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The MarTech Guru – Scott Brinker’s View on AI in Marketing, the Indian Market, & the Future of Martech

With each passing day, a little more technology is seeping into the ways world functions. Given the recent global happenings, embracing digital technology is increasingly becoming a necessity than an option.
Considering marketing, it might be hard to exactly pin-point the time when the marriage of technology and marketing happened, but the MarTech Guru, Scott Brinker certainly revolutionized how brands looked at the role of technology in marketing.

Scott Brinker is widely considered as the chief evangelist of Martech, who helped kick start the conversation around marketing technology. Scott created the Marketing Technology Landscape, charting the growth of the marketing technology industry from a few hundred vendors to over 8,000. In 2014, he launched the Martech conference, where he serves as the event’s Program Chair. He is the man behind management.

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App Churn Management: Turn AI-led User Retention at Scale into Reality

When Numbers Paint a Picture

Globally, there are about 3.5 billion smartphone users. It is no surprise that the mobile app industry is thriving. App usage and smartphone penetration is still growing at a steady rate, without any signs of slowing down in the foreseeable future.

A recent Deloitte survey discovered that an average American checks his phone more than 47 times a day, with an average of 4 hours per day on his phone. This was before COVID-19. Extended periods of self-quarantine have increased the screen time usage by 70-80%.

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WhatsApp The Super App – Now With Rich Media Notifications

Remember the Matrix movie series where all the machines were automated and humans had to just plug themselves in? As far-fetched as it seemed, we are beginning to see automation in our everyday lives and cannot help but imagine if it could become all-consuming one fine day.

As scary as that sounds, our smartphones have become utterly indispensable during the COVID-19 lockdown and we have found solace with the ever-engaging WhatsApp Messenger, our savior ‘Neo’.

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Grab Your Customers’ Attention When It Matters Most with In-App Messages

In-App messages can prove to be an effective communication channel to connect with your customers when they’re most engaged with your brand – in your app! And if you’ve Smartech SDK integrated in your apps, you’re in luck. We’ve recently introduced the ability to quickly create and deploy highly targeted and engaging in-app messages to your customers that are goal-oriented. We’re especially excited to notice that, in our initial limited release, we’ve seen our customers achieve an increase in:

  1. Averageapp session time and CTR,
  2. Response rates on surveys and forms (achieved using targeted incentives), and
  3. Social sharing.
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Build vs. Buy: 7 Reasons to Consider Before Building a Personalization Platform In-House

COVID-19 may have temporarily (and, in some ways permanently) changed the business and marketing playbook. But, what it hasn’t (and, shouldn’t!) change is your eternal promise to consistently deliver value and customer delight at scale.

Set in this backdrop, omnichannel personalization continues to take centre-stage. Crafting 1:1 customer experiences across all digital touchpoints is a bulletproof way to bridge the gap between customer expectations and your conversion KPIs.

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Experts View – Ritesh Bhatnagar, CMO, U2opia Mobile, on Building a Strong Online community With AI & ML

A lot has been said about how AI and ML have changed the conventional marketing approach. Goes without saying that brands can now laser-focus their target audience with AI-powered omni-channel marketing and engage with customers for better conversions and revenues. But with great power comes great responsibility. Although Artificial Intelligence and Machine Learning has made it possible to send relevant content to the right people at the right time to sustain fruitful customer relationships and engagement, it’s your responsibility as a marketer to live up to the trust your customers have shown in your brand and build a secure online community for them with the power of AI and ML.

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9 COVID-19 Campaign Examples and Learnings from Leading Insurance Brands

The pandemics and crises in the past have shown that the insurance sector has been more than prepared to take the brunt. But then COVID-19 isn’t like any other crisis. The Global slowdown is inevitable and with the world GDP dropping, every bulletin is not showing signs of a quick recovery.

But the show must go on, so does engagement between your brand and your customer. Here are a few ways the biggest brands in the Insurance industry are engaging with their customer during the crisis.

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How is COVID-19 Catalyzing Digital Transformation in Retail Industry

According to Michael Leboeuf, “A satisfied customer is the best business strategy of all”. In other words, it simply means put the customer first by understanding their needs and behavioral patterns and then map it backwards to your products.

Due to the increased adoption of smartphones, faster networks, and increasing consumer propensity to spend, the global ecommerce sales was expected to reach $6.5 trillion by 2023, with a penetration rate of 15%.

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EdTech: How to Keep Learners Engaged Post Lockdown

We have all been tempted to pick up a new skill or two during the COVID-19 lockdown haven’t we? Whether it’s a result of peer pressure or the situation demanding us to upskill ourselves, we have definitely come to the happy realization that our journey of learning doesn’t stop despite the lockdown. For online learners like business professionals or students, this can be attributed to Education Technology (EdTech) platforms. EdTech and e-learning has opened up a whole new avenue for us to make use of our time productively during the lockdown. And yes, the five minute food recipe videos on YouTube have been a great source of inspiration too.

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Smartech Personalization: Revealing the 15-Minute Integration Secret

  1. Our AI engine, Raman, can predict with high accuracy what product or content each customer is likely to buy or consume next
  2. Powered with this knowledge, it is then able to show the most relevant and personalized products or content across every digital touch-point – on the website, mobile app, or across emails, push notifications, in search, and social media ads
  3. And, all of this is made possible through a super-quick integration on behalf of the clients
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Mobile App Personalization: 10 Ways to Convert and Retain App Users at Scale

We live in an inter(net)-connected world where smartphone penetration, ever-improving mobile network infrastructure, and enhanced access to cheaper data are driving the app economy.

With over 2.7 billion smartphone users and 1.35 billion tablet users globally, there are 2.8 million apps on the Google Play Store and over 2.2 million apps on the Apple App Store. In fact, there were over 205 billion app downloads in 2019 alone.

That’s staggering!

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Crisis Conversations: Rahul Mishra, CMO, Shemaroo Entertainment, on How OTT is Combating COVID-19 Challenges

The unprecedented crisis brought about by the coronavirus pandemic has proven to be a massive disruption for many industries. Many key businesses have taken a severe blow.

Even the TV and streaming service providers are taking a hit. But on the contrary, the lockdown which has forced people to stay indoors, has also led to a surge in media consumption.

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WhatsApp Business Solution: Reimagine Personalization in the Engagement Economy Part 2

Now that you are all familiar with the basics of WhatsApp Business and WhatsApp Business API, let us delve deeper into how the API can be used by brands to effectively engage their customers. As countries continue to battle the COVID-19 crisis, messaging apps like WhatsApp have seen a surge in usage as people try to stay connected.

If you haven’t already read the first part of this blog, you can click here to learn how WhatsApp Business Solution can play a pivotal role in the engagement economy.

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Expert’s View: Shwetha Iyer, Head of Marketing, Zee5, on Leveraging AI to Drive Innovation

We live in a time where effective marketing across channels would seem impossible without the use of AI technologies. Today’s customers demand personalized experiences from the brands they love. There is also a wealth of data in terms of consumer insights, but making sense of it all in real time is a humongous task without the right tools in place. With the myriad possibilities of customizations a brand can offer its customers, marketers today have a tough task on their sleeves.

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8 Post-COVID E-Commerce Personalization Strategies for Re-Growth

The ongoing COVID-19 pandemic has come as a “White Swan” event that is likely to wipe out $2.7 trillion from the global economy in lost output.

Set in a quasi-uncertain backdrop, e-commerce brands are coming to grips with evolving consumer behaviour trends, purchase patterns, and situational habits.

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WhatsApp Business Solution Enabling Personalization in the Engagement Economy – Part 1

Messaging is a critical part of mobile usage and WhatsApp is the undisputed king of messaging apps. It is a great platform for businesses to take customer conversations online, while still having a fast and efficient solutions suite to foster customer engagement.

WhatsApp is popular with users across the world with support for multiple languages. India is WhatsApp’s biggest market with 340 million users, and nearly half of all its downloads are from India.

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The Martechno Beat: The Secret Recipe for 10X Travel App Growth at Ixigo.com

The technological advancements have transformed the travel and tourism industry completely. The digital revolution has changed the way people travel. Unlike yesteryears, only 13% of travellers plan their trips through agencies while 74% plan their trips online. These trends only suggest that the customers’ expectations have changed. They look for more immersive experiences.

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The Martechno Beat: David Raab on the Role of CDPs in Delivering Personalization at Scale

The ongoing COVID-19 global pandemic has confined most of us to our homes through government-sanctioned lockdowns.

In such a scenario; customer behaviour, consumption patterns, and spending habits are witnessing a shift, across industries and geographies.

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