The future of marketing: Context is everything

Vrushali Lad

The audience at the ZeeMELT 2022 annual conference heard that marketers gazing into their crystal ball will see that content is king but context will be the kingdom.

The fast-paced digital world requires innovative and creative marketing solutions if brands are to rise above the competition and a host of frequently disruptive social media trends.

But some confusion does prevail over which trends to adopt, which practices to refine during recessionary times and how to stay relevant in the rapidly evolving digital space. For these, Shiv Shivakumar, group executive president for corporate strategy and business at Aditya Birla Group, has outlined a simple plan of action for marketers to follow.

He was speaking on “The future of marketing” during the ZeeMELT 2022 conference, a meeting point for the...

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