By: Amit kumaR Agarwal
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| Gem Mines, leading Jewellery Brand from India, made a defining presence with international actresses and models @ Cannes Film Festival 2024 |
Before the you start to read this article you ought to ask yourself a question, what is the AIDA model.
Attention, Interest, Desire, Action — better known as AIDA model is the classic marketing funnel.
'IS' is it?
Reports say and many marketers would like to believe that influencers have changed the game. AIDA model is obsolete, with instagrammers promoting instant gratification needs, shorter attention spans and loads and loads of content to flip through in all of 10-seconds.
Did I say '10-seconds', well that was three months ago; latest reports say, all you have is 8-seconds to lock a consumer.
As I mentioned, too much content changes, increasingly less attention-span, fierce competition and mounting budgets have together peaked the competition among the brands.
There are more than 10,000 digital marketing agencies only in Delhi-NCR; that is the competition.
So what is it that really is the need of the day other than innovation and adaptation; how can one forge real connections with today’s new generation of buyers.
Already the e-commerce has made it possible for sellers to 'reach' buyers; but what is the trend.
The adage Bigger The Brand, Bigger The Marketing Spend, holds true even today.
The catch today is, one has to consistently market today; may be mix the marketing with covert marketing.
To drive home the point, the best example comes from Bollywood - the biggest of superstars Amitabh Bachchan, Akshay Kumar, Shahrukh Khan, Deepika Padukone have almost one article everyday, on the news-portals of either of the two leading dailies of India. Why, do they need it, when they are brands themselves - answer is for the recall, because this very recall makes them sought after with the brands!
Amit Gupta, founder, Gem Mines said that when he decided to run his campaign this year at Cannes Film Festival aligned with Bhaarat Bol News, my only brief was I don't need Indian actresses or models, I can get them in India. Cannes means international, I wanted international actresses and models to be the face of Gem Mines.
No wonder then, marketing, branding and advertising have to have that perpetual edge today.
Why has one of the biggest tyre manufacturers in India named one of the metro stations after it in New Delhi, India - recall.
Why are top people paying good amount to be on a podcast - again, for the recall.
Marketing has indeed become very dynamic and one has to be constantly in public memory to be relevant in the market and be perceived as the first buy in it's category.