Category: General

Move over B2B and B2C; it is the age of P2P now

Person to Person (P2P) Marketing is an interesting topic worth exploring for all digital marketers. Instead of clubbing your customer segment into Business to Business (B2B) or Business to Consumer (B2C), a saner approach in today’s times of digital marketing uncertainty and trust issues is to go for a human essence in interactions. This is precisely what P2P marketing entails.

Why is the P2P approach necessary?

The right approach to interacting with customers is at the core of P2P marketing. And why would this be important? Precisely because businesses don’t drive a brand’s success, people do. So rather than going on and on about the brilliance of your product, P2P marketing concentrates on letting your audience know the answer to one crucial question they may have

“What’s in it for me?”

P2P Marketing tries to bring out a lucid and clear answer to this question and communicate it in the right way to your target audience.

Why now?

Remember how radio took a whopping 30 years to reach an audience of 50 million? Well, Facebook did 100 million in just 9 months! That’s the power of social we see around us today. Audiences today are connected, vocal, and social – across the world. And this is a power in the hands of the customer we simply cannot ignore. Most of the buying decisions now entail going online, checking reviews, talking with friends, and then making a decision. Hence P2P marketing – i.e. a personal interaction with the customer is an excellent fit for the evolving dynamics we are seeing around us.

How to enable P2P?

The below interesting pointers will guide you in making that personal connection with your customer to drive greater brand success:

1. Give a human face to your brand

While it is hard to break away from business jargons and terminologies, it is still doable. Instead of focusing what you do, focus on how your customers will benefit from it. This way, customers will come to know why they should go with your product/ services and not your competitor’s. Remembers it’s all about re-wording your business proposition in an easy to understand perspective.

2. Connect where your customers are

Customers need a platform on which they see that they can impact a brand’s decision. Instead of going round and round in consumer redressal forums or other forms of dispute resolution, they want a simplified way to resolve their pain points. Social media offers brands to carry out this task with incredible effect. By being present online and responding to their customers’ posts in real time, you not only prevent an issue from snowballing to a major PR catastrophe, but you also show other customers how quick and nimble you are in customer servicing.

3. Upgrade your metrics for P2P

Traditional success metrics in digital marketing won’t just cut it for P2P. You need to employ more targeted approaches that can accelerate the P2P campaign success. Some ways to do this is by having live stream events, doing personalised Q&A sessions, and surveying for NPS scores.

Today when privacy concerns are high, and ad frauds are on the rise, it is this crucial element that can connect your business to the success it deserves. Go on, try out P2P marketing and let us know in which ways you will be adding this essence to your overall digital marketing mix.

October 26, 2017
Mapping Customer Journey: What you need to know

If you are looking for ways to bring more value to your business and create long-lasting relationships with your customer, it is important for you to focus on how you interact with your buyers.

Designing customer mapping journey is an excellent way to understand how the people in your company interact with your customers. The map will highlight every important aspect of the purchasing process to provide excellent insights into the experience flow of the customer.

Let us try to understand the purpose of customer mapping journey and what a business should know about it.

What is Customer Mapping Journey?

A customer mapping journey is a graphic or visual interpretation of the entire story from the perspective of a customer and their relationship with a service, business, or product across multiple channels and over time.

How Can a Brand Use It?

With the help of customer mapping journey, a business can identify where and how the consumers and market can harmoniously exist together. It will provide unique information about how a business can fit into the life of a customer. Moreover, it can also be used to gain the internal consensus of how the customers are handled across multiple channels.

By describing or illustrating the customer experience across multiple channels, the stakeholders from different areas of a business can better understand a customer’s experience with the business. What they are thinking, what kind of service they are expecting, what are they doing, listening, seeing, everything can be learned with the help of the mapping journey?

What Should the Brands Know?

Despite customer journey mapping being very effective, only 34% of the companies use it as confirmed by the study. While it is believed that the maps should be elaborate to provide a better idea about the customer behaviour, several experts agree that you can forgo particular data in the initial phase.

It is important to ensure that the map has a life of its own irrespective of the internal departments or processes as the customers never really get to experience an internal viewpoint or match entirely to the task divisions in the organization. It is also important to know that journey maps can be different on the basis of the management style or customer base. However, they should all have the same purpose of illustrating how customers engage with your business.

Rather than focusing on what the business things, the map should document actual experiences of the customers that can provide you with a better idea about them and how they engage with your brand, product or service.

Conclusion

Understand that effective customer journey mapping is a combination of science and art. It can help you optimize your investment and create a mutually rewarding relationship with your clients. You can collaborate with your team to come up with quantitative and qualitative insights, design and strategy.

If you have never used mapping in the past, you can hire an experienced visual designer with excellent data visualization skills to create maps that are actionable and engaging. And if you are too confused with the entire process, you can also hire services of a reputed UX company which offers development and designing services. However, ensure you choose the right company or professional to get the desired result.

March 24, 2017
News:IndiaMart aiming to raise Rs.500 cr via primary market

IndiaMart.com can become the second ecommerce company in India who comes out with an initial public offering.

The portal is a platform that offers various tools to its buyers to search from over 3 crore products through its competitive suppliers.

It is believed that the company is already in talks with investment bankers to raise about rs.500 crore via sale share. A spokesperson seems to have confirmed the plan. The ecommerce is an online platform that allows SMEs and large companies to transact through their site.

The company says that it is a cash-positive business and has grown over the rate of 40% CAGR in the past five years. Its existing investors are Intel Capital, Amadeus Capital, West Bridge Capital and Quona Capital. With over 3,000 employees it has 65 offices across the country.

Ref : https://goo.gl/5qS11U

June 7, 2016
News:Haryana Government develops e-commerce linkage schemes for MSMEs.

This initiative will help the MSMEs scale up their efforts with lower investments in human capital, thereby reducing their overall costs.

The Scheme will form linkages for Micro, Small and Medium Enterprises through e-commerce linkages, which will support not only in building the brands but also in trading online. This inclusion of digital commerce can help SMEs scale up their business with effective cost cutting options, especially human capital.

The focus will be on generating employment, increasing the quality of the services/ products with e-commerce’s support. This can lead to higher revenue generation. A workshop will be conducted to bring exposure to the SMEs about e-commerce models.

Reference: https://goo.gl/I3zPZW

April 29, 2016
Google’s newest feature – “Now on Tap’ recognition

Google ‘Now on Tap’ sounded absurdly cool when it was released a year ago, but it has failed to gain the momentum that was expected and alternatively been quite dreary. It is clearly toying with a component that could make it substantially more valuable. Users are seeing optical character recognition as a major aspect of ‘On Tap’; however the execution appears to be very early.

With respect to optical character recognition, it is not quite the same as checking the content on a page or as it has been consistent on Google. This new feature is now equipped to identify the text embedded in photos like regular searches. An important factor to consider would be that this feature does not work on all phones equally. Different phones give different OCR results and one has to have an android device upgraded to the latest 6.0 Marshmallow version to try out this cool feature.

It was first spotted by Reddit users who experimented with this idea. The highlight of OCR on Google ‘Now on Tap’ is by all accounts in its initial stages as it gives distinctive results every time. Most of the times, it does not convey any results at all. The simplest way to work around this is to take a picture from the upgraded 6.0 version of the Android camera and scan it with Google Now on Tap. This amazing feature reads all the content or even phone numbers from the image and furnishes results.

Google Now – Latest Feature (Img. courtesy :gadgets.ndtv.com )

We tried this feature on the Nexus 6P and it worked several times. It helped us find information of the text in the images as above. While some Reddit clients checked for book and TV information and got their corresponding outcome. While some scanned phone numbers and were shown Google Card. Since this feature is quite in the nascent stage, Google hasn’t promoted it yet. Regardless, it is an appreciated component for most Android users.

Character recognition to read posts (img courtesy :gadgets.ndtv.com)

Although the feature hasn’t been doing the best job at recognition. In the above example, when pointed at a calendar full of manual hand written notes, the viewfinder recognizes ‘Clift’ instead of ‘’Clift’. Peculiarly, when I pointed the camera specifically at Villa Florence (the name of an inn in San Francisco) and centered in on the content, it didn’t show any results. Similarly, while attempting to point the camera at the Giants sweatshirt. As you see from the above picture the group’s name and logo is exceptionally conspicuous. Easily identifiable phone numbers and large texts may work well. This clearly is at its experimental stage but could show signs of improvement or could disappear entirely.

Google will now let you export your files as epub files, a common format for eBooks. This is part of a new feature by Google Drive. One of the components of epub files are that their design is indicated by the gadget’s screen size, something missing in pdf formats. Besides Amazon Kindle devices, the file is supported by almost all the e-readers.

Reference : https://goo.gl/vXMN70

March 17, 2016
We are at AdTech 2016, come; meet us to talk digital!
It’s 2016, and that time of the year when the whole digital marketing space is getting together for one of the biggest digital conferences in the country, Ad:Tech 2016. We, at Logicserve Digital, are excited to attend it and be a part of generating meaningful conversations and being in tandem with the trends that 2016 has to offer for changing the digital media landscape.

Logicserve Digital is an integrated Digital Media Planning and Buying agency, with expertise in understanding our clients’ business challenges and providing customised solutions to help them achieve their goals. We believe that the apt usage of technology and continuous measurement form the pillars of digital marketing. Being at Ad:Tech will give us the opportunity to connect with great minds and exchange great ideas on Digital Marketing. Our team is here at the conference, to discuss ideas, learn about innovations and be a part of conversations on the way digital marketing is growing.

So, come visit us at Booth #20!

The knowledge exchange will be imperative for creating connections and collaborations that will enable us to make optimum use of digital marketing trends. The insights that will be shared by the keynote speakers who are one of the brightest and the best minds in the digital marketing space will support with identifying new trends and the way ahead for growth.

Know the team at Booth #20
- Prasad Shejale, Co-Founder and CEO – Comes with a dynamic approach towards eCommerce and Search Engine Marketing and consulting
- Rupak Ved, Business Head – Expertise in business development and building effective client relationships
- Maanesh Vasudeo, Director, Client Servicing – Has worked on 360-degree award-winning campaigns with a multi-channel approach across multiple platforms. Also has sound understanding of how Paid, Owned, Earned and Technology be leveraged as an integrated solution.
- Roomana Syed, Associate Director, Client Servicing – Strong understanding of paid media with a result-oriented approach
- Jay Maurya, Associate Director, Pre-Sales & Media – Expertise in maintaining effective relationships with publishers and providing customised and effective digital media plans based on client requirements
- Ashish Duggal, Sr. Manager, Business Alliance – Is a solution provider for the client’s requirements on digital media campaigns. He specialises in media planning and buying. His expertise also includes driving focussed ROI campaigns.
- Sudeshna Chakravarty, Assistant Manager, Business Alliance – Manages end to end execution and co-ordination of 360-degree digital marketing campaigns with a solution based approach to meet the client requirements.
CEO Speaks:

Prasad shares that, “ Ad:Tech for me has always been meeting friends and making friends. Discussing what worked and what can work for the coming year, get ideas and seed ideas. This is a platform to look back and build for the next year. Last year was not different at all. We had launched Logicserve Trading Desk (LTD) which has become a great service in India. Ad:Tech is also a good way to relax and have some fun (I can officially blame the conference for delayed responses) ;)”

Knowledge exchange and innovation driven sessions that we are looking forward to:
- Inauguration – Opening Keynote presentation by Michael Chrisment, Global Head of Integrated Marketing, NESCAFÉ, Nestlé.
- Is it about Mad Men or Mad Data: How can brands benefit from data management platforms? – A session on how to wade through the whole of big data and take out the information you want
- Content meets Commerce – New rules of content monetization? – Talks about how brands build connection between content and commerce through new ways of distributing and marketing content
- In the digital era, is the industry ready to reconsider the way media is measured? – Will be on using different media to provide the industry with metrics for effective measuring
- Using Technology to create “IN THE MOMENT” Marketing – Will talk about how brands should embrace this phenomenon to enhance conversions.
- Looking beyond Vanity Metrics – Pitfalls of not looking at actionable metrics in a cross- channel & cross-device world? – Creating actionable metrics that can be used to answer key questions about the consumers
- Beyond shares, likes & comments: Measuring the true value of content – What stats are meaningful for understanding the value of content.
- Is Programmatic changing the environment of a creative world? – How to use technologies to bring stories to life
- Full-Funnel Content Marketing: Leveraging Content To Move Audiences Down The Funnel – How content can effectively complete a brand’s story.
With 5,000 plus attendees from over 28 countries, this conference will provide every digital marketer or a branding professional with various opportunities to explore their avenues.

So drop by at booth #20 if you are at Ad:Tech 2016.

Kindly fill in your details here.

[contact-form-7 id=”3373″ title=”Meet @ Ad:Tech”]
March 2, 2016
News:Craftsvilla’s first acquisition at $5 million – Sendd

Craftsvilla, a Mumbai-based ethnic e-tailer, bagged ‘Sendd’ a virtual logistics start-up at around $5 million. This move is the first ever acquisition of the ethnic e-tailer in this year.

The founder of Craftsvilla, Manoj Gupta said that, the company made this acquisition to gain complete control over the logistics. Sendd showed the ethnic retailer how they can reduce RTO over 25% or even 50% in some cases and prices of logistics up to 30%. The deal was closed within 3 to 4 meetings within a month.

Sendd, the virtual logistics company was founded by Sumeet Wadhwa, Sargun Singh Gulati and Nav Agarwal, the former IITB students, a year back. Gupta is quite confident about the logistics engine which is said to predict on the efficiency levels of which shipment should be given to which courier company.

The start-up has tie-ups with more than 25 logistic companies. Depending on the RTO (Return to order) and delivery time, the shipments are routed to the right courier companies.

Gupta further emphasises on the fact that the Sendd will continue to operate with their clientele and also have a standalone identity in addition to managing Craftvilla’s logistics. The retailer aims to make it one of the India’s largest virtual logistics company, better than ETDC or FedEx.

Reference: https://goo.gl/dTsL58

February 2, 2016
News: Real Time Cashback, Paytm Join Hands with Dineout

Paytm, an online payment platform, brings a good news for food lovers with its dine out app that avail discounts, cashback and loyalty points directly credited to their Paytm wallets, in partnership with Dineout.co.in, a table reservation service.

To earn the cash redeemable loyalty points, the diner can write reviews, invite friends and check-in restaurants frequently through the dine-out app.

As both Paytm & Dineout cherish immense popularity, Amit Lakhotia, vice president, Paytm, finds this venture promising and is quite confident about the innovative loyalty programme devised to benefit their users, thereby encouraging use of technology for convenience and have a wonderful dining out experience for the food connoisseurs in India.

Looking at the wide popularity of Paytm, Ankit Mehrotra, co-founder, Dineout.co.in, said, “Paytm was an obvious choice for this partnership owing to their wide consumer reach, and the ease of use of the service.”

According to Mehrotra a lot of research has been done to arrive at a loyalty programme, where their valued customers can reap the benefits with this convenient tech-savvy service.

June 5, 2015
How to Create a Digital Marketing Funnel

A lot of people believe that creating a sales funnel is a dead marketing tactics, but we have a different opinion altogether. While such business tactics has been used extensively in the past; things have evolved a great deal. When you are looking to create the best digital marketing funnel, here are the things you need to be acquainted with.

1.     Educating The Customers

Initially, you need to offer the right kind of understanding and value to your customers. This step can be a little tricky because the people you approach have not yet made their decision to avail your products and/or services. In this step, you have to reach out to potential customers, explicitly define the problems which they are already facing and then give them the solution to their problems.

This method aims at bringing more and more people interested in your service. You should not expect to have a 100% result because there will be people who are not going to be convinced regardless of what statistics and factual data you show them.

You need to adopt the right approach and try and offer as much positive information as it is feasible. With the right information and a convincing pitch, you will be able to educate the customers and get them on your side as well. This strategy forms the top of the funnel.

2.     Persuading The Customers

This strategy falls in the middle of the funnel. It can be tricky and tough. In this part, your main aim is to persuade the customers to bring you sales. Once you have educated your potential customers; you now need to ensure that they are actually influenced by the quality of your products and services ad express desire to buy the same.

Before the beginning of this stage, your customers are aware of what you have to offer. However, in this stage, you need to offer them even more incentives and make sure that they do not end up navigating away. You need to offer the best incentives and highlight the reasons as to why they should choose you. The more people you persuade, the better will be the output which you will get from the marketing funnel strategy. This stage can last for a longer duration depending upon the ease with which you can convince your customers.

3.     Sell To The Customers

This is the bottom part of the funnel and involves the use of the apt sales pitch. Despite knowing the details and being aware of the fundamentals, a sales pitch is mandatory because it is the thing that ultimately brings you the final sales. You need to have a clear call to action and you have to guide your customers to making the final sales. Offer free discounts or even products; hold giveaways, have lottery coupons or do whatever marketing which you thing can bring you quick and instant sales.

When you are following this systematic step by step marketing funnel strategy, your business is likely to reap the right set of dividends and you may be able to enjoy the finest benefits as well.

Previous Post: Tips To Create Quality Content

January 21, 2015
Will GOSF 2014 Deliver vis a vis Black Friday 2014 Trends?
Once again, the onset of December marks the arrival of the shopping season across USA and to a certain extent in the UK. Traditionally, Black Friday falls on the first Friday after the Thanks Giving Day beginning with most retailers offering massive discounts encouraging shoppers to shop for the upcoming Christmas season.

With preference for online shopping in these two countries, we showcase a report on Black Friday Sale released by Hitwise, an Experian initiative that measures website traffic through direct data collection from ISP networks based in the UK. With key emphasis on
- Search Demand for Black Friday
- Retail Brands and products that emerged in the top position in UK searches
- Industries and websites that performed well during the 2014 Black Friday Search
On Black Friday i.e. on 28^th November 2014, a whopping number of 180,669,399 visits to the Shopping and Classified Industry were recorded. The number was far above the number of visits recorded way above those registered on Christmas 2013 or any other shopping day of 2014.

During the week which ended on 29^th November 2014 the highly searched keywords were – Black Friday deals and Black Friday while the brands such as Asda, Tesco, Argos, Currys, and Amazon clearly emerged on the top. Other highly searched words included Asda Black Friday, Tesco Black Friday, Argos Black Friday and others.

Interestingly, the Hitwise Search Clicks report shows a massive increase in search using “Black Friday” search terms in the year 2014 with respect to the year 2013. In fact, Black Friday this year witnessed an increase of to the tune of 170%.

With the week ending on 29^th November 2014, the top brands that emerged in the Black Friday searches are Amazon UK, Argos, Asda, Tesco Direct, Curry’s, John Lewis, Hot UK Deals, Very, Tesco and Game.

For those looking out for brands wise, year on year trends with regards to search in terms of Black Friday, the top performers were Argos, Tesco Direct, Curry’s, John Lewis, Tesco, Game, Very, M & M Direct, Sainsbury’s and Boots.

It is no secret that The GOSF has been inspired by the Black Friday and Cyber Monday online shopping concept so very prevalent in the US of A and now the UK. Coupled with the increasing preference for the yet emerging mobile shopping through smartphones and merchant apps, online shopping in India has moved on to the next level whilst it is still maturing across the broadband based shopping through a PC or laptop. This proves to be a challenging situation for both ecommerce partners and Google with regards to its performance.

How are the GOSF search terms placed organically and otherwise? How strong is its association with partnered brands in terms of search variants and which combinations could deliver the desired level of traffic. Is the India ecommerce well prepared to handle the predicted ‘massive overflow/spike of traffic” is what each one of us would like to wait and watch.

Having little qualms about its performance this is GOSF’s third season as things are better planned with more than 450 partners and pre party hosted for its hype. Though, its first season in the year 2012 was slightly disappointing with minimum or nonexistent discounts on the offer while its second season in 2013 was certainly well received with the festival being extended for a day.

Will the GOSF 2014 perform well? Will it break its existing records? Let’s keep our fingers crossed.

Previous Post: Bidding on Branded Terms: Consider These Parameters
December 5, 2014

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