A Marketing View

I understand the need for information to be delivered on-demand. It’s what we demand at the end of the day. We want information immediately and companies must be alive to the possibility to feed it too us, or fear losing out to other competitors to satisfy our needs.  The phrase “I want it now” is something kids say but is true of consumers attitudes. In a world where people want information and demand it immediately, it emphasises the importance for companies to be efficient in delivering the message. However, by being quick in communicating to the target audience, are you compromising your usefulness to the consumer? YouTube for example, is a mere platform for companies to demonstrate their uselessness. This is achieved every time an advert pops up as your viewing mid-video. From a personal view, there is nothing more annoying than being interrupted mid-video by an ad. I’m not alone, as most YouTubers share the same view (Pikas & Sorrentino, 2014): A h...

How can you effectively capture the attention of the market? Well for one, it helps when you appeal to something that’s held sacred within a target audience. Their sense of pride. Take ‘America’ for example. Budweiser temporarily renamed its brand ‘America’ for the American summer in 2016. The rationale behind it was to reverse the company’s sales slump and steal the conversation in a very congested period for the States (Presidential election race, Olympics, Copa America were on during this period).  The mission? Make a bold statement. Regain relevance. Reverse the sales slump. Steal the conversation. (Jom Socquet VP Marketing, Global, AB InBev) This was a time where the term ‘American’ was debated, evaluated, glorified and celebrated. They wanted to commemorate this ‘the most American summer ever’ by tapping into the people’s pride, conveying the statement ‘Budweiser is America and America is Budweiser’ . So as part of the rebranding to ‘America’, Budw...