Shift focus to consumers, says PepsiCo's Lal

Speaking of the challenges that marketers face with changing consumers, Lal said that there is an increasing need to ‘fish from a larger pond’ –– that is, to have a wider perspective –– that will engage the consumer, where he/she will be listened to and not only given information.

While pointing out that the new age consumer is less forgiving and more aware, Lal noted that there needs to be a different way of communicating with the same. “We must find ways of telling our stories differently,” she said, adding that “shouting louder and louder with our message is equivalent to a monologue that is no more productive and that the need of the hour is to create a dialogue which includes customer participation that will enhance the product and the brand’s image.”

We need to use our customers as our brand ambassadors, she noted while emphasising on the need to make the customer part of the brand’s conversation and engage more like-minded people in talking about the brand. Similarly, Ogilvy 360 Digital Influence SVP-Strategy & Marketing (US) Rohit Bhargava said that every brand needs to build a ‘personality’ and use newer media to establish the same so that there is increased customer participation in the market.

“One needs to understand and look at new media differently and find viable ways of communicating through the same,” he said, adding that there is tremensous scope to do the same.