It is no exaggeration to say that the evolution and spread of the Internet has brought about dramatic changes in consumer behavior. But that’s not the end of it, as we recognize that a lot has changed in the world of marketing and branding since the pandemic.
Enough has been said about how consumers have changed, how they shop, learn, communicate, entertain, consume and interpret information. In keeping with the times, technology companies are trying to synchronize with consumer needs and gap-filling demands when it comes to marketing and branding.
In such a competitive era, corporate communication and marketing are called two essential pillars that play an important role in the progress of business. These features work together to establish and maintain your company’s image and reputation, and to effectively reach and engage your target audience.
Corporate communication is the process of managing and controlling the flow of information between an organization and various stakeholders such as employees, customers, and the general public. It covers a wide range of activities, from internal to external communication, public relations, crisis response communication, and employee engagement. Importantly, effective corporate communications are essential to building trust and confidence with stakeholders and maintaining a company’s reputation.
Marketing, on the other hand, can be easily defined as the strategic promotion of a brand, product or service to connect with an audience through multiple mediums and tools such as advertising, market research and branding. The purpose of marketing is to create awareness and interest in a company’s products and drive sales.
Hong Kong billionaire, investor and philanthropist Li Ka-shing said, “Information and communication technology unlocks the value of time, enabling multi-tasking, multi-channel, multi-this, multi-that. make it possible,” he said.
Know Your Target Audience Intelligently: One of the most important aspects of corporate communications and marketing is the ability to understand and target specific audiences appropriate to the nature of your business. This means identifying your company’s prospective customers, their needs and expectations, and identifying the means to impress them.
The next important step is reaching out to them. Digital marketing is a boon in these modern times. Includes tools for social media, email marketing, search engine optimization (SEO), and more. More importantly, digital marketing is a cost-effective way to reach a wider audience.
Data Analysis: Another important aspect of corporate communications and marketing is the means to measure and analyze the strengths and weaknesses of campaigns being launched. It’s useful to track metrics like website traffic, social media engagement, and conversion rates. By understanding what works and what doesn’t, companies can make data-driven decisions to improve their communications and marketing efforts.
Crisis Communication and Management: No one knows what will happen next. This is where corporate communications come into play. Crisis communication and management aims to protect the reputation of the organization and maintain its public image. Every crisis has hidden prospects for growing faster.
Traditional PR and technology not only coexist, they work seamlessly together. Additionally, technologies such as Web3, Metaverse, AR/VR, AI, and ML offer a whole new dimension of engaging your target audience. AI-driven platforms are taking over basic tasks and expanding their reach.
Strategic planning is just as important as raising awareness and disseminating strategic messages at scale to attract your target audience.
(I am Chief Corporate Communications Officer of ONPASSIVE)
