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‘The rise of digital marketing opportunities has transformed buying behaviour’

Apeejay School of Management alumna Dhruvika Sharma talks about how social media influences local and global businesses



Dhruvika Sharma graduated from Apeejay School of Management (ASM) in 2018. The 27-year-old marketing professional, who is now a Senior Associate at VidTech.AI, explains how the college faculty and curriculum prepared her well for the journey ahead. Edited excerpts:

Tell us about your experience at ASM.  

It was great. I think my experiences at college helped me reach where I am today career-wise. The faculty at ASM was experienced and always ready to guide us. I still reach out to some of my teachers for advice. The curriculum covered a wide range of topics, which were apt for laying the foundation.

How do you think ASM prepared you for future challenges?

Whether it is time management, setting your priorities right, facing or tackling clients, or communication skills, ASM prepared us well for all scenarios. I was ready for all hurdles when I graduated. Advanced academic courses taught me exceptional critical-thinking skills. I learned how to solve complex problems and that high-quality results take hard work.

Tell us about the campus placements.

Campus placements at ASM include everything one can possibly ask for. You get adequate exposure and great opportunities. Some of the biggest brands in the country have collaborated with ASM to get valued future resources from the institute.

Digital marketing is something that most companies focus on now. How is it evolving?

Let’s just say, digital marketing is no longer a luxury; it is the need of the hour for any brand. We are living in an age where the internet and social media have a huge influence on local and global businesses, the economy, and trade. Customers can get product information at the click of a button and make quick purchasing decisions. Instead of spending valuable time driving to the store, finding and buying the product, customers can now shop from within the comfort of their homes. The rise of digital marketing opportunities has fundamentally transformed buying behaviour and established a customer-centric digital ecosystem. Companies are now providing more engagement and integrity to clients to survive in the highly competitive digital marketing sphere.

What are the essential skills of a digital marketer?

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. If we must choose the top five skills, they will be Data Analysis, Paid Media and Social Media Skills, CRM Skills, Communication and MS Excel proficiency.

As a digital marketer, how do you keep yourself updated with the latest trends?

To stay updated, it’s crucial to be on social media every day. Evaluating content via social platforms is a great way to stay up to date with digital marketing trends. Subscribing to Google Alerts, blogs, and Email Newsletters helps you keep an eye on the latest marketing trends while saving you from browsing a plethora of content. Networking is a great way to see how people in your industry deal with some of the technical issues and how you can use their knowledge to your advantage. 

Disha Roy Choudhury is a Principal Correspondent at Apeejay Newsroom. She has worked as a journalist at different media organisations. She is also passionate about music and has participated in reality shows.

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