In 1996, we visited our company HQ in Singapore. One of my colleagues informed me that there was a room with a computer connected to something called the Internet and I could experience it if I wanted to. As head of marketing at a multinational firm operating in one of the world’s largest countries, it was of no interest to me. After all what would I, a marketer, have to do with the Internet? 20 years later, the world is a different place.
It has changed and will change. And marketers will need to learn new skills, work with new suppliers (many of them small and not part of the company ‘Authorised Vendor List’) and adapt to new more nimble ways of working.
Marketing still has the 4 Ps – Product, Place, Price and Promotion. All the 4Ps are seeing a dramatic shift.
| The Dynamic Ps | How they are being disrupted |
| Product | 3 d Printing, Consumer Sourced Designs, Custom to Order |
| Price | Global availability of prices allowing instant comparison. Ecommerce giants determining pricing over the brands |
| Place | Shops and retailers going bust. Consumers shopping from online stores on a Global basis. Control on how your product is sold and where is fast moving out of the hands of the marketer |
| Promotion | Traditional advertising is dwindling. Taking its place is Social Sharing, Viral Marketing, Social Media Optimisation, Search Engine Optimisation, Ad Words Marketing , Video Marketing, Personalised marketing , Mobile Marketing, Multi Lingual Marketing and several more fragmented pieces that most marketers will find difficult to master |
The marketing world is getting disrupted every day. With new technology from wearable’s to 3D printing to mobile marketing, all brands and marketers will need to find new ways to reach and sell to the consumer.
Partners like ND Commerce (www.ndslindia.com) are working with major brands to offer new ways to reach consumers and businesses. ND Commerce works with brands to create and manage eChannels for Business-to-Consumer and Business-to-Business commerce.