Being communications & marketing savvy will propel business prospects

It would not be wrong to say that with evolving power and spread of the internet a drastic shift in consumer behaviour could be sensed. However, this doesn't end here as we are aware that following the pandemic, there have been many changes in the world of marketing and branding.

Enough and more has been talked about how the consumer has changed, the way they shop, learn, communicate, entertain, consume and interpret information. In keeping with the times, tech companies are trying to be in sync with the needs of consumers and demands to bridge the gap when it comes to marketing and branding.

Hence, corporate communications and marketing come into picture and are called as two essential pillars that play a vital role in the progression of business in this highly competitive era. These functions work together to establish and maintain the image and reputation of a company and to effectively reach and be engaged with the target audience.

Corporate communication is the process of managing and controlling the flow of information between an organization and its various stakeholders, including employees, customers and the public. Including internal communication to external communication, encompasses a wide-range of activities like public relations, crisis communication and employee engagement. Significantly, effective corporate communication is crucial for building trust and credibility with stakeholders and to maintain the company's reputation.

Marketing, on the other hand, can be defined simply as a strategic promotion of a brand, product or service to connect with the audience through multiple mediums and tools such as advertising, market research and branding. The objective of marketing is to generate awareness and interest in a company's offerings and to drive sales.

A Hong Kong billionaire business magnate, investor, and philanthropist Li Ka-shing has said "Information and communications technology unlocks the value of time, allowing and enabling multi-tasking, multi-channels, multi-this and multi-that."

Wisely understand your target audience: One of the most important aspects of corporate communication and marketing is the ability to understand and target specific audiences suiting the nature of business. This means identifying the company's likely customers, their needs and expectations and on measures to leave a strong impression on them.

The next crucial step is to reach out to them. Digital marketing is a boon in the resent times. They include tools like social media, email marketing and search engine optimization (SEO). More importantly, digital marketing is a cost-effective way to reach a bigger audience.

Data analysis: Another significant facet of corporate communication and marketing is wherewithal to measure and analyze the pros and cons of the campaigns that are being initiated. Tracking metrics like website traffic, social media engagement and conversion rates will come in handy. By understanding what is working and what isn't, companies can take data-driven decisions and improve their communications and marketing efforts.

Crisis Communication & Management: Nobody knows what could happen next and when it does happen very few will have a strategy to cope with it. This is when corporate communications come into picture. Crisis communication and management aims at protecting the reputation of the organization and maintaining its public image. In every crisis, there is a hidden prospect to grow faster.

Traditional PR and technology doesn't just co-exist but works seamlessly together. Additionally, technologies like Web3, Metaverse, AR/VR, AI, and ML, are offering a whole new dimension to immerse the target audience. AI-driven platforms are taking over basic tasks and furthering the reach.

Strategic planning is as vital as creating awareness and spreading mass strategic messaging to attract target audiences. Hence, tech and communication are going about using multiple AI tools.

(The author is Chief Corporate Communication Officer, ONPASSIVE)