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IndiaMART.com,
one of the country's largest online B2B company, has appointed
Quasar as its digital agency on record. It will be responsible for
IndiaMART's digital marketing campaigns, media planning and media
buying.
Questions posed at Deven Dharamdasani:
1) What is the mandate for media buying for IndiaMART's marketing
budget? We have partnered with IndiaMART as their consultant /
agency on Record for their Digital business and as discussed in one
of our marketing discussion with them we have come to a conclusion
that we will explore all the digital marketing tools on time to time
basis, keeping in mind the end business goals. There is no such
mandate that how we have to allocate monies on different lines but
yes what we agreed on is we will discuss mutually and explore all
business possible in digital.
2) How do you propose to build up the brand IndiaMART.com further,
which has been till now built by Dinesh Agarwal's (Founder &
CEO) presence in forums and his public speaking? I would like to
admit the way IndiaMART.com had build the brand it is clearly an
achievement and without Dinesh |
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Agarwal
and team vision, it is not possible to achieve. We are going to
build the brand on all aspects of digital marketing like Display
advertising which is Rediff and yahoo’s of the 
world,
search engine marketing, social media which is the most important
tool for them to build the brand globally as most of their relevant
audience is already consuming the platform and not to forget the
mobile marketing which is the latest buzz word of the industry. We
have interacted |
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deeply with
their marketing team led by Saurav Sen and Arun Tyagi who have
shared their vision that now the brand needs the global presence and
we all together as one team have to build the brand internationally
and continue the way we are holding the India market.
3) What value does Quasar bring to the table? Quasar has the
expertise on all the above business line. From the day one, when we
started we have focused on digital and partnered with clients like
MakeMyTrip / Reuters India / General Motors / Apollo DKV /
Monster.com / Microsoft India etc etc who have the potential to be
evolved digital players and today they all are the strongest in the
digital media. We already had so much of experience on running the
business on above mentioned advertising platforms that IndiaMART
.com will get the advantage of partnering with Quasar. Although it’s
been a month that we started our relationship with IndiaMART.com but
we have seen that one of the strong things is the way they buy the
media on different platforms and Quasar being one of the
strongest players in Digital who |
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buys lot of
media and control the decent market share will give the advantage to
IndiaMART.com and shall provide the best quotes.
4) What value do you bring to the table? Our team represent the
department focused of services and solutions to the e-business
vertical and with our experience of handling brands like MakeMyTrip
/ Reuters India / Zapak / Indiatimes Shopping etc, we clearly
understand at what stage we have to give them understanding of
utilizing the different platforms of digital media. Today they have
been utilizing the Ad networks effectively and given the brand
necessary reach which is required at the early stage of building the
brand on digital, but now they are very evolved digital players and
this is the right time for them to explore together Display
Advertising / Social media and Search Engine Marketing. Although all
tools which we will use, will having different marketing objective
but it’s a necessity for the brand to build across all
platforms as their end users are available across Internet and it is
difficult to figure it out what they are consuming and when, and
needless to say that their end users are available on internet. |
