Finding something new for the TG is a challenge: JK Ansell Mktg Head

If marketers create the right content with engagement, their brand shall witness a multiplier effect, thus making the communication worthwhile, says JK Ansell's Ranju Kumar Mohan

e4m by Saloni Surti
Updated: Sep 11, 2013 8:43 AM
Finding something new for the TG is a challenge: JK Ansell Mktg Head

We now live in a community and in a community, marketers need to engage with all their TG across age groups, which also includes youth, said Ranju Kumar Mohan, Director - Sales & Marketing & Business Head, JK Ansell.

According to Mohan, the biggest concern for a marketer is to find that “something new” for their TG. If marketers create the right content with engagement, it shall witness a multiplier effect, thus making the brand communication worthwhile.

Citing an example of youth marketing, Mohan pointed out that the brand recently launched energy drinks and targeted the right media such as social media to create awareness amongst the youth and click at the elements the youth TG likes.

Mohan shared his views at a round table on ‘What Youth Want’, organised by IMPACT magazine.

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