Youth & Brand Building…

India will witness youth advantage over others, likes of China, America, Europe, etc,  and being tech savvy youth, it’s important to understand the strength, however equally need to acknowledge the impact or adversary effect will this have on marketing or the brand plans. Younger generation as commonly witnessed by all of us – are though nuclear but are more connected than any of their predecessors.

And here is the challenge …firstly to reach out to the consumer and customer that are fragmented and at the places or property(s) of “their” visit and secondly…to keep the brand message consistent on all means of communication, be it facebook, twitter, TV, newspaper, etc.  Hence it has transpired into greater challenges for brand managers purely with the share volume of communication channels | means in existence now. Of course, with many countries and markets that marketer is dealing with does make things more bad. Though I have to admit that this (digital marketing) has given us the true sense of the word “Segmentation”….provide we do our math or analysis right.

While marketers are taking initial steps to venture into the deep blue sea of digital outreach, from the desktop, to the laptop, and now simply the mobile... digital marketing trends across real-life and virtual boundaries are closing in. Digital marketing trends have moved from the already-erstwhile web browser utility to the efficiency of the mobile browser. What with the mobile phone picking up as a prime source of information exchange especially in countries like India, Indonesia, Philippines, Vietnam, etc where most of the information exchange in most parts of the country happens over a mobile device. Equally recent years has kicked off to a greater start with marketing taking a leap towards collective wisdom and reliance on positive social networking with Social Media Marketing. Though this also proved to be a challenge for marketers and brand manager - as living in a reactionary society, most of our actions are reaction to the stimuli leading most marketers worry about how people will react (as any person with a page or blog has turned into a critic) to their presence on any social media network or its initiatives. Hence, it has become imperative for brand manager to exercise caution and enough homework before venturing into the deep blue.

Over the recent years digital marketing trends have picked up like no other. It has been a humble but efficient beginning. Though each year has seen a whole new twist to the digital marketing tale, and coming years will bring more chaos than ever for marketers or brand manager all across. But I actually feel (with whatever marketing experience that I have) that we are still in the initial discovery or educatory phase of new age marketing.

Before I get carried on….would like to summarize that while we emphasize on brand building, it’s would be evident to acknowledge and analyze the new age communication radar to achieve an intuitive and collective | universal brand building exercise.