In a world where marketing is rapidly evolving, the demands placed on marketers are higher than ever. They are expected to be data analysts, creative visionaries, trendsetters, revenue builders and even the culture shapers.
To ascertain whether all these expectations are reasonable or if are we setting ourselves up for inevitable disappointment, experts shared the challenges, pressures and realities faced by marketers today.
Marketers face challenges in building a brand which can adapt to market changes where it is difficult to navigate amid economic disruption and shifting consumer behaviour. “These factors move fast in today's world, but the latent desire or need of consumers and consumer behaviour are still slow to change. Hence, it is imperative to be absolutely consumer-obsessed and know your consumer as closely as kin, shared Mili Kapoor, Marketing Head, Personal Health, Philips India.
For Kapoor, consumer obsession is pretty much the bedrock of everything that a marketer should do. Whether it plays out on portfolio pipeline, go-to-market (GTM) strategy or activation content, it is the core of everything that can build a brand that is truly resilient enough against any external factor.
Kapoor mentioned the three Cs, which when stitched together, have the power to create magic: consumer obsession, consistency of action and culture.
Himani Singh, Associate Director-Global Sales, Globale Media shared the curiosity to get insights on the long-term strategy that should be inculcated to ensure that the brand remains relevant and strong in the face of unexpected challenges.
“Short-term strategies determine long-term success, successful brands have been built through consistent communication for many years. Though consumers tend to believe that it's their sole decision while purchasing, it is indeed a brand which influenced the decision with its consistent communication for years,” added Aniket Das, Senior Brand Manager, ENO Haleon (GSK Consumer Healthcare).
Das further mentioned that all the brand's channels should echo one message which also emotionally resonates with consumer needs. Consistency of quality and consistency of delivering consumer needs while consistency of communication will help brands to withhold the test of time and live in the consumers’ minds.
