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Behold The Age of Robot Marketers!

Behold The Age of Robot Marketers!

Today, with the advent of "consumer centricity" along with the host of enabling technology advances the paradigm of storytelling comes under question. The biggest disruptors to the conventional marketing mix modeling are IoTs, free access to information and automated e-commerce. They have changed the process and intent of brand interaction, creating a distinct divide between the high and low involvement purchase decisions. 

In this new world, the marketer's role will be in close collaboration with product R&D teams to create tight product lines that are super quantified by market need. And, in telling a story and proving the differential within increasingly reduced attention spans. Marketing as a function will evolve into three distinct paths -

  1. Technical and data driven for majority of mass market category retail
  2. Emotional and data enabled for high value purchases
  3. Experiential for luxury and hospitality. 

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StartUP strategy: Should You Invest in Paid Social reach ?

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StartUP strategy: Should You Invest in Paid Social reach ?

I am often asked by new brands/companies on how to use ads on social media to boost their brand and/or why their ads are not creating a desired return. Both questions are answered by understanding digital media consumption patterns and how paid digital can create an impact. In this article, I discuss both, and, also, argue that given the nature of the beast, there are more efficient ways of brand building for new products/services, with limited marketing resources, than paid social media posts. I also outline 5 ways of effectively allocating budget to paid marketing channels to build awareness and nudge consumers along the purchase journey.

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