EFY Times  
Thursday, October 23, 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: 2297)
 
Share

 
 
Infotech News
   
Blackberry Introduces Two New Features For BBM
There’s No EMI Option For New iPhones!
Samsung, Airtel Introduce Integrated Digital TV in India
“Easiest-To-Use” Is What Sets Apart The New Mobile App From Magicbricks.com
Red Hat Collaborates With SAP To Deploy Mobile Data Management Cartridge For SAP SQL Anywhere On OpenShift
 
 
 
     
     
     
     
     
     
Most popular
 

Daily

Samsung, Airtel Introduce Integrated Digital TV in India
There’s No EMI Option For New iPhones!
US Patent Office Issues Reexamination Certificate Confirming The Patentability Of Network-1's Remote Power Patent
Red Hat Collaborates With SAP To Deploy Mobile Data Management Cartridge For SAP SQL Anywhere On OpenShift
Quick Heal Reports Increased Incidents Of The CryptoWall Ransomware Infection For Quarter 3
Synise Technologies Ties Up With UK Based CloudBuy For B2B Market Place For Procurement Of Indirect Materials
Panasonic Launches On4TodayTM, A Telehealth Service To Keep Residents Of Assisted Living Facilities Connected
Trust Automation Contributes To The Success Of MacroAir AirVolution-D
Sunrun, OutBack Power Pilot Renewable Energy Storage Systems For Homeowners
GoPole Debuts Redesigned Reach And Evo GoPro Camera Accessories
 
   

Weekly

Android 5.0 Lollipop: 10 Most Exciting Features
Cloudera And Red Hat Forge Big Data Alliance
20 Open Source Alternatives To Video And Audio Apps
5 Ways In Which NFC Can Transform Your World!
Drupal Fixes SQL Injection Flaw In Version 7.32
10 Best Browser Extensions Which You Must Have!
10 Exciting New Open Source Projects!
Top 10 Flaws Of Hadoop That Are Seriously Annoying!
10 Most Powerful Women Shining In The Tech World!
5 Most Exciting Job Opportunities For Video Game Developers
10 Personalities Who Redefined The Internet World!
GPS Technology: Know The Basic Facts
AIC SB122-TO Offers 8Bay NVMe PCIe SSD Server Solution In 1U
Here Are The Devices Poised To Get Google Android 5.0 Lollipop
LED Technology: Know The Basic Facts!
Intex Aqua Style X And WIIO Wi5 Exclusively Available On ebay.in
 
   

Overall

Agility Systems Deals in:

Document Management System for law firms
Features
Top 8 Books On Hadoop Technology
Let's discuss 8 best books to learn Hadoop and how to get started with it....
20 Tools And Resources For Building And Testing Regular Expressions
Here we'll provide a list of 20 best tools and resources which will help you in writing regular expressions in a more streamlined way....
10 Scariest Hacking Incidents In The World!
A detailed report about the scariest side of hacking was recently released by WebHostingBuzz which gives us a list 10 scariest hacks and also possibi...
8 Best SVG Tools For Web Developers
There are some useful SVG tools which will of great help for any aspiring SVG developer. Take a look at the 8 best ones....
Top 8 Resources To Get Started With Go Programming Language
Go is a very well-structured language which has a syntax like the C language and it's very easy to learn....
Top 10 Big Data Technologies Of Present Times
Over last few years Big Data technologies are getting due attention and there are several trends and innovations in this space in recent times....
Top 10 Unexplored Areas In Java Programming Language
Here we will give you a list of 10 most unexplored areas of Java....
10 Best Practices An Independent Developer Should Follow!
Being an independent developer means you have to think beyond coding, about all partnerships and business prospective too....
10 Necessities For Modern Cloud Storage System
Here we will present a list of 10 requirements in the new generation cloud storage system of the 21st century....
10 Technologies Transforming Developers' World!
Here we'll discuss top ten technologies which are changing the nature of programming....
Ubuntu Turns 10! Here's All You Should Know!
On the occasion of 10th anniversary of Ubuntu, let's take a look at brief history of this renowned desktop distribution....
Android 5.0 Lollipop: 10 Most Exciting Features
Since the preview, Google has added lots of new features to the final release of the latest Android version. Here we will discuss top 10 features of m...
GPS Technology: Know The Basic Facts
Let's take a look how this GPS technology is operated in our daily uses....
10 Best Open Source Web Application Security Scanning Tools
Here we'll provide you with a list of 10 open source tools which are used to detect security vulnerabilities in web applications....
5 Ways In Which NFC Can Transform Your World!
Let’s have a look at 10 ways how NFC can actually rock your world in the near future....
 
  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