Why marketing should be about innovation

Brands that focus on innovation to solve consumer problems, rather than the usual media investment, have the potential to be more effective.

Dheeraj Sinha, managing director for India and chief strategy officer for South Asia, at Leo Burnett, is imploring India’s marketers to try to solve consumer problems using innovation, rather than typical television commercials.

Sinha believes marketers and advertisers need to use data and analytics to change consumer cultures and better understand bigger issues consumers have. The focus ought to be on how marketing and advertising can solve real problems and not just run advertising campaigns.

“Don’t just listen to data – use it to understand cultural shifts. There has been a lot of change in marketing and advertising,” said Sinha...

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