Archive for February, 2017

“Wow’els of Customer Lifecycle Marketing – AEIOU of an effective Digital Marketing Plan”

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RHYTHM is the longest word, in the spoken english dictionary, which does not use a vowel. Infact, try instantly, there are not too many  such words that come to mind.

Vowels are essentials of language, so why should digital communication be any different. Let me share my cheat sheet of the  essential A to Z  AEIOU of a thought through digital plan for today’s brands.

A : The first vowel stands for 2 main aspects

Acquistion that is apt  and  Attributes that can be captured

Since very long ago, Indian online companies have remained acquisition-oriented. Preferring quantity over quality and spending mega bucks in building Communities, Bases, Lists etc., acquisition strategies remain a primary focus for such companies.  Over the years, we’ve come to learn that visitors are not residents. Acquisition needs to become more intelligent. Sources that can be attributed to provide consumers with larger CLVs should be identified and pursued. Cost of such acquisitions also need to be optimised.

Coming to the other A – Attributes. The higher the number of data points that can be captured or enriched via Data enrichment service providers, the finer your targeting and re-targeting will be.

E : Is the most used letter of the alphabet. E for engagement is the most abused aspect of a digital plan. Most brands expect engagement from a customer or user. Engagement needs to be earned. The channels are growing, the attention span is diminishing and the opportunities for real engagement needs to be created. Content may be king but the objective is Engagement.

If Gamification, Relevance, Real Time Personalisation and FoMo ( Fear of missing out ) were the in things last year, this year will be about even more of these engagement techniques. Some of the attention grabbing engagement campaigns last year were BookmyShow’s eMailers with cinemas, show times and ticket availability that changed by the hour and had near real time updates.

I : Innovation last seen in Digital a long while ago, needs revival. If a digital plan needs to create an impact whether it is branding or performance, innovation is the differentiator. Mediocrity is dead, Innovation is the norm. Some of the oft cited examples I like to remember and remind my peers are the way Cashback replaced coupons which had in turn replaced Loyalty points. Today, loyalty programs are cobwebbed and dust coated, Coupons are still searched for but the innovative few who made CashBack their business are laughing ( all right, at least smiling ! ) all the way to the bank. Innovative disruptions, Innovative promotions enjoy wom and virality.

In 2017 – Innovation using Instagram and Pintrest would be exciting prospects.

O: “Optimization is the sexy term for cost cutting !” a former boss of mine once remrked half a decade ago. In today’s  day and date, nothing seems more true.  My friend in eCommerce, Start ups and even enterprises can vouch for the fact that for every month spends -there is a very tiny envelope marked “Branding Spends”  rest all the envelopes are transparent and closely scrutinised for optimal usage. Leave alone expenses, even efforts, activities and teams are being optimised.

Inventory purchase for Acquisitions is now programmatically optimised.

Key words – organic & purchased are optimised.

U: Unique Personalised experience is the effect of considering the right offer to the right person at the right time using the right channel. ( With so many rights – I wonder what’s left? )

But please consider this the digital equivalent of somebody looking you in the eye with earnestness and making  a solemn promise to love you unto his/her end…

If your proposition can speak in those tones, address each subscriber, each consumer, each prospect in a language they are comfortable with, in a tone they respect and what they need, you are sorted !

Multi lingual communication, big data driven recommendation engines and choice of channel, past behaviour based insights and actions are some of the outcomes. Your Digital plan for 2017 should include these.

So you can vow to wow your audiences with a generous sprinkling of these wow’els in your Digital plan for 2017.

The aforementioned article was published on 16th February in Siliconindia Startup City February 2017 Issue.

The link to the original article: http://www.startupcity.com/digital-magazines/seo-special-february-2017/

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Kenscio Digital Marketing: Spearheading the Optimization of Digital Marketing Technology

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Over the last few years, Digital marketing zone has undergone a substantial transformation to generate acclaimed marketing experience. The best digital marketers utilize emerging trends and technologies to achieve transformative business outcomes with the right choice of both investment and technology. The tardy developments, huge cost and disruptive technology can redefine the position of an enterprise abruptly in the digital landscape. Kenscio, the promising Marketing Company, ushers data driven digital marketing solutions to ameliorate digital marketing industry using high-end tools for Email Marketing and Direct Marketing with global standards. Its Email Marketing tools and services like Email ListCleanr, Real Time Personalisation (RTP) and Multi-Channel Marketing Intelligence Solution (McMIS) are applauded by IT landscape.

Kenscio continues its journey as a leading ‘Marketing Technology’ company having complete expertise of Data-driven Digital Marketing added with its demonstrated competence in Digital Direct Marketing/Email Marketing. Besides, it generates a win-win circumstance in the market with technology competent vendors. Kenscio’s motto is ‘Client Success’ and the account management team is called as Client Success Team. RTP, McMIS, Email ListCleanr are notable accomplishments by Kenscio’s research and development team. The following testimonial is an exemplar of Kenscio team’s commitment: “Ever since our inception, e-mail marketing has been an integral tool of marketing communications for us. With our partner Kenscio, we have realized the true significance of e-mail marketing which has immensely helped us streamline our marketing objectives which include acquiring new customers, promoting a particular product range, also majorly solving customers’ queries through the effective social media integrated e-mail marketing campaign and so on and so forth. We have been substantially increasing 100 percent YOY marketing spend on e-mail marketing which generates great ROI to Naaptol.com.”- Naaptol Online Shopping Pvt Ltd.

Kenscio’s Email marketing platform is a personalized communication tool, in terms of integration and automation, personalisation, segmentation, database cleansing, and creative communication that generates strategic partnerships with clients. Through ‘Managed Email Marketing Services’, Kenscio offers the complete solution for successful Email Performance that encompasses the complete process of Strategy Making, Conceptualization, Campaign Design and Development, Testing, Deployment, Campaign Monitoring and Analytical Inputs for effective targeting.

Award Winning RTP

Meanwhile, Kenscio’s award winning product – RTP enhances Email Marketing that enables live information feed in promotional emails even after send-out. RTP is the first of its own kind of dynamic email content personalisation solutions in India and signifies arrival of a new era of dynamic emails replacing the static emails. It deals with actual and real-time value of stock market/portfolio, latest news/updates, location based offers, individual subscriber based preferences, remaining stock/inventory values, time remaining for an offer/deal to expire etc. RTP offers innovatively designed and customized features that can dynamically change email content based on the time of opening the Email, location, device used, customer behaviour, etc. This is more of a contextual Email marketing that can make the Emails more relevant to the readers for a longer period of time.

Digital Marketing Tools

Multi-Channel Marketing Intelligence Solution (McMIS) helps to study customers’ channel behaviour (offline, website, email, social media), activity (or lack of activity) and purchase behaviour in relation to their demographic and psychographic information, that generates accurate and relevant multi-channel campaign management. Furthermore, McMIS empowers to analyse true performance of campaigns via powerful analytic capabilities. A marketer has to record and study how the customers move through their lifecycles over a period of time. McMIS can help in uniting all marketing efforts across paid, owned and earned mediums by integrating customer interaction data and campaign management across multiple channels.

Additionally, Kenscio’s Email ListCleanr is a hygiene application for cleansing huge email database to filter invalid email contacts and ensure authentication for genuine subscribers. It provides assurance on the contacts that can be sent by email safely without spoiling the sender IP or sender Domain reputations. By removing potential spam and emails not conforming RFP standards and ISP rules as well as doing necessary corrections in email IDs/domain names, Listcleanr significantly increases reputation with Gmail, Yahoo and Hotmail. Hence, it improves efficiency of email campaign and return over investment.

Recognition of Expertise

Early 2015, Kenscio’s RTP embedded campaigns for BookMyShow won “Best Email Marketing Campaign of the year” conferred by IAMAI, and “Best Marketing Innovation of the year” conferred by DMAi. RTP also bagged a bronze for ‘Effectiveness-Financial Products & Services Category’ for a successful Email campaign done for Axis Securities. Its journey continues as a strategic technology partner, and has moved its corporate office to a newer and wider space of technology for a defining future in Digital Marketing landscape. Consequently, Kenscio proclaims a specialized approach to unveil digital technology horizon ahead.

 

The aforementioned article was published in CIO Review (India Edition) Magazine in January 2016

For the original article go to: http://www.cioreviewindia.com/magazine/Kenscio-Digital-Marketing-Spearheading-the-Optimization-of-Digital-Marketing-Technology-ZUFI116904034.html

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Demonetisation: Email Strategies in #Cashless times

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It’s been around three months since demonetisation was introduced by the Indian government. How did this decision impact the Indian businesses and how did they cope? How their communication strategy adapted to the situation? These are some of the issues we will be discussing in this article. We have taken two popular industries; the online wallet/payment and online cab aggregator, and compared their performance using  .

The aftermath of demonetisation witnessed online platforms becoming the go-to destinations for everyday transactions. However, the mass exodus of Indian customers from brick and mortar stores to online payment platforms wasn’t easy. It involved the incorporation of extensive email marketing strategies in their subject lines so as to target the right customer base, drive their click through rate and result in actual transactional actions.

Various keywords were exclusively used by these brands. Following is the comparative analysis based on Paytm vs Freecharge and Ola vs Uber’s campaign data recorded from 8th November to 8th December-2016.

Comparison: Paytm vs Freecharge

  • The over-all sent out email volume went up for Freecharge compared to previous month data (pertaining to ‘Diwali’ mailers). Whereas, for Paytm, the Diwali mailers were more in volume than Demonetization specific mailers.
  • Paytm deployed 17 campaigns for Diwali and 50 campaigns post-Demonetization. Freecharge sent a total of 11 mailers specific to Diwali and 21 mailers after demonetization.
  • In case of Paytm, the read rate for Diwali mailers was around 6.71% and for Demonization mailers 16.54%
  • In case of Freecharge, the read rate remained almost consistent with 11.58% for Diwali campaigns and 11.48% for Demonetization.
  • 50 campaigns were launched by Paytm as compared to 21 campaigns by Freecharge targeting post-demonetization effect.
  • Campaigns carried out by Paytm used keywords such as ‘Wallet’, ‘Cash free’ and ‘Cashless’
  • Paytm’s overall targeted customer base was lesser than Freecharge. The number of customers targeted by Paytm was nearly half of Freecharge
  • Even though read rate of Paytm is better than that of Freecharge, the number of customers that Paytm has been able to target is almost half of that of Freecharge
  • Paytm email subject lines majorly emphasized on the usage of the word ‘Paytm Wallet’ in all its campaigns, whereas, Freecharge focused more on the keyword ‘Cash free’

               

Comparison: Uber vs Ola

  • Ola mainly emphasized on the word ‘Cashless travelling’ in many of its campaigns whereas Uber used the words ‘Skip’ and ‘ATM queue’ in their campaigns
  • Ola emails also extensively used other keywords such as ‘Cashless’, ‘travelling’ and ‘cashback’
  • Uber used words such as ‘Cash’, ‘cashless’, ‘Cashfree’ and ‘free’ in their email campaigns
  • Ola sent 36 campaigns during demonetization as compared to 12 campaigns sent by Uber
  • The overall sent volume of Ola emails was much higher than of that of Uber by around 18%.
  • In terms of numbers of subscribers opening the emails, Ola performed better as compared to Uber. This can be attributed to two reasons: Ola has a larger subscriber base and a slightly better read rate

Most Popular Subject Lines Used:

Brands Sendout Date Subject Line Read %
Ola 24-11-2016 Say Ola to cashless travelling 24.62%
Uber 19-11-2016 Skip the ATM queue 22.58%
Paytm 21-11-2016 It’s So Easy to Pay With Your Paytm Wallet 61.54%
Freecharge 18-11-2016 {{First Name}}, Open this mail before you Freecharge! #Cashfree 20.44%

Some previously unimaginable transactions have become common place today. Email marketing was deployed as the weapon of choice to encourage more Indians to embrace online transactions. As a result, more people began transacting online to complete their everyday grocery purchases even at the local Kirana stores, online booking of cabs/movies, hotels and restaurants.

If you would like to have a glimpse of your brand’s competition in terms of brand comparison, email deliverability and campaign performance, you can request for a preliminary report by clicking here.

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