Marketing, Branding and Customer Acquisition in the Digital Age: Challenges and Opportunities

customer acquisition_mashableIn order to drive purchases—and, eventually, repeat purchases—brands today are required to opt for their marketing strategies very carefully. With changing technology, life for marketers has become quite complexed.

Earlier we had just a few TV channels, some radio stations, a handful of top magazines and a newspaper or two in each market.  Reaching consumers was easy. Now with changing technology, we have a whole slew of TV channels, millions of web sites and hundreds of thousands of Apps to target.

On consumer level more channels means more opportunities to target consumers, but for a marketer it means we have to seamlessly integrate a whole new range of skills and capabilities to work upon.

Marketing was never easy, but technology has made it a just tougher.

Successful brands are becoming platforms and need to do more than just drive consumers to a purchase. They have to inspire them to participate and give them an experience which force them to come back.  That means marketers have to think less in terms of the brand’s USPs and rather focus more on SDKs and APIs.

In the digital age, brands are no longer mere corporate assets to be leveraged, but communities of belief and purpose.

Looking to engage with consumers, nurture brand relationships and drive repeated sales, but don’t know how to effectively do it ?

Discover more on latest trends in customer acquisition in the digital world at the upcoming #IRE2014. To contact the author, email at

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