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Accelerating digital engagement, brands practice the art of being social

With brand-customer engagements restricted to an online-only universe, advertisers look at ways to wield the double-edged digital sword

Topics
Social Media | digital marketing | advertising

Amritha Pillay & Arundhuti Dasgupta  |  Mumbai 



Businesses have the opportunity to target 'specific micro-markets' as the recovery to the normal takes its own time
Social media is not for the faint-hearted advertiser. An occasion to engage may just as easily turn off many.

As Indian consumers accelerate their digital journey under a lockdown, are learning to mind the language. Not only are they looking at popular causes that would give them greater sway over their rapidly swelling online communities, they are finding ways to do that without offending their followers.

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First Published: Fri, July 17 2020. 06:05 IST

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