Good advertising can lead to action: Prateek N Kumar

In today's digital environment with all the broadband connectivity and smart devices, the line blurring between the real and virtual, many brands are making an effort to create virtually real experiences to reach out to their consumers. Now technology allows them a two-way communication with their target audience unlike in an earlier era when they were left doing only the talking. Not only do consumers respond in real time on the digital platform, it is faster, more measurable and result-driven and helps brands understand their users and reward loyalty.

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