MediAvataar's News Desk
Customers have more information available than ever before to assist them in their buying decisions, and winning their loyalty has become an increasing challenge for companies. Less than a third of CMOs and marketing executives fully understand the point in the customer experience where trust is eroded, and only half are able to address negative experiences at the customer touch point.
This is according to a new report by EY and Forbes Insights, Building Trusted Relationships Through Analytics and Experience, which features insights from a survey of 301 US-based executives from a variety of functions and several in-depth interviews with leading marketing executives from a range of industries.
The report reveals that companies are realizing that their ultimate goal is building relationships and trust with customers. They also know they need to leverage real-time data and analytics to be predictive, to know what customers want even before they do.
Key insights include:
91% of CMOs feel that building trusted customer relationships is a significant focus of their departments’ strategic and competitive vision. 87% of CMOs say their strategic vision includes the customer experience, and they recognize that they need to embrace the latest data and analytics technologies in order to build credibility and long-term relationships with customers.
Most CMOs struggle to understand where trust is eroded with customers, and only half are able to address negative experiences at the customer touch point. Less than a third (30%) say with full confidence that their department or company has a full grasp of where in the customer life cycle the trust is breaking down. Yet 38% of respondents strongly agree that they are leveraging analytics to understand where trust is being eroded in the experience life cycle.
Over the next two years, 81% of CMOs say that data and analytics will be an important tool with which to build and measure trust. And almost three-quarters (73%) of marketers say they use analytics to check if the brand promise is being kept throughout the customer’s interaction with the company.
Most executives (51%) believe that there is a significant opportunity in the use of analytics for customer insight and in expanding the use of external data sources. Just 37% say they have the capability to use analytics to tailor communications and outreach to the customer. This is a low number considering that many marketing executives see personalization as the next big trend in marketing.
Marketers at the executive level are collaborating more across various business units to manage and improve the customer experience. Sixty-seven percent of survey respondents agreed or strongly agreed that the customer experience requires collaboration outside of marketing. By having a better grasp of data and analytics, marketers may be able to take more control of the customer experience.
Woody Driggs, EY’s Global Advisory Leader, Customer Practice, says:
“Companies understand that building relationships and trust are the ultimate goal. Consumers have become more sophisticated. Their expectations are higher, they want a personalized experience and they want two-way communication. Companies need to leverage real-time data and analytics to enable them to be forward-looking and predictive, to know what the customer wants even before they do.”
Bruce Rogers, Chief Insights Officer at Forbes Media, says:
“Marketers and executives across the board continue to recognize the significance of data and analytics to inspire confidence with customers and to personalize the relationship. More importantly, executives know there is room for improvement in their use of analytics. They need to remember that the data they acquire via the customer is a privilege, and use that approach to build trust.”
TheSmallBigIdea (TSBI), which handles the social media mandate for &pictures, conceptualized an inventive yet whacky awards show to honour the cheekiness and the audaciousness of certain Indians.
The Chutzpah Awards is one fun-tastic, mind-tickling awards show which has grabbed the attention of everyone on the social media space.
Harikrishnan Pillai, Co-Founder, TSBI says, “Chutzpah Awards was a very innovative way to present the Audacious Indians to the Social Media. In addition, the word Chutzpah in itself has created a buzz amongst the youngsters in India with its Indianised pronunciation being used in the movie Haider. This helped us garner more popularity for the Awards Show.”
“The Awards Ceremony was hosted by two stand-up comedians, Neville Shah & Varun Thakur. The whole award ceremony felicitated every Chutzpah Award winner in the format of a roast, which is quite a trend these days!” added Pillai.
The Shahid Kapoor - Shraddha Kapoor film, Haider premieres on May 30, 2015 and the Chutzpah Awards are done as a campaign to promote the movie’s World Television Premiere on &pictures.
“The best part of the Chutzpah Awards is that the Nominations for the same have been taken from the Audience. A street interview was conducted; where in around 150 people were interviewed on camera, across Mumbai. They were asked about Chutzpah, its meaning and for some event that could be nominated for the awards. In addition, this video received a fabulous response as well as pulled the viewers to nominate and vote for the Chutzpah Awards.” said Ruchir Tiwari, CEO, &picture.
With its originative content and ground-breaking ideas, the Chutzpah Awards is already a talk in the town and will be a sure-shot trendsetter in the industry!
TheSmallBigIdea is an integrated digital marketing communications company founded by two ex-television marketing professionals. They specialize in integration of ATL initiatives with digital/social media activities. The agency's clientele includes names like Reliance, The Mud Rush, &Pictures, Bombay Dyeing, and ZEE Q amongst others.
National Geographic Channel celebrates the rollercoaster decade with 2 Specials
It was the riveting ‘90s, when India has its highs and lows. It was a decade of transformation filled with tragedy, emotion and drama. Fasten your seat-belts as National Geographic Channel takes you on a roller-coaster ride of what was India’s very own ‘blockbuster decade’. The ‘90s in India had its own heroes and its own villains, sinister plots, some divine interventions and finally a highly indigenous climax. All of which has changed the face of the world’s largest democracy forever.
‘The 90s: India Rediscovered’ premieres on June 12, 2015 at 10pm and ‘The 90s: The Great Indian Dream’ premieres on June 19, 2015 at 10pm on National Geographic Channel.
• Rajiv Gandhi’s assassination
• The Mandal commission and its after-effects
• The spread of fear of underworld in the financial capital of India and Bollywood
• The rise of Sachin Tendulkar
• Harshad Mehta’s dubious scheme that crashed stock market
• India’s first international beauty icons
• Outrage in Ayodhya, demolition of Babri Masjid
The 2-part special dives deep to unfold the backdrop of a brand new liberalized economy and gives a different perspective of the ‘90s where evolution and revolution went hand-in-hand, where the fate of the nation could change in the blink of an eye. The episode also looks back at the drama of this nail biting decade with commentary by some eminent personalities like P. Chidambaram, Rajdeep Sardesai, Prahlad Kakkar, Dia Mirza, Raveena Tandon, Ram Gopal Varma, Nandita Das, Gaurav Kapoor, Uday Shankar and Shekhar Suman.
Commenting on the show, Swati Mohan, Business Head, NGC Networks and FOX International Channels said, “The 90s were perhaps the most dynamic years that shaped India’s progress and have a huge role to play in our present too. Nat Geo has always stood for landmark content that gives viewers perspective about events that changed the world. Taking the same direction, we are excited to premiere two special documentaries, both Indian productions, which look back into a decade that never saw a dull moment.”
From the horrific militancy in Kashmir to an assassination that left a nation dumbstruck, from the destruction of a centuries old place of worship to the nation-wide violence that followed, from Sachin Tendulkar’s multiple centuries on the cricket pitch to Harshad Mehta’s dubious scheme that left the stock market reeling and from the crowns that adorned the heads of India’s first international beauty icons to the series of bombs that ravaged their hometown…Catch the decade of ‘90s packaged into an explosive 2-part series only on National Geographic Channel.
· Tango is India’s first ever name based calling service
· It is an interactive platform, integrated with all phone operators that will allow brands to connect directly
Mogae Media announces the launch of Tango Media, a wholly owned subsidiary of Mogae Media that will lead the way in ‘performance advertising’ on mobile. Tango is breakthrough solution which will give brands the opportunity to measure direct & attributable ROI and is not dependent on availability of the internet. Tango's new B2B2C offering will enable brands to connect their (TV) Advertising with customers through a convenient/memorable ‘call-to-action’ both from feature or smartphones. Veteran ad-man Sandeep Goyal started Mogae Media in 2011.
“90% of all advertising is intended to elicit consumer response. Mostly an action that pushes brand sales. But call-to-action (CTA) on TV tends to get lost as an end-frame super (mostly dwarfed by the brand logo) either asking the customer to send an SMS or message a short-code or call an 1800-XX-XXXX number. Consumers rarely remember the number. Hence the brand never really gets the necessary bang for its buck,” says Mr. Sandeep Goyal, owner- promoter of the Moage Group. “We have invested the last 3 years in figuring out, researching, developing and perfecting a solution that makes it easy for consumers to remember and recall both the brand and its call number. And the solution works across Telco’s, and across all types of phones without needing to download an app or use the internet.”
Sandeep Bajpai, who has worked earlier at Tata DoCoMo and Spice will head Marketing, while Yogesh Sachdeva, formerly at Airtel and Aircel, will be the CTO. A new CEO is likely to join next month. 40 new recruits from IIT Kharagpur, IIT Kanpur, IIT Roorkee, BITS Pilani, Delhi School of Economics, IIM Shillong, IIM Kozhikode, IIM Indore, IIM Rohtak, XLRI and other leading B-schools joined earlier this month, and will be based at the Delhi, Mumbai and Bangalore offices of Tango.
“For the first time advertisers will be able to MEASURE response to their advertising, spot-by-spot, insertion-by-insertion. And know both whether the creative works. And which media vehicle works better. Most brand managers need to understand a simple equation: 1 TRP on television equals about 2.9 million viewers. If your market is just HSM, it is 2.32 million viewers. If you run an ad spot that garners 1 GRP viewing, at 1% response, your brand should pull 29,000 or 23,000 responses depending on your geography focus. If I am a pizza company and get those many responses directly converting to sales, I should be happy. But if your target is a higher, say 10%, with 290, 000 responses in real-time, your call-centers could get choked,” says Mr. Sandeep Goyal, owner- promoter of the Moage Group.
A muhurat order for a leading television channel has just been executed. Initial trials show very good results. Initial presentation to leading advertisers have elicited really good response, adds Goyal. The Tango product offering(s) will go live on 15 August, Independence Day.
HT Media Ltd. has elevated Harshad Jain to CEO of Fever. Prior to this promotion he was Business Head, Radio and Entertainment, HT Media Ltd.
He has been working with HT Media for the last four years and will lead the business which now moves into an expansion stage with M&A and Phase 3 licensing round the corner and will involve building partnerships and expanding Fever brand into new geographies and beyond FM into entertainment and digital space.
Talking about his new role, Harshad Jain, CEO – Fever, said “I’m humbled by this new role. Fever is a vibrant and dynamic organization, which has witnessed tremendous growth over the past few years. My focus will be to lead fever to the next level of growth and innovation and tap newer opportunities in the digital and entertainment space and phase 3 of FM radio.”
Harshad brings with him over 20 years of cross-sectorial experience in the FMCG and media & entertainment spaces. On completion of his business studies in Sales and Marketing he joined PepsiCo and was with them for 14 years in roles across sales, marketing and business at regional and corporate level.
Immediately prior to joining Fever, Harshad was with Bharti Airtel Ltd as Senior Vice President and Head of Sales and Marketing handling the DTH Business.