Episode 3: Rewriting the Marketing Playbook for 2020 & Beyond | Abhishek Shetty

Episode 3: Rewriting the Marketing Playbook for 2020 & Beyond | Abhishek Shetty

About This Episode

Abhishek Shetty is the CMO and Head of eCommerce & Omni-channel sales of Celio, India. He has worked with leading companies across eCommerce, Retail, Media & Advertising industries. Being an alumnus of ISB Hyderabad, Abhishek has 11+ years of experience in the Sales and Marketing domain and has earned a name for himself, creating successful work-stories.  He is also an advisor to early-stage start-ups, helping them scale and acquire users.

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In this episode:

Here are a few excerpts from our conversation with Abhishek.

Priyam: What impact of COVID have you witnessed on fashion and offline retail?

Abhishek: The sector is hit extremely hard. There seems to be a drastic decrease in demand. And whatever demand there is, it cannot be fulfilled. Search trend data shows a 50-70% drop in fashion search volumes.

User engagement is something where we are working on actively when the sales are going down.

Priyam: How has your role as a CMO evolved during this time?

Abhishek: The role has shifted drastically. Along with marketing, it is also about IT enablement and exploring the avenue of tech partnerships to help consumers have a better experience. It is highly focussed on consumer research now.

Priyam: What is the long term impact do you foresee in terms of consumer behavior in the fashion industry?

Abhishek: Social distancing has highlighted the importance of digital channels at a quick rate and the lockdown has also elevated an urgent priority across the value to be more digitally active.

→ Digital Escalation – Consumers will demand more on this front and businesses should prepare to deliver better.

→ Revenge Buying – There is a parallel school of thought with an entirely new concept of ‘Revenge Buying’ leading to a pent up demand. We have started operationalizing the website to handle the pre-orders. It will be a short term phase but eventually, it will drop to 70-80% than it was before COVID.

Priyam: How has the marketing strategy been affected overall?

Abhishek: We approached by minimizing transactional communication. This is the most appropriate time when marketers can focus on the holy grail of marketing – ‘Engagement’! We are focusing way more on building the brand instead of generating leads.

→ Good marketers will focus on humanizing communication with their users and compel them to start a conversation with the brand.

→ We are putting a lot of effort into identifying what consumers are doing in their spare time and trying to find a fitment where we can indulge in a contextual conversation.

→ We are being more empathetic instead of hard selling.

Abhishek talks about strategies to re-evaluate, re-learn, & re-target, accompanied by some crucial marketing topics. To gain actionable insights, listen to the full episode on your favorite platforms.

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Speaker

Abhishek Shetty CMO and Head - eCommerce & Omni-channel Sales, Celio, India

Abhishek Shetty is the CMO and Head of eCommerce & Omni-channel Sales of Celio, India. He has worked with leading companies across eCommerce, Retail, Media & Advertising industries. Being an alumnus of ISB Hyderabad, Abhishek has 11+ years of experience in the Sales and Marketing domain and has earned a name for himself, creating successful work-stories. He is also an advisor to early-stage start-ups, helping them scale and acquire users.

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Host

Priyam Jha Lead - Brand Marketing, 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.