More Indian companies are joining the social media bandwagon and engaging the consumer like never before. Kingfisher for one, has launched "Be the next official Kingfisher Ad Director". All you have to do is create your Good Times Commercial, upload it to any video sharing site and share the link on the Kingfisher site.
This is a fantastic attempt at consumer engagement & content co-creation through crowd sourcing (2 birds or rather kingfishers with one stone). The winning ad will be the official ad of Kingfisher and will be aired on TV with due credits to the creator, but no great moolah to attract the really creative guys. The hype they manage to create around this concept will be a key determinant for success.
Do you think that this can succeed without the moolah? Would you enter without a monetary gain at the end of it?
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Dell Idea Storm was created to interact with passionate consumers and one look at the number of people on these sites will tell you how involved consumers can get. The reason everything is wrong with traditional marketing is that it talks down to the consumer. It tells you what is right for you and not necessarily engages you and lets you decide for yourself. Related Articles The eternal debate between Finance and Marketing teams in every organization is the calculation of a return on investment for the marketing spend. Every now and then I like to dish out some basic stuff. Today is one of those "Now and Then" moments Well I seem to be in the mood to pit competing thought processes against one another. The last post on Technology vs Story was on startups who build technology thats superior, instead of focusing on positioning their brand such that it becomes easy for a consumer to tell a story about them. ![]()
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Just happened to be listening to "Kryptonite" by "3 Doors Down" and who knew that I could borrow the song for a post. ![]() Though that just sounds ironical, the question to ponder on is - Do marketers and companies have a kryptonite of their own? The answer seems simple - loyal consumers create a great company. Traditional Marketing represented as Marketing 1.0 was about hitting the consumer with 360 degree communication, so that the consumer finally succumbs to buying your brand.
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Ishwar SChief Amnesiac Marketing Amnesia??In all the hype around performance marketing, tech startups, platforms & network effects - the world seems to have quitely forgotten that marketing warfare is primarily fought in the consumer's mind. Recent PostsCategories
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Online Marketing Blog DisclaimerThe opinions expressed herein are my own personal opinions and do not represent my employer's view in anyway. |