Gone are the days when launching a brand and creating a niche in the business community needed a one stop appointment at the leading advertising agency offering tie-ups with the best market gurus. In this era of rat race, one wrong move by the CEO or the PR Agency can cause the entire goodwill that took ages to build up a business empire to topple over like a pack of cards.
One of the most paradigm shift that the Indian market has witnessed over the years, is more and more capital being added to the marketing aspect of a product rather than the product itself. So what I am trying to hint here is that today the business houses are focusing more on the packet of the product than what lies inside it, since better the packet, greater are the chances of it attracting consumers and voila! Product sold. Thus in turn we have escalated sales and a new brand in the block.
The Era of Digital Marketing
In my earlier blogs I had emphasized on the facets as to why it is extremely important to connect your business with a social media platform. For a businessman the most important key is to sell a product or service, and this can only happen when you reach out to your consumer base. Today’s end users believe in reading news over Yahoo and Livemint rather than flipping over pages of the Hindu and a rape on the city would make it to a status update first and later to the headlines of a news-channel. Hence going by the same trend, if you want your business to grab eyeballs, it has to be on the social media and this is where digital marketing comes into the picture.
Digital Marketing is nothing than digitally promoting your product through the use of apps, social networking sites, blogs, instant messaging, electronic bill-boards so on and so forth. And the best part about this form of marketing is that you do not necessarily need the customer to reach out to you and thus shell out loads of cash to Google to feature among the top searches, you can take your brand to the customer through ‘push marketing’, just as Dominoes sends me a text message every Wednesday reminding me of their one on one treat or Shoppers Stop lets me know of their sale preview first hand by dropping a mail in my inbox.
The Mad Marketing over Digital Marketing
One of the most ironical aspects of Digital Marketing is that the business experts had long before predicted the shift in the strategy of marketing from print medial to digital media and this has resulted in the mushrooming of various online portals that would promise to teach and train you on this new found tool to attract customers- be it a diploma or a crash course, be it that top grade business school or the social guru over the net- everybody is out there to make money through digital marketing- they would tell you whom to follow over twitter and what is worth a retweet, they would tell you how to make that diplomatic yet smart statement on the company blog, hell! They would even tell you how to make that Facebook fan page of your really active and increase those likes. But here is what you need to decide, do you want to beat the rat-race by participating in the rate race and wait in the line to take the escalator or strategize a new form of digital marketing and reach to the top by taking the empty stairs.
Act Like an Entrepreneur and not a Salesman
There is a reason why every start-up does not make it as a successful investment and not every CEO makes it to Forbes, the reason is simple- Ideas can be stolen, not innovation. Digital Marketing has got its own limitations in the form of rapid competitors, racket of digital mediums and immense data volumes, however the tool can create immense social control for those who have learnt the tricks of the trades.
There are three golden rules of Digital Marketing:
First is to convey what you want to convey and not what other social experts expect you to say, second is to stop assuming and use statistics and facts to build up your opinion over the media and third is to engage the customer and most importantly to make them trust the brand by listening and working on their feedback. If these basics are known, you do not need to follow anyone out there or learn any stereotypical strategy to get to your consumers.
Remember that there is a reason why some people are called entrepreneurs while others as businessman, because everybody can make money but only few people can build brands with trust and loyalty and ‘earn investments’.