AdAsia 2011: From AIDMA to AISAS to SIPS

In the second session of AdAsia 2011,Adil Zanubhai, managing director, McKinsey & Company, Laxman Narshimhan, director, New Delhi, McKinsey & Company, and Dentsu’s general manager, global solutions center, Koichi Yamamoto spoke on how to decode the new age customer.

Zanubhai said, “The most important thing that marketers will face will be the emergence of more regulations across states that currently don’t have any regulations. Pricing across these markets which are regulation-free currently will be a big deal.”

Narsimhan spoke about the uncertainties that are crossing the world currently which could be attributed to multiple forces that are reshaping consumer behaviour.

He said, “Currently 246 million people from China access the internet, which places them first among internet using countries. United States of America follows in second place with 244 million users. India is placed third in this list. By 2015, the number of internet users in China should increase to 750 million, and in India the number should be close to 350. Currently, 2.9 million e-mails are sent every second worldwide and 700 billion minutes are spent on Facebook every month.”

Along with digital (mobile and search), Narsimhan emphasised the importance of local. He said, “In China 95% of the internet users have been exposed to social networks, but only 5% of them use Facebook. While other social networking websites like Myspace and Twitter existed, users in China preferred using the local social networking websites.”

Koichi Yamamoto spoke about the emergence of the new marketing model, SIPS (Sympathise, Identify, Participate and Share). He also spoke about the shift from the 3-d era of AIDMA (Attention, Interest, Desire, Memory and Action) to the 4-d era of AISAS (Attention, Interest, Search, Action and Share) to SIPS, the new age marketing concept.