Date: 16th March, 2021

In an engaging fireside chat, D. Shivakumar, Group Executive President at Aditya Birla Group, sat down with Ashok Venkatramani, Co-Founder of Intelligent Insights Private Limited, to share some compelling insights on the evolving world of marketing.

On brands aligning with social causes, Shivakumar emphasized that brands have a fundamental role in improving the lives of consumers. However, he cautioned marketers to stay focused on the brand and the consumer. Before associating with a social cause, he advised 

asking: Is it necessary? Is it aligned with the brand’s core values or brand book? He stressed the importance of keeping brands away from politics and religion to maintain clarity and focus.

On data privacy, Shivakumar noted that using consumer data to simplify decision-making could be accepted, but brands must prepare for increasing scrutiny and challenges around data misuse. The conversation highlighted the growing need for ethical data practices in marketing.

On the new world of marketing, he outlined a five-step journey: the browsing experience, the information experience, the buying experience, the delivery experience, and finally, the product experience. Each stage is crucial in shaping how consumers perceive and engage with a brand.

He also shared three key takeaways for new marketers: First, you’re not just selling a product—you’re selling an experience. Second, the connection between brand and consumer should be as fast and frictionless as possible. And third, it’s not just about collecting data; it’s about deriving actionable insights from that data.

On marketing measurement, Shivakumar pointed out that today’s key metric is whether the consumer has moved to action—specifically, where they made the purchase and at what price. However, he added that the biggest variable in this equation is the consumer’s willingness to allow access to their mobile data.

He concluded with a motivational message: “In the darkest days, we need to have that mental strength, that fortitude, that resilience to bounce back. If you invest in yourself, you will do well.”