VOL. XL NO. 32 PAGES 48 NEW DELHI 7 - 13 NOVEMBER 2015 ` 8.00

FUNDAMENTALS OF EFFECTIVE COMMUNICATIONSeema Mathur

"Communication is a process of transmitting and receiv-ing verbal and nonverbal messages. Communication isconsidered effective when it achieves the desired reac-tion or response from the receiver. Simply stated, com-munication is a two way process of exchanging ideas orinformation," (Murphy)

The word communication is derived from the Latinword 'communis' which means to share. The desire toshare ones thoughts, ideas, feelings and emotions isinherently deep-rooted in the human psyche and manhas devised ways and means of sharing and transmit-ting them. Western principles of communication devel-oped in Ancient Greece and Rome emphasized on oralrhetorical traditional and today's principles of writing arefounded on a mixture of ancient and oral traditions. Theoral tradition continued up till the Medieval andRenaissance period, but the written word became impor-tant in order to ensure a permanent record of communi-cation. Many language historians believe that writingdeveloped as a means of communicating business mat-ters. Others believed that merchants were the first touse written symbols because of the necessities of tradeand accounting.

While all living beings can communicate , it is onlyhumans who are endowed with the invaluable gift ofspeech, the foremost faculty which separateshumankind from the rest of the animal world. When achild is born his first act is of crying, to announce hisarrival in the world. We all have the in-born ability to lis-ten and speak but formal education enables us to readand write as well. Verbal communication is through theuse of structured language that operates by using wordsand established rules of grammar and syntax.

There is absolutely no doubt that communicationplays a very central role in our lives and it is the vehicle

through which basic human activities are carried out. Itis the 'lifeblood' of any organization and it is indispensa-ble to the success and well-being of people. The mainobjectives of communication are to give and receiveinformation, to provide advice and counsel, to imparteducation and training and to issue orders and instruc-tions . Besides formal and informal conversation, com-munication skills are required in interviews, meetings,group discussions and in written communication.Communication equips us to plan efficiently, for inspiringand motivating, coordination and training and develop-ment. It is essential to be a good communicator if onewishes to be a competent leader and exercise effectivecontrol.

A communicator has several options available whenhe transfers a message to the receiver. Any message

must necessarily have a medium through which themessage gets transmitted, like a vessel which is used totransfer water from one place to another. The success ofthe medium depends on the skills of the sender and thecultural environment where communication is takingplace. The variety of technological tools has made com-munication faster, smoother and more efficient. Theinternet, e-mail, fax messages, voice mail, teleconfer-encing and wireless devices have transformed the waypeople communicate. This growth of information tech-nology in the last few decades has also transformed theway in which business is transacted throughout theworld.

Although English is a recognized international lan-guage, communication skills do not remain restricted tothe realm of any one language. A major aspect of com-munication is the 3M approach. The Mind is the alert-ness and attitude of the sender and the receiver, theMedium is the method employed by the sender to appro-priately convey the message and the Message is a com-bination of the Mind and the Medium. In order to effec-tively address various audiences and to choose effectivecommunication channels to transmit the message, be iteither written or oral messages, the seven C's have to beemphasized upon. They are- completeness, concise-ness, consideration, concreteness, clarity, courtesyand correctness. These principles provide guidelines forthe right choice of content and the required style ofpresentation adapted to the purpose and receiver ofthe message. It is imperative for each one of us topossess excellence in formal and informal, written andoral communication.

The components of communication can be broadlycategorized as-context, sender-encoder, message,

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High Court of Judicature at Allahabadrequires 290 Driver Grade-IV, Electricianand Class IV postsLast Date : 26.11.2015 (pg 27)

HIGH COURT ALLAHABAD

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UPSC

Delhi Subordinate Services SelectionBoard invites applications for recruit-ment of aprox 1464 various postsLast Date : 26.11.2015 (pg 22)

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DIGITAL MARKETING AS A CAREER

D igital marketing is not a rocket sci-ence to learn. It is just when we do

marketing online using digital devices likelaptops, tabs and mobiles, we call it digi-tal marketing. The main objective of digi-tal marketing is to create brand aware-ness among the group of target cus-tomers. To increase the communicationwith the target customers, we use onlineadvertisements; which is a part of digitalmarketing. Digital marketers must meas-ure the ROI (Return on Investment) of thevarious campaigns launched and mustanalyze which campaign resulted in high-est ROI.

People normally have a myth aboutdigital marketing that they must havetechnical knowledge about web design-ing and development to do digital market-ing. But in reality, all what they need is tounderstand how marketing works andhow to implement various marketingstrategies over the internet using differentplatforms like social media, SEO, email,advertising and many more.

Digital marketing spending is boom-ing and growing year over year. With arecord $14 billion mark for internet adver-tising in last quarter of the year 2014,businesses understand the value of digi-tal mediums boosting their bottom line.

The Interactive advertising Bureau(IAB) said that mobile advertising grew76% year-over-year from 2013 to 2014,the biggest growth segment. That wasfollowed by social media advertising, with57% growth. Search revenues grew only

3%, but search remained the largestoverall advertising segment by far withspend of $18.4 billion in 2014 or 38% ofthe overall share.

The upsurge of digital marketing hasformed an enormous career path and hasopened a door of opportunities, an infi-nitely diverse, embryonic, and capablepath to future. Digital marketing is attract-ing entrepreneurs, and even traditionalbusinessmen and women to look for acareer change.

Digital marketing gives you full spacein diverse profile according to your inter-est and inclination. Whether your passionlies in PPC, social media, affiliate market-ing, copywriting, content management,analytics, mobile app development, orgraphic design – there’s really a greatopportunity waiting for you. There is lot of

option in digital marketing career that fitsto your choice. But before you take thethings forward and dive in, you mustunderstand the requirements, advan-tages and drawbacks of getting into it.

Talking about the top leading job por-tals in India, over 8 lacs jobs are waitingfor the digital marketers. Indian digitalindustry is on boom and has shown acosmic growth since the last 3-4 years.But it is a bitter truth of the industry that itis lacking in the trained professionals.Lack of knowledge and training is a hugehindrance in front of the digital industry.The opportunities are vast but the profes-sionals are limited. In this scenario, insti-tutes are coming forward to extend theirhelping hand for the people interested tomake their career in digital marketing.

If we talk about the job opportunities inthe industry, there are various fields of spe-cialization including content marketing,SEO marketing, social media marketingand many more which has opened a chan-nel for the employee from a fresher level upto the professional level, who are willing toenter the thriving world of digital marketing.More than 42 percent of jobs are for thefresher level.Digital Marketing Profiles and their jobresponsibilities

A Digital Marketing Professional isresponsible for creating and implement-ing the strategy and driving qualifiedprospects to conversions. Also theyhave the responsibilities of employing the

Continued on page 48

Kunal Choudhary

facebook.com/director.employmentnews

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medium, receiver-decoder and feedback.The communication cycle is composed ofthe sender who is the initiator of the mes-sage and sends the message within agiven context through a mutually accept-ed medium which is also mutually com-prehensible by the receiver-decoder. Thesender must choose the appropriatewords to encode the thoughts so that thereceiver can understand the message.Once the message reaches the receiver,it can serve its communicative purposeonly if is understood by him. The commu-nication cycle will remain incomplete inthe absence of feedback. After decodingthe message, there is a reversal of thecommunication process and in effect, thereceiver becomes the sender andsends a feed back to the originalsender-encoder. The feedback messageallows the sender to assess whether themessage has had the desired impact.Only then is the communication cyclecompleted.

To make communication effective, it isimportant to recognize the cultural differ-ences within a group or organization andbe sensitive to them. Culture is a sharedsystem of beliefs, attitudes, values,expectations and norms of behaviorwhich is passed on from generation togeneration. One should be willing toaccept that people have different beliefsand perceptions and it should be ourendeavor to improve intercultural skills.These cultural differences are 'in-built' in

our social behavior and get reflected inour non-verbal communication. The beliefthat one's own cultural background issuperior to all others creates barrierswithin culturally diverse groups. It isimportant to communicate across cul-tures and to understand and be aware ofhow social conventions and percep-tions differ and act as filters in theprocess of communication.

Oral communication ismore frequently used as it iseasier and more sponta-neous than written communi-cation. It is believed that thehuman brain can process infor-mation four times faster than therate of speech. This difference results inmany listeners getting distracted and tun-ing out. In order to make verbal commu-nication effectual, it is important to bebrief, clear, precise and logical. Mostimportantly the speaker must understandthe listener and accordingly adjust hisspeech to suit the needs of the listener.

Perfect communication takes placewhen the receiver understands the mes-sage exactly in the way the senderintends. Despite possessing efficientcommunicating skills, barriers can ariseat any stage during the communicationprocess. It is primarily due to poorexpression, denotation and connotation(literal and suggested meaning) ,faultytranslation and unclarified assumptions.Very often miscommunication occurs dueto noise, time gap and physical distance.Sometimes socio-psychological barriersoccur due to attitudes and opinions, emo-

tions, distrust or prejudices and prema-ture evaluation which can be an impedi-ment in effective communication.

Surprisingly just 7% of all communi-cation is verbal, be it written or oral andthe rest 55%is made up of body languageand 38% is paralanguage. Kinesics or

body language consists of the use ofour head, eyes, face, hands and

gestures. Para language is theway we speak, our voice,pitch, volume and wordstress. Proxemics or spacelanguage , Chronemics or

time language and Haptics orlanguage of touch are various

other means of non verbal commu-nication. So besides emphasizing on thewords we speak, we must pay due atten-tion to the other components of non ver-bal communication.

Communication is a two way processand it is important that both sides under-stand each other. Listening is an essen-tial part of communicating and how youlisten conveys meaning to the speaker.Listening has a direct relationship withlearning. The better we listen and payattention, the greater is the informationwe receive. This listening-learning asso-ciation makes the act of listening centralto our communicative skills.

Thomas Carlyle, the famous writercommented that," Language is human;silence is divine, yet brutish and dead.Therefore, we must learn both the acts."Humans are endowed with an in-bornability to speak and are also capable ofbeing silent. Silence is yet another tool of

communication ; it conveys as much orperhaps, sometimes more than words do.Silence is the absence of oral communi-cation and may have somebody signals,gestures and facial expressions. When aperson becomes silent, this in itself sendsa signal and usually silence communi-cates the mental status. This mental sta-tus cannot be conveyed through wordsand then in this context silence becomesa very effective tool.

In today's rapidly evolving environ-ment, effective communication helps us toadapt to the new scenario. The revolutionin the field of information and technologyhas led to a virtual paper-free system butthis still does not undermine the value ofthe operator who will ensure effectivecommunication. No matter how muchtechnology develops in the future, highstandards must be set to ensure that com-munication is not only appropriately word-ed and logically structured, it should beconsistently and attractively presented.

(The author is Associate ProfessorDepartment of English Sri AurobindoCollege (Evening), University of Delhi.email: seema_3_10@hotmail.com)

FUNDAMENTALS OF...Continued from page 1

techniques in other aspect ofbusiness like social media, e-mail marketing and searchengine optimization (SEO).SEO Marketers are required totranslate business goals into suc-cessful SEO campaigns, analyzethe performance of SEO effortsand help clients' increase searchengine rankings for their websites.Digital Marketing Managersare required to provide cleardirection to other members ofthe marketing team, includingweb designer, content writer,sales executives and socialmedia experts.Social Media Marketers arerequired to create and adaptcontent for each specific net-work. This includes managingcontent for Twitter, creatinggraphics photos for engagingfans over Facebook and Twitterposts, curating videos and pho-tos for visual platforms likeInstagram, Vine, and Periscope.The social media managermainly handles content strategy,develop brand awareness, gen-erate inbound traffic and culti-vate leads and sales.

Content Marketers arerequired to write and producevarious types of downloadablecontent and blog regularly, toexpand company’s digital foot-print, awareness, subscribers,and leads. This role requires ahigh level of creativity, attentionto detail, and project manage-ment skills.

In the recent times, all thetop Multi National Companies(MNCs) are boosting up theirbusiness through digital market-ing strategy. They are hiring dig-ital marketing experts who canincrease the ROI of their busi-ness. The companies like TCS,Infosys, Wipro, jellyfish, IBM,and many others are working onthe model of digital marketing.

They are offering a package ofup to INR 20 lakhs yearly for theexperts. The starting salary fordigital marketing professionals isin the range of INR 4-5 lakhs.However this salary package isnot a bar for the deserving per-son and one can get more thanthat if has ample knowledge inthe digital field.

Following are some of theinstitutes in India that are provid-ing courses on digital marketing:

Delhi School of InternetMarketing, New Delhi – It pro-vides certification in “AdvancedDigital Marketing TrainingProgramme”. The eligibility crite-ria to enroll in the course are10+2 for the students. But mostof the enrolment comes as work-ing professionals and entrepre-neurs. So it gives a huge oppor-tunity for students to meet indus-try leader under one roof.

NIIT in association with DigitalMarketing Institute (DMI), Irelandoffers a Certificate in DigitalMarketing course for students and aProfessional Diploma in DigitalMarketing for graduates and work-ing professionals. However, at pres-ent, these courses though web-based cannot be taken from homeand have to be taken at an NIITImperia centre nearest to you.

Digital Vidya, New Delhi – Itoffers Certified Digital MarketingMaster (CDMM) Course. It isavailable in online mode.

EduKart, New Delhi – It isone of the growing digital mar-keting training institute in Indiawith its professionals having ahold on the concerned field isEduKart. The company providesCertificate Course in DigitalMarketing which is certified byIAMAI which is an online course.

Digital Marketing Academy,Hyderabad: Digital MarketingAcademy is a Hyderabad baseddigital marketing institute thatoffers:Digital Marketing In-depth,Search Engine Optimization(SEO)Google Adwords / PPC (SEM) andSocial Media Optimization(SMM/SMO) courses

IMRI – provides private, one-on-one digital media & analyticstraining program customizedspecifically for you. IMRI offersExecutive Program in DigitalMarketing (EPDM) TrainingProgram. Other than this, theinstitute offers various othercourses including online market-ing, web & graphics design, webtechnology, analytics and meas-urements. (The list of institutionsis indicative only)

(The author is Founder & Directorof Delhi School of InternetMarketing, New Delhi -110017.Email: www.dsim.in, info@dsim.inThe views expressed are his own.)

DIGITAL MARKETING...Continued from page 1

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Applications are invited for the post of Assistant Professors in the followingsubjects in the pay band-Ill of Rs. 15600-39100 with Academic Grade Pay ofRs. 6000/- plus usual allowances as admissible under the rules of Universityof Delhi from time to time. Those who have applied in these subject(s)/cate-gory (ies), in response to our earlier advertisement dated 21.08.2013 andcorrigendum dated 19.11.2013 need not apply again. However, in case theyneed to update their points, they may do so by submitting the proof in writingto the College before the last date of application.S. No. Departments SC ST OBC UR PwD Total1 Botany 1 - 2 4 72 Chemistry 1 1 1 2 53 Commerce 1 1 2 2 64 Economics - - 1 1 1 (VH) 3*5 Electronics 1 - - 2 36 English - - - - 1 (VH) 1*7 Mathematics 1 1 2 1 58 Political Science - - - 2 29 Sanskrit 1 1 1 - 3 10 Sociology - - - 1 111 Statistics 1 - 1 1 312 Zoology 1 - 1 2 4

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