Why Multi-Channel Marketing Is The Key To Growth

What is Multi-Channel Marketing? The life of a marketer was drastically different back when the Internet wasn’t invented. Eons ago, FMCG behemoth Procter & Gamble employed an entire army of people to go door-to-door in America to engage with their primary target audience: housewives. Today, customer engagement is an entire science in itself. As users begin to spend more time online, brands have adapted by employing multi-channel marketing strategies that take customer engagement to the next level. How the Sales Funnel has evolved over the years Simply put, Multi-Channel marketing refers to the practice of communicating with your users across […]

30 Inspirations To Manage Customer Lifecycle And Uplift User Retention

What is Retention? Retention refers to the ability of a company to retain its customers over some specified period. Okay, so what is Retention Marketing? Retention Marketing is all about creating engaged customers that return to your business to shop again. To achieve this you need to first understand carefully the road your customer takes through your product (this is popularly known as Customer Journey Mapping) and then learn how to communicate with them at the right moments. I understand these concepts in theory. What else do I need to know? Retention Marketing is broken in organizations today. The channels of […]

How EdTech Companies can ace Teacher Retention with a B2C Marketing Cloud [Part 2/3]

Marketing Automation Ideas 101 for Education Technology Businesses This blog series is a one-stop guide for Education Technology Companies to teach them about the importance of a B2C Marketing Cloud for customer acquisition, engagement, and retention. In this post, we’ll discuss how an edtech company can trace the loopholes in its Teacher’s life cycle, and use marketing cloud solution to fill the gaps. From our previous post, you learned WHY education technology (a.k.a. EdTech) cannot and must not do without B2C Marketing Cloud. Moreover, you also discovered that there are multiple entities involved in the EdTech community. And Teacher, Student […]

11 In-App Messaging Best Practices To Boost User Retention Rate

Everyone has a smartphone, and it’s never far away. People walk, talk, cook, watch TV – you name it – with their phone in hand. Research shows that 80% of smartphone time is spent using specific apps. How do you successfully engage new users and retain existing ones? In-app Messages can do just that, enhancing a user’s experience and increasing user loyalty. Research has uncovered in-app messages to be 8X more engaging than push notifications, and companies using in-app messaging increased their user retention by 3.5 times compared to those who didn’t use it at all.  1. Segment your audience to maximize campaign effectiveness […]

Beginner’s Guide To Web Push Notifications (with Examples)

What is a Web Push Notification? Web Push notifications were first introduced by Chrome in early 2015 in its 42 version. The version included “two new APIs that together allow sites to push native notifications to their users even after the page is closed—provided the user has granted explicit permission.” The update allowed websites to send notifications just like apps could, so far. It was allegedly the most critical mobile feature that was missing from the web and thus upon release witnessed a tremendous adoption by web publishers. Here is a complete tutorial to what is web/browser push notification: 1. […]

6 Reasons Why Triggered Email Marketing Works [With Examples]

Triggered Emails The value of using automated emails—those triggered by customer actions, such as a purchase or download—goes deeper than just saving the marketer the trouble of sending individual emails manually. Consider just a few of the many ways an automated email could escort a customer to the next step in their engagement: Updating a customer about the price or availability of a product in their wish list Reducing cart abandonment with reminders and/or discounts Reminding customers about the upcoming subscription renewals for products and services Alerting customers about travel changes Onboarding new customers with multi-step triggers For those who […]

Why Educational Technology cannot (and must not!) do without a B2C Marketing Cloud [Part 1/3]

Marketing Automation 101 for Education Technology Businesses This blog series is a one-stop guide for Education Technology Companies to teach them about the importance of a B2C Marketing Cloud for customer acquisition, engagement, and retention. In this post, we’ll discuss why every edtech company, irrespective of its business model, needs a marketing cloud at every stage of its customer lifecycle.  My memories of high school revolve around heavy books and countless assignments. Not to forget a typical classroom setup of a teacher, students, blackboard and a demanding study curriculum. Back in those days, ‘education’ and ‘technology’ were just fancy words I used to impress my teachers. […]

Hyper-Personalization: Why It Is The Future Of Marketing

What is Hyper-Personalization? We are living in the era of the ‘Evolved Consumer’, where consumers actively seek information to make informed decisions and don’t place their trust implicitly in brands. Consumer Behavior today is heavily reliant on Reviews, User Generated Content & Influencers. So how do you make your brand stand out and get noticed? By providing highly targeted, customized and hyper-personalized experiences. That is what Hyper-Personalization is all about.  In this blog, learn how brands like Amazon, Starbucks, Netflix & Spotify are fully embracing hyper-personalization going into 2018. Also, find industry-specific data points that can be used to create […]

Ramping Up Customer Retention in E-commerce? Fix Customer Abandonment First

In e-commerce, a user completes the transaction on his own without intervention from any sales personnel or equivalent. There is no learning involved, like a B2B sale, and the purchase happens almost on impulse. Furthermore, to a user, there are plenty of choices, so he can just hop to another store and complete the transaction there. What it essentially entails is that in e-commerce, it is difficult to retain users. On the other hand, with numerous low-cost channels, facebook and retargeting platforms available, raking in users is relatively easier. That could partly be the reason behind marketer’s obsession with acquisition […]

A 4-Step Guide to Launching a Last-Minute Christmas Marketing Campaign – ft. Marketing Automation

If Rudolph, the Red-Nosed Reindeer, was an outdated marketer at Santa Claus & Co., the Christmas carol dedicated to his ‘very shiny nose’ would be something like: Rudolph, the Red-Nosed Reindeer, Had a Christmas campaign to run. And if you ever saw him, You would say he doesn’t know how it’s done. All of his direct competitors, Used to laugh and mock his campaigns. (Only if poor Rudolph, knew about marketing automation) With barely a few days left for Xmas, any marketing manager with a brilliant campaign idea and without a marketing automation suite will feel like poor Rudolph. After […]

15 Brilliant Examples of B2C Marketing Automation (That Work)

The advent of Automation isn’t just limited to the Manufacturing sector but has extended its reach to the realm of Marketing as well. Marketers are shifting their attention increasingly towards Marketing Automation. What is the whole brouhaha around B2C Marketing Automation all about? Statistically speaking, Marketing Automation makes a strong point for itself: A 2014 report by the Aberdeen group stated that “67% of industry-leading companies would be more likely to use Marketing Automation”.   According to B2C Marketing Automation Report India 2017 (Netcore), a whopping 70 % of Indian marketers have already adopted Marketing Automation to increase lead conversions. […]

Targeted email marketing (with examples of 8 SMBs who do it like Amazon)

Email has surpassed and has been surpassing all the marketing channels when you compare the revenue/expense ratio for each of them. Also, it is one of the preferred channels to receive marketing messages (source) and requires relatively lesser maintenance, skills, and cost, making even small businesses have the benefit of larger enterprises. However, not surprisingly, our tolerance level towards non-contextual emails is declining. Amid the technological advancement that makes capturing customer data and leveraging it for personalization easier than ever, this development is fairly understandable. For instance, DMnews had published this story in 2016 where it compiled the opinions of […]

8 Little-Known Ways to Get More People to Download Your App

How can you get more people to download your app? There’s a lot of competition out there. There are 2.8 million apps available in Apple’s App Store and 2.2 million available in Google Play as of March 2017, according to Statista. Here are the eight little-known ways to get more downloads and encourage your customers to download your app: 1. Get more reviews with an app plugin Online reviews are readily accessible these days, and positive reviews can turn a curious reader into a user. Research shows that 88% of consumers trust online reviews as much as personal recommendations. However, […]

In-App Notification vs. Push Notification: What’s Best for Customer Engagement

Targeted marketing is most effective with a multi-channel approach, and the best mobile campaigns often use a combination of mobile push notifications and in-app messaging. That’s because the complementary channels each offer their own advantages and disadvantages. Mobile app push notifications, for example, are reported to garner about 4 times greater engagement and 2 times greater retention, but they can only be sent to users who have opted in. Right now, the average opt-in rate across all industries is hovering around 43%. In-app messaging, on the other hand, is reported to give apps a 27% higher open rate and provide […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 3]

How Financial Services Companies can reactivate their Idle/Lost Users with the help of RFM Segmentation and Marketing Automation Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Service Providers. In this post, we’ll discuss how they can identify their churned or inactive users with the RFM Model, and reactivate them by integrating a Marketing Automation platform. We’re finally at the last part of this blog series! The last two posts covered everything from reducing pre-purchase drop-offs to engaging with customers post-purchase. In this post, we’ll talk about how companies in the finance sector can identify inactive users with […]

4 Ways To Increase Customer Engagement in E-commerce

In the words of Zig Ziglar, one of the foremost authorities on the art of Selling, “If people like you, they’ll listen to you but if they trust you, they’ll do business with you.” Ziglar said this much before the birth of e-commerce, but it is so much relevant to the business today. An engaged customer, who has been listening to you and liked what he listens, eventually trusts you. So, when it comes to business, you feature at the very top of the list. As Brennan Loh, head of business development for Shopify, puts it, “Customer engagement is the […]

3 Reasons Why Customers Abandon Shopping Carts Online

Confessions of a Customer: “Why I usually abandon my cart” Last Friday, while having dinner with my girlfriends, I unveiled the reasons behind the most common problem of 2015. In between sipping Margaritas and gossipping like the good old days, our smartphones were constantly buzzing and making annoying noises of message/push notifications. Out of frustration, one of my girlfriends frowned and cursed her phone before putting it on silent and dumping it inside her bag. Out of concern, I asked her, “Is it your over-possessive boyfriend?”; to which she replied, “I wish! It is my over-possessive mobile shopping app.” And […]

28 Tips To Avoid Spam Filters When Doing Email Marketing

Email Marketing Tips If you are in the business of email marketing, you are under the constant pressure of having to think about spam traps, spam trigger words, and anti-spam laws. Crafting targeted emails so as to avoid being sent to spam, or being marked as spam by your subscribers has become an art in itself. Why? Because Internet Service Providers (ISPs) are waging a brutal, yet justified war against spammers. Unfortunately, the victims are not always just the spammers. Collateral damage happens to include some of us, the good-willed email marketers who simply don’t have the luck or enough […]

What is a Push Notification and How Exactly It Works?

What are Push Notification Messages that are pushed to the user’s device, not limiting to desktop and mobile, in a heads-up manner are called push notifications. To understand why push notification is called what it is called and how it functions, there is an important concept of push and pull protocols that we should be versed with. Push Notification Protocols – Pull vs Push Basically, there are two common ways in which the information is transferred in this world and over the internet: Receiver pull The first type is when you request for the information. In real life, consider scouting […]

10 Ultimate Examples of Automated Email Marketing Campaigns Are What You Need to Get Started

Why automated email campaigns are beneficial Is your company using automation to send email campaigns? Automation emails have a 119 percent higher click rate than mass emails, and businesses that use automation see conversion rates as high as 50 percent. Email automation should be part of every company’s email marketing strategy. Automation allows businesses to set up emails to certain groups of customers and set triggers to send them. For example, when a subscriber signs up for your email list, you can create a welcome email ahead of time and have it automatically land in that subscriber’s inbox after he […]

Mistakes To Avoid With Mobile Marketing Automation

Mobile Marketing Automation Market Size Implementing marketing automation—the practice of using software, templates, and behavioral triggers to create systematic marketing campaigns and responses—is strongly correlated with business growth. Just look at these statistics: Gleanster’s Marketing Automation Benchmark found that 79% of top-performing companies had been using marketing automation for more than two years. A Lenskold and Pedowitz Group study found that 63% of companies that are outgrowing their competitors use marketing automation. That same Lenskold and Pedowitz study found that 78% of successful marketers report that marketing automation had been the biggest factor in improving revenue. With Digital Trends reporting […]

24 Ways to Improve E-commerce Checkout Conversion Rate

“Shopping online: it’s easy when you know how” Want to know what a real online checkout looks like? here a video for you: In spite of the video above taking a humorous view of the online checkout process, it’s still very close to the reality; lengthy processes, long forgotten passwords and timeouts. Everyone has come across something annoying, frustrating or just plain stupid when they’ve tried to complete their purchase online. To retain customers and drive sales the online retailer has to find ways of minimising issues and delivering a fun, engaging shopping experience. On average, 31% of customers convert through […]

How to Use Micro Segmentation Marketing Effectively in Marketing Automation

Micro-Segmentation In general business segmentation, customers are broken down and clubbed together into groups on the basis of certain recurring characteristics. These groups come to be known as segments. Now, micro-segmentation is a progression of general segmentation that helps modern marketers take a knife-edge approach to marketing. Customers are divided further into much smaller, niche groups on the basis of several specific characteristics, including behavioral attributes. It helps marketers focus on a very unique, targeted persona that might be limited to a handful of individuals. This becomes a micro-segment, and marketers can carry out predictive analysis with a high degree […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 2]

How Financial Services Companies can master Post-Purchase Customer Engagement with Marketing Automation Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Services Companies. In this post, we’ll discuss how they can engage with their customers post-purchase by using Marketing Automation. In our previous post, we revealed the hacks for reducing pre-purchase drop-offs with marketing automation. Now let’s discuss how Financial Services Companies (FSCs) such as Banks, Micro-Lending Firms, Insurance Companies, etc. can engage and retain their customers post-purchase. And that too with our favorite marketing automation. WHY marketing automation for post-purchase communication, you ask? Here’s why.   […]

How To Use RFM Analysis & Segmentation To Improve Customer Lifecycle Marketing

What is RFM Analysis & Segmentation? One of the founding tenets of modern marketing is a widely used concept of Segmentation, Targeting and Positioning. STP has stood the test of time to stay relevant in these ever evolving, dynamic times. At an elementary level segmentation is at the core of all successful marketing campaigns. Using segmentation you divide your audience into homogenous groups in order to send them relevant communication that resonates with them. One such data backed segmentation technique is RFM segmentation, through RFM analysis you can segment your customers into buckets like best customers, loyal customers, big spenders, […]

4 Conversion Rate Optimization Best Practices

What is Conversion Rate Optimization (CRO) Conversion Rate Optimisation (CRO) is the process of understanding pain points associated with a conversion path (e.g. from click to sale, lead or other important business metric) and creating test hypotheses from which to create incremental growth. If you analyse incoming traffic sources, device usage and perhaps other segments such as the country of visit, recency, bounce and exit rates via your analytics tool, you’ll quickly discover some interesting data points. Perhaps your bounce rate on the homepage is higher than the oft-cited 30% benchmark? Maybe on desktop devices it is much lower and […]

How to Design Survey Questionnaire by Considering 5 Overlooked Points

Picture yourself filling a survey that poses ambiguous questions or has words you don’t know the meaning of, or doesn’t have the option you would like to select. A simple task becomes cumbersome, even if you go through this ordeal once, you wouldn’t wish to do it again. Right? Like most tasks that seem to be simple until you begin doing them; initially writing survey questionnaires also comes across as easy. Moreover, while writing survey questionnaires we often overlook very basic aspects. It stems from the fact that we fail to look from readers eyes but limit ourselves to our […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 1]

How Can A Financial Service Provider Fix Leakages In A Purchase Cycle to Reduce Drop-Offs Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Services Companies. In this post, we’ll discuss how Financial Businesses can optimize their Purchase Cycle with Marketing Automation.  Financial Services Companies like Banks, Micro-Lending Firms, Insurance Companies, etc. possess gold mines of customer data. They gather prolific amount of micro-data like personal identifiable information (PII), demography, employment, financial background, etc. at every stage of their sales funnel. However, their inability to utilize such data to their advantage often results in hampered customer experience and […]

3 Unique Push Notification Use-cases to Automate Customer Feedback

So far email had been the most sought-after medium among businesses to seek feedback, particularly NPS survey. It would nevertheless continue to be a potential choice. Following email popularity is in-app messages which are part of the UI of almost every mobile app. Publishers insert in-app messages within the user flow to run notifications and surveys of various kinds. The most popular use-case being triggering an in-app message before the nudge to rate the app on play store. Now did you know that you could use push notification as well for collecting feedback? Strangely, not many mobile marketers have explored […]

Guilty of causing ‘Marketing Fatigue’? Fix it before it sabotages your business. Here’s how

When your marketing crosses a certain threshold it no more remains marketing. It becomes a headache to your customers. That’s marketing fatigue in a nutshell. The above snippet from the article by one Jessica Miller-Merrell in her blog summarises the communication fatigue that every wifi-connected soul is a victim of. The volume of marketing communication has anyway surpassed our attention zone whose size anyway would make us envious of goldfish. Marketing fatigue explained by Marginal Utility law The Law of diminishing marginal utility tells us that anything surplus, regardless of its utility loses its value. Do you recall water/diamond paradox? […]

6 Reasons Why Your Business Needs Triggered SMS Marketing [Campaign Ideas Inside]

Lately, on a weekend I went out dining with friends to an expensive restaurant. After a sumptuous meal, I was asked to fill out a feedback form on an iPad. When I could’ve declined, I casually obliged to put in my contact information. What followed next was blatant misuse of the permission I gave in good faith. In a matter of just one week my phone got inundated with the pile of messages that they thought would make me a loyalist of the restaurant. From coupon codes, to special offer on mother’s day, to Super Saver Wednesday; I received too […]

5 Best Website Survey & Feedback Questions for Users Online

A massive jump in your conversion rate will come from solutions to problems that are unique to your online store. Special fixes to increase your sales could be improving a poor quality product, decreasing the product price because your visitors are comparison shoppers, refining the checkout process, or having high-resolution product photography because an important feature was previously unseen. How do you find these revenue-impacting growth opportunities? You ask the right question at the right time! “Successful people ask better questions,” said performance coach Tony Robbins, “and as a result, they get better answers.” You discover what matters to people […]

How B2C Marketing Cloud Helps Businesses Improve Retention

In the mad rush to acquire customers, online consumer businesses spend frivolously on customer acquisition. Although, once the new customers get acquired the next big challenge is user retention. It is because businesses simply do not have coffers with perennially available cash to burn on acquisition or reacquire churned customers. Moreover, research done by Adobe attributes 41% of revenue to just 8% of customers, no marks for guessing, the 8% are repeat buyers. Fundamentally, this means that focusing on retaining existing customers is rewarding. Let’s get basics right – Retention Rate = # of customers in cohort that your business […]

How To Use Small Data For Personalized Communication In Hotel Industry

Customer Journey Mapping for the Hospitality Industry (Part II) When I got my hands on Martin Lindstrom’s Small Data: The Tiny Clues that Uncover Huge, it was unputdownable. In the world where big data is religiously worshiped and employed by every Marketer, his book was a breath of fresh air. What piqued my interest was how small data was being used to not only save companies like Lego from bankruptcy but also to trigger the creation of some of the biggest innovations like Post-It and Snapchat. However, despite its obvious primacy, Lindstrom stated, “The issue here is that as we become […]

B2B vs B2C Marketing Automation Platform. What’s the Primary Difference?

Marketing Automation doesn’t have a unique or scientific definition that you can fall back on to qualify a certain marketing tool as a marketing automation solution. Most definitions over the internet that you may find would be either vague or molded to suit the interest of the company publishing it. For instance, without naming anybody, resource posts by ESPs would make you believe that marketing automation is all about creating automated email workflows which is a total misleading definition. Eventually, amid the clutter of definitions, I hit the one by Scott Brinker and found peace. Scott Brinker, Editor, ChiefMartec “I […]

Net Promoter Score: Learn what Promoters and Detractors hide from you

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. –Mark Zuckerberg Remember the last time you checked out a new online shopping site and actually purchased something from it? Out of many reasons that persuaded you to buy one would certainly stand out, and that would be – a recommendation from a friend/colleague/family member. That is the power of referrals. They are the strongest of the lot among advertising, cold calls, PPC ads and zillion […]

The right time to send NPS survey and how to automate it

  “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing. Historically, our number-one growth driver has been from repeat customers and word-of-mouth.” – Tony Hsieh, CEO Zappos (source) Like Hsieh, any CEO will concur with the convenience of building up business through referrals over scouting for customers through advertising, cold calls, marketing. Referrals from existing customers easily bring new customers leading to organic growth, sustainable in the long run. You must have heard of Word of Mouth, Referrals, Customer […]

How to Improve Customer Retention in Hotel Industry with Marketing Automation

Customer Journey Mapping for the Hospitality Industry (Part I) The hospitality industry, with a global industry revenue of US $550 billion in 2016, is engaging with customers like never before. With weapons like multi-channel Marketing Automation at their disposal, hotels are turning no stones unturned in making the stay of their guests a unique experience. After all, keeping them engaged and interested is a crucial part of their customer retention strategies. Before you start bestowing ‘the most amazing experience’ on your hotel guests, it is highly imperative to understand the Hotel Guest Lifecycle. Robert King explained the basic model of […]

Best Features & Benefits of SaaS (Software as a Service) [With Example]

When I was in B-School, we were explicitly taught about the importance of communicating benefits over features. One professor said, “Benefits sell, Features tell.” Another advocated, “Customers buy benefits not features.” Then while doing a project on brand communication strategy, I created my own – “In the minds of customers Benefits stick, Features recede.” While marketing professors professed, we followed their lead. Didn’t delve deeper into the why’s and how’s of the features vs. benefits contest. Here, I take this opportunity to dig deeper into why communicating benefits is important than just enumerating product features. Distinguishing SaaS Benefits and Features: […]

How to choose the right mix of marketing channels in a multi-channel world

In the era of smartphones, apps, online shopping and serious attention deficit, customers want brands to reach them via the channel of their preference. On the other end of the spectrum are marketers that have one too many channels to choose from to render their marketing communication. The conundrum becomes intensive when you look at these stats: SMS – 90% of SMS are read within the first three minutes of delivery Email – Email has an average ROI of $38 for each $1 spent Push – Push notifications show up to 40% CTR, and the best perform 4x better than […]

How to Calculate & Increase Customer Lifetime Value (With Examples)

If customer journeys would not have been online but in middle earth and the metrics would all be converted into the rings of power, Customer Lifetime Value (CLV or LTV, used interchangeably) would have been the One Ring to Rule Them All. What is Customer Lifetime Value? Customer Lifetime Value’s definition is as literal as it gets. It is the sum of total value that a customer generates for you in their entire relationship with you. Since the lifetime of each customer is quite sporadic in nature, it is either calculated on an average basis or by fixing a time […]

6 Customer Micro Segmentation Marketing Examples That You Haven’t Thought of Yet

Customer micro segmentation strategy is responsible for some serious increases in sales. In fact, according to the research on email marketing by Lyris (now Aurea), 39% of companies who implemented micro segmentation marketing based on audience-specific information and tailored their messaging accordingly got 39% higher open rates, 28% lower unsubscribe rates, and 24% make more money from their email marketing efforts. And that’s just email. Imagine the possibilities if you could segment your audience and adjust your messaging accordingly across push notifications, SMS, landing pages, and in-app displays. It’s a big deal, to say the least. And typically, when you […]

5 Ways to Get & Engage Sellers on E-commerce Marketplace

In 2009, e-commerce in India was worth $3.8 billion, in 2014 the figure jumped to $17 billion and in 2016, it is expected to touch new highs of $38 billion, 66% increase from 2015, 10X since 2009, as predicted by ASSOCHAM. The growth in internet penetration, mobile usage, customer acceptance towards online buying has defined the course for e-commerce. Banking on this conducive environment e-commerce marketplaces have become extremely successful. E-commerce Marketplaces are websites that connect sellers and buyers; they offer enabling services such as warehousing, logistics and payments. Essentially these are platforms where sellers get to showcase products for buyers […]

7 Valentine’s Day Social Media Campaign Ideas & Trends

Valentine’s day is gradually becoming more favorite to Amazon, Walmart, Archies than the folks who actually celebrate it. And why not, the total spending on Valentine’s day in the United States alone is estimated to surpass $19 billion. Yes, that’s more than the annual GDP of Mongolia which happens to be the 19th largest nation in the world in terms of size. Kudos America! Due to this spending spree, several of our e-commerce clients conducted surveys to understand the consumer behavior during Valentine’s season. The response was recorded over the period of Valentine’s week and hundreds of folks participated in […]