EFY Times  
Thursday, April 17, 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:  (1 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: 2174)
 
Share
 
 
Infotech News
   
12 Very Important Tools For Hadoop Users
6 Distributed File Systems For Big Data
13 Free Disk Encryption, Network Authentication And Port Scanning Tools
5 Open Source Native XML Databases For Big Data Analysis
10 Useful Free Linux IRC Cliients
 
 
 
     
     
     
Press Release
     
Research And Markets: Global Printed ...
OPPO Digital Selects XMOS For Its ...
Bravura Software Announces Version 2 Of ...
Casio Creates Cost-Effective ...
IDT Introduces Ultra-Compact Wireless ...
Electric Imp Announces Relationship ...
Mediabistro’s Inside 3D Printing ...
Research And Markets: Global Flexible ...
Research And Markets: Global Gesture ...
Novatel Wireless Taps Simple Solutions ...
Lava Launches Iris 504Q+, Featuring ...
Brazilian Company Launches Tracking ...
Toshiba Announces Completely Redesigned ...
VMware Projects Investing Up To $500 ...
ACKme Networks Releases First Product ...
ZW3D European Partner Conference 2014: ...
Dell Enables Vcare Call Center To Scale ...
KYOCERA America, Inc. Introduces Line ...
Pioneer Brings Apple CarPlay To The ...
IBM Delivers New Cloud Services To ...
Papon And The East India Company To ...
Forward! By Unisys Platform Boosts ...
AXIS Camera Station – Efficient Video ...
Larson Electronics Releases A High ...
HGTV Smart Home 2014 Giveaway Now Open ...
 
Sam’s Club Launches Groundbreaking ...
Wireless Opportunities In Healthcare ...
Panasonic Rolls Out Integrated Software ...
Reflex Marine Becomes First EU Firm To ...
Wind River Technology Essential For ...
Swipe Raises Rs 30 Crore Funding From ...
Gartner Says Optimizing Application ...
Harwin Wins Prestigious EE Times/EDN ...
New Surge Protection Modules From ...
MIPI UniPort-M Selected By Google For ...
Agilent Technologies Offers First ...
Twitter To Deliver Visionary Address At ...
DLNA Member Achievements Commended
Research And Markets: Global Vertical ...
Smithers Apex Goes ‘Beyond The Bulb’ ...
Toshiba Unveils New Laptops For Getting ...
Mouser And ADI Sponsor “Create The ...
ReNew IT Making Computers Affordable To ...
Skillsoft Announces 2014 Innovation ...
MakerBot Adds 3D Printable Curriculum ...
Brocade Appoints Matt Kolon As Chief ...
IPG Photonics Nominates Two New ...
Linear Technology Reports Sequential ...
Telkomsel & Vuclip Partner To Create ...
TSMC Certifies ANSYS Power Integrity ...
     
     
     
     
     
Most popular
 
Features
12 Very Important Tools For Hadoop Users
When it comes to Big Data, its often all about the tools!...
6 Distributed File Systems For Big Data
What do you do when you have a zetabyte of data to analyse?...
13 Free Disk Encryption, Network Authentication And Port Scanning Tools
Do you take adequate steps to protect your data? These tools will help....
5 Open Source Native XML Databases For Big Data Analysis
Big Data analysis is done by both small and big firms today, with huge amounts of data coming in from users....
10 Useful Free Linux IRC Cliients
IRC client are meant for text-based chat on Linux. They were first developed in 1988....
10 Super Useful Free Apps For Data Mining
Data Mining is perhaps the most important aspects of Big Data analysis....
15 Open Source Apps For Scientific Application
Want to solve chemical equations on your computer? Here's how....
12 Amazing Free Data Analysis Software For You
All that data you collect from users can be more useful to your enterprise than you think. Professionals use these apps to prove it....
13 Open Source Software For Mathematics, Computer Algebra and Statistical Analysis
Computers have advanced to a point where apps are available for almost everything. Exhibit A as follows....
10 Open Source VoIP Software!
Voice Over Internet Protocol (VoIP) is definitely a good service to reduce calling costs....
50+ Tutorials That'll Tell You About Cloud Computing
Learn the nooks and crannies of cloud computing to optimise your own outputs....
9 Open Source Screencasting Apps For You!
Want to put out some tutorials of your own out there? Use these!...
Happy Designing: Here Are 8 Free CAD Apps For Linux
The world of Linux is laden with opportunity. Here's something for the CAD designers!...
86 Tutorials About Network Security!
Is your network secure? Are you using the best methods to secure it? Here's some help....
Ethical Hacking Basics: Here Are 10 Awesome SSH Hacks
Play around with SSH with these cool hacks!...
 
  View All
Dialogue
 
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...
“Cloud And Hybrid Hosting Are The Way To Go!”
Diksha P Gupta from Open Source For You spoke to Anil Chandaliya, chief network administrator, ESDS, about how customers can play safe while dealing w...
"Linux Interoperability Has Been Enabled Through Work Across Microsoft"
Diksha P Gupta from the OSFY team spoke to Dr K Y Srinivasan, principal architect at Microsoft, about how the company is moving ahead on the open trac...
"For Modern Day Tablets And Smartphones, Android Has Become A Default"
Diksha P Gupta from EFYTimes.com spoke to Indrajit Sabharwal, managing director, Simmtronics Semiconductors Ltd, about the compan...
"Torvalds' Blunt, Harsh Criticism Helps Open Source Grow"
Steve Ballmer called Linux 'cancer, which attached itself... to everything it touches,' in 2001 and oh-so-rightly. ...
   
  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
   
 
MWC 2014
 
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...
MWC 2014: Alcatel Unveils PIXI 7 Tablet With Android 4.4
Alcatel arrived at the MWC 2014 with yet another low cost Android tablet, priced at $110 ...
MWC 2014: LG F70 Unveiled With Android 4.4
LG announced the new LTE-enabled Android smartphone, LG F70, at MWC 2014 in Barcelona. ...
   
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
Facts for You
Electronics Bazaar
electronicsforu.com
efytimes.com
bpotimes.com
linuxforu.com
Electronics Annual Guide
EFY EXPO
EFY Awards
EduTech Expo
OSIDAYS Expo
Electronics
Infotech
Linux & Open Source
Consumer Electronics
Science & Technology
BPO
EFY Techcenter 
 
 
© 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