If you are a marketing practitioner or a student, you should be worried and should read this whole page carefully.
The methods and mechanisms of marketing has completely changed in the last 3 years. We know It implicitly because we are a consumer as well. And a conscious one. We know how our own buying habits have shifted whereas the strategy and tactics of most businesses have not.
Companies are using digital marketing all the time. We see ad posts on our Instagram and Facebook feeds and are now programmed to skip the 2nd and 3rd posts knowing implicitly that they will be advertisements.
If you are like us, you like buying and hate being sold to.
The whole mechanism of engaging with potential consumers have changed. We are drowning in data. Yet trust and peer reviews seem to be the principal forces driving purchase decisions. But how do marketers build trust? And how so they lead their potential customers cross the chasm and make them buy?
Unfortunately, while branding, marketing and consumer behavior and the way they interact with brands and businesses have completely changed, businesses have not. And frightfully, college curriculums have not.
Traditional B-Schools haven't evolved in their concepts, curriculum and teaching methods. Their world of Marketing continue to work under old assumptions that -
Several such changes have swept the world of Marketing and buying. We all know it implicitly. Traditional Marketing Institutes focus on old curriculum. This is insane.
Most institutes we surveyed, teach mechanics of ‘Digital Marketing’ without getting into strategic and leadership aspects of branding and marketing. They believe that digital marketing is some sort of making creatives and posting on social media. Such notion stems from one’s own lack of top-down business experience and treating students as mass consumers themselves, without any active interest in nurturing them. Nothing can be far from truth.
At FIML, we look at students as future leaders. Everyone who comes to us (maybe due to word ‘Leadership’ in our name) thinks of himself/ herself as someone who sees himself/ herself leading an organization or own business at some point down the line and is looking for mastery over these important subjects beyond what is out there.
FIML has also seen a perceptible gap between the strategies such marketing leadership-oriented organizations like Google, Uber, Amazon and the entire startup and new age businesses demand which traditional marketing institutes, & management colleges unfortunately don’t cater to. They are still looking in rear view mirror and teaching strategies of the past.
This is where FIML comes in
We strongly believe, students should base their learning foundations on leadership aspects of new age marketing. Driven by deep understanding of how to build brands and businesses. Have mastery over new emerging science of marketing involving Brand building, Inward Marketing (outbound anyone can do), lean marketing, Content based trust building, building a fan following (building following and cult is natural extension of building brands), narratives and persuasion, Growth hacking etc.
These parts of marketing value chain involve considerable leadership aspects and understanding because your downstream strategy and implementation will depend on these. Good grasp of these will save you a lot of money downstream and will build virality in your business which leaders absolutely love but marketers find it tough to deliver.
These principles are also invaluable if you are planning to start your own business. Without these, you will behave like a rudderless ship in an ocean of brands.
FIML makes you an expert in Modern areas in Marketing that are applicable in today's world. We teach you the following -
We have found that students poorly understand and interaction with brands. Hence are unable to build them. Business fortunes can be made or broken just by carefully understanding and implementing the correct Principles of Brand Building. It is the fountain head of all marketing knowledge and yet marketers understand them so poorly. One third of our focus is on understanding brands and branding building strategy. We have a full course designed for it.
Those days are over when you spent millions of dollars and bought customer attention. This can be done by any marketer. New age entrepreneurs & businesses are now looking for innovative ways to gain attention, cut through noise and occupy consumer’s mind space. Trust & not product features is the most important aspect helping brands these days. Inward Marketing, Content Marketing and some other recent advancements that you need to master.
Marketing has gone way beyond 4P’s and require fresh understanding of these new age principles.
New age businesses, especially digital businesses are relying on and pushing ways to hack growth. They rely on strategies that produce exponential results. They are not happy with linear growth strategies. Liner can be achieved by anyone. It doesn’t require a leader. Successful businesses are those who employ these hacks. Such hacks are delivered by a mix of smart marketing, exploiting consumer behavior and use of digital tools like messaging platforms, smart use of social media (not traditional digital marketing) & analytic tools. These are must to understand areas which you need if you want to become a true marketing leader or an entrepreneur yourself.
FIML believes that most Digital Marketing courses offered today are a sham. At the minimum, they are much below your expected pay grade. They think posting on social media platforms and measuring results equals social media and digital marketing. This is like making you a pawn in a game of chess where your aspiration is to become a queen.
They can at best make you a social media marketing implementer, not a leader.
We believe Digital Marketing is way beyond this. One needs to derive social media strategies based on all the topics discussed above (Inward Marketing, Content Marketing, Growth Hacking etc) and look for means of exponential growth. Leaders realize that social media is just a tool. Not the end. You need to exploit it in the larger context of what you are trying to achieve. For example, combining webinars with Twitter or Facebook generates much stronger following on social media than making creatives and posting. Targeting influencers and celebrities (in your business domain) on Twitter and getting their attention and mentions is way more important that blindly paying for and increasing your followers. These are strategies where you use social media top down. As a tool to achieve an end. And not from
bottoms up, trying to pay for attention and acquiring followers.
FIML believes that there is a huge gap between practitioner’s current understanding of marketing and what leadership in marketing is all about. Your employability & leadership in marketing is completely dependent upon filling this gap.
FIML helps you fill this gap and makes you a leader in marketing.