This is time to change, time to progress and time to exploit digital riches by letting go traditional views of marketing and adopt the new digital realities to benefit from this buzz technology. This is not only time to change, bring change and enjoy the change. The new marketing digital realities are fun, favour and financial forward. This is the magic of the moment and the future’s in the air.
But listening to the wind of change is not so promising in Pakistan. The local companies are not in the mood of listening or accepting the rationale that it is important to focus on how and why the traditional view of marketing has changed and to introduce the various ways of measuring performance in the market for their own profit.
An irony is that companies with the vast operational experiences in Pakistan markets have great difficulty accepting the encompassing role that marketing has on the other functional disciplines within their companies. Their reluctancy has exposed them as a gifted “Seths,” (proprietors) who have never been exposed to proper marketing and its components, they are there because it was “Allah’s will” and a gift of “Sethism” has been bestowed upon them. They have nothing to do with the world of marketing, nothing can excite them nor can they educate themselves about the “world of marketing.” To them “Buss, naam hee kaafi hai!”
In this new marketing world, the new normal is willing to spend for greater digital social coverage to gain more and more customers’ traffic. There is a fundamental disconnect between willingness versus spending to cover higher grounds during the ongoing instance digital era. It is a Herculean task for the marketing strategists to convenience “Seths” that their companies’ digital presence has potential to spectacularly increase their ROI.
Tacking new marketing digital realities is nowadays new imperative for every leader, manager of the field. It is worthwhile playing field, which is also transforming marketing landscape and not adjusting and exploiting the potential is not at all good strategy to compete in a crowded market.
This is important to understand that adopting and practising new digital realities is not about the current quick gain, but it is planning for the future. Companies must look up and must keep looking up, make future from the present strategy and make their past to make their future perfect.
Pakistan is now rapidly improving its digital image and this is the best time for local companies to synergise their potential for better uplift. The recent and ongoing proliferation of mobile devices with faster 4G connectivity and tariff cuts can be greater fuel for larger benefits as the use trend of social media is gearing up to the new levels.
Consumer behaviour and their purchasing decision have been transforming to new dimensions in the country. Consumers are now taking their purchasing decision after surfing on social media for the better reviews and judgments of connected consumers’ experiences. They are getting more conscious to choose brands and always on the look regarding consumer promotions. They keep themselves updated with the product, price, placement and promotions. They want that their purchase would be well researched, informed and exact. They are well alert to word of mouth and conscious admiration for “word of mouse,” too. Their acceptance and rejects are very blunt.
It’s time to realise that “the wind of change blows straight into the face of time” and acceptance and adaptation are the best bet for the companies and their “Seths”!