Great ideas make a splash in society and for our clients
Indrajeet Mookherjee, President-South, Dentsu India.
Help brands achieve maximum consumer centricity
As customers are restricted in their homes, the main aspect of customer experience will be how the businesses they frequently depend upon, deliver experiences and services that meet their needs with empathy and care. The task of marketers will be to keep a real-time pulse on changing customer preferences to rapidly innovate and redesign the consumer interaction journey. This will give momentum to their businesses by creating loyalty and trust in the post-COVID-19 scenario.
4 areas to build this consumer centricity are:
- Care and concern for customers
- Coming closer to the consumers
- Helping brands build contactless capabilities
- Helping brands reduce their costs to serve the consumers
Lay the building blocks and embrace Marketing 2.0
We are now living in an experience era and brands are striving to become more experience-led. But it’s time to really think – is it content marketing or is it content commerce? Every digital surface is now a portal to serve targeted digital communication. But a great digital experience is more than just reaching a consumer. That interaction loses momentum with each click — moving further away from that moment of inspiration. It’s why some brands and publishers are seeing an opportunity to capture spend in the moments when people are searching via content commerce — a way for brands and publishers to capture revenue and this should be at the heart of marketing plans.
Great ideas have a business outcome
Covid-19 has almost forced us to come up with ideas with a purpose. And these kinds of ideas demand three-dimensional thinking from our teams. Three-dimensional ideas imply you have to link your idea to a brand’s problem and a societal problem at the same time and thus, create an impact for the brand and in people’s lives. To be a three-dimensional thinker, a mental shift is needed. How are you solving a brand’s problem? Do you have a real KPI? And did you attain them? In the end, it’s not about the idea alone anymore; it’s about the business plan for the idea. “Great ideas make a splash in society and for our clients.”
Deliver agility through automation
Over the next year, with slashed budgets, brands will focus a little less on grand brand-building efforts. Instead, the focus will be on repurposing the assets. Agencies have to get agile in how they are able to deliver on this objective. Turn- around times, process efficiencies through defined workflows will be key. One key area will be Creative Studio Automation given the advantages that can be delivered to clients through this initiative to streamline workflow and drive efficiency in the least possible time.
Breaking geographical boundaries
Creative and buying models are transforming rapidly. Many people haven’t yet realised how disruptive the pandemic has been to traditional creative and buying models — but those who have, are reaping the rewards. Teams are collaborating without geographical boundaries on a global scale as a single agency. The digital world won’t wait for anyone and those who can implement project components to another time zone are likely to harness the best talent for the job, turn out better quality content and in the long run drive efficiencies.