Consumer Personalization: Striking a customized marketing chord with your customers!

 

Marketing is a contest for people’s attention”, says Seth Godin, a highly celebrated author of more than 18 extensively read books. But, is it that easy to grab all the attention of the targeted curious, adventurous and experimentative souls out there?

What is that sizzling M’ (marketing) factor which is hidden for some marketers but has made itself quite obvious for few others? Well, it is actually the practice of customizing the products and services according to the tastes and preferences of the potential customers before pitching to them directly in the global market. In fact, today’s business world relies more heavily on personalization than it ever did before.

What more? Customization also brings a business closer to it’s loyal as well as fresh customers with a tinge of the personal element in the whole endeavor.

This accelerating drift towards customization has an equal and opposite reaction from the other side as well! The customers have now started expecting much more from the brands in terms of better-tailored products and services with great personalization at no enhanced cost to them. This rising need of being pampered by the businesses has given birth to a dynamic business environment where the offerings/deals fail quickly if they do not find a perfect fit as per the visualized satisfaction of the buyer.

So, the mantra for fruitful marketing today is to find suitable products for the customers and not the other way round where an unproductive marketing strategy and the desperate salespersons run after the weakest possibility of selling off their products or services to their customers. And this can be only achieved through consumer personalization.

 

Helo Marketing Cloud for consumer personalization

A bright day for any marketer would typically include understanding his customers accurately, convincing them about the offered service or product and then finally building a rock-hard brand reputation with widest geographical presence. Well, Vivaconnect’s latest core product—Helo Marketing Cloud does just that and helps a true marketer to excel in this tough time of cut-throat competition. It promises to bridge the gap between any promising business and its focused consumer clan by equipping its marketing personnel with the tools to learn more about the consumers’ persona (hailing from across demographics, segments and interests) and decode the hidden signals that are often criminally ignored.

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The crucial tasks of generating awareness, ensuring friction-less engagement, result-oriented data analysis and business development are all performed by Helo Marketing Cloud which gives complete consumer profiling through a link shortener which can be used in an SMS. What more? Helo’s analytical engine also provides important business insights to the brands about what, how, when to communicate with the customers and through which medium. Through this way, you can make your business outshine its competitors even at the international scale. The main USP of Helo Marketing Cloud is that it reaches to only those people who have used online services across various geographies of India, thereby, eliminating wastage.

In a nutshell, through Helo Marketing Cloud, you can successfully build a corporate data cloud to decode the consumer behavior. And the more a business knows its customers, the beauteous is the experience for both of them with lucrative ROI for the business and value for money for the consumers.

Visit : www.helo.co.in 

The Rise of Marketing Cloud, Marketing Automation and Predictive Analytics

 

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” Business has only two functions — marketing and innovation” said legendary Management Guru Peter Drucker. And marrying the two is a new wave of marketing paradigms such as Marketing Cloud, Marketing Automation and Predictive Analytics.

But what exactly are these paradigms and is there a compelling business case for them?

Before the Internet revolution of the 90s, business moved at a moderate pace. It was easy to understand and analyze what prospects and customers wanted, by looking at market research and sales data. However, with the advent of Internet and subsequently e-Commerce, customer tastes and preferences started changing at a faster pace than what market research or customer feedback surveys could reliably unearth.

This trend only accelerated with time as Mobility, Social Media and the Cloud brought more and more disruption in the way prospects buy, how they research information, and how they decide while on the move. These trends have shaped what is being called the Digital Economy, where change and disruption happens on a daily basis.

To the average Marketer or Marketing department of business organizations, this creates a huge challenge as they can no longer reliably predict what customers want and initiate manufacture or procurement accordingly. There are too many online channels where prospects are actively seeking information on brands and products. This and the fact that customers no longer believe in brand loyalty implies their tastes and preferences are constantly changing. Accordingly, marketers must be very quick in understanding customers’ or prospects’ needs, preferences, and tastes; while serving them.

Common mechanisms used by Marketing departments can no longer meet this challenge, which is why, more effective, and technology-based mechanisms have become inevitable in order to sustain competitive advantage and grow market share. Although these names are used interchangeably, they are quite different from each other.

  • Marketing Automation refers to software systems that are used to automate repetitive marketing tasks such as emails, social media, and website-related interventions, thereby increasing speed and scale for the marketing department.
  • Marketing Cloud or Cloud marketing is a much larger function and process. It involves creating integrated digital experiences which are customized for every single end user. With time, this has resulted in Cloud-based marketing platforms and an eco-system which comprises manufacturers, marketers, technology-enablers and third-party vendors.
  • Predictive Analytics: Predictive Analytics is a branch of Data Science or Big Data as some would like to call it. It’s primarily used to predict future events or outcomes using techniques such as data mining, statistics, modeling, machine learning, and AI (artificial intelligence) on current data.

 

Benefits and Advantages of these Marketing paradigms

Marketing departments of large business organization use all these 3 mechanisms today, as each of them have their own unique advantages, creating a compelling mix of benefits which are valuable in a competitive marketplace.

 Benefits of Marketing Automation (MA)

  • Understand customer preferences better: Record customer clicks and behavior to create a profile for every user that reflects their content and product preferences.
  • Predict the right content: As a natural outcome of the previous benefit, marketers can now determine the best content or products for anyone.
  • Create personalized experiences: By enabling one-on-one interactions, MA helps deliver predictive content across various channels such as email, web-apps and mobile apps.

 Components of Marketing Cloud (MC)

  • Predictive Scores: Unlike traditional lead-scoring which is manual, MC automatedly creates scores which enable marketers to understand customers’ likelihood to engage, based on a whole range of metrics.
  • Predictive Audiences: Based on the predictive score, marketers can identify specific segments of customers who would behave in a particular manner over time.
  • Predictive Journeys: Based on the above component, marketers can adjust the marketing campaign in order to follow the audience segment as per their predicted behavior.

 Benefits of Predictive Analytics

  • Predict Content Decisions: Automatically serve the most engaging content for each customer segment
  • Streamline Content Creation: Create business rules, logic and recommendation templates for online and email campaigns.
  • Automate Content Selection: Use powerful algorithms to create different scenarios and understand how customers make buying decisions.
  • Predictive Intelligence: Determine the best message, best channel and best timing for each customer experience. Influence important business decisions by using available customer data.

Conclusion 

There are innumerable success stories of companies who have increased sales, leads and opportunities by employing these mechanisms. Sooner or later, their use will become inevitable for all sizes of organizations, for long-term sustenance, growth and market-leadership.

Eliminate wastage and increase your SMS Marketing ROI by 1.5x with Helo Marketing Cloud. Visit : www.helo.co.in 

 

5 Life lessons from a bungy jump.

 

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VivaConnect founder and CEO Mr. Vikram Raichura share his personal experience

In his voice : During the past couple of weeks, I was off for a family holiday to the Himalayas. At the fag end of our trip we landed in Rishikesh and went for extreme adventure sports. Little did I know that I would not only enjoy the bungy jump, but cherish the learning for life. Just thought of sharing the same with everyone.

  • There is no compulsion to do anything in life: Its a rule at this bungy place, that they will not push you down if you don’t want to jump. They would give you one more opportunity after the first failed attempt, if you still don’t jump for the second attempt you are promptly sent back. Similarly, Be authentic in life, Don’t wait for somebody to push you to get things done. Just do things only if you really want to do it. If you get this, you will never have Monday Morning Blues nor would you be desperate for a vacation or a party.

 

  • Give up control, Trust your Team: There is a lot of preparation required for a safe and successful jump, similarly to run our business smoothly, we need to trust our team and give up on controlling them or micro managing them. This will lead to developing their potential and significantly increase your capacity to get things done effectively.

 

  • No matter how hard you fall, you will always come up: Once you let go from the platform, the first few seconds you will feel that you have committed the worst mistake of your life, but eventually the fall breaks and then you come up and down and up and down and then you start enjoying the same. So whatever happens in life, any ups and downs, don’t bother just enjoy it…eventually you are going to come up right on your two feet smiling.

 

  • Don’t worry even if your upside down: Once you have stabilized from the jump but you are still upside down, you feel tremendous pressure in your head, don’t worry. There are few people just waiting to hold you and release you. Similarly sometimes in life we feel everything that is happening in life is wrong, don’t fret, just keep moving, there will be someone who will definitely help you out and bring you out of the mess.

 

  • There is nothing to achieve after all: Once I was laying back after the harness removed, I couldn’t speak, I was just laughing out loud and could stop only after a few minutes. Upon contemplating on what I achieved by doing this, I had no answers…Actually I got nothing, I simply lived in the moment without any fear. I realized in Life too…there is nothing to achieve just live in the moment without fear and enjoy the gift of life.

 

Vikram Raichura, Founder & CEO, VivaConnect Pvt ltd.

Things which no one else can do in this world, but your MOM.

Remember the mother, not just mother Teresa but your ‘24/7/365 Mom’. Mothers are curious beings. Service and sacrifice are their central motto.

Your mother has been crazy enough to love you even though you probably aren’t worth it. It’s about time we start appreciating them. It’s about time we admit the things they do out of love for their children.

 

Feeds you more than your stomach can take and eats leftovers herself

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“Aur ek roti, bas ek aur. Nai nai main baad mein kha loongi.”

 

When you were a kid, she’d check your lunch box every single day when you returned home from school and if it’s not empty you’re in a big trouble

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“Khana accha nahi laga, tabiat toh thik hai teri? Main dusra kuch banake du?”

 

She backs you up when your result are too poor to show or be signed by your dad

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“Maa sign kar do na, pleeeese.”

 

She’s always worrying about everybody’s health other than hers

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Man what are you there for? Take care of your mother.

 

When you teach your amma how to text message in cell phone, next day she’ll message you asking  – haveyoueaten?

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Amma where is the space in between the words, lol!

 

She acts as a substitute to alarm clock with no snooze button

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“Uth jao bohot so liya, school ka time ho gaya hai.”

 

When dad gets super angry and is ready to whip you like hell, maa leaves everything she’s been doing and comes running to your rescue

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“Ah, amma aa gayi, main bach gaya!” You can count on her in every situation.

 

 

Whenever you are a little late coming home, she bombards you with worried-sounding phone calls

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Because you are the world to her and she cares for you more than anything.

 

She writes a long check list for your trip and inspects your backpack again and again to see that you remain comfortable when she’s not there to comfort you

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You will always be her baby and she will treat you as such, even when you have your own children

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At the end of a long hellish day, no matter what her mood is, she will sit at the table, see you eat and listen to your complains

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Even when she understands nothing, even when she never complains about her work.

 

When you are doing late night study she’ll check on you every hour and make hot tea or coffee to keep you from dozing off

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Next day she’ll wake up as usual and never complain about her loss of sleep. (Why not give her a present every time she does that)!

 

She can’t hold back her tears when you are hurt

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But she won’t let you see her pain.

 

In your dark times she’s the one person in the entire world who will stand by you and will never deny you a hug

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At time, she may dislike you or scold you but she’ll never abandon you, never stop loving you

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She’ll come back and kiss you on your forehead and say “chalo sab thik ho jayega.”

 

” Happy Mother’s Day “

Come in, WE’RE OPEN! Voice API Platform for everyone

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“We have started the new year with a bash. With launch of Helo, our marketing cloud, we declare ourselves open to all voice aggregators and developers who are looking for APIs to build their products and solutions”, says Vikram Raichura, Managing Director, VivaConnect.

VivaConnect is making it big in the Mobile Marketing Industry by currently leading the voice and missed call market in India with 80% of aggregators using VivaConnect platform through APIs. It manages a daily traffic of over 50 Million outbound calls through their pool of 2000 PRI lines.

Catalyzed by the increased market of the mobile phones, the company focuses on utilizing mobile phones for its core feature, CALLING. Whether they are broadcast or customized calls, OBD calls, Missed calls, IVR calls with DTMF input or any other medium where voice is concerned, VivaConnect has the perfect recipe of Voice API to satisfy their client’s requirements.

To use the Voice APIs smartly, VivaConnect has come up with their cloud product, Helo Marketing Cloud. The Helo APIs can be merged with SMS, Voice and the like APIs to open a world of new opportunities. Through Helo, VivaConnect is now enabling the entire world to use voice platform without worrying about expertise, capex, opex, telco commitment etc by just using the Helo APIs.

 

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The API can blend perfectly with any feature. It’s a smart mix of protocols and tools which help to notify the customer in case of missing a call from the client, missed call backed with either SMS, voice call or call patching. APIs can even generate voice scripts for the campaigns. IVR calls with DTMF input are on a rise. This allows the end user to feed its requirement and get the result of the chosen service. Live MIS helps to register all the details of the campaigns, recording all the analytics along with avoiding errors.

With only 35% of internet savvy population in the country, Helo is successful in eliminating the major barrier of no internet connectivity from the shoulders of all agencies, enterprises, aggregators by using voice as a platform for communication with the 800 million mobile users in India who don’t have the internet connectivity as of now. This is an applaudable achievement for the company as this segment of the industry remains untouched by the giants of the digital world- Google, Facebook, WhatsApp and the like.

Helo platform is expected to tap rural India in the best possible way as it is still under the dearth of literacy, internet connectivity, and heavy dependency on low-cost and lower-end feature phones. In such a scenario, voice calls in regional language are still the best option to connect to them.

Celebrating International Women’s Day

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She is everywhere.

Your better half, your company partner, your competitor, your daughter, your mother.

More roles but a veil of silence covers her.

She is your role model, your strength, your power, your everything.

She molds into what you want her to be. Your caretaker, your willpower, your love. But let her be herself. Her dreams fly like yours do.

She is her own glory, her own future’s architect, her shape’s engineer, her life’s boss, a doctor of her own heartbreaks.

She is beautiful in her own way. Love her for who She is.

She creates a world around you, a world of which you are a part, too.

 

 

A day to celebrate the evergreen beauty of hers. A day to celebrate her every day’s victory. A day to celebrate her roles and the roles She plays in our lives.

We at Vivaconnect would like to thank the Woman Hood for everything they have done for us.

HAPPY WOMEN’S DAY.

Mobile Phones, Then and Now – The Timeline Tale.

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Well, with the comeback of NOKIA 3310, we are lead to the main shift in mobile economy where we are taken aback by a question, “What is a feature phone doing in a Smart Phone’s world”? With the ‘unbreakable’ Nokia phones, we always preserved these handsets at our homes for a reason. There’s always a day when we enter a service station of our smart phones and look for spares while our phone is being repaired. This spare, though without internet and camera, keeps us up with the basic facilities along with small entertainment quotient packed in the games that we used to enjoy. It takes us back to the nostalgic era of the 90s. It’s time for you to recollect, the first ever mobile phone which you got in your life. Yes, let’s turn back time again and relive those old mobile galleries.

It was just yesterday when we had our fathers buying Reliance handsets and we were so excited to show it off that yes! Finally we own a mobile phone. Nokia followed the trend and became the biggest seller of the mobile handsets then in 90s.

The pressure of the board exams and the anxiety was writ on the parents’ faces too which made them buy their kids mobile phones to stay connected to them. The first mobile phone made our smile to run for miles. In school or colleges, you could see students competing and arguing which phone is better. Is Nokia N series better or the Motorola Razr; curiosity ended with confusion as no one was clear with the features. The mobile market boomed with feature phones and every company wanted to be different to stay ahead. The first gaming phone Nokia N-gage remains a legend also initial app based phones like Nokia 6600 were a huge hit in the market as well. Sony Ericson Walkman series phones gave us one of the best music experiences of our time and there were lots of other amazing phones.

The photography skills to browsing new songs, everything seemed to get better with the release of new handsets each day. We were just waiting for something different each and every day. We were short of SMS packs and the pocket-money was exhausted on mobile recharges. We were relieved when Facebook and WhatsApp were introduced. It made the world seem smaller and everyone seemed closer. Imagining a day without internet, now, can seem as a curse and a boon for few.

To disrupt the whole market, Apple iPhone 3G emerged and we were left stunned with the absolutely new way of using phone by soft touch. But soon we realized it was just for the elite. The rest had to go on with their Nokia and Samsung handsets with others falling for better features of LG and the like.

Shifting from a normal cellular handset to a feature phone to a smart phone, we have experienced all the joys and pains of owning each one of them. With introduction of hard and fast technology and compressed phones, network changes, more service providers, better clarity, better picture quality and sound bass, our wants have turned into needs. We long for better Android versions and upgradation of our Data from 2G to 3G and now, 4G.

The world ran so fast that we did not realize when our daily soaps shifted to web series and there was a world away from our idiot box. This world can fit in our pockets and we can carry it anywhere we want.  The advertisements which we wanted to avoid became a compulsion to watch on YouTube. Investors started paying big for advertising online on Facebook and Youtube instead of investing on television and print which was way too costly. With the time drifting away like sand, every sunrise comes with a new campaign to view and appreciate. The pace that we are running with, we are getting digitalized each day with every approach. Banking has gone to the computers and mobile banking and now you have apps for all. One click and you have a movie downloading, with another click you are traveling somewhere, new clothes collection, paid electricity bills, filed insurance policies; everything on just a gentle click on your mobile.

Digital marketing is running successfully but we see mobile marketing is running parallel, catching hold of every new parameter which is soon going to lead the advertising industry. One SMS can hold a new world with just an attached link. One missed call can open so many engaging possibilities. Voice calls and Emails marketing can do wonders too. More the services, more the benefits we get through Mobile marketing.

VivaConnect is one such built platform which gives a way for each obstruction in advertising. Easy services on your mobile phone. Voice has a great impact and so does the graphics. One call and you can hear English spoken classes in the rural areas. You can vote your star with just a missed call. You can impress your client with an email of your products. VivaConnect has been connecting many brands to their customers.

While we wait for more advancement in technology, maybe we get a software to teleport us back in time to see from where we started and where we have reached. Or a mobile phone which can record all our memories so that we can relive the nostalgic moments. We can hope for this to turn into reality as the future is a mystery.

Till then, Keep Connecting!