Two compelling challenges are impacting brand marketing and corporate communications in our region today. The first is the huge influence technology is having on business. The second, as a result of corporate credibility being at an all-time low, is the need to establish - or re-establish – public trust.
They offer tremendous new opportunities for marketers and corporate communicators. They also represent major concerns for those tasked with the role of building brand equity.
Information technology is increasing the speed of decision-making and the flow of data at a pace beyond our ability to digest it. It is also creating new media that are more measurable, more easily integrated, and much more targeted.
As a result, marketing campaigns are increasingly becoming more segmented in their content. And the media they employ are increasingly interactive. The messaging is becoming more personal and the over-arching goal is to build long-term sustainable consumer relationships.
Of course, trying to establish sustainable consumer relationships is always tough. But when there's a crisis of corporate credibility taking place, it's even harder. Hence the reason why we're seeing a growing interest in Corporate Social Responsibility (CSR) initiatives and a return to cause-related marketing activities – anything with a cause that can help address the public cynicism of business.
