Chrome again

Google has expanded its promotional net to include news sites for popularizing Chrome. I came across this on 'Times of India' and am keen to follow what next!

- Namrta R

Marketing Vs Sales

Philip Kotler asserts that ‘marketing’ focuses on consumers while ‘selling’ focuses on producers. So, in a ‘selling’ approach the producer pushes the products that he finds convenient to procure or manufacture. Whereas in a ‘marketing’ approach the producer gauges and takes into account both the needs and expectations of his consumer, which eventually act as a pull factor for the consumer. Hence, the latter type of approach also calls into play the factors such as innovation, optimum pricing, etc to address the concerns and suit the convenience of the king.. err, the consumer.

However, as described in the modern times, in terms of job roles, marketing and sales carry a different implication.A sales role is a more focused, relationship-based function. It is typically a one-to-one or one-to-few approach, and entails a personal interaction with the prospect or the customer, to understand his need. Huh, will someone care about my needs, please!!

On the contrary, marketing is a one-to-many, and a more intelligent function than sales. Ahem, spare me, I meant it to be more in terms of business intelligence! So you look at the industry trends and statistics; the target audience demographic and psychographic profiles; the pricing, the sales channel, positioning and the USP (Unique Selling Point) vis-à-vis your competitors.


The media used by marketing, it could Above the Line (or ATL) or in the face marketing promotion activities or it could be Below the Line (BTL) subtle marketing promotion activities! The typical ATL activities comprise advertising, mass-mailers, events, etc, while the BTL activities would include public relations activities, theme events, industry events, participation as a third-party, etc.

- Namrta Batra

Focus is back on the Customer!

In these recessionary times, necessitated by the sharp cuts in the marketing and advertising spends, the focus seems to be back on customer relations and customer support, more so in the service industry where both these factors are also crucial differentiators.

Here's an example of how ICICI bank is trying to engage its customers by ingeniously designing a forum appropriately named as 'MILAP'. It is also noteworthy that although my account is with ICICI bank in Bangalore, I have been invited for the meet in New Delhi, to a branch closest to my mailing address. This implies that they have got their segmentation of the audience right. (On second thoughts, I wonder if my bank statements are mailed to me from Bangalore or Delhi!). The initiative is commendable for its innovative approach, and cost-effective promotion (through mass-mailers) and execution (high-tea session at the bank premises). However, the invite, though appealing due to its simplicity and conciseness, fails to convince me to attend the forum; it doesn't make me feel that either 'my opinion' counts or 'I' will benefit in any way. I would also appreciate if it wasn't preposterously signed by a biggie, the head of Retail Branch Banking, instead signed by the local branch manager who will actually address and participate in the forum.

- Namrta Batra

And now, Google hits television!

Eleven brilliant ads for Chrome (below), Google has done it again!

A 360-degree communication entails hitting the target audience through all media in order to cut through the clutter and the noise, and to exceed the minimum threshold level. Google's media planning seems to include consistent web promotions, rolled over several phases, and sporadic television advertising, which is also one of the quickest and most certain ways to obtain mindshare.
>> Read more here

- Namrta Batra