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"“Inch Wide and Mile Deep are the kind of properties we will look to build” - Asheesh Gupta, Co-Founder 9.9 Mediaworx" from "WATBlog.com - Web, Advertising and Technology Blog in India" “Inch Wide and Mile Deep are the kind of properties we will look to build” - Asheesh Gupta, Co-Founder 9.9 Mediaworx
On Their Digital StrategyAsheesh feels that earlier the online media was the media for broad needs and hence horizontals flourished but with times and better content coming to the fore the power of niche and narrow casting i.e. targetting a focussed audience is becoming more and more important and fruitful as well. He gave the example of their tech portal thinkdigit.com and stated that ‘We focus very hard on what is of interest to our community and only offer that and excel in those offerings’. When we questioned him about the scale in niches he stated that ‘..scale isn’t only about breadth it can also be depth. In media its important to be No1 and more important to be No1 in a niche that is small today so that you can conquer it and can grow big tomorrrow. On Investments & acquisitions via 9.9 VenturesOn the point of acquiring or investing in niche content startups or even bloggers Asheesh stated that ‘Yes we are actively looking at investments and acquisitions but we don’t believe that our strength as a investor/partner is capital. Our core strength is the operational expertise we bring in and our ability to get involved and therefore we come in with a majority stake in the business and to the extent that it makes sense the entrepreneur continues to be on board’ On CreateOnlineBuzz.com and its strategy‘Createonlinebuzz is another platform that connects influential publishers i.e. bloggers community to advertisers and vice versa. As a company we wanted to focus on certain areas and CreateOnlinebuzz is one of those niche community ideas that we are pursuing. Right now we are really small and have started some test campaigns and currently have sub 100 bloggers in our database but like I mentioned earlier its small niche in India and we are probably the only player around right now so we will continue to build this out. On vertical focus and events strategyBeyond technology which is our core focus right now we are keenly looking at Manufacturing, Logistics and functional communities of CFO’s and CEO’s from SME’s. On the point of events and its significance he stated that Events would form 1/3rd our revenue in the long run and our philosophy is look at each community and then create multiple touchpoints inorder to interact and add value to that community and grow and nurture it and hence events forms a key piece of this philosophy.
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