As Advertising Goes Digital
Asian Paints, the paint company based in India, released a mobile application called Tag-A-Friend-Holi in 2010. This app allowed users to play holi with other users (in India and abroad) and gave them a chance to win an iPod Nano. They also promoted their products via the application (to select colours). Recent movies like Dhoom 3, Krrish 3, Kathi and Kochadaiiyaan launched a mobile gaming app as part of their promotion campaign. The makers of Kochadaiiyaan also tied up with Indian mobile company, Karbonn Mobiles, to launch handsets that were pre-loaded with movie themes, wallpapers and ringtones. General Electronics (GE), the US-based electrical company, has a trending and interactive blog — www.gereports.com, which has fascinating stories about electronics and technology. They have graphics, Graphics Interchange Format pics (GIFs) and videos to explain concepts.
These are some examples of new age digital marketing. Marketing started off as a way to get your products across to customers and investing stakeholders. Initially, marketing meant one-to-one sessions; people went door to door selling their product. Brochures, pamphlets, posters and advertisements in newspapers were some earlier methods. As the internet and video and audio supported platforms became popular, organisations used these communication tools to market their product with more creativity and attract consumers. This is what laid the foundation for digital marketing.
Digital marketing encompasses marketing through various digital media — PC, phones, tablets and other devices. You might have got messages on your phone (ad messages) for real estate or received alerts of offers/discounts from shops you have purchased items. These are examples of digital marketing. Email alerts you receive from e-commerce websites like Myntra.com or Snapdeal.com are also an example of DM.
Social networking sites (Facebook, Twitter, LinkedIn and MySpace among others), blogs like Wordpress, tumblr, Pinterest and Blogger, video sites like YouTube, Dailymotion and Metacafe are some examples of how digital marketing has thrived in the Internet age. This is called Social Media Marketing, which is a part of digital marketing.
The digital media platform is vast. There are so many websites and different devices that are used by millions. So, to capture attention for your product, you need to be the master of your marketing skills, say experts. “In the current scenario, the demand is much more than the supply. Digital Media Marketing is considered an added advantage to one’s credentials,” says Roopali Pasricha, a PR professional who specialises in Social Media Marketing.
You could get into marketing departments of different organisations or freelance. Advertising and PR companies are other options you can look at. “Many companies hire freelancers these days and pay them good remuneration. Schools and colleges have also started to hire such representatives. Website marketing agencies and government organisations also hire digital marketing professionals,” says Roopali.
Roopali says, “One can fetch from `20,000-1 lakh a month managing one account, as there has been huge increase in the number of entrepreneurs using digital marketing. But the work is challenging.” According to www.payscale.com, a fresher will earn `2-3 lakh per year.
WHERE TO STUDY
While degree programmes are not offered for Digital Marketing, a course in Marketing supported with an online/certificate course in DM will give you an edge.
• NIIT Digital Marketing Institute’s certificate course will have lectures delivered through Synchronous Learning Technology, which will enable you to connect with trainers from around the world. The course is endorsed by the Internet and Mobile Association of India (IAMAI). Some modules include Strategies in Digital Marketing, Branding and User Experience, Developing a Digital Plan, Search Engine Optimisation, Email Marketing and Web Analytics. Log on to www.niitdigitalmarketing.com/certificate-in-digital-marketing.aspx for details.
• Digital Vidya, a Digital Marketing training company founded by Pradeep Chopra and Kapil Nakra, has a six-month instructor-led online course – Certified Digital Marketing Master. The next batch begins on November 30 (goes on till May 10). Classes will be conducted every Sunday and will be held from 8pm to 9.30pm. Fee for the course is `49,900. Visit www.digitalvidya.com/digital-marketing.
• Google offers an online course in Digital Marketing. It has a Google Online Marketing Challenge in which students can participate. Those who are interested in taking up the challenge can apply for the online course. Visit www.google.com/onlinechallenge/dmc for details.
• Manipal Global offers an online course in Digital Marketing Professional programme in association with Google. This is a three-month programme. Course fee for Beginners and Advanced Module is `25,000 and Advanced Module is `15,000. Students with a management or engineering background/individuals or marketing professionals can apply for this course. Check www.online.manipalglobal.com for details.
With youngsters spending most of their time on the internet, it comes as no surprise that demand for a course in DM is high among students. Peeya Bhaul, who is doing her second-year MA Mass Communication at Indraprastha University, New Delhi, specialises in New Media. “I was into this course as it was very interesting and I was comfortable working/surfing the net. Digital marketing is a conversion, like a newspaper to e-paper. It is a universal platform. The interest lies in studying the different ways one can promote his/her brand,” she says.
A Digital Marketing course will first teach you all aspects of various digital devices and move on to specialising in the digital formats. “A New Media course in DM talks about the internet, specific jargon used, computer language, guidelines, the short and crisp formula (writing in brief) and cyber writing among other modules,” says Peeya.
As many companies and organisations have now adapted to social media changeover for branding, they need professionals — be it for ads or jingles, on TV or radio, or to manage these accounts or websites on the internet. A career in DM requires a lot of conviction and creativity, which will help take your ideas further.