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Interview With Abhishek Rai, Founder, Shack Co. On Digital Marketing

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abhishekAbhishek Rai did his schooling at DPS, B.Com (Hons) from Deshbandhu College, DU and PGDBM in Finance from Wigan & Leigh College. Currently, he is the Founder of Shack Co.

Digital Vidya: How did you get into Digital Marketing?

Abhishek: Internet & Coffee

I got on to net early in 1998. I also stumbled upon the world of coffee. So, I started learning everything about coffee on the net. Finally I decided to set up a café. I needed money. A private equity fund was setting up colleges in India in 2007. They wanted to build a website. I had never developed a website or an application. I lied to them and bagged the project. I took up more projects. I got more interested and kept learning. I never opened the café.

Digital Vidya: Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?

Abhishek: 3 Reasons

1. Not for everyone:

I do not think that every one has to learn digital marketing today. However, one should understand it for sure.

2. It’s equivalent to marketing communications:

Though the brand managers and marketers take the final decision, it is carried out by trained professionals at advertising agencies.

3. Must for Digital Marketers/ Professionals:

People interested in becoming digital marketing professionals should definitely learn it. Right now we do not have good courses for learning Digital Marketing. It’s just another course at the colleges.

Digital Vidya: According to you, what are the top mistakes committed by organizations today in leveraging Digital Marketing?

Abhishek: 3 Things

1. ROI vs IOI:

Campaigns are all about the numbers; shares, clicks, views, impressions. It does not translate into business objectives such as branding, perception or positioning.

2. Analytics vs Analysis:

There is complete lack of analysis of the analytics data. Most tools and analysts only look at the data which is easy to undertand and easy to put out as graphs, charts and bars.

3. Lack of planning:

Digital marketing today in India is all about one campaign from another. For the rest of the time things are dead. I do not see road maps and plans.

Digital Vidya: You led ‘Future Of Digital Marketing: Brand Communities’ Webinar for Digital Vidya’s community. How was your experience in leading the Webinar?

Abhishek: 3 Again

  • I loved the experience. It brought back the memories of my teaching at management colleges.
  • I loved the questions from the participants.
  • It gave me hope that there are so many people who take digital marketing seriously.

Digital Vidya: Please share top 5-7 takeaways from the Webinar you would like to share with our community.

Abhishek: 3*2 takeaways

1. Know your people:

Before starting any campaign, plan or activity, know your target group. Do as much research as possible.

2. Traditional Marketing Rules:

If you want to be a successful digital marketer, go back to Kotlers and BCG matrixes. They are as true today as they were before.

3. Content is Hard Currency:

Content is the hard currency of the internet. People come for the content and stay for the brands. Sadly, it’s other way round with our brands.

4. Empower Social Media Managers:

Very few agencies and teams are willing to empower and train their social media managers. Send all of them to Digital Vidya.

5. Keep it simple:

Don’t try to impress the world with your digital marketing speak. Break it down,make it simple to understand and people will see its importance.

6. Evaluate constantly:

Anything which can be measured, can be improved. But, it’s important to measure the right thing.

Digital Vidya: Do you have any suggestions for us to further increase the value of our Digital Marketing Webinars for our community?

Abhishek: Podcasts series:

Get more than one expert and get crank up the mics. Let professionals share their experiences in a talk format.

Digital Vidya: Would you like to share few words about the work we are doing at Digital Vidya?

Abhishek: I said before I am hopeful that we are moving in the right direction. Digital Vidya is on the forefront. I wish it keeps evolving and leading the way.

  • Digital-Marketing


  • There are 2 comments


    • 3 years ago

      Digital Vidya Editorial Team   /   Reply

      Thanks Abhishek for your valuable contribution in helping our community, learn and leverage Digital Marketing. We appreciate your kind words about the work we are doing at Digital Vidya. We look forward to long term association with you.

    • 3 years ago

      Indrajit Goswami   /   Reply

      One of the bold and best interviews published by DVET. I’ll share with my students.

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