Brands often lose sight of the fact that transaction of products and services happens between humans, says Manish Thapliyal, Head of Operations-North India, Rediffusion Brand Solutions. In a conversation with Madhusudan Sahoo, Thapliyal shares his opinion on the current state of marketing and advertising, and why the human factor is critical in making the most of the new digital ecosystem. A sought-after person in the advertising filed, Thapliyal has been a brand custodian of brands like Voltas, Schnider Electricals and Hewlett Packard.
How much the consumer has changed today?
The consumers and their mindset have dramatically changed over the last decade and half. The information age that arrived with internet and mobile devices reversed the relationship quotient between people and brands. Consumer no longer lives in the singularity universe where the brand controls the narrative and the role of consumer is limited to consumption. Today, they take part in every conversation, engagement, and co-produce a brand's story. The power has shifted from brands to consumers. Now they can make or break a brand with a few keyboard strokes.
What are brands missing about consumers?
Between the products and the machines that make them, organization goals and the marketing strategies to achieve them… brands often lose sight of the fact that everything leads to the transaction of products and services between humans. More often than not, they fail to apply the human equation to key metrics of a brand's perceived success.
What are the new-age challenges for brands today?
Although changes in marketing and advertising approach may seem incremental but the shift is monumental that may not be immediately felt. Brands are privy to the fact that Digital is the future and investing in it has become quintessential to thrive, and be able to offer personalized experience to consumers. Marketers, be it on the brand side or those servicing clients from the agency, are also expected to grasp the reach of technology.
