Digital Marketing: Interview Case Study
Delhi/ Gaurav Heera: There has been enough said and written about Digital Marketing as a top skill to be learnt in today’s time. It is very common trick to label any fact with a prefix that “Experts say that ….” because by doing that we increase the chances of buying into the argument increases multiple times. In terms of quality it is best to know how the people who actually lead the market look at digital marketing skills and their importance in times to come. These people are the CEO and chief strategists of conglomerates which are giants in the market territory of national and international arena.
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In this article there is in depth analysis of an interview of performance of digital marketing campaigns and how it is replacing the classical models of marketing. The interview was printed in mint and had answers from the Founder of DCA, Gaurav Heera.
In the interview when Gaurav Heera was asked about their increased investment in digital first brands how new age brands different from core FMCG brands?
In his reply, he explained that their organization has made efforts to catch up with lot of startups as they have been effective in captivating the digital marketing models. In companies like DCA that are big conglomerates which focus on delivery at large scale. However, startups are effective in catering to small segments. Now with digital marketing tools there is increased ability to cater to all niches.
In response to the question about digital marketing trends is that now they focus on trend spotting tools, which identify trends almost a year or two before they become big so other participate in them. In similar fashion there is need to execute ideas with pace and agility to be able to develop and reap benefits of a digital marketing campaign.
Following his statements he went towards the idea of economic threshold that limits expenditure on marketing and develops incubation plans which caters to different niches. In the development of models which focus on niches there has been increasing role of marketers, influencers and advocacy in place of classical models.
In the next question he explained his marketing mix with the focus on digitally inclined products. He mentioned that there are digitally skewed brands where TV is one of the medium. However, focus is on digital brands where digital content and influencer marketing are at its peripheral. Hence in case of digitally skewed brands 40-50% of the spends are already digital. In digital first there is nearly 100% spending on digital marketing while in core products there is 10% to 15% of total budget. He also predicted that 30% to 40% of their organization will eventually become digital.
Overall the article tries to explain the views of Founder of Delhi Courses Academy and how big business conglomerates look at the increasing role of digital marketing.
About The Author
Lalit Sen is a digital marketing expert, educator & branding expert having more than five years of writing experience. Currently he’s working as a content curator for Delhi Courses Training Institute, an awarded & best digital marketing institute working in the training industry since a decade.
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