Future of Brand Communication and Management

Branding have been evolved hundreds of years, may be more than this. The meaning and prospect of this brand came into use over a decade. The meaning and narratives of brand communication has been progressed and it is not limited to a particular products and services but the horizon of branding widens its spectrum in a larger array. Here, will reconnoitres the concept of branding which have been advanced to a new paradigm, and would venture on what’s coming next.

 

The word Brand is etymologically derived from the word “Brandr”, a term from Ancient Norse meaning “to burn”. Around 950 A.D. the term “brand” denotes to a burning piece of wood. By 1300s this word was used to mean a torch, a factor which burns a piece of wood. This term brand further adds to denote to scorch the cattle of ownership by the year 1500s. The ownership status quo been conferred if their cattle got misplaced, ranched or lost. So, the development of using some similar trait of identifying their respective cattle were used. They had very simple, familiar identification and quick remembrance which lead and pave the way for ‘logo’ which is indispensable for brand identity and image.

Brand communicates to inform, persuade, guide, teach, evoke, enlighten, remind and gives a new insight about a product, service, company, organization to its stakeholders and persuades to pursue the positive perception of the products, service and companies’ strength and core values.

For the drive of easier comprehension, let us put some of those changes in the form of pointers:

  1. The Preponderance of Digital Media: with the advent of digital media, the traditional form of paid media push marketing strategy is no longer valid and lost its conventional power to hold and influence consumers.
  2. Personal Branding: the role of Influencer’s which is in the rise of social media platforms has changed the phenomenon of the conventional definition of personal branding. Social media and branding also the future of branding in a positive room which enables every company and organization to maintain and update their social media pages of triggering and disseminating useful information (Facebook. Instagram and Twitter).
  3. Brand Extension: it creates credibility and consumers gets varied scope of opportunity if the brand positively follows up for further extension.
  4. Brand Association: the top of the mind awareness (recall) and aided awareness (recognition) seems credible in digital age with the help of niche marketing strategy and native advertising.
  5. Co-Branding: this creates the blurred boundaries between global market products and services. So, no matter what, there is a prospect avenue for business collaborations both nationally and internationally. With the rapid changes in the pattern of brand communication, definitely this also need to be focussed international + local products collaboration (because generally the known businesses allies with the established brands).
  6. Brand Equity: Simply, the brand awareness, positioning and loyalty leads to brand equity and paved the way for understanding these three factors in a more diligent manner (recognition/recall/ aided awareness/ TOMA etc).
  7. Naming of the Brand: this gone beyond the graphics but the interactive media content spuriously based on the art, aesthetics, idea and creativity proves to be right in contemporary times. It more emphasizes the ideation blended with virtual reality and augmented reality.
  8. Viral Marketing: this strategy is a new norm to reach out to potential consumers through snowballing and e word of mouth.
  9. SEO: it enhances the website traffic to update the page of the website and searches through hashtags and keywords. It aims to unpaid traffic rather than paid traffic.
  10. Outsourced Delivery: there are few companies and creative bunch of groups who takes this up on behalf of reputed and established brands. The young professionals who is proficiency of digital media marketing, search engine optimization and algorithms related to augmented reality and virtual reality can be put forth for positive brand image.

The rise of the usage and availability of internet across geographic boundaries with economic viability, enhances the platforms of social media which is a driving factor for the next stage of the progression of branding. Point to be noted that the definition of conventional consumer or customers have changed drastically, there is a bent towards the coexistence and participatory. They do not want to consume the products or content anymore, rather tries to participate and so as the future of brand communication not to communicate anymore but to act, feel and intermittence. The power of influencers of social media brands like Instagram, YouTube and Facebook frequently depend on their users to aid and to create their value and how they should be perceived by the public. It further gives them their identity and positive image and enhances the brand durability. Various content sites like Buzzfeed, Amazon, The Huffington post and Yelp be contingent on reviewers to deliver their utmost convincing content. In this regard, many web-based companies and organizations handles their respective brand image and gets loyalty and revenue through active consumers which is unmatched and some thing interesting in these recent times. On the other hand, viral marketing, search engine optimization, and outsourced delivery permits their companies and organizations to have expansion visibility which reduces the cost of products delivery and saves millions of bucks and investment on advertising and infrastructure.

Basically, to conclude, if there is a brand admiration established by the consumers and they would like to see the advancement of prospect category of a specific product, then they must go ahead. This improvement on positive branding and effective brand communication may bring various advantages to one’s business, for example, good growth, profit and a prospect to meet their clients’ who might need to know the advancement of companies’ brand image. If an excellent inkling or creativity for new product is there to experiment that certainly the consumers/customers may accept or like, then probably yes, the companies must give it a try!

Digitalization in Marketing Process-A New Skill in Marketing Specialization

Marketing is the process that satisfies human and social needs. It is nothing but a value-creation process. If we look into the marketing process, the job of most marketers is to design and develop the value in such a way that attracts customers and makes them happy buying. But this scenario is changing very rapidly due to the pandemic and the huge development of digital technology. Now market and marketing processes are more digitalized than the conventional marketing system. The job of a salesman is changing to the digital selling process. Marketers need not make a flow-up plan, it is automatically set up by the technology and responses are coming within a specific time. So, the process becomes more hybrid through embarked digitalization in the system. Therefore, it is imperative that using of digital technology in marketing and its associated function is a substitute for marketing success. Looking into this, concept marketers are focusing more on digital expert professionals than the salesman. Due to the huge demand for this, manpower is scarce. This is one part of the other way the process of marketing is also changing. Like the development of promotion strategy, communicate with the customers and find out the most effective methods for approaching customers. Though all these are experience stages, on the other side to get succeed in the fast-paced environment they always look into the audience’s requirements, it is difficult to stay ahead of the audience because market nature is monopolistic.

The recent trend in the Marketing Process:

Mass marketing converted into customized marketing and especially influencer marketing which is more common through digital technology like artificial intelligence, and machine learning, Marketers identify the preference of buying of customers and they try to influence them by offering more customized products. Therefore, targeting an individual is much easier than the conventional process. Development of user-generated content is another tool to identify prospects, it is a technique that allows the customer to design their product, and using digital space marketers publish those products on the web and counts the most effective design out of the available design and makes the product based on these design.  Companies also do marketing through publicize the video content and using web analytics they publish it through various social media like various web pages, Facebook, Twitter, and LinkedIn, and personalizing the email. This video makes confidence the buyer about product information, brand, service, and other components associated with the product. It applies to business to business and business to consumer and both the process learn and evaluate the impact of promotion using video content in social media which makes their marketing promotion faster.   The current market depends on millennials and Gen Z, they are more inclined toward digital process and most of them prefer digital buying process, not only digital buying but also other parts of marketing, they prefer digitalization. Therefore, to enhance their buying power, there is a need for mobile-optimized digital services which may be an important part for business owners and houses who are looking to attract fast-paced tech-savvy generations.

Ephemeral content is a new arena of digital marketing. Here company publishes its information through social media and they always stay on social media through standard posts, videos, and live events. Customer is not able to show the message if they do not save it or achieve it. Therefore, it makes curiosity customers give more concentration on the information. It is an effective platform for marketing campaigns.

Application of Digital Technology in Marketing

 Artificial Intelligence in marketing is mainly developed with the help of three main marketing disciplines research, strategy, and action, and three levels of AI intelligence, that is, mechanical, thinking, and feeling AI. While mechanical AI entails automation of repetitive and routine tasks mainly covering market research, strategy, and standardization, thinking AI relates to processing data for new insights and decision-making, and feeling AI refers to interactions with humans or analyzing human feelings and emotions. Another, important techniques are big data analytics, using these techniques marketers predict the outcome of the customers and it also techniques which help marketers to identify the preference, maintain inventory management, and manage distribution and logistics system. Machine learning is another digitalized technique that helps marketers to do proper market segmentation, it processes customer data and analyzes it for discovering recurring patterns across various features. It helps to do proper clustering of different various demographic segments and helps to measure the preference difference between various demographic segments. Using blockchain analysis marketers maintain the logistics system of the firms and maintain a smooth and faster delivery system. One other important area used by blockchain technology like user verification, Blockchain can be employed through advertisement networks and reduce the interface of agents and middlemen and help those users who want the information by clicking through the ad system and combat fraud. It helps advertisers to identify the source of fraud and advertisers can make more user interface design.

Therefore, digital technology must be not only an effective tool for modern marketing but in the future, it should be the only way for business growth and survival. Most large-scale firms have started their marketing practices and maintain all the marketing processes from taking the order to supplying feedback through digital space. In India, most middle-order firms were trying to adopt the blended process, with a few parts of technology-based and another part traditional because of the nature of Indian consumers. It is a challenging task for a small firm because its market and investment level is low. Therefore, the marketing professionals need to develop some skills that small firms can be benefitted without much more investment. Last but not the list, it can be commented that the traditional skill of marketing will not work for long. Digitalized skills need to learn by the marketing professionals at the time of career selection. Few specialized skills need to be imparted to get a better market understanding.  

Effective Blogging: The Road ahead

In 2022, the fifth most reliable source for online information has been rated to be the Blogs. Each month, nearly, 409 million people view more than 20 billion pages. That’s quite a huge number! So, you know why there has been a steady upsurge in blogging.

A blog according to Wikipedia is a discussion or informational website published on the internet, often informal diary-style posts.

This article will have two sections. First, how pandemic affected the blogging industry and second, some effective guidelines for writing good blogs.

Now, we will discuss how the COVID-19 pandemic has its impact on blogging industry. Though the nature of the work is staying indoors but a survey conducted by firstsiteguide.com shows that 63.88% have been affected directly. Likewise, many had to alter their habits, pay higher prices, withdraw various services, and find a new method. Nearly, 46.50% of bloggers say that they have been blogging more since the pandemic. Whereas, 27.18% say that they blogged less, while the rest didn’t transform their blogging behaviour. However, some posted less as they weren’t motivated enough. Traffic has also been affected during the pandemic, only 54.27% of blogs getting more traffic. Since blogging revenue is directly connected to the amount of online traffic, around 35.19% of bloggers say that their revenue increased. On the other hand, 25.13% of bloggers had less revenue. The rest stated no significant changes.

blogger income bar graph
Courtesy: firstsiteguide.com

So, now this article will throw some light on 9 effective steps for blogging. Though this is not exhaustive but you can read through to sail smoothly.

The first thing you learn when you’re blogging is that people are one click away from leaving you. So, you’ve got to get to the point, you can’t waste people’s time, you’ve got to give them some value for their limited attention span.

Alex Tabarrok

Tabarrok rightly puts it that your writing style will be the ultimate mantra for an effective blog. With limited attention span of your audience, you can either entice them or keep them at bay with just one click.

  1. Write for yourself first – To take the first step towards blogging; At first write for yourself. Have a critical mind to analyze beyond your ideas.
  • Think, whether you are liking your write-up.
  • Question yourself: Will you, as an audience, like to read the whole text? If not, why?
  • Work both on your strengths and your weaknesses. This is a key element to decipher your connection with your readers. 
  1. Get concepts from your audience- Audience is your patron. They will guide you to sail through this online race. So, if you can connect with them on regular basis, they will suggest your topics. But before that be careful, you must listen to your inner calling. Like, which genre of writing will keep you afloat even after 6 months or years after?

Hope, you don’t want to quit the scene. Right! So, hang on!

  1. Comprehend your audience- Don’t ever under estimate your audience. They will give you feedback regarding your blogs. So, keep an open mind for constructive criticism. This process will aid you to sharpen your skill as a blogger.

Always keep an open dialogue with them and work on their suggestions to perfect your art of business.

  1. Love your present readers – Whenever you have published your blog on platforms like, WordPress or Blogger etc. You will have your set of audience. That means you have offered your blog for the outer world to add their comments. They will judge you, appreciate you or moreover can troll you. But you may never know when your blog can become viral? Though there is a debate whether every viral content is worth sharing or not but you can’t deny the fact that it has immense power to get noticed!

So, love your existing readers and respect their opinions.

  1. Be consistent – This is a mantra for every business i.e., consistency. Write on regular basis either daily, weekly or fortnightly. But if you are serious in your business, write on daily basis. Fix on your ideas, research well, be careful with your references. DON’T ever indulge in plagiarism. Respect others work to earn your respect.

You can be inspired by others but structure your blog according to your own niche style.

  1. Keep it short – There is a saying in the field of journalism – KISS & TELL. That means Keep It Short Simple & Tell the Story. It goes with the concept of effective blogging too. When your audience is a click away to skip your page. The method to hold on to your audience, is to tell a story, in a few words.

We can say, brevity is the key.

  1. Give it time – Believe me, if you love to write. You will give your time no matter what? So, time will pay you dividends. It will gain your regular audience. There is an audience for every genre of writing.
  • Focus on your daily target.
  • Try to write at least 500 words daily.
  • Make it a habit. As if you are writing on your diary.
  1. Write catchy headlines – Headline is said to be the crest of every write-up. So, if it fails to convey the message well to your readers; then forget about your efforts on your research. You must think captivating headlines that will trigger interest in your audience to read your blog till the end.

So, practice writing enticing headlines to grab attention of your readers but remember Don’t misguide them!

  1. Be Yourself – This is what will give that niche touch to your blogs. Have that personal touch. Don’t pretend to be what you are not. Your readers know you through your blogs, so be an open book, which can be read whenever they feel like.

So, we come to an end of this blog. Hope you enjoyed reading and start blogging from today!

Reference

  1. https://optinmonster.com/blogging-statistics/#:~:text=General%20Blogging%20Statistics,sites%20are%20written%20in%20English.
  2. https://firstsiteguide.com/blogging-industry-survey/#pdf

BLURB

The 10 most fascinating insights from blogging industry

  1. The majority of bloggers are millennials (people aged 25 to 34).
  2. For 14.08% of people, the greatest challenge was starting a blog.
  3. 91.65% of bloggers recommend starting a blog if you don’t have one yet.
  4. 28.83% of bloggers use GoDaddy web hosting services, followed by Bluehost with 9.90%.
  5. 59.81% of bloggers make money through blogging.
  6. 18.74% say that affiliate marketing is their top revenue source.
  7. 44.56% recommend YouTube as the second most popular revenue channel.
  8. 54.08% of bloggers say that they get the most traffic from social media.
  9. 33.40% of bloggers get ideas for new post topics on social media.
  10. 63.88% of blogs were affected by the COVID-19 pandemic and 46.50% of bloggers say that they have been blogging more since the pandemic started

Bright Career Opportunities with specialization in the field of Economics

In today’s scenario of growing income inequality where technology is already displacing jobs at a fast pace, the shock created post-pandemic on health and the economy ground has put the economies into freefall, and labor markets are very much disrupted.  There is huge unemployment created worldwide due to the global recession, and the recession has influenced mainly those communities which are already in a vulnerable position. The speed of technology adoption is expected to even enhance in near future and the adoption of cloud computing, big data, and e-commerce remain high priorities for business leaders, following a trend established in previous years. However, there has also been a significant rise in interest in encryption, non-humanoid robots, and artificial intelligence.  In this scenario, this blog discusses career opportunities in the field of economics.

  In today’s world of huge competition, it’s the field of specialization studies that are in high demand in all sectors. So, it is very important to opt for a career option where there is the core domain knowledge and subject specialization to fetch a good job in all aspects. Having specialization in the subject of Economics has bright career opportunity options in various sectors (both government and private) and it is expected to grow further in the post-pandemic scenario. A background in economics carries huge weightage and impression on the chances of selection for a bright career option in many sectors. The beauty of studying this subject is that the student can choose from many varied career options after finishing their graduation with economics honours.

 Since every moment of our daily life, data is created everywhere, and a proper analysis of data can answer lots of questions.  Hence, in the given scenario in the field of economics, there is a huge demand for professionals who are trained in handling Big Data.

Thus, after pursuing a Masters’s in Economics with a specialization in Econometrics where they learn data handling techniques and usages of software like EViews, Stata, and R, there are opportunities to work in MNCs working with handling Big Data. Since the subject of Economics always has a research inclination, there is a huge demand for Economics postgraduates professionals trained in analysing data and preparing reports. They are hired not only by corporates but also by various government agencies and organizations which are engaged in analysing data and publishing reports. It’s a win-win position for the postgraduates who have specialization in financial economics as well since there is a huge demand for profiles such as investment portfolio management which requires knowledge in finance and data handling. Online content development and content writing on the basis of reports and data analysis are in huge demand in the field of economics. Lots of start-ups are engaging people having skills in data analytics. Typically, Data analysts are promoted to higher positions like senior data analysts, data scientists, data analytics managers, business analysts, etc. So if somebody enjoys working with numbers, and thinks analytically the career option as a data analyst is extremely in demand. There is a huge scope in the academic research field also for social scientists like economists. Graduates in economics also have huge opportunities to incorporate MNCs and companies engaged in research-related activities. Many students also pursue MBA after their graduation in Economics, since it adds a feather in the cap of the candidate. They are in high demand in the corporate sector.

   Besides the corporate sector, students with Masters in Economics can appear for the examination for various specialist officer posts in Economics which are conducted by various Government Banks and the Reserve Bank of India. These are specialist officer posts that require domain knowledge of economics. There are also examinations conducted by Public Insurance companies like Oriental insurance for specialist officer posts in Economics Those students having a research inclination and wish to come in the field of academics can appear for the NET examination for lecturership and NET-JRF examination for Ph.D. scholarship. There are various government organizations preparing research reports, they also hire Economics postgraduates for research purposes and various other officer posts.

There are career opportunities for students after finishing their graduation in Economics as well. The students can compete for prestigious government services like the Indian Economic services examination which is conducted by UPSC. The syllabus of this examination comprises all the topics which an Economics graduate learns in his/her three years of Economics Honours (BA/ B.Sc) course. They can also appear for various other government examinations like Staff Service Commission and Public Services Commission where a background in Economics is given good preference. There are various NGOs and Research organizations also engaging students of economics in preparing analytical reports on topics of social issues.

The above description gives us a clear picture that there is a huge demand for Economics graduates and post-graduates in many sectors for well-paid and prestigious positions.

Overall, the subject of economics is highly in demand in the world of Big Data especially in the post-pandemic world with data centers in growing demand. So, if students select a program with a specialization in the field of Economics, it will surely give them a competitive advantage in their career growth and opportunities.   

MBA in Business Analytics- A New Career Path for Management Professionals

Day by day the industry structures are changing. In the same way markets are also changing and markets become more customized focus than mass focus. If we look into the promotional aspects of marketers, their objective is not to inform the consumers but they try to develop attention and convert the attention into addiction. With the help of new technology like artificial intelligence, machine learning, internet of things and big data analytics, marketers are evaluating prospects needs and wants and designing their products or services which is more inclined to satisfaction of customer desires. So, the ultimate goal of the current marketer not to understand their requirement from the retailers rather develop the market plan which is fit to customers. Therefore, it is important for business professional for redesign market policy and predict the market situation in regular basis. Looking into this thought in mind, we also observed that job of marketing manager become market forecast professionals which help them to understand market rhythm and changing market prospect in very faster way. Design their offering in such way which is more addiction nature than seasonal buying.  If customers become addicted towards a company offering, then repeat purchase happens easily. This concept now going to be the mantra in market in post pandemic era where customers are more preferring digital buying than physical buying pattern. In this connection, it is concern for business professionals to develop their skill which is more on analytical base rather simple selling methods. Therefore, business analytics is a program which give all round development of analytical skills which helps business professionals to understand, to predict and to solve customer problem in better and accurate manner.  

Conceptual framework of business analytics

Analytics have been classified into three parts descriptive, predictive and prescriptive. Descriptive analytics analyze the past event of the firm in various domain which help marketers to understand the business situation. Predictive analytics create detailed forecast of business situation and point out the area where business system fails. It helps marketer to take proper actions on those area where business process needs to develop for getting better sustainability. Prescriptive analytics give an insight regarding the possible action which can be appropriate for different business situation. It helps firms to make a better decision by optimizing result comes from descriptive and predictive and also recommend the associated risk involved in the process. It develops a sustainable model that can be applied to decision making in business.  Therefore, it is obvious to understand a business problem, analytics become most necessary methods in current context where switch over tendency of the consumers are high as because variety of market offering. In the new normal situation, the urge and need of marketer to analytics professionals are very high because in normal eyes, it is very difficult for marketers to reach into actual business problem and operational process of marketing is not limited to few routes. 

Importance of Business Analytics program 

Business analytics program covers a wide area of analytical application. It starts with maintain database of clients, vendors, employees, inventory, suppliers, product orders and service requests of the firm which is in unstructured fashion and make it structure. It also gives the desire methods for analyzing data. Business analytics helps professionals to make proper representation of data using visualization tools, analyze the data using various software like R, Python, Excel, SPSS, Hadoop. This program also helps professionals to understand the problem with proper logic and what tools should be appropriate to make proper prediction of business problem. This analytical tool helps marketer to design their products offering, seasonal offering, promotional methods, sales forecast, inventory management, forecasting of the firms. The analytics also help to select possible methods for sustainable business practices using modern tools like artificial intelligence, machine learning etc. This program makes students more logical based decision mind which help the to dragonize business in faster way and give some immediate solution to business which is more needed in the current situation. Uses of social media analytics, web analytics is being done through the program.  

Opportunities for Analytics Professionals in Market

The demand for business analysts is very high among companies, small-scale options, and enterprises. Different sources estimates reveal that the job market for business analytics will grow at a CAGR of 14.3% by 2026. Companies are willing to pay higher salaries to analysts, especially certified expert-level professionals like MBA in Business Analytics or Executive Analytical Program. There is study by Mckinsey which mentioned a huge requirement of data scientist in India in next few years and companies are ready to offering a good package for the data analyst. As the figure near about 200000, therefore, most corporates are staring at a talent crunch and provide training to the workforce to manage their industry issues. In India, the analytics industry is predicted to grow in huge volume and industry is predicting that marketer size can increase by $111.7 billion by 2026 which is good signal for the professionals who are on the way to build their career as a data scientist.  

These demand covers diversified area of business operations and few areas of business where business people need more analyst and opportunities. Therefore, an analyst professional can explore their career as a  

  1. Data scientist in bond market  
  2. Agriculture business analyst 
  3. Medical methodology (Health care analytics) 
  4. Human Resource Analytics 
  5. Stock Marketing 
  6. Finance Marketing 
  7. Manufacturing industry 
  8. Supply chain analytics in logistics firm and more. 

The above discussion gives us a clear picture that there is huge demand of data analytics/ data scientist peoples as because most of the firms design their business decision based on data driven rather traditional approach. So, if students select a program like MBA in Business Analytics, it will surely give them competitive advantage in their career growth and opportunities.   
 

References: 
https://economictimes.indiatimes.com/industry/services/education/analytics-driving-demand-for-learning-growth acrosssectors/ articleshow/88890272 .cms?utm_ source=content of interest & utm_medium=text&utm_campaign=cppst 

BBA in Digital Marketing-Unique Aspects

Digital Marketing is a booming industry in India as well as across the globe. Almost all businesses are going online in their marketing activities to survive in the market for a long term, the demand for digital marketers is increasing at a rapid rate and is opening doors for plenty of job seekers. 

Recent study shows that the employment sector has seen a major share of jobs generated by the Digital Marketing Industry, in recent years. As per various media reports, the year 2016 saw over 1.5 lakh job opportunities in the Digital Marketing domain. 2017 threw a major surprise by marking around 8 lakh job opportunities in the field. In India, this number is expected to grow rapidly with the advent of Digitalisation in the country. 

When small businesses get started, their focus is often on how to get their first group of customers through the door. They may rely on traditional forms of advertising, such as print ads and coupon mailers or even big signs on the side of the road. They may trust that since they know they offer a good product or service, it’s only a matter of time until customers will find their way to them. While this strategy may bring in a trickle of business, there is a better and easier way. Small businesses should consider the huge marketplace of prospects online. No small business, no matter how new, should overlook this vast marketplace. The group of potential customers that are found online is a much larger group of people than you are likely to be able to attract locally. Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable.

Digital Marketing simply defined as an umbrella including all internet or online marketing activities that helps in the brand promotion or lead generation in such a competitive business environment. More and more customers are advancing towards a digital era, which also influences the business to incorporate digital marketing platform to reach maximum audiences within a short period. Digital Channels simply described as various mediums or paths that help the organization or marketers to promote themselves among various customers (new and existing both) within domestic as well as international market. Digital Channels combines Google search, display, email, social media (Facebook) and websites.

Digital Marketing program presents helps to boost a strategic use of e-commerce and related information technology from three perspectives: business to consumers, business-to-business, and intra-organizational. Examination of e-commerce in altering the structure of entire industries, and how it affects business processes including electronic transactions, supply chains, decision making and organizational performance.

New Avenues of Digital Marketing Program

The career scope in the industry is attracting the masses, and this is one of the reasons various professionals are learning the course to enter the industry. The current market status of Digital Marketing shows that it is at its peak, and is going to stay so for obvious reasons. According to Payscale.com, the average salary package of a digital marketing manager is Rs 5 lakh to Rs 6 lakh annually, as of 2019. Professionals with experience earn in the range of Rs. 15- 25 Lakh.

As an entrepreneur or running a business, competition is an integral part, where comes a digital marketing platform that helps in driving more traffic. It helps in implementing strategies, to measure the approach that helps in reaching more customers. It also drives better ROI than traditional or offline marketing approach while maintaining better product awareness and promotion.

As a marketing professional, for marketing and sales professional, those who are in the traditional marketing segment, this is the high time to be a successful digital marketer. With an increase in demand for hiring digital marketing professional by business units, there is also lacking proper digital marketing trained professionals. Trained professionals in online marketing are in high demand for various sectors and industries.

As a student, 1st job opportunity is the most important factor that mostly drives career path as well as opportunity. Among various options to choose from, opting for digital marketing career not only helps in shaping your salary structure but also a career-defining factor. It also increases future opportunity in various sectors and industries.

Keeping in mind of above emerging opportunities  School of Business and Economics, Department of Management, AdamasUniversity has introduced a Bachelor of Business Administration in Digital Marketing. Various Specialized Courses are like :

  1. Digital Marketing
  2. Social Media Marketing
  3. E-Commerce
  4. Digital Supply Chain Management
  5. Customer Relationship Management in Digital age
  6. Cyber Security and Cyber Law
  7. Digital Business Strategy
  8. Data Mining and Intelligence
  9. Sales and Distribution in Digital Age.

Creative Folks: Have Your Best Pick Now

Education Often ‘Killed’ Us

Everyone remembers how, when we were of 10 or 12 or 14 years of age, our parents and teachers almost gloated on our tiny abilities to draw, paint, dance, sing or write a poem; how we were paraded before our relatives to ‘show our talent’ or perform on school stage on Annual Day/s.

As we turned 16 till 18 and faced two Board exams of X and XII standards, all these great abilities took a back seat, were dubbed as ‘hobbies’ and declared not to be pursued much for the moment. We must rather focus on our careers, education that will give grades, make us logical and rational, and put us on a great professional track as the best engineers, doctors, lawyers or stock-brokers of the world.

We even thought that anything which is creative, which is right-brain, which is aesthetic or artistic is for appreciation, admiration, a tool to break ice with others, for social charm, and only that much. They are not to make money, create careers, be valued in the economy.

Exceptions to the Order of the Day:

There were exceptions though. Someone’s piece of art sold at thirty lacs you hear. Someone sang for almost half a crore one night. Someone wrote a story whose film rights went for twenty lacs you got to know. And many more. But these were not enough for your ‘security’ seeking parents and would-be parents-in-law to consider you having a recipe of ‘success’ ahead.

Security? Sustainability? Career? Money? Fame? Name? Network? Recognition? You name it and it is there for the taking. But only for those who would go the full hog to turn their die-hard dogged passion into a marketable sustainable admired profession. Dog is my favourite animal indeed.

Today, the media and entertainment industry is pegged at Rs.1.7 lacs crores (some 22 billion dollars) in India, according to FICCI Frames annual report of 2020, with some 2.4 million people working, and till 2019, it was growing at 13% annually on revenue and 11% in new work-force addition (with some 9% falling to attrition as well). The figures are far higher than the GDP growth rate of the nation. Surely, pandemic has caused a havoc in these figures, details of which are still not known till we have the next FICCI Frames white-paper on the industry. The digital revolution is sweeping across the world of creative expressions bringing forth web entertainment on the internet and through OTTs, mobile and online journalism, reputation and branding online, radio online, et al. Lower entry barriers are making digital media almost a cottage industry, though the revenue models for all digital media properties are still not in place, which is a question of time to evolve.

Bold New Path Ahead:

So, the storytellers around, stand up and choose your medium and audience to tell your story. Tell it in audio through podcasts and radio. Tell it in pictures through photo features and creative photography. Tell it visually through your computer-generated graphical or animated visuals. Tell it audio-visually through short stories, feature films, web series. Tell it for-profit and not-for-profit organizations through branded content. Tell it on streets, tell it on stage. Tell it in whispers, tell it in small groups, tell it to many, tell it to all, tell it loud and clear. Tell it in silence, tell it with sound. Tell it in tears, tell it with laughter. But tell it with all your charm and boldness. And making good money in the process. No one thought that a 400 crores investment in story-telling on celluloid over five years can bring in 3500 crores. Bahubali did. Or that a 90 crores investment can bring in 2200 crores back. Dangal did. Even Marathi and Bengali films have crossed the 100 crores mark.

But know the right techniques to tell it effectively, know your right audiences to tell it with the best-desired impact, know how to be resourceful in your work without chasing just the mundane. And, above all, know not just how to produce great content, but how to monetize it seamlessly across all media, and more particularly, in the digital medium.

For the dancers, the singers, the composers, the writers amongst us, we have a world of opportunities knocking on our doors. There are some sixteen types of professional writing, for example, that can make money: fiction, non-fiction, journalistic, web-writing, branded content, screenplay, dialogues, playwriting, copywriting, jingle writing, technical writing, and a lot more. You want to tell what you see, or what you imagine, or what you believe in, or what you observe: you have takers for all.

Media and communication domain has three broad pathways: journalism, entertainment and brand communication, and then several specialization areas within each of these. While specialized skills and knowledge are must, one must begin from a broad base of understanding the entire gamut of communication, its technology and its business, before specializing in one segment.

Tech-driven Story-telling Ahead:

Those creative geeks with penchant for technology more than others: you have a longer path of fun and success. We are now in a world of fantasy visualized into animated images, characters and stories, or into engaging games and play-stations. The stories you cooked up all your life, with some observation of your sample audiences, can be evolved into video games that engage them. Today, virtual reality (creating the make-belief world which is not in front physically) or augmented reality (extending the physical reality to a larger canvas) are storming the creative space. They are breaking all frontiers of imaginative story-telling.

And to get this knowledge right, with a portfolio that can command a price, and acquiring technical skills that will hold you for long in the marketplace of talent, choose an institute which is hands-on, which is intricately industry-connected, and which is strong in technical infrastructure and intellectual capital.

Learning Hands-on, the SOMC Way:

But you cannot get it all right unless trained well and trained by professionals with high academic and industry accomplishments. That is where Adamas University School of Media & Communication (SOMC) comes in with two Bachelors degrees (BA in Media & Communication, BSc in Media Technology), and five focused specialized Masters degree programs (MA in Journalism or Entertainment Studies, MSc in Media Technology, MBA in Communication Management or Events & Entertainment Management). And to get you strong on fundamentals, all the programs bring in Media Literacy, Computer Operations, apart from learning photography, film & television production, radio, et al. All of these with a detailed film and television production studio, sound studio, and in-house radio. A plethora of initiatives (e.g. MediaNext event, SOMC Blogspot, YouTube channel, international film festival, etc) engage you within the School, and IndiCommS, Jaipur Literature Festival, International Film Festival of India at Goa, FICCI Frames, PRSI Engage et al involving the learners outside the campus. With faculty drawn with backgrounds of Symbiosis, Asian College of Journalism, SRFTI, Roopkala Kendra, Amity, MIT, and with international experience in European and Asian nations, the School has a decidedly global perspective.

Come and interact with the School, the learners and the counsellors to know more, to know better. Bon Voyage in your creative journey.