I have always been very close to retailing( both brick and mortar as well as e retailing) and digital marketing and have been following it very closely as a consumer on a day to day basis.. My shopping habits have seen a shift from old days of local reputed shops to global brand showrooms, to malls and now to a large extent my incresing reliance for electronics, books and even groceries on e commerce sites.. While choosing the brand used to happen before i went shopping when i was a kid, now a days the choice is often questioned in multi branded showrooms or readily available information, which provides me with intelligence on the move and at the till point.. I know more than what i can retain, digest and leverage.. Infact, probably the guy billing my stuff knows more about what i like than i do.. Scary?? Welcome to the world of modern day marketeers and the latest VOC.. There is probably an end to end character sketch that is being drawn out of you while you innocently buy your fav breads and clothes..
Marketeers today do not have an issue with access and reach to position their brand or to capture the voice of their customers, they have an issue with multiple channels that provides them with access and their relevance to target varied customer segments and leveraging their information consuming habits.. The advertising budgets today have to assure brand comunication via internet, mobile, social media websites and leveraging all this to create and evolve the concept of loyalty among competition which has an equal and easy access to customers.. Technology has transformed marketing a long way.. It has taken away the competitive advantage that some brands had created due to exclusive reach and ability to spend... It has made customer more aware and flooded him with choice and information on one hand and has enabled marketeers to truly create a customized messaging to convince its buyer at every step through every means that catches his eye ball..
Last few months saw me working on some such deals to enable marketeers, what i found really interesting was the paradigm shift in the field and its increasing dependency on technology, its probably not an art anymore really, its a lot of science.. NO, its no longer about just creativity and differentiation, it is now about access, analytics, customization and simplicity.. All this while maintaining the basic concepts of brands ; keeping in mind the diverse technical constraints of different media.. There is more and more technology, intelligence, speed to change and streaming details and informations of customers; it is not a choice, it is mandatory to compete and survive in the fast chaging world on internet and mobility.. The organizations whose marketing divisions are spear heading in setting up advanced analytics and multi channel strategy in place are better positioned to enter into the consideration set of buyers world wide.. Traditional marketing firms too will have to bind their creativity and enable their team to undestand the technical compatibility for the creativity to find a market..
Technology has brought buyers and sellers close, there is more room for facts and information which constraints the traditional marketign ethos.. The real dillema is to be able to leverage this ocean of information to make right decision and drive sales and influence the buyer at every channel of information and every point of buying decision; to be able to create the loyalty segment via social media and be able to control and sustain the brand and communication without dilluting it across multiple channels.. Organizations need to build a technical eco system and capability to drive and control their marketing strategies to address the ever expanding and informed consumer segments.. This makes marketing more powerful than it ever was and brings it to the center to certain businesses.. The dillema here is, who will be able to filter the "right and relevant" information succesfully to move ahead of survival and leverage this for differentiation..
-Garima
Marketeers today do not have an issue with access and reach to position their brand or to capture the voice of their customers, they have an issue with multiple channels that provides them with access and their relevance to target varied customer segments and leveraging their information consuming habits.. The advertising budgets today have to assure brand comunication via internet, mobile, social media websites and leveraging all this to create and evolve the concept of loyalty among competition which has an equal and easy access to customers.. Technology has transformed marketing a long way.. It has taken away the competitive advantage that some brands had created due to exclusive reach and ability to spend... It has made customer more aware and flooded him with choice and information on one hand and has enabled marketeers to truly create a customized messaging to convince its buyer at every step through every means that catches his eye ball..
Last few months saw me working on some such deals to enable marketeers, what i found really interesting was the paradigm shift in the field and its increasing dependency on technology, its probably not an art anymore really, its a lot of science.. NO, its no longer about just creativity and differentiation, it is now about access, analytics, customization and simplicity.. All this while maintaining the basic concepts of brands ; keeping in mind the diverse technical constraints of different media.. There is more and more technology, intelligence, speed to change and streaming details and informations of customers; it is not a choice, it is mandatory to compete and survive in the fast chaging world on internet and mobility.. The organizations whose marketing divisions are spear heading in setting up advanced analytics and multi channel strategy in place are better positioned to enter into the consideration set of buyers world wide.. Traditional marketing firms too will have to bind their creativity and enable their team to undestand the technical compatibility for the creativity to find a market..
Technology has brought buyers and sellers close, there is more room for facts and information which constraints the traditional marketign ethos.. The real dillema is to be able to leverage this ocean of information to make right decision and drive sales and influence the buyer at every channel of information and every point of buying decision; to be able to create the loyalty segment via social media and be able to control and sustain the brand and communication without dilluting it across multiple channels.. Organizations need to build a technical eco system and capability to drive and control their marketing strategies to address the ever expanding and informed consumer segments.. This makes marketing more powerful than it ever was and brings it to the center to certain businesses.. The dillema here is, who will be able to filter the "right and relevant" information succesfully to move ahead of survival and leverage this for differentiation..
-Garima
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