How Brand Raga is Bringing a Fresh Perspective to Digital Mark Strategies with Behavioural Insights

Back in 2016, when Brand Raga had just commenced operations—beginning with the real estate domain—the digital marketing agency invited its behavioural scientist to the initial client discussion for precise understanding of the driving motivations and the needs of the client’s consumer base. The inclusion of a behavioural scientist to client interactions was a first for the client, and several others in the otherwise traditionally driven marketing space.

The digital age has drastically changed the marketing landscape in the past two decades. With the increasing access to and ease of technology, digital marketing has evolved tremendously, particularly through robust tools such as behavioural marketing, which enables businesses to focus on the individual engagement patterns of their customers to identify their requirements.[1]

The advent of behavioural marketing in digital marketing is radicalising the analysis of consumer behaviours to enhance marketing campaigning for brands, by leveraging behavioural scientists to identify consumer trends to innovate unique marketing strategies.[2] Such effective strategies have resulted in a remarkable growth of the digital marketing industry, valued at a whopping USD 5,118 million in 2023, and is estimated to further reach a value of USD 55,372 million by 2032.[3]

Brand Raga’s Journey Towards a Multi-Dimensional Approach

Digital marketing, particularly behavioural marketing, has considerably changed the marketing landscape in the country—one such company is Brand Raga, a Bengaluru-based digital advertising firm founded in 2017 which utilizes consumer behavioural marketing to optimize marketing strategies by leveraging technologically advanced strategies to provide exceptional marketing and branding solutions to promote business growth.[4] The firm staunchly believes that “Content is at the centre of any campaign, and digital marketing is its propagation mechanism.”^[5] In a short duration of time, Brand Raga has established a diverse portfolio, which includes real estate conglomerates, political clientele, luxury hotel brands, government departments, entrepreneurs, and food and beverages companies.

Since its inception, Brand Raga’s multi-dimensional approach to marketing strategies has helped the agency bag over 80 clients, along with the conceptualization of over 180 large-scale campaigns, and assisted about 33 clients with their personal branding.

Brand Raga follows a four-step strategy[6]:

• Map: to assess and understand the client’s needs through extensive research and discovery to analyse the existing challenges through a comprehensive evaluation of ROI, resources, and effective pricing.
• Plan of Action: to recommend the appropriate tools and resources unique to the requirements of the client’s project;
• Implement: to execute campaign solutions and tracking metrics; and
• Follow-up: to ensure smooth operations post-execution of the project via hand-holding and coaching of the team to help them adapt to the momentum.

The agency aided one of its food and beverages clients, Ecovitals, in comprehending their customer base for launching their new product through a market survey, extensive product and competitor analysis, and a digital and offline strategy, which yielded them exceptional success within the first month of implementing the marketing tactic.

Behavioural marketing is the new-age phenomenon which is taking the digital marketing world by storm, and with the ever-evolving technological advancements and consumer awareness, the industry is bound to receive a facelift in the coming years. It is pertinent for businesses to opt for a more consumer-centric marketing approach to better understand their consumers and ensure a more personalized marketing experience.

Source: PR Agency