The most influential factor in determining the longevity of the brand or the product is the way it engages and interacts with its consumers, both existing and potential ones.

In this video, Rajneel Kumar, VP & Business Head, Digital Media, Viacom 18 lays emphasis on the need for a two-way communication procedure between the brand and its consumers these days, unlike the pre-social media era, where the only mode of communication happened to be from the consumer’s side and that too in the form of a letter. Today, the brand focuses on getting to know its target audience better by means of engaging activities like discussions, polls, panels and forums on social media.

They stay updated about the requirements of their audience and take the feedback, opinions, suggestions and ideas in their stride to deliver better performances.

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