The transition to a cookie-less world presents a significant shift for digital marketing: Upendran Nandakumar

Established in 2017, Ayatiworks was founded by Upendran Nandakumar. His digital boutique proffer more than just advertising and marketing. Nandakumar believes that there is so more to the digital spectrum, which in turn, drove the company to offer vast range of digital services for various industries. From their tool, Resultics to latest innovation, Revolutionary GenAI, the digital agency has been providing impeccable services and reliable results. 

Prior to Ayatiworks, Nandakumar worked at Alliance Lending as Senior Marketing Manager between 2016 and 2017. With an ample experience of working in various marketing roles, he established Ayatiworks which offers multiple digital services including Content and SEO strategy, Web Development, Social Media Marketing, Digital Media Planning, Influencer Marketing, Video Creation and Marketing, E-Commerce and more. 

Medianews4u had an interaction with Upendran Nandakumar, Founder and CEO of Ayatiworks, to comprehend the digital spectrum. 

Q. Each digital agency specializes in a particular area. Tell us about the products offered by Ayatiworks as part of your service to connect brands with customers?

At Ayatiworks, our specialty lies in Content as a Service (CAAS), where we go beyond mere content creation, unlike other agencies that primarily focus on generating social media posts. We craft individualized content properties that not only meet the brand’s specific needs but also amplify their message effectively. Our approach ensures that each content piece acts as a bridge, fostering deeper, more personal connections between brands and their customers in the digital realm.

Q. How will the cookie-less world impact the digital agency business model and Ayati?

The transition to a cookie-less world presents a significant shift for digital marketing, but Ayatiworks is well-prepared with strategies that prioritize first-party data collection and transparent data handling. Our tool, Resultics, adapts to these changes by maintaining connections with users even after cookies are cleared. This focus on advanced CRM systems and strategic partnerships allows us to navigate these changes effectively, emphasizing privacy-centric marketing and trust-based consumer relationships.

Q. Tell us about your new product, Revolutionary GenAI, and how it differs from existing tools?

Our latest innovation, Revolutionary GenAI Ayati Intelligence, leverages advanced generative AI to transform e-commerce by establishing platforms in just seven days. This tool enhances digital visibility and effectively converts store visits into sales, utilizing AI-driven chatbots and analytics to maximize ROI and streamline retail compliance. Unlike traditional tools, GenAI offers precise predictions of consumer behaviors and real-time analytics, enabling customized content creation and rapid brand adaptation.

Q. How do you manage to compete with far-reaching digital marketing agencies?

Ayatiworks distinguishes itself through a bespoke approach to content as a service. We focus on crafting individual properties and strategically amplifying them, supported by our continuous learning culture and an in-house team skilled in video production, copy editing, and ideation. Our proactive adoption of cutting-edge technologies ensures we stay ahead in a competitive market.

Q. Does the algorithm play a pivotal role in social media marketing?

Indeed, algorithms are vital in shaping content visibility and engagement on social media. Ayatiworks harnesses this understanding to optimize content and maximize its reach and effectiveness, making algorithm optimization a cornerstone of our successful social media strategies.

Q. Is there a project that had a critical turn while you were working on it? How did you manage the situation?

Every project brings its challenges, but innovation is always at the forefront. For example, to increase walk-ins for a retail store, we implemented a unique strategy using graphics and interactive AI chatbots through Meta and Google. This approach ensured precise data collection and engagement, providing valuable insights to the store managers and enhancing the customer experience.

Q. What are the challenges you face while collaborating with influencers and brands?

Collaborations with influencers and brands often involve aligning with their values, managing contracts, and ensuring authentic engagements. Challenges such as influencers removing content post-payment are managed through clear communications and strategic agreements that ensure long-term visibility and impact.

Q. Tell us about the big roster of clients who continue to partner with Ayati for several consecutive years?

Our enduring partnerships with clients like Xiaomi, Vels Institutions, Maharishi Vidya Mandir, Keshavardhini, and Nippo highlight our consistent performance and adaptability. Even through market downturns, such as during the COVID-19 pandemic, we’ve aggressively pursued growth and innovation, reinforcing client trust and commitment.

Q. How do you measure your success? Is there a specific goal?

Success at Ayatiworks is measured by both quantitative metrics like click-through and conversion rates, and qualitative outcomes such as customer satisfaction and feedback. Our ultimate goal is to surpass client expectations through customized campaigns that boost brand visibility and foster business growth.

Q. Do you foresee consolidation of digital agencies gathering pace as a picking trend of larger agency networks acquiring independent digital agencies, merger of mid-size agencies?

The digital agency landscape is certainly moving towards consolidation, with larger agency networks increasingly acquiring independent firms and mid-size agencies merging. This trend is driven by the growing need for comprehensive, integrated solutions in an evolving market. A recent instance of this was the merger between two mid-sized agencies to better compete on a global scale, demonstrating a strategic move to harness combined strengths and diversify their service offerings.