Times are changing. Few decades ago, one could sell anything one could make, brands hardly made any difference, now it’s completely different. Now brands have overtaken everything. The game here is of perception, the opinion one has about the Product, Company, or whatever’s responsibility the brand manager is shouldering. As per Wikipedia – “Brand equity refers to the marketing effects that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name”.

But now the changing technology is a principal role player in building a brand. As so many Social Media and Digital Marketing Evangelists have put it so far – “Technology is shifting the power away from the editors, publishers, the establishment, the media elite. Now it’s the people who are in control”. The Digital Marketing arena is cheap; it is within the limits of a startup as well as the behemoths of the corporate world.

Still, the perception – Unconventional. Is it only Indian view?(Well one can think like that, after all the spend here on TV Advertising Vs Internet Advertising was a whopping 17000 Cr as compared to 400 Cr, respectively) still the answer is No, it’s not only in India, it’s the same all over the world.

The major reason is you know it is cheap, you know it is within the limits, you know it is unregulated, and so do they know, your audience know. And that’s why – the Perception.

At HumInt,we have passed the debates of monologue – Dialogue, engagement, Global Audience, Blog, Direct Interaction, etc. For us the “What it is?” era is over now. At HumInt, our focus on the strategy of Digital Marketing is to share each and everything with everyone. So that the perception doesn’t really ends with the one associated with medium.

The key here is to share financial thoughts, marketing thoughts, etc. For that to work, a proper Communication Strategy has to be in line. The medium is easily available doesn’t means one should discount the power it brings along. From next time fundamental change in the company’s viewpoint should be to reconsider the information as if it is going to be published / broadcasted on the National Media, and better it should be, as this time it is Global Media.

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