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.


July 2, 2012

Is Your Website Set Up for Conversion?

Posted by Ajay Anand at 6:51 AM

You have 3 million unique visitors a month and a well-designed website. So why aren't people signing up for your newsletter, downloading your software, or purchasing your products? The reason could be that your website, as beautiful as it may be, isn't set up to help visitors convert.


A common visual guide that organizations use to help explain the conversion process is known as the "conversion funnel." The conversion funnel is meant to show the journey from landing on your website all the way through the purchase, download, sign-up, or any other predetermined conversion.


1.      Quality Content vs. Quantity of Content

The old adage "if you build it, they will come" isn't necessarily true when it comes to websites. Just because you have a well-designed site doesn't mean people are going to find your website and sign-up for your weekly newsletter.


In order to truly be effective and have people engage with your brand online, you have to have quality content. Notice I didn't say quantity of content. Quality content is usually content geared toward a specific audience that has targeted keywords throughout and has a high chance of being shared on social channels. Having web visitors land on your site thanks to a piece a quality content usually infers that the web visitor will be interested in other aspects of your site, such as a product offering, whitepaper, blog posts, etc.. Creating quality content is the starting point to bettering your website's conversion rate.


2.      Top Tier Navigation

When a new visitor lands on your website for the first time, they will interact with the website based on their past experiences on the web. It is essential that your website's navigation is clear and easy to use in order for your visitors to quickly and efficiently find relevant content.


Navigation is part of the UI/UX (user interface/user experience). If visitors on your website have a positive experience, they are likely to return. Return visitors are more likely the convert.


*Navigation is the key to help a web visitor's progress through the conversion funnel.


3.      Easy-to-Understand Calls to Action

Complementary calls to action are essential for increasing your conversion rate on your website. After all, it doesn't hurt to ask (subtly). For example, let's say a web visitor is on your site reading an article about the top tech trends in 2012. They happen to see a call to action on the right rail of the page that says, "For more info on tech trends, sign up here." Wouldn't it be safe to assume that the user is more likely to sign up than someone who isn't interested in tech trends?


This goes back to the quality content point. If you are creating quality content and guiding your web visitors through the conversion funnel by top tier navigation and calls to action, you should begin to notice an increase in return visitors and a better conversion rate to boot.


4.      Analytics and Tracking

The reason I left analytics at the end was to make sure it wasn't forgotten. If you aren't tracking web activity on your site and utilizing the data to make better business decisions, then your conversion rate will never reach its full potential.


Most free analytics software will give your organization the ability to track which content pages are the most popular, where exactly visitors are in the conversion funnel, and what keywords are driving traffic to your site. This knowledge should provide your organization with the insight necessary to make changes on your website and further meet the needs of your potential customers.

April 24, 2012

Unveiling the Future of Digital Marketing - Infosys BrandEdge

Posted by Ajay Anand at 4:51 AM

Editor's Note: This blog by Ajay Anand is the third feature of the blog series in our By Invitation segment.

The Future has arrived!


Please join me as I take immense pleasure and pride in presenting Infosys BrandEdge - the first comprehensive Cloud-based platform that Simplifies Digital Marketing.

Yesterday at 10.00 PM, India time, Infosys unveiled two marvels to the business community - Infosys BrandEdge and our state-of-the-art Infosys Experience center in London. It couldn't have been a better pairing as both are designed with a vision into the future of business, technology and innovation. The first-of-its kind platform - Infosys BrandEdge - has been very well received by the industry practitioners and we have already received some great reviews by the experts.

Let me pick up the threads from my last blog and share with you the promise of Infosys BrandEdge with you - as we are doing today with the entire business world.

Our key promise to marketers and other users of this solution is that we will deliver a business solution to their business problems and be measured and paid based on business outcomes. We cannot make this promise if our offering was only about technology and tools. Technology is just an enabler. We have packaged our Infosys BrandEdge IP with tools and partners enabling us to offer comprehensive solution. For example, we have partnered with Fabric - a WPP company - to jointly take this solution to market. This means that marketers get the best of technology and marketing skills in one solution. We have combined forces to offer a deep understanding of the processes, tools and technologies in the marketing domain and, powered by a world-class IP, are delivering a best-in-class solution. This unique approach to solving a business problem has been the key to our success and will be the key differentiator, as we have already seen in our 3 wins.

As I conclude this blog, I would like to say that Infosys BrandEdge delivers a differentiated solution for the client and a differentiated offering for Infosys.  This is truly "Innovation in action" on multiple fronts:
a) Solution Innovation - A standout turnkey solution for marketers: Infosys BrandEdge provides a solution that simplifies the challenges of Digital Marketing and takes care of marketing at both the enterprise and consumer levels
b) A Business Model innovation - A true winner for Infosys: The hosted cloud plus services based Infosys BrandEdge is a new type of offering from. Infosys BrandEdge has seen excellent resonance in the market and is creating unprecedented buzz in CSG community.
c) Innovation in our ability to acquire new customer segments - Our strategic partnerships fundamentally change our positioning in the market place. Infosys BrandEdge opens doors to enter niche marketing areas of large enterprises leading to large scale marketing transformation opportunities.
This is clearly a great way to accelerate the client's innovation agenda and catalyze our Infosys 3.0 journey.
This is definitely, the beginning of some really exciting times for Team BrandEdge and Infosys as we set about on delivering our promise to our clients.
Coming soon on InfyTV, are the videos that bring this wonderful story to life.
Also see the Infosys BrandEdge in action in this interesting video and to learn more about Infosys BrandEdge visit -
In case you have missed the earlier parts of the Infosys BrandEdge story, catch them here -
Let's Simplify Digital Marketing
The Future of Digital Marketing is Blue


April 23, 2012

The Future of Digital Marketing is BLUE

Posted by Ajay Anand at 4:46 PM

In my last Blog, I shared with you the genesis of the Digital Marketing Platform - the inception, the research, the challenges and the opportunities. But as they say "Great ideas need landing gear as well as wings", today I will talk about how we set about shaping the platform. 

Through our research and talking to clients and practitioners of digital marketing, 2 clear areas of challenges were identified - Efficiency and Effectiveness; both addressing to a different aspect of digital marketing. While it would have been easier for us to come up with separate solutions for each, we decided to take up the challenge of addressing both through a single platform - this would give our platform a level of comprehensiveness that did not exist in any single tool / solution in the market. Out of this quest was born BLUE - a simple yet ingenious framework to wrap around our Infosys Digital Marketing Platform.  

Let me tell you a bit about BLUE. Long considered a corporate color, BLUE is associated with intelligence, stability and expertise. Many great enterprises have a theme centered around this popular color - IBM has a big connection with BLUE, VolksWagen has 'BLUE motion', Mercedes has 'BLUE efficiency', Nike has a 'Bleed BLUE' campaign, our own Bangalore boy Mr. Mallya has a Blue brand. The time had come for Infy to have its own BLUE but with a difference. Our BLUE is not just about creating a theme / campaign based on a popular corporate color but has a clear meaning - Our BLUE has the entire solution embodied within its name and stands for Build, Listen, Understand and Engage. 

Samson and I have debated many a times on what our BLUE should be called. I personally like "BLUE Reach" because ultimately marketing is about reaching the right consumer with the right message at the right time on the right channel. My team members have their own naming preferences. Net Net we have not yet come to a conclusion. For now we are patenting "BLUE Digital Marketing Platform". If you have any suggestions please send me your ideas and I will happily evaluate and if it happens to be the chosen one you can expect a big treat from meJ 

Continue reading "The Future of Digital Marketing is BLUE" »

Let's Simplify Digital Marketing

Posted by Ajay Anand at 4:43 PM

Back in October of 2010 when we started exploring ideas to build a new business platform, 'Digital Marketing' was only a bullet item in the BIZP 'idea bank' list. For no particular reason, I picked Digital Marketing - probably because it was the first bullet item. I call it serendipity! Like Forrest Gump's mama said "Life is like a box of chocolates and you never know what you're gonna get".

I am amazed by how much we have learnt and how much we have achieved as a team since then to build a blockbuster Digital Marketing Platform.  Building this platform has been a fantastic experience and the best phase of my 17+ year career with Infy. I must acknowledge that we have had more than our share of luck in this period. We have responded to 3 RFPs and won all three, including the famous multi-million dollar GlaxoSmithKline deal. As the launch date for this platform draws near, let me share with you some ideas on Digital Marketing and how we went about creating this 'Navaratna' platform. 

Even as enterprises were shifting from one-way marketing of products to anonymous buyers and moving towards dialog-based marketing to consumers, along came Digital Marketing. With its interactive channels that enabled marketers to connect with consumers, Digital Marketing promised to take enterprises to the nirvana of consumer-centricity with ease and rapidity.

But things are rarely that simple!

We set out to do a systematic study before we built our IP. We talked with clients, account teams and analysts, undertook market research, and looked at RFPs. Through all this, we made key discoveries. There were a lot of white spaces to fill and we set about doing just that.

Two clear problem areas emerged from our research:

Problem Area # 1: Digital Marketing had become complex. Marketers handled multiple brands, markets, products, tools, agencies, languages, compliance requirements, and verticals - and each came with its challenges. For example, reuse of Digital Assets across campaigns was poor and, in many cases, not possible. Another pain point is the lack of marketing process standardization - each brand within the enterprise does its own digital thing. The solution needed to meet the varying demands of multiple components of a fragmented environment. Doing digital had become difficult for enterprises. 'Efficiency' in campaign creation was critical.

Problem Area # 2: Thanks to digital consumers, marketers had access to unprecedented amounts of data. Overwhelmed with processing and making sense of this data, marketers needed a solution that gave them insights. Through it, they could make decisions faster, deliver the right message to the right consumer at the right time on the right digital channel, and create campaigns that deliver engagement and ROI. Essentially improve the 'Effectiveness' of campaigns.

The need was to create a Digital Marketing Platform that simplified this complex environment even as it promoted consumer-centricity, speed, and efficiency. Since marketing involves a continuous feedback loop between the enterprise and its consumers, we believed the platform needed to fulfill the challenges of Digital Marketing at those two levels and that's when this germ of an idea got transformed into a platform that could well redefine the future of Digital Marketing.

As Alfred Bernhard Nobel puts it "If I have a thousand ideas and only one turns out to be good, I am satisfied"....We believed that this was our "one good idea".

Well folks, that's the story of inception of the Digital Marketing Platform. Watch this space for my next blog to see how we transformed this germ of an idea from a mere "bullet point" into a game changer platform.

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