Mobile technology in India is playing host to the largest number of business innovations in India on back of access to data which the mobile technology is capable of, according to industry experts. In conversation with Digital Market Asia, Ashwin Meshram, Co-Founder of ONE Rewardz shares his insights on mobile marketing and ONE Rewardz’s effective business model for brand conversation on online media.
With brands such as Big Cinemas, Esbeda, and Killer Jeans under its kitty, ONE Rewardz seeks to serve as bridge between the consumer and the brand which provides the consumer a one-stop destination to engage in brand conversation across all digital platforms such as social media, mobile, etc.
Mr Meshram explains how the online conversations have helped ONE Rewardz to engage in conversation in real-time and brands can address the concerns of the consumers in quick turnaround. “In a physical medium it is difficult to hold the attention of the consumer. But online platforms are analytically driven and help in reaching the targeted consumer,” added Mr Meshram.
Real-time information helps to study the consumer in greater detail which will eventually drive customer retention for the brand. “Our analytics can fetch data about the consumer such as his buying preferences, online sharing and buying pattern. These kind of analytics work for the brand and as well as the consumer,” said Mr Meshram. Brands learn all the parameters such as what the customer is buying and when he is buying, he added.
ONE Rewardz is a platform that packages all the analytics under one name and presents it on a comprehensive dashboard that helps its clients in finding value in the data and uses it for driving its business objectives. “We are creating multiple touchpoints where brands’ names can be flaunted by the consumer,” said Mr Meshram.
“In India many have not studied the co-relations between the purchase and feedback of a consumer, the reason for a consumer shifting to other another brand, etc. This was not analysed before but now we have put the technology in place to study that . All these insights started appearing that gave brands something to act on,” he explained.
Big data is not new to the Indian market environment but Mr Meshram pointed that it has not been leveraged to its full potential. His concerns are justified as we can still see a number of top brands in India who continue to run traditional theories for their businesses. The market is evolving but still away from the ways and means of West.
“In India big brands try to do the analytics by themselves instead to appointing a specialist. In West there has been a shift in the mindset,” said Mr Meshram. “But gradually in India too, approvals are cropping up where the companies decide to focus on their core activities and allow specialists to do what they do best . That culture has started to come into Indian brands. So brands in India must open up to share relevant data,” he added.