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Quick five with Aseem Chandra on social RoI

30-July-2012
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Quick five with Aseem Chandra on social RoI

With the immense growth of social media, companies are trying to make sense of their social presence. Can leveraging free analytics help brands in manoeuvring the social labyrinth?

Aseem Chandra, Vice President, Product Marketing, Omniture Business Unit, Adobe Systems is responsible for the positioning and pricing of Omniture products and services and articulating Omniture’s vision for online business optimisation. In conversation with exchange4media, Chandra elaborates on how India should look at social media as more than a communication platform.

Where does Adobe’s communication start with a marketer?
It is the always the consumers that lead the chat everywhere across the globe. Expectations and aspirations of consumers from the brands remains the same. Brands need to do the catching up. Brands should understand where their potential consumers are and should be there in the most effective manner. Brand communication should thereby shift with this change. This is where we come into picture in the marketer’s plan. We advise and help marketers to choose the right metrics and analytics that they can use to look what their existing consumers are doing and where their potential consumers are.

What are the challenges faced by brands in the digital marketing space today?
Marketers need to define, measure, and demonstrate social RoI while aligning strategies and investments across paid, owned, and earned media. They need to grow and manage a scalable, coordinated brand presence in social. Marketers need to integrate multiple tools and workflows while managing governance between internal and external stakeholders, and they need insights beyond just data to make social efforts more effective at driving business results in real-time.

How should Indian brands go beyond a ‘like’ on social media?
The first step when a brand is on a social media platform is to bring consumers on the platform. Driving heavy traffic is typically what every brand looks up to. After that is done, engagement is what is focused on. However, what brands now need to think is how engagement can generate RoI for them.

The magic of digital marketing is that everything can be measured. India needs focus on taking the next step to translate the ‘likes’ to engagement and later go beyond engagement and figure the results that it generates. It is also very important to understand what the metric of measurability means to each sector. That’s what we are looking at – providing measurability of the social activities.

Can you elaborate Adobe’s work done for some Indian brands in the digital marketing space?
We have a host of clients in India. One of the most activity-client that we have is makemytrip. makemytrip wanted to know how conversion of online presence to revenue is affecting their business. Also, it was keen on getting insights of customer segmentation based on their behavior, which is different for different products that makemytrip offers online. The company wanted all this because there have been major changes in the travel industry and the way Indians plan their travel. There has been a shift from being skeptical to shopping online, especially with smartphones gaining momentum of the digital revolution.

Adobe offers a range of solutions with the help of which makemytrip can measure what their customers are doing and how they are converting online. This analysis helps makemytrip to understand where they need to focus their energies on. makemytrip is now an analytics-driven organisation as they are able to actually compare how ‘A’ customer segment is different from a ‘B’ customer segment and that too in real-time

What are the various services that Adobe offers in the digital marketing space?
Adobe is a different business today than it was three years ago in the digital marketing space. The change happened for the better post Adobe's acquisition of Omniture in 2009. Adobe has over the last three years focused on developing digital technology for helping digital marketers value add products of measurability. With digital communications getting driven by social, marketers are now looking at understanding how best the medium can be used.

Adobe developed Adobe Social with the focus to simplify social marketing within a common platform and workflow, unifying engagement with listening and industry-leading business analytics. Adobe Social Analytics that is the part the Adobe digital suite is one the first social media analytics solution that is developed to measure the impact of social media on business. It enables marketers to directly measure their social media efforts and understand how conversations on social networks and online communities influence marketing performance. Using Adobe Social Analytics, marketers can manage their strategy and investments in social media based on measurable outcomes and in the context of broader, multichannel marketing efforts.

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