Consumer centric advertising

For ad agencies like ourselves who work closely with multinational, regional and local brands, understanding 'consumer centric' is key. It's not a whole new mantra at all, it's always been around, but developing, engaging in 'consumer centric' brand communications is becoming a must have these days.

It's really about taking consumer insights and ensuring that brands can act on them, deliver their communications and their products and services to focus on those insights. It's about taking a long hard look at consumer behavior, needs, aspirations, time spend patterns, purchase behavior, social media engagement and comments – and then investing, changing, remodeling both organization and output (products!) to suit the consumer. The mistakes marketers make is to polish off the last mile – the product – to suit the customer, but at the core of the organization, at management, at R&D, at customer service levels, nothing changes. Consumer centric ideally means adapting to the lifestyle, attitudunal and behavioral patterns of the target consumer in all contexts.

As agencies, we've always relied on consumer insights. That's what account planning has been all about. And, today, more and more emphasis is being placed on taking those insights and combining them with traditional segmentation (demographics) and taking them a step further. Such insights not only help us in helping brands improve their end products but also help us in developing and crafting effective, resonating communications.

At the end of the day, it's all about engaging in dialog with the consumer and listening. And then taking those insights, those consumer voices and sharing them at all levels.

Post a Comment