Market Experts Says that Digital Will Dominate Marketing Mix

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Recently exchange4media Group had organized the Indian Digital Media Awards (IDMA0 2016, in which the best work done in digital medium was honored at St Regis, Mumbai. IDMA had an object to recognize, celebrate and encourage the work that was being done in the ever-growing advertising and marketing communication activity in the digital media space particularly that belongs to internet, mobile, gaming, social media and blogosphere.  As usual, the awards had the competition from throughout the board with a plenty of agencies competing for top honors.

A penal had discussion on how digital marketing is shaping business outcome. It was held on the occasion that witnessed the participation of industry stalwarts such as  Amitabh Tapadar, Brand Group & Consumer Insights Head-Consumer Products Segment, Bajaj Electrical Ltd, Anuradha Aggarwal, Chief Marketing Officer, Marico Ltd., Siddharth Banerjee, Senior VP, Marketing, Vodafone India Ltd., Somnath Kedia, Business Head, IFB Industries Ltd and Praseed Prasad, Head of Agencies & Partnerships, Flipkart. Ranjoy Dey moderated the discussion, who is the Head of Digital, Havas Media India.

Praseed Prasad, Head of Agencies & Partnerships, Flipkart, said, while speaking about the scope and relevance of digital marketing in the coming scenario “I think in future digital marketing will be a significant part of the marketing mix. It is all about chasing where the consumer is. Though Flipkart is a digital platform, we regularly invest in print, television etc., because we believe we need to gain consumers from other sources too. But in the coming time everything will be digital and it will be a dominant player in the marketing mix,”

Amitabh Tapadar, who is Brand Group & Consumer Insights Head-Consumer Products Semet, Bajaj Electrical Ltd., commented on the way Bajaj is looking at investments at digital investments. He said, “Earlier, the primary question for us was -should we have our own ecommerce website or should we go along with the existing ecommerce players. Now the challenge is how to work with the ecommerce players while keeping our business identity intact. There are many players who have done interesting things in the digital space.”

The digital marketing has many challenges in India today. It still has the requirement to grow. However, a huge boost has been witnessed in the area of digital marketing in the past few years. A number of techniques are used in digital marketing. The search marketing is one of the major aspects of digital marketing. In this type of marketing, the algorithms of the search engines are understood and the work is done accordingly. It helps your website in coming at the top search results on the search engines like Google, Bing and Yahoo.

The other major aspect of the digital marketing is social media marketing. In this process, your business is promoted over the social media websites like Facebook, Instagram, LinkedIn, Twitter and Google+ etc.

In addition to all this, there are many other procedures, which are followed in the digital marketing, such as content marketing, email marketing, video marketing and a lot more. Digital marketing has the bright aspects in India in the coming scenario.

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