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1 crore 7 lakh 15 thousand 2 hundred 99. These are the number of ‘likes’ on Vodafone’s Facebook page. In other words, this is the measurable target audience, with which Vodafone has a direct communication link. Cost? Rs.0. Digital Marketing has come a long way from early 2000s, when it was only about advertising. In Prateek Savla the past 5-6 years, the rise of IMT Social Media, Web 2.0 and smartphone affordability, has made it more about the experience you give to your customers, how relevant they feel you are, and, the curiosity you can generate in their mind. Also, it is way cheaper. Twitter, Facebook, Pinterest, YouTube only require a good internet connection to kickstart your marketing strategy. Globally, traditional marketing is dead. In India, however, it still rules & digital marketing , still in its infancy, is mostly used as a supplement. However, this will change soon, as, the fundamental cited advantage of traditional marketing, that anyone with a newspaper, television or radio can, learn about your brand, is being increasingly threatened by the rise of internet connected socially aware & smartphone totting youth, which, comprise 60% of our population. The fact that internet penetration, has gone from 1.65crores in 2002 to 12.1crores in 2012, and poised to grow to 37 crores in 2015, further strengthens this argument. Pepsi, in stark contrast to its earlier strategies, has created a digital leg called 'Pepsi Shot 60' allowing users to upload films, perform virtual jigs and a range of activities to get them involved, as a part of its new ad message “Oh yes abhi!” To conclude, going ahead, digital marketing will surely transform from its current position of supplementing the traditional marketing, to, being supplemented by it and has undoubtedly, sounded a death knell for traditional marketing.

markathon | may 2013

Digital Marketing is mid-way between the death knell and jumping the gun for traditional marketing. As a death knell can be said as a bell rung to announce a death. But Digital Marketing cannot erode the traditional marketing just like that. There are enormous reasons for the same. Saurabh Kumar Firstly, the number of people NIRMA University who are tech savvy is minuscule in regard to the one who prefer and trust Traditional Marketing techniques. Moreover, there are products which cannot be brought without undergoing manual touch and feel. Jumping the gun is required sometimes for change. This leads to inventions, growth and development. Still in this modern and changing era Digital Marketing is not something which is done too soon. A proper thought must be given before launching a product. Both pull and push digital marketing strategies are used in this case. This is similar to traditional marketing where people either see the advertisement and go for buying or people are pulled by the brand name and its quality. After coming up of lucrative offers from e-commerce websites, things selling have gone innovative. Over all it is an appreciable move and helps to grow and nurture. Just after starting a marketing campaign online the sales may or may not go up. At the end of the day, whether the campaign is Digital or traditional, quality matters at the end. Along with quality, brand, price and satisfaction are the other criteria.

At the end of the day, whether the campaign is Digital or traditional, quality matters at the end

Digital marketing will transform from its current position of supplementing traditional marketing

war zone | eye 2 eye

Topic for the next issue Eye to Eye: “Pepsi' 160 Crore IPL bet: Marketing Masterstroke or Miscalculated Mayhem” Your opinion (view/counterview) is invited. Word limit is 250-300. Last date of sending entries is 18th May, 2013. Include your picture (JPEG format) with the entry 22

IIM Shillong Markathon May 2013  
IIM Shillong Markathon May 2013  

IIM Shillong Markathon May 2013

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