Download File Training on Digital Marketing for ... - UNIDO-ICAMT

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.
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