Digital Marketing
November 05, 2025
Badar opened the session by showing the cohort a digital landscape of Pakistan, highlighting the access to the mobile phone by a very large percentage of the population, the implications for marketers of this development, and the need to differentiate between the macro trends and the variations and gaps that exist at the micro levels. For example, he specifically discussed limitations marketers faced when dealing with rural areas.
He then gave an overview of the marketing discipline, integrating the classical approach to it with the digital approach. In one of his slides, he was careful to suggest that even though some digital marketers may assume that one can jump start with setting up a tactical digital approach, a good marketer must start with the same old fundamentals of marketing: finding and analyzing market opportunities, segmenting, targeting and positioning, thinking hard about the user experience, and then designing digital strategies.
The example of user experience that he gave was TikTok’s brilliant insight to move from the horizontal to the vertical format, forcing almost all other platforms to follow suit.
A thread that wove through his entire presentation was the need to address markets differentially. While students would be familiar with the momo dumplings, teachers of a certain age might not be. To reach the chief justice of the Supreme Court, you may need to seek the help of a newspaper; to reach lawyers, you may need Facebook; and to reach law students, you may need TikTok and Instagram.
He went to some length in explaining the difference between paid, earned, shared, and owned media. At the very end of his session, he recommended the participants to acquire certifications from the following: Google Analytics, HubSpot Academy – Inbound Marketing, Facebook Blueprint, LinkedIn Sales Navigator; Google Digital Garage for foundational training; and Google career certificates (professional certificates and Google even gives jobs based on these). Given that P&G has exited, one must look more closely at Pakistani businesses, and the above certifications will help.
Badar, a Lahore School alumnus, received enthusiastic and sustained applause from the participants for his sparkling, practical, and well-crafted session.
Labels: Guest Speaker, Winter 2025
posted by S A J Shirazi @ 11/05/2025 09:43:00 AM,
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