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Q: Facebook and Google corner most of the digital adspends in India. What do you think can our homegrown giants do to capture some of those revenues?
A: To my mind it would be a wild goose chase to even aspire to get some share or % of their revenue in the near- or medium-term. But in the first place, why does one aspire for so?
Instead isn’t it a better idea to focus on one’s core and unique niche to serve one’s addressable market and monetise that. Because of the advantage of one-to-one interactive marketspace, it is possible to showcase the quality and quantity of engagement with the audience and justify the ROI of partner involvements. I am sure the cost structure of these niche players would be far less than the tech giants and the personalised and exploratory partnership would be preferred by clients.