Marketing trends are ever-changing; modern tech and digitization have evolved how we market products/services. ATL activities have lost their hold as the prime measures to reach potential audiences. BTL activities have taken the lead in the modern-day brand promotion scene with marketing gurus preferring to move towards experiential marketing solutions.

The modern consumer is more discerning due to the increased availability and options. They are unlikely to be duped by phony promises and 'irresistible' sales. They are becoming increasingly demanding and want authentic experiences beyond the media noise. Brand activation is an appropriate term in today's marketing industry.