As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social […]
The ability to change people’s attitudes towards an idea or an object – say a product category or a brand – is a highly sought-after marketing skill. Attitudes can often be good predictors of behavior and any marketing campaign that succeeds in changing attitudes of any given segment, favourably, is by definition helping expand the […]
Will a spectacularly creative and memorable campaign help you sell a product that is decidedly poor value compared to other alternatives in its category? The short answer is yes. And the longer answer, as always, is a little more nuanced. To answer this question conclusively, we need to first understand and make note of a […]
In the first post of this two-part series, we saw how the function of public relations is used to perform two key roles for any public entity – marketing and advocacy. The role of marketing comes into fore whenever PR is directed at an entity’s customers. Also, recall that from a marketing perspective, customers include […]
It is astounding to observe how public relations; when seen as an organizational function; continues to search for its identity with marketing as a frame of reference. Inside many client organizations, the PR or communications teams often seek to understand whether they are supposed to contribute to the marketing goals, or the organizational goals at […]
A large number of advertising or communications campaigns fail to achieve the desired results. Many of us are familiar with how a typical scenario plays out. After two quarters have elapsed in running a promising new campaign, it is realized that the sales did not grow as expected. The market share stayed constant or worse, […]