<\/span><\/h2>\n\n\n\nThe second speaker for the day was Mr Amar Krishna Jha; he came before us to speak about \u201cMarketing in Noisy and Busy Social Media platform\u201d. He then asked the audience, what is the 8th wonder of the world? And the hall was silent, everyone looking at each other.<\/p>\n\n\n\n
He announced that Facebook is the 8th wonder of the world, and it is the goldmine for the marketers.<\/p>\n\n\n\n
He asked us to imagine that you are at Dharamtalla, waiting for your friend to come, and then he calls you and informs that he will be late by 1 and a half hour. You then decide to kill this 1 and a half hour and walk down the road and find a painting exhibition happening at the end of the road.<\/p>\n\n\n\n
You walk into the exhibition hall and see that it is a beautiful white pristine hall, all the walls, ceilings and floor are pristine white and it is empty. Nobody is there, and you are all alone, you can only hear your footsteps.<\/p>\n\n\n\n
You walk further and come towards the end of the room, and finds two painting precisely similar to each other hung on the wall, and from behind, you hear a beautiful voice of a lady \u201chow may I help you? \u201c.<\/p>\n\n\n\n
You turn towards her and find that she is a stunningly beautiful lady, having perfectly shaped body and wearing a short white skirt and a white shirt with the top button opened. You then ask her \u201cwhat is the difference between the two paintings?\u201d She replies that one painting is made by Picasso and the other is made by a young student.<\/p>\n\n\n\n
After narrating this story, Mr Jha asks the audience; if given a chance which painting would you buy if money is not a problem.<\/p>\n\n\n\n
He goes around the hall and asks everyone for their opinion. Some people said that they would buy the original Picasso; some said that they would buy the paintings of a young student to motivate his work at a higher price.<\/p>\n\n\n\n
A commotion and discussion were happening inside the auditorium; one guy said that he would buy both the paintings since money was not a problem. Everyone laughed and applauded this young guy\u2019s remarks and reasoning.<\/p>\n\n\n\n
Mr Jha smiled and said that it is how you should engage the audience; a marketer should not first sell and ask for money, but rather engages with the audience and then sell. He said that if he had told in the beginning that he is going to sell you the paintings, nobody would have bought and people would have become cautious.<\/p>\n\n\n\n
But since he narrated a beautiful story and all of us became so much engaged in the story, we imagined and felt as if we were inside the exhibition and our mind was focused on painting, and hence out of emotions, we were able to make a buying decision.<\/p>\n\n\n\n
He said that people buy things out of emotion and later justify it with logic. As marketers, our job is to kindle that emotional chord in the minds of our audience.<\/p>\n\n\n\n
In this age, one should not first ask, instead first give. We live in the \u201cGive economy\u201d. Brand gives free sample sachets of Shampoo; Pharmaceuticals company gives free sample medicine to doctors and chemists.<\/p>\n\n\n\n
‘Selling to the customer or asking for money in the first meeting itself, is like asking a girl for sex on the first date. Consider your client as a girlfriend.’<\/p>\n\n\n\n
He said that when one approaches a client for doing Digital Marketing, One should ask Client, \u201cwho is your Customer?\u201d If you get a reply \u201ceveryone,\u201d then leave that client and move away.<\/p>\n\n\n\n
Your ideal customer cannot be everyone. Create a Customer Avatar, meaning, create an imaginary character of one right customer and then make a strategy to approach many like that Customer.<\/p>\n\n\n
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<\/figure><\/div>\n\n\nCreating a customer avatar will help you in tailoring your product or services, and in making Ad copy, writing promotional sales material. We can have different Customer avatar at various stages of the customer lifecycle.<\/p>\n\n\n\n
Now while writing this Blog, I researched in depth on Google, regarding creating a Customer Avatar or Customer persona, but I will not write here in depth, as it will deviate from the topic.<\/p>\n\n\n\n
Mr Jha emphasized that it is essential to understand the Budget of your Client. And based on this devise your strategy and choose the right platform.<\/p>\n\n\n\n
HE SPOKE ABOUT SOCIAL MEDIA TRAITS AND FACTS<\/strong><\/p>\n\n\n\n\nInstagram -Young, cool, Millennial<\/li>\n\n\n\n Linkedin \u2013 B2B<\/li>\n\n\n\n Facebook \u2013 B2B and B2C<\/li>\n<\/ol>\n\n\n\nSome statistics, he mentioned about Facebook, which I did not cross-check on Google for authenticity, but I believe he may be right.<\/p>\n\n\n\n
\n1.9 \u2013 Billion Users<\/li>\n\n\n\n High Purchasing power<\/li>\n\n\n\n 78% are adults<\/li>\n\n\n\n 77% of users have an annual income above $75000<\/li>\n<\/ul>\n\n\n\nMr Jha said that you could create a Facebook ad for as low as Rs. 1500. When we create an Ad, our objective should be to prevent people from scrolling down. We must use high-quality Images, GIF, Video; our Adcopy must hit the emotional side of the brain.<\/p>\n\n\n\n
For every Ad Campaign, he advised creating 2 kinds of Ad set. What we call it as A\/B Testing.<\/p>\n\n\n\n
We should write Adcopy in such a way that after reading the first line, the customer should be enticed to read the second line and so forth.<\/p>\n\n\n\n
Images we use in our Ad copy should satisfy one of the below factors<\/p>\n\n\n\n
\nRelevance<\/li>\n\n\n\n Sex appeal<\/li>\n\n\n\n Abstract<\/li>\n\n\n\n Unedited<\/li>\n<\/ol>\n\n\n\nHe also emphasized that videos format Ads are working well now.<\/p>\n\n\n
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Lunch-session-Digital-Highway-mogisa<\/figcaption><\/figure><\/div>\n\n\nHe said that while writing an Ad copy, his approach is, to begin with, a question, where he will a get a reply as \u201cyes\u201d. For example, when he is writing an Ad copy for Gymnasium, then one should begin with questions like \u201cHey! Do you want to lose weight?\u201d or anything in a similar fashion, where the empirical answer would be \u201cyes\u201d. This also helps in building a conversation with an audience.<\/p>\n\n\n\n
Our only objective while creating Ads should be to create desire and make people take action now. Create a sense of urgency in the minds of the viewer.<\/p>\n\n\n\n
In the next Slide, Mr Jha mentioned how we should target our prospect on Facebook. He suggested to start with a broad audience and then narrow down.<\/p>\n\n\n\n
Mr Jha stopped his session in the middle since it was lunch time, we had half an hour break for Lunch, and we again assembled at 2 PM.<\/p>\n\n\n\n
Then we had a Mind power Training by a lady named Jayshree Daga, who is a motivational speaker and Personality Development trainer in Kolkata.<\/p>\n\n\n\n
After lunch, the audience was feeling sleepy and drowsy.<\/p>\n\n\n
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Jayshree-Daga-Mind-power-trainer<\/figcaption><\/figure><\/div>\n\n\n<\/span>JAYASHREE DAGA \u2013 THE LADY WHO CAN CONTROL YOUR MIND<\/span><\/h2>\n\n\n\nShe made us stand and danced on the tune of a famous Bollywood song, \u201cAaj main upar aasman neeche, Aaj main aage zamana hai peechhe, Aaj main upar aasman neeche \u201cfrom the Movie, Khamoshi. And the entire audience was awake and energetic once again.<\/p>\n\n\n\n
Mrs Daga started her presentation by asking \u201cwhy mind power training is included in this Digital Marketing training?\u201d, What is the need for it?\u201d.<\/p>\n\n\n\n
She said that why do we feel tired? We do not work as hard as a labourer. We work in a swanky air-conditioned office with latest gadgets and comfortable environment. But still feel tired and stressful.<\/p>\n\n\n\n
Why?<\/p>\n\n\n\n
She then said that we have the latest mobile with high battery power (3000-4000 mAh), but still we carry a power bank, why does our battery gets drained quickly?<\/p>\n\n\n\n
Because a lot of unnecessary apps are open in the background, without our control, are updating and is causing our battery to drain quickly.<\/p>\n\n\n\n
Similarly, a lot of thoughts are happening in our Brain, without our control which is eating a significant part of our energy and this makes us feel fatigued and tired.<\/p>\n\n\n\n
A child who does more physical work than adults are always charged up till late at night never feels tired and are still ready to play.<\/p>\n\n\n\n
What is wrong with Adult\u2019s mind or energy? An adult eats more food than a child. So an adult must have more power than a child.<\/p>\n\n\n\n
An adult mind is always thinking, non-stop, about either 2 things only. Past or Future ?<\/p>\n\n\n\n
We never live in the present and enjoy this moment.<\/p>\n\n\n\n
When we are in the office, we think about what is happening back in the home. When we are at home, we think about office, career, appraisals, salary, office petty politics ? How would be my future? Either we crib about our past or worry about the future.<\/p>\n\n\n\n
‘When our mind starts wandering about useless things, it is important to watch our thoughts and bring it back to the present moments.’<\/p>\n\n\n\n
Learn to question your thoughts. Ask is it necessary, now?<\/p>\n\n\n\n
Can I do something about it?<\/p>\n\n\n\n
Does it affect me now?<\/p>\n\n\n\n
She advised us to close our eyes and watch what kinds of thoughts are coming into our mind, right now. We must select essential thoughts and discard unnecessary thoughts. We must do this activity after every 1 hour in a day. She advised us to meditate and control our thoughts.<\/p>\n\n\n\n
After this session, we had tea break for 15 minutes and post break, again Mr. Amar Krishna Jha appeared before us to continue his presentation.<\/p>\n\n\n\n
He spoke about storytelling and cleared a few queries from the audience in this part of the seminar.<\/p>\n\n\n\n
He said that storytelling is an integral part of Digital marketing or Content marketing.<\/p>\n\n\n\n
<\/span>WHAT SHOULD A GREAT STORY TELLING HAVE<\/span><\/h2>\n\n\n\n\nRelatibility<\/li>\n\n\n\n Plot, Tension, Suspense<\/li>\n\n\n\n Fluency<\/li>\n<\/ol>\n\n\n\nA great story telling must have deep emotions, strong character, and universal appeal. It should be simple and understandable to the larger audience. It should have strong character and twists and turns and suspense. (aka like Balaji Teleserials, Ekta Kapoor) ?<\/p>\n\n\n\n
Story telling helps in building Brand and emotional connect with the consumer. It should be done to strike the emotional chord of the customer. The brand must be able to tell the real story and maintain some truth; else it may backfire and hit the brand badly.<\/p>\n\n\n\n
We all have seen numerous amount of Ad on TV showing how fat people became slim after buying some products. Fat loss, Gym products and weight loss Ads have become a big sham. ?<\/p>\n\n\n\n
Mr Jha advised us to \u201cBe Genuine. Be Real. Be Honest\u201d. He said that showing stats, graph, pie- chart, and numbers have become boring and pass\u00e9.<\/p>\n\n\n\n
Mr Jha ended the session with a promise to keep in touch with all of us. He shared his mobile number.<\/p>\n\n\n\n