Consumer

Articles by Consumer

Advertising:

Gonzalo Fuentes asks “Is Brand Building Advertising Dying?” at #ZeeMelt 2017

No consumer, on any screen, at any time, wants to consume advertising. Kantar Insight's Gonzalo Fuentes on how advertisers can tackle this insight.

Research:

Sarah Owen on Engaging Millenials & GenZs at #ZeeMelt 2017

What are the key priorities for Millenials and GenZ consumers, and where do they overlap? WGSN's Sarah Owen spills the beans.

Marketing:

Dion McKenzie on “The (New) Digital Consumer” at #ZeeMelt 2017

How do you define today's digital consumer? Dion McKenzie, Group Director - Marketing & Communications, Iron Group breaks it down in this session at the Disruptive Marketing hall at Zee MELT 2017.

Studies:

The India Mobile Video Report at #ZeeMelt 2017

In a first of its kind report for the Indian market, the India Mobile Video Report combines the strengths between Kantar IMRB and Culture Machine to share insights on who's watching what, how, and where?

Research:

Point of View: Answer the call. Is your brand doing justice to its sermon?

What the world once trusted, it now doubts. The mainstream media has lost its monopoly on authority. Societal and economic fears are dominating the conversation, especially concerns about job loss, immigration restrictions, and the rapid pace of innovation. The chasm between views held by the elites and the mass population continues to widen.

Research:

Point of View: ‘Born on the web’, brands understand customer service

When everything is going well, no one notices. It is when things go wrong that reputations get built. One of my bosses, the founder of Direct Marketing, R Sridhar, published a booklet titled, ‘Life begins after the coupons come in.’ I think we can safely update it to ‘Brands get built when customer service kicks in.’

Media:

Burning Issues: “No one looked at the first cow and thought of making ice-cream”. Does your brand have a voice?

The voice must be original, interesting and, above all, experimentative. If ever a torrential deluge of content has threatened to drown us, it’s now.

Marketing:

Point of View: The Challenges of being a CMO today

We are seeing a new sort of consumer emerging of late. They are more ‘me centric’, and follow their passion into non-traditional jobs; ownership of assets is unimportant. They are active participants in the sharing economy. Loyalty is not a highly valued virtue. It is, in fact, a different value system altogether. Clearly, this means the traditional ways of looking at brands and brand positioning need to be revisited.

Marketing:

Consumers do not see themselves in demographics

The moment we use the word ‘target’ we have already conditioned our system to think that there is someone outside an environment – the viewer looking at it – the object and trying to aim at it and doing something with it.