Dr.Kotler on New-Age Marketing …
I recently came across a very intriguing interview involving marketing legend - Dr Philip Kotler, his eminent colleague at the Kellogg School of Management - Dr Bala V Balachandran and PagalGuy.com founder - Allwin Agnel.
PagalGuy.com has made available the audio and transcripts of the interview. They were also kind enough to allow me to host the audio file on my blog and share it with my readers. So, you can also listen to the interview by clicking on the ‘play’ button below !
Commentary : Dr. Kotler starts of the interview session by addressing the point that India is at a tipping point where it is becoming a major force. He also mentions how medical tourism is set to take off in India. I have been reading a lot about it lately, and it sure will be a major area to lookout for. Infact, there are talks that the governments in developed nations, which pays for the medical costs of citizens will actually be encouraging medical tourism. Infact, a couple of years back while I was working with an Advertising agency, we had a client who had a chain of LASIK clinics all over India. Having worked on the marketing strategy for them, I know how “come to india for a LASIK treatment and have a free vacation” was one of the main marketing messages ! So much so that, it turned out to be the USP for their website.
Next, they discuss about New Age Marketing and how it is getting more ROI focused, and how companies will need to understand more about spending less money and utilizing more of technology. We all know that with the advent of Google Adwords, direct marketing has become much more evolved than ever before. As Dr. Kotler says “Companies failing to use the Internet are making a huge mistake.” !
Another couple of facts that got mentioned in the interview which had me thinking a lot, were about ‘Predictive Analytics’ and ‘C2C : Customer-to-Customer’ marketing. It was just yesterday, when I read an article about how MySpace is driving more retail traffic than MSN. You can read more about it at WebProWorld - MySpace beats MSN article. With internet reaching more and more individuals now, its becoming imperative that companies keep themselves aware of the ‘normal person’ talk. As Dr. Bala puts it, citing an example to Untied.com - “you cannot be a bad” - as the news travel very fast ! At the same time, companies like Google and Apple have been able to turn geeks and average people all over the world into evangelists, who market the company for free. I know that, I am one of them !
Further on there is much more about RMI, Co-creation models and a whole bunch more. Make sure, you listen to this info packed 25-minute interview. I hope you like it as much as I did !
[tags]dr. philip kotler, dr. bala balachandran, allwin agnel, pagalguy, audio interview, medical tourism, new age marketing, roi, rmi, co-creation model, marketing lessons[/tags]
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