Sunday 24 March 2013

Why are National Brands lagging in the online world ?

Positive. ....

The customers are changing, and many customers do a lot of "window shopping, web browsing" even for going out for a casual dinner in their T shirts and half pants  and chappals ! They read reviews, visit websites, get feedback from their friends both online and off line.

Positive..

At the other end, are Brands  working to meet the customer in the physical world with newer and bigger stores in new markets, new towns and in new malls! But that has not been enough. They are investing more and more in inventory, bigger and bigger marketing budgets and staff who hardly understand this new age educated customer...

Negative.....

Just check how many brands have their own "websites, mobile websites, official twitter and face book accounts" ? to reach the customers at the time of "Evaluation" . A cursory corporate website is about all that they seem to have , and that was last updated when it was launched !

Why are they lagging behind ?....
Are brands getting stuck in the old physical  world at the cost of missing out on the new age customers? Sure, the business might not be as big yet, in the online world and hence does not attract the management attention. The truth is very few "National Brands" especially Indian ,have understood the new world of mobile and web apps, social media and the world of consumer activism on the net ! 

The senior management is still cut off. Just ask how many have seen the Gangnam Video with a 1.45 billion views and you will know . Do they tweet, to they have a personal face book account, does the Brand have a popular one ?
The youngsters in the company who understand the new media, have little say in such matters to get the "VC type risk funding " that is required for large scale operations to take the risk...




Reality check...
Make a list of the top E Commerce sites and all of them are start ups by youngsters with out any link to the "established" brands. 

Wake up call ....

If Brands have to be connected with "connected" customer, then they have to be not only on the Linking Road or South Extensions of the Country but also on Web, Mobile and through FB, Twitter, Pinterest as well.


Brands, are you listening ? 

Share your views 

1 comments:

Best Bulk SMS said...

Brands have to come out of the old school strategy of offline marketing. In fact, a great marketing is the mix of offline as well as online marketing.

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