As the keynote speaker at the launch of the 11th edition of the Businessworld Marketing Whitebook, John Burbank, President (Strategic Initiatives) of Nielsen, spoke about how a brand can survive in the brave new world of marketing
Burbank started off with a few predictions; some of them included that marketing would be even harder and not easier. “The old playbooks will become even more obsolete even as consumer lifestyles get more varied,” he said in his presentation.
To give an example, he spoke about an incident that recently happened and which surprised the world. The brand was Uber and the city was Paris. “Till a few years back no one knew that Paris would shut down to protest against Uber,” said Burbank.
In his point of view, marketers need to understand that we live in a world where “what has happened is nothing compared to what is going to happen.”
“Marketing is going to get harder not easier. There is going to be so much fragmentation,” he said. When asked about Big Data; the current buzzword, Burbank said agreed that the term was a cliché, however, it did not mean that it was not practical. According to him, the basic questions are the right questions that brands need to keep asking. Highlighting this, he said, “How many people are using my brand? How many people are seeing my ad? How many people are buying my product after seeing my ad? How effective in terms of RoI is my product?” This, proposes Burbank, are the kind of questions that brands need to keep asking.
The reasoning behind this, according to him, is that there is always a lot of data available for all these questions and the brand manager needs to connect the data to the question.