Today digital media is offering multiple endorsement platforms to brands to engage with customers. Social applications is one such effective medium that has helped Indian brands and is emerging as a compulsive element of a digital media plan.
In conversation with exchange4media, Harpreet Bhatia, Co-Founder and Chief Executive Officer, BrandAppZ elaborates on how Indian brands are leveraging social applications as an effective tool to create a whole new consumer experience in the digital space.
Given the growing use of digital media, what are your views on convergence of media, especially in India?
With a more technology-friendly environment and tech savvy target group, we see that brands are gradually diverting from the old concepts of brand promotion. Majority of brands in India are welcoming digital media as a new avenue and are active on the platforms available. I see this convergence as an excellent opportunity for the media sector as well. In a nutshell, India is now ready to innovate and harness the power of new media.
Discontent among social app developers from across the globe has been building for a while as many are unhappy with the policies of social platforms. What are your views on this? Please share an India perspective.
There is discontent among app developers, but we believe that policies hold a special place. We abide by the terms and conditions of such platforms and work strictly according to their format to avoid any damage to the brand’s reputation.
Usage of smartphones and tablets is on the rise and social apps are most used via these devices. How do you customise your client’s apps to best suit these devices?
The idea and the concept remain the same for an application. However, there is a variation at the front-end user interface depending on the devices. Also new age tools such as PhoneGap, Sencha Touch are capable of delivering applications compatible on cross platforms with multiple devices.
What are the key elements that you keep in mind when developing an application for a brand on social?
We, at BrandAppZ, believe that every brand is unique and has its own thought process. Thus, we emphasise on the nature of its work. For example, we created the ‘Wheel of Deals’ application for mydala where the aim was to generate leads and initiate online purchase. On the other hand, we designed the NIIT Alumini application which involved a get-together of former NIITians on a single platform. Both the apps were based on different objectives.
The second aspect is the RoI factor which more or less is a priority for every brand. Be it in terms of lead generation or direct sales or just buzz creation, we ideate and build applications accordingly.
What are the brands that BrandAppZ is currently working on?
We recently launched the ‘Khayal Aapka Photo Contest’ for ICICI Bank. It is a contest that is in sync with the concept of the brand and has received overwhelming response. We also developed a desktop application for PVR Cinemas for online booking of tickets on the Intel APPUp platform. In addition, we launched the NIIT Alumini application that serves as a memory bank for former NIITians to share experiences.
Our typical marketing budget is usually 10 per cent of the topline spend
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