Tag Archives: digital marketing

The Customer Unmasked: What the Indian shopper will buy when the pandemic is over and out (Economic Times Brand Equity)

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© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article was first published on March 15, 2022 in the Economic Times Brand Equity Blog and is available here on the ET website. In this article, I present my take on what the “customer unmasked” would be like. Here is the full text of the article (caution: long read ahead!).

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With the pandemic on the decline, it is a good time for marketing managers to gather their thoughts on what the future will bring. Shopping behavior of customers is going to change, but in what way? Five key insights tell us what the post-pandemic future of shopping could look like.

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Digital Customer or Digital Marketing?

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© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

SEO, influencer marketing, content marketing, social media strategy… these are some of the terms that exemplify popular views of digital marketing. But when trying to comprehend digital marketing, two problems arise: What exactly is “digital” in digital marketing? And does digital marketing include anything beyond digital communication?

In this article, I attempt to answer these questions based on my experience in marketing and digital marketing, experience gained through learning, teaching, and consulting. I also include definitions by researchers and the American Marketing Association, and offer a book suggestion for those interested in learning more.

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