Viraj Rajani Co-Founder of Digipple, which helps startups and businesses grow on digital platforms. With 5 years of experience in the digital marketing field & building Digipple, he is a self-taught marketer who continues to learn daily about digital channels and how they evolve around consumer attention.

Mr. Viraj then discussed the foundation structure of digital marketing, which consists of three pillars: Channel, Content, and Consumer. He emphasized that these pillars are the basis for all digital marketing strategies and approaches. Channel refers to the mode through which consumers interact with businesses, and each platform has its own guidelines for marketing. Consumer, on the other hand, is the target audience, and understanding them is crucial for successful marketing efforts.

The explanation of that there are two main methods for understanding the target consumer: qualitative methods and quantitative methods. Qualitative methods include interviews, focus groups, and social listening, while quantitative methods involve surveys, questionnaires, and analytics tools. He also shared a template for creating a client persona, which helps businesses to better understand their target audience. 

He then discussed storytelling, emphasizing the importance of human connection in marketing. He shared two frameworks for storytelling: the Lock Framework and the Hero’s Journey. The Lock Framework includes Lead, Object, Conflict, and Knockout, while the Hero’s Journey is a common framework used in movie scripts that can be adapted for marketing strategies.

Finally, Mr. Viraj explained the importance of providing value to the target audience through interaction and education. He stressed the need to establish trust with the audience by addressing their pain points and providing solutions.