Monday, 25 May 2015

Kill the business card

We don't write letters on paper. Printed magazines are passé . We choose to send e-greetings or whatsapp messages on festivals and birthdays. Electronic payment options are making paper money history. Why do we still exchange business cards?

In these days of technology where we can't breath for a second without the assistance of a mobile phone, should we not develop the good practice of exchanging contact coordinates digitally? Why kill a tree to let people know how to reach me by email?

While I love my business card only if purely for its aesthetics, from now on, I pledge to pass on my contact coordinates only digitally. Join me guys if you love your planet as much as I do.  

Sunday, 24 May 2015

Chasing 'New Shiny'

The elation of moving into a new house. The joyous smell of a recently purchased car. The 'butterfly in the stomach' days of a new romance. The delight of a new book. The new guy in office - we love 'New Shiny'.  We associate 'New Shiny' with opening up of doors to something positive, better, bigger, happier and so on. We forget that New Shiny can only fulfil its purpose of leading to something happier or better when the relationship is based on a mutual give and take. For example, a new book comes with its set of possibilities but only the reader's open mind can lead to the knowledge one seeks from a new book. A new relationship can definitely lead to a happier life provided both partners work towards a common goal. The new guy in office can solve problems only if the organisation arms him with the right tools. Sounds fairly commonsensical, doesn't it?

In the world of marketing, Digital is the New Shiny - harbinger of solutions to all things that sound 'difficult' at practically no cost. It has the 'new' smell. Its immensely measurable ROI gives managers the butterfly in the stomach feeling usually associated with falling in love. But how often do we stop and ask - 'What do I have to do to make this new medium work for me best?'

Digital marketing is not a mesmerising mermaid. It is a highly sophisticated tool that can provide solutions at the right ROI only if the data fed into it is correct. The data comes from our understanding of consumer behaviour, market conditions, category quirks and everything else we have always been mining to provide the best marketing solutions. Perhaps its time for us to stop chasing New Shiny and start engaging with it more fruitfully.


Monday, 18 May 2015

Its not all about the idea, dummy!

Technology advancements are changing the world around us rapidly. Now we have cars that drive themselves. Refrigerators that notify us when we run out of milk. Even home security systems which inform you when your child returns home from school.

Technology is changing the way we live. That's happening because technology is not just about a brilliant idea but its a brilliant idea which leads to even greater experiences for its consumers. The crux of the brilliance of technology is user experience. 

Old school advertising agencies spend too much time dwelling on ideas and crafting them in a manner that is compelling and differentiated. We want people to remember our brand by 'watching' it on television and in print media. In order to do so, we worry about the little nuances. We worry about the execution. We worry about every little details that will make our ads memorable.

Unfortunately people have moved on. They are no longer interested in 'watching' brands. They want to 'experience' brands in every touch point. If a brilliant idea does not lend itself to a brilliant customer experience in each and every touch point, then there really is no point of a well crafted and highly differentiated idea. Agree?