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EP01 - Building D2C Brands in 2025: Media Channels, Consumer Trends and Marketing Evolution
Aditya Somaiya is the founder of 367 Agency, a leading performance marketing agency specializing in D2C brands and Amazon marketplace optimization. With over 17 years of experience in marketing, Aditya previously ran his own D2C business for 5 years (2015-2019) and has worked at major companies including GSK India Ltd and Dabur in various roles spanning sales, trade marketing, and marketing strategy.
In this insightful conversation, marketing veteran Aditya Somaiya shares his extensive journey from D2C founder to agency leader, discussing the evolution of marketing functions and the critical balance between brand and performance marketing. The discussion explores emerging media channels like Connected TV and OTT while addressing how AI is fundamentally reshaping the marketing landscape and required skill sets.
- Marketing Evolution: The shift from execution-focused roles to strategic thinking as AI automates routine tasks
- Media Strategy: How brands should adapt their channel mix as they scale, with emerging opportunities in Connected TV and OTT
- Brand-Performance Balance: Why these marketing approaches should complement rather than compete with each other
- D2C Success Factors: The importance of product-market fit and understanding target demographics, including underserved segments like older consumers
- 00:00 - Introduction to Aditya's Journey
- 02:44 - The Evolution of D2C Marketing
- 05:45 - Brand vs. Performance Marketing
- 08:35 - Media Channel Evolution in Marketing
- 11:40 - Emerging Channels: OTT and Connected TV
- 14:34 - Content Creation and Engagement Strategies
- 17:14 - Staying Updated in a Rapidly Changing Landscape
- 17:34 - Client Expectations and Agency Adaptation
- 22:25 - The Future of Creative Work and AI
- 24:32 - Evolving Skill Sets in the Age of AI
- 26:23 - Transforming Media Buying and Creative Roles
- 28:28 - The Rise of AI in Creative Production
- 30:27 - The Shift Towards Strategic Thinking
- 32:17 - The Changing Landscape of Agency Teams
- 34:20 - The Importance of Core Marketing Principles
- 36:08 - Trends Impacting B2C Brands
- 38:10 - Advice for D2C Founders
View all episodes
By HawkyAditya Somaiya is the founder of 367 Agency, a leading performance marketing agency specializing in D2C brands and Amazon marketplace optimization. With over 17 years of experience in marketing, Aditya previously ran his own D2C business for 5 years (2015-2019) and has worked at major companies including GSK India Ltd and Dabur in various roles spanning sales, trade marketing, and marketing strategy.
In this insightful conversation, marketing veteran Aditya Somaiya shares his extensive journey from D2C founder to agency leader, discussing the evolution of marketing functions and the critical balance between brand and performance marketing. The discussion explores emerging media channels like Connected TV and OTT while addressing how AI is fundamentally reshaping the marketing landscape and required skill sets.
- Marketing Evolution: The shift from execution-focused roles to strategic thinking as AI automates routine tasks
- Media Strategy: How brands should adapt their channel mix as they scale, with emerging opportunities in Connected TV and OTT
- Brand-Performance Balance: Why these marketing approaches should complement rather than compete with each other
- D2C Success Factors: The importance of product-market fit and understanding target demographics, including underserved segments like older consumers
- 00:00 - Introduction to Aditya's Journey
- 02:44 - The Evolution of D2C Marketing
- 05:45 - Brand vs. Performance Marketing
- 08:35 - Media Channel Evolution in Marketing
- 11:40 - Emerging Channels: OTT and Connected TV
- 14:34 - Content Creation and Engagement Strategies
- 17:14 - Staying Updated in a Rapidly Changing Landscape
- 17:34 - Client Expectations and Agency Adaptation
- 22:25 - The Future of Creative Work and AI
- 24:32 - Evolving Skill Sets in the Age of AI
- 26:23 - Transforming Media Buying and Creative Roles
- 28:28 - The Rise of AI in Creative Production
- 30:27 - The Shift Towards Strategic Thinking
- 32:17 - The Changing Landscape of Agency Teams
- 34:20 - The Importance of Core Marketing Principles
- 36:08 - Trends Impacting B2C Brands
- 38:10 - Advice for D2C Founders