Denis Sison: The 4S’s of experience marketing

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In this RTalks podcast, our host, Rajiv Parikh, talks to Denis Sison, Head of Marketing Excellence and 1 Global Marketing Services Operations at Johnson & Johnson. Denis discusses the evolution of marketing practices over the years and how the 4S’s concept in experience marketing has changed the game. He also goes on to share his insights on the various challenges involved in launching a new product across different markets.

 

Highlights of the interview

Evolution of marketing practices

“Three phases of connectivity have impacted marketing practices over the last few years. It started with the growth of search engines in the late 1990s, moved to a period where it became associated with smartphones and social media, and finally to the explosion of data and IoT in recent times. The capabilities and skills of a marketer have grown due to the evolution of connectivity over the years.”

The 4S’s for new marketers

“The 4S’s concept includes scientists, socializers, strategists and storytellers. Marketers today have to take up all of these roles in an organization. He/she should understand the science of decision-making with the help of data analytics. As a socializer, he/she recognizes that the brand’s life is highly dependant on people and that’s why they need to be a part of whatever you make. In a strategist’s role, he/she is responsible for making choices based on the expected outcomes. And finally, he/she uses the storytelling aspect to build awareness and develop consideration for the product in the market.”

Challenges while launching a new product

“Understanding the common fundamental factors that drive revenue across all geographies is a challenge. There are going to be differences in cultures and operating structures that we should know and incorporate while building and launching the product. It’s also essential to decide on how the product is packaged, design the right advertisement and message, and also, if needed, consider the option of launching different versions of the product across different markets.”