Ankit Garg, WebCocktail, “Currently the online advertising spend is merely 4 to 5 percent”

15th Jul 2011
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In its 6 months of existence, WebCocktail manages to win clients like Maruti and Hindustan Times and a top line of 25 lakhs

Founded by two dynamic personalities, WebCocktail provides social branding solutions by educating the clients and knowing what the client really wants. The venture has seen a bright start and the team of 4 at WebCocktail have had their work cut out. To know about their work, YourStory.in’s correspondent Jubin Mehta caught up with one of the founders, Ankit Garg. Here are the edited excerpts:

When was Web Cocktail started?

Web Cocktail started in late 2010 by 2 individuals Ankit Garg and Karan Bhatia. It was started with the aim of helping the business understand the new age interactive mediums.

There is a lot of competition in this field. What differentiates you from rest?

Yes there is a lot of competition in the field but to give just few numbers here. Currently the online advertising spend is merely 4-5% and with consumers going digital, this is bound to increase. That’s about the industry forecast and the expanding market opportunities in future. Now since the entry barrier to the industry is almost nil, almost every second person is jumping into the water which creates noise. The clients get confused at times in understanding what is right and what is wrong. What differentiates us is that we educate our clients about the pros and cons of each platform and how each platform work. What is the behavior of their TG on that platform and then design marketing campaigns accordingly. To give an example, one brand boasts of 13000+ fan base on FB. Now the TG of the brand is 25+ whereas the fan analysis says that more than 75% of the fan base is below 17 years of age. Now this is classic case of people jumping into the water and not knowing what they are doing. These fans will never help the business grow the top line. And that is where we help them. We suggest marketing ideas which have a direct impact on top line. Here is the model we follow:

WebCocktail

What is your revenue model? How much revenue did you generate so far?We try to get associated with our clients on retainership model as that results in much more symbiotic relationship. Understanding of the brand is much deeper in that case. We are looking at closing the financial year around 25L as top line.

Tell us a bit about your clients.

In our 6 months of existence, we have been lucky to get clients like Maruti, Hindustan Times, and Danone. Besides these marquee clients, our jewels in the handbag are 2 start ups, Tzinga and Handspick. Tzinga is an energy drink priced at INR 20 and is taking bigger players head on. Handspick is an ecommerce portal selling merchandise. Both the start-ups are backed by thorough professionals and it has been a real pleasure working with them.

What are your expansion plans?

We are working on a business model which would change the way social media spend happens in the country.

WebCocktail

What are the challenges that you’re facing right now?Finding the right talent is a very big problem we are facing. We’re looking to hire, and anyone with flair in the kind of work we do is welcome to apply. Our website has all the contact details.

To know more, visit www.webcocktail.in

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