India has over half a billion smartphone users. Coupled with factors such as a growing telecommunications industry and more affordable internet connectivity, the smartphone revolution has supported more sources of information and interactions for users. The opportunity has also paved the way for digital marketing in which brands leverage digital adoption to reach their target audience.
It has become an effective brand engagement tool that uses technology to provide businesses with actionable insights into consumer behavior. Against this backdrop, Jaipur-based Drive Digital strives to empower local and international brands through digital marketing and help them grow by expanding their user base.
The company was started by Prakash Mishra in 2011 when he was just 18 and was pursuing his bachelor’s degree. He first discovered digital marketing while helping his father with his carpet business. “My father had several international clients and he had engaged in a digital marketing company to strengthen the online presence of the company. While helping my dad, I started exploring digital marketing, and then I got interested in it, ”says Prakash.
While observing what digital marketing could do for businesses, Prakash saw a business opportunity in a niche industry that India was about to awaken to. “My family didn’t want me to start a new business because they wanted to join my father. But I opposed them to launch Drive Digital, ”he adds.
Over a decade later, the company is making strides by working with over 600 active brands and helping them with Google Ads, Facebook Marketing, and even creating content to help promote the brand in different languages, including Spanish and French.
“I knew next to nothing about digital marketing or search engine optimization. When I started out, the internet was just a way to make friends on social media or play games. In addition, I never had a technical diploma that could help me in this area, so I learned a lot on the job and by trial and error, ”he explains.
Learn the tricks of the trade to grow
Speaking about the difficulties he faced in launching the business, Prakash said that initially he struggled to get clients to trust his team as he did not have a formal education in the domain. “I had a master’s degree in mathematics. So clients were reluctant to work with us. We still face the challenge but now we have our work that speaks for itself, ”he adds.
Over the years, the team has succeeded in meeting these challenges through its commitment to deliver and help clients grow their audiences. “We strive to offer simple solutions to complex problems by leveraging technology. In addition, we analyze the assets and activities of our clients before drafting an appropriate digital marketing strategy to ensure the best result, ”he adds.
One of the pillars of Drive Digital’s success story is its .in extension. “I had chosen the name ‘Drive Digital’ for my business and it was only available with an .in extension. However, over the years the decision has worked well for me in more ways than one. to start, a .in domain has helped us establish our identity as an India-based digital marketing company. It’s an instant reminder to people and even to our international customers, “he said.
Prakash also says that the .in domain name has bolstered Drive Digital’s SEO presence, making it easier for the company to reach international clients.
The National Internet Exchange of India (NIXI) has helped hundreds of businesses of all industries and sizes distinguish themselves as brands with its .in or .Bharat domain, which is the country code top level domain (ccTLD ) from India. It is one of the few Internet exchanges in the world to offer a ccTLD in several languages.
Prakash believes that an .in extension gives small businesses and brands the advantage of defining their niche based on their geographic location. “Besides helping a business establish itself as an Indian entity, it also offers the benefit of good quality traffic and audience. “
Why the future of marketing is digital
The COVID-19 pandemic has been a game-changer for the digital marketing industry. From big brands to exploring online markets to the push for existing e-commerce brands to pivot almost overnight, the crisis has catalyzed digital marketing as an effective communication tool.
Speaking about his experience running a business during the pandemic, Prakash says COVID-19 has taken everyone by surprise and has accelerated digital transformations across all industries. “Previously, small brands did not feel the need to launch e-commerce stores and many doctors avoided online consultations. However, the pandemic has changed all that. The crisis has made them realize the importance of a digital presence to get a customer to trust them, ”he explains.
He also said he’s seen several businesses shut down because they didn’t anticipate the boom in digital adoption and weren’t nimble enough to undergo a digital transformation almost overnight.
“We had a hair transplant surgeon as one of our clients. When COVID-19 hit, the surgeon and his hospital faced difficult times as the number of patients dropped drastically. It was then that we suggested that the hospital maintain a digital presence. We have launched some of their online drug websites. These were well documented products that the hospital had launched in partnership with adonhaircare.com. Within 24 hours of launch, we were able to secure approximately 3,000 orders, ”Prakash said. He says his team created buzz about the product by posting interesting articles and posting interactive videos about the product and its benefits.
If there’s one lesson the pandemic has taught businesses, it’s that brands can no longer ignore digital adoption. “They need to have an online and offline presence to survive changes in consumer behavior. Most people like to know a little more about a brand before trying it, and the Internet is often their first source of information. “
In the near future, Drive Digital plans to roll out engaging digital marketing strategies for Assamese startups and businesses.
Shaping India Inc’s Online Growth Series chronicles the journeys of startups and SMEs in India and how building an online presence on the .in or .Bharat domain has fueled their successes.
