Irrespective of sector or size, brands with an effective content marketing strategy will reap rewards in acquisitions and revenue in the coming years. Here’s why content should be a focus area this coming year:READ MORE
At Rage, we are constantly keeping a pulse on all the latest developments and innovations in the digital world. RageBytes is our platform to express opinions and point of views on these developments and whether these will be trends, fashion or a fad.
Use our posts as conversation starters and feel free to spark a dialogue - incendiary or otherwise!
Facebook will soon be unleashing its ‘missed call’ advertising strategy specially for the Indian market. Coming close on the heels of the Garnier Men Missed Call Campaign which ran during the Indian Premier League (IPL) earlier this year, this concept is not a first-of-its-kind in the Indian market. Pioneered by Quikr.com in 2012, it has been experimented by several big brands like Unilever, Disney, Oreo and Pepsi too.READ MORE
Came across an interesting article on how restaurants design menus so that customers spend more.
While reading it occurred to me that many of the things cited in the article are actually good examples of how one can make web visitors stay engaged with the page and the site.READ MORE
A newsletter I subscribe to had a subject-line that was provocative enough for me to open and read the newsletter.
The first denouement was on opening the newsletter, I found no mention of the article that triggered my opening the newsletter. Made of sterner stuff, I scrolled down the forest of sub-headings to the link that was on the subject line … only to be completely disappointed. The subject line and the story is on the link below:READ MORE
Adgully recently spoke to Karthik Kumar, Director, Rage Communications on the business perspective of the company and the future of digital & web-based marketing in India.
A strategy expert with over 35 years of experience Karthik Kumar has worked with some of India’s best known market research and advertising agencies such as IMRB a WPP Company, MARG, now re-christened as AC Nielsen India and Rediffusion DY&R. During his tenure at these organizations Kumar has worked closely with many multinational brands such as Levi’s, Citi, Henkel, Ericson and Colgate Palmolive.READ MORE
Advertisers who have discovered pay-per-click (PPC) advertising overnight become evangelists of ‘digital advertising’, virtuously declaring the control they have over their budgets and the ability to measure the ‘return on investment’ on their advertising spends.
True, the control and measurability turbo-charges the realised value of advertising, but, as usual, the enthusiasm needs to be tempered with a dose of reality.READ MORE
Rage Communications is a full service digital communications agency and technology consulting firm whose prime focus is harnessing technology; particularly the internet, to help clients meet their business objectives. Rage Communications serves diverse objectives such as communication, e-commerce, advertising , brand promotion, lead generation, connecting with customers, employees, and vendors, carrying out surveys, transaction processing and work flow management.
It is interesting to note that the first iPhone app on Taj Mahal was introduced by Rage Communications. The app contains detailed, well-researched information as well as interesting anecdotes, myths and legends about the Taj that a human tour guide would add, making the entire experience witty and entertaining. It works like an audio guide that compiles visuals along with mood-setting music and sound effects that enhance the experience of touring the Taj Mahal.
With a constant focus on developing creative campaigns to achieve high impact levels for the target audience, Rage Communications helps in building brands effectively. Boasting of an experience of more than 10 years, the company has worked on over 400 web projects for a diverse range of clients; ranging from Fortune 100 to small and medium businesses in all parts of the world.
Adgully caught up with Karthik Kumar, Director, Rage Communications as he shares valuable insights into brand-building.
Shedding light on the potential that the digital medium offers for brand building, Karthik said, “Great brands are built by ensuring that the perceptions created by communications are delivered in reality. Given this truism, the digital medium is a great opportunity for consumers to experience the brand virtually. It is sure enough that digital cannot replicate the tactile or sensory experience of the brand, but one can digitally enable consumers to experience the service and experiential values that add value to the tactile/sensory response.”
Explaining further, he says, “Consider for example the cleaning power of a detergent powder. While a consumer cannot really experience the cleaning power of a detergent, it is possible to create a simulated environment where the cleaning power of a detergent can be demonstrated in a diverse range of cleaning situations. Or, take the example of a travel services company. A key component of choosing a provider would be their dependability. The digital experience of providing information, answering queries, completing registration formalities, etc would be significant demonstrators of such dependability.”
Talking about the client base that Rage Communications caters to, Karthik said, “Rage works with any organisation which believes that digital opportunities offered by the Internet create a new channel of interaction for them with their customers. Our clients include Fortune 50 companies as well as start-ups and small enterprises.”
Commenting on India’s role in developing digital communications, he said, “In segments where there is a significant ‘pain’ factor, digital platforms play a significant role such as in travel services, banking etc. On the other hand, the adoption of the Internet is significantly poor in some of the largest sectors of the economy such as in the case of FMCG products, consumer durables, telecommunications among others.”
Shedding light on some of the challenges that the digital medium faces, Karthik said, “The biggest challenge the industry faces is the misrepresentation of the complexity of providing digital solutions by the technology companies. Yes, it is true that the programming to set up a digital presence is easy to learn, but it is equally untrue that anybody who knows the programming can set up a web site. Quite simply a ten year old child who has learnt the programming does not have the intellectual depth to understand transactions or interactions. Neither do such programmers have the ability to understand the business imperatives of the Internet as a channel. The technology companies in their eagerness to accelerate adoption have made it seem child’s play; with result that everybody expects the medium to be ‘cheap’. What the technology companies have failed to point out is that when you pay peanuts, you get only monkeys.”
Karthik’s advice to young professionals keen at exploring the digital medium is, “There are no short-cuts to success. Diligence, curiosity and hard work are the only routes to success, whether it is online or offline.”READ MORE