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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Cricket Fever with Kenscio’s Thermometer

Zillions of crazy Indian cricket fans were winding up their work in a Jiffy to cheer up their heroes, while we @ Kenscio were busy in developing a count-down timer in an e-mail communication to be sent by Star Sports (We call it Intimate Communication) which gives them a goose-bump with a ticking clock asking them to go home early.

With this they did not require their wife, husband, friends & families to give them a reminder. Along with Star Sports, Kenscio have done this task for them like one of their close acquaintances. We understand the urgency and we make it fine-tuned too.

With  an engaging content, Star Sports wanted their real heroes (Their consumers) to be well and advanced informed. Here is how Kenscio did the fulfillment:

Real Time Personalised Email

Real Time Personalised Email

 

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The all new Pinterest inspired Gmail’s Promotion Tab

Yes, you read that right! Gmail is reportedly making changes under the hood to transform the traditional looking rows of emails, with a sweet looking grid of images. This change only comes for the Promotions Tab, and this is what Gmail has posted in it’s official blog:

“Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”

Just to give you an idea of what this means; the new promotional tab will look like this:

instead of the existing traditional view that looks like this: 

What this means for email marketers? Well for starters, this gives you the opportunity to use creativity to entice your customers with relevant visual cues that complement your subject lines. It also allows you to highlight your brand’s logo to add recognition and authenticity. Gmail also seems to allow you to specify what promotional image to show; else it picks up an image automatically from the mailer. Marketers should not only specify what image to show but actually try to personalize that image for every single user! The brand logo though seems to be pulled through the Google+ page, if you still don’t have one you might want to get it setup immediately.

Get in touch to explore what more you can do with Gmail’s new Primary Tab, Google+, your neighbor’s annoying pet, or any other aspects of your email marketing.

 

 

 

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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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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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Gmail Inbox Issues and what you need to know

Gmail, since yesterday has been sending bug fix notifications to selected users, whose in-boxes might have experienced involuntary fits in the form of mails getting deleted or being marked as spam. It seems that the notice is only being sent to affected Gmail iOS app users, and these users have been requested to scrutinize their Spam and Trash folders.

The official Notice Says:

“You may have been impacted by a recent issue in Gmail that inadvertently caused some actions (e.g. delete, report spam) taken while viewing a message to be applied to a different message,” Google wrote. “The issue occurred between January 15 and January 22 and is now fixed.”

“We encourage you to check your Trash and Spam folders before February 14, 2014 for any items you did not intend to delete or mark as spam and move them back to your inbox,” Google wrote. “We apologize for any inconvenience.”

 

It must be noted that this bug is different from the “Plagued by emails” bug that was reported earlier this month. This specific bug would kick in when Gmail was accessed via Google search; and flood the user’s mailbox with thousands of unwanted emails. Gmail labeled this as a “Technical Glitch” and seems to have resolved this issue now.

Recommendation for Gmail Users:

If you are a Gmail user we suggest you to verify all the several tabs and folders within Gmail to make sure you don’t miss out any important communication (due to incorrect placement of emails). In case you did receive a big fix notification from Gmail; we would suggest you verify other Gmails apps (reported b Gmail to have possible issues) as well for inconsistencies:

Google Apps status screenshot

Recommendation for Marketers:

In light of such issues, we suggest marketers to reach out to their Gmail recipients, and request them to ensure their communication was not accidentally delivered to Trash or Spam. If such is the case, you should give clear and simple instructions on how your recipients can rectify this. Reach out to us, if you need help with such instructions.

 

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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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10 THINGS TO LOOK FOR IN EMAIL MARKETING IN 2014

Email will not be the same as you have been looking at it till now. With the changing technology & the changing behavior, we will see lot of new things coming up in 2014.

1. Segment of One
Segment of One
The email marketing in 2014 will be heavily driven by the individualization we can bring in to the content. The individualization will not be limited to the static demographic data. It will be a much more complex system which will derive data from demographics, transactions, web behavior, etc. The old rule used for segmentation will go away. The new era has begun, where no one is alike & everyone will fall is completely different segment.

2. Personalisation
Personalization
The content needs to be personalized to everyone based on not only the demographics, behavior, etc. but also the data which is not available while sending an email, viz. location where email was opened, time when email is opened, device used to open an email, etc. Gathering live data & personalization based on this live data will be very important. As people will be travelling more than today & will have more than single device.

3. Creativity – Images, Music, Video & More

Creativity


We email clients like Gmail caching the content, there is now no limitation on the creativity used in the content. Initially Marketers used to send low quality creative so that they load faster. Now with caching, high quality creative can also be loaded in a fraction of a second. In addition, creativity will not be limited to the images. Much more involving content like music, videos, etc. will play a very important role in email marketing.

4. Live Social Angle to Email Marketing

Social feed


Email we no longer be a boring static medium of communication. It will now be possible to see live feeds from Facebook, Twitter, etc. You can see which of your friends opened or clicked on the emails. You can also share the emails with your friends on social networks. This will also open up a new angle to email marketing which will be more fun to interact with.

5. Advanced Analytics

Advanced Analytics


Email has this awesome property to be personalized based on who is seeing it. This allows us send unique content to their inbox. More we can analyse the data, better we can understand the behavior & hence we can communicate with people in much better way. With so much of data being generated every day, analytics will play an important role in email marketing.

6. Predictive Email Marketing

Predictive Email Marketing


Gone are the days of email broadcasting. Today you have to predict what your clients want. And prediction will not be done at the group level, but at the individual level. We will see lot of tools coming up who will predict what a person is going to buy, even before that person knows it. This will really help email marketing to be more relevant.

7. Multi-channel Marketing

Multi-channel Marketing


Email marketing will be used in conjunction with many other channels in 2014. A single tool which will support many channels of marketing will be very important. The data from various channels will be used to support email marketing & vice versa.

8. Single View of Customer

Single view of customer

With so many ways to interact with the brand, having a single view of every customer will be very important. This will help marketers to understand what their customers do at various other places & take quick decisions to keep them happy.

9. Data Enhancement

Profile Enhancement


Most of the companies take only email ids to make the checkout process faster. This creates a lot of problem when we have to communicate with them. Lot of tools will come out which will help marketers understand their customers much more than what data they have. Marketers will try to find out about their customers from other data sources.

10. Responsive Design

Responsive Design


Emails will be read on Mobile devices, more than the desktop. Additionally it will be opened on any size of mobile & in any mobile client. So the email sent has to be intelligent enough to be responsive & readable on mobile.

All this will make email marketing much more interesting & relevant for the Marketers & even the recipients.

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The death of “Display all Images” and what it means for you

Last week Google took a bold step by letting images load by default (no more “Display all Images”). One might wonder why the option existed in the first place and there is (or was) a very good reason why it did.

Images used in an email message are most commonly stored at a hosting server; which serves the images on request i.e. when a reader opens the message. This mechanism however can be exploited by spammers to plant malicious code on the reader’s machine, making it a very good reason to block images from all senders by default, and letting the reader decide which ones to load.

Google claims to have found a way to close this loophole by creating a filtering layer between the reader’s machine and the image hosting server. In other words, Google will now use internal proxy servers to request for images, host these images on Google Servers and finally serve images to the customer via Google’s internal network (in case nothing fishy is returned from the original hosting server)

As a Gmail User, this means that your inbox will now load images in all messages on its own and you’ll no longer have to click on “Display all Images”. If you are an Email Marketer, the repercussions may be a slightly different.

For starters, customers will now immediately see the entire email content (and not bits of it as before), since both text and images will load automatically. This in theory should translate into a better email experience for customers and create more opportunities for marketers to further improve email engagement.

On the other hand, Google will now intercept all interaction between the customer and marketer’s server; and effectively create a layer between the marketer and the customer. As a result it will no longer be possible to identify the geographic location, device information or multiple open behaviors of customers.

While this may prevent marketers to dynamically change the email content after sending the email, it will still allow them to target customer with geographic and device friendly content. As far as basic email tracking goes; open, click and conversion tracking will continue to work as before, with an exception to tracking multiple opens, which may no longer be possible. However, this would also mean that all opens are actually tracked (and not left out if someone did not select “Display all Images”) removing the discrepancy in numbers of unique openers & clickers.

While these changes in how Google delivers emails to customers may restrict marketers; it also creates opportunities for marketers to improve engagement, by making clever use of text and images.

Get in touch with us to find how you can make the most out of engagement with Gmail based customers.

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