‘21 million people owning 22 million mobile phones’


By Sanath Nanayakkare

‘Sri Lanka’s population of 21 million owns 22 million mobile phones, 4.7 million motorcycles and 1 million scooters, which indicate there is something noteworthy happening in the country, Dr. Sarath Amunugama, Senior Minister for International Monetary Cooperation and Deputy Minister of Finance and Planning said yesterday.

Amunugama said so speaking as chief guest at the first International Digital Marketing Conference held at Kingsbury Hotel, conducted by Synergy School of Marketing, with sponsors, including, Sri Lanka Telecom/Mobitel, HNB Assurance, SriLankan Airways and David Pieris Motor Company.

"The entire consumer landscape of the country and the world at large is changing. Today the traditional media tools are not sufficient to reach and attract customers. You have to use new platforms to market your goods effectively, and convince potential customers that you have the capability to offer a better deal. It is similar to politicians marketing their ideas and ideologies," he added.

Event’s resource person Dave Chaffey shed light on how to mix traditional marketing with online marketing to suit particular products and services.

"Sizzle your brand online. Think about what makes for a positive online brand experience for your audience and you", Chaffey said.

"Get closer to customers though dialogue because digital channels are not only great sales channels, they excel as communications channels to engage your audience through digital marketing tools. You can create detailed conversion or budget models which allow you to reach and influence your audience".

"If the experience you create is effective, the benefits of engaging with your digital presence will be clear; the interactions within the site and with other channels will be smooth and the visitor will want to use your online services again, and tell their friends and colleagues about it."

"There is a range of different measures to adopt, review and control performance across all digital marketing activities. The 5Ss of digital marketing is a good, simple starting point to help check you’re covering the whole of digital marketing, not just sales!", he said.

"Since digital channels work best when joined with other channels, the goals here should also include online visits prompted by traditional offline media".

"The company website and social customer service are a natural place for customers to go to get their questions answered or to make complaints. Paying attention to the quality of service you offer is key to support your capability to Sell, Speak, Sizzle and make repeat sales".

"So you need customer satisfaction goals to assess how good you are at customer service and then improve it further".

Chaffey gave practical tasks during the event to develop and refine participants’ digital marketing plans, starting with a review of their current digital marketing capabilities within their marketplace; educating them on a prioritized roadmap of strategic digital marketing initiatives.

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