“The most crucial aspect in product differentiation is to solve a problem and make it accessible and user friendly.” – Omkar Patil, CEO Infigon Futures.
– Omkar Patil, CEO, Infigon Futures
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Marketing is one of the most dynamic fields in the world. Marketers have to innovate continuously and produce results in a short span of time.
Are there any growth tools or techniques that use basic principles and at the same time differentiate our solution in this ever changing marketing world.
To figure out answers to these questions, we talked to a Marketing Growth Specialist – Omkar.
Read on to know more about his marketing growth and company’s products and ideas.
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1. Tell us about your life journey Omkar.
As a student, I’ve always been involved in many extra-curricular activities.
In Class 12, I did an internship in Sales Positioning at Motilal Oswal.
While I was pursuing engineering, I continued doing internships at various organisations like SBI Mutual Funds, DSP Blackrock etc.
I had always been highly interested in the field of Sales and Marketing.
I felt truly intrigued by this field because of how it can influence the psychology of consumers and determine the branding and market position of any firm.
My reason for starting Infigon dates back to 2019 when I started a Youth Organisation called Maharashtra Sanghatan.
The main motive this organisation serves is to create a platform for interaction, exchanges, group collaborations and associations amongst students who come from diverse educational backgrounds.
Most students are restricted from communicating with other students from similar educational backgrounds.
However, in the workplace, they are supposed to communicate with diverse people with different educational experiences and subject expertise.
This may become a hindrance in their productivity at work if they aren’t accustomed to it. The organisation plummeted to greater heights and we quickly amassed 7500+ student members.
We organised various competitions and events like MUNs, National Business Championship Conference and many other social awareness and cultural events.
While interacting with thousands of students and parents who come from different backgrounds, we ascertained a common pattern- fear.
Students had fear in their mind regarding their career, employability, academics and other uncertainties.
We tried to address them at individual levels but these queries only kept increasing.
Upon further investigation, we came to know that there aren’t any organisations that provide such committed guiding or mentorship services.
Most counselling companies work at a very limited capacity and don’t cover the whole spectrum of mentorship issues that students today face.
All these issues were narrowed down to 3 A’s – Availability, Affordability and Awareness.
There is a general lack of availability, only a select few organisations address this sector and operate in very limited spaces.
Affordability – counselling services are very expensive and on average cost Rs. 25000/- for a service that extends to just 1 month. Awareness – there is a lack of awareness amongst most people, and they simply don’t realise the need nor significance of counselling service.
Hence, we decided to establish Infigon Futures, to create a platform that can provide affordable education and career mentorship services to students nationwide.
It is our mission to make our services accessible, user friendly and customized to the needs of every student.
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2. How marketing growth techniques have evolved in the last few years?
Marketing techniques have evolved unprecedentedly in the last few years.
However, with Infigon being at its inception and growth stage, we are yet to explore such advancements.
Our key marketing strategy is to aggressively promote using the conventional marketing techniques at our disposal and within our financial and talent capacity within the organisation.
Our key strategy is to associate with various schools, colleges and institutes and so far we have conducted over 70 events within 2 months.
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3. How do you think a business should plan the product or services for their business? What should be the major concentration behind selecting the product innovation, differentiation or niche?
In my opinion, catering to a niche doesn’t matter. The most crucial aspect in product differentiation is to solve a problem and make it accessible and user friendly.
For instance, Dream 11 catered to the betting and fantasy gaming industry in association with IPL for the past 3-4 years. Yet it was limited to placing bets prior to the match.
A new entrant, Fantasy Games app made it possible for players to make bets every 5 overs during the entirety of the match.
It made the concept more engaging and increased the winning probability. This caused users to shift to this app and the app tremendously gained as much popularity as Dream 11 with no extra marketing.
Similarly, at Infigon we aspire to make career counselling accessible nationwide and make it heavily user-friendly.
Career counselling so far has been restricted within local capacities with no national centres.
Most students have little or no access to career counselling and being the first App-based service provider, we wish to pioneer accessible and premium services across the country.
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4. How do you calculate your marketing growth and what are the indicators of a desired marketing growth?
Our key marketing techniques comprise associations with schools, colleges and institutions and digital marketing.
Our target was set at associating with 30 schools and colleges within 3 months which we exceeded in advance by engaging with more than 70 colleges before April 2021.
We look forward to setting new targets as we grow. For our digital marketing, we try to emulate engagement and following by delivering regular content on various social networking sites.
We’ve seen a nearly 140% growth in all our social media handles on a month-on-month basis.
We plan to aggravate this growth and measure it regularly through numbers of likes, views, shares etc.
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5. What would be your advice for Marketers during these tough times?
The pandemic is an opportunity in disguise for marketers.
This is the time that internet usage and screen time has increased tremendously nationwide.
Ramping up marketing strategies on digital, social media and influencer channels is highly lucrative.
I’ve often heard my colleagues and batchmates who are fellow entrepreneurs complaining about the huge costs of paid social media sponsorships.
My advice to marketers is to not focus on advanced marketing strategies that are unfeasible and avert full attention towards conventional strategies.
The pandemic is a good time to aggressively promote on all social media handles and build an organic presence in the domain.
You can always invest in paid sponsorships at a later stage when you gain revenue.
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