Digital Dogs Content & Media has launched 2 years ago for analyzing how people make decisions, what they consume, purchase, and live their daily lives. On how brands have a real relationship of value and loyalty with people. Digital Dogs Content and Media is a creative, content, design, and media company that is guided by human insights and aided by data and technology. So that it can create real value and growth for clients and consumers alike.
The company is a tech-first and data-guided venture creating and growing markets for its clients across geographies from India to the U.S. and has created a robust portfolio of use cases and success stories for small and large businesses alike. Its proprietary systems planning tool called Total Chain Channel (TCC) for analyzing customer journeys, channel roles, media impact, and platform mobility and interoperability in consumer decision making has been deployed for clients across scale and categories.
In an exclusive chat with Medianews4U, Ambarish Ray, co-founder, and CEO- Digital Dogs Content and Media speak to us on the launch of the company, their USP, and the way ahead in 2022…
It has been 2 years since you launched Digital Dogs Content and Media Private Limited, how has the journey been in this pandemic?
It is going to be two years of operations since we commenced partnering with clients from April 2020. The journey has been exhilarating and packed with lifelong learning.
I don’t know about THIS pandemic, since this is an unprecedented one, but the journey like mentioned is one of a kind with new human insights in to both clients and consumers alike. We have added clients and new businesses faster than we had anticipated, given the fallout from the pandemic. We are now officially in growth mode and prepping for deeper integration across platforms and channels for our clients’ marketing and technology requirements and scaled operations across expanded services.
You describe the company as, ‘A creative, design and media company that deploys human insights and technology to create and grow markets for brands and businesses. Can you elaborate?
Of course, would love to. Today, we believe there is so much white noise in every aspect of decision-making that it is (near) impossible to make a call on anything – whether it is who to spend our Friday evening with to what to order for dinner. Our product, to be simple, is the know-how and strategy to help clients grow their business in such a cultural and social environment. Our proprietary systems planning tool called TCC (Total Chain Channel) is designed to continuously self-learn across the live use cases we are encountering every day in planning and executing omnichannel customer journeys. Our content studio and media services are getting ramped up for a higher level of deliveries.
Today with Data available so freely and also we are inundated with messages and calls, how does the common consumer navigate through this clutter?
The common consumer is not able to navigate well at all. The clutter that you mention is not just in media or data. It is everywhere. She needs to trust and rely on a compass that directs her to navigate. We aspire to become that for our clients. Consumers are humans first and buyers second. It is imperative for them to trust and depend on brands and businesses before they buy from them.
The USP of Digital Dogs Content and Media Private Limited?
Authentic storytelling that is guided by real human insights and powered by technology.
Recently you have also ventured into content production, what was the strategy behind this and how do brands avail this facility for communication with their TG?
Stories need narration. And we want to be the storytellers as well. Not just the authors. For the longest time, traditional advertising agencies gave away the control and accountability of what they create to others. It is time to reclaim that. Our content production is not merely a production house. We start from the top of the waterfall, with the entire strategic roadmap for the brand or the campaign, and then get down to plan and deploy both the content and its distribution.
With digital on a surge, what are the trends in India and globally?
Most experiences are going to be sought and fulfilled in digital. People will seek more real and immersive experiences in the cloud and in virtual intersections where humans meet brands. India is exploding with digitization across every front – from discovery and evaluation to consumption, fulfillment, and even advocacy.
You can imagine the tsunami when 1.4 billion people have no option but to adopt digital into every aspect of their lives.
Where do you see yourself in the next 2 years? Focus for 2022?
Very close to becoming a 10 million dollar company. But more relevantly, we see ourselves deeply integrated with clients – the industry captains of today who play with their sleeves rolled. More authentic storytelling for clients with whom we have a deep relationship.
