Meghna Apparao, CMO, Godrej Consumer Products Limited in an awakening session shed light on some of the minute details of marketing that make a major difference.
Meghna Apparao kicked off the session by reviving an interesting acronym VUCA: volatility, uncertainty, complexity, and ambiguity of general conditions and how marketers can leverage what they’re doing.
Customer obsession means constantly listening to customers and keep testing, enhancing and personalizing the customer experience. As a marketer one should always ask oneself, “Are we being marketing obsessed or customer-obsessed?”
What are consumers doing?
Consumers are largely consuming vernacular and/or regional content. They pay attention to details and are fairly price-conscious. Things that they care about are basics like being able to pay school fees, being able to afford transport and tap a few “luxuries” like ordering food online.
These consumers are the masses and the majority of the audience. And, every single regional pocket can be tapped.
Fundamental Digital Marketing Tips
Brands are present everywhere in this digital age and you can make the most of this advantage. Mobile phones are keeping everyone connected and you can find out anything anywhere anytime with a handset. So, what are the things that can make or break a brand?
Consumers are constantly evaluating in this era. Before they see a movie, they check it’s rating, before they order from a restaurant, they check it’s rating.
The representation of your brand across digital platforms and the social spectrums holds a vital role. Any representation that sets false expectations will result in negative criticism of your brand any sort of misrepresentation or incorrect representation will harm your brand reputation.
Recognizing the right influencers is critical for brands. And Meghna Apparao too, like most of the members of the Road to 2020 panel believes in the power of nano influencers.
She believes it is hard work to find the right influencers and you might have to go with something that is not tried and tested but it might be worth it.
Adapt, Improvise, Overcome
As marketers, it is only human to make mistakes. But the important reminder is to stay agile and not repeat the same mistakes twice. Listen, Adapt, Improvise, and Overcome.
Do good in the world
As a brand, it is vital to stay purposeful, create a positive impact, and do good in the world. Cause Marketing Campaigns, charitable offerings and being a helping hand in times of crises are the few roads you can take.
“I am the voice of the consumer, but I’m not the consumer” was one of the significant takeaways from Meghna’s session.