Today we all are aware of the different channels or mediums through which marketing is done. And one of the biggest challenges that any manager today faces is integration of channels and more importantly simultaneous launch timings of each channel.
But I think in the near future also of these things will ease out and rolling out and a massive marketing campaign will be as simple as pushing a launch button like you see in some of the movies (like launching rockets). Take for e.g. Google they know exactly where a person is going to click next through their tracking mechanism that is embedded in most browsers. So if they were to come out with a product like this where from their knowledge they can predict the next move of every consumer, this will make way for a new way of launching impact campaigns. This will enable corporations to launch campaigns globally with just a click across multiple mediums and countries assuming in a few years time everything will be digital right from hoarding, print, on air TVC, etc. Impact marketing will achieve new heights with this phenomena.
All the creative’s will be online and all the media vehicles & channels will also be digital which will bring in pin point accuracy for decimating information via creatives. We are now experiencing global launches but in a few yrs, one will be able to see global launches in a true sense as all countries will see a launch of a product or service at the same time across the globe.
I know everyone would be thinking that implementation is the easy part but today a lot of time and efforts goes behind implementation. I find the most difficult part is to have a creative thought which is executed well via a Creative. Taking this into consideration I think the role of traditional marketer is bound to reduce due to the influx of digital mediums and penetration of digital medium across the globe. Clearly one would see 2 very important teams in an organization, team 1 which is the brand team (who would work along with the agency to come up with fantastic creatives) and second would be the digital marketing team who would look after execution.
I hope the automation stops at the execution bit else there will be no creativity/dynamism left in marketing and everything becomes boring and predictable. Making creatives is a challenging proposition since its subjective and involves different skill set which currently is dominated by us and should stay that way.
Masterful advertising yet again by Coke. With each campaign Coke bring out something new and unexpected which in today’s competitive world looks seemingly impossible. Its their way of to promoting a world without labels and prejudices. Coke wants to encourage people not to judge each other based on their appearance.
Coca-Cola is removing its logo from its cans of soda in the Middle East to encourage people not to judge one another throughout the Ramadan. One side is blank, other than the brand’s iconic coloring. The other side reads: “Labels are for cans, not for people.” It’s an excellent attempt at abolishing prejudices based on religion and to forget stereotypes.
The film starts with introducing a few strangers in a dark room and they are asked to talk on various topics and what is common between them. And when the lights come up and it shows that the diverse group who normally wouldn’t interact with each other ever had a good chat. The group consisted of a guy with facial tattoos, two men in Arab dress, a man in a wheelchair, and another man in smart business dress. This tells us that based on our own mental perception about others determines our behaviour towards them which may not be always right.
And this isn’t the only campaign where the campaign idea is based more on a social cause with a product’s ability to help resolve/elevate or at least bring that issue up and highlight it.. Earlier Coke had also come up a with a campaign Choti Badi Khushi (open happiness) which was based on the fact that in today’s world, we have become insular and self-focused. The ‘I’ tends to stop caring for the ‘we’. Being kind to a stranger is often considered crazy. When you do something good for others, happiness is inevitably the result.
Over the years the Cola war is dying down and I suppose both giants Coke and Pepsi are focusing on more meaningful campaigns.
Millions of products in the market but not everything sells like hot cakes. There could be many reasons for the sales of these products to not happen
– Bad Marketing
– Bad Product
– Bad Distribution
– Bad Positioning
– Wrong Market
– Wrong TG
And the list can go on and on……
But there are certain brands where people await the launch of new products, stand in long ques or book the product well in advance to get their hands on the same. Companies or brands like Apple, Harley Davidson, Ikea, WV Beetle, etc are not just known for the latest offering but most people can remember what they started with and what is their current offering. Now think the same about say for e.g. a Samsung who is competing with Apple for the best smart phone, what was the first product they launched, some of us would know but a lot of consumers will not be aware of their first product.
One thing the emerges common among most cult brands is that they have a product which is just awesome. Everything that is put in the product has a purpose and more importantly that same purpose is something that the consumer also relates to and finds its beneficial. Their products are so well made that just a PR leak of they are coming up with a new variant is enough to generate tremendous buzz in the market.
So I guess for me the learning is that if you wanna create a brand / product line which yields revenue over a longer run invest in the product do not leave behind anything to ensure that its the best in class product. Yes there are pressures on budget and this may sound idealistic but ultimately in the market the brand / product pays the price for not being the best. All the other elements like the distribution, marketing mix, etc can be played around but once a product fails its really difficult to make it a success.Often hear from people that these bigger organizations have lots of money to waste on R&D; and MR but ultimately that same research helps to narrow down the likely list of successful products rather than launching products and failing in market.
Everyone aspires to own premium brands even though when they know that the product on offer is either almost same or at times exactly the same. Was just going through some videos on TED Talks and found very interesting trend that was coming up which is how great brands drive certain kind of behavior or in some cases change consumer behavior.
Some brands have the power to make a difference in consumers life and powerful brands are able to change the way consumers feel, think, and act. They do this when they become part of peoples’ lives by answering the simple problems through their products and services.
There are certain brands that have changed the behavior of consumers and those are brands that are your evergreen brands since they are the strongest at the conviction level. For e.g. brands that changed the way we shop (Amazon, eBay), how we work (Microsoft) and how we access information across anything and everything (Google) basically these brands identified areas and changed the way consumers behaved.
So why do you think these brands did so well or What do these great brands have in common that makes them not just successful but successful over a period of time: zeal to understand latent consumer needs and create them into consumable products and services. It’s an extremely simple concept but not all companies follow this which bring their downfall.
The most common word used across the marketing and branding forums and people is that “is your brand/activity differentiated enough to grab the consumers attention?”
And most managers would answer yes it definitely is different from what competition is doing, but is it really different? The answer is most probably no. The differentiating factor is most probably that none of the competition has tried it but today differentiation is more than just about your category it’s across brands.
Imagine a testimonial ad started by a FMCG category which worked well and this same idea was then taken by the agency to another category like an automobile or pharma and pitched as first in the category. Everyone in the room is happy since they achieved one thing in the meeting which is we are different from competition, but are they really different? From a consumers lens he would feel I have seen this many a times and all of them including other categories are giving the same message.
Creating a differentiation for me is doing exactly opposite of what conventionally marketeers are doing for e.g. when a service provider blocks the sale of the product or limits the consumption of their product or service immediately it becomes a big thing. Consumers start getting impatient as to what is this product all about or why can’t I get it. This ultimately results in massive awareness which is consumer-led rather than manufacturer led.
The above e.g. is a marketing strategy that is different but apart from strategy there are there ways of differentiating as well which could be via creative communication (e.g.Got Milk campaign), using different media (e.g. Ford for the launch of Fiesta in India during cricket matches), operational differentiation (e.g. Walmart’s procurement and supply chain management), different business model (e.g. Amway, etc).
The above are just e.g. and current trend could be different but the idea is to ensure that differentiation should happen across categories and not just within a particular subset.
Advertisers crave to get captive audience so they can brainwash them and put their brand messages in their heads. To get this captive audience they would got to any length but today the consumers are exposed to so many messages during a day that they would tune out of certain experiences even if they like it.
Take any medium today, the consumers are given an option to escape from this, in a TV by skipping to other channels, skip the ad in YouTube, FB asking for permissions, tv channels now promoting 1 break program, etc. All moving to give the consumer the much-needed space.
In a way, this reinforces the definition of ads as unwanted interruptions. For e.g. at YouTube they put a forced 5 sec ad viewing but then skip the ad to go past it. The other way to look at it is that challenges the advertisers to create fantastic ads so that people choose to watch them.
I guess the more generic the ad is, it is less likely to get any attention or stick-ability. I read somewhere that “People hate advertising in general, but they love advertising in particular”.
All marketeers love to get new mediums/channels where they can get a set of their captive consumers but do not pay equal attention to the kind of messaging/creative they want to put in those mediums. Where everything in marketing is measured any creative messaging how much ever you test or try to understand will always remain subjective. Companies spend millions of dollars testing communication still aren’t able to crack and get the desired response but at least they are close to what they want to achieve. But there are certain companies who go with the gut feel execute campaigns online and offline and clearly when the consumer has his first look their first thought would be “what the hell are they trying to say with this one?”
No wonder most of the marketing dollars spent are in vain and then the conclusion is always that strategies were either not planned properly or executed properly.
Just feel that out of the box thinking should not only be applicable to mediums but also to the messaging that goes out in those mediums.