Brand Building & Intent Marketing work in tandem, not standalone, Dabur’s Rajiv Dubey

He is the latest guest to join us in our thought-leadership initiative - Marketing Thought Leaders.

Rajiv Dubey, the veteran media and marketing professional with over 3 decades of rich experience, heads Media at the homegrown brand Dabur. In an interview with afaqs!, he shares his belief over the sync between brand building and intent marketing, the behavioural shifts in customers, the necessity for clutter-breaking strategies, an anecdote on how he discovered Quora and leveraging influencer marketing- a refreshing take from an over a century old brand.

Rajiv is the latest guest to join us in our thought-leadership initiative Marketing Thought Leaders, in partnership with Quora For Business. The series aims to highlight a marketer’s mindset to reach a high-intent audience and the dynamics of consumer behaviour. 

Edited excerpts:

At Dabur, we do a mix of both. Most of our budgets are allocated to brand building and demand creation because of our massive and diverse presence. However, specifically for digital customers or eCommerce, Intent marketing has helped with a quick conversation.

Now, we can see muted growth in both - modern trade and eCommerce; the pace is not as fast as we witnessed in 2020 or 2021. Other businesses like general trade are on the rise.

Business volumes have not been that significant across the FMCG category, the pie remains more or less the same. New mediums have thrived at the cost of other mediums

Livestream IPL for free will be a game changer. Watching sports digitally has not been free in this country and that’s something to watch out for.

Another trend to continue is the position of regional GECs for an FMCG advertiser like us. The TV penetration in regional markets is massive, about 80-90%. These channels still hold a significant share of the market with high spillover.

Brands can also create their own content in the form of Quora articles or blog posts to share their perspective on industry trends and issues. Engaging with users by responding to comments and questions can also help to build a one-on-one connection with the audience.

Here are a few more specific ways that a brand can establish thought leadership on Quora:

●      Identify key topics related to your industry

●      Create detailed and informative answers

●      Share insights and perspectives

●      Respond to and Engage with users

●      Share your content