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Sad that bigger brands not investing enough on digital: BC Web Wise' Chaaya Baradhwaaj

She thinks this is the biggest decade for digital marketing

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NEW DELHI: One of the leading independent advertising agencies, serving clients like TikTok ads, BC Web Wise recently completed two decades of its fabulous journey. On the occasion, Indiantelevision.com interacted with founder and MD Chaaya Baradhwaaj to know about the agency, its journey and her take on the current trends in digital marketing.

About the glorious journey of the agency, Baradhwaaj said, “The best way to describe our market value is to look at our two-decade journey, a marquee client roster, an impeccable reputation. In 2017, we got a CRISIL two-star rating for MSMEs. This year we got ‘Best Places To Work Certified’. We have consistently therefore not only been doing noteworthy work as a digital marketing agency - winning awards, but also a very stable organisation with a great work-place culture.”

Baradhwaaj is expecting that this growth will only pick up pace in the coming future, as the digital technologies and communications grow. She believes that the industry will become more dynamic, volatile, and fluid. She sees this as an opportunity for agencies like hers to double up their ability to nimble and adapt quickly.

“It will be the biggest advertising media in about a decade or even lesser than that. It will totally change the way advertising is done today.  It will help to build and grow (as it already is) many more profitable businesses giving consumers better choices, better prices, more transparency through the marketing funnel,” she notes.

However, she feels that traditional brands are still not spending enough on digital mediums. “Traditional brands especially the larger ones tend to spend not more than five per cent to a maximum of 15 per cent on digital, which is going to be unfortunate in my opinion for these businesses. Unfortunately few can see the writing on the wall.”

On being asked if the ongoing stress due to Covid-19 will further hamper the value propositions of traditional media like TV, further aiding the digital growth, she explains, “I hope Covid-19 is only going to be a short term blip. But TV, I think, is already keeling under pressure with the existing fragmentation, costs, and the rapid proliferation of OTT, plus UGC on digital, freedom to create and access content in an almost free world of digital, and the rapid adoption of digital across demographics.”  

She adds, “Digital is huge. Big brands are not able to adapt to it, unfortunately. They are possibly too thick into traditional ways of doing things and unable to adapt. But there is a huge breed of fresh new startups from across the nation that is becoming bigger by the day by sharply focusing on digital marketing. There are many Nykaas in the making today. Meesho, a social e-commerce app, for instance, clickt2care.com, 1mg.com. There are many players across segments and they are investing big on digital already.”

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