A hot cuppa instant marketing

With all of us locked down, all traditional marketing efforts are meagre right now

'Just take an Uber', is the fastest way of telling, 'arrange a clean, safe, convenient, mode of transport for yourself'. Theoretically, the company and its marketers have at this moment communicated awareness, interest, consideration, preference, purchase, loyalty and even advocacy. Congratulations, dear readers, you just saw a company become a brand.

                                                            “Marketing is a series of events,” said the gurus. Only no longer now and we’ll tell you how!

With the abundant channels, competitors, digital literacy and logistical accessibility, time has become expensive than money. But the startups and investor backed companies have brought in variety in almost all B2C sectors. As a consumer our intent is to receive the best experience instantly, with least research done. With all of us locked down, all traditional marketing efforts are meagre right now. The marketers are under pressure to create an empirical roadmap to make the target consumer be aware, buy, and become a brand custodian. What’s the bailout?

Making a quicker marketing journey

With due respect to the legends, and thanks to the majority imbibing technology across all levels we can jump and skip the non-bankable steps in the various marketing models. Technology and its prodigy, 'the digital', is the push that has triggered the plunge. Our focus on sharper techniques will cut the flab out of the marketing budgets. We’ll hit the target audience where they belong saving a lot of resources and time.

The new format, we call it the ‘instant marketing’, enables the brand to reach the target customer fast and reduce the cost of communication.

Marketing today is only as impactful as a user’s attention span

Marketers have this tremendous pressure to make the consumer make a right swipe within 8 seconds. It’s the ultimate test of seduction out there. Only the best combination of content and media wins the race. This compels us marketers to think slow and act fast. Our goal is to understand everything about our customers, be where they are and then gratify their mind-set.

In the marketing funnel of 2020, we may not really have to go all the way through awareness, interest, consideration, desire, engagement and action. As per our audience, maybe we jump straight from awareness to engagement and purchase action. Or from interest to desire and action. Any of the combinations work best for our brand! The accessibility of technology and the hand-held medium has given us this superpower to jump our marketing methodology around.

Covidified consumer behaviour

Marketers will see themselves become more budget-oriented in order to be cost effective. On its way up to revival, marketers will opt for the most economical methods to reach their audience. There isn’t a lot of liquidity, yet there are huge capacity and inventory. Any player to chance upon and make the fastest dash to be in the playfield will rise above the competition. Post-Covid, brands have a changed course already.

Consumers will be more thoughtful about what they consume and how much they need to consume. Their value seeking parameters will now be different and they’d look brands with a different eye. Safety, empathy, concern, wellness, purpose driven, social could be some of them. Less experimental now, they’ll choose the brand that they best understand and relate to.

The marketer’s 2020 tool kit

Unlike the old dictum, we can now easily measure where half of the money in marketing and advertising goes. We can have instant stats of what works and what doesn't and can promptly change the strategy. We have amazing forces to choose from -

·       Programmatic Communication – To shout out loud where your consumer is listening

·       Communications Formats – Video and Pictures for tempting their senses

·       Performance Marketing – Make a payment on delivery (on a completed lead, sale, booking or download)

·       Communications Platforms – Tactically repurposing content for Youtube, Instagram, Google and Twitter

The organic traffic is down in major industries globally. That’s a huge concern cited by the marketing guru, Niel Patel. When that happens, it reflects, that there is a demand crunch in almost all sectors. It means that disposable incomes are now savings. And it means that the money isn’t flowing. This is the time for consolidation, for being judicious with the expenses and for reaching out to the customers in the tools that use the shortest time. As a marketer, do not be fearful, because right now, everyone is. Be smart, because everyone isn’t.

By the time you finish reading this article, three businesses got shut down worldwide. You don’t believe me? Google it!

(The author is integrated marketing specialist at Topline Consulting Group. The views expressed are his own and may not subscribe to them.)

Latest Reads
Clovia forays into personal care category

Lingerie brand Clovia recently launched its new line of solution-based personal care products.

MAM Marketing Brands
McCann Worldgroup’s Rob Reilly joins WPP as global CCO

NEW DELHI: WPP has appointed outgoing McCann Worldgroup global creative chairman Rob Reilly as its global chief creative officer. Reilly will join the network in May and report to CEO Mark Reed. 

MAM Marketing MAM
How Mondelez India leveraged its partnership on broadcast for IPL 2020

NEW DELHI: There are campaigns and there are campaigns. But there are certain advertising messages which strike home like no other – they either leave a tear in the eye or have you feeling nostalgic. Some have you chuckling, others inspire you, while yet others leave you just feeling good.

MAM Marketing MAM
AFC announces Sportradar as Official Video and Data Distribution Partner for Major AFC Competitions from 2021 to 2028

The Asian Football Confederation (AFC) today announced an official partnership with Sportradar for worldwide data and associated media rights for major AFC competitions for the cycles 2021-2024 and 2025-2028. Under the new agreement, Sportradar becomes the Official Video and Data Distribution...

MAM Marketing MAM
Arunima Singh named Havas Life Sorento VP - digital

NEW DELHI: Havas Life Sorento has further strengthened its leadership team with the appointment of Arunima Singh as vice president digital. In this new role, Singh will drive health digital and technology vision and strategy for the agency. She will be based in the Mumbai office. 

MAM Media and Advertising People
Do Your Thng onboards Bhavna Darira as business head

NEW DELHI: Branded content marketplace Do Your Thng (DYT) has brought on Bhavna Darira as business head. She brings with her over two decades of experience in sales, marketing and brand positioning.  Darira’s past experience is with companies like Aditya Birla Financial Services, Reliance...

MAM Media and Advertising People
Dentsu International integrates iProspect and Vizeum

NEW DELHI: As part of dentsu International's streamlining efforts, the agency network will integrate iProspect and Vizeum to create a new, future-focused, end-to-end global media agency under the iProspect banner.  By integrating this two award-winning agencies, dentsu brings Vizeum’s media...

MAM Marketing MAM
CNBC Awaaz terminates Stock 20-20 host Hemant Ghai

NEW DELHI: The Network18 Group has terminated stocks editor & anchor Hemant Ghai, the co-host of Stock 20-20 which airs on its Hindi business news channel CNBC Awaaz, as a consequence of an order passed by the Securities and Exchange Board of India (SEBI) against him for violating stock market...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required