How a transformation approach to Digital Marketing works

razorfish, digital-marketing, charulata-ravikumar
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by Sudhir Ahluwalia | |

Advances in digital are transforming marketing in many ways. Digital marketing is often narrowly viewed as use of social media applications like Facebook, Twitter, Linked in, Instagram, blog posts and others. The applications are used to create greater market buzz for the individual and a company’s products and services.

New technologies like augmented and virtual reality are also gaining popularity. They help improve message quality. These help consumers get a real life feel of a product which in turn helps in the buy or not to buy decision making process.

Urban ladder – a home and office furnishing India based startup uses virtual reality to present to their customers a real life feel of how a particular furnishing would look in a particular location at the home or office.

These like others are message or message aiding delivery tools. However, for a message to be effective it has to be directed to the appropriate market segment. It has to be relevant to the consumer. It should promote building of a brand – individual, company or product. The messaging has to be socially, culturally, geographically and politically appropriate too.

All this can be achieved through digital marketing. Some term it as a spearhead to business transformation. Razorfish India CEO Charulata Ravikumar no wonder describes her company as one that helps it transform business. I heard her participate in a panel discussion on marketing at the recently concluded Surge 2016 conference held at Bengaluru India.

To assist in marketing lead business transformation, Razorfish deploys a range of off the shelf and proprietary digital tools. Google Trends, Google Alerts, social media listening applications like Hootsuite, Adobe Social, and are some of digital tools deployed by them.

Competition intelligence gathering tools are additionally deployed. Competitor data is secured by gathering and analyzing meta data from the competitor company web sites. Business intelligence software like ComScore, Nielsen Net ratings and Spyfu give an insight on public perception on competitor products and services.

Google Keyword Planner gives insights into customer intent, the challenges faced by the customer, his need, preference for specific products and services. Meta data analysis tools are used to get insights into market and customer intent, behavior, preference and geographic distribution.

Once the business, market, competitor, customer behavior and preference have been analyzed the stage is set to put the transformation plan in place.

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About Sudhir

Sudhir Ahluwalia is a business consultant. He has been management consulting head of Asia’s largest IT outsourcing company Tata Consultancy Services, business advisor to multiple companies, columnist and author of upcoming book on herbs-Holy Herbs. He has been a member of the Indian Forest Service. His webpage is:

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