*All opinions below are strictly personal.
No, seriously, tell me. Why is everything in the world so commercial? We are hell-bent on obsessing with monetizing everything and then lament about the world losing beauty. Teens (I am being generous here) compete for Facebook likes. Brands fight over putting up their promotional material in the once-friendly street corner. PR agencies compete for media stories about the gung-ho things their clients do (which aren’t always that gung-ho after all). It tires me out.
Lately, all the world’s innovations, awards and rungs-to-the-corporate-ladder seem to centre on marketing. An MBA is better paid than a technical person because he apparently has the strategic foresight to design a breathtaking campaign. Notwithstanding the foresight the technical person needs to create the program that feeds a medical diagnostic device, or lay the foundation for the bridge that will stand across the sea. Well, parents root for the MBA. It is the direct route to the paradise on the 23rd floor of a high-rise.
There was a time when companies used to advertise through the newspaper. They now sell us things through the television, the billboard, the radio, the internet, the flyer tucked in from under the door, the soap case, the roti, and the last I heard, the wrapper of your bhelpuri. It’s so intrusive it’s scary! In a blink, they will be advertising on your bed-sheet and your morning-coffee cup.
Imagine for a moment the world didn’t incur marketing spends. Wouldn’t people discover products and brands on their own? Oh yes, we have far too many brands today for anyone to capture attention without being promoted. It reminds me the various kinds of water they rattle off in high-end places. You know, sparkling water, bubbly water, blah. Do we really need 350 brands of soaps and 567 brands of deodorants? (I know there are probably more.)
Didn’t economics theorize about everyone investing their energy in what they do best – producing wheat or coffee? Who would have thought there would be dozens and more of people willing to produce fine-wheat, organic wheat, chocolate wheat, and golden-brown, blue and sublime coffee? (Yes, please add to the list.)
Well, I completely appreciate how marketing is essential for a company’s profitability, especially in the big, crowded marketplace we now live in. My contention is around how the marketing circle is constantly turning more vicious. One marketing innovation begets another; one successful product begets a hundred clones. One campaign you have successfully done must be broadcast-ed for the world to understand how you can do several more. You market, and you market, and I still don’t know if I care about my deodorant having too much gas or the dish-washing gel I have always used being suddenly proven by “research” to be ineffective.
Day after day, as I see the world competing on the skill to blow the trumpet, I grow more detached. I feel satisfied enough with a soap that clears dirt, even if it leaves about 0.1 percent of germs untouched. I am happy with water that quenches thirst even if it has only the natural composition of oxygen. What’s more, with all due respect to the marketing fraternity, I feel much more perked up about innovations that cure diseases, help kids learn better or assist us with space travel. Why not focus on marketing these some more?
Of course, it’s all very good to develop marketing skills in general; bloggers like me pitch in to felicitate our favourite brands get “their message across”. Yes, I know. It’s just that I am tired of seeing brands splashed over all the media I use, ALL the time. Companies engage in tussles over product lines that are dissimilar only in their advertising campaigns. Millions of rupees are used to keep innovations going only to ensure the product gets sold.
What’s to stop anyone from using this money and effort to work on a product with a utility no one else has managed to provide? I mean Authentic Utility. Which Benefits the Customer. I don’t mean a vegetarian toothpaste, or a killer of 99.95% germs, or a Eureka-feature chatting application.
Now if someone is willing to offer me a month’s solace, sea and calming sunshine, please market all you like. Let’s get going.