Business

Role of Content in 2016

In January 1996, Bill Gates wrote an essay titled “Content is King”, which was published on the Microsoft website. He begins by saying:

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

“Content is King”, and it is expected to play an even bigger role in 2016 digital marketing. Developments in publishing, creative and targeting technology have made content creation increasingly accessible for all marketers, from small businesses to the large enterprises. When it comes to digital marketing strategies or integrated marketing strategies, Content Marketing just has been crowned King, far surpassing search engine marketing, traditional marketing, public relations and even print, television and radio advertising as the preferred marketing tool for today’s era.

2016 will see content’s expanding role, an increased need for tailored and personal content. Content marketing has the unique ability to allow brands to connect with customers in a helpful and entertaining way.

“Content is the New Ad”

According to Marketing Insider Group, 2016 will be “The Age of Ad Blocking”. As more and more consumers download Ad Blockers on their computers and smartphones, opt-out of telemarketing lists, marketers will be forced to consider creating and publishing content their customers actually want.

Traditional paid advertising still has its place in marketing, but content’s role is demanding. Marketing of your content doesn’t have to necessarily mean paid promotion or advertising, content cuts through ad blockers, offers material that audiences want and drives qualified traffic and conversions.

“Content is the New Creative”
con-tent

Many organizations plan to increase their content marketing budget in 2016, which is leading to an increasing need for superior creative strategies to stand out from the rest of the pack.

Expanding on the role of traditional “creative director”, content directors in 2016 will be tasked with communicating without directly selling, and doing so with converging, targeted media. Content should be educational, entertaining or enriching, rather than a message centred on a direct sales pitch.

Content marketer tasks now include:

  • Re-purposing content
  • Entertaining
  • Finding a new way to say something
  • Finding creative ways of targeting audiences
  • Engaging audiences with content

 

Content marketing will be seen as the art of communicating with customers and prospects without selling, which means, raising the Creative Bar to break through the clutter.

Content’s magic is that it can be repurposed across many media. For instance, a white paper can become a webinar, an article or a video. There is a growing expectation for multimedia communication. As Content becomes the new Creative, creativity will become ever more important. The content fans use 8 different tactics on average (e.g. social media, e-Newsletters, case studies, blogs, white papers, events, surveys, conferences, perspectives, webinars/webcasts and videos). If you publish compelling unique and timely insights in all the right places, synchronized for maximum impact, it will become part of your brand and establish you as thought leaders in the industry and open the door to the entire market space.

 

“Content is the New SEO”

Google rewards high-quality content and the only way you are going to rank for the keywords you want, is, by providing useful and unique content people want to see and share. Now, how are people going to find you? You have to want to be found! So what does it take to claim your spot? Pair content marketing and SEO. The beauty is that content marketing and SEO are so interdependent that both can be considered as B&M (bricks and mortar).

When SEO (let’s call SEO the mortar here) fills the gaps of your content marketing plan, it is providing that overarching goal for your strategy. Writing and creating with SEO in mind provides plenty of opportunities to tactfully implement SEO best practices into your content, such as:

  • Identical titles and headlines
  • Properly labelled photos
  • Optimized meta-data
  • Article URLs/permalinks that reflect keywords

 

Let’s now switch up the pair. SEO is the bricks and content marketing is the mortar. Google demands certain things from sites if they wish to rank well and therefore, SEO is the practice of knowing and meeting those demands.

  • Google wants consistent, fresh updates? Done.
  • Does Google want to see the keywords on your page? Done.
  • Google wants to see shareable (and shared) content? Done.

 

Content is an SEO machine. It creates shares, keywords, backlinks and consistency just by being a part of your marketing strategy. To truly be effective at content marketing, SEO must be in the foundation of your site, images, posts, and URLs.

 

“Content is the New Social Media”

In recent years, digital marketers have been hearing about how essential social media marketing is in order to achieve success. Now, the buzz is content marketing. It doesn’t necessarily mean content marketing is supposed to replace social media as a major digital marketing strategy. Creating a social media content marketing strategy that resonates with your audience will be the right tact, more than just starting a conversation with the audience randomly. Strengthen the impact of the content you create by following these key parameters.

  • Align content creation with social media metrics and goals
  • Market content with a big-brand mindset on social media channels
  • Increase daily updates
  • Delve into data from social media channels
  • Engage in real interactions
  • Question readers/audience for more engagement
  • Let audience find your content with hashtags
  • Introduce content with infographics
  • Expand your content with relevant tips

 

In conclusion, the main content marketing metrics include:

  • Awareness
  • Consideration
  • Conversion

 

The phrase “Content is King” has become a mantra repeated over and over again religiously by digital marketers. It implies that unique, high-quality, interesting and relevant content contributes significantly to the success of companies digitally, should say on the web. Marketers should, therefore, primarily think of great content before they take further measures in their digital marketing strategy. In content marketing, the quality of the content offered will decide the level of your success.

Ambili K Pillai
Group Manager – Client Success, Managed Services
Kenscio Digital

Share

More than the Expectation

19170-NRZJXP-01

Organizations with a high client retention rate know the value of Account Management. Essentially, this is the process of creating and maintaining a strong working rapport with each client. Often referred to as Client Servicing, it is about understanding the needs and desires of the client, and moving to meet those needs in a proactive manner.

Exceptional Account Management is about the extra effort you put in to convert the client and company relationship into a strong mutually beneficial partnership. Clients often turn to you not just for the services you offer but the added value you bring to them. One of the most important keys that form the basis for effective account management is providing the client with people who know the account well and are able to be of assistance whenever needed. This means looking beyond the obvious. Account Managers educate the entire workforce and inculcate about of the goals of the client, the conditions that the client works within, and what expectations must be met for a healthy relationship.

So, organizations need to be extremely careful while designating an Account Manager. Organizations need to think about what the role requires and then pick the right person for the role. A broad range of skills is required to be an Account Manager which includes consultative, planning, financial, interpersonal and influencing skills. Ideally, this process is all about listening to the client, getting to know the client, and genuinely seeking to be there for the client in every possible manner. This approach builds a strong relationship that withstands provocative offers from competitors, creates opportunities for upselling, and also leads to excellent word of mouth for the organization.

Account Management have a profound effect on the performance of the organization. The treatment makes the difference between a loyal returning client who will, through conversations and story-telling, become an ambassador for your organization and a lost opportunity or negative influence for your company, somebody more likely to use your competitor’s services in the future. It is all about making a difference.

What do you think? Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

Share

Marketing as a Shared Service – Managed Services

MEMS-01

As a business owner, one experiences a number of growth-limiting challenges. One of the challenge is formulating a marketing strategy, a unique and cost effective marketing strategy for growth. With a passionate team, one is able to handle and execute day to day tactical activities. It is a challenge to be competitive, to swim across the new wave of marketing, and ensure connectivity with the customer on their terms, and, the way they want to engage. Having an increased overhead with an in-house team with diverse skills, hiring a recruiting agency or managing a bunch of ‘a la carte’ freelancers isn’t an option. So what next?

How about marketing service delivery model which is co-ordinated, consistent and collaborative and aims at improving effectiveness and efficiency, resulting growth. It may sound far-fetched, but it isn’t! Consider Marketing as a Shared Service’ – Managed Services’, an extended marketing team who partners and help implement your initiatives on demand.

We at Kenscio offer you a marketing department, as your extended team. By this engagement, you can outsource some or all of the marketing activities to us and you can focus on your core business activities — all without adding overhead.

By partially or wholly outsourcing your marketing activities to us, you benefit by:

  • Working with a team who thinks and acts as an Integrated Marketing Partner
  • Getting on-demand access to qualified and experienced marketing professionals, thereby acting as a catalyst between you and the market
  • Having a dedicated partner who can deliver to meeting your end business objectives and not just to completing a set of tasks

 

Consider Managed Services (Marketing as a Service) to maximize your organizational capabilities and implementation success.

What do you think? Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

Share

How optimizing your acquisition through E-Mail with CLV can multiply your revenue?

I will not be getting into the Do’s and Don’ts of acquiring customer through E-Mail and gaining momentum with CLV through various touch points and blah blah blah..

It is so stodgy that it hits my central nervous system badly, reminding me of a forced training and a manual guide of making things work in a way it is written!

Let’s dive into our circadian life, with some very interesting affairs! Everyday (More likely) we go to our nearest departmental store for our daily needs. It could be rice, soap or salt, regardless of the fact that how much square feet of a surface that store has occupied till the time it fulfills my need- Does this statement tie some business knots? Yes! It does. This affirms that we as an end user can go to any of the vendor/advertiser if he supplies/fulfills my requirement. Questionably I may not buy but I will go.

What Next?

Two examples to be cited:

A.)    I visit my nearest store for the very first time and enquire about the product that I need, may be a soap. While glaring at the stacks for my soap, the shop owner scans my eyes concurrently and finds me unacquainted and puzzled. Post that he asks some questions to explore my need. He then suggests the soap, which I like, or which fits my LSM score (Point to be noted, he just made a guess, might be a wild one). Conversation does not end here. He continues with some more questions like where do I live? He has not seen me before. What do I do? Who all are in my family and all! At times the gentleman who is also the custodian of the cash-counter may end the sales with a chocolate, as a freebie with a smile– Is there any core business fundamental you are able to see? You are right- He identified me as prospect, other than the transactions; he explored the future business by asking all relevant questions to me. Taking out time in knowing me, he tried to ensure my future visit. The freebie was an absolute relationship strengthening exercise.

B.)    Have you ever scrutinized your own action during the evaluation of a nearby departmental store on how economic he is! The first thing you do is you tend to ask the rates for products like Sugar, Rice, Flour etc., because, you border on the rates for the mentioned stuffs and then you see the quality.

During my first visit to the nearby grocery store to purchase my monthly household goods, I throw him a list of edibles starting from Rice to Roasted peas and sauce to salt. You know what! He will quote or charge me a very competitive price which I may not get even from the big retail chains for my much needed consumables which are rice, sugar, pulse etc. For rest of the rations, you will be charged a rupee up or down!  – Any business Logic? You guessed it right- just by reducing or being aggressive on my “must” consumable items; he suddenly gained my trust and faith. I have an inclination now. I started believing that he is genuine, competitive and affable. It means, he has calculated the revenue generated with the current purchase and approximated or predicted the future cash flows from me. In marketing, this is what you called “customer’s lifetime value

Regardless to say, on the various touch-points he bundles the product for me, offers something of great value, gives me credit and stuff like that- again, a marketing tactic or a strategy which has been created for me, which is relevant to me and that has been delivered to me in a way I liked it to be.

Relatively, that is the fundamental of every business, it is happening in our everyday life, which goes un-noticed from the core of marketing perspective.

This is being effectuated by a local small grocery store, which would not be catering to more than 250 households (roughly) in metros. Don’t you think it is doable, attainable and can be executed by big entities like yours too?

Why through e-mail is simply because, out of the total Internet population which is 243million as of June’ 2014 (IAMAI & IMRB, 2014), 80% use Internet to access emails.

That’s not all! The benefits of acquiring customer through emails are many. To list down a few: –

  • E-Mail is the most cost effective marketing tool.
  • During a survey done by Forrester Research, Marketers said that they enjoy the ROI by two to three times greater with email marketing than any other direct marketing channel.
  • An immediate attention with multiple links and CTAs are viable
  • The superlative degree of segmentation is possible.
  • Highly measurable which ultimately drives and boost your sales by up sells and cross sells.

 

So what have to be the action points?

  • Find out the right partner who does not require spoon-feeding, who are best in class, who embraces innovation, spends in developing employee’s skill-sets, and treats you as a partner.
  • Create/Source/Rent out the valuable and qualitative e-mail list of prospects. Deliver them the right content.
  • Feed curiosity. Remember you are now dealing with “Generation Z”
  • Get ready with your creative for every dimension.
  • Do multivariate or AB testing (Whatever suits). It’s imperative. Early monitoring is like tasting the food like a chef.
  • Be innovative & reasonable in bringing your customers on board.
  • Create various touch-points.
  • Do research and segmentation. Reduce the manpower dependency. Espouse technology. Remember- your consumer is everywhere and doing the best use of the technology.
  • Convey or communicate what your consumers want to listen to and accelerate their interest.
  • Be relevant and rewarding.
  • Drive engagement.
  • Try to recover the lost opportunities, which might be accountable for as big as 40%
  • Seek their advocacy or evangelize your communications and offerings.

Remember the theory, which has been cited in the aforementioned example, is a proven one. So, do not romance with it, execute it.

Call your mind for that grocery store owner, who, how effectively identified the prospect, probed, suggested, sold, been aggressive on pricing, secured the future business, created multiple touch-points, gave value adds and had thereby owned a customer for a life-time which essentially would be doing his advocacy.

The striking part for you is- Maximize & Multiply your revenue :)

What else? Isn’t it a good food for thought and a lesson to think through?

“Execute nicely or be executed nastily”

(Contributed by: Mr. Kumar Awanish, AVP- Strategy & Innovation, Kenscio Digital)

Share

Kenscio gears up for Teradata Connect 2014

 

With just a few hours left for the mega-event of global marketing pioneers, Kenscio’s spirit is all high now. An official showcase sponsor of Teradata Connect 2014, Kenscio will be launching the Real Time Personalisation (RTP) to hundreds of top-notch marketers from Europe and across the World. The creative demonstration of this unique product is definitely going to be an eye-catching spotlight in the event.

The event is focused on the true and combined power of data-driven cloud marketing and digital marketing. A number of inspiring Keynote Speakers and Industry Pioneers will attend this show addressing hundreds of delegates from around the world. A few renowned names amongst them are:  Dan Cobley (Google, Managing Director UK & Ireland), Nate Elliott (Forrester Research, Vice President, Principal Analyst), Nicola Mendelsohn (Facebook EMEA, Vice President), Dean Richardson (Xerox, Head of IT), Stephen Attenborough (Virgin Galactic, Commercial Director), Hermann Wimmer (Teradata, President International), Volker Wiewer (Teradata, Vice President, International, Marketing Applications), Mark Ash (Teradata, Director Teradata Interactive UK) etc.

Meanwhile, Kenscio has already made its presence felt at Stamford Bridge-London, the official venue of this event. The management team attending the event comprising our CEO Mr. Manjuanatha KG, CBO Mr. Saurav Patnaik are accompanied by the Director of Data Services and two of the Senior AVPs from Client Success and Strategy & Innnovation respectively.  The team has been in London for the launch and demonstration of RTP and for sharing their insights into the world of Real Time Content Personalisation.

Follow us on twitter(@kenscio) for more updates from Kenscio’s RTP team.

Share

Congratulations to all the winners of Motto 2014- Level 1

Manish Pajan
Head – Marketing Development
Mahindra Holidays & Resorts India Limited
Subir Singh
Sr. General Manager – Marketing
HeadHonchos.com
Sandeep Singh
Head Online Marketing
HT Media
Mitesh Soni
Media Executive – Media Planning & E-commerce
Neo@Ogilvy l Ogilvy & Mather
Sistla Phanidhar
Assistant general manager
Lanson toyota
Kaustav Mukerji
Marketing Manager | Digital Media
Bharti Airtel Limited
Bedant Das
Manager E-marketing
Pacifica Companies
Vineet Verma
Promotions & Information Officer
Department of Information Technology
Guruprasad Nayak
Marketing Communications Manager
IDE-Global
Abhilash Pillai
Director – Online Marketing
Australian Cruise Group
Praveen Meloth
Head Digital Marketing
Babyoye.com
Vijaya Lakshmi
Marketing and Digital Comms Manager
Capgemini
Naga Jyothi Kiran Busam
Campaign Trafficker
Ybrant Digital Ltd
Sandeep Vadnere
Associate Vice President – Technology
HeadHonchos.com
C.Dinesh Nair
Senior Director Marketing
Sulekha.com
Manish V. Dhanwani
Manager – Marketing
BookMyShow.com
Salil Shankar
Director – Search
Isobar
Hitesh Shah
Web Developer
BookMyShow
Anushree Garg
Senior Internet Marketing Specialist
Bajaj Capital Ltd
Akshay Chaturvedi
Business Head, ZigWheels.com
Times Internet Limited
Lakshya Khanna
Manager – Digital
Mindshare
Akhilesh Sabharwal
Associate Director, Digital & CRM
WPP Global Team Ford, India
Navin Modi
Head – Online Marketing
Play Games24x7 Private Limited
Praveen Kumar
Head – Product and Online Marketing
Findmyghar.com
Satheesh Kumar
Online Marketing Manager
Fundsindia.com
Srinivas Reddy
Manager – Digital Marketing
Indus Health Plus
Nagendra Singh
Digital Strategist
Wunderman/WPP Global Team Ford
Himanshu Bagga
Offline Marketing – Customer Retention & Loyalty
Flipkart.com
Kiranjeet Singh
Marketing Manager
Sterling Holidays Resort India Ltd
Toshal Shenai
Account Manager – Digital
Isobar
Manish Sharma
Sr. Data Analyst
Wunderman
Satyaprem Upadhyay
Brand Marketing & Solutions Specialist
CNBC TV18
Ankur Soni
Business Group Head
Maxus
Mustafa Syed
Director Media
Isobar
Udaibir Singh
Manager Digital
Star Tv
Priti Bihani
Associate Manager – Business Leader
HDFC LIFE INSURANCE
Vivek Pai
Manager – Direct Marketing
Aimia Inc
Pritesh Desai
Founder
Inventika Solutions
Kasturi
ASST. MANAGER
TATA MOTORS
Nitin Walia
Co-founder, Director
Grey Head Media
Aashutosh Chaudhari
Vice President, Marketing and Product Management
Live Sports365 E-Retail Pvt. Ltd.
Abhishek Joshi
Marketing Officer
Videocon Telecommunications Ltd
Inaam Hussain
Group Head – AdTrafficking
Interactive Avenues Pvt Ltd
Vivek Singh
VP, Marketing
FirstCry.com
Boniface Noronha
Associate Vice President – Marketing
HDFC Life

There were a total of 546 participations in Motto 2014, level 1. A selected few have been chosen to move to the next level to win the Ipad Minis :). The winners of level 1 are being presented with a fine Lamy Pen each.

So congratulations and wish you all the very best!

Warm Regards,

Team Kenscio

Share

Opportunity for Business Analyst / Senior Business Analyst – CRM

We believe that great business analysts are grown rather than being simply trained. We want to attract some one who is motivated and is ready to burn mid-night oil to achieve ones goal.

Things expected from the person and some qualities/ skill sets:

End to end project management ensuring quality delivery of analytical projects for CRM based analytical solutions focusing on creating statistical models for customer response, campaign management, customer loyalty, customer retention, customer attrition, segmentation, cross sell, up sell etc.

Qualification & Skills:
• MBA (Non MBA with relevant experience can also apply)
• 2 year work experience in similar function in retail / ecommerce industry cutomer based data analytics
• Knowledge and experience preferred in: E-commerce, multi-channel customer service, Customer retention marketing
• Knowledge of customer analytics and models preferred
• Knowledge of Loyalty program & customer retention back office functioning preferred.
• IIT / NIT Background preferred
• Ability to work on own initiative and as part of a team
Responsibilities:
• Deliver CRM based analytical solutions focusing on creating statistical models for customer response, campaign management, customer loyalty, customer retention, customer attrition, segmentation, cross sell, up sell etc.
• Analyze and design solutions using customer retention & loyalty
• Apply techniques like regression, cluster, chaid, conjoint, factor, multivariate etc preferably with hands on experience in tools like SAS/SPSS/VB/Excel

P.S. You can email your resume on hr@kenscio.com or, if you are really hungry then try hunting for some Senior people in Kenscio and send them your request.

Share

Pelase do not call me “0”- Personalization gone bad

Honestly I get a lot of emails today, but this one completely pissed me off to the core. No one calls me a zero. I dont know if people like to be called zero- its their preference.  But I mind  it, especially when this particular marketeer has been sending me emails left right and centre from so many days.

This is our “classic” case of personalization going bad. I would not know how many unsubscription the marketeer would have fetched on this but from a consumer’s point of view when he/ she is being targeted from all directions to get its attention( positive attention). When they are use to of getting email communication super personalized and super individualized, this would definitely surprise them.

Email is a critical medium and has worked wonders for a lot of business. But then today when there are so many people who are on this medium relevancy and addressing the recipient  becomes all the more important.

Share

Digital Media Is Directly Measurable

Companies are increasingly turning to digital media marketing for marketing their brands as it is cost-effective and has maximum reach, since people spend a lot of time online. EFYTimes spoke exclusively to Manjunatha Kutarahalli, co-founder and CEO, Kenscio Digital Marketing Pvt Ltd about the scope and future of digital marketing.

What is the main difference between digital media marketing and social media marketing?

Digital media marketing is marketing using a broad set of digital media, which also includes social media. Digital Media marketing encompasses all digital media like websites, search engine optimisation (SEO), search engine marketing (SEM), video advertising, viral marketing, e-mail marketing and social media marketing.

How much have businesses started considering the seriousness and importance of social/ digital media marketing?

Businesses have understood the consumer behaviour for a long time and are using those channels where consumers are spending time, whether at home, or out of home or the places they are in or the newspapers, magazine they read, etc. As Consumer behavior and time is being spent more and more online, businesses are soon realising this and using the digital mediums (website visits, searches, e-mail, social, etc.) to reach, influence and engage with them. While in the West most of the people are online, businesses are spending more of their marketing budgets online, Indian business trend will soon follow the footsteps of Western businesses as Indian consumers are going online.

How and when was Kenscio Digital Pvt Ltd rolled out? Why the name Kenscio?

Kenscio started its roots as Sprinklr India in mid of 2009 and got its present name as Kenscio in mid of 2010, when it became a full-fledged company focusing on marketing solutions and services using digital direct mediums. It was founded by enterprising hard core experienced global digital media experts from e-mail and social background.
Ken means an expert or a guide and Scio is for social and e-mail. Hence, Kenscio was formed to assist marketers in reaching out to their customers through digital direct mediums of e-mail and social with the expert knowledge and solutions from Kenscio.

Everyone is online these days. How do you filter the right target audience? What is the most challenging task in your business?

People are getting online and spending much of the time online. Hence, businesses are trying to utilise the online medium in reaching out to them. Kenscio is focused on serving emerging high growth Internet based companies and large enterprises, which have successful digital marketing channels. The most challenging campaign for us is to get the marketers to send their campaigns to the right customer segments and measure the success by analytics beyond opens and clicks.

What is the importance of digital media marketing for SMBs? How can they leverage its benefits without spending too much?

Digital Marketing offers the most cost effective medium for SMBs, who don’t have big marketing budgets. Moreover, the digital media is directly measurable. From building a website, optimising it for Search engines, collecting the footprints of the visitors, communicating with the visitors, branding on social media sites like Facebook, Twitter, LinkedIN, YouTube and articles, case studies on blogs etc are very cost effective.
Platforms like Facebook, Twitter allow companies to set up their own marketing pages. Do you see it as diluting the effects of the medium or is it viewed as an emerging trend for the industry?
Facebook, Twitter, LinkedIN and YouTube have more than several hundred online audiences and people spend considerable time on these mediums. Hence, companies are setting up their marketing pages on these social networking sites to get the audience that are hooked to these networks and build brand engagement, recall and sales. Facebook commerce is already happening now and now companies may not need a website as they can do everything on the Facebook itself from building a microsite, getting visitors and selling stuff. This makes the SMBs to get to market quickly without spending too much.

Can you share your clients and popular campaigns that received overwhelming response?

All of our client campaigns are receiving better responses through our expert advises and better targeting. One campaign can perform better than the other campaign of the same client, as the offer is better or timelier. Hence, it is very difficult to classify in general. One of our clients, Rupeemail recently launched the first newsletter which received an overwhelming response, with a CTR (Click-through rate, a measure of clicks to opens as a percentage) in excess of 200 per cent which is phenomenal for any campaign.

Original article at efytimes.com

Share

Weaving the SEO Magic on SMEs

For SMEs in India and abroad looking to make their mark online and connect to millions of potential customers, the Internet represents a golden opportunity. Developing a web presence is a natural extension for any business. However, Saurav Patnaik, Co-Founder and VP Marketing, Kenscio Digital Marketing Private Limited, an internet marketing company tells ITBizFocus.com that building a website is not enough and that small companies need good

(SEO) strategy in place to ensure that their websites generate a high quality traffic that can be converted into paying customers.

Why is email marketing important? How does it help a business generate revenue?

Emails help the businesses to reach the audience directly. It is measurable, economical and can be done faster compared to other traditional ways of doing marketing. Now, going back to the basics, to earn revenue, these businesses need to understand who are the people which are interested in buying proposition, what time can they be contacted, whether or not they qualify to buy your product and how are they willing to make a purchase. All this information can be captured analyzed and acted upon using emails… Once you know all this, businesses will be able to send individualized, relevant communications to generate revenue.

How important is branding to SMEs and startups? Is small business branding efforts wasted in direct marketing and sales?

It is very important for an SME or, a startup as it becomes all the more important for them to be in the minds of their customers and take communication to a much higher level (super personalized and individualized). So that their customers know that these companies really care and understand the needs.

What are your thoughts on small businesses relying on SEO?  How important it is for them to outsource their email marketing and social media marketing to specialists?

Search Marketing does help to get traffic on your website, however in the long run we need to engage them in the meaningful conversions. Thus, relying on SEO only will actually result in footfalls but to get these conversations you need emails and social media.

What are some emerging marketing opportunities in social media advertising? Could you kindly elaborate?

To be able to start the conversations over social media, businesses will need to provide clear call for actions….It need not necessarily be a Like or a follow on Facebook and Twitter respectively, it can also be an invitation to join the CEO for breakfast. I see an opportunity for Advertisements on Fan pages, cross promotional tweets, Email campaigns and lot more. The market in the US has already started doing such Social Advertising campaigns; you can see players like Daily Candy doing it over Facebook.

What advice would you give entrepreneurs looking to use email marketing and also to small business owners who are just starting on the Internet?

My only advice is that focus on your audience, be relevant (talk about your customers, not what you sell) and be aware of where your target audience is over internet to know which tool to use.

Original article posted at itbizfocus.com

Share

Copyright © 2017 Kenscio Blog. All rights reserved.
iDream theme by Templates Next | Powered by WordPress