Responding

The Internet is still transforming the way in which organisations interact with their stakeholders and customers. Increasing fragmentation and sub-segmentation of audiences has meant that traditional advertising and PR campaigns are often becoming redundant.

 

The advantage of the Internet is that it can be possible to reach a very precise segment with a very defined message – a ‘narrowcast’ – if you approach it correctly. Baird’s CMC is working with companies such as Novo Nordisk and Merck Sharp & Dohme to show how this approach can be transform the way that they interact with some of their key audiences.