Using Multiple Media mix is very effective for all the Brand Campaign - Saurabh Jain

Availability of multiple channels and huge consumer potential has confused companies, to say the least, about its communication strategy. Everyone wants to get the largest pie of consumer attention and grab the maximum eyeballs possible. Intense competition has not only forced MNCs to rethink their communication strategy but also pressurized them to toe the strategy of competitors, which more than often is a mistake. Each company has its own fabric of connecting with consumer and it’s necessary to retain own self while exploring ways to connect with them. Each Brand Campaign consists of constraints in the form of budget and opportunities in the form of Channels, Technology & Creativity. Given the present scenario, where advertisers are tightening the nooses around communication spend; it becomes more important to use the resources judiciously and effectively. Brands have to more certain about the audience it wants to cater, its value proposition and effective channels. Advent of social media does not mean that each and every brand has to be equally aggressive on this platform. Exposing itself in social platforms along with connecting with consumers also bring a challenge of being attentive to consumer continuously. Companies need to understand where their strength does and weakness lies and should create their communication strategy accordingly. For example, campaign targeting rural segment of the society would be more effective through print medium rather than online platform. Each platform has its own set of strength and weaknesses, it makes more sense to be focused and effective than Omni-present and cluttered