Question

Considering the history of advertising and brand promotion, we are now undergoing a fundamental change (i.e. , control over the brand) in the relationship between marketer and consumer, especially owing to digital technology. Describe what this change in brand-consumer relationship means and how it has revolutionized the relationship.

Answer 1

In past, the brand building was mainly focused only on making the consumer to buy the products or services which were offered by the company but due to cut-throat competition and realization of relationship with the customer in long-term profitability, there is a shift from sales focus of brand building to relationship oriented brand building. Now the majority of the companies are trying to create a long-lasting and healthy relationship with their customers which are mutually beneficial. This relation concept s further concreted by the development of new technology especially digital technology and the division of mass audience media. Now the brand building is not related to the restrictive focus of promoting the services and products by inducing the customers to buy greater quantities. In the present era, the brand building is not converted into the concept of WHAT IS THERE FOR ME for the customers. What brand says and communicated to the customers about the products and services. How the brand can influence the social and environmental factors and how the feeling is inculcated among the customers about the products and services.

With the evolution of digital marketing, the consumer-brand relation has stepped into the new era. The advent of new forms of marketing such as social marketing, mobile marketing has made the task of a marketer relatively easier as now the consumer can be contacted anytime with the help of various digital platforms. But it also imposes several challenges as almost all companies are trying to allure and create a loyal relationship with the customer and thus a lot of competition is experienced by brands.