Contribution, Collaboration & Synergy – The New Era of Marketing.
Outline Business Communications is a rising marketing consultancy firm founded by Deepak Mudaliar. He has been into Branding and start-up consultancy for the last 20 years and has worked with brands like Shanti Juniors, The Chocolate Room, Milkmor etc. They’re based in Ahmedabad. Let’s hear further about how marketing and advertising are evolving and what exactly the aspirant brands should focus on.
Hi Deepak, Tell us something about what does audience seek nowadays.
Hi, It’s the right question, which any brand should themselves ask every year and every day. The time has changed dramatically; the generation gap is increasing like never before. Earlier, the generation gap was within 20-30 years; nowadays, it’s almost within 4-5 years. Their clothing, their music taste, their mobile phones, lingo, everything has been diverse. If we talk from a Bollywood perspective, The Fan bases of Tiger Shroff, Varun Dhawan and Hrithik Roshan are different.
So what’s the common thing here? The common things are Problems, Wishes, Aspirations, Emotions, Dreams etc. Treating a brand as a human being is the most important thing. Just like a person needs a listener, problem-solver, or prankster, so should be your brand too. It should listen to them; the consumer might have 1000s of problems in a day, and a brand should be able to identify and solve at least a couple of them. It should make the consumer smile and console whenever required. This can help you earn some loyal minions.
The new businesses are thriving and making the best mobile apps, awesome buying experience, perfect packaging and brand endorsements. So how do you see the future of start-ups?
It’s great to see that India has been keeping pace with effective marketing on a global platform. Just like new music tunes are exhausted so are the new ideas in advertising. Nothing seems to be new and creative under the sky these days. Hence, instead of going creative, its better to stay effective. Explain your product as if you do that with a 6th-grade child.
Also, do support new businesses around you. On a lighter note, you’d always want to make a friend who is richer than you, but you can’t accept your friend/relative getting richer. This sounds quite explicit, but that’s the fact. We don’t support our friends in their business. It’s beyond following their page and liking their posts; it’s about being the salesman to our friends, improvising their products/services, giving inputs and trying to bring them into the main league. And that’s should be the part of our culture; your friend would also want to do the same for you when needed.
So what should be the marketing strategy in the coming days?
The media is decentralized and fragmented, although digitally. Unlike earlier fame was restricted up to On-Screen Stars, business tycoons and Politicians, now, we’ve celebrities in and as Dieticians, Chefs, Doctors, Hair Stylists, Content Creators, Comedians and Influencers. Every profession is turning to be a fame profession. Everyone is keeping their engines red to be on top of the mind for their set of audience.
So it’s important to work in collaboration and synergy. Marketing is just not to sell the products but also to make the world a better place. Showing an united front is always a better strategy. I am surprised, why a single advertisement on screen doesn’t have multiple products till date. Just like a college guy can apply a deo from X company, Wear clothes of Y Brand and ride to the college on Z Bike. Nothing conflicts to each other and that would definitely work and save millions of rupees on Ad production.
When super mart has all the products kept together, then why not in advertisements? In the last decade, Hollywood started adding one Indian actor, one Russian, one Chinese and one African; the sole purpose was to make it look a global mission, reach the respective nation’s fan-base andat the back door, they can make the better collectionat box offices of the different countries. The same adaptation has been made in India, where Bollywood collaborates with South Indian Movies.
Hence, it’s time to bring all the Avengers together and fry a bigger fish. So when we talk about marketing as making world a better place, we don’t utter negative words like – a cutthroat competition, instead, we choose for words like – a synergic relationship.
- Deepak Mudaliar | Founder, Outline Business Communications www.outlinebusiness.com