| | MAY 20234The demand generation function has undergone several waves of transformation over the past decades in line with the technology revolution. From black & white print ads to digital hoardings, video ads, and social media ads, we have come a long way. But something that has remained constant is the lack of room for error. In fact, the room for error in marketing today is almost nix. Don't believe me? In 2006, Sony delivered a printed ad in the Netherlands to market its white-colored Playstation Portable with the tagline, "Playstation Portable. White is Coming". The poster portrayed a massive white woman with an aggressive expression, tightly holding the face of a scared-looking black woman. Sony was criticized a lot for its racist remark. More recently, Dove entered muddy waters for a not-so-vaguely racist advertisement. When the ad hit social media, hell broke loose, and Unilever eventually apologized, saying it should "never have happened.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.Sujith VasudevanManaging Editoreditor@ceoinsightsindia.comYou Must Get It Right! EditorialVol 04 · Issue 5 - 1 · MAY, 2023 Publisher Alok Chaturvedi Managing Editor Sujith Vasudevan Senior Designer Girisha M Asokan Vayshnavi P. D.NoidaRohit Raghubanshi Garima Anandadvertise@ceoinsightsindia.comEditorial queries editor@ceoinsightsindia.comAdvertising ManagersSaurav SaraswatTo subscribeVisit https://www.ceoinsightsindia.com/subscribe/ or send emailto subscription@ceoinsightsindia.comMagazine Price is Rs. 150 per issuePublisher 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.VP - Sales & Marketing Amrit SinghCirculation Manager Magendran Perumal Editorial Heena Kousar Keerthana Kantharaj Roopalatha H Hima P. M.
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