Marketing has now a new set of rules

Make the rules" was the mood yesterday at AdAsia 2003. At the advertising congress, which has otherwise adopted the theme "break the rules", practically every speaker laid down rules on topics ranging from direct marketing to expanding business globally.

First it was the turn of direct marketing legend Lester Wunderman. Referring to Buddha and Hamlet, Wunderman, known as the man who identified, named and honed direct marketing, said, "In the era of customer-relationship management, relevance, relationship, repurchase and retention are key words that we are attempting to master."

However, he warned, "Many of us have been slow in getting there. The theory of focusing on the customer is one thing, but the practice is quite another."

Quoting from his book, Being Direct, Wunderman listed 19 rules for direct marketing companies, which included "direct marketing is a strategy and not a tactic", "advertising must change behaviour and not just attitudes", and "the consumer and not the product must be the hero".

If direct marketing makes the consumer the hero, then Rory Morgan, global marketing sciences director of the WPP group's Research International, altered the rules to leverage brand power.

According to Morgan, "Look at the core human values from the perspective of the brand and not the person."

Morgan then listed 15 things all brands are about, which includes well-being, fun, indulgence, individuality, attractiveness, love and security.

Chris Charron, group director, Forrester Research, spoke about the new rules in media and advertising.

Some of his comments were: "Embed advertising in content, or create own content to get to consumers", and "do not just communicate, engage".

For Rajat Gupta, managing director (worldwide), McKinsey & Co, it is all about how companies can become global champions. According to Gupta, "Only global companies can withstand volatility and be resilient to setbacks."

Gupta cited his organisation's research to put down the "pre-requisites for companies desiring to embark on a global journey".

He said, "The journey is long and risky, and will require long-term commitment, sustained effort and systematic investment. So companies will need to have a strong and stable local market position to ensure that cash-flow is stable when the company is expanding operations."

Will Indian advertising and marketing professionals, who have turned out in full strength, go by this rule book?