In the first part of our interaction with Ixigo's CEO, Alok Bajpai he spoke about the effect of the airline industry's slump on OTAs and others, their insulation against the slump, their business model and mobile strategy. In the second part of our interaction with him, he speaks about their relationship with their investor and OTA - MakeMyTrip.com, their marketing strategy, affiliate program and scaling. Marketing Strategy Medianama: Why do you place such huge emphasis on social media for your business? Bajpai: I’m a big believer in social media because it is a real world problem that is being solved by technology. We want to stay connected with our friends, ask them about it, review etc. Everything we do has social media attached to it. You can log into our site using Facebook login. Social media is a great opportunity for our kind of business and not just business but even retention of virality of our content. Medianama: What are the other modes of marketing that you employ? Has your strategy changed over time? Bajpai: We have always been known as one company who have grown through word of mouth and social. Nothing much has changed about that in the last year except a few marketing campaigns. We have spent less than 1% spend of the marketing budget of some of our counter parts in the industry. We have been pretty frugal on marketing in the last 5 years and that has not changed. If the product has traction then…
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