In my previous post on Mobile Devices, I mentioned about Static IP addresses for all mobile, hand held or electronic devices, talking to each other over wireless networks.
So a question crossed my mind, is there a need for Mobile Information companies like Alexa.com (web information company).
Not just that, in today's world, when there are so many email service providers like ExactTarget, VerticalResponse, SubscriberMail, vTrenz, Bronto, Silverpop, Strongmail and many more...we are headed for mobile mail delivery providers as well as mobile content delivery providers.
In Email delivery, one of the key challenge is ensuring the mail doesn't go to the SPAM box, which depends on a lot of things, most importantly the reputation of the service provider. Websites like http://www.senderscore.org/ provide email vendor's reputation with various ISPs and give a score which says how well recepted a specific IP address of a specific vendor is.
With Mobile Marketing Association getting more and more active in recent times, they have now laid down the guidelines for Mobile marketing in various regions. I see a need for a mobile information companies which will be monitoring the Mobile Carriers and Mobile VAS operators for delivering the content on the mobile phones and will give a credibility rating suggesting if the incoming messages are being blocked by a user.
Well, till now call barring is what I am aware of. However, as we go forward, with more and more marketers tending to leverage mobile media for marketing, there need to be some controlling guidelines put into place. Does this gives rise to Mobile Information Company?
Do share your comments about the same...
Monday, December 31, 2007
Saturday, December 29, 2007
Will Google Android dictate 2008 mobile strategy? 2008 Mobiles from Nokia, Apple, LG, Samsung, Moto, Sony
2008 would be an interesting year for mobile phones as New Generation Phones with ARTistic and Designer instincts seamessly integrated, with WiMAX, 3G and Software driven phones will be taking over the old rut.
1. Google Android
Surprised? The much rumored G-Phone never materialized, but in its place we were given Google Android, not a physical phone, but an operating system to rival heavyweights like Symbian and Windows Mobile. While many were disappointed not to see a shiny new piece of hardware to go face to face with the iPhone, for true mobile lovers Android represents something just as exciting. Seamless integration with Google’s maps, email, search and countless other applications, and an open source platform for developers to create their own mobile software. There’s even a million dollars worth of prize money for the best creations, as Google look to raise the bar once again. It's clear, Software is driving the hardware now.
2. 3G iPhone
The Nokia 8800 series has been one of Nokia’s most successful ranges, comfortably outselling far better equipped phones. Until you get your hands on one its difficult to understand the attraction, but up close it’s a cut above, a fabulously designed and beautifully engineered mobile phone that feels as good to use as it does to look at. The next generation of the series brings us the Nokia 8800 Arte models, and this time there’s a bit of substance behind the style, with a 3 megapixel camera, 3G and 1G of internal memory among other improvements. The Sapphire Arte even boasts a whole sapphire within the d-pad!
4. Samsung Armani phone
Following the arrival of Prada, Dolce & Gabbana, Levis and Tag Heuer onto the mobile scene it was surely only a matter of time before Armani followed suit. The Armani phone, designed in partnership with Samsung and also known as the Samsung P520 bears an unmistakable resemblance to the LG Prada phone with its black exterior, square frame and touch-screen interface, but its clearly a classy little number and we can’t wait to get our hands on it
5. Nokia 3110 Evolve
Nokia have been keen to display their green credentials of late, and at the forefront of this comes the Nokia 3110 Evolve, a phone for the environmentally aware. It’s a smart looking phone in silver and black, lightweight and slender, with a 1.4 megapixel camera and EDGE connectivity, but its the materials that have gone into the production of the Evolve that stand it apart from other phones. The casing, dubbed the ‘Bio-cover’ is made from 50% renewable materials, the packaging from 60% recyclable material and Nokia’s most efficient ever charger will make its users glow green with pride!
6. Sony Ericsson W890i
What! Another walkman phone! Surely not. Ok, it might not sound like the most interesting development in the world, but read on, the W890i is sure to turn a few heads. It’s the replacement for the ultra-cool, ultra-thin W880i, and it builds on the success of that handset by adding some mouthwatering features. The W890i is an HSDPA phone and also has a 3 megapixel camera, and is still only 9.9mm thick. Not bad when the iPhone stripped of 3G to shave off a few millimeters!
The Samsung F250 should be with us in early 2008 and looks like being an impressive addition to Samsung’s already extensive list of stylish slider phones. The F250 has a mirror-finish fascia and a brushed-metal keypad that recalls the Ultra range. The features aren’t outstanding, but it looks like being competitively priced.
9. Sony Ericsson P5i
The Sony Ericsson P5i is at this stage just a rumour, but its a good rumour so deserving of its place in this list! If reports are true then we’re looking at a 5 megapixel camera phone with WiFi, GPS and HSUPA connectivity. Mid 2008 release? Watch this space…
1. Google Android
Surprised? The much rumored G-Phone never materialized, but in its place we were given Google Android, not a physical phone, but an operating system to rival heavyweights like Symbian and Windows Mobile. While many were disappointed not to see a shiny new piece of hardware to go face to face with the iPhone, for true mobile lovers Android represents something just as exciting. Seamless integration with Google’s maps, email, search and countless other applications, and an open source platform for developers to create their own mobile software. There’s even a million dollars worth of prize money for the best creations, as Google look to raise the bar once again. It's clear, Software is driving the hardware now.2. 3G iPhone
Despite its enormous hype, the iPhone has been underwhelming in its assault on the UK mobile scene. Perhaps people have been put off by the exorbitant price, maybe its the lack of true USPs, either way, it’s fully expected that a second generation iPhone will be with us sooner rather than later, and this one will be equipped with 3G connectivity. It was a big disappointment not to see 3G on the original model, severely undermining the product’s excellent safari browser and touchscreen interface, but a Mk II iPhone should be enough to appease some doubters. The rumoured price drop might swing a few floating voters as well.
3. Nokia 8800 Arte series
The Nokia 8800 series has been one of Nokia’s most successful ranges, comfortably outselling far better equipped phones. Until you get your hands on one its difficult to understand the attraction, but up close it’s a cut above, a fabulously designed and beautifully engineered mobile phone that feels as good to use as it does to look at. The next generation of the series brings us the Nokia 8800 Arte models, and this time there’s a bit of substance behind the style, with a 3 megapixel camera, 3G and 1G of internal memory among other improvements. The Sapphire Arte even boasts a whole sapphire within the d-pad!4. Samsung Armani phone
Following the arrival of Prada, Dolce & Gabbana, Levis and Tag Heuer onto the mobile scene it was surely only a matter of time before Armani followed suit. The Armani phone, designed in partnership with Samsung and also known as the Samsung P520 bears an unmistakable resemblance to the LG Prada phone with its black exterior, square frame and touch-screen interface, but its clearly a classy little number and we can’t wait to get our hands on it5. Nokia 3110 Evolve
Nokia have been keen to display their green credentials of late, and at the forefront of this comes the Nokia 3110 Evolve, a phone for the environmentally aware. It’s a smart looking phone in silver and black, lightweight and slender, with a 1.4 megapixel camera and EDGE connectivity, but its the materials that have gone into the production of the Evolve that stand it apart from other phones. The casing, dubbed the ‘Bio-cover’ is made from 50% renewable materials, the packaging from 60% recyclable material and Nokia’s most efficient ever charger will make its users glow green with pride!6. Sony Ericsson W890i
What! Another walkman phone! Surely not. Ok, it might not sound like the most interesting development in the world, but read on, the W890i is sure to turn a few heads. It’s the replacement for the ultra-cool, ultra-thin W880i, and it builds on the success of that handset by adding some mouthwatering features. The W890i is an HSDPA phone and also has a 3 megapixel camera, and is still only 9.9mm thick. Not bad when the iPhone stripped of 3G to shave off a few millimeters!7. Tag Heuer phone
The Tag phone has been on the cards for a long time now, but an announcement in November suggests a release is imminent. French design house Modelabs are working on the design and the word is that we’ll see a product in the second half of 2008. But is it a watch or it is a phone?!!
8. Samsung F250
The Tag phone has been on the cards for a long time now, but an announcement in November suggests a release is imminent. French design house Modelabs are working on the design and the word is that we’ll see a product in the second half of 2008. But is it a watch or it is a phone?!!8. Samsung F250
The Samsung F250 should be with us in early 2008 and looks like being an impressive addition to Samsung’s already extensive list of stylish slider phones. The F250 has a mirror-finish fascia and a brushed-metal keypad that recalls the Ultra range. The features aren’t outstanding, but it looks like being competitively priced.9. Sony Ericsson P5i
The Sony Ericsson P5i is at this stage just a rumour, but its a good rumour so deserving of its place in this list! If reports are true then we’re looking at a 5 megapixel camera phone with WiFi, GPS and HSUPA connectivity. Mid 2008 release? Watch this space… 10. Motorola and Nokia WiMax phones
It has long been reported that Motorola and Nokia have targeted 2008 as the year to market their first Wimax phones, handsets that would be able to connect to citywide WiFi networks, and potentially to massively bring down the cost of mobile internet surfing for the average user.
It has long been reported that Motorola and Nokia have targeted 2008 as the year to market their first Wimax phones, handsets that would be able to connect to citywide WiFi networks, and potentially to massively bring down the cost of mobile internet surfing for the average user.* content help from ... http://www.dialaphone.co.uk/blog/?p=942
Friday, December 28, 2007
What's the Future Series Part 3 - Mobile Devices
Last week, I was sitting with my ex-colleagues from National Instruments when we started discussing where the world is headed to in terms of new business opportunities in IT and Web technologies and more...
Interestingly hand-held, wireless devices and online portals became the key discussion topics. Though, we discussed more about how computing is moving online and how just a TCP/IP enabled platform will become a single standard for information, computing and sales (this was under the light that IPV6 standards will provide over 300 Billion static IP addresses to any mobile, wireless, wired and electronic instruments). This should be enough to take care of the 6 billion population of the world for coming 50 years, I guess.
During this discussion, I was thinking about how our behaviour changes towards technology and I recollected some memories from my college days. There was a time when I presented 2 techhnical papers on M-Commerce and Holographic storage devices. M-Commerce basically mean purchasing things on mobiles and holographic storage means storing Terra Bytes of data on 3D holograms. 7-years back the audience was more amused and intrigued on my papers. Though they might be buying their next movie ticket on mobiles today. Anyways, I am happy that my thinking 7-years back is tied well with reality today.
Now, the Future of marketing, which I see is definitely going to be Marketing through the Mobile Channel or the “Mobile Marketing”. With Blackberry's becoming more and more common and Nokia standardizing its business phone, E-series, with Mobile content management and Mobile Value Added Services companies growing over 200% annually, with email marketing providers thrusting on the mobile friendly content, it's not going to be long when revenue source for companies start showing "through Mobile" as a constant field in their reporting.
Mobile marketing (MM) consists of a unique, complex, mix of technologies, business skills, and marketing expertise. It is a child born of the Internet revolution, and it is critical that today’s marketers grasp its significance. It is one of the first new channels to arise in over 50 years, and will quickly become a primary means of reaching out to our customers.
The reliance on mobile phones is increasing rapidly, and considering the Indian markets which has shown enormous growth, for consumption of these services, it's obvious that some of the world's largest players are investing heavily in India. In fact, there are now more mobile phone subscribers in the world (2.4 billion)*, than there are landline phones subscribers. The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. Worldwide over 350 billion text messages, also known as “SMS Messages,” are exchanged across the world’s mobile networks every month, with over 15% of these messages, according to the Yankee Group, being classified as commercial, or marketing, messages.
*GSM Association, http://www.gsmworld.com/
An interesting mobile marketing ecosystem has emerged according to MMA, aptly depicted by the image below:-
Interestingly hand-held, wireless devices and online portals became the key discussion topics. Though, we discussed more about how computing is moving online and how just a TCP/IP enabled platform will become a single standard for information, computing and sales (this was under the light that IPV6 standards will provide over 300 Billion static IP addresses to any mobile, wireless, wired and electronic instruments). This should be enough to take care of the 6 billion population of the world for coming 50 years, I guess.
During this discussion, I was thinking about how our behaviour changes towards technology and I recollected some memories from my college days. There was a time when I presented 2 techhnical papers on M-Commerce and Holographic storage devices. M-Commerce basically mean purchasing things on mobiles and holographic storage means storing Terra Bytes of data on 3D holograms. 7-years back the audience was more amused and intrigued on my papers. Though they might be buying their next movie ticket on mobiles today. Anyways, I am happy that my thinking 7-years back is tied well with reality today.
Now, the Future of marketing, which I see is definitely going to be Marketing through the Mobile Channel or the “Mobile Marketing”. With Blackberry's becoming more and more common and Nokia standardizing its business phone, E-series, with Mobile content management and Mobile Value Added Services companies growing over 200% annually, with email marketing providers thrusting on the mobile friendly content, it's not going to be long when revenue source for companies start showing "through Mobile" as a constant field in their reporting.
Mobile marketing (MM) consists of a unique, complex, mix of technologies, business skills, and marketing expertise. It is a child born of the Internet revolution, and it is critical that today’s marketers grasp its significance. It is one of the first new channels to arise in over 50 years, and will quickly become a primary means of reaching out to our customers.
The reliance on mobile phones is increasing rapidly, and considering the Indian markets which has shown enormous growth, for consumption of these services, it's obvious that some of the world's largest players are investing heavily in India. In fact, there are now more mobile phone subscribers in the world (2.4 billion)*, than there are landline phones subscribers. The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. Worldwide over 350 billion text messages, also known as “SMS Messages,” are exchanged across the world’s mobile networks every month, with over 15% of these messages, according to the Yankee Group, being classified as commercial, or marketing, messages.
*GSM Association, http://www.gsmworld.com/
An interesting mobile marketing ecosystem has emerged according to MMA, aptly depicted by the image below:-
The Mobile Marketing Ecosystem is comprised of 4 interconnecting strategic spheres–Product & Services (brands, content owners and marketing agencies), Applications (discrete application providers and mobile ASPs), Connection (aggregators and wireless operators), and Media and Retail (media properties, “brick ‘n’ mortar” and virtual retail stores). Various enablers provide the foundation for each particular sphere. Players within these spheres work in concert to deliver a rich experience to consumers. The Mobile Channel Value Chain is the path by which the actual mobile communication and interactivity takes place between the Product & Services Sphere and mobile subscribers (consumers), however, consumer demand must first be established. To create this demand, products, services, events, and content programs are promoted through the Media and Retail Sphere’s various traditional channels.
An interesting report in 2005, Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network, by Micheal Becker, CTO, iLoop Mobile explains this ecosystem very well.
Another interesting thing which you might be thinking of is how these SMS campaigns are managed? How companies like Yellow Pages is able to send instant SMSes to you with the information you requested or how while Voting for your popular candidates on a Indian Idol show gets collected by the marketeers? Or may be how your SMSes for Contests on your favourite FM channel makes you win that hamper? Well this is because of the rise of mobile Value Added Service providers eg. On Mobile, IMIMobile, One97 to name a few in India.
With competition starting to take-off in this category, more and more marketeers will be moving to these channels. Also, these VAS providers would need to gear-up for the futue of customer centric services. They will have to look much ahead of a demand to be created and will have to be Agile enough to get such demands fulfilled even before the customers ask for it. So essentially, the strategy would be to create a Think Tank or Pool of Ideas on proactive basis, to keep differentiating the offerings before the competition does.
A WIDE-OPEN eye along with a keen tap on the market movement, will help them to remain ahead in competition. With companies like Reliance, who would want to have the entire ecosystem under their nose, it would only become more and more challenging for these VAS operators to sustain. With sustenance based on VCs, its always a continuous sword on the head, to overperform and post more and more profits. Though innovation and proactive behaviour might ask for diverging away from profits in certain business quarters. Also, this can even spur another consolidation wave where we can see some more mergers and acquisitions.
Tuesday, December 25, 2007
Yercaud - A perfect weekend getaway!
In search of weekend getaway? - A certain getaway...
Recently I visited Yercaud. It's a hill station approx 30 kms up-hill from Salem city (known for its steel), in Tamil Nadu, India, in the Servarayan range (anglicized as Shevaroys) of hills in the Eastern Ghats. It is at an altitude of 1,500 metres (4,920 feet) MSL. The town gets its name from the lake located at its center - in Tamil "Yeri" means "lake" and "Kaadu" means "forest". Just a 5 hour (220km) drive from busy Bangalore, Yercaud is a definitive Relaxing retreat!. If you are looking for holidays away from Bangalore, resorts outside Bangalore or resorts away from Bangalore, your next weekend getaway from Bangalore, places to visit near Bangalore, places to visit near Chennai, resorts near Chennai etc, this is a must visit place or the right tourist destination near to Bangalore and Chennai.
It's a perfect tourist destination, just 200 km near Bangalore, for people (like me) who are looking for a calm and relaxing holiday or even if someone is looking for some adventure like trekking (in a forest), rock climbing (near kiliyur falls) etc.
How to reach yercaud from Bangalore?
The journey or route to yercaud is something like this…I left Bangalore at 7.30 Am driving towards Hosur road and reached Yercaud around 1 PM. From Bangalore you take the Hosur road, drive on to Hosur (approx 38 kms). The next destination, Krishnagiri Bypass is approx 86 kms from Bangalore. The highway to Krishnagiri is perfect and you can safely speed up to 120-140 kmph. From Krishnagiri you head straight to Dharmapuri (135 Kms) and then to Omalur (186 kms). At the 4 Lane point you have to take the extreme left and you should reach Salem city. You have to take the extreme left again at the 5 lane junction and that road reaches another circle (on right hand side is a petrol pump) from where you again have to take the left turn. You would then be heading towards the ghat section (hilly area of almost 30 kms). You won’t feel alone with groups of monkeys greeting you on your way. A cautious uphill drive will take you 25-40 mins to reach Yercaud.
The interesting Hair Pin Bends, all 20 of them will check your driving skills and keep you busy going uphill. The villagers are helpful, they will guide you in case you feel lost. The town closes at 6 PM. There is not much activity after 7 PM and it gets dark by then too. So you better plan on reaching before 6 PM and try to check into your hotel.
Where to stay?
Where to stay?
Grand Palace gave me almost everything I needed. Very well situated on the top of a hill, over looking the city, this place is a scenic grandeur. It hosts a nice restaurant, Yercaud's best Pub (Cloud 9), nice comfortable rooms, party hall and above all a superb location with a view of the valley on one side and the lake and city on the other. A very prompt staff always ready to help and give the best service to the guests, this place offers a variety of good food. A large, sumptuous breakfast in bed is something which will drive you to revisit and enjoy your stay.
Well, WHY would you want to go to a hill station? Prime reason is to get away from the city's busy life...some peaceful place where you can relax, be close to nature and enjoy your time. (at least mine was this)
A short video of the entrance...
Being relatively new, it has a plush, modern feel about it. Overall you will enjoy its eye-soothing beauty, evening bonfire, comfortable rooms and prompt service, apt location (near lake and falls), good food, exciting pub (Cloud 9), plush lawns, grand front entry, relaxing seats at the back peeping into valley, large windows peeping over the lake and city,and much more. I emphasized so much on the hotel because there is not much else to do in Yercaud, than enjoying your stay at the hotel and visiting the few sight seeing spots around town.
Places to go around:
This small town with a population of less than 5000 people (approx) is like a tourist haven. Some places to visit in Yercaud are The Yercaud Lake, Lady's Seat, Gent's Seat, Children's Seat (scenic view points), A rose and horticulture garden, Pagoda Point, perfume factory, Kiliyur Falls, Rajarajeshwari temple, and of course the general beauty of the place is unmistakable. You can visit some of the other resorts and enjoy the soothing massages or a sauna bath they have to offer.
The approach to Kiliyur falls is a little mystery. You have a clear view of the waterfall from the top. However, when you start trekking and go down the steep and rocky path, you will have to do some rock climbing to actually get near to the falls. A little unsafe if you are not a regular trekker. But its as close to nature as your trip to Yercaud can get.
Lucky Husbands and unmarried Men would want to Visit this place.
It’s a husband’s paradise as there are no shopping avenues available. However women always beat men when it comes to shopping, and the lucky ones will not miss the Shevaroy's Supermarket taking care of all your needs.. Shevaroy's also has a children's game parlor which though a little old now, will keep your children occupied and ensure they have an enjoyable time.
Even women too...
Well, women can look forward to staying in bed and getting served breakast, and the soiled plates getting done automatically. You must visit the quaint little shop in Grange resorts with its host of interesting knick-knacks and the few outlets selling perfumes & oils & spices. And your husband would be too busy sleeping, so you can enjoy time-off without him asking to do anything for him.
Ending note...
During my visit I noticed the life of people there was very relaxed, they were happy and healthy. Also the stark absence of traffic and absence of rush, to get to places, to get things done unlike Bangalore or any other large city, left me wondering why are we running so much and for what?
Wednesday, December 19, 2007
What’s The Future - Series | Part - 2 - PUSH/PULL Marketing is DEAD ? And 4Rs of Marketing
PUSH Marketing is DEAD(?) PULL marketing is Dead too(?)-4Rs of Marketing
According to a recent survey on advertising messages through various media, on an average working day where you travel in the morning to your office, spend a full day in office to the time you go back and sleep after watching your favorite TV channel in the evening, you are most probably going to be targeted by approx. 3000 marketing messages.
Knowingly or not, you get subjected to these messages in forms of Billboards, Radio Jingles, TV ads, Online banners, Emails, etc. These can be friendly, unfriendly, solicited, unsolicited, relevant, irrelevant messages which you would have to go through. Almost all the marketing messages come through well crafted marketing campaigns where a huge amount of time and money is spent.
However, how many of them have the “Engagement Value” perceived for the targeted audience?
According to the Economist Intelligence Unit's survey report, of sales and marketing executives worldwide, more than 80% of the executives believe that they lost the sales because they couldn’t engage their prospect enough to get them interested to buy. While it is challenging to engage prospects in the communication process, marketers are using newer techniques on their websites like, videos and rich media to engage their audience. However, the report says 47% of respondents suggested that it’s really difficult to measure how the engagement mechanism affected the purchase behavior, among the gamut of activities in the engagement process.
If it was 1950, it would have been easier to get someone to endorse the product and broadcast the message to everyone. This PUSHing the message technique worked, when people had no clue about their personal choice of “media” and their choice of “time” to access that media. However, this pushing the message across has created the biggest challenge for the marketers of this age where we have to become over cautious to choose:
- 4 Ws of marketing
• what to market?
• whom to market?
• when to market?
• which media to market through?
not only these Ws, but also how often to market.
In today’s world, consumers are essentially the sellers too. People turn to existing customers to influence their own buying behavior. So pushing the message out is completely DEAD. Is that a conclusion? PUSH marketing is really Dead? YES and NO.
YES – You can’t expect the sales through pushing the message out.
NO – You can still expect the sales through pushing the right message out.
NO contd.: - Right message defined – So, now we know, that people are buying based on other consumer’s opinions, so let’s push the other people’s opinion crafted in the manner we want, to the consumer and help them make that buying decision. The right message is the message which has the engagement value, an existing customer’s voice and a perceived need, buying urgency and a definitive benefit in it.
Is pull marketing Dead? - Yes and NO
Yes - When everyone tries to pull the customers/prospects, then you don't know if your pull worked or not.
No - Definitely the pull marketing is the future however, customer centric behviour with the following 4 Rs approach definitely can be a great marketing strategy of Future!
A complete Paradigm Shift
4Ps --> 4 Rs
Dictating --> Listening
Researching --> Understanding through analytics
Push --> Community opinion building
Broadcasting --> Interest based Targeting
Recently I saw a presentation from Matt Langie on 4 Rs of marketing. The basic idea is as follows:
4Ps of marketing – Product, Price, Place, Promotion used to take prospects from the buying cycle moving from Awareness, Interest, Desire and Action. However, in today’s world of marketing, consumers are interested in listening to the crowds or their closed group while making a buying decision.
This has lead to the New approach of consumer centric marketing or 4 Rs of marketing - Reveal, Reward, Respect and Retain
1. Reveal – Understand your prospects and customers recent traits and past history to come up with a planned, targeted, focused, need based marketing effort.
Various tactics: -
• Monitoring unique visitors
• Online engagements
o Voting
o Surveys
o Referrals
• Referrals from other websites
2. Reward – While you gather valuable information from customers it’s essential to reward them and keep them engaged to buy more, profess more and keep them delighted.
Various Tactics: -
• Reward the customers to engage them more into your brand.
• Ask for their opinions
• Appreciate them on your online forums
• Give out some special coupons
• Give out something which they are definitely looking out for. etc.
3. Respect – A very well crafted, targeted, engaging campaign over time will build respect for your Brand. This gained respect with customers is something which will help you engage with other prospects.
While you are listening to the consumers, you are hearing what they would like just apart from your products and what values do they stand for. This is something which you can leverage to further engage with audience (customers and prospects) to further enhance the adoption.
4. Retain – Stimulate interactions with products through fun and imaginative extensions of the concept.
The basic idea is keep’em engaged.
HALT.
This brings me to a basic communication concept of networking, keeping the conversation on-going and reaping the benefits over and over again. Will talk more about it later.
CONTINUE…
A 360˚ view of the visitors or interactions:
-Listen – Survey, Onsite search, Website
-Learn – Offline Data + CRM
-Act – Email, Direct mail, Behavioral targeting
Question: How customer profiling with this 360 degree approach helps?
Answer: You can build a profile of a customer with demographics; likings etc and leverage that data for targeted marketing.
Tying it back to the Idea - Give the right information to the right audience at the right time, the way the want it and how often they want it.
To be concluded...
According to a recent survey on advertising messages through various media, on an average working day where you travel in the morning to your office, spend a full day in office to the time you go back and sleep after watching your favorite TV channel in the evening, you are most probably going to be targeted by approx. 3000 marketing messages.
Knowingly or not, you get subjected to these messages in forms of Billboards, Radio Jingles, TV ads, Online banners, Emails, etc. These can be friendly, unfriendly, solicited, unsolicited, relevant, irrelevant messages which you would have to go through. Almost all the marketing messages come through well crafted marketing campaigns where a huge amount of time and money is spent.
However, how many of them have the “Engagement Value” perceived for the targeted audience?
According to the Economist Intelligence Unit's survey report, of sales and marketing executives worldwide, more than 80% of the executives believe that they lost the sales because they couldn’t engage their prospect enough to get them interested to buy. While it is challenging to engage prospects in the communication process, marketers are using newer techniques on their websites like, videos and rich media to engage their audience. However, the report says 47% of respondents suggested that it’s really difficult to measure how the engagement mechanism affected the purchase behavior, among the gamut of activities in the engagement process.
If it was 1950, it would have been easier to get someone to endorse the product and broadcast the message to everyone. This PUSHing the message technique worked, when people had no clue about their personal choice of “media” and their choice of “time” to access that media. However, this pushing the message across has created the biggest challenge for the marketers of this age where we have to become over cautious to choose:
• what to market?
• whom to market?
• when to market?
• which media to market through?
not only these Ws, but also how often to market.
In today’s world, consumers are essentially the sellers too. People turn to existing customers to influence their own buying behavior. So pushing the message out is completely DEAD. Is that a conclusion? PUSH marketing is really Dead? YES and NO.
YES – You can’t expect the sales through pushing the message out.
NO – You can still expect the sales through pushing the right message out.
NO contd.: - Right message defined – So, now we know, that people are buying based on other consumer’s opinions, so let’s push the other people’s opinion crafted in the manner we want, to the consumer and help them make that buying decision. The right message is the message which has the engagement value, an existing customer’s voice and a perceived need, buying urgency and a definitive benefit in it.
Is pull marketing Dead? - Yes and NO
Yes - When everyone tries to pull the customers/prospects, then you don't know if your pull worked or not.
No - Definitely the pull marketing is the future however, customer centric behviour with the following 4 Rs approach definitely can be a great marketing strategy of Future!
A complete Paradigm Shift
4Ps --> 4 Rs
Dictating --> Listening
Researching --> Understanding through analytics
Push --> Community opinion building
Broadcasting --> Interest based Targeting
Recently I saw a presentation from Matt Langie on 4 Rs of marketing. The basic idea is as follows:
4Ps of marketing – Product, Price, Place, Promotion used to take prospects from the buying cycle moving from Awareness, Interest, Desire and Action. However, in today’s world of marketing, consumers are interested in listening to the crowds or their closed group while making a buying decision.
This has lead to the New approach of consumer centric marketing or 4 Rs of marketing - Reveal, Reward, Respect and Retain
1. Reveal – Understand your prospects and customers recent traits and past history to come up with a planned, targeted, focused, need based marketing effort.
Various tactics: -
• Monitoring unique visitors
• Online engagements
o Voting
o Surveys
o Referrals
• Referrals from other websites
2. Reward – While you gather valuable information from customers it’s essential to reward them and keep them engaged to buy more, profess more and keep them delighted.
Various Tactics: -
• Reward the customers to engage them more into your brand.
• Ask for their opinions
• Appreciate them on your online forums
• Give out some special coupons
• Give out something which they are definitely looking out for. etc.
3. Respect – A very well crafted, targeted, engaging campaign over time will build respect for your Brand. This gained respect with customers is something which will help you engage with other prospects.
While you are listening to the consumers, you are hearing what they would like just apart from your products and what values do they stand for. This is something which you can leverage to further engage with audience (customers and prospects) to further enhance the adoption.
4. Retain – Stimulate interactions with products through fun and imaginative extensions of the concept.
The basic idea is keep’em engaged.
HALT.
This brings me to a basic communication concept of networking, keeping the conversation on-going and reaping the benefits over and over again. Will talk more about it later.
CONTINUE…
A 360˚ view of the visitors or interactions:
-Listen – Survey, Onsite search, Website
-Learn – Offline Data + CRM
-Act – Email, Direct mail, Behavioral targeting
Question: How customer profiling with this 360 degree approach helps?
Answer: You can build a profile of a customer with demographics; likings etc and leverage that data for targeted marketing.
Tying it back to the Idea - Give the right information to the right audience at the right time, the way the want it and how often they want it.
To be concluded...
Monday, December 17, 2007
Will Middle East CFOs embrace the Strategist’s role in 2008?
Will Middle East CFOs embrace the Strategist’s role in 2008?
3rd – 4th Dec 2007, Dubai, Sheraton Dubai Creek Hotel - The end of year 2007 saw a new hope among CFOs in Middle East when naseba, working in strategic partnership with Time Magazine, CNBC Arabiya, Middle East Monitor, Capital, Business Islamica, Business Intelligence Middle East and AME Info, gathered TOP CFOs from diverse industries like Banking, FMCG, Oil and Gas, Real Estate, Construction, hospitality and retail at the CFO Strategies Mid East congress 2007.
A unique congress with it’s agenda, helping to define and grow the role of a New CFO from just being a financial controller to the strategic business partner of the CEO.
Well moderated by Jim Frederick, Senior Editor, TIME Magazine, the congress saw a series of educational presentations. Mr. Sanjay Uppal, group CFO of Emirates NBD, unfolded the new CFO agenda, emphasizing on the evolving role of the CFO as the strategist. The new evolving role was echoed by Mr. Surinder Sarna, CFO, Al Shaya group, where he laid the new CFO-CEO partnership game-plan.
Mr. Dilip Kumar, Financial head of Arab Banking Corp., emphasized on disclosures in his presentation while Mr. Andy Raheja, CFO, Al Barari group, shared his vision on the CFOs role in the boom market, while giving a great analogy on known and unknown of Boom economies quoting Donald Rumsfeld.
The CFO of Jumbo Electronics, Mr. Vipin Aggarwal, aptly representing the FMCG market in Mid East focused on emerging paradigm of risk management and Mr. Deepak Shrivastava CFO, Oman LNG, shared his views on Real Asset management in Mid East region.
While brainstorming in roundtables, CFOs saw increased emphasis on IFRS adoption, BASEL II norms as well as some voices were raised for common standards to be followed by the entire Middle Eastern organizations. While the CFOs discussed the new company economics with direct impact of globalization, diversification of businesses as well as new mergers and acquisitions becoming more prominent in the new economy, they acceded to the fact that a new evolved strategic role for them is now mandatory.
Some of the key solution providers at the congress: Global Strategy and consulting firm, Booz Allen Hamilton (BAH), Financial Markets Intelligence provider and world's foremost provider of independent credit ratings, indices, risk evaluation, Standards and Poors, Investor Services and Credit risk assessing firm, Moody’s Middle East and credit risk management solutions firm, Atradius. During the one-to-one business meetings with CFOs as well as panel discussions gave some key insights in the new Credit rating procedures in Middle East and shared new risk assessing techniques.
CFO of Aggreko International said in his concluding remarks, “A very good concept and forum for networking and building professional relationships and sharing views. I would encourage follow up and building up on this." His thoughts were re-affirmed by CFO, Le Meridien Medina, “CFO ME is a very good first step to improve the roles and responsibilities in the Middle East.”
While commenting at the venue, the congress producer, Prachi Dawar, said, “Looking at the positive outlook of attendees and the value-add the CFOs had form this, we are looking forward to repeat this activity in Middle East in 2008”
naseba
Established in 2002, naseba produces business platforms focused on re-education, networking and most importantly increasing deal-making opportunities for executive clients. With offices strategically located in 7 cities around the world, naseba employs over 250 executives from more than 30 nationalities. naseba group went public on the Paris Stock Exchange on October 5th, 2006.
3rd – 4th Dec 2007, Dubai, Sheraton Dubai Creek Hotel - The end of year 2007 saw a new hope among CFOs in Middle East when naseba, working in strategic partnership with Time Magazine, CNBC Arabiya, Middle East Monitor, Capital, Business Islamica, Business Intelligence Middle East and AME Info, gathered TOP CFOs from diverse industries like Banking, FMCG, Oil and Gas, Real Estate, Construction, hospitality and retail at the CFO Strategies Mid East congress 2007.
A unique congress with it’s agenda, helping to define and grow the role of a New CFO from just being a financial controller to the strategic business partner of the CEO.
Well moderated by Jim Frederick, Senior Editor, TIME Magazine, the congress saw a series of educational presentations. Mr. Sanjay Uppal, group CFO of Emirates NBD, unfolded the new CFO agenda, emphasizing on the evolving role of the CFO as the strategist. The new evolving role was echoed by Mr. Surinder Sarna, CFO, Al Shaya group, where he laid the new CFO-CEO partnership game-plan.
Mr. Dilip Kumar, Financial head of Arab Banking Corp., emphasized on disclosures in his presentation while Mr. Andy Raheja, CFO, Al Barari group, shared his vision on the CFOs role in the boom market, while giving a great analogy on known and unknown of Boom economies quoting Donald Rumsfeld.
The CFO of Jumbo Electronics, Mr. Vipin Aggarwal, aptly representing the FMCG market in Mid East focused on emerging paradigm of risk management and Mr. Deepak Shrivastava CFO, Oman LNG, shared his views on Real Asset management in Mid East region.
While brainstorming in roundtables, CFOs saw increased emphasis on IFRS adoption, BASEL II norms as well as some voices were raised for common standards to be followed by the entire Middle Eastern organizations. While the CFOs discussed the new company economics with direct impact of globalization, diversification of businesses as well as new mergers and acquisitions becoming more prominent in the new economy, they acceded to the fact that a new evolved strategic role for them is now mandatory.
Some of the key solution providers at the congress: Global Strategy and consulting firm, Booz Allen Hamilton (BAH), Financial Markets Intelligence provider and world's foremost provider of independent credit ratings, indices, risk evaluation, Standards and Poors, Investor Services and Credit risk assessing firm, Moody’s Middle East and credit risk management solutions firm, Atradius. During the one-to-one business meetings with CFOs as well as panel discussions gave some key insights in the new Credit rating procedures in Middle East and shared new risk assessing techniques.
CFO of Aggreko International said in his concluding remarks, “A very good concept and forum for networking and building professional relationships and sharing views. I would encourage follow up and building up on this." His thoughts were re-affirmed by CFO, Le Meridien Medina, “CFO ME is a very good first step to improve the roles and responsibilities in the Middle East.”
While commenting at the venue, the congress producer, Prachi Dawar, said, “Looking at the positive outlook of attendees and the value-add the CFOs had form this, we are looking forward to repeat this activity in Middle East in 2008”
naseba
Established in 2002, naseba produces business platforms focused on re-education, networking and most importantly increasing deal-making opportunities for executive clients. With offices strategically located in 7 cities around the world, naseba employs over 250 executives from more than 30 nationalities. naseba group went public on the Paris Stock Exchange on October 5th, 2006.
Sunday, December 16, 2007
Ironic Dubai - On verge of a Bubble Burst?
Ironic Dubai
One of the culturally progressive places in the Middle East is Dubai. The most happening business destination of today's Fortune 500 companies. For it's obvious reasons of great business opportunities like oil, retail, shipping, as well as Dubai offers progressive culture, Tax Holidays, rapid adoption of technology and a strong buying power.
Strangely, the majority population of Dubai is expatriates. The ones who are staying for long now, have been able to settle themselves, well, however, still a large working population finds it difficult to sustain in Dubai because of rising inflation rates which has led to increased living costs in all quarters of life.
Very ironic to the Country's image {rich people} a majority {expatriate} is not rich as well as they are finding it increasingly difficult with each passing day to sustain in dubai. With ever increasing traffic and living costs...makes me ponder...is Dubai on a verge of Bubble Burst?
The bubble of growth has been building....and quite a few companies in Dubai have grown over 200% annually within past 5-7 years. This constitutes a minority companies, which are service providers, auxillary products and some mainstream product companies. A rapid growth is always appreciated with worldwide investment if it's sustenance is substantiated by credit rating agencies. However, how can you trust an agency in a region where they themselves are new and there has been no system of keeping financial records and it has been primarily private, single ownership businesses.
So does this bring us to ask questions like: Is A Growth Bubble Building up in Dubai? And is this Bubble on verge of Bursting?
Is this is Myth? - With an overall economic slowdown in American markets and other surrounding regions, Middle East still offers great economic spending power?
If this is true then why is inflation affecting Dubai? And if this is a myth then my question gets more important than ever...Is Dubai really on verge of a Bubble Burst?
Not sure about the answers to my questions, though Dubai reminds me of Mumbai...a Very Cleaner and well organized version of Mumbai. The people are busy in their daily lives, running around all over the place to earn their bread and butter. And they have the same bindas spirit. Just a twist that the place is very clean. People have driving sense and they enjoy their weekends at malls, shopping, trying out new eating joints and more...
During my recent visit to Dubai, i though of getting a couple of pictures clicked in one of the busy malls...its almost like another city inside a mall...phew..enough of my rambles...and questions for the day and my dubai visit... will be back soon...
One of the culturally progressive places in the Middle East is Dubai. The most happening business destination of today's Fortune 500 companies. For it's obvious reasons of great business opportunities like oil, retail, shipping, as well as Dubai offers progressive culture, Tax Holidays, rapid adoption of technology and a strong buying power.
Strangely, the majority population of Dubai is expatriates. The ones who are staying for long now, have been able to settle themselves, well, however, still a large working population finds it difficult to sustain in Dubai because of rising inflation rates which has led to increased living costs in all quarters of life.
Very ironic to the Country's image {rich people} a majority {expatriate} is not rich as well as they are finding it increasingly difficult with each passing day to sustain in dubai. With ever increasing traffic and living costs...makes me ponder...is Dubai on a verge of Bubble Burst?
The bubble of growth has been building....and quite a few companies in Dubai have grown over 200% annually within past 5-7 years. This constitutes a minority companies, which are service providers, auxillary products and some mainstream product companies. A rapid growth is always appreciated with worldwide investment if it's sustenance is substantiated by credit rating agencies. However, how can you trust an agency in a region where they themselves are new and there has been no system of keeping financial records and it has been primarily private, single ownership businesses.
So does this bring us to ask questions like: Is A Growth Bubble Building up in Dubai? And is this Bubble on verge of Bursting?
Is this is Myth? - With an overall economic slowdown in American markets and other surrounding regions, Middle East still offers great economic spending power?
If this is true then why is inflation affecting Dubai? And if this is a myth then my question gets more important than ever...Is Dubai really on verge of a Bubble Burst?
Not sure about the answers to my questions, though Dubai reminds me of Mumbai...a Very Cleaner and well organized version of Mumbai. The people are busy in their daily lives, running around all over the place to earn their bread and butter. And they have the same bindas spirit. Just a twist that the place is very clean. People have driving sense and they enjoy their weekends at malls, shopping, trying out new eating joints and more...
During my recent visit to Dubai, i though of getting a couple of pictures clicked in one of the busy malls...its almost like another city inside a mall...phew..enough of my rambles...and questions for the day and my dubai visit... will be back soon...
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