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.


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.

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The Rise of Marketing Cloud, Marketing Automation and Predictive Analytics




” 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.


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.

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