Jagan Institute of Management Studies (JIMS), Rohini organized a session on “Fundamentals & Strategies of Digital Marketing” under the Leadership Talk Series for PGDM–Retail Management (Batch 2025–27) students. The session was conducted by Mr. Nishant Tiwari, Head of Digital Marketing, IVORY, on 30th August 2025.
Mr. Tiwari provided practical insights on how digital marketing has transformed into a two-way communication channel where brands not only reach customers but also actively engage with them. He introduced students to the Digital Marketing Spectrum, covering SEO, Content Marketing, Social Media, PPC, Email, and Analytics, and explained why digital marketing has become more effective and measurable compared to traditional methods.
The session also familiarized students with key industry metrics such as ROAS, CAC, CPC, CPM, and Conversions, highlighting their importance in assessing campaign success. Students were further engaged in a case study on launching an organic edible oil brand, where they worked on real-world strategies for brand awareness, budget allocation, and communication of USP through digital platforms like Instagram, YouTube, Google Ads, and Influencer Marketing.
Key Takeaways:
- Understanding the Digital Marketing Spectrum (SEO, Social Media, Content, PPC, Email, Analytics).
- Importance of customer engagement in today’s two-way communication era.
- Key performance metrics: ROAS, CAC, CPC, CPM, Conversions.
- Digital marketing as a cost-effective, measurable, and scalable alternative to traditional methods.
- Hands-on exposure through a real-world FMCG case study on budget allocation and strategy.
The highly interactive session bridged theory with practice, giving students valuable exposure to digital marketing strategies in action.