Marketing

More than the Expectation

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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)

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Marketing as a Shared Service – Managed Services

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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)

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Yes, we did it again!

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MELT 2015, a festival for creativity by Kyoorius, is around the corner and it doesn’t get any better!

Kyoorius Advertising & Digital Awards 2015 partnered by Zee, GroupM, D&AD, Hindustan Times, Happy Finish, Afaqs, Pepperfry, Future Laboratory, Hyper Island, The Partners, BrandMusiq, One Eyeland, Youtube, Google, BARC India and many more had called out for nominations for various categories.

We are exultingly proud to announce that Kenscio has made the cut into the ‘In-Book’ under the category of Digital-Direct Response. This entitles Kenscio to win the ‘Baby Elephant’ and as one of the Nominees for the Blue Elephant Awards of Kyoorius Advertising & Digital Awards 2015.

The Final Winnings yet to be declared on the Event Night- May 21st and 22nd  .

There are many more to come and the Triumph is on for the much awaiting event!

For more information, Follow- http://awards.kyoorius.com/2015/digital/in-book-winners-blue-elephant-nominees-2015/

 

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Best Email Marketing Campaign Award for Kenscio

(Watch this video about award winning BookMyShow Campaign by Kenscio)

One More Award and we are exuberant to talk about our recent accolade in Digital Marketing. The BEST EMAIL MARKETING CAMPAIGN award won by Kenscio for BookMyShow campaign reemphasizes Kenscio’s commitment towards technology innovation & Marketing Excellence. ‘THE NEW ART OF EMAIL STORYTELLING FOR BETTER PERFORMANCE’ campaign for BookMyShow is a success story, an indication that the era of Real-time marketing has arrived.

5Th Digital Awards organized by Internet and Mobile Association of India (IAMAI) called out for entries under various categories and the announcements of final winners were made at 9th India Digital Summit on 14th-15th Jan,2015 at New Delhi. Kenscio won Gold under Email Marketing Campaign Category for its BookMyShow Campaign. Kenscio Founder & CEO Mr. Manjunatha KG and Co-Founder Mr. Saurav Patnaik received the award.

We ought to say that this award is a result of our strategic efforts and we take the pride to say that this prize only opens a new chapter in our book and makes us even more motivated and determined.

We Endeavour to make our customers happy with the services we offer, and we thank our reputed client BookMyShow in supporting us and for being a part of this acclaim. The courageous gesture of BookMyShow in devising and implementing a futuristic marketing solution is worth of applauds.

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Receiving “Best Email Marketing Campaign Award” at 5th India Digital Awards, awarded by Internet & Mobile Association of India (IAMAI)

 

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RTP has built several APIs to make it truly platform independent

Hurray! Now RTP has built several APIs to make it truly platform independent.

These are the first of its kind APIs which will help our clients consume the power of Real Time Personalisation without any limitations. You can use any Email Editor, any Email Service Provider, any Email Gateway and still integrate with RTP seamlessly, within seconds.

These APIs will help you get data from any Recommender system you use and show respective recommendations live inside an email. This can be extended to any data available outside the RTP system. The APIs can also be used to extract live data from RTP system.

Some of the APIs can also be used to use the RTP widgets like Timers, Progress Bars, Twitter Feeds, etc. Even without logging into RTP platform. You can make these widgets on the fly & integrate it with any system you use..

Come, make use of these powerful APIs now.

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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.

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Winners of iPad Mini- Kenscio Motto 2014

A big thanks to all who made Kenscio Motto2014 a splendid success. The compelling reason to drive this campaign was to get an idea on what digital marketing folks have in their mind for this calendar year.

As you all know, that because of a soaring number of entries we have received, we have added another layer to the contest before announcing the final crown (iPAD Mini). In the first round of selection we had 37 winners who have been given a writing instruments as a token of appreciation for taking out their time.

Here are the two winners:

Mr. Boniface Noronha from HDFC Life &

Mr. Inaam Hussain from Interactive Avenues

Kenscio Congratulates to both of you for being part of the contest. We wish you all the luck for your assignments and appreciate your significant contribution and far-reaching vision.

Since a lot of advertisers have burnt their hands in new acquisition (Investing a hefty amount with no sign of CLV and Engagement), now is the time they sincerely feel that retention is the way ahead. We have had some great findings on the basis of the feedback given by all the participants.

On Retention here is the stats how marketers (Who have participated in the contest) have had their road-maps in place for this calendar year.

“Converting Non-Buyers into Buyers” is the focus area for 27% of marketing folks.

–        Out of these 15% want the delivery of relevant and real time content.

–        43% has a vision of doing direct marketing in a highly personalized 1:1 communication.

–        & 42% believe that they should understand the consumer’s behavior, demographics and psychographics in a better way to achieve their marketing objective.

24% marketers feel that “Converting one-time buyers into repeat purchasers” is the first and foremost KRA for them.

–        Out of which 17% has the priority of delivering the relevant and real time content.

–        However, 62% wanted to do the highly personalized and contextual communication.

–         & 21% believe that understanding of Consumer segmentation would be the high intensity objective.

35% Marketing people shown their firm belief in “Increasing the brand loyalty

–        Where 1:1 communication was the priority for 36% of universe.

–        Understanding the consumer segmentation as a whole was the transcendence for 38% of participated contestants.

–        26% of people believe in delivering relevant real time content.

9% of people think that they are more focused towards having the “Repeat buyers with increasing CLV”.

5% want to “Reduce the customer churn rates”.

Let us notify you that the aforementioned retention plan’s stats have been fetched from 12 different and significant industries(Ecommerce, Healthcare, telecom, Banking & Insurance, Travel & Tours, Jobs & Recruitments, IT- hardware, Digital advertising agencies, Retailers, B2B marketplace, Real estate, Education).

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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

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Real time, Contextual, Agile email marketing with live content in campaigns

There is a lot of news today about email marketing campaigns which can deliver content live from websites and social media based on the recipient behaviour at the time of opening the email, location and device. Delivering such live content in real time and context provides exciting and engaging opportunities for marketers to connect with the recipients and drive them towards further actions.

With such engaging campaigns with live contextual real-time content in email, marketers are seeing higher CTR (click through rate is a measure of clicks generated over the impressions served). As the ROI is a direct measure of CTR, higher CTR will result in higher clicks for the same number of impressions.

From a simple count down or count up timer to drive urgency in recipients, to much more engaging real time or dynamic offers based on recipient behaviour, the email marketing is becoming is much agile in nature rather than static personalisation at the time of sending email.

Recommendations of the products based on location, weather, or offer on the site coupled with recipient behaviour is a much higher value proposition for marketers based on history of all aspects of the recipient data.  Earlier this was possible directly on the web, instead on email owing to complications in serving dynamic content in email.  Several companies are able to deliver this now, including Kenscio.

Real-time content can be fun as well as it can bring in gamification to the  email and social feeds from twitter, Facebook, instagram and such directly to email.  This is lot more engaging to the recipients as they can see live content  that is as fresh instead of stale content, when they see.

Kenscio provides all this fun now in email marketing campaigns. Think of such a situation and give us a call. We are happy to provide a solution.

Visit Kenscio’s Real Time Personalization website http://www.kenscio.com/real-time.php for all the innovations in serving contextual content live in your next email campaign.

 

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Why adoption of Big Data Analytics is important more than ever in 2014

Big Data Analytics 2014

It’s nearly impossible to write a 2014 forecast on e-commerce without mentioning “big data”. While the term might be overused, its importance to e-commerce cannot be overstated.

Big Data and Analytics will evolve beyond segmentation for email lists. E-commerce merchants will collect and analyze data to discern shopping patterns that have predictive value and to understand consumer experiences in digital and physical contexts. Their users benefit from the digitally enhanced experience, and the data they create also provides usage insights that inform product design and e-commerce strategy.

The underlying tools for the management of this data will only grow smarter, faster and more affordable as companies catch up with an overabundance of data. Big Data Analytics should emerge in 2014 as not just a buzzy trend, but a core business practice that e-commerce firms use to understand their business and their customers in fundamentally new ways.

Big Data usually includes data sets with sizes beyond the ability of commonly used software tools to capture, curate, manage, and process the data within a tolerable elapsed time. Big data sizes are a constantly moving target, as of 2012 ranging from a few dozen terabytes to many petabytes of data in a single data set. This data is generated by any activity like page visit, login, transaction a customer does when he/she comes across your business. This data is gone already beyond our imaginations and the rate at which it’s growing will be huge challenge to handle.

Taming Big Data:

Big Data includes data sets whose size and type make them impractical to process and analyze traditional database technologies. The amount of data being generated is almost impossible to handle, therefore we need tools those can condense the data and intelligently present only what is relevant and contextual.

If we look at the numbers at which data is being generated, 2.7 Zetabytes of data exist in the digital universe today. Facebook stores, accesses, and analyzes 30+ Petabytes of user generated data. The rapid growth of unstructured data like YouTube users uploading 48 hours of new video every minute, roughly 175 million tweets every day on Twitter etc. may lead us to many questions about managing the big data and analyzing it.

According to the reports, Poor data across businesses and the government costs the U.S. economy $3.1 trillion dollars a year. Survey also reveals that poor data management or lack of data quality cited as main reason for overrunning project costs.

Key Facts about Big Data:

Despite industry hype, most organizations are yet to develop, implement or execute a Big Data strategy. The survey found that 12 percent of organizations are currently implementing or executing a big data strategy while 40% of them are still considering / exploring Big Data.

 

Fig 1 (Source – sas.com): Which of the following best describes your organization’s stage in using external big data to help make business decisions?

Capturing and Storing Is Only the Beginning

It’s true that big data has great potential for creating a more detailed model of the business, such as tracing a customer’s path through a store and analyzing post-sale sentiments expressed in social media to create better offers. But to date, there have been lots of talk about how it can be stored and captured and very little about the practical ways businesses can exploit it.

But storing and capturing big data won’t make it valuable. Additional tools are needed to explore and analyze it. As it turns out, the simplicity of Hadoop stops with capturing data. The real promise of big data is that it contains information that isn’t part of the typical well-structured view of the business world. It’s all about “not knowing what you don’t know.”

Making Big Data Relevant for Business Orders:

Measuring consumer sentiment, optimizing supply chains, detecting fraud – Big Data is powerful. But to harness that power, organizations must hire data scientists, craft complex algorithms, and make massive investments in infrastructure and software. That leaves business leaders and the IT professionals supporting them wondering: Is it possible to make Big Data useful for business users?

Data’s value can be unleashed for business users by condensing it and intelligently presenting only what is relevant and contextual to the problem at hand. For example, an executive might be interested in summary data across the company’s product lines, while a manager of a specific product or geography might need more detail, but only for the areas that he or she oversees.

More analytics, fewer Gut feelings:

Ecommerce companies will grow increasingly, focusing on data and willing to apply analytics-derived insights to key business operations. Intuitive decision-making will diminish somewhat as companies infuse analytics into everything that customer touch. Data analytics will be the driver for capturing more customers, upselling to existing customers and retaining them for the long term.

The need for automated tools will become increasingly critical.

It seems that the more data we have, the more we want“. But as data volumes increase, the need for pattern matching, simulation, and predictive analytics technologies become more crucial. Engines that can automatically sift through the growing mass of data, identify issues or opportunities, and even take automated action to capitalize on those findings will be a necessity.

An often overlooked benefit is an increase in the volume of analysis. After the process is automated, employees find out how easy it is to analyze the data. So they start doing it more frequently. Where before it was only done when absolutely necessary (if at all), now it becomes a routine part of their Jobs.

Offer Personalization and Customization:

Challenge your business to finally begin offering personalization and customization to both onsite and marketing creative. Work to apply analytics & segment marketing campaigns so that they address customers by name and with relevant products and offers that are based on an individual’s or group of shoppers’ stated preferences or on-site behavior.

Taking on this challenge means that the retailer’s marketing department will need to collect meaningful information about what interest shoppers and organize separate, custom campaigns around those interests.

Personalization and customization could be a significant competitive advantage in 2014.

Summary

Big data made substantial progress in 2013, especially with respect to business stakeholder engagement in the topic. But we have yet to drive widespread adoption of big data, especially from a business transformation perspective. 2014 seems like the right time to make that happen.

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