The Anchor: Veetika Deoras on 5 highs of being a marketer

11 Jul,2012

By Veetika Deoras

 

1. It’s a ‘soul-to-soul’ job

To build deeper and richer connections with customers, brands must arise above the rational benefits and build emotional bridges. Taking your brand to the emotional level involves cutting through the clutter to link the ‘soul’ of your brand with the ‘soul’ of the people. This necessitates reaching out to your right brain, as much, if not more, than the left brain. And more often than not, this ends up being a very fulfilling and heartwarming experience.

 

2. Thinking out-of-the-box

Overload of communication, multiple media vehicles and an ever-evolving customer, necessitate out-of-the-box thinking and innovation, in both the planning and execution of marketing campaigns. This makes a marketer’s job challenging and ensures that there’s never a dull moment.

 

3. Proximity to customers

With customers, brands and the environment changing constantly, there is a critical need for marketers to be in constant touch with their customers. To reach out to customers, and observe and understand their behaviour, with a view to garner deep insights is a highly fruitful and enjoyable experience.

 

4. The debates

In some interesting way, marketers have always had the dual challenge of selling their ideas, first to internal stakeholders and then to external stakeholders. The debates make the job most invigorating, the output superior and the victories, sweet.

 

5. Satisfaction of creating an ‘intangible’, which yields results better than most tangibles.

How often does one get the chance to say – I have created a ‘perception’, a ‘bond’, a ‘genuine promise’ and this perceptual bond, based on a genuine promise is worth a billion bucks! This probably is the biggest high for me as a marketer.

 

Veetika Deoras is Head – Brand Marketing & Corporate Communication, Tata Capital Limited

 

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