Point of Purchase - - CONTENTS - Fairy Dharawat

A new tool from Xer­ago, a lead­ing name in the dig­i­tal mar­ket­ing ser­vices in­dus­try, may just be the an­swer to many needs faced by brand mar­keters to­day in the area of dig­i­tal mar­ket­ing. Point Of Pur­chase brings you more dope on this.

As the world shrinks, the in­evitable takes cen­tre stage. En­ter dig­i­tal mar­ket­ing, a force to reckon with for most brands to­day. In­deed, with around 70% of world pop­u­la­tion con­sum­ing on­line con­tent daily, the clut­ter of on­line in­for­ma­tion makes the cus­tomer and the mar­keter cringe at the mere thought of dig­i­tal mar­ket­ing. Right from solv­ing prob­lems of seg­men­ta­tion to han­dling chan­nels to guid­ing the life cy­cle, and han­dling the func­tional mar­ket­ing prob­lems of the brand, there are many as­pects to be looked into. Com­pa­nies, brand and mar­keters are there­fore on a con­stant look out for a com­pre­hen­sive and an­a­lyt­i­cal tool. Step­ping in here to ad­dress these is­sues in the realm of dig­i­tal mar­ket­ing is Xer­ago an in­dus­try leader with its suite of tools which, ac­cord­ing to the com­pany’s Co founder and CMO, Srini­vas Chari, ba­si­cally uses an­a­lyt­ics, cre­ative and a ro­bust process to ex­e­cute mar­ket­ing in­ter­ven­tions and prob­lem solv­ing pro­grammes for brands.

Says Chari speak­ing on the need for dig­i­tal mar­ket­ing, specif­i­cally a com­pre­hen­sive and rel­e­vant tool, “To­day cus­tomers own the on and off switch to all me­dia/medi­ums, are more knowl­edge­able/em­pow­ered about var­i­ous prod­ucts and ser­vices they are be­ing mar­keted to and have huge clut­ter to deal with. Thus mar­keters are ac­tively seek­ing, in­vest­ing and mas­ter­ing newer meth­ods and tools that go be­yond mak­ing their brands merely vis­i­ble to ones that al­low bet­ter con­sumer un­der­stand­ing, pre­cise tar­get­ing, cus­tom­ized of­fer­ing and above all that which en­gage and let them have a two-way con­ver­sa­tion with their cus­tomers.”

And it is ex­actly with this on view that Xer­ago of­fers its niche prod­ucts suite, the X-Alt, that drives in­te­grated RoI-led mar­ket­ing with the fol­low­ing fea­tures:-

1 Me­dia At­tri­bu­tion and Com­pre­hen­sive Cus­tomer Ac­qui­si­tion RoI

2. Real time dash­boards for mar­ket­ing pro­grams

3. Plug-n-play plumb­ing so­lu­tions that solve the Big Data ag­gre­ga­tion

4. Mul­ti­vari­ate op­ti­miza­tion across in­bound and outreach cam­paigns

Be­sides, Xer­ago also pro­vides mar­ket­ing re­turns, what it calls ‘Cus­tomer Value Max­imi­sa­tion’. This in­cludes de­vel­op­ment of a process that au­to­mates large web por­tal man­age­ment (ap­plied for patent­ing) among oth­ers. Be­sides, the com­pany has also built a num­ber of tools that range from cam­paign man­age­ment plat­forms to work­flow and project track­ing prod­ucts. They in­clude a mul­ti­vari­ate op­ti­mi­sa­tion tool, Ad serv­ing tool, web tracker and an ad land­ing page op­ti­mizer, to name a few.

Well for brands, the ben­e­fits of im­ple­ment­ing dig­i­tal mar­ket­ing pro­grammes with such tools are many fold:

Ease of track­ing and mon­i­tor­ing re­sults and re­sponse

Com­pre­hend­ing and un­der­stand­ing au­di­ence wants

Scal­ing based on test-and tar­get au­di­ence re­sponse

But then each brand has its own needs given its seg­ment of op­er­a­tion and given this, the Xer­gao tools are cus­tom­ized with spe­cific strate­gies:

1. Start with Data, and an­a­lyze it to

de­rive in­sights

5. Test the strat­egy over the con­trol group and cal­i­brate based on learn­ing

2. Build on in­sights us­ing mar­ket­ing

con­sult­ing ex­per­tise

3. Map clients’ tar­get au­di­ence sci­en­tif­i­cally by per­sonal de­vel­op­ment and map­ping con­sump­tion habits

4. Evolve a strat­egy and tacit plan with spe­cific value propo­si­tion for each stake­holder seg­ment

6. Share the strat­egy with client

Says Chari speak­ing about the com­pany’s client re­la­tion­ships and ROI, “Our re­la­tion­ships with clients are al­ways long-term part­ner­ships where we As­sess, Mea­sure, Man­age and Op­ti­mize their mar­ket­ing pro­grams. Our rev­enue model is based on the re­sults that we pro­duce with our mar­ket­ing in­ter­ven­tions. And we en­gage with clients on the ba­sis of An­nual Con­tracts.”

Xer­ago’s work­ing method­ol­ogy may be il­lus­trated thus:-

Xer­ago shared two case stud­ies to demon­strate the use of their tools:

a) HDFC Bank – This so­phis­ti­cated user of cam­paign man­age­ment, wanted to iden­tify cus­tomer seg­ments based on De­mo­graph­ics, Cus­tomer Life Stage in the Bank, and Propen­sity for Bal­ance build-up and also wanted to iden­tify po­ten­tial “Good Bank­ing” cus­tomers for dif­fer­en­ti­ated treat­ment, re­gard­less of cur­rent bal­ance. Xer­ago thus cre­ated a Cus­tomer Life Stage Man­age­ment model - a sys­tem­atic ap­proach to iden­ti­fy­ing stages of cus­tomer re­la­tion­ship, adding clar­ity to cus­tomer contact and en­gage­ment.

b) Event Based Mar­ket­ing: Xer­ago As­sess­ment re­vealed op­por­tu­nity for Event Based Mar­ket­ing wherein it de­ployed 200 trig­gers and man­aged the de­liv­ery of cus­tomer in­ter­ven­tions that re­sulted in huge cross-sell. The re­sponse rates im­proved dras­ti­cally and the ROI was achieved in 30 days.

Well, given the scope for dig­i­tal mar­ket­ing, one would ob­vi­ously see new trends in terms of client needs and de­mands and ac­cord­ing to Chari, these are:

1. Trust in Ad­ver­tis­ing

2. Geo-lo­ca­tion over con­text

3. Big data roll-ups bridg­ing the dig­i­tal di­vide be­tween off­line and on­line

4. Op­ti­miza­tion

5. Ef­fec­tive­ness of So­cial me­dia


6. In­crease in mo­bile eye-balls

7. La­tency in ecom­merce show­ing

signs of re­ver­sal

Fur­ther, dig­i­tal mar­ket­ing has ush­ered in the fol­low­ing virtues to tra­di­tional mar­ket­ing ini­tia­tives:-

Ac­count­abil­ity / RoI



Well, in spite of all these, chal­lenges in this space are in­evitable. To be­gin with, as Chari says, is the chal­lenge of build­ing a tal­ent pool. “We started with a core crack team but iden­ti­fy­ing, nur­tur­ing and re­tain­ing a tal­ented team that would help us in scal­ing up was a key chal­lenge. Thus we had to heav­ily in­vest in cre­at­ing process IP to build­ing a ma­ture de­liv­ery model, to over­come this chal­lenge.” The other chal­lenge, ac­cord­ing to him, was of course con­cept sell­ing. “Driv­ing the con­cept of ac­count­able or ROI based mar­ket­ing was truly a big chal­lenge as mar­keters were used to a con­ven­tional ‘spray and pray’ kind of tra­di­tional ad­ver­tis­ing led mar­ket­ing mod­els. It was hard to con­vince mar­keters to switch from tra­di­tional think­ing about me­dia choices and mar­ket­ing.”

And then there was the chal­lenge of “Boot­strapped growth”, as he puts it be­cause of which the com­pany was forced to op­er­ate largely in In­dia and Asia.

But these chal­lenges not­with­stand­ing, Xer­ago to­day has a client port­fo­lio of re­puted brands such as Citibank, Mi­crosoft, HP, Vedanta Group, HDFC, ICICI and Hin­dus­tan Lever among oth­ers and to­day Xer­ago fig­ures in the list for al­most any global RFP floated by For­tune 1000 and large or­gan­i­sa­tions.

Growth es­ti­mates in dig­i­tal mar­ket­ing in­dus­try is what ob­vi­ously makes Xer­gao bet on its tools and so­lu­tions. For ex­am­ple, ac­cord­ing to Chari, the dig­i­tal mar­ket­ing mar­ket size in In­dia is es­ti­mated to touch close to Rs 2000 crore in the next two years, from Rs 600 crore.

Says Chari fur­ther, “For the pro­gres­sive mar­keter, the real chal­lenge only be­gins from here. Over the next decade, tra­di­tional me­dia will un­dergo up­heaval in terms of re-con­fig­ur­ing bud­gets in favour of So­cial and Search. And other trends where Mo­bile will be the de­vice of choice to con­sume con­tent.”

The whole space is ob­vi­ously set for ex­cit­ing times ahead!

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