As marketers continue to invest crores of rupees every year to better understand and connect with consumers, the advent of technology has created a dual-edged weapon of opportunities and challenges. One of the biggest challenges marketers face today is to find place in the short and shared attention spans of consumers, a situation that can be credited to media fragmentation and simultaneous multi-media consumption coming on the back of technological growth. But it is the same technology that has also created multiple routes that bridge the consumer-marketer distance in an unprecedented manner.
Technology impacts everything it touches – content dissemination course, ways in which consumers interact with a brand and the very manner in which conversations take shape. Another fallout is data abundance. Information about anything and everything – from individual consumer level to communities to even larger entities – is now available and accessible. Right from media consumption trends to shopping patterns to the impact of buying decisions on businesses and pointers to businesses of the future can be found by those who are looking for it.
But how are marketers looking at these changing dynamics. What are the game-changers of tomorrow? Who is collating and interpreting consumer insights in a manner that makes all the difference? Is India in the same league as some of the other markets in domains such as mobile and the likes, where it commands a larger consumer base than another market in the world? What is holding these industries behind, and what are the ways to make them grow?
The exchange4media Conclave 2012, Presented by Jagran, will undertake some of these questions. The basic principles of marketing may still be the same but the application is where the differentiation comes in. We are talking 'Marketing 3.0' and the exchange4media Conclave 2012, Presented by Jagran, will delve further on how data, technology and consumer insights are now the keywords that can make all the difference for a marketer and a brand.
