Exclusive: Srikant Rajasekharuni, RMT: Discerning consumers are no longer influenced by one-way brand monologues

Exclusive: Srikant Rajasekharuni, RMT: Discerning consumers are no longer influenced by one-way brand monologues
Exclusive: Srikant Rajasekharuni, RMT: Discerning consumers are no longer influenced by one-way brand monologues

In an unique interplay with MediaBrief, Srikant Rajasekharuni, CEO and Co-founder of Red Matter Technologies (RMT), discusses the evolving advertising and marketing panorama of India and underscores the significance of integrating digital and conventional advertising and marketing methods. He highlights RMT’s strategy to sustaining consistency and coherence in branding throughout a mess of selling channels and elaborates on the impression of customization on brand engagement. Rajasekharuni additionally discusses the rising traits and applied sciences poised to form the way forward for advertising and marketing and shares useful recommendation for aspiring entrepreneurs. Read on.
What was the perception behind the launch of Red Matter Technologies?
RMT is an insight-led advertising and marketing consultancy that focuses on offering tailor-made advertising and marketing options to satisfy the distinctive wants of companies. Established in 2015 in Hyderabad by a bunch of associates, Srikant Rajsekharuni, Rohit Tirunellai, Bhagat Marla, and Avani J Marla, the corporate was born with a mission to empower small and medium-sized enterprises (SMEs) by way of the transformative potential of digital expertise.
Recognizing the ambition of many enterprises to attach with their audiences through digital platforms, but constrained by expertise and bandwidth, RMT emerged as their go-to answer, providing modern and artistic advertising and marketing methods.
In our quest to offer complete advertising and marketing options, we now have lately expanded our capabilities to incorporate video content material manufacturing and market analysis. By incorporating these important companies, we goal to supply a holistic, insight-driven strategy to advertising and marketing methods.
Leveraging data-driven insights and complete market analysis, we tailor our efforts to grasp the distinctive wants, preferences, and conduct patterns of the target market, enabling manufacturers to achieve them extra successfully and drive significant outcomes. This strategy not solely ensures that the message resonates with the suitable individuals but additionally fosters lasting connections with the brand, finally fueling sustainable progress.

Give us an summary of Red Matter Technologies and its journey thus far.
In our 8-year journey of getting labored with over 300 manufacturers, we now have witnessed numerous small and medium-sized enterprises (SMEs) with an insatiable urge for food for progress, but missing entry to the suitable advertising and marketing consultants to information them. This realization has prompted a pivotal shift in our mindset and strategy.
Instead of functioning solely as an company, we now have developed right into a advertising and marketing consultancy, devoted to empowering companies with tailor-made methods and options. Our mission is to bridge the hole between their ambitions and the professional advertising and marketing steerage essential for realizing their full potential.

Tell us about Red Matter Technologies’ suite of choices. How do you create worth in your stakeholders?
RMT focuses on a variety of companies, together with Commercial Ads, Market Research, Digital Marketing, Innovative Marketing Technology, Brand Identity Creation, Online Marketing, Content Creation, and E-commerce Solutions. With in depth expertise working with B2C, B2B, and D2C manufacturers, RMT has collaborated with over 300 manufacturers throughout its 8 years of operation.
RMT’s expansive suite of companies spans varied domains tailor-made to the wants of companies in at present’s dynamic panorama. They focus on Marketing Strategy & Consultancy, delving deep into Market Research to extract actionable insights.
This is complemented by their experience in crafting Integrated Marketing Campaigns and navigating the multifaceted realm of Digital Marketing. Recognizing the compelling energy of visible narratives, they excel in Content Production and Ad Films, bringing manufacturers’ tales to life and resonating with goal audiences in impactful methods.
How does Red Matter Technologies make sure the seamless integration of creativity, efficiency, and expertise throughout its varied choices?
Initially, RMT’s choices had been solely within the digital area. However, as their relationship with purchasers deepened, the demand for a complete suite of companies turned evident. RMT’s evolution into an insight-led advertising and marketing consultancy was a direct response to this. Seamlessly integrating brand, artistic, and digital communications, they bridge the hole between technique and execution.
One distinguishing characteristic of RMT is their consultancy mindset mixed with an insight-led strategy. This twin position allows them to face out in an {industry} brimming with businesses.
Instead of solely specializing in execution, RMT collaborates intently with purchasers, comprehends their enterprise intricacies, and gives personalized methods. Leveraging the experience of their principal consultants, they supply holistic options, taking cost of execution or dovetailing with purchasers’ present companions, as wanted.
How is the Indian market evolving when it comes to advertising and marketing methods, and what position does the combination of digital and conventional advertising and marketing play on this transformation?
In India, identical to elsewhere, there was a shift within the advertising and marketing panorama. Once upon a time, conventional advertising and marketing was the dominant drive with its distinguished billboards, TV commercials, and newspaper advertisements. Digital advertising and marketing performed a supporting position, amplifying the message to some extent.
Fast ahead to at present, and digital advertising and marketing has taken heart stage. Brands are wholeheartedly embracing influencer advertising and marketing, creating content material particularly for social media and OTT platforms, and launching digital-first advert campaigns.
One important benefit of digital advertising and marketing is its capacity to focus on particular teams, whether or not it’s younger dad and mom in Mumbai or health fanatics in Bangalore, making the message resonate extra successfully.

Yet, conventional advertising and marketing hasn’t disappeared; its position has merely developed. Previously, it was the first focus with digital advertising and marketing in a secondary position. Now, it’s digital advertising and marketing within the highlight, and when conventional advertising and marketing steps in, similar to with an out of doors advert or an on-ground occasion, it shortly turns into a part of the digital buzz when showcased on-line.
That billboard now garners its justifiable share of likes and shares on social media, mixing the previous with the brand new. Traditional advertising and marketing has develop into just like the wingman to digital, offering an additional enhance within the on-line world.
The shift is obvious—digital advertising and marketing, with its exact concentrating on and broad attain, is main the way in which, whereas conventional advertising and marketing is on board, adapting to the brand new rhythm, however in a extra supportive position.
What challenges and alternatives do you foresee in catering to the empowered shopper?
The digital age has introduced each challenges and alternatives within the realm of shopper engagement. The challenges are important; consumers are extra empowered and have a stronger voice within the brand narrative. They are discerning, well-informed, and their expectations have risen.
Their capacity to affect brand fame and demand genuine engagement retains manufacturers on their toes. This shift has elevated the significance of not solely delivering high quality services or products but additionally making certain a constructive, significant interplay with consumers.
Conversely, the identical digital empowerment opens up a mess of alternatives for manufacturers. The information generated by on-line shopper interactions is wealthy with insights, offering a clearer image of shopper preferences, conduct, and traits.
By intelligently harnessing this information, manufacturers have the chance to create extra customized, related, and fascinating advertising and marketing methods. It’s an opportunity to maneuver from generic advertising and marketing pitches to extra tailor-made, consumer-centric narratives.
How is Red Matter Technologies adapting to this altering panorama?
RMT has actively navigated these challenges and alternatives. Over eight fruitful years, our journey has spanned varied industries, every providing distinctive studying experiences. This cross-industry expertise has sharpened our capacity to customise methods that resonate with numerous shopper bases.
Our strategy is consumer-centric, rooted in understanding and fascinating the empowered shopper. We consider in leveraging the wealthy information insights to craft customized, resonant campaigns. It’s about fostering a two-way dialogue, a significant trade somewhat than a one-sided dialog.
Furthermore, the emphasis at RMT is on validating campaigns, making certain they are well-aligned with shopper expectations earlier than they are rolled out. This meticulous strategy minimizes missteps and maximizes the potential for achievement.

How does Red Matter Technologies guarantee consistency and coherence in branding throughout numerous advertising and marketing channels?
RMT takes satisfaction in being a full-service advertising and marketing consultancy, providing a variety of companies, together with analysis, branding, technique formulation, content material creation, campaigning, and promoting, all underneath one roof. This in-house functionality has made us the popular alternative for our purchasers, eliminating the necessity for them to have interaction with a number of businesses for varied necessities.
Being entrusted with each technique formulation and execution throughout digital and conventional platforms, we maintain a novel place to make sure that the marketing campaign narrative stays constant and coherent throughout all channels.
Our strategy is rooted in a rigorous quality-check course of that ensures that each piece of content material and each marketing campaign align with the brand’s narrative and resonates with the target market throughout varied advertising and marketing channels.
How does RMT’s built-in construction and dual-ended strategy to marketing campaign administration contribute to sustaining constant and impactful branding throughout numerous channels?
Our analytical capabilities and complete marketing campaign monitoring are integral to our technique. This dual-ended view, protecting a eager eye on the marketing campaign’s launch on one finish and analyzing the response on the opposite, offers us with a complete understanding of the marketing campaign’s impression and the viewers’s reception.
It’s not nearly launching campaigns but additionally about assessing and understanding the response, permitting for real-time changes to take care of consistency, coherence, and make sure the desired stage of engagement is achieved.
In essence, the built-in construction of RMT, coupled with our stringent high quality assurance processes and analytical experience, ensures that branding stays constant, coherent, and impactful throughout numerous advertising and marketing channels. It’s about crafting a unified brand narrative and making certain that the narrative is well-articulated and well-received, whatever the platform.
Could you elaborate on how customization has improved your brand’s engagement with consumers and general advertising and marketing efficiency?
At Red Matter Technologies (RMT), we firmly consider in a full-funnel advertising and marketing strategy, which is an integral a part of our personalized advertising and marketing methods. This strategy allows us to have interaction with consumers at each stage of their shopping for journey, from consciousness to consideration to the ultimate conversion stage.
By leveraging the wealthy insights obtained from digital platforms, we will create distinct, focused campaigns for every section of the funnel, making certain that the messaging is exactly tailor-made to the consumers’ mindset and desires at every stage.
How does Red Matter Technologies (RMT) implement a full-funnel advertising and marketing strategy in its personalized advertising and marketing methods?
Our full-funnel strategy goes past simply creating consciousness or driving conversions; it’s about setting up a coherent, partaking narrative that easily guides consumers alongside their shopping for journey.
This complete perspective ensures that no touchpoint is neglected, and consumers obtain a seamless, partaking brand expertise from the preliminary level of contact by way of conversion and past.
The customization offered by digital insights considerably enhances the effectiveness of our full-funnel advertising and marketing technique. We can delve deeper into shopper conduct, preferences, and interactions, resulting in extra nuanced, segmented campaigns that strongly resonate with our goal audiences.
This not solely enhances our brand’s engagement with consumers but additionally optimizes our general advertising and marketing efficiency, making certain that every marketing campaign is laser-focused and yields most impression.
The mixture of a full-funnel advertising and marketing technique and the customization enabled by digital insights permits us to create extra targeted, efficient, and fascinating campaigns. This strategy has been essential in enhancing our brand’s engagement with consumers and enhancing our general advertising and marketing efficiency.

Given the rise of content material advertising and marketing, user-generated content material, and influencer advertising and marketing, how does Red Matter Technologies incorporate these traits into its methods to reinforce brand engagement and attain?
In the evolving narrative of the Consumer Monarchy, the highlight has shifted from manufacturers to the consumers. Today’s discerning consumers are no longer influenced by one-way brand monologues.
They yearn for partaking dialogues and narratives that entertain and resonate with them, making content material advertising and marketing an important participant on this new advertising and marketing saga. Unlike conventional advertising and marketing, content material advertising and marketing entertains and engages, reworking brand messages into compelling narratives that consumers need to be part of.
Augmenting this engagement are user-generated content material (UGC) and influencer advertising and marketing. UGC brings authenticity by showcasing actual shopper experiences, whereas influencer advertising and marketing capitalizes on the belief and rapport that influencers have with their audiences, offering a real endorsement and a broader attain for the brand. These aren’t simply traits; they symbolize a bigger shift from monologue to dialogue, from brand-centric to consumer-centric communication.
How does RMT combine these consumer-centric methods?
At RMT, we’ve embraced this consumer-centric shift. Our methods, deeply rooted in shopper insights, strategically make use of content material advertising and marketing, UGC, and influencer advertising and marketing tailor-made to the enterprise goals, shopper segments, and platforms in use.
Our strong analysis basis allows the crafting of narratives that resonate with consumers, and our partnerships with influencer businesses assist navigate the influencer panorama effectively.
This manner, we’re not simply creating campaigns however fostering significant dialogues with empowered consumers, aligning with the fashionable advertising and marketing ethos of partaking and resonating with the patron monarchs.
What recommendation would you give to freshers and younger entrepreneurs who are simply beginning within the area, significantly within the context of digital and holistic advertising and marketing?
The area of selling, particularly digital and holistic advertising and marketing, is dynamic and ever-evolving. Therefore, having a robust basis in advertising and marketing and communication ideas is significant for newcomers.
aptitude not just for understanding market dynamics but additionally for analyzing shopper conduct is essential. It’s crucial to develop a research-oriented mindset, always questioning and delving deeper into shopper motivations and behaviors to uncover actionable insights.
Continuous studying is the secret. The digital panorama modifications quickly, and staying up to date by way of upskilling programs and certifications is very useful. Platforms like Coursera, LinkedIn Learning, or Google’s Digital Garage provide useful sources to sharpen digital advertising and marketing abilities.
How does early expertise in a advertising and marketing company or consultancy lay the muse and speed up progress?
Starting early in a advertising and marketing company or consultancy may be extremely useful. It exposes younger entrepreneurs to a plethora of industries, purchasers, and distinctive enterprise challenges. This expertise is invaluable because it offers a broad perspective and a repertoire of options that come in useful all through one’s profession.
Whether you select to transition to a client-side position or aspire to develop into a brand or advertising and marketing marketing consultant, the varied expertise gained at an company or consultancy establishes a stable basis.
Moreover, networking and studying from skilled mentors within the area can present a real-world understanding that enhances theoretical information. Engage in communities, attend {industry} seminars, and don’t draw back from looking for recommendation from seasoned professionals. The insights and steerage obtained can considerably speed up progress and understanding on this exhilarating area of digital and holistic advertising and marketing.

Which rising traits or applied sciences do you consider will form the advertising and marketing and media {industry} within the coming years?
The emergence of applied sciences displays evolving shopper behaviors and expectations. AI, the buzzword in each {industry}, is poised to streamline advertising and marketing processes, making campaigns sooner, extra environment friendly, and exact. It’s not a risk however a formidable ally that may considerably improve information evaluation, shopper insights, and personalization.
The dwindling consideration span of audiences is certainly shifting the main target from mere impressions to significant engagements. It’s no longer nearly catching the attention; it’s about charming the thoughts.
This shift is driving improvements just like the Metaverse, AR (Augmented Reality), and VR (Virtual Reality), which are set to redefine the advertising and marketing and media panorama. They provide immersive experiences, fostering a deeper connection between manufacturers and consumers.
The Metaverse, a digital actuality area the place customers can work together with a computer-generated surroundings and different customers, offers a complete new area for brand interactions and promoting. It’s not nearly inserting a product in entrance of the patron; it’s about creating interactive experiences that resonate and go away a long-lasting impression.
AR and VR take brand storytelling to a brand new dimension, permitting consumers to expertise services in a digital area, transcending the constraints of conventional promoting. This immersive expertise is turning into an integral a part of advertising and marketing methods, providing a novel solution to interact consumers and improve their interplay with manufacturers.
These rising traits and applied sciences are not mere fads; they point out a broader shift in the direction of extra interactive, customized, and fascinating brand-consumer relationships. The intersection of selling and expertise will proceed to evolve, and adapting to those modifications swiftly will probably be essential for manufacturers to remain related and create significant engagements on this thrilling, evolving advertising and marketing panorama.


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