EFFECTIVE MARKETING

Some slogans touch a chord with us and we remember them forever. We at once relate with "Keep Walking" or "Life Tastes Good". These slogans have created solid brand associations. Well, slogans are just one of the tools to create brand identity. There are several others.  Today, in the highly competitive and cluttered marketplace, brand identity does help a company stand out in the crowd. It is true for the startups too. Business or individual in any segment tends to be more successful with a brand image. The imagery in the hearts and minds of consumers is created through several ways and means. Creation of a brand identity is the first step! Branding and image management is not that simple as it appears. It's a combination of both science and art. It is definitely a complicated process that requires expert guidance and handling. I have come across several start-ups and small companies where promoters tend to take the responsibility of creating brand identi

The world of marketing and advertising is witnessing a churn out phase in India and across the globe. I should rather call it a weird phase. Online world has completely transformed the way marketing and advertising worked. In the churn out, print as a medium is facing the maximum heat. Turnovers and margins for the newspapers and magazines are slipping and the marketers are putting up a clueless face. TV has managed to hold its ground. But the real show-stealer is the new media- Digital Media.  Above changes have brought major shift in the operations of the creative agencies. The new realities are giving shape to the following types of creative agencies: 1.     Large format creative agencies with newly formed digital division These large creative agency set-ups, who have the top notch transnational and Indian brands as their clients, have added digital strength as a division within their agency operations. Even now, the planning and ideation for the campaigns are done b

Videos are the latest tool in the hands of savvy marketers, out to grab consumer eyeballs and engagement. Television as the only medium to run video ads is a past. Cinema screens are offering much cheaper rates to run video advertisements to a captive audience. Today most social channels with substantial user base are making their video features better by the day including Facebook, Instagram, and Twitter. Needless to mention Youtube, Vimeo and Dailymotion are already the videos based popular social channels. Across the devices and media platforms, videos are already dominating. Even WhatsApp is being used to make a video go viral. Mobile devices are certainly fuelling the video content. So, irrespective of the primary social channels used for promotional and engagement activities, videos are going to dominate as the format of content. Some years from now, people will spend more time watching than reading. They are getting habituated to consuming rich content in terms of a com

With the online world catching up fast and fragmentation of media, modern marketing is gradually emerging and taking shape in the format of data-driven consumer engagement. However, creativity in messaging is finding all the more significance in order to grab consumer eye balls. Consumer insights to shape an advertising message that grabs attention and directs the audience to know more platforms where more information, data, and endorsements can be seen is the emerging way forward. So only emotional pitching is not sufficient for the purpose. Scientific data that caters to the consumer need for information is a must have. For every purchase decision, the consumer can easily compare products, brands with their features and prices online. The entire marketing landscape is witnessing a sea change over past decade. Affiliate marketing is gaining significance as consumers are looking at user experiences and trust before trying out a new product or service. Social media influencers a