Digital-Strategy for 2019

 
With the advent of numerous Creative cognitive tools and Artificial Intelligence in the marketplace, Creation and Execution of Digital Strategy for Brands has become a challenging Proposition


Peoples choice and taste of content is changing rapidly and significantly.

Everyone wants Quality content and Impactful hance the pressure is mounting on Content creators


Advertising has altered its dynamics completely. ADVERISING EXPERTS WANT TO MAKE THEIR ADS NOT JUST COOL AND APPEALING BUT Memorable too

Gone are the days to  debate about the pros and cons of digital media versus traditional media.

with deep penetration of internet and smart mobile phones in Rural India most of the Younger generation has Hatched to Digital Bandwagon.


     Measurable

    The metrics for measurement are getting specific and precise. What and when to measure and how to measure is decided prior to launch of ad campaigns

                                              Cost Effective

      Value for money is more in demand
CMOs want to know where and How they are spending their money and what are the corresponding sales Numbers.

                                         Flexible

      Agility has entered and flexibility is on its phasing out trend

                          Automatic Optimisation as Per Platform

       Smaller brands don’t have the resources be it money, people or expert know how  to deploy on advertising and data analysis as they focus on the product/services.

                           Storytelling is the New Mantra 

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Captivating messages with organic and paid promotions on social media are the new norms

                                        Customer Understanding

           Entire focus is on relation building and Delighting the customer.

Digital Marketing is must for every small business

    It may come as no surprise that the marketplace has become increasingly more digital as technology
continues to evolve. The benefits of digital marketing are becoming more prevalent every day.
More and more consumers are researching and buying products online. According to Forbes, 82% of
consumers conduct research online. And, Tech Crunch reports that 79% of people shop online.
So how do you reach these consumers? Here’s the answer: digital marketing.

   More and more small businesses are implementing digital marketing tactics to effectively reach
and engage their target consumers online. In fact, U.S. digital marketing spend will rise to about
$332 billion by 2021. Digital marketing tactics has proven to be the most cost-effective way to reach
potential customers.

1. Digital marketing is the most powerful form of marketing.
2. Using digital marketing tactics is the most cost-effective way to market your business.
3. Digital marketing is the most measurable form of marketing.
5. Most people are starting their buyer’s journey online.
6. Your customers are on social media, and digital marketing helps you reach them.
7. SEO and local SEO helps you reach more qualified buyers online.
8. Digital marketing helps you connect with mobile customers.
9. You can easily and quickly adapt your strategy and tactics for best results.
10. Digital marketing levels the playing field, allowing your business to be more competitive.
Digital marketing helps you reach these engaged consumers. Not only are you able to publish
and promote unique content on these social sites, but you’re also able to reach consumers through
advertising. Social media platforms like Facebook offer sophisticated targeting options that help
 you reach the consumers who are most likely to be interested in your products or services

Digital Marketing empowers rural India

The divide that we in India had between the rural community and the urban one was so huge that it became impossible for them to connect with each other.

All this is changing with the digital media, especially digital marketing. Many new companies, whether in rural India or urban India, are ruling the market.  

Photo Credit
: bfsi.manipalglobal.com/bfsi.html

Success Stories

One example of very good digital marketing, in fact culture change is, Vicks #TouchOfCare campaign,  a story of a Transgender Indian mother who adopts an orphan child – Gayatri. This  campaign redefines that the family care in India goes beyond biological relations or a surname. Vicks that has always epitomized mother’s care while showcasing the real life of Gauri and Gayatri, has set an agenda for family care and change of cultural mindset.

Another very good business example is that of an entrepreneur who made his way out into the market by selling potato wafers and earning his name in the country as the most preferred food company.  A home-grown brand that is wearing its independence and entrepreneurial spirit on its sleeve is Balaji Wafers. Chandubhai Virani, the 60-year-old founder, and director has often said in many media reports about how many companies have approached him with offers to buy out his snack venture which is said to have had an Rs 1,800 crore turnover in 2017.

Other than business, edutainment is also very important for everyone in the whole globalised world. Children’s education is after all a need that everyone all over the world has. This was recognised by some people. Here ChuChu TV, an Indian edutainment YouTube channel is making a lot of news. This channel is the 43^rd most subscribed channel in the world. It has over 20 million subscribers. over 15.8 billion video views. The channel itself consists of various YouTube channels for children that are dedicated towards creating 2D and 3D animation videos of traditional nursery rhymes with an incorporation of peppy music and an aesthetic style that are embedded in them. 

ChuChu TV has entered many other markets like  ChuChu TV Canções Infantis (Brazilian Portuguese) and ChuChu TV Canciones Infantiles (Spanish). They take their digital marketing seriously.  They collaborated with echoVME. After this, ChuChuTV garnered maximum engagement via various methods. As echoVME created high-quality interactive content to build trust among audiences, which were posted on regular intervals and from different genres. In fact, after some time, the collaborative efforts brought in 1.9 Million likes on Facebook and Global Audience Reach of 34,084,746 as of June 2017.

There are many more such examples of course. The whole of India is connecting and so, there is more business and redefinition of culture itself.

Looking up to them as examples, the rural market has been noticed, both as entrepreneurs and a potential market as almost everyone has a mobile and access to the internet nowadays.

With so many people living in rural India and so much talent there, we surely should not neglect such a huge chunk of our population. From the business point of view, it is foolish to not tap this market.

So far, this whole area was neglected and ignored. Because of this, the divide between rural and urban India was becoming wider.

All this is now changed in India. Products are just an example but the point is urban and rural India were looking at different pages of India. This is now changing with digital marketing.

As we can see, everyone is going digital and for this we do need to know the tools ourselves for 
which this is a hot career option now. The steps taken are very simple. We can easily make business grow using the digital route.

Most companies are now catering to both rural and urban India. 

Steps in digital marketing

Digital marketing is very similar to regular marketing. In  traditional marketing. We have a product that we need to sell, and we are looking to ways to engage with customers to build brand awareness and then take it to completion. Marketing always requires effort and engagement with the target customer.
Digital marketing encompasses more roles and skills than marketing but it is flexible, and versatile.This is the thing that makes it very fascinating. This is why the upcoming career in India is in this area 

Careers in digital marketing

Photocredit : digitalvidya.com

Some general areas that a digital marketing professional will need to work on in his career are

Video/audio production. Here, one would need to make it trendy to reach to a global audience and not just the local one. Everyone has mobiles nowadays. We must ensure our content is truly mobile friendly. 

Search engine optimization (SEO). For this, one must study the words that people are likely to type when they look for the kind of products you are trying to sell. We must also apply Search engine marketing (SEM) for one must understand the language and type of mechanisms that search engines use to capitalize on them too.

Social media is also an important area. Here, we just need to use social media such as Facebook, Instagram, Twitter, Instagram,

 E-commerce is a key factor. When a customer is interested, we must use their interest to capitalize on this interest and immediately take them to a user friendly ecommerce platform to make things happen

Now, one need not go to the post office at all. As soon as potential customers are known, we should store their email addresses and do our marketing through email marketing. Automated emails could also be sent for if emails can be automated and sent regularly, this surely adds a lot of value to the marketing message. Other than products, greetings such as new year wishes and personalized messages where a person’s birthday and anniversary is also noted and remembered surely adds value here.

In this area, content should be clear and specific so one would need to manage it well. The web is your marketing space. Websites would need to be developed well with a good web design, copywriting and editing. We could use analytics to analyse who are the people visiting our site so that we can talk in their language. 

Once all the above factors are well known, we can indeed formulate a complete digital marketing plan with no divides at all. This is certainly a challenge but an interesting one for sure. Further in digital marketing, the potential customers are immense.

Tapping all the markets

Photo credt :businessinsider.in

When the rural market is tapped through the above, the urban shall also be targeted of course. Why just urban India, the whole world would be our potential customer. This is why all of us need to be aware of the digital world and many of us can surely make it our career.

A career that is bound to increase in demand and keep growing further is surely in the digital world. In fact, everyone would need to learn these skills to operate in the new world so there is scope even in educating people at various levels in the digital marketing world.

In the case of India, this shall surely make the whole nation prosper and become a world leader, slowly but surely.

Steps in Digitilization

The steps taken are very simple. We can easily make business grow using the digital route. These are through various channels such as

Careers in digital marketing

Digital marketing is very similar to regular marketing. In  traditional marketing: we have aa product that we need to sell, and we are looking to ways to engage with customers to build brand awareness and then take it to completion. Marketing always requires effort and engagement with the target customer.

Digital marketing encompasses more roles and skills than marketing but it is flexible, and versatile. This is the thing that makes it very fascinating.

Some general areas that a digital marketing professional will need to work on in his career are

·      Video/audio production

One would need to make it trendy to reach to a global audience and not just the local one

·      Mobile marketing

Everyone has mobiles nowadays. We must ensure our content is truly mobile friendly.

·      Search engine optimization (SEO)

One must study the words that people are likely to type when they look for the kind of products you are trying to sell.

·      Search engine marketing (SEM)

One must understand the language and type of mechanisms that search engines use to capitalize on them too.

·      Social media

Here, we just need to use social media such as Facebook, Instagram, Twitter, Instagram,

·      E-commerce

When a customer is interested, we must use their interest to capitalize on this interest and immediately take them to a user friendly ecommerce platform to make things happen

·      Email marketing

One need not go to the post office at all. As soon as potential customers are known, we should store their email addresses and do our marketing through these.

·      Marketing automation

If emails can be automated and sent regularly, this surely adds a lot of value to the marketing endeavour. Other than products, greetings such as new year wishes and personalized messages where a person’s birthday and anniversary is also noted and remembered surely adds value here.

·      Content management

Content should be clear and specific so one would need to manage it well.

·      Web development

The web is your marketing space. Websites would need to be developed well with a good web design, copywriting and editing

·         Analytics

We would need to analyse who are the people visiting our site so that we can talk in their language,

·         Business/marketing strategy

Once all the above factors are well known, we can indeed formulate a complete digital marketing plan with no divides at all. This is certainly a challenge but an interesting one for sure. Further in digital marketing, the potential customers are immense

• Social Networking
• Social Media.
• Online PR.
• Display advertising.
• Email marketing.
• Search marketing.
• Game advertising.
• Affiliate marketing.
• Video advertising.

 All this is not at all difficult. We just need to use social media such as Facebook, Instagram, Twitter, Instagram, email channels, SMSes and videos are just a few of the ways we can indeed capitalize on this huge potential.

When the rural market is tapped through the above, the urban shall also be targeted of course and this way the divide will slowly but surely end.

This shall surely make the whole nation prosper and become a world leader, slowly but surely.

Grow Business Globally by digital marketing

Business drives the world as everyone needs money to make a mark in the world. The term business itself refers to a “regular occupation, profession, or trade”. This can refer to individuals, communities or organisations. No matter what happens around the world, people do need to work in the profession of their choice. This is now becoming easier with more options presenting themselves to everyone. Everyone knows what is happening all around the globe and can pick and choose what they would like to do. The competition also is more, of course, and this means we must truly be so good that everyone comes to us for our merit.

In the area of selling our goods, again options are many nowadays. Here, digital marketing does have a big role to play. With people striving to do their best, they connect with each other by accessing each other digitally for the future is indeed digital. This is what shall make the world move forward.

Visionaries do recognize this clearly and wish to bring this in their future plans. There are many companies seeking to use this to the maximum extent possible. For the a proper strategy does need to be defined and many people are doing this. 

Smallbiz

It is easy if one understands the tools that are required for digital marketing. These tools are not complicated. One only needs an open mindset to acquire the necessary skills and then march forward.

Money is of course, always a criterion. In marketing, money and the budget is always a serious concern. Fortunately, in digital marketing, the costs are also minimal as the technical world takes it forward with almost zero budget for marketing personnel.

The online world makes people check everything digitally so here again, it is important we need to indeed be perfect in all areas. It is very important to see what is being said about us all over the world. One’s reputation can also be streamlined digitally and indeed many people are indeed doing this. Reputation building is also a big exercise where often, a lot of money is involved. Here, again, digital marketing can play a big role when one selects what needs to be conveyed, how to do it and choose all the tools that enable us to do this.

With many social media platforms, this is indeed becoming mandatory for almost everyone and any investment made here is truly worth it.

Though we in India were thought to be underdogs, in the digital world, we are equal to everyone and shall indeed be able to make a key difference to all businesses by acquiring the necessary skills and showcasing the business as it needs to be showcased, keeping in mind all the needs and using the right technology that is available all around us in the new world. We only need to be present and completely aware here.

For we surely don’t want to be left behind in the new digital world.

Up-Skilling India

People are known as "Human Resources" in companies. We certainly need to understand that human beings are valuable resources. Is this always happening in India ? We need to understand this is not always the case which is what we all need to address to make our country truly enriched and complete.

Industry Stats:

Economic Times said in an article in January 2018 that 94% of engineers are not suitable for hiring. If this is the situation of Engineers then Imagine the condition of Diploma and ITI's 

Image source: http://jiyes.info/skill-india

The fact is people are of course a great potential resource. However, everyone needs skills to become resources else they become useless in their lives and a liability for  the nation. We do know that more than half of India’s population of 1.3 billion is below the age of 25.  It is also estimated that the average age of India’s population will be 29 by 2020. This may prove to be disastrous rather than a source of growth, if we do not create sufficient employment opportunities, and adequately prepare our young workforce.

Though there are a number of existing skill initiatives, including Industrial Training Institutes (ITIs), Vocational Training Institutes for Women, Advanced Training Institutes run by the Directorate of General Training (DGT) and Basic Training Centres and Related Instructions Centres by private firms or the government. Pradhan Mantri Kaushal Vikas Yojana (PMKVY) of the Central Government, training conducted by several ministries and departments such as agriculture, housing and poverty alleviation, women and child development, commerce and industry, Bachelor of Vocation (B.Voc) and Diploma of Vocation (D.Voc) by the Ministry of Human Resource Development, among others, most of them are not up to the mark to deliver what the industry needs.

When we at Digital India recognised this lacunae, we took it upon ourselves to tap into the potential of the nation.

We realised that even with such multifaceted efforts, India has formally trained very few of  the total workforce (15-59 years of age) of about 487 million people in India. Actually, just 7 percent are in the formal sector.

Where is the lacunae ?

The fact is “inadequate industry interface” is one of the major issues facing the vocational education and training system in India. Whilst it is important to create a vocational education and training ecosystem, industry’s role in this space cannot be overlooked. Without substantial input from industry in the design and curriculum of courses, the skills that are taught are often out of line with the needs of employers.

There is a lack of industry involvement in vocational education and training as one of the key challenges faced by the skill development sector today. This includes low involvement in delivery, management of institutions and curriculum design. Low industry participation in these aspects has created a situation where many participants in skills training programs remain unfit for employment after completion.

Some of the causes are

a. Lack of involvement

When we need to work for industry, we have to get involved with them else there would be a total mismatch of the skills.

This is why we at Digital Marketing  recognised what a key area which is necessary in today's digital age is how to remain connected and leverage the advantages of the digital world.

We teach everyone how to experience the power of the digital world, leverage numerous apps, tools and techniques for one's career and business growth.  and position one's contact on the web, mobile and social media.  

By doing so, we are certain we shall create a smaller, better and more equipped to handle the emerging world and make oneself so much in demand that jobs come looking for us and we do not ever have to worry about ever getting placed.

Some of the causes and solutions for them are given below

To overcome this, there has to be a complete involvement to understand what the industry needs which is what we are always trying to address.

b. Standardization

We have to standarise the syllabus in all sectors so that there is never a confusion or gap in what people are looking for. Only then can the training given be effective and placements shall indeed take place,

c.  Evaluation

There must be continuous evaluation to assess the student at all stages so there is continuous improvement in their skills. This must include both theoretical and practical assessments to made the model a complete one.

d. Aspirations

A further issue that must be considered is alignment of skill initiatives with youth aspirations and preferences.

e. Adaptation

Last but definitely not the least, despite the dominant approach of providing job specific skills, increasing attention should be given to skills that will allow individuals to adapt. Basic education is essential for realising this and enabling youth to achieve their full potential. On top of that, due to changes in the structure of the labour market, and increasing technological adoption, skill premiums can be found in soft skills, interpersonal skills, creativity and critical thinking. Moving forward these should be central to skill development strategies.

Meeting the challenge

As we have seen, essentially, given the extent of the employ-ability challenge, India must find innovative ways of skilling and educating its population. The strategy moving forward must ensure that industry plays a key role in shaping skill development programmes. Certification of skills training in India must be standardised, in order to ensure the quality of delivery and trust among employers. Further, a long-term skill development strategy must account for persistent gender gaps in training and labour force participation, as well as youth aspirations and the need for solid basic education. To chart a path towards inclusive growth, India must find effective ways of skilling, up-skilling and re-skilling its rising youth population.

We focus on all these areas to ensure that our nation makes effective use of our youth to make them a complete resources whom people will be more than eager to grab as we ensure that all the skills are very much in place.

By ensuring both the industry and students are happy, we at  at Digital Marketing  aim at creating a truly win win situation. Our tie ups in various fora has also ensured that we stay updated in all the happenings and requirements in the globalised world today.

We hope to create more and more success stories ensuring India uses all its potential and thus truly shines as the capital of human resources.