The way in which we perceive the world and its people and places is a lot different in today’s contemporary setting than it was a few decades or generations ago. Back then, grabbing eyeballs meant splashing yourself on the newspaper, popular magazines or the television, if you are a big rock wanting to make a big splash. Motivated by these publicity stunts which later came to be organized as advertorials, people irrespective of age, caste or gender would flock to their nearest convenience stores to avail the same at a pre-defined cost. Feeling a need to address the overwhelming enquiries for any particular recently publicized object or utility, the shopkeeper in turn would also proceed to suitably replenish and stock his inventory with sufficient quantities of the same. This is the process of how demand and supply lines would be created and maintained in a world of the past. In present day, the corner stop convenience store has been replaced by the latest trend in consumerism, known as e-commerce and the world is an open market. An artisan or trader dealing in exclusive products out of a physical outlet in Delhi can successfully forge and nurture a client base and create a supply pool for his produce in Dakota. With the advent of the Internet, real stores and the overheads associated with them such as utility bills, furnishing, property taxes and asset depreciation seem to be a thing of the past. And quite likely so when all you need to invest in order to be visible to people beyond borders and boundaries and territories, is the time and money to create an online store or website for your trade, to showcase your produce on. E-commerce has ensured, consumers sitting from the confines of their privacy and comfort can browse through and stroll through their shopping wish list and make purchases exactly when they want to at their own sweet time. Sampling through collections, browsing through stores for the best deal and making a purchase exactly when you decide to without any obligations seem to be quite lucrative incentives and if this were not enough by itself, e-commerce stores offer concession on making online purchases of the same good or product or item that sells for maximum retail price at the corner store.
Technology has turned a full circle and what better way to reinforce the fact that the world is an open market than diminutive and nonexistent borders, all at the click of a finger. On a personal level, identities in the real world are validated by their online presence. Interactions are struck on virtual platforms before taking them to the real world. People whenever they come across a new product or item or good, tend to check it out and confirm its authenticity by verifying it through a Google search. Today such is the impact of the Internet on our day to day lives; the Brand Google has become synonymous with the term search. One of the primary and most fundamental gateways to the depths of exploring the Internet is Google. No business house with a functional website can expect to ignore or neglect Google to contribute a substantial chunk of footfall to their doorstep, in other words the brand website. The whole trick of being on the Internet and emerge successful is to understand that the Internet is successful and the chosen medium because people can be themselves and define their privacy and level of anonymity that they wish to disclose. So rather than finding people out who could be potential consumers, it is advisable to do your thing and let viewers and potential consumers find you out. After Google the next potential consumer rich platform that every Brand should have a presence on is Facebook, followed by Twitter and Instagram in that order. However it needs to be understood every digital platform is separate and different from the other and although it may not be evident, but these digital platforms or outlets appeal to segregated consumer bases with their USP. So no single plan is going to be useful in conquering all digital outlets. Being present on these outlets and simultaneously excavating new emerging outlets that are relevant to the category the brand operates in is a continuous process. Once you have a list of outlets with a formidable user base, it makes sense to devise distinct customized Brand strategies for acing every outlet separately. More creative insights relevant to category or industry space in which Brands operate will arrive from hands on experience of exploiting Social Media and the Internet to your brand’s advantage.