You might not be aware of Discord. Or you may know about it, and you’re wondering what it has to do with marketers. After all, isn’t it for gamers? That was once the case, but not anymore. Discord is a popular online chat platform that is used by millions of people around the world. It is especially popular among GenZ, making it a great opportunity for brand managers to reach a wider audience.

The Advertising Standards Council of India (ASCI) has taken a proactive step to uphold transparency and protect consumers by tightening norms and cautioning social media influencers against misleading endorsements. As an experienced marketer, I believe this move reflects the growing need for accountability and authenticity in the digital space. In light of this development, young celebrities should prioritize integrity, responsibility, and open communication to maintain their credibility and positively impact their followers.

Today's rapidly evolving business landscape means that brands need to recognise the immense value provided by adopting a customer-centric approach. This means that enhancing the user experience across various digital touchpoints has become a crucial aspect of brand strategy. To achieve this, creating a user-friendly website or landing page that is easy to navigate has become a vital part of any brand’s marketing strategy.

To successfully establish themselves in the market, brands must stay updated with market changes by analysing and adapting to trends. This provides them with valuable insights into evolving customer preferences/behaviours and helps them identify new opportunities for their products or services. This can be used to develop new products, enhance existing ones and optimise their marketing strategy. With this, brands can increase customer satisfaction, attract new customers, and retain existing ones.

For any brand to establish itself in a competitive market, it is vital to understand the behaviour and expectations of its target customers. Consistent messaging based on a solid grasp of customer behaviour goes a long way in establishing a brand in a market leader position. This is what Zepto understood and leveraged well to mark their presence in the home goods delivery market.