Exclusive | Location based marketing to take centerstage: ODigMa's Advit Sahdev

Listening to your consumers online and engaging them in meaningful conversations has become a must for brands today. These conversations help marketing managers to device and change their strategies as per consumer’s changing tastes and preferences obviously at a lesser loss of valuable time. Helping companies in their effort is ODigMa, a leading online marketing firm which offers innovative solutions for companies to connect with their consumers on the web. It combines an understanding of online marketing with creative and technology skills and builds digital brands. ODigMa is one of the strongest companies when it comes to analytics and focus on consumer centric marketing.

Commenting on the journey so far, Advit Sahdev, CEO, Odigma says, “It's been a pretty fun filled journey so far. What started as a one room, one client show, has now grown into a 300+ clients and 3 offices business. What is even more interesting is that we have had the opportunity to work with such a diverse set of clients. It has given us a tremendous opportunity to make a positive impact in each and every industry vertical and I can safely say lives of millions of Indians.” He was speaking to Adgully.

With each and every industry realizing the need of social media for ‘Reach or Impact or Recall,’ the prospects in the Indian market are very strong. Every industry vertical has its own need. While FMCG needs Reach, Property needs Impact & every Brand needs Recall. With more success stories and case studies in the market, all Indian businesses are realizing the use cases of social media and leveraging those to fulfill their marketing needs.
“In the next 5 years, I see at least 65-70 per cent of the businesses in India to use social media in one way or the other,” says Sahdev. ODigMa has plans to expand rapidly in multiple cities in India and is also seeking alliances in multiple countries at this moment, he added.

The Bangalore based company has serviced over 300 clients including brands like Aditya Birla, MTS, Marks & Spencer, MakeMyTrip, HiDesign and DoCoMo, Indusleague, Airtel and many more. Today the company has taken leadership positions in areas like – social applications, conversation platforms, influencer engagement programs, Facebook fans management & engagement, goal.

According to him, new trends that will take center stage are Location based marketing (especially via mobiles); Higher focus on measurability; More focus on video based campaigns (with a few new tools being launched in this space); Influencer driven promotions and Micro level targeting based on demographics and psychographics.

As for the challenges, Sahdev says, “the biggest challenges are Resource Management. Attracting and Retaining the right resource.” ODigMA is trying to overcome that by being extremely flexible and friendly. “We don't like the work "employees" but prefer "team". This is embedded in our values and thus helps us perform better each and every day, for all our clients and projects,” concludes Sahdev.