Consumer engagement gives way to marketing success

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Mumbai, Mar 5: “Marketing has become too artificial and construed, a bit like a sportsman who is trying too hard. We need to bring back authenticity to promise and quite simply to deliver on that authentic promise,” stated R Gopalakrishnan, executive director, Tata Sons, while delivering the inaugural speech at the ‘WFA/ ISA Global Advertiser Conference’ held in Mumbai. With the theme ‘Effective Consumer Engagement’ the summit was organised by the ISA in collaboration with the World Federation of Advertisers (WFA). Incidentally WFA’s constituents contribute around 90% of global marketing communications expenditures.

According to Gopalakrishnan, ‘intuition’ is an essential tool of consumer engagement which has been inadvertently throttled long ago. “The result is progressively questioning about the efficacy of marketing. I plead to bring back the balance of consumer empathy and intuition into marketing functions with out losing the great strides in analytics,” he added.

Stressing the need for great ideas to connect with consumers, Prasoon Joshi, chairman & regional creative director, South Asia McCann Erickson said: “It’s the content which plays a great role in consumer engagement. Our target is to win the hearts and get into the minds of consumer with powerful ideas.”

Citing the success of HUL’s rural initiative, Shakti, Doug Baillie, CEO of Hindustan Unilever Ltd (HUL), said: “Companies need to synergize rational and consumer brand benefits with social benefit. The real success lies in achieving business goals as well as social ones. Social benefits have to be firmly embedded in business and brands.”