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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.

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