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We bridge the gap between a client's business model and the digital solution: Abhishek Chadha, Business Head, North & East, Interactive Avenues Pvt. Ltd.

07-February-2018
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We bridge the gap between a client's business model and the digital solution: Abhishek Chadha, Business Head, North & East, Interactive Avenues Pvt. Ltd.

Interactive Avenues (IA) is a leading online digital marketing agency in India. Talking about the year 2013 when IA was acquired by IPG Mediabrands, Chadha said that the partnership has been proven to grow stronger over the years, which has helped IA create a better position in the industry.

In an interaction with exchange4media, Abhishek Chadha, Business Head - North and East, Interactive Avenues Pvt. Ltd. discussed the agency's plans for year 2018. He laid out the key points that make content successful across platforms and also focused on the amplification of content.

Excerpts:

Interactive Avenues has been recognized for its work and has won a couple of awards over the years. What is your USP and who do you credit for these wins?

Winning awards and getting recognition from Industry bodies is extremely crucial to us. These awards recognize and celebrate our creativity, our innovative strategies and inspire us to scale further heights. Being awarded continuously stands testimony to the kind of work we are doing and the value we are adding to our client’s business. We’ve been very fortunate to have clients who have backed us and have partnered us in this journey to success.

What is your win-win strategy for a successful online campaign?

There is no secret recipe for creating a successful campaign. The entire digital ecosystem works in an extremely dynamic manner and we really need to be cognizant of how best do we understand the client’s business challenge and give a tactful digital solution. The solution can be a media, creative or a social solution and more. And often it can also be a perfect amalgamation of all services blended and put together. If I take an example of a BFSI client, the solution that we’ve been working on is to create a smart lead management system which reduces spillage and gives them more efficiency on the media we work for them. To summarize, it’s best to understand the gap that’s there in the client’s business model and where our digital solution can play a part to it. That’s been our reason for core success.

How do you optimize your content for consumers and search engine?

My consumer is active today on multiple digital platforms, across websites, apps, Blogs/communities, social platforms etc. When you’re browsing Instagram you’re looking for something beautiful, interesting, you’re in a relaxed mood. However, when you’re browsing LinkedIn, you’re focused, interested in seeing business-related information or seminars and the likes. It is important to understand that today content has to be created keeping the platform in mind. 

A detailed interview can be published as a website article but the same information provided in the interview can be converted into an infographic for LinkedIn, and a professional photograph of the person can be used on Instagram with the link of the interview on the website to get attention as well. The same information can be disseminated via different mediums across the internet – and that is how I believe we can optimize the content for our consumers today. Speaking of search engines – it is important to understand that traditionally content written for SEO is more keyword friendly, and still relevant to the consumer. However, keeping our platform-specific approach in mind, when the same content is disseminated via different platforms it adds to the search-friendly aspect of the content as well.

Year 2013 was an important year for IA as it was acquired by IPG Mediabrands. What has changed since then?

We still work with the same passion, the sentiment has only become stronger because we now have a like-minded partner in IPG Mediabrands. The global learnings and more importantly the tools that we now have access to has really helped us create a robust digital product.

How have the digital media spends been divided across industry verticals?

E-commerce, BFSI, Education, Travel and Auto were traditionally heavy investors in digital because of the strong ROI environment they operate in. We are seeing a gradual increase of investments YoY in the FMCG category which is very exciting.

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