Marketing

New Age Media and Changing Demand for Public Relations

New Age Media and Changing Demand for Public Relations

Column, Marketing
Author: Neha Bajaj, Managing Director, Scroll Mantra With the dawn of greater internet accessibility and heightened dependency on technological equipment, there has been a conscious shift in the consumption pattern of information. From defined traditional modes of mass communication namely newspapers, television, and radio, we now have a wide array of choices at our disposal. The current scenario gives every individual a platform to voice their opinion and share knowledge. Digitization has truly transformed the media landscape, offering a better quality of news, accelerated dissemination of data, the superiority of news sources, and faster feedback. With the ascent of new- age media, the brand needs to make a substantial change in the way information is presented and distributed. This...
Digital Strategy For Start-ups: What To Look Out For

Digital Strategy For Start-ups: What To Look Out For

Column, Marketing
Author:  Asif Upadhye, Director at SPRD The future is now, and it is digital. Since the lockdown, there has been a 100% increase in online sales in India.  Digital marketing is highly accessible to businesses of all shapes and sizes and media marketing plays a key role in shaping how audiences engage with brands. With online shoppers expected to reach over 200 million by 2025, start-up industries establishing their media marketing presence are using a more integrated approach.  But how do you market to an audience you don’t know? Especially for start-ups, creating marketing and buyer personas is the first step towards answering this question! Everything from demographic details, the way the target audience researches products online, their go-to social media channels,...

Digital Antidote to Marketing Woes during COVID-19

Column, Marketing
Author: Vivek Pandey, VP, Revenue Strategy & Analytics – Times Internet. COVID-19 has been an unexpected wind in the sails for digital marketing platforms that were projecting solid growth over the last few years. Market uncertainty and the resulting economic toll is driving most marketers to capital conservation, thereby rerouting most conventional ad-expenses into the digital media. Impact of COVID-19 on the advertising expenses Marketing is still perceived as a cost centre at many companies and hence is also the first function to face the guillotine during a sudden shift to cost reduction. The current atmosphere of business inactivity and a crumbling market morale therefore, is fanning the embers for frugal marketing, with corporate frugalism at its highest in decades...

How Marketing will Play an Important Role for Any Product, Services or Brand in Current Times

Column, Marketing
The Covid-19 has overthrown it’s viciousness into the minutest details of our lives. It resulted into sufferings, which goes beyond measure now. But even in an emergency like this, life hasn’t stopped. The stores might have shut down, but people didn’t stop having their meals. While the crowd in the streets went empty, people are more likely to be found at homes glued to their mobile and television screens to remain connected to the world. Businesses need to rethink and re-strategize their marketing exposures to become relevant with the on-going tension. It’s time we come in terms with the current reality and do something thoughtful about to digress it to a new way of living life. Brands require new marketing strategies to understand consumer’s behavior so they can pursue them. Especial...

How technology will reshape marketing in the post-COVID- 19 world

Column, Marketing
The global COVID19 pandemic has caused massive upheavals and disruptions across lives and businesses. Experts went as far as to claim that the country is currently faced with a recession for the first time since the 1979-80 OPEC oil crisis. While the health crisis shook up almost all verticals, media and marketing are amongst the worst hit ones. There goes a popular adage, “necessity is the mother of invention”. In the same vein, uncertain times can often be a harbinger for innovation, disruption, and strategic realignment. To wade over the impacts of the pandemic, businesses are readjusting their operations and are relooking at ways to emerge out of the crisis with the least possible long-lasting impact. In the brand marketing and advertising domain, with print media witne...