Why is it necessary for brands to track engagement?
Nearly 90% of the brands we speak to want more enquiries, more prospects, more form-fills, more leads... in a nutshell, everyone wants more RoI.
The lead generation process and campaigns—and hence the demands and metrics—are different for B2B and B2C brands.
Other factors that affect lead generation campaigns are the product category, product type and costs involved. Is it a TV that is bought once in 5 years, or a T-shirt that is bought multiple times a year? Is it a luxury item (like a handbag), a recurring purchase (like coffee) or a one-off novelty purchase (Star Wars drone, for instance)? How much does the product or service cost? Is it low-volume high margin or high-volume low-margin?
All these parameters impact the customer purchase journey, and hence the lead generation campaign.
Brand Awareness has always been a fuzzy area to quantify and report. Newly launched and early stage brands often want more of their target audience to discover them, and become aware that they exist. However, they find it hard to justify their budgets with hard numbers and RoI.
The other evening my husband and I were having a conversation about persuasion. He happens to be a lawyer, and I, a marketer, and therefore, the art of persuasion is something we consider to be of primary importance.
Categories: digital marketing, content marketing, CMO, Inception, Inception Business Services, Marketing, Target, better insights, Case Study, communication, Content, customer satisfaction, Importance of Marketing, Marketing Partner, ROI Marketing, Social Media, target market, Thinking, Uncategorized
Today, or rather last night, my state lost a dynamic leader – Selvi Dr. J Jayalalithaa, fondly referred to as Amma. This post is not a political tribute or even a personal eulogy to a tough stateswoman. In her passing however, and in replaying the most remarkable aspects of her public persona, I was reminded of the incredible power of the personal brand.
Categories: branding, Inception, Marketing, People, Perspective, Visible expertise, better insights, Business, Ideas for business, Importance of Marketing, Personal Branding, Strategising, Thinking, thought leadership
Ever noticed the brand of laptop or smart phone someone uses and extended the brand image in your perception of the person? Maybe seen someone wear or carry a specific brand of shoes or bag and instinctively associated brand traits with the person? If you have never, well...you are clearly an exception!
Categories: Brand persona, brand platform, Brand Platforms, Marketing, Marketing Campaigns, Product Placement, Brand Association, Brand Image and Traits, Brand positioning, Cross promotion, marketing, Social Media
How often have you come across content screaming at you from your social media platform, offering up “10 places you have to see before you turn thirty” or “10 reasons why Leonardo di Caprio must win an Oscar”? The range of these new age content gimmicks is as varied as “12 uses for chalk that you never knew about” and “20 different cheeses you should try in your lifetime.” (See what we did there?)