Marketing is not dead, but the people (marketers) are
One of the most or rather prominent topics debated in today’s context within an organisation is ‘marketing’.
Are organisations doing the right thing, the right way, tapping the right market and the people, while adapting to new changes? Is digital or traditional physical marketing the right move? Questions, doubts, ideas, opinions are discussed and shared among many local and foreign industry experts, but will it make or has it made any impact within organisations in their marketing skills?
‘Marketing is Dead; Now What?’ was the topic of a conference last week organised by Lanka Business Online at the Cinnamon Grand Hotel in Colombo. At the forum, SapientRazorfish India CEO, Charulata Ravi Kumar, a panelist and keynote speaker made a very strong statement opposing the view that ‘marketing is not dead’. There were several other panelists who made the same remark.
Ms. Ravi Kumar during the discussion on ‘It isn’t digital marketing; it is marketing in digital age’ said, “In this new age we cannot come to a conclusion that marketing is dead, it may be traditional physical marketing or digital marketing, but the people (marketers) for an organisation are dead. Everything is all about connecting the dots.” Marketers should tell a story to the people with an innovative product while brands globally are looking at the DNA, analytics and data, she added. She also mentioned that in Sri Lanka healthcare and tourism marketing will grow rapidly if it’s done correctly.
During the panel discussion she noted that marketers should get the basics correct. “Marketers will not do anything great in digital when people have had bad experiences in physical marketing.”
Fonterra General Manager Marketing for Sri Lanka and Indian Subcontinent, Vidya Sivaraja elaborating on digital marketing stated that there is no need for a digital marketing strategy for an organisation, but needed is a business strategy. “Marketers wait for people’s touch points to get things accelerated. Do not think digital as a channel, but think of it as a value creation to the consumer and a way of working,” she added.
Bonsey Jaden Chairman, Jonathan Bonsey was optimistic that digital marketing is the key brand driver. There should always be a difference between online and offline worlds but the purpose and positioning of the brand is important no matter whatever the media it could be, he noted.
Marketing should start by an entertaining content and you can build a brand only by digital, says Rasika Karunatilake, GM and head of shared services for Cake Labs. He added that digital space is a constant communication and brands need to always participate in this digital context. The number of likes on digital social media platforms is not about success but engaging people which matters most, he noted.
On another note, speaking on ‘building breakthrough brands in post-marketing age’, Fonterra Brands, Managing Director for Sri Lanka and Indian Subcontinent, Sunil Sethi said, “We are living in an uncertain world with many challenges to face. Marketers with the right skills need to bring the relevant content, read the signals and see what the future will be like and have long term vision. The marketing tools and innovations in the western world will definitely come to this part of the world”. Marketing is no more about consumers, but people, added Mr. Sethi while stressing that everyone wants to be treated as individuals. Marketing is not dead but influencing people’s behaviour with a strong sense, he noted.
MullenLowe Lintas Group Chief Marketing Officer and President for Marketing Services, Vikas Mehta pointed out that in an organisation there are no marketing problems, but business problems. “Someone in the hierarchy of the organisation may point at you and say ‘You should have done it better’ which is a common comment where they will have an opinion on everything you do. Stop solving the marketing problems and focus on the business issues,” he said.
During the panel discussion it was stated that marketing is alive and kicking but the practices need to evolve and change to the current trends or it will be irrelevant. The way millennials look at marketing is different and unique from what is experienced today. Change doesn’t happen on its own, it’s a competitive scenario. Everyone in an organisation needs to do marketing including the Chief Financial Officer. Take accountability of marketing as young marketers, re-think and re-design the brand relevance. Look at everything as citizens, be more curious about the whole value chain and fill the gaps.