Advit Sahdev, Infibeam on Redefining Marketing in the Digital Age

Redefining Marketing in the Digital Age

With the evolving medium the axioms of marketing are changing too. Advit Sahdev, CMO, Infibeam shares his two cents on Redefining Marketing in the Digital Age

According to statistics, nearly one-third or 2.34 billion people worldwide regularly use social networks – the digital universe, rather the social universe is expanding every second. Literally. It is the screen age and digital as a medium holds no boundaries anymore.

“Digital marketing covers not just the things that are there on the internet, but it covers TV (DTH marketing), mobile, App and so on,” shares Advit Sahdev, CMO Infibeam. “The scope is increasing and everyday there are new platforms that are being added on digital. The power of this medium is that you don’t need to be out there in the open and be on any particular location, but you can track every bit of it from anywhere.”

With the evolving medium the axioms of marketing are changing too. Advit Sahdev, CMO Infibeam shares his two cents on Redefining Marketing in the Digital Age.

No need for a huge budget: An advantage of digital marketing is that, you don’t need to have a huge budget. A small budget can also give you an initial start and then later you can improve on your budget.

Campaigns should be very specific and different on each digital platforms: You need to understand, what your brand is about and who your target audience is. Also, understand that why are they are coming to you, then come up with campaigns, but they need to be very different and specific on each and every platform.

Daily tracking: The corner stone of digital marketing is daily tracking, in order to understand what is working and what is not. Listening to your consumers on a daily basis helps you revise and re-revise your marketing tactics till you find the sweet spot.

Impact on digital is understood immediately: On traditional mediums, there is a lot of focus on the creative and less attempt in understanding the target audience because of the limited options. Traditional media is not very data savvy and that is the reason they miss out on a lot of things. On digital, you can specifically target your audience and there are tools available to understand the impact immediately.

Elaborating on the marketing mix for a B2C & B2B company, Sahdev cites, “I will start with Google search, then affiliate marketing, third would be a debate between Google display and email marketing. Finally, it will be social media, starting with Facebook, Twitter and so on. The only extra channel, I would recommend for B2B is LinkedIn. I would essentially optimize these marketing channels to find out what is working and what is not.”

Advit Sahdev, CMO Infibeam spoke at Samosa Talks organised by Social Samosa. You can view his entire session below.


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