The document discusses modern marketing challenges and trends. Marketers must provide responsive, personalized, and innovative experiences while ensuring convenience and data protection. To be effective, marketing must stand out, break clutter, and build relationships by focusing on objectives, channels, and unique content. This includes storytelling, partnerships, thought leadership, websites, campaigns, and metrics to adapt to changing customer expectations in a data-driven world.

1. The New World
of Marketing
Data, Insights, Algorithms vs,
Emotions, Connect & Networking
Subhendu Pattnaik

2. Agenda
Introduction (About Cigniti) & Introduction to the Topic
What’s new in this world around us?
The challenges a Marketer faces everyday
Customer Expectations and Hype Cycle
How do we make it work?
Keep Going. Things we failed at Miserably.
Psychology behind great Marketing
How to build a great Marketing strategy.

3. The Challenges a Marketer faces everyday.

4. Customer Expectations
shaping the Emerging Marketing Trends
• Consistent, Immediate Responsive Service
64% of consumers and 80% of business buyers said they expect companies to
respond to and interact with them in real time.
• Personalization
72% of consumers and 89% of business buyers say they expect companies to
understand their unique needs and expectations, while 66% of consumers say
they’re likely to switch brands if they feel treated like a number, not an individual.
• Innovation
56% of customers actively seek to buy from the most innovative companies (that is,
those that consistently introduce new products and services based on customer
needs and new technology).
63% of customers expect companies to provide new products/services more
frequently than ever before.
• Convenience
Omni and Multi Channel 24 hour availability.
• Data Protection
Sixty-one percent of millennials are happy to share personal data if it leads to a more
personalized in-store or online shopping experience, while 58% will share personal
data to power product recommendations that match their needs.

6. Things to Ponder
You are the Marketing head of a travel company.
You want to create a video which sticks, which goes viral, in a limited budget.
What would you do?

8. How do we
make it work?
Marketing works as long as it stands out, is unique, is fresh, is
something which breaks the monotony, clutter, evokes
emotions and builds relations.
Focus on two things: What Channel, What Content?
But definite focus on What Objective?

9. Keep Going.

10. New Marketing Roles
that are getting created.
• Chief Storyteller
• Performance Marketer
• Inbound Strategist
• The Tech Marketer
(Automation, Visualization & more)
• Data Scientists
• And many more.

11. Winning
Psychology

12. What makes Lion the King of the Jungle?

13. How do you train a Whale?

14. Mastering Storytelling

15. How do you build a Marketing
Strategy which works?
Always Ask
What Channel? What Content?

16. Podcasts, Webinars, Meetups, Events, Building
Communities, PR

17. Alliances &
Partnerships
• Crafting a win-win partnership starts with
showing some skin in the game!
• Client Advocacy Program; Build the
relationship. Person Moves. Project Stays
and multiplies.
• Third Party Recommendations – Analysts,
Advisors, Awards & Media.

18. Thought Leadership
Build Your Brand
& Yours too!

19. Website,
Collaterals
People tell me they outsource this to someone. I
smile at them. You can outsource the printing but
cant outsource the thinking!
Theme Connect. Character Connect. Issues and
solution mindset.
For example…Think you are creating a page on
testing digital transformation for a healthcare
vertical.. What would you do?

20. Campaigns
• Targeted, Precise, Metrics Driven, Niche Reach
• Types, Format, Timing, Frequency
• Things to be wary of:
We outsourced this to someone after trying to
hire for a long time. It is interesting to know
what happened after that!

21. Focus on
Metrics
Marketing is Science as well as art.
Research Team for External Data & reports
Analytics & Market Research team for
Internal data insights.
Automation platform and CRM and
Listening tools for consolidating the info

22. Be Empathetic. Bring Empathy into your Content.

23. Be Passionate. Be Relentless. Build your brand & Digital Footprints.

24. Summarizing..
Marketing works as long as it stands out, is
unique, is fresh, is something which breaks the
monotony, clutter, evokes emotions and builds
relations.
Let’s just focus on getting three things right –
What Objective, What Channel & What Content

25. Thank you!
Linkedin.com/in/SubhenduPattnaik