EFY Times  
Saturday, April 18, 2015

 
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: 2398)
 
Share

 
 
Infotech News
   
TCS Announces Special Reward For Employees To Mark 10th Anniversary Of IPO
LenDen App – A New Neighborhood Market Place, An Online Platform To Make Your Goods Commercially Viable Online
SAP Delivers Customizable, Holistic Education Experience With SAP Learning Hub, User Adoption Edition
Videocon Telecom Plans To Acquire Over 10Mn Subscribers And Deliver A Consolidated Top Line Revenue Of 3000 Cr In FY 2015-16
Strong Customer Additions, Holistic Growth Helps TCS Take Market Leadership In FY15
 
 
 
     
     
     
     
     
     
Most popular
 

Daily

UrbanClap Raises INR 10 Crores In Seed Funding To Build Out The M-Commerce For Services
TALIS Group Chooses SIGFOX Internet Of Things Network For Smart-City Fire Hydrant Monitoring Solution
Gartner Says Enterprise Architecture Can Deliver Business Value From The IoT
Third Platform Technologies Trigger Investments In New-Age And Agile Enterprise Applications
At RSA Conference 2015, Gemalto Showcases Solutions That "Challenge Today's Security Thinking"
eInfochips Receives AS9100 Aerospace Quality Certification For Engineering Services
Reliance Entertainment Digital Partners With Personagraph To Drive More Value For Game Developers And Advertisers
Red Hat JBoss Enterprise Application Platform 6.2 Achieves Highest Level Common Criteria Certification
Actual Window Manager: New Windows 10 UI Features In Windows 7/8
Robosoft Secures Series B Funding From Ascent Capital: To Expand Services And Products
 
   

Weekly

AMD Embedded R-Series APU Powers Samsung Electronics Digital Signage Systems
AMD Embedded R-Series APU Powers Samsung Electronics Digital Signage Systems
Enterprises In India Seek Dynamic Marketing Automation Solutions, Finds Frost & Sullivan
INSTALIVELY - Mobile LiveStreaming App Which Bridges Youtube Live And Social Media, Raised (120,000$)From Angels
5 Undiscovered Features Of Google Drive
7 Mistakes That Can Kill Your Startup
Red Hat Announces Red Hat Summit 2015, The Industry's Premier Open Source Technology Event
Coming Soon: Micromax Canvas Spark, A Budget Android Smartphone!
Xilinx All Programmable Devices Enable Blackmagic Design To Develop Complete 4K Camera Systems On Chip
Dell To Double Number Of Stores
Top 6 Programming Languages And Their Inventors
Microsoft, Miele Together To Create Smarter Home Appliances
Google To Expand Into Consumer Electronics
5 Things You Didn't Know You Could Do With Emails
5 Ways To Love Your Code
Panasonic Introduces Groundbreaking True 4K Cameras At ISC West 2015
“One Day The End User Can Open Up A Used Battery, And Use What’s Inside As Barbecue Sauce”
 
   

Overall

Features
7 Mistakes That Can Kill Your Startup
Here are 7 startup mistakes that needs to be avoided to survive past the initial roadblocks....
5 Undiscovered Features Of Google Drive
Google Drive offers a number of tools to help you be more productive. Try these five for the biggest boost. ...
5 Things You Didn't Know You Could Do With Emails
Here are 5 best tricks to use emails in clever way!...
Top 6 Programming Languages And Their Inventors
Here is the list of master programmers who has made difference in the world of programming language and software development...
Top 6 Upcoming Smartphones In India
Here are 6 best smartphones that will launch in coming few weeks...
5 Tips To Make Android More Productive
If you're looking for tips to help make Android more productive, here are five tips that can help you out!...
5 Ways To Love Your Code
Love and coding may not share a lot of similarities, but in both areas taking the time to pay careful attention can go a long way toward creating succ...
Top 5 Camera Apps For Android
Here are top 5 camera app for Android to improve the camera performance of your phone....
10 Best Wire-Framing Tools For UX Designers
Here is the list of top 10 wireframing tools to help designers...
7 Simple Solutions To Daily Tech Problems
Here we round up some common tech hurdles and their simple solutions...
8 Must-Have Tools For IT Manager
As technology has changed, the job of an IT manager has grown even more complex. Here are 8 tools that can help IT managers in working more effectivel...
5 Biggest Information Security Threats
Cyber security has been top concern for tech companies and organisations. Here are 5 biggest security threats for next two years!...
7 Easy To Operate Code Checking Tools
These 7 online tools for code testing are helpful to developers looking to track unidentified and incomplete codes on the Internet...
9 Creative Perks Offered By tech Companies
Here are nine of the most enticing perks tech companies are offering their employees...
7 Rules All Programmers Should Live By
Here is a set of rules that we think all software developers should live by. These rules are more of a guidelines...
 
  View All
Dialogue
 
“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....
“Elcom Plans To Build A New State Of The Art R&D And Manufacturing Unit In Maharashtra", Reveals MD Girish V Vaze
Starting out as a small business to cater to the industry’s need for import substitutes, Elcom International has grown to be a leader in the field of ...
Delta Magnets Ltd To Enter Into JV With Chinese Company!
The company had partnered with TDK Japan for technology transfer to manufacture magnets in India....
   
  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 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