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In this episode of the State of the Economy podcast, Chitra Narayanan talks about the realm of social media marketing with Shiv Shivakumar, managing partner of Advent International, and Vikas Chawla, co-founder of Social Beat.
Guests will share insights on the trajectory of social media marketing, particularly in the wake of Google’s pledge to phase out third-party cookies from Chrome as it seeks to reshape the digital advertising landscape.
What will set social media apart as the channel of choice for chief marketing officers (CMOs) in the coming years? How does a paradigm focused on influencing the path to purchase move away from traditional marketing models? Has it changed?
Shiv Shivakumar analyzes the essence of social media marketing, highlighting its real-time engagement and the need to stay relevant in a rapidly changing landscape.
Vikas Chawla added his perspective, highlighting the rapid rise in social media usage, especially among India’s 500 million active users.
This discussion addresses the challenge of maintaining authenticity amidst the rise of short-form video content and the impact of consumer revolt in the social space.
With Twitter’s rebranding to ‘X’ and the launch of Meta’s Threads, Vikas Chawla talks about which channels will go mainstream in 2024.
The podcast also explores the commoditization of social media and the emergence of rebellious trends among consumers that lead to trolling and abusive posts. Shiv Shivakumar sheds light on the psychological aspects that drive such behavior and highlights the need for brands and marketers to navigate this delicate situation. A case in point is the dispute over the Maldives. Explaining how his comments on social media sparked a flashpoint between India and the Maldives, impacting the travel industry.
The podcast ends with the benefits of digital-first brands in the social media and influencer marketing space in 2024.
The moderator was Chitra Narayanan.
Producer: Siddharth Mathew, Renil S. Varghese
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About the economic situation podcast
The Indian economy is being hailed as a bright spot amidst the gloom that currently grips the world. However, some sectors continue to stutter even though others seem to be starting to fire on all cylinders. To help you make sense of this country’s mass of contradictions, BusinessLine brings you podcasts from experts in everything from finance and marketing to technology and startups.
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