Mr. Shah extended the discussion into the cost effectiveness of digital marketing over conventional marketing. The equivalent effect of a traditional TV advertisement costing billions could be generated by systematic online target marketing in mere one-hundredth of the cost. He added, however, that unlike traditional marketing media, digital marketing worked mostly on the pull mechanism and thus thrived on creativity and innovation to reach the target audience.
Talking about the scope of digital market in India, he indicated that the number of internet users in India was 462 million while the internet penetration was only 30 percent. This gives immense virgin opportunities to companies like Facebook and Google who had also been seen competing to launch Internet.Org and Loon projects in India.
He apprised us that the presence in digital space was exceptionally vital for any company. Even if the selling channel of a company was not online, its presence in the digital space in the form of reviews, websites, social media etc., had become an integral part of its existence. S.E.O., S.M.O., S.E.M., YouTube, Emails were some of the digital marketing tools discussed with each one being equally significant.
In the context of Domino's, he informed how, through the use of digital medium, Domino's had been able to increase its target base, reach customers in a much more significant manner, increase its brand equity and also track and optimise the business through the use of analytics. The job of a digital marketer was about reaching the significant audience. He concluded the lecture by citing various live examples of smart digital marketing which were unequivocally applauded by the audience.
The seminar was a great learning experience wherein students got various insights on marketing media and channels of digital media and their roles in brand promotion.
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