Today’s market is highly competitive as businesses find themselves in a constant uphill battle with fierce competition online. Digital technologies have enabled companies to reach their audience directly in a simple manner. However, every company that goes online can access its target audience through highly effective methods.
So how does a company stand out? According to Expanse Digital founder Dhairya Damji Gala, omnichannel marketing across multiple channels is the most effective way for companies to survive and create an integrated way forward to scale an online business.
About Expanse Digital
Expanse Digital is a performance marketing agency aimed to enable growth for everyone associated directly and indirectly with their clients and the company. Dhairya started the company to enable growth for its stakeholders and he decided to focus on growth because of his prior experience while working at a startup.
While working at a growth stage startup, which was Dhairya’s first real job, the company worked with multiple clients helping them to scale up their online stores to 5, 6 or 7 figures within six months. Being a startup, Dhairya’s workplace was cutting costs when funding started to run dry, and the agency wing was about to close down. When that happened, they got to know the real story of the many clients they helped, and at the time, one client in particular stood out.
The client was generating 2-3 orders when they first began working together, and by the end, she was generating 500-600 orders daily, which was also at the time the startup closed down. Dhairya says a lot of established companies have failed to fulfil many orders. But this client persisted and scaled.
The client shared that she was the daughter of a rickshaw driver in Shirdi, Maharashtra. She started her online business to support her father, and by some miracle, she answered the sales call, got onboarded, and it changed her life forever. She managed to retire her father, bought a new phone for him, raised funds for her store and shifted her operations to Mumbai, all within six months. The transformation that this client experienced motivated Dhairya to start Expanse Digital.
3 valuable omni channel marketing tips
1. Brands are going to find it incredibly difficult to just focus on one sales channel to survive, sustain and scale their business online
This is why Dhairya and his team have invested heavily into acquiring top talents from various digital marketing fields. He shares, “We started off with just paid media as our service offering, but have added social media management, content creation – video and photo shoots, UGC, influencer marketing, and conversion rate optimization all under our service offerings. These are all the things which will help us serve our purpose and fulfil goal in the most optimal way.
2. Invest in video and audio content
Dhairya shares, “Short form video content and audio content has seen massive uptick over past 2 years, especially post pandemic and is here to stay. The content journey is going to become increasingly competitive as funds dry up once recession officially begins, the brands that will sour and survive this phase when money will be hard to find are going to be the ones who can hook up their customers with their content. Short form video and audio being the king.”
3. Performance marketing will now have a new meaning
Typically, performance marketing focuses solely on ads spends and generating profit quickly. But as funds dry up and less and less money circulates in the economy, Dhairya explains, “the definition of performance marketing will change – as all things marketing will now be focused towards conversions as the end goal. Primarily organic content creation and community building to help convert more, will become increasingly common in the coming year, with each brand coming up with their own way to do so.”
Dhairya remains committed to his journey and aiding in the growth of other businesses. As a result of his experience and dedication to furthering his knowledge the industry, Expanse Digital is now highly sought-after for all businesses looking to leverage online channels to scale.
Lastly, he shares, “the best advice I got so far in my journey is by my mentor. In Hindi, it is “Log logon k saath kaam karna chahte hai, logo k saath nai”. The english version – “People want to work with people and not logos”.