Our Digital Story

There is a belief that the emergence of the Digital medium has changed the entire concept of advertising. While it is true that the modus and the environment of communication sending and receiving is different, it is also true that the ultimate objective of digital advertising is no different from that of the so called conventional advertising, that is to evoke a response that reinforces or modifies the targets’ perceptions and behavior towards our brand. Hence relevant creativeness retains its paramount importance in both cases.

More importantly, the material difference is that while in conventional advertising, the brand information is ‘pushed’ to the target, and in digital, the information is ‘pulled’ by the target. And naturally, a ‘digitally well-placed’ brand is more likely to be among the first few to be ‘pulled up’ first. At Crystal, we called it DSSI (Digital Space Salience Index) – higher the DSSI, better the chances of coming up prominently in online search. While the dedicated ‘digital agencies’ do have the skills to ‘place’ the brand through tools like SEO, SEM etc, most of them just stop with that. Unfortunately, as more and more clients are realizing today, while being on top of a Google page does add to the brand awareness, it does not necessarily make it the ‘preferred’ brand’ and ultimately make a difference to the balance sheet.

This is where the Crystal difference comes in. As an Integrated Marketing Communication solutions agency, for us designing the effective ‘visibles’ and achieving a high DSSI, is just the first step. Based on our belief that that the quality rather than just the quantity of leads is more pertinent, we have developed a tool customizable for each client - ‘Crystal Analytics’ that facilitates predicting the ‘buying intent and its timeline’ and thereafter in continuing to engage with the ‘interested’ customer and follow up with personalized communication till the logical end of the sales cycle. This is where Crystal has built its discriminating expertise.

Data collection and collation is no doubt a necessary task, and it holds a tremendous value. But to extract this value and make it work for us, is not the forte of the data collector or number cruncher. To uncover insights and translate them into actions and business outcomes requires different skills. Crystal has developed the specialization to read and analyze data, process and extract value from it, and finally visualize and communicate it.

Our Digital Story

There is a belief that the emergence of the Digital medium has changed the entire concept of advertising. While it is true that the modus and the environment of communication sending and receiving is different, it is also true that the ultimate objective of digital advertising is no different from that of the so called conventional advertising, that is to evoke a response that reinforces or modifies the targets’ perceptions and behavior towards our brand. Hence relevant creativeness retains its paramount importance in both cases.

More importantly, the material difference is that while in conventional advertising, the brand information is ‘pushed’ to the target, and in digital, the information is ‘pulled’ by the target. And naturally, a ‘digitally well-placed’ brand is more likely to be among the first few to be ‘pulled up’ first. At Crystal, we called it DSSI (Digital Space Salience Index) – higher the DSSI, better the chances of coming up prominently in online search. While the dedicated ‘digital agencies’ do have the skills to ‘place’ the brand through tools like SEO, SEM etc, most of them just stop with that. Unfortunately, as more and more clients are realizing today, while being on top of a Google page does add to the brand awareness, it does not necessarily make it the ‘preferred’ brand’ and ultimately make a difference to the balance sheet.

This is where the Crystal difference comes in. As an Integrated Marketing Communication solutions agency, for us designing the effective ‘visibles’ and achieving a high DSSI, is just the first step. Based on our belief that that the quality rather than just the quantity of leads is more pertinent, we have developed a tool customizable for each client - ‘Crystal Analytics’ that facilitates predicting the ‘buying intent and its timeline’ and thereafter in continuing to engage with the ‘interested’ customer and follow up with personalized communication till the logical end of the sales cycle. This is where Crystal has built its discriminating expertise.

Data collection and collation is no doubt a necessary task, and it holds a tremendous value. But to extract this value and make it work for us, is not the forte of the data collector or number cruncher. To uncover insights and translate them into actions and business outcomes requires different skills. Crystal has developed the specialization to read and analyze data, process and extract value from it, and finally visualize and communicate it.