Marketing Mantra for 2023

• First, it was Print.
• Then came Radio.
• Then Television.
• After that Internet.
• Now we're living with Mobile & Apps.

Tomorrow it will be something else. This is how media have evolved from past several years.

The pandemic has taken the marketing and media to a next level. The latest is Web 3.0

You can well imagine things happening around you and how we are getting accustomed to them.

But as a marketer, should we be concerned about the medium in which the message is served.

Or should we be concerned about what is served and to whom it is served...

There are two ways to do marketing.

Type 1: Surface Marketing

Surface marketing is what you see everywhere, every time around you.

Surface marketing tries to get your attention through interruption.

• When you are watching an IPL match on TV, you are being interrupted with an ad.
• When you are watching YouTube, you are interrupted by an ad.
• When you are reading a newspaper or magazine, you are interrupted by an ad.
• When you are listening to the radio, you are interrupted by an ad.
• When you are browsing websites online, you are interrupted by an ad.
• When you are driving on the road, you are interrupted by a hoarding.

This is Forced attention.

You don't pay attention because you want to. You pay attention because it is difficult to ignore it. It's like one old school friend, that you do not really like who comes and talks to you at a party and you cannot ignore him.

If 100s of brands keep running ads right in front of your face, you will ignore all of them. Won't remember any of them. Everyone is screaming for attention.

The attention that surface marketing gets from people is of poor quality. People are not really looking forward to paying quality attention to these ads.

Type 2: Deep Marketing

Deep marketing is different from surface marketing in many ways.

With Deep Marketing you can...

• Connect with your customers on a deeper level
• Get high-quality attention using high-quality content (like I am doing right now)
• Trust is built from the attention. Because this attention is with consent.
• The trust can be leveraged into convincing customers to do a transaction.

Deep marketing is done from a personal brand, not a lifeless brand with a logo. (I am talking to you right now.) This is Pradyuth Dutta, from Kenfeat Integrated Advertising.

How can you do Deep Marketing?

Step 1:?Content You are going to get people's attention using high-quality content. Content marketing is the key here. Without good quality content, people are not going to pay attention to you. And the content has to be created by a human, personal brand. Not from a logo.

Step 2:?Attention You understand the requirements of your audience and create content - to help them, without expecting anything in return. With a genuine interest in helping people, not expecting a transaction in return.

Step 3:?Trust You are going to leverage this high-quality attention, to build trust. (You have spent more than 5 minutes paying attention to me now, doesn't that make you trust me more?)

Step 4:?Transaction You can leverage the built trust to request your customers to do a transaction with you. And you are going to explain how your product/service is going to help your customer.

Big brands spend so much money on surface ads to get your a second of your attention.

But you are paying attention to me because I care. I care to share an idea about how marketing has changed.

You are paying attention to me because I am human.

And that's?Deep Marketing.

Deep marketing can work for any industry, for e-commerce, real estate, salons, education fitness or any business.

It involves understanding your end customers so well, that you know them like a friend, their needs, desires, fears, and aspirations. That's when the communication is effective.

Think about what you can achieve, by connecting deeply with your customers, through honest stories, and getting their trust and attention.

Though you cannot ignore surface marketing, but deep marketing is 1000 times more effective at any given point of time.