Podcast Transcript Notes: Unsold Podcast with Karthik Patiyar

Introduction

• Host: Abhush
• Guest: Karthik Patiyar
• Karthik expresses excitement for the conversation
• Discussion on Karthik’s career journey and experiences

Karthik's Career Journey

Background

• Engineering upbringing
• Started career in B2B sales in the metal cutting industry
• Pursued MBA from SPJ in Bombay

Transition to FMCG

• Moved from B2B sales to FMCG sales at Cadbury's (Mondelez)
• Role: Area Sales Manager in Odisha
• Key focus: Numeric distribution and market share against competitors like Nestle and Ferrero

Entry into E-commerce

• Early involvement in e-commerce with OLX India
• Role: Fueling growth for OLX classified platform
• Focus on category creation and marketing strategies

Experience at Flipkart

• Led Demand Shaping and Growth team
• Managed marquee sale events, including Big Billion Days
• Conducted A/B testing for products and marketing strategies
• Learned about user behavior and market trends from testing results

Role at Swiggy

• Joined Swiggy when it was in 6-7 cities, scaled to 240 cities
• Led national accounts, working with major QSRs and cloud kitchens
• Focused on driving growth and building business for partner brands

Lenovo Experience

• Worked in Asia-Pacific marketing strategy and operations
• Balanced budgets across countries and segments

Disney Plus Hotstar

• Focused on increasing ad share from various verticals
• Managed revenue streams from subscriptions and advertisements

Current Role at ShareChat

• Involved in monetization and bringing brands to the platform
• Focus on language-first approach for user engagement

Insights on Marketing and Consumer Behavior

Importance of Curiosity

• Intellectual curiosity is vital for problem-solving and innovation
• Encourages asking questions and exploring solutions beyond the obvious

User Experience with Apps

• Social media has democratized content creation
• Downsides include potential echo chambers and oversaturation of content
• Important to maintain a diverse range of content for balanced perspectives

Email Communication Challenges

• Email has become saturated with sales pitches
• Difficult to capture attention in crowded inboxes

Strategy for Decision-Making

• Emphasis on data-driven decision-making in marketing and advertising
• Build vs. buy decision should be based on core business needs

Conclusion

• Karthik expresses gratitude for the opportunity to share insights
• Highlights the importance of engaging with the audience in marketing efforts
• Encourages continual learning and adaptation in the marketing landscape

Key Takeaways

• The landscape for digital marketing is evolving with technology and consumer behavior
• Curiosity, engagement, and adaptability are crucial for success in marketing
• The future of marketing lies in understanding and leveraging user experiences.