Fostering Creativity & Innovation In Marketing Communication through Social Media

Abstract

In today's digitalised world, marketing has undergone dramatic change from what it used to be to what it has now become. That era has passed when corporations only had a few traditional vehicles for marketing their products and services. "Above the Line marketing is history, Below the Line marketing is here to stay” has become the mantra for being successful today. The boom in digital world has thrown up many opportunities for innovative techniques to be utilized in marketing and advertising like interactive marketing, social media, blogging, mobile marketing and many others. The creative spirit is so strong that even the traditional media like newspaper, television, radio are also adopting innovative ways to deliver the same message. Organizations today are using both traditional and contemporary media vehicles to communicate to their audience in a very unique way. The paper would try to analyse all the innovations that are being used today in the market, their creativity quotient, their effectiveness, their reach, their compatibility with the target audience and their feasibility keeping in mind the current circumstances of the market. The paper would also undertake an empirical research to understand the psyche of the youth towards social media as a platform for marketing. The paper would try to develop an integrated and comprehensive model for the Social Media marketing plan which can be readily followed by the organizations.