Growth of the digital media as an advertising platform has been phenomenal so far. Accordingly, online advertising firms are gearing up to tap this market by offering plethora of services related to product branding and market positioning to its valued clients. Recently, advertisement agency, Propaganda India—which counts biggies such as Amazon India, HDFC Life and Cricinfo among others as its clients—has forayed into digital strategy consulting. The company launched a separate digital research and insights division called Mindsweeper.
Propaganda India, Co-Founder and Director, Priya Jayaraman said, “This foray into digital strategy consulting comes in the wake of various brands doing a host of activities on digital media as against a consolidated measurable strategy based on insights.”
Mindsweeper will use online customer satisfaction, online user ship and attitude surveys, online product and brand testing along with mobile based surveys as data points. By analyzing this data and with a thorough understanding of the market, Mindsweeper is expected to help businesses in India take on-the-go decisions based on real time customer insights. Inevitably, such real time customer insights are the most valuable data that companies today use to formulate their product strategies.
“In last few years we have found many gaps in the way customers and businesses handled digital media. The initial feedback was that clients were very excited about such an offering. We believe that there is a huge potential for digital strategy consulting," she emphasizes.
Priya Jayaraman further adds that "While Mindsweeper will initially provide these services as an independent offering to its clients, and we are also open to bundling these with digital media offerings for our existing clients." Still in an early stage, the company would be confined to Mumbai and Bangalore for now. But going forward the company has definite expansion plans to other cities.