MUMBAI: The first half of this decade can largely be attributed to digital marketing and content creation. A large chunk of focus on marketing strategies of businesses has shifted to woo the target audience through digital media platforms instead of traditional marketing techniques.
Social media has given birth to some of the very popular brands of today, which include POPxo - one of the largest and popular digital women communities. It’s the single largest platform offering almost every online service that women seek.
In August 2020, POPxo was acquired by direct-to-customer cosmetic brand MyGlamm. Priyanka Gill, founder and CEO of POPxo joined as Co-Founder & President of MyGlamm. POPxo, which is known as a content-community-commerce platform, is planning to scale up its content creation capabilities.
It already engages with 88 million women every month and is planning to infuse fresh ideas for the new range of MyGlamm cosmetic products targeting 100 million users by March 2022. The partnership has helped both the entities in such a way that MyGlamm has been able to connect with a large number of millennial women on a single platform, while POPxo has leveraged the strength of a recognised beauty product brand with an already established distribution and seller network.
This unique partnership has helped both the firms to sail through the troubled time of pandemic-born economic slump. Gill says, “Partnership of MyGlamm and POPxo is the best unification of commerce and content. Now, we will be focusing on inclusion of fresh ideas so that more women from different demography and varied personas are connected to our platform sooner and get benefitted by our services including that of e-com.”
She further adds “ Our content team will work closely with the e-commerce team to deliver an all-encompassing content strategy.”
POPxo understands that a robust content strategy is the need of the hour as content is an integral part of users’ shopping experience, they just don’t browse products online, but rather content is the driver of sales and also the enabler of brand engagement and customer satisfaction. There is no way that these two can’t be seen distinctly. Content is what most millennial users associate with a brand’s quality. POPxo’s hike in active users shows that the firm is in the right direction with its content strategy so far under Gill.
Gill has had an endearing professional journey so far. She has been named in the list of ’40 under 40’ list by Businessworld in 2019. She is one of the most recognized women faces in the corporate world.