Tag: Digital Direct Marketing

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

The Curious Case of Digital Queues!!

The Curious Case of Digital Queues!!

The Curious Case of Digital Queues!!

 

It was the day of 5 August 1960, a movie called “Mughal e Azam” hit the screens.

It was released and became the reason for widespread frenzy across India. The day before bookings for the film opened, a reported crowd of 1,00,000 gathered outside the Maratha Mandir to buy tickets. Most expensive tickets at that time, were sold for ₹ 100 compared to the usual price of ₹ 1.5 per ticket. Bookings experienced major chaos, to the extent that police intervention was required. It was reported that people would wait in queues for four to five days, and would be supplied food from home through family members. Eventually, Maratha Mandir closed the bookings for three weeks.

We have seen the similar craze for various legends starting from comedian Charlie Chaplin internationally to Indian movie stars like Showman Raj Kapoor to Amitabh Bachchan of 70s when people use to keep standing in queues for catching their shows. Recently DDLJ has completed 1000 weeks in Marathi Kala Mandir.

Gone are the days of such rare blockbusters.

Now the term “blockbuster” itself has been commoditized by media not just in India but across the globe. Every comic-superhero movie with its huge budgets of marketing is termed as a blockbuster. Different analysts are utilizing different criteria to conclude this feat.

The lifestyle of this multinational generation is very dynamic. People are always in motion and don’t have time to spend three four days waiting for a movie. Poor species have only weekends to take their loved ones for the entertainment and leisure.

Even this multiplex going Gen X has many reasons to throng the theaters to catch the movie shows. The rules of the game have been changed since the last decade or so. The first week of the movie is enough to decide the fate of the movie. So there has been a transition from physical queues to the digital queues these days.

The maxim “No second chance for the first impression” holds true to describe the cinema of today

And movie critics’ columns and Internet discussion of movie buffs are agile enough to create the spoiler alerts for your weekend hangouts in every nook and corner of your digital touchpoints – Facebook, Twitter, Blogs, and News columns.

So we see the same Houseful frenzy nowadays in the initial days of movie screenings. And the E-commerce boom and e-ticketing players like BookMyShow.com has made the task of movie buffs a bit easier to handle these digital queues conveniently.

But still due to the extreme dynamism of the people, the void is there in information dissemination to the customer through direct marketing channels. People are not able to pick their favorite events and movie shows as they tend to forget the dates and timings.

Quite recently, BookMyShow.com employed quite an innovation in their digital direct marketing- RealTime Personalisation in Email. They had a series of Email campaign reminders send-outs to their registered active cinema-goers for their Wednesday cinema offer live countdown timer & PeeKay Movie campaign where they showed live seats availability for the suitable show timings within the E-mail based on user’s favourite cinema halls and past purchase history.

(Please see the BookMyShow.com –Live seats availability #Peekay campaign video https://www.youtube.com/watch?v=6b8sQaWltrQ )

The Real-time Personalisation actually enabled the dynamic content within the email based on time, device & past user-data of user at the time of open. With a use of real-time countdown timer for the said event, there is a sense of urgency which helps user in their decision making.

This has never been done on the Indian soil before, or the whole of Asia for that matter. Now the E-commerce and Online ticketing industry is quickly paying attention to this new trend. Anyways, customers and movie-goers are finally getting much-awaited value in their online ticketing experience.

So what you’re planning to do this weekend? Don’t worry real-time info is at your disposal to help you get pass the digital queue !!

(Contributed by: Mr. Gaurav Tyagi, Senior Manager- Business Development, Kenscio Digital)

Share

First Annual Digital Marketing Report-2014 released by Kenscio

With the successful completion of digital marketing survey “Kenscio Motto 2014” conducted earlier in this year, Kenscio has released an insightful, strategically analysed full length report based on the participant marketers’ responses. Titled “Futuristic Digital Marketing in India”, this report attempts to provide a comprehensive compilation of thought-provoking and action oriented insights for digital marketers.

The survey was based on a set of market-centric inputs derived from Kenscio’s vast experience of serving the digital direct marketing industry in India. After compiling and analysing the responses gathered from more than 250 marketing professionals, many surprising findings popped up out showing significant consistencies and patterns in strategic level of thoughts across industries.

 Digital Marketing Report Cover Graphics

Here is a few interesting and mentionable points:

  1. Higher number of multiple channel oriented marketing activities observed across all industries. 61% of marketers are likely to deal with multiple channels and media with proper optimization proper optimization and smarter budget allocations.
  2. Retention strategy shows a uniform pattern, more than 59% marketers focus on conversions factor, i.e. converting non-buyer and one time buyer to regular purchasers. 35% marketers prefer brand loyalty as a more important factor.
  3. As far as spending pattern across various media channels is concerned, 76% invest in social media followed by Electronic direct marketing (57%)
  4. For maximum client acquisition, both social media and Email marketing receives similar preference (69% in both).
  5. 39% of marketers associated with Advertising/Digital Marketing industry prefer Real Time content personalisation as one important aspect of customer acquisition strategy.

The report has also elucidated key actionable points based on the observations. Moreover, it has extrapolated its findings by revealing some interesting facts from three industries and their marketing strategies including Digital Marketing/Advertising, Online Portal and E-commerce Industry in India.

It is mentionable that around 33% of total participants belong to top level of management hierarchy (Founder, CEO, VP, AVP, and Director etc.) and 54% belong to Mid-level management.

To download the complete report, please click here.

 

Share

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).

Share

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

 

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

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.

Share

A fresh new kenscio.com

Grey matter is brooding at Kenscio as it gears up for 2012. Kenscio today released their updated website (www.kenscio.com). Compared to the previous and relatively simpler version; the latest website covers almost the full spectrum of services and capabilities of Kenscio. The company exhibits its true strengths as a Digital Direct Marketing solutions and services provider; through its cutting edge technological capabilities, arsenal of flexible integration and automation options, & more importantly its consulting and strategy solutions to help enterprises make the most out of their email marketing efforts.

Kenscio.com also talks about its unique list hygiene tool that is capable of running a variety of checks to verify the authenticity of email lists. What’s more, there are talks about a unique set of services for enterprises to help efficiently manage their social media marketing efforts.

At Kenscio this is the onset of lot more positive changes to come in future. These will be continuos efforts that will manifest as their efforts towards becoming: the most customer centric digital direct marketing solutions & services provider for Enterprises in India, and soon abroad.

So why not pay a visit and share what you feel?

www.kenscio.com

 

Share

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