Social Marketing

Am not strongly cued into emergence of categories, be it in FMCG, Telco or IT. However, the concept of Social Marketing caught my attention as it cut through industries and showcased its potential as a powerful marketing tool. With marketeers increasingly vying for business from prospective and existing customers, the focus is shifting from selling to establishing relationships. The company boasting better relationships win. This is reflected in the success of an increasing number of companies. While HLL took to the rural masses via network marketing,ITC established e-choupals. That was just the beginning. How about breakfast sessions with the top honchos of the target audience, a cruise with decision makers in the caribeam islands, a game of golf with government and CXO's. Well, social marketing is increasingly becoming the new-age tool to establish relationships.