Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #08:

Leveraging Loyalty

As much as one aspires for loyalty in the context of customer connections, the whole expectation of what amounts to loyalty seems to have undergone a paradigm shift of sorts. For instance, earlier loyalty from a customer was mapped to a repeat purchase pattern; today, businesses expect customers to advocate for them as a sincere ‘show’ of loyalty. Customers, on the other hand, expect brands to acknowledge their presence and reward their patronage suitably across touchpoints.  More so, millennials come with their own perspective of how loyalty is perhaps passé, particularly for brands with little differentiation. Given the dwindling elasticity of this expectation equation, how does one work towards crafting loyalty programs?

Businesses will benefit from distinctly defining what loyalty means in their context right at the value proposition stage itself.  What are the markers of loyalty one is expecting from its customer group? What is the value delivery by the brand itself to demand loyalty? Remember, loyalty is a reciprocal phenomenon. Once these fundamental aspects are looked at, specific metrics to manage and communicate the expectation can be arrived at. This may help in coming up with truly customer-centric experiences that usher in patronage that go beyond redeeming thousands of loyalty points all in exchange for an electric iron box, which is most often rusting in the attic.

#contentmarketing #content #marketersalert #profsmitha #icl2018

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INDUSTRY BEST PRACTICES – #18 DIGITAL MARKETING TIPS (PART 4)

Digital Marketing Tips (Part 4)

 

1. Use Visuals.

Creating engaging content is key in today’s high paced world. With the attention span of today’s population being seven seconds, visual marketing is a highly effective way of storytelling, helping to attract and captivate your customers and prospects through digital media.

 

2. Be Consistent.

Your digital marketing activity should be integrated into your overall marketing plan and used as a     tool to achieve key objectives and goals. A good digital marketing strategy should accurately portray your brand, key messages and target your core audiences, whilst simultaneously ensuring synergy with other marketing activities.

 

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INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for a Real Estate Company)

Best Multi Channel Campaign by/for a Real Estate Company

By NetBiz Systems Pvt. Ltd. for Kanakia Group

 

The Campaign

Brief: Kanakia Group envisioned to immerse residents in the Parisian way of life, through the Kanakia Paris Project. Kanakia Group was also developing a Z wellness center for its residents, which is being conceptualized in association with Zinedine Zidane, the football legend and wellness ambassador for the project. The objective was to bring awareness and ROI for the Project with a focus on Z wellness through ZInedine Zidane.

The challenge then was a 2-step task:

  1. a) To bring awareness and generate leads for the Project with a focus on Z wellness
  2. b) To create enough buzz when Zinedine Zidane comes to India to endorse the project

Objectives: Kanakia Paris, inspired by European Architecture, is a residential property located at BKC. The campaign for the project intended to create a buzz, and generate leads through its brand ambassador Zinedine Zidane. The idea was to imbibe Parisian lifestyle and the wellness concept.

The Idea

Zinedine Zidane has a huge fan base in India and has a strong association with Parisian lifestyle. Basis this insight, the key strategy was to create a buzz about Kanakia Paris by establishing Zidane’s association with the brand. To reach potential buyers, we initially created buzz about Zinedine Zidane and then heavily invested in Digital Media with the communication that strikes the right chord with the audience. Real time optimization and tweaking strategies as per audience’s interests led us to achieve the desired output.

 The Result

The campaign reached over 35 Million people. We trended 3 times and our revealer hashtag #ZidaneForKanakiaParis trended for 11 hours PAN India, along with #Kanakia_Spaces and Zinedine Zidane. We received over 1600+ leads and 18 conversions worth 4 Cr each. Digital spends accounted to only 1.04% of the earned revenue.

Impressions: 312 Million

Reach: 35 Million

Leads: 1600+

Site Visits: 144+

Conversions: 18

Digital spends accounted to only 1.04% of the earned revenue.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for an FMCG/CPG Company)

Best Multi Channel Campaign by/for an FMCG/CPG Company

By Vermillion communication for patanjali Ayurved

The Campaign

The campaign being shoot at mumbai and released in all leading GEC and news channels

“Ab apne baalon se kaho jug jug jiyo’

For hair that is healthy, strong & beautiful, Kesh Kanti is passed on as a legacy from a mother to a daughter.

In this  TVC celebrates & cherishes the bond between a mother & a daughter. A journey of a little girl to a teenage to an adult, the protagonist relishes the memories of her mother and the bond that was made over moments of admiring & caring for the hair. A soulful song with deep meaning, “Tu hai to main hu, tu jo hai wo main hu…’, this TVC  is a tribute to every mother-daughter relationship.

 The Idea

Its about the tradition and things which a mother gives to her daughter,  good hair is just one of them. keeping same in mind the film have been made that daughter always look up to her mother.

 The Result

Keshkanti became home known name in shampoo and oil category.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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CONTENT LEADERSHIP

How Content Marketing Helps Build Your Brand?

 

“Your Brand is not what you sell.”- John Iwata, IBM.

ContentMarketing is the gap between what the brands produce and what the consumers actually desire to purchase.Almost every brand today is using content marketing to grow their business. Indeed,content marketing has grown in importance, especially for smaller businesses. Content marketing is a best fit bet for businesses with low budget for marketing. By using proper content marketing strategies, you can create fresh opportunities to grow your brand.

To start with the right Marketing strategy, the brand must be clear about their goals and understand whether their goals are perfectly aligning with the strategy. As brand start building their reputation in the market, the major challenge faced by them is to be able to constantly produce engaging content.The best way to produce engaging content is to streamline the idea and the thought-process – ithelps in fast and efficient content production.

In the end, do not forget to analyze your progress. This will surely help you understand how well your content is performing in terms of growing your brand recall and/or value.

Share your views by leaving a comment. Alternatively, write to [email protected]

The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work by clicking here.

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