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:

  1. Customer-centricity with inbound marketing is taking centre stage.
  2. Hyper-personalization has enabled a 360-degree view of the consumer. 
  3. The changed economics of marketing has led to a level-playing field for small businesses.
  4. Consumers are becoming increasingly promiscuous in their brand relationships due to a plethora of new media channels.
  5. Ad blindness has become rampant, posing a dilemma for online marketers.
  6. The traditional marketing and PR funnel no longer captures the shifting nature of consumer engagement.
  7. Content is paramount and has surged ahead of creatives.
  8. Data-led marketing and PR are the order of the day for informed decision-making.
  9. High Frequency is high visibility -- an essential antidote to clutter.
  10. Issue Based Marketing and PR have come to the fore.
  11. MarTech is now essential to analysing consumers, markets and PR.
  12. 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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