IIM Indore-NASMEI International Marketing Conference

More than before,success of marketing largely depends upon its ablity to facilitate and sustain meaningful,engaging expeiences for cusumers.Significant advances in technology and communications,facilitated by social media,in recent years have greatly contributed to making experence delivery to consumers easier.Cunsumers have abandoned the traditional one-way passive reception of peoducts and brand offerings,and now consciously look for ones crations of value happens.Marketing's role has seen a steady jump in enabling effective user-brand interactions,putting the onus on brands for supporting product offerings with personalised marketing effors.Shifting societal expectations demand that marketing organizations become genuinelyinvolved with local environment in a way that simple monetary contributins alone cannot achieve end-goals, Adding altruistic value to cunsumer experiences of such brands becomes pertinent.Modern youth,as a growing affluent customer base is incresingly getting dissatisfied with conventional product offerings and expects experiential activities that captivate and motivate them to stick to a brand.