Interview with Shantanu Bhattacharyya, Sr. Vice President at LS Digital

An exclusive interview with Shantanu Bhattacharyya, Sr. Vice President at LS Digital

In the dynamic world of digital marketing, few individuals have made as substantial an impact as Shantanu Bhattacharyya, the Senior Vice President at LS Digital. With a career spanning several years in the ever-evolving landscape of digital advertising and e-commerce, Shantanu has consistently demonstrated a keen understanding of consumer behavior and a strategic approach to online marketing.

His leadership has not only contributed to the growth and success of LS Digital but has also provided valuable insights into the trends and challenges shaping the digital marketing industry.

In this exclusive interview, we delve into Shantanu Bhattacharyya’s wealth of experience, his perspectives on the digital realm, and the strategies that have propelled him to a position of prominence in the field of digital marketing.

As a seasoned professional in the digital marketing landscape, what major shifts have you observed in the industry over the years, and how has LS Digital adapted to these changes?

Shantanu Bhattacharyya: Digital marketing has come a long way from being just another media option to a consumer information ecosystem. The penetration of smartphones and the reduction in data costs have significantly improved the reach of digital marketing across the country.

Today digital marketing helps the user in all phases of the buying journey – right from awareness to advocacy. No other media will be able to match this full-funnel marketing touch point and hence life without digital marketing is going to be impossible for brands.

However, as the consumer is evolving in the ecosystem their expectations are also changing ( and in some cases very rapidly) digital first brands are able to get a level playing field with legacy brands and brands like Sugar Cosmetics, Nykaa, and Mamaearth are a testament to this change.

At the same time, new categories have come up like Uber, Ola, and Urban Company. The consumer is demanding information, transparency, alignment with values, competitiveness and agility from the brands. At LS Digital we believe that a consumer journey is non-linear and hence it is important to understand the journey using data and analytics.

The creative requirement is very different on digital platforms than traditional media and marketers need to understand and navigate this changed landscape. We don’t look at digital as a media vehicle alone but as an ecosystem consisting of media, UI/UX, Creative, Data and Insights, Customer experience, technology and innovations.

These elements have a deep interplay in the consumer journey and result in the consumer making a final decision. We therefore help our brands in managing each element well to be able to deliver a great experience to the end consumer. 

With the constantly evolving nature of digital marketing, how do you ensure that your team stays up-to-date with the latest trends and strategies to deliver exceptional client success?

Shantanu Bhattacharyya: At LS Digital we have a very structured approach to knowledge sharing platform. This has a mix of case studies shared with the Logimates through Sharepoint. This gives them an idea of what worked in a campaign, and what the strategy was even if they are not directly on the client.

In addition to that we have an LMS system that can be accessed by all the logimates who can learn at their own paces across a variety of topics.

LS Digital Digital serves a diverse range of clients. How do you approach media planning and strategy to tailor solutions that meet each client’s unique goals and challenges?

Shantanu Bhattacharyya: Great media planning starts with a great understanding of the client’s consumers. At LS Digital we are obsessed with the consumers whom we decode using many tools Once that is done, we then look at the possible areas of interaction that the brand can have most efficiently and effectively.

To do this we take the help of industry tools as well as proprietary tools of LS Digital. This ensures that our clients get the most effective and efficient media plan for their brand.  

Throughout your career, you’ve held various leadership roles. Can you share some key lessons or insights you’ve learned about fostering a successful team and driving innovation in the digital marketing realm?

Shantanu Bhattacharyya: As leaders we must realize that we are only as good as our team, hence you have to always train, develop and motivate your team to up their game. The ground is shifting so fast that there is no resting on past laurels.

Just when we thought that digital will now enter its maturity phase we are faced with a tectonic shift in the rules of the game in the form of artificial intelligence. AI is rewriting the rules of the game. From changes in the existing digital marketing platforms to the way we work.

As a leader, we must develop our team and keep their axes sharp. Failures are not the end of the world, as we navigate our lives and careers, we will face adversity and fail. The winner will be the guy who persisted, learned from their mistake and was resilient.

Digital marketing has almost democratized marketing – the voice of the consumer is there in the data, and everyone has access to it. It is the marketing acumen that needs to make sense of this data and create a great brand experience.

LS Digital operates in a competitive market. What strategies do you employ to differentiate the company and maintain a strong position in the industry?

Shantanu Bhattacharyya: LS Digital has been one of the first players off the block when it comes to digital marketing in India. This has enabled us to connect with the brand’s digital journey right from the first steps to becoming a digitally advanced brand.

LS Digital is a recognized expert in the digital marketing space and that is the biggest differentiator for us as a brand. We have engaged proactively with most of the leading digital media houses and brought them to the clients and that made sure that we are ahead of the curve when it comes to digital marketing.

At LS Digital we always maintained that digital marketing is not only a paid media play but an organized clockwork of 6 pillars namely (Media, UI/UX, Creative and Communication, Innovation and Technology, customer experience and data insights) this differentiates LS Digital from any other digital media agency.

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