Social media and experiential marketing will become indispensable tools for media managers in future marketing campaign, according to Ms Shobana Kumar, a Coimbatore-based creative consultant.

Addressing the management students at the DJ Academy for Managerial Excellence here under the Business Line Club lecture series recently, Ms Kumar pointed out that with media evolving completely Internet-based, social media has come to stay, driving the product future marketing campaigning towards sensory and experiential marketing.

The future advertising could no more ignore the four fundamentals of ‘insights, research, connect and execution' in advertising campaigns if it had to aim at perfect product launches. One had to identify what makes a product work through solid research and connect it effectively for greater recall value.

The growing consumers drive to feel, touch and taste the product will inevitably push the pace for sensory and experiential marketing campaigns among media managers, she noted. Ms Kumar, who traced the journey of advertising through 19th and 20th centuries, said the desire to create need had set the fire of imagination among the great advertisers in the 1890s when newspapers began to publish advertisements and in the 1950s when television began to make its presence around the world. The power of lines and the power of images were used to transform the landscape of advertisement campaigns since to achieve objectives in product selling, she said.

The meet was attended among others by Mr D. Rajkumar, Assistant Regional Manager, The Hindu , Coimbatore.

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