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Sales & Marketing

Digital Storytelling-Humanizing the Technology Story

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  Bryan Kramer, a globally renowned speaker and author says there are no more B2B and B2C, because businesses today are all about H2H or Human to Human. A new wave has begun in the corporate world which is being labeled as the humanization of business. It is an irrefutable fact that technology often takes away the human interface and that is why technology organisations may be more prone to getting lost in process orientation and loosing the human touch. IT and technology companies have always taken the lead in innovation and thought leadership. In any case, digital platforms and social media are products created by the tech industry. Digital storytelling is  the intersection of technology with human emotion which can facilitate the emotional connect with customers and other stakehold...

Will the CIO and the CMO Team Up to Maximize Benefits from Big Data?

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The case for CIO- CMO collaboration- A global organization recently decided to jump on the big data bandwagon, and try to turn data into profits. It did the initial budgeting exercise and effected a request for proposal from select vendors to analyze company data and identify opportunities. Vendors loved it- they finally had access to tons of information opening up multiple analysis areas. Few months down the line, when the bids started to come, they were 400 per cent over budget. Narrowing the scope was the obvious alternative, but no one understood what to keep and what not to keep, as the CMO has not defined the must have data points, while the CIO had not intervened in the bidding process to establish limits. Stories similar to this McKinsey example above have been playing out across b...

Anecdotes: Interesting incidents and stories from everyday life

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  Let me start with an anecdote from my life, And I was stunned The gentleman appeared over-friendly first and I began to feel uncomfortable. After a while I could not stop myself from asking him, ”I am sorry but I did not recognise you.” He replied, ”May be you don’t know me but I do.” I got even more perplexed. And he continued, ”Familiarity breeds connect too, and not just contempt. I am already familiar with you because I have read many of your stories.” ‘Oh’ and I heaved a sigh of relief. What are Anecdotes? Anecdote is a short amusing or interesting story about a real incident or person. It may be hearsay and therefore unreliable at times. According to Wikipedia, “The purpose of anecdote is to reveal a truth more general than the brief tale itself: to characterize a person by de...

Sales and Marketing in the Age of Data: Challenges and Opportunities

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Sales and Marketing in the Age of Data: Challenges and Opportunities If land was the primary raw material of the agricultural age, and iron that of the industrial age, then data is the primary raw material of the information age. The Age of data The volume, variety and velocity (the famous three Vs of big data) of the data currently being captured is unprecedented. As recently as 2000, digitally stored data was a mere 25% of all data generated but within a decade, by 2007, that number jumped to a whopping 94% (and has not fallen since). To get a sense of the scale involved, consider that in the time it takes you to read this sentence (roughly 6 seconds for the average reader), Google would have received half a million queries from around the world. The opportunities that the Data age is th...

Beyond Marketing: Leveraging Social Listening to Drive Business Performance

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Social media listening to understand company and product sentiment, brand awareness, and product penetration has been firmly established as a critical tool for social-savvy consumer Marketing departments. Command centers glisten with strategically positioned high-definition monitors graphing trends in product mentions, tracking the real-time impact of marketing campaigns, and flashing alerts for immediate response to a customer inquiry or complaint. Less well established, however, is the application of social listening to gain competitive insight for other areas of the business outside of the Marketing department. These insights, particularly when coupled with transactional business data, can help guide and drive performance in core business competencies. Innovative companies are beginning...

7 Focus Areas for Customer Experience Management

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For those familiar with Michael Porter’s work, strategy is about differentiation. In the digital era, there is a growing consensus that differentiation will depend on how service providers manage their customers’ experience. Strategy then will need to increasingly focus on Customer Experience Management initiatives. Here are seven that I think would be important. This is by no means an exhaustive list, and I would welcome your inputs on additional ones. 1. Channel Unification: Customer interactions with service providers typically occur across multiple channels. From the customer’s perspective, the expectation is that the experience across channels will be consistent. This can be achieved only when service providers have a strategy in place to unify their channels, and then execute on that...

MarTech: Enabling digital transformation

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Remember the times when we would huddle around a radio set tuned into live commentary of a cricket match? Fast-forward to today and people are watching cricket on streaming applications on the smartphone. Now they can pause the live streaming, record the telecast to watch it later, or share their favorite moments out of a match on social media. For marketers, the only way to engage with the consumers during a radio telecast was through jingles. On the streaming app, the same marketer can connect with the consumer via a banner ad, social media hashtag, embedded video, or location based advertisements. This shift reflects the shift in media consumption patterns, the increasing number of choices available to consumers today, and how marketers are leveraging technology to address their needs. ...

Why use Stories for Online Branding and Marketing?

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  There is a famous proverb, “Facts tell. Stories sell”. Storytelling is one of the tools of branding and marketing. Is it a more powerful tool or is it the most powerful tool? Let us take a look. How Do Stories Work? Stories inspire action and also connect emotionally & build reputation. Marketing is all about building relationships and by staying back in the memory (or sub-conscious mind), stories help in connecting people & strengthening relationships. Our hearts connect to stories, our brains are wired for stories and our ears want to listen to stories. We want our stories to be heard because our experiences are stories, our complaints are stories and the biggest burden on our mind and heart are our untold stories. How do Stories Integrate? Storytelling is a powerful integ...

Martech – An USD 45-55 billion opportunity for Indian IT industry

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Marketing and technology have become almost inseparable. In the past few years, with the proliferation of digital channels. Marketers have started to use technology at each step of the marketing value chain, from product planning & media buying to customer engagement to sales and after sales. Few parts, if any, of the marketing function that have remained untouched by the technology, with businesses making significant investments across five key areas. Targeted customer experience enhancement is likely to be the focus for marketers Marketers are increasingly targeting individual customers rather than segments as digital marketing has brought brands in direct contact with the singular consumer. To serve each customer, brands are using advanced and sophisticated analytics solutions to en...