Business is not just about growing, it’s also about building.

Business is not just about growing, it's also about building.

Success or failure of any business depends on the area of focus of the core teams. In a startup stage, the core teams focus only on growing the business, however when the growth stagnates the core teams are expected to deliver beyond growth, moving into the phase of sustaining the business that has been built. This is because majority of businesses devise a growth strategy that’s focused on short-term goals (user acquisition, expansion, increasing market share, increasing toplines) and plan to design the long-term goals (customer experience, retention), once the short-term goals are achieved, thus leading to only short-term benefits. In the hastiness to achieve quick results, the focus of the business, that is crucial to attain the desired result, becomes hazy.

Although every business can capture maximum eyeballs by spending on a launch strategy across paid media channels, what really matters is repeat customers. While there may be a million people who are attracted by the offers a business promotes at the initial stage, if no efforts are put to build the customer experience and make improvements in the product or services, the business will struggle to sustain.

When a business focuses on building a strategy that engages it’s customers strategically, right from the awareness to acquisition to retention to turning them into evangelists, the business will create value… delivering more than what the customer perceives of what he is paying for. Hence businesses which identify that growing is only focused on acquiring, while building is focused on delivering wow experience and getting repeat customers, recognize that winning only a few battles isn’t the goal, winning the war is.

So the crux actually lies in how many people keep coming back to you even when you do not reach out to them, and that’s when you can be sure that you’ve built a business, not just grown a business.

(Author – Mr. Vikram Raichura)

Create your own community, Create your own followers.

Create your own community, Create your own followers
Majority of marketers today, purchase data that’s readily available with different publishers, telecom operators, advertisers and data providers to promote their Brand. The accuracy of the data is left for assumption until the campaign is executed and a set of people that are not even closer to the Brand’s Target Group, respond in confusion, leaving everyone perplexed. The budget spent on carpet bombing also, has a high chance of reaching the wrong audience leading to loss of context, loss of communication and loss of money spent to reach an individual.

As per a recent report by TRAI, the share of Prepaid user base is over 95% in India. This is due to the tight monthly spending budget that most Indians have and a prepaid account makes it possible for them to limit their Mobile spend. Moreover, there is a lot of churn in the ownership of prepaid mobile subscriptions, since in many households the prepaid subscription belongs to one individual but shared by multiple family members. Brand’s most active and untapped market lies in the media dark regions, however, there too, a number that is registered on a 30 year old male, would be used by a 28 year old female.

In such conditions, how can a marketer be sure if the Brand message is reaching the right person and making any impact?

Marketers need to harness the power of customer experience, by giving the power of choice in the hands of the customer to choose what campaign they are interested in, what Brand they want to follow and when they want to be contacted.. That’s where
​Customer ​initiated Brand Solutions are a relief for Brand Marketers.

VivaConnect designs ​and executes such “Customer ​initiated campaigns” that lets marketers reach only those consumers who are really interested in their Brand, no matter whose prepaid subscription or what type of phone they are using currently.

Creating over 1 Billion interactions for Brands with their solutions across industries, VivaConnect has powered LiveTalk for Bharatiya Janata Party, ​Missed call based voting for The Voice India by & TV, Inbound WhatsApp campaigns for multiple FMCG & Entertainment Brands & more across the Mobile horizon.

​So dial a missed call on 0 83 83 83 83 99 ​and take the first step in creating your own active community​.​

Voice Calls: Simple Yet Effective

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You are at a retail/wholesale shop, trying to gain some relevant information about a certain Brand over the Internet but couldn’t, due to Internet unavailability or incapability of your feature phone handset. What could you do, other than asking the shopkeeper about the particular product? However, it is quite possible that the shopkeeper is preoccupied with other customers or he may not have the relevant and detailed information. In that case wouldn’t it be great if you could just ask the product itself? Sounds fascinating, isn’t it?

With the feature phone occupying more than 70% of Indian pockets, it is irrefutable to think of such ideas/products which could make the consumer independent from the capability of his handset. And here at VivaConnect, we conceptualize, develop, and execute such innovative products for our clients to reach their desired target market in a simple yet effective manner. Mr. Vikram Raichura, MD at VivaConnect, has recently shared his wisdom about how the limitation of Online Medium can be overcomed by using offline services such as Voice Calls and SMS, in his guest post at Adgully.

To read the complete post, please click here.

Bolt – 1 Minute Voice Race Challenge

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Bolt – 1 Minute Voice Race Challenge, was a ‘Voice Call’ based game for BOLT from TATA Motors. It was a pre-launch campaign which highlighted Bolt‘s Multi-drive feature intelligently through a gamified format. The game utilized DTMF inputs (Mobile Keypad) as a medium to play the game. It also increased Brand Recall Value of the campaign for main print and other launch mediums. There was a substantial increase in test-drive enquiries after the campaign. The fact that it got viral by word of mouth publicity, also contributed to an extent, for the accolades it received.

Bolt campaign was designed in a creative manner, which not only emphasized on delivering the Brand Message, but also on creating an unique customer experience. The simplicity yet effectiveness of the campaign, was the result of the hardwork our professional team, who devised a creative and an engaging platform for Bolt from Tata Motors. The hassle free execution of the campaign and high customer engagement also validates our capability of delivering the solutions in an efficient manner.

Here’s a quick video which explains the complete campaign:

The Emergence of ‘No Stack’ Mobile Marketing

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What is the difference between Microsoft and Apple?

Microsoft builds pieces of stack — the OS, apps, etc — and relies on multiple partners to build semiconductors, cases, assembly, marketing, retail etc. Apple does everything — they design their own chips, own phone hardware, own OS, own apps, the packaging, the retail experience, everything. One can say that Microsoft is a “No Stack” company, whereas Apple is a “Full Stack” organization. While both the organizations have achieved huge feats of success, this shows that these two methodologies do not oppose each other, but rather it’s the type of business that decides which methodology to adapt.

VivaConnect, a Full Stack organization, enables businesses to run in a No Stack fashion. A new era is emerging where many startups and even well established organizations prefer to go No Stack. This is where VivaConnect plays its role. For instance, if you are a creative marketing organization which has many ideas and clients at hand and wish to run a full fledged mobile marketing campaign, VivaConnect can empower you in the process. It’s almost illogical for such an organization to completely build its own technical stack, when they can utilize ours to manage and execute their campaign.

The recent unbundling of the full stack startup have paved way for many companies to focus on the last mile of value they intend to provide. Such companies can use our services and can concentrate their resources to excel in one domain. We develop and create customized APIs as per the requirement which can easily integrate with your already up and running business software. The services that we provide are protracted into a wide variety of mediums ranging from Voice to SMS. We not only provide the backend to run your mobile marketing campaign but also provide solutions, ideas, and corrective measures to increase the efficiency of the campaign.

The current terminology IoT (Internet of Things) probably understates this potential impact. Brands can make use of our mobile marketing services to create a name or enhance their already established name. VivaConnect avails dashboard, analytics, and cloud infrastructure, all at extreme scale and low cost, that allows the creation of completely new forms of automation which seamlessly gives your No Stack business a look-n-feel of full stack business.