Indian Journal of Science and Technology

Abstract

DigitalMarketing–definedMichaelPorterhas said:Thekeyquestionisnotwhether todeployDigitalTechnology–companies have no choice if they want to stay competitive – but how to deploy it. Digital marketing describes the management and execution of marketing using electronic media such as the web, e-mail, interactive TV and wireless media in conjunction with digital data about customers’ characteristics and behavior. Mass customization is a necessity today and hence digital marketing is yet another channel that provides touch points for improved customer relations. Digital marketing is one effective way to address this necessity with various touchpoints/sub-channels like FaceBook, LinkedIn, Blogs, Twitter, and the website itself. In modern parlance, it has now been accepted that customers are exposed to 3 screens: 1st Screen: Television, 2nd Screen: Computer Monitor, 3rd Screen: The Mobile Handset. Does that mean that we have to create content for each of them separately? Fortunately, with the advent of strong CMS like WordPress, this duplication of work is now a thing of the past. Atleast, the last two screens are clearly addressed by the responsive themes of WordPress. Today there are a few smart TVs in the market that can connect to the web and there are no issues with WordPress delivered content. Methodology: The first study of the paper would analyze the role of WordPress and its advantages. The second study would highlight on the study of SEO plugins and its importance while using WordPress. The third study would focus on whether WordPress as a standalone system can address the CMS and how “plugins” can enhance its application and usability. The above studies would be dealt using secondary research data like research papers, journals and websites. Conclusions: Currently, DD India covers over 92% of the population. But the penetration of TVs has not kept in tune with this. On the flipside, TVs are viewed in groups. Given that DD India was established in 1959, it has been over 65 years before this could be achieved. The internet launched in mid 90s has 243 million internet users in the country to people who use computers and laptops.(8) What is astounding is that smart phones which came in several years later today has already achieved a penetration near to 50% both in rural and urban areas of India. Given this trend, it is only a matter of time that Mobile penetration exceeds that of Doordarshan – The 1st Screen. What is more relevant is that each Mobile is a personal product of an individual unlike the other two screens.
Keywords: Content Management System (CMS), Digital Marketing , Doordarshan , Mobile Digital Marketing, WordPress