REMODELED IN 2020
By: Ragini Gauri
Image by Simplelearn
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
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.
Image by Investopedia
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.
Ragini — A heavily introverted empath, a visionary loner, too much of a dreamer
for the scientific, too sceptical for the dreamers. A quiet Gemini, preferring
the shadow over the light of attention, my mind roars with thoughts of grand
measure. I'm a paradox — A free thinker caged by the extent of my knowledge.
I'm too alive to die, yet fascinated by the phenomenon of death. It is the
night sky which fills me with wonder and taste for exploration, though it is
within myself which I travel to unravel an even greater mystery.