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DIGITAL MARKETING
DIGITAL MARKETING
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ToRoots Explorers: Branding Experiential Tourism in the Digital Age
AUTHOR(S) : Dr. Prashant Chaudhary, Asst. Professor, Symbiosis Skills and Professional University (SSPU), Pune and Dr. Shailesh Pandey, Assistant Professor, Jaipuria Institute of Management, Indore.PUBLISHED DATE: 26/09/2021PUBLISHER: ET CASESCATEGORY: DIGITAL MARKETINGPRODUCT: CASE STUDYCASE ID: DM-1-0022; DM-1-0022ACASE LENGTH: 22DESCRIPTION:ToRoots Explorer was a first generation funded start-up dealing in experiential tourism in India. Being a community-driven platform for experiential travel ToRoots was a platform where travel bloggers and photographers interact with individuals who have a potential experiential travel offering. Naveen, owner of ToRoots struggled in its initial year of foundation to convince customer to try experiential tourism especially rural sojourn because the market was driven by beach viewing, waterfalls and ...read moreSHOW DETAILS -
Modern Furniture: Plugging into Online Market
AUTHOR(S) : Prof. Bhargav Revankar, Associate Professor, Global Business School, Hubli, Karnataka and Farheen KhanPUBLISHED DATE: 09/11/2020PUBLISHER: ET CASESCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0021; DM-2-0021ACASE LENGTH: 6 PagesDESCRIPTION:In the year 1967, MrRihan Khan Pathan, founded Modern Furniture. Later Mr.Adam Khan, Proprietor of the firm since 2005. In the year 2019, he thought to have Modern Furniture online where customers could buy furniture and have it delivered to their home or office. This could be his venture to be online venture will be an extension of his brick-and-mortar store, which had been very successful in Dharwad city, an Education city in the southern Indian state of Karnataka. Although Modern Furniture had ...read moreSHOW DETAILS -
Yo Yo Gujarati – Spreading Gujjuness Online
AUTHOR(S) : Kiran J Mahasuar, PhD Scholar, IIM Kozhikode and Brahma Ghosh Raval, PhD Scholar, GLS University, AhmedabadPUBLISHED DATE: 23/01/2020PUBLISHER: ET CASESCATEGORY: DIGITAL MARKETINGPRODUCT: CASE STUDYCASE ID: DM-1-0020, DM-1-0020ACASE LENGTH: 17 PagesDESCRIPTION:This case-study has chronicled the journey of “Yo Yo Gujarati”, a comedy genre YouTube channel in Gujarati language with 62,000 subscribers founded in 2015. This case study highlights the founder’s tryst with digital format of entertainment, the support system and the inspiration to create content taking a cue from day-to-day mundane life of ordinary working class Gujaratis. Even though Yo Yo Gujarati was the first brand in the regional content space in Gujarat, emergence of Me-Too ...read moreSHOW DETAILS -
Travel on Wheel Fiasco: Over Promise Under Deliver*
AUTHOR(S) : Prof. Meenal Pendse, and Prof. Dr. Varsha Nerlekar - MIT World Peace University, PunePUBLISHED DATE: 21/11/2018PUBLISHER: ET Cases - FLAMECATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0019, DM-2-0019ACASE LENGTH: 3 PagesDESCRIPTION:A reputed management institute in Nashik had planned a study tour of its post graduate students to Kerala. After evaluating the different tour operators on various parameters, a new start-up tour operator Travel on Wheels Pvt. Ltd., was given an opportunity to organize this tour. However, during the tour it was felt that the tour operator created a rosy picture of services delivery wherein in reality it was a nightmare for the batch-I of the tour. It was felt that the proposition was of over promise ...read moreSHOW DETAILS -
Here Come the Instrapreneurs
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 22/04/2018PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASE FLYERCASE ID: DM-4-0018, DM-4-0018ACASE LENGTH: 4 PagesDESCRIPTION:This Case Flyer can be used to understand how Instagram is creating Instrapreneurs in general and how Instagram Stories is helping Indian brands and businesses build their social media traction in particular. Instagram, Facebook’s photo-sharing platform has been trying to woo Indian brands by pegging on its predominantly young audience. Founded in 2010 by Mike Krieger and Kevin Systrom, Instagram was acquired by Facebook in April 2012. With 800 million Monthly Active Users (MAU) of Instagram ...read moreSHOW DETAILS -
Online Reputation Management by Marangoni Bank
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 13/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0014, DM-2-0014ACASE LENGTH: 2 PagesDESCRIPTION:This caselet helps understand the importance of Online Reputation Management (ORM) for a Bank based out of France called Marangoni Bank. It is one of the largest Bank in France with a network of over 19,000 branches and six associate Banks having over 8,000 branches spread across France. The Marangoni Bank is requesting proposal for its ORM. The purpose of the Marangoni Bank behind this exercise is to increase online reputation by increasing positive reviews and promoting feedback from customers for ...read moreSHOW DETAILS -
Online Reputation Management for an Investment Management Company
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 13/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0017, DM-2-0017ACASE LENGTH: 3 PagesDESCRIPTION:This caselet helps understand the importance of social listening for an Investment management company. Social listening tools are an integral part for managing online reputation management for any company. Hitesh Motwani, Chief Digital Marketing Officer, Motwani Investments, is keen to understand conversations around investment products and gain insight from these chatter to formulate future Digital Marketing campaigns for its company. In the past, very few Investment management firms have taken ...read moreSHOW DETAILS -
Lead Generation for Small Business – StayFit Gym
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 13/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0016, DM-2-0016ACASE LENGTH: 3 PagesDESCRIPTION:This caselet provides an insight on whether smaller business could generate leads using Social Media Marketing. Prashant Sharma, an entrepreneur based out of Navi Mumbai, forayed into fitness business by setting up a gym in May 2016. Since then, he has been struggling to get customers at his Gym. He has been burning a lot of money on promotions than he has earned. Prashant was trying to reduce his promotional expenses and find effective ways to generate leads. How should he generate quality leads ...read moreSHOW DETAILS -
Mobile Marketing Campaign by Zack TV – Making TV Go Mobile
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 13/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0013, DM-2-0013ACASE LENGTH: 3 PagesDESCRIPTION:This caselet helps in designing the promotion and marketing plans of newly launched Mobile application for a new DTH service provider in India– Zack TV. Zack TV is a single point entertainment hub for every family member. Its aim is to entertain everyone at a click of a button. Zack TV has its presence across metro cities such as Mumbai, Delhi, Bangalore, Chennai and Hyderabad. It is powered by superior Ultra HD TV Technology and has amazing features such as high definition digital viewing ...read moreSHOW DETAILS -
Harnessing Power of Online Advertising Campaigns for Village Darbar
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 13/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0015, DM-2-0015ACASE LENGTH: 3 PagesDESCRIPTION:This caselet helps understand importance of online advertising for a company called – Village Darbar, an online marketplace offering Indian product specializing in handmade items. The founder of company Ramesh Lulla (Ramesh) is very passionate about bringing the true Indian art from villages to urban cities and empower local artisans to grow their business across India. Ramesh was of the opinion that through online advertising platforms Village Darbar would be able to build brand ...read moreSHOW DETAILS -
Indian Railways’ New Customer-centric Track: Social Media
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 01/09/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASE STUDYCASE ID: DM-1-0012, DM-1-0012ACASE LENGTH: 12 PagesDESCRIPTION:This case study enables the participants to discuss and analyze Indian Railways' new-age customer connect initiatives leveraging the power of Social Media. With its history of 164 years since the first train between Bombay (now Mumbai) and Thane, Indian Railways had etched its existential necessity by serving billions of Indian commuters. With time, the complexities too grew along with its complex network of tracks, stations, trains and manpower. While Indian Railways had been trying to catch up with ...read moreSHOW DETAILS -
Brands Prefer Influencers over Celebrities
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 30/08/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASE FLYERCASE ID: DM-4-0011, DM-4-0011ACASE LENGTH: 5 PagesDESCRIPTION:This case flyer, based on the Economic Times article (Anumeha Chaturvedi, "In a Social World, Brands Prefer 'Influencers' Over Celebrities", The Economic Times, March 15th 2017, Page 5), is an attempt to introduce the participants to the evolving power of influencers especially in digital marketing space. Welcome to the world of influencers and influencer marketing. While for many – for the likes of Shereen Sikka Bharwani, Kayaan Contractor, Trishala Sikka, Masoom Minawala, Malini Agarwal (Miss ...read moreSHOW DETAILS -
SEO Playing a Role in Driving Quality Leads for an Education Institution
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM BangalorePUBLISHED DATE: 30/08/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: CASELETCASE ID: DM-2-0010, DM-2-0010ACASE LENGTH: 3 PagesDESCRIPTION:This caselet helps the participants in understanding the concepts about Search Engine Optimization (SEO). Learning Gurukul, a PAN India-based institution was looking to expand its business by driving more enrolments for its courses, certificate and master certification programs. Currently it operates out of 5 cities in India Mumbai, Delhi, Surat, Bangalore and Chennai. The management of Learning Gurukul was inviting proposals from SEO consultants to help them optimize their website.read more
Pedagogical ...SHOW DETAILS -
Case View with Prince Khanna - Social Media Influencer Marketing
AUTHOR(S) : Dr. Nagendra V. ChowdaryPUBLISHED DATE: 23/08/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: case viewCASE ID: DM-1-0009BCASE LENGTH: 7 PagesDESCRIPTION:An interview with Prince Khanna, Founder & CEO at Engagelyee, Founder & CEO at Eleve Media Prince is the Founder & CEO of Eleve Media – India’s top-most Influencer Marketing platform, enabling marketers to co-create content with online Influencers, Celebrities & Bloggers. With over 8 years of experience in the Digital Media and Marketing space, Prince has previously spearheaded MensXP.com the business unit of Xpert Media Technology and India’s fastest growing E-mag ...read moreSHOW DETAILS -
Case View with Saurabh Doshi - Facebook’s Bandstand: MAPing Customer Engagement in India
AUTHOR(S) : Dr. Nagendra V. ChowdaryPUBLISHED DATE: 23/08/2017PUBLISHER: ET CasesCATEGORY: DIGITAL MARKETINGPRODUCT: case viewCASE ID: DM-1-0008BCASE LENGTH: 9 PagesDESCRIPTION:An interview with Saurabh Doshi, Head - Media Partnerships, Facebook Saurabh leads Media/Content Partnership team and plays a key role in strategic relationship with key organizations and public celebrities across News, Sports, and Entertainment across the Indian subcontinent. Since joining Facebook in 2014, Saurabh ramped up the partnerships team pan India with core focus on connecting people to the content and creators that best inform and entertain them on Facebook, Instagram and Facebook Messenger. ...read moreSHOW DETAILS