For the past 2 years, my International counterpart has been losing patience on why do Indian marketing plans have integration of traditional media. In her country, the Target Consumer has gone beyond what gets printed in a press. With an abundance of innovation, Digital is the only way the brands connect with their consumers there.
One of the biggest problems that PR claims to solve is, ‘brand positioning’. Constant reinforced communication of actions and words pushes the desired brand perception. In the much-romanticised PR expression it is called as ‘storytelling to the niche’ consumers through optimised media’. Can we, therefore, utilise the technological machinery to become straight forward in our approach for brands to reach their consumers faster and more accurately?
Oh, of course, we can. But, will it be fruitful? Will it get our ROI? Is our audience sitting there?