The Hindu Business Line : ‘Cos look at newer tech for brand promotion'

Technology is impacting our lives. The truth is that it is everywhere. Computers and technology are now part of our daily lives. We have come upon to depend on them to function and to live. Technology is being extensively used in all fields and advertising is no exception.

At a guest lecture on digital marketing organised by BL Club and sponsored by Syndicate Bank, for the students of department of management studies M.S. Ramaiah Institute of Technology, Mr Vidyaramanan. S., Associate Vice-President of Lintas, explained how companies are embracing futuristic technologies in advertising to provide a different product experience to consumers.

Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers. It also includes other spaces such as mobile phones, SMS and MMS. “Companies are increasingly realising that such promotions have limited impact. They do not sensitise or provide brand experience to customers as the medium gives only static level of information, which is of not much use. Now, companies are looking at integrated or 360 marketing and hence, are embracing newer technologies such as “immersive” or “augmented reality” to engage explicit and implicit memories of customers,” he said.

Sharing video-clippings, Mr Vidyaramanan, explained to the students how these technologies have enhanced the way the consumers experience a brand. Immersive technology places the viewer inside the image, enabling him or her to significantly enhance situational awareness and providing the highest level of functionality for viewing, capturing and analysing visual data — where augmented reality is nothing but adding something to reality. It is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with or augmented by virtual computer-generated imagery to create a mixed reality, he explained.

Such promotions will have a significant impact on the consumers and there are more chances of eliciting responses from them, Mr Vidyaramanan added.

During the interactive session, he urged the students to identify the certain characteristics of a brand, while viewing an advertisement. “Ads define a brand and they send subtle messages to your mind. Identify the values associated with a brand,” he said.

Mr B. Janakiram, Head, Department of Management Studies, MSRIT, welcomed the gathering and introduced the guests.

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