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The world of digital marketing has been changing consistently and drastically. Audiences are more digitally literate and with the rise of mobile and smartphone penetration, there are new avenues of connection. This has meant that adaptability and connectivity are integral to the success of any venture that requires a strong digital presence. While this is self-evident, the challenge lies in understanding how these factors are achieved in ensuring these transitions are seamless.

The nature of connectivity and adaptability largely depends on what is required from a brand or a service provider. The ability of a website to be responsive is obviously important but considering demographics and the growth of smartphone penetration within a lower income audience also means that limited capabilities of cheaper handsets and slower internet connections need to be addressed. Applications that are mobile-first need to keep in mind the availability of data services across uncertain geographies. The wireless revolution in India is still underway which means there are significant challenges to be addressed. This is why digital transformation strategies are beginning to matter when conceptualising or revamping an existing property for the web.

With a growing requirement for direct engagement through the web or web applications, access and accessibility take precedence over almost everything else. Understanding audiences and requirements can mean more than just a market analysis considering the fact that a product may need to be presented in a local language or script to ensure success within a market. Along with this, instances of understanding how notifications can be pushed in the absence of internet or how access can be provided on a lighter platform that can still provide significantly rich user experiences are absolutely important.

An excellent example of this is Flipkart. The e-commerce company had adopted a mobile application-only strategy that increased adoption on mobile. In doing this, the company decided to shut down their mobile website, something that a significant number of users were affected by. While the move was widely debated, the company definitely felt a twinge because in less than a year, both Flipkart and the previously app-only Myntra had restored their mobile websites with better offerings in terms of user experience. According to Similar Web, this change alone gave the companies more than a 68% direct boost in viewership, something that had fallen consistently since the services had gone app only. The learnings that this provides are immense and considering the stature of the business in question, highly relevant to newer or less-established players.

This is the type of insight that digital transformation services are now capable of providing their clients. From creating products that ensure high-quality user experiences to maintaining a website that can handle high-traffic, look rich and enable ease of navigation to providing end-to-end solutions for content, all of which can mean an increased ROI and a better manner of functioning in a deeply dynamic space. The revolution is not far behind and Avohi is ahead of the curve with our integrated digital transformation services already successfully providing our clients with solutions that can benefit their businesses immensely. Join us to explore how your business can benefit from our bespoke solutions and multiple areas of expertise.