The corporate ecosphere is dynamic. The trends that are dictating the decision making of business owners and other important stakeholders keep changing at a fast rate, and this compels them to stay on top of the latest developments in technologies and business landscape. The decision making has to be swift and effective, and it should produce the results that are desired and predicted; any small deviation leaves a big impact.
There are so many ways this evolution in the corporate ecosphere is taking place. There are geopolitical changes happening across the globe that that are disrupting the way businesses are run. Up until a few years back, ‘demand’ was all that companies were catering to. Their potential customers vying for entertainment and conveniences is what drove, and still drives, businesses to come up with new innovations and products that can cater to the increasing demands in a way that customers stick around.
But the customer of today is becoming more and more geopolitically aware and wants the company selling its products to them to promote certain value through those products. This calls for change in how the brand messaging is done. So while engineers might have their task cut out, irrespective of the change in values, there are marketing professionals who need to alter their marketing practices and keep it in line with new company values, which are to be broadcasted to the right audience to ensure the reformed message is sent across.
For example, the fairness creams sold in India have suddenly become an unpopular lot. The target audience of skin toning creams has developed a perspective that goes beyond fashion. Being told that a certain fairness cream would help them look fairer is seen as a statement that’s prejudiced towards people with darker skin tones, and rightly so. The impact is not those companies shutting off their operations, but changing their messaging. While they may or may not be any more producing their goods using different materials or techniques, but it’s what is being communicated to the end consumer that has undergone a complete change. Brand messaging has changed from being about skin fairness to being about skin toning.
The universal order has undergone a small change as people are becoming more and more aware socially, and this has led to a shift in the economic and marketing order. Just like the system of barter between merchants or two service exchanging parties evolved to creation of money to accommodate the disparity and inconsistency in the demand, the system of branding and selling products has evolved to accommodate in the changing sensibilities. Your customer may still remain to be the same lot, but their aspirations and their expectations from a brand they rely on has evolved.
This brings us to the people who are responsible for this brand messaging, the people who, going by the universally accepted term, are the digital marketing experts. The surge in the sheer number of digital marketing experts is due to companies of all domains needing them to spread their word across in the most effective and wide ranging manner. While there are companies that hire these professionals on full time basis, the manpower outsourcing industry ensures that you get this service based on contracts too. So if you are looking for an expert, you know your options.