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Amit Sinha Roy
VP- Marketing & Strategy
Tata Communications Ltd
On Digital Marketing in their current strategy.
Digital Marketing is one of the key aspects of our marketing strategy. If we look at the overall marketing portfolio that we have almost double digit investments both in terms of people and resources are invested in digital marketing. In the market today we see technology that is slowly moving into every aspect of business marketing and engagements. So from that perspective using IT as a Marketing enabler has become something which we need to in order to be able to engage effectively with our market and with our customers. Digital marketing allows us to stay engaged with our customers through the various forms of communications as well as media tools that they use from a perspective of staying in touch with each other, be it twitter, linked in, Facebook, and various other social media that is leveraged for people to people communication. Now we use that a leverage that from a B2B perspective in order to understand what our customers are saying, what are competitors are saying, what are the key aspects of business that are important to them and then take that information, distill it and be able to use that in our own marketing strategies to be able to have a more effective outreach to our customers and prospects. It starts from various channels; it could be from our own website where the engagement starts, it could be a twitter handle based upon a product launch or key aspect of conversation that’s happening or various other social platforms which I have mentioned. Now in terms of digital marketing we have also collaborated internally within our IT, products and marketing groups and named our digital marketing leader as one of the core team members of a recent product launch because we believe that even from that aspect of a product introduction in the market, digital marketing can play a lead role from the perspective of actually being able to address consumers who are we term as presumers in the market who are significant power users within various business entities. So Digital Marketing to summarize, digital marketing is an aspect that touches every area of marketing communications and is completely integrated into a marketing strategy.
“Digital marketing allows us to stay engaged with our customers through the various forms of communications as well as media tools that they use from a perspective of staying in touch with each other, be it twitter, linked in, Facebook, and various other social media that is leveraged for people to people communication.”
