International School of Information Management
University of Mysore, Mysore
ISiM – Special Lecture Series (9)
23rd September 2009
“Changing
Paradigms of Digital Marketing & Multichannel Commerce”
by
Mr. Ajay Malgaonkar
A special lecture was organized at the International School of Information Management (ISiM),
University of Mysore, Mysore on Wednesday, the 23rd of September
2009 at 10 AM. The special lecture was delivered by Mr. Ajay Malgaonkar, Group Project Manager, Infosys Technologies Limited on
the topic of “Changing Paradigms of Digital Marketing &
Multichannel Commerce”. Special lectures are organized in ISiM with
the intention of providing students an insight into cutting edge trends in the
field of Information Management and also an opportunity to interact with
distinguished guests.
The event started with Prof.Shalini Urs, Executive Director, ISiM
welcoming the speaker and the audience. She introduced the speaker to the
audience and set the environment for an exciting discussion.
Mr. Ajay Malgaonkar began his lecture explaining the concept of Digital
Marketing and the need for it in the contemporary world. Digital Marketing, he
explained is the practice of
promoting products and services using digital distribution channels to reach
consumers in a timely, relevant, personal and cost-effective manner.
He provided examples to show how the traditional methods of marketing
and reaching out to people have become redundant. He then spent some time
explaining how these tools could be leveraged to build a relationship between producers and consumers, Create
Brand Awareness, build brand equity and capture the public opinion. This practice predominantly uses the new age
tools like Internet, mobile and other interactive channels for reaching out to
the masses. On the other hand, Multi channel commerce refers to the practice of
pursuing multiple means to promote or doing business. The two techniques go
hand-in hand in the modern day business scenarios. It today’s business
scenario, it is noteworthy that all popular brands are actively employing the
techniques of Digital Marketing and Multi channel communications for a better
visibility and market position.
He
also explained how the videos, emails, websites, SMS’es, Podcasts,
Banners and blogs can be used in tandem to create awareness and branding of any
product. He emphasized on the current trends in customers’ decision
making being deeply influenced by the opinions of their peers. In such scenarios,
it becomes important for the companies/brands to monitor the blogs and other
social networking platforms over the internet to assess their market
positioning and sentiments.
Ajay’s
point of view about marketing was that, “Instead of TELLING A STORY, Create the TOOLS that
allow a story to be told”. He is of the opinion that acquisition of a
customer online consists of following 6 stages namely - Discovery of the product by the consumer, Evaluation
by the Consumer, Engage the customer, Interaction among various consumers,
Convert the consumers interest and Advocate the consumers–
The
speaker then took up a case study regarding the usage of digital marketing
during the 2008 US presidential elections. He explained how the blogs, email
campaigns were effectively employed to promote individual candidates as brands.
For more details of the event, visit the webpage - http://isim.ac.in/html/Special%20Lecture-Ajay%20Malgoankar.htm
Thanks & Regards
Roopa
Project Assistant
International School of Information Management
University of Mysore
Mysore