Brand Communication in Digital Age

How it is different today than yesterday? It is the first and foremost question that will arise in our mind…… Today, marketers have new and innovative marketing approaches in the digital revolution. The approaches are smart and mobile. It is because the ways the consumers shop, research and decide has changed. Today’s prospects (consumers/targets) are smarter and does not believe in whatever you say as it is. They have become conscious and well aware. Thus, at this stage it is very important to realise that fundamentals of marketing and advertising never change. When the consumers are being exploded with numerous similar products and respective advertising though digital channels, there is a scenario of extreme noise and confusion in their mind. So to build a brand and position it is extremely crucial and challenging in the digital era and over communicated society. Get connected to the roots of advertising. The fundamental principle of advertising is to create an emotional connection between a brand and consumers. Brand is built when there is a trust between the product and consumers. So to gain trust, humanize advertising. How it will be human? It will be if the communication is transparent, collaborative and caring. It should balance worth and competence. Which in return will earn the relationship! True emotional engagement makes your brand matter more and put it on the top of the mind of people. After all, it is not only important how best your product is but also how you position it in the mind of consumers. In the age of smart phones, the consumers find many advertisings as interrupting and annoying,...