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International Journal of Trend in International Journal of Trend in Scientific Research and Development (IJTSRD)Research and Development (IJTSRD)
International Open Access JournalInternational Open Access Journal | www.ijtsrd.comwww.ijtsrd.com

ISSN No: 2456 ISSN No: 2456 - 6470 | Conference Issue – ICDEBIICDEBI-2018

INTERNATIONAL CONINTERNATIONAL CONFERENCE ON DIGITAL ECONOMY AND FERENCE ON DIGITAL ECONOMY AND

ITS IMPACT ON BUSINESS AND TS IMPACT ON BUSINESS AND INDUSTRYINDUSTRY

Organised By: V. P. Institute of Management Studies & Research, SangliOrganised By: V. P. Institute of Management Studies & Research, SangliOrganised By: V. P. Institute of Management Studies & Research, Sangli

Digitalization in Digitalization in Marketing

Dr. Satish Marathe
PhD, Tilak Maharashtra UniversityPhD, Tilak Maharashtra University, Pune, Maharashtra, India

ABSTRACT
Aadyaa Originals Private Limited (“Aadyaa”) is a Aadyaa Originals Private Limited (“Aadyaa”) is a Aadyaa has created varied marketing campaigns on Aadyaa has created varied marketing campaigns on
jewellery studio based in Pune, India which has a jewellery studio based in Pune, India which has a these digital media during new collection launches, a during new collection launches,
focus on handmade jewellery in metals like Sterling focus on handmade jewellery in metals like Sterling events, and exhibitions. As of now, Aadyaa boasts a events, and exhibitions. As of now, Aadyaa boasts a
Silver, Brass and Copper. Established in 2013, Silver, Brass and Copper. Established in 2013, fan following of over 400,000 on Facebook and close fan following of over 400,000 on Facebook and close
Aadyaa has shipped more than 30,000 orders thus far Aadyaa has shipped more than 30,000 orders thus far to 50,000 users on Instagram. This includes various to 50,000 users on Instagram. This includes various
within and outside India. c
celebrities in Indian Film Industry. Digital marketing elebrities in Indian Film Industry. Digital marketing
media remains Aadyaa’s only channel for marketing ns Aadyaa’s only channel for marketing
In this journey, Aadyaa has used Digital Marketing In this journey, Aadyaa has used Digital Marketing and branding. Digital marketing contributes to over 75 and branding. Digital marketing contributes to over 75
Media solely to cross milestones with regard to Media solely to cross milestones with regard to percent of Aadyaa’s turnover now.percent of Aadyaa’s turnover now.
turnover, branding, presence in the market. Aadyaa turnover, branding, presence in the market. Aadyaa
started with a Facebook page wherein friends and started with a Facebook page wherein friends and This paper delves deep into Aadyaa’s marketing This paper delves deep into Aadyaa’s marketing
family members were the first ones to like the page family members were the first ones to like the page strategy which has Digital Marketing as the strongest strategy which has Digital Marketing as the strongest
and become followers. With the increased interaction ecome followers. With the increased interaction pillar. Paper is been presented in the form of a case presented in the form of a case
on Facebook page, Aadyaa launched its own website on Facebook page, Aadyaa launched its own website study with the help of information provided by Mr. study with the help of information provided by Mr.
www.aadyaa.com to ensure a seamless shopping www.aadyaa.com to ensure a seamless shopping Jaydeep Hingne (Director – Aadyaa Originals Private Aadyaa Originals Private
experience for its customers. While the website experience for its customers. While the website Limited), research information available in various Limited), research information available in various
continues to be the only place where Aadyaa products continues to be the only place where Aadyaa products reports published, and analysis plus suitable reports published, and analysis plus suitable
can be bought online, the traffic to this website is still t online, the traffic to this website is still assumptions of the author.
led by leaders in the digital marketing media like led by leaders in the digital marketing media like
Facebook, Instagram and Google. INTRODUCTION
As a definition, we can assume that “Digitalizeds a definition, we can assume that “Digitalized
A
Based on a research paper published by Economic Based on a research paper published by Economic Marketing” is the process wherein any medium or Marketing” is the process wherein any medium or
Times, online jewellery market in India is expected to Times, online jewellery market in India is expected to channel in the electronic form is used to connect or channel in the electronic form is used to connect or
reach a mark of INR 5300+ crores by 2020. This 300+ crores by 2020. This interact with customers for drawing their attention to interact with customers for drawing their attention to
signifies a huge potential and to tap into the tier 2 and signifies a huge potential and to tap into the tier 2 and provider’s services or products oprovider’s services or products or make the brand
tier 3 markets, digital marketing media looks to be the tier 3 markets, digital marketing media looks to be the presence felt.
most cost-effective marketing and branding channel. effective marketing and branding channel.
Digital marketing media can be used to create your Digital marketing media can be used to create your Hence, any branding, marketing or advertising over Hence, any branding, marketing or advertising over
audiences, target segments based on past data and get rget segments based on past data and get media / channels such as television, internet, mobile media / channels such as television, internet, mobile
a boundary-less group of followers who are together less group of followers who are together devices, tablets, social platforms can be considered as devices, tablets, social platforms can be considered as
only based on interest in a particular brand. All digital only based on interest in a particular brand. All digital a form of digitalized marketing. The interactions with a form of digitalized marketing. The interactions with
marketing media have evolved over a period of last 8 marketing media have evolved over a period of last 8 customers over these channels could be onemers over these channels could be one-way
to 10 years and now offer a very powerful analytics to 10 years and now offer a very powerful analytics (provider to consumer) or two(provider to consumer) or two-way (provider to
dashboard to create your own ‘whatdashboard to create your own ‘what-if’ scenarios. consumer and vice versa too). consumer and vice versa too).
They also offer a plenty of datapoints gathered from They also offer a plenty of datapoints gathered from
publicly shared information of users over internet publicly shared information of users over internet The basic principles of marketing in print media have The basic principles of marketing in print media have
which help deciding in a budget. remained in-tact in digitalization era too. Good tact in digitalization era too. Good

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