Beginnings…

Marketing, as we knew it, is on its way to extinction. A very strong statement, perhaps, but such is the case. Gone are the days when consumers were happy being fed content generated by companies; they want to be the ones in control now. With the proliferation of the Internet, the media today is all about co creation of value- the consumers are the media owners and the media is a whole lot of conversations. This is kind of a scary proposition for Marketers all over the globe. How does one make sure that their brands get the right publicity and the right kind of media exposure when the media itself is something which is now beyond their control? How does one ‘fire-fight’ when one’s brands are at the receiving end of all kinds of flak? How does one keep the not-so-nice facts about their companies and brands under wraps when millions of consumers are researching, writing and talking about their brands? How does one stay in control?

The answer: One does not. The thing about social media that we forget is that it’s all made of and by human beings and the trick here is to work with, and not against, them.

More later, but I hope this sets the pace.