lifestyle advertising in a customer-centric world |
Mudra Institute of Communications, Ahmedabad (MICA)
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Source : http://www.iupindia.org
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4 comments
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last activity : 07 06 2010 20:18:04 +0000
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In the 21st century, "Lifestyle Marketing" has become the magic buzzword and the latest merchandising strategy to enthrall customers after the 80s "Niche Marketing" and the 90s "Branding" craze. Simply put, lifestyle marketing is having a promotional approach centered on the interests, values, attitudes and way of life of consumers/target group. The key words here are 'WAY OF LIFE' of prospects and customers.
In lifestyle marketing one categorizes customers based on their interests, activities and opinions. A classic example of lifestyle marketing is the HARLEY-DAVIDSON bike that has morphed in to cult marketing. Similarly Shahnaz Hussain and her array of beauty products are a way-of-life!
Lifestyle marketing attempts to group customers according to some amalgamation of three categories of variablesActivities, Interests, and Opinions (AIO) and identifies the potency of a customer's chosen lifestyle for determining the sort of products to be purchased and the specific brands that are further likely to appeal to the chosen lifestyle segment. Lifestyle marketing has assumed a new paradigm in today's competitive business world.
Lifestyle Marketing necessitates and works best when companies are able to connect with the lifestyle of their existing and potential customers by developing effective marketing strategies that seamlessly fit their way of living. It provides tremendous opportunities to the companies to directly target a specific type of consumer who will most likely be an enthusiast of the company's specific products and thus, provide a competitive business advantage to the company and generate more business.
The companies have to be constantly attentive and tuned in to the simple reality, that understanding consumers and reflecting their AIO through sound message is what really builds for successful Lifestyle Brands and Lifestyle Marketing.
With that in mind, the companies should dedicate a concrete portion of the marketing energies towards Lifestyle Marketing
- Create a confidential Career Profile and Resume/C.V. online
- Get advice for planning their career and for marketing of experience and skills
- Maximize awareness of and access to the best career opportunities
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