Thought the headline was an editing mistake that someone allowed to slip through. Not really. As the economy grows and demand rises across sectors, there is inevitable growth that every organization irrespective of its size witnesses. With growth come new customers of all kinds, hues, sizes, expectations, requirements, work processes and quirks.
It is something that traditional marketers may not like to hear. The way marketing currently works and is delivered will have to take a U turn to be even relevant. All that and more insights emerged in a PRHUB interaction with Arun Sinha, winner of AMA Marketer of the Year in 2005 and currently the Head of Global Marketing at Pitney Bowes Inc., USA, a Fortune 500 firm.
Over the past few years the Indian economy has seen a visible and substantial shift towards the services sector with its growth outstripping the manufacturing sector by leaps and bounds. In any services business irrespective of its nature and its target audience, the critical factor to success lies in the commitment and quality of people inside.
As an industry insider and like most professionals am happy with the prominence accorded to integrated communications as a concept and it being touted as the next big thing. However, of late that happiness is giving way to wariness of the lopsided manner in which many in the industry are projecting or communicating it to be. Before I try to focus on what truly is 360’ etc. let me get one thing straight:
While the financial success and leadership position of Narayana Murthy and many others of his ilk from the technology industry is widely talked about there is one more far-reaching impact they have had which is not that equally hyped. Pre-their success, entreprenuership in the business context was primarily a family bastion and the reserve of springs and offsprings of existing businessmen and traders.
Since I do the speaker circuit a bit and speak to variety of audiences have been through the “trying to make an impact and get as many claps as possible over the previous and next speaker” routine. And later bask in the glory (short lived one I must say) of having people walk up to you ask questions or exchange pleasantries. The more I do it, the more it seems to me that we love inspirational tales, talks and books so much that we stop with just loving them.