Marketing Renaissance: Shashi Sinha on navigating the evolving media landscape

In the dynamic world of marketing, confidence radiates from CMOs who, having navigated complex challenges, display a clear vision for the future. Delivering a special keynote address at the second edition of Adgully;s CMOs’ Charcha – Kolkata Chapter 2024 earlier today (June 14, 2024), Shashi Sinha, CEO, IPG Mediabrands India, highlighted the difficulties marketers face today, particularly with the proliferation and fragmentation of media and the evolving landscape of distribution, especially for CPG (Consumer Packaged Goods) marketers.

Media Proliferation and Distribution Shifts

Sinha pointed out that the classical marketing model of awareness, consideration, and conversion is no longer linear. The marketing funnel now operates in a more fragmented and simultaneous manner, making it challenging to determine what strategies work best. This complexity is exemplified by recent political campaigns in India, where extensive use of paid and social media made it difficult to gauge the effectiveness of various campaign elements.

Navigating Media Fragmentation

Marketers must contend with a variety of media channels – from traditional mass media to digital and social platforms. Despite the rise of digital media and the importance of first-party data, Sinha emphasised that mass media remains crucial, particularly for CPG brands, which contribute significantly to advertising spend in India. The challenge lies in managing data privacy and collection issues, which complicate the effective use of digital marketing.

The Role of Intuition in Marketing

Given the rapidly changing media environment, Sinha advocated for a balance between data-driven decision-making and intuitive judgment. Marketers should adopt a performance loop approach, tracking small measures and adjusting strategies accordingly, rather than seeking perfect data or solutions.

Innovations in Media Measurement

Sinha, representing the TV rating body, discussed several initiatives aimed at improving media measurement and targeting:

Weighted Segmentation: Introducing a weighted process to better segregate free and paid TV audiences, which will help marketers target specific segments more effectively.
Premium Channel Ratings: Launching a premium rating system to capture media habits and viewing behaviour of premium households, including linear and connected TV consumption.
Cross-Platform Measurement: Measuring media consumption across TV and digital platforms to provide more comprehensive insights into audience behaviour.

Embracing Change and Optimism

Concluding his address, Sinha underscored the importance of adaptability and intuition in marketing. As the media landscape continues to evolve, marketers must remain flexible, relying on broad trends and their instincts to guide their strategies. “The optimism and enthusiasm of younger marketers, as reflected in the confidence of CMOs, will be key to navigating the complexities of modern marketing,” he said.