SINCE PEOPLE BEGAN GETTING GLUED TO their cell phones and tablets and laptops, digital became the mantra. There was a sudden gush to tell friends and colleagues to send the document (or whatever else it may be) by email, instead of a print. Some may abhor this, but come to think of it, digital is actually environmentally-friendly.
In the world of manufacturing, companies and vendors are moving their advertising and promotions to the digital realm. Shachi Sharma, market & strategy manager, general industry, Henkel Adhesives Technologies India, “We have been able to move a large portion of our sales meetings to virtual calls and adapted our selling processes to digital. We have engaged with customers through digital content developed specifically for these times and created some exciting contests for our internal teams to stay energised during the six months of limited outdoor activity.”
The right use of online video conferencing platforms can still keep one connected with the customer. And most think that this will continue to be used beyond the pandemic. While it does have its limitations, this platform has helped during the lock-down. Rahul Desale, senior manager, marketing, LMT Tools India, says, “In the precision tool industry, field-to-field meetings of specialists and application engineers with customers are very important to study and prove out of application and tools. Trade shows have always helped organisations to showcase their latest innovations and technologies. We always look forward to have one-to-one interactions with our customers and prospects at such shows. Now some leading exhibition organisers are organising online trade shows and we are yet to experience and see the response.”
The uncertainties of the last few months have compelled people to look at everything online. There was no option. Jay Shah, MD, Tungaloy India, says, “It has been given to think that remote working and digital marketing are the new normal. This will lead to a stronger focus on e-commerce. Purchases will move online and so will buying. We understood these requirements and came up with our own e-commerce site, WEBSHOP. Here, customers can view stocks, look at invoices, evaluate sales history, ask for a quote, among other things. We also improved our e-catalogue and made it simpler for customers to navigate and find the right solutions.”
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