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Tag: Mihir Mehta

  • Empowering brands with data-driven marketing: The 0101 Today approach

    Empowering brands with data-driven marketing: The 0101 Today approach

    Mumbai: In an age where the digital landscape is rapidly evolving, businesses are faced with an array of challenges—particularly in media buying and performance measurement. Navigating this complexity can be daunting, and that’s where 0101 Today steps in as a crucial partner for growth. With a strong focus on data-driven strategies, this agency is reshaping the way companies approach digital marketing.

    According to the ‘India MarTech & CommerceTech Report 2024’ by Mirum India and VML, the significant shift in budget allocation towards MarTech, with over 65 per cent of brands now investing more than 16 per cent, compared to only 18 per cent of brands doing the same in 2023. Further, into the report, multiple proof points indicate that the MarTech landscape has now matured. As per IMARC Group report, they expect the market to reach $2,130.6 billion by 2032, exhibiting a growth rate (CAGR) of 19.38 per cent during 2024-2032. It also stated that the rising demand for social media management tools, along with the widespread adoption of chatbots, is primarily propelling the market.

    At its core, 0101 Today operates as a conversion enabler, specializing in Martech (Marketing Technology), Adtech (Advertising Technology), data analytics, and effective communication strategies. The agency is committed to leveraging technology and data insights to optimize costs while ensuring that marketing KPIs are met efficiently. This approach has proven invaluable to leading brands such as Reliance General Insurance, Tata Capital, Aditya Birla Capital, and Adani Capital.

    In a discussion with the agency’s managing partners Jayraj Jadhav and Mihir Mehta, 0101 Today is at the forefront of driving digital transformation across diverse sectors. Their leadership is characterized by a deep understanding of digital strategies, enabling businesses to not only adapt to changes but thrive within them. Both have cultivated a culture of innovation, positioning the agency as a trusted partner for companies looking to harness the power of digital marketing.

    Both explained that digital transformation is more than just adopting new technologies; it’s about fundamentally changing how businesses operate and deliver value to their customers. 0101 Today excels in guiding companies through this transformation by providing insights into best practices and strategies tailored to individual needs.

    An element of digital transformation is gaining a deep understanding of the customer journey. By utilizing advanced analytics, 0101 Today helps brands identify key touchpoints and optimize the customer experience at every stage.

    The importance of data cannot be overstated. 0101 Today employs cutting-edge data analytics tools that enable businesses to make informed decisions based on real-time insights, ultimately leading to improved outcomes. Jayraj specifically mentioned that dark data can be challengingsince dark data refers to the information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes, such as analytics, business relationships and direct monetizing. Most companies today store vast quantities of dark data.

    The agency advocates for the seamless integration of various marketing technologies, which allows businesses to streamline their processes and improve overall efficiency. This holistic approach ensures that all marketing efforts are cohesive and aligned with business objectives.

    The digital marketing realm is in a constant state of flux, influenced by emerging technologies, consumer behavior shifts, and market dynamics. Jyaraj and Mihir provided valuable insights into the current trends that are shaping the industry. As consumers increasingly demand tailored experiences, brands are turning to personalization as a key differentiator. 0101 Today emphasizes the importance of utilizing data to create highly personalized marketing strategies that resonate with target audiences. Despite the technological advancements, content remains a crucial element of digital marketing. The agency focuses on creating valuable, engaging content that not only attracts but retains customers. By leveraging data, 0101 Today helps brands identify what content resonates most with their audiences, driving both engagement and loyalty.

    As digital marketing continues to evolve, businesses must remain agile and forward-thinking. The insights shared by Jayraj and Mihir during our discussion underline the necessity of embracing change and staying ahead of emerging trends. Businesses grapple with the complexities of the digital landscape, collaborating with an agency like 0101 Today can provide the necessary support to navigate these challenges. 

  • Digital industry veterans launch tech-based data conversion platform ‘0101.today’

    Digital industry veterans launch tech-based data conversion platform ‘0101.today’

    Mumbai: Digital industry veterans such as Enormous Brands co-founder Ajay Verma, Marsh e-business head and Tata AIG head of marketing & e-business sales – Jayraj Jadhav, and former iProspect India head of media and programmatic and digital media maven Mihir Mehta have come together to launch 0101.today, which is positioned as India’s first tech-based data conversion company, specialising in deep understanding of behavioral data that transforms brand conversion across all internal data streams.

    It has offices in Mumbai and Delhi and is looking at expanding its presence in Bangalore soon, said the statement.

    “Today, conversion is one of the most important marketing metrics. We aim to deliver just that and not hide behind metrics that are mere leads driven,” said 0101.today managing partner Ajay Verma. “We help businesses collect and organise their data and drive data-driven marketing programs, at the same time taking responsibility of outcomes”

    The inception of 0101.today was spurred by the desire of the founding members to build a company that helps in improving customer acquisition. The firm delivers the same by auditing existing Martech tools and reengineering the company’s data flows to unify data for all across the organisation.

    “As a marketer, I know the struggle is really about focusing on day-to-day work vs. foundational work. A lot of CMOs face challenges regarding which platforms or stack to invest in, and how do we really get ROI on investments,” said managing partner Jayraj Jadhav. “There is a need to work on strategy, stack and structure together. As a martech proponent we decided to get a team of experts together to help CMOs in this mission. We have built proven frameworks that will help deliver conversion and growth at scale”

    0101.today will help organisation create and organise their MarTech stack to deliver an environment that drives data-based and outcome driven marketing strategy. Their team of team of 20 + currently comprises tech engineers, data analytics, and marketing ops who come with marketing strategy prowess, knowledge of marketing automation tools, experience in stack implementation, and in converting data to drive actionable and measurable marketing goals.

    “I always wanted to find some way to help brands and CMO’s grow at scale. After working in agencies, I realised that most of them get restricted to one or two platforms to drive performance,” commented managing partner Mihir Mehta. “The need of the hour is that brands have to move fast with sharp, smart, and more adaptable solutions without restricting themselves to platforms. This is what inspired us to change the outlook and create data-driven solutions aimed towards growth and conversions,” 

    “In the game of growth marketing and conversions, emphasis is laid on consumer touchpoint as well as the medium of the message, unfortunately, ignoring the message itself. We aim to put personalised messaging at the centre of our data-backed conversion strategy,” added Shivi Verma who joins as director – growth.

  • Digital takes centre stage on tepid Valentine’s Day for brands

    Digital takes centre stage on tepid Valentine’s Day for brands

    MUMBAI: Love has been in the air and on the internet all week. Valentine’s Day is no longer about just a day you spend with your loved one but is rather a week-long affair of gifts and celebration. Valentine’s Day has become no less than a festival in India, a country that takes much pride in its traditions and culture.

    Although the phenomenon is only a few years old, the enthusiasm of brands investing in Valentine’s Day seems to be only increasing every year. Gifting and food and beverage (F&B) industry are most active during this time of the year and it is a big occasion for all sectors other than BFSI.

    Earlier, brands focussed mainly on print advertising backed by television for Valentine’s Day promotion. But that seems to have changed now. Brands are increasingly looking at newer avenues to connect with consumers and remind them about the brand. Although the market sentiment for the day in 2018 has been tepid as major brands chose to stay away from advertising, some SMEs and new players leveraged the day to connect with consumers. The day also saw e-commerce, a major advertiser during major festivals and occasions in India, not being too gung-ho but small gifting websites such as Chumbak, Bigsmall, Dailyobjects among others got the most from the occasion on the digital platform. 

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    iProspect India associate vice president, branding and affiliate marketing Mihir Mehta notes that brand sentiment this year has been weak as advertisers have stopped force fitting their products to occasions. 

    Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations. This year, Cadbury Dairy Milk Silk announced the launch of its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love.

    Dentsu Aegis Network’s digital agency, Carat, collaborated with Snapchat to create India’s first ‘National Snapchat Lens’ for the product. Through this lens, one can blow a kiss with the Silk bar, which creates a drool effect around the consumer. Additionally, the agency also used 3D filters on Facebook that allowed users to engage and post a variety of animations on their pictures/videos, which could be downloaded and shared later.

    This year, we saw brands leverage digital as the primary medium for brand activation as the occasion caters to people in the age group of 16-30 years and as the millennials are more active on digital than on traditional mediums. Other than the usual promotional ads, brands started Valentine’s hashtags to attract online audiences and organised social media contests.

    Consumers have today become more product-centric and brands are making sure they deliver that. Mehta says that this year brands have not used Valentine’s Day for customer acquisition but have rather concentrated on engagement with existing customers.

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    Food-delivery platform Swiggy created an opt-in platform called, My ValenDine, that used interested Swiggy users’ order history, and matched them based on their favourite food and preferences. On Valentine’s Day, users could come back to the microsite to find out who their Valendine’s matches were. 

    Jewellery brand Tanishq created an 8-minute digital film that captured seven real love stories. Kellogg’s launched a digital-only campaign on Facebook and Instagram to create buzz around its chocolate flavoured crunchy snack. 

     

     

     

    Kellogg’s believes that the response to its campaign has been very encouraging as both their branded creatives as well as content co-created with leading youth influencers like Tanmay Bhat, Ashish Shakya and Kaneez Surka have surpassed their expectation. This goes on to show that bite-sized and engaging pieces of content create relevant conversation around the brand.

    Brand-Building.com founder and brand guru Ambi Parameswaran notes that this year Valentine’s Day did not see too many ads in the daily newspapers as brands decided to play it low key. “It is possible that after the furore around Padmaavat they were just playing safe but the final pudding is in the eating and if Indian upper-income consumers and youngsters do want an occasion to celebrate, then they will use Valentine’s Day to do that.”

    Also Read :

    How iProspect’s Vivek Bhargava foresaw a digital future two decades ago

    Kids’ candy segment: Communication sees a shift

    Dairy Milk innovates Silk for Valentine’s Day

    Brands pick digital over TV and print for Diwali marketing

  • iProspect India appoints Mihir Mehta as director of Display Media

    iProspect India appoints Mihir Mehta as director of Display Media

    MUMBAI: iProspect India, the end-to-end digital agency from the Dentsu Aegis Network, has beefed up its Display team with the appointment of Mihir Mehta as Director of Display Media.

    Mehta joins with over 6 years of experience in the digital industry, previously holding the position of Digital Media Head at World Wide Open and Reliance Entertainment – Digital. Recognized as one of the top 50 most influential Digital Media Professionals in 2015 by World Marketing Congress, his portfolio of achievements includes increasing revenue and improving brand awareness through Digital platforms for brands in India and abroad.

    Commenting on the appointment, iProspect CEO Vivek Bhargava said, “Display is a huge part of online media as it has immense potential for growth. With Mihir on board, we are gearing up to take our Display services to a whole new level. We are really excited to welcome him to the team and look forward to the award winning campaigns that are to come.”

    From strategy to execution, media planning to buying, affiliates marketing, strategic partnerships and alliances, his focus has always been to drive value to the last cent for all clients. Mihir has experience in all major sectors, working actively on clients such as Reliance Group Companies (Reliance Communication, Reliance Mutual Fund, Reliance General Insurance, Reliance Life) Babyoye, Big Cinemas, SBI Life and Jockey, to name a few.

  • iProspect India appoints Mihir Mehta as director of Display Media

    iProspect India appoints Mihir Mehta as director of Display Media

    MUMBAI: iProspect India, the end-to-end digital agency from the Dentsu Aegis Network, has beefed up its Display team with the appointment of Mihir Mehta as Director of Display Media.

    Mehta joins with over 6 years of experience in the digital industry, previously holding the position of Digital Media Head at World Wide Open and Reliance Entertainment – Digital. Recognized as one of the top 50 most influential Digital Media Professionals in 2015 by World Marketing Congress, his portfolio of achievements includes increasing revenue and improving brand awareness through Digital platforms for brands in India and abroad.

    Commenting on the appointment, iProspect CEO Vivek Bhargava said, “Display is a huge part of online media as it has immense potential for growth. With Mihir on board, we are gearing up to take our Display services to a whole new level. We are really excited to welcome him to the team and look forward to the award winning campaigns that are to come.”

    From strategy to execution, media planning to buying, affiliates marketing, strategic partnerships and alliances, his focus has always been to drive value to the last cent for all clients. Mihir has experience in all major sectors, working actively on clients such as Reliance Group Companies (Reliance Communication, Reliance Mutual Fund, Reliance General Insurance, Reliance Life) Babyoye, Big Cinemas, SBI Life and Jockey, to name a few.