Stage is set for the Indian Digital Media Awards 2011 with the judging process completed after a detailed second phase in Delhi on May 17, 2011. The jury panel has decided on the nominated entries and also deliberated on the contender for the Indian Digital Person of the Year.
Synovate India has been carving a niche in the highly segmented customised space. The company’s growth has been well above the industry standard for the year 2010. Managing Director Mick Gordon shares the reasons behind Synovate India’s above-par performance.
The internet allows things to be instant, quick and convenient. The confluence of these three drives the web; the future is in services not retail. Logistics is a major stumbling block holding back retail. On the other hand, taking off for a services brand is very easy. With a retail brand, customer satisfaction happens outside the store. It's hard to ensure a good experience. Services on the other hand are going to grow much further.
“Our biggest form of advertising is the café itself. As we keep saying, each of our 1070 stores is a marketing tool. By being present in all the high streets and the significant malls, the visibility we have is not easily measurable. While this may not account for advertising in the traditional sense of the word, it is surely one of the best ways to reach out to our prospects.”
Like a good wine takes time, so did we. We have been working together as affiliates for three years and for us, it has become extremely important to get to know our partners and to spend time working together. So this is basically about a long term relationship and sustaining our clients. Sampark is one of the best operatives in the market place. They have client retention of seven years. From both sides – be it Sampark or Ketchum – we knew we could just not do this too quickly or easily.