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Tag: Vinay Singh

  • We are focusing on healthcare, education and emerging sectors – Mohd Saqib Khan

    We are focusing on healthcare, education and emerging sectors – Mohd Saqib Khan

    MUMBAI: In the evolving landscape of digital marketing, change is the only constant. New Mumbai-based Digixpressions Media co-founders Vinay Singh and Mohd Saqib Khan have embraced this principle by adding a new logo DX as a prefix to their agency branding. The five year old digital agency has a roster of clients that’s a mixed bag: Tata Capital, Kotak securities, Yes securities, PowerUp, HDFC Sky, Asus, Axis Mutual Funds, Aditya Birla Capital, IIF Finance, Shriram Finance, Wockhardt Hospitals, UpGrad, Angel Broking,  RBL Bank, ICICI Bank and Sharekhan  – amongst many others. But the perception so far has been that its strengths lie in the BFSI sector. 

    The agency is looking at breaking from that mold  and image and is pushing aggressively  to enter healthcare, education, and emerging markets, utilising data analytics and AI-driven solutions to create strategies tailored to specific industry challenges. 

    Digixpressions co-founder & CEO Mohd Saqib Khan has been in the digital space for more than a decade having worked with companies such as Mouthshut.com and Angel One, learning the rudiments of the trade. The post-graduate degree holder in physics spoke to Indiantelevision’s Suman Baidh  about the rebranding exercise, outlining a strategic vision designed to enhance its service offerings across new sectors. He emphasised the innovative methods the agency is adopting to address the unique needs of these industries while maintaining a strong focus on delivering measurable results., Edited excerpts from the conversation:

    On what inspired the addition of the DX monogram to  DigiXpressions  how does it reflect the company’s core values and vision for the future
    With strategic rebranding and repositioning, DigiXpressions is well-positioned to transform the marketing landscape and establish new standards of innovation, growth, and influence. The rebranding to DX symbolises a streamlined, modernised vision for DigiXpressions. The monogram means transformation, innovation, and simplicity, which aligns with our commitment to cutting-edge marketing solutions. It represents the core values of agility, creativity, and strategic impact while positioning us as a future-forward brand that evolves with the digital ecosystem.

    On the immediate and long-term business goals the company aims to achieve by the repositioning.
    DigiXpressions’s repositioning comes with a clear vision aimed at both short and long-term growth. In the short term, the company is enhancing its digital offerings while building complete marketing solutions, including advertising campaigns, omnichannel experiences, public relations, and much more.

    Moving ahead, DigiXpressions looks to evolve as a go-to partner for comprehensive marketing solutions across diverse industries. While it is already a trusted name in the finance sector, DigiXpressions  is focusing its attention on healthcare, education, and emerging sectors, aiming to establish itself as a leading player.

    On industries that DigiXpressions is focusing on and the unique value  it brings to these sectors
    Having established itself as a leader in the BFSI sector, DigiXpressions is now ready to explore new horizons including healthcare, e-commerce, technology, and education. Combining data analytics with our in-house AI-driven solutions, DigiXpressions  delivers measurable results through personalised and engaging strategies that effectively address industry challenges. This customised and target-oriented approach makes DigiXpressions  truly different.  

    On DigiXpressions’ plan to expand its suite of services 
    As part of its ambitious growth strategy,DigiXpressions is expanding its services catering to a diverse clientele. The company is enhancing its offerings with high-quality performance marketing pitches, influencer collaborations, and customer journey mapping. To enable real-time engagement, DigiXpressions is leveraging cutting-edge tools like conversational AI and hyper-personalised marketing strategies. These AI-driven solutions, discover distinctive product attributes, identify positive and negative campaign triggers within a campaign, and uncover optimisation gaps to improve overall performance, are significant differences.

    These technologies give brands the ability to create accurate, data-driven strategies that boost effectiveness and impact. Its comprehensive portfolio now includes digital strategy, content strategy, SEO, ASO, influencer marketing, biddable media marketing, performance marketing, media buying, content marketing, programmatic buying, marketing analytics, AI martech solutions, local SEO, YouTube marketing, and marketplace marketing.

    Some former successes include facilitating client campaigns in financial services, healthcare, and food sectors to build their audience profiles widely across tier two and tier three cities. By enabling campaigns that effectively relate to all these markets, DigiXpressions has significantly driven audience traction, with a 150 per cent on-average growth in consumer outreach across these sectors.  Additionally, clients have benefited from a 20 per cent improvement in conversion rates from digital campaigns targeting tier 2 and tier 3 markets.

    On specific initiatives in placing to upskill or reskill existing employees to align with the company’s forward-looking vision.
    Absolutely. To remain aligned with any industry’s trends, DigiXpressions has created structured training plans based on emerging marketing technologies, AI tools, and creative storytelling. Public-private partnerships with industry leaders for certifications, internal hackathons, and mentorships create a culture of continuous learning and innovation, equipping employees with skills to carry forward the company’s vision.

    On turning brand visibility into lasting impact and on metrics or benchmarks that DigiXpressions will use to measure success
    DigiXpressions uses a great mix of quantitative and qualitative benchmarks to measure success. From campaign ROI to engagement level, customer lifetime value, and audience retention, they are dedicated to providing measurable results for their clients. Key performance indicators (KPIs) such as brand equity, customer satisfaction scores, and consumer outreach rate help to ensure that brand visibility results in actual performance. For example, DigiXpressions saw a 35 per cent increase in customer satisfaction scores for its clients within six months of implementing a new marketing campaign.

    On any success story or campaign that illustrates that DX has already achieved this kind of impact for a client
    A real example of how DigiXpressions made an impact is its collaboration with a BFSI client that focused on higher digital adoption, with hyper-targeted ads, personalized content, and gamified engagement strategies. 
    DigiXpressions delivered remarkable results: 1,913.71 per cent increase in traffic, 540.12 per cent growth in leads, 438.71 per cent boost in conversions, 10,46.388 per cent surge in app installs, a 462.093 per cent increase in app leads. We combine strategic creativity and data-driven insights to lay the ground for concrete results that not only achieve visibility but also ensure lasting impact in an ever-changing marketing landscape today.

    DigiXpressions is advancing towards a future where marketing innovation meets measurable success. The future is here—and it’s powered by DX.

  • “Influencer marketing is a powerful complement to traditional advertising methods”: Vinay Singh

    “Influencer marketing is a powerful complement to traditional advertising methods”: Vinay Singh

    In the dynamic landscape of the Indian television industry, the evolution of influencer marketing stands as a testament to its transformative power. From its nascent stages of brand endorsements to its current role as a driving force behind performance marketing strategies, influencer collaborations have reshaped how television networks and production houses engage with audiences. In this era of digital connectivity and evolving consumer behaviours, the synergy between influencers and television programming has become indispensable.

    Digixpressions, a digital advertising and marketing solution. With a dynamic approach fueled by a vision for business growth, Digixpressions offers a comprehensive suite of services ranging from digital intelligence to branding assistance, MarTech, and hyperlocal solutions. Specializing in Fintech, E-commerce, banking, and Edtech, Digixpressions boasts an impressive clientele including RBL Bank, Shrekhan, ICICI Bank, UpGrad, Angel Broking, and Kotak Securities. Founded by Vinay Singh and Saqib Khan, Digixpressions has rapidly grown in less than five years, with a team of over 100 professionals serving more than 50 clients across 10 sectors. Their pragmatic approach focuses on tailored solutions, leveraging years of expertise to deliver measurable results and build digital prominence for partners.

    Indiantelevision caught up with  Digixpressions co-founder  Vinay Singh to talk about the intricacies of this symbiotic relationship, exploring trends, successes, challenges, future prospects and much more…

    Edited excerpts

    On influencer marketing has evolving within the Indian television industry, particularly in the context of performance marketing strategies

    Influencer marketing has evolved significantly in the Indian television industry, especially performance marketing. Initially, influencer collaborations were primarily focused on brand endorsements and product placements. As the industry became more data-driven, influencers played a pivotal role in driving specific performance metrics such as viewership ratings, engagement rates, and digital subscriptions. Television networks and production houses now strategically partner with influencers to amplify promotional campaigns, boost audience engagement, and ultimately enhance the performance of their shows or channels.

    On the trends that you have observed regarding integrating influencer marketing into performance marketing campaigns in the Indian television landscape

    One prominent trend is the shift towards micro-influencers with a more targeted and engaged audience base. Television networks are increasingly collaborating with niche influencers who cater to specific demographics or genres relevant to their content. Additionally, we have seen a rise in influencer-led content initiatives where influencers create exclusive behind-the-scenes content, interviews, or interactive experiences to drive viewer engagement and tune-in. Moreover, there is a growing emphasis on data-driven influencer selection and campaign optimization to ensure maximum impact on performance metrics.

    On digital assistance platforms shaping the future of influencer marketing in the Indian television sector

    Digital assistance platforms are poised to revolutionize influencer marketing in the Indian television sector by providing new avenues for content distribution, discovery, and engagement. Influencers have unique opportunities to reach audiences innovatively with the increasing adoption of voice assistants, smart devices, and interactive TV platforms. We anticipate collaborations between influencers and digital assistance platforms to facilitate personalized content recommendations, interactive viewing experiences, and seamless branded content integration within entertainment ecosystems.

    Can you share examples of successful influencer marketing campaigns in Indian television that have effectively boosted performance metrics such as viewership, engagement, or brand awareness

    Amazon India has collaborated with various influencers, including actors and YouTubers, to promote their products and services, boosting sales and brand visibility. Myntra, a leading fashion retailer, has partnered with influencers to create engaging content, enhancing brand engagement and awareness. Flipkart, another major e-commerce platform, has utilized influencers to promote its products, strengthening its brand presence.

    At Digixpressions, we have multiple eCommerce,BFSI brands, which have  achieved performance from influencer marketing. We have set up the right KPI, delivering both around brand visibility and driving a relevant set of traffic, which has been helping in end-funnel clients directly with the brand.

    On influencer marketing complementing traditional advertising methods in the Indian television industry

    Influencer marketing is a powerful complement to traditional advertising methods, which adds a layer of authenticity, relatability, and personalization to promotional efforts. While traditional ads convey brand messages to a broader audience, influencer collaborations enable brands to connect with consumers more personally and hence increase the chances of achieving sales.

    On the challenges that you foresee in implementing influencer marketing strategies within performance marketing campaigns for Indian television shows or channels

    To maintain authenticity and credibility, one challenge is ensuring alignment amongst brand values, content tone, and influencer persona. Additionally, measuring the direct impact of influencer marketing on performance metrics such as viewership or subscription rates can be challenging due to the complex nature of audience behaviour and consumption patterns. As the influencer landscape becomes more saturated, identifying the right influencers who resonate with the target audience and deliver tangible results poses another hurdle.

    On the importance of data-driven decision-making in influencer marketing initiatives within the Indian television space

    Data-driven decision-making is significant in influencer marketing initiatives within the Indian television space as it enables television networks and production houses to identify the most relevant influencers, optimize campaign strategies, and measure performance accurately. By leveraging data analytics tools and audience insights, stakeholders can make informed decisions regarding influencer selection, content optimization, and resource allocation to maximize ROI (return on investment) and achieve campaign objectives.

    On the role of AI and automation in optimizing influencer marketing efforts for Indian television programs or channels

    AI and automation can potentially revolutionize influencer marketing efforts by streamlining campaign management, content creation, and performance-tracking processes. AI-powered algorithms can analyse vast amounts of data to identify high-potential influencers, predict audience preferences, and optimize content strategies in real-time. Automation tools can facilitate seamless collaboration, content distribution, and campaign monitoring, thereby enhancing influencer marketing initiatives’ efficiency, scalability, and effectiveness.

    On Indian television networks or production houses measuring the success of influencer marketing campaigns in terms of performance metrics and ROI

    Indian television networks or production houses typically measure the success of influencer marketing campaigns by tracking key performance metrics such as viewership ratings, audience engagement, social media impressions, website traffic, and conversion rates. ROI is evaluated based on the incremental impact of influencer collaborations on these metrics compared to baseline performance or benchmarks. Advanced attribution models, tracking pixels, and analytics platforms often attribute conversions or actions directly to influencer-driven touchpoints and calculate the return on investment.

    On anticipating influencer marketing strategies evolving to adapt to the changing dynamics of digital assistance platforms and emerging technologies in the Indian television industry

    We anticipate influencer marketing strategies to evolve, by prioritizing personalized, interactive, and immersive experiences for viewers. Influencers may leverage voice-enabled content formats, augmented reality experiences, and AI-powered chatbots to seamlessly engage with audiences across digital assistance platforms. Additionally, we expect deeper integrations between influencer-driven content and smart TV ecosystems, enabling viewers to interact with branded content, make purchases, or access exclusive experiences directly through their devices.