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Consistent, integrated and engaging message has a greater chance of breakthrough today

Guest Column: Neha Bajaj, Founder & Managing Director, Scroll Mantra, writes about the virtues of consistent communication for brands

Reaching out to your target audience has become even more important to ensure that the business stays afloat in these uncertain times. Marketing Communication – is an incredible tool to ensure that your end audience is aware of your brand/ product. Pandemic has clearly taught us that online presence for all businesses is imperative, be it in form of a website or presence across social media channels. Public Relations continues to be a relevant and important tool for businesses however it surely has evolved considering the digital consumption of news is on a rise. Integrated Communications is simply ensuring that you have covered all touch points and are speaking the same language and across platforms be it in print media, online channels, social media etc.

Consistent communication from a brand is the key to ensure that the target audience understands the core brand key messages. A brand must keep its audience updated with engaging activities through multiple marketing channels. A basic yet intriguing concept that incorporates all modes of messaging and networking to increase the idea’s effect on the general public.

Over the last couple of decades, brand communications have evolved completely and the focus of brand communication has also changed. From a single component focus to integrated communication, while keeping all the marketing campaigns in mind and giving priority to specific goals at the same time, brand communication has evolved.  The use of traditional marketing and company expansion strategies is a thing of the past. According to research, Integrated Communication is used by 78.5 percent of businesses while providing 3X higher efficiency rates as compared with companies using non-integrated communication to promote their brands and campaigns. For day-to-day activities, businesses are becoming increasingly dependent on technology. Technology has become a part of people’s everyday routine is still one of the most highly evolving industry, it is thus understandable the communications also evolve with the changing times.

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