^atom’s Abhik Santara on the relationship between brands and agencies during Covid-19

^atom’s Abhik Santara on the relationship between brands and agencies during Covid-19
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^atom’s Abhik Santara on the relationship between brands and agencies during Covid-19

^atom’s Abhik Santara on the connection between manufacturers and companies throughout Covid-19

Abhik Santara, Director, atomAbhik Santara, Director, atom

At a time when everyone seems to be making an attempt to look past the pandemic known as Covid-19, communication must be crafted rigorously. There resides an opportunity of both too much less speaking or extra. It’s right here that companies play a major position in hand-holding and telling manufacturers the dos and don’ts of communication. Abhik Santara, director at ^atom talks to BrandWagon On-line about how manufacturers have to act and react throughout such troublesome instances. (Edited excerpts)

On the artwork of sustaining a relationship in a turbulent surroundings – manufacturers and companies

That is the time once we want one another greater than ever. And due to this fact being forthright and trustworthy might be a vital issue to cement a long-lasting relationship. It’s essential that we empathize, assist one another, and be trustworthy about what we suggest as enterprise options. This isn’t the time to profit from the state of affairs, however to profit from one another.

The opposite is being fearless. We have now to be brave sufficient to experiment, take a look at, and study. Conventional playbooks are gone, and nobody is aware of what are the following nice strikes.

On the dos and don’ts manufacturers have to observe when speaking with customers

Manufacturers have to sound much less opportunist of their perception, of their actions, and positively of their communication. Being real, accountable, and earnest will go a great distance in cementing a deeper model love.

On the periodicity of the dialog

If there’s something price saying, frequency isn’t an element. However leaping on on a regular basis moments, simply to have a better SOV has by no means been and can by no means be a fantastic software to have interaction customers. Customers are watching content material greater than they ever did, and it’s a good alternative for manufacturers to discover a significant place in that behaviour.

On the position companies play within the lifetime of manufacturers and advertisers

This may be the renaissance for companies who can deliver within the hybrid experience to handle the brief time period enterprise and long run fairness for manufacturers. Advertisers might be underneath strain to succeed every day, but create a sustainable worth for its customers. The classical mainline companies or the everyday digital companies need to do some severe overhauling to remain related. Whereas the necessity was at all times felt, most companies struggled and did not ship past mere lip service. The disaster has made this the one precedence one ought to have now. Companies who can deliver that nimbleness and understanding of enterprise and customers might be in a superb place underneath the solar.

On the mantra that companies and advertisers ought to observe to beat the Covid-19 blues

We should always deal with this as a studying alternative. We’re all in the identical boat, making an attempt to maintain afloat. The outdated guard has to provide strategy to fashionable methods and it’s a stage playfield now. Human beings want a purpose and that’s the solely factor that may preserve the spirit high- Organising new targets, waking up every day with the promise of not giving up, to be fearless as soon as once more, and to develop into the coed of time. These must be adequate motivations to maintain one going.

Learn Additionally: Simba’s Sidhant Bhutani on the advertising technique which manufacturers have to observe within the time of Covid-19

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