EFY Times  
Saturday, October 10, 2015

“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: 2511)

Infotech News
Unique Personal Safety Enabler AVA Launched In Bengaluru Today
TPV Technology (AOC) Appoints Saurabh Grover As Country Head – India & SAARC
Gartner Says It’s Not Just About Big Data; It’s What You Do With It: Welcome To The Algorithmic Economy
Godaddy & Verisign Become The Title Sponsors Of WHD.India 2015
Avalue Grandly Launches EMS-CDV-Marine IEC EN60945 Certified Marine Embedded Box PC
Most popular


Unique Personal Safety Enabler AVA Launched In Bengaluru Today
Alliant Energy's Solar Power Research Program Includes PowerPost Electric Vehicle Charging Stations
Vivante Vision Image Processor To Power Mass Market Surveillance Camera And Automotive Applications
New Thought Leadership Paper Explores How Digital Signage Reshapes Workplace Communications
P1dB Announces 65 GHz 1.85mm Attenuators
MeraEvents Launches New Brand Identity
Pasternack Introduces An In-Stock Amplifier Line All Priced Less Than $500 USD Per Unit
New Circuit Seed Circuit Invention Now Makes IoT Possible For All Electronics Manufactures
Polycom Marks 25 Years Of Industry Leadership By Announcing Innovative Solutions That Will Transform Collaboration Experiences
CES Named Largest Annual Show, Fastest Growing Show And Show With Strongest Global Participation By Trade Show Executive Magazine


Android 6.0 Marshmallow: 7 new features
Android 6.0 Marshmallow: 7 new features
Flipkart gears up to make its BBDay's sale hassle-free
5 Reasons That Suggest Google Is Becoming New Microsoft
Arup Employs Highly Innovative Engineering Methodologies For Samsung's Device Solutions America Headquarters
Asus joins the “Make in India” initiative
9 Motorola Phones That Will Get Taste Of Android 6.0
Must know: Top 5 tech skills for you
Gmail Vs Outlook.com, Which One Is Better?
5 Things You Probably Didn't Know About Nexus 5X & 6P
5 things to keep in mind while buying second-hand phones
Top 5 New Features In OS X El Capitan
Intex plans to open fifth manufacturing unit
Lenovo launches Phab Plus phablet, priced at Rs 18,490
Surface Book, Microsoft's first-ever laptop is launched
Delhi Government to launch again PoochO App


Top 6 New Features Of iOS 9
iOS 9 brings new features and performance enhancements to iPhone....
5 Hidden Features Of Instagram
Here are 5 Instagram features that you may not have heard of!...
5 Things You Probably Didn't Know About Nexus 5X & 6P
Google's latest Nexus devices are manufactured by LG and Huawei....
Gmail Vs Outlook.com, Which One Is Better?
Gmail offers best features while, Outlook has most user-friendly and clean interface....
Top 5 New Features In OS X El Capitan
El Capitan is a upgrade worth having for Mac users....
9 Motorola Phones That Will Get Taste Of Android 6.0
Motorola is the first manufacturer to announce it’s plans for Marshmallow update....
5 Reasons That Suggest Google Is Becoming New Microsoft
In today's market, Google is under siege from all directions....
5 Ways Microsoft Office 2016 Can Make Your Life Easier
Microsoft Office 2016 is a comprehensive solution that is designed to make your work life easier....
5 Ways To Speed Up Your Mac
Sluggish computing experience is frustrating. Here are 5 ways to help you speed up your Macintosh computer....
5 Tips To Boost Your Home WiFi
You can get the most out of your home WiFi by using simple tricks....
5 Unique Features Of Microsoft Office 2016
Office 2016 brings tons of new features and apps to boost productivity of users....
Top 5 Heroes Of The Linux World
The world of open source is driven by key people who control it....
Top 5 Open Source Software Foundations
Open Source projects are supported and promoted by Open Source Software Foundations. ...
Top 6 Plugins And Extensions For Gmail
These Gmail extensions can boost your email productivity....
6 Hidden Design Features In Apple Products
Apple is known for paying keen attention to design aspects of Apple products. ...
  View All
Meet Pranjal Saxena, India's 21 Year Old Electronics Wizard
Milan Ondhia of EFYTimes was in a forthright conversation with the 21 year old Pranjal Saxena from New Delhi; an aspirant at the WorldSkills meet, in ...
“We Offer Managed Document Solutions To CIO And IT Decision Makers”: Canon
Manufacturing within the country will surely reduce the cost of our devices, but manufacturing can begin only if there is the desired eco-system and w...
“One Day The End User Can Open Up A Used Battery, And Use What’s Inside As Barbecue Sauce”
Of course that is not something currently possible, but what B&B Batteries does have are some secret recipes for their very specialised battery design...
We Wish To Procure All The LED Components Within India: Avni Energy
G. Gururaja, director, Avni Energy Solutions Pvt Ltd, shares his views about the expanding LED industry in the Indian market and the company's plans i...
We Have Registered 50 Per Cent Growth In The Last Two Years: Arihant Lighting
Apart from LEDs, Arihant is associated with the promotion of renewable energy in India and therefore, manufactures various energy saving products....
  View All
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
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
Electronics Annual Guide
EFY Awards
Linux & Open Source
Consumer Electronics
Science & Technology
EFY Techcenter

Educational Kits
© Copyright 2015 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