Skip to main content

Tips from Top, Digital Marketing – A Key Perspective by Mr Vikash Kumar and Mr. Mohit Goel (Trident Ltd)

Mr Vikash Kumar, Chief Digital Officer at Trident Group India Ltd, visited the IME department at IIT Kanpur along with his colleague Mr Mohit Goel, GM at Digital Trident, on the 3rd of September, 2016. Talking about the changing scenario of digital marketing and the challenges and opportunities that it poses for today’s marketing managers, he shared his insights as the Chief Digital Officer of the textile giant Trident India Ltd, about the marketing and branding strategies being followed in the current scenario.

Mr Kumar stressed upon keeping the session as informal and interactive as possible, making it into a dialogue rather than a one-way lecture. He started with defining digital marketing as a medium that provides two way flow of information or communication on world wide web.
He emphasized on how the rapidly changing world of digital marketing has made textbook knowledge insufficient, and further emphasized the importance of learning on the job, staying unique, and believing in one’s own capabilities. Mr Kumar said a wonderful line that “If you don’t ask a question, the answer is always no”, which was also his formula for kick starting his own career as a manager at Trident. He helped us in relating the issues that textile giants like Trident Ltd faced when trying to make the switch from B2B to B2C market. 

There was also a detailed discussion about how “touch & feel” of the product plays an important role in deciding consumer behavior and buying pattern for certain products when shopping online. Probably this is the reason some of the biggest sellers in the eCommerce market in India are those products that do not require a touch and feel before purchase, such as electronic goods and books. As a result of this it has become challenging to get consumers to buy apparels and other textile related items such as bed linen and towels, which although are much cheaper than Smartphone, but yet are not bought so often over the internet. There was also a small exercise done where all the students were asked to provide their insights into how this problem could be tackled.

After a short break, the talk turned towards the digital marketing trends as a whole. Mr Kumar talked about how in order for a technology to become truly successful, there must be widespread acceptance, so much so that the technology should become a part of any consumer’s routine. He discussed how the multiple marketing and social media platforms such as Facebook, Twitter and LinkedIn provide varied opportunities to marketers in targeting different consumer segments.
The session came to an end with some discussion regarding the scope of digital marketing in B2B markets, and how positioning of different offerings by the same company may affect the consumer perception and purchase behavior. The students were glad to have such an insightful and interactive session with Mr Kumar, and he too left with appreciation for his audience.

Comments

Popular posts from this blog

Consilium'08: The Consulting Conclave

MBA batch under the aegis of Department of IME is going to organize the annual consulting conclave of IIT Kanpur, Consilium’08. The objective of this event is to create a platform where confluence of leading professionals from consultancy and vast student community can take place. As consultancy has become one of the most preferred career choice for IITians , Consilium'08 will provide them the opportunity to learn about the nunaces of consultancy in various domains. From a humble start, it has been envisaged that Consilium will become the platform in coming years where representatives from across the spectrum of consultancy will share their knowledge, experience and insight with students. The event has generated enthusiasm among all sections of IITK students and students from other major B-Schools who are also expected to participate. Case solving competition is one of the attraction of Consilium '08 in which winners shall get certificates and attractive cash prizes. Apart

Seminar: Financial Risk Management: A Brief Overview

Date: 14th January, 2011 Speaker: Dr. Puneet Prakash About the speaker: Dr. Puneet Prakash is an Assistant professor at Virginia Commonwealth University since 2005. He holds a Ph.D in Risk Management and Insurance from Georgia State University, an MBA from IIFT, Delhi, PG Diploma in Development Policy (IGIDR), and M.Sc. (5-year Integrated) from IIT, Kanpur. He is also a visiting faculty to IIT Kanpur, Fall 2009. Abstract of the talk: The seminar started with a brief discussion on market and the categorization of market participants into risk averse, risk neutral and risk seeking behaviors. Dr. Prakash then proceeded to discuss the Modigliani – Miller theorem that Corporations are risk neutral and that if investors want to manage risk they could do it as an individual rather than through the company. The underlying assumption is that a company and a individual have the same capability to manage risk. As this assumption is not a universal truth, not all corporations are risk neutral. Any

TIPS FROM TOP: "ON-SITE MARKETING" by Mr. Advit Sahdev, Head of Marketing, Infibeam.com

The Department of Industrial Management and Engineering hosted Mr. Advit Sahdev, Head of Marketing in Infibeam.com, Indian E-commerce retail portal for a corporate seminar on 8 September’18 on ‘Invisible Marketing.’ The seminar mainly focused on the scope of marketing in the online world and how different experiments can help in boosting sales of a product. Mr. Advit Sahdev suggested various techniques, tried and tested in the online marketing world that bore fruits for the e-commerce companies. The main focus of this domain is, firstly, to bring the customer to the site and secondly, to convert the customer into a buyer and further into a loyal customer.  Real-time data analysis is used to attract customer to the site. Analyzing Google search and browsing history in social media sites like Facebook and Twitter is particularly helpful in assessing age, behaviour, and mood of the prospective buyer. The essence of the assessment is to categorize the customer into detai