Digital Marketing: A roadmap to becoming an expert

Given that digital is increasingly ingrained in everything, it is crucial that students, particularly those studying management, understand digital marketing. Students need to understand that in order to succeed in digital marketing; they must combine their creativity, critical thinking, problem-solving skills, and in-depth knowledge of a variety of online platforms. Dr. Preeti Suryawanshi, Associate Professor-Marketing, Apeejay School of Management who teaches the subject of Digital and Performance Marketing and Social Media Marketing feels that the following actions will assist you in succeeding in the cutthroat world of digital marketing.

1. First Things First

Prior to creating any digital marketing tactics, it is imperative that you understand the underlying principles. Coursera, Udemy, and Google’s Digital Garage are just a few of the numerous online sites that offer free classes on fundamental ideas like email marketing, content marketing, and SEO (Search Engine Optimization), PPC (Pay-Per-Click) advertising and social media marketing. At Apeejay School of Management (ASM) we offer a general elective in the first trimester on Mastering the art of digital engagement that gives an exposure to all the students about the fundamentals of social media platforms and how to create engaging content for the target audience.

2. Research Best Practices and Industry Trends

It is vital to stay up to date with the newest industry trends and best practices in digital marketing, as the field is always evolving. Students should get regular access to blogs, follow the experts and attend webinars and conferences. They should also be informed about newly developed platforms, innovative methods and tools, and modifications to the platform’s algorithms. At ASM students are exposed to a number of case studies due to which they know the latest industry trends.

3. Using data analytics to maximise ROI

The foundation of digital marketing is data. Students should use programs like Ahrefs, SEMrush, and Google Analytics to gain practical experience processing data. They will be better able to follow and evaluate the campaigns as a result of this. Understanding key performance indicators (KPIs) like conversion rates, click-through rates, and client acquisition expenses will enable you to make critical data-driven decisions.

 4. Content is king

High-quality and captivating content will help you establish a connection with your target audience. Content can be created in written, audio-visual, infographic, and other formats. Consider how your audience would find it fascinating and significant. Strong narrative is necessary for content to be engaging. At ASM students learn to develop content using platforms such as CANVA, PREZI and Adobe Photoshop etc during their class projects.

5. Take chances and be creative

There isn’t a single strategy that works for all digital marketers. Try out various approaches and A/B test your campaigns. However, the frameworks, models and strategies pertaining to digital and social media marketing are discussed in subjects such as Digital and Performance Marketing and Social Media Marketing at ASM.

Dr. Ranjit Kaur-Assistant Professor in the area of Marketing feels, “Digital marketing is all about experimentation these days where new social media apps keep popping up every day and the existing social media apps are dying before one can blink. Twitter has scaled down to one-fifth of its size, Tiktok is dealing with massive legal heat and nobody even mentions Facebook anymore. It’s not long before the current IT portal Instagram starts looking primitive. When a good chunk of digital marketing is based on social media portals, how does one keep adapting to new platforms? The story of Tiktok is a piece of concrete evidence showing marketers that they need to be prepared for any new portal that may emerge and become a rage overnight. Moreover, with social media users becoming more and more aware of influencer marketing, a straightforward approach is not working anymore. Influencer marketing also needs to move from a direct to a more subtle approach. Finally, I feel AI and machine learning is going to play a larger part in the years to come. My advice is even if you currently do not know how to incorporate these two in your digital marketing strategy, keep a close watch on what is happening in these domains.”

Prof. Ruchi Malik, an Assistant Professor in the area of Marketing, shared that India’s digital marketing is known for its vibrancy, quick adoption of new technology, and shifting consumer preferences. Influencer marketing, the predominance of video content, and rising smartphone usage are a few of the driving forces of digtal marketing in India. In India, social media sites like Facebook, Instagram, Twitter, and LinkedIn have become very popular. Brands that stay ahead of the curve by adopting these trends, using these channels to interact with their target market, emphasising localised and personalised content, harnessing the power of influencers and video, and placing a high priority on data privacy, stand a good chance of succeeding in the fast-paced Indian market. Here are a few instances of successful firms utilising cutting-edge digital marketing techniques:

-Zomato regularly runs interactive campaigns, polls, and contests in addition to keeping up active presence on a number of social media networks.

-Companies that substantially spend in content marketing include Nykaa and Airbnb. To inform and interact with their audience, Nyka creates excellent product evaluations, trend guides, and beauty lessons. Airbnb’s approach to content marketing is centered around creating stories and exhibiting distinctive travel experiences.

-Some companies, like Ikea and Lenskart, are using VR and AR technologies to improve their digital marketing campaigns and give their customers interesting experiences.

-Using localised digital marketing strategies and vernacular content, Patanjali Ayurved is another brand in India that is aiming to reach people outside of urban hubs.

In summary, digital marketing in India is distinguished by its diversity, energy, flexibility, and inventiveness, providing enormous prospects for advertisers and marketers.