Internet & Digital Marketing

The event management sector has remained almost completely closed off for the past few months. In this new reality, networking meets, especially dinners may not be possible for quite some time to come. Thus, virtual networking events need now to be promoted. For that to be successful, some guidelines will need to be followed, both before as well as during the event. This will provide the right platform for companies and individuals alike to meet their digital marketing requirements. First of all, the invites need to be sent to the right people, and also to the right number of them. There would be a sufficient mix of strangers, to elicit new conversation. Ninety minutes should be ample time for these gatherings. The logistics too need to be made as easy to access as possible. There is a wide array of video services to choose from Zoom, Microsoft Teams or Google Hangouts. Just a few days prior to the event, an email needs to be sent to all that will introduce the attendees to one another. A few of the attendees, may naturally be introverts, so they need be accommodated this way. During the event, the job of the hosts has to be to make the attendees comfortable. Once the initial introductions are done, the hosts must encourage all the participants to pose specific questions one by one.

Source:https://hbr.org/2020/05/how-to-host-a-virtual-networking-event?utm_medium=email&utm_source=newsletter_daily&utm_campaign=dailyalert_not_activesubs&referral=00563&deliveryName=DM81754

Uploaded Date:29 May 2020

Nasdaq has been in the business of growing the world’s marketplace. Now, it is performing the same for the global digital marketplace. From being the world’s first digital marketplace, the company has evolved to being recognized now as a global technology company. One of the reasons for the company’s enormous success has been its adherence to quality data warehousing. This has been made possible by the superior internet infrastructure, which is actually even faster than that at Google. Smart regulation has also worked in the company’s favour. Nasdaq has managed to leverage concepts form the Nordic model. The latter focuses on a healthy balance between businesses and the government of the day.

Source:https://hbr.org/podcast/2020/05/how-nasdaq-is-growing-the-worlds-digital-marketplace?utm_medium=email&utm_source=newsletter_daily&utm_campaign=dailyalert_not_activesubs&referral=00563&deliveryName=DM79287

Uploaded Date:20 May 2020

The roles of the CIO and the CMO have evolved in a way, that they now need to work more closely together. This will help boost the customer’s digital experience. Digital marketing used to be a more straightforward task involving the alignment between the company’s social media, website and mobile apps if any. Now, one has to account for third- party devices such as Alexa, Occulus or Google Assistant. These require real time engagement. There is thus a much shared landscape between the CMO and the CIO. The silos will need to be redrawn, so the issues may get better resolved. Since there is real time business intelligence now pouring in, at breakneck speed, solutions too require constant action and leadership. There may be overlap between the functional areas, so a CIO Marketing needs to be appointed, who will report to both the CMO and the CIO. A strategy needs to be in place to execute the shared space. Communication channels too need to be intertwined, so that the rest of the organization understands how the two are working collaboratively.

Source:https://www.zdnet.com/google-amp/article/the-role-of-the-cio-in-customer-experience/?__twitter_impression=true

Uploaded Date:11 March 2020

For marketers, there are several opportunities to tap in to right now. In order to maximize the gains, the C- suite members need to cooperate better amongst themselves. There is a need for the CMO to collaborate with the rest. Three types of CMOs have been identified on this scale. The first category are the Loners. They tend to work on their own, so aren’t well integrated to the rest. A study by the McKinsey found out that twenty- seven percent of all CMOs fall under this category. The next category are the Friends, who take up almost half of the entire lot at forty- nine percent. They work with the others, but on individual basis. For conventional or digital marketing to be most successful, it is the third approach that stands out. This is that followed by the Unifiers. They pursue strong collaboration with the entire team, involving everyone.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/marketings-moment-is-now-the-c-suite-partnership-to-deliver-on-growth

Uploaded Date:11 March 2020

About a decade back when social media was at its infancy, few realized its business value. Yet within few years, social media became such a integral part of digital marketing, that brands started pouring in billions of dollars to make it work for the company. Phrases such as viral, buzz and stickiness came to be commonly associated with modern marketing means. Facebook and YouTube have been the giants in this field, yet social media’s grasp to help brands leverage the medium is reducing. In fact brands are becoming way too common to the proliferation of social media marketing. In practice, individual entertainers or sportspersons are connecting well by building their brand on social media but brands are not gaining any leverage. As an example on sports pages, it is Real Madrid and Barcelona that continue to dominate but not a single penny is earned through this exercise to these brands or the master ones like Nike or Adidas. In order to rectify this gap, cultural branding may be recommended. For this the cultural orthodoxy needs to be well understood while locating the opportunity in it. Jack Daniel’s is an example of a brand that has perfected this cultural branding by associating itself with the tough rural region of Tennessee. The power of the crowd-culture also must be exploited. This is how the new ideology will work in the brand’s favour.

Source:https://hbr.org/2016/03/branding-in-the-age-of-social-media?utm_medium=social&utm_source=facebook&utm_campaign=hbr

Uploaded Date:29 January 2020

Social media is fast emerging as one of the most effective ways to connect with any brand’s loyal customers. Loyalty programmes on the other hand do not have quite the impact, even though one can safely say, that now there is a proliferation of these. Facebook is of course, thanks to its reach and wide user base, the best digital marketing platform for any brand. On Facebook, five key dimensions need to be worked around in order to create the most intimate brand experience. One way are the Relational posts, that help connect different aspects of any product’s use. Intellectual posts help in signaling a sense of creativity to the customer. Behavioral ones elicit an emotional connect. The use of breathtaking images are part of the Sensory posts. And finally, there are Emotional posts, to gauge the current moods of the users. These different aspects of social media are effective at varying stages of the customer journey.

Source:https://hbr.org/2019/12/using-social-media-to-connect-with-your-most-loyal-customers?utm_medium=email&utm_source=newsletter_daily&utm_campaign=dailyalert_activesubs&utm_content=signinnudge&referral=00563&deliveryName=DM61007

Uploaded Date:06 January 2020

Digital transformation is much more than merely about a shift in technology. Instead, it is about a complete mindset shift. While penning down the latest book Beyond Performance 2.0, business research was conducted to gauge the performances of companies that disregarded employee views during such transformations. It emerged that not a single one of such were successful. Companies need to understand the root cause of hindrance- causing behaviors, as exemplified by the brilliant transformation effected by the Manchester Shoe Company. Unconscious mindsets too will be understood in this process. The root causes, post identification, need a complete reframing. The changes need to be personalized from the very top of the company hierarchy. Likewise, the work environment too will need an overhaul. Role modeling and reinforcement mechanisms are amongst the best techniques applied at this stage.

Source:https://www.mckinsey.com/business-functions/organization/our-insights/getting-personal-about-change

Uploaded Date: 12 December 2019