The Silicon Review ^Asia

Companies and organizations must re-evaluate their marketing strategy because the old methods have been updated. In a survey conducted by Video advertising firm Bright Roll, it was shown that 72 percent of ad agencies came to the conclusion that online videos perform better than TV. Digital advertising is more than just a trend and in 2014, companies spent almost 10 percent of their revenue on marketing. A digital ad will effectively tell the viewer the story of a brand and this method is more flexible and universal. The digital medium is where the users frequently visit and the channels can be used to influence the buyers through text, video, images, and more.

Marketer’s mission has always been to find the target customers and the internet has made it easier for them to hear the voice of consumers. The concept of monetization in content is not unethical and content creators are fully dedicated to giving an authentic experience of the brand. A partnership between brands and content creators will leverage opportunities in long run. DigiPerformance is a company based in Delhi that helps content creators and brands to monetize their data and also provides services like yield management with audience profile analytics.

In conversation with Mr. Manish Jha, founder of DigiPerformance

Q. What are the pros and cons associated with using new media technologies? Please elaborate.

New media and technologies are helping advertiser to reach their consumers. Consumers and voters are easily engaging with new media and technology and you can rarely find people who do not use any type of new media like WhatsApp, Facebook, and YouTube, etc. It is been a trend, a useful one, and will always be. However people should always know that everything needs limits and so the new media is gradually losing popularity due to lack of right analysis.

Q. Could you give us a background on DigiPerformance and what you do?

DigiPerformance is a brand-safe digital advertising company, established in 2017, is also recognized by DIP, Ministry of Corporate Affairs, and GOI as first 2000 startup in India. We provide communication platforms to brands, NGOs, political parties to engage with their target audience using new and traditional media. We have been delivering successful outreach campaigns through innovative use of new media channels.

Our company’s task is to assist our clients in handling their profile and end-to-end campaigns while constantly evolving and embracing growth. The services and solutions that we provide have a wide range which helps our habitué to optimize outreach and turn customers to their court. The services we provide are survey, behavior analysis, qualitative research and analysis, LED video vans, poll-worker training, candidate profile, bulk SMS & emails, bulk WhatsApp, bulk recorded voice calls, digital advertising, customized mobile application, election management software, door to door campaigns, outdoor advertising, cinema advertising and more.

Q. Can you tell us about your early education and career influences? What made you choose to work in this industry?

After doing my postgraduate degree in business management, I got an opportunity to launch Airtel’s broadband services in my home town that laidthe foundation of my career in marketing and brand management. My journey as an entrepreneur started after working with big corporates in consumer, telecom and IT/ITES industries for 12 years. As a marketer, I was always keen to innovate new techniques to reach consumers, so my hunger for new ideas helped me to connect well with all media.

Q. As the Founder/CEO, what was the toughest professional challenge you have faced and how did you manage through it?

The first and topmost challenge has been, to manage resources and expectations between customers, employees, and family. Startups are meant to face challenges every day, my toughest was when I failed to deliver my first order on time and then converting the same customer to my biggest client.  It is possible with commitment and regular dialogue with all stakeholders.

Q. How often does DigiPerformance assess its strengths, weaknesses, opportunities, and threats in order to understand the current business climate?

DigiPerformance and its team keep analyzing the current market and business situation through extensive research. We review our performance, analyze weak points, coming opportunities, and industry/resources threat every quarter and take appropriate action.

Q. According to you, what are the bright prospects for media companies right now?

There are plenty of opportunities coming in the industry, especially in brand management and campaigns using new media. We see brands and political clients evolving and becoming fearless when it comes to using new media and technologies to communicate with the target audience or voters.

Q. If you had a magic stick, which are the three things you would change in this industry?

A magic stick is good to hear in stories, still if I get an opportunity to change something in the industry then I will make the relationship between client and delivery partner stronger and more understanding.

Mr. Manish Jha, founder of DigiPerformance

Mr. Manish is a seasoned political consultant and election strategist of India and he has been demonstrating innovative strategies to win elections. After receiving his post-graduate degree in business management, he got an opportunity to launch Airtel’s broadband services in his home town that laid foundation of his career in marketing and brand management. His journey as a political consultant started after working with big corporates in consumer, telecom and IT/ITES industries for 12 years. He is also a part time panelist on major media channels like Lok Sabha TV, Bhaskar News, SuryaSamachar, News World, Kanak News, News 18 and Kalinga TV. Mr. Manish has also been featured in top newspapers in India and abroad such as; Daily Pioneer, New Indian Express, Hindustan Times, Bangkok Post, Samaya, and many more.

"Help Brands to create, deliver and justify marketing campaign”