Marketing & Strategy Articles

If an intelligent extra-terrestrial were to observe upon us humans, then I am sure they will be amazed by how much a single species has developed in comparison to others on the same planet with the same opportunities. There are a few major technological advancements which have revolutionised our way of living. Discovery of fire, agriculture, trade, internet, these are all the events which shaped human society. The latest addition to this list is the intention of smartphones. While you may think of it as just an advancement over the traditional mobile phone, but the opportunities that it offers are as enormous.

A brand is the term, symbol, design, or feature that distinguishes one seller’s product from their competitors. The brand image refers to consumer’s feeling and perception about the brand and has a significant role in consumer buying behaviour. All thriving firms across the world have the ultimate goal of strengthening their brand image. In the market, brand war can be seen among the competitors in which each one tries to gain the maximum market share, which will be possible only when the firm offers the best product/services at affordable price, So the main purpose of the marketing strategies is to influence the consumer’s attitude toward the brand and to develop the brand equity. Brand equity can be measured in both ways with perspective to the customer as well as the company.

A business idea has struck your mind and after much deliberation you have decide to enter the market with your offering. But, is that it? NO. With the nation going on a start-up spree and small enterprises making all the difference, what differentiates successful enterprises from the unsuccessful ones – what allows them to adapt themselves to changing environments – is a properly planned, robust and at the same time dynamically evolving Go-to-Market (GTM) strategy.

You must have heard it a million times “Save planet” or “Protect environment”. These phrases have been overused so many times and in so many contexts that instead of doing something about it, we now have become immune to these words. But the conditions are only worsening, the environment is still not protected, planet earth is still not saved. Because, it never needed saving. Planet earth has been there million years before us and will remain there million years after we have perished. The only thing in danger here are us humans. We are the vulnerable ones who require this feeble balance of atmosphere to survive. Which can be easily disrupted.

Imagine a marketing campaign that lasts less than 24 hours or an advertisement that is created to last for just 10 seconds and then it vanishes so that no one can see it. Ever heard of exclusive marketing? This all sounds weird, right? Advertisement is supposed to grab as many eyeballs as possible. Marketing campaign is supposed to last much longer than 24 hours and more the number of people your campaign reaches the better it is supposed to be. Well, welcome to the world of Ephemeral marketing.

Have you ever found yourself returning to same store just because you felt as if you are treated in a special manner? Or say, have you ever wanted to visit the same restaurant because you felt they took better care of you than other restaurants? Well, that is customer experience for you. Over time customer experience has emerge as a major differentiating factor for B2C companies. But is this the case for B2B companies?