Digital and social media have made the biggest impact on marketing in this decade. Specifically, reliance on influencer marketing is set to grow in the future, as customers seek more value from the products and services they buy. In this context I foresee three major developments in 2017 in the area of influencer marketing that organizations should leverage for better customer understanding and engagement.
My first look at a swanky branded workplace was when I started working for a global technology major. They had a delivery center for a payment gateway and it was designed making the contracted employees feel that they were part of a larger parent organization. The walls had creatives with messaging from the payment gateway. Their cafe was stacked with freebies and snacks, they had pool, foosball and the works. The rest of us could only stare and wish.
Sometime ago I received an invitation to moderate a panel comprising of influential healthcare industry leaders in India. Though I am comfortable speaking in front of large crowds and well versed in the techniques in communication, I felt strangely nervous. There was one big challenge. The topic of discussion was going to be the role of technology in healthcare, an industry I am very familiar with and as a moderator I was afraid that my opinion on the industry would influence the discussion and I would find it difficult to be neutral.
When I was in school, my good friend Ankur told me something very interesting. He said students in the American School in Delhi had an advisory not to come out in the morning between 8-10 AM and in the evening between 4-6 PM. He remarked that it was because of the pollution on the streets and the school he claimed believed that pollution affected the development of the children. I never went on to verify these claims and accepted them as maybe the norm.