Manika Juneja has more than 13 years of working experience, including both as a Marketer & as an Agency Professional. She holds extensive experience in Solving Marketing Challenges via Digital Media, Client Servicing, and Business Growth.
In a recent conversation with Women Entrepreneur India Magazine, Manika takes us through the nitty-gritty of digital marketing.
In the fast-paced and interconnected world of business, the paradigm of marketing has undergone a profound transformation with the advent of digital technologies. Digital marketing, a dynamic and multifaceted discipline, has become the linchpin of success for businesses navigating the online landscape. As the digital realm continues to evolve, the contributions of women in this field have become increasingly evident, challenging stereotypes and championing innovation.
In a rapidly changing digital landscape, how should we incorporate digital marketing channels into the overall marketing strategy?
In recent times, Digital Marketing has emerged as the cornerstone of every marketing campaign or marketing strategy discussion which have been in the boardroom, especially since the pandemic. With an increasing number of individuals turning towards digital platforms, there are some steps that new-age marketers need to consider to ensure that they are effectively using digital marketing channels. And, it always starts with understanding their respective audience. First, they need to identify if their audience is available on digital platforms or not, and the good news is99 out of 100 times they are available on digital platforms.
However, the audience doesn't need to always be available on popular digital platforms like Facebook, Instagram or so, hence embracing regional platforms and most importantly Whatsapp, carries paramount importance. Post identifying the right platform, marketers need to craft smart and specific goals that they're trying to achieve and at the same time, they need to understand what kind of investments they are ready to put forward so that the objective is clearly defined and achieved. The next crucial step will be about figuring out the potential to reach out to a wide audience. They need to find out whether they want to do everything in-house or you they want to go forward and take the help of experts through tie-ups with content creators and agency partners to discover the right kind of communication and campaigns that will help reach the right set of audience with the right set of messaging in the cluttered digital space.
What challenges might arise when implementing AI in digital marketing and how can they be mitigated?
Implementing AI in digital marketing can bring about various benefits, but it also presents several challenges. It is no secret that AI is the buzzword of the 21st century and leading every industry from the frontline, meanwhile, in many ways it is complex in nature. Now and then we are witnessing the cropping of some AI tool which often involves processing large amounts of personal data, which raises privacy concerns and requires compliance with data protection regulations. So, relying on any random AI tool is something we need to avoid. First, we need to understand the tool well, its purpose of creation, and the consequences it may bring. Hence, people need to be smart and cautious while using new AI tools.
It is always suggested that regulatory compliance and privacy policies are taken care of concerning data collection and data usage. Because, in this AI-driven world half of the things are done by the tool it is difficult for the individuals to understand where the data is coming from and how the data is collected. So, certain mitigation needs to be taken care of while using the tools so that people or brands are compliant with using AI. After all, AI is a machine learning tool so mankind must find a perfect balance between AI-driven decisions and human intervention so that smarter decisions can be made rather than AI-dependent decisions. If the above things can be taken care of there is a long way for mankind to go with the help of AI shortly.
How can digital marketing strategies empower women entrepreneurs to build strong brand identities and connect with their target customers?
In the dynamic landscape of entrepreneurship, digital marketing emerges as a powerful tool, uniquely positioned to empower women entrepreneurs in building robust brand identities and fostering connections with their target customers. In an era where the virtual realm shapes consumer interactions and perceptions, strategic utilization of digital platforms becomes not only a necessity but a transformative force. The biggest testament to the above lines is the brand Nykaa. Primarily Nykaa was an e-commerce platform, more of an Internet business. But today it has expanded beautifully using engaging content, influencer strategies, and user-generated content interestingly and uniquely. Nykaa is just a single example out of the uncountable, there are many existing and upcoming brands out there flourishing digitally, led by dynamic women entrepreneurs. Rather than just leading they are ensuring that they are touching all the digital touch points. These women leaders have not only achieved success in their respective roles but have also paved the way for others in the field. Their contributions extend to thought leadership, innovation, and mentorship, shaping the industry in significant ways.
What digital marketing strategies are currently the most effective in 2023 and what is the future of the perfect digital marketing industry?
When we talk about strategies, I am going to highlight the strategies in 3 VS which are Video, Voice, and Vernacular. These V's have been picking up speed for the last couple of years as consumers demand more visual content, thus the content trend has shifted so have content consumption patterns and offerings by marketers. Today, the digital platforms are flooded with many kinds of videos. From a small 3-second ad to a 30-minute short film, these video contents are ruling the digital platforms. And, with the advent of OTT platforms, these video pieces have picked up a faster pace.
Concerning voice, whether it is a podcast or an ad between our favorite playlists, modern marketing has extended its arm to every ear possible through voice. And the 3rd thing is vernacular. Because India is a very rich and diverse country concerning the languages and people's sentiments and beliefs, the vernacular language usually gets picked up. For instance, right now we are seeing a lot of brands creating content and putting it on social media or the OTT platforms or the local channel, but in certain manners. If Durga Puja is near, they put content in Bengali, likewise if it is about Navratri or the Dandia Festival of Gujarat region, the brands speak in Gujarati to their set of audiences. Always the regional nuances get picked up. Moreover, the brands are becoming vocal for locals. So, these are some digital marketing strategies the new age marketers should keep in mind while crafting a story for their audiences. And, the bottom line is that marketers should always stick to creating timeless pieces or golden memories rather than just mere ads.
