The Marksman February 2023 issue

Digital is a new reality and a pressing need for marketers of this age

As technology is taking over at an unimagined speed, marketers must catch up to the trend and figure out how this revolution can alter the way advertising happens and influences audiences. From your ChatGPT to the good old Google Analytics, a plethora of tools are at the avail to advertisers to make sense of their output and all the metrics that decide if the creativity was worth it, whether it be reach, impact, or customer turnover

Read more about 'Chasing these social insights' in this edition's cover story.

This edition takes you through the latest innovations in the brand and advertisement bubble and a lot more.

CFA WINNERS:

You have not failed to surprise us with your brilliant articles. A hearty congratulations to the folks who managed to be the winner and runner-up of the Summer edition of the call for articles. 1 2

Winner - Moosa Talha, H R College of Commerce and Economics

Runners-up - Avinash Srivastava, IIM Bangalore

The inspiring pieces of work can be discovered in the "Featured Articles" section. We were overwhelmed by the response and wish the same for the future, as we believe you would respond with the same gusto portrayed in the past

Akash Verma

Jahanvi Dhingra

"Clearly what's transforming is not the technology, but the technology that is transforming you."

MEET THE TEAM

Sreya Biswas

Lakshmi Priya NN

Maheshwari Mishra Prathamesh Jaju

Vedang Upasani

Kaizeen Munshi

Sreya Biswas Shireen Khan Soham Sheth

Rushali Khanna Saarah Mukaddam

Akash Verma

Kickstart

The introduction of ChatGPT has taken the world by storm From solving complex problems to handling day to day queries. ChatGPT covers it all with efficiency 02

Cover Story

It is our favourite buzz word because it involves our favourite destination in the world Digital Disney. It has now become a source of income for many millennia's

Brand Markive

It only takes a swoosh logo or the 'curvy tick' to recognise this multi-billion dollar company It is the people of nike that make the company impossible to forget. 04

Marketing Buzz

Would you believe if a brand affirms its help to navigate you through couples during valentine's ? No, right But 5 Star has started a campaign to make this thing possible 05

More than Marketing

OnePlus's success was difficult The company has been criticised for mimicking smartphone designs and lacking creativity, however it never stopped evolving.

Hallmark Campaign

The internet gets flooded with the answers regarding the male gender anytime a question is asked. The campaign focuses on improving the inconsistent internet search 07

Marktetflix and Chill

Humans of Marksman

Pioneer Deepika Padukone recently launched her skincare label, 82°E, which promotes self-care and a holistic approach to wellness. The brand aims to motivate its customers 08 A Netflix drama follows Emily, a young woman who moves to Paris for a profession but struggles to make friends and love connections. 09

Senior manager of Thyssenkrupp industries India Pvt Ltd shares his experience in the mining industry, technologies of the future and the personal learnings. 10 Marketing Trivia

It's time to check your knowledge about luxury brands How much do you keep up with these well established brands?

OpenAI: Unlocking the Potential of AI Paving the Way for the Future of AI -Prathamesh Jaju

Every once in a while, a product is developed that takes technology from the dark corners of engineering labs, the bedrooms of tech-savvy youngsters, and the isolated spaces of hobbyists and brings it to the attention of even people like our grandmothers. The internet, for instance, has been around since 1990, but it was only when Netscape Navigator arrived in 1994 that it became widely known

On Nov. 30, 2022, OpenAI CEO Sam Altman tweeted the link to ChatGPT, the company's new chatbot, which anyone could use for free This moment has been hailed by many as a Netscape Navigator moment for artificial intelligence seven years after the company's launch in 2015. Altman tweeted: “Today we launched ChatGPT. try talking with it here,” followed by a link that would let anyone sign up for an account to begin conversing with OpenAI’s new chatbot for free.

On its first day, people from all walks of life used the chatbot for various purposes Amjad Masad, a software CEO and engineer, asked it to debug his code; Gina Homolka, a food blogger, and influencer, asked it to write a recipe for healthy chocolate-chip cookies; Riley Goodside, an engineer at Scale AI, asked it to write the script for a Seinfeld episode;

Guy Parsons, a marketer who also runs an online gallery dedicated to A I art, got it to write prompts for him to feed into another A.I. system, Mi journey, that creates images from text descriptions Roxana Daneshjou, a dermatologist at Stanford University School of Medicine who also researches A I applications in medicine, asked it medical questions. Students even used it to help with their homework.

Chatbots aren't new. Business strategies, advertising campaigns, jokes, computer code, and movie screenplays are just some of the types of writing that ChatGPT may create at the request of its user

It has many flaws: Its findings are only sometimes reliable, it can't verify its data, and it knows next to nothing about events after 2021 Although the results are usually polished enough for use in a high school or even college course, they are rarely as refined as anything a human specialist could produce. Instead, ChatGPT generates this material in under a second, frequently requiring no specialized user input ChatGPT reached 1 million players in just five days, while it took Facebook 10 months to reach that number

The breakthrough technological development known as ChatGPT is altering the whole nature of human interaction. Yet, skeptics argue that OpenAI's focus on commercializing cutting-edge A.I. is reckless, like testing whether or not people will use firearms by providing live ammunition. Opponents of OpenAI's approach to advanced A I worry that it could have disastrous results Their main argument is that artificial intelligence growth is so fast that it's impossible to foresee the technology's future applications.

They worry that OpenAI's focus on making a product out of artificial intelligence may lead to dangerous technologies that can be used for evil, including making autonomous weapons or influencing public opinion

Others worry that OpenAI's strategy will lead to a power imbalance in which only the wealthiest individuals or corporations have access to cutting-edge artificial intelligence tools. Whenever Altman opens up about his hopes and dreams for artificial intelligence in public, he risks coming out as a bit of a dreamer. When asked at the San Francisco VC event what he sees as the best use for artificial intelligence, he remarked,“I think the best case is so good that it’s hard to imagine I think the good case is just so unbelievably good that you sound like a crazy person talking about it ”He then quickly circles back to OpenAI's original dismal concerns: “I think the worst case is lights-out for all of us ”

vNetnography is the new buzzword for market researchers because it involves our favorite destination in the world, Digital Disney The place, once upon a time, used to be entertainment but now has become a source of income for many millennials, and Gen Z The companies which provide products have to find digital lollipops to attract these new-age customers and

Netnography is a path that helps researchers and companies to understand the behavior and pattern of these people

Netnography is a research methodology used to study online communities and cultures It involves applying ethnographic methods, such as observation to the study of online communities, social media platforms, and other digital spaces

tIt involves applying ethnographic methods, such as observation to the study of online communities, social media platforms, and other digital spaces

Ethnography is a research method used to study and describe human societies and cultures It involves the systematic observation and analysis of the cultural practices, beliefs, and customs of a particular group of people Ethnographers typically spend extended periods of time studying, observing, and conducting interviews and surveys to gather data The goal is to gain a deep understanding of the social and cultural dynamics of the group and to produce a detailed description of their way of life.

Ethnographic research is when marketers watch people in their natural environment, which is usually their home Here, people tend to be more open and honest, and brand marketers can see firsthand how people use products Analysts who do ethnographic research in marketing can see how people use products and develop ways to get things done instead of relying on people to tell them how they do things

Some companies that use Netnography are Samsung, Apple, Adidas, etc. Apple uses netnography to gain insights into consumer behavior and preferences and to understand how people are using its products and services Ford to study consumer perceptions and preferences around its vehicles and to inform product design and development

Procter & Gamble has used netnography to study consumer behavior and preferences around its products, including beauty and personal care products. Coca-Cola has used netnography to study consumer behavior and preferences around its beverages and to develop marketing and advertising campaigns that resonate with its target audience Adidas has used netnography to study consumer behavior and preferences around its products, including athletic apparel and footwear and L'Oréal to study consumer behavior and preferences around its beauty products and to inform product development and marketing strategies, and Samsung to gain insights into consumer behavior and preferences around its electronic devices, including smartphones and tablets

Overall, netnography is a valuable tool for companies looking to gain insights into their customers and target audiences By studying online communities and consumer behavior, companies can develop effective marketing strategies, improve product development, and strengthen brand reputation

Netnography is often used to gain a deeper understanding of how people interact with each other, form relationships, and create meaning within online communities. Researchers using netnography may analyze online discussions, user-generated content, and other forms of digital communication to identify patterns, norms, and shared values within online groups.

Netnography can be used in a variety of fields, including marketing, sociology, anthropology, and psychology. It can help researchers understand how people engage with brands and products, as well as how they form and maintain social connections online

Netnography offers a valuable way to study the complex social dynamics of online communities and provides insights into the ways in which digital technologies are shaping human behavior and culture. Online communities refer to a group of people who share the same liking toward any concept or belief and want to share it with the whole world These communities can be formed around a wide variety of interests, from gaming and fandom to political activism and professional networking

Nike Run Club, a free app available for iOS and Android devices, is a branded community created by Nike, which allows users to connect with a community of other runners and participate in challenges and virtual races. In addition, the app provides access to exclusive Nike products and services, as well as personalized content and rewards for users who achieve their running goals

Nike Run Club, a free app available for iOS and Android devices, is a branded community created by Nike, which allows users to connect with a community of other runners and participate in challenges and virtual races. In addition, the app provides access to exclusive Nike products and services, as well as personalized content and rewards for users who achieve their running goals

Using the Netnography method, researchers would attempt to find the pattern in the behavior of Nike lovers. The community provides support, motivation, and inspiration for runners of all levels and users connect with others runners around the world

inform product development and marketing strategies It helps companies to better understand their customers' needs and preferences by studying the conversations and interactions within online communities. This information can be used to develop new products or improve existing ones. Companies can use netnography to monitor their brand reputation online and track how their products are perceived by consumers. . This information can be used to develop influencer marketing campaigns and drive consumer engagement.

t only takes the swoosh logo or the ‘ curvy tick’ to recognize this multi-billion dollar company, which is well recognized by fitness enthusiasts and even non-fitness folks in today’s era. Nike, the company, was founded by Phil Knight, a track athlete, and Bill Bowerman, his coach at the University of Oregon in 1964. The brand was originally known as Blue Ribbon Sports which later came to be known as Nike in 1971.

‘Nike’ was named after the Greek Goddess of Victory which the founders felt, was considered to be the perfect representation of what the brand stands for Nike is known for more than just sports and fitness today. It encapsulates every individual who thrives to become

-Saarah

more As Phil Knight, Co-founder and Chairman, once said, “It’s not a single product model, or a single manager, or one ad, or a single celebrity, not even a single innovation that is key to Nike. It is the people of Nike, and their unique and creative way of working together that makes Nike special.”

In its early days, Nike started off with producing and excelling in making running shoes since runners were their target market at the time They experienced raging success in the market In order to drive expansion & diversification, the company began production of different sports goods Soon after, Nike was producing shoes for basketball, tennis, and football to name a few

the time. Nike gave Jordan his own signature a year later and the Nike Air Jordan was born These sneakers were so different from any other shoe in the market that at the time, NBA commissioner David Stern would fine Jordan $5000 every time wore those shoes in a game Nike didn't mind paying the fine on Jordan's behalf since they believed that Jordan wearing those shoes during a game was an exceptional marketing advantage Jordan sported the red and black Air Jordan when he scored 63 points against Larry Bird’s Boston Celtics in the 1986 playoffs The rest is history as Jordan went on to win six titles and numerous MVP awards Today, Michael Jordan's brand is so successful that he now earns more. money through his personal brand than he has ever made playing in the NBA The first pair was retailed for $65 which was the most expensive pair of shoes in the market at the time

BRAND MARKIVE

At present, these shoes regularly sell for $200 or more while some models fetch thousands of dollars when they're limited editions or, they're in low supply

EBay and Etsy are some of the popular websites where Air Jordans are resold at 3 to 4 times their retail price by individuals who previously bought them.

As of 2022, Nike operated a total of 1,046 retail stores throughout the entire world Nike's biggest competitor today is Adidas. However, Nike's unique selling position and marketing strategies prevail which aids in surpassing Adidas' market share every time

vWould you believe if a brand affirms its help to navigate you through couples during valentine's and keep you away from mush? No, right But 5 Star has started a campaign to make this thing possible. It has launched a campaign to keep singles away from couples and navigate freely without facing any love-sick zones. This campaign is in accordance with its #DoNothing campaign, where singles can dodge couples and peacefully #DoNothing. This is possible by using a Mush Detector which uses a web application to determine areas that are crowded and make singles aware of their path

The color-coded map will help people locate different areas which would be segmented into various colors depending on couples and their gifts

This tracker tracks people giving gifts, people buying chocolates, and crowded areas like florists, restaurants, and movie theatres, combines all this data and shows a color-coded map as a result, which helps in the easy location of couple traffic This system also uses AI to manage real-time traffic and broadcast instant results into the web application

This campaign has already created a lot of buzz, as no one expected such a campaign to have 5 stars

MARKETING BUZZ

The campaign received a lot of recognition on social media and was lauded by people Nitin Saini, Vice president – Marketing also shared his views on the campaign and was overwhelmed to see such a response from his 360-degree communication campaign has not only targeted social media but also has been successful in targeting offline channels, ground activations, and influencer engagement This Mush Detector application has effectively used GPS and has been successful in integrating the relevant data Even after not being technically precise, the mere idea of this campaign has heaved the eyebrows of a lot of competitors. The brand has also collaborated with Smaaash, Zomato, Keventers, and Frozen bottle to create Mush free zones where people can sit and “Do Nothing”

It has also created an evacuation camp for singles in Mumbai, one of the mushiest places in the country The brand has not shied away from its competition and has taken a slight dig at brands promoting mushiness and love The campaign irrespective of its stand against couples has stood out this Valentine’s Day and has proved a great marketing move by the brand After a huge success last year, this campaign was even more important which 5 Star was successful in capitalising upon.

Appropriate use of technology, creative idea, proper execution and perfect positioning helped the brand layout an excellent marketing campaign this Valentine The marketing campaign also helped 5 star stand out against its competition and was the most talked topic in the market

It garnered great attention, owing to the fact that while most of 5 Star's in-house rivals such as Dairy Milk were focused on catering to the smitten population with their Silk and Pop the Heart offerings, the fformer realized there was an entire neglected market of singles who were yet to be captured, and it instantenously grabbed the opportunity at hands.

Never Settle

-Sreya Biswas How One Plus became what it is

OnePlus is a smartphone manufacturer that has become a household name in the tech industry for its high-quality devices at affordable prices

Founded in 2013 by Pete Lau and Carl Pei, the company's slogan "Never Settle" has become synonymous with its brand image This essay will explore how OnePlus became what it is today and what factors have contributed to its success

OnePlus began as a modest start-up with the intention of developing smartphones of exceptional quality at affordable prices The company was founded by two exOppo employees who shared a love of cutting-edge technology and an ambition to shake up the smartphone market. .

They believed that smartphones were too expensive and that there was a need for a brand that offered premium devices at an affordable price point The company's first-ever device was the OnePlus which was launched in 2014 and was a massive success It offered high-end specs at a significantly lower price than other flagship devices The OnePlus One was marketed as a "flagship killer" and quickly gained a cult following among tech enthusiasts

To a large extent, OnePlus's marketing efforts are responsible for the device's success It employed Reddit and word-ofmouth marketing to reach its audience.

OnePlus made their first phone available solely by invite, a bold and uncommon move This strategy intended to make the product more desirable and exclusive by limiting access to it; users might win invitations through online competitions or be referred by others Since OnePlus didn't know how many phones they'd sell, this strategy helped them manage inventories and production Critics were sceptical, but the method sold 1.5 million handsets by 2014 with minimal marketing OnePlus's marketing approach focuses on brand creation, community engagement, and online channels to reach its target population. OnePlus's loyal supporters promote its products. Social media and events help the brand establish a dedicated fanbase.

Their success was difficult The company has been criticised for mimicking smartphone designs and lacking creativity, however it never stopped evolving In conclusion, affordability, marketing, and user satisfaction are all crucial to OnePlus's success The brand's motto, "Never Settle," emphasises its dedication to enhancing its products and providing the finest client experience The company has developed a sense of exclusivity and community around its products, differentiated itself through minimalist design, and generated a loyal consumer base through great customer service OnePlus is well-positioned to maintain its position as a market leader in the smartphone sector due to its dedication to innovation and user feedback.

HALLMARK CAMPAIGN

Correct the Internet

Is it really Cristiano Ronaldo? -Kaizeen Munshi

But that’s what the search results show! The internet shows Cristiano Ronaldo as the answer when you search for “Who has scored the most goals in international football?” When in reality it is actually Christine Sinclair, a woman, a Canadian professional soccer player who plays and captains both, National Women's Soccer League club, Portland Thorns FC and the Canadian national team. So doesn’t this feel like an inconsistent internet search result that’s putting women at a disadvantage? Yes, it actually does so. And an international group of like minded people have come together to highlight and course correct this internet inaccuracy and help the women's sporting

community become more visible One of the founding members of this initiative is Rebecca Sowden, the owner of United Nations “Football for the goals” member “Team Heroine” , an international women ’ s sport and sponsorship consultancy and content hub

The campaign was jointly created by Finch, a film production company and DDB Group, Aotearoa who designed the film which shows a girl standing in the centre of a stadium asking the internet the pulsing Question of “Who has scored the highest goals in International football” to which the response she receives is “Christiano Ronaldo” and then she probes the internet asking “What about Christine

Sinclair?” And the girl realises that Christine has scored 190 goals which is more than what Christiano Ronaldo has scored but that’s about it The response to the earlier question remains the same. A bias that the internet has learned

So what did the team do to highlight and correct this inaccuracy? The team created a site www.correcttheinternet.com that hosts a tool which makes it easier for the public to report the issues through the search engine’s inbuilt feedback function. The team has identified certain factual inconsistencies over the internet that are listed on the website for instance, , “Who has won the most Cricket World Cup Titles?” After clicking on this Question, the next page displays

what the internet provides as the answer to it which is "Australian men ’ s team with 5 titles” and what the actual answer to it should be which is “Australian Women's Team with 6 titles”. After which one is prompted to choose the internet browser on which he/she would like to correct the fact. And then simply copy the feedback they provide and paste it on the feedback mechanism of google that is present at the bottom of the search results page. A simple and easy way of correcting a tool like the search engine that has now become such an inevitable part of our daily lives

The campaign garnered support from wellknown athletes and high-profile sporting organizations such as English rugby’s Red Roses player, Shaunagh Brown, and Football Fern Meikayla Moore. It has also been featured in several news outlets and has been widely shared on social media. The in the initiative itself, while quite simply executed, had its essence in that very feature which grabbed eyeballs from all over the world.

82°E

by Deepika Padukone

#FeelslikeHome

Deepika Padukone recently launched her skincare label, 82°E, which promotes selfcare and a holistic approach to wellness

The brand aims to motivate its customers to prioritize their well-being by engaging in simple, joyous, and effective self-care that evokes a sense of 'home.' 82°E is an extension of Padukone's beliefs, and it is intended to help people connect with their truest, most authentic selves. To promote her brand, Padukone leveraged various marketing strategies, including a partnership with fellow Bollywood star Shah Rukh Khan, a launch event with skincare gurus and influencers, and unveiling an inaugural campaign titled "Feels Like Home," that celebrates the joy of practicing simple acts of self-care.

-Shireen Khan

The visuals capture women practicing everyday self-care rituals while also caring for their skin Authentic, warm and unfiltered voices of women tell us how these rituals are simple, joyful, and feel like home Through this film, 82°E brings to life the geographical aspect of home as also captured in their brand name alongside the creative interpretation of the emotion.

In addition to the campaign film, Padukone held a launch event for 82°E, where she invited skincare gurus and influencers The event began with a meditation session before participants tried the 82°E products.

prioritize our well-being by simple, joyful, effective sel evokes the feeling of 'home.' bring the experience of 'hom product. Through our inaugur 'Feels like home,' we have c creative interpretation of th while staying true to th promise.". However, some influ reviewed the brand as overp value. The long-term success o and its celebrity owner's remain to be seen

was designed to promote the encourage individuals to ple, joyful self-care. has also been actively er brand, partnering with other stars, and showcasing her utine in various settings For he made a video showcasing e routine while preparing for 22 trophy unveiling in Qatar served as a unique and way to promote her brand ming the viewers of its usage g on her brand, Padukone said, simple acts of self-care helps me stay grounded and

Emily in Paris

A marketing twist to comedy

-Soham Sheth

NWhen Emily in Paris first debuted on Netflix in 2020, it quickly became one of the streaming platform's most talked-about shows Created by Darren Star, Emily in Paris follows the story of Emily Cooper, a young American woman who moves to Paris for a job opportunity. While there, she navigates the challenges of working in a new environment, trying to fit in with the locals, and finding love

At its core, Emily in Paris is a classic fish-out-of-water comedy. Emily's experiences in Paris are often exaggerated for comedic effect, with the show playing on cultural stereotypes and poking fun at both the French and the Americans The show has been praised for its light-hearted and escapist nature, particularly in a time when many people are looking for a distraction from the challenges of everyday life. However, what has really set Emily in Paris apart from other comedies is its marketing strategy. From the moment it was announced, the show was marketed as a glamorous and aspirational series, with a focus on the fashion, food, and romance that Paris is known for

The show's social media accounts, particularly its Instagram, were carefully curated to reflect this image, with posts showcasing stylish outfits, picturesque Parisian scenery, and the show's charming cast This marketing strategy was incredibly effective, particularly on social media. Emily in Paris quickly became a cultural phenomenon, with fans around the world sharing their own glamorous and aspirational posts using the show's hashtag The show's popularity was further boosted by the fact that it was released during the height of the COVID-19 pandemic when many people were stuck at home and looking for a way to escape, and Emily in Paris grabbed that opportunity to mentally transfer the audiences to the picturesque streets of Paris

MARKETFLIX AND CHILL

But what does its success say about our culture and relationship with media?

Perhaps it reflects our desire for escapism and our fascination with aspirational lifestyles. Or maybe it reveals something deeper, such as our relationship with social media and the power of images to capture our attention. Whatever it may be, there's no denying that Emily in Paris has had a great impact on pop culture Whether you love it or not, there's no denying that the show's marketing twist was a massive success, proving that in today's media landscape, image is hi

Of course, not everyone was a fan, and the show was criticized for its clichéd portrayal of Parisian life, with some viewers accusing it of perpetuating cultural stereotypes. Others felt that the show was too shallow and lacked substance, with little to say beyond its surface-level observations. Despite these criticisms, however, Emily in Paris remains a hit. The show has been renewed for a third season, and fans are eagerly awaiting its return For better or worse, it's a marketing masterclass with its carefully crafted image and social media strategy helping to propel it to cultural phenomenon status.

Whenever there seems to be a downfall, Netflix finds a way to redeem itself with a fantastic comeback Will this trend continue? Has Netflix crossed their worst phase of subscriber exodus? Are they Runnin up that hill? We will have to wait and watch what's in store for the rest of 2022 for the world's biggest on-demand video streaming company

HUMANS OF MARKSMAN

Mr. Santanu Majumdar

Sr. Manager, TKII Private Ltd. -Maheshwari Mishra

re your thoughts on the current of the mining industry? What do ink lies in the future for the y?

a vast source of minerals to serve ic requirements as well as a r to the global market. nies like Arcellor Mittal steel are ing their business in India Steel ment for infrastructure pment in, automotive industry is on hline. India became one of the producer and supplier of iron ore y, alternate power is yet to fulfill demand and there is no mass e of thermal power plant. re, coal mining is also increasing year on year.

Considering the mining industry, what could be some technologies of the future?

Demand for other metals and non metals are also high such that mining industry is unable to fulfill current the demand This will continue for next 7 to 10 years India is one of the fastest growing economy We can see the boom in mining industry to walk along the economic development. The production is not sufficient to meet the demand Entire mining industry is now implementing AI, to reduce break down and production loss. New technologies and automations are implemented for uninterrupted supply chain. This will continue in future.

Would you like to share any personal learnings from your vast industry experience?

Though alternate resources and options are under R&D to save natural resources

But until we get an alternate solution to match up the huge demand, mining will be major part for development. However, alternate sources will serve a part of the demand One of the concerns we need to look into- balance of the nature and environmental protection during mining The environmental hazards, health and safety needs to be addressed.

6.

Luxury marketing trivia!

1. Which brand has a

crocodile as its logo?

2. Which brand was named “World’s most valuable luxury brand” for seven years in a row?

5. Which brand was founded in 1913 in Milan, Italy?

Across: Down:

3. Who created the first ever Bomber Jacket?

4. Which brand logo features a carriage with a horse since 1950?

Which brand is known for its signature “check print”

green

Aggressive vs Discrete Marketing

-Moosa Talha What works better with Gen-Z?

Marketing has many definitions by many authors, but how I like to think about marketing is that it is a unique, and many a times, subtle way to imprint your brand and its very essence in the hearts and minds of all potential customers This is why I believe that in the majority of cases, discrete marketing works wonders. Tom Fishburne said it best when he wrote “The best marketing does not feel like marketing”. Gen-Z specifically as an age group are tech savvy and can see through overly aggressive, repetitious styles of product placement naturally. According to a study by Kantar Millward Brown, 69% of Gen Z prefer advertisements that are entertaining and informative, and not overly intrusive. Therefore, shouting at them through aggressive tactics is more likely to annoy them, let alone create the desired impact

To better comprehend effective marketing es, it is always helpful to look at examples Let’s begin with one st sparked an interest in me to more such clever and nuanced es employed by brands to get their s noticed and talked about here: “The Case of Marlboro and a One(F1) Racing”

o is an American company zing in manufacturing and selling es all over the world The harmful of cigarettes are very well known earched today, but in earlier times, as a lot of misinformation spread Tobacco” companies to keep the public from knowing the true of danger of consuming such genic substances.

roper research findings were made government bodies all across the started heavily regulating the ements that such toxic and companies could make to entice viewers into developing this addiction

painted the upper bo their Ferrari racing te black stripes in an When the car moved stripes resembled th pack, subconscious product to potential So strong was the vis Marlboro insignia t matter when tobac banned from the ca was what one promin example highlights the effectiveness of discrete marketing strategies in reaching younger audiences like Gen Z.

CALL FOR ARTICLES

ting their product through ro generated interest and ut resorting to aggressive

n Friends where Ross gets s stuck and isn’t able to here he uses a powder to is pants The bottle and is so iconic that it kes a resemblance with d “Johnsons and Johnsons” is subliminally creates an oduct in the minds of the he name of the brand is citly stated in the episode

landscape continues to evolve, it will be crucial for brands to utilize such strategies to stand out and make a meaningful connection with their audience

Standard Creativity

An oxymoron or the truth of marketers? -Avinash Srivastava

According to most people, being creative is a prerequisite to being a marketer I wonder if it is this general belief that leads to the marketing team becoming the “arts and crafts” department instead of a strategic business function in most companies.

I also started my career in Marketing with this idea- I have to be creative. A writer at heart, my job in Content Marketing at a B2B SaaS startup had limited avenues for me to show my true potential- but I did my best to display the same, every time I had the opportunity to do so

From wordplay in blog titles to the use of alliteration on creatives- I did everything, hoping to stand out, only to hear one or more versions of the following:

"This is not consistent with our brand voice ” This will not resonate with our target audience ” "Let’s get rid of all the extra stuff- keep it simple and straightforward ”

“This much creativity on your presentation is an example of death by design”

So much for creativity- wouldn’t you say?

So here I am, telling you from my real-life experience as a marketer, Creativity does not always work in Marketing

In fact, if you may so allow me to draw the analogy (since this one is a creative piece), creativity follows the same trajectory as love in the quote: “You don’t love them. You just love the idea of them”

Most people do not appreciate creativity, because real creativity is sometimes even difficult to make out What people like, is a creative element that they can easily identify (and feel good about).

Flashy design, colors, unique and catchy headlines, once in a blue moon- that sort of stuff. Fact, here are a list of times when being creative is bad instead of good (especially for marketers):

1..When you are working on a client presentation and your creativity takes the content so much away from the original idea that the client starts complaining that the presentation does not feel like their own.

CALL FOR ARTICLES

ki in a team of style is so that you get a way that is f the rest of design a d your boss “creative”, or rd with your al it down. ds someone how that is especially s consumers vocal about not appease hurt their other

So, what should marketers do, if not be creative? We can’t just all do the same thing- how will we differentiate ourselves in that caseis is where the concept of standardized creativity comes insomething that I see work in the real world!

Essentially, instead of being creative on everything you undertake as an individual, marketing teams must sit together and align on how they want to be creative as a brand Then, at an individual level, each person ’ s creativity needs to be aligned with the brand’s creative goal That is how creativity works in marketing! So, if you want to work in marketing in the future, be realistic about how creative you will get to be

C A L L F O R A R T I C L E S

March 2023 Edition

The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through our "Call for Articles" . For the upcoming month, the articles can be sent on any of the following topics:

User generated content- ethical or not?

Augmented Reality (AR) & Immersive Technologies in marketing

Video vs Image Advertisements

Please ensure that there is no plagiarism and all the references are clearly mentioned.

Kindly follow the guidelines given below:

One article can have only one author. Your article should be approximately 550-600 words (strictly adhere to the word limit)

The article must have relevant pictures that can be used to enhance the article. Send in your articles in .doc/.docx format to marksman simsr@somaiya edu

Subject Line: Your Name Institute Name Course Year.

Kindly name your file as: Your Name Topic.

The best adjudged article will be given a Winner's certificate. The First Prize Winners will be awarded Rs. 500 Cash Prize.

Deadline For Submission Of Article: 22nd March, 2023

QUOTE DECK

-Alan Perlis

"A year spent in artificial intelligence is enough to make one believe in God."