As the world becomes more and more data-driven, it’s now possible for brands to build authentic connections with customers that go beyond generalizations based on demographics like age, gender, and race.
This has been a prime focus for PepsiCo’s SVP of Global Marketing Transformation, Shyam Venugopal, who has been with the company since 2012. Venugopal and his team have helped transform PepsiCo’s approach to what he calls “people-based marketing.”
“I’m a big believer in core simple human truths,” Venugopal shares on The Current Podcast. “And I think what data enables us to do is get to some of those core simple human insights.”
The “simple human truths” are what’s powering Venugopal’s approach, as he urges marketers to think about how their brand is integrated within consumers’ day-to-day lives.
“In today’s day and age, for brands to have a chance to stand out and have a meaningful interaction with their end-consumer, they need to figure out how to personalize [those] interactions,” he adds.
On the podcast, Venugopal also breaks down how PepsiCo is using new technology to evolve its marketing strategy and where retail media could go next.