Skilfinity is a full-service Digital Marketing and Analytics company that creates brand narrations and personalized user experiences, translating them into measurable customer performance.
Co-Founded by Madhura Moulik and Ujjal De, the company helps brands be visible and popular online. Working with startups and being one itself and SMEs in the region, Skilfinity understands the space well.
It focuses on the business’s objectives and how best can those be achieved through online media. So from crafting the digital strategy, executing, measuring, and optimizing to achieve the business goals.
IndiaTech Desk interacted with Madhura Moulik, Co-Founder and CEO – Skilfinity, over this fast-evolving market space. Madhura is a marketer, entrepreneur, and angel investor with close to two decades of experience, she enables startups and SMEs of any size or industry to drive sustainable change and impact through digital transformation.
She mentors organizations with varying business maturity from pre-seed startups to SME marketing and strategy teams to align, plan, and achieve their business goals through digital communications, outreach, and more.
She has spent a significant part of her career working with corporates like Oracle, Genpact and IDC, in various roles establishing processes and functions for APAC, EMEA and the Americas and has recently started her angel investment journey with Tagz and KarmaV.
Would you please briefly inform us of the specifics of digital marketing revolutionizing the Fintech sector?
FinTech space is evolving with time, and it has grown 67 percent in the last five years. The demonetization in India followed by the pandemic accelerated the growth. The ecosystem grew as the end-users adapted tech in banking and executed a major chunk of daily banking activities through their handheld device. A Tsunami of Fintech and Insuretech organizations came into play. Leveraging technology and digital media to reach a larger user base was next, and that is where we are good at!
From speaking the user language, designing the interface which makes the adoption easy for the user, educating the audiences about tech evolution and new banking products and ease of use via web and mobile – we walked together with Fintech pioneers enabling them to grab a larger market share.
How is Skilfinity disrupting this space, which is saturated with digital marketing companies, for their clients?
We are boutique in our approach, which means that strategy and execution are highly tailored and mission-driven, focusing on long-term goals.
What are the emerging trends in your sector to look out for in 2022?
Digital Marketing has been promising and evolving over the years. With the pandemic, it has escalated further and faster than predicted. Unseen trends have emerged in the last two years. Various platforms like OTT and content creators or influencers have made connecting wider audiences, generating conversions, and attracting eyeballs for brand products.
The brands understand new-age solutions, but the return and engagement on all media channels are also comparatively higher.
We believe future advertising on OTT platforms will mandate most marketers. Leveraging influencers and original content creators can sway their follower base with their choices and opinions.
The security of blockchain, and the power of crypto, will power the metaverse for us to experience some extraordinary brand engagements. No-code tools, especially in the marketing world, will help all integrate quickly with their customers creating designer landing pages to chatbots at the click of a button.
Are Omnichannel marketing and metaverse the new tools for the marketing world?
Omnichannel is not new and has been the arguably dominant mode of marketing for at least a decade now. The world is progressing towards a decentralized web and creating a new virtual world to operate – the metaverse! It is the future.
Honestly, it is still in that hype or fad stage, where we see loads of first movers creating a lot of buzzes. Recently McDonald’s US has partnered with fashion designer Humberto Leon to celebrate the Lunar New Year in the metaverse.
Titled “McDonald’s Hall of Zodiacs: 2022 Lunar New Year by Humberto Leon”, the virtual gallery features zodiac animals designed by Leon, co-founder of fashion brand Opening Ceremony. Meanwhile, we have an equal number of skeptics saying the tech and infrastructure have not yet evolved for mass adoption of the concept!
In my opinion, while both parties are trustworthy, and this is a considerable long term change (a decade is what I anticipate for a full realization), the changes are happening very fast – this immersive, digital environment populated by virtual avatars representing actual people – aka metaverse, is here to stay. It is fascinating for marketers to leverage it and create a unique experience for our audience and consumers.
End of the day, it boils down to customer experience.
How do you perceive the growth of this industry based on the transformation happening in the sector?
The global market for Digital Advertising and Marketing was estimated at US$350 billion in the year 2020 is projected to reach a revised size of US$786.2 billion by 2026, growing at a CAGR of 13.9 percent. As a company, Skilfinity is in the thick of this growth and has witnessed it firsthand.
We have been growing over 100 percent year-on-year since inception. The pandemic has further pushed the growth, as the importance of being digital was at its peak.
Would you please talk with data about the efficacy of your services backed by clients who have used it?
The loudest proof of efficacy is retention. Skilfinity’s retention rate is 83 percent, including a cluster of clients who have been with us for over four years – effectively from the beginning of our journey.
What are some of your current focus areas or upcoming plans?
The focus is tech and expanding our footprint across the current. In the coming years, the potential market is working with businesses that use technology to accelerate growth for the economy as a whole – the sustainable tech, application of deep tech in the industry of Banking, finance, education, etc.
Employer branding will be big with the great resignation and major skill gap/labor crunch worldwide, and we are actively working with some of our clients in this space.
Another major push is towards expanding our partner ecosystem. In pure numbers, we have been growing 100 percent year on year, and while maintaining pace, we want to expand our geographic presence and our team.