By Riddhi Dasgupta, Data Science and Research Director at Reprise
Digital media has revolutionised the way humans communicate with each other and with brands. Brands don’t only communicate through traditional media newspaper ads, television ads, radio ads or billboards but also through digital marketing channels such as YouTube, Meta, TikTok and Snapchat. Audiences want to personally interact with brands in real-time and to feel a human connection with the brand itself. Today consumers are much more informed and are more likely to research before making a buying decision. Social media is one such cost-effective way to educate consumers and attract attention. Hence brands today use multipl
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