The rules of marketing have changed by the advent of digital media and marketers of most consumer-facing businesses are trying to catch up. Brands are spending money on building and promoting their online reputation as well as engaging with current and potential customers.
Advit Sahdev, 34-year old entrepreneur, launched Online Digital Marketing (ODigMa) and hopes to capture this opportunity. Sahdev an alumnus of the National Institute of Technology (NIT). Sahdev has over 10 years of IT and global marketing experience with companies like Intel, Infosys, Procter & Gamble (PG) and Hindustan Unilever (HUL). A social media evangelist, Sahdev turned author has also inked four books on social media marketing.
Sahdev took entrepreneurial plunge in 2010 with ODigMa, an online marketing firm which offers innovative solutions to companies to connect with their consumers on the web.
The company helps brands listen to consumers online and engage in meaningful conversations with them. His venture uses big data analysis which helps increase innovation and productivity.
"We tried to build brands on all these platforms. Building brands, essentially means that you have to make sure that the brand is first of all present in all these areas, has a strong brand tone, has appropriate presence in all these areas - like making a video and uploading it on Youtube and making lots of people to see it or be it managing Facebook pages or managing professional communities on LinkedIn or to make sure the brand is available on Google whenever a search is placed. So, we offer end-to-end digital marketing solutions," says Sahdev.
ODigMa uses real time marketing demographics and location based targeting to help the compnay stay ahead of the curve. These end-to-end solutions have helped the brand multiply its initial capital of Rs 2 lakh to Rs 10 crore this year. ODigMa's key focus is on number driven and tangible results and this has helped the venture rope in 6,00,000 Facebook fans for their clients just three months after inception and over 15,000 fans for a single client in just one day.
ODigMa services include Facebook end-to-end management, Google Adwords, Search Engine Optimization (SEO), video production and social Customer Relationship Management (CRM).
"Whenever we discuss work and work with our customers we promise them various activities, these are essentially deliverables. Now, these deliverables can be, for example some amount of traffic to their website or it can be some number of transactions on their website or it can be increasing the engagement ratio of Facebook page from X to Y and so on so forth. Hundreds of various deliverables are offered and based on the deliverables chosen by our clients, we charge them."
"So, if we deliver above and beyond our deliverables then there is a reward system to it and if there is a case where we don't meet the deliverables then there might be a penalty to it," he adds.
The company has 300 clients which includes names like MTS, Marks & Spencer, MakeMyTrip, Hidesign, Docomo, bharatmatrimony.com, United Spirits, Toyota and most recently VIP bags. The company charges an amount of above Rs 1 lakh per campaign and plans to reach out to 5,000 clients by 2015 and grow beyond retail to include hospitality as well.
"We have worked with many e-commerce and retail companies and we see a huge scope in hospitality and we are exploring lot of opportunities. If you look at the online marketing and the social media marketing world then there is a huge focus on location-based marketing and this would work wonders for hospitality and retail sector,' says Sahdev.
Having cooked up a storm on domestic shoes Sahdev now plans to take ODigMa international. With Australia and Singapore as the next stops Advit wants to take his marketing technique to 15 countries over the next few years and he hopes a new gamut of products through who online marketers will help his company touch Rs 50 crore mark soon.