Direct Marketing is a marketing process where companies market to carefully targeted individual consumers with an appropriate, relevant and timely offer or message using one or more advertising media to obtain an immediate and measurable response or transaction.
Direct Marketers communicate directly with customers, often on a one-to-one,interactive basis to build and cultivate long lasting customer relationships.
Direct Marketers use detailed databases where they understand customer’s demographics, attitudes, preferences and purchasing behaviors. With this knowledge, they tailor their marketing offers and communications to the needs of narrowly defined segments or even individual buyers.
Direct Marketing is also referred to as Interactive Marketing or Database Marketing, because it is expected to be two-way communication with the customer or prospect and it is database driven, where the database contains customer demographics, attitudes, preferences and purchasing history & behavior.
Beyond brand and image building, Direct Marketers usually seek a direct, immediate, and measurable customer response. With digital advertising mediums and e-commerce websites, it is possible to effectively track and measure customer responses, if the customer looked at the offer, responded to the offer by seeking more information, visited the marketer’s e-commerce website, or placed an order, etc.
Early direct marketers used catalogs, direct mailers and telephone calls. They gathered customer names and sold goods mainly by mail and telephone. Today, with the advance in database and computer technology, direct marketers are using new marketing media – the internet. Internet provides several mechanisms - email, web advertisements and affiliated websites to drive customers to marketer’s website or stores for sales.
Aghreni Technologies with many years of building direct marketing systems and managing them are bringing the benefits of measurable marketing campaigns to marketers in India for better managing their marketing investments for generating greater sales.
To learn more about Aghreni's direct marketing solutions, visit URL http://www.aghreni.com/business_solutions_em.html
Showing posts with label digital marketing. Show all posts
Showing posts with label digital marketing. Show all posts
Tuesday, July 21, 2015
Thursday, December 11, 2014
Catch all the email marketing buzz from around the world
Email Marketing India is bringing all the buzz from the industry around the world. Initially the paper is weekly.
Have a look at the first online print.
https://paper.li/aghreni/1418302788#
Any comments and feedback to twitter handle @aghreni.
Have a look at the first online print.
https://paper.li/aghreni/1418302788#
Any comments and feedback to twitter handle @aghreni.
Saturday, November 22, 2014
Infographic on Real time personalization in email campaigns
Reference Sources
To know more about Real-time Email Marketing, visit
Tuesday, April 29, 2014
India Digital Marketing Annual Report for year 2014
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.
Wednesday, March 12, 2014
Kenscio is looking for Senior Software (Java) Developers
Kenscio is looking for a core Java Developer with 3 to 5 years experience in SaaS product development & from premier engineering institutes like NIT/IITs.This candidate will be joining a team of highly efficient developers & responsible for development of Cloud Based products. The products revolve around Mobile, Social Media, Digital Marketing, Web Analytics, Big-Data Analytics, and etc., using cloud based technology. He/She will be working of all latest technologies, should bring innovative and analytical thinking to the table.
Job Location: Bangalore
Job Location: Bangalore
More details on desired skills and application process at
http://www.kenscio.com/careers.php#java
Tuesday, January 28, 2014
Participate in Kenscio Motto 2014 contest and win an iPad Mini.
Kenscio Digital Marketing is running a survey about digital marketing strategy and execution for Marketers.
Respond and Win an ipad mini.
Respond and Win an ipad mini.
http://kenscio.com/motto2014/index.php
Sunday, April 28, 2013
Boost customer engagement via CSAT campaigns
Other than solving world hunger or eradicating AIDS, if you are an online marketer, at some point of time you must have killed your brain cells over the deliverability of your email communication or pondered upon all that you could do to boost customer engagement.
Though we have covered deliverability and engagement as separate topics in several of our articles and whitepapers, in this article we’d like to explore how you could kill two birds (deliverability and engagement problems) with one stone (read on!).
Fundamentally, deliverability and engagement are intertwined. One cannot have good deliverability with poor engagement rates, and if deliverability is poor, you certainly cannot expect first-class engagement. It’s a cruel vicious circle.
Presuming you do everything by the book (have the right infrastructure, best practices in place, do not spam, etc), you could then initiate a CSAT survey program. Why? Because surveys are interactive in nature and require your customers to share their perceptions and opinions (something all customers love!). Hence, as a general rule CSAT surveys have the potential to obtain extremely high responses, some of our clients have obtained as much as over 40% open rates and easily a 60% of CTR (clicks over opens).
These surveys not only boost your engagement, make your email marketing interactive (like it should be) but also give a boost to your sender reputation (the score ISPs assign to you; the marketer). So just one program can:
1. Find out what your customers think of you, your products / services, and share their feedback
2. Give you bonus points in the books of your customers for caring to ask for their opinion
3. Empower you with knowledge that when used wisely can help improve customer retention and long term profitability of your company
4. Get you thumbs up from ISPs
If you think that all this is good, but you might not be able to manage it, think again. Email is the most flexible and powerful channel to manage such automations and Kenscio can get you started and setup in no time. It is possible to:
- Automate the survey campaign
- Automatically exclude customers who have completed the survey
- Only target a segment of customers who have actually bought something from you
- Dynamically populate survey questions based on customer demographics, behaviour or purchase history
Whether you are into e-commerce, publishing, travel, finance, real estate or any other industry for that matter; if you serve customers, you should identify customer perceptions about you. This could be in form of Customer Feedback, Product Review, Service Quality, Event Surveys etc.
Every time you send an email survey, you initiate another opportunity to engage with your customers. Surveys built within an email message have better chances of getting a response, and the more responses you get the better will be your sender reputation with ISPs
So what are you waiting for? Get in touch to kick start your survey campaign.
Though we have covered deliverability and engagement as separate topics in several of our articles and whitepapers, in this article we’d like to explore how you could kill two birds (deliverability and engagement problems) with one stone (read on!).
Fundamentally, deliverability and engagement are intertwined. One cannot have good deliverability with poor engagement rates, and if deliverability is poor, you certainly cannot expect first-class engagement. It’s a cruel vicious circle.
Presuming you do everything by the book (have the right infrastructure, best practices in place, do not spam, etc), you could then initiate a CSAT survey program. Why? Because surveys are interactive in nature and require your customers to share their perceptions and opinions (something all customers love!). Hence, as a general rule CSAT surveys have the potential to obtain extremely high responses, some of our clients have obtained as much as over 40% open rates and easily a 60% of CTR (clicks over opens).
These surveys not only boost your engagement, make your email marketing interactive (like it should be) but also give a boost to your sender reputation (the score ISPs assign to you; the marketer). So just one program can:
1. Find out what your customers think of you, your products / services, and share their feedback
2. Give you bonus points in the books of your customers for caring to ask for their opinion
3. Empower you with knowledge that when used wisely can help improve customer retention and long term profitability of your company
4. Get you thumbs up from ISPs
If you think that all this is good, but you might not be able to manage it, think again. Email is the most flexible and powerful channel to manage such automations and Kenscio can get you started and setup in no time. It is possible to:
- Automate the survey campaign
- Automatically exclude customers who have completed the survey
- Only target a segment of customers who have actually bought something from you
- Dynamically populate survey questions based on customer demographics, behaviour or purchase history
Whether you are into e-commerce, publishing, travel, finance, real estate or any other industry for that matter; if you serve customers, you should identify customer perceptions about you. This could be in form of Customer Feedback, Product Review, Service Quality, Event Surveys etc.
Every time you send an email survey, you initiate another opportunity to engage with your customers. Surveys built within an email message have better chances of getting a response, and the more responses you get the better will be your sender reputation with ISPs
So what are you waiting for? Get in touch to kick start your survey campaign.
Tuesday, December 4, 2012
Give Customers the Power of Choice
Nothing is permanent except change.
– Heraclitus (Greek Philosopher)
People change and so do their interests, habits, hobbies etc. Hence, it’s safe to assume that your email subscribers will change. The question is whether you can adapt to this change. Acknowledging this change doesn’t require you to revamp your email strategy every time your subscribers profile changes, instead it requires your email program to be flexible enough to let them choose what is right for them.
Research shows that subscribers (customers) will choose to maintain a deeper and long lasting relationship with you, when they are given the power of choice.
Furthermore, enabling subscribers to make choices makes them feel that they are in control and that they have the ability to dictate what and when they wish to hear from you. This increases the likelihood that they’ll look forward to your email messages and increases the chances that they’ll respond. This is the power of preferences.
What are Preferences?
Preferences are what that differentiates your subscribers. These are information about your subscribers that allow you to tailor your communication to suit their needs. For example, some might eagerly look forward to a daily promotional mailer, where as other might find these annoying. Similarly, you may have various product or service to offer and your subscribers will prefer some over others.
What is an Email Preference Center?
An Email Preference Center allows your recipients to easily change their subscription details. This might include content type, frequency, interests in various offerings, ability to opt down or opt out etc.
Hidden Potential?
Preference Center gives you a means to know more about your subscribers. In addition to the basic information that is captured at the time of sign up, your preference center enables you to collect important information that will help improve and nurture your relationship with your subscribers.
Furthermore, marketers who use preference centers are more successful at retaining un-subscribers than the ones who don’t…
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Get in touch to obtain your copy of the complete whitepaper on Email Preference Center or speak to one of our consultants today to see how you can improve your email marketing programs with the power of Preference Center.
– Heraclitus (Greek Philosopher)
People change and so do their interests, habits, hobbies etc. Hence, it’s safe to assume that your email subscribers will change. The question is whether you can adapt to this change. Acknowledging this change doesn’t require you to revamp your email strategy every time your subscribers profile changes, instead it requires your email program to be flexible enough to let them choose what is right for them.
Research shows that subscribers (customers) will choose to maintain a deeper and long lasting relationship with you, when they are given the power of choice.
Furthermore, enabling subscribers to make choices makes them feel that they are in control and that they have the ability to dictate what and when they wish to hear from you. This increases the likelihood that they’ll look forward to your email messages and increases the chances that they’ll respond. This is the power of preferences.
What are Preferences?
Preferences are what that differentiates your subscribers. These are information about your subscribers that allow you to tailor your communication to suit their needs. For example, some might eagerly look forward to a daily promotional mailer, where as other might find these annoying. Similarly, you may have various product or service to offer and your subscribers will prefer some over others.
What is an Email Preference Center?
An Email Preference Center allows your recipients to easily change their subscription details. This might include content type, frequency, interests in various offerings, ability to opt down or opt out etc.
Hidden Potential?
Preference Center gives you a means to know more about your subscribers. In addition to the basic information that is captured at the time of sign up, your preference center enables you to collect important information that will help improve and nurture your relationship with your subscribers.
Furthermore, marketers who use preference centers are more successful at retaining un-subscribers than the ones who don’t…
-------------------------------------------------------------------------------------------------------------------------
Get in touch to obtain your copy of the complete whitepaper on Email Preference Center or speak to one of our consultants today to see how you can improve your email marketing programs with the power of Preference Center.
Wednesday, June 20, 2012
Digital marketing is built on the core principles of traditional marketing
Kenscio Digital Marketing Pvt Ltd is among India's early pioneers and a leading provider of Digital Direct Marketing solutions and services. It is among the few players to effectively plan, develop, manage and execute digital one to one communication campaigns for a large number of reputed companies in India.
Mr. Manjunatha Kutarahalli is the Co-Founder and CEO of Kenscio. He has over 28 years of experience in technology and product management. He has vast experience in large-scale operations, building competencies in niche technology areas, turnaround and high growth companies that develop leading-edge applications for diverse industry channels and client needs.
In 2009, Mr. Manjunatha co-founded Kenscio Digital Marketing, a digital direct marketing company, catering services to world's largest players and managed to get 50 clients in its very first year. He did his M.Tech in Computer Science and Engineering from IIT Madras and then one-year senior management programme from IIM Kolkata. He is an electronic gadgets freak and enjoys writing blogs.
Mr. Manjunatha spoke to The Hindu Opportunities on careers in digital marketing field.
What propelled the digital marketing boom in India?
India's Internet population is growing at an exponential rate propelled by factors like de-regulation in the telecom sector, increased use of social networking sites, adoption of e-commerce, and daily deals portals trading goods and services in economical way, etc. So, to tap the growing Internet audience, marketers are now exploring opportunities to connect to them through digital mediums like the Internet, search engines, email, social, mobile, video etc.
Who constitute the typical audience of a digital marketing strategy?
The primary audience is from metros and tier 1 cities who are tech-savvy and want the convenience and comfort of shopping online from their offices or homes. There is a considerable increase in audience from tier 2 and 3 cities. Age group from 20 to 45 years is the most active audience, and they are also aiding their parents who are above 50s. Male shoppers are still the largest audience for online marketers, while women centric portals continue to expand.
How is a career in digital marketing different from a career in traditional marketing?
Digital marketing career covers the basics of traditional marketing and marketing in a new internet environment. A career in digital marketing would cover internet marketing paradigm, web analytics and intelligence – a quantitative way to interpret data and create market intelligence for decision makers, market research to include internet mediums, digital marketing issues, consumer behaviour and internet laws.
What are the unique roles available in digital marketing field? What are the skills required to assume those roles?
Digital media provides a variety of career roles. Content Marketing, SEO, SEM, Email Marketing, Mobile Marketing, Blog and Article Marketing, Reputation Management, Web Design, Video Marketing, Social Media Marketing and Media Planning are some specialised areas.
Each of these roles requires unique skill sets; sometime these are pure technical roles. For instance, a SEO marketing professional has to know how to optimise the website for better organic ranking in various search engines for key words consumers may be querying. An email-marketing specialist should possess email-marketing skills and be aware of relevant laws governing email-marketing communication. He should have an insight to consumer behaviour and analytics, and marketing spends and returns.
Should every aspirant of a career in digital marketing possess both technology and marketing skills?
Understanding of the Internet technology is a must for a successful career in digital marketing along with the core traditional marketing skills. An understanding of the Internet consumer behaviour, web analytics, consumer engagement with different digital channels, applicable rules and regulations governing each digital channels and for protecting consumers, are very important for a digital marketer.
Can professionals from traditional marketing upgrade to digital marketing? What does the transition involve?
Yes, digital marketing techniques and expertise is built on the core principles of traditional marketing. For those who have a basic degree in computers, transition is very easy. For those who don't have a basic degree in computers it would be a little difficult. Also, there are several certification, diploma and postgraduate courses on digital marketing from several institutes, industry, organisations and universities.
What does it take to be at the top in this field?
The success for any marketing function is to assist the business. Marketing spend is directly related to sales. As digital marketing is more measurable, the performance of digital marketing professional is easily assessed. So he has to master the marketing medium and show results. He has to experiment with different digital marketing mediums, and find where the customers are most engaged and which medium provides the best returns on the investment both for acquisition of new customers or influencing existing customers to buy more.
What are the challenges professionals in digital marketing face?
There are two kinds of challenges. Technical challenges include how each digital channel works, and the corresponding expertise required in those, implementation and day to day execution. Marketing challenge is to understand the consumer behaviour and assimilating marketing analytics and ROI from different mediums.
How is the future for digital marketing professionals?
The future for digital marketing professionals is bright. The country's Internet population is predicted to reach 25% of the population, and e-commerce industry to reach 100 crores in revenues by 2015. There is a big need of skilled manpower in this industry. So, traditional marketers should acquire digital marketing skills and new marketing professionals can take up digital marketing courses and pursue a bright career here.
Source: THE HINDU: » FEATURES » OPPORTUNITIES
http://www.thehindu.com/todays-paper/tp-features/tp-opportunities/article3548483.ece
Thursday, May 24, 2012
Digital Media Marketing 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-mails or the social graph of consumers on internet. Hence, Kenscio was formed to assist marketers in reaching out to the social graph of the 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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