Marketers of today are creating campaigns for the week and connecting dots for a continuous TOP OF MIND RECALL.

Gone are the days when brands would launch a campaign for the season and continue to propagate it over and over again to ensure that the message was ingrained in the customers mind.

Marketing for the customers in the realm of today’s ecosystem has undergone a massive transformation. The idea of propagating a Brand Story over and over to connect with the audience has also evolved with the fast changing world of communication. The medium available are in plenty for the Brands to push and for the customers to get pulled.

In today’s universe where everyone is fighting for the customers attention and share of wallet at the cost of share of throat. The choices are at plenty and the memory span of a customer is at an all time low. The focus of most marketer is to ensure and find ways to make their communication go viral or have a meme made for their communication.

An important change to note is that today’s marketer are more focussed on their customer. The deliverables whether product lead or communication lead are customer focussed thereby providing value not just product offering but also through content and information. Brand Marketing has become an important source of information on topics related to the respective industry.

The digital technology has not just crafted a network of social engagement but has also made difference to the socio culture. The audience in the digital world has the power to influence through a ‘Group’ which has created the differentiation in perception. It is this group who are allowing marketers to decide what is working and relevant. This group is largely lead by an expert called an Influencer who has follower-ship and fan base following the expert for their domain knowledge.

The marketers are now establishing their connect and engagement with the influencers who in turn have connects with these groups. However lately this module has been tarnished with the garb of money making business where the influencers are not authentic anymore.

Having said that if the brands are able to connect with these groups the battle is half won as far as the brand channel marketing is concerned. To succeed in today’s universe of unlimited options brands need to balance the new age media and the old age story telling. The story needs to have a flavour of relevance and understanding of current surroundings. This needs a continuous approach and not one off catering to the dynamics of the group.

To conclude, “The pedagogy of marketing has not changed but altered to suit the channel with a focus on customer centricity”.

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