MARKETING REMODELED IN 2020

By: Ragini Gauri

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The year 2020 has changed the entire course of human existence.  This formative year of a new age has changed everything that belongs to life and human beings. The business being only a corollary of human existence is hence no exception. Global lockdown and the brand's nestling for business threw the challenge of marketing like never before.

Although taking it from the prerogative of Marketing, the target market was stationery  and focused. Besides that, the mediums that played conduit for the messages shrunk to social media. No BTLs No Billboarding. This Grand Shrink of the business market made Marketing explore the opportunity of Micros Cosmos.

Just like these pinhole cameras, Marketing also chose to see the world of opportunities through the available space.  Social media platforms became vibrant and active.  Brands shifted their monies to digital marketing. However, there was a stark difference in how and where that money is going to go.  The most visible change in the Marketing Scenario of 2020 was in the palpable shift of language and pitch of Marketing. Brands changed their communication with their followers to storytelling. So Marketing morphed itself.

Marketing communication and lingo became more personal, close to human emotions and experience,  tickled fantasy,  played around fears for their benefit on a purely human level,  and created an element of suspense also... All of the tools that the story uses to capture its listener.

Change is the dominant fact of life in every business today. And the ability to master and exploit change has become one of the most sought-after management skills. This is particularly true in marketing, where the very tempo of change is constantly quickening.

Today’s CEOs faces a baffling dilemma. Change gets costlier every day, yet not changing can be costlier still. And even while adapting to change, a company’s marketing effort must reflect an internal constancy of purpose and an external consistency of image. Another trend is the increased use of marketing research—in terms of both quantity and scope. To a significant degree, this trend is a response to the first. If knowledge about future customers is essential, and if the quality of the marketing output is materially affected by the caliber of the informational input, then marketing research is bound to increase in use and contribution as the interest in more scientific marketing growth.

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Although these changes were never anticipated and, yes, overwhelming in the moment, we should take comfort in the fact that we can now clearly see how we have become more agile, prepared, personalized and innovative as a result.

The pandemic has pushed marketers to move faster and innovate. It has also allowed them to build rapport for their clients and become stronger partners than before to not only get through this time together but also shape the days ahead. While it’s still too soon to see light at the end of the tunnel, this affords them more time to grow our marketing pandora’s box and continue to learn what they are truly capable of.

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