Philosophy

“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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Digital Direct Marketing without Insights and Actions

“Action without insight and insight without action mean nothing to a marketer.”

Kenscio’s Digital Direct Marketing Solutions Suite enables marketers to use the customer demographics, transactions, and web behavior across all of digital and offline channels to derive powerful insights for actionable acquisition, engagement and retention strategies.
Watch the video to know more.

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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.

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“It is not always about what you have to say or sell,”Saurav Patnaik, Co-founder and VP Marketing, Kenscio

Digital Direct Marketing has emerged to become among the more cost-effective, efficient, real-time marketing channels, challenging the traditional methods of customer contact. Marketers are increasingly demanding e-execution capabilities within their marketing toolkit as this medium provides them a direct, personal, interactive and measurable customer communication capability. Digital marketers are slowly waking up to the fact that more than 50% of the online population in India is spending time on emails compared to 18% – 25% , who spend their time searching for information, and companies and brands would be able to reach out effectively to a significant percentage of their customers through this channel.

Founded in June 2009, Kenscio (earlier known as Sprinklr India), identified the opportunity and built a niche focus in the fast growing market for Digital Direct Marketing. From go to market strategy to acquisition to engagement, Kenscio’s solution spectrum covers the entire customer life cycle spectrum from a DDM perspective and its service portfolio includes email marketing products and services. The name Kenscio is derived from Ken and Social graph of consumers, Ken means understanding and knowledge and Kenscio stands for the strength of understanding the social graph of the audience of their clients.

We at YourStory.in, caught up with Saurav Patnaik, Co-Founder & VP, Marketing, a digital marketing expert who has handled mandates for some of India’ s most reputed brands like Hero Honda, Coca cola, India Today, CII, Virgin Mobile, Nestle and many more. Saurav talks about the Digital marketing space in India today, how startups can utilize it effectively and how it continues to serve a significant purpose. Read on for more!

There are many companies in the digital marketing space. What makes Kenscio different?
Yes there are a lot of companies in this space; so when we started the organization we had a clear focus on why we wanted to do this.  India has been very mass media heavy and as the competition of the brands increased, the need of one on one communication was becoming a true challenge. We believe that in today’s world when a user has already realized the power he possesses, it is important that brands also get assistance to address them. Kenscio focuses on that particular piece of one on one communication and specializes in it. We believe that the only way we can be successful is if our clients are successful- our relationship managers are called Client Success managers. This kind of commitment and specialization makes us stand apart. Kenscio’s client portfolio has grown by 10 times and its email volume by 15 times to 100 million plus emails every month. This commitment has also helped us win the Top 100 Red Herring Asia award

Being one of the first few companies in this space, what are the challenges you faced?
As I had mentioned earlier that India is mass media heavy, we had to face a lot of challenges, as we wanted to change the status quo. Every marketer was interested in only looking at trying to get in touch with as many people as possible and not considering identifying their buzz epicenters or people who have the affinity to consume their communication. Today, a lot of our clients who have kept their patience are enjoying much larger businesses that they could only dream of via their existing customer base. In order to reach this, we worked really hard to educate and assist enterprises at all levels to understand how communication affinity works and how it can be used in marketing- basically focusing on profit making rather than chasing an undefined growth.

What is your business model?
Ours is an agency model where we assist the clients to achieve success in their digital direct marketing initiative and we charge them for consulting and services.

What is your marketing strategy? What is the size of the market you are targeting and how do you think the market will pan out in the near future?
As we call our strategy team as Client Success Team, it is very clear that we want more successful clients and grow with them. The total market size is around Rs 250 Crores as of now and we wish to cater to all the clients and prospective clients who share our belief of empowering their customers and being a part of their success. The market is going to see a vast expansion as the number of end users is only going to increase.  However, there is going to be a big dearth of specialized work force, so there are a lot of opportunities for the youth to grow fast in their marketing career if they choose digital marketing as a specialization.

Any specific trends you’ve noticed in the digital marketing space?
The marketer is much more mature today; and to a great extent has the clarity in terms of the business objectives he has to meet via the digital medium. Clients are asking for higher levels of professional services and are ready to invest in intelligence rather than just shooting emails. They want to marry the backend data with consumer insight to have more impactful communication. Today, they are asking how they can focus on Revenue per user to understand and utilize it for cross promotion and up-selling.

What advice/tips would you give to startups looking to market via digital media?
This medium is just like any other medium; it is just that the end user is very mature and you must respect it. It is not always about what you have to say or sell but its more about why they should believe you and trust you. You figure that out, a big part of the battle is taken care of.

Future plans.
We have recently announced expansion of our operations in the country with larger facilities in New Delhi, Mumbai and Bangalore.  These bigger facilities will meet the increasing customer demand and support the rapidly evolving market in India. Indeed, the market has identified Kenscio as a leader in strategy, consulting and professional services in this particular niche. Soon we are planning to expand in Australia as well.
As a part of this expansion plan, Mr. Hemal Patel, Director, Data Services has joined its Mumbai operations. With our stronger presence and expanding teams, we are dedicated to get the best talent on board in terms of strategists, retailists etc, to provide support to customers across India.
We have taken a very close look at the Indian economy and the marketing industry and we foresee a great need of a database marketing product which will suit this kind of quo.

Original article posted at yourstory.in

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