ITV

Category: Digital Agencies

  • Dentsu Impact bags digital mandate for HT Media’s Radio Biz

    Dentsu Impact bags digital mandate for HT Media’s Radio Biz

    MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has added another new mandate to its recently established Social Media Division, Dentsu Impact Digital. The agency has been awarded the digital mandate for all 3 radio businesses of the HT Media Group –  Fever FM, Radio Nasha and Radio One. The agency already handles the mainline creative work for the 3 brands, and with the consolidation of the digital mandate, the team looks at ensuring a stronger consolidation of the offline and online platforms for the brands. Interestingly, Dentsu Impact also handles the creative duties for Hindustan Times and Hindustan Hindi – the 2 leading dailies from the HT Media group.

    Speaking on the development, Rajan Bhalla, Chief Marketing Officer, HT Media said, “We have been associated with Dentsu Impact for a long time and have immense trust in the capabilities of the team. The agency’s forward-thinking approach in embracing the evolving market today, and the intent of giving us synergized solutions for digital and offline is something that helped us come to this decision. We hope to see some great work being rolled out soon.”

    Commenting on the appointment, Amit Wadhwa, President, Dentsu Impact said, “At Dentsu Impact, we have a clear vision of becoming a truly digitally enabled agency, and that was the thinking behind setting up our social media division. It is extremely encouraging to see clients embrace our vision and see the kind of value we bring in.  Our relationship with HT Media is an old one and one that we really cherish, and we are thankful to them for placing their trust in us once again.”

    Soumitra Karnik, CCO, Dentsu Impact added, “We live in a borderless world, where consumers continuously navigate between offline and online platforms. It has thus become even more important for brand narratives to be integrated and synergized across mediums, and this demands a new way of thinking. This is something that we as an agency have embraced and brought into our creative process. It will be very exciting for us to use our strong brand knowledge on Fever FM, Radio Nasha & Radio One, to create talk worthy ideas that will work across platforms.”

  • iProspect India launches Voice Assist

    iProspect India launches Voice Assist

    MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network, has launched iProspect Voice Assist for its clients.

    In addition to vernacular and video, voice is steadily becoming one of the main drivers in today’s digital ecosystem. Therefore, to provide tech-enabled marketing solutions to its clients, iProspect India has launched this voice-based interface.

    Voice searches are on a rise and iProspect believes that by 2020, majority of the searches will take place via voice. And, the agency wants to stay ahead in this space. Targeted at CMOs, the iProspect assistant, which works with Google Assistant and Alexa, will enable clients to stay updated on their campaign performances real time and thus, help them make better decisions.

    Marketers will be able to infer campaign performance metrics directly through conversing with iProspect Voice Assist signifying that a CMO will no longer have to go through lengthy excel sheets or reports on dashboards when he/she can get an audio response within seconds.

    Speaking on the new development, iProspect India CEO Rubeena Singh said, “We have always believed in making our clients’ business thrive with our tech-enabled data-driven marketing solutions. In today’s fast-paced decision-making world, iProspect Voice Assist will benefit our clients by giving real time information on campaigns and enabling them to decide on the go.”

    iProspect India EVP – technology Karan Jaitapkar added, “iProspect India is focused on developing new technological solutions for its clients. iProspect Voice Assist is another step towards that. We want to create more path-breaking solutions to help grow our clients’ business further.”

  • Happy mcgarrybowen designs brand identity for Airtel Xstream

    Happy mcgarrybowen designs brand identity for Airtel Xstream

    MUMBAI: Bharti Airtel has partnered with Happy mcgarrybowen to design brand identity for Airtel Xstream, the digital entertainment platform by Airtel. As part of the exercise, Happy mcgarrybowen designed the brand identity and visual language for the brand.

    Speaking on the engagement, Airtel CMO Shashwat Sharma said, “The vision for the Airtel Xstream brand was to carve a voice that speaks to today's young, technology ready consumer. We were building an India-first platform of digital entertainment services and this needed a disruptive and market-defining visual identity. Happy mcgarrybowen became our partner in bringing that vision to life. They helped create an identity that is current, aspirational and future-ready. It’s a great visual ethos of what Airtel Xstream promises to bring to the Indian consumer going forward.”

    Happy mcgarrybowen president Samarjit Choudhry added, “Airtel is one of the most recognised brands in India. It has ushered in major changes in the way we use communication tools. With the launch of Xstream, they are once again on the cusp of changing our entertainment consumption habits. We have tried to capture the dynamic nature of the digital entertainment world, its confluence across platforms; obviously with the consumer at the centre of it.”

    Happy mcgarrybowen is the creative and design agency from the house of Dentsu Aegis Network. Born and thrived in the modern-day chaos of brands doing the unconventional, Happy mcgarrybowen stands apart by not just being the communication partner, but the growth partner for clients. With communication design, experience design, engagement design and the very craft of design, Happy mcgarrybowen works agnostically of any medium to deliver solutions to the clients' business problems.

  • Why digital marketing needs a holistic approach

    Why digital marketing needs a holistic approach

    Digital marketing has taken over the traditional methods of interacting with consumers for brands and businesses in an overwhelming manner. This has led to a major shift in the marketing and advertising industry. The concept of digital marketing is not only new and intimidating but also rapidly growing and changing with each passing day. With the shift in marketing activities from traditional to digital, a lot of us believe that being a part of some online community and promotions is enough for our brand's relevancy. Unfortunately, lesser integrated approaches lose out to platforms and campaigns that are holistic in nature.

     For this, you don't have to go all out and opt for everything that’s being offered, definitely not in one go. But if you continue to slice your digital marketing efforts, there are chances of underperforming on a grand scale. Also, having a holistic approach gives you multiple options to fall back on in case the campaign doesn’t work as hoped. Begin by understanding what the core objective of your campaign is. Understanding the objective clearly is half the battle won. Without a defined goal and a plan to reach the goal, you’ll be just shooting in the dark, which can be hazardous. Ensure that your plan to achieve your goals is strategic, cohesive and covers the goals of your campaign. See that every little detail is well thought and researched based on your brand and campaign. This majorly includes the target demographics, so that you are clear about your customer persona. Understanding this will help us select the right tools of digital marketing to reach them.

    Here are some digital marketing tools that you must include wisely and proportionally to make your campaign a Holistic one:

    1.         Strong Content Marketing Strategy

    You need to prove why you're worth listening to, in order to prove why you're worth buying from. Go back to your content strategy plan and ensure that it's up-to-date, innovative, and strong. Your potential customers need to know what makes your products and services better — or, at least, different than your competitors in the market. Hence, a strong content marketing strategy is significantly important.

    2.         Video Marketing Strategy

    People today are spending one-third of their time watching online video content. While a lot of marketers know on a basic level that video is important – and might even be posting videos regularly – there’s not always a deeper objective behind it. As per Wyzowl’s Video Marketing Statistics 2018 Survey,  81% of businesses use video as a marketing tool, up from 63% in 2017, and 81% of people have been convinced to avail or purchase a product or service by watching a brand’s video. Hence ensure to have an optimized video campaign included in your strategy. Following are a couple of video marketing platforms that are trending and doing extremely well currently.

    a)         YouTube video

    b)         Facebook/Instagram live

    3.         Community Building

    Customer communities are a consequence of the customer voice becoming paramount. Setting up a customer community is a win-win: your customers are empowered to easily find answers, leading to greater customer satisfaction. You have better insights into your customers because of these personalized interactions. With a Community, your customers can find everything they need to make the most of your brand by connecting them directly to helpful resources, your support staff, and other customers. The end result is a full customer journey that connects every department of the business and boosts customer loyalty.

    4.         Broadcast Email

    Email marketing is beneficial to b2b & b2c businesses alike. According to the researches, 81% of SMBs still depend on email as their key customer acquisition channel, and 80% for retention. However, your email strategy needs to be personalized as per your business and target audience. Ensure to have a strategic plan for your emailer campaigns. Following are a few successful types of emailer campaigns that help in higher engagement and ROI.

    a)         Newsletters

    b)         Sales campaigns

    c)         Curated content

    5.         SMS & WhatsApp Campaigns

    Majority of us are hooked onto our mobile phones most of the time. Hence it’s undoubtedly the best device to tap when it comes to advertising our brands. With the facility to send out bulk SMS and WhatsApp, we can personally tap each screen of our TG in the most effective and cost efficient manner. Some of the top benefits are as follows:

    •         Reach mass audience with a single click

    •         High conversion rate

    •         Cost Effective/Low Cost

    •         No setup fees and No hidden costs.

    •         Instant message delivery

    6.         Social Media Campaigns

    In today’s world, social media cannot be ignored. With the rise of social media users, it’s one of the best platforms to have our brands talking on. Trends in social media bring in a variety of ways to reach the TG. Some of them are as followers.

    a)         Influencer Marketing – People having a high follower base who have the capacity to influence purchase decisions of their followers

    b)         Trending social apps – Like TikTok, Snapchat, etc are unconventional platforms that are very effective to make topics trend. It can help your brand earn a name overnight if used effectively.

    c)         PPC campaigns – Paid promotion campaigns on social media is crucial to ensure your brand reached a wider sect of audience in the most efficient manner. A dedicated budget must be allotted for the same.

    7.         Creative SEO

    While it is a continuously changing industry, full of lingos and time-consuming tasks, the advantages that SEO brings to the table can do a great deal for you. However, don’t stick to the regular ways, explore new and creative ways of SEO to stand taller than the rest in the market. Following are a few creative SEO tactics:

    a)         Link bait – Content on your website that other sites link not because you ask them to, but because they want to.

    b)         Ego bait – Ego Bait is just about attempting to engage influencers to further augment your work and build links. In simple words, it’s reciprocity. This includes positively featuring people which can, in turn, lead to them returning the favour by re-sharing our content. This can be through social media shares or even a link.

    c)         Online PR–The objective is to influence or amend the opinions about a product, brand or company. It can help drive traffic to your website, enhance the awareness of your brand, can boost SEO & help in effectively positioning your brand in the market

    8.         Social selling

    Social selling is basically building relationships as part of the sales process. It has become the most efficient sales method and experts increasingly give more importance to their strategies because applying it in a precise manner, reinforces the entire sales process. Studies show that sales executives with high social network activity achieve 45% more sales opportunities, and are 51% more likely to hit their sales quotas. Some effective ways to do the same are as follows:

    a)         LinkedIn groups

    b)         Quora

    c)         Value marketing

    9.         Up-to-date Landing pages

    Landing pages house specific actions for your business. Any new product or service can be presented to the TG through a creative landing page on your website. Apart from this, it even helps in conversions and lead collection in case you have a form on the landing page for the TG to avail a special discount or offer. Make sure you have a well-updated landing page so that your entire digital marketing campaign is in sync.

    10.     Seminars

    Hosting online seminars can be helpful as a part of your digital strategy. People love to be a part of insightful sessions from where they have something to take away with them. These seminars have proven to be beneficial to business as they help spread a word among the target masses. Some of the most effective and trending ways to host a digital seminar is as follows:

    a)         Podcasts

    b)         Webinars

    Don’t forget to access your business thoroughly to understand the objectives of your campaign and then wisely choose as many digital tools as possible as this can ensure a wholesome approach to reaching out to your target audience.

    (The author is manager – digital promotions, Spicetree Design Agency. The views expressed are her own and Indiantelevision.com may not subscribe to them.)

  • Geometry Encompass wins network agency of the year at Dragons of Asia 2019

    Geometry Encompass wins network agency of the year at Dragons of Asia 2019

    MUMBAI:  Geometry Encompass had a glorious year at Dragons of Asia 2019, securing 5 Dragons under various categories. Its campaign "Beginning of Togetherness" for Brooke Bond Red Label dominated the awards by winning the best in India title – the Blue Dragon, along with a gold, silver and black Dragon. The campaign was inspired by real-life stories and it reveals what happens when a cup of tea makes people question their deep-rooted prejudices. It focuses on communal brotherhood and encourages everyone to find common ground.

    Geometry Encompass also won a Bronze Dragon for its campaign, “The Mirror Image”. It highlighted the efficacy of Vim dishwashing soap by replacing mirrors in public restrooms with thalis (steel plates used for having Indian meals) washed with the product. The thalis were so clean and shiny that the reflective surfaces acted like mirrors.

    Geometry claimed its ground for the fourth time in a row as the Network Agency of the Year.  The winners were announced on 7 October 2019 in Kuala Lumpur, Malaysia.

    ‘Dragons of Asia’ has recognised excellence in results-driven marketing communications by agencies and clients across all countries in the Asia Pacific region since the year 2000. Its Network Agency of the Year Award was conceived in 2016 and been bestowed to Geometry ever since.

    Geometry Encompass chief executive officer Ranjit Raina, speaking on behalf of Geometry Encompass India, said, “We’re thrilled to see that our hard work has been recognized by a body as prestigious as the ‘Dragons of Asia’. Arpan and his team have consistently delivered great work for our clients and it is this commitment that has shone through for us. This body of work is especially important as it demonstrates our creative strength across categories for HUL. The intense spirit of competition pushes us to perfection and keeps the industry dynamic and creative.”

    Commenting on the victory, Geometry Encompass managing director Roshan Abbas said, “This is a great achievement for us as we have won across a wide range of categories. This was made possible thanks to our hard-working team and our brave client partners. These awards are a testament to our dedication to creating meaningful work that has an impact and pushes the envelope of creativity and effectiveness.”

    Geometry Encompass managing partner Shankar Shinde commenting on behalf of Geometry Encompass said, “It is been a great year for Geometry Encompass, we did some excellent work around the largest human gathering Kumbh Mela 2019. And now it is humbling to see our work getting recognition at the international forum!”

    Dragons of Asia marketing communications recognition programme director Mike Da Silva commented, "This year’s Dragons of Asia was the closest Programme in our 19 years, in terms of quality of the execution and effective, measurable results. With this closeness, winning a Dragon of any colour this year, has been truly well deserved. Geometry Encompass’s “Beginning of Togetherness’ for the Brooke Bond tea brand, successfully encouraged Indians to open their minds to existing deep-rooted religious differences, becoming a catalyst for positive outcomes, whilst successfully addressing the brand’s marketing objectives.”

  • Taboola and Outbrain to Merge to Create Meaningful Advertising Competitor to Facebook and Google

    Taboola and Outbrain to Merge to Create Meaningful Advertising Competitor to Facebook and Google

    NEW YORK: Taboola and Outbrain, two digital advertising platforms, today announced that they have entered into an agreement to merge, subject to customary closing conditions. Both companies’ Boards of Directors have approved the transaction. The combined company will provide enhanced advertising efficacy and reach to marketers worldwide, while helping news organizations and other digital properties more effectively find growth in the years to come.

    “Over the past decade, I’ve admired Outbrain and the innovation that Yaron Galai, Ori Lahav and the rest of the Outbrain team have brought to the marketplace. By joining forces, we’ll be able to create a more robust competitor to Facebook and Google, giving advertisers a more meaningful choice,” said Adam Singolda, Founder & CEO of Taboola. According to eMarketer, almost 70% of total U.S. digital advertising revenue in 2019 is controlled by only three companies-Google, Facebook and Amazon. “We’re passionate about driving growth for our customers and supporting the open web, which we consider critical in a world where walled gardens are strong, and perhaps too strong. Working together, we will continue investing to better connect advertising dollars with local and national news organizations, strengthening journalism over the next decade. This is why we’re merging; this is our mission.”

    “We are excited to partner with Taboola. Both Outbrain and Taboola have a shared mission and vision of supporting quality journalism globally and delivering meaningful value to the open web marketplace,” said Yaron Galai, co-Founder and co-CEO of Outbrain. “Ori and I had a vision of helping people discover quality content online, and we see a tremendous opportunity in joining forces in order to bring the next wave of innovation to our publisher partners and advertisers. I’m confident that together, we will be able to further our mission, which we call our Lighthouse, of bringing the best, most trustworthy content discovery capabilities to users around the world.”

    Upon closing, Adam Singolda, the Founder and current CEO of Taboola, will assume the CEO position of the combined company, which will operate under the Taboola brand name, with branding to be determined and to reflect the merger of the two companies. Under the terms of the merger agreement Outbrain shareholders will receive shares representing 30% of the combined company plus $250 million of cash. The Board of Directors of the combined company will consist of current Taboola and Outbrain Management and Board members. Eldad Maniv, President & COO of Taboola and David Kostman, co-CEO of Outbrain will work closely together on managing all aspects of the post-merger integration. Yaron Galai will remain committed to the success of the combined company, and actively assist with the transition for the 12 months following the closing.

    “We are fortunate to have great talent at both Outbrain and Taboola,” said Eldad Maniv. “As soon as the merger closes, we will work to integrate teams, technologies and infrastructures so we can quickly accelerate growth across all dimensions. We have set aggressive goals for bringing value to our customers, driving technology innovation and delivering financial results to our shareholders through increased efficacy and innovation. By working with David and the Outbrain team, I’m confident we can achieve them.”

    “For over 10 years, each company has built incredibly powerful solutions that have helped tens of thousands of publishers and advertisers thrive,” said David Kostman. “I look forward to working together with Eldad and his team to bring together the best of each company’s technology, product and business expertise to build a compelling global open web alternative to Google and Facebook.”

    The combined company will have over 2,000 employees across 23 offices, serving over 20,000 clients in more than 50 countries across the North America, Latin America, Europe, Middle East and Asia-Pacific regions.

    Compelling Strategic and Financial Rationale for the Merger Key strategic benefits of the merger include:

    1. Increased Advertiser Choice: The combined company will be able to provide advertisers, from small businesses to global brands, with a meaningful competitive alternative to Google and Facebook-the companies currently known as the “Duopoly” that command the vast majority of digital ad spend.

    2. Greater Advertising Efficiency: A unified and consolidated buying platform will provide advertisers with greater efficiencies, helping them reach their awareness, consideration and conversion goals.

    3. Higher Revenue and User Engagement to Publishers, Mobile Carriers and Mobile OEMs: Through increased investment in technology and expanded reach, the combined platform will be able to increase revenue to publishers, mobile carriers and device manufacturers, and drive better user engagement.

    4. Accelerated Innovation: By combining two of the strongest data science and AI teams in the industry, and by accelerating investment in R&D, the company will be able to better address the evolving needs of its partners and customers.

    5. Better Consumer Experience: Increasingly, Taboola’s and Outbrain’s solutions are embraced directly by consumers to help them discover what’s interesting and new, at moments when they’re ready to explore. For example, Taboola News is now embedded in over 60 million Android devices worldwide. The combined company will be able to accelerate the development of such innovative solutions, improving people’s ability to enjoy quality journalism.

    Representation J.P. Morgan Securities LLC acted as a financial advisor to Taboola. Goldman, Sachs & Co. acted as a financial advisor to Outbrain. Meitar Liquornik Geva Leshem Tal Law Offices and Davis Polk & Wardwell LLP acted as legal counsel to Taboola, and Meitar Liquornik Geva Leshem Tal Law Offices, White & Case LLP and Wilson Sonsini Goodrich & Rosati acted as legal counsel to Outbrain.

    About Taboola Taboola helps people discover what’s interesting and new. The company’s platform and suite of products, powered by deep learning and the largest dataset of content consumption patterns on the open web, is used by over 20,000 companies to reach over 1.4 billion people each month. Advertisers use Taboola to reach their target audience when they’re most receptive to new messages, products and services. Digital properties, including publishers, mobile carriers and handset manufacturers, use Taboola to drive audience monetization and engagement. Some of the most innovative digital properties in the world have strong relationships with Taboola, including CNBC, NBC News, USA TODAY, BILD, Sankei, Huffington Post, Microsoft, Business Insider, The Independent, El Mundo, and Le Figaro. The company is headquartered in New York City with offices in 15 cities worldwide.

  • Dentsu Webchutney launches Logitech Pebble through one-of-a-kind Rube Goldberg machine

    Dentsu Webchutney launches Logitech Pebble through one-of-a-kind Rube Goldberg machine

    MUMBAI: Logitech has joined hands with Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, to launch the new Logitech Pebble mouse.

    The agency has conceptualised the Pebble InstaVibe Test, an on-ground activation where consumers can win a free Logitech Pebble mouse through a Rube Goldberg machine that analySes their Instagram profiles to check if their “vibe” matches the stylish mouse. Named as the “world’s first auto-reversible dynamic Rube Goldberg machine”, the installation is a personification of Instagram with every stage representing a unique aspect of the popular social media platform.

    The Logitech Pebble M350 is positioned as a smart and stylish workspace accessory that caters to millennial professionals with a penchant towards utility as well as aesthetics. This philosophy is reflected in Pebble’s modern design, making it a deserving instagrammable peripheral for the discerning audience that considers ergonomic aesthetics integral to shaping identities, not just in profession but also on social media.

    Conventional Rube Goldberg machines have irreversible cause and effect results i.e. they can’t be reset; but the Pebble InstaVibe Test begs to differ. A simple QR code scan lets the user log into their Instagram, which subsequently gets fed into the machine. Once the profile is loaded, the machine breaks down the profile into its various parameters that are native to the platform. From the number of likes and followers to the hashtags and filters – every part of the user’s profile is thoroughly evaluated with a unique result generated in every stage of the machine. This analysis (through the chain of events) eventually leads to a final result that determines your Instagram’s vibe. If it’s stylish and modern like the Pebble, the mouse is unlocked for the user to take.

    Commenting on the launch, Gurbaksh Singh, chief creative technologist, Dentsu Webchutney said, “A Rube Goldberg machine is one of the best examples of art and technology coming together. Something that the audience and the product both can relate to. Every stage in the installation is a visual representation of a unique part of your Instagram profile. We scanned through the user’s interests like fashion, travel, music and more to get a cohesive quotient. We hope that the InstaVibe Test really brings consumers closer to the Pebble’s product promise”

    Sumera Dewan, Associate Vice President, Dentsu Webchutney added, “Catching the attention of consumers in today’s time and age is more than just making advertisements. With the InstaVibe Test, we made Logitech stand out by giving a larger-than-life treatment to an Instagram profile analysis. Packaged in a contraption that might just be the world’s first auto-reversible dynamic Rube Goldberg machine, we created a unique interaction with the brand that adds a whole new meaning to owning one’s workspace.”

  • After Cannes, Dentsu Webchutney sweeps Spikes Asia 2019

    After Cannes, Dentsu Webchutney sweeps Spikes Asia 2019

    MUMBAI : Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network (DAN), has once again emerged as the most awarded Indian agency, this time at Spikes Asia 2019. The agency has bagged a total of 20 metals – seven Bronze, seven Silver, five Gold and yes, a Grand Prix!

    And it is only in June this year when Dentsu Webchutney decided to claw into its maiden yet lion’s share in India’s awards tally at Cannes Lions with 17 shortlists, 1 Silver and 5 Bronze Lions. It also emerged with the Black Elephant and the highest tally of Elephants overall at the Kyoorius 2019, the same month. Not to forget, with 40 metals in its kitty, the agency was named the ‘Digital, PR and Direct Specialist of the Year’ at the Goafest Abbys, 2019 edition.

    Ashish Bhasin, CEO APAC and Chairman India – Dentsu Aegis Network says, “Goafest, Cannes, Kyoorius and now Spikes! Dentsu Webchutney has surfaced as leaders across all. What an incredible performance this has been and thus, a culmination of our focus on creative. I feel absolutely fantastic. Dentsu Webchutney’s wins this year only stand to be a testimony to its outstanding brilliance. This is a new benchmark and also signals the beginning of the end of legacy creative agencies that are struggling to adapt to the changing environment.”

    Sidharth Rao, co-founder and CEO, Dentsu Webchutney said, “I am absolutely elated. Our bold bets have finally paid off and I feel fantastic. We have said this before, awards or not, digital will force traditional advertising to be transformed into a more capable service provider. We've been watching from the sidelines all this while and in a way, it's our time. I'm just glad that it happened to be Dentsu Webchutney showing the way. It's a milestone that one digital agency had to cross – it would've happened anyway, but I'm happy to see how Dentsu Webchutney has catalysed it. You'll see more and more of this going forward."

  • iProspect India launches personalised landing page solution – iCapture

    iProspect India launches personalised landing page solution – iCapture

    MUMBAI: iProspect India, digital performance agency from the house of Dentsu Aegis Network, has announced the launch of its new offering, iCapture. The tool is a one-of-a-kind intelligent landing page CMS (Content Management System) that captures data in LMS (Lead Management System).

    iCapture is a customer experience management platform, which instantly creates landing pages that can dynamically match the creative & messaging of the campaign creative. This gives users a familiar experience throughout their journey from the ad they clicked on to the resulting page they land on. Since it’s dynamic and hyper-personalised page, the conversion ratio is higher than a generic one-for-all landing page. iCapture also comes with best in class SEO (Search Engine Optimization) and AMP (Accelerated Mobile Pages) abilities.

    iProspect has always put clients first. The agency, time and again, has worked upon understanding clients’ problems and providing solutions to help them expand their business. The tool was launched to help clients maximize their ROI for their campaigns. It will also help clients capture leads from these pages, resulting in better conversions and deeper understanding of their users.

    Commenting on the new tool, iProspect India EVP – technology Karan Jaitapkar said, “We need to deliver a more consistent consumer experience throughout the entire journey starting from the campaign creatives to the landing pages. Consistent Consumer experiences along with page speed efficiency will be the benchmark to manage consumer delight.”

  • Tech-enabled marketing can help brands sail through economic slowdown

    Tech-enabled marketing can help brands sail through economic slowdown

    MUMBAI: The consumer of today is discerning and careful about where one is making expenditures but will not shy away from spending on good things, remarked MediaCom global managing director of Blink & strategic partnerships Bianca Best, as she interacted with Indiantelevision.com at the inaugural flagship BLINK_live event in Mumbai. The theme of the event was ‘Decoding Growth in A Slowdown’, which was well-timed given the current economic slowdown in India.

    Best noted that brands need to be aware of how the consumer behaviour is changing in today’s time and how they are interacting with various advertising platforms. She laid emphasis on the use of technology-enabled marketing to target the new-age user.

    She said, “If we think about the changes that have happened in the past decade, technology has changed how consumers behave and interact with brands. The marketing is so disruptive nowadays that clients often find themselves confused about what to do next. I think it is technology-enabled marketing that we should be focusing on right now. We need to understand consumer behaviour and use data to be present at the right place at the right time.”

    Best, who was here in India for the first time, also noted that marketers are feeling a little daunted by the economic slowdown that is plaguing the global industries right now and only tactical marketing can keep them on the top of  the consumer mind and sail through these tough waters.

    Speaking about the conference, which had speakers like Kantar Insights CEO South Asia Preeti Reddy, WPP overall lead for Borderless team Nihar Das, Mediacom chief product officer APAC Josh Gallagher among other, Best said, “I am superbly positive about the conference. I think clients need some reassurance in this era of volatility. Hosting events like this gives clarity around very specific points that brands can approach in this time of downturn and become positive they can control.”

    She added, “In the volatile, exciting and ever-evolving landscape brands are operating in today, Blink satisfies not just the potential that comes from trialling innovation (which we see as part of every client brief) but is an absolute necessity to ensure clients achieve sustainable, long term business success. Only once brands partner with technology specialists are the ambitions of true digital transformation realised.  I’m incredibly invigorated to be enabling this for our clients and see Blink becoming an essential complementary pillar to MediaCom’s already world-class offering.”