Business

The COVID-19 pandemic is set to bring about paradigm shifts in the way we go about our lives, and the corporate world is no exception. In the Darwinian market environment, it is not the ones with only the best marketing strategies, but the best marketing philosophies that will emerge as the fittest to survive. And yet, the basics of marketing will continue to stay the same; in fact, the principles will only find more prominent applications in the business world. So here are such principles that marketers would do well to remember once the COVID-19 crisis gets over. 1. QUALITY OF PROMOTION WILL TRUMP QUANTITY OF PROMOTION The lesson that the current lockdown has delivered to the corporate world is, the most sustainable brands are built on the basis of how well they are promoted rather than how much they are promoted. The audience will not remember how many times they have seen an advertisement but will remember well-framed ad jingles even after decades. Even when it comes to

Perception may or may not be a reality, but perception, is, for an individual, the ultimate reality. Or something along those lines was what was the mantra that drove marketing not so long back in the past. While the theory is to a large extent correct, there is a new reality today that marketers would themselves have to grapple with. A reality that perceptions that are not authentic will not stand the test of time for too long. And here’s why this new reality will be all the more entrenched in the coming future, once the world weathers ongoing COVID-19 crisis. COVID-19: THE GREAT LEVELLER While the pandemic has been touted to be a great leveler in many aspects; between rich and poor, between humans and the rest of nature, and so on, it has also been a leveler for brands. There are several reasons for this. The scarcity of goods means the line between brands and non-brands has greatly blurred, and products are being seen for what they are – products. And consumers of such p

Sports events these days are no longer limited to sport and entertainment, but also serve as avenues for brands to market themselves. Importantly, because the audience at such events is in a stage of very high alertness and excitement, the engagement that brands can create during such events is extremely effective. Also, with the increasing size of stadia, brands get to engage a large number of people that form a part of their target segment for an extended time duration in a very close manner. However, such engagement need not always wait to happen until the event actually happens. It can begin a lot before that, say during the build-up to a sporting tournament. The type of experiential sports marketing tactics could be divided into two different broad categories: NON-TRANSACTIONAL FAN ENGAGEMENT This would typically refer to such activities that involve the participation of the target audience but do not require them to make a purchase. Examples of such type of campaigns