This is one question that hounds every business owner. Among the many constraints they face is the fact that, more often than not, they are short of funds, especially true in the case of Small to Medium Enterprises (SMEs).
The situation is compounded by the fact that there is a lack of awareness about advertising options in a developing country like India.
So when someone comes and sells a 4×4 classified in a local newspaper throwing the number of circulating copies of the daily as a KPI, they yield. No results don’t matter because part of the KPI is the visibility on a “Hard” evidence – a physical copy of the daily, which they save for times to come.
Still better, SMEs are sold “leads” by aggregators who duped the caller/internet user by showing a generic information set. What is unknown is that how many of the businesses from the same category get the so-called “lead”.
Not surprisingly, when the “lead” gets a call from 5 different businesses he never contacted, tempers flare and people go back to trusting the 4×4 classifieds since they can be preserved as proof that effort was made.
AGL (AdGlobal360) was conceptualized amidst this confusion in early 2009 and with the promise that we will take the viable advertising options to SMEs and be their extended marketing arm.
We experimented with digital avenues and media mix and built systems and workflows around what works for businesses here in India.
Google India was quick to identify the potential in what we were doing and backed us by making us “Google Authorized Company” which helped in us getting the much desired credibility and we have been growing more than 150% year-on-year since then!
We have done a lot of experimentation and we continue to do them till date. One thing is for sure on the digital world, things change fast, very fast over this medium. We always have to be a step ahead.
This is our knowledge chest. We want to share the cool stuff we are doing with the rest of the world.
Please share your thoughts with us on our findings. We don’t claim to be “THE” experts, just attentive students of this field. Any critical examination will be welcomed and appreciated.