Scattered image marketing strategy

Abstract

Scattered Image marketing is a new concept in marketing which traverses the boundary oftraditional marketing concepts like Bull's eye marketing as it engages the consumer to shape thebrand image. Scattered image marketing thus helps the marketer to target different populationsegments in an effective way and project brand images that are according to the preference of thedifferentiated target segments.Organizations try to project images directly to segmented audiences and in the process create abroad array of images. The resulting spectrum of images cumulates into scattered images whichcreate a collection of potentially disparate organizational images that need to be reconciled.The concept of scattered image marketing is applicable not just for brands/products but also fororganization, politician or any individual.With the application of scattered image marketing strategy, the consumers are given morefreedom in the interpretation of the brand. As a result they also get involved in the process ofshaping the brand offering. With the advent of social networking and other mediums, marketersare foregoing some of their powers to consumers who shape the brand.