Empowering Brands with Data-Driven Strategies & Creative Communication: Manas Gulati, #ARM Worldwide

by  Komal Darji Industry Watch | May 23, 2023 | Interview

ARM Worldwide Manas Gulati

Established in 2013, #ARM Worldwide is a renowned digital advertising and marketing communications enterprise. With a team of 250+ skilled professionals, they specialize in developing and implementing comprehensive digital strategies across earned, paid, and owned media. Their innovative campaigns and valued partnerships have earned them numerous awards, while their global presence and commitment to transformative work make them a trusted digital transformation partner.

From tracking campaign effectiveness to targeting specific audiences, incorporating innovation, integrating online and offline channels, and managing crisis communication, Manas Gulati, CEO, #ARM Worldwide shares insights into company's practices and showcases their expertise in navigating the ever-changing digital landscape. 

What tools and technologies does #ARM Worldwide utilise to track and measure the effectiveness of its marketing campaigns?

Data plays a pivotal role in the triumph of marketing campaigns, providing invaluable insights into customer behaviour, preferences, and engagement patterns. ARM Worldwide understands its paramount importance. By harnessing in-house proprietary tools and by using various tools and technologies for conversion, content, and convergence, #ARM Worldwide gathers and scrutinises data to track and gauge the efficacy of their marketing endeavours. This data-driven approach empowers us to make judicious decisions and optimise our strategies for superior outcomes. We can identify the channels and campaigns that drive the most traffic, conversions, and engagement.  

How do you tailor your communication strategies to target specific audiences and demographics? Can you share an example of a campaign that successfully reached a niche market?

#ARM Worldwide positions itself as a communication consultant that excels in crafting highly effective communications strategies. Our meticulous approach involves multiple phases, allowing us to deliver exceptional results for our clients. We start by immersing ourselves in our clients’ brand, gaining deep insights & decoding their unique essence. This thorough understanding empowers us to identify the most suitable strategy that aligns perfectly with their objectives.

To ensure utmost precision,  our research methodology is divided into 3 comprehensive phases. Firstly, we extensively analyse the brand’s market landscape and gain an understanding of their category, gaining valuable insights into its dynamics and trends. We then delve into a comprehensive study of the competitive landscape, meticulously examining the strengths and weaknesses of key players in the industry and across various media distribution channels. Lastly, we perform a data study to understand the target audience, unravelling their preferences, needs, and aspirations. These steps enable us to craft tailored messages that strike a chord with our clients and their target audiences. Our dedicated team of 20 brand solutions experts diligently follows this proven process, guaranteeing a seamless execution of the communication process. 

An example of this is Bajaj Finserv Insta EMI

Bajaj Finserv, a renowned name in the Indian market with a customer base of over 2 Crore availing their EMI services, aimed to extend the spirit of celebration to every Indian household during the last Diwali. The EMI Hai Na Campaign was conceived as a heartfelt expression of their gratitude, intending to reach every nook and corner of the country. However, considering the immense diversity across India, the risk of the message losing its intended impact was significant. The key challenge was to overcome language barriers and ensure that every Indian could join in the celebration, fostering a sense of unity and togetherness. 

The #ARM Worldwide team, through extensive market research, planned a multi-tier mass media campaign to target as many demographics as possible. Since short-video platforms have a very wide range of user base and have seen robust popularity in the T2 Areas, the #ARM Worldwide team utilised platforms such as Moj and Josh for the aforementioned reasons. Several short videos were posted to spread awareness about E.M.I. as an alternative for payment, conveying its advantages over conventional methods. For the purpose of reaching the masses, the #ARM Worldwide team chose radio marketing. The tune of the “EMI Hai Na” campaign left its imprint on the listeners as they hummed along to the catchy lyrics, ensuring it lingers in their minds when they feel like delaying their wish list. Videos as well as static creatives were posted on top social media platforms like Instagram, Facebook, and Twitter for the purpose of maximising the reach of the campaign. 

How do you stay up to date with the latest marketing trends and technologies? How does #ARM Worldwide incorporate innovation into its strategies?

At #ARM Worldwide, our marketing team stays at the forefront of the industry trends and technologies through various channels. We constantly engage with digital and A&M publications, seeking out the latest developments and emerging trends, not just about the digital industry but also about the industries of our clients. Our leaders actively participate in conferences, webinars, share the podium with other market leaders, and build relationships with industry experts to gain valuable insights, exchange ideas and thoughts.

To cultivate a culture of ongoing learning and knowledge sharing within the organisation, our leaders and subject matter experts take proactive measures to conduct regular, informative sessions. These sessions serve as a valuable opportunity for team members to enhance their skills, deepen their understanding of industry trends, and acquire new knowledge. By sharing their expertise and insights, our leaders empower the team to incorporate their experiences and innovation into their marketing strategies. We actively seek out information on new tools and technologies that are introduced in the market, leveraging these tools to gain first-hand data that help us in planning strategies more effectively. 

In addition, we have our proprietary content "This Week in Digital" (TWiD), through which we share updates on what's new in the industry. This entity is developed in multiple trending content styles including YouTube videos, podcast series, and more. Through this platform, our department heads take an opportunity for knowledge sharing and discussing the latest trends and technologies within our team and with other marketers in the industry.

In today's digital age, how important is the integration of online and offline marketing channels? How does #ARM Worldwide approach this integration to maximise client outcomes?

The integration of online and offline marketing channels is crucial for businesses to effectively reach and engage with their target audience. Both online and offline channels have their own unique strengths and capabilities. Online marketing allows for precise targeting, data-driven insights, and real-time interactions, while offline channels offer tangible experiences and a personal touch.

Businesses can collect and analyse data from various sources by integrating online and physical channels. Businesses may learn important information about client behaviour, preferences, and purchasing habits by tracking both online and offline encounters. The consumer experience can be made more unique and customised using this data to improve marketing initiatives. Implementing tracking mechanisms, such as unique URLs, QR codes, or coupon codes, to measure the impact of online efforts on offline conversions will allow you to attribute offline sales or leads to specific online marketing activities and optimise your strategies accordingly.

At #ARM Worldwide, we understand the significance of integrating online and offline channels to achieve optimal campaign results. We accomplish this through seamless data integration ensuring a unified brand communication approach. We stay abreast with functionalities  at both the front end and the back end, to integrate the data  gained from each marketing channel, and allocate resources efficiently. Also, to map the online efforts to offline, we use geofencing technology for a seamless experience and to ensure the impactful outcomes by effectively combining online and offline channels.

How do you handle crisis communication situations for your clients? Can you provide an example of a challenging scenario that #ARM Worldwide successfully managed?

At #ARM Worldwide, we partner with our clients to stay with them through thick and thin. We have a dedicated team of experts who are trained to handle adversities in case of sudden changes or unexpected challenges, putting a robust process in place to effectively manage crisis communication situations. When confronted with such situations, our team immediately comes together to assess the situation and devise a strategy and plan of action. We emphasise creative thinking and innovative approaches to address the challenge at hand.

Our response includes addressing any delays in communication, handling queries within a specified turn around time (TAT), and providing transparent updates to all stakeholders. We prioritise clear and timely communication to ensure that our clients' messages are conveyed effectively, and we take proactive steps to mitigate any potential damage to their reputation. By employing our expertise in crisis management, we are able to navigate through challenging situations and effectively handle queries and concerns raised by stakeholders.

One of the finest example for the same was the globally awarded campaign - #TeaForTrump. 

Given the critical nature of managing the online reputation of a prominent figure like Mr. Donald Trump, our team at #ARM Worldwide was prepared to handle both positive and negative scenarios. The boldness of this campaign heightened the sensitivity of Online Reputation Management (ORM). Despite thorough planning, unexpected responses emerged, underscoring the need to closely monitor conversations surrounding @RealDonaldTrump. To mitigate potential crises, we developed a range of crisis management strategies, anticipating various scenarios and ensuring preparedness. 

Real time marketing planning commenced during the conceptualisation stage, recognising that numerous scenarios could arise after content publication. Extensive pre-planning was conducted, with over 20 scenarios brainstormed and tactical plans devised for each one. Throughout the campaign, we adhered to this framework, effectively navigating the ever-evolving landscape of real-time marketing while swiftly adapting to emerging situations. 

Another example of a challenging scenario that ARM Worldwide successfully managed for its client

An example of a scenario where ARM Worldwide successfully managed a crisis involved a client in the automobile industry. The client had a great reputation within the industry, inculcating trustworthiness and loyalty among the huge customer base. When the client encountered a supply chain disruption leading to product delivery delays, our team sprang into action with a well-crafted crisis management strategy. We promptly acknowledged the issue, keeping affected customers informed through regular updates & personalised communication. Simultaneously, our strategic social media campaigns to address the issue,  garnered significant attention and engagement. By employing creative thinking and proactive communication through PR, we successfully alleviated the customer concerns, managed expectations and maintained transparency, resulting in minimised negative impact on our client's brand reputation.

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