| | FEBRUARY 20208A seasoned sales and marketing professional, Burzeen is experienced in Performance marketing, Demand generation, Campaign management, Channel marketing, Market management, Account management and Sales areas. INTEGRATION OF MARKETING, PR & DIGITAL CAPABILITIES: THE GAME-CHANGER IN 2020By Burzeen Vakil, Chief Marketing Officer, Red Hat India & South AsiaT he advent and prevalence of digital communica-tion is shaping and changing how brand stories are told. In order to create an impactful brand story and messaging, organizations are adopting in-tegrated marketing strategies, resulting in increased collaboration between departments like marketing, PR and digital. Marketing and PR have evolved sig-nificantly in recent years and as they continue to evolve, let us look at how the following aspects come together to create a strong foundation for powerful brand communications and story-telling. Deliver the Right Message to the Right Audience at the Right Time It is imperative that marketing, PR and digital team collaborate to drive an effective communications campaign. In an age where consumer is surrounded by a gamut of content, it can be difficult to get their attention. By harnessing the power of right commu-nication channel with the right message, marketers can break through the noise and create a connection with their customers. For example, a local electron-ics store may not need a nationwide brand campaign to reach local consumers; however, they can rely on local newspaper to get the best results. Similarly, to target the always connected consumer, it is essential to have the necessary digital skill set in place to reach this active audience. If leveraged well, a brand can in-clude them in discussions through social media and ultimately win their mindshare and convert them into organic ambassadors of the brand. THOUGHT LEADERSHIPBurzeen Vakil, Chief Marketing Officer
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