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No marketing communication can target the entire universe: Digitalabs CMO Agam Chaudhary

He shares how simply improving UI/UX of the website can help in augmenting brand image

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MUMBAI: With a decade of experience in shaping the digital lifespan of firms like Jaquar Lighting, Hindustan Times, Religare, Patanjali, Lenovo, amongst others, Digitalabs is a wing of 21-year-old conglomerate, Laqshya Media Group. Responsible for managing the campaigns of TLC channel during its launch, the digital agency has been quite successful in the industry and has clients spanning globally.

Speaking to Indiantelevision.com, CMO Agam Chaudhary contributes this success to the solution-driven approach it follows to tackle client needs.

“When my partner and I started this company, we saw a clear gap in what agencies were delivering vis-a-vis what is required by the clients for a longer period of relation. So, we started Digitalabs and our key DNA has been offering solutions and not services. For instance, when a client comes to us asking us to design a website, instead of giving him different pricing options, I try and discuss with him if he genuinely needs the website in the first place,” says Chaudhary.

He goes on to give the example of recent The Tribal Cooperative Marketing Development Federation of India (TRIFED) show that his agency conceptualised for the Ministry of Tribal Affairs to support their e-commerce ventures. “We wanted to show the stories behind those beautiful handcrafted products; what kind of work goes behind getting a saree out of tribal art, how much time and effort it takes, and thus justify the sort of prices they are sold at,” he mentions.

He adds that this approach has helped him in maintaining long-standing relationships with his clients, some of whom have been with him since the inception of the brand.

Chaudhary goes on to explain that the gap between client expectations and an agency’s deliveries also exist because most brands today are confused and want to be present on a particular medium just because their competitors are there. They don’t know how to leverage those channels. “Brands need to understand that at the end of the day if you want to target the right audience, you can’t target the entire universe. No marketing communication can target the entire universe,” he says.

He insists that instead of just targeting the consumers through ads, a brand should also work on its overall image. Citing an example of Apple, Chaudhary explains that the UI/UX of a website also plays a key role in establishing a brand image.

Digitalabs is also working on similar lines for many of its clients to improve the look and feel of their websites. One of the most amazing specimens of this is their work on Jacquar Lighting. “We don’t design anything for the sake of it. We believe in analytics and every element on that site has a thought process behind it.”

Another thing that Digitalabs is keenly focussing on is voice commands. He says, “Till now we are capable enough to give commands to Alexa for, say, getting a coffee. Now, the same order has to be processed by a third-party vendor, which we are trying to fix out. Once that happens, we will be going out to food delivery platforms like Zomato, Uber Eats, Foodpanda, etc., to implement it in their systems.”

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