Leading institute Frankfinn has signed on with Ignitee Digital to run a new online marketing campaign, for which Ignitee is handling a number of initiatives including online reputation marketing, search marketing, display advertising, banner ads and mailers.
Sameer Walia, VP, Marketing and Communications, Frankfinn, said, "Ignitee came referred by our conventional advertising agency, and we have been very happy with the relationship that developed with them. We've been investing in digital as a medium because our target group is the youth, the internet savvy. This was the right space for us to be, and digital has worked out well for us."
While Walia did not divulge the details of Frankfinn's spend, he said that the company's spending on digital has been growing rapidly. He said, "Till last year, the spend was on print first, then on TV, and then on the internet and the radio. Today, we've reduced our print spend, and TV and radio haven't changed much. Digital has grown significantly though, by over 50 per cent."
He added, "Digital gives us the right positioning, and it's a measurable media, where it's easy to track people's response, and it's cost effective."
Shankar B, COO, Ignitee Digital, said, "Our association with Frankfinn has been very special, and we are working with them in a very significant fashion. One thing which we have been doing this year is advertising across a lot of networks like Komli, iBibo and others, and helping them optimise these ads. So for example, an ad which works well on Komli might not work as well on ibibo. We're also working with them to create landing pages to make search more effective for them. We take a lot of pride in the innovations that we are creating for Frankfinn.”
Our typical marketing budget is usually 10 per cent of the topline spend
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