Rewind 2022: 2022 has been a pivotal year for India’s public relations- Atul Raja
It’s time to review the most significant industry developments as the year 2022 draws to a close. Adgully is reviewing the year 2022 for the M&E, advertising, digital, marketing, PR and communications, along with leading names in the industry as part of our annual Rewind series.
Recapping the year Ajul Raja, Executive VP – Global Marketing, Wadhwani Foundation shares how the year 2022 was a pivotal year for PR Industry, his projections for the trends in 2023 and much more.
2022 has been a pivotal year for India’s public relations, marketing and advertising ecosystem, with businesses adapting their strategies to meet the fast-changing customer demands. However, what remains clear is that increased digitalization is transforming customer engagement through valuable and in-depth insights into consumer behaviour patterns. This cuts across the advertising, PR and marketing landscape with 12 defining trends:
- Customer-centricity with inbound marketing is taking centre stage.
- Hyper-personalization has enabled a 360-degree view of the consumer.
- The changed economics of marketing has led to a level-playing field for small businesses.
- Consumers are becoming increasingly promiscuous in their brand relationships due to a plethora of new media channels.
- Ad blindness has become rampant, posing a dilemma for online marketers.
- The traditional marketing and PR funnel no longer captures the shifting nature of consumer engagement.
- Content is paramount and has surged ahead of creatives.
- Data-led marketing and PR are the order of the day for informed decision-making.
- High Frequency is high visibility -- an essential antidote to clutter.
- Issue Based Marketing and PR have come to the fore.
- MarTech is now essential to analysing consumers, markets and PR.
- Campaigns have become reversible, and Moment Marketing is the in-thing.
In 2022, I invested time and efforts in AI-led tools that increased efficiency and productivity and Omnichannel Marketing, which provides a cohesive, seamless experience to the consumer and increases customer retention and ROI. Integrating communication channels like websites, apps, social media, emails and chatbots proved to be a rewarding experience.
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