Tag: Vivek Pandey

Digital Antidote to Marketing Woes during COVID-19

Column, Marketing
Author: Vivek Pandey, VP, Revenue Strategy & Analytics – Times Internet. COVID-19 has been an unexpected wind in the sails for digital marketing platforms that were projecting solid growth over the last few years. Market uncertainty and the resulting economic toll is driving most marketers to capital conservation, thereby rerouting most conventional ad-expenses into the digital media. Impact of COVID-19 on the advertising expenses Marketing is still perceived as a cost centre at many companies and hence is also the first function to face the guillotine during a sudden shift to cost reduction. The current atmosphere of business inactivity and a crumbling market morale therefore, is fanning the embers for frugal marketing, with corporate frugalism at its highest in decades...