Gaavkhoj.com is brought to you by a team of professionals , an optimal mix of young and experienced with deep understanding of online world.
They saw an acute need to provide a platform for farmers and small entrepreneurs from rural India and thus was born the idea of Gaavkhoj.com. Their focus is particularly on , but not restricted to, small and marginal farming communities across India. In this endeavour they are inspired by and partnering with some well know NGOs who are doing some outstanding work in the domain for past several years.
Our association with Gaavkhoj includes powering their online marketing initiatives and objectives over the coming months https://www.gaavkhoj.com
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Hi All As if Corona was not enough for us humans, even websites are being attached by viruses and malware lately. This is due to the tremendous growth in online traffic over last few weeks on account of lockdowns and quarantines.
if you have a WordPress/Magento/Shopify/any CMS based website, please ensure the following: – All security checks/features are in place on the server side – Enable HTTPS on your website for a safe brand experience for your customers – Remove/Inspect open source plugins/themese used on your website – they may be gateway for malware – Schedule scan of your website with your hosting provider (and do this frequently) – Contact your hosting support or tech partner in case you see any abnormal activity on your website or server.
ZoomYourTraffic.com will keep you updated on issues/problems to your digital presence due to the Covid-19 situation from time to time.
With Lockdowns setting in, Online Education/Learning has gained importance and relevance in the changing times. Classroom trainings, conference room learning and personal coaching have been replaced by their virtual version through of VoIP technology by tools like Zoom Meetings, GoToMeetings and Webex. Accordingly, we have enabled customer businesses to adopt eLearning as new business models to complement or enhance their growth.
IFQ Online A training business (Six Sigma and Quality) is specialized in classroom trainings for over 20 years. With the situation came opportunity to move into online training, self learning and short duration courses. Check here: https://www.ifqindia.com
SCube Education A healthcare organization wanted to enable mass virtual learning platforms for their field staff, social workers and executives on the move. Using an integrated VoIP system, their learning system is taking shape.
DM School of Astrology Leading astrologer and psychotherapist, Dolly Manghat, runs her online consulting and coaching business. This period brought opportunities to reach her subscribers and fans via eBooks and eCourses. https://www.dollymanghat.com
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The past
decade has been a decade of dynamic disruption where a number of technologies
came forward and took the center stage. Several organizations also adopted new
age mechanisms to kick start their transformative journey. In the last few
years, digital transformation has become the core for almost all tech-based and
some not too tech-savvy organizations as well. In this digital race, to stay
ahead, they are incorporating numerous tricks and techniques not just to outdo
their contemporaries but to surpass their traditional and uninteresting mode of
business.
As we have entered into a new decade, industry along with
industry experts have started predicting how digital transformation will cause
disruption in 2020 and beyond. Here is the list of top digital transformation
trends that are more likely to shine this year.
• Consumer Experience • Analytics: A Competitive Edge • AI at the Forefront of Digital Transformation • Growing Importance of Mergers and Acquisition Activities • Relevance of APIs in Business Performance
Today’s marketing teams have to be technologically literate, data savvy, and agile
Fast moving technology and changing business models have played a part in disrupting every industry from farming to pharma, but it’s easy to overlook their impact on marketing and communications. How has the profession evolved in the face of potential disruption?
We spoke to Barbara Bates, global CEO of international communications agency Hotwire, to find out.
After growing up in Silicon Valley, working as a television reporter, and then starting a technology PR agency from scratch, Bates is not your average marketer. For 25 years, she ran PR agency, Eastwick until it was acquired by Hotwire in 2016. Following the acquisition, Bates was asked to become the global CEO. Now, she runs the company’s operations across Australia, the US, Europe, and Asia.
“We used to talk about ourselves as a technology communications firm, working with tech companies, but now we work with all different types of companies… Every company wants to be a technology company, or leverage innovation to build value around their brand. That’s something we’re really good at.”
Automating marketing Technology is oiling the wheels of marketing, and according to Bates, most marketers now recognise that disruptive technology will help rather than replace them.
“We’re at a point where people are trying to be smart about leveraging technology that will either automate, or make more efficient, some of the more commoditised parts of our business around data like gathering research and coverage tracking,” she explains. “When it comes to AI, I think people assume that it means replacing humans. Most marketers with any experience realise it’s about augmenting what humans do. It’s a way of making communications more authentic, to automate and get data from AI.”
In many ways, digitalisation has aided in building trust. And, contrary to popular belief, the influx of technology has also catalysed a movement back to the human element.
“One of the observations I’ve made is that with digital transformation and technology, the pendulum swings very far in one direction. We sort of lost the human element, especially when it comes to marketing. I definitely see a big push back towards that. You see brands talking about being more human, and how better to engage. We’re seeing them do that by building an online and offline presence.”
As an example, Bates recalls a magazine pop up event in New York where, instead of handing out purely physical or digital copies, the brand asked authors to present their articles to live audiences. Connecting offline and online experiences in this way has become a valuable tool for building genuine relationships with clients.
Shifting the operating model Marketing teams have also been affected by changing business models. One particularly important shift has been the abandonment of the agency of record (AOR) model, in which businesses rely on a single agency to handle all of their projects, PR, and marketing needs.
“Over the last five years, the big global AOR model has started to fall away,” says Bates. “Brands now purposefully want to work with a variety of agencies. Adobe, for example, works with three different communications firms that might bring different skill sets and creativity. It also means that companies are not locked into one agency and can offer project opportunities to different agencies to see different types of work.”
The willingness of big businesses to dish out project work is one of the reasons for Hotwire’s notable organic growth. Diverse competition helps smaller firms to make a bigger impact, which threatens the multinational agencies used to one-on-one contracts. Projects such as customer events, rebrands, or training programmes aren’t part of Hotwire’s regular work, but they do present an opportunity. Applying a flexible, nimble, mindset to projects enables Hotwire to work with renowned companies, and compete in a more varied market.
New challenges Bates explains, the complexity of the job today…
“To be a marketer today, you have to be really well versed in finance, data, technology, and a wide variety of disciplines. Just look at what percentage of global buying technology budget is now decided by the CMO verses the CIO or CTO. CMOs have bigger budgets than ever before. That’s one of the challenges, not just for marketers, but for agencies. You have to learn new skills as you move up in your career, and even if you’re staying at the same level, the disciplines and skill set required is expanding incredibly.”
On top of the difficult task of creating compelling, meaningful narratives, digitalisation has brought a host of new challenges. For Bates, a major problem for CMOs is the onslaught of cyber crime.
“It is the CMO’s job to protect their company’s image. If there’s a data breach, or phishing – which is a huge issue – you have to deal with that. If you’re a retail bank, let’s say, and all of a sudden your customers are getting false emails from someone who’s phishing, that has a direct impact on the bank’s brand even though they’ve done nothing wrong. That’s why marketers care a lot about cybersecurity because, more and more, it’s easy to steal a brand.”
Cybersecurity also requires marketers to invest in more training and security, which takes time and costs money. Just as CMOs have a responsibility to support cybersecurity initiatives, they have to encourage clean data culture. Suffering a cyber breach is damaging enough, but actively failing to protect client data is entirely the fault of the brand. Another challenge is hiring and retaining the right talent.
“One of the things that I spend a lot of time on is building Hotwire into the best agency you’ll ever work with, and that’s not just for clients, but for employees too. What they want is really challenging creative work, and flexibility. Everyone appreciates flexibility, not just the millennials. If you’re a working mum with an hour and a half commute, then I’d much rather you spend that hour and a half doing great client work.”
Success is simple Agencies and their employees have to contend with more data, more project work, and more competition than ever before. In the face of these demands, Bates’ key piece of advice to the marketing and communications team within any organisation is to simplify.
“There is so much noise and complication in communication and in every consumer buying decision. When you look at the companies who have really done well with their brands, they have a very simple message. I think this is a huge challenge for technology companies who still talk about lots of features and benefits.”
The first example that comes to Bates’ mind is Apple. However, she explains that a lot of the companies that have quickly gone from being little known to well known – think Deliveroo, Slack, and Uber – came up with a simple message that they told consumers over and over again.
“I know a lot of amazing companies with amazing products that just couldn’t launch because they couldn’t create their story in a way that was simple enough to capture people,” she says. “Make it simple, and learn the power of story, because that’s the way people connect.”
This message is part of Hotwire’s own brand, building the capacity to work collaboratively instead of competitively, and with flexibility rather than rigid rules, is what makes small to medium agencies stand out from the crowd.
“We’re trying to set ourselves apart by doing the best thing for the client,” says Bates. “It’s about being fluid. We’ve come from organic growth, for the most part, and Eastwick worked with a lot of startups, so we have a bit of a scrappy persona. Companies are more likely to work with mid sized agencies who have that global reach but are nimble.”
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This case study is of adventure trekking company. So they are in this business for last 30 years. Our analytics team has found, out that 30 to 40 percent of the website visitors are all 50 and 60 age groups visiting our website, spending substantial time but not taking any action, neither booking any treks and this trend continued for few months.
Then our sales team connected with all the audiences from our CRM platform via phone and then ask them for inputs and the feedback on the website and on the treks.
So the two major concerns that came up from this conversation were:
A) They found out that the trek information, mentioned on the website is more relevant to a younger audience. The treks were not applicable or suitable for them. And.
B) The second major concern was online payment. They were worried about whether the transaction is safe and secure.
So with this input, we changed our entire communication strategy online. So trek information was changed in a way where these age groups got to know which treks are suitable for them. And then lots of campaigns were created, via WhatsApp, phone calls, personal meet seminars & events. Where they were educated about how doing online transactions is safe.
So this way and slowly started seeing a lot of online bookings happening, from this age group. So they were happy. They not only refereed treks to their friends but now they are coming up in groups.
This not only helped building relationships but also improve sales.
Tips For Building Relationships.
For the Young Age group Audience:
Consistent connect via Social Media platforms.
For Mid-age group Audience
Focus on “Trust & Security”
Use CRMs for consistent & integrated connect
For Senior age group Audience
Create channels for personal connects
Engage this audience with social meets & events.
Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
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Happy New Year! 2020 marks the beginning of the new decade- full of opportunities, advancements, and growth. However, the road has its challenges threats and disruptions too. The biggest opportunity and disruption for any business from now on will be “PCX” i.e. Personalised Customer Experience, given their preferences, lifestyle, technology and transactional behavior. Over a time period with changing technology, lifestyle, behavior, customer experience is becoming more personalized across industries? Whether it is B2B or B2C industry.
Question: Moving ahead, how can businesses bring in “PCX” Personalised Customer Experience in their marketing & sales?
Answer: 2020 Year Of O2O.
O2O means Online to offline & vice versa Or Omnichannel To Omni Commerce, which encompasses a variety of audiences across the board to suit the requirements. Make no mistake that your biz may not be catering to a particular age category at this point, but this is what disruption is all about. It can change any date. 20 age group move to 40 age grp move to 60 with changing pattern. Hence the biz using O2O approach you can ensure-
Building Sales 2. Building Relationships 3. Establish Future Requirements
Across this wide spectrum of an audience for sustainable growth.
Question: What’s new about this O2O? How to ensure these 3 values with the O2O approach?
Check out a business case study for each of these values with the O2O approach.
——-Case Study: Building Relationships—– One of our adventure tour clients. They are in the industry for the last 30 years in this biz conducting adventure tours. Now the category of their customers who were in their 20s had started have now moved to the 40s, some started in their 40s have now moved to 60s. Their enthusiasm passion for trekking is there, but their lifestyle, health, etc. has changed. Therefore the requirements with what their business was doing earlier are miss matching. To watch detail case study click on this link https://youtu.be/bf07b8oRf6o
——-Case Study: How To Establish Future Requirements?
This is a manufacturing company. With the audience: 20 age group is executive, business managers, 40 age group is mid-management CEOs 60 are with a traditional mindset.
So how the varied age group audience preference was addressed using O2O?
To watch detail case study click on this link https://youtu.be/S9fwhQpprBs
—–Case Study: Building Sales
This is an online portal, who deals with 2 & 4 wheeler spare parts.
To watch detail case study click on this link https://youtu.be/M_IOnh9Qesw
Note: Please evaluate offline online for each category & build “PCX”.
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There are structural changes and disruption that the auto industry is going through not only in India, but globally and eventually this will impact the turns marketing will take, and also enter some new lanes marketing has not ventured into earlier.
There are three tectonic forces hitting the auto industry simultaneously, and even one of them would be powerful enough to disrupt the entire industry. This powerful trifecta of forces is fleets represented by app-based Cabs -on-demand like Uber/Ola, electric vehicles EV replacing IC engines, and finally, autonomous or driverless cars. A lot is written and said about the first two – the shared economy phenomenon, and the advent of electric. Not much attention, however, is paid to the third major disruption – driverless or autonomous cars. Most of us tend to believe that this is something that will never happen in India or will take a huge amount of time.
Autonomous cars will become a new marketing medium. In some sense, the car will become the new living room, with the lounging space and a host of entertainment options, and multimedia screens dotting every available surface inside the car. This will give a range of cross-channel opportunities for digital marketers,that could combine the offline and online mediums. There could be seamless advertising across car screens and billboards that the cars pass by. As the car nears a retail outlet, the two could communicate with each other to alert the passenger of discounts and offers. Your phone, the car, and physical outlets would work with each other seamlessly and present great marketing opportunities using connected IoT devices. Targeted advertising could mean something totally new, as the vehicle itself could be ordered (with consent, of course) to take the passenger directly to a new restaurant or outlet for introduction offers. Business development could itself develop.
For marketers, thus, there will be three huge challenges and opportunities: • Precise location-based targeting: it will become very critical to integrate both physical and digital across cars, devices and the outside physical environment (billboards, retail outlets, fuel stations, restaurants) on the move, and build effective and powerful cross-channel communication and promotions • Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored. • Real-time marketing: Alerts, ads, and messages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.
• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored. • Real-time marketing: Alerts, ads, andmessages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving. Source:Devendra Chawla and Jaspreet Bindra
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Initial brainstorm: This festival marks the birth of the Lord Krishna. Line of thought was to depict his values and image as savior of the universe.
Discussion: It was thought out that we should focus on Makhanchor (Butter thief) concept. The idea is to highlight naughtiness and activity among children to promote healthy life and relationships.
Since our brand is about security locks, the campaign focuses on accepting the “Good thieves” and locking out the criminals as preached by Lord Krishna.
Captions set: 1.No locking this Makhanchor 2. The only “Chor” we cannot lock away 3. When this “Chor” is around, you don’t lock your door… 4. Our locks secure your home door except from this “Chor” 5. Hurry, lock your doors…here comes the Makhanchor 6. Welcome Makhanchor, other “Chors” beware 7.मजबूत है ताला, मजबूत है डोर, लेकिन क्या करे जब आए माखनचोर
Social Post Samples: Option #1 HappyJanmashtami Welcome Makhanchor! Other Chors Beware…
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