Magnon Group’s Bajpai gives insights into social and e-commerce space and mentions how influencer-led campaigns are shaping decision-making.
Vineet Bajpai, Founder & CEO at Magnon Group and a jury member for Social Samosa SAMMIE BSMB 2022 sheds light on the major obstacles that the digital industry has faced in the past year. He also shares the effects it has had on consumer behaviour in a brief chat with Social Samosa.
Edited Excerpts:
How has digital marketing grown in the last few years and how do you see it evolving in the future?
Digital marketing had been gaining steam but came fully front and centre during the last two years of the pandemic. Today’s digital space is an aggregate of pandemic-induced norms fast-tracked by tech-enabled transformations. Format-wise, we are officially in the era of influencer-led campaigns which use social proof to influence decision-making. The shift in preference from celebrity influencers to Nano and regional influencers is an evolution and is bound to have interesting developments and ramifications. Marketing managers are also moving towards performance marketing where ROI and reach are key success indicators. We also see social and e-commerce evolving with more intel available on consumer behaviour that’s guiding spends.
Any changing consumer behaviour patterns that you have seen off late?
All roads point to the consumer with more zeal now, aided by the proliferation of everything digital. Consumer behaviour studies indicate a heavy tilt towards online purchases suggesting that digital has become the new way of experiencing, comparing and buying.
A huge focus has also been on personalisation and consumer relationship management with Al emerging as a major enabler. The one-size-fits-all approach fell off the wagon some miles ago as contextual and targeted messaging-based approaches are showing better results. Consumers also prefer to engage with the brand via channels like email…
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