Ritu Mittal, a transformative brand builder, has been driving double-digit growth across businesses in FMCG, Consumer Health, and Tech for nearly two decades. A founding member at the consumer health division of Bayer, she's striding towards making self-care solutions accessible to 100Mn Indian households, leading innovation, sustainability, and digital transformation, and redefining creativity in healthcare. A staunch advocate for women in leadership, she mentors young women through various Bayer initiatives.
In a conversation with Women Entrepreneur India Magazine, Ritu shares her views and thoughts about the importance of integrated marketing communication in a firm's profitability. She also highlights the role of marketing communication in today's business landscape. Here are excerpts from the conversation.
What are the advantages of digital marketing in a business marketing strategy? What are the best marketing strategies that startups could learn and execute?
Digital marketing offers numerous advantages, including sharper audience reach personalization of content, higher engagement, and greater flexibility in scaling through a rapid test and learn approach. Various marketing strategies, such as content marketing, social media marketing, influencer marketing, email marketing, and search, are utilized to reach the target audience, build brand awareness, engage consumers, and optimize marketing budgets to drive purchase intent and sales.
Startups can benefit from these strategies to bring their vision to life and effectively promote their products and services. Embracing a digital-first mindset and recognizing the importance of utilizing digital channels to reach and engage with consumers effectively is crucial. Digital channels can provide with more targeted and efficient ways to engage with consumers. By leveraging data and analytics, one can tailor messaging and campaigns to specific audiences, driving greater engagement and conversion rates. Social media has proven to be a powerful tool in driving engagement and building brand love. By creating compelling content and engaging with consumers directly, one can foster deeper connection with their audience and build a community around their brands.
According to you, which digital marketing strategies are the most effective in 2023? What is the future scope of the digital marketing industry?
In 2023, the efficacy of digital marketing hinges on personalized experiences, targeted cohort approaches, influencer collaborations, content excellence, and the convergence of social media into both advertising and commerce. This landscape is enriched by the emergence of transformative trends.
Artificial intelligence is redefining personalization through real-time data analysis, offering hyper-personalized content and product recommendations. Moreover, sustainable marketing practices are gaining traction, resonating with socially conscious consumers.
As the digital marketing industry looks ahead, the canvas broadens with technological advancements like AI, AR, and VR. This future holds the promise of seamless integration across channels, data-driven strategies, and immersive experiences. Successfully navigating these currents will enable brands to forge deeper connections, foster trust, and stay ahead in a dynamic and evolving digital landscape.
In your opinion, what is the importance of integrated marketing communication in a firm's profitability? What is the role of marketing communication in today's business?
Integrated marketing communication (IMC) is vital for a firm's profitability as it orchestrates a unified brand message across channels, ensuring consistency and reinforcing brand identity. By aligning marketing efforts, IMC enhances consumer experience, optimizes resource allocation, and amplifies the impact of campaigns.
In the contemporary business milieu, marketing communication's role is paramount. It facilitates differentiation, captures audience attention amidst information overload, nurtures brand loyalty, and nurtures relationships through personalized interactions. IMC enables businesses to build lasting connections, cultivate trust, and ultimately drive conversions, bolstering profitability in a competitive marketplace.
How do you stay updated with the latest trends and changes in digital marketing? How do you measure the success of a digital marketing campaign?
To stay updated with the latest trends and changes in digital marketing, I utilize various resources such as podcasts, articles, and industry connections. Industry connections allow me to learn about what's new and how others approach their campaigns. When measuring the success of a digital marketing campaign, we focus on core brand KPIs such as awareness, penetration, and market share, along with digital KPIs such as reach, impressions, and conversions.
As a female leader, what has been the most significant barrier in your career? Have you been confronted with gender-related roadblocks in your career?
I have been fortunate to work with companies that prioritize equal opportunities, and I have not personally faced significant gender-related barriers in my career. I am privileged to work with managers who have provided me with the much-needed flexibility as a working mother while recognizing my potential and giving me consistent experiences and opportunities to learn and grow.
However, I acknowledge that gender disparities exist in many industries, and women often encounter societal expectations, biases, and stereotypes that can impact their professional growth. Overcoming self-doubt, developing a confident mindset, building a strong support system, and participating in networks that support gender equality are crucial in navigating these challenges. It is important for organizations to promote diversity and inclusion, implement policies that address gender disparities, and foster supportive work environments for all employees.
