Paul Writer launches Innovative Marketer Dialogue ,
Video interview series with CMOs highlights marketing best practices

Rahul Kansal
Executive President
Bennett Coleman and Co Ltd

 

One thing that will shape the future of marketing…

More than anything else, it will be the ability to include the reader in your marketing which will be fundamental change in orientation. For years marketers grew up trying to understand consumers, as if there were specimens in a research, decoding their minds and beaming out one to many communication typically through mass media and television. The reader slightly consumes the media and then he co-creates, we need to bring in the reader or the consumer as part of the marketing process which will be the big change. We need to create platforms where consumers can participate, where he can help shape the brand’s image and who’s engaged not just as a consumer but as a ambassador or an evangelist of the brand, that change of orientation will be required.

It is difficult to let go of the control, too many marketers are afraid that if readers or consumers have too much of a say they will lose the purity of their message. However, it’s that confidence that brands need to develop in their ability to create engaging platforms that consumers can come in and join.

“We need to create platforms where consumers can participate, where he can help shape the brand’s image and who’s engaged not just as a consumer but as a ambassador or an evangelist of the brand, that change of orientation will be required.”

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