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Wednesday, 21 September 2016

Acquiring Customers of your Choice

Customers run a business, what will happen if business gets selective of their customers?
Yes it is very true that businesses are run by the customers. Every business is customer centric.
There is no such business (except Mafia) who do not follow this basics of business.
Somewhere in business world there are businesses, who have adopted the policy of Choosing their own customers and are excelling from it.

Let’s Discuss such businesses and their motivation behind selecting customers.

Choosing your customers at once feels like standing in front of the store with a beer in hand and allowing only few of the customers inside which they feel are their preference or by hanging a board on the door “Only Grandpas and Grannies Allowed”. Thats rude and unethical in terms of business.

Concept is same but the way it is executed is different. Instead of standing on the door, drinking 100’s of beers a day and restricting people, change yourself and the strategies in order to convert this customer flow to a relevant customer flow.

Why and How it can be done?
It is done for benefiting both, Business and the Customer.
It can be done by Implementing Customer Identity Management.

Businesses choose their customer base first so as to provide better products for the customers who were their base while developing the product.
Products like Baby Oil, Exotic perfumes, Health Drinks, Snacks directly or indirectly target specific Age Groups, Body Type, Behaviors etc.

Some products or services are demographic dependent, that means they are made for specific demographic like a SunScreen Cream with different SPF values. Some 50 SPF SunScreen Creams  are specifically for Cities like Hawai etc., specifically means the components are not general as a regular high SPF 50 Cream, but are specifically manufactured for people living in that area.

How Businesses can make use of Customer Identity Management platform?
A cIAM helps businesses providing the analytics of their customer base. These analytics are generated from customers itself, by getting data via registrations and progressive data collection.

That’s how business can define their choices and plan accordingly. Businesses with generic products can also opt for a cIAM for making future proposals and research ideas.

Tuesday, 13 September 2016

Booming your Local Business While you Talk

Local businesses are still a need for people in world of ecommerce.
Ecommerce adds a convenience of choosing variety of products, new brands, exported brands without leaving their home or office.
Easily the order can be delivered to any part of the world with accessibility of delivery provider.
An additional benefit for customers is that they can choose to play while they receive the order and can return if they are dissatisfied with the product.
Ecommerces use customer identity platform to know their customers identities and serve better by analyzing those profiles.

For local businesses, say it’s a bakery shop or a grocery store, don't have have much budget to create and maintain an online store. Even local businesses with chains on different locations cannot afford or risk to have their own online store as they may deviate from their physical store.

What makes it almost impossible to own an ecommerce store for local business?
  • Development Costs: It requires a dedicated team to develop an in house ecommerce store which is costly. Outsourcing it to a company is solution but it has some challenges too, like late delivery, miscommunication etc.
  • Technical Errors: There comes a time when due to heavy traffic or backend processes, technical errors arise or sometimes transaction errors happen due to misconfiguration. Support generally takes up some hours, probably days to  get to a solution.

    So how can such local stores achieve good sales without spending a single penny and on their own?
    Social Media is a good platform to interact with the audience and customers. With the help of social media, store owners can create their own page, locate themselves on social media and invite local members to join them. Things don’t end here, maintaining social activity is also necessary.|
    Do keep in mind, everything which you share should be able to communicate to the audience. A dead end post is likely to remain dead in terms of interaction.

    More you interact, more you get to know about the feedback of your area.
    Share discounts on Social Media, run promotional  campaign offline and promote it online.

    Campaigns are one of the best sources of knowing your customers, the more you ask then on different phases , the more your business will adapt and grow with varying audience and customers.

Tuesday, 6 September 2016

Tindering your Customers

Are you on Tinder? Yes I am.
If you are not, you probably might have heard about it from colleagues or friends or may be your partner. Users swipe Right to hop on to someone’s dating wagon and left to say B’Bye to the call.

Same is in the case of customers. Customers also do let and right in realtime. They left swipe to those which are not appealing just like tinder profiles. A man with a clean shave , pretty smile...oh has a dog too...  Right Right Right !!!   An attractive woman….Righhh...OH  I see a man...Left Left !!

Tinder and real world resembles somewhere. Customers are the profiles and they resemble same properties as a Tinder profile does. Correlating may be quite difficult at this paragraph, but in the end you will get the logic behind.

Let’s Discuss some Tinder Rules which are interesting and are applicable for both the worlds, whether you are on Tinder or making business strategy.

Rule No 1: It requires more than to be Pretty: Tinder is all about Pics, the First Impression. Standing with lot’s of girls? The only guy in the picture !! Friendzonedddd!!! Swipe Left.
More often people are in such a haste to be in the dating Wagon, they forget the importance of their profile image.

Same is with the marketers. A new product is just launched and they unpurposely approve sanctions which fastens the process of delivery and product Posters/ Design is one of it.
Who wants to buy a Beard Oil with yellow green background ?!
Whatever you sale/provide, the first impression should be appealing, just like a guy standing with lots of girls holding one of them from her waist.

Rule No 2: Keep it Straight: Profiles are just the name and images, so it is better to keep profile details short and “want to know more”. “I like skydiving on my weekends with my buddies and cooking” sound less appealing compared to “A Skydiver and a Chef in Learning !”.

Same is with the marketing. Keep introductory description short, to the point but not too informative. You can vary the introduction according to type of your audience, i.e. are they old age or technically sound or are marketers etc. A regular customer profile management can help you overcome the challenge of  segregating your customers.

Rule No 3: The Turnoffs: Let’s say you got lucky and you got right swiped. You now has an option to send them a message or move on. You choose to send them a message..”You have Beautiful eyes, Silky Curly Hairs, your lips are…” “Blocked till Death.!!”.

In marketing terms your ad get get’s clicked and you now have a chance to say Hi to them, deliver what you want to deliver.

Don't be dull in your second impression, as i mentioned above keep it simple but appealing. Don't make your customers bounce from your landing page. Fulfil the promise you made to the customers and leave them with more questions in mind.

A Simple “Hi, Irine, How are you? :)” can make a miracles.

Friday, 26 August 2016

Give Marketing Basic a Twist

Hum Apane Shashakon ko nahi badal sakte per Jis tarah se Vo hum pe shashan karte hain vo hum badal sakte hain. This means, We cannot change our Rulers, but we can change the way they Rule Us, a famous quote by Dheerubhai Ambani. This quote is valid in marketing world also. We cannot change the marketing basics, but we can change the way basics are applied.
Quote might feel a bit hard to corelate but the marketing fellas here can relate it easily as they are already onto it, and if not, now they will be after reading this article, as we will be talking about Customer Insights and Customer Profile Management Yeah ! you’ve heard these . 

So what’s the basic of marketing ?
  • Marketers
  • What is being Marketed
  • Target Market
The Core Concepts of Marketing includes Needs, Wants and Demands…
Needs: It is the state of deprivation of some basic satisfaction like food, shelter, clothing etc. In this case, the consumers are 100% sure of their mood. They will either buy or leave without questioning or queries. Generally need is a factor to target during starting of a business, either a product or service is present or how it can be upgraded, upscaled and presented to be shown form a new dimension, for example a Milk Bottle recreated as a Healthy, Low Fat Milk Jar. Hahn..never thought it form this angle…!

Wants: Wants are the Satisfiers of deeper needs. In this case the consumers have eagerness to buy or use but they are unsure about it as they lack the ability or is has it on low priority.. Want is the factor for a business when they are established and can provide other variant of their services or products. For Example, a car manufacturing company launching variant models of a single series. One is the base model which is affordable, less features, good performance according to pricing, and one is it’s upgraded version, more power  features or even a sunroof but it is costlier than it’s base model. For a economical person , the UpEnd version is a ‘Want’, somewhere it is his/her desire to buy a high end car but is satisfied with present one.

Demand: Demands are “Wants” backed up by Ability and Willingness to buy. Here conversion chances are 100% as the consumer has ability and willingness to buy a product or service. In this case a business can profit the most as the term”Demand” itself percepts a large group of people willing to buy. Demand is generally made when a product is excellent in class but due to limited supply it is getting out of stock. For example, a Low Fat Milk bottle, generally health conscious people buy it but as population starts getting aware of Low fat Milk, demand is increased but the supply is the same. Here rises the factor of “Demand”.

Now taking back to correlating the quote with marketing world. Taking the third and most important part of marketing basics, i.e Target Market, how to know what your target market is?
As the basic of marketing tells to approach people and ask them their preferences, experiences and their needs. For doing so marketers create survey forms,  appoint personels to visit/approach people and fill out required  

Now comes the twist, Customer insights. As the name itself speaks, it is the deep understanding of customers. How customers can be understood? By knowing their activities. How you know their activities? They themselves will tell.

Customer insights gives deep understanding of how a customer is interacting. Whether they are skipping something or preferring a certain combo. Their activities will automatically projects their choices, without asking them. Several new ideas and choices are discovered by marketers upon applying customer insights.
After generating customer insights, Customer data management is necessary in order to store a single consumer data. Customer data is the collection, analysis, organizing, reporting and sharing of customer information throughout an organization, which can be used anytime and anywhere by the organization, by any department for analysis and implementation.

Here adopting third basic of marketing is involving customer and the marketer but the way is different. Customer himself is revealing their choices, priorities, Demands and hidden Trends, without even asking.


Tuesday, 2 August 2016

Social Media And Business - Can They Survive Without One Another?

Thе аnѕwеr is a hugе NO!
Firѕt оf аll, if wе are talking аbоut buѕinеѕѕеѕ, we need to соnѕidеr thе diffеrеnt wауѕ they uѕе ѕосiаl media platforms tо communicate with thеir аudiеnсе, announce new рrоduсt launches, share blog contents with different social share buttons еtс. If we make social mеdiа diѕарреаr tоmоrrоw, аlmоѕt immеdiаtеlу еасh аnd every buѕinеѕѕ out thеrе hаѕ to сеаѕе thеir digitаl mеdiа mаrkеting campaigns, аnd with it bid a ѕilеnt fаrеwеll to any chances of lауing thеir hands оn new сliеntѕ. Sесоndlу, if wе аrе thinking аbоut thе ѕituаtiоn frоm thе point of viеw оf thе ѕосiаl brаndѕ, thеn a hugе роrtiоn оf their рrоfitѕ is derived frоm thе brаnding аnd соrроrаtе advertising саmраignѕ thаt аrе undertaken by mоѕt рrоfit-ѕееking entities асrоѕѕ thе glоbе. If thеѕе activities аrе ѕtорреd completely, thеn the social nеtwоrking соmраniеѕ will bе left (almost) реnnilеѕѕ. Hеnсе, wе can safely соnсludе thаt social mеdiа and buѕinеѕѕ еѕtаbliѕhmеntѕ complement each other. It'ѕ like they are brоthеrѕ, frоm diffеrеnt mоthеrѕ - реriоd!

Sосiаl media mаrkеting bаѕiсаllу hеlрѕ a business tо improve communication with еxiѕting аѕ well аѕ роtеntiаl customers. Once a business iѕ tаkеn tо the social platform, individuаlѕ dirесtlу rеlаtеd tо thе company gеtѕ a real орроrtunitу to participate in working оf thе organization. They саn еxрrеѕѕ their feelings about products and services рrоvidеd by any раrtiсulаr аgеnсу. Mоrеоvеr, if fееdbасk iѕ uѕеd in a соnѕtruсtivе way, it gives еvеrу buѕinеѕѕmеn аmрlе орроrtunitiеѕ tо imрrоvе thе ԛuаlitу of his products/services.

The fасt thаt еvеrу entrepreneur has ѕtаrtеd using social media nеtwоrkѕ ѕеriоuѕlу, аnd iѕ considering аn inсrеаѕе in thеir аnnuаl digital media budgеt, dоеѕ ѕеrvе a boon fоr ѕосiаl nеtwоrking service рrоvidеrѕ. Fоr inѕtаnсе, Pintеrеѕt (thе new 'ѕосiаl' kid оn thе blосk) iѕ steadily grоwing uр in size. Thаnkѕ tо the wау buѕinеѕѕеѕ аrе uѕing this ѕеrviсе tо рrоmоtе themselves. And following their fаvоritе brаndѕ, соnѕumеrѕ are literally forced tо jumр into thе Pinterest bandwagon in оrdеr tо stay соnnесtеd tо these companies. The numbеr of uѕеrѕ increase аѕ a rеѕult. Thе рrосеdurе is еntirеlу cyclical. First thе brаndѕ make thеir way to a ѕосiаl platform, followed bу the ѕосiаl mеdiа аddiсtѕ who аlѕо hарреn tо bе the open admirers of thеir рrоduсtѕ аnd services. And thеn comes the friеndѕ and fаmiliеѕ оf thеѕе fоllоwеrѕ. Digital brand рrоmоtiоn iѕ automatically еѕсаlаtеd tо thе a whole new рlаtfоrm, muсh higher than what has bееn anticipated рrеviоuѕlу. And nееdlеѕѕ tо mention, this ѕеrvеѕ аѕ a blеѕѕing fоr thе social mеdiа companies.

How restaurants are using modern technology to woo customers?

Technology is on the rise in all sectors, and restaurants are no exception. Now, we’re not talking about those buzzers that you get to notify you when your table is ready, we’re talking apps, tablets, and a multitude of other things that are bringing restaurants into the tech field. Keep reading below for a couple of the innovations we feel are really making a difference in the dining experience.

1. Apps such as OpenTable:
Trying to find a place to eat dinner, especially in bigger cities, can be a pain, especially if you don’t feel like waiting 30+ minutes for a table. OpenTable alleviates some of that stress by letting diners check the app to see if there are tables available at a particular restaurant.

2. Tablets at the table:
We’re beginning to see chains, such as Applebee’s, use tablets at their tables which allow customers to order food, pay their tabs, and even play games while waiting for their food. This has the double benefit of giving restaurants a better, more efficient way, of tracking ordering data and trends to see what is, and isn’t working.

3. Charging stations at your table:
We’re not talking about just having outlets available to customers, we’re talking dedicated devices for charging your devices that fit in with the restaurant’s decor.Chef Charger offers candle holders, salt and pepper holders, and even coasters that double as mobile charging docks for your devices. They’re gorgeous, and if you didn’t know that they were chargers, they would look like any other decorative, or functional, piece of the table setup. Because, how else are we supposed to Instagram our dinner if our phone is dying?

4. Drones:
Ahh, yes, everyone’s favorite subject. Dominos began testing drone delivery services in 2013, and with the amount of venture capital being thrown at drone companies, don’t be surprised if we start seeing companies offer delivery in a whole new way.

5. “Surge” Pricing at Restaurants:
Akin to the “Surge” rates that Uber uses to gauge pricing for fares, that same technology is being tested in the restaurant field. Depending on the night and the amount of people at a particular restaurant, prices could fluctuate based on these factors.

Restaurants aren’t going anywhere, and neither is tech, so it’s only natural that sectors adapt to it. While there will still be dining establishments that pride themselves on a disconnect from tech, others out there will surely adopt many of the innovations listed above. Couple that with things like facial recognition software that is on the rise (that could be used by bartenders on a packed night) and it is an exciting time to be in the restaurant business.

Sunday, 31 July 2016

Are social media signals important in your SEO marketing campaign

Every business owner or marketing manager strives to find the next best thing that will help launch their business to the next level. In fact, the savvy business owner knows and understands that technology is here to stay and in order to succeed going forward, they must be on board with all technology driven marketing, including social media.

While social media has become the craze over the last several years, many businesses are still reluctant to embrace social media. However, many businesses are adopting the newest SEO marketing techniques that involve social media sharing that help businesses to share their content, products or services with their customers and users. You are probably asking yourself right now, what are social signals. Social signals, is just a new term that has been devised to describe activity done by social media users. It is thought that this activity can help advance web content and includes activity across multiple social media platforms. For example, it may include Facebook shares or likes, retweets on Twitter, or plus 1’s on other social platforms.

As this new term is being used, many business owners and marketing consultants are confused about what it really means. In fact, there has been a lot of confusion and discussion about this topic over the last several years, causing confusion among many, even industry leaders. In turn, many are changing how they structure their social media marketing, thinking that the changes will rank them higher on Google searches. The fact remains that social signals is nothing new – just a new term. Nothing has changed in regards to how social media is ranked on Google.

Yes, social media is important to your overall marketing campaign, and should be a part of it. However, if you are under the assumption that your social media efforts alone will rank you high in Google searches, you are mistaken. Google’s algorithms, have not changed recently. They are still based on value added, rich content. Yes, likes and shares are important on your social media marketing campaign, as this gives you additional exposure to potential customers.

The best of both worlds would be to provide content on your social media sites that will allow Google to crawl your social media platform and help increase your rankings. So the question on whether social media signals are important to your SEO marketing campaign, is yes. Yes, it is important to help improve your rankings and attract customers, but your social media marketing campaign must be done properly. Give your customers (and Google) what they want – write content based posts that will have not only your customers sharing your posts, but Google will index it and rank you higher.

Remember, continue to blog about topics you would like to get ranked for. Join conversations online that are relevant to your industry, and keep it all consistent. If there is anything that Google likes to see in order to rank you higher in the search engines it is 1 work: Consistency.