“When Doordarshan existed, there were limited options for consumers as well as marketers. Everything was easy! But time has transcended at a fast pace and the only thing which has been constant is the reason of the communication, mediums have been changing ever since,” said Nitin Paranjpe, MD and CEO, HUL, while delivering his keynote address at Goafest 2013.
Paranjpe further said that day the DVR experience becomes affordable to every household, it would eventually lead to death of television advertising and therefore, debacle of TV. He urged agencies to transform the consumer experience, rather than bombarding the experience with more ads. “When asked for a solution for stagnation of message delivery, all agency partners think of is more ads, which is deplorable. They should reinvent the current model of thinking and evolve with the consumer,” he said.
The HUL Chief further threw light on the importance of consistency. He insisted that agencies should not only be creative but also consistent in delivery of message. “Creativity should be within a framework. Less than a third of consumers value advertising, while the remaining two-thirds rely on the brand experience,” he said. He added that creativity has to be consistent and should not be a flash in the pan. This would only dampen brand equity.
Shelf life of all the channels has decreased. New marketers come up with meaningless differences which in no way can entice the consumer. The shelf life of such differentiation is bare minimum. The consumer, therefore, feels very cold with the difference and remains indifferent. 100 per cent viewing of ads transforms into 0 per cent remembrance.
Paranjpe then spoke about how social media has transformed word-of-mouth advertising. “Surveys indicate that the degree of separation between two people in today’s world has come down to less than four degrees. One thousand people are linked to five hundred thousand people. Marketers who, therefore, think that they can control the content on social are living in oblivion,” he said.
“Yesterday was an age of creating a myth and communicating it, while today the age has transformed to finding the truth and sharing it,” Paranjpe concluded.
Goafest 2013 coverage on exchange4media is presented by Patrika group.