‘People consuming content over digital platforms are at a constant surge’
The exponential spread of coronavirus has been the catalyst for the inevitable innovation change our world has been experiencing. The pandemic has done devastating things to the planet but it has also united us and pushed us closer to the state of the art technology. We have surpassed Industry 4.0 and have already come far ahead in Industry 5.0. We as a brand believed in Karnika’s onboard one of a kind experience and customer’s word of mouth - our biggest, organic marketing tool, additionally, we practiced a little Influencer Marketing, Digital Marketing, and Public Relations. However, now the tables have turned - the philosophy of marketing going digital is not the future anymore but a present reality.
We have realised that a lot of brand building and communication by new-age marketing matters far more in a time when
on-ground engagement with stakeholders is not possible. In such a time, when the tourism and travel sector is on hold, how can the brand still maintain visibility and recall? This bought us to the doorstep of innovative marketing such as social media and digital marketing. For the very first time, we conducted a Webinar for our travel stakeholders such as travel agents, etc., we witnessed over 2000 attendees, this also helped us give hope to our industry. Being digitally active with all our audience has helped us find the right share of voice and brand recall amongst the travellers - our primary focus. We also practice traditional PR, considering mainline media is covering COVID related stories, we have made an effort to be in touch with our audiences with trade and hybrid media.
The marketing dynamics are changing and people consuming content over digital platforms are at a constant surge, this was not common previously but now consumers of all age groups and social settings prefer digital platforms and online portals for information and content consumption. This made it imperative to have an active presence throughout digital platforms. Like I mentioned earlier, the traditional PR approach was also modified for a more digital PR route, constant practice has helped us gain brand visibility among important travel stakeholders apart from our consumers as well.
Moving on, we have been active on all our social media platforms to create a bond with our audience during these difficult times. InstaLive sessions and Webinar sessions are just the beginning. A social media calendar is made to schedule posts and keep our audience entertained. We have also API integrated our bookings to make the online booking process simplified and completely automated.