Branding in Digital World

The traditional approach of marketing of using the 4P (Product, Price, Place and Position) is changing. The world of Internet has successfully exposed customers to a wide range of information of the products and services. This information is available to the consumers via Digital medium with considerable ease (Social Media, Search Engines, Blogs, Consumer Forums etc to name a few). The battle to win the consumers interest now starts as soon as he/she is beginning to consider a purchase.

The brands are well aware of these changes are reworking their strategies to engage and increase top of mind recall amongst the potential target audience. This means the new age marketer needs to be savy to understand the best approach to get the highest ROI. The ever changing scenario also means an approach successful once is no guarantee to be successful in its second implementation.

Consider this: Not long ago, a car buyer would methodically pare down the available choices until he arrived at the one that best met his criteria. A dealer would reel him in and make the sale. The buyer’s relationship with both the dealer and the manufacturer would typically dissipate after the purchase. (This was pre digital age) But today, consumers are promiscuous in their brand relationships: They connect with myriad brands—through new media channels beyond the manufacturer’s and the retailer’s control or even knowledge—and evaluate a shifting array of them, often expanding the pool before narrowing it.

Success or failure of any campaign now has to work on getting to the increase number of touch points of the consumer and making sure the seamless nature of the experience

Marketing no longer be an isolated function within the organization only limited to helping the consumer make the purchase decision.

Please share your thoughts