DIGITAL MARKETING & TRADITIONAL BRAND MANAGERS

DIGITAL MARKETING & TRADITIONAL BRAND MANAGERS

Digital revolution has digitalized everything; the shops at nukkads are converted in to digital market places. Markets are open 24X7 courtesy to online market places making Indian Customers experience what they never have seen.

Traditional business who thrived on traditional marketing channels; distributors, retailers are tweaking their marketing mix to lure the digital customers. On other side some of the CEOs are busy in either launching their own  E-commerce sites or negotiating hard with existing market places. 

Inside the board room, strategies are drawn to attract the digital customers. Brand Managers are entrusted to design marketing plan with focus on digital customers. The mandate is to devise strategy to increase the market share on the E-Commerce sites.

The traditional Brand Managers who have studied the Marketing Gurus in late 1990 and early 2000 are in deep discussion with Digital Specialist born in 1990s and try to understand the whole Gamut. What they traditionally studied and practiced are changing.  OTS, CPM are converting in  SEO, PPC, & CPI Digi-words.  The digital agencies are mushrooming in corporate parks, small buildings and even in one room offices. Each of them are convincing the brand managers that they can bring big traffic to the business site, which will lead to revenue generations. The traditional managers are confused about this, what they learn in first week of month changes by the end of next month. It is a challenging task to keep the pace with constant evolving digital market. 

Howe ever the traditional brand managers need to understand  this change and  has to adapt to situation, they need to understand that the qualities required for a good digital brand managers are same as they are for traditional managers. The digital marketing is not the rocket science and is one of the easiest subject to learn and practice. You can always hire an agency who can successfully guide your digital actions. However it is important that you understand the basic requirements of the digital success. The understanding will help you in selecting right partner from mushrooming digital agencies and shall help you to evaluate their actions.

To understand and master the subject, you required to have the some key marketing traits in yourself. 

So what are the key to transform you in a successful digital marketing manager? The key to be successful brand manager in this digital era is AIDA. AIDA in traditional marketing is marketing acronym which a consumer or marketer experience in the buying process. But in Digital world it is different. The AIDA in digital marketing is Agility, Interest, Data Savvy and Act.

AGILITY: The Brand Manager needs to be agile & quick to adept. He must not be rigid to what has planned & wait till the campaign ends. Instead brand manager must evaluate & improve the plan on regular basis during the campaign and keep changing the mix.

INTEREST: The brand managers must be interested to learn and keep himself updated with the rapid changing technology and practices in digital marketing. They must have creative desire to experiment, learn and try new advertising mixes. An internal desire to know and experiment helps brand manager in optimising the marketing campaign.

DATA SAVVY: The Brand Manager must be Data Driven.  Unlike other traditional media which also works on perception, Digital marketing is measurable and data oriented. Brand manager must be good with data analytics and should have ability to draw the conclusion from data provided.

ACTIONS: The Digital Brand manager must be quick to act. He must be able to act upon the learning made from data.  The actions need to goal oriented, specific and measurable.

The AIDA method will help you to learn the digital marketing nuances quickly and shall quickly transform you in a successful Digital Marketing Manager. AIDA will make you execute the digital marketing campaign and will deliver the sales and marketing result. Hence Adopt the AIDA model and break the traditional media boundaries.