Download File Training on Digital Marketing for ... - UNIDO-ICAMT
Download File Training on Digital Marketing for ... - UNIDO-ICAMT
Download File Training on Digital Marketing for ... - UNIDO-ICAMT
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Company Visits <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme in Delhi - Bhiwadi<br />
A.4 Interactive Sessi<strong>on</strong>s and Analysis<br />
1. The interactive sessi<strong>on</strong>s began by delineating the fundamentals of marketing, limitati<strong>on</strong>s of traditi<strong>on</strong>al<br />
marketing and the advantages of digital marketing. Almost all the industrial units covered in the<br />
programme are not quite clear about the marketing and marketing communicati<strong>on</strong>s (marcom)<br />
c<strong>on</strong>cepts. So, they are merely using traditi<strong>on</strong>al sales techniques to sell their products. It will be very<br />
difficult <strong>for</strong> them to expand their businesses without understanding the modern-day marketing<br />
methods and then applying in<strong>for</strong>mati<strong>on</strong> technology (IT) and digital tools to meet their business<br />
objectives.<br />
2. All the companies covered under the programme have inadequate skills to deploy and use<br />
technology in general. As the use of digital plat<strong>for</strong>ms <strong>for</strong> marketing is supposed to be a part of the<br />
overall technology implementati<strong>on</strong> process in an organizati<strong>on</strong>, it may not be possible <strong>for</strong> them to use<br />
digital marketing techniques <strong>for</strong> their business growth without adopting technology as a corporate<br />
culture.<br />
3. Almost all the companies are using the old-generati<strong>on</strong> Web and have created their static Websites.<br />
Some d<strong>on</strong>’t have even their Websites. And they admit that static Websites are not quite helpful <strong>for</strong><br />
their brand promoti<strong>on</strong>. When they were explained about the c<strong>on</strong>temporary Web 2.0 (collaborative<br />
Web), all are eager to adopt it <strong>for</strong> their marketing activities. However, there is an acute shortage of<br />
skills in India <strong>for</strong> handling digital c<strong>on</strong>tent and communicati<strong>on</strong>s work using latest technology plat<strong>for</strong>ms.<br />
Since most of these companies work with limited marketing budgets, they will not be able to hire<br />
external resources that are very expensive. Likewise, it is not possible <strong>for</strong> them to create internal<br />
resources to handle digital marketing work.<br />
4. As the companies covered under the programme do not understand c<strong>on</strong>tent and marcom c<strong>on</strong>cepts,<br />
their traditi<strong>on</strong>al marketing literature (including company profiles, product in<strong>for</strong>mati<strong>on</strong>, brochures, etc.)<br />
is not in order. <strong>Digital</strong> marketing will be helpful if their basic marketing literature is created in a<br />
professi<strong>on</strong>al manner.<br />
5. While digital marketing can open up business opportunities <strong>for</strong> these SMEs in export markets, they<br />
need to improve their product quality with competitive pricing by automating their various business<br />
processes to cut costs and increase productivity.<br />
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