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BW Businessworld

Marketing Outlook For 2018

Marketers today are rich with data through availability of variety of analytics tools to understand customers

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As we are approaching closer towards 2018, the focus of marketers is shifting towards more holistic approach of marketing that will frame all type of industries. Year by year consumer's stimulation level is increasing significantly which provides an opportunity to brands to create new experience for customers with every passing year. 2018 is expected to observe a more profound and dynamic level of engagement between consumers and brands.

Marketers today are rich with data through availability of variety of analytics tools to understand customers. However, to stay competitive and relevant it depends on how they utilize this data and provide authentic customer experience.  

Customer's view: For some time now marketers have used a lens of outside in to all their marketing tactics. While this is something that's worked out well for all concerned, the bar is being raised continuously. From addressing the needs and wants of the consumer, now marketers are moving towards touching emotional chords of their customers. This probably being the only way of creating appeal and stickiness for the brand. Whether it is the "Moments" campaign by Volvo or the "Ostrich" campaign by Samsung, both create an instant impact and that too without touching on any single product feature. The iconic campaign of apple is a testimony to how marketers have to focus on usage models instead of becoming product myopic.

Think Big:
Nothing works like size. Think as big as possible in whatever we do. Whether it is about the campaign idea or the outreach or a physical experience that we are creating we always limit ourselves with various parameters. Boundaries of any form that limited us no longer exist and it is up to us to give wind to our wings. We've had experiences of having created event spectacle in Barcelona without even setting foot there. Not thinking big is a non-option as anything lesser will not create the conversations we want to. Thinking big need not be only for the big elements, it is applicable for the smallest of details as well. A wonderful case of this is Netflix getting Obama's photographer, Pete Souza, to shoot "candids" of Frank Underwood for House of Cards.

Be Consistent and persistent: Campaign we remember are campaigns which had a single minded proposition and replicated across all forms of medium. The likes of "Hamara Bajaj", "Shot on iPhone" or even "Mitron" created a lasting impression only after repeated exposures. Hence the way forward is long campaigns which keep evolving but with a single minded proposition.

Idea: If you are in the ideas business you will never be out of business. The constant challenge that marketers will continue to face is the need to be unique and innovative every time in every experience. While this is painstakingly difficult there is no substitute. An idea just by its uniqueness quotient will amplify itself multifold and create ripples far and wide. A notion that women in business need to be empowered and acknowledged is known to all yet the "fearless girl" marketing campaign made a noise that the whole world stood up and heard.

The future of marketing is eclectic and energized. We are witnessing evolution in the ways we communicate and engage with our customers. Brands will continuously try and make efforts to cut through the clutter of lots of information available on different platforms, to become memorable.  Going forward, we will also see deeper investments into channels that were underutilized despite being promising for brands.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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Abhilash Mathew

The author is Vice President, Kestone Asia, heads the overall business for Singapore and is an experienced hand in the field of Sales & Marketing services

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