Ten Questions CMOs still faces in going Digital

Challenges of a Chief Marketing Officer:

  1. First and foremost is that a CMO (Chief Marketing Officer) or marketer feels exposed on Digital. Their fear is that on Digital, they are not in control and it’s a free way for consumers.
  2. Most of the CMOs/ marketers fail to understand that how they can go beyond product story? Also they are not sure that how they can talk about the brand?
  3. CMOs fear that’s Digital is a crowded place and not sure about where their brand will stand in limited period while consumer is online?
  4. And since web is crowded place, how I can make presence of my brand be relevant to my TG (Target Audience)?
  5. Most of Marketers are yet not sure on how they can engage their consumers?
  6. Since I am not in control, I am not sure where my brand will land in case of negative word around it?
  7. Ah.. I don’t have eco-system ready for Digital? […]

Brand Managers Biggest Concern on Internet – Negative Word of Mouth

Brand Manager’s Biggest Concern on Internet: The biggest fear of brand managers and marketers is about the negative word, which can freely float around the brands on Internet. They fear negative word may get initiated not only by consumers, but also by their competition. Non of the Brand Managers wants to boldly face the negative word around their brand. They think that it is suicidal and their brand will collapse due to negative words on Internet.

I feel this apprehension of marketers is baseless. To me, “Negative Words” is a great opportunity to build credibility around the brands.

I don’t buy the point that a company will get involved in initiating negative word to damage their competitor’s reputation. Initiating a negative word for their competition, comes at huge risk of damaging own reputation for the company, if they get exposed. […]

Brand Managers Obsession for Brands – is it relevant on Internet

Brand Manager’s Obsession for Brands: Today, with emergence of Internet, the current generation of brand managers and marketers finds themselves in a challenging situation. On one hand they are finding hard to lose their love for creating brands but on other hand they are also finding hard to keep their brand live and relevant in digital space.

In past years, Advertising become Brand centric and mostly made to connect with consumers emotionally and talking about product USPs became less of priority. Large number of creators of advertising started believing that, they can WIN hearts of consumers, if they drive their brand communication on high emotional grounds. This was emergence of Brand Idea lead advertising, where product started taking a back seat. […]

Mindsets of Indian FMCG Brand Managers for Digital

Mindsets of Indian FMCG Brand Managers for Digital: It’s been now over two and half years, I have been keenly keeping eye on Digital Space and how marketers & Brand Managers are preparing themselves to make most out of their brands in the World of Internet? And as I work with most of the leading FMCG clients of India, I vocally started asking few questions to various brand custodians in last 7-8 months:

1) What you are doing in space of Digital?: This is one question where most (and almost all) gave same answer – “nothing much.” Some answers were – that we have yet to start, we are currently finalising our digital strategy, we are in process of appointing a digital head etc, in other words connoting to the same meaning.

2) What do you think of promoting your brand?: To my surprise most of FMCG marketers do not feel very confident about digital way forward for theirs brands and are betting their cents  on traditional ways and means of promoting products. […]

BMW Mini Cooper India launch gets a coincidental boost

By Sanjeev Singhai.

BMW Mini Cooper India launch gets a coincidental boost: Yesterday’s Times of India was delivered with front cover page release of an advertisement by BMW India, as part of launch of BMW’s new range of cars in India – Mini and Mini Cooper.

BMW’s Mini range was launched in India on opening day of Delhi Auto Expo 2012 on 6th Jan 2012. But what attracted my attention was a surprised support and fame which is coinciding with this launch in India. I am talking about the Hindi movie, “PLAYERS” which was released in India after a day (yesterday) of the launch of BMW Mini Cooper in India.bmw […]

FMCG marketers find cost effective ad platform in Buchanan Brand Power

By Sanjeev Singhai.

FMCG marketers find cost effective ad platform in Buchanan’s Brand Power: When Jyothy Labs wanted to launch a round variant of its Exo dishwash bar, it decided to broadcast it on Brand Power, an online advertising platform owned by the Buchanan Group.

“We thought it was a cost-effective model as it was almost 25 per cent of the cost of a regular TVC and would be treated as an add-on communication to our regular TVCs,” said a company official.

Brand Power is one of the advertising vehicles in the armory of the Australia-based Buchanan Group. It claims to offer solutions to companies looking for “ways to inform, explain, educate and to generate sales results.” Basically, it uses a no-frills, extended format ‘infomercial,’ commercial information which is presented plainly, without glamorous models or glitzy sets. […]