Ravikant Singh - Marketing Has Obviously Grown Manifold From Older Traditional Mediums to New Rapidly Increasing Ways Such as Social Media (Author & Marketer)

Writer, Marketer, Aspiring storyteller, IIM Alumnus

1. Tell us more about your journey and background.

It was days at Indian Institute of Management Indore while pursuing post-graduation program in management I realized the science and art of Marketing. Fascination only grew more as I understood marketing concepts in classroom and saw application everywhere.

Since I completed my MBA, I have been in B2B Marketing & General Management roles. Having B.Tech degree in Mechanical Engineering also gave an added advantage to work in industrial marketing.

Currently designated as Head-Marketing at MNC my responsibility lies to penetrate & establish the new markets and making the industry educated and aware of company services.

In the midst of corporate life, I tried to bring some refreshment moments and authored a book on funny poems titled “Bhelpuri si kavitaye” which is published and available online (links given below).

Born & raised in Saharanpur town of western Uttar Pradesh I tried to make the best use of resources available and always kept doors open for knowledge.

2. How according to you has marketing evolved over the years?

Marketing has obviously grown manifold from older traditional mediums to new rapidly increasing ways such as social media.

Consumer as marketer: Now the content is not only created by marketer but target audience itself contributes through various platforms like review on e-commerce websites, online communities and topic specific threads.

Two-way communication: We have come a long way from one way of communication through print and TV ads to two-way communication which is expressed by customer feedback online and expressing customization in products as per consumer’s interest.

Event as means of marketing: A complete event is created around product/services which is in line with brand soul and image. A product is embedded in event or series of events to convey its functional and emotional benefits .

Focus on experience rather on selling: Whether online or offline some companies focus on offering a compelling overall experience to prospect clients. They do not aim to make sales but try to influence with their way of handling, communication, hospitality and feedback modes.

3. Where do most of your marketing budgets go, traditional or digital?

Its mix of both.

4. How can one reach the top echelons in marketing?

There is no single formula to make a top mark in marketing but always understanding your product and customers is the key.

Know your product & customers (KYPC): If one knows her product well and able to narrate the connecting story to her potential customers then its bound to be successful. Any solution should address the pain of customer.

Each step counts: As we say every single step is important to reach the top so one should break the bigger projects in smaller work streams to simplify.

Minutes & metrics (MnM): Another important factors are time and measurements.Any marketing activity or campaign should be completed in specific time to make more impact. It should be measurable, so its progress is monitored

5. How will marketing change in the next decade or so?

Marketing has multi-dimensional face.

Communication channels: Marketing will keep on modifying its channel as means of communication will change in coming years. For example OTT platforms Vs TV

Marketing strategy: Marketers use each aspect of its consumer behaviour to define the marketing strategies. Attention to minor details and weaving them in your integrated communication will evolve more in coming days.

Artificial Intelligence: Artificial intelligence will play key role in applying the data to creative means and communicating to target segment.

Storytelling: People remember the story not your product/services. Storytelling is something which has been old and traditional way. But it will be interesting to see how it will be used with many technologies evolving like short video apps etc.

6. Which is your favourite book and why?

Booked named “The New Rules of Business: Get Ahead or Get Left Behind” written by Mr. Rajesh Srivastava is one of my favourites. It conveys many colours of marketing in simple yet effective stories. Examples given are from various companies. Its only when you read you realize what can be different perspectives of a brand

I was fortunate enough to sit in Mr. Srivastava class in IIM Indore. He has poured his experience in this book and it is like dream come true when one wants to hold the time and keep listening to his interactive sessions. Now we have his knowledge and wisdom in the form of a book.