| | MARCH 20234A few years ago, Dove, the personal care products brand from the house of Unilever, was in massive trouble for a not-so-vaguely racist advertisement. In the first frame, a dark-skinned woman appears in a bathroom with a bottle of Dove body wash in the lower right-hand corner of the frame. In subsequent frames, the woman reaches down and lifts up her shirt to reveal a smiling white woman--apparently, the rest of her skin/costume comes off too. Unilever eventually apologized for the advertisement, saying it should "never have happened" and that they "missed the mark." It's a no-brainer that you can't miss the marks with your advertisement. Given the power of the online world and social media, a small overlook can cause grave dangers to your brand. Marketing professionals should take the bus from the times when they worked off assumptions or gut feelings. Today, they need to turn to the most reliable source of information: Customer data. It goes beyond doing the right thing or being politically correct while publishing an advertisement. By now, we all know that Data helps to gain better clarity about the target audience and equips organizations with the ability to build stronger connections with potential customers. Most importantly, when the entire consumer market demands unique experiences with every transaction, marketers can offer consumers personalized suggestions relevant to them. This leads to higher conversion rates, greater customer loyalty, more new customers, increased customer satisfaction, and more. However, the challenges are equal to it. Having a large number of data sources at your disposal makes pulling the relevant data together an arduous challenge. Nonetheless, investing in an in-house data team would be an excellent place to start. Sujith VasudevanManaging Editoreditor@ceoinsightsindia.comBrands Need to Get It Right the First Time Vol 04 · Issue 5 - 1 · MARCH, 2023 Publisher Alok Chaturvedi Managing Editor Sujith Vasudevan Senior Designer Girisha MNoidaRohit Raghubanshi Garima Anandadvertise@ceoinsightsindia.comEditorial queries editor@ceoinsightsindia.comAdvertising ManagersPrerna KheraTo subscribeVisit www.ceoinsightsindia.com/subscribe/ or send emailto subscription@ceoinsightsindia.comMagazine Price is Rs. 150 per issueEditor Alok ChaturvediPrinted and Published By Alok Chaturvedi on behalf of Info Connect Web Technolo-gies India Pvt. Ltd., and Printed at Precision Fototype Services at Sri Sabari Shopping Complex, 24 Residency Road Bangalore-560025 and Published At No. 124, 2nd Floor, Surya Chambers, Old Airport Road, Murugeshpalya, Bangalore-560017.Copyright © 2023 Info Connect Web Technologies India Pvt. Ltd., All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher. Visualizer Asokan S.V Vayshnavi P.d VP - Sales & Marketing Amrit SinghCirculation Manager Magendran PerumalEditorial Editorial Heena Kousar Keerthana Kantharaj Roopalatha H Hima P. M
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