Delivering The Correct Message At The Right Moment Huge Challenge For Marketers: Shirish Agarwal, Panasonic

Neelima Mishra Jul 01, 2022

Evidently, consumers of today are in charge of the purchase journey like never before. They are no longer travelling along a straight route with a clear beginning, middle, or even an end. This is primarily due to the abundance of information available on the internet, as well as the consumers being spoilt for choices.

"Market dynamics and consumer touchpoints have always been evolving and the pandemic has only accelerated this process", said Shirish Agarwal, Head – Of brand and Marketing Communications, Panasonic India at a recent industry forum.

He begins by addressing the shifting nature of customer choices and market dynamics. “Each and every consumer is unique, with their own set of needs, wants, preferences, and behavioural patterns. Customers need to be seen as people by brands, and each relationship must be understood to be unique. Today's journey is in constant motion, with the direction firmly in the control of the passengers. Oracle ID graph shows that an average consumer owns five devices in today’s time. Imagine the kind of information they are exposed to”.

By making this adjustment, a company can begin to build real connections and increase its relevancy in the contemporary multi-channel environment.

Agarwal then explained how the consumer journey is changing in the modern day. He added, "Delivering the correct message to a consumer at the right moment is a huge issue for marketers today. The consumer journey was linear before and constrained. Today, though, it is incredibly nonlinear. The moment of truth could occur at any time because consumers are connecting with brands at various points. Today, if I have a need, my first and foremost action will be to visit YouTube, Amazon, or Flipkart and begin reading customer evaluations and ratings. Today, the use of digital is crucial to this process.”

He concluded by adding that the entire objective is not to stop your brand's communication right after the purchase but enhance that experience as a buyer. "Nothing surpasses your personal encounter with a brand, so we need to improve our sales service, which is one of the top concerns for any sector that produces consumer durables. As far as the consumer durables sector is concerned, service is vitally crucial," he advised.