By 2020, digital will have 25-30% of ad spends in India: CEO, Adglobal360

Rakesh Yadav speaks to exchange4media about how AI is changing the face of digital marketing, spends on digital medium and more

e4m by Dolly Mahayan
Updated: May 23, 2018 9:25 AM

Adglobal360 is a data driven digital marketing firm serving more than 690 global clients in diverse business verticals. The company specializes in extensive digital marketing services that employ innovation and marketing tools to showcase products or services for brands, enhancing their online engagement and decreasing media spends.

In an interview with exchange4media, Rakesh Yadav, CEO & Co-Founder of Adglobal360, spoke about how AI is changing the face of digital marketing, spends on digital medium and more.

Edited Excerpts:

How is AI changing the game of digital marketing?

Digital marketing generates a lot of data from the campaigns that run across various channels. Just to give you some perspective, Google Analytics segments each visit by a user on a website in more than 40 different top-level buckets and then these can be further segmented into hundreds. It is practically impossible to process this and other data sets from digital touchpoints manually.

For example, if someone is shopping for a shoe from a webstore, there is no point in doing a manual analysis and then calibrating the campaigns as this can take from few hours to few days. On the contrary, nowadays chatbots offer real-time discounts after assessing the buying potential of the visitor on the basis of the tonality of the chats with them and by their past buying behaviour. Conversions are up to 20-22% faster with these tools.

There are also AI-based tools that stitch and create banner ads for all the products that you have browsed on a website and offers a bundled discounted pricing. In the past, such things used to take a very long time to see the light of the day. In a nutshell, AI is solving the puzzle of data analysis and real-time action for modern marketers.

AdGlobal360 has offices in Dubai, Singapore and USA. How would you compare the Indian digital market with them?

Middle East is still a couple of years behind us in terms of technology or digital adoption, though it is a great place to be present as there is a lot of scope to grow. Singapore is a small country and has different digital needs as compared to other countries of the region.

USA is by far one of the most evolved markets when it comes to digital marketing. The biggest attraction for us in USA is the thriving SME segment that is willing to jump onto the marketing technology bandwagon and get their sales engines rolling.

What tools do you particularly use to target audience for optimum results?

We are not into Ad-Tech hence we customize the tools that we use in conjunction with the marketing needs of our client. We select the best possible global tools available to execute the campaigns in accordance to their needs. For some, it is Google AdWords, for others it is Facebook campaigns. But for most, it is typically a combination of various tools tied together with a strong string of robust strategy.

How much are brands spending these days on digital and what trends are leading them to spend more?

Most brands that have tried and tested digital now spend more than 20% on the medium. Looking at this trend, we can easily say that by 2020, digital can account for as high as 25-30% of the total ad spends in India.

How are you dealing with ad frauds?

Ad frauds are limited when you run campaigns through tier 1 platforms such as Google AdWords and DoubleClick. Their impact increases as the sophistication of the platform decreases. Companies such as Facebook, Google and Amazon are investing millions of dollars to identify and rectify fraud clicks and reimburse advertisers.

One thing that we do as partners is to keep measuring our client's campaign performance against industry benchmarks. This way, we can catch frauds quickly and then work with the publishers to get our clients compensated for it.

There is a fierce competition in your domain with so many digital agencies coming in the scene. How are you keeping yourself ahead in this game?

That’s true, there is a lot of competition when it comes to typical SEO or SEM work, for which one can find a lot of agencies and freelancers. Our strength is that we act as consultants and growth partners for our clients and do not view our relationship with them as transactional in nature.

We are a professional setup and we rely heavily on technology and qualified personnel to take care of our client's marketing budgets and their expectations from it. Clients usually sign up with us successively for multiple years and we grow with them.

Among all the positives, share a few things you don’t like about digital marketing. And how do you plan to redress those issues?

Digital marketing is a subset of marketing. It is not meant to be an absolute alternative to print or TV, at least not in the current scenario. It is not a magic potion that can solve all challenges that a client faces. Also, a lot of time is spent on creating a viable and long-term digital strategy and then it needs to be broken down into smaller actionable or trackable milestones.

New age digital marketers still need to learn more about the fundamentals of branding and positioning. Even though digital tools have a lot of AI built into them, it does not mean that people should become oblivious to communication basics.

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