So, this is the space that all brands need to be and this is actually the future and so therefore, you know how is it that you are evolving your communication mix in the future in digital marketing is what will define brands as we go ahead.
Three takeaways worth carrying forward.
- 01
Club it together with reputation and what I see here is a communication strategy which today's practice news of digital marketing need to embrace.
- 02
The future of digital marketing is very exciting and this is the space that all brands need to be.
- 03
So, how do you think digital marketing professionals today need to really train themselves to kind of equip themselves to deal with what's happening today.
Connected to the DMAasia operating frame.
Proof
This episode connects privacy-first marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects privacy-first marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects privacy-first marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects privacy-first marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects privacy-first marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If privacy-first marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,180 words
The future of digital marketing is very exciting and this is the space that all brands need to be. So can you give us your top three tips for traditional brands today who are looking to build a digital presence since this medium is constantly evolving? So I just talked about how firstly you get to establish a connect. So the connect important is that you build a strategy where you get noticed. So and how you do that because there is a clutter. So unless you are actually visible in the first go you not talked about or you not in the consideration set.
But having said that is that enough? No you need to also evolve to the second level of building a meaningful connection with the brand wherein we talk about the brand storytelling part of it. So, how is it that you integrate what they are doing in their life with what you are offering and become part of their conversation their timelines. So therefore, it is equally critical to match not only just being visible but also building a powerful connect. Third point which I am wanting to make a very important mention of is the reputation.
So right now reputation I would say is the new currency and the people need to be I would say absolutely passionate about following how the reputation is online. Earlier in the offline space people had the luxury of reaching out to a friend colleague or family to talk about a brand before they are purchasing it. Right now they just go digital. So what is the footprint that your brand is leaving behind in the digital space is of extreme criticality. So that is the reputation I would say is the new currency. So what is the future of digital marketing?
The future of digital marketing is very exciting. So, this is the space that all brands need to be and this is actually the future and so therefore, you know how is it that you are evolving your communication mix in the future in digital marketing is what will define brands as we go ahead. And the essence of the consumer connect however does not change. So, what we see in the offline space because I have had the good fortune in my career to actually work for companies which are pure offline to that is Unsell API in my early work days and
now to NIIT which is focused on online and digital. Right. So, there is the offline space in Unsell API in the mall category which is Unsell Plaza which started the retail revolution in the country. We actually mapped how the person follows the eye of the customer who has come to the mall. What does he see? What are the signages? What are the touch points? What insights into pick up even the shells they are put in such a way that they interest the people. Same thing if I come to the digital space now there are specialized courses and some of them
which we are also running is which actually maps the journey on the space on the internet. So, right now if you see it in the context of a mobile. So, the eye which is flowing in the offline space is actually on the space where you scrolling down. So, how do you actually get the thumb to pause? So, the principles remain the same and then you have to get them to engage. So, how do you think digital marketing professionals today need to really train themselves to kind of equip themselves to deal with what's happening today.
Like I may be doing digital marketing 10 years, 5 years, even 2 years from now. Right. So, you have to do a lot of change with AI, ML, everything that's happening. So, what are the fundamentals in your view to kind of… Yes. So, yes very true what you mentioned that the people who are students, practitioners they need to keep themselves abreast. So, the first thing first is that you know they need to reach out to institutions which are of repute which do digital courses and marketing.
So, for us in IIT this has been a focus area and we are looking at you know how to embrace a digital world both for the students in which we are doing digital marketing courses for them also for working professionals also for organizations helping them in the digital transformation journey. So, the first step starts with there we are identifying the right institutions or our bodies. The second step is to understand and keep yourself open to anything new coming in the environment.
For example, I would just take one example right now GDPR which is been announced for the European market is also having ramifications across the world. For India for example, is looking at data privacy laws coming in. So, what is going to happen in the very near future it is going to be increasingly more difficult to harvest data. So, what then happens to the silo driven hyper targeted approach for digital wherein you are looking at identifying a person and reaching customized communication to him.
In case you are not having the data available to you, what next. So, there in again I come back to my earlier point that the connect which is established through brand storytelling is powerful. Integrated marketing communication is what is going to be the future. So, don't just see it as a digital communication strategy for your organization. Right. Club it together with reputation and what I see here is a communication strategy which today's practice news of digital marketing need to embrace. So, what do you think about digital marketing?
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