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Digiwise Summit: Harnessing the power of digital in education

Organised by HTCampus and Google India, the summit focussed on how educational institutes could reach digitally-savvy audiences, build deep customer relationships and business models

BestMediaInfo Bureau | Delhi | December 3, 2014

rajan-anandan-&-rajiv-verma

In India, advertising has traditionally been print and television driven, but we are witnessing a fast shift towards digital because of the immense optimising and targeting options digital offers. More and more Indian marketers are demonstrating the business impact and value of digital as a strategy to engage customers today. The digital footprint of consumers in the country is increasing, making it extremely important for marketers in India to utilise digital to their benefit and enter the next phase of digital advancement.

In a first-of-its-kind symposium brought together by HTCampus & Google India, the Digiwise Summit 2014 addressed just that. Organised at the Taj Palace, New Delhi, on December 1, with the theme ‘Digital Marketing for the Education Sector’, the event was attended by top educationists from all over the country.

The Summit focussed on how education institutes could reach digitally-savvy audiences, build deep customer relationships, and create new markets, products and business models. Case studies illustrated the best practices across B2B and B2C sectors. The Summit had an impressive line-up of speakers, who talked about various aspects of digital marketing followed by a panel discussion and an open house session.

Rajan Anandan Rajan Anandan

Google India’s MD, Rajan Anandan, opened the Summit with a talk on ‘Digital Transformation for the Education Sector’, emphasising that the growth of internet users in India has been phenomenal, and is keeping people connected all the time. He said that digital marketing should be integrated in advertising strategies in a big way by education institutions to create brand awareness and boost lead generation. He also pointed out that decision making is happening online and that students are influenced by online information for college/course selection.

Amit Garg, Business Head - HT Digital, shared insights on online student behaviour in a research presentation that brought about the extent to which the youth of India has adopted the digital lifestyle. The high usage of mobile devices and the depth of trust placed on the information available on the net were some of the key takeouts of the report.

In his presentation, Garg also pointed out that four out of five students consider internet as the main source of information for finding out courses or colleges. Students are searching information on placements, availability of courses, location and cost of programmes, online.

The Summit also had renowned digital marketing Executive Consultant Lee Kantz talk about ‘Digital Marketing for Education’ with a focus on global case studies. He discussed how most of the lead generation happens via education portals.

The panel, comprising Nitin Putcha, Vice-president, ITM University, Mumbai, Samir Kharkhanis, Head - Marketing & Business Development, Welingkar Institute of Management, spoke about the challenges faced by educational institutes. They also shared the advantages of digital marketing and how they benefitted from it.

As facilitators and providers of digital marketing services, Google India’s SMB Marketing Head Sapna Chaddha and HTCampus’ Business Head Ruchir Arora spoke about the merits of digital marketing. Some of the points that were raised during the discussion were –competitive advantage for a digital business model, managing business complexity in the global digital economy, ensuring ongoing development and exploitation of internal and externally available business capabilities and using the growing availability of data to contribute to the education institute's business objectives.

Anandan and Rajiv Verma, CEO, HT Media, led the open house session, sharing insights and talking to the delegates. The conversation focussed on how we can build and deploy technology which will be helpful for the education sector.

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