About This Episode
Siddharth Dwivedi is the Co-founder at XOR Labs – a data-driven performance marketing agency and Vaizle – a social media analytics tool. With 7+ years of experience, Siddharth holds expertise in content creation, marketing analytics, and digital advertising.
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Priyam: How has COVID impacted you as a professional and the industry you work in?
Siddharth: Frankly speaking, I am looking at this sudden turn of events as an opportunity for myself. I and my team are keen to look for chances to move ahead of our competition.
→ I have seen job roles evolve. Professionals in my network are trying hard to be a jack of all trades, especially marketing and communications.
→ Talking about the industry I work in, it is suffering from the hardest hits it has ever seen. Being an advertising and media firm, we are the first victims of businesses cutting off their marketing spends.
→ However, there is an unusual pattern that we are seeing with the OTT and the EdTech clients. They have tremendously increased their engagement activities over this course of time.
Priyam: What changes have you noticed with respect to the marketing strategies of consumer brands?
Siddharth: The most significant change that I’ve seen among the marketers is the new approach of sympathetic communication. They cannot hard sell their products during this time as this might repel the customers permanently.
→ Marketers need to find out what problems their customers are facing and come up with solutions they can provide. This is required to build a connection.
→ Brands are opting to talk to consumers without any business interest in the place. It can be highly efficient to build a strong recall value among the customers.
→ You need to be creative with your content published on digital platforms so that it can go viral and you win the race of digital consumption.
Priyam: In terms of user-engagement, how important do you think empathy is?
Siddharth: It is highly critical to embed an empathetic tone of communication especially when the world is going through the biggest healthcare crisis of history.
→ I’ve seen how transactional and product-centric campaigns have backfired on companies making them lose their consumers almost permanently.
→ Empathy is here to stay for a long period of time. It rather is going to be the revolutionary point where consumers will have a higher bar set for the treatment they expect.
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