Category: MAM

GUEST COLUMN: How will metaverse redefine the advertising industry?

Mumbai: The recent advent of the metaverse—a continuous and virtual 3D world where users may interact with one another, hold meetings, and even shop for items—has been a popular topic of discussion in recent months. The opportunity for advertisers to target metaverse users with branded material and other sales strategies is evident.

When it comes to advertising in the metaverse, immersion will be the key selling point. This implies that marketers will not only be able to provide better, broader, and more sophisticated branded experiences, but they will also be able to do it without appearing intrusive because customers will already be immersed in a virtual environment.

But how will that manifest itself on a practical level?

Brands should see the metaverse first and mainly as a new Advertising channel. The metaverse, like any other channel, will provide advertiser’s with unique chances that will lend themselves nicely to richer, more immersive narrative experiences. Advertisements in the metaverse have already taken on some common forms, such as product placement.

Here are some instances of how brands may utilise the metaverse to advertise themselves:

Characters and virtual real estate

It’s understandable to wonder if businesses may own virtual real estate and have branded characters in the metaverse. This is how it might work: World of Virtual Reality, a company can purchase VR world for its specialty and incorporate a storefront / experience center for consumers to visit and shop, as well as an exercise space where people can compare items side by side. Many businesses have built branded characters and venues, as well as reproduced their services, within the virtual world. Interestingly, advertising has blended in seamlessly with surroundings.

Avatars in metaverse

When you first started using the internet, you probably came across avatars. They are virtual representations of our physical identities and may provide a great chance for advertising industry to establish its presence in the metaverse. Avatars are an essential component of the metaverse, and they would be crucial in a variety of metaverse advertising use cases. Once you’re able to totally immerse yourself in a world using your holographic glasses, your avatar will be the first ‘connection’ you’ll be able to wear and feel. Branded avatars, one of the most engaging and participatory methods to advertise a business, would play a significant role in upgrading your avatar’s appearance. In the future, businesses may give their new collections to customers virtually before they are released. It is easy to see the dual benefit of having avatars as tools for allowing customers to evaluate things.

Massive Interactive Live Events (MILE)

Massive Interactive Live Events, or MILEs, employ a single simulation to bring together a large number of participants on a single platform. Events are the next big thing that will provide chances for marketing in the metaverse. The power of live events is already being used by numerous businesses, but it has the potential to be taken to a whole new level in the metaverse. Events may be used to build interest in a product, market new products or services, and teach employees. Advertisers seeking to attract the attention of a large audience might utilise events to generate interest in new items that will be offered at a later date.

Diversity and inclusion

Finally, the most essential element influencing chances for metaverse advertising examples would be inclusion and diversity. These characteristics are critical to metaverse adoption since they not only provide a chance to get more users into the systems but also allow users to have a better understanding of who they are and how they interact with other users. As part of a wider campaign to promote the benefits of the metaverse among current users, these features must be reinforced through advertising possibilities. The metaverse, on the other hand, may enable companies to break through such barriers by allowing customers to construct their own experiences. Brands may seamlessly enter consumers’ metaverse experiences, making them feel connected.

In the end, the metaverse provides a unique marketing platform. If the advertising industry can create an atmosphere in which people can engage with brands it will make their communications more real. This may lead to increased retail and other business development, as well as more interactions with customers when they are on-site. Brands may reach a worldwide audience for advertising objectives by using SL avatars and user-generated content. While the structure of SL and OS projects may not be as prominent in mainstream advertising as video or social networks, the metaverse is a perfect place for the advertising industry to experiment with new advertising strategies and concepts.
However, every new marketing channel or technology has its own set of obstacles. So one should proceed with extreme caution when it comes to metaverse advertising.

(About Author: Arun Fernandes is the founder and CEO of Hotstuff Medialabs)

April 6, 2022
Big Bang Awards 2021 set for offline event on 8 April

Mumbai: After skipping the 2020 edition due to the Covid-19 pandemic, Ad Club Bangalore has announced that it will be holding the Big Bang Awards 2021 in an offline event on 8 April. The award ceremony will celebrate the Indian advertising and marketing fraternity and honor excellence in creative, media, digital and marketing.

The Big Bang Awards are sponsored by Meta and supported by Manorama Max, Manorama News, The Hindu, and some other media houses. The event will take place at Hotel Ritz Carlton in Bangalore.

Ad Club Bangalore is a three-decade-old advertising club, known as one of the oldest ad clubs in the country. The ad club started the Big Bang Awards two decades ago. Every year it includes a jury from the advertising, media, and marketing industry. However, this year the entire judging process was online due to the pandemic restrictions.

Sharing inside details, Ad Club Bangalore president Laeeq Ali told, “We received over 400 entries this year from agencies and clients across the country and decided to wait till April so we could kick-start our activities for the year with an offline event.”

The awards have separate categories for consumer, B2B, media, entertainment and sports, brand and corporate communication and social causes. There is a separate category for healthcare and wellness covering Rx and OTC products.

“I have been involved with the Big Bang Awards for the last 20 years,” said Big Bang Awards chairperson Malavika Harita. “This year, we saw a lot of emerging creative, media and digital agencies with innovative and exciting ideas. Adding a category for marketing excellence rounded off the entire gamut of marketing activities covered.”

In order to pay homage to its late executive director Arvind Kumar, this year they have two special prizes for the best young media professional below 30 years and the best media team in his name. The MAA Group will be presenting the Ayaz Peerbhoy Award for the ‘Creative Agency of the Year’ as they do every year, said the statement.

April 5, 2022
GroupM launches Finecast in India, brings ‘addressable TV advertising’ to Indian advertisers

Mumbai: GroupM, the media investment group of WPP on Tuesday announced the launch of Finecast in India, a ‘first-to-market addressable TV service.’ It would enable advertisers to target households with relevant TV ads across multiple TV channels, pay-TV platforms and set-top boxes, a range of video on demand (VOD) services, over-the-top (OTT) providers, and game consoles.

The evolving consumption habits of the audience have given rise to complexities in planning and reaching audiences on TV. Finecast attempts to solve this challenge by providing a single point of access to the whole addressable TV ecosystem, managing distribution and frequency holistically across broadcasters and screens to deliver relevant ads wherever they are viewing content, said the company in a statement.

“Our key partnerships with best-in-class data providers facilitate intelligent segmentation of audiences by socioeconomics, life-stage and financial behaviours providing highly precise TV audience profiles. This enables Finecast to show different ads to different households who are watching the same TV program, thereby making their advertising more effective and driving cost efficiencies,” it further said.

“As the largest media advertising company in the world, GroupM is able to create the scale of partnerships required to find relevant audiences in the fragmented TV landscape,” stated  GroupM South Asia CEO Prasanth Kumar. “With finecast, we have partnered the top content providers, broadcasters, platforms and data providers in India to build this market that will inevitably add more value to GroupM’s clients in India.”

Finecast’s model includes partnerships across leading broadcasters who develop high-quality premium and brand-safe content, as well as distribution platforms with further partnerships to be announced later this year.

“There is no better time to watch TV, as the ad experience is ore in line with audience content and behaviour preferences,” remarked GroupM president data, performance & digital products Atique Kazi. “We know TV still reigns supreme in India people are just changing the way they consume content. Finecast gives GroupM’s clients a holistic view of, and access to, their audience, regardless of where they are watching.”

April 5, 2022
Blue Vector launches homegrown film agency Dot Films

Mumbai: Blue Vector on Tuesday announced the launch of a homegrown film agency Dot Films. The philosophy driving this venture is to create form-first audio-visual spectacles that look and sound artful and evoke emotions, it said in a statement.

The Dot Films will comprise the team that primarily looks after films at Blue Vector. The team will have Yashi Paswan, Shrey Deepranjan, and Rhiju Talukdar at the helm of its leadership.

Blue Vector also revealed that there are more company launches in the pipeline, with an end-vision to cover the whole gamut of marketing and creativity, including the involvement of tech.

Dot Films already has a significant portfolio with work for clients like Delhivery, Nykaa, Mont Blanc, IAmAnimal, and ITC Hotels. The team has plans to continue to grow these verticals and also its own partnerships and networks with agencies and talent in India and abroad.

The agency will allow the ‘art’ of filmmaking to take precedence in a massive, ever-growing content landscape that’s littered with tones, treatments, concepts, and quality without any real benchmark, according to the statement.

“I think for the Dot Films team it’s been a very natural and also personal progression, almost cathartic, to finally put Dot into action. Here’s to doing some literally intent-led work going forward,” commented Dot’s co-founder and creative producer Yashi Paswan.

For the last five years, Blue Vector has operated mostly as a monolithic creative house, with a suite of creative services under the same roof – branding, films, social media marketing, and the likes. With the acquisition of Content Ninja in 2019, with its B2B inbound marketing toolbox, the one-stop-shop started the internal process of ‘diversification into specialisation.’

Starting this year, Blue Vector is putting into action its strategy to ride out the agency wave with separate businesses for its separate services, each with its own specialisation and business strategy. “Dot Films will be the first homegrown company to leave the nest while still tethered to it. Its specialisation is further deepened with specific categories for the films they will be conceptualising and producing for, i.e, for brand, travel, and music narratives,” said the agency.

Casting more light on this new venture, Blue Vector founder Piyush Kedia said that trying to be good at everything while also doing everything isn’t very prudent from a growth point of view, especially in the agency business. “The idea was to scale through a semi-organic method of networking, offshoring, acquisitions and business spin-offs. The lockdowns gave us a lot of time to plan and strategise, and that’s why I think we were fortunate to be able to start executing all this. We’re about to do some very interesting things and I’m very keenly looking forward to this future,” he added.

April 5, 2022
Prakash Nair promoted as president & head of office at Ogilvy Gurugram

Mumbai: Ogilvy India has announced the promotion of Prakash Nair to the position of president and head of the office, Ogilvy Gurugram. Nair takes over from Shouvik Roy who decided to move on from the agency.

Nair has been associated with Ogilvy for 19 years. Prior to his move to lead Ogilvy Gurugram, he was associate president at Ogilvy Mumbai, leading work across a large portfolio of clients including all of Mondelez, Tata Motors, and BP Castrol.

“One of the great things about Ogilvy is the wealth of talent in the company,” said Ogilvy India CEO Kunal Jeswani. “It’s been wonderful to have had Shouvik’s energy in Ogilvy over the last few years and we are deeply grateful to him for his time with us. As Shouvik moves on, Prakash Nair will take on the role of president and head of office, Ogilvy Gurugram. Prakash is a champion of great creative work and has been instrumental in driving some of our most modern, integrated and award-winning work over the past few years.”

“After having led some big brands, the opportunity to be part of Ogilvy Gurugram and drive the growth story for Ogilvy India presents a new challenge,” commented Prakash Nair. “Also, personally to me, Ogilvy Gurugram has been the benchmark for great craft. I’m extremely excited to start my new chapter at Ogilvy here.”

“The past two years at Ogilvy were straight out of a thriller. I came in to lead the office just before the pandemic and it was a joy to see how everyone came together to support and grow during such uncertain times,” said Shouvik Roy. “Here, I had the opportunity to work with the finest minds in the industry. As I step away from the advertising industry – I can clearly see that this was the best job in the industry I could have had. And am happy that I made this journey – it was a truly remarkable one. I go away from here as an Ogilvy fan, pretty much as I came in.

April 5, 2022
We aim to penetrate into tier 3 & 4 markets with continued IPL sponsorship: TCL’s Mikkilineni

Mumbai : It’s no secret that the Indian Premier League (IPL) is much more than just a show of the country’s love for the sport of cricket, with tons of money riding on the homegrown tournament. Organised by the richest cricket board in the world – the Board of Control of Cricket (BCCI) – the T20 League has many a deal running into multi-million dollar pacts- from the title sponsorship to broadcasting rights to individual team sponsorships. With each succeeding season, the brand value of the league has only grown, with its value in the ongoing season 15 of the Tata IPL set to jump manifold along with the addition of two new teams. The tournament has been a rollercoaster ride with mostly highs and very few lows for all the stakeholders of the IPL. So much so that it would be safe to presume that this is one unique business proposition that is ‘risk-proof’ with the return on investment pretty much guaranteed.

In this context, it’s only logical that brands and companies across the board wish to partake in a share of the IPL pie and be associated with the league in some manner. So also global television brand and consumer electronics company TCL has reiterated its commitment to officially sponsor Sunrisers Hyderabad (SRH) for the third time in a row this year. This also makes it the brand’s fourth consecutive year of IPL association, having tied up with Delhi Capitals (DC) before this, in 2019. So what prompted the consumer electronics brand’s switch to the Hyderabad-based franchise? TCL India head of marketing Vijay Kumar Mikkilineni explains the rationale behind the decision and the long-standing IPL partnership in a conversation with IndianTelevision.com.

Background of the TCL-SRH partnership

“So although we started off our participation with IPL in 2019 through Delhi Capitals, we moved to Sunrisers in 2020. In December 2018 we had our panel factory groundbreaking ceremony in Tirupati, Andhra Pradesh in which we have invested Rs 2400 crore in 153 acres, and which has become operational this year,” Mikkilineni says. “With the established base in Hyderabad, the city became a big market for us and it was but natural for us to have an alliance with the Hyderabad-based team. That is the core essence of our three-years on and still going strong collaboration with SRH,” he adds.

While Andhra Pradesh has been “one of the top three markets for TCL,” Mikkilineni takes pains to emphasise that the brand does not look at the SRH collaboration as only to be leveraged in the state, but as something that will help TCL to capitalise and capture the brand presence ‘pan- India’ with the huge fan base that players like Kane Williamson and the rest of the relatively young team of SRH enjoy in all the states across the country.

Rationale behind the three-time collab with SRH

The brand TCL has been associated globally with sports where the younger audience will be present and which their target group of consumers would connect with, including ice hockey, soccer, FIFA to name a few. Globally it had footballer Neymar and several other players from European Football teams as its brand ambassadors.

“Coming to India, it was a given that there is no bigger sport than cricket in the country, and no bigger platform than IPL, which is a good 360-degree marketing activity for any brand to leverage its presence in the country,” Mikkilineni says.

Talking about the trials the league faced in the last two years of the pandemic, Mikkilineni says that it will be difficult to judge the merit of the association merely on the basis of return on investment (ROI). The previous year the tournament was split into two halves, with the first half getting adjourned due to Covid-related issues and lockdowns. “It was very challenging for the sport itself and the players as well, being in the bio bubble and so on. Due to this, we couldn’t utilise the players in physical events. Earlier, if I had a product launch during IPL I would bring the biggest star players of that team and we would have done it in a different way.”

Despite running into such hurdles in the past couple of years, the brand did not let it impact its decision to further invest in the league and the franchise. “Considering the on-air viewership reach that IPL has in India market, while also taking into account the receding Covid cases in India, I think especially the offline activation this year would be much better as compared to the last two years in April and May,” Mikkilineni believes.

Expectations from the Tata IPL association

The brand sees the homegrown league as the platform that serves as a bridge between the brand and its consumers, helping it to stay connected and continuously engaged with its target audience. “I really feel the association with IPL from the last four years- first with DC & now three years with SRH- has taken us to the ‘number four’ rank in India today, in the last five years since our launch in India,” asserts Mikkilineni. With this IPL too, the brand will be looking at stepping into Q3 (with Independence day and Diwali on the horizon in August and October) with a goal to achieve a target of 1.2 million Television sets this year. “We want to keep the momentum going for the brand from the April-May-June quarter with the IPL tie-up, further moving into Q3 where bigger volumes will come up, and then we can achieve the target figure of 12 lakh units that we have set for the year.”

Expanding its consumer demographic

While the electronic consumer brand’s core TG varies according to the product category, Mikkilineni reveals that for TCL as a brand, its target group essentially is the first time job seeker, newly married young couple, the employed young generation and the tech-savvy customer who loves to know more about the latest technology, which essentially comes in the age bracket of 25-35 age group. The next set of higher segment products sees the 35-45 age group as its target customers.

Sharing the penetration levels of the brand’s TV in the Indian market, Mikkilineni discloses, “The tier 1, tier 2 markets contribute more towards the higher segment of TVs, whereas it skews towards the lower segment when you talk about the tier3, tier4 markets. He adds that currently the brand has a very strong presence in the tier1 and tier 2 markets. “Our target through IPL- the continuous sponsorship and continued BTL activations- is to penetrate into tier 3 and tier 4 markets of the country,” he reveals.

Leveraging the IPL for user engagement

To further leverage this collaboration to the maximum, the brand is ramping up its marketing activities, emphasising the brand image, with plans to spend over Rs 10 crore on a 360-degree campaign, which includes digital, social media, channel marketing, as well as, ATL & BTL. “There might, probably, be very few brands from the consumer durable industry- especially the TV industry- who are participating in IPL and spending that kind of money,” avers Mikkilineni. Talking about the omnichannel media mix adopted by the brand, he adds, “Currently, we are looking at a 60:40 split of the marketing spend, with 40 per cent in digital, social, online and PR, while 60 per cent includes ATL, BTL, channel marketing, and partner marketing activities.”

The brand is already running promotions on its social and digital platforms currently. “We will also be focusing much on BTL activations, having kicked off BTL activations with a strong base of almost 8000 plus retailers in India. The brand stories between the association of SRH & TCL will be running parallel,” he says while adding that the brand has no plans of any endorsement associating with the team players, even as it is looking at associating with the whole team. “We have online events which will be going on, such as interaction with the players, but not towards any particular brand ambassador as such,” clarifies Mikkilineni.

The brand also has an eye on regional prints ads, which it plans to run later during the league matches in the month of April. “It will be laying out its marketing plans in tune with the launch of its new miniature 8K Mini LED TV model in the last week of May,” reveals Mikkilineni.

The brand also looks to leverage outdoor media now that all curbs on outdoor movement are off in most parts of the country. “We are evaluating the OOH association with Delhi, Mumbai airports, as well as, another regional key nine metro cities,” says Mikkilineni.

While the last two years of the pandemic affected every sector, the demand remained steady for television with everybody staying at home. “Now it has become a multifunctional product- not only for entertainment but also for having a video conferencing as well as for the school going children’s education, and the OTT platforms, which are penetrating more and more into the households,” says Mikkilineni. “So we see this year as very positive in terms of the growth,” he concludes.

April 5, 2022
IPL 2022: Gigabyte inks sponsorship deal with Lucknow Super Giants

Mumbai: Lucknow Super Giants (LSG) has announced Gigabyte Technology as its associate sponsor for IPL 2022. According to a statement, this partnership is a strategic win for both, as a unique marketing approach will help them to reach out to and engage with a much larger spectrum of audience who love both sports and e-sports.

The Taiwan-headquartered organisation has been making significant investments in the gaming industry in the past few years and this will be its foray into advertising in sports. “Gigabyte will sponsor the team’s headgear (helmet and cap), with logos on the side and back. While the Gigabyte logo will be visible on the side of the Lucknow Super Giants’ headgear, the company’s gaming brand ‘Aorus’ will be present on the back,” said the statement.

“We are delighted to be partnering with a global enterprise like Gigabyte,” Lucknow Super Giants CEO Raghu Iyer said. “We are sure this relationship will be mutually beneficial for both companies. We aim to make our partnership a powerful enabler and medium for their brands to communicate with their customers. Gigabyte believes in pushing the boundaries of performance with their products. We share these values and see synergies. We look forward to helping them achieve the best possible exposure.”

“Lucknow Super Giants and Gigabyte are a perfect fit. Both are challenger brands with a focus on breaking limitations. The freshness of the new franchise, the potential and energy of the huge region it represents resonates with our endeavours in the country. We hope to build a strong long-lasting alliance,” Gigabyte Technology director Sunil Grewal said.

“Lucknow Super Giants is a team that shares many of our core values. They bring an extraordinary level of ambition to the sport of cricket. This partnership is just perfect for us as it will help us connect with a younger and much wider audience across the globe,” added Gigabyte Technology marketing manager Sashank Bhandaru.

April 4, 2022
Škoda revives the love for sedans in its latest campaign

Mumbai: Auto major Škoda Auto India has unveiled an integrated campaign to promote the launch of its latest sedan Škoda Slavia. Crafted and executed by Publicis Worldwide India, the campaign is a part of Škoda Auto’s 2.0 philosophy of ‘Made of What Really Matters.’

Directed by Sharat Kumar and produced by Crazy Few Films, the TVC traces the journey of a young boy as the protagonist, who has been creating his dream car since he was a toddler up till the moment of revelation when he finally spots it. The music is an original soundtrack composed by audio and music production house The Jamroom and sung by Indie music artist Raghav Meattle.

“We wanted to revive the de-growing sedan segment and bring back love for sedans,” Škoda Auto India head of marketing Tarun Jha said, speaking on the launch of the integrated campaign. “We tapped into a universal human insight that as a child the first car we imagine is a sedan and not any other body type. This love and fascination continue all our lives.”

The campaign will tap all essential mediums for its nationwide launch, including a strong presence across national and regional television, print, outdoor, radio,
digital and social media, said the statement.

“With all that the Slavia had on offer – be it the space, the style, the power and the presence, it felt so right to say that it was the car that we always had in mind since we were kids. Without quite knowing it was the car we always wanted,” commented Publicis Worldwide India national creative director Vikash Chemjong.

April 4, 2022
BC Web Wise announces top management rejig

Mumbai: Digital marketing agency BC Web Wise on Monday announced major changes in its top management. The company has appointed Arijit Basu as VP – strategy & growth, Gaurang Menon as chief creative officer, and Krishal Mehta as AVP – media head.

Commenting on the new development, BC Web Wise founder and MD Chaaya Baradhwaaj said, “Over two decades as a digital agency, we can now see that digital has totally come of age and is becoming a top priority for CMOS and CEOs. It is also getting a bigger share of the ad spend. So today, as we evolve from a digital agency to a marketing agency partner to the client, we are ensuring that we also beef up our top of pyramid strength with carefully hand-picked talent.”

Menon was previously associated with companies such as Madison, and iContract. This is his second stint at BC Web Wise. “Having worked with Chaaya and some of the existing team members years back it’s great to see that the soul of the company is still intact and buzzing after all these years. My mandate is very clear and simple – to help take the Creative product to the next level, along with key stakeholders, and to enable more digital innovations for our clients,” said Menon.

Basu has been in the industry for over 17 years and has made significant contributions to content and business development. Talking about his new role, he said, “As a new fish in the organisation, I look forward to working across different functions and teams in building sustainable growth through strategic planning. My aim is to help build more efficient client offerings via creative solutions and new tech offerings.”

“I will be actively engaging in brand discussion for building metaverse and creating NFTs. Exciting days ahead with a visionary like Chaaya at the helm, I am looking forward to exploring a whole new dimension of brand solutions in the digital formats and constructing new age solutions for clients and partners in the coming months,” added Basu.

Speaking about his role within the organisation, Mehta said, “Given the new normal we are rapidly seeing technology adoption like AI, blockchain & IoT which will emerge at the forefront of disruption. It is a privilege to have the opportunity to spearhead the Media vertical with a veteran-like Chaaya and drive the agency’s integrated media. My task is to elevate existing media functions by crafting MarTech solutions with deep tech integration to solve business problems.”

April 4, 2022
GUEST COLUMN: Five ways how a digital advertising agency can help grow your business

Mumbai: Amid the accelerating digitisation due to the pandemic, businesses are exploring the digital world. Companies are increasingly investing in digital strategies to stay relevant amid the competition. Although there is no dearth of online resources to help grow your digital presence, companies often lack the in-house expertise and resources to implement a robust digital advertising strategy. The digital landscape for a company can’t be short-term, or with temporary goals. Digital presence needs a robust thought process that should be backed by the business processes of the company. Digital advertising agencies play an instrumental role in assist in creating effective roadmaps. Performance-backed campaigns, and effectively utilise existing time and resources to maximise return on investment in marketing campaigns.

Here are five ways a digital advertising agency can help grow a business

Ideate and develop a 360-degree digital roadmap: Helmed by seasoned marketers, digital advertising agencies help you ideate and plan a digital strategy to achieve your business goals. The brand and the agency work collaboratively to devise a plan with the right milestones for achieving marketing goals. These strategies may be short-term or long-term, depending upon the objective. The digital strategy is further broken down into actionable KPIs to be achieved within a predefined timeline.

Craft fresh and engaging content: Content is the heart of digital advertising. Fresh and compelling content helps achieve your desired action- generate leads, boost sales, acquire new customers, etc., for your brand. Content is also the key to building long-term relationships with customers. Agency professionals are thoroughly abreast of the latest content marketing trends, which gives them an obvious advantage in content development and curation. They are experts in planning content according to the channel requirements and campaign goals while reinforcing the key messaging of the brand.

Grow online presence: Like Taj Mahal wasn’t built in a day, the digital presence of a brand or company can’t be created overnight. A sturdy online presence is vital to enable users to find you easily. A combination of SEO, SEM and social media marketing strategies helps boost your digital presence and build a strong recall about your brand. With the availability of an experienced team with specialized people in a particular area of digital strategy, a digital agency is an asset to your business.

Monitor campaign analytics: Big data is playing a pervasive role in measuring campaign outcomes against the objectives set during the planning stage. It allows the real-time modification of the running campaign to achieve desired results. If the campaign has already concluded, its insights serve as learning to plan the upcoming campaigns better and execute them well. Agencies have the latest tools and technologies at their disposal that automate day-today-operations, streamline campaign and account management, and draw actionable insights. This makes agencies a one-stop solution for tasks such as social listening, competitive benchmarking, keyword research, etc.

Manage your marketing budget effectively: Digital agencies help develop a realistic budgeting plan with a prudent allocation among various channels such as SEO, social media, SEM. This minimizes the wastage of time and resources while helping you fast-track your marketing strategy.

Today, an agency is an extension of the brand. Outsourcing digital marketing to the right agency can open a plethora of growth opportunities, facilitate knowledge-sharing and technical know-how and strengthen ideation for your brand. With the help of suitable tools, knowledge and resources, a digital agency can help propel your business onto a higher growth trajectory. Choose an agency partner who is equipped to align with your organisational goals the challenge for companies today is to access the digital partner with a balanced outlook with all the above-mentioned points.

(About Author: Khushboo Sharma is the founder of Zero Gravity Communications)

April 4, 2022