Marketers worldwide are struggling with managing their campaign when dealing with multiple marketing agencies spread across geographies, multiple language proficiencies and numerous stakeholders. Our digital marketing blog is the one place that helps you keep pace with all these developments.


April 23, 2012

Mobility in Digital Marketing

Posted by Sankara Krishnan at 6:52 AM

India has 800M mobile phone connections and more than 560M active ones, more than the population of US and some European countries put together. Add this to a billion in China and a global number of 6 billion users and you have a handy case for 'Why every tool and technology in digital marketing should support smart devices'. It is a no-brainer and a blog article is not needed for this.

The more important question is 'Do global corporations understand how to do mobility right in digital marketing'. Do they know the exact pieces that must be on mobile and the ones which will become an over-investment? This is to be deliberated.

Our view is that mobility is exciting for sure, much more so after iPad and Galaxy Pad, after today's smart devices that are sending kodak and garmin into a tailspin. But mobility is not the one-stop panacea for the marketer. Not every application needs to be distributed on mobile, not every process is effective for onboarding onto a smart device, not every site would be accessed on a mobile. When done wrong, mobility investments can lie silo-ed and unlocked. Only a select set of users, processes and applications need to be impacted, have the need for speed, and possess the ability to supplement mobility to enhance the value chain.

Whether it is enabling sales reps with iPads for eDetailing or allowing the dealers real-time access on smart devices to the OEM information or placing the Microsoft tag QR codes for mobile tagging, it costs money for marketing to go mobile.

The strategy roadmap for mobility needs to be carefully drawn, in-line with the corporation's global digital transformation roadmap. Small babysteps need to be made and results measured before more $$$ pumped in.

Tell us how you are approaching mobility in your verticals and industries. Which are the top processes you are mobile-enabling? What is your experience with mobile app distribution systems? Share us your pain points and success stories.

Continue reading "Mobility in Digital Marketing" »

April 20, 2012

Move over yotta - show me the consumer!

Posted by Sankara Krishnan at 9:25 AM

If I told you "The world is undergoing a tectonic shift", you would call "the most boring first line for a blog".

So let's talk facts - 80% of the savings are in the western world and 80% of the growth is coming out of the eastern economies. The conservative eastern economies are still saving 30-35% while the splurging western mindset has borrowed heavily, some upto 200% of their GDP.

What this means is, suddenly, there are blue ocean markets and opportunities, massive ones, where growth is propelling spending. Spending of time on digital channels, buying of goods and services on commerce avenues, checking out on products etc.

All this frenzy is putting lot of data out there on the digital channels - FB, Twitter, FourSquare, PInterest, LinkedIn and many more. Data is growing at 48% YoY and is estimated at 3 zettabytes in 2012 (10 power 21 or 2 power 70). Expect several yottabytes (billion zetta) out there in a decade.

Now you are sitting up! This isn't a boring blog.

The brand manager, in order to run targeted campaigns, had to earlier contend with getting right data from brick n mortar, from directories, shops etc. Today, she has to overcome the digital data deluge and dig deeper, sift and sort and mine among the yottabytes, to find and understand consumers and their friends who are potential consumers. Every 'footprint in the sand' needs to be captured. Not every prospect and consumer is going to create a footfall in your ecosystem and hence every 'footprint in a foreign sand' also needs to be brought in - digital, analog, physical and every domains in-between.

My argument is that Digital platforms must have the ability to handle unstructured, semi-structured data in addition to the relational data across digital and physical channels and deliver the "real 360 view". This is one place where technology is behind the curve and this is one place where there is big opportunity today for the global corporations. "Real 360" is the answer to finding the consumer in this yotta.

What is your view on this zetta yotta thingie? Is all this relevant data? Is there a 'Real 360' possibility? Do you feel there is adequate technology today to support this? Are corporations and their ecosystems geared up to handle this? Tell us..

Efficiency. Effectiveness. Excellence.

Posted by Sankara Krishnan at 9:22 AM

Most new models go through hype cycles. I remember the .com days when an IT firm with a knock-out SCM solution was tipped to overtake Microsoft in valuation. It was 'cool' for me to work in a $3M fancy-named startup than in a $300M IT company. 12 years later, it is a different world.

Digital transformation is going back through the hype cycle right now.
Thanks to FB and Twitter, Google and Groupon, we now have a billion other believers. Digital marketing, Digital Commerce, Digital Service, Digital whatnot..

During the hype cycle, companies flood the market with a myriad of tools, and give them all kinds of funky names. If you analyzed the number of other names by which marketing is known in the digital world, other than digital marketing, you will find a dozen other names and be perplexed.

We believe this too shall pass!

Marketing is about three things: a savvy marketer, an interested customer and a great brand. It shall ever remain so. It is about the people and not the technology.

We believe digital marketing tools should ask and address these two basic questions:

# How has life become simpler for the marketer after she uses my tools i.e., - is digital enablement promoting efficiency of building the assets

# How is the framework better enabled to listen and understand customers i.e., is digital enablement promoting effectiveness of business outcomes to my topline and bottomline.

A great digital marketing solution drives efficiency and ensures effectiveness. No more. No less.

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