Exclusive | Growing in terms of potential, infrastructure & ideas: Theorem's Chandrakanth BN

When every industry wants to make their presence on the online medium, the scope for digital marketing keeps expanding and strengthens with more clients betting on the medium and solutions provided by the marketers. One such player is Theorem, a global technology company focused on products and services for the digital marketing industry. Theorem works with leading agencies, publishers, networks and brands around the world to manage and support their online campaigns and operations. Theorem’s expertise is built on more than a decade of innovation led by deep rooted technology meshed with strong creative, marketing and analytical skills.

 

Adgully caught up with Chandrakath B.N. the Co-Founder and Managing Director at Theorem who shared insights about the market and Theorem. Chandrakant has over 18 years experience in the IT industry across the US and India. As head of Global Services, he is responsible for the growth of Theorem services and client account management across various global blue chip clients.

 

Giving a sense of the market that Theorem is placed in and their share of the pie, Chandrakant said, “In the digital media operations, we are the technology players providing services and innovative solutions for this market. We are actually very uniquely positioned in the market, if I may say. We are the only company with such a scale and with a clear focus on the niche. Also we are one of those who provide end – to - end campaign delivery capability to a marketer from creativity to market analysis. There are not too many players similar to us. I believe that we can’t compare ourselves with anyone as there is no one who has the domain knowledge and scale and the operational maturity.”

 

Theorem is looking to invest Rs. 100 crores in India over the next 3-4 years. Illustrating on this, he said, “Yes we are looking for investments in India as it is one of the biggest operation centres for us as we have 1000 people working for us just in India. Also it is a key place for us in terms of delivery our services and so investment in India will continue. Indian market is growing both in terms of potential and infrastructure and ideas too.”

 

Highlighting some of Theorem’s best works, he said, “In 2008 when we were a small company but were dreaming big, we opened our own campus and we are now one of the best IT players in Mysore. We are well recognized in the town like Mysore; is a big thing for our company. Launching our own products of which Theorem- Analytics is well recognized. In such a high touched industry marking our presence with a huge team was again a success. Also, we have had the opportunity of working with some of the best clients from Microsoft, Yahoo, Google, along with leading publishers and e-commerce companies in the U.S. A major milestone for us was that we did a lot of display banner ad-campaigns for Obama’s 2008 election campaign, almost a90% of his online display ads were built by our creative teams.”

 

With digitization buzzing all over, speaking about how Theorem helps agencies and companies stand out different, he said, “Our focus is to bring in capability and domain knowledge and so we tend to help them at all levels from analysis to execution and this is what differentiates us. So basically we bring in the domain knowledge and capable sources which is the most important aspect.

 

Sharing his thoughts on how the digital domain evolved over the years, he opined, “The domain has evolved immensely as when we started the industry was at the nascent stages. Social media was totally un-heard and now which is the big thing. From technology to practices to everything has evolved to a large extent with much more complicated eco-system.”

 

Speaking about the 5 key strategies that helped Theorem reach this far, a confident Chandrakant said, “Firstly, focusing on the domain with giving expertise in the domain we are in which helped compete us with some of the larger players. Secondly, investing in our people and building their capability over the years. When we started people were not aware of online media marketing and so making them understand the medium was our strong point. Next asset we behold is of bringing operational maturity helped us a lot, followed by building innovative products like theorem-analytics and lastly, looking ahead in terms of enabling more services in the domain.”

 

Sharing their marketing and promotional strategies, he said, “We have a large sales team in US and we focus a lot more towards the industry events. We have been known in that market for our services in terms of advertising etc. Basically being seen and heard among the key players of our domain is what our strategy is. | By Ankita Tanna [ankita(at)adgully.com]