Adopt the hybrid marketing model in 2022, Deba Ghosal de Voltas’ advice to marketers


Deba Ghosal

In 2022, brands must continue to develop their omnichannel presence, integrating digital, electronic and field activations, said Deba Ghoshal, vice president and chief marketing officer, Voltas Limited. The seasoned marketer recommended all marketers embrace the hybrid marketing model that will allow brands to enhance their physical and digital presence to create real-time customer enjoyment.

Speaking about the marketing trends for the new year, Ghosal said, “We will find that the consumer will be more careful and connected. And to break the inertia vis-à-vis new purchases, marketers will need to continue to create tangible and relevant propositions. We will see an end-user market that has experienced a difficult two years of the pandemic, and earning that consumer’s trust will be a key factor for all brands across all categories. “

“Bearing in mind the expected supply chain challenges in the industry, the price dynamics in the market must be carefully managed, creating the right value propositions. And it goes without saying that digital will continue to be the backbone of all decisions related to consumer awareness. In particular, research, social and influencing strategies need to be carefully crafted, â€he added.

In 2021, the marketing landscape for consumer durables, especially cooling products and home appliances, continued to be dominated by digital, according to Ghosal. “There has been a significant shift in the way marketers have reached out to consumers, adopting an omnichannel strategy to create a connection with consumers. Proposals, products, prices, offers, channel (distribution) and media, all elements of the marketing mix have evolved to become more relevant, immediate and meaningful in these times of uncertainty.

“From a media perspective, while electronics and printing have made a comeback, the biggest leap has been in digital in 2021, where brands have consistently invested. The rise of the Internet will continue to grow as more and more people continue to search and shop online. Our new online store, www.voltaslounge.com, is a step forward in embracing digital transformation, and it has already been well received, â€concluded Ghosal.

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