Digital Marketing Integration: backs brands in consumer engagement

MUMBAI: Digital marketing is a foundation stone of any marketing strategy nowadays and with the plethora of devices taking over television and print media world, there is now an even bigger need to come up with a successful digital marketing strategy to make brands known to the public at large.

Real time data analysis helps in optimising campaign effectiveness wherein requisite changes can be made in a relatively lesser time span as compared to traditional marketing thereby providing a holistic approach to effective campaign management.

Kolkata-headquartered digital media company, which has tied up with more than 105 brands including Emami,, Spencer’s, Khadim’s,, and LimeRoad to name a few among others, acts as a bridge between brands and their customers to build strong bonding, which further leads the customers to become brand loyal consumers is a medium where people can register and play games for free and get rewarded directly by the brands themselves. Through such engagement programmes, the brands can see these people converting into customers soon. The constant engagement with brands excites consumers to test the products and services.

The consumer engagement platform, which is a wholly owned subsidiary of Microsec Enterprises, is eyeing to associate with approximately 500 brands by the end of current fiscal year 2015-16. It is a value innovation in digital brand promotion and marketing media. This new age platform provides a two way engagement and a win-win partnership through direct interactions between brands and consumers. CEO Supriya Nair said, “Through our platform and engagement games, brands can engage with people from any age group who are internet savvy. Brands can place themselves in the mind of our game buddies ( users) and build more consumers.” is a platform for branding, close interaction with the mass and also helps in communicating latest offers & offering by the associating brands.

“It is a medium, which covers the full cycle of engagement by providing solution of rich engagement, and establishing an emotional connect between the brands and users. Our platform provides a focused consumer engagement campaign/ solution. Brands stand to gain undiluted consumer attention towards its products and services by the way of fun-filled interaction,” the CEO said, explaining what has to offer to clients.

Businesses are trying hard to win the marketing battle by implementing all sorts of digital and traditional campaigns. Some work, some don’t, some go terribly bad. The toughest part of digital marketing is that there are thousands of places where marketing campaigns are placed; websites, social media, TV, radio, blogs, video streams etc. Arriving at the ROI (Return on Investment) from all these different campaigns is a difficult task, and hard to get accurate reports out of them, Nair further explained.

“By using, brands can engage with people and register the brands in the minds of people. Going forward, brands stand to gain undiluted consumer attention towards its products and offerings. The constant engagement with brands excites consumers to test the product and ultimately become the customer of the brand,” she said.

In order for brands to win on the digital battlefield, understanding what digital channels and what types of digital content perform is the vital first step in “planning.” Digital advertising is set to become the fastest-growing global advertising segment over the next five years according to McKinsey, with projected compound annual increases of 15.1 per cent by 2018, compared to five per cent for TV (including advertising, out-of-home advertising, and cinema).

Smart digital marketers are now investing and building integrated digital campaigns around high-impact channels while understanding how content insights, production and measurement fuel their performance.

“Consumer engagement is required, but that should not just be limited to an interaction with customers. It should be more like a long-term affair, wherein key consumer insights should also be taken into account,” opined Nair.

When asked if the company takes consumer insights into account, she said, “Brand ideas are often the culmination of consumer insight and the brand offer.”

Speaking on how brands benefit by integrating with, Nair said, “New brands can make users to get to know about them and their products and service whereas, existing known brands can maintain their grip in a stronger way to its existing consumers and also can build new consumers base.” with its various campaign models helps brands to reach their target group directly. “Brands with campaign model like ‘Opinion Square’ can take a public opinion on their existing and upcoming products and services which would help them to modify as per the market requirement. Similarly, ‘Treasure Hunt’, another campaign model helps to get more traffic to the website/social media pages of the brand, which popularise their website/social media pages,” she said.

“Dedicated campaign around the associated brand build strong connect between the brand and game buddies where they get a chance to win offers and offerings directly from the brands. instils a pride of winning, as game buddies ( users) participate in the brand dedicated games and win the offer,” Nair concluded.

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