Perceptions....

Talk to me...

I don’t consider myself as a typical metro individual and do not believe in working late hours. Despite this, I work (at least sit in office) for about 9 hours a day, travel for about an hour and half back and forth my work place and sleep for 7 hours a day. That leaves me with 7 hours a day to power pack all that I want to do in my life.

All this includes chatting up with my parents, my husband, friends, blogging, surfing on the net, managing my house, watching movies, listening to music. I can hardly manage to do all that I want to do,sometimes I wish the hours in a day were longer or my desires lesser, but as they say, One does not get all that one wants.

The choices that we make in the circumstances that we land in determine the flavour of life that we lead.

I have a television at home and I abhor watching it, switching channels for no rhyme or reason. I picture it as a time consuming monster which eats an important resource like time. To be entertainted I rather talk to my friend, listen to the I pod, watch a movie or read a book.

This problem is not mine alone but hundereds of other individuals face the same situation. I am sure that the problem is multiplied many fold. I also belong to a group, who earn enough to splurge without thinking, am the decision maker for the products that I buy. In short I am the target segment to which all companies,whether in consumer durables, FMCG or builders want to advertise/promote their products to. However the medium through which they reach me needs different from commonly used television.

What then are the options for someone to reach me??

I am always wired!! I read the times on the net, I read blogs on the net, I sit on the BSE site almost all day long and am chatting continuosly with people all over the word.

All these and a word from a close friend who likes a particular brand of toothbrush, or a food processor is what influences my decision to buy something.

The buzz word now is that of the net content developer.If google can find out the sites that I visit and hence do some trend analysis on my likes and dislikes, they can pop ads that are relevant to me. This is a cheaper and a more focused approach to promotion. With the competition catching up and the overhead expenditure under pressure this, I believe is the way forward.

Also, since salaries have grown, the economy on full employment level, I have many choices to make.Milestones like purchasing a house, owning a car, investing in the market with a holding capacity, are being achieved at an early age, I have risen in the Maslows theory.My basics taken care of, I have started thinking of the larger picture of the country. The plight of the have-nots and the like. Any organization trying to promote something which centres around them and communicated to me, is bound to catch my attention. I would probably go deeper in trying to figure out how this benefits the organization and hence the orgazination will occupy my mind space,Any attempt that Is worth while will remain in the memory for long vis a vis a funny/bad/beautiful ad. And believe you me I am a typical example of today’s influencer and the decision maker.

Both the content of advertising and the communication process is undergoing a huge change.

posted by shikha @ 1:25 PM