The BMI Session held on 23rd October was privileged to have Mr. David Appasamy, Head – Brand and Strategy, Social Beat. The speaker felt the need for managers to arrange marketing objectives in a sequential manner, starting with elevating the image of a brand as an object of desire. A successful marketing campaign requires communicating the core value of the product. Consumers prefer brands that add an edge to their persona.
He pointed out the difference between the nature of conventional and internet media, transition from static one-way communication to dynamic two-way communication. He brought out the sense of ownership of internet users in their social media platforms and how digital marketing could target customers with advertisement relevant to user feeds. Further, he discussed the strategies adopted by brands for making viral marketing videos, when targeting human sentiments such as humor, challenges, etc., it establishes emotional connect with the people.
A good digital marketer can target potential customers of the brand by including relevant contents that rewards customer in the form of emotional appeal. The demonstration of advertisements made by global brands like BMW, Evian, Epuron and Air New Zealand firms helped the students to understand the trends and concerns incorporated in the videos to engage the viewers and thereby users feel they owned it and share the videos subsequently. In conclusion, he spoke about the careful attention needed for brands to respond to negative reviews posted on their web pages and suggested effective listening tools which can be used to dynamically track the comments posted instantly.