How to use Surrogate Marketing with Digital Platforms



Surrogate marketing is a form of marketing to promote banned or illegal product like Tobacco, alcohol in legal way, in mask of other products. Surrogate Advertising was first started in Britain, where housewives started protesting the liquor companies and forced liquor companies to promote fruit juice and soda under the same brand name. As per Public Health Cigarette Smoking Act promotion of cigarette was banned in 1970 in USA and in 1995 in India.
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Surrogate marketing  uses a product of a relatively close category such as club soda, mineral water in case of alcohol, or products of a completely different category such as  music CD's or playing cards to forge the brand name and image into the consumers mind. 

Indian alcohol companies have been using Facebook and Twitter for a long time now to directly promote their brands and now they progressed to branded content on the digital platform.

According to a study by Dr Zakirhusain A Shaikh of the department of community medicine at Jamia Hamdard  26 brands of alcohol had active pages on Facebook. These pages receive numerous hits per day. Followers in these pages range from 14 to 17.7 million. At least 14 brands of alcohol were identified to have a presence on Twitter, and 20 brands of alcohol were found on YouTube. 
If we mix digital marketing with surrogate marketing, it can boost the marketing performance of any brand. It is important to adhere to the laws and only promote the products to people above a certain regulatory legal age.
There are various platforms which enable age wise targeting such as Facebook and Google which allows you to target a specific age group. There are various online tools available to build and manage database of the users and help them with customized offers and promotions.
It is very important as a digital marketer to identify the target audience according to their behavior, interest, demographics etc. and choose the right advertising platform.


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