“Marketing has evolved from attention to involvement”

Lloyd Mathias, a noted marketer, shares how attention deficit nature of consumers today is a great opportunity for the experiential marketing industry

e4m by Deepika Bhardwaj
Updated: Jul 30, 2012 12:56 AM  | 3 min read
“Marketing has evolved from attention to involvement”

The world of marketing has fundamentally changed. “It is no longer about delivering that one TVC that defined the whole communication strategy of brands,” observed Lloyd Mathias, a noted marketer who has headed marketing for companies like Tata Teleservices and Motorola.

Marketing – Has Changed!
Unlike creating a TVC and then amplifying it through various mediums, where the communication essentially remained the same, Mathias shared that marketing today is about engaging consumers - consumers who don’t want to be stuffed with advertising, but want to be a part of the brand creation process. This engagement is irrespective of the medium.

“Today, central to creating a brand pull is brand idea irrespective of the medium. The sooner you crack that brand idea, the sooner you can exploit its power on every possible medium,” he emphasised.

According to him, marketing has evolved from AIDAS – that is, Attention, Interest, Desire, Action, Satisfaction to Involvement, Experience, Co-creation to multi-point amplification.

Consumers – Have Changed!
The evolving Indian consumer is hungry for entertainment more than ever. Engaging consumers with a brand not only helps provide entertainment, but also lets companies generate consumer data. Word of mouth has become the biggest tool for consumers to talk about brands and thus, the biggest challenge brands today face is how to get the consumer recommend their product in their own circles.

Mathias highlights three reasons for changing consumer – ample of opportunities for consumers in every sphere be it entertainment, media, career, etc; changing equations in personal lives, and last but not the least - technology. As a result of this, the consumer is suffering from an attention deficit order and is distracted from brand’s message.

Experiential – Time for Change!
“This attention deficit order is the biggest opportunity for event professionals to catch the attention of the consumer,” stated Mathias.

On events that can work best in capturing the action and imaginations of consumers in India, Mathias advised, “Create not just events, but experiences. Innumerable small delights can be an addition. Social media conversations should be taken into account. Last, but not the least, better measurement mechanism is the need of the hour.”

However, the measurement, according to him, has to come not just by quantitative analysis of number of impressions, leads, relevant consumers and resulting sales or purchase content, but also by intensity of experience, which means quality of impressions and increase in trust and confidence in a brand.

Summing up on the expectations marketers today have from agencies, Mathias listed ideas that excite consumers, events that can go viral and execution excellence as the top priorities apart from measurement.

Lloyd Mathias was speaking at the CMO panel organised by exchange4media Group at the fifth annual convention of Events and Experiential Marketing Association (EEMA) – EEMAGINE 2012. The other speakers in the panel included Ranjivjit Singh, CMO, HP PSG; Neeraj Sanan, CMO and Head - Distribution, ABP News; and Sameer Tobaccowala, CEO, Shobiz Experiential Communications. The session was moderated by Annurag Batra, Chairman and Editor-in-Chief, exchange4media Group. EEMAGINE 2012 is being held in New Delhi over three days – July 28, 29, 30.

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