About Marketing Amnesia
Marketing Amnesia was launched to deal with the biggest change that a marketer has faced - a more powerful consumer... A Consumer, who now plays a number of roles - the candid critique, the passionate fan and sometimes, the role of the marketer too.
Credibility cannot be compromised in this world where information is a few clicks away and when the consumer talks, the world could potentially listen. Word of Mouth takes on new dimensions, moving from reaching out to 5 of your closest friends to 1000's of eager listeners.
Marketing and Branding as we knew it used unique selling propositions, support points and a great creative to force a purchase decision. Marketing Amnesia preaches the use of authentic content to fuel conversations in a manner that allows the consumer to draw their own conclusions.
You know you are a Marketing Amnesiac when
1) You are prepared to lose control
2) You track conversation about your brand on the internet
3) You participate in conversation via social media
4) You fuel conversation through idea propagation amongst your consumers
5) You engage with communities or better still create communities around your brand
6) You realize that a brand can be built without spending the big bucks
7) You realize that it is more important than ever to really understand your consumer
About the Author - Ishwar Sundararaman
Ishwar S is a post graduate from IIM Bangalore with a specialization in marketing and strategy. He has worked across various functions in ITC - the top FMCG firm in India by market capitalization and as Brand Manager SPAR, the World's Largest Food Retail Chain. He is now heading marketing with mChek a promising Indian startup.
His experience with traditional marketing and advent of Web 2.0 has transformed a conventional marketer into what he likes to call a Marketing Amnesiac. He is continually pushing the boundaries of marketing to discover better ways of reaching out to the consumer.
He likes to research marketing opportunities arising from Web 2.0. and engaging with startups to infuse much needed marketing that not only helps them get off the ground, but also "Cross the Chasm".
*IIM Bangalore is arguably the best Business School in Central Asia and amongst the Top 27 B Schools across the World. It was also the only Asian B School to be featured in Wall Street Journal's top 100 B School List (2003)