Digital advertising and marketing have not only made a place for themselves alongside traditional advertising, but it has, to an extent, overtaken traditional advertising. Considering this, a media course would be incomplete without a module on digital marketing. SCMSophia organised a guest lecture by one of our own alumni, Mansi Shanbag who is currently the Creative Director (Copy) at Content Lab, and was the Group Head (Copy) at WATConsult when her lecture took place.

 

The lecture was an interactive one, and Shanbag worked with the examples the class provided to make her points. She took us through the processes involved in constructing a digital marketing campaign: objective mining, insight mining, data mining, problem mining, idea mining, and executive mining. In other words, the first one decides what the objective of the campaign is, then one uses such insights as one has based on the data available to plan the next steps, which may include brainstorming for ideas and then making the campaign happen. Using examples, she deconstructed every step of this process.

 

Shanbag shared with the class a very useful presentation called ‘Deck of Brilliance’ (Idea generation Tools for Creative Professionals). It has 45 strategies that can be used for digital marketing, with each of them explained with multiple examples. Shanbag discussed a few of these in detail and shared the presentation with the class.

 

Shanbag said, “As the next generation of the digital marketing force, it is vital that students know the various creative tools they have at their disposal to be able to churn out head-turning content that stands out from the clutter. And bonus? They’re super fun tools, so regardless of it being a Hero, Hub or Hygiene campaign, it’s fun to break them out and have a stimulating brainstorm session, get the creative juices flowing.”

 

“I think Mansi has a very different take on making advertising worth its while, to go beyond the obvious,” said Radhika Agarwal, at the end of the session. It was a wonderful learning experience, and will most definitely help the class move ahead in their media journey.