If you were to look at Marketing a decade back, much emphasis was laid on ALT way of communication i.e. T.V. , Out door, Radio, Press etc. In the last decade we have witnessed a paradigm shift in the planning a 360 Integrated Brand Communication methodology. Today Marketers want to reach out to the consumers & be present in all the possible touch points to make their Brand Visible & heard in the minds of the consumer.
As the share of Modern trade is on a rise, Marketers are re-framing their approach. Today the science of Micro Marketing is on a rise to lure the consumers. Micro Marketing is the most cost effective way of getting your Brand across to your consumers. Though the cost per contact may be a bit on the higher side it ensures that it has a Strong Top of Mind recall to ensure there are off takes for your Brand. Most of the FMCG companies today make their Brand presence at various touch points. Companies have identified their top retail outlets and ensure their Brand presence across theses outlets, through window display units. In modern trade outlets entire aisle, end caps, shelf display are showcasing the Brands with their usp to differentiate themselves against their competitors. Companies have also adopted the sampling route which enables significant trials with the target audience. Automobile companies keep a display unit of new models launched where by the consumers have a look and feel of the new variant.
It is crucial to tickle the consumers sensorial and micro marketing is the perfect way to get it done. Marketing campaign today must have the micro marketing approach which will ensure the Brand campaign is a HIT..
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