“It’s an era of brand experience & not product branding”

Today, space is no longer only the physical location of business, but any space where consumers can access it, says D Shivakumar, SVP - IMEA, Nokia

by exchange4media Staff
Published - Feb 16, 2013 9:17 PM Updated: Feb 16, 2013 9:17 PM
“It’s an era of brand experience & not product branding”

“Marketing has changed fundamentally. It’s an era of brand experience and not of product branding. Also, today, space is no longer only the physical location of business, but any space where consumers can access it,” remarked D Shivakumar, President, AIMA and Senior Vice President, IMEA, Nokia.

He also stressed that marketers can no longer treat the digital media as niche. “In fact, digital media is becoming the main media to reach out to the youth,” he noted.

Agreeing with Shivakumar, Srinivasan K Swamy, Chairman & Managing Director, RK Swamy BBDO and Chairman World Marketing Congress observed that the consumer today wants more for less and quickly, which is making product lifecycle progressively shorter. He further said, “Also, there is a lot of media today, but not enough consumer engagement. The marketers face significant challenges in this age of digital media.”

D Shivakumar and Srinivasan K Swamy were speaking at the third World Marketing Congress, held in the Capital on February 14 and 15. Organised by the All India Management Association (AIMA), the two-day Congress explored the future of marketing and identified the challenges that marketers face due to changing market scenario. The theme of the Congress was ‘Marketing Myopia 2.0’.

Speaking on the occasion, Rekha Sethi, Director General, AIMA said, “It is the perfect time to debate marketers’ response to the revolutionary changes in the technologies and consumer behaviour.”

During the event, Apollo Tyres was presented AIMA’s RK Swamy High Performance Brand of the Year Award.

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