02/ Shifting Skills for Modern Marketers: From Fragmented to Integrated Experts | Mahek Shah [Video]

Mahek Shah is the Global Head of Media at Airasia (AirAsia Media & Airasia Ads). Mahek is an integrated marketing and communications professional with rich digital marketing and product development experience. She started her career in advertising with successful stints at Ogilvy, IPG Mediabrands, Lion & Lion and Wavemaker before AirAsia.

For Show Notes, visit https://contraminds.com

Connect with Mahek:
https://www.linkedin.com/in/maheks/

Connect with Swami: https://www.linkedin.com/in/sivaraman-swaminathan-9856501/

Podcast Available on:
Apple Podcasts: https://buff.ly/48Uq2ey
Spotify: https://buff.ly/49QljM5
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Google Podcasts: https://buff.ly/49NOLCu

Chapters:

00:00 – 03:40 Cold Opening, Sponsor Message, Guest Intro
03:41 – 05:51 The Evolution of Marketing: A Marketer’s Journey from Traditional to Digital
05:52 – 07:32 Shifting Skills for Modern Marketers: From Fragmented to Integrated Experts
07:33 – 09:52 A Two-Pronged Approach to Strategic Planning and Inventory Monetization
09:53 – 11:20 First-Party Data Monetization: Leveraging Brand Ecosystems for Partnerships
11:21 – 14:25 Redefining the Travel Experience: Building an Immersive End-to-End Ecosystem
14:26 – 18:34 The Insourcing Trend: Why Brands Are Bringing Marketing In-House
18:35 – 25:54 Redefining Agency Value: From Execution to Consultative Problem-Solving
25:55 – 30:47 AirAsia Move: Redefining Travel as a Seamless End-to-End Experience
30:48 – 36:45 Redefining Travel Marketing: Working with Endemic and Non-Endemic Brands
36:46 – 40:30 First-Party Data and Ad Tech: Building Seamless Customer Experiences
40:31 – 41:51 Marketing Campaigns that Inspired Mahek
41:52 – 43:00 Why Mahek Admires Amazon’s Business Model
43:01 – 44:53 Marketers who Inspired Mahek
44:54 – 47:26 Mahek Shah’s Book Recommendations
47:27 – 50:36 Dynamic Digital Out-of-Home: AirAsia’s Campaign to sell 7 Million Tickets
50:38 – 53:30 Advice to a Marketing Student at University

15 key takeaways from this conversation

1. Marketing has evolved significantly, shifting from traditional offline methods to a digital landscape that’s constantly changing.

2. Modern marketers need to be multifaceted, integrating data, digital, and technology skills to deliver cohesive customer experiences.

3. Brands are insourcing marketing tasks like media buying and content creation for faster turnaround times, better brand custodianship, and cost savings.

4.Agencies must redefine their value proposition, moving from execution to strategic consultative partnerships that solve business problems.

5. AirAsia’s “Super App” vision is to provide a seamless end-to-end travel experience, from booking flights and hotels to local transportation.

6. The Super App ecosystem allows AirAsia to monetize its assets through retail media and partnerships with endemic (travel-related) and non-endemic brands.

7. First-party data and ad tech solutions enable AirAsia to target audiences on and off its platforms for better conversions.

8. Integrating multiple technology platforms is the future of media, enabling seamless customer experiences across channels.

9. Mahek admires Amazon for its progressive business model and aspires to build a similar media ecosystem.

10. Philip Kotler’s work and cultural literature have influenced Mahek’s marketing approach.

11. A recent 7 million seat sale campaign leveraged programmatic digital out-of-home advertising for dynamic, real-time targeting.

12. Mahek advises aspiring marketers to understand data, derive actionable insights, and focus on connecting with consumers.

13. Campaigns like Coca-Cola’s “Share a Coke” and Dove’s diversity campaign have inspired Mahek.

14. A professor who taught her the strategic role of media in marketing has been a significant influence.

15. Addressing business problems, understanding consumer insights, and delivering integrated experiences are key for modern marketers.

This episode was made possible by the great folks at MovingWalls.

Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets.
Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. In 2017, APAC CIO Outlook listed us as one of the “10 Most Promising Digital Technology Solutions Providers”. Moving Walls is also a Tie50 winner, a listing of 50 most enterprising startups globally.

Visit www.movingwalls.com to learn more.