Insights success the 10 most innovative digital marketing companies in nov 2017

www.insightssuccess.in NOVEMBER 2017

Suumit Shah Founder

Subhash Choudhary Co-founder

RiseMetric LLP Experts in Shaping the Perfect Move to Growing Online Business

Editorial

W

ith the ubiquitous reach of Internet, people have access to everything and everywhere. Consumers are more vigilant and they are all ears to not just the brand, but also the ones who are using the brand. It is observed that 90% of all the purchase decisions begin online. With ready accessibility, they have myriad levels of options at their disposal. They can discreetly go through various offers and services from various e-commerce sites and take the most information decisions.

Consumers today have access to the Internet through various digital portable devices. The problem of such high proliferation of accessibility options is that all the devices have different protocols, speciďŹ cations and interfaces. This makes it a tough challenge for the marketers to launch their campaigns on these various challenges using the same strategy. With the rising competition, many digital marketers have started modifying their campaigns so as to give the consumers a new experience of the same brand over different streaming channels.

Reinvent the World with the Power of Tech and Digital Network

With easy access to data, comes the heavy trail of data. Data specialists or Data scientists are heavily involved today to make the trail of data left behind the consumers, more integrated to the business operations and activities. In a positive turn of events, different service providers are taking the efforts to connect with their consumers through the various channels.

This in turn, makes the data availed from the huge pile of data left behind after various activities, more relevant, with the knowledge on consumers buying patterns and their interests. These relevant data aids the campaign creators in taking more accurate decisions.

In the end, the entire purpose of a digital campaign is not just about promoting a brand, but creating an engaging experience that would inuence them to follow the brand eventually. With advanced analytics, campaigns are being monitored on real-time basis which enables the campaigners to change their tactics on a short notice and in a very costeffective manner. When positively it used to cost around $100 and $900 to reach 1000 views, with digital marketing techniques, it now costs only around $1 to $10. Today, it is mandatory to have access to all the data related to every kind of customer from every digital platform to deliver more real-time and engaging customer experience.

Debasmita Dutta

Editor-in-Chief Pooja M. Bansal Senior Editor Ariana Lawrence Managing Editor Debasmita Dutta Co-Editor Sachin Bhandare Poonam Yadav Contributors Nikita Art & Design Director Amol Kamble Co-designer Vanshika, Shweta Picture Editor Alex Noel Art Editor Karan, Pranita Visualiser Shweta Shinde Business Development Manager Akansha Garewal Marketing Manager Dhruv Apte Business Development Executive Rutuja, Divya, Meera Research Analyst David Circulation Manager Vivek Database Management Sharad Technology Consultant Swapnil Patil sales@insightssuccess.com

November, 2017 Corporate Ofď€ ces: Insights Success Media and Technology Pvt. Ltd. Off. No. 513 & 510, 5th Flr., Rainbow Plaza, Shivar Chowk, Pimple Saudagar, Pune, Maharashtra 411017 Phone - India: 020-69400110, 111, 112 Email: info@insightssuccess.com For Subscription: www.insightssuccess.in

Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-602-1754, (302)-319-9947 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com

Copyright Š 2017 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights success.

Reprint rights remain solely with Insights Success. Printed and Published by Insights Success Media and Technology Pvt. Ltd.

CONTENTS 20 D'Well Research: Innovating Creative Ways and Strategies ThatCan Convert Crowd into Customers

24 EveryMedia Technologies Pvt. Ltd: Creating Tailor-Made Digital Portfolio

08 RiseMetric LLP: Experts in Shaping the Perfect Move to Growing Online Business

26 Harmony Multimedia: Creating and Transforming the Digital Life

Articles Cyber Lodge

The Power of Branding over the Internet

32 MAA Digital: Delivering Cutting-edge, Customised Marketing Strategies

Digi-notion

Digital Marketing is changing the Way How Companies Work

Techno-nerd’s Viewpoint

38 Runtime Solutions:

From SALES TO ADVOCACY and Change, the journey of AN IDEA in ADVERTISING

The Creative & Digital Innovation Hub

16

Insiders Opinion How to Ensure Success of an Innovative Online Business Idea

42

40

Leader’s Outlook Whirlwind:

Creating Waves in the Digital Marketing Industry

22

Brandniti+Design Agency’s perspective on the art & science of brand engagement in Digital Age

28

34

Taking Digital Marketing to a whole new level of Online Commercialization

I

t is a virtue of the current generation that Internet has brought accessibility to every smartphone wielder. Today, maximum Business Owners are fortunate to have a level playing field when it comes to branding. Digital Marketing Solution providers have provided business owners the best chances for survival, competition and business growth while expanding the branding platforms over the massive digital scale.

In this listing of “The 10 Most Innovative Digital Marketing Companies in 2017” we have enlisted 10 Digital Solution Providers who have provided an effective marketing channel for their client’s business growth.

For the Cover Story, we have RiseMetric LLP, a full service IT and digital marketing firm developed with powerful content strategies for progressive companies that has helped them grow their business to the next level.

We have enlisted D’Well Research which is a full service market research company specialized in Business and Community Research for new product development. We have, EveryMedia, a full-service integrated digital marketing company. Whirlwind helps businesses to grow their presence online by rethinking their digital strategy and adopting a content first approach to marketing. We have also listed Runtime Solutions, which is a comprehensive Innovation development and Digital marketing agency which dispenses blended solutions to all your online, digital and social media challenges. MAA Digital Ltd finds its place in the list as it provides comprehensive digital marketing solutions, ranging from strategy and consulting to design and development. The list also includes, Harmony Multimedia Private Limited, a creative agency which provides all advertising solution under the sky. The listing also includes Digital Indya, Position2 and Eidolon Design Studio.

We have valuable contributions made by Avinash Chandra of BrandLoom Consulting, for the article, “How to Ensure Success of an Innovative Online Business Idea” and by Smita Thorat of Brandniti + Design for the article, “Brandniti+Design Agency’s perspective on the art and science of brand engagement in Digital Age”. It also includes Nirali Vaidya of Muse Advertising for the article “From Sales to Advocacy and Change, the journey of ‘an Idea’ in Advertising”.

The Editorial Team at Insights Success has delivered articles under Digi-notion which goes by the title, “Digital Marketing is changing the Way How Companies Work” and Cyber Lodge with the title, “The Power of Branding over the Internet”.

So Flip through the pages and Spread the Light.

Suumit Shah Founder

Subhash Choudhary Co-founder

Cover Story

RiseMetric LLP Experts in Shaping the Perfect Move to Growing Online Business

I

n an era of internet and digitization, a successful marketing strategy is concealed in digital marketing where the marketers are continuously working on innovations and ideas to improve a company’s brand value. Increased use of internet and social media has made left a big impact on the lifestyle and users’ preferences. Social media presence is necessary for the success of a brand and it is essential to understand that a company cannot survive without a digital marketing campaign. So, from the recognition of the brand to targeting the right audience and ensuring loyalty towards the brand, it needs digital marketing in every step. In this case, the Mumbai based Digital Marketing Agency; RiseMetric LLP is leading in this business strategy.

The company entails a group of marketers, strategists and designers, who are engrossed in providing awe, tailored digital marketing services to their clients. They have developed their innovative and inspiring marketing strategies, which are built upon their existing infrastructure base, enabling them to entice their clients and similarly, to the organization to achieve their business goals with high ROI on their digital marketing spend.

With over 7 years of experience in the field of Digital Marketing, RiseMetric has helped multiple startups to flourish their business and achieve crores and millions in less than one year. From Indian startup space, they have worked with Housing.com, Tinyowl, Bewakoof, Toppr and TVF. On corporate front, they have been helping McDonald’s, Viacom18, Sony and IIT Bombay for all their digital needs.

A satisfied customer is the best business strategy of all

Nothing makes us happier than to watch money owing to client’s account as a result of our efforts

Cover Story People Leading the Torch of Innovation in the field of Digital Marketing Suumit Shah is a passionate Internet Marketer and Founder of RiseMetric. Before starting RiseMetric, he was heading Digital Marketing at Tinyowl and later at Housing.com. With his innovative marketing strategies and dynamic personality, quickly he becomes one of the most popular growth strategists for tech startups.

Subhash Choudhary is an experienced marketer & Co-founder of RiseMetric. With over 7 years of long experience in Internet Marketing and with his unique ideas, he has gained a deep insight on human psychology to the shape internet traffic. Subhash has worked closely with some of the most notable startups from India and helped them to achieve their growth objectives through digital marketing.

Hurdles that went on to become Milestones The story, from a name to a well-recognized brand, narrates real-world challenges and footraces of RiseMetric. The company that missions to benefit their clients business growth, inherited the fortune to work with some of the biggest startups from India during its inception days. The first few startups were functioned from Suumit Shah’s existing network and the happy clients were contented to refer their services to others. The referrals started to come in and they were able to convert most of them into a successful deal. In the completion of an efficacious year, they counted a good number of notable brands in their portfolio which helped them to increase their corporate clients. With this robust team and successful project-life they launched in-house projects which again created a landmark for the company.

Strategies and Elements, Aiding to Stand Different from the Mob Suumit believes, “the biggest challenge faced by any company is generating sales & leads for its business, so the marketing teams should work diligently to produce enough demand for their product/services.” Moreover, he add, “With so many digital platforms like Facebook ads, Google ads, Twitter ads, SEM, SEO etc. for promoting their product / services, it’s becoming even tougher to figure out where to focus the effort and whom to ignore.”

RiseMetric owns some experienced ‘Campaign Strategists’ who work extensively with their clients to understand their pain points and then create a long term marketing blueprint.

This blueprint concept is executed by a team of SEO

professionals, SEM experts, Social media ninjas and Creative Designers. Mostly, the services involved with their current objective and they have a simple 3 step process to pitch it: • Understanding the core marketing objective, • Define the target audience, • Draft a customized digital strategy to reach them.

Unlike the conventional sales cycle, RiseMetric has designed a totally different sales strategy for their clients.

Upon receiving any referral (Verbal, Email Introduction), they set up a face to face meeting where most of the time, the decision maker is either the founder or the Co-founders.

Abandoning the traditional presentations pattern, they opt for verbal communications where the client speak about their business in terms of marketing, identify the current problems and their expectations.

Making it more personal to the decision makers, RiseMetric prefer to broadcast their live examples of work (like Keyword ranks, Social Media engagements, traffic growth etc.), rather than any PDF case studies which are often biased and show selected data. Based on the information gathered from them and researching the market and the competition, they come up with a brief and to the point proposal with detailed solutions. The proposal is discussed with them in person and after discussing the performance metrics or targets, they close it. RiseMetric considers, “the sales cycle is just the beginning; the actual effort goes into delivery and making sure their money counts.”

Exceptional Execution of Services for Satisfying Clients RiseMetric is known for their quality services and solutions provided in Organic Long term SEO, Social Media Marketing, Pay per Click Services, App Development, App Store Optimization and Web Development. Further, the way they execute their services are totally exclusive and carry different innovative ideas.

• Defining the Audience - They work with the client to understand their view of the customer and creates the ideal customer audience persona. They limit their plans around this persona, which turned out to be very efficient.

• Educating the Client about the Product (Awareness phase) - Being a new concept and making sale on first impression will be difficult, so they firstly, shows their clients multiple videos of the product in action and being the use in daily life. This is also uploaded on Facebook, YouTube and other social media sites.

‘‘

We work e ensively with the client to understand their pain points and then create a long term marketing blueprint

‘‘

Cover Story • Reinforced Communication with Re-Marketing (Consideration) - The clients who shows interest in this product by interacting with the video, RiseMetric re-targets them with “Still banner” ads on FB as well as Google. They share the credibility of Founders & Product team in this phase. They also use SEO to create a positive image of the brand by ranking organic reviews of the product by known blogs or channels.

• Capturing lead (Intent) – In this phase, they ran Facebook leads ads to collect leads for the pre-sales team or for later follow-up emails. The pre-sales team also takes care of all the questions and information asked by the people.

• Getting them to Purchase (Transact) – The last step was to make them to purchase the product. They tied up with one of the largest online retailer in India for the product listing and target their audience segment with FB, YouTube & Google banner ads showing the price with a call to action pointing to the retailer.

“The sales cycle is just the beginning; the actual effort goes into delivery and making sure their money counts”

Gaining Clients with Productive Results Digital marketing is indeed a very competitive industry and providing ROI for client’s money is a growing challenge.

RiseMetric realize, “the most effective way to show your value is to show numbers.” But tracking the ROI of every single marketing activity isn’t always easy, especially if the company doesn’t have a two-way communication between their marketing activities and the sales reports. Measuring the ROI of marketing activities has remained a top marketing challenge year-over-year. Additionally, proving ROI often goes hand-in-hand with making an argument to increase budget, it’s like, “No ROI tracking, no demonstrable ROI. No ROI, no budget.”

The RiseMetric team dedicates their time and resources to establish links between provided marketing activities and sales results. That way, clients can directly see how many leads and customers are generated through their marketing activities.

Achievements that led to the Path of Success RiseMetric shared an experience where they had successfully strategized and executed a multi-phase campaign for a very new & innovative product created by IIT Bombay alumnus. The product is an AI based Companion robot called Toy, which was able to talk to kids and even grow with them. Though it was a very new concept, but selling in India was a challenge with a limited marketing. But creating a multi-phase marketing plan and

executing it over a period of 4 months led the campaign to a great success with double digit ROI. Subhash asserts, “Nothing makes us happier than watching money flowing to client’s account as a result of our efforts.”

RiseMetric Exists to Deliver its Finest Solutions RiseMetric is confident on their excellent team and underwrites their success to them. They choose to work with some of the best workforces in the industry while giving them complete freedom of what they do. Instead of following a predefined template based process, they give their team a goal to complete the task and the freedom to do it the way they see fit. This not only helps them to keep transforming their services but also gives the team a satisfaction they can never find in template based projects.

RiseMetric is a bunch of technology and marketing enthusiasts, who believe in bringing a measurable impact in everything they do. The company does not settle for the offthe-shelf solutions, their approach and recommendations are highly customized. They have successfully generated long-term benefits for their clients in the past and are looking forward to continue doing it with their believe, “We innovate, continuously improve and believe in commitment to clients with product quality and reliability. We encourage creativity, risk-taking and fun!”

Read it First

Subscribe today Yes I would like to subscribe to Insights Success Magazine.

Global Subscription 1 Year.......... (12 Issues) .... Rs. 2500

6 Months ..... (06 Issues) .... Rs. 1300

3 Months .... (03 Issues) ....

1 Month ...... (01 Issue) .....

Rs. 700

Rs. 250

Date :

Name : Address :

Telephone : Email :

City :

State :

Zip :

Country :

Cheque should be drawn in favour of : INSIGHTS SUCCESS MEDIA AND TECH PVT. LTD.

CORPORATE OFFICE Insights Success Media and Technology Pvt. Ltd. Off No. 513 & 510, 5th Flr, Rainbow Plaza, Shivar Chowk, Pimple Saudagar, Pune, Maharashtra 411017.

Phone - India: 020-69400110 | USA: 302-319-9947 Email: info@insightssuccess.in For Subscription : www.insightssuccess.in

Company Name

Management

Brief

D’Well Research dowellresearch.com

Thomas George CEO

D’Well is a full service market research company specialized in Business and Community Research for new product development.

Digital Indya digitalindya.com

Sandeep Dabas Head Of Business Development

Digital Indya is an independent, integrated digital agency to get more people to know a brand, product, services for customer reach and acquisition and they have got the right formula to do just that.

Eidolon Design Studio eidoloncyber.com

Sagar Gajjar Creative Director

Eidolon Design Studio is a full service creative branding agency and to create a company into a cult brand and the way their customers want to represent it to their audience.

EveryMedia everymedia.world

Gautam B Thakker CEO

Everymedia Technologies Pvt. Ltd. is a full-service integrated digital marketing company that has its offices in Mumbai, Delhi, New York, Dubai and London.

Harmony Multimedia Pvt. Ltd harmonymultimedia.in

Rajesh Desai Chairman & Managing Director

Harmony Multimedia is a creative agency which provides all advertising solution under the sky. It has a wide range of verticals encompassing Advertising, Creative Designing, Film Making, Photography, Digital, Publishing and Media Buying-Planning.

MAA Digital Ltd maa.co.in

Akshar Peerbhoy Chief Operating Officer

MAA Digital provides comprehensive digital marketing solutions, ranging from strategy and consulting to design and development.

Position2 position2.com

Linuraj Sankaran Senior Marketing Specialist

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions.

RiseMetric LLP risemetric.com

Subhash Choudhary Co-founder

RiseMetric is a full service IT and digital marketing firm developed with powerful content strategies for progressive companies that has helped them grow their business to the next level.

Runtime Solutions runtime-solutions.com

Arjun Chatterjee Founder & CEO

Runtime Solutions is a comprehensive Innovation development and Digital marketing agency which dispenses blended solutions to all your online, digital and social media challenges.

Whirlwind whirlwind.co.in

Saumil Patel Founder

Whirlwind helps businesses grow their presence online by rethinking their digital strategy and adopting a content first approach to marketing.

Techno-nerd’s Viewpoint

From SALES TO ADVOCACY and Change, the journey of ‘AN IDEA in ADVERTISING ‘

About the Author Nirali Vaidya is the Creative Director at Muse Advertising, creative agency behind many social innovations like portable dispenser for condoms in Madhya Pradesh for Population Services International to combat the hesitation encounter at POP; interactive and on ground engagement programmes for imbibing sanitation within rural slums population for Government of Bihar; initiating developing 7 senses cinema viewing experience for visually challenged population, mobilizing constructive communication for Kashmir youth just to name a few. With more than a decade of experience in advertising as a copywriter and later as a creative director, she has been writing on consumerism, branding, social behaviour, digital revolution, content curation, entertainment and Nirali Vaidya Creative Director

contemporary affairs. As a freelance writer, she writes on politics, spirituality, environment and entertainment. She serves as guest faculty to many renowned media and management institutes.

E

ver wondered what is the single thing that transformed once upon a time corporate and serious business of advertising into creative, clever and crazy advertising industry during the late 1950s of Mad Men era? From hard sell and repetitive advertising to witty, artistic and sophisticated ad campaigns, it was the introduction of an ‘Idea’ into advertising that glamourized the likes of Doyles, Bernbachs and Ogilvys to re-engineer a creative breed of advertising professionals who pledged by the idea as their primary source of fame and fortune. It was the ‘idea’ that became eponymous with creative advertising culture. Both agencies and clients swore by the ‘idea’ to upscale their sales graph. The tradition still continues strong in its fifth decade albeit with a difference. Ideas that have been selling ketchups and automobiles are now increasingly selling knowledge and advocacy in their latest avatar. From big corporations like Vodafone who did a campaign to address domestic violence in Turkey, Unilever’s deodorant brand, Lynx who raised awareness about male suicides in London to ITC’s Savlon that promoted hand washing through chalk sticks in India, every brand is exploiting the

16| November 2017 |

power of ‘idea’ to sound sustainable and resonate with their consumers’ conscience.

When ‘idea’ took reins over advertising business during Mad Men era, it practiced narcissism, competition outsmarting and wit with vengeance. In last few years, the ‘idea’ however became more nonchalant and started designing subtle but strong communications targeting brands’ commitment towards innovation, sustainability, and enhanced engagement. The leading beer brand Heineken since 1970s has been proclaiming itself with wholesome vanity as world’s number one beer brand. The same brand in its 2016 campaign urges its target users to ‘dance more, drink slow’ advocating responsible drinking. A beer brand advocating less consumption of its product is unprecedented and a bold move. The same year, Heineken also launched a campaign Brewtroleum where it created bio-fuel from the beer waste to power cars in New Zealand which had won Grand Prix- Outdoor in Cannes. Another shocking campaign came from REI, a major retailer in the US who shut its store on one of the busiest shopping days

of the year, telling people instead to get out and enjoy nature, at the cost of its business!

What is inspiring and channelizing the course of the ‘idea’ from profit to philanthropy centric that is making brands go more humble, honest, humanitarian and eco-conscious?

1. Persuasion is passé, Empathy is in: There has been a paradigm shift in audience’s emotional, social and intellectual quotient which has increased exponentially with exposure to media, knowledge, processes, and entertainment. Today, if a brand tries to claim its supremacy with perfect creative finesse, it will still sound like hard-sell to this new breed of an over-fed target audience. Brands are now using the ‘idea’ to penetrate within the conscience of their target audience and do things that they always wish for with the help of their products/services. Ariel’s ‘Share the Load’ campaign urging men to share the load of household chores especially that of laundry with their wives is an example of brands intruding in the lives of its target audience albeit benevolently.

2. More Media at no to less cost: Advocacy and social good act as catalysts to attract media to review the ad campaigns that appear more as acts of benefaction rather than promotional content. Moreover, advocacy and social good being universal in their appeal have the more organic reach and appeal to larger audience breaking the barriers of nationality, race, religion, and ethnicity. This gives a

competitive edge to the brand in the scenario where every brand is boasting about the social media fan lineage running into millions. The campaign to stop the sale of acid in retail counter by non-profit, Make Love Not Scars featuring acid attack survivor Reshma garnered huge PR across media like The New York Times, The Wall Street Journal, BBC World, Mashable, Mirror, The Huffington Post at no cost and personalities like Amitabh Bachchan, Ashton Kutcher, Sherly Sandberg and Sachin Tendulkar too shared their support for the campaign, making it an award campaign.

3. Sustainable Policy: Some marketers are restructuring their businesses to accommodate sustainable business practices and are making investments in research and development of new technologies that can help them achieve their sustainable goals. Unilever, for instance, has committed to half its environmental footprints by 2030.

P&G plans to replace 25% of petroleum-based products with sustainable ones by 2020. Branding sustainability also helps marketers to target consumers, investors, vendors and employees at one go in a single communication campaign.

4. Awards: Cannes advertising festival, the most soughtafter festival amongst the advertising fraternity branded as ‘field-trip to future’ for agencies, start-ups and marketers has been generously awarding campaigns that are packaged with social good and those that promise to address environmental, psychological, health and lifestyle issues.

The festival has also introduced new award category-, Glass

| November 2017 |

17

Lions: the Lion for Change to challenge gender biases. In a bid to stay ahead and bag awards at prestigious awards festivals, brands are making use of ideas that force their way to the jury’s shortlist.

5. Ease of Execution with Technology: Technology and data have given power to the ‘idea’ whereby they not only help in the adequate execution of the idea but also help in measuring the effectiveness of the campaign in real time. This has encouraged agencies and brands to dream big, invent without fear and set as challenging goals as possible and experiment upon their hypothesis. Never before brands and agencies were so confident about putting into practice everything that they ever dreamed of without the fear of sounding impractical and unrealistic. Toyota has launched i-Road, an ultra-compact electric vehicle which helps to resolve parking issues in congested cities of Japan by utilizing small and unused spaces with networking parking and charging spot stations. This project would have been unthinkable a decade back in absence of techdriven infrastructure that works in unison with the advertising agencies.

As the evolution of ‘idea’ took from being a piece of communication to transforming into products, experiences and engagements, advertising businesses that were earlier lauded for their creativity now have to be multi-faceted with innovation, technology, research and empathy. We can expect Flipkart as a part of its festive sale campaign to introduce invisible packaging that replaces cardboard cartons loaded with plastic bubbles with certain sonic wave’s technology that secures the products without causing any damage. This can save the country from the generation of tonnes of plastic waste as well as from deforestation which otherwise forms an inevitable part of the delivery process. Or can we expect a fertilizer brand to develop high yielding solution that brings back the fertility of the barren soil that can solve the problem of food crisis and waste lands. While the earlier Mad Men saw advertising going glam and aristocratic, this age of idea revolution is making advertising mad with innovation and social consciousness.

18| November 2017 |

D’WELL RESEARCH:

Innovating Creative Ways and Strategies That Can Convert Crowd into Customers

D’Well Research’s services assure reliable information, local knowledge about targeted users, responsiveness and empathy to clients through its highly motivated team of employees and freelancers across Asia and Africa. Also, this Singapore-based company has a team of digital marketing experts positioned in strategically important markets throughout the world. D’Well team of researchers, analysts and marketing specialists provides insights on the users and the changing trends among the youth and the millennial shoppers. The research supports the companies to connect with their customers, understand their common activities, understand trends and integrate their digital marketing campaigns.

D’Well Research provides services like innovation intelligence, user experience research, and innovation consulting. It also offers marketing support services like Product marketing studies, studies on marketing intermediaries, studies on different marketing functions as well as mobile marketing research, digital marketing, online research and social media research. D’Well Research’s social media research helps companies to understand the language of their audience which can be used for brand promotion and advertisement campaigns to push products towards the end customers.

Digital marketing supports the best ways to monitor, collect, analyze and interpret data to boost business understanding of target markets and make strategies accordingly. D'Well Research uses the best and the latest

20| November 2017 |

“

Challenge of the day is the driving force of being an entrepreneur

“

D

’Well Research was envisioned to provide exclusive user experience research information from field to support user-centered product design for companies globally. It is a full service market research company, specialized in Product Development using Prototype testing, interviewing, Ethnographic studies, group discussions, social media analysis and desk research.

tools to scan and monitor the social media activities to assist their clients to know the major influencing factors on the audience which make them to like or dislike any product or ad. It helps the companies to focus their digital marketing on the influencers to get their product on the top list.

Setting up offices with experienced team of on-field researchers in countries like Thailand, Malaysia, Indonesia, Philippines, Vietnam and China assist them to work on international assignments. This global market research company is completely focused on qualitative research services and helps its client to target a specific region and reduce the infrastructure cost to gather user experience information from these markets.

This full-fledged field team is known for their executing of qualitative and quantitative studies in following sectors: 1. Healthcare (Pharma, Medical equipment, Insurance, Food, Treatment) 2. Automotive (Automobiles, Accessories) 3. Smart touch devices (Mobile phones, Computer, TV) 4. Finance (Banking, Insurance) 5. Agriculture (Crop Science, Cultivation, Biotech, Agriculture equipment) 6. Lifestyle (Fashion, Day/night life, Family, Education) The success of this B2B Company hinges largely on strong client relationship. Working for Microsoft, Nokia, Siemens, HP, Sanofi Pasteur, Philips Healthcare, Standard Chartered, Maruti Suzuki, Volkswagen, HSBC, Cisco and many more have helped the firm to improve its customer experience. D’Well Research supports its client to develop new apps, websites, operating systems, medical equipment, cars, insurance and finance products, electronic circuits, apparels, packaging, advertising concepts, industrial products etc. The team renders service in all phases of product development cycle in a transparent way by providing access to the clients in all stages of the project to help achieve their goals.

The Leader behind the Establishment D’Well Research is led by CEO Thomas George. He is an engineer with a management degree and expertise in merging product development with marketing management.

With a massive experience of over 20 years in Business and Community research and a PDMA, TTRA, Esomar, QRCA, AMSRS Member, he is managing user experience research for fortune 500 companies.

According to Thomas, an entrepreneur should have a positive mind with strong determination, dedication and desire to solve it. This young entrepreneur is known for his strong visualizing power and delivering convincing research results to his clients. He incorporated D’Well Research in 1995 to strengthen new ideas in real life.

Thomas and his team’s hardwork and dedication helped to overcome the problems in the initial stages and gradually it converted D’Well Research into a high valued multinational company.

The Future is Bright for the Creative Masters D’Well Research has always adapted itself to the fast

Thomas George CEO hanging technological environment in digital marketing world to face the competition. D’Well respects and considers clients views and deals with them empathetically.

Coordinating with the clients during the research and marketing process has helped them to produce the best outcomes and satisfactory results. Such steadfast service delivered in the right amount of time with the right budget shows the exposure to competition and increases its longterm survival prospects.

As the Digital Marketing is the future, D’Well Research is evolving with new and ground breaking tools like personalization technologies and enhancement in mobile marketing services.

With its latest innovative tools like AI, VR, AR and Analytics using Deep learning & Machine learning techniques in research projects & marketing, D’Well Research is moving ahead in the competitive market.

D’Well Research believes that the future is determined by creating innovative ideas and developments that call for the seamless interworking of mediums. It will be embedded by the marketers and different platforms for new and traditional media to play together.

| November 2017 |

21

Cyber Lodge

THE

of

Power Quick Facts: • Out of the approximate total of 3.2 billion people, 1.7 billion internet users are all Asians.

• 200 billion emails and 3 billion Google Searches are done every day. Out of the 204 million emails sent per minute, 70% are spam mails.

• Internet requires 50 million horsepower to keep running in the current state.

• Bots and Malware generate the majority of internet traffic.

• Search engine results are just the tip of the iceberg and are called the Surface Web. The Deep Web is 500 times larger.

• Internet took 3 years to reach 50 million users, while television took 13 years. Facebook took only 2 years.

• Facebook has around 1.49 billion monthly active users.

Twitter has around 314 million monthly users and generates 500 million tweets per day.

• A single Google query makes use of 1,000 computers and arrives at an answer in 0.2 seconds. Google processes 16 to 20 percent of new searches, every day.

• Over 100,000 new dot com domains are registered on the internet every day. There are 940 million live websites on the internet right now.

22| November 2017 |

Branding

over the Internet

Digital Marketing Facts • As per a survey site, in 2017, TV ad spending has climb to $72.01 billion and Digital Ad spending has climb to $77.37 billion.

• According to Google, more searches are taking place on mobile devices than on computers.

• Video content is getting four times higher preference than text.

• Nearly 200 million internet users have installed ad blocking softwares. 34-63% millennial block ads and more than half of the internet users do not click on the pop-up ads.

• Native Ads are viewed 53% more times than banner ads. Users who are retargeted have a 70% chance of getting converted. Programmatic Ads will represent 82% of the total digital ads by 2018.

• CMOs are going to increase their digital ad spend by 14.7%. Out of this, social media’s share would rise by 22.4% in the next five years. It is forecasted to account for 35% of total budgets.

An Average City dweller observes 5000 Ads per day, considering their exposure to the ads on grocery carts, on

roads and over the internet. The global marketing industry is worth a whopping $475 billion.

the Aston Martin cars famous during the 60s and 70s and the BMW cars during the 90s.

Since our surrounding is flushed with all kinds of Ads, people are getting to understand the dynamics of marketing and have figured out ways to avoid viewing ads (ad-blocking softwares). So, what can advertisers do to stay one step ahead?

BMW Mini Cooper earned the tag of being a rugged little car that goes really fast when it got featured in the movie, The Italian Job, and in one of the Bourne series.

BMW saw a staggering increase in sales in the consecutive releases of these films.

Showing what the audience wants to see Jingles are forever and will stay on to be the most popular branding experience. Advertisers are moving on from the old model of informing, persuading and reminding to the new model of demonstrating, empowering and involving. 86% of the marketers believe in engaging the audience on multiple channels using the same strategy for long term success.

Considering the effortlessness involved in skipping the ads, marketers are trying to get the viewers as emotionally involved as possible in the storyline in which the product is presented. It is much more effective to present the ad as part of the context.

Branding a Product when the audience is looking for one Now, in a similar fashion, bloggers are paid to forcibly promote the brand in their storylines while making it look like as if it is a part of the context. This has led to many celebrity Twitter users who are paid to tweet in a particular fashion just because advertisers want to cash-in on their huge fan following. The scenario is similar on Facebook.

This is exactly what Native Ads is all about. It is the modern form of product placement in video and blog content. This has been successfully incorporated in the movies since long back. The Ace Comb in the James Dean movie Rebels without a cause, got so popular that almost every teen that had seen the movie went ahead and bought one.

Hershey owes a lot to the hit movie E.T. because right after it hit the screens, they saw a 65% rise in their sales.

The best part is that Hershey did not have to pay anything for their product placement in the movie. All they had to do was promote E.T. in their advertising campaigns.

The longest running and the most expensive deal has been struck between Heineken and the producers of the James Bond movies. In the movie Skyfall, Bond goes for a bottle of Heineken instead of his signature martini drink. The James Bond movies had made the martini iconic and now it has been replaced by Heineken for an undisclosed hefty amount. Bond movies have also made

Out of the 80% of millennial using their smartphones while shopping, 74% are willing to receive location based adverts and this can prove to be beneficial with the right amount of data that must be mined from users’ past shopping experiences and their buying patterns. This ensures highest level of conversion rate using the most minimum effort (and efficient computing power) and investment from the retailer’s end.

Video accounts for 69% of all customer internet traffic and 70% of the audiences view brands more positively after watching an interesting video content of the brand.

With video content expected to dominate over other content strategies, it is no surprise that YouTube channels are now considered as part of brand equity. Gaming is another industry that is being tapped in a similar fashion.

With a good data infrastructure that aids reporting and distribution, business councils can lead and improve campaigns that would engage the target audience and influence them to eventually boost the sales.

| November 2017 |

23

EveryMedia Technologies Pvt. Ltd: Creating Tailor-Made Digital Portfolio

Teams in Everymedia believes and enjoys the struggles, swim through the challenges that comes to them every day, still they do give best and are back at it the very next day.

They started their journey in a small room, doing anything and everything, all at the same time. They had been working with projects that have pushed them up in all sorts of challenging environments.

Everymedia has a team of enthusiastic and hardworking individuals who have helped them in winning accolades at the Goafest, Creative Abby and Asian Customer Engagement Awards.

The company follows complete consultative approach towards its clients across brands, films, studios, production houses and personalities. From perception management to digital transformation programs, the company has worked on over 200 movies, catered to some of the top brands and

24| November 2017 |

“

It is about taking a step back and asking ourselves questions that will enable us to come up with a pro-active, creative and untapped consultative approach that will set us apart

“

D

igital marketing is becoming one of the essential parts of every marketing campaign; moreover, with the development in cutting edge tools, both medium and small sized businesses are doing everything to keep up with the pace. Conventional industries are also adapting the online models, or expanding the existing advertising endeavors with digital marketing – trying to catch an emerging and very lucrative and high potential online commercial model. The reason behind is, its ability to attract targeted prospective customers online who have the ability to influence the distinction between an effectively flourishing business – and a fizzled one.

Everymedia Technologies Pvt. Ltd. is one of India’s leading digital media tech companies started off as a small boutique agency in 2009. It has it’s headquarter in Mumbai and other offices in Delhi, Hyderabad, Dubai, New York and London; along with the team of almost 300 members.

personalities of the country and devised successful strategies for leading production houses and studios.

Services Rendered by Everymedia Services in Everymedia have been divided into three essential buckets – Content, Technology and Analytics, which covers multitude of services such as strategic advisory and consultation, perception management, brand equity building, market research, digital discovery and assessment.

The Company has a set of goals which also includes giving its best to create a tailor-made digital portfolio to achieve the results by evaluating client’s needs and requirement and understanding audience suited for their businesses.

Architect Innovating Marketing Strategies in EveryMedia Gautam B Thakker, CEO of EveryMedia Technologies, is known as the Chief Employee. This personal call has stemmed from his belief of always wanting to mentor and empower his team. Gautam gives every individual in the company the opportunity to function as business units in themselves, follow their own practices and make their own decisions. Collectively, teams are given the freedom to implement processes and take calls that are beneficial for the company at large. He encourages everyone to not look at a client in the conventional sense of the word, rather treat every project like a puzzle to solve.

Additionally, Gautam lays great emphasis on sports right from carom tournaments, setting up an in-house pool table to forming cricket leagues.

Pushing up the Boundaries The very initial challenge faced by the company is to convince a client to move forward from making elaborate social media profiles and focus more on analytics. However the team observes, listens and evaluates conversations happening across digital platforms very cautiously, but there is the need to understand the fact that analytics has also become a key aspect that needs to run parallel with any marketing campaign. Thus, they have started analytics which will help them to track conversations, build positive momentum and convert the non-converted audience.

The EveryMedia Team is continuously working across different mediums, time-zones and platforms using a variety of tools that condense the big data, cut through the noise and providing with the essential information to the clients so that they can achieve the best result.

Gautam B Thakker CEO Future Perspectives The Company believes that “the future of Digital Marketing is expected to be dependent on two key factors – visuals and analytics. Whatever you see, is what you get, whether it is a product, service or basic numbers.” Thus, it has started pushing for more video content on digital which will boost audience engagement.

Despite of the fact that the market is very competitive by nature it is directing towards focusing on setting the benchmarks for the clients, because it has a pre-decided goal to choose the market in which it can flourish ,adopt approaches and practices that would navigate the market in the desired direction.

The company has the belief that, it is more important to create unprecedented impact than just standing out of the crowd.

The greatest challenge company has to experience is to erase the clutter, build positive engagement and thus build the equity of the brand.

| November 2017 |

25

Harmony Multimedia: Creating and Transforming the Digital Life

Harmony Multimedia superiorly envelops extensive gamut of advertising in its arms. As a 360° advertising solution provider, Harmony is a fully creative agency addicted to creating ideas, transforming your brand into truly fine creative communications. With offices in Surat, Ahmedabad, Mumbai, Delhi and Kolkata, Harmony has offered creative services to some of the region’s most recognized local and national brands, including Pan Parag, Khaitan, Prafful, Parag, Vipul, Subhash Sarees, Rajhans, Amaazia, Hi-Tech, Navin Electronics, Orange Hospital, Kothari International School, DavaIndia, SuAyu, Freshy, Euro Foods and SUMUL. The brand category ranges from FMCG to Fashion, Real Estate to Retail and Education to Health.

Harmony is highly recognized as the best digital marketing firm for serving its following services: • Website Designing • Web Updation • SEO • Domain Registration & Booking • Online Marketing Solutions • Social Media Management • Social Media Optimization • Spin Doctrine • Wide variety of Creative updates which include Short Videos, Contests, Podcasts, Topical Updates, Interactive Updates, Testimonials, Blogs, Emailers and Newsletters

26| November 2017 |

“

Creativity Never Sleeps. Harmony builds brands Beautifully, Boldly, Brilliantly

“

B

y building a brand strategy, you can understand who your target audience is and where to connect with them. The correct audience will bring you an expectant ROI while the wrong audience would be a waste of time to pursue. When you get the exact audience, you need to consider what encourages them as it narrates to your objectives and what digital marketing channel you can use to connect with them. By doing this same all kinds of unique strategic undertakings, Harmony Multimedia covers all the aspect of digital marketing business.

It sincerely clinch all the aspects of Conventional and new age Advertising beginning from Conceptualizing, Creative Designing, Ad Film – Short Film –Corporate Film Production, Photography, Media Planning- Buying, Out Of Home Advertising (OOH), Events, Designing Solutions to Below the Line Activation (BTL) Social Media Management, Web Designing, Spin Doctrine and Digital Advertising.

Fascinating Leaders of Harmony Multimedia Incorporated by Rajesh Desai, Chairman & Managing Director, Harmony Multimedia is a result of dreams and determination. And today, growing on his feed, Harmony is like a “Big Idea Home where Creativity Never Sleeps.”

As an Ad Maker by Passion and Profession, Rajesh Desai was born and brought up East Africa before his family shifted to Navsari, Gujarat. After completing his BSc in Physics he went for MSc from an acclaimed university of India, MS University. Later to hone himself further he did MBA from Symbiosis. The major bubble of this designing

endeavor was started with Financial Advertising. At the same time, Harmony was taken baby steps into the world of products and service advertising. He is avid reader of Hindi, English and Gujarati works from acclaimed writers.

Initiated his business from scratch today he possess a National Ad Agency catering to top National brands, Harmony Multimedia.

In 17 years of Rajesh’s career span, he has created some amazing ad films like Pan Parag “The Choice of Young India”, Subah ke 9 baj gaye Pan Parag khaya kya, Ab Mobile Bikega to Bhatia se hi Bikega, Saree me Saree Parag Sarees, Subhash Sarees & Beyond, Desh badal raha hai – DronStudy.com se padh raha hai and Navin se nahi to kahin se nahi. Rajesh loves to do writing, reading, acting, music and travelling. His success mantra lies in the fact that “He loves what he does.” Along with his team, Rajesh strives to deliver excellence and unmatchable expertise in all the offerings. Mehul Prajapati, Rajshree Piruka, Shabbar Kukawala, Deep D. Desai and Chetan Patel heads of the creative and the digital team work in sync with each other to delight the clients.

Harmony Multimedia is a bright bunch of lively people passionate about brands having creativity by default all set to Rock & Roll the World of Advertising. Rajesh Desai’s daughter Devina Desai, Fashion Blogger and son Harshil Desai, Professional Photographer have added wings to Harmony with their own undertakings DevinaDesai.com and Harshil Desai Photography respectively.

Excellent Execution of Strategies to fulfill the Client’s Need Harmony’s journey was accompanied by hard work and an excellent team which has made an awesome experience for them. They have been practicing Social Media Management ever before Social Media became a household name.

Harmony, at initial stage, was difficult to explain importance of Social Media presence to their accounts.

Harmony even had to provide complimentary service to its clients so that they could first taste the flavor of social media. Undoubtedly, they gradually understood the opportunity it holds and were ready to sail in the waves of Social Media Marketing.

One always need to be on the toes, when it comes to Digital Marketing, be it replying the client’s customers or solving their query and this is what the Rajesh’s working attitude for every client. Even the updates on trending topics needs to be done within stipulated time or else the charm is lost.

There is always room for recycling and revision. Hence, the company is implementing all marketing strategies that are like the final piece to a large puzzle where demand have been building on. Their working efforts push themselves to fit whole work together in a logical manner.

Harshil Desai Director

Rajesh Desai Chairman & MD

Future Enrichments Harmony services include everything under the umbrella of Digital Marketing. Moreover they give them the most beautiful experience whereby helping them to reach out their real customers. They follow the direct Communication between brand and customers. This communication between brand and customers is sacred and has to be done with profound integrity.

The company delivers the innovative and imaginative ideas reducing the complications and obstacles, which polish the skill every day, enhance the passion, creativity and give creative solution to clients. Harmony knows that the Digital Marketing itself is a future, it is evolving every second.

Therefore, they are dedicatedly working and enriching themselves for greater future where they can provide best of services to their clients. www.harmonymultimedia.in

| November 2017 |

27

Leader’s Outlook

Brandniti+Design Agency’s perspective on the art and science of brand engagement in Digital Age

I

n India, Media & Communication industry is changing at a rapid speed and so is the consumer market dynamics. In this complex time when media innovation is dominating how advertising would work and impact consumer behavior to its greatest extent; it’s becoming extremely challenging for agencies to keep up with the pace of technological advancements and align their offerings with it to deliver results remaining within the ever-shrinking marketing budgets of the brands.

Industry trends are favorable The media industry is now in an intermediary stage in which digital has been playing a pivotal role for an overall forward movement. Adoption of new digital tools and invest in innovation seem to be the ultimate mantra to move ahead in the current changeover phase of the media industry. Today we all participate in online experiences and interact with peers, brands, prospective customers on real-time basis. Today, technology is such an indispensable part of our lives that we are exhaustively dependent on it for our daily feeds on information, communication and entertainment.

This paradigm shift in consumer behavior is aiding the digital media to become robust and powerful more than ever before.

We as an agency are well aware of this shift in media dynamics and always strive to bring tangible benefits of the powerful media, to our clients.

28| November 2017 |

Going with the market As per our internal research and several external data, brands are going to adore professional agencies that are able to deliver result-oriented digital marketing plans and campaigns. Understanding customers’ changing needs and characteristics is a must while integrating media activities successfully to maximize ROI in a consistent manner is considered to be the biggest plus in the industry.

It is not only the invasion of Social Media that is fuelling the growth of Digital Advertising in India; there are multitudes of changes in business dynamics, brands’ outlooks and audience-preferences that are transforming and empowering the vertical. Though content has been always been the backbone of the advertising business, in the digital era, it has become the soul of advertising. While content plays a versatile and inarguably the most important role in social media channels, networking sites, blogs and mobile apps, we are successfully upped our game by introducing content marketing services to a host of its clients where the effectiveness of content management is measured in results and outputs.

With the advent of digital media, customers are becoming persistent about enhanced user experience in their digital dealings. Virtual reality is changing the way we define user experience, and going with the demands, we have developed an in-house capability to develop strikingly beautiful

Smita Thorat Founder

About the Author Ms. Smita Thorat is the Founder of Brandniti+Design. The venture is a full service independent strategic agency focused on guaranteed results through maximizing innovation in designs. An amalgamation of strategic thinking and design optimization Brandniti + Design promises to deliver to the mark solutions for brands diverse domains with a 360 degree approach. She is responsible for execution of the operation, innovative ideas, strategy, business plan, managing growth, revenue generating operations and fund raising for the company. She also undertakes the additional responsibility to review activity reports, ďŹ nancial statements of the company, to determine progress and update the status periodically in attaining objectives and ďŹ ne tuning them according to the current business environment.

| November 2017 |

29

interactive 3D motion graphic projects, which have helped the agency to add immense values to the portfolio management service it provides to the real estate industry.

Today’s customers prefer to view audiovisual contents as a promotional tool. Growing need for the visual content has turned video marketing to be one of the most appealing trends of digital marketing off late. Conversion is an easier game when a well-conceived and well-produced visual content is used instead of static ones. With thriving mobile marketing, video content needs to be well thought, informative and short. We offer highly effective video content, which is developed in-house and is cost-effective.

Mobile is the key India currently has more than 220 million smart phone users who are consuming digital content mostly on mobile.

Internet penetration and the change in content consumption pattern, today’s Indians are readier than ever to interact with the brands of their choice through the windows of their smart phones. As Indian consumers spend nearly three hours on mobile each day, it doesn’t take much of brain to understand that digital media solutions that an agency offers need to be ‘mobile-first’.

Advertising is all about impactful storytelling. With the right creative ability, we have developed a capability to narrate a brand’s story in an immersive way, which is always optimized for mobile. India is expected to grow at the rate of 15% to reach 1.2 billion mobile subscribers by 2020 with close to 60% of the new subscriptions coming from non-metro cities and rural parts of India. This is a good enough reason why agencies need to invest time and resource to research on how semi-urban and rural markets of India tend to respond to mobile advertising. While it’s a fact that mobile marketing strategy is still evolving in India, agencies will definitely have to revamp their strategies and become more relevant to a mobile-first generation.

Way Forward Asia Pacific is the second largest regional advertising market in the world with India being the fastest growing country with an increment of 2.84 billion USD between 2015 and 2018, which happens to be the 5th largest ad expenditure growth in the world during this time period.

In the conventional advertising landscape of the country, newspapers and magazines are still very much relevant for a section of brands; Television and Radio continue to grow with an annual growth rate of around 10%. In this state of affairs, the beauty of communication lies in successful cross-channel synergies and that’s how an ROI centric campaign stands out from a regular campaign. I must say that we as an agency have mastered the art.

Over the last few years, media has dramatically changed and today it’s way more than a print advertisement or a direct mail, an email, banners or social networks. Media is now a customized vehicle only purpose of which is to drive the right communication home.

30| November 2017 |

MAA Digital:

Delivering Cutting-edge, Customised Marketing Strategies

Powered by excellence in creativity, strategy and market intelligence, MAA Digital provides comprehensive digital and social media marketing solutions in today’s sophisticated, yet still rapidly evolving age of technology.

Its solution portfolio covers every possible marketing need, right from strategy and consulting to design and development.

A spin-off of MAA Communications, one of India’s very few global-standard indigenous advertising agencies, MAA Digital, which was established in 2007, straddles the entire spectrum of not just digital marketing needs, but also deployment channels and platforms – thus creating seamless, flawless campaigns that are as effective as they are memorable.

Three Generations of Exceptional Leaders Akshar Peerbhoy, the Chief Operating Officer of MAA Communications, is a third-generation adman. He draws on a rich lineage that began with his grandfather, the legendary Ayaz Peerbhoy, widely regarded as one of the “Founding Fathers of Indian Advertising”. Akshar has a deep-rooted passion for advertising, and has spent over a decade honing his skills in the field. His vision is to elevate the MAA brand, which his father Bunty Peerbhoy has successfully nurtured and grown for over 40 years, to new

32| November 2017 |

“

A strong focus on a deeply insightful approach helps create innovative solutions that engage, excite and delight customers

“

T

oday’s digital world is characterised by an immensely dynamic, multi-pronged approach to communication. Therefore, one can no longer communicate in a simple, linear manner, as was the case in the past. In a retail environment that’s becoming increasingly complex due to technological advancements and dwindling attention spans, MAA Digital offers a dedicatedly insightful approach to customer requirements.

heights, inking strategic partnerships along the way and turning MAA Communications into India’s leading advertising agency. Akshar has been instrumental in envisioning and successfully launching several initiatives at MAA Communications, adding a new dimension to the company’s longstanding tradition of innovation at each turn. One of his latest accomplishments is the recently launched ‘MAA #Oneplay’ concept, which is an innovative marketing approach of the MAA brand. “#Oneplay is about

providing best-in-class quality, seamless solutions to our customers...solutions that are powered by our team’s enduring will to exceed stakeholder expectations every step of the way,” he explains.

Akshar is also particularly proud of MAA Digital, which he set up following extensive research into what new-age organizations truly desire in an advertising partner.

New Approaches towards Digital Marketing MAA Digital caters to the entire spectrum of new-age media. With capabilities to strategise, develop and execute end-to-end digital solutions, it focuses on delivering valuable results to its customers. The company specialises in leveraging new-age technologies to ensure effective and measurable marketing campaigns. MAA Digital not only executes web, digital and social media plans, but also provides branding, budgeting, targeting, positioning and go-to-market solutions from a strategy standpoint. Its comprehensive range of solutions caters to the most diverse of client requirements – for instance, outreach, market share growth, top-of-mind recall, sales funnel expansion and brand value enhancement.

Transforming Challenges into Opportunities “The biggest challenge was in terms of changing the outlook of clients; about convincing them to move from traditional to new-age media,” says Akshar. Digital media being a space that’s constantly evolving, companies tend to regard it as risky. In truth, however, the rapid pace of change is largely because of the real-time nature of processes. Digitisation, with its myriad technologies and platforms, has merely tightened up the timeline typically taken for publishing, interaction and conversion.

Another challenge MAA Digital faced initially was the apprehensive stance of companies with respect to the difficulty involved in adopting new and sophisticated technologies. However, MAA Digital’s modern marketing technologies are immensely user-friendly and intuitive in terms of both UIs and functionality. “Many initial clients had to be walked through the entire process of strategy, planning and execution for them to realise the true potential of digital marketing,” adds Akshar.

Akshar Peerbhoy Chief Operating Officer Future Goals and Objectives MAA Digital is constantly upgrading itself with training and research. It regularly tests the latest techniques and methods for relevance and efficacy. Moreover, its ensemble of skilled, niche professionals is more than capable of responding quickly to sudden shifts in the dynamic digital space.

MAA Digital, which regularly comes up with new service offerings, recently created a highly interactive web portal with minimal AI integration for the real estate industry. It is currently working on a blended social video-creation platform (focused on motion graphics) that simplifies the video creation process and can easily be accessed by anyone. As part of a broad strategy, the company is focusing on offering digital as well as traditional services as an integrated, specialised offering that leverages all the required skills in a single effort.

| November 2017 |

33

Digi-notion

M

arketing is the domain that determines the existence of an organization by answering the questions like, does it have the opportunity to work till the end of this day or will the organization go on working tomorrow? When it comes to marketing, gone are the days when the organizations used to cling to the old fashioned marketing techniques. With the transformation of the world to digitized one, marketing has also gone digital.

Organizations are now constantly in search of specialists in digital marketing for branding and marketing.

The impact of the rise of digital marketing can be seen more on the marketing industry than in any other. The transformation from the traditional marketing to digital marketing has two prominent reasons, the reach of internet in today’s world and the preference of targeting the potential clientele. To achieve the goal of reaching the potential clientele, one needs to work on effective strategies and techniques. This is where to offer these services; Digital Marketers come into the frame.

34| November 2017 |

Digital marketing has refashioned the way organizations used to do marketing. The apple of one’s eye, TV is taking backseat with its pal print media when it comes to modern ways of marketing. It is the mobiles, tablets and laptops that are proving to be the favorites of the modern day advertising and marketing guru’s, often called Digital Marketers. Digital marketing is actually changing the way industries used to work when it comes to marketing. Every single organization or we should say brand expects real time convergence of the potential clients, which is absolutely possible with the help of the social media, e-commerce and display marketing. The first and foremost example of it is the changed budget chart for marketing, in which the spending on digital marketing can be observed more than the spending on the traditional marketing channels.

The way Digital Marketing is changing the way industries work can be better explained as follows:

Digital Marketing

is changing

How

e Way

Companies Customer Communication Before digital marketing took the place of the traditional marketing, after sale customer service was not on the priority. It was like, marketing departments used to welcome the customers in a very fashionable and alluring way to sell their services or products. The hospitality used to last till the customer goes out of the door. After that both the parties used to forget each other. Digital Marketing has changed the way organizations used to do client communication. The communication now-a-days starts with the first confrontation with the client, at the time of advertisement and continues even after the product is purchased. Customer service is expected 24/7 as it is the most inevitable thing today.

All Time Availability of the Client The other instance where digital marketing has changed the way of marketing is the changed time of client

W k

communication. In the past there was a fixed timing when one can communicate with the customers in the confined time limit, i.e. the evening’s leisure time. But the situation has changed thoroughly as one can communicate with the client in real time or even though the time zones are different, like the marketing is person is sitting in the U.S. and the customer is from Alaska. The clients are available online all the time, making it easy for the marketers to offer them services any time.

Advertising that is Totally Free!

Yes! The availability of potential clients for free has made the digital advertisement cost free! One does not need to pay anything to post the advertisement on social media sites. Companies do not have to have a big budget to spend on the broadcasting of advertisements. Availability of free platforms with the guarantee of convergence has made

| November 2017 |

35

marketing affordable for everyone. It is just that you should be just a good presenter of your product or services. And if you have a good budget you can spend it on the creation of the advertisement than on the marketing of that product or service.

Traditional Advertising Taking Backseat Accept it or not, but traditional advertising has taken a backseat as Digital Marketing has taken the center stage. There is no fault of the old means of marketing but the changes of the clients in the use of these mediums have made them to do so. The availability of the same things online has made it far easy for the customers to search for the online available options than go to the shops to buy the products or services. All this has made easy for the marketer’s to target their proposed audiences. So, in this online environment traditional way of marketing is on the verge to vanish. So, to gain a conversion marketing teams only need to be wise enough to target the correct set of audiences.

To Conclude The marketing has transformed itself changing its characteristics by not being the same ever again. Going with the changing world industries have changed themselves to be competent enough by going digital. Digital marketing is revolutionizing the way industries used to work!

36| November 2017 |

Runtime Solutions: The Creative & Digital Innovation Hub

One of the leading marketing companies which dispense solutions to online, digital and social media challenges worldwide is Runtime Solutions. Founded in 2010, the company runs an integrated 360 Degree Internet Marketing Set-up which provides targeted solutions and sharply focused digital and business consulting. The business solutions range from complex content management systems for large portals to visually breathtaking interactive installations to effective digital campaigns.

The stated objective of Runtime Solutions is “to collectively get our experience to enable your brand to go to the next level whether it is for: simple communication, customer conversion or simply to make it part of conversation.” Their goal is best summarized in one mission statement – “Curro Ergo Sum”.

Services which brings Runtime on the Top Runtime Solutions offers a bouquet of business solutions ranging from multifaceted Content delivery systems to uber-cool and interactive Apps, platform-agnostic and dynamic experiences across all form factors. Their considerable strengths includes strategizing, planning and executing social media campaigns, mobile applications, microsites, social applications and a plethora of digital innovations.

38| November 2017 |

“

Sky is the limit and we like running ahead of the pack to deliver interesting and cutting-edge solutions

“

S

ocial Media dominates the online-user-behavior today along with search. It is likely that your business is the subject of user ratings, opinions, comments and rants on popular channels such as Facebook, Twitter, LinkedIn, Tumblr and Pinterest. Digital Marketing companies help to proactively manage social presence and influence or shape opinions about your business. The comprehensive social marketing arsenal includes media monitoring, user engagement, content development and dissemination via tweets, posts, and comments.

The Mumbai-based firm is uniquely positioned to provide digital experiences to each of the brands that they work on.

Runtime Solutions’ team constantly pivots around the twin axes of creativity and technology to simplify complex product launch briefs or heavy data-based algorithms into exciting customer experiences and meaningful market intelligence.

Runtime Solutions keeps customer-centricity at the core of its communication by adding value to the ever-increasing social media channels and other relevant platforms. Their team prides themselves on strategizing, conceptualization and execution of the entire marketing process. In today’s

world content is at the core of marketing, and Runtime manages the value chain from Planning, Creating and Distributing content and Measuring the results with the usage of data science and analytics. This has been possible with the talented and committed team of brand champions, designers, writers, and developers that create and deliver visually-rich campaigns across mediums.

Runtime believes that every project is a challenge for them to showcase their creativity and the ability to deliver against all odds. They visualize customer complaints and pain areas as golden opportunities to shine.

The Inspiring Founder of the Value-Driven Company Tracing his roots and culture to the Eastern part of India, wherein the community values education over commerce Arjun Chatterjee, the Founder and CEO of Runtime Solutions, had a challenging but interesting time emerging as an entrepreneur. Post MBA from XLRI, he started his career as a senior manager in the Tata Group. However, after working in CNBC-TV18 for 3 years, he was emboldened to take the plunge on the back of a strong entrepreneurship spirit and zeal to create a mark of his own.

His goal as the leader of the team is to ensure that he creates a fair platform with the right opportunities for individuals to shine and achieve their goals.

The Awards and Recognition of Success Starting the Journey with the mission of creating and leveraging digital innovation for delivering effective marketing solutions to the clients, Runtime enjoys a huge list of achievements in the attire of success. Being the winner of Technology Fast 500 Asia Pacific Award and the GOLD winner of Best Social Media Application of the Year, Runtime has been highly successful in being ahead of the industry curve in innovation.

With team strength of 30, Runtime has been able to deliver more than 100 websites, many applications, experiences and campaigns all of which have resulted more than 50 Digital Awards & Recognitions.

Runtime believes in Creating its own Future As customer expectations shift, digital marketing is making a shift from engagement to experience. Runtime is focusing and building thought leadership in the area of Augmented, Reality, Virtual Reality, Mixed Reality and emerging technologies which can deliver impactful brand experiences. They are building the entire ecosystem in which video, 3D, Device and Technology intersect and will

Arjun Chatterjee Founder & CEO truly allow their customers to have “WOW” experiences across the world. There are many competitors but the 3 key differentiators for Runtime Solutions are the following: · Digital Innovation - Pushing the boundaries of the Medium, whether on the Web, Social Media platforms or Mobile Applications around the twin axes of Creative and Technology. · Constant value addition - Continuously adding content and theme-driven pieces in brand communication. · User-friendly Products - Crisp UIs and dashboards to demystify Big data makes it easier for regular users to embrace the medium and become digital citizens.

Runtime has always created a mark with its power-packed tracking and digital tools working in close conjunction with marketing and on-ground teams. These tools generate a customer footprint across the digital landscape, enabling brands to hyper-target their customer segments and deliver relevant messaging to appropriate audiences. They are always on the look-out for the next set of tracking & monitoring tools and new products to ensure customer delight.

| November 2017 |

39

Whirlwind:

Creating Waves in the Digital Marketing Industry

With the unfolding of modern technologies and preponderance of digital marketing, businesses are doing all they can to incorporate brand building along with content creation. With a vision to provide a marketing platform for upcoming entrepreneurs, Saumil Patel established Whirlwind.

Whirlwind, instituted in 2007 was started as a pure SEO agency, and soon transformed into an end-to-end digital marketing agency. It is committed to providing exceptional value to their clients by focusing on delivering meaningful leads and predictable business growth.

“

Every business faces certain ups and downs, but the ones that make it through, are the ones that weather the storm by creating a whirlwind of their own, like us!

“

L

aunching and managing a start-up is no small feat.

There are a million things demanding your attention. From handling day-to-day operations to managing resources and other logistics, everything that happens at a startup requires detailed consideration. Digital Marketing has now become mainstream to the point where the first thing to do when building your brand presence is making a website and/or building their presence on social platforms. If done right, digital marketing can prove to be a huge benefit and provide significant customer insights to grow and accelerate your business.

The Chief Tornado Saumil Patel, the Founder of Whirlwind, is a trained engineer and a professional growth hacker. With over a decade of experience in managing traditional advertising, new-age media and digital domains, Saumil has coupled the worlds of technology and marketing to create a unique service offering known as Whirlwind.

ways to truly imbibe the company’s core values amongst the team members. Saumil strongly believes in the power of knowledge and its ability to overcome any challenge. Thus, he encourages a growth mindset among his employees and personally ensures that they take charge of their work to help them realize a sense of ownership within themselves.

Saumil deems that every small effort, from aligning a new employee with the company’s manifesto to the peer-to-peer rewarding actions, will eventually add up to be beneficial to the company.

Saumil believes in creating exceptional value for his clients and aims at achieving this by creating an enriching environment and culture for his team. He realizes the importance of culture and has been pushing for innovative

Additionally, Saumil has always followed the principle of doing more with less. As a founder of a bootstrapped company, he understands the challenges of fledgling enterprises and the opportunities that a no-strings-attached

40| November 2017 |

business provides. Through Whirlwind, Saumil ensures that this thought is reflected in their approach towards their clients. “Because we understand the value of money, we have spent entire lifecycles optimizing investments and squeezing the most bang out of each buck,” urges Saumil.

Whirlwind of a Journey As an industry flourishes, the demand for exceptional talent grows. This creates a shortage of able persons and their retention becomes difficult. This is where the power of culture and knowledge can be leveraged to create a unique offering, not only for the clients but also for the employees.

Whirlwind considers itself fortunate with the sheer number and variety of clients they have been able to work with. All of their innovations are stemmed from their core promise of delivering predictable business growth and generating meaningful leads for their clients.

One thing that Saumil recounts from his startup days is what his ex-boss used to say - “You are only as good as your last quarter” and at Whirlwind, they have tried to stay competitive not only by competing with others but also by obsessively focusing on delivering results.

Providing Groundbreaking Solutions Whirlwind is an end-to-end digital marketing agency that uses a content-first approach to help businesses grow their presence online. Their gamut of services includes - Inbound / Content Marketing, Search Engine Optimization, Search Engine Marketing (PPC), Social Media Marketing, Lead Gen Marketing, Conversion Led Web Analytics as well as Web Design and Development.

Their revolutionary “Converging Orbits Method” is born out of the need to deliver ROI on multi-stage lead-gen campaigns which were not profitable. Using data analytics at every level, n-stage remarketing and delivering personalized content are the various methods used to deliver results for their clients. Whirlwind’s C:O Method is an organic lead-generator which focuses on making traditional marketing funnels more effective by improving relevance and engagement by three times and they do this by demerging silos.

One of their biggest innovations has nothing to do with marketing and tools, but in the mindset with which they approach day-to-day operations. They call this the 90DY

Saumil Patel Founder (90Day Year) mindset, which helps them align their efforts with client's goals. The 90DY is a brilliant framework made famous by Todd Herman, the global leader in high performance, and allows growth hack around their client’s marketing goals thereby delivering meaningful progress and becoming true partners.

A Bright Future Ahead As we move into the future, the attention span of customers is going to get smaller and smaller. At Whirlwind, they strongly believe that the future of digital marketing lies in building more meaningful relationships and engaging customers in personalized, relevant ways at various stages of the lifecycle. Whirlwind is achieving this for its clients by using the proprietary Converging Orbits Method.

Whirlwind believes that a crucial aspect for agencies will be to become more data savvy. “The idea behind creating digital marketing strategies for clients must be data-driven in order to focus on ROI and understand what really works!” states Saumil. They believe in stepping out of the mindset of doing what “looks” best, to actually doing what “works”.

| November 2017 |

41

Insiders Opinion

How to Ensure Success of an Innovative Online Business Idea

A

ll of us have been witnessing several start-ups like Flipkart, Uber, and Xiaomi becoming successful today. However, at times we forget to notice there were thousand more equally promising start-ups that never saw any success.

All these start-ups have leveraged internet to build their business idea.

So, what separates the one that are successful and the others that are not?

increased opportunities to satisfy personal, social and environmental needs.

• For a marketer, it provides and important mechanism to keep the firm competitive and profitable.

• For the world, it represents potential improvement in the quality of life for people.

Therefore, your business idea has to have a purpose, purpose to make the world a better place.

What a start-up must do to succeed Yes, online innovations are increasingly becoming bigger & better and loved by today’s young consumer.

What is Diffusion of Innovation?

Over decades marketers have trusted a framework to accelerate the consumer acceptance of innovative products and services. This framework is called DIFFUSION OF INNOVATION.

At times several such innovations take indefinite amount of time to catch consumer fancy as some of these innovations are ahead of their time.

This framework enables you take advantage of five product\service characteristics that seems to influence consumer acceptance of innovative products/services.

However, what a start-up or marketer do to achieve traction of an online business idea? The answer to this question is in decades old tried and tested practice called “Diffusion of Innovation”.

• Relative Advantage: The degree to which potential customer perceive a new product as superior to existing product.

• Compatibility: The degree to which potential consumers feel a new product is consistent with their needs, values and practices.

• Complexity: The degree to which an innovative product is difficult to understand or use, • Trialability: The degree to which a new product is capable of being tried on a limited basis.

• Observability: Is the ease with an innovative product benefits or attributes can be absorbed, imagined or described to potential consumers.

Steve Jobs said “To turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines.”

Diffusion of Innovation is that scientific process that helps you hustle your business ideas to success. If you deploy this you can certainly achieve the fancy of your prospective consumers.

Why Innovation is critical for the world However, before I share more info, please understand that your business idea is much bigger than your desire to on your own.

For ages marketers have been using this framework to promote innovative products and services. However, with the evolution of internet this framework has evolved a lot.

• Introduction of new products and services is vital to the consumer, marketer and the world economy.

• For the consumer, new products and services represent

Diffusion of Online Innovation The five product characteristics that seem to influence consumer acceptance of an innovation online have evolved to:

42| November 2017 |

About the Author Avinash Chandra is the Founder and CEO of BrandLoom Consulting. He helps companies to generate more revenue through digital marketing. He has successfully led Business and Marketing operations of several Large & Small; American, European, Chinese & Indian Brands and Startups.

In totality he has worked with over 100 Brands during his 17 years of professional career with a proven track record of Building Sustainable & Profitable Businesses.

• Visibility (evolved from Relative advantage): Visibility is critical as we build our online marketing plans. We can offer the best products and services, but if nobody knows about the product and why it is better, what’s the point?

Visibility comes from a number of marketing channels, including advertising, organic search, social media marketing, online PR, or e-mail. These visibility options may require space on your Web pages, may be integrated into design, require additional budgeting, or take some technological setup.

• Credibility (evolved form of compatibility): Credibility is exuded in websites, blogs, images, videos, PR, social media, or reviews. You never have a second chance to make a great first impression. Building credibility & trust is an online marketing must and first practice.

• Usability (evolved form of Complexity): Usability comes from appropriate and professional design, site architecture, clear navigation, call to actions, e-mails, content, and even social media.

• Sell-ability (evolved from Trialability): Sell-ability is a critical online marketing planning piece, as this is how well you show, and tell, and sell the value of your organization, products, and services. People need to understand why you or your organization is worth working with. This can come through videos, testimonials, press releases, taglines, and images.

• Scalability (evolved from Observability): When we employ credibility, usability, visibility, and sell-ability, we reap the benefits of scalability.

Online marketing efforts lasts a lifetime on the Web, building and compounding overtime.

Scalable ideas are like ELSS (equity linked saving schemes). Small investments made consistently over time can grow to support your organization’s overall Web presence and marketing.

Avinash Chandra hopes the framework will help you to identify the way to hustle your innovative business idea to success.

Avinash Chandra Founder & CEO

| November 2017 |

43