Navigating Marketing's Fast-Paced Environment: Challenges and Solutions With Peeyush Unnikat

In today's ever-evolving digital landscape, the realm of marketing moves at an unprecedented pace. From emerging technologies and shifting consumer behaviors to the constant demand for innovation, marketers find themselves navigating a dynamic and often turbulent sea of challenges. Success in this fast-paced environment requires not only keeping up with the latest trends but also anticipating the next wave of change.

Join Alok Juneja, Business Head at Pepper Content and Peeyush, Senior Brand Manager - Listerine At Kenvue as they discuss all this and more.

In this insightful conversation, they explore the multi-faceted impact of content evolution, and the ever-changing landscape of content delivery, delve into the transformative influence of AI, and highlight the ongoing quest for crafting the ideal content piece.

Here are some excerpts:

1. Could you share a bit about your journey in marketing over the last seven years and the role content has played in your evolution?

Over the past seven years, my journey in the field of marketing has been a dynamic and transformative one, primarily within the FMCG sector. I began my career in sales roles, where my interaction with content initially revolved around how it was conveyed to retailers and influencers, such as carpenters and construction contractors. I noticed that content was constantly evolving, adapting to different audiences, and taking on various formats. This early exposure piqued my curiosity about why content needed to continually change and adapt, depending on the audience and the platform.

As I progressed in my career, working with diverse teams, including the strategy team at Pidlite and the e-commerce team at J&J, content started to play a pivotal role in my professional journey. It became increasingly clear that content was not just an essential aspect of marketing but often the primary means of engaging with consumers. My e-commerce role, in particular, emphasized the importance of adapting content to keep pace with rapidly changing ingredient stories, trends, and promotional offers. Content became instrumental in establishing a product's relevance and communicating its functional benefits.

In my current role overseeing Listerine's digital presence, the significance of content has been further amplified. In a digitally driven environment, reaching consumers at the right moment with the right messaging has become paramount.

"Content serves as the vehicle for conveying what the product stands for, its capabilities, and its functional advantages."

While my journey has spanned seven years, it has been a continual learning process, highlighting the infinite possibilities that exist within the realm of content marketing.

In summary, my marketing journey over the past seven years has been marked by a deepening appreciation for the pivotal role of content in consumer engagement and brand communication. From my early days in sales to my current digital-focused role, content has remained at the forefront of my professional evolution. It has not only been a constant presence but also a dynamic force that continually adapts to the ever-changing landscape of marketing, making it an indispensable element of the marketer's toolkit.

2. Can you tell us about the recent shifts in content delivery and how marketers are adapting to engage consumers effectively?

In recent times, I've noticed significant shifts in content delivery that are reshaping how marketers engage with consumers effectively. One unmistakable trend is the rapid and constant evolution of content. This evolution is occurring at a faster pace than ever before, primarily due to technological advancements and changes in consumer behavior.

As marketers, we find ourselves grappling with numerous changes, from navigating the technological landscape to deciding between physical and digital strategies. The attention span of consumers is shrinking, and they are spread across a multitude of fragmented platforms. Consequently, it has become paramount for marketers to not only understand the nature of this evolving content but also identify the right audience on the right platform and deliver content that resonates.

A key emphasis in content marketing today is personalization. Brands are realizing the importance of tailoring content to individual consumers, not just on a one-to-one basis but at scale. Achieving personalization at scale has become a game-changer. However, it's equally important to humanize content.

"The rising generation, particularly Gen Z, values authenticity, transparency, and trust in their interactions with brands. This means moving away from traditional, authoritative communication and embracing authenticity, even if it means admitting mistakes or sharing stories of struggle."

The ability to humanize content effectively while meeting the evolving needs of consumers is where successful content marketing strategies are heading.

3. How do you see AI impacting content creation and personalization?

When it comes to the impact of AI on content creation and personalization, it's an incredibly relevant topic in today's marketing landscape. AI has become an integral part of the conversation, and it's safe to say that it's not just a passing trend; it's here to stay. While I believe it's somewhat early to make concrete predictions about the full scope of AI's impact, one thing is certain—it's real, and organizations need to prepare for it.

"From my perspective, AI is poised to revolutionize content creation and personalization by offering a productivity boost to marketers."

Currently, marketers invest a substantial amount of time in managing various tools, social media analytics, and content management. AI has the potential to streamline these processes and make content generation more efficient. For instance, AI tools can be used to create articles or content pieces, reducing the manual effort required and increasing the speed at which content is generated and delivered.

Another significant area where AI is set to make a significant impact is in ad personalization. Platforms like Facebook and Google already can generate a multitude of creatives, often exceeding 150 or more, in a single campaign. The challenge lies in whether brands are ready to create and manage such vast amounts of content effectively. AI can bridge this gap by automating content creation, optimization, and delivery, ensuring that the right content reaches the right audience. I believe that ad personalization is where AI's influence will be most pronounced, significantly enhancing the returns on marketing investments.

In conclusion, AI is not merely a buzzword but a transformative force in content marketing. While its full potential is still unfolding, it is already evident that AI will enhance productivity and drive personalization, particularly in the realm of ad content. As marketers, embracing AI and leveraging its capabilities will be crucial for staying competitive and effectively engaging with consumers in the evolving landscape

4. What challenges do you face as a marketer in this fast-paced environment, and what tools or solutions would you like to see to overcome them?

As a marketer in today's fast-paced environment, one of the primary challenges I face is the constant state of change. The marketing landscape is continually evolving, from emerging technologies to shifting consumer behaviors. This dynamism means that new challenges frequently arise, demanding quick adaptation and response. Currently, one of my top priorities is harnessing consumer data effectively. Data is like a goldmine for marketers, and it's clear that the era of third-party data is fading, making first-party data more critical than ever. To address this challenge, I would start by establishing a robust data collection ecosystem, incorporating content hubs, CRMs, and D2C destinations.

This foundation would be complemented by data storage and governance solutions, as well as tools like MLOps for data analysis and segmentation. Additionally, to engage consumers effectively, social media tools, email marketing platforms, and content management tools are indispensable. In a world where customers frequently search for products online, SEO tools are vital to ensure visibility in search engine results. Lastly, robust analytics and reporting tools would enable us to gain insights into customer behavior and tailor our content and messages accordingly.

In conclusion, the marketing landscape is characterized by constant change and evolving consumer expectations. Marketers must stay ahead of these shifts by embracing technology and data-driven solutions. By focusing on collecting and utilizing first-party data effectively, streamlining content management, and employing analytics to understand consumer behavior, we can navigate the challenges of this fast-paced environment and engage our audience more effectively.

5. What in your opinion constitutes an ideal content piece?

In my opinion, the ideal content piece reaches the right person, in the right place, and delivers the right message. It's as simple as that—knowing your audience, selecting the appropriate platforms, and crafting a compelling message are the key elements.

"Identifying your target audience is the first critical step, as it dictates the entire content strategy. You need to understand who you're trying to communicate with and what resonates with them."

Next, you must decide where and how to deliver your content. There are numerous platforms available, from mobile to laptops, and choosing the right ones for your audience is crucial. Technology plays a significant role in this aspect, as it can help personalize and scale content delivery. With the average person exposed to over 6,000 ads, personalized and engaging content is essential to stand out and be remembered by consumers. This often involves extensive testing and optimization to determine what works best for your target audience in specific locations. Achieving this level of personalization and scalability is the ideal content strategy, although it's undoubtedly a challenging endeavor.