Futuristic Approach of 5G in Marketing and Branding Through Entertainment

Tripti Dhote (), Pankaj Pathak and Samaya Pillai Iyengar
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Tripti Dhote: Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University)
Pankaj Pathak: Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University)
Samaya Pillai Iyengar: Symbiosis Institute of Digital and Telecom Management, Constituent of Symbiosis International (Deemed University)

Chapter Chapter 7 in Digital Entertainment as Next Evolution in Service Sector, 2023, pp 91-105 from Springer

Abstract: Abstract The fifth-generation wireless technology (5G) is gradually making its presence felt (Petroch, 2021). Though there is a long way to go before it consolidates, yet it definitely brings in a promise for the Marketing and Branding space as it offers a plethora of avenues in discovering a host of advanced creative formats, exploring mobile video capabilities, tracking strategic alliances and evaluating data collection trends and requirements. Brand Managers and Marketing experts therefore look at 5G as an opportunity to transform entertainment with a very futuristic spread that can be ahead of its times with reference to the way entertaining content is created, disseminated, and consumed. Through contemporary practices and use cases, this chapter presents a perspective on how 5G can usher in a revolution in branding and marketing content giving way to hi-tech immersive and interactive consumer experiences.

Keywords: 5G; Branding; Marketing; Entertainment; Consumer experiences (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-8121-0_7

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DOI: 10.1007/978-981-19-8121-0_7

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