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Less Boring

Pushkar Sane Saturday, 28th August, 2010 Tags: , , , , , , , , Observations No comments

On Friday I visited a tier 3 town in Guangdong, China. We were doing an immersion exercise with a task to understand media and technology habits. We interacted with a cross-section (age-group) of people. It was very fascinating to see how each and everyone of them insisted that they were time-starved and had no time to watch TV. Here is an example where the TV is ON but no one is watching.

In order to find out their device/media dependency we asked them to choose only one device that they can’t live without. Interestingly almost all of them said Mobile Phone. One youngster answered that he is choosing Mobile because it iss ‘LESS BORING’ than other devices/media.

I guess the era of choosing a product/brand/device because it is ‘more interesting’ is over. For the younger generations novelty factor depreciates right after the launch announcement (not even an actual launch) and then it is all about choosing best of the ‘less boring’ options available in the market.

I can very easily predict that life for marketing & advertising professionals is certainly going to be difficult.

Everybody is Digital = Nobody is Serious

Pushkar Sane Thursday, 25th September, 2008 Tags: , , , , , , Marketing, Observations No comments

Digital has been the buzz word of Marketing & Advertising industry for last 24 months. Every tom, dick & harry has an opinion on digital irrespective of whether they really understand what digital is and what it takes to deliver digital. The so called non-digital people in the industry are worried that they’re losing control and as a result feeling a bit insecure. These days I keep hearing from all my peers & friends in the industry – we’re moving very fast towards converting all our people to digital. People think it is like taking a Pill and curing the digital bug. But its not that simple – trust me on this – I have been there – done that and seen the pains of building digital expertise and making a business out of that.

Digital is much bigger than just a media vehicle or a creative execution. And we should not expect all the people to get it. There are smart people who already get it – there will be some who will get it slowly and there will be some who will never get it. And I guess today the industry is too much focused on making the third lot feel better. Its a cool thing to say: “digital is not rocket science”. Absolutely right – nothing in our business is rocket science – but it is Art + Science. It is about passion & your personal involvement in Digital.

Question is not whether everybody is digital but how good are they in digital? It is almost like saying: Heart Surgery is not rocket science and hence a General Practitioner would perform the surgery. I’m sure the General Practitioner has gone through the basics of surgery & knows where the heart is. Given a choice – would you prefer to operate through a GP or go to a Heart Surgeon? Think about it.

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