27 Dec Q. Do you think that traditional marketing means will continue to co-exist with its digital counterpart ?
Of Course! Not that it will or will not, but it should co-exist. And there are reasons behind it. However much we see marketing moving online, it is not just about where the brand is sold, but also about where it is seen, felt and devoured. Take an example of the iPhone X. Once can buy it from any good online commerce website today. But imagine the difference between experiencing the features of the phone in an iPhone seller store in comparison to buying it online. Convenience, Price Discounts and Social Feedback are key USPs which digital platforms provide but we can never discount the impact of discovering the brand in offline vicinities: places where we can touch, feel, smell and experience the brand. Although digital immersive experiences (AR/VR applications) are fast covering ground, in India typically for lower priced commodity products (like soap, oil, etc) we will always have offline sales move together with online for a long-time to come. The key for marketers would be to complement online and offline experiences for a brand and make it so compelling that users are enticed to buy only that brand (in comparison to competition), wherever they view it.