Pandemic has radically transformed the way of conducting businesses. It has changed the key functional areas of business organisations such as Marketing, HR, Finance, operations, etc. Organisations are experimenting with several techniques to survive, expend and remain profitable. The concept of marketing has undergone a sea changed with time starting from product concepts to digital marketing concepts. Now, digital marketing has become the backbone of marketing strategies. Digital marketing has garnered attention from business leaders since 20th century. Digital marketing is being utilised by all the sectors such as banking, telecom, education, retail, etc. to accelerate the business and reach mass audience in very lesser time and in a cost-effective manner.
In the pandemic customers are increasingly avoiding physical stores therefore, business houses are finding it challenging to connect with their clients and customers. McKinsey conducted global consumer sentiment surveys and identified that consumers are turning to digital and reduced-contact ways of accessing products and services. E-service adoption is the new trend. People are not only increasingly buying online; they expect to perform other tasks and access services as well.
There are various digital marketing tactics which business can use to tap the market. For example, if you are an e-commerce business, you should use this time to maximize the reach or increase the sales through PPC and SEM techniques. Here, you can find out various digital marketing tactics, that can accelerate your business.
- Increase your presence in the digital world
- Enhance your digital marketing intelligence
- Redefine business goal and update your digital plan
- Connect with your customer through certain engagement tools
- Revise your content mix
- Identify new paid advertising channels and use them to promote your brand
- Invest in organic traffic and SEO
- Leverage your customer database
While market dynamics and consumer habits continue to evolve, many marketers are dynamically re-evaluating their digital strategies to ensure digital marketing elements are appropriate for the evolving landscape. Jaipuria Institute of Management, Indirapuram, Ghaziabad offers a digital marketing module in their MBA curriculum. In this digital marketing module students actively identify the digital marketing tactics and strategies utilized by companies. Students conduct critical reviews of these tactics to gain an enhanced understanding of these digital marketing tools and strategies.
Dr. Saurabh Gupta (Ph.D)
Assistant Professor
Jaipuria Institute of Management, Indirapuram, Ghaziabad
