Tag: marketing strategy

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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How to understand consumer behavior and benefit from Multi-Channel Marketing?

In today’s world, consumers have their own preferences to various channels to interact and buy with. A channel may be a retail store, a direct visit to a website, a mail order catalog, an agent waiting to take an order on the phone after you have seen an ad on TV or heard on Radio, or direct personal communication by letter, email or text message or through a landing page served through a banner ad or social media.

The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever most appropriate channel. And understand their consumer choices of channels. An other important aim for the companies is to optimize the costs and maximize the returns knowing the behavior of their consumers, their interactions and purchases across the channels.

Delivering an integrated consumer experience across channels requires a partner who can understand the complexities of delivering the communications across the channels and the gathering intelligence gathered from the consumer’s behavior.  It would require your partner to offer a full suite of marketing services.

Kenscio today provides best in class products, solutions and expertise needed to create a successful multi-channel marketing campaign and communication strategy that connects strongly with your consumers.

You can easily integrate all your direct digital communications through email, SMS, transactional communications (for upsell, cross sell and missed opportunities), surveys, landing pages and web forms, social media marketing and automate your mult-channel marketing campaigns with the right message at the right time to the right audience through powerful segmentation and analytics based on your consumer demographics, past behavior and purchases.

 

Multi-Channel Marketing

Kenscio understands these challenges and can empower you to obtain a single view of your customers, but more so, it can also help identify the truth about your relationship with them. To learn more about our multi channel marketing services get in touch!

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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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How to survive the eCommerce bubble burst?

Already there have been quite a number of articles and open letters written about Taggle shutting their shop and what direction the existing online retailers are moving.

I was not surprised learning about the burn rates for Myntra, Snapdeal(Pluggd.in) etc. Not too sure about the margins that they make on the each sale. Considering the price of acquisitions for each customer coming in the range of Rs. 1200 to Rs. 2500, I am sure about the revenue generated by that customer must be some thing out of this world – yeah right!

ecommerce bubble burst

The Ad Networks and the Publishers are having their best sales year. Have few friends (Media Sales) who had completed their annual sales target by the end of the second quarter of this year. Dot com players have been pushing hard to earn and grow their marketing lists.

Essentially, it has been a competition among the players to get more and more buyers to register on their website. Considering the current situation every player has been able collect huge numbers. However if we look a bit deeper the calculation of revenue per user has gone for a complete toss. Loyalty towards a retailer means nothing to the consumer as everyone’s initial proposition was and is that I am cheaper than the other guy. In the greed to sell more every retailer took up more orders than they could actually deliver resulting in order cancellations, irritated customers, bad customer reviews.

Net Result – One-night stands or, sour relationships.

The price of acquisition per customer increases many fold the moment you have new customers who are irate. Because, they are not likely to shop again. They are Lost Customers.
How many orders can i fulfill ensuring customer delight in at least 90% cases? This is the math, which needs to be done each morning & not how many orders can I ship today and which ones?

If this is the scenario than maybe we are venturing a decade back when dot coms tried to “Get BIG fast” and crashed by the dozen. According to dot-com theory, an Internet company’s survival depended on expanding its customer base as rapidly as possible, even if it produced large annual losses. For instance, Google and Amazon did not see any profit in their first years. But their timing was impeccable and they made it. Both the companies also ensured Customer satisfaction, which brought loyal customers to them.

A backward calculation of the ROI expected per sale SKU can help determine the maximum cost per acquisition which can be invested. Going beyond this figure would mean eating away not only the marketing bucks but also the operational cost to ensure smoother operations.

It is also a fact that the cost per acquisition is not going to be the same at all times. Infact it is going to be lower- The primary reason being either few players would crash or dry up their marketing bucks :). As it is going to be the last man standing who shall reap the benefits of calculated spends and ensuring customer satisfaction.

Timely interventions bundled with relevant communication to the right audience are always a killer combo. Yes it does require some efforts but it pays having the right mix of Profitability and Growth.

Soon we will be posting more strategic initiatives that a marketer could take up to achieve the mix.

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