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11.08.16

The Changing Face of Marketing

Sujeet Kumar, Account Director

It happens to everyone, we wake up in the morning and notice that things are different but cannot put our finger on what has changed. The process is gradual and systematic, making it difficult to pinpoint when or why these shifts in culture have occurred. For those of us in marketing, it is essential to keep a pulse on the digital world. Missing the boat on any shift of substance can mean a huge missed opportunity. The pressure to innovate and differentiate ourselves from competitors can nudge us to jump on trends like the “Selfie” or “Flash Mobs” without it being relevant to our product, or even our category! Innovation is not about jumping onto a bandwagon. Innovation is about capturing insights correctly and translating them into a proposition that resonates with a brand’s promise, and with its customers. (And no, bantering between brands on Twitter does not count as innovation or engagement!)

 

For brand presence to be felt companies must have a strategy that focuses on media centric messaging, and that aligns with the brand promise. Replicating copy across media channels just won’t cut it anymore. This standardization causes the messaging to lose its relevance. Why should your customer see the same message on her desktop at home that she saw on her phone while riding the train back from work? Why not incorporate rich media and create ads that beg to be engaged with, whenever the medium allows it?

 

Whatever that story may be, data must be integral to its distribution. The analysis of which will reveal increasingly niche clusters of users that are receptive to a given communication. From here, we as marketers can make better informed decisions with superior customization.

 

But this is nothing new. The era of data is upon us whether we like it or not, and there’s no going back. With it comes great challenges, and unparalleled opportunity. Better understanding your customer is only the beginning; once we start getting inside their head and anticipating their purchasing needs, hesitations and advocacy criteria before they even reach those steps in the buyer’s journey, we can craft more meaningful messaging and place it across more relevant media channels. It’s these capabilities that we in India are really excited for as the adoption of Big Data becomes more prevalent here. Better equipping enterprise businesses to prospect and expand their funnel will undoubtedly have huge implications for the world’s largest democracy.

 

Personally, I am ecstatic to be in the center of it and to witness the changes that the industry will undergo in the coming years. The transition is not going to be easy, but having data to inform the strategy, messaging and media will be as close as we can get to assuring successful campaign execution. With so many of the same sets of eyes looking at a campaign or marketing initiative, it’s easy to lose sight of who it’s actually for: the customer! This is where the real value of Big Data will come in for us marketers; it reminds us that the customer must be at the center of everything we do, and good data doesn’t let us forget it!

 

Benefits of Big data:

 

1.     Better prediction leading to better customer service

2.     Reaching new customers with one to one marketing

3.     Capitalize on new marketing opportunities

4.     Efficient advertising with better ROI

 

The data has always been there, if you missed the bus take the digital highway today!