SHOBHIT PANT OFFICIAL

Marketing through the digital medium shows an increased tendency to jump into negotiation during the phase of persuasion. What is the long term effect of this on a brand? Every medium has its typical characteristics and the audience behaviour varies significantly according to the medium. Remember McLuhan's famous phrase, 'Medium is the message'? Yes, it  is still relevant. The strategies of the marketer hence should - and often does - change according to the medium. The digital medium is characterised by high measurability (Google Analytics, comScore) and more importantly, the ability of the audience to be an active contributor in the communication (interactivity). These two, when combined with the standardised approach of information technology that has brought down the cost of all these drastically, means that not only can the audience be carefully chosen, but the messaging can be tailored accordingly. The ability to tailor and the ability of the user to take act...

It left   me with a weird,   indescribable emotion when i heard of the disaster that was in the making ! As someone whose settled outside uttarakhand for generations , never the less retaining the roots and bonding with my aborigines’, the disaster has left me with tons of vulnerability , anger, and Impotency ! The ubiquitous land mining mafia supported unabashedly by the rules that be , BJP OR Congress ( yes in uttarakhand you’ll find a rare bonding of the rivals for reasons of convenience) , the ill managed tourism promotion , Governments sheer indifference to the ecological imbalance, the disaster in Uttarakhand, it seems, was waiting to happen as the Centre and the state government apparently ignored the warnings of an impending crisis in the hill state. The Comptroller and Auditor General (CAG) report, submitted to both the governments about three years ago. The report reveals how norms were flouted and environmental concerns set aside to set up several hydroele...

Almost instantly, the Uttarakhand flood and landslides that caused devastation will be forgotten. The Indian cricket team at the ICC Champions Trophy will get equal news space. And the minutiae of political parties will be back at the top of the news chain. Before the emotion runs out, therefore, we must make room for real reflection. The rescuers helping the survivors in Kedarnath and other places are heroes. But, like in any story, there are villains too. Here are five principals who help bring on the doom. Nearly each time something terrible happens, they benefit too. 1. The media It is easy to be swayed by the tidal wave of news coverage after a disaster. There are teams constantly providing newsfeed from what is always described as ‘Ground Zero’. But real reporters get to the story before it has broken. Foresight has its playground in editorial meetings. Stories are planned in newsrooms. India has about 100 news channels and thousands of newspapers and newsmagazi...