ONE-STOP SHOP FOR ALL THINGS CON­TENT

Zirca Dig­i­tal So­lu­tions’ new tool, Con­tentdB, is aimed at help­ing mar­keters am­plify their dig­i­tal cam­paigns. Neena Das­gupta, CEO & Direc­tor and Karan Gupta, Manag­ing Direc­tor, Zirca talk about the im­por­tance of a tool like Con­tentdB and all that Zirca is

Impact - - SPOTLIGHT - By SAMARPITA BANERJEE

In a world dom­i­nated by dif­fer­ent screens, con­tent mar­ket­ing has be­come an ef­fi­cient way to reach out to con­sumers through mul­ti­ple touch­points. How­ever, manag­ing con­tentled cam­paigns and max­imis­ing im­pact has been a chal­lenge for most mar­keters. To help mar­keters sim­plify the en­tire con­tent­man­age­ment process, Mumbai-based Zirca Dig­i­tal So­lu­tions has launched Con­tentdB, a na­tive ad­ver­tis­ing man­age­ment plat­form.

Con­tentdB is a dash­board in­ter­face, which col­lates all cam­paign re­ports in one place to es­tab­lish how users re­spond to the same in­for­ma­tion across all plat­forms dif­fer­ently, thus al­low­ing brand mar­keters to op­ti­mize and make their in­vest­ment give bet­ter re­sults.

Ex­plain­ing how the plat­form am­pli­fies a Dig­i­tal cam­paign, Neena Das­gupta, CEO & Direc­tor, Zirca says, “There is a gap in the mar­ket when it comes to ex­e­cut­ing con­tent am­pli­fi­ca­tion. Na­tive ad­ver­tis­ing has taken its own shape and form and has be­come another means of do­ing per­for­mance ad­ver­tis­ing.

When a brand does its con­tent am­pli­fi­ca­tion cam­paign, they use con­tent dis­cov­ery wid­gets like Out­brain, Ta­boola, Rev­con­tent, so­cial plat­forms like Face­book and Twit­ter and also Search. The re­sponse from each plat­form is lim­ited to that en­vi­ron­ment. For ex­am­ple, a cam­paign on Out­brain will only show how the con­tent was con­sumed on Out­brain’s ecosys­tem. How­ever, if I wanted a con­sol­i­dated re­port on how a piece of con­tent was con­sumed across mul­ti­ple am­pli­fi­ca­tion plat­forms, that’s not pos­si­ble and that’s where Con­tentdB comes in.”

While show­cas­ing the com­plete port­fo­lio of a par­tic­u­lar cam­paign on one dash­board, the new tool also al­lows to buy and man­age cam­paigns. Talking about the relevance of a tool like Con­tentdB, Karan Gupta, Manag­ing Direc­tor, Zirca says, “Brands re­al­ize the im­por­tance of high-qual­ity con­tent and its am­pli­fi­ca­tion across the web. Con­tentdB’s launch in In­dia has pro­pelled us closer to serv­ing as a one-stop des­ti­na­tion for a mar­keter’s con­tent needs. Con­tentdB will in­tro­duce ef­fi­ciency to con­tent am­pli­fi­ca­tion cam­paigns and help mar­keters eval­u­ate the per­for­mance of their na­tive con­tent.”

How­ever, will Con­tentdB solve the mar­keter’s chal­lenge of mea­sur­ing RoI? Das­gupta says that Con­tentdB is the first step to­wards ad­dress­ing that con­cern. “The def­i­ni­tion of RoI is crit­i­cal in con­tent. Con­tent leads to thought pat­tern shift which is im­pos­si­ble to map. How­ever, it’s sim­pler to as­cer­tain what in­flu­ences thought pat­tern shifts. We will soon launch another prod­uct in Septem­ber that looks at psy­cho­graphic pro­fil­ing and thought pat­tern shift with a new met­ric. Con­tentdB helps mea­sure RoI by en­sur­ing that you know what’s hap­pen­ing at each stage of the cam­paign,” says Das­gupta.

Zirca also plans to launch a knowl­edge se­ries called ‘Ungeek’ that aims to drive con­ver­sa­tions around con­tent mar­ket­ing. Das­gupta shares, “We are all learn­ing about con­tent mar­ket­ing to­gether. This will give a plat­form to mar­keters to sim­ply come, talk, ask ques­tions, up­date their knowl­edge and then form their own opin­ions.”

Founded in 2012, Zirca to­day has ac­cess to over 3,000 ad­ver­tis­ers and aims at be­com­ing a one-stop shop for ad­ver­tis­ers as far as con­tent is con­cerned. Das­gupta says, “Clients have a lot of con­tent at their dis­posal but they don’t re­ally know how to cu­rate it. We are telling clients that we will cre­ate con­tent pieces for them. We have built a strong ecosys­tem where we can make films. We own a pro­duc­tion com­pany as well as ed­i­tors and con­tent writ­ers. Our con­tent ranges from spir­i­tu­al­ity to space man­age­ment and space re­search. More­over, our ecosys­tem spans across cul­tures and coun­tries. We have spent a lot of time and money on build­ing a strong foun­da­tion as far as con­tent is con­cerned. We want to be in the space of so­lu­tions, to make sure that a brand gets all that it seeks, in terms of con­tent.”

Cur­rently, Zirca ex­clu­sively rep­re­sents more than nine in­ter­na­tional brands in­clud­ing The Econ­o­mist, Fast Com­pany, Mi­crosoft, Inc.com, Skype, and Bing in In­dia. With a pres­ence in South East Asia, Zirca is also work­ing on ex­pand­ing its global foot­print. “Con­tentdB will be launched in Sin­ga­pore in a month and we are look­ing at re­sellers in that re­gion. We will en­ter Europe next year where we will launch both Con­tentdB and our fu­ture of­fer­ing that is in the pipe­line,” says Das­gupta.

Karan Gupta and Neena Das­gupta

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