Tete-a-Tete with Shonell Thakker, Founder Diquery Digital

How will you Introduce Yourself to the world? 

• Over a decade of marketing, branding, strategy and media experience. After working with organizations such as Disney, 20th Century Fox and other global organizations, I saw the opportunity to use digital to enhance the brands and I saw a serious gap in the way digital was being adapted by businesses. Thus, my first venture, Diquery was born that aims to resolve the Digital Queries of both individuals as well as businesses. 

Tell our readers about your achievements till today

• One of the top 50 Digital Marketing Leaders in the Mobile and Digital Marketing Summit
• Top 100 Smartest Digital Marketing leaders by World Marketing Congress
• Top 50 Strategy leaders by World Marketing Congress
• Top 10 Women marketers by CEO insights Magazine 

Tell us about your start-up!

• Diquery is a combination of Digital and Query. Digital is a fairly new medium compared to traditional marketing and advertising formats that have several decades worth of headstart. There is constant learning that the businesses have to adapt to and that’s where we step in. Since I was right at the centre of the traditional and digital marketing transformation, I use my experience to bring in the best of both worlds. While larger industry sentiment is superspecialization, I prefer to choose a wider approach to be able to cater to as many industries as possible since the Digital Basics are the same across the industries. 

"What's the most important thing you're working on right now, and how are you making it happen?

• I have always had a natural affinity towards Movie Marketing and after 5 years of focusing on integrating digital within businesses and for individuals, we are expanding into the movie marketing business. Through Diquery Cinescope we personalise services that assist content in reaching its audience. Also, Diquery went global within the first 6 months of its inception and after working extensively in the South Asian region, we are now working to expand wider.

What's your take on your segmented/targeted Market?

• The first thing we are taught as marketers is to know who our target audience is and develop an audience persona. However, over a period of time, the process becomes so automated that a lot of us forget that there is a human we are dealing with not just a bucket of attributes. Digital has brought that human element back as its easier for the audience to voice their opinions and target audience can be classified basis interests and that makes it a lot more wholesome strategy.

What are the challenges you have faced and what are the current challenges? Mention the top three challenges for both

• -For a startup, it’s always the fight between a larger vision and the current state of funding. With the right set of Business Partners by my side, a large part of the challenge got taken care of and we still continue to grow at a fairly decent pace

-Understanding of the changing tax ecosystem and lack of clear financial support available for startups in form of grant and tax benefits

-Too many businesses are setting up unrealistic expectations of the client which then results in them not being met. This then results in clients thinking Digital isn’t for their business.

-Clients have merged the concept of Marketing and sales, especially in case of smaller businesses. There is a presumption that Digital is the magic wand to more sales. This statement isn’t entirely untrue but there are various factors involved that enable getting higher sales over a period of time. ROI terms need better clarity.

-New and emerging platforms are oversimplifying the concept of ease of digital. Just like every other business, Digital integration is driven by experts. Whilst the basics may be easy to integrate, adapting to one’s particular business need is what needs an expert. 

-Everyone thinks they have an opinion on Digital without actually having anything to contribute

-Organic reach is getting increasingly pricey despite various innovations

Why you have started up ?

• The intention was always to give all the businesses and individuals an equal playing ground. Digital ecosystem has made it fairly uncomplicated to reach the relevant target groups instead of throwing a wider net with lower returns.

Where do you want to see yourself in next 5 years ? 

• Looking to transform more businesses across the globe and develop more IP rich ecosystem.

Please share your learning for fellow Entrepreneurs ?

• Don’t hesitate to ask for help. Keep networking and seeking more information regarding your business. Trust your instincts and stay true to your reasons of starting the venture even if it is just for financial gains. It will help set clearer goals. Keep room for adapting your business model to changing ecosystem.