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Indian brands need to prioritise creativity to stay ahead of the pack

By Amit Bapna | APAC editor-at-large

March 20, 2023 | 4 min read

Indian brands need to priortise creativity to ensure success in an increasingly complex and competitive world, according to Adobe India’s marketing director Anindita Veluri.

Getting ready for the future of marketing

Getting ready for the future of marketing

A recently released digital trends report by Adobe, provided a deep-dive into the brand marketing, technological innovation and digital investments India brands can expect to see in 2023. Drawing comparisons between leaders and laggards, the report highlights the strategies, technologies, and issues that brands need to bring focus on in a competitive world. The Drum spoke to Anindita Veluri, marketing director at Adobe India to unravel the key lessons.

Prioritise creativity

“Marketers are always pressed to do more with less, and thus there is a need to build a lifeline that promotes creativity and follow a time-crunched mechanism for marketing”, says Veluri.

Almost half of the organizations don't have time for creativity and few organizations excel at the ‘wow’ factor. Driving innovation and automating workflows will help brands in fulfilling this objective as they can help the teams avoid trivial design tasks and liberate them for higher-value creative thinking, she adds.

Investments in content and creative workflows reflect how leaders are prioritizing improving processes and technologies to enable success in the current economic climate. 44% of leaders in India are looking to maximize the value of existing technologies by investing in new marketing and data technologies going forward.

Customer experience – first and foremost

Delivering exceptional customer experience will continue to play a central role in scaling business growth, says Veluri. “Marketers should have a focused strategy to reimagine the experience infrastructure that helps them bring a balance between short- term and long-term focus in delivering exceptional customer experiences."

Interestingly, India is expected to see a higher inclination towards maximizing existing technologies in 2023 with almost half (45%) of business leaders in India agreeing with the same.

Content will be the king and the key

Marketers should focus on conquering mounting content demand to deliver a differentiated experience to their customers, Veluri says. Even as demand for content continues to grow, a small proportion of practitioners (28%) consider their organizations as good or very good at delivering content as per the finding.

With rising customer expectations, creating and distributing content continues to stay a key priority and brands must plan and prioritize content efficiently for a sustained presence across their audiences’ preferred channels. "This can be easily achieved with the support of tech that can enable real-time access to individual-level data and enrich data points with relevant customer insights," she says.

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