Episode 10: Rewriting the Marketing Playbook for 2020 & Beyond | Damandeep Singh Soni

Episode 10: Rewriting the Marketing Playbook for 2020 & Beyond | Damandeep Singh Soni

About This Episode

Damandeep Singh Soni is a growth and marketing expert with an extensive experience of over 20 years in the marketing domain. During his previous stints, he served as the VP – Marketing at Milkbasket and Head of Marketing and Growth at Mobikwik.

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Full Audio Podcast:

In this episode:

Priyam: How has COVID impacted you as a professional and the industry you operate in?

Damandeep: I consider myself both as an entrepreneur and as a marketer. And frankly speaking, both the roles have taken a huge hit.

→ Capital has remained a huge constraint. We are struggling hard to resource allocation and utilize the capital.

→ Funding has frozen up for the next few months and it is a strange time to survive in.

→ With supply and demand both getting affected, our marketing budget is getting drilled down.

→ ATL and BTL mediums are both proving to be highly ineffective. However, the digital grounds have shown some interesting insights with CPAs rising by 20-25%.

Priyam: Are there any outliers that are substantially profiting in the pandemic?

Damandeep: It is very obvious that the industries supplying non-essentials and catering to the physical world more are biting the dust.

→ However, those on the digital grounds are seeing an unexpected upsurge.

→ Digital Marketing Firms, Gaming Industries, OTT Platforms, all delivering on the digital mediums are flourishing progressively.

Priyam: What kind of economic revival time do you foresee post the pandemic?

Damandeep: It is pretty hard to depict the time when everything gets back to normal. It is going to take the whole of 2020 at least.

→ There is going to be a spike in demand soon after the lockdown ends pertaining to the pent up needs.

→ It is being experienced in China and South Korea as well, and it will have a similar impact here in India too.

→ People will fall for revenge buying a variety of luxury goods as well.

To gather more insights on the marketing strategies, check out the full episode!

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Speaker

Damandeep Singh Soni Sr. Advisor , Growth and Marketing

Damandeep Singh Soni is a growth and marketing expert with an extensive experience of over 20 years in the marketing domain. During his previous stints, he served as the VP - Marketing at Milkbasket and Head of Marketing and Growth at Mobikwik.

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Host

Priyam Jha Brand Marketing Manager, WebEngage

Priyam looks after Brand Marketing at WebEngage, learning the ropes of building iconic brands in the B2B space. He is striving to develop EngageCast into the leading podcast for user retention & engagement with cutting-edge, top-quality content. When he isn't busy looking after brand marketing & PR initiatives, he likes to dabble in a bit of photography, listen to rock music, and indulge in PC gaming.