Google My Business Insights updates its analytics whilst removing Google+ Source Data

It’s a unanimously accepted fact that search engines are now the most popular way in which people find information regarding local businesses. Countless business owners now rely on Google My Business to expand their company’s online presence and reach out to potential clients on Google Maps and Searches. In effect, an average Google My Business listing gets five times more views than any other listing that has not been claimed by its owners.
Google recently announced that they are updating the insights feature of Google My Business and now, business owners can view comprehensive analytics around how people locate and interact with their Google local listings. The additional features also comprises of a breakdown of how many people are actually viewing your listing via Google Search against Google Maps. The Insights section plots data in a clear way, complete with the total amount of views on both, Google Search and Google Maps with a graph depicting listings on Search and Maps.
Additionally, Google will also show business owners how users have located your listings, whether it was through a direct click or a search, known as “discovery”. Direct click refers to when a client finds your listing by searching for your business address or name and discovery is when a client locates your listing by searching for a product, service or category.
With this exciting new upgrade, Google has also announced that they are removing Google+ statistics from the dashboard. The in-depth insights update on understanding how clients are finding your business on Google will go a long way in promoting and maintaining your business online.

Writing a simple marketing plan for your company

 

It is important for any company to have a proper direction when walking along the road to success. If a company wants to succeed, a clearly set path and direction are important.  A business plan will operate as an overall path of a business. Here we are going to talk about the road map of a marketing manager – the Marketing Plan. Simply a marketing plan is a guide map for the marketing manager to drive the marketing goals and objectives.  There are some people who are against marketing plans because they believe that the mind is enough as a guide. To be frank, if you do not determine a correct path and a mechanism to measure and implement marketing activities, in the long run you will not have a clear picture about what you have done so far.

It is not too difficult to draft a simple marketing plan. Even if you are a beginner in a business, a Small business owner or a Marketing Manager in a large company, you must first think of what you want to achieve in a year of operation through marketing activities.  So how do you start your marketing plan?

Let us first think about an executive summary, just to give the management an idea of what you are planning to achieve in the upcoming year. It is preferable if you write the summary once you are done with the plan. Always start off by analyzing the situation. Generally you can do a complete PESTLE analysis to see how these factors could influence you.  Depending on the industry there are significant impacts by these factors.  Identify how political factors might influence your marketing, depending on the country. For example, how the recent budget changes influenced businesses etc. If it is a start up business marketing plan, it is better to write a comprehensive analysis of political and other external factors.  These analyses are very important because it will support you in identifying the opportunities and threats relating to your business. For example, the recent budget announcement in Sri Lanka, car racers have received a boost as the tax has been waived off.  Likewise do a complete study on economic, social, legal, technical and ethical factors.  Consumer behavioral aspects towards online transactions are increasing. Great importance should be given to that in terms of responding to the dynamic social changes. Once you have done with a comprehensive PESTLE analysis then you should go for a comprehensive SWOT. Generally it is important to identify your own strengths and weaknesses and you should capitalize in opportunities that exist and convert them to strengths. A good SWOT analysis will help you create proper marketing strategies.

After doing a SWOT you should then properly identify your target audience and your competitors? You can map your stakeholders based on their importance and understand to what extent they are contributing to the business. Do a Porters Five Force and analyze the competitiveness of the industry.  Now it is time for you to determine the marketing objectives. Since it is a one year plan you can determine the marketing objectives you are planning to achieve. Make it SMART. Quantify with numbers. Make a check list of the objectives to monitor the progress. Your objective could be in any format. It could be market share objective, new product development objective, market expansion objective, supplier integration objectives, etc.

After objectives, you should see how you are planning to achieve these objectives, where identification of strategies comes into play. Do not forget about STP; segment your customers, so it will simplify your marketing, use proper targeting strategy, whether you are going with differentiated, undifferentiated or concentrated. It all depends on your products and the market. Then clearly determine the position strategy for the business. What type of positioning are you planning to aim for through the marketing activities? Example: Volvo positioned themselves as a car for safety after years of marketing activities. When it comes to BMW, it is performance that comes to our mind.

After determining the STP strategy accordingly you could do a model analysis for the business. It could be Ansoff matrix / GE matrix / portfoli matrix. If your company has different portfolios of products you can go for GE matrix formulation or a basic Ansoff is fine.

After formulation of strategy it is time to think of ways to implement your strategies.  Think about 7ps in business.  Set standards for your products in terms of quality and performance. Determine the price of your products carefully; decide the pricing method you are planning to follow. Make sure you consider all aspects when deciding the price. Also set your distribution strategy, how you are going to reach the customers. Whether it will be through the distributors / intermediaries or whether you are planning to do direct distribution. Make sure you analyze the pros and cons of the distribution strategy you propose. The next very important aspect is the marketing communication part. You should see how your marketing message will reach the customers. Depending on your marketing communication budget set the target / set the determined activities and set the budget accordingly. Make sure you use a simple and effective strategy if you are a small business owner. If it is a big company there are no restrictions at all. Mention with time frame and budget, draw a Gantt chart with task list. It will keep a clear road during implementation. Also mention the evaluation mechanism. According to the distribution plan finish the sales plan as well with the support of your sales manager.

The last step would be controlling the plan while implementing. When your budget is approved with some amendments you might start the plan. Make sure you have the final marketing plan document with you and then make sure all the members in the team are aware about it. Set the control mechanism and monitor the progress of the plan from time to time.

See the original article here

Ambush Marketing

The market place is fragmented with so many players. Companies are in queue to capture the same target market. The marketing space is crowded with various promotions and offers, bombarded ads, new techniques and tactics by advertising agencies, sponsorships, so many events etc. Big brands always spend millions in marketing and branding. Among that sponsorship plays a major role and believed to give great publicity to the brand. I’m not going to talk about sponsorship, but thought of writing a post about “Ambush Marketing” today.

People might wonder what Ambush Marketing is! Wikipedia defines Ambush Marketing as “a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.”  From a theoretical perspective, Ambush Marketing refers to a company’s attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association with it, without the authorization or consent of the necessary parties.

So how this Ambush Marketing was born? During the year 1984, when the International Olympic committee decided to call for official sponsors for the event, it is believed that it brought a path way to Ambush Marketing. The first victims for Ambush Marketing were Fuji and Kodak. Actually Fuji bought the official sponsorship authority during the 1984 event, but Kodak brought the larger broadcast advertising space during the event. Though Fuji was the official sponsor for this event, the millions of viewers thought that Kodak was the official sponsors for the 1984 Olympics. In simple when a brand decides to be a sponsor for an event, at the same time if the similar rivals purchase more ad slots and go for large scale promotion around the event place than the sponsor, it is known as Ambush Marketing. It’s all about being vigilant about what’s going around as and capitalizing on them on the right time.

It is interesting to recap some of the global events where even big brands competed with Ambush Marketing strategy. During 1992 Winter Olympic though VISA was an official sponsor, American Express advertised saying “You no need a VISA to visit Spain”. Though there are several old examples for Ambush Marketing I thought of sharing the news ones, and pretty interesting ones.

During 2010 FIFA world cup beer official sponsor was Budweiser, however during a match between Denmark and Holland 36 girls who were wearing orange dresses removed from the stadium, where 3 were held by police for questioning. Though the Holland soccer fans normally wear orange dresses, FIFA organizers suspected the activity as an Ambush Marketing activity by another beer company, Bavarian, a direct competitor for Budweiser, the sponsor. See the video clip below to know more about this incident.

Also during 2012 Olympics, Beat Electronics grabs the attention of people, when it gave its head phones to the players to wear. Rather than the attention gave for the main sponsors, Beat Electronics got the maximum publicity without paying a single dollar for advertising. I came across this interesting cartoon with regarding to this particular incident.

How Ambush Marketing could happen?

1-     During an event when similar competitors advertise in mass scale than the event sponsors.

2-     In the event place when competitors try to grab the attention of people using marketing tactics such as rallies, hoardings, bill boards, drink vans and other promotional modes.

3-     During an event when the event participant endorse a brand which is not the main sponsor of the event. Example during 1996 Olympics when Micheal Jordan posed with Nike shoes and metals though Adidas was the official sponsor of the event.

 

4-     During an event if the fans / participants start acting in favour of another brand which is actually not an event sponsor. Example Bavarian beer girls.

So the question could be, is it an ethical marketing practice? What I would say is yes unless if the organizing party or the host accepts the ads and promotional activities by a rival after mentioning the exclusive sponsorship / promotional partner. Also if there is no trademark breach it cannot be considered illegal. The only way to prevent Ambush Marketing is to define clear sponsorship details. Exclusive sponsorship would do it, and same rival firm should not be allowed to advertise / do promotions in a major event. But a country like Sri Lanka, the market is small compared to other countries. If one firm is sponsoring an event the similar rivals could be allowed for advertising but in a limited manner is acceptable.

In Sri Lanka there are many brands who can’t sponsor for major events like other big multinational brands, but it’s still worth to think the smartest way of capturing the attention of audience at no cost or low cost. For them Ambush Marketing is a perfect way to out beat the top competition. But before you think about doing Ambush Marketing the firms should know the legal implications in Sri Lanka. Apart from that it should be ready to take over criticism from the marketing world. But still Nike leads the crew of Ambush Marketing, it is because what they did was Ambush Marketing, but they did it in a smart way.

In a nutshell what helps you to overcome any criticisms and legal implication is being smart and doing something very smart.

Marketing as a Vehicle???

How can you define marketing in an organization? I would simply define it as a vehicle…

Marketing takes the organization from where it is conceptualized or situated to the target audience. Since I think it’s apt to define marketing as a vehicle. Here I have referred a set of organizations as “conceptualized” because of the recent development of the virtual organizations which don’t have any physical existence. Importantly for this type of organizations marketing carries an extra burden of developing credibility over the organization.

The marketing vehicle which apparently carries the message from the organization can result in a good conditioned, smooth and speed travelling. On the other hand if poorly executed the same vehicle might result in a detrimental travelling. Ultimately the good or poor travelling impacts the bottom line of the organization. Hence it is vital to maintain the vehicle in good condition.

Maintaining a good conditioned marketing vehicle and safe journey is not that simple. There is always some inherent risks for which a vehicle and the journey are exposed to. This involves;

• Correctly identifying your target market which is your final destination
• Fixing the marketing budget which is your funding arrangement for the journey
• Developing the correct marketing mix which is prearrangements done before a journey
• Creating the marketing message which is the travelling done on the road
• Preparing with contingency plans in case of any competitor counter attracts which is something similar to the precautionary actions taken against in a vehicle accidents etc

It is always obvious that depending on the destination the vehicle should be conditioned and repaired if necessary. Likewise the depending on the target market, their needs, their behaviors and their social status the marketing message should be designed.  Additionally it is important to confirm whether your marketing mix is strong enough to take the vehicle to the intended destination. For example the promotion pat can be executed very well. However if there is something seriously wrong with the product it is obvious that your organization wouldn’t enjoy repeat purchase and positive word of mouth. Finally the contingency plans in order to safeguard the vehicle. When you take a vehicle it may face unexpected accidents, road redirections, bad conditioned roads etc. Likewise the marketing vehicle too exposed to such adverse aspects. Hence it is always recommended to have plans and moves to face the counter actions taken by the competitors, governmental interferences, and unfavorable market conditions.

Once all of the above are ensured and looked after very well the marketing vehicle would definitely take you for a safe and successful journey.

Cross Cultural Marketing

“When starting a business a cultural analysis needs to be done if the business targets a range of audience from several locations”

Globalization is an inevitable process in the 21st Century, and so is the cross – culturalization. The world is becoming more and more homogeneous, and distinctions between national markets are not only fading but for some products its disappearing. This means that marketing is now becoming a world common discipline. However, on the other hand, the differences among nations, regions, language, regulatory environment, past heritage, ethnic groups, etc in terms of cultural factors still exist in the market place and having obvious impact on the marketing practices of the business organizations. From a marketing point of view it is very important for marketers to realize that the markets in the 21st century are cross-cultural markets and to be aware of and sensitive to the cultural differences is a major premise for the success in the 21st Century marketplace. The following aspects should be vital to be considered by a business:

• cultural impacts on marketing (international versus domestic)
• cross-cultural dimensions of marketing research
• cross-cultural aspects of marketing mix (products, price, promotion, and distribution)
• cross-cultural marketing education and professional training
• cross-cultural practice in electronic marketing

Cross-cultural marketing can be seen as the strategic process of marketing among consumers whose culture differs from that of the marketer’s own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style.

From the anthropological perspective all market behaviours are culture-bound. Therefore, in order to match the marketing mix with consumer preferences, purchasing behavior, and product-use patterns in a potential market, marketers must have a thorough understanding of the cultural environment of that market.

Some Real World Examples for Cross-cultural Marketing

To what extent culture of a particular market place has influenced the marketing practices of business corporate can be understood by analyzing each element of the marketing mix (4 Ps’ i.e. product, price, promotion and place).

(1)Product

• Pizza Hut and Domino’s in India

1992: Paneer on a pizza!

1997: Paneer on a pizza?

2002: Paneer on a pizza.

Same statement, same concept but the noticeable thing is the change in the attitude. It started from “absolute disbelief” to “why not” to “calm acceptance”. It shows how foreign based multinational companies have changed their product according to the taste of the indigenous of a country.

In this case one element of the marketing mix, product has been changed to cope up with the existing culturally bound taste of Indians. Pizza Hut and Domino’s now serve Tandoori, Paneer and Chettinad toppings which are absolutely new menu for these MNCs but culturally accepted traditional foodstuffs for Indians.

• Maggi in India

Noodles were alright for dinner once in a while and it is accepted in other countries as well but it was unsuccessful in India. Since Indians consider idly, dosa, chappathi, etc as their dinner menu. Then Maggi wanted another marketing strategy to sell its product and it marketed Maggi as a snack not as a dinner and succeeded in the market. This also reveals how culturally bounded practices impact the marketing strategies. They also went along with curry flavour, tomato flavour, etc in India.

• Swarovski in India

Swarovski is a Czech Republic based crystal venture incorporated in 1895. Swarovski India (Pvt) Ltd faced a difficulty in marketing crystals in India primarily. In the European and Western countries crystal is considered as a valuable gift item and initially they marketed their crystal as in the same manner in India but they struggled to capture the market due to the existing cultural aspects. Indians had a sentiment about gold and silver as ideal gifts for a bride or a bridegroom and they are culturally taught that gold and silver are the ideal gift for every occasion.

Swarovski there after realized the need for Indianization and came up with an alternative product. They introduced crystal studded sarees firstly and now they are offering a collection of sarees, blouses, odhnis, and salwar kameezes studded with crystals.

• MTV and V Channel in India

Youth of India expects music which is some what related to their culture and prefer the styles like bhangra which is a traditional Indian music style. Realizing these desires, western channels like MTV and V channel has included Indian pop, a kind of fusion music of India into their charts.

(2)Price

• KFC and McDonalds in Sri Lanka

MNCs like KFC and McDonals are giving their primary concern to the price they charge from Sri Lankans since people in Sri Lanka are more conscious about the prices of product than the quality. Even the displays they use to show their products, specifically display the price of each product. This proves that these MNCs are amending their marketing strategies regarding price to suit Sri Lankan market.

(3)Promotion

Marketing cross culturally consist advertisements as it foremost part, which directly appeal the target market. Promotions in the sense it mainly includes advertisements and the cultural issues relating to those advertisements should be precisely dealt in order to capture the market through a healthy relationship with the target market.

For this purpose most of the MNCs utilize the technique called “Advertising Localization”. It is not a mere change of designation stemming from computer science vocabulary but a radical change of perspective concerning the real nature and modes of linguistic and cultural transfer from one language into an other.

• Coke Advertisements in India

Coca cola uses different celebrities in each region of India to communicate more effectively with the target market by considering their cultural variabilities. They use Aamir Khan in North India, Vijay in Tamil Nadu, Jyothika in Andhra Pradesh and Aishwarya Rai in rest of India endorsing the same Coca-Cola. This shows the perspective of marketers that the people will feel more comfortable when they see a person from their own cultural background in advertisements and feel positive toward their products. In Sri Lankan context Santhosh and Bathiya endorse Coke and the concept of the advertisement is carefully designed to reflect the local culture in each frame.

• Toyota Advertisements

Toyota used a pregnant, naked woman in their advertisements and this was accepted by some countries and where as some countries protested against it and Toyota later withdrew the advertisement. This shows how the cultural believes of people influence the marketing practices of business organizations.

(4)Place

• Dilmah Distribution in The Global Market

Dilmah uses several methods of distribution in several countries. It operates in 93 global markets and it has its own distribution mode through its regional channels in certain countries and where as in other several countries it uses a native prominent goods distributor for their tea. In countries like Australia, USA, and European countries it uses its own distribution channels where the customers believe in manufacturer own brand and distribution. In certain countries like Jordan, UAE, etc. it uses a native goods distributor to distribute their tea since these customers buy the products which comes from their own distributors.

Cultural Influences

Since culture is a wide spread phenomenon which cannot be separately identified from the group of people who share a set of accepted behaviors, customs, and values, it is obvious that the impact of such shared culture would result in all sorts of decision makings of the human beings. Such impacts can be mainly seen in the following perspectives.

• In the General Point of View: For example; language, body language, punctuation, negotiation styles, gestures, etc. can be given.

• In the Human Relationship Point of View: For example; employee relationship, customer relationship, supplier relationship, stakeholder relationship, etc. can be pointed out.
• In the Marketing Point of View: The impact that culture would have on the 4Ps.

 

Aspects to Consider When Starting a New Business Which is Believed to Have Cultural Impacts

Even though cross cultural clashes create barriers they also provide challenges for the international businesses where those challenges encourage the business to develop further. All it is required to have a comprehensive knowledge about the impacts of the culture on the international business and prepared with all sorts of precautionary actions to be successive. The followings can be provided as recommendations to be successful in the global business;

• Doing a thorough market research
• Doing internal research to identify the cultural impacts among the employees
• Adaptation to the differences
• Developing commonly accepted standards which to be followed by all the stakeholders of the business
• Customization to a greater extent

 

Loyalty Marketing Mix

After a  long time I am writing a post, the reason is due to  lack of time these days and also I am  now engaged in some other writing too 🙂 .  Recently I went through many articles mentioning the importance of loyalty marketing and I see loyalty marketing going to be important driver for an organization to generate sales without additional cost. These days retail chains always struggle to keep up loyalty of customers because of the scale of business and lack of personalization. Wall-mart, Tesco have implemented amazing mode of loyalty program and Tesco benchmarked them by using club card loyalty program. Currently I’m in the process of reading the Tesco’s Club Card book, so I would be in a position to give some more insights once I complete reading it. Whenever companies develop their marketing mix, it is going to be an important factor to consider the loyalty.

So how a loyalty marketing mix can be built?

1 – Product – I feel this should remain unchanged from the traditional mix, but in the loyalty marketing model retailers have to use the data analytics to select proper merchandise, display of stock shelves, and create other additional services based on customers willingness to buy. It is doubtful to what extent supermarket chains in Sri Lanka make use the customer data for the above. I know getting their data offline is a pretty challenging job, but if Sri Lankan super market chains need to position themselves strongly the need of data is important.

2 – Place – It’s again a data game, retailers should use the data analysis to choose new store locations and to determine channels. It is not a matter of deciding the place based on competitors and places where organization doesn’t operate. It’s about where customers prefer to have the stores.

3 – Promotion – All marketing outputs such as brand building, WOM, loyalty activities belong here, but it is important that all the promotional activities should focus on building a strong relationship based on the loyalty drivers than just considering the frequency and sales. I believe instead of having price as a separate mix, it should belong to promotion.. The pricing strategy of firms should be based on targeted discounts, special pricing based on customer behavior and segment characteristics.

4 – People – So loyalty model is all about building strong relationship with the customers, in retail stores the relationship is built on the customer service and the in store experience. So it’s time to think about the proper training and development of employees to make use the CRM tools effectively. This is important to provide differentiate service to their customers based on their value.

I feel the above suggestions are my view point and at a glance it might not be   visible to the customers, but it influences the behavior.  For all these the retailers should have proper data base to use the insights of customers.

So where the firms can start-off with?

1 – The business should be built in the fundamental drivers of loyalty – It is very difficult to differentiate yourself by using the customer data, if the business is not built in the basic drivers of loyalty. Ray Kroc and his QSCVmantra (Quality , service, Clean and value) the store should be quality and the retailers should have talented front line staff, the environment should be pleasant and clean and it should have a value to visit.

2 – Stores need to think of building loyalty, not frequency – Stores should not think of just getting sales by charging them low prices.

3- The relationship should be built on value, not in sale prices.

4 – Use of customer data to drive the product selection – Tesco uses customer data very effectively to use the shelf space, such as storing health conscious products, quick fix meals etc.

5 – Using customer data to deliver differentiated service – Understanding the needs of the customers is the critical task for marketers. Use of customer driven data will help to influence the store design, training and new product launches.

6 – Find the brand champions in the customer file – Brand champions work as a recommender for firms products. They will always try to boost the brand name whenever they speak with friends, family and peer group.

7 – Loyalty is an art and a science

I’m not sure to what extent these are practical in Sri Lanka, because still Sri Lankan firms do not try to get the maximum out of the customer data, except firms who operate online. The above are some important steps to start the implementation of loyalty marketing mix.

Visual Buzz and Interactive Marketing

I read articles regularly whenever I find time. While reading an article on promomagazine I came across some interesting insights which I thought of sharing them with you all.

1 – I’m not sure in Sri Lanka how many firms measure the word of mouth for their brand. Measuring the online buzz is easy but identifying and measuring offline buzz is not an easy job. But remember 90% of the buzz goes offline.I observed that the trend now prevails is not about mouth to mouth conversation but  it is all about visual. Emanuel Rosen, author of The Anatomy of Buzz says Word of Mouth isn’t always Spoken, but sometimes its Visual. The objects and visual can create visual buzz.. It is not just the word…Because buzz is not just telling others but more and more it move towards showing.

The simple idea behind this is, by making the brand more observant and visible to the people, the brands can increase the likelihood of people conveying the message about it and enhance the sale.

The above example actually happened to me as well. I usually visit my friend’s place, who has a Dell Laptop. I saw a small poster hanged on his wall regarding this brand.   But we never spoke about this laptop. Whenever I go there I always noticed that poster and Dell became one of my well observed brands. This created an interest in me and I purchased a Dell Laptop for my usage.

So what Sri Lankan brands should do with these? Marketing communication, product quality , good relationship management will create a positive buzz. But according to Emanuel Rosen, he says the brands should make sure where ever the customers go the brand should be visual to them. It can be a calendar, desk diary, well framed brand photo, pens, stationeries, wall clocks, and other observable stuffs.

2 – Make the business crystal clear. In an article written by Rob BonDurant, he says brands need to be transparent the way they do the business. All the business activities should be well communicated. The best example for this is Patagonia, where their production is totally environmentally sustainable business. In the web site they clearly mention what they do to sustain the environment in production. Still most of the organization in Sri Lanka practice CSR and Environmental business practices. I have not come across any organization like Patagonia in Sri Lanka.

If you want to create a sustainable word of mouth recommendation then BonDurant recommends that business practice is storytelling than marketing.

I have noticed a similar sort of strategy used by Brandix.  A well dedicated page which shows this sort of activities and their commitment towards environment and the business practice storytelling.

In  the end it is all about interactive marketing

In this year and coming decade two way communications with the targeted and existing customers going to be replaced by one way marketing methods.  It is going to be all about interactive marketing. Businesses need to closely interact with the customers to know their exact need and wants. It is not about doing a marketing research but closely building a relationship with people, even though they are not your customers.

Given below are some methods, but some of these may not be suitable for Sri Lanka but some might. The mobile and internet have already created platforms for firms to interact with the customers.

According to emarketer, in the year 2009, there was a growth of 18.1% and 9.2%  in mobile and internet respectively. On the other hand, advertising through TV declined by -10.1%, newspapers by -18.7% and radio by -11.7%.

Hence the firms have to concentrate on the following:

Social Media Marketing, mobile marketing and loyalty marketing are known concept for everyone. But it is time for firms to further focus on Neuromarketing. Because for every business it is important to know what their target audience and customers really perceive about their business. Doing research will not make any sense in genuine opinion of the customers. But using neuro marketing firms can study the customers/ consumers sensorimotor, cognitive, and affective response to marketing stimuli. Anyway this is related with research but the research use more advanced technologies such as functional magnetic resonance imaging (fMRI) and electroencephalograph.

The other important one is behavioral marketing. Firms should stop bombarding the customers with irrelevant advertisements. Even in Sri Lanka we come across many advertisements which make no sense. But it time for Sri Lankan marketers to think about the relevancy in the marketing campaign they do. Now customers are modernized and they seek for new things, new experiences, new things to try etc…Firms need to be more creative in their communication. Bombarding them with the same ads repeatedly is not worth. Creative approach stimulating the customer sensitive is a must these days. The ads and other communications should be relevant to their life style choices. This will be more effective to do….