This Sunday, was anything but a usual day at IIT Kanpur. The ever enthusiastic students of the MBA course learnt some clever ways of how brands are leveraging technology to create enduring connections with consumers. Rahul Khurana, CSD, Geometry Global took an insightful session on 'Experiential Marketing' showcasing some of the best and award-winning work and some compelling case studies.
He highlighted how consumer experience is set to redefine marketing and the way we have moved from mere encounters to transforming engagements worth leaving an impact on the purchase decision journey. His diverse experience on working on some of the most iconic brand campaigns translated into a stimulating session for the IITians and left them asking for more. He asserted that the industry has moved beyond the difference of above the line or below and how the client's appetite has evolved to seek a holistic solution.
Apart from sharing some captivating ideation triggers and affiliated distinctive global cases, he brought alive the role techno-managers - marketing professionals with an engineering background like the current management batch at IIT will play in paving a way for embracing the new era of marketing innovations. Data, artificial intelligence and technology has not just enabled marketers to seek measurable and definitive results but have almost killed the old ways marketing dollars were spent.
With a hope that technology is here to stay and is set to change the way how brands interact with consumers, the very enthusiastic IIT batch is set to unleash the power of technology combined with their marketing prowess, in their careers ahead.