MAM
How new-age marketing is key to building a strong brand
The marketing landscape has evolved over the years, demanding brands to continually adapt and innovate to stay relevant. Undergoing technological advancements along with changing consumer behaviour, the industry has come a long way from traditional marketing to incorporating the nuances of digital marketing.
In today’s rapidly evolving market, leveraging new-age marketing strategies is imperative for brands growth in the digital era. Whether it’s a B2B or B2C brand,adopting these innovative approaches is vital for achieving growth and staying ahead of the competition.
Implementing such strategies assists in establishing a robust brand and effective marketing enhances visibility among the target audience and fosters strong connections with them. Amid growing competition, innovative marketing techniques are essential for brands to distinguish themselves in the market. To leverage the benefits of new-age marketing techniques, there are various ways for a brand to gain an edge over the others in the market.
AI-oriented personalised marketing
Looking at the changing consumer behavior pattern frequently, new-age marketing should proactively incorporate personalized marketing to build strong relationships with the target audience. The audience across the various social media platforms showcases different content consumption patterns, due to which the one-size-fits-all approach is unable to achieve the desired result. Tailoring the content according to the preferences of the audience can go a long way in forging a strong relationship with them.
Taking the help of AI can help brands devise effective personalized marketing for the audience. The ability to interpret accumulated data plays a crucial role in understanding the preferences of the customers. At the same time, conducting predictive analytics the advanced technology enables proactive engagement by anticipating customer needs. All the factors together help in customizing content that is relevant to individual interests of the audience.
Rise of video content
In recent years, there has been a sudden surge in the consumption of video content. The trend has been gaining momentum, showing no sign of abating any time soon. Being in demand, the video content is sought across the industry, which is not just limited to B2C segments but is utilized to the fullest even by the B2B segment. Coming with the ability to foster a stronger connection with the audience, video format is making inroads across the segment. Conveying complex information in the most simple and engaging manner, it is gaining a lot of traction by the brands.
Leveraging data analytics to its fullest
Data can be considered a critical aspect of driving business growth in the digital age. By providing valuable information, it gives insight into changing market trends and consumer behaviour, allowing brands to modify their strategies on time. Opening the gateway for targeted digital marketing, data reigns in the new-age marketing world. Therefore, in order to drive an optimal result, it is imperative to manage the data efficiently. For instance, making use of advanced tools like HubSpot, Semrush etc. comes to aid in managing the customer data and, at the same time, is adept at executing targeted campaigns across social media platforms such as Google, LinkedIn, Facebook, to name a few.
Importance of 360° approach
With the upcoming of so many platforms, it is imperative to devise a multi-pronged approach. For a successful campaign, brands should proactively take a 360° approach to enhance visibility across platforms. For example, Google is known to be the best awareness generating platform, but LinkedIn is preferred for more niche applications and a target audience that is better at generating high-quality leads. As a result, just relying on one channel is not sufficient, and the brands should work towards entering the customers’ universe with both digital and physical mediums in a systematic manner.
The article has been authored by Pahwa Group’s Bry-Air VP of corporate affairs – Vasudha Jajoo Pahwa.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
