Tar­get­ing SMBs

The brand tar­gets tier 2 and 3 ‘Bi­j­ness’ own­ers.

The Brand Reporter - - FRONT PAGE - By Su­nit Roy su­[email protected]

As tech­nol­ogy adop­tion in In­dia con­tin­ues to grow, hav­ing an iden­tity on the in­ter­net and build­ing an on­line pres­ence can help small and medium busi­nesses (SMBs) to dif­fer­en­ti­ate them­selves from the com­pe­ti­tion and de­velop a unique brand iden­tity. With an aim to reach more cus­tomers na­tion­ally and in­ter­na­tion­ally, in an easy and af­ford­able man­ner, a lot of busi­ness own­ers are start­ing to make their on­line de­buts.

To tap this bur­geon­ing In­dian mar­ket, in­ter­net do­main reg­is­trar, GoDaddy, launched its ‘Busi­ness Host­ing’ plat­form for In­dia last year, al­though they be­gan In­dia op­er­a­tions in 2012. Since then, GoDaddy has made sig­nif­i­cant in­roads in the coun­try, reach­ing the one mil­lion cus­tomer mark ear­lier this year.

“Ac­cord­ing to a Google-KPMG study, 68 per cent of the 51 mil­lion In­dian SMBs are off­line. The re­port also men­tions that dig­i­tally en­gaged SMBs grow twice as fast com­pared to off­line SMBs. This presents a huge op­por­tu­nity for us and we are com­mit­ted to de­liv­er­ing the power of our dif­fer­en­ti­ated prod­ucts, com­bined with cus­tomer care, to help peo­ple get started and on their jour­ney,” says Nikhil Arora, man­ag­ing di­rec­tor and vice pres­i­dent, GoDaddy In­dia.

Re­cently, the cloud plat­form launched an in­te­grated mar­ket­ing cam­paign fo­cused on ed­u­cat­ing en­trepreneurs in In­dia about the value of creat­ing an on­line pres­ence for their busi­ness. Con­cep­tu­alised by Lowe Lin­tas, the quirky cam­paign fea­tures MS Dhoni as a supreme men­tor and guide to small busi­ness own­ers, en­trepreneurs and in­di­vid­u­als.

“As part of this cam­paign, we are tar­get­ing emerg­ing busi­nesses across In­dia, espe­cially in Tier 2 and Tier 3 cities, as our tar­get au­di­ence group,” in­forms Arora.

Ti­tled ‘Bi­j­ness Bhai’, the lat­est cam­paign, com­pris­ing two TVCs, was launched in seven In­dian lan­guages Hindi, Gu­jarati, Kan­nada, Malay­alam, Marathi, Tamil, and Tel­ugu - to help spread the mes­sage to peo­ple across the coun­try. The ad films have been re­leased on GoDaddy’s of­fi­cial on­line and so­cial chan­nels, as well as on TV. The brand plans to fully launch the cam­paign by the end of Jan­uary 2019, rolling it out across ra­dio, print and out­door chan­nels.

“Over the last six years, GoDaddy has wit­nessed a sig­nif­i­cant up­take in all prod­uct cat­e­gories which has helped us reach over one mil­lion cus­tomers in In­dia.” NIKHIL ARORA

EYE­ING BUSI­NESS OP­POR­TU­NI­TIES

A re­cent sur­vey by Mi­crosoft In­dia and the Thought Ar­bi­trage Re­search In­sti­tute (TARI) shows that SMBs can im­prove cash flows by up to 308 per cent, owing to the flex­i­bil­ity pro­vided by cloud so­lu­tions and that 96 per cent of SMBs find a pos­i­tive im­pact on their op­er­at­ing ex­penses within two years of cloud use. While the divi­sion of mar­ket size be­tween large and small en­ter­prises is not def­i­nite, In­dian com­pa­nies, re­gard­less of size, are start­ing to un­der­stand the ben­e­fits of work­ing on a cloud plat­form and are will­ing to adopt it. Over the past two years, the pub­lic cloud ser­vices mar­ket in In­dia has seen phe­nom­e­nal growth - reach­ing $1.8 bil­lion in 2017, up from $1.3 bil­lion in 2016, ac­cord­ing to re­cent Gart­ner re­ports. By 2020, this fig­ure is ex­pected to reach $4.1 bil­lion.

For GoDaddy, In­dia re­mains a key growth mar­ket and has been a cor­ner­stone of the brand’s global ex­pan­sion strat­egy. “It is ex­cit­ing to be in In­dia now to wit­ness the tremen­dous in­ter­net boom and help ed­u­cate and en­able small busi­nesses to re­alise the ben­e­fits of be­ing on­line. Over the last six years, GoDaddy has wit­nessed a sig­nif­i­cant up­take in all prod­uct cat­e­gories. We are proud of our strong lead­er­ship po­si­tion here, achiev­ing the #1 mar­ket share for .IN, ac­cord­ing to the Na­tional In­ter­net Ex­change of In­dia (NIXI),” re­veals Arora.

As part of the ex­pan­sion strat­egy, the brand con­ducts on-ground train­ing and com­mu­nity de­vel­op­ment ini­tia­tives; ear­lier this month, GoDaddy an­nounced train­ing of over 700 web pro­fes­sion­als from across four cities in In­dia - in­clud­ing Pune, Jaipur, Kochi, and Ahmed­abad. The brand hosts cus­tomer fo­rums such as Cus­tomer Coun­cils and Fire­side Chats on a reg­u­lar ba­sis. GoDaddy Cus­tomer Day, on Day-2 of the CloudFest In­dia con­fer­ence, is also held to get cus­tomer feed­back on prod­ucts, sup­port and mar­ket­ing.

IN­DUS­TRY SPEAK

Build­ing a web­site is not some­thing that is widely ac­cepted or pop­u­lar, amongst SMBs. Hence, we asked the ex­perts if the cam­paign suc­ceeded in con­vey­ing the mes­sage to its TG.

Ac­cord­ing to He­mant Misra, co-founder and man­ag­ing di­rec­tor Mag­icCir­cle and for­mer CEO of Publi­cis Cap­i­tal, brands like GoDaddy need to cre­ate a much stronger pull, as In­dia is a coun­try of self-em­ployed peo­ple where the in­ter­net can make a huge im­pact on their liveli­hood. Hence, web­sites like Go Daddy have a huge role to play.

How­ever, he main­tains, “Sim­ply ed­u­cat­ing peo­ple doesn’t work. They (busi­ness own­ers) need to be im­pacted and in­spired. Im­bib­ing a new habit is not a sim­ple task; it re­quires multi-level in­ter­ac­tion and rel­e­vant in­sights to cre­ate im­pact. While tak­ing Dhoni and build­ing hu­mour is eye-catch­ing, I be­lieve the brand needs to cap­ture imag­i­na­tion not sim­ply catch eye­balls.”

Go Daddy launched its first ad cam­paign in March 2014, fea­tur­ing Mithun Chakraborty, where the ac­tor per­forms a lit­tle dance move at the end of each ad film, hop­ing it will be­come a sig­na­ture of sorts. How­ever, it had lit­tle re­call value.

“I saw Mithun Da danc­ing some years ago in GoDaddy ads. This has no rel­e­vance. The brand needs to take ‘Busi­ness Bhai’ places and give it wings just like the ‘Air­tel Girl’,” states Pramod Sharma, ex­ec­u­tive cre­ative di­rec­tor and Mumbai head at Red­if­fu­sion Group. ■

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