Technology Enabled Brand Building by the Marketers: An Indian Perspective

This paper is focused over how marketers today are making use of technology to build their brands in the minds of consumers. Nowadays, technology has brought a shift in the marketing paradigm. Main objective of doing this research is to analyse how technology has brought in a new dimension to conventional marketing and revolutionized the entire concept of brand building in the minds of consumers. This is an exploratory research study making use of secondary data to identify different approaches of technology enabled marketing. The paper discusses an Indian perspective of technology enabled marketing and how technology has become the new normal for marketing. Emergence of digital marketing has empowered people and brands are harnessing the power of social media. The study reveals that technology driven marketing is the present and the future of the country and has changed the face of 21st century marketing. Integration of technology has given more visibility to the brands and an ability to grab the market share under fierce competitive scenarios as well. The paper also discusses the successful campaigns of some companies in India which have integrated technology in their marketing techniques.