Karthi Marshan: An age of delight

26 Oct,2011

It is the best of times, it is the worst of times, it is the age of wisdom, it is the age of foolishness, it is the epoch of belief, it is the epoch of incredulity, it is the season of Light, it is the season of Darkness, it is the spring of hope, it is the winter of despair, we have everything before us, we have nothing before us…

Isn’t it truly?

Never before now have we in the marketing and communication disciplines known so much, about what our consumers and audiences are doing, thinking, saying than we do today, thanks to the pervasive power of the internet, social media, brain scanning et al.

For the marketer, it is truly time to celebrate. Never before has she had access to so much information about media consumption, at so granular a level. This can only mean that the lazy, opaque premiums commanded by oligarchic media vehicles will evaporate soon, allowing marketers to be able to pay for value they can see.

For the media owner / seller, it is also time to exult. Hard work will win, because it will deliver measurable results. And results will be rewarded. Bullies will perish, the honest will prevail. For the number crunching nerd who lived in the dungeons of the marketing world, his day in the sun has come. Marketing will be more and more about teasing knowledge out of numbers, and less and less about flying off to Mauritius to shoot bikini clad models draped on car bonnets. Unless the NumberTaker decrees it, of course.

For the creative disciplines, it would at first appear that the end of the world is nigh. But nothing will be further from the truth. When creatives learn to harness to power of data, they will be liberated from the burden of having to say “Trust me” time and again.

For the newcomer to this world, it is truly the best of times. Because old-timers are finding it harder and harder to say stuff like…Do it my way, because I have 30 years experience at this…So much has changed in the last 15 years that the very tenets of communication effectiveness are being questioned daily. In the marketing and media disciplines, it is as if we have just been informed that the earth is not, after all, the centre of the universe, as we have been told for hundreds of years until now.

But all is not lost for the old-timers either. We just have to reach deeper into the recesses of our memories, look deeper within our souls and remember the fundamentals of how communication works. Then we must understand how to interpret those principles in this era of terabytes.  Before we knew how to write and print, we passed down the wisdom of our ancestors mouth to mouth. We are right back there. As babies, we learnt to talk by listening first, we learnt to appeal to adults by imitating them. It is time to remember, time to reapply ourselves. It is time to

Rejuvenate, refresh, renew ourselves. It is time to be born again communicators. It is the best of times, it is the age of wisdom, it is the epoch of belief, it is the season of Light, it is the spring of hope, we have everything before us…

Karthi Marshan is Head Marketing, Kotak Mahindra Group

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3 responses to “Karthi Marshan: An age of delight”

  1. aparna says:

    succinctly put Karthi! always a pleasure to read one of your pieces….

  2. aparna says:

    succinctly put Karthi! always a pleasure to read one of your pieces….