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Tag: business

  • GUEST COLUMN: Five ways how a digital advertising agency can help grow your business

    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)

  • Flipkart Grocery nudges Indian households to not compromise on quality

    Flipkart Grocery nudges Indian households to not compromise on quality

    Mumbai: Homegrown e-commerce marketplace Flipkart has announced the launch of its latest digital campaign for Flipkart Grocery – a category that continues to see exponential year-on-year growth. With this latest campaign titled ‘Aapki Pasand pe Super bachat’, Flipkart aims to establish the marketplace platform as the “best destination” for buying groceries online.

    Flipkart conducted extensive research ahead of the campaign launch, which determined how one of the key factors for a seamless e-grocery buying experience is high-quality products coupled with value-driven constructs.

    The campaign starts with a homemaker in an Indian household with a ‘well-kept secret’ on how she procures the best quality of daal that she uses. It further shows how the homemaker understands everyone’s taste and ensures that she is bringing the best groceries in her house which are considered the favorite by her whole family. Through the campaign, Flipkart establishes that grocery purchases affect everyone in the household and hence, the ‘secret’ should be to ensure that the household has access to a range of their choice of high-quality products at affordable prices.

    Flipkart Grocery VP Smrithi Ravichandran said, “Understanding the requirements of Indian consumers and catering to them is what Flipkart is known for. With this latest campaign, we want to highlight how our platform is able to bring the highest quality of products that undergo stringent quality checks, over and above the mandatory checks, to consumers across the country. Today, not just in metro cities but consumers from over 1,800 cities have access to e-grocery services that meet their standards of shopping while giving them a value-driven experience.”

  • Nxtdigital board gives in-principle nod for digital, media biz to be acquired by Hinduja Global Solutions

    Nxtdigital board gives in-principle nod for digital, media biz to be acquired by Hinduja Global Solutions

    Mumbai: Nxtdigital Board on Friday accorded in-principle approval for its digital and media businesses comprising broadband, HITS, digital cable television, content syndication & teleshopping to be acquired by Hinduja Global Solutions Limited (HGSL).

    The proposed acquisition is subject to all statutory or regulatory approvals and approval of the shareholders.

    The move is set to fuel and accelerate Nxtdigital Ltd (NDL)’s planned expansion across the digital ecosystem through synergies with HGS’ strength in digital processing and back-end expertise. “NDL will focus on harnessing the best of emerging technologies, whilst expanding its portfolio of digital solutions across geographies,” it said in a statement on Friday.

    The proposed acquisition will include the management team, employees, all businesses and technology across the entire media, communications and broadband spectrum.

    According to the details available, the proposed acquisition will result in shareholders of NDL receiving shares of HGS as per an independent share swap valuation, subject to applicable regulatory approvals.

    The media vertical of the global Hinduja group, Nxtdigital has launched some innovative solutions in the recent past and planned significant expansion in the emerging digital solutions space. “This move will provide much needed synergies, by leveraging the inherent expertise of HGS in the digital back-office and processes space, while allowing the media business to focus on digital expansion. This is also in line with NDL’s vision and mission of being a significant digital platforms company, harnessing the best of emerging technologies, whilst expanding its portfolio of digital solutions across geographies,” it said in a statement.

    The company said it will appoint independent valuers to carry out the valuation exercise and submit the report including share exchange ratio; besides also appointing other key intermediaries to facilitate the proposed move.

  • Trai seeks suggestions to enhance ease of doing business in telecom and broadcasting sector

    Trai seeks suggestions to enhance ease of doing business in telecom and broadcasting sector

    New Delhi: The Telecom Regulatory Authority of India (Trai) has released a consultation paper on “Ease of Doing Business in Telecom and Broadcasting Sector”.

    The industry stakeholders can send their comments by 5 January 2022, and counter comments can be submitted by 19 January 2022.

    The regulatory body highlighted that the telecommunication and broadcasting sectors have emerged as key drivers of economic and social development and has made the country a favorite business destination amongst investors. According to Trai, both the sectors have immense potential to move on the higher trajectory of growth, “if business environment could be made more attractive by simplifying the existing provisions of policy frameworks in various ministries and departments including the ministry of information and broadcasting, department of telecommunications, ministry of electronics and information technology involved in issuing permission, registrations, and licenses to the players of the sector.”

    It said that the larger aim behind floating this consultation paper is to identify various concerns in the existing processes and suggest measures for the reforms required in the regulatory processes, policies, practices and procedures in the telecom and broadcasting sector for creating a conducive business environment in India.

    The consultation paper also seeks comments of the stakeholders on various issues and difficulties being faced by them in commencement and operation of their businesses in telecom and broadcasting sectors in the country.

    It also seeks suggestions on measures for making the existing processes simple, business friendly and creating an ecosystem for attracting more and more investment in the sectors. It also emphasises the single window concept for submitting applications and getting approvals from different agencies without running to each agency separately for its approval.

    Suggestions are also invited on simplifying the applications which have just the required details for the conduct of business and well-documented timelines with query response systems, having seamless integration with other ministries, etc. Apart from that, the stakeholders have also been requested to provide their comments on adoption of new technologies for all the issues raised in this consultation paper.

  • Pepperfry names Ruchir Aswal as VP of product – business

    Pepperfry names Ruchir Aswal as VP of product – business

    Mumbai: Homegrown furniture and home products marketplace Pepperfry has named Ruchir Aswal as vice president of product (business). 

    In this role, Aswal will be responsible for driving products for channel expansion (franchisee and other programmes), merchant or seller network, pepcart logistics, distributor management systems and sales systems across the country, said the brand in a statement.

    “At Pepperfry, our goal is to spark a feeling called home amongst consumers by democratising the furniture and home products category in the country. Even as we continue to scale up our existing business, provide a seamless experience to our stakeholders, we are also working hard to expand into adjacent categories,” said Pepperfry co-founder and COO Ashish Shah. “Technology will be a key differentiator and I am certain Ruchir with his vast experience and perspective will accelerate Pepperfry’s journey.”

    A post-graduate diploma holder (MBA) in finance and marketing from the Indian Institute of Management, Calcutta, Aswal has over 13 years of experience in business and product management having worked for global brands like Jio, Intuit, Nium, Shaadi.com and Rediff.com. Prior to joining Pepperfry, he was associated as an angel investor/consultant for startups like Goodify, qonsept, ethnic, squeakee, etc.

    “Today even when Pepperfry is already a household brand I feel we have just scratched the surface,” stated Ruchir Aswal. “I am super excited to be a part of this truly differentiated journey and look forward to taking some strategically bold initiatives & making a lasting impact in the hypergrowth future for the brand.”

  • Bharti Airtel in talks to buy out Dish TV: Report

    Bharti Airtel in talks to buy out Dish TV: Report

    Mumbai: Telecom operator Bharti Airtel is on the lookout to buy a majority stake in direct-to-home (DTH) company Dish TV India Ltd, promoted by Subhash Chandra’s Essel Group. The telecom company is in the early stages of talks at present.

    According to a Mint report, Airtel executives have been holding discussions with Dish TV parent Essel Group’s founder Subhash Chandra for the deal. The report added that accounting firm EY, hired by Airtel to inspect Dish TV’s financials, has submitted the due diligence report on 25 October.

    The announcement comes in the wake of the ongoing boardroom tussle between Dish TV and Yes Bank. Yes Bank holds a 25.63 per cent stake in the company. It has sought the removal of the present board of directors including managing director Jawaher Lal Goel and independent directors Dr Rashmi Aggarwal, Bhagwan Das Narang, Shankar Agarwal, and Ashok Mathai Kurien.

  • GUEST COLUMN: SEO trends that can be game-changers for the business

    GUEST COLUMN: SEO trends that can be game-changers for the business

    Mumbai: Search engine optimisation (SEO) is the practice of improving your site’s data to increase its traction when people are looking for products or services that are related to your business in search engines such as Google, Firefox, Bing. Yahoo, etc. This is facilitated by the result pages that pop up when a person types a particular keyword in relation to their search. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

    How does it work?

    Major search engines such as Google and Yahoo use virtual bots to crawl through different web pages, collecting and analysing data that is then refined into an index. This index acts as a bank of information that possesses data collated from web pages. The algorithms within this index then categorise the collected data by filtering the information that is requested by the user. The final results page is a result of hundreds of ranking factors or signals, determining the order of the pages that should appear in the search results for a given query. This intensive process is carried out in helping the user find an exact match to their keyword search. The success of your SEO depends on how user/keyword-friendly your website data is.

    How important it is from a marketing perspective

    SEO plays a critical role within digital marketing because people search for a trillion things in a day, often with a commercial interest in a certain product/service. ‘Search’ is a primary way of generating digital traffic towards your website, making it an essential part of your digital marketing strategy. Greater visibility and higher search rankings than your potential competitor can have a material impact on your ultimate goal. To summarise, SEO lays the foundation of a holistic marketing ecosystem.

    Changing Trends

    Since the internet culture is so dynamic, its tools and practices are constantly evolving. SEO is no exception as the concept is subject to so many technological advancements on a daily basis. The algorithms change frequently, keeping the businesses and digital marketers on their toes. This is why being aware of what’s coming down the pipeline is extremely important. It can help a business plan prevent possible penalties or a massive drop in its site’s ranking.

    Mobile SEO: With an uncontrollable smartphone penetration, more and more people are getting their hands on a smarter cellular device. The one that allows them to do more than just calling, texting people. Billions of people conduct searches via their phones, making it a key target area for digital marketers. It has now proven to become one of the more influential SEO areas than a desktop. If you’re doing SEO for desktops and not for mobile, it might have a better impact on your desktop rankings however, your mobile rankings could be abysmal. Moving forward, marketers will have to focus on both desktop and mobile SEO to maintain their positions in the search pages.

    Voice Search: With virtual assistants such as Siri and Alexa getting smarter by the day, voice-search interaction is definitely going to be the next big thing within the SEO market. It is going to revolutionise the way you interact with search engines. Virtual assistants and AI are on their way to making the search process more user-efficient by providing answers to questions prior to users asking them. This path-breaking technology is expected to transpose the SEO landscape for many businesses.

    Intentional Content: This SEO trend/technique is evergreen. It creates the basis of your search results ranking. Unless you have content that is meaningful and relevant to the consumer, no level of optimisation could help you attract traffic to your website. A digital marketer needs to curate best-in-class intent content by keeping the user in mind. This can only be achieved after a comprehensive study of current keyword trends, followed by rigorous competitor analysis.

    Video Content: YouTube has been increasingly impacting the SEO rankings of many businesses. This makes one realise the importance of effective video content within a digital marketing strategy. Analysts and marketers highly suggest that these videos should promote the target keywords and be optimized for search. Embedding a video on your landing page that targets the same keyword could also prove beneficial in this regard.

    (Anoushka Adya is founder of Di-mention Studios, a digital marketing agency. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Sirish Suveer joins Tilt Brand Solutions as senior director, business

    Sirish Suveer joins Tilt Brand Solutions as senior director, business

    Mumbai: Brand & communication consultancy Tilt Brand Solutions has appointed Sirish Suveer as senior director – business. In this role, Suveer will report to Tilt’s co-founder and chief business officer Rajiv Chatterjee.

    ”We are really excited to have Sirish jointly lead the account management function along with Avinash Shenoy – senior director, business, as we grow and continue to consolidate businesses,” stated Chatterjee. “He is joining us at a pivotal time for Tilt, as we scale up and continue to take on larger full-service mandates. His experience at leading key agency businesses is exactly why we feel this is a perfect fit and time.”

    Suveer has over 18 years of experience in advertising and marketing. Across his previous stints at Publicis, MullenLowe Lintas Group, JWT &amp, Max Life Insurance, he has led the teams on brands like Citibank, Heineken, Zee5, Skoda, Dabur, Vistara, Airtel, PepsiCo, and Britannia amongst many others. His work on them has won him effectiveness laurels at Effies India & APAC.

    “I am excited to start this new inning with Tilt. Hunger is evident in the agency culture, in the last 3 years Tilt has built an enviable portfolio,” said Suveer. “With the strategic approach of ‘Full-Brained Thinking’ and the creative mantra of  ‘One Brand. Many Stories,’ the ambition is to create notable work and build rewarding narratives for our partners. I look forward to leading a formidable team and creating magic.”