All you need to know about digital marketing in the country, the opportunity is very big!
An Interview session with Founder and the Managing Director of Instalogix (Pvt) Ltd, Mr Viraj Purohithagama.
Summary of the Interview
Instalogix (Pvt) Ltd provides digital marketing solutions to Sri lanka’s top marketers for building digital excellence and establishing their businesses for future ready business models.
In this exclusive interview with Mr Viraj Purohithagama for NSBM Group project in digital marketing, Mr Viraj shares his views on the evolving role of the digital marketing in Srlanka as well as how drastically technology is transforming the marketing. He also shares with us about various challenges faced by clients & agencies and how to cope up with those challenges.
Good afternoon sir, I am Bhagya, first of all thank you very much for giving us a time to have an interview session with you in your busy schedules. Firstly can you briefly explain about your company?
Hi bhagya, Good afternoon. We are a company which based in Srlanka, specialized in social and digital marketing activities. We handle most of the srilankan brand’s digital marketing activities here. At the moment we deal with brands in the education industry, Healthcare industry, Aviation Industry and the Travel and tourism industry. Furthermore in near future we will be expanding our digital marketing activities to other remaining industries too.
At Instalogix “The customer is King”, we regard our Customers as our Partners and Stakeholders. We will constantly offer our clients innovative solutions that drive their businesses forward. You Grow, We Grow. That is our motto.
Can you please explain about your goals and objectives about your company?
Actually our drive is towards establishing Instaslogix as the benchmark Social & Digital Media Marketing Solutions Provider in Srilanka. In order to achieve that goal we have to work more hard, implement new technologies via innovation. As a company I am sure we are in a position to obtain that goal by achieving our timely objectives.
What are the services that you offer at Instalogix?
Instalogix as the Digital Partner of our clients, our services cover a wide variety of areas which includes Social Media marketing, digital branding, strategically planning the brand’s 360 digital approach, Search engine optimization, conceptualization, content creation, social community management, advertising, web & application development, video production and Mobile applications development. Those are the services that we offer at Instalogix.
And our team at Instalogix strengthened by a team of versatile professionals who are highly focused and talented to meet complex business requirements through core competencies on select technologies. The team of professionals consist of certified marketers, Software Engineers, Content writers, Graphic Designers, Web Designers, IT Consultants and Business Analysts work-together with the client as one team to identify the optimal solution that best fit the client requirement and expectations.
How has the Srilakan audience responded to Instalogix’s entry in the country? Could you please share some ideas on it?
When compares with other regions market, srilankan market is relatively and comparatively less. Especially when compares with Srilanka’s big brother India. However the fact that the market in Srilanka is not mature enough still and has been a blessing in disguise for us in a way. Since there is a lesser know how and awareness about digital marketing in the country, the opportunity is very big! And we do plan to harness that.
Did you need to customize your offerings for the audience in Srilanka when it’s come to the digital marketing? And how productive is digital marketing in a country like Srilanka according to you?
Every client is different and all of them have a vision of what they want to use the digital marketing platform for. Having the platform is like having a mechanic’s toolkit. There are a lot of things that you can do with little to no customizations. So yes, we’ve had to do some customizations for each Srilankan client tale. The behaviour of Srilanka’s audience is very different from that of US or European or Australian audience. We’ve had to pull our models a little and the kind of offering we’re making to Srilankan customers so as to find the best customization among them.
If I answer to your second question you asked in short, Yes, The srilankan Digital marketing market is very productive. As has been talked about extensively, the fact that we’ve past over the entire PC revolution and directly jumped to using mobiles makes Srilanka a very unique market. Mobile audience is very different and user behaviour changes drastically when you move from PC to mobiles. Also as the mobile penetration is increasing in to 2-3 cities and smaller towns and rural areas, digital marketing is become more and more relevant. Those are the days when it was almost impossible to reach more than 30% of the population without prohibitive costs. This revolution has made it really easy for companies to reach out to their audience while making sure that the cost they bear is very low. Even current government is making use of technology to reach out to the people in a more effective and efficient manner. Digital marketing in Srilanka is more relevant than ever and we’re blessed to be able to contribute something to it.
Sir! At present you are providing Digital marketing consulting to the Srilanka’s top marketers on establishing their digital businesses for future ready business models. So, what are the biggest challenges you face?
Most companies are not structured to adapt & react to rapid change in consumer behaviours, technology evolution & bulk of data. Structuring systems & processes to embrace a real time attitude to marketing requires structural & strategic change, we are working with brands to embrace the new reality of the new marketing world. So challenges are a constant in our business but so is overcoming them as we go along.
Why don’t you share some of the most effective measures that you have taking all the way to deliver a highly effective digital campaign?
We have set up a healthy processes around identifying consumer segments to isolate behaviours rather than demographics for targeting purposes. We also put strategic rigour in building multiple communication methods using bespoke messaging for micro segments, multi-screen planning & using dynamic triggers (traffic, events) to build creative messaging. We also measure results across the entire paid, owned & earned consumer journey. This helps us optimize & adapt in real time so maximum return of Investment (ROI) is drawn for brands while providing consumers a seamless experience
That one lesson you have learnt from the work you are doing at present?
We have to have a beginners mind set in digital all the time, there are no experts in this space & your ability to learn something new every day which make you successful. Moment you start believing you are an expert, it’s doomsday for your career in digital marketing.
Question # 9:
I would like to know about your plans about the new offerings especially those that you have for the Srilanka’s digital marketing audience, in the immediate future?
We’re a B2B company that caters to businesses that want to spend on digital advertising to create their brand awareness. We deal with technical challenges which are an order of magnitude different from what you usually hear about. We’ve recently launched our video advertising platform where you can show video ads to users on your websites or app. The integration for that is a breeze and people have been liking it thus far. We’re also planning to invest more heavily into the programmatic, video and audio ad spaces and try to unify the disparate domains that exist within advertising.
Question # 10:
What do you make of the entry of your potential rivals into Srilankan digital marketing market?
Technically, there are a lot of companies which are in the same business as us. However, our business model differentiates us from the others. We’re providing on place solution platform to our customers. Most other companies are into one digital marketing area. So, we don’t have a direct competitor in the market this far. This has been both good and bad for us. Good since we are pretty much the only player in our market and that we haven’t had to compete with anyone else to get attention and time from our potential clients. Bad as in we haven’t had any precedent. There hasn’t been any case study for us so that we would learn from someone else’s experience.
Question # 11:
Any message to young entrepreneurs to help them learn something from your experience?
A very common mistake that budding entrepreneurs make is underestimating the competition and the difficulty of running business. What I want to convey is do a proper market study and not take it lightly. Don’t rely on narrative evidence. The experiences an individual has had are not necessarily a reflection of the market. Try to gather as much data about the market as possible. Rely on your gut feeling but always back it up with data, analysis and logic as much as possible. Be ready to change directions. Don’t get emotionally invested in an idea. Learn to recognize if the idea you started out with is not working well and be ready to change directions. Don’t lose heart if things don’t go according to plan. As someone wise once said, plans are bad but planning is good. Take the plunge, work hard and most importantly make sure that you enjoy what you’re doing. And anyway don’t forget that the most crucial & expensive thing for running a business that was marketing your business has now become one of the most cost effective things with the help of digital marketing.
Interviewed by Miss Bhagya Ariyathilaka