A digital Organization

A digital Organization
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Objective linked marketing key in digital market space

New product conceived, marketing team firing all cylinders to announce the arrival of the product and branding, sales team prepping up on creating leads and production ramping up to meet futuristic demands. Seems like a regular task of any organisation. 

Lets, take a leaf out of todays world, where the chain of activities described above has been disrupted. The FB pages comes up first, digital advertising laden surveys are conducted to find out pulse, supply chain assessed and then new product planning starts. Hopefully it does? 

Consider the marketing function. Earlier it was the 4Ps that marketers focussed solely upon. It was right as the Product, Price, Place and Promotion were single channelled - the brick and mortal stores. Move to the current world, where buying decisions are done over the internet and its hard to know what, how and which factors are affecting buying decision. The time to market of new products in FMCG have also evolved to garner consumer sentiments before making the investments. So, can it be safe to say, the product, price, place and promotion have become eProduct, ePrice, ePlace and ePromotion?

It's time to accept the fact that marketers role have moved way beyond putting the right product in the right place at the right price and at the time time to dynamic marketing handler. For a digital marketer, there are multitude of things to devote attention to, to start with the omni channel marketing plan, the Facebook page, Twitter account and importantly the website of the brand itself. The brand messaging is all too important now that the days are over when brands used to have a namesake internet site for consumer to land while searching on internet. But today, the marketing objective should start getting embedded in the web site design to social media design. It's not just about having the tags to attract SEO crawlers but objective linked to content on the website to social media riding back to the corporate strategy. 

With all these, it can be thrusted upon and said, messaging is all important in the multi channel marketplace and the messing has to have clear inclusion of brand strategy and IT should be able to gather metrics for reassurance. 

(One part of series)
Nitin Keshav

Nitin Keshav

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