Mr. Pawan Shekhawat is the Digital Marketing Head of Echelon Institute of Technology. He has more than 14 years of experience in Digital Marketing. Prior to his present position, he was working as a digital marketing manager at BDES Group of Institution, Faridabad. He is an alumnus of Apeejay College of Engineering, Sohna Gurugram, has completed his M.Tech. from Lingayas University and holds a diploma in digital marketing from NIIT Technologies. Mr. Shekhawat has also worked at Rapidex Advertising and at the Heena Group of Industries.

ECHELON INSTITUTE OF TECHNOLOGY, FARIDABAD

Can you outline your approach to developing a comprehensive digital marketing strategy that aligns with the institute's goals?

A process that I usually follow is to understand the institute's goals and objectives, conduct a SWOT analysis, define your target audience, and set key performance indicators (KPIs). Thereafter, I do competitive analysis, content strategy, website optimization, social media strategy, digital advertising, and media buying, iterate, and evolve.

How do you ensure that digital marketing efforts are integrated across various channels for maximum impact? 

Integrating digital marketing efforts across various channels is crucial for achieving maximum impact and ensuring a cohesive and consistent brand presence. A few steps that I take to ensure integration across channels are setting clear goals and objectives, developing a comprehensive strategy, creating a unified brand identity, and coordinating content creation. We also do cross-promotion, consistent messaging and audience segmentation, and a/b testing unified reporting

What methods would you use to ensure content consistency and quality across different digital platforms?

Maintaining content consistency and quality across different digital platforms is essential for building a strong brand presence and engaging your audience effectively. The methods and strategies that I use to ensure content consistency and quality are to create brand guidelines, a content calendar, an editorial style guide, a centralised content creation team, content templates, review and approval workflow, content audits and content templates.

What social media platforms would you prioritise for the institute's digital presence, and why?

The choice of social media platforms for an institute's digital presence should be based on the institution's goals, target audience, and the type of content they plan to create and share. Some social media platforms that can be considered for the same are Facebook, Instagram, LinkedIn, Twitter, YouTube and Pinterest. 

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How do you plan to engage and interact with the institute's followers on social media?

Engaging and interacting with an institute's followers on social media is crucial for building a strong online community and fostering a positive brand image. One plan to engage and interact effectively is to listen and monitor, respond promptly, personalise responses, engage in conversations, and create interactive content and user-generated content (UGC).

How do you stay current with the latest trends and innovations in the digital marketing landscape?

Staying current with the latest trends and innovations in the digital marketing landscape is crucial for ensuring the effectiveness of your marketing strategies. Some strategies to stay up-to-date are continuous learning, industry blogs and publications, social media monitoring, attending conferences and events, podcasts and webinars, networking, and collaboration.

Can you discuss a recent digital marketing trend that you find particularly interesting or relevant to educational institutions?

One recent digital marketing trend that is particularly interesting and relevant to educational institutions is "Virtual Reality (VR) and Augmented Reality (AR) Experiences." These technologies are gaining traction in the education sector and can be powerful tools for enhancing marketing efforts. Here's why they are noteworthy: Enhanced Virtual Campus Tours, Interactive Learning Tools, Virtual Events and Open Houses, Personalised Campus Visits, Gamification for Engagement, Demonstrating Research and Innovation and Remote Labs and Experiments.