Our clients are the most important and critical reason for us to be in business, the more we cherish this relationship- the more we are in business. -Deepak Swaminathan
The term itself is as vast as voluminous oceans, the colours changing with the shades of the transformational sky. That is how dynamic the concept of marketing is as well. From primitive and traditional ways, marketing has truly transformed into a consumer-oriented, technology friendly model.
Moving into the digital era, companies understood so well that along with technological transition, there would be a conception. A creation. A clique that would connect customers globally, making it easier and cheaper for companies to promote and sell their products online. And as the world looked on, ‘Digital Marketing‘ was born.
From where we were before the 90s, we have truly moulded into a ‘Knowledge Economy‘. As most of our crucial sectors have become technology driven, and almost the entire consumer base today is online. Furthermore this gives marketers, graphic designers and digital dreamers the opportunity to put their goods, services and experiences forward, virtually.
So, with all these factors considered, there arises a question. How would Digital Marketing help businesses? There are, mainly three points–
- To engage and retain the existing clientele
- To connect with new prospects for engagement
- Also, to be in a polarising position that gives our product/service an edge.
With respect to the business context:
Newer opportunities, Newer Trends, Newer Expectations are at the core of the cusp that we are in today. Besides a blend of traditional-promotional practices with modern day digital-promotional practices is truly an emerging direction.
A dynamic market intends competition and the presence of knowledgeable customers brings two challenges:
- A definite need for a holistic and well conceived digital marketing plan
- An innate, honest yet alluring customer engagement
In a market that is filled with choice and options, the product/service quality is on auto-check and hence, the end customer is a beneficiary as he gets a choice of quality products/services to choose from. Though this drives the designers of a Digital Marketing Plan to innovate on:
- Engaging customers intelligently
- Positioning their products/services firmly in the minds of the customers
- Sustaining effective and interesting content that will give an edge over competitors.
One such Indian establishment which has embraced the concept of Digital Marketing is Media Point, a global experiential event designing firm.
An award-winning company with a CRISIL rating and 4002+ events in hand, Media Point has truly proven to be one of the leading forces in the event industry.
In 2018, as Media Point entered its 20th year in business, the founder- Dr.Deepak Swaminathan published a book titled ‘The Art of Building Experiential Events’ towards assuring standardisation that would raise the bar in giving this industry a ‘recognizable status’.
This book was aimed at ad agencies, colleges, professionals in the fields of communication, aspiring event entrepreneurs and students pursuing communication programs. With the publishing industry facing a blow due to its huge costs and because of the advent of digital publishing, the author faced immense challenges while promoting the book.
Traditional Media was expensive, and at the same time, had limited retention value. A book which was to be price-friendly could not afford huge advertising costs of print and electronic media. The only way ahead for the author was Digital Marketing.
So, presenting below- a snapshot of how Digital Marketing was used by the author to promote the book–
CASE STUDY
Objective: To promote the book amongst the relevant targets; Increase visibility through teaser engagements.
Methodology:
- Design a Digital Marketing Plan that would reach the discerning target.
- Make available the book across online book stores and e-commerce platforms.
- Engage customers intelligently.
The Digital Marketing Plan (with the use of the following Digital Marketing Tools):
- Under Text: Blogs, Articles, Anecdote Writing, Online Write-ups by Friends from the Industry
- Under Image and Video Forms: Video Engagements with the Media Communities, Posters, e-Banners, Whatsapp Video Drops
- Using e-Commerce Platforms to promote the book.
- Using Social Media Platforms: YouTube Channel, LinkedIn, Face Book Live, Celebrity Endorsements (by Industry Leaders, Music Composers, Nationally Acclaimed Film Directors and Celebrated Event Designers).
Lectures were conducted in colleges, and the company tied up with ad agencies. A demographic study was done as well to define the consumer base.
Result:
- 10 MEDIA COLLEGES have placed the book on their ‘Must Read’ list in their college libraries.
- A leading university has introduced a paper on Event Management with the book being prescribed as the study material.
- Genuine reviews on e-commerce platforms have helped gather numbers for the books.
All this resulted in a steady stream of business, giving a decent volume within six months of the launch because of the Sustained Digital Marketing Plan. The company is now in a premium position as Dr.Deepak Swaminathan is the first event industry professional to have undertaken such an initiative. The Government of India has also given the author the privilege to own this title.
Media Point is now working on placing their company on the Digital Marketing charts and also is moving towards becoming a technology driven one-of-a-kind experiential event organisation.
So, from the above contemplations and the case study of a given company- it is clear that a firm exists for the clients, and the clients believe in a world filled with speed and unbeatable technology. Though Digital Marketing is definitely the key to opening the lock and finding a ‘World’ where technological marketing would prevail, consumers would stay connected and the movement of products, services and information would be ever continuous, clear and creative.
Thus, the mantra that digital marketing would provide is-
Involve. Ignite. Initiate.
Involve your customers, engage them and make the product for them. Accordingly ignite the desire in people to become your new prospects to connect with you. Thereafter initiate your undertakings in a way where you will always hold a supreme position in the market, irrespective of what the condition is. And with this mantra, take the first step towards making your business grow- the digital doing that will make your dream a reality.