The word Management as defined in the dictionary means the process of dealing and coordinating with people. Management is a never-ending loop that begins when one gets up in the morning and ends when one sets the alarm for the next day and goes to sleep.
Management is always conceptualized as a fancy degree from a Business school and jargons like Presentations, Entrepreneurship, SWOT, ROI, etc. Management is inevitably present and significant in all these fields, but what we often forget is that management is applicable in all walks of life. It covers all facets of our lives. We ignore this fact because we have been so used to doing these roles that we have forgotten about the management nature. Even a trip to Goa with friends or relatives requires proper planning so to effectively manage one’s schedule for an enriching experience.
If we deep dive into our daily life schedule, I see my mother implementing all my MBA lessons in some way and the best part is though those decisions or acts of her do not bring any life-changing decisions but are pivotal for the smooth functioning of the house.
The duties of a homemaker are frequently looked down upon, but as we look closely, we can see that becoming a homemaker demands immense management skills. One of the most difficult examples of management is managing an entire family, taking care of everyone’s special needs, settling petty conflicts among children, maintaining the bonds intact, ensuring food is prepared on time. All this might sound so simple when we compare it to the life of an MBA graduate but it is equally challenging and complex.
If we draw an analogy between the life of a manager and a homemaker, it is quite indistinguishable. The only difference is the nature of the work they both execute. Just like in an organization, A manager is the one responsible for streamlining the tasks, planning things ahead of time so that the needs of the clients are fulfilled on time, and addressing the grievances of its employees. In the same fashion, Homemakers must plan for the whole family, predict future challenges, multitask and make the most use of their resources, and be armed with plans for any last-minute hiccups.
Let us take a few examples where we see homemakers implementing various concepts of MBA.
Before buying any vegetable, she does a SWOT analysis for it and checks for if it is the best available product in the market.
She keeps a close record of all house expenses and makes sure every expense is recorded and gets tallied with the money she has in hand. In some or the other way, she exhibits great accounting skills.
She doesn’t have a degree but yes she is a perfect manager and a successful leader.
About the Author Sakshi Poddar a Computer Science Engineer by qualification is now pursuing MBA(Analytics from IIM Kashipur. She is a part of various student bodies like the Media and Public Relations Committee and Admission Support Body. She is an IT professional with 2 years of experience in Hewlett Packard Enterprise. She loves traveling and dancing. You can connect with her on LinkedIn
OnYourMark (OYM), the Marketing Club of IIM Kashipur, was established on 16th January 2014 by the students to promote and nurture the knowledge of marketing in the IIM Kashipur community. The raison d’être for OYM is to create an amenable ethos towards marketing. OYM strives to create enthusiasm among the students for the domain of marketing and guide them to explore their careers in this field. As it has rightly been said in the business world, “Marketing is not anyone’s job… It’s everyone’s job!”. The club seeks to make the student community well-versed with the recent happenings in the field of marketing to aid their industry knowledge and recruitment preparation.
OYM oversees several initiatives to achieve the club’s:
Vision: To improve the marketing acumen of IIM Kashipur & build a culture of Marketing studies.
Mission: Organizing student-centric events to involve maximum participation and benefits for all.
With the growing use of the online medium, the club adapted to new modes of learning and incorporated new initiatives to emanate marketing knowledge through channels like social media and video conferencing. The following are some key activities undertaken by the club to foster accentuated learning:
Forevision Workshops: OYM facilitated Marketing Workshops from Forevision in Digital Marketing and Advanced FMCG sales techniques training which had successful participation of 100+ students. These help them gain practical exposure to the current trends and tools through real-life case studies, exercises, and live demos which are increasingly used in businesses nowadays and enable them to think out of the box, just like a marketer is supposed to.
CutPaste Article series: Carefully curated articles are handpicked by OYM and extracts illustrating the concepts are shared with the batch in an email blast to familiarize and update them with the latest, modern terminologies in a short period. This allows them to quickly grasp these concepts and also gives them an option to read the full article provided to enhance their understanding.
Open house discussions: Discussions on current events as well as concepts that students learn in classrooms are further deliberated to gain deeper insights into the subject matter.
Guidance in case-studies: Conducting in-depth discussions on the cases in the curriculum to better equip the students with the principles used in a light-hearted environment. This gives the students confidence to contribute in class and further their knowledge.
Encouraging a culture of corporate competitions: Corporate competitions give students a chance to apply curriculum learnings and search for viable solutions to real-world business problems. OYM identifies marketing based opportunities from a plethora of competitions and encourages student participation.
Marketing Weekly – OYM collaborated with Marketing Weekly to help the students navigate the overwhelming sea of marketing content. A breakdown of marketing concepts as well as the latest news are illustrated in these weekly articles keeps everybody up to date with the current industry trends and expectations.
Social Media Campaigns: From concepts, trends, and everything marketing, campaigns are run on OYM social media handles to create an enthusiasm for marketing. These posts provide interesting reads with a visual aid to engage the reader.
OYM also conducts events year-round to engage students with practical exposure to marketing concepts so that they learn the application of the same.
Guerrilla MarFair: A Guerrilla marketing event enabling participants to create displays and advertise any brand. The event boasts average participation of 125+ students every year.
Markaholic: The flagship case study competition of OYM is an event conducted during Agnitraya. It received the highest registration of 1079+ in the previous year with participants coming from many top B-schools like IIM Lucknow, IIM K, IIFT, etc.
Online Week of Social Media Marketing: Participants create a video Advertisement based on the theme selected and strive to go viral on social media. This tests and hones the participant’s social media strategy and technique which is a quickly growing and required marketing skill.
MarQuiz: An intra-college marketing quiz competition aimed at inculcating a competitive spirit and encouraging teamwork. It focuses on expanding the students’ knowledge in the domain.
The club also conducts entertaining events to further pique the interest of students in the field of marketing by incorporating elements like brand-knowledge, wit, and the ability to pitch your ideas such as:
Ambush Marketing: The participants use their creativity to implement the tactic of Ambush marketing to ambush their rival teams during the Kashipur Premier League.
Pitch Please: A test of persuasion and zeal is presented as a challenge to the participant in this event. They need to pitch a product, an idea, or a sellable item, and winners are crowned based on the votes they receive from the audience.
DumbCharADs: A fun-filled brand guessing game that tests students on their brand awareness as well as acting acumen.
In this way, the club presents a spectrum of potential possibilities in the field of marketing for a student to pursue. It keeps a buzz around marketing domain and fuels the enthusiasm of the students at its best.
Analytics is a booming field right now and there is a heavy demand for analytics professionals. An MBA in Business Analytics will give you an overall understanding of how the analytics industry works as well as what role you would be required to perform. You may want to tap into this challenging and demanding field if you have an analytical mindset or an interest in statistics. The multidisciplinary MBA in Business Analytics covers technical, corporate, management, leadership, and communication training as well as business-analytical qualifications.
The MBA (Analytics) program at IIM Kashipur is a two-year full-time residential program which aims to prepare managers and future leaders who will shape the increasingly technology-oriented and data-driven world. It focuses on grooming its students to acquire knowledge, skills and attitudes for leadership profiles so that they can seamlessly navigate the ever-changing business landscape. The primary objective of the institute is to nurture the students through a balanced mix of academics, industry exposure and co-curricular activities. Here is an overview of why and what all parameters one must consider before giving a thought of pursuing MBA in Analytics.
What to Learn?
An MBA trains business leader, including managers, and your primary area of education in business and management. Your MBA program, including “hard” and “soft” business skills, gives you a strong understanding of business fundamentals. This is taught in a fixed sequence of necessary courses or “core courses.” Some of the classes you may encounter as part of your MBA core include:
· International Business
· Human Resources
Your concentration on business analytics will delve into specific business analytics and data expertise and also teach you to understand business issues via a data-driven lens. The most advanced business analysis tools, case studies, and projects, including real-world data, allow you to practice practically. Some of the classes you may see offered as part of a business analytics MBA concentration include:
· Spreadsheet Modelling
· Accounting Analytics
· Marketing Analytics
· Financial Analytics
· Business Statistics
· Applied Regression
· Principles of Management Science
· Data Mining
· Forecasting and Modelling
· Business Computing
Data science vs Business Analytics are separate disciplines, which are quite often used interchangeably. A layman may not be so concerned with this interchangeability, but professionals have to use the words appropriately, since they have a broad and immediate effect on the company.
Is Business Analytics and Data Science the same?
A Business Analyst’s job includes researching and extracting useful information to clarify business performance (present and future) from data sources. The correct plan to develop the organization is often decided by a Business Analyst. Whereas, Data scientists gather, analyze, and interpret broad data sets and use their analytical, mathematical, and programming skills to decipher valuable insights for solving difficult business problems. The three major factors that differentiate business analysts from data scientists are overall responsibilities, skill sets, and user interaction.
Overall responsibilities: The functional requirements that inform IT system design is provided by business analysts. On the other hand data scientists derive significance from the data generated and processed by such systems. Data scientists may also simplify the activities of the company analyst and be able to provide some of the market insights. Taking monetary benefits into consideration business analysts are slightly paid more than data analysts.
Skill Sets: Business analysts need data science expertise as well as skills related to communication, critical thinking, negotiation, and management. Whereas, data analysts need similar skills with a more in-depth emphasis on technological data manipulation.
User interaction: Business analysts also have more direct contact with system users, clients, system developers, and others as project facilitators and managers than data analysts do. That’s because market analysts will also interview individuals and learn more about how to enhance technology to help business processes. During the course of a single project, they work collaboratively with others. While data analysts can initially collaborate to define important data sets with internal subject matter experts, the majority of their work is performed independently.
Considering business analytics and data science domain, the former attracts the target base more owing to its business coherence and state of the art application-related job role. Apart from these there are few more benefits of pursuing business analytics which are as follows:
More informed decision making: Business analytics can be a valuable resource when approaching a substantial strategic decision. For example, when the company needs to analyze its product line update, business analytics can be applied to determine whether the updated product has resulted in faster service, more precise recommendations for resolution, and higher scores of customer satisfaction are achieved.
Improved operational efficiency: Analytics, beyond financial benefits, can be used to fine-tune company processes. Business analytics can be used to forecast business operations and assist the company by more effectively timing maintenance, enabling it not only to save operating costs, but also to ensure that it maintains assets at optimum levels of performance.
Is Business analytics a good career option?
As digitization has become a buzz in recent times with technology and data being utilized from local grocery shops to well-sophisticated malls, the demand for business analysts also has increased significantly. Moreover, as per the statistics, for every hour, terabytes of data are generated by 6 billion connected devices. With this increasing demand, there is an insufficient supply of professionals.
From the above-mentioned courses offered by MBA institutes, one can get the knowledge of the following skills: Python, SQL databases, and R, Survey/query software, Business intelligence, and reporting software, Data visualization, Database design, Problem-solving skills, Effective Communication, Creative Thinking and Industry Knowledge. These help them to be the best fit for diversified job roles, which include data analyst, supply chain analyst, big data analyst, business analyst, marketing analyst, finance analyst, HR analyst, etc. The increasing demand for MBAs with analytical skills has made Business Analytics a relatively new and popular specialization in the management domain.
What is a Business Analytics MBA Job Market?
There is a shortfall of 1.5 million analysts, according to a report by the McKinsey World Institute. With an MBA in Business Analytics, you are eligible for a large range of careers, including popular C-suite jobs. This is because MBA graduates are qualified to hold leadership positions in a number of business environments. In all types of businesses, health industry marketing, supply chain management, data-driven decision-making is increasingly in demand. Based on their domain knowledge, skills and work experience, companies typically offer these job roles to candidates. The high demand for professionals with an MBA in Business Analytics is generated by MNCs, retail and manufacturing companies, IT companies, e-commerce companies, consultancies, telecommunications companies and business analytics and intelligence companies. MBAs are hired not only by MNCs but even by startups. As an MBA is primarily a business degree in Business Analytics, you will not be looking at data science work. You’ll be eligible for data-driven positioning instead. You will also have the advantage of competing with a background in analytics for more general positions in business management.
To conclude, the MBA in Business Analytics is an upcoming field of expertise in all sectors of the industry that is gaining increasing traction. The specialization demonstrates a positive and promising outlook, and you can go ahead and begin your MBA journey in Business Analytics for those of you who have long been skeptical about choosing this career path!
Opportunities! “Consultants must find newer opportunities. If you can’t find one, create one.” This is precisely what Consilium strives to do – creating opportunities!
Consilium, the academic club of IIM Kashipur deals with Strategy and Consulting aspects of Management. Since its inception, Consilium is determined to assist the students with preparation, comprehension and expertise in this domain. The club continuously collects and updates relevant resources to enhance the knowledge of the community. With the changing business dynamics across the globe and shift in the recent global order, Consilium ensures that the students are equipped with the latest trends and have hands-on learning experience throughout the academic year.
Established with the vision of nurturing students to become the future leaders in the domain of consulting and business strategy, Consilium has been consistently working in this direction by conducting case study competitions, knowledge sharing seminars, guesstimate workshops and the most anticipated-industry interactions.
“Without strategy, execution is aimless. Without execution, strategy is useless.” – Morris Chang
Consultants often find themselves interacting with different verticals and domains of the business. It requires solving problems not just through single domain optimization but via a collective approach encompassing all domains. The problems can be visualized with say an example where an organization wishes to analyze the pros and cons of venturing into a new market, which will require an understanding of marketing, finance, supply chain, operations, and a fair knowledge of relevance between all of these. That is where strategy comes into play. The methodology does not limit to one vertical but through a broader lens for looking at multiple domains.
The journey with Consilium starts with the very first month in the MBA curriculum at IIM Kashipur, where students are provided with the introduction to Strategy Frameworks, Consulting interview questions and reference materials. These resources assist students not just to gain a perspective in the domain, but also to comprehend highlights of the practices that are used in further stages.
Moving forward, Consilium provides a variety of hands-on opportunities through case competitions, business simulations, questionnaires and industry connections. The club is managed by Executive members who have demonstrated the knowledge and expertise at National level having a flavour of participating and winning reputed B-school and corporate case study competitions like Flipkart Wired, Thoucentric Bottoms Up, etc.
Consilium’s monthly newsletter shares the best practices, strategies and changing dynamics from different industries ranging from sports, FMCG, Petrochemical to latest Industry 4.0. Further, the newsletter comprises frameworks and their usage in real-life business problems from these industries. The club also ensures that the resources are not just limited to a monthly basis, and provide consistent updates through our social media channels.
The theme for the November Newsletter had been Covid-19 impact on business strategies covering the impact on the Sports and Oil industry along with the role of Digital trends in business expansion.
“It’s not about money or connections – it’s the willingness to outwork and outlearn everyone…And if it fails, you learn from what happened and do a better job next time.” – Mark Cuban
In Foresight Series, the academic experience in consulting and strategy is tested through gamified quizzes, guesstimates and infographics. Foresight comprises three events throughout the year, offering a constant opportunity to compete with peers and test their mettle in solving real-world problems. Due to pandemic, Foresight 4.1 was conducted online with a mix of quiz to cover domain knowledge and guesstimates problems to prepare students for interviews.
Consilium brings together experience from industry leaders in the consulting and strategy domain. Students get to explore from real-life experiences of consultants and explore insights from the challenges they face, the thought process behind critical decisions taken and the key takeaways from years of experience in the domain.
EndGame is a national level simulation designed on a business scenario wherein the students walk the consultants’ shoes and apply their knowledge to compete with peers from other B-schools. It involves the application of academic knowledge from various facets of decision making, marketing and economics. It also tests the strategic forecasting and understanding of competitive dynamics in real-life situations. Further, the event demonstrates the presence of zero-sum game, to create similarity with as much real-world dynamics as possible.
Consulting Knights and Ranbhoomi
Consulting Knights and Ranbhoomi provides a diverse and enriching experience in solving cases at Pan-India level. Students utilize their knowledge of all disciplines to prepare strategies for business cases in teams. This event is organized in collaboration with various organizations like Havish M Consulting, to get an essence of existing business problems.
In the academic year 2020-21, the club initiated a strategy-talk series “Consilium Conversations” wherein it invites budding entrepreneurs and industry stalwarts from various domains for a conversational interview. It focusses on unearthing the strategies that go behind creating a successful business or project. The motive behind the series is to inspire the students to develop strong critical-thinking skills required in strategy & consulting roles and learn about the latest developments in the industry. With each initiative, Consilium creates a robust environment for the students to learn and challenge themselves in the field of consulting and strategy.
IIM Kashipur has always been at the forefront of bridging the gap between the academic curriculum and the industry requirement and the recently concluded first leg of “Coalescence 2018” bore testimonial to this very fact. IIM Kashipur hosted the Annual Management conclave “Coalescence 2018” on 4th and 5th August 2018. As part of the Management conclave, the annual “Marketing Summit” was held on 4th August which witnessed the presence of various industry leaders from the Marketing domain. On 5th August the annual HR meet “Samanvaya” was held which was graced by the presence of various leaders from the HR domain.
The first day of the conclave started off with the lamp lighting ceremony by faculty and guests. After a brief glimpse into the history of IIM Kashipur, Dr K.N. Badhani, Director, IIM Kashipur welcomed the gathering in his opening speech. He described the objective of the conclave as a means to bring industry stalwarts, students and faculties together. The eminent guests who graced the conclave with their presence were- Mr. Puneet Nagpal, Head Marketing, Sales and Marketing solutions, LinkedIn India; Ms. Megha Ahuja, Digital Media Professional; Mr. Stefan Haves, Founder and Creator, Stefinity Entertainment Inc.; Mr. Nomit Joshi, Head Marketing, Gionee India; Mr. Hitesh Sood, Associate Vice President, Idea Cellular Ltd.; Mr. Ashok VK, Director, Marketing Oncology, Dr. Reddy Laboratories.
The speakers spoke at length about the importance of Data and Analytics in marketing. According to them, Technology has empowered marketers with data. They stressed the importance of analysing the real-time data as it is generated. The speakers also touched on the topic “Digital Social Media and Consumer Behaviour” and told how social media can be used as a tool to connect with consumers with emotionally. They also discussed the different digital trends that are shaping India.
The eminent guests who graced the conclave with their presence on the second day were- Mr. Rajeev Bhadauria, Director HR Jindal Steel and Power; Mr. Ramesh Shankar S, Executive Vice President & Head of HR, South Asia – Siemens; Ms. Gargi Basu, Head of Learning and Development, Cadila Pharmaceuticals; Mr Andrews Simon, Head Talent Acquisition at eClerx; Ms. Praveen Chauhan, Head – HR & Admin at Agarwal Packers & Movers Ltd; Mr. Sahil Nayar, Associate Director HR at KPMG; Dayanand Tripathi, General Manager – Talent, Rewards & Culture, Mr. Saurabh Deep Singla, Chief HR at Ecom Express Pvt Ltd; Mr. Sujit Kumar, HR at Jindal Stainless Ltd; Mr. Ramakrishn Ghosh, HR at Apeejay Surrendra Group; Mr. Ayush Gupta, General Manager at GAIL (India) Ltd; Mr. Shivakumar Rudrappa, Head Of TA, Workforce Planning & Deployment at Sodexo India and Mrs. Devjani Chatterjee, Area Chair (HR) IIM Kashipur.
The speakers spoke on the topic “New Characteristics of Leadership: Transforming Business In The Digital Age”. They discussed the importance of adapting to technology. According to them, continual change is the business driver and people should get comfortable with ambiguity. They also provided their insights on the key aspects of leadership. They explained how leaders can be the emotional anchors for the team. They discussed how human beings can add value to skills through emotions. The speakers also spoke on the topic “Striking The Right Balance: Training, Development and Attrition”. They discussed the skill values of the future and how the recruitment strategy of an organisation should be aligned with it.
The event was a success. The students got to interact with the eminent personalities and learned about the latest trends and the happenings of the industry. The insights and experiences shared by speakers provided valuable learnings to the students.
Neuromarketing is the marriage of brain science and marketing. This field of study answers the questions like why a consumer desires a product and when does he need it the most.
The path to salvation is not through being quiet; one needs to strive, reach out and endeavour. This is very true as far as marketing is concerned and therefore every entity, be it a local supermarket or an MNC, struggles to help us know they even exist. In this pursuit, they resort to one mantra – sell, sell and sell. The selling approach has evolved over time but the struggle has prevailed nonetheless. In conventional marketing, the emphasis is on selling whereas in new age marketing, more importance is given to customer satisfaction. Previously, the products were aggressively promoted on the mass media viz. TV, radio, banners and posters, newspapers and magazines. More reliance was on a thirty second advertisement on television. The major concern seems to be, in traditional marketing, visibility. But now with the advent of the internet and social media, marketing is modernised and is continuously being reinvented. In new age marketing, the focus is more on understanding the needs and desires of customers, satisfying those needs, getting feedbacks and building lasting relationships with the customers.
Internet; what is so amazing out there? Roughly about 40% of the world’s population has an online presence. They all search for information over the World Wide Web to compare products, make buying decisions or even to make a purchase and the search engines are in possession of this information. Using this information, a business organisation could target only those customers who are of its interest. The internet has a huge audience as does television, but the bang for buck is more for the internet marketing because the online advertisements are very specific unlike the TV ads. This type of target marketing saves time and money for both marketers and consumers. Google has capitalised heavily on AdSense and AdWords and has been continuously innovating to ensure better service for its clients as well as users. Out of all internet users, approximately about 70% use social networks and spend most of the time on social media sites like Facebook, Twitter, Pintrest, Tumblr etc. According to Pew Research Center, there are about 1.2 billion Facebook users worldwide and more than 95% of them are aged less than 30 years, the average amount of time spent by a Facebook user is 15 hours and 33 minutes per month, total number of YouTube page views per month is 92 billion. With such demographics and statistics come some of the greatest of opportunities for the marketers. Also on these social media, users reveal a lot of relevant information as to their interests, likes, envies, age, gender, place, education etc. This platform not only helps marketers better understand the needs and desires of the customers but also get their feedbacks. Thus, with all the sensitive and relevant information beforehand, marketers could make better products, give better services and achieve better customer satisfaction.
Nowadays, in the marketing world, there is an increasing emphasis on brand positioning i.e. the target customers’ reason to associate with a brand in preference to others’. Through careful and strategic set of marketing activities, brands are made to occupy distinctive place and value in the customers’ mind. At the same time consumers have a strong tendency to avoid advertisements. In such a scenario, marketers have had to ensure that ads do not seem ads and hence the process of disguising ads has given birth to a new marketing concept- Product Placement. Product placement or embedded marketing lays emphasis on making ads less advertorial by creating ads that are stories, mini movies, and real life scenarios. When James Bond endorses Omega wrist watches or the famous Bruce Wayne drives a Lamborghini or the Ironman himself drives an Audi, the audience connect to that scene; build a perception about that brand in their minds. Product placement is a mega industry in itself that creates new identities for brands and increases revenues manifold for the movies. This sort of co-promotion/co-branding has become a trend. On an average, a blockbuster movie partners with more than a dozen brands for promotion. Also, we see franchises like McDonalds partnering with movies for co-promotion and we see celebrities using/promoting certain brands in the middle of a movie. At this juncture, comes one more interesting marketing concept- Neuromarketing.
Neuromarketing is the marriage of brain science and marketing. This field of study answers the questions like why a consumer desires a product and when does he need it the most. Activity tests (MRI scans while being shown a series of mini-films) are carried out on a sample set of people to identify the emotional peaks in the story and this helps to find the best scene and apt time to pitch the product and thus it also helps create more and more memorable and impactful ad campaigns each time. Does it ring a bell? Why these techniques are being adapted? Yes, to advertise without letting the customers know they are being shown an advertisement. Yes, it’s true; marketers are adapting new and complex scientific techniques to dig into consumers’ subconscious minds to make the art of selling more creative and data driven. Many questions might arise: are marketers being manipulative? Is this ethically, socially and morally correct? That’s for readers (and the consumers themselves) to decide.
Marketing activities make customers think; somehow products are connected to their sense of well-being and the sense of happiness. The key here is, it’s not the product or a service that makes a customer happy but what makes a customer happy is how that product is perceived, the sense of joy and pride that comes by being associated with that product/brand. With all the new and fancy marketing techniques, where does the traditional marketing feature in? As mentioned earlier visibility is a requisite for any marketing activity to be successful and the brands could effectively make us feel their presence using the old techniques viz. TV advertisements, banners and posters, newspapers and magazines. I would like give an interesting example as to what happens when one of the traditional advertising techniques is ripped off.
Sao Paolo is one of the largest cities in the western hemisphere and a tourism hub; thus a potential marketplace for all sorts of sellers. The city administration of Sao Paolo has banned all forms of outdoor advertisements in a move to fight against visual pollution. There are no banners, no posters, no billboards, no ads on buses and taxis- absolutely no outdoor ads. The revenues, after the ban, of all kinds of stores, boutiques, hotels, restaurants etc… have taken a toll. Sellers in Sao Paolo are now immensely reliant on digital marketing and word of mouth marketing. So what does this tell us? The effectiveness of a marketing activity is dependent on both traditional marketing and digital marketing. Maybe that is why marketers are trying to rediscover traditional media. In fact, conventional advertising and commercials still has the lion’s share of the marketplace—almost double the digital media advertising in terms of money spent. The bottom line is that television and print media are still important because in a world where content is king, television networks and print media publishing houses are some of the best mass content producers. In the world we live in, both credibility and visibility are of utmost importance. A brand cannot be credible unless it is visible and once it is visible, it ought to be credible.