Creating consumer-centric digital content

Abstract

How can brands communicate consistently across traditional and digital media? The digital era seems to have taken off in the Indian context with mobile-based technologies leap-frogging so that consumers take to them faster. Entertainment traditionally associated with TV programmes, magazines and cinema is almost redefined by the availability of electronic devices and content. YouTube and several other kinds of digital vehicles have created a new challenge for markets – how can brands use digital content in a manner that will enhance long-term consumer engagement? Nike Plus created a revolution in the music space by collaborating with Sony’s iTunes providing consumers several reasons to engage with the brand than just buying it based on its traditional appeal that conveyed ‘Just Do It’. Read more at: https://www.thehindubusinessline.com/catalyst/creating-consumercentric-digital-content/article8880727.ece