do rather than what it should conventionally do

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How would you say marketing has changed in recent times?

I would say it has changed beautifully. Connecting with consumers is not limited to just mainstream anymore. Influencers, micro-influencers and consumer communities have all become a part of the marketing process that has helped many small-sized businesses to scale up. Social media coming into play has helped us organically. I think marketing has become such a fun thing to do right now because there is no special formula to it. It is whatever you feel like, you just do it. 

How has your marketing budget changed in the last year? Is there any platform in particular that you are spending more on?

Numbers are very important and at Suta, we keep the marketing budget at about 10-20 per cent of the revenue. That’s what our strategy has been and it has worked for us. Once the budget is fixed, then we decide how we divide it. We invest in both paid advertising and we look at collaborations. These days collaborations or collabs can work wonders. We also do email marketing, push notifications, SMS, WhatsApp and the like. I believe one has to utilise every channel in today’s times because being present where the consumer is, makes a significant difference to the brand. 

In your case, which marketing medium has been delivering the best results as of now?

I would have to say social media. The social platforms work best for us because the kind of target audience we have is largely found on these platforms. I never thought that we would start doing reels for example. But we do these now because people really engage with it and you can see it in the numbers. That is one channel that I would suggest everyone be actively present on and stay consistent because you can see the difference it makes.

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40 UNDER 40 brand mavericks magazine 3 December 2022