Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Learning to Adapt

Posted on: 22 April '10

I’ve spent the last few days in Los Angeles at Forrester’s Marketing Forum. As usual, I come away with a lot of interesting ideas and wondering which ones we can use to improve our marketing strategy at MindTree. This morning, I listened to Forrester Vice President David Cooperstein; Nickelodeon Chief Marketing Officer Pamela Kaufman; and Intercontinental Hotels Group SVP, Relationship Marketing Steven Sickel. All their keynote speeches had a common issue they are dealing with at their organizations: Adaptive marketing.

All of us in marketing deal with change and these three thought leaders implored the audience to embrace the change, to not be afraid of it. The winners will be those of us who devise a flexible approach to our respective markets to align our customer with our brand.

Easier said than done, right? We’re all working towards moving our marketing spend from traditional to non-traditional marketing. Today, that means Twitter, LinkedIn, Facebook and other social media channels. But tomorrow, this could mean using FourSquare and other hyper local tracking platforms to engage with consumers; e-Readers; and even social gaming. How do we know when to consider these new emerging trends in our business?

The following 3 steps were recommended to the marketers in the audience:

 

  • Think and Move Differently
  • Listen More, React intelligently
  • Target People, not Statistics

The first two probably don’t require much conversation, but I found the last one particularly interesting and relevant. As marketers, we’ve almost become mercenaries to data. We view our customers as men, ages 18-49; or women, ages 25-44 with 2:1 kids. Instead, shouldn’t we looking at them as women, ages 25-44, but with 2 toddlers or 2 teenagers, whatever the case may be? After all, I expect any B2C marketer worth his/her paycheck would treat a potential customer differently if they knew their customer had teenagers as opposed to toddlers, right?

In conclusion:

Customers evolve. We need to follow them on their own terms. They are in control. Experiment with new trends, real-Time. See what works. In other words, ADAPT.

  • Geetha

    This is very interesting. Thank you! So, whoever is ADEPT at ‘ADAPT’ing leads the pack?

    It is my daughter who is doing her MBA in Marketing but I do a lot of learning from your blog and share it with her! So, thank you once again….

  • Hi,
    Yes, it seems to be all about connected more closely with the stakeholders. The main challenge is that different stakeholders would be comfortable with different modes of communication.
    Let us just take a landmark tax decision. Some clients be effectively tapped via webcasts, others still feel more comfortable with a hard copy of your newsletter.
    It means striking the right balance and at times using more than one mode of reaching out for the same message (analysis of a court decision, in my illustration).
    Being adaptable also requires a flatter organisation where people are empowered to decide how best to reach out to their targets. Interesting times lie ahead.
    Have a nice weekend.
    Best,
    Lubna

  • Akshay

    Joseph the point about the Target People, not Statistics is very valid. One can get an intuitive appeal of how this point is coming from. But I guess the amount change required would be huge.

  • What a nice thing to read….thanks!

  • No question, but change is never easy right?

  • Lubna:

    You are right there is no one size (marketing channel) to fit all. BTW, I wrote a previous blog on which model works best for supporting social media: centralized or decentralized

  • Soumabrata

    Actually this brings us to the fact that facts make trends and not trends making facts, therefore not predicting customer behavior through statistics its always better to go and find out yourself what your customer wants.

  • good share, great article, very usefull for us…thank you