The future of Marketing - interview with Borislav Kandov
Posted on September 3, 2007 - Filed Under Innovative marketing strategies, Expert Interviews |
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Borislav Kandov is working as a journalist at Capital Weekly, covering the advertising and Public Relations industries. He has been working there since 2004. Previously he has worked in such related to journalism areas as bartending at the best underground rock club in Sofia and selling motor bikes at the biggest bike company in Bulgaria. He has studied Public Relations at the New Bulgarian University. The latest project Borislav is concentrating on apart from his other activities is Mojito Lovers.
1. From the perspective of the journalist who probably writes the most about the advertising and marketing issues in Bulgaria - what are your views on the future of marketing? How is it going to look like?
With the advancement of the online communication and the social networks, the consumers are going to grow smarter and smarter than the advertisers. The numerous channels for exchange of information are offering them a tool with which they can tell right on when someone is trying to mislead them. That is why I believe that the future of marketing is in the honest communication with the consumer, in the presentation of quality goods and services, in the asking of the right questions and the provision of right and honest answers. Look what happened to the soap – from a despised parent of today’s advertising, the soap now rules in Cannes with a Grand Prix, thanks to an honest spot created by Ogilvy for Dove.
Marketing has one more path to take, one which is currently being noticed predominantly by the designers, the politicians and the economists. There are 1 billion people in the world who would never be able to afford an iPhone, but who would gladly purchase a Coke. There is this huge market out there open to lower-cost and sometimes not very high quality products, which at present is being filled in with goods produced in low labour cost countries. And low as these goods may cost – the total market size is impressive.
2. How global and how local is marketing – does it differ between the US, Western Europe and Bulgaria say? Is this going to change in the future?
Not only from a marketing stand-point, but Europe (including Bulgaria) will commence to get ahead of the US in the coming years as source for fresh ideas and with the quality of its marketing and cultural products, which more or less are the source of inspiration for marketing. Have a look at what Wieden+Kennedy London are doing for Honda, for example.
Otherwise the American style of marketing is traditionally much more sales oriented than its European counterpart. But sometimes this is the very reason why consumers start looking for a way out and hide in internet. What we hear as information on the marketing campaigns in the US is a small particle of the total business there. Even at Super Bowl night, some ads are shown, which can easily match some of our own poorer creative solutions.
Apart from the differences between the US, Europe and Bulgaria – there are also some global creative ideas, which work equally well across the board. Such as, the Tide positioning for the super-moms, the Wieden+Kennedy creative for Honda with the auto parts domino. At the level of thinking there is no much difference. There is a bigger difference at the level of media consumption and thus the choice of the channels of communication with the consumer. In Bulgaria for example the distribution of internet is at a much lower level than that in Europe or the US, and people do spend less time online. Here TV still rules.
3. If you are to pick one thought from the first Marketing Forum in Bulgaria, which one is it going to be? Why?
Hope is not a strategy - Larry Hochman.
Because when you have worked hard for weeks or months on a marketing campaign and when it is launched to start keeping your fingers crossed for it to work – means that you have not done a good job out of it.
4. What would you like to see better at the Marketing Forum next year?
Well, I am a bit biased, but probably I would go for more presenters.
Technorati Tags: larry hochman, wieden+kennedy london, ogilvy for dove, honda, american style of marketing, first marketing forum in bulgaria, iphone, coke
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