Wowels of Customer Lifecycle Marketing - Aeiou of an Effective Digital Marketing Plan

By Amit Sarna, Vice President – Client Success & Partnerships, Kenscio Digital Marketing

Amit Sarna, Vice President – Client Success & Partnerships, Kenscio Digital Marketing

RHYTHM is the longest word, in the spoken english dictionary, which does not use a vowel. Infact, try instantly, there are not too many  such words that come
to mind.

Vowels are essentials of language, so why should digital communication be any different. Let me share my cheat sheet of the  essential A to Z  AEIOU of a thought through digital plan for today’s brands.

A: The first vowel stands for 2 main aspects

Acquistion that is apt  and  Attributes that can be captured

Since very long ago, Indian online companies have remain acquisiton oriented. Preferrring quantity over quality and spending mega bucks in building Communities, Bases, Lists etc. Over the years, we’ve come to learn that visitors are not residents. Acqusition needs to become more intelligent. Sources that can be attributed to provide consumers with larger CLVs should be identified and pursued. Cost of such acquisitions also need to be optimised. 

Coming to the other A – Attributes. The higher the number of data points that can be captured or enriched via Data enrichment service providers, the finer your targeting and re-targeting will be.

E: is the most used letter of the alphabet. E for engagement is the most abused aspect of a digital plan. Most brands expect engagement from a customer or user. Engagement needs to be earned. The channels are growing, the attention span is diminishing and the opportunities for real engagement needs to be created. Content may be king but the objective is Engagement.

If Gamification, Relevance, Real Time Personalisation and FoMo (Fear of Missing out) were the in things last year, this year will be about even more of these engagement techniques. Some of the attention grabbing engagement campaigns last year were BookmyShow’s eMailers with cinemas, show times and ticket availability that changed by the hour and had near real
time updates.

I: Innovation last seen in Digital a long while ago, needs revival. If a digital plan needs to create an impact whether it is branding or performance, innovation is the differentiator. Mediocrity is dead, Innovation is the norm. Some of the oft cited examples I like to remember and remind my peers are the way Cashback replaced coupons which had in turn replaced Loyalty points. Today, loyalty programs are cobwebbed and dust coated, Coupons are still searched for but the innovative few who made CashBack their business are laughing (all right, at least smiling!) all the way to the bank. Innovative disruptions, Innovative promotions enjoy wom
and virality.

In 2017 - Innovation using Instagram and Pintrest would be exciting prospects.

O: “Optimization is the sexy term for cost cutting !” a former boss of mine once remrked half a decade ago. In today’s day and date, nothing seems more true. My friend in e-Commerce, Start ups and even enterprises can vouch for the fact that for every month spends -there is a very tiny envelope marked “Branding Spends” rest all the envelopes are transparent and closely scrutinised for optimal usage. Leave alone expenses, even efforts, activities and teams are being optimised.

Inventory purchase for Acquisitions is now programmatically optimised.

Key words – organic & purchased are optimised.

U: Unique Personalised experience is the effect of considering the right offer to the right person at the right time using the right channel. (With so many rights – I wonder what’s left?)

But please consider this the digital equivalent of somebody looking you in the eye with earnestness and making  a solemn promise to love you unto his/her end…

If your proposition can speak in those tones, address each subscriber, each consumer, each prospect in a language they are comfortable with, in a tone they respect and what they need, you are sorted !

Multi lingual communication, big data driven recommendation engines and choice of channel, past behaviour based insights and actions are some of the outcomes. Your Digital plan for 2017 should include these.

So you can 'vow' to 'wow' your audiences with a generous sprinkling of these wow’els in your Digital plan for 2017.

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