Good Marketing Makes Presidents


Did you see Donald Trump’s press conference yesterday? He has mostly spent his life in construction and considers himself a good salesperson. You may disapprove of his ends- justifies-the-means approach to the campaign, but hey, it is pretty cool that you can enter politics in your late 60s and be President at 70.

He used data, research and analytics along with old-fashioned instincts to say what people wanted to hear, when they wanted to hear it and the way they wanted it told. Barack Obama was the first President to use social media as a key ingredient of his win, but Donald Trump is the first “post-media” President. He is loyal to (and only to) his favourite channel, Twitter, even as he takes potshots at established media houses like CNN and er, Buzzfeed.

Sushma Swaraj is another politician who has embraced the post-media world.  Yesterday she took on Amazon India with a threat of not issuing visas to their execs after a Twitter user shared a screenshot of the firm’s Canadian site selling doormats with the image of the Indian flag. The result? The product has already been removed from the Canadian site.

From a communicator’s perspective, the big advantage of social media over traditional media is that it is neutral and there are no editorial biases or inconvenient delays like fact-checking. In the past, journalists and media were treated with deference because they controlled eyeballs. And they in turn treated politicians with care because they wanted to preserve their access which delivered the eyeballs.  Trump’s showdown with the CNN reporter yesterday shows the big shift – neither considers the other worthy of any particular deference or privilege.

But the big thing to remember is that in this time of communication disruption, marketing skills can qualify you for the top job.  Another take-away from Trump’s presidential win is that you can now think of starting a whole new career even if you’re hitting 70. There’s a happy thought for the New Year. If “Doing a Trump” doesn’t excite you (and I don’t blame you at all), you could always be inspired by Sir Martin Sorrell who started WPP in his 40s. It’s never too late!

Coming back to business, how do you harness all these new channels to improve marketing?  Join us for a webinar co-hosted with Microsoft on Get “Omni” strategy right in 2017 on 24th January at 3:00PM. Register here.

In other news our Great Indian IT Marketing Summit, co-hosted with LinkedIn and with ITSMA as Knowledge Partner is coming along very nicely with awesome participants. This is the first year we’re doing Masterclasses so do sign up early to reserve a seat with Rob Leavitt, Peter Yorke, Apurva Chamaria, and me. And don’t forget to send in yournominations for the Excellence in IT Marketing Awards presented by Manipal ProLearn. Find out more here or just email me.

Thanks to all who shared their good wishes on LinkedIn for my 7th year as an entrepreneur – I left Wipro on 11th January 2010 and what a fun journey this has been. Paul Writer looks forward to eating cupcakes AND donuts on January 27th as we celebrate our 7th birthday!

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Jessie Paul

Jessie Paul is the Founder and CEO of Paul Writer, a firm she founded in early 2010 to raise the bar for marketing in India. Previously, as Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys, Jessie has been recognized for her contribution towards putting the Indian IT industry on the global map. With over 18 years in services marketing, including a stint with Ogilvy & Mather Advertising, Jessie is considered an expert in brand globalization and has been named one of the most influential business women in the Indian IT industry.


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