“Personalise & empower to successfully interact”

Creating content smartly and concentrating on value, not visits can help brands achieve digital goals, say industry gurus

e4m by Saloni Surti
Updated: Oct 12, 2012 7:24 PM
“Personalise & empower to successfully interact”

Social media is a very powerful tool to listen to the consumers. What people speak about a particular brand on social networking sites can help customers figure out how genuine a brand is, says Sundeep Kapur, Evangelist, NCR Corporation.

Shedding light on these opportunities available across the digital platform to drive consumer relations, Kapur said that content has to be multi-media. While designing content for the digital platform, creators have to be smart and focus on how it will appeal to the readers the most.
According to Kapur, while handling official Facebook and Twitter pages, brands have to be careful that there is not too much of selling. The content has to be conversational and interactive. Content creators have to think in terms of informing, education, entertaining their clients while making sure that it converts into revenue.

In a bid to explain the importance of content on digital, Kapur mentioned a few points that brands need to keep in mind. Firstly, the content should aim at finding new customers and getting them on board. Once the customers sign up, through their posts and feeds, brands should figure out their personal preferences.

Once the brand has built an individual rapport with its audience, it should work in a manner that the audiences then act as its brand ambassadors and get other people on board.

However, all the likes, posts and tweets have to convert into RoI down the line. They should help in increasing the revenue and decreasing the cost.
Kapur also emphasised on the importance of email marketing. With the increasing use of email for banking, telephone bill, electricity bills so on and so forth, email marketing and advertising has emerged as a very strong sector.

While engaging with their consumers through email, brands need to segment them (consumers). “Personalise, empower and leverage preferences to successfully interact with consumers through email,” added Kapur. 

If the consumers feel they are being spoken to directly and give certain kind of power, they are more likely to reply and engage through that email. According to statistics, if consumers receive a receipt on email within three minutes of the transaction, they are 94 per cent likely to reply. However, the chances of replying reduce dramatically as the times increases.

Lack of standard metrics has always been a problem across the digital platform. Thus, brands need to use smart matrices to determine how their digital services are performing, says Suresh Babu, Founder and CEO, Web Marketing Academy.

According to Babu, entrepreneurs now need to look above Page Rank, Alexa Rank and Keyword Density. Brands should focus on good content and delivering value. They have to focus on measuring value and not visits.

Brands need to focus on micro conversions more. Micro conversions are small details such as downloads, bookmarking your page, newsletter subscription and shares. Understanding micro conversions can help understand user intention. Brands can also set up SEO campaigns to promote micro conversions.
Firms should also look out for long tail keywords (more than three keywords) added Babu. About 70 per cent of traffic comes through long tail keywords. Industries should identify business objectives, goals and KPIs to create an ideal digital marketing model.

The industry leaders were sharing their views at Technology for Marketing and Advertising Conference held in Mumbai on October 10 and October 11.

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