siliconindia | | JUNE 20214Each year, Marketing Tech bears witness to a new form of brand advertising or marketing. With each passing generation, the channels change, as do the expectations of the public. From traditional TV watchers to Millennial to now the GenZ; businesses are on a frenzy keeping up. Nevertheless, what disadvantage has ever come out of growth and development?Take for example, Brand Activation. Agencies are now focused on creating a genuine relationship between the brand and the consumer instead of just highlighting the product or service. This is usually achieved by using experiential technology to create immersive brand experiences for consumers.In a nutshell, brand activation is the process of driving consumer actions through interaction and experiences centred around the brand. It is a new approach towards marketing and is achieved by innovative concepts like experiential marketing and other activation solutions. Any campaign, experience, or event that enables a brand to interact directly with the consumer with the intention of building brand loyalty and a community around the brand's product and services is considered as brand activation. BTL marketing activities for brand activations have grown in popularity in response to the changing attitude towards traditional marketing and the rise of experiential technology.In today's age, it is the most effective way of reaching millennials and Generation Z who have grown distrustful of traditional marketing. Experiences matter a lot to the young portion of the population at large and experiential marketing is one of the best ways to leverage experiences for brands.While businesses jump on the band wagon for this new found phenomenon, we at SI can't wait to showcase the new breed of martech providers.Do let us know what you think.Emmanuel Christi DasEditoreditor@siliconindia.comThe Distance between Brands & Consumers is BlurringEditorial Vol 09 · Issue 05 - 09 · JUNE, 2021 Publisher Alok Chaturvedi Editor Emmanuel Christi Das Editorial Team Aveek Pal Chaudhuri Abantika Bhattacharjee Avinash Roy Mandvi Singh Samrat Pradhan VP - Sales & Marketing Virupakshi Pattar GM- Sales & Marketing Rohit Kumar Advertising Managers Editorial queries editor@siliconindia.com To subscribe Visit https://www.siliconindia.com/subscribe/ or send email to subscription@siliconindia.com Cover price is Rs.150 per issue. Printed and Published By Alok Chaturvedi on behalf of SiliconMedia Technologies Pvt Ltd and Printed at Precision Fototype Services at Sri Sabari Shopping Complex, 24 Residency Road Bangalore-560025 and Published At No. 124, 2nd Floor, Surya Chambers, Old Airport Road, Murugeshpalya, Bangalore-560017. Editor Alok ChaturvediCopyright © 2021 SiliconMedia Technologies Pvt Ltd, All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher.advertise@siliconindia.com Visualisers Karthik K Mohana KrishnanGroup Art DirectorAshok KumarNoidaAshu Sethi Garima Anand Shivam AgarwalCirculation Manager Magendran Perumal Ashwini D Naik Indranil Chakraborthy Sanjana Mohanty Shivam AgarwalCorrespondentsSambit Satpathy Subhadarshani Mohanty
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