Tag: social media marketing

Dummies’ guide to social media strategy

Diving into social media with the right strategy is like a never-ending road trip. Here are some tips

Put simply, every action you take on social networks should be a part of a larger social media marketing strategy. That means every like, tweet, reply, share and comment should all be guided by a plan and driving towards pre-determined goals.

To create a social media marketing plan from scratch, the first step is to create social media objectives and goals. As social media channels continue their meteoric rise, the push for organisations to adopt social technology increases as well.

Kenscio Social Media Service providers

Be SMART about it

Here are some common examples of goals and objectives for an organisation’s social engagement plans and how these can be tied together with its marketing plan in 2016. These objectives are S.M.A.R.T., i.e. Specific, Measurable, Attainable, Relevant, and Time-Oriented.

Goal 1: Increase market share of voice, increase reach of thought leadership content. Goal 2: Enhance brand reputation, increase engagement and brand awareness by exposing the brand to new people. Goal 3: Improve business intelligence (knowledge of prospects and clients, competitors, technology and trends). Goal 4: Improve return on marketing investment (ROMI)

The next step is to choose and prioritise your social network channels. When it comes to choosing the social media channel or platform you should utilise, follow the principle of choosing wisely. To begin, frame your evaluation of each channel or platform with the following questions: What is the unique purpose of this channel or platform? Does the channel or platform relate to my business needs? Which target audience does this channel or platform serve? How much time on this network is necessary to have the best impact?

You can also judge the value of a social network based on how well it fits your content and strategy. Here’s a helpful way of looking at it. Encourages dialogue, conversation networks: Twitter and Facebook; Business-focused networks: LinkedIn; Image-based networks: Pinterest, Instagram; Video networks: YouTube; SEO and authorship networks: Google+; Location-based networks: Foursquare

Remember to fill out your profiles completely. One of the great benefits of having a fully filled-out social media profile is that visitors know that you are serious about engaging with them. Before you publicise your presence, one must have minimum 15 to 20 posts. This helps visitors to know what type of content you’ll be posting and shows them that you’re established and invested on the channel already.

Keep talking

One must also aim for consistent posting and talk about trending topics. Respond to conversations and keep them going by responding in a way that your audience is excited to talk more, interact more. Keep it consistent and moving. Perhaps the most vital reason for participating in social media is that you get exposure to consumers, clients, prospects, industry leaders and competitors. It actually implies that there’s a wealth of information already available to you which you can incorporate into your social media marketing strategy. This is your baby step to know and explore your path wisely.

Consumers can also offer social media inspiration. How? Simply see how they respond to your promotions, notice what they like, share, tweet and why. Never forget, consumers, clients, prospects buy from those they know, like, and trust. Social media is a way to add value, boost your credibility, and build trust with ideally matched contacts. Always put relationships first because that is the basis of social media marketing. Smart selection of plans based on what your competitors are doing with their social media platforms can also play a pivotal role in your social media strategy. Do get inspired by industry leaders if you feel blank on what lies in the future of your social media strategy.

Above all, any strategy that focuses on providing value, boosting credibility and building trust can bring a paradigm transformation in terms of business excellence. Create a content plan and editorial calendar, create a content strategy. Creating a buzz around your content is essential to expanding social media reach and engagement. Your content marketing plan on social media should focus around these points. What type(s) of content do you intend to post and promote via social media, this year? How often will you post the content? Whom do you wish to target for each type of content? How will you promote the content?

A safe strategy to follow is the social media rule of thirds. One-third of your social content promotes your business, converts readers, generates profit. One-third of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses and one-third of your social content should be based on personal interactions and build your personal brand.

A social media content calendar should organise the way you curate and create content, and help develop your editorial strategy. You should also keep in mind that not all content has to be created fresh, you can get a lot of value from repurposing old content. Perhaps you have articles on your website, case studies, whitepapers, or other forms of content which can be shared using social technology.

Finally, test, evaluate and adjust your social media marketing plan. The most important thing to understand about your social media marketing plan is that it should be constantly changing. As new channels emerge, you may want to add them to your plan. As you attain goals, you may need to adjust them or find new goals for each channel.

As you scale your business, you might need to grow your social presence for different branches or countries. Rewrite your strategy to reflect your latest insight. This is a plan that is meant to change, so be flexible. As you move forward, you may discover that some tactics are not working as well as you thought they would. Try to adapt quickly and introduce the new changes to your overall strategy. An intelligent approach to apply new-edge social media tactics and an emotional approach to know what your consumers want can drive a brand, resulting in social media excellence.

KG Manjunatha is Chairman and CEO,

Kenscio Digital

The original article appeared on The Hindu Business Line.

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10 important future aspects of e-mail marketing

In a survey conducted by Kenscio, marketers’ second highest priority as a reliable marketing tool went to Email Marketing (59%), and preceded by Social Media (76%). Interestingly, Social Media Marketing has achieved overwhelming response globally within just a couple of years in contrast to more than two decades of existence since email technology was developed in early 90s. Social Media Marketing in the last couple of years has grown like no other, easily drawing the lion’s share of every marketing campaign; such has been its impact in so less time. However, it’s not that Email Marketing is lagging behind. As a matter of fact, ‘Email’ has become an integral part of day-to-day life and is too common to talk about.

Kenscio - Email Marketing Company

 

The evolution of Email Marketing is slow but it’s steady so far. But with increasing competition at a time when an active subscriber is bombarded with thousands of promotional emails in a month, the future of email marketing in terms of its usability and deliverability will depend on several aspects of its logical and technological architecture. A few important aspects demonstrate what will shape the future of email marketing.

1) Personalization: Personalization imparts a sense of purpose and warmth to Email Communications. A well personalized Email responds to subscribers based on individual behavioral attributes. The gist of ‘one-to-one communication’ in Email marketing actually lies in successful implementation of personalization tactics in emails.

2) Dynamic Content: Based on individual subscribers, email messages can be variant. This variation can be used to create dynamic content to target subscribers based on their online behaviors, past purchase behavior, email open behavior etc. Innovative approach to create dynamic content in emails can provide marketers tremendous business value in terms of reaching out right customers with right offers.

3) In-email Transactions: Email transactions by clicking in the embedded hyperlinks and re-directing subscribers to external landing page might become a history in near future. Quick transactions for special offers, purchase, form etc. can be enabled in the email body itself which will cut down the process time drastically and will make transactions hassle-free.

4) Automation and Integration with other channels: Innovative approach to integrate with newer channels/versions of platforms is one key issue faced by email marketers. The ability to work seamlessly with multiple channels can increase reliability of email marketing platforms to a great extent.

5) Open-time based customization: Intuitive approach to understand “email behavior’ can help in multiplying email effectiveness. Email open time, clicking behavior, subject lines impact etc. are essential benchmarks for marketers. They provide whole lot of informative understanding of email subscribers and their behavior. If a consumer gets a promotional email at the moment of opening the inbox in the morning, it can have a better impact than hundreds of other promotional mails remaining unread. To make it technologically viable, a data-driven approach to deploy email is the only way out. Innovation can give the further ride to success.

6) Micro-segmentation: Micro-segmentation has contributed immensely to e-commerce brands in terms of devising an appropriate targeting strategy. Different theoretical models such as Clustering, RFM Analysis, Predictive Analysis, CLV Analysis etc. play pivotal role in sharpening targeting of consumers with right messages. It will be worth-watching how email marketers take competitive advantage through synchronic Micro-segmentation and Email Marketing strategy.

7) Email Triggers: Email triggers are response based automation’s of the recipient.  Building recipient communication and engagement based workflows in an automated way creates an expected and compelling relation between the brand and the customer. By personalizing emails, the content of transactional messages can deliver greater value to customers by being contextual in communication. Optimization of images/creatives of emails based on highest clicks is one example of such email triggers. How cutting edge technology can imbibe theoretical aspect of modern day marketing like urgency and social proofing in email marketing through technological advancement in future is going to be the key to competitive advantage.

8) Mobile based approach to email marketing: Email Marketing in the last couple of decades has come a long way. Mobile has already overtaken Desktop in terms of most widely used devices to open emails. Adding to this, mobile application based approach to deliver value to customers is ubiquitous now. Synchronizing emails with such Apps is going to change the way of email interaction in mobile. Not many days are left when social buttons will include WhatsApp like button (if the email is opened in mobile) for interacting with a brand through WhatsApp.

9) Responsive Design: Besides desktop, there are dozens of different devices for opening emails. Being adaptable to each and every kind of device specific resolution is very essential to avoid distortion of designs/content of emails.

10) Innovate, Innovate and Innovate: This is the basic framework of all the points mentioned above. Email is the most reliable tool for reaching out to customers with latest news/offers/deals for a marketer. Innovation will keep email marketers moving up the learning curve. All new technologies become redundant after one point of time (we get used to it). An email marketer’s ability to keep an email fresh, live and new every time it arrives in your inbox will define whether you will open the email or not.

With these evolving advancements in context to email technology, email marketing is here to stay. Undoubtedly, innovation is key to its survival considering the increasing marketing and socializing platforms.  If wrapped by the right technology and for the right market at the right time, email marketing will continue to create ripples among the marketing fraternity and shall be regarded as one of the topmost effective means of marketing.

 

About Author:

Mr. Manjunatha KG
Founder & CEO,
Kenscio Digital Marketing Pvt. Ltd.

 

The original article appeared on dqindia.

 

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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.

 

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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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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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Digital Media Is Directly Measurable

Companies are increasingly turning to digital media marketing for marketing their brands as it is cost-effective and has maximum reach, since people spend a lot of time online. EFYTimes spoke exclusively to Manjunatha Kutarahalli, co-founder and CEO, Kenscio Digital Marketing Pvt Ltd about the scope and future of digital marketing.

What is the main difference between digital media marketing and social media marketing?

Digital media marketing is marketing using a broad set of digital media, which also includes social media. Digital Media marketing encompasses all digital media like websites, search engine optimisation (SEO), search engine marketing (SEM), video advertising, viral marketing, e-mail marketing and social media marketing.

How much have businesses started considering the seriousness and importance of social/ digital media marketing?

Businesses have understood the consumer behaviour for a long time and are using those channels where consumers are spending time, whether at home, or out of home or the places they are in or the newspapers, magazine they read, etc. As Consumer behavior and time is being spent more and more online, businesses are soon realising this and using the digital mediums (website visits, searches, e-mail, social, etc.) to reach, influence and engage with them. While in the West most of the people are online, businesses are spending more of their marketing budgets online, Indian business trend will soon follow the footsteps of Western businesses as Indian consumers are going online.

How and when was Kenscio Digital Pvt Ltd rolled out? Why the name Kenscio?

Kenscio started its roots as Sprinklr India in mid of 2009 and got its present name as Kenscio in mid of 2010, when it became a full-fledged company focusing on marketing solutions and services using digital direct mediums. It was founded by enterprising hard core experienced global digital media experts from e-mail and social background.
Ken means an expert or a guide and Scio is for social and e-mail. Hence, Kenscio was formed to assist marketers in reaching out to their customers through digital direct mediums of e-mail and social with the expert knowledge and solutions from Kenscio.

Everyone is online these days. How do you filter the right target audience? What is the most challenging task in your business?

People are getting online and spending much of the time online. Hence, businesses are trying to utilise the online medium in reaching out to them. Kenscio is focused on serving emerging high growth Internet based companies and large enterprises, which have successful digital marketing channels. The most challenging campaign for us is to get the marketers to send their campaigns to the right customer segments and measure the success by analytics beyond opens and clicks.

What is the importance of digital media marketing for SMBs? How can they leverage its benefits without spending too much?

Digital Marketing offers the most cost effective medium for SMBs, who don’t have big marketing budgets. Moreover, the digital media is directly measurable. From building a website, optimising it for Search engines, collecting the footprints of the visitors, communicating with the visitors, branding on social media sites like Facebook, Twitter, LinkedIN, YouTube and articles, case studies on blogs etc are very cost effective.
Platforms like Facebook, Twitter allow companies to set up their own marketing pages. Do you see it as diluting the effects of the medium or is it viewed as an emerging trend for the industry?
Facebook, Twitter, LinkedIN and YouTube have more than several hundred online audiences and people spend considerable time on these mediums. Hence, companies are setting up their marketing pages on these social networking sites to get the audience that are hooked to these networks and build brand engagement, recall and sales. Facebook commerce is already happening now and now companies may not need a website as they can do everything on the Facebook itself from building a microsite, getting visitors and selling stuff. This makes the SMBs to get to market quickly without spending too much.

Can you share your clients and popular campaigns that received overwhelming response?

All of our client campaigns are receiving better responses through our expert advises and better targeting. One campaign can perform better than the other campaign of the same client, as the offer is better or timelier. Hence, it is very difficult to classify in general. One of our clients, Rupeemail recently launched the first newsletter which received an overwhelming response, with a CTR (Click-through rate, a measure of clicks to opens as a percentage) in excess of 200 per cent which is phenomenal for any campaign.

Original article at efytimes.com

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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

 

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Welcome to Kenscio’s Blog

Thanks for visiting Kenscio’s official blog site. Our blog site will be presenting you with best of knowledge and information from Industry and client case studies in email and social media marketing.

Kenscio is a digital marketing solutions  and services provider. The services offered include a world class E-mail marketing platform,  List Rental services from a colossal database of 20 million, Inviter Solution, List Hygiene  Management and a world class Social CRM marketing platform.

Kenscio  is based out of Bangalore and Delhi. The company has strategic alliances  with many leading Indian Advertising Agencies. Kenscio is actuating a marketing  platform for enterprises on the social media lines. This will allow drip  marketing phenomenon into consumers’s social graph resulting in higher  conversion rates and brand interaction.

Kenscio is a success-story for everyone to be aspired  and get fascinated. It’s a story for everyone to realise the metamorphosis of a  concept transpiring into operations and to success.

Kenscio started its operations in February, 2009 and was known as Sprinklr India.

Since the time of inception, the growth has been  stupendous. In March, 2009 Kenscio started with 6 clients. The current numbers  has crossed the benchmark. In terms of client growth, the organisation has seen  a ten-fold increase.

A demonstrative increase in terms of mailing-volumes, the growth has  been 15 times.
Kenscio provides full range of services from Strategy and Consulting in email and social media marketing, account management, 24×7 support and a full service either at onsite or off-site.
For more details, visit http://www.kenscio.com
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