October 2012, Vol. I, Issue 3
This festive season...
Be Social !!
Title THE RISE OF SOCIAL MEDIA MARKETING MARKETING IS DEAD CUSTOMER LOYALTY PROGRAMS A NICHE UNEXPLORED-ALCOHOLIC RTDS AMBIENT MARKETING SOCIAL MEDIA MARKETING TÊTE-À-TÊTE GENESIS OF AN AD-FREE BRAND EMOTIONAL MARKETING H&M'S SUCCESS PLAN ONLINE MARKETING-A PANDORA'S BOX CULT BRANDS CORPORATE BRANDING Page No 1 3 6 9 13 15 17 18 20 22 24 27 29
And we Go Social!! The changing seasons have brought with themselves a vibe as fresh as our team Marcom that has come up with a yet another alluring edition of Brand.i , this time bringing forth a major facet of the lives of our generation – The social media. The past month was buzzing with activities. We had our annual IISAC symposia – Rethink: Transcending boundaries where students were encouraged to break free from the conventional norms and take the road less taken. A designing workshop on Coral and Adobe organised by team Marcom and spear headed by co team member Himanshu Chauhan received enthusiastic response from the participants. Going with the theme of issue, we used Facebook as a medium for holding a cover design competition. With every LIKE, the war between the covers heated and the MARCOM page went viral. Indeed, a constructive use of social media. Brandi’s next issue would have the winning cover by Sudhanshu Verma. Cover in this issue has been created by Anjali Midha, MIB, 2014.The designing & editing of this issue has also been completely done by the junior team Marcom In this edition we have covered a wide variety of marketing practices ranging from customer loyalty programs and ambient marketing to emotional and corporate marketing. We also bring to you a short interview by Prof Kavita Sharma.
Our authors this time comes from even more diverse background than ever. While Trisha Pandey from SJMSOM, IIT Bombay has written about the relevance of customer loyalty programs, Amul Kapoor from NMIMS has explored the ready to drinks of alcoholic brands (keeping up with the spirit of Brand.i of course). Shashank Mihra from IIM Lucknow has discussed the intelligent ways of marketing through ambient marketing campaigns. Authors from IIM Indore, TAPMI and Pearl Academy of fashion have also contributed in this issue. Our cover story comes from SRI HARIHARAN SUBRAMANIYAN, Great lakes institute of management who has very aptly analysed the rise of social media in our lives. So this festive season we suggest, Go Social. Now I sign off with hope that you get as high (in marketing) while having Brand.i as we did while serving it. Do write to us about any suggestions or admirations at firstname.lastname@example.org Cheers! Arjun K. Chadha Editorial Team Brand.i Marketing Magazine of MIB, Delhi School of Economics
THE RISE OF SOCIAL MEDIA MARKETING
By-SRI HARIHARAN SUBRAMANIYAN Great Lakes Institute of Management
A decade ago any brand manager planning for the launch of a new product would have thought about going for a television advertisement. The 30 to 60 second ads were the most influential medium back then in creating awareness for new product launches. Fast forward to 2012 and one can see that social media marketing is ruling the roost! The emergence of Facebook, twitter, YouTube, Pinterest, Flickr and blogs has changed the way PR companies launch and promote a new product. In addition to the traditional marketing and PR activities, the PR companies and brands are looking at social media marketing as a complementary platform to launch a product. Also the social media advertising is relatively cheaper.
Source: Google Creating early consumer ‘buzz’ around a new product is the key in ensuring that a product launch has a good platform from which to develop. Facebook and twitter can help you create a buzz even before the launch of a product and also help create a large fan base of early adopters for the product. According to a survey conducted in the year 2010, Facebook was nowhere in the top ten...
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