EFY Times  
Wednesday, November 26, 2014

 
GO
 
 

“Most Marketers Are Obsessed About Building A Facebook Page”
 
Home >> Infotech >> Interviews
 
“Most Marketers Are Obsessed About Building A Facebook Page”  
 
“While it may seem blindingly obvious that marketers should be chasing marketing lifecycle, segment, channel goals, they are increasingly getting obsessed with means like building a Facebook page,” says Srinivas Chari, co-founder and CMO of Xerago.   
Rate this news:  (2 Votes)
Thursday, June 07, 2012 Marketing plays an integral role in promoting a brand. Mindful of this, it would not be incorrect to say that marketing can break or make a brand. Xerago is one such company that helps companies better handle their customers with high powered marketing interventions. EFYTimes spoke to Srinivas Chari, co-founder and CMO of the company...





When you say your company deals in analytical, direct and interactive marketing, what exactly do you mean by that?

Xerago is a Customer Value Maximisation company i.e. we help our customers manage their customers better through high powered marketing interventions. Our solutions use a combination of Insightful Analytics, Process Maturity, Creative Excellence and Immersive Interactive experiences.
This recipe helps us craft truly elegant and measurable marketing interventions for our clients that maximise value from their marketing initiatives.

How has the marketing scene changed today? How has the online medium changed the marketing scenario?

Current day marketing has become highly accountable. Most marketers have realised that traditional methods of marketing simply don’t work in this new milieu. They are today actively seeking, investing and mastering newer methods and tools that go beyond making their brands merely visible to ones that allow better consumer understanding, precise targeting, customised offering and above all that which engage and let them have a two-way conversation with their customers. Over the last few years, businesses and marketers have been seeing a tremendous shift away from traditional marketing towards interactive methods like social media, email marketing and search marketing. Digital marketing is becoming an increasingly vital part of the marketing mix to help businesses reach new audiences and look after existing customers in a personalised and highly targeted way. While Digital Marketing cannot completely replace traditional marketing; digital has ushered in the following virtues to traditional marketing initiatives like:- Accountability / RoI, Personalisation, Context

For, the progressive marketer, the real challenge only begins from here. Over the next decade, traditional media will undergo upheaval in terms of re-configuring budgets in favour of Social and Search. And with the current thrust pioneered by Facebook, the Search and Social space has converged seamlessly in the Digital world. And other trends where Mobile will be the device of choice to consume the content, the whole space is set for exciting times ahead!

With more and more companies making their online presence felt, what is the right way to ensure that one doesn’t get lost in the World Wide Web?

Digital is today's reality and has become an increasingly vital part of the marketing mix to help businesses reach new audiences and manage existing customers. With terabytes of content available and a plethora of options that inundates marketers, it’s very easy to go astray with your Digital initiative. Given below is a broad guideline

• Build a strategy
• Start with your customer in mind and craft simple experiences
• Respond when customers seek intervention and don’t interrupt
• Build for context, action and location
• Engage and personalise interaction
• Always use data and respond to insights
• Test options using simple A/B, regression or multivariate optimisation and change
• Leverage on technology as an enabler

Is there any mistake that companies end up doing in their marketing initiatives? What is the most digressing trend that you see?

Thanks to new age media, information and data is no longer a challenge. As an offshoot of the information overload and clutter that marketers face today, they end up chasing the means rather than the end! While it may seem blindingly obvious, that marketers should be chasing marketing lifecycle, segment, channel goals most marketers are getting obsessed with means like building a Facebook page..

Are companies willing to pay for marketing today or is it seen as an overhead cost?

Marketing as a function directly impacts an entity’s revenue / top line. Considering that revenue maximization is infinite, no entity can afford to perceive it as an overhead. The problem however is that some companies think that ADVERTISING = MARKETING! And this is where it all starts going wrong… and hence some companies start treating marketing initiatives as an overhead.

Which vertical invests the most in marketing?

Pharma as a vertical spends the highest in marketing; followed by FMCG.
However several large brands like P&G, Unilever, Pepsico, Coca-Cola create a huge visibility since Ad spends as part of their marketing outlays are very high. However in the past few years, re-allocation of spends from advertising to other forms of communication particularly social media is seen even within the FMCG vertical.

Can you tell us something about your clients?

The one distinctive feature of all Xerago clients is their commitment to accountable and RoI based marketing. Over the past decade, Xerago has worked with several clients across the globe, across verticals delivering a spectrum of high performance marketing solutions. Our indicative client list includes Intel, Citibank, Microsoft, HP, Vedanta Group, HDFC, ICICI and Hindustan Lever among others.


Kalpana Sharma, EFYTIMES News Network


Print Email Post Comment 
(Total Views: 2325)
 
Share

 
 
Infotech News
   
David Gammie Joins Redux Labs As Head Of Customer Engineering
Fortinet Warns Black Friday & Cyber Monday Shoppers Of Potential Threats And Provides Tips For Safe Shopping Throughout The Holiday Season
Adesso Launches iMouse S100 – Bluetooth Mini Optical Mouse
Now An App Is Here To Update Your Phone-book Automatically!
QSC Partners With Axiros For Cloud Data Management Platform Services
 
 
 
     
     
     
     
     
     
Most popular
 

Daily

Weekly

Teradata And MapR Partnership Expands Hadoop Choices Within Teradata’s Unified Data Architecture
Teradata And MapR Partnership Expands Hadoop Choices Within Teradata’s Unified Data Architecture
A Guide For Beginners, Planning To Start First Electronics Project
15 Amazing Open Source Alternatives For Expensive Software
Google's Material Design Ideas A Part Of Linux Distros Now!
Nokia Launches Nokia N1 Tablet Running On Android Lollipop
7 Tips To Make Your Online Search Experience Better
10 Cool Raspberry Pi Projects You Can Involve With!
Nokia Z Launcher Released On Google Play For Android 4.1 and Higher Versions!
Oracle Advances Data Integration Portfolio With Major Enhancements To Oracle GoldenGate 12c
8 Killer Music Streaming Clients For Linux Users
7 Most Useful Debian Goodies For Debian/Ubuntu Administrators And Users
8 Most Useful Ajax And PHP Based Webmail Clients
Six Fastest Supercomputers In The World!
Intel Launches New Chip That Targets Mobile Health Segment
ZTE Releases Grand S II With Voice-Control Technology In India
Top 7 Technologies To Watch Out For In 2015!
 
   

Overall

Features
10 Best Alternative Browsers For Ubuntu Linux
Here we have compiled a list of ten best alternative browsers for Ubuntu which might impress you....
10 Useful Security Firewall Software For Linux
Here we are giving you a list of ten most popular firewalls which might prove useful for your requirements....
10 Best Video Editing Software For Linux
Here we'll discuss ten most potential video editors available for Linux....
7 Best Graphical Web-Based Network Monitoring Tools For Linux
Graphical and web-based network monitoring tools are necessary for monitoring CPU load, network traffic stats, memory consumption etc....
10 Best Sites To Find Remote Jobs For Web Developers And Programmers
There are some great sites which help you find remote coding jobs. Check them out here....
7 Major Linux Security Distributions – Know Which One Suits You The Most!
Here we will discuss the strengths and weaknesses of all the seven major Linux security distributions....
10 Coolest Facts About Android 5.0 Lollipop!
To make out the most from the new Android, we're bringing you ten coolest tips and tricks for the Android Lollipop....
5 Best Online Backup Tools For Ubuntu Linux
Online cloud backups are always good for an overall backup plan, but it's equally important to keep data secure, encrypted and backed up automatically...
6 Best Development Methods To Create Scalable CSS
Here are the best six CSS development methodologies and style guides which can help you....
8 Most Useful Ajax And PHP Based Webmail Clients
These clients offer excellent user interface and sophisticated privacy protection and it allows users view HTML formatted email messages easily....
7 Best Free Archive Managers For Linux
Here we have compiled a list of seven best archive managers which can be used on daily basis....
8 Cyber-Crime Predictions For The Year To Come – 2015
So let's take a look at what are the most critical trends for 2015 when it comes to cyber-security....
12 Major Applications To Be Shipped With Linux Mint 17.1 “Rebecca” Cinnamon
Let's have a look at 12 major applications integrated in the Cinnamon version of Mint 17.1 Rebecca....
8 Killer Music Streaming Clients For Linux Users
If you are both a lover of Linux and music, you must be aware of the best music streaming services on the Linux platform....
10 Cool Raspberry Pi Projects You Can Involve With!
Here we will list down what are the 10 best Raspberry Pi projects which you can involve with....
 
  View All
Dialogue
 
10 Questions That Google Never Asks While Hiring!
Here is a list of 10 questions that Google just banned from their interviews....
For Enjay, Open Source Technology Is A Way Of Life
An entirely open source-based company, Enjay IT Solutions, has built itself a reputation in the OSS domain....
Switching To Tizen Doesn’t Mean We Are Abandoning Android: Samsung
The company has worked to build Tizen up from scratch and has now introduced it to developers and the general public with its latest range of wearable...
Venturing Into The Cloud? Develop A Customised Cloud Strategy First!
Diksha P Gupta speaks to Rushikesh Jadhav, cloud evangelist, ESDS Software Solution Pvt Ltd, on how the cloud has changed the way compan...
HTC Is Strong And There Are No Plans Of Sale Now Or In Future, Says HTC's Senior Director-Marketing
Atithya Amaresh from EFYTimes had an exclusive chat with Sirpa H. Ikola, senior director, Marketing, South Asia, HTC about its devices and its plans w...
   
  View All
Videos
 
First Look: LG Optimus G
The phone sports a high-end display and comes powered by a powerful processor. ...
Create QR-Codes For Free
TEC-IT releases the freeware QR-Code Studio to provide a quick and convenient way of QR code creation for every application scenario....
DoT Secretary Shares Plans For Growth Of Telecom Sector
M.F. Farooqui has recently taken charge as secretary, Department of Telecom....
Hands-On: Sony Xperia Z
Xperia Z is Sony's first entrant model in the big-screen smartphone category. ...
Hands On: Videocon A30 Smartphone
Videocon, the consumer electronics company which is known for its refrigerators, washing machine and air-conditioner has unveiled its Android-based sm...
   
View All
   
 
IFA 2014
 
IFA 2014: LG Launches 34-Inches Curved Monitor
The company is yet to confirm price and availability of the device....
IFA 2014: Intel Launches First Core M Range Of Processors
This range of processors is tailor-made for 2-in-1 devices which include a tablet and a laptop....
MWC 2014: Tablet Lets People Feel Textures On Its Screen
Now feel what you see on your tablet, by way of ultrasonic waves....
MWC 2014: 4K Android Tablet Games To Kill Consoles, iPad
Tablet makers like Samsung want to beat the iPad by making 4K tabs. ...
MWC 2014: This Vodafone Backpack Helps Get Network In Disaster Situations
Two engineers of Vodafone New Zealand displayed the "mini" mobile network by Vodafone substructure in a backpack. ...
MWC 2014: Wilocity Chipset To Bring 'Lightening' Speed To Mobile Phones
Wilocity has developed a WiGig chipset for mobile phones that will bring lightning-fast wireless capability ...
MWC 2014: Samsung Introduces Octacore, Hexacore Chipsets
The Korean giant, Samsung unveiled two new octacore and hexacore chipsets at MWC 2014, in Barcelona. The company previously used Exynos 5 Octa 5410 ch...
   
View All
   
 
Events
 
19th Consumer Electronic Imaging Fair To Be Held On ...

View All
   
   
 
 

home archives contact us advertise with us
           
Magazines Portals Directories Events News Verticals Educational Institute  
Electronics for You
Open Source for You
Electronics Bazaar
electronicsforu.com
efytimes.com
opensourceforu.com
electronicsb2b.com
Electronics Annual Guide
EFY EXPO INDIA
EFY EXPO WEST
ELECTRONICS ROCKS
EFY Awards
OSIDAYS Expo
Electronics
Infotech
Linux & Open Source
Consumer Electronics
Science & Technology
BPO
EFY Techcenter

Educational Kits
Kitsnspares.com  
 
 
© Copyright 2014 EFY Enterprises Pvt. Ltd.
All rights reserved. Reproduction in whole or in part in any form or medium without written permission is prohibited.
Usage of the content from the web site is subject to Terms and Conditions