For the third session of the “Indian Communication Submit” Day 2, Prajakta R Gosavi joined as an eminent speaker who is a Digital Marketing Expert and has trained many professionals for digital marketing and advertising.
Gosavi has a Graduation degree from Pune University and she is also Masters in Business Administration (M.B.A), Total Quality Management (TQM), Customer Relationship Management (CRM) and Tourism. Currently, she is self-employed for the last two years and her venture is doing well in the digital space. She has vast and dynamic career experience and has worked in Symbo Insurance, Cover Fox Insurance, Citrus Payment Solutions Pvt. Ltd, and Zansaar.com.
Digital marketing in the new era
Gosavi started her speech by describing how digital marketing has evolved and explained that the combination of digital marketing and traditional advertising will create wonders. She continued by delineating how digital as a tool can be extremely powerful because it allows the producers to see and absorb what the mass audience consumes which in turn creates better consumption of the given product. She felt that in the digital space only content speaks and so the content creators should brainstorm for new ideas in order to deliver something new and unique. She also stressed the need to build inclusive content and then bring Traditional Advertising and Digital Marketing together which will profit the business and increase ‘Brand Visibility’.
Has traditional advertising lost its relevance?
A question was raised regarding whether traditional advertising is dead or not which she answered in detail by firstly explaining what traditional advertising is. She said, “Traditional Advertising are the usual venues for media placement, such as newspapers, radio, broadcast, television etc.” Later she gave a detailed background for better understanding. She continued, “Covid-19 pandemic shook the world upside down. Media as a business suffered like all other businesses. Even though the core of media suffered but it didn’t die. It will still survive. Same way even traditional advertising will remain relevant”
She clarified that although it is not wrong to call this age as “Digital Era” because everything is available at a swift touch and digital marketing as an approach is working beyond expectations. But the newer and important approach that is forthcoming is ‘physical and digital’ which includes both digital marketing and traditional advertising and it is the only way how markets will survive”.
She specified that “Traditional advertising is not an old approach. Everything needs innovation to look and present better.” Although the Digital space has given people the power to think, ideate, innovate and recreate but one must not forget that the core of the media is still the same. Hence, traditional advertising is required along with digital marketing for the brand/company to do wonders in the market.
Upcoming trends
Then, Gosavi talked about the various new trends coming up in the near future. She declared “The way digital is evolving right now and the way content is being created, it is giving the world a whole new dimension”. She added that the content created in present times is more inclusive and mainly inclined towards the human perspective. She felt that this pandemic has compelled the people towards innovation and growth which will continue in the future as well. She also said that rather than selling and branding the product from a technical point of view, Brands will use tech to promote their brands. “Artificial Intelligence is the new approach and has a long way to go. Trends usually do not last long but the way graphics and social media are working in coordination, this is a trendsetter and has a long way to go.” she declared while talking about the future trends.
Authentic Social Space
While taking up a question on Elon Musk she briefly talked about how he has turned himself into a brand and uses social media to promote himself (and his companies) due to which he is the richest person in the world presently. She then discussed how even though social media has grown in terms of consumption but traditional advertising ensures brand credibility thus, the combination of the two will do magic for the businesses. She remarked that there are lots of new and different content available on Social Space such as art galleries on Instagram, dance videos, music band on Instagram or Facebook reels which content creators can use to their advantage. She concluded her session by saying “Authenticity in the Social Space is very important, you need to tell it to the world that you are unique. Keep it real, keep it authentic and keep growing”.
The author, Ruchika Dubey is associated with Adamas University Media School.
