Scope and Future of Digital PR and Marketing in North East India

January 30, 2024

GLobal scenario of PR Activations:

The global PR industry grew by 9.1% in 2022, based on PRovoke Media’s definitive annual ranking of the world’s top 250 PR firms. The impressive performance comes after the PR industry bounced back from the worst of the Covid era, growing 11% in 2021 after declining 4% in 2020. Accordingly, the vast majority of PR firms recorded healthy growth in 2022, even if specific types of firms and geographic regions remained favoured. Accounting for the numerous firms that reported outside of the Top 250, along with the vast number of smaller firms that do not provide revenue figures, PRovoke Media estimates the size of the global PR agency industry at $20bn, up from $18bn in 2021, and $15.8bn in 2020.

How North East India stands at PR and Marketing Activations

Since attaining independence, the development of North East India has lagged behind due to limited private sector involvement. The region heavily relied on Public Sector Undertakings (PSUs) and government initiatives, which, while contributing to overall growth, failed to integrate the area fully into the mainstream economic landscape. The dearth of private players meant a lack of diverse job opportunities, hindering holistic development.

The absence of substantial private sector participation also impacted marketing and public relations (PR) activities. The region struggled to leverage innovative PR strategies, resulting in low PR awareness and diminished perceived value. The limited presence of large businesses further compounded this challenge.

Without a robust private sector, educational institutions in the region have been slow to respond to the evolving needs of the industry. Notably, there is no comprehensive graduate or postgraduate course in PR offered by any educational institution in the area. This deficiency hampers the cultivation of skilled professionals who can contribute to enhancing the region’s PR landscape.

To bridge this gap and foster holistic growth, it is imperative to encourage private sector investments, promote innovative marketing and PR strategies, and establish educational programs that cater to the evolving needs of the industry. This multifaceted approach can propel North East India towards sustained development, job creation, and improved visibility on the national stage.

WHY REGIONAL LANGUAGE PR, MARKETING AND OUTREACH IS IMPORTANT FOR NORTH-EAST BUSINESSES?

  1. As per the Google KPMG report, the Indian internet user base will increase to 735 million by 2021. Indian language internet users are expected to grow at a CAGR of 18% to reach 536 million by 2021, while English users are expected to grow at only 3% reaching 199 million within the same period. Clearly the growth opportunity for brands lies in the regional markets.
  2. While 95% of YouTube videos consumed are in regional languages, apps such as DailyHunt and ShareChat are allowing people to consume content in multiple languages.
  3. The use of regional languages in digital content will definitely help companies by getting a better rate of user engagements and responses. You can easily measure this with social media responses and advertisements and PR.
  4. Better customer connect
  5. Moderated and personalized content
  6. Regional influencers
  7. Increasing customer base

HOW PR COULD BE A PART OF OVERALL DIGITAL MARKETING FOR NORTH EAST BUSINESS?

  1. Include PR release – online + print into your digital promotions
  2. Add outreach activities (great PR indeed) to your digital plan
  3. See how you can increase the no of reviews over google, ecommerce platforms for better trust
  4. Push content, thought leadership article on social platforms
  5. Invest in SEO for better website and brand discovery
  6. Invest on user-generated content especially videos
  7. We developed a holistic digital marketing package here

WHAT Digital PR and Marketing ACTIVITIES NORTH EAST BUSINESSES CAN EXPLORE:

  1. Print news release
  2. Digital news release
  3. Bloggers outreach
  4. Influencers outreach
  5. Social media
  6. Podcasting
  7. Interviews
  8. Press meet for launching or announcing

The Scope ahead for north east businesses:

Since 2018, the Indian government’s Look East Policy has ushered in significant transformations in the North East. Enhanced connectivity, exemplified by new trains linking states like Manipur and Agartala, alongside the construction of tunnels and bridges in Assam and Arunachal Pradesh, has marked a pivotal shift. States such as Assam and Sikkim are witnessing an influx of new investments, fostering a conducive environment for startups to thrive. These developments open up expansive opportunities for digital marketing and present a ripe landscape for businesses to engage in strategic PR activations. The evolving scenario signifies a dynamic era of growth, connectivity, and burgeoning prospects for entrepreneurial ventures in the region.