Paradigm Shift in new age marketing

Paradigm shift in new age marketing
Dr. Arun Kumar Singh

• The speaker neither intends nor claims to the copyright
for the content of this presentation.
• All the contents to this presentation are kind courtesy to
the various open source.
• Audience DISCRETION is highly solicited.
DR. ARUN KUMAR SINGH

Marketing
CCDVTP
Philip Kotler

But times are changing!!!!

Industry 4.0

Along Marketing has also evolved!

We live in the age of the customer

The days of shouting at consumers are gone:
•Traditional communications solutions are not as
effective as they once were.
But the problem is......

S E N D E R
M E S S A G E
R E C E I V E R
THE OLD COMMUNICATION MODEL WAS A MONOLOGUE .

S E N D E R M E S S A G E R E C E I V E R
THE NEW COMMUNICATION MODEL IS A DIALOGUE .

Impact is falling –advertising recall is in
decline

•Vision overload
Yes, the May 14, 2015, issue
of Time magazine quotes Microsoft
Corporation studies to say that the average
attention span of human beings has
dropped from 12 seconds in 2000 to eight
seconds in 2015.

THERE ARE 1,349 CAMERAS ON THE
MARKET. HOW DO YOU DECIDE
WHICH ONE TO BUY?

Increasingly, products and
services are consumed by the
mind as experiences !

Channel proliferation and audience
fragmentation

 The death of customer loyalty?
 Companies should no longer
expect loyalty: they should accept
the need to attract and addict
people on a continuous basis !

“The ‘surplus society,’ ” write Swedish
business professors Kjell Nordström and
Jonas Ridderstråle in Funky Business
“has a surplus of similar companies,
employing similar people, with similar
educational backgrounds, working in similar
jobs, coming up with similar ideas, producing
similar things, with similar prices and similar
quality.”

Adding salt to that particular wound, Danish
marketing Prof. Jesper Kunde, in A Unique
Moment, says:
“Companies have defined so much ‘best
practice’ that they are now more or less
identical.”

quality products
+
competitive pricing
+
service
≠
Differentiation
THREAT OF
COMMODITIZATION

Moment of Truth

Or No Moment of Truth?

The Long Tail
• The theory of the Long
Tail is that our
“Culture”
and economy is increasingly
shifting away from a focus
on a relatively small
number of "hits"
(mainstream products
and markets) at the head
of the demand
curve and toward a huge
number of niches in the
tail. DR. ARUN KUMAR SINGH

Time to reach 100 Million customers
• Telephone 75 Years
• Web 7 Years
• Facebook 4 Years
• Instagram 2 Years
• Pokemon Go 1 Month

Rise of Social Media

Who can forget?

WOM=VIRAL

Key Shifts in Marketing
1. Ongoing emergence of Big Data
2.Shift of power to the consumer
3.Increasing pressure to do more with less

But remember…
Facts only TELL
But
Story SELLS

Road Ahead?

“The more we are changing the
more we are SAME”

What is Byju's doing with Disney?
Byju's acquires licenses of hundreds
of characters from Disney; to use
cartoon characters to teach math,
science.

“Brands will have to stand out,
beat their chests,
assert uniqueness,
and
establish their identities
as never before”
-Martin Lindstrom, Brand Sense

MANTRA FOR INNOVATORS :
Zig
when others
zag.

Old Paradigm
BRAND=Trust=Value
New Paradigm
BRAND=VERB

Thank YOUDr. Arun Kumar Singh

Paradigm Shift in new age marketing

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