It is but a natural pursuit of all companies to make efforts to increase their sales volume, and consequently revenue. We know that many companies are heavily dependent on direct marketing to acquire new clients. Still,it is very difficult to reach at every consumer,or the potential ones only through direct marketing. This necessitates adoption of other marketing methods and techniques. Given the consumers level of brand awareness these days, it is advisable to go for a range of marketing activities instead of relying on one medium only. People are needed to be engaged and a degree of personalization of relationship is required too. Here a well planned PR campaign is very relevant. To gain competitive advantage you need to be visible across all media and a sustained good will of the public is needed.. It is very important that consumers find your brand to be reflective of their choices and in tune with their values. Besides as there is no uniformity in a customers purchase behavior and his accessibility to various media, you need to be conscious and cautious about the right media planning.
As a result of intensive media and market research, deep insights have been obtained into the pattern of a customers behavior and his response to a varied range of communications. As efficacy of communications vary due to differences in the quality of content and the platforms used, it is essential that the contents are captivating and the mediums of dissemination accessible to maximum number of potential consumers.
In some cases,It has now been observed that increase in sales is linked to promotion which involves third party endorsements and not direct communication or interaction with the target audience. Thus an indirect buzz generated by certain events, whether customized or of PR category has come to be having a decisive impact upon a customers decision.
Taking all these factors into consideration, it seems a fair proposition to diversify marketing activities and make it inclusive rather than being dependent on a solitary medium to achieve the targeted results.
