Tag: digital marketing

Job Opening – Digital Marketing Manager at Kenscio Digital Marketing

Kenscio is an award-winning data-driven Digital Marketing Company. We bring technology, creativity and analytical insights together to deliver digital success for our clients.

We are looking for a Digital Marketing Manager to develop, implement, track and optimize Digital marketing campaigns across all digital channels for Kenscio and our clients.

 

Your Roles And Responsibilities:

  • Implementation, tracking and optimization of Google Adwords and other PPC campaigns with experience in at least one domain of Real Estate, Travel or eCommerce industry
  • Implement campaigns on Facebook, LinkedIn and other Social networks
  • Exposure to LeadSquared, WebEngage or similar marketing automation tool
  • The campaigns will be run for India and US clients so experience in multiple geographies will be an added benefit
  • Ensuring ongoing optimization of client websites to generate high quality traffic and conversions
  • Analyzing data from Google Analytics and other tools to increase traffic, and improve usability, design & content on the website
  • Demonstrable experience in leading and managing SEO/SEM, website and conversion optimization
  • Help in optimizing websites, landing pages working closely with development and design to improve online customer journey and conversion rates
  • Understanding of Mobile App marketing and monetization would be added benefit
  • Search Engine Optimization: Develop long term SEO strategy that enables our website to be ranked highly for all key terms that target customers  search for
    • Defining and Implementing SEO best practice for on-page content, URL structures, page title, meta-data and anchor text.
    • Get high quality backlinks using ethical SEO techniques
    • Regular monitoring of website ranking performance
    • Identifying keywords with low difficulty to gain significant traffic.
  • Develop search engine marketing campaigns key focus will be on strategy development, execution and optimization
  • Developing digital strategies and consumer insight for new user and existing user base
  • Ensure thorough usage of analytics and maintain a data-driven approach to marketing.
  • Develop, optimize and track monthly digital marketing

 

Here Is what we need you to have

  • 3+ years of proven working experience in Digital Marketing
  • Engineering education background from a reputed college.
  • Demonstrable experience leading and managing SEO/SEM, social media and/or display advertising campaigns
  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
  • Solid knowledge of website analytics tools (e.g., Google Analytics, WebTrends)
  • Working knowledge of ad serving tools
  • Strong analytical skills and data-driven thinking
  • Up-to-date with the latest trends and best practices in online marketing and measurement

 

This is your chance to be part of an exceptional team of people to contribute to an environment where innovation and initiative are encouraged and rewarded. If you love a challenge, share our “work hard/play hard” mentality, thrive on change and continuously strive for excellence in all that you do, apply for a position with us today. When applying to hr@kenscio.com, PLEASE SUBMIT CV and a link to your portfolio.

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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

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The CMO Revolution in 2016

Over the past 3 years, than ever before, the role of CMO has been through significant change and 2016 is shaping up to be no less transformative. Marketing professionals will be pressured to deliver measurable business outcomes, driving the need to formalise the customers’ path from digital marketing engagement to purchase. The role of the CMO is changing significantly and how! While a lot has been said and written about the strategic focus required by marketing heads in 2016, here is our immersive view of the same. This reflects the thoughts and opinions of marketing leaders, analysts and industry commentators!

CMO Revolution in 2016 - Kenscio

The 5 key trends predicted to drive the role of CMO to take you through 2016:

1. Get even more tech-savvy or make the CTO your BFF

Experts agree that technical and analytical skills top the most highly needed specialisations for CMOs in 2016. If you can’t do it yourself, make the CTO your most trusted ally!!
A marketing tech officer or specialist will be someone in high demand as CMOs realise the power of tech and how it can play a part in driving forward. One would need to see how to build those technical skills internally within the organisation or recruit them. The role of data-driven marketing, automation and lifecycle programmes and other innovations lean heavily on technology. As a result, to be successful as a CMO, having an analytical and technical background is becoming increasingly important.
The CMO is an important member of the executive board and has to work closely with the CFO, CTO, and CEO. For traditional CMOs, it’s indispensable to prepare to get on top of topics such as performance marketing, business intelligence, marketing automation, and at times even be able to perform basic SQL queries.

According to global director of a marketing automation company, CMOs are investing more time and resources into technology, and will soon have larger budgets than CIOs, if they don’t have already.
In 2015 Two-thirds of marketers planned to increase their technology spend and we believe that this perfectly mirrors the expansive marketing technology landscape we envisaged. Investment in technology is reaching new heights every year, and it’s all due to the new ways in which marketing teams are adopting technologies like CRM, CMS, marketing operations automation, data management platforms, search and social measurement tools.

2. Focus on Customer-obsessed growth via a Personalised approach

The next 12 months will see the” CMO working more closely with the Data & Analytics, BI, UX & UI teams together as predictions point to a widening in the customer obsession gap, according to Forrester. Leaders will graduate toward a customer-obsessed operating model, while laggards will aimlessly push forward with flawed digital priorities and disjointed operations.

In the analyst firm’s 2016 marketing predictions report, it claimed CIOs, CMOs and customer experience leaders will rally to achieve customer-obsessed growth by adopting human-centred design and data analytics to deliver exceptional experiences.
The marketer’s nirvana is being able to personalise. Being able to market exactly to the target customer. This would require the unification of data-booth demographic and activity level – around the customer, including social media, transaction activity, website clicks, downloads and more. Unified view of the customer and being able to address the customer-empowered with this knowledge is the path to communication nirvana.

3. The growth of Mobile and Social Channels

While Traditional Digital Channels (yes there are some ! ) continue to evolve alternate channels viz. mobile & social will be far more significant in 2016. Mobile innovations continue to fuel opportunities for greater reach and better customer experiences – mobile first services & solutions are expected to continue into 2016 as customers demand a more seamless fully digital experience. In the face of this fresh mobile wave, CMOs need to have a mobile-first mind-set in order to be nimbler and agiler moving forward. Examples of this are evident in the mobile payments space as digital wallets gain traction.
Moving away from traditional marketing to digital marketing front, marketers need to think about how they start engaging across multi-channels more effectively. Addressing customers’ A-I-D-A on a mobile device alone is a lot harder, so the choice of channel is equally important hence Social Engagement.
In fact – it is advisable to create a communication strategy to be able to optimise conversion across the board and to not treat social networks, emails, SMS, calls, and other channels in an isolated manner. CMOs must get their teams to understand – Cross Device Behaviour, Unify consistent communication across touch points and measure performance as well as efficacy of each channel for each customer thereby aim to communicate with each customer in the way that they would most like to hear from the brand.

4. Evaluate a mixed Click & Brick approach

Access anywhere – anytime is what the customer expects in 2016 and the CMO has to think on those lines. Marketers in the retail space will need to embrace Omni-channel strategies if they want to face the challenges of these new behaviours. As expectations evolve when it comes to delivery – for example, the increasingly popular ‘click and collect’ option, could be an option. Some delivery examples like Tube / Underground Metro routes have been tested and worked very well in 2015.
Using Omni – channel strategies – to meet the demands of the modern consumer – enables the design of ultra-personalised and effective loyalty, as well as targeted promotions that will increase sales. There will be a strong need for marketers in the retail industry to employ substantial omnichannel and cross-channel solutions in order to meet the demands of the modern consumer. CMOs will
need to explore In-store technology & experiences that will create a seamless journey for the customer regardless of how they interact with the brand.

5. Innovate to differentiate

It’s the same target customer that every brand is targeting. How then would the CMO get his dollar to go a longer distance? Not just that. This dollar needs to work harder than and before the other guys’ does.
With all things being equal the only differentiator available is Innovation. The approach could be Disruptive, Tactical, Technical, Immersive, Omni-Channel, Multi-Channel, Traditional + Digital, Global + Local – regardless. The vital ingredient that will differentiate winners from laggards will be Innovation. CMOs need to focus on harnessing technology & channels, knowledge & information to deliver innovation. While the technology is there to complement and support existing marketing efforts, we are seeing the rate at which technology is evolving is also pushing CMOs to think, plan, engage and most importantly innovate with customers in new ways.
Partnering with leading Innovative solution providers recognised innovators and thought leaders is the ideal head start that a CMO can give his/her brands.
The New Year brings 12 months of constant change, 52 weeks of innovation, 366 days of collaboration and strongest bond yet between the Dual helix of Marketing & Technology in the DNA of the CMO. May the force be with us!!

Amit Sarna
Vice President – Client Success & Partnership
Kenscio Digital

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6 Steps to Expand your Reach with Email Marketing

The Hidden Value of Email Marketing

With so many digital marketing channels available today, some marketers fear direct marketing is losing its effectiveness. Although there are many digital marketing channels available, email marketing has proven that it is still effective and tops the list for direct marketing channel return on investment (ROI).

Email designs play a unique role. Your audience like “new” and new is co-pilot of “interesting”. Coming up with new and fresh designs can mean both smaller and larger changes. In between big redesigns, you should always be exploring small changes. Small Tweaks = Big Results. Changing around your emails to be fresh is a great email marketing strategy for engagement.

Follow these simple steps and expand your reach.

STEP 1: Following the “F” format

Emails should be designed in a particular way to maximise performance and optimise your email campaign as much as possible.

Emails should follow an “F” format. By this, I mean the text should be in the shape of an F with the most important information along the top and down the left hand side.

Why is this?

Typically, recipients follow this sort of pattern when reading, first horizontally all the way across the top of the email, then horizontally again on the secondary section of the email, following vertically down the left hand side as they scan the rest of the content.

Also, in most email providers, the preview box just shows the top left hand side unless the email is opened fully. You want to entice recipients to view the full email by making the most important and interesting information at the top on the left hand side. So, include the most important information at the top, for example impressive statistics and/or a catchy headline, and the recipient will be more likely to open it and read more.

Calls to Action (CTA)

Calls to Action or CTA’s should be included with the important text information to encourage recipients to click through. Even if they just read the headline, there should be a CTA at the top, so that, they can click through and get to the landing page.

The F pattern doesn’t just apply to emails. Eye tracking studies have found that people also read webpages in the same way.

STEP 2: Structuring email text content

Recipients often only read the top part of an email so the most important information should be placed at the top. It’s recommended having a clear and catchy headline and a sub heading to draw the recipients’ attention.

Small manageable chunks of information

The text throughout the whole email should be kept in small manageable chunks rather than long paragraphs of text, so, recipients can skim the information and pick out the most important parts. Bullet points are also useful to list the key benefits to the recipient.

Calls to Action (CTA)

At the top of the email, with the most important information, you should also include a call to action (CTA). This can be in the form of a button with commanding text e.g. “Click Here” “Buy Now” to encourage recipients to click through.

Consistency between email copy and landing page

The email should summarize the main information with call to action (CTA) for the recipient to click through to a landing page and find out more. Basically, the email is used just to draw their attention and if this does interest them, then, they can read more about it. Therefore, the message in the email should be consistent with what’s on the landing page.

Create a sense of urgency

Adding offers and deadlines encourages recipients to interact with your email much more quickly. An offer adds an incentive while a deadline increases urgency, and, hopefully these two factors will increase the amount of conversions you receive as a direct result of the email campaign.

Overall, the text should be short and to the point. Include bullet points to list the key benefits to the recipient and encourage them to click through to the landing page for more information.

STEP 3: What are calls to action and how do you use them?

Calls to action or CTA’s are used to encourage recipients to do a particular action, hence the name. They are often used in emails to promote a specific action such as “Click Here” or “Buy Now”.

CTA’s are usually in a button format. Following a button format for the CTA’s will make the button look clickable, therefore, encouraging recipients to interact. CTA button format, is usually a rounded rectangle with different 3D effect and color. A flat text link can act as a CTA, but, it should be highlighted in some way so that recipients know it’s clickable.

Use at least 3 times in an email creative

Generally, try to use CTA’s at least 3 times within an email creative. One right at the top, so even if recipients only read the headline, they can click through and get to the landing page, one just after the main information and one at the bottom.

More CTA’s can be used if it’s a longer email or if it’s a hard sell with the sole aim to get conversions. Less CTA’s can be used for short emails or if it’s an email solely for information, however it’s recommended using a CTA button at least 3 times regardless of the message.

Use commands

CTA buttons work best when the text is a command such as “Click Here”, “Buy Now”, “Find Out More” etc. Not only is it quick and catchy, it tells the recipient exactly what they need to do and encourages them to carry out that action.

STEP 4: Advantages of using alternate text (ALT text) in email marketing

Many of the largest email clients will block images by default, making it increasingly difficult to successfully market the product or service. The big hitters include Gmail, Yahoo and AOL, so the sheer volume of blocked images is huge.

These email clients will show alternate text (ALT text) as opposed to images in the email. The ALT text will serve the same purpose as the image, conveying the same message that the image would deliver. For maximum effect, ALT text should be kept short and precise and avoid elongated and unnecessary sentences.

ALT text also is also very handy if recipient is reading emails on a slower internet connection, the ALT text will be visible before the images have finished downloading. This means potential recipient won’t have to wait for the email content to become clear.

Setting ALT text for images in an HTML email is simple, you just include the text in the image tag. Be sure to include the height and width values as this determines where the ALT text will be displayed if images are disabled. There is no need to include “image of” or “graphic of” to explain the ALT text, as the reader will invariably understand there should be an image in the space.

STEP 5: How to write a great subject line

One of the key things that make recipient open your emails is the subject line. If it interests the recipient, then, it will encourage them to open the email to read more. This doesn’t mean that you write something completely unrelated to the content just because it’s funny or exciting. For example, as people will open the email, but, they might not read the unrelated content. Make sure the subject line is relevant to the content. If the subject line is related to the content, then, recipient will be opening the email, because, they are genuinely interested and want to know more.

Keep it short

The best subject lines are a maximum of around 50 characters long. This means that the full subject line will show in most inboxes. Keep to around 30 characters for the full subject line to show in mobile phone inboxes. It’s best to keep subject line to the point and simple that summarises the content of the email.

Place the most important words or brand names at the start

Even if you can keep within 50 characters, it’s a good idea to include any important words or impressive brand names at the start of the subject line, as this will catch the recipients eye and encourage them to open the email.

Include deadlines in the subject line

If there is a specific deadline on the email or the offer, include it in the subject line, as it will encourage recipients to interact with the email quicker. If there’s no urgency, then, often emails can be forgotten or a recipient might come back to open it later and will notice that the offer is now out of date.

Test your subject lines

The best way to see what subject lines work for your audience is to test them. For example, use a different subject line for each email campaign you send or split test an email campaign with 2 or 3 subject line, and then, monitor the response. Make sure all factors remain the same (e.g. send volume) and then, gather the statistics from each subject line to assess what works best. Use these findings in further campaigns to improve your open rates.

STEP 6: Best practice for designing and coding an email

Design emails so that they are 600px wide and around 900px in length. However, the length is much more flexible and can vary. An email that is 600px in width will display within the standard email viewport without the recipient having to scroll left and right to see it all.

Use inline CSS

Not all email clients support style sheets, so, inline CSS is good to use in order to make your email creative display correctly in all possible email clients. Inline CSS labels each and every cell with the style information and this will ensure 100% that every cell is styled correctly.

Make sure you use text instead of images as much as possible

Text should be used instead of images in every instance possible. For example, when using calls to action (CTA) buttons, the text should stay as text and the background should be a colour or an image. Images are blocked by default until the recipient unblocks them, whereas, text appears immediately. Therefore, text should be used to display the information as much as possible. Where images are used, they should include ALT text.

Use web safe fonts

The text that is used in emails should be a web safe font, for example Arial, Georgia, Tahoma etc. Just because there’s a font on your computer, it doesn’t mean that everyone else will also have that font. If a specific non-web safe font needs to be used, then, it would have to be an image. However, it’s advisable that you use text as much as possible.

Here’s the list of web safe fonts you should consider.

Arial, Georgia, Tahoma, Book Antiqua, Times New Roman, Courier New, Comic Sans, Helvetica, Palatino and Geneva.

Style images with “display:block; border-style:none; margin:0px;”

Ensure images are styled with “display: block; border-style: none; margin: 0px;” to guarantee that there will be no problems with how image cells are displayed. This bit of code should go within the <img style> tag.

I hope you have enjoyed this email design best practice series and also hope that it will help you create fully functional, great looking, optimised emails for your campaigns.

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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Infographics- Email Marketing: The Journey so far…

Infographics- Email Marketing: The Journey so far

 

Reference:

EmailMonday   MarketingProfs   Econsultancy

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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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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)

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Inbox by Gmail and Real Time Personalisation (RTP): A case of coincident philosophy

When  Google introduced the brand new “Inbox” recently, it took everyone by surprise. This new Email App has been widely discussed as total Reinvention of Email by Google. For Kenscio, it was a mere coincidence of philosophy that leads to innovation.

A couple of years back, the email marketing engineers at Kenscio were busy developing a unique and advanced form of Email Marketing Product based on certain foreseeable aspects of Email Marketing: Contextual, Personalised and Real-time messaging. The final outcome was ‘Real Time Personalisation’ (RTP), a product based Email Marketing platform. Launched during GOSF-2013 (The Great Online Shopping Festival by Google) Kenscio has been serving Email Marketing needs of clients across different industries with RTP.

The conjunction of philosophy behind Inbox by Google and RTP happens at multiple points:

1)      Contextualism: “Bundle” of Emails and “Highlights” in Inbox are centred around one core philosophy: Categorization based on Importance/Contexts. RTP delivers the same by providing information that are Real-time, contextual. It negates the possibility of losing out relevancy of Dynamic Content of Email by Real-time information feeding system. The content can be changed to their real-time value even after the email are delivered to users’ inbox. Consequently, they bear relevancy for a longer period of time.

2)      Personalization: With Inbox, Google has brought out the new facet of Email Marketing: Personalization. The Inbox won’t look the same for all, everyone will have different inbox with variant priority for messages. In case of RTP, as the name itself directly implies, personalisation plays a pivotal role. For example, the Application Download for mobile tabs will be different for different devices, opening the email in iPhone will highlight App Store while the same mail in an Android phone will display Google Play Store and links.

3)      Immediacy/Urgency: The thin line that connects content with the Time factor can be subtly seen in the new Inbox by Google. Reminder, Snoozer etc. are the features that demonstrate the need of auto-arrangement of content on the basis Time. The future of Email Marketing, as a matter of fact, depends on the ability of translating the relevancy of marketing contents to the language of time. On the other hand, RTP brings on the ability of addressing the time factor through dynamic Email Content. For example, the stock value mentioned in an Email of a financial company might become obsolete after a couple of hours. But RTP enables real-time update of the stock value that shows real value of the stock as per the opening time of the Email.

There are much more to RTP that have provided futuristic vision and value for Email Marketers. Such features include: Real-time Countdown timer, Inventory Status, Weather Based content, location based personalization, time based personalization, live weather feed, Image Optimizer, independent API based platform etc. All these dynamic elements form a kaleidoscopic view of a successful email marketing strategy on the horizon. As Google successfully adjusts its scope capturing a similar view with its latest Email App, don’t you think it’s a mere coincidence of different innovations driven by a similar intensity of passion and excellence?

For more information about RTP, visit www.realtimepersonalisation.com

To know more about RTP and its dynamic features, write to us info@kenscio.com

Keep tune to our blogs for latest news regarding RTP, its deployment and success.

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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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