Marketing Amnesia
It was a humbling experience for a regular marketer like me, who has applied the fundamentals of marketing, branding and positioning taught at B School for all of my career to be suddenly exposed to a game changer called Web 2.0.
Marketing 2.0 is a fallout of Web 2.0 and refers to the transformation from brand communication to brand engagement. Here the Consumer plays a number of roles - the candid critique, the passionate fan and what the heck - the role of the marketer too.
Traditional marketing uses unique selling propositions, support points and a great creative to force a purchase decision. Marketing 2.0 is based on authentic content used to fuel conversations in a manner that allows the customer to draw their own conclusions.
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 Amnesia was created to help the conventional marketer "forget" a lot of the stuff he has been taught and practiced. We will through this blog learn how to leverage the web and engage in the best social media marketing. In the process we will learn to reach out to scores of consumers, engage them & hopefully spend less.
Ishwar S
Ishwar 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.
His experience with traditional marketing and advent of Web 2.0 has transformed a conventional marketer into a Marketing 2.0 enthusiast.
He likes to research marketing opportunities arising from Web 2.0. He likes engaging with internet startups to infuse much needed marketing that not only helps them get off the ground, but also "Cross the Chasm" and attain mass adoption.
*IIM Bangalore is arguably the best B School in India and was the only Asian B School to be featured in Wall Street Journal's top 100 B School List (2003)