The consumer purchase decision process has transformed and has become more dynamic as communication is no more one way. For a brand to be successful on digital platforms, a relationship based on credibility and trust has to be formed. That means listening, responding, engaging and acting – in other words, the power is shifting to consumers. This dynamism can be seen in the purchase decision process, which is being powerfully impacted by the digital world.
There is nothing wrong in radio being a reminder medium and I am very happy with that. Let me put it very differently, somebody had once said, “Radio is like vodka, you can mix it with any drink”. So, you can mix radio with print, television, outdoor, digital, and events. The best part is that you can have this vodka while driving, which makes radio the most flexible of all mediums.