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Meeting Covid-19 Head-on: Audience-centric Approach to Meet Business Goals

jean pierre fumey



Karnika E Yashwant KEY Difference Media

Karnika E Yashwant of KEY Difference Media tells us about the 360° Approach to Blockchain Marketing.

First of all, how are you and your family doing in these COVID-19 times? 

Karnika E Yashwant: Covid-19 turned out to be a discovery trip for us. We left the congested city, relocated to the countryside, and took up gardening, slacklining, and other things which took our minds off the stresses. We’ve grown more closer and strengthened our immunity by eating at least 5 portions of a variety of fruit and vegetables every day and base meals on higher fibre starchy foods. 

Tell us about you, your career, how you founded KEY Difference Media.

Karnika E Yashwant: I started my own business at the age of 14, in 2006, building websites for other companies. A few years later, I expanded my enterprise with a team of developers, designers, and writers for the KEY Difference Media brand. My own contribution to the digital marketing space is Repurposed Assets which really turned my business around. Before turning 20, I’ve already been involved in many business ventures either as a Partner, CMO, or CTO. Among our major clients are: 

● Cisco


● Pete Canalichio

● NewsBTC

● AssetStream

● BitFreezer

● FutureCoin

● InkProtocol

● EarthCycle

● EthereCash

● FutureCoin

● Neurogress

● OptiToken

● TravelBlock

● MacroPay

● Corion-X

● And more (too many to mention)

You can find our profile and some reviews here:,

How does KEY Difference Media innovate? 

Karnika E Yashwant: My father gave me all the tools for learning at a young age, and eventually gave me complete authority on directing my learning adventure. I gained my business associate degree through distance learning even before it became trending. Carrying that adventurous spirit, I chose team members who are adaptive to their environment – of almost zero resources and yet, with infinite inclinations to success. I’ve found that allowing freethinkers in the team brings to light more concepts on work-in-play as applied to our designs and services. 

Thrift and creativity are our primary work requirements and so, we can offer a full suite marketing campaign at competitive prices. See what we mean in this guide:

There is traffic, there is conversion, but it’s not a great ROI. What do you need? Validation and social proof. Influencers and brand ambassadors are the key to this. But they cost a lot of money and to bring ROI from that investment, you need Content Marketing and Ads focused on these assets to convert better and make the most out of your investment. 

The solution is to look at it from a bird’s eye view and work at all the pieces strategically, together to create the force and swing the success by crossing the tipping point. The tipping point in marketing is the “virality” factor. Something does not become viral when it’s shared by 100s, but when it’s shared by 10s and thousands. It’s like a tsunami, not just large waves coming over consistently. We are great at reproducing a few assets (usually blog posts or articles published by the client) into thousands – article posts, images with quotes, infographics, and videos – which are broadcasted to over 65 channels. This is our unique repurposing strategy.

KEY Difference Media 2

How does the coronavirus pandemic affect your business and how are you coping?

Karnika E Yashwant: There are old enterprises that function in traditional systems which are trying to innovate and upgrade themselves with modern technologies because they want a share in the changing market. They want to be on par with the trend and in this way, be seen in the limelight again. 

They’re upgrading themselves. And the fun fact is that they are adopting the very same technologies that they have been resisting for all those years, or even suppressing all those years. Now, they are at the whim of the market. They need to upgrade or otherwise, they’re not going to survive in the next 5 to 10 years. They’re coming in, and joining in the same journey upgrading and adopting new modern frameworks.

We are veterans in digital content marketing – we have always worked this way. The only difference would be integrating new technologies into marketing strategies to maximize time and cost. We blend the new with the old for greater benefit to the client and the community.

I help businesses understand how they can function and use Content Marketing to benefit their businesses due to the travel and marketing limitations brought about by quarantine and lockdown. My whole perspective stems from an audience-centric approach to meet business goals, be it raising investment or attracting users. 

Most clients need help in navigating challenges and making the right choices. Most importantly, they need to get the message across to the audience in the shortest time possible. I am a master at educating the audience, onboarding them, and increasing customer acquisition using news media, influencers, Content Marketing, and community connections.

We’ve always remained relevant to the needs of the times and unafraid to step forward and institute a change of direction – to be always community-centric.

KEY Difference Media 1

Did you have to make difficult choices and what are the lessons learned?

Karnika E Yashwant: We recently had an employee conflict and instead of bowing to his highhanded tactics and blackmail demands, we chose to uphold the truth. We elevated the case to our legal department. Conflict exists in every business and can be detrimental to a team if not handled properly. I believe that we handled that case properly and set an example for other enterprise owners.

Another matter is recruitment. Due to the Covid-19, a lot of European and American writers, who are native English speakers, applied for positions with us. We needed to balance our picks to retain slots for our nonnative veterans who have been loyal to us. Business is like a family, and we needed both variety and loyalty to survive the fickleness of the audience.

What specific tools, software, and management skills are you using to navigate this crisis?

Karnika E Yashwant: We use many open source data analytic tools which do not require much/any coding and manage to deliver better results than paid versions, Python helps in data visualization, SAS modules for web, social media, and marketing analytics. Google Sheet has advanced business analytics options.

Additionally, we use Facebook analytical tools. The real professional approach towards this comes in when we begin to cross-reference the metrics and KPIs across various platforms to form usable business metrics. These are powerful drivers for success. See our step-by-step process here.

Zoom, Telegram, Signal, Loom, and the likes have been extremely helpful…

Utilizing these tools, our team creates a financial model to “tell the story with numbers” supported by a graphically engaging pitch deck to satisfy sophisticated blockchain investors who require a refined visual presentation. This financial model is produced to quantify strategy, user adoption, and growth plan.

Who are your competitors? And how do you plan to stay in the game?

Karnika E Yashwant: I believe we are in a class of our own. Our promotion is mostly by word of mouth by satisfied customers. It’s not our habit to look at what the others do but stay within the bounds of fairness and decency in planning our strategies. We always aim to please our clients and handhold them through the campaign process, never leaving their side. 

We integrate trust into our messaging, marketing communication, and in all forms of content. We make sure that the brand is clear on what it wants to say and say it loud, over and over to reach the audience in channels they prefer, in content types that they like to consume. 

Success is built one “right” step at a time, not just a series of random steps. We focus on the “right” steps. Every word matters, as it’s an opportunity to impress the client’s brand in the audience’s mind

Final thoughts?

Karnika E Yashwant: Every possibility brings with it equal adversity; this is the balancing scale of business and life. What you can do as a business owner is to plan for the best approach. What an expert can do is to use data, stats, experience, history and future projection, trends, timings to do the best that is required. You improvise, you grow.

Your website?

Jean-Pierre is a polyglot communication specialist, freelance journalist, and writer for with over two decades of experience in media and public relations. He creates engaging content, manages communication campaigns, and attends conferences to stay up-to-date with the latest trends. He brings his wealth of experience and expertise to provide insightful analysis and engaging content for's audience.

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