Okay, I think the ideal way to do this whether you are B2B or B2C or both in that case is to be true to your brand, true to the purpose.
Three takeaways worth carrying forward.
- 01
How does digital matter for a brand like Philips and how do you use storytelling or content to increase brand recall?
- 02
So I think as marketers, it's extremely important to believe in your product, believe in your purpose, believe in your brand.
- 03
For a brand like ours that has been in existence for 128 years, the purpose has kept us going.
Connected to the DMAasia operating frame.
Proof
This episode connects privacy-first marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects privacy-first marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects privacy-first marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects privacy-first marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects privacy-first marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If privacy-first marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT769 words
Digitization has brought us closer to our consumer and customer in a lot of ways. It also helps us innovate faster in a way but it also increases the pressure that you've got very little scope to make mistakes. So you know Philips is a brand that looks at both B2B and B2C markets. So how do you straddle across both in terms of your positioning and communication? Okay, I think the ideal way to do this whether you are B2B or B2C or both in that case is to be true to your brand, true to the purpose.
At Philips everything that we make and sell is intended to improve the lives of people in a positive way. So be it in the B2B space, be it in the B2C space, we stick to that. So across our products our goal is to improve the lives of 3 billion people each year by the year 2030. And while doing so it doesn't matter what part of the business or how we are reaching our consumer as long as we are true to the goal. So what is the legacy that brand Philips would like to highlight in India? I mean how important is purpose for you?
For a brand like ours that has been in existence for 128 years, the purpose has kept us going. It is in our DNA. We need to keep innovating and while we do that we must make sure that we make a positive impact. Every person, every consumer who uses our product gets touched in a positive way and there is trust in credibility. How does digital matter for a brand like Philips and how do you use storytelling or content to increase brand recall? Okay, so digital marketing I would say is the future. That is where New Age marketing is moving towards.
While people do still rely on what they see in print, what they see on television, but a lot of the New Age audience is on digital. That is the fastest way of consuming information today. You reach out to your very specific target group through digital. And most of all it is very easy to measure. The metrics that you would get from digital help you know whether you are reaching the right person, the right audience, the right target group instantly. The metrics are so true to themselves. So we have a lot of digital metrics that we set for ourselves.
And if we follow them to the core, I think we are ensuring we are close to our customer. We do have acquisition targets, we do have engagement targets. And that is where most brands are moving towards now. So do you think that in the coming years, you know, growing internet penetration will change, you know, will impact the market as well as change the consumer profile? Absolutely. I think it will. Digitization, like I said, is where the market is growing today. With more and more internet users being added every single day, bandwidth getting way better.
The consumer is taking in your information much faster today. The lead time that you have for reaching your consumer is also much lesser compared to what it used to be. And that also means you see the impact immediately, almost immediately. So if you were to make a mistake, I would say there's no scope for it anymore. People rely more on quick information, which also means they will be quick at giving us feedback. If they do not like something or they really appreciate something, either ways, we will get to know much faster.
So digitization has brought us closer to our consumer and customer in a lot of ways. It also helps us innovate faster in a way, but it also increases the pressure that you've got very little scope to make mistakes. So as a successful marketer, what is that one piece of advice you would like to give to budding professionals? Okay, this is my favorite piece. So I think as marketers, it's extremely important to believe in your product, believe in your purpose, believe in your brand.
Genuity is really what takes you the entire mile. If you do not believe in it yourself, you will not do a very good job in selling it to others. In my case, or in most cases where people work for certain organizations, you've got to feel strongly for what your organization stands for. You've got to believe in the legacy and then take it forward.