About Chaaya Baradhwaaj

Chaaya Baradhwaaj founder of BC Web Wise. Her opinions here are based on watching the digital media evolve in the country very closely for over two decades.

Driving Digital Within Your Company in 2019 – Part II

Top 10 Things You Can Do

Taking off from what I shared in the part one, now let us address each show-stopper to become the digital marketing maverick that you are waiting to be.

#1 Invest in digital talent. Hire an experienced and qualified digital marketing native, someone who has been an integral part of the digital business eco-system, Ecommerce or Online Publishers, or has worked with industries that have been early adopters of digital such as the Travel, BFSI segment.

#2 Start sharing business briefs with your digital agency and ask for their strategic recommendations on digital marketing to meet your business objectives, as opposed to asking for a Search, or Social media or a Website pitch.

#3 Have common de-briefing meets with your mainline and digital agency to discuss large briefs, challenges etc. Have common brainstorming planning sessions. Ask both agencies to come back with their recommendations for the larger piece. We’ve been through many of these sessions where we are invited, and more often than not, score higher in the response on ideas and recommendations made in these sessions, and yet, the mainline agency is then briefed to come back with the big strategy recommendation.

#4 Invest in digital technology training. We ourselves do Digital-Next sessions with key clients which have really helped our clients open up to technology-led ideas they would have otherwise never considered. For instance, the chatbot done for Bajaj Nomarks. Bajaj has been an early mover in investing in this space that only a rare fast-moving-consumer-good brand would consider.

#5 Invest in digital marketing seminars where top-brass in your company are invited as speakers or panelists, or are part of a round-table etc. Or, organize a round-table within your company inviting teams from other companies that have done well in leveraging the digital opportunity. Peer to peer sharing can be an eye-opener to higher-ups. Tata Steel has done wonders with its e-commerce start up Aashiyana, and has been invited to and has had their sharing session with Ultratech Cement for instance.

#6. No one likes to be told to do something, the response usually starts with why they should not. So share success stories, quotes and evangelism from unexpected corners. Rajesh Jejurikar, (@rajesh664). President, Farm Equipment Sector, Mahindra & Mahindra Ltd.for instance will tell you just how `smart-phone’ savvy rural India is becoming, if you track him at events or just follow him on social media, and then re-share his stories within your system.

#7. Be transparent with sharing performance and ROI from traditional media with your digital partner. Giving them a benchmark will help to achieve and surpass consistently, enabling digital evangelism within your organization.

#8 Build an appetite for experiment and failing. The rewards of eventual success will make it worth it – enough and more examples around you that stand proof. You cannot do digital marketing if you are risk averse. Because with the rapidly evolving technology piece, plus rapidly proliferating digital media, and increasing count of adopters each day, there is going to be a constant newness in digital media, unlike traditional benchmarks set by TV or Print wherein evolution of any kind dwarfs in comparison.

#9 Integrate digital into your overall media and map your conversion spikes. What do we mean by that? For example, time your experiments with mobile ad push, at exactly the time that your TV ad is showing. Location-targeting, so inside your grocery story, as she does her monthly shopping let the lady of the house get your offer pushed to her. See the immediate ROI with these experiments so the pilots can demonstrate results.

#10 Do before and after of digital SOV tracking. How? Track volume of consumer generated content if you are already using ORM tools, or check impact on volume of organic searches when you do an exclusive digital led campaign. Or run online research or polls, that can help you track or demonstrate cost-efficiencies coupled with key audience targeting that digital offers. Spend as much as you would on traditional media on a digital exclusive campaign – see the impact on sales.

Digital with rapidly evolving terrains, tools, analytics being introduced everyday needs to be imbibed as a culture, and indeed, the volume of things to learn and unlearn may seem formidable to take on. The benefits for business however are as much bigger and is a must to survive in an increasingly digitized economy. Lets get started.

Driving Digital Within Your Company in 2019 – Part I

The Show Stoppers

On the jury of the XIV Digital Marketing Conclave of IAMAI, 2018, it was heartening to get a close-look at the `client’-side of things with a fresh perspective.

Any digital marketer, worth his salt especially one with 2-3 decades in sales or marketing, knows that digital can today totally change the game for his or her business, drive growth, reverse stagnation, input into product development, totally overhaul ROI, etc.  But before we look at  how you can drive digital in your company, let’s look at what are some of the stumbling blocks:

#1 Getting the right `digital’ partner. Digital agencies can execute but can fall short on strategy, or if they are in place, the young-talent there is not `expected’ to really understand the strategy piece, so businesses end-up sharing superficial briefs with their digital partner. As an independent digital agency ourselves, this is a piece we are really working on addressing constantly.

#2 Mature ad network strategize but limit in adopting digital as an integral practice of all they do and continue to treat digital as an add on. Even after acquiring top-rank digital agencies, the story remains the same, an adopted child being patronized or getting a step-motherly treatment, but not its share-of-voice in the big advertising piece internally.

#3 Digital itself is not just about creative communication and media planning and buying, but it has as a backbone an `alien’ territory that the marketer has to deal with, the rapidly-evolving technology piece.

#4 Digital leaderships within companies are not qualified enough. In-house marketing talent, typically brand or sales managers, and in worst-case scenarios – the Media head, is (often suddenly) entrusted with holding the digital mantle either as a new career opportunity / promotion, or simply as an add on to what they were already doing. Which only adds up to the challenges mentioned in the earlier 3 points.

#5 Top management buy-in to investing in digital marketing, moving away from the comfort zone, is a challenge.
Top brass is okay to spend 5 percent, thereabouts, of total budgets on the most familiar digital avenues like Facebook page, getting a website done, and 20-100 words in SEO.

#6 That smartphones are reaching where even TV does not is now being advocated by Bollywood, as they rapidly are adopting digital to market their films. Winning the Digital Celebrity title, cinestar Varun Dhawan, saw that the residents of a village where he shot knew him, thanks to Jio, access to the Internet with their smart phones, and the videos they saw of his on Youtube. This village does not have any television reach. Yet, feeding the Jio phenomenon as a reality to top bosses is mostly a humongous task, (if this applies to you, maybe the celebrity endorsement for digital reach with Dhawan’s video piece may just work). The mobile revolution is only superficially acknowledged.

#7 Digital is perceived to deliver greater ROI and is measurable, so more accountability on small digital spends is expected, which needs to surpass the ROI from traditional media! This despite the fact that TV is where the the brand is spending 500 per cent more than digital. What’s more even if achieved, the proof-of-concept continues to be a small pilot and all the hard work and slogging is just not able to help create an internal shift.

Read Part II of this blog to find out how you can bring the shift.

Part II: Top 10 Things You Can Do To Drive Digital

Fish’s Day Out

Chaaya3July14Doing agency offsite workshops is fun.. and it’s not just about drinking, dancing and partying all night. We made it into an action-packed creative stimulii event involving each and every member of BC Web Wise, including our admin and HR so that across teams we had a buy-in on what we do, and we could pick brains from not just people who did their jobs but those who are their potential audience groups.

Talks. Teas. And Thoughts.
BC Web Wise WorkshopBC Web Wise WorkshopBC Web Wise WorkshopDay 1: We met at a large auditorium with enough daylight to keep the creative energies flowing. Presenters included team heads from various teams who shared best-in-class practices from across the local as well as global markets and shared ideas on what more we could do, the need to go beyond the obvious and the need to go beyond the brief.

We even invited guest sessions from One97 and Telibrahma to open our eyes and minds to opportunities in the mobile space that we may have not seriously and regularly considered.

The morning opened with a song and dance to get the early birds their adrenaline rush. People were shuffled and then reshuffled to ensure cross-team bonding. And to keep the enthusiasm levels from dipping as the day wore on, there were spot-quizzes and prizes.

Hitting The Road – Day 2 :
20140726_074455 DCIM100GOPROWe met at a resort in Utan, just an hour and half’s drive away from our agency headquarters at Bandra, Mumbai. This time, the morning started with a scrumptious breakfast, the resort’s signature dish of ‘idli puriyal’ doing what the song and dance had done the previous morning.
The team then headed to a comfortable conference room where everyone was re-grouped into 8 teams of 7 or 8 members each, every team a motley bunch drawn from different departments of the agency, again ensuring cross-team participation and bonding.DCIM100GOPRO DCIM100GOPROMyself, our in-house client

At around 11.30 a.m the brief for a live project “1 million downloads for Oojle, our mathematical game app” was then shared that each team would pitch for and compete against each other. As would happen, a handful of members missed the briefing and had a slightly later start than the rest.
IMG_3877 IMG_3879 IMG_3883 IMG_3886 IMG_3887 IMG_3888 IMG_3893 IMG_3894 IMG_3899 IMG_3904 IMG_3913 IMG_3916While a few teams found their cosy spots in the air-conditioned meeting room, many headed to the green lawns to rackle their grey cells with nature and to spark their creative fire. One team even huddled together in one of the many rooms booked for the sleep-over in the night. Chart papers, sketch pens and markers flew around between team members as they put their plans together to be presented within an hour.
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A ten minute extra time was given to wrap up because they did have loads to plate up! Pens were then snatched away so no one could write any more and each team presented their plans one after the other. As mandatory, every member of the team that presented had to be a part of the presentation. This enthused team members who otherwise were the backstage folks, and new stars emerged as every member participated in the sessions. The presentations rolled on till almost 3 pm. The enthusiastic teams forgot their lunch; we were so totally having fun! And finally the winners were announced!

Winners take it all!
The winning Team D – Yash (Copy), Sheetal (Strategy), Yuvraj (Servicing), Kunal (Design), Punit (Media), Sushil (Coding), Prachi (Scripting), Amit (Programing) made a clean sweep, leaving their nearest competitors behind by a 10-point margin with a score of 85 on 100. As true to the brief, the team is now working on the plans to make Oojle a success. And we hope to keep everyone updated on the progress with our blog feeds.

Drink like a fish/ Sway like an octopus
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The late lunch was followed by long hours in the pool, music and dance in the rains till the wee hours of the morning. And whoever tried to sneak away, was ordered back by me!
Boy.. did we have fun over the whole 48 hours!

The next workshop dates are still not out. To be a part of it, join our team! Drop us a mail on info@bcwebwise.com .