Archives February 2019

Myths of Artificial intelligence

Debunking Myths of Artificial intelligence: Chandan Bagwe

I was recently discussing the future of digital marketing with a senior creative head of a leading mainline agency. He advised, “AI (artificial intelligence) is THE THING. People are clueless about it, and adding AI to your advertising strategies and pitch notes will gain big bucks”. It is safe to say I was immensely unimpressed; his vanity was coated with false assumption. Furthermore, people are smarter than what he expects them to be.

Artificial Intelligence is very important for Digital Marketing

Artificial Intelligence: The Holy Grail of Digital Marketing

The digital advancements made in the past few years have been nothing short of phenomenal — more so the path-breaking advancements in the area of artificial intelligence (AI)

AI offers exceptional opportunities particularly in digital marketing while irrefutably revolutionizing and propelling the industry. AI is the ability of a computer or computer-enabled robotic systems to process massive amounts of in-depth data and produce outcomes similar to the thought processes of humans in learning, analysing, decision making, and problem-solving. Hence, AI has enabled marketers to comprehend vast data to gain valuable consumer insights, and in turn, improve digital marketing strategies.

360 Degree Techno Digital Marketing Agency based out of Mumbai

We must reflect on our mistake to inspire growth, says Chandan Bagwe

Founded in the year 1998, C Com Digital is a 360 Degree Techno Digital Marketing Agency based out of Mumbai. Founded by Chandan Bagwe – one of the earliest Indian entrepreneurs in Digital and E-Commerce business, the company caters to the entire spectrum of online software development and digital marketing services for B2B and B2C customers.

Here are a few excerpts from the interview where Chandan unfolded C Com Digital ‘s journey and its future plans with HelloPost Team:

Cheat Sheet: The Videos Your Customers Want On Social Media

Have you been wondering why some of your brand videos worked well on Instagram but not so well on Facebook?

That’s because consumers use Facebook, Instagram, Twitter and YouTube for different purposes. ‘One Size Fits All’ doesn’t work for videos and understanding your target audience’s behaviour & desires is the key to craft the message and video that gets results.

Hyper Relevance – The Secret Of Building Product Awareness

Wondering what is the secret formula for building product awareness? Answer – Make it hyper-relevant. This is what Google’s marketing team leveraged on to build the popularity of Google maps.

The insight

Google’s team concluded that among between weddings, festivals, cricket matches, bad weather, and developmental construction work, bad traffic conditions are a constant uncertainty in India’s key cities. Google capitalised on this insight to drive people to use Google maps regularly.


Google rolled out an integrated campaign – #LookBefereYouLeave across digital (online, video and social) and traditional (TV, print and OOH) channels across 8 key metro cities. Google knew that today’s mobile first consumers expect brands to be helpful when they turn to their smartphones in their moments of need. So, Google created ads that addressed India specific traffic conditions due to events like cricket matches, weddings, etc.

Google also hyper contextualised these ads such that these were aired on Youtube only on specific weather conditions like this ad which displayed every time there was a severe downpour in Kolkata.

To reinforce the message, Google also took over billboards in two high traffic locations in Mumbai to feature real-time traffic updates – a first time innovation in OOH space.

The campaign was a huge success as it accounted for 10% uplift in feature awareness and 40% growth in daily active users.

For your brand too, we can create hyper-contextual campaigns that will significantly uplift your brand’s awareness. Please reply to this email with the date & time convenient to you and we will be happy to meet you…

Turning Over The Purpose Of Search & Video Ads

Since the dawn of digital advertising, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. This approach has always made one wonder: If a brand wanted to use the power of video’s sight, sound and motion to drive consumer action, would it work? The answer was a resounding “yes” for America’s Hawaiian Airlines.

How did the campaign work?

In preparation for the busy summer schedule, Hawaiian Airlines wanted to follow-up with people who were considering visits to Hawaii. To do this, the airline setup a typical search campaign focussing on brand keywords like “Hawaiian Airlines” and non-branded  keywords like “Flights to Hawaii”. It then created a set of 15-second and 30-second video ads using YouTube’s direct response format. The direct response format invited users to click-through to “See Fares” where they were directed to the landing page and shown the prices relevant to their area. To ensure high precision, the airlines bought over the keywords that worked the best on search to YouTube. The campaign was an astounding success with 185% increase in flight bookings and 69% reduction in cost per acquisition.

For your brand too, we can run a combine of search & video campaigns that elicit response and propel your brand to the top. Please reply to this email with the date & time and we will be happy to meet you.

From Airports And Supermarkets To Cafes: Let Data Decide Your Next Location

When India’s Civil Aviation Ministry launched its ambitious UDAN program (Ude Desh Ka Aam Nagrik), it had a challenging question ahead of it – which network of cities and regional airports would maximise convenience for most people without creating redundancies?

To find a solution, the ministry needed to answer a host of complex questions:

  • Where is demand the greatest?

Which areas have both broad interest in travel and the broad affluence needed to afford that travel?

  • What is the optimal network of airports?

Which airports would get people to where they want to go while reducing their travel overhead and working well with country’s existing railway & road network

  • How will economic and sociological growth impact these equations?

What will be the growth of such airports over the next 30 years? 50 years?

The solution – LOCATION CASTING.

The ministry tied up with Google to find the answer. From travel specific searches like ‘Surat to Bengaluru travel’ to economy specific searches like ‘Freight forwarders in Ludhiana’, Google’s engineers parsed vast amount of data and coupled it with machine learning, artificial intelligence and data analytics to suggest a list of cities that would best unlock India’s latent air travel demand.

Location casting can offer great competitive advantage for almost every industry. So be it opening your next retail outlet, and building your next warehouse to installing the next ATM, in today’s data driven world, solutions like location casting can help you take data-informed business decision.

To your industry too, we would like to apply concepts of artificial learning & data analytics to unlock demand from existing and new markets which will propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…