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| image courtesy: http://files.marwan4.webnode.pt/200000267-5bea85ce65/everything-is-marketing.jpg |
With
the advent of internet originality became the first casualty? it might be
contested, even disputed, but difficult to dismiss.
Lets
look at the brighter side – which is broadening. Internet ignited the
creativity in a way as no other force before. Check out the innovations and the
improvisation.
Consequently
marketing and promotion are also undergoing radical changes. Now direct
marketing is addressed as ‘organic’ and referral leads as ‘inorganic’. The
online presence used to complement’ brick and mortar’ or structural outlets. There are shops set up
exclusively online with no ‘offline’ presence, meaning there is no shop or
outlet to purchase. The only way is ‘shop online’. Of course, the fly-by-night
operators might still exists, credibility counts. Integrity is at stake and
also offered the best collateral to the customer. Customer comments or complaints can make or mar business.
When and where did
the diversion happen?
It
would be interesting to note that the introduction and adaptation of plastic
money was the game changer. This was even before Google became a juggernaut. But people stuck to traditional and conventional mode of shopping. The online
‘effect’ at its infancy didn’t promise much given the inexperience of the
customer compounded with the insecurity. Online shopping was provided more ‘as
a service’ initially as compared to the fast growing present day eCommerce,
which is proving to be indispensable.
Why the surge in online
shopping? Anecdotal Narration.
Today,
the customer is spoilt for choices, and there are more areas and avenues
opening. Competition always favors the customer. To generate traffic to the
website, companies go all out …when we take pride in ‘eye for details’, marketing is driven on this paradigm of publishing
details that will grab your attention – whichever way that will direct you to
the company’s products or services or both. So you can avail by landing on the company’s
home page or led from other sites by means of advertisement, usually stunning banners
or striking slogans.
An
executive in our workforce applied for an unplanned leave. Surprised by the
move, and all the more intrigued, the team queried “what happened?”
“I
am taking a vacation.”
That’s
like snow in summer. Thrilled, the team pushed “but then it seems unplanned?”
“well”,
said the executive “my wife just spotted this awesome offer of plane tickets that covers the hotel accommodation as
well. The price is like a steal. Incredible.
So we decided to jump on it and just booked the tickets. “
“which
website?”
“its
some advertisement that came upon while she was surfing for shopping. The travel
portal is reliable and we checked the review comments and also visited the
carrier’s home page but the discount offered wasn’t direct. The offer is valid
when you book from the travel portal only.”
He had the team's undivided attention now.
“The
carrier might be a no-frill carrier offering dirt cheap prices but numbers of visitors are comparably less to their website and hence, they smartly advertised in a portal where traffic is
heavy and also tied up with hotels. If not now, then when? Can’t wait till the
next one rolls out. So we decided to go for it. Time is money, in fact, that is
the premium. So seize the moment. Make the most of the deal.”
The
offer is open to all, but not all can cash in the opportunity, and those could,
they really would. It’s not serendipity but some smart marketing manoeuvring. Organic
or inorganic, the sale was closed. Mission accomplished.
We
will cover more about Digital Marketing in subsequent posting. Stay tuned.
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