Archives 2019

Chandan Bagwe, Founder, C Com Digital, talks about digital micro-markets and the need for a digital approach to simplify age-old manual processes and transform the business into an automation-embracing platform.

The ease at which organizations and entrepreneurs introduce new businesses, develop goods and services, and extensively market themselves, has given rise to an expansion of micro-markets, which capture very narrow demographic areas with often unexpectedly profitable results.

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The Facebook company, whose services include the Facebook app, Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal and Calibra, recently underwent a rebranding exercise to become more closely associated with their suite of apps and make users more aware of where the products they use come from.

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With the global digital explosion, marketing has evolved too and online advertising has become the core of business, especially relevant for start-ups. In an attempt to mentor the new entrepreneurs and upcoming brands on this immensely important concept, C Com Digital, the leading techno digital marketing agency in Mumbai, recently held two insightful sessions by Chandan Bagwe, Founder and Managing Director of the company.

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More and more brands are leveraging chatbots to service their customers, market their brand, or sell their products. Many brands have now started using AI for their chatbots, but most of them have leveraged AI only to improve upon aspects like reducing the customer wait time, reducing human errors etc. And as always, there are always brands that stand out. 

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Marketers have for long seen online videos as a tool to build brand awareness. This perception was built before the data revolution hit India, because a very small percentage of people had access to internet. But now, India now has more than 460 million internet users who are fast making marketers shred this perception.

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If you’re a fan of reality television shows, the chances are you would be following Dance Deewane S2 on Colors TV.  Among all the contestants, the story of 21 year old Vishal Sonkar is most fascinating. Vishal is from Jamshedpur – a city which until now was famous for Tata’s steel plant. But now, the city is known as the home of Vishal Sonkar, who is one of the strongest contenders to win season 2. Vishal is a food delivery partner and has seen poverty right through his childhood. 

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Imagine you’re renovating your home and you head to a home appliance store to buy a water purifier or a food processor. Standing in the aisle, you are overwhelmed by the number of choices you have. Instead of going back home and doing more research, would you pull out your phone and watch a video? 

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Is India in recession? The newspapers seem to have been featuring many articles on the impending economic slowdown. Almost everyday, the news & business channels have been reporting on the dropping automobile sales and the constant liquidity crisis in the NBFCs.

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“Punjab likes tea with extra milk, so Hindustan Lever sells stronger blends in the state. The brand names are the same, the packaging is pan India, but the tea itself changes from region to region. Welcome to the era of micromarkets where one size no longer fits all.” – read the first few lines of an article in India’s leading business newspaper. While FMCG companies are waking up to micromarkets only now, the world of digital marketing has been a subscriber to the concept of micromarkets since a longer time. 

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Imagine you run an offline grocery store. You have a set of regular customers and are very well versed with their buying habits. Knowing your customer well allows you to offer a personalised experience to each one of them. You know Mrs. Sharma buys whole wheat bread once a week and every time she does, you remind her to buy table butter and cheese slices. You will not hesitate recommending a new brand of whole wheat bread to Mrs. Sharma, because you know she prefers it. These virtues, of you as a shopkeeper, creates customer delight, which has resulted in Mrs. Sharma becoming your loyal customer.

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Television has been extremely popular ever since it was introduced. For many decades, people have turned to TV for being entertained, to keep up with the news, and also to improve their know-how of different aspects of the world. But, thanks to the explosion of online video, the popularity of television is on the wane. 

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As per a recent report by Google, as much as $45 Billion of FMCG will be digitally influenced by 2020. This means that no longer can FMCG companies, big or small, prioritise digital marketing as secondary. With so much of market influenced digitally, FMCG companies need to shift gears and adopt a digital first approach for marketing. And the formula for winning this opportunity is 3’V’s – Video, Vernacular, Views.

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