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Factory Visits for Digital Marketing <strong>Training</strong> Programme in Delhi - Bhiwadi Agenda • Information Technology (IT) Applications for Industrial Units • Digital Marketing Overview • Demand vs. Supply Analysis • Traditional vs. Digital Marketing Concepts • Digital Marketing Channels • Digital Advertising & Marketing Methods • Social Media for Product Promotions • Digital Media Impact Analysis • Content Management 6
Company Visits for Digital Marketing <strong>Training</strong> Programme in Delhi - Bhiwadi A.4 Interactive Sessions and Analysis 1. The interactive sessions began by delineating the fundamentals of marketing, limitations of traditional marketing and the advantages of digital marketing. Almost all the industrial units covered in the programme are not quite clear about the marketing and marketing communications (marcom) concepts. So, they are merely using traditional sales techniques to sell their products. It will be very difficult for them to expand their businesses without understanding the modern-day marketing methods and then applying information technology (IT) and digital tools to meet their business objectives. 2. All the companies covered under the programme have inadequate skills to deploy and use technology in general. As the use of digital platforms for marketing is supposed to be a part of the overall technology implementation process in an organization, it may not be possible for them to use digital marketing techniques for their business growth without adopting technology as a corporate culture. 3. Almost all the companies are using the old-generation Web and have created their static Websites. Some don’t have even their Websites. And they admit that static Websites are not quite helpful for their brand promotion. When they were explained about the contemporary Web 2.0 (collaborative Web), all are eager to adopt it for their marketing activities. However, there is an acute shortage of skills in India for handling digital content and communications work using latest technology platforms. Since most of these companies work with limited marketing budgets, they will not be able to hire external resources that are very expensive. Likewise, it is not possible for them to create internal resources to handle digital marketing work. 4. As the companies covered under the programme do not understand content and marcom concepts, their traditional marketing literature (including company profiles, product information, brochures, etc.) is not in order. Digital marketing will be helpful if their basic marketing literature is created in a professional manner. 5. While digital marketing can open up business opportunities for these SMEs in export markets, they need to improve their product quality with competitive pricing by automating their various business processes to cut costs and increase productivity. 7
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