The Changing

Dynamics of
Marketing

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Who am I?

Gokldas K,
GM, Marketing @ Swiggy

With 10 years’ experience in

performance marketing, has
successfully applied innovative
marketing strategies to some of the
biggest brands in India and worked
with early-stage start-ups to drive
customer acquisition, market share,
engagement and customer retention.
Prior to Swiggy, he was with Ogilvy &
Mather's digital wing (Neo@ogilvy)
where he worked on digital drives for
many large brands like IBM, Vodafone,
H&R Block, and L&T Finance. Gokuldas
was featured among the Top 30 Digital
Marketers by Digiplus ET Brand Equity
2020.
Topics Covered

● Traditional v/s Modern Marketing

● Role of Customer Value

● Role of Growth Marketing

● Role of Digital Marketing

● Carrier in Marketing - 5 Key things to keep in Mind

● Q&A

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Traditional v/s Modern Marketing

Product/Service Customer Oriented

Awareness Business

Offline Strategies Advanced technology

Mind measure Performance

Mass Right Message, Person & Time

“It all begins with the customer & a good marketeer’s obsession to understand their needs & need gaps to tailor
both products & communication”
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Role of Customer Value
Creating Customer Value increases customer satisfaction and the customer
experience

1. Uncovering Customer Needs

2. Influence organization to create a suitable
market offering
3. Communicating value
4. Deliver the value
5. Exchanging the value

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Role of Growth Marketing (Marketing 2.O)

Growth focus on looking at the funnel in a holistic way. That is because their
mission is about growth rate of a metric that tells a more complete picture of the
business.

1. Growth focuses on the full

funnel — while marketing
usually focuses on top of funnel
2. Growth Rate matters
3. Tightly integrated Growth team
4. Sustainable Growth

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 Role of Advance Technology
Technology has transformed marketing by making campaigns more personalized and immersive for people
and creating ecosystems that are more integrated and targeted for marketers.

1. Enables Integrated Marketing: Ensures that all channels are aligned and following the same strategy,

overarching business objectives and company values.

2. Personalization at Scale: It enhances customers' lives and increases engagement and loyalty by

delivering messages that are tuned to—and even anticipate—what customers really want.

3. Data mining & Insights: Without marketing intelligence that unifies data insights, the technology will

not deliver the expected ROI

4. AI & Machine Learning: Computers are processed and programmed to learn and experience most

things the consumers will need

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Carrier in Marketing - 5 Key things to Keep in Mind

1. Marketing as a concept remains same in both traditional or modern world

2. A customer first mindset

3. Adapt to the everyday changing world

4. Measure - Top to bottom

5. Business & growth matters

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Manipal University Jaipur, Dehmi Kalan, Off Jaipur-Ajmer
Expressway, Jaipur, Rajasthan 303007
+91 7304 000 444
info@onlinemanipal.com
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