Kamal institute of higher education and advance technology organized a national webinar on the topic “Digital Marketing in the age of 5G” on 17th April 2021 at 10 am. The keynote speaker for this webinar was Ms. Bhavna Gupta, an eminent motivator and public speaker. Our director, Dr Anudeep Arora sir and Ms. Kirti Tanwar mam, Assistant Professor, Department of Management, Convener of this webinar, welcomed our keynote speaker. The event began with a welcome speech by Ms. Shweta Sharma and Mr. Sandeep Bisht students from BA (JMC) department. Students from various colleges has also participated in this event.
Ms. Bhavna Gupta began the event by explaining digital marketing and its benefits.
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization
Benefits of Digital Marketing
• Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and emailbased advertising.
• Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.
• Accommodates personalized and direct marketing that targets specific demographics and markets.
• Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.
• Ideal environment for a company to conduct market research.
• Can be used as a means of obtaining information about competitors and boost competitive advantage.
• Social platforms can be used to promote brand events, deals, and news.
• Platforms can also be used to offer incentives in the form of loyalty points and discounts.
She further tells little bit about the history of digital marketing and how it came into existence. One of the first key events happened in 1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.
In the 1990s, the term Digital Marketing was first coined, With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born.
Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.
Building brand awareness may involve such methods/tools as:
Search engine optimization (SEO)
Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.
The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behaviour.
Search engine marketing (SEM)
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.
33% of searchers who click on paid ads do so because they directly respond to their particular search query.
Social media marketing
70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.
Content marketing
56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.
Ms. Bhavna Gupta mam move on to the another part of the topic i.e. 5G and its importance in digital marketing. 5G is the 5th generation mobile network. It is a new global wireless standard after 1G, 2G, 3G, and 4G networks. 5G enables a new kind of network that is designed to connect virtually everyone and everything together including machines, objects, and devices.
5G wireless technology is meant to deliver higher multi-Gbps peak data speeds, ultra low latency, more reliability, massive network capacity, increased availability, and a more uniform user experience to more users. Higher performance and improved efficiency empower new user experiences and connects new industries.
Importance of 5G in digital marketing
• Mobile ecommerce will accelerate.
• Targeted customer personalization and CX will get easier—and more accurate.
• Segmented video advertising will proliferate.
• Augmented and virtual reality (AR and VR) will enhance customer experiences.
• Advertising will be more interactive.
The webinar was concluded with a quiz. Winners of the quiz are mentioned below:-
1st position- Praveen Chaturvedi (KIHEAT)- BBA
2nd position- Vishal Singh (CPJ)- B.com (H)
3rd position- Suseendran S.- BCA
E- certificates were awarded to the winners and to all the active participants. It was a very informative session for all.
