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Heightened Customer Involvement is the Advertising Mantra of Today

“A customer is the most important visitor on our premises; he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.” This popular quote by Gandhi ji is still relevant today.


The question is: Do businesses understand and follow the valuable philosophy behind it? 

Seeing the latest trends, one can conclude that there is a definite shift in the mindsets of companies who are making efforts to connect with their target customers. Innovative campaigns involve customers at every step – right from designing slogans and tunes to suggesting their choice of flavours & getting featured on wrappers and packaging of their favourite products.

Whether or not customers get the importance and respect they deserve by the salespeople and over-the-counter sales staff is a different matter altogether.

Customer Involvement Saves the Day

In the midst of unending brand clutter where every company is working towards staying on top of the customer’s mind, customer involvement strategies seem to be the best bet for most businesses - a trend that is clear from most Advertising campaigns being aired on television nowadays.

  Companies are slowly moving away from their Celebrity Endorsement Obsession which took precedence over every other concept sometime back. Today, brands are willing to try something entirely unique – offering the end customer the opportunity to take on celebrity status by getting involved, showing their love & loyalty for the brand and becoming a part of the brand’s presence by sharing their innovative ideas.

After all, who doesn’t like recognition or the chance to meet their favourite stars especially when all you need to do is show your creativity & share your ideas?

User generated content is the mantra of the day and judging by its popularity; it is here to stay!

Some good examples of brands that are going out of their way to involve their customers in their concepts, promotion strategies and image building exercises include Maggi, Nirulas, and Lays Chips, etc.

Heightened customer involvement is bound to create an emotional connect with the brand which can work wonders in building customer loyalty; a must-have for every brand.

Contributed By: Akanksha is a freelance content writer. An Advertising graduate, she writes Research based Articles on topics ranging from content writing, travel, home improvement, etc. [email protected]

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