Has Marketing Changed For The Good?

When Bob Dylan first released his iconic song ‘Times they are a-changin’,’ marketing was far from his mind. In fact, Kotler’s first landmark book which more or less established the discipline, appeared only in 1967 and boy, have things changed since then! Marketing as we learnt, was meant to determine how an organisation could provide what people genuinely want, need, desire. This was the guiding principle and the ideal organisation strived in every way to fulfil these needs. Across all levels and functions each person was expected to act and make decisions with this one goal in mind.

Why? Because success depended on satisfying the customer, making her happy. This was how we increased purchase and built loyalty, a satisfied customer bought again and a happy customer became our ambassador. This meant that a lot of time was spent on thinking, research, surveys, focus groups, trying to get to grips with what the customer really wanted. What made her tick? The sharper the insights, the greater the chances of success and growth.

It took an iconoclast like Steve Jobs to turn this thinking on its head when he said ‘It’s really hard to design products by focus group. A lot of times, people don’t know what they want, until you show it to them.’

And genius that he was, he created serial revolutions, changing how people behaved with a whole stream of life-changing products. The time for the idea that perhaps the maker knows better than the buyer had come and it has exploded across the world as more and more ‘creative’ products are introduced in rapid succession.

Driven by this never-ending stream of innovation, mankind has been enveloped in a shroud of consumerism. The Japanese had been masters of this art, constantly producing clever products for the strangest, perhaps some would say inane applications. If you need to know more about these, just check on Google and look on in wonder. A lot of these innovations were eventually enhanced, modified, redone and spread across the world while others simply died.

In these years, marketing has changed. The starting point today is no longer what the customer wants and needs, but rather, what the customer should want and need. This is a lot like going back to the old days of people sitting by the roadside, hawking exciting oils and herbs to oglers who would be seduced into buying things, which they expected to change their lives.

Today we are constantly bombarded with products, which are not just unnecessary, but often harmful. Toy makers are most proficient in this, making kids pine and whine for the newest and latest versions of games, figurines and toys. Just walk into any toy shop and see how many new barbies or little ponies or versions of water guns or dart pistols are on display. It is astounding, that there is so much back-to-back branded influencer content on channels like YouTube, which keeps talking all day about Pokemon cards – reviewing latest releases, analysing special collector versions, discussing the powers of the characters and also talking prices and values. Kids are glued to this, sitting and absorbing it for hours if not days. And I am not even talking about the animated films.

Observe how products which are perhaps harmful to buyers are positioned, for example colas, or mass burgers. Recently, I was amused when a large consumer company released a new range of flavoured milks called Smoodh. The product was being represented by uber-fit

Varun Dhawan in a fun colourful way. When the company was asked about the sugar content and if this new drink was really healthy for consumers, the response was, “we have made the pack half the size, so the consumer will only get half the sugar content that they would from other drinks.” Okaay!

As someone who has spent a large part of my life in marketing, I have often been plagued with these thoughts. Is there actually a consumer desire that this product fulfils, or are we, with the stories we are so assiduously crafting, trying to create new ones. Be they fashion, bags, clothing, watches or what have you, the question is, which needs are we really aiming to satisfy?

Could it be that we are pandering to all the baser instincts of buyers like envy and pride? Or are we helping to enhance people’s insecurities? Are we fanning the growing problems plaguing society like depression, lack of self-worth and esteem for those who have the product, or those who don’t?

The tools we employ have evolved, driven by the intensity and focus that digital marketing provides, enabling the targeting of messages straight to individual consumers, unlike earlier broad stroke advertising based on market segments which we thought then, were well identified and defined.

It seems marketing is not just directing thinking into the commercial world, it has far transcended these barriers and crossed into other areas of people’s consciousness. Politicians cannot survive without it, continuously creating new perceptions and desires, many of which actually did not exist in their constituencies and in the bargain also masking their true intentions. Even in the field of religion which was earlier meant to be a matter of personal conviction and faith, it is now being used extensively all around the world to push ideologies, often also erecting barriers or even fomenting trouble.

Times are-a changing and so are the marketing tools. We have ended up with an ecosystem which helps create many of the problems that surround us – rampant consumerism, shallow political thinking and distorted religious expression. Perhaps it’s a price to pay for ‘progress’. — With over 30 years’ international experience in marketing, managing brands, retail and ecommerce businesses, the writer consults and comments in these areas.

Ajai Kumar Dayal

Guest Author The author has over 30 years’ experience in managing and consulting on big brands, retail, and ecommerce. He has been a commentator and columnist in many publications.