PRIMA: Practices and Research in Marketing

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The Role of Technology in Consumer Engagement Management


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1 SIBM, Bangalore
     

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The increased use of mobile and Internet means an increase in opportunities to market the product among larger strata of customers. According to Internetworldstats.com, around 28% of the world uses Internet, i.e. more than 1.96 billion people over the world across different age groups use Internet. According to International Telecommunication Union, more than half the people on the earth have a mobile phone. The study in this paper depicts the instances in which technology has been successfully used to market a product in the past and the future prospects of using the technology for effective marketing of the product.

INSTANCE 1: SUNSILK Sunsilkgangofgirls.com was a website launched by Hindustan Unilever to promote its shampoo 'Sunsilk'. The website was a rage among the girls and women, where they shared their thoughts, got beauty tips, etc. From a marketer's point of view, the platform gave them the requirements of the end-consumer, promoted their brand and reduced the cost of promotion.

INSTANCE 2:MOUTHSHUT.COM The effective use of websites such as mouthshut.com can really give a great platform to a company to reach to its consumer as well as respond to their complaints regarding the product. When a dissatisfied consumer vilifies the product, the company can reach him/her and solve his problem.

INSTANCE 3: 3 IDIOTS PROMOTIONAL CAMPAIGN The promoters of 3 idiots had launched an unique and interactive website called idiotsacademy.zapak.com where the actors of the movie were found online which gave a huge initial publicity to the movie. Hence, By effectively using an interactive website, an organization can engage with the consumer.

INSTANCE 4: USE OF MOBILE SERVICES The use of a mobile medium for effective consumer engagement is high. Mobile services are used in: 1. Used for customer feedback in case of a service.eg-mobile networks for tracking the customer satisfaction levels 2. Used by Reality shows to know the choice of the audience 3. Can be used for telemarketing to consumers

DETAILED ANALYSIS AND CONCLUSION: Studying the above examples where companies have effectively used technology to reach the endconsumer, we can say that technology has evolved to be a strong tool to get an emotional connect with the consumer. Technology can be used as an effective and a much cheaper way to reach the target audience. Hence, I would like to conclude that there is a strong scope for an organization to grow at a much faster pace if it can utilize the technology that has evolved today effectively.


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  • Indian Journal of Marketing

  • Experiential Marketing Forum

  • www.wikipedia.org

  • Experiential Marketing-How to get customers to sense, feel, think, act, relate-By Bernd Schmitt

  • Experiential Marketing survey: A survey of global response, Jack Morton Worldwide

  • International Experiential Marketing Association website.


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  • The Role of Technology in Consumer Engagement Management

Abstract Views: 279  |  PDF Views: 0

Authors

Malhar H. Shah
SIBM, Bangalore

Abstract


The increased use of mobile and Internet means an increase in opportunities to market the product among larger strata of customers. According to Internetworldstats.com, around 28% of the world uses Internet, i.e. more than 1.96 billion people over the world across different age groups use Internet. According to International Telecommunication Union, more than half the people on the earth have a mobile phone. The study in this paper depicts the instances in which technology has been successfully used to market a product in the past and the future prospects of using the technology for effective marketing of the product.

INSTANCE 1: SUNSILK Sunsilkgangofgirls.com was a website launched by Hindustan Unilever to promote its shampoo 'Sunsilk'. The website was a rage among the girls and women, where they shared their thoughts, got beauty tips, etc. From a marketer's point of view, the platform gave them the requirements of the end-consumer, promoted their brand and reduced the cost of promotion.

INSTANCE 2:MOUTHSHUT.COM The effective use of websites such as mouthshut.com can really give a great platform to a company to reach to its consumer as well as respond to their complaints regarding the product. When a dissatisfied consumer vilifies the product, the company can reach him/her and solve his problem.

INSTANCE 3: 3 IDIOTS PROMOTIONAL CAMPAIGN The promoters of 3 idiots had launched an unique and interactive website called idiotsacademy.zapak.com where the actors of the movie were found online which gave a huge initial publicity to the movie. Hence, By effectively using an interactive website, an organization can engage with the consumer.

INSTANCE 4: USE OF MOBILE SERVICES The use of a mobile medium for effective consumer engagement is high. Mobile services are used in: 1. Used for customer feedback in case of a service.eg-mobile networks for tracking the customer satisfaction levels 2. Used by Reality shows to know the choice of the audience 3. Can be used for telemarketing to consumers

DETAILED ANALYSIS AND CONCLUSION: Studying the above examples where companies have effectively used technology to reach the endconsumer, we can say that technology has evolved to be a strong tool to get an emotional connect with the consumer. Technology can be used as an effective and a much cheaper way to reach the target audience. Hence, I would like to conclude that there is a strong scope for an organization to grow at a much faster pace if it can utilize the technology that has evolved today effectively.


References