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Tag: digital marketing

  • Zensciences appoints Artthi Ponnuswamy as VP, brand solutions

    Zensciences appoints Artthi Ponnuswamy as VP, brand solutions

    Mumbai: Brand and digital marketing consultancy Zensciences has announced the appointment of Artthi Ponnuswamy as vice president of brand solutions. 

    Ponnuswamy joins Zensciences after 15 years with Origami Creative Concepts where she was head – brand strategy. Prior to that, she has been associated with organisations like AC Nielsen, McCann Worldwide, and DDB Mudra.

    “Artthi joins us at a crucial stage in our growth journey. With organisations continuing to navigate through the evolving normal, her expertise will help us drive transformational strategy across our client portfolio, and strengthen our purpose of adding business context to creative outcomes. Looking forward to this next chapter with her onboard,” said Zensciences co-founder & partner Rahul Koul.

    With almost two decades of extensive multi-industry experience, Ponnuswamy has strong brand, marketing and communication expertise, the agency said. At Zensciences, she will be responsible for leading and developing strategic and creative-led brand solutions that drive growth across clients.

    Discussing her new role at Zensciences, Ponnuswamy said, “I am extremely happy to join an ‘un-agency’ which is growing at such a rapid pace. Zensciences is one of the few agencies which has consulting, brand and technology as its three pillars of offerings – all core to the success of any brand. The opportunities here are plenty and I’m looking forward to making a difference to some of the brands that Zensciences is handling and the organisation, at large.”

  • BC Web Wise appoints Kimline D’Souza as creative director

    BC Web Wise appoints Kimline D’Souza as creative director

    Mumbai: Independent digital marketing agency BC Web Wise has appointed Kimline D’Souza as creative director. 

    She will be responsible for building the creative brand campaigns that are closely aligned to the new-age audiences across digital platforms for the digital-first agency, said the statement.

    “Kimline has a bubbly enthusiasm with a pulse on the ever-evolving & expansive opportunities in new, trending, and untapped digital formats,” said BC Web Wise founder and MD Chaaya Baradhwaaj. “With a very strong exposure to female communities in marketing as well, Kimline will add to our strengths as we take on the next phase of growth at BC Web Wise.”

    D’Souza has been part of the advertising world for the last 14 years. She began her career journey at RK Swamy BBDO then moved to Ogilvy after which she went to DDB Mudra and then joined IdeateLabs. She has worked with a gamut of brands across FMCG, healthcare, banking, travel and tourism including Johnson’s Baby, Clean and Clear, Stayfree, Bournivita Lil’ Champs, Phillips, Listerine, Aveeno Baby, Cordelia cruises, Hafele, Abbott, UTI Mutual Funds, Pfizer, and Wipro lighting.

    “I am happy to be the new fish in the pond and looking forward to creating work that sparks up meaningful conversations,” stated D’Souza. ‘This year has been all about creating positive vibes for the brand through stories that connect. The digital audience is highly self-aware and is hungry for brands who understand their journey and life choices.”

    “Kimline is the new-age creative director who understands the mix of platform and craft to build insightful campaigns. Having her on board will strengthen our creative capabilities, excite our teams to take on new challenges, and will drive innovative and integrated solutions to our clients,” said BC Web Wise chief creative officer Dinesh Swamy.

  • GUEST COLUMN: Digital marketing strategies to prepare for the festive season

    GUEST COLUMN: Digital marketing strategies to prepare for the festive season

    Mumbai: If a year is like a film, then the festive season is the climax scene of the year! Consumers are all set to fill their online shopping carts with amazing offers this festive season. According to the consumer synopsis, the year 2021 will record a large number of traction from the non-metro sectors. So, the good news is that consumers will have a plethora of brands to explore, and e-commerce businesses will have lucrative sale opportunities this festive season.

    Over 60 per cent of the global population is on the internet, and it is fundamental for online brands to plan and leverage the festive season campaigns for extra market gains. Regardless of the pandemic situation, influential digital marketing strategies have been proven efficacious in attracting the target audience. So, online brands can definitely leverage brand marketing and advertising tactics to stand out in the digitally revolutionised world and acquire more users.

    Festive seasons allow marketers to run well-tailored strategies and campaigns which focus on increasing the brand value and maintaining a high ROI.

    What Makes Festive Season Campaigns Exclusive?

    Festive Season is a peak business time for brands because at this time of the year customers indulge in dramatic shopping sprees and spend lavishly. Amid all the jovial festive atmosphere, brands reflect similar emotions to their customers through discounts and bonanza offers in order to acquire users and boost sales. Holding to these specifics, marketing professionals frame best-performing digital strategies that compel consumer purchase action.

    Guiding Analysis:

    Before strategising a new marketing plan, it is essential to analyse previous performance. The analysis sheds light on:

    ●      Sales traffic information.

    ●      Top and underperforming products and services.

    ●      Ad performance.

    ●      Customer interest.

    ●      Landing page performance.

    ●      Web pages that lead to maximum conversions.

    ●      Channel that drives high user traffic/ engagement.

    Best Performance Marketing Strategies for Festive Season 2021:

    Customised Festive Emails (Email Marketing)

    Email marketing is a promising and cost-effective marketing tool, especially during the festive season. Businesses can draft an occasion-themed email including personalised greetings, gift hampers, and vouchers to engage with the customers. Research shows festive emails are more likely to be opened and followed by a majority of customers.

    Discount Offerings

    While advertising products, businesses should add discount offers with creative ad copies and graphics to target users. Brands can promote festive vouchers and attractive CTAs, such as ‘limited period offer’ to attract buyers.

    Festive Ad Campaigns (Google and Facebook)

    It is crucial to promote ad campaigns via relevant and high-performing channels. The reason is that it increases the scope of brand visibility, lead generation, and user acquisition. So, boost ads to scale the reach and promote your communication digitally.

    Seasonal SEO Implementation

    Correct research of the festival-related keywords will guide the content to the top of the SERPs. Using high-ranking keywords eases SEO practices and drives more visitors to rise sales.

    Festive-themed Video Marketing

    Undoubtedly, video marketing has the best performance metrics over all other marketing categories. It is proven that well-planned video advertisement gathers three times more views compared to other forms of content. Plus, visual representation helps people connect better with the brand and its offerings.

    Engaging Push Notifications

    Push notification is a new and terrific performance marketing tactic. It is considered one of the best methods to keep users in the loop. As per the data, people interact five times better with push notifications than emails. Now, sharing updates, offers and announcements are easy with push notifications.

    Deep Linking

    Deep linking is by far the best redirecting method, in which app brands can direct their ads to the product landing page when clicked. This increases product page traffic and lets the customer engage with the targeted product efficiently within the app.

    Festive Content Marketing

    An image or video with relatable content stirs up the customers’ emotions to connect better. Relatable content urges viewers to share it among their social circle, increasing the brand’s visibility. And, content marketing holds that power where you can attract the audience with words.

    Remarketing Ads

    Remarketing ads are used in the middle and bottom-funnel to boost user conversion. These ads are product and service-centric and target users who are aware of the brand. 

    (Siddhartha Vanvani is the founder & CEO of Digidarts. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Zee5 Global onboards Yogin Vora as associate director, digital marketing

    Zee5 Global onboards Yogin Vora as associate director, digital marketing

    Mumbai: Streaming service platform Zee5 Global has brought on board Yogin Vora as associate director – digital marketing.

    Vora joins from HDFC Life, where he worked as senior marketing manager – digital marketing for more than three years.

    A management graduate from the University of Mumbai, Vora is a digital advertising professional with eight years of digital and three years of mainline media and marketing experience.

    He was previously associated with companies like DDB Mudra as partner – digital and Graphene Media as group head – offline and digital. He has also worked with Starcom Media and Madison Media in the past.

  • GUEST COLUMN: How Artificial Intelligence is transforming the world of digital marketing

    GUEST COLUMN: How Artificial Intelligence is transforming the world of digital marketing

    Mumbai: From Siri to Tesla Car, and Google AI to Alexa, Artificial Intelligence is now impacting every aspect of our lives. It is designed and programmed in a way to mimic and think like a human being. With data as the new oil in the marketing world, intelligence will be needed to derive meaningful insights to improve the marketing mix.

    With the vast potential of collecting, analysing, applying, and learning data, artificial intelligence is transforming the digital strategies of various sectors. With its advancement, it is also impacting and dominating the world of digital marketing.

    We all know digital marketing uses online platforms to advertise products and services of the brand. A study conducted by Salesforce revealed that almost 51 per cent of marketers are already using AI, as of 2018. But, after the pandemic, customers, as well as businesses, took the digital way resulting in an unprecedented surge in the way people experience the digital ecosystem, where our lives had literally moved online.

    Here are some insights on how AI is playing a pivotal role in the field of digital marketing:

    Customer Insights Integration

    Customer insight integration basically refers to the analysis of customer behaviour. Insights in this perspective refer to the metrics that show, how well a certain content is performing. For example: On LinkedIn, when one uploads an image/video, AI immediately scans the image for nudity/sensitive content and rejects or removes it from the timeline. Alternatively, if your status has more comments on a particular post, the algorithm amplifies it to the second and third network of users. On another popular digital platform, Spotify, the app recommends playlists based on the user’s choices. A similar algorithm is deployed by Amazon when you see recommended products based on your past purchase. Most popular digital platforms, through AI, are able to paint a virtual personality of the user, based on past behaviour and actions online.

    Real-Time Tracking

    Artificial intelligence also allows real-time tracking and lets the marketers know how a certain post is performing in an instant. For marketers, this means faster A/B testing of content, better analysis, and swift deployment of better strategies to produce more content of what’s working.

    Enhances Customer Experience

    Artificial Intelligence uses the theory of machine learning to study its user. They observe the pattern of the user’s choices by monitoring what s/he likes or dislikes. After observing the patterns, they show content to users according to their preferences and likes. This makes marketing virtually personalised and the user engages more with the content as per his/her preference, stimulating dopamine. And it’s not rocket science to note that a happy user is most likely to buy a product or service.

    Chatbot

    Chatbots are designed in such a way that it can stimulate human conversation with the help of pre-defined texts and sentences. With the introduction of AI in digital marketing, it has enhanced the customer experience by providing them 24×7 customer care services. A study conducted on American Businesses and Customers who have used chatbots revealed that 64 per cent of Americans agreed on the availability of chatbots 24×7, on any day as its best feature 24×7. An erstwhile long content that had a dedicated FAQ page has now turned into an interactive session where the bot addresses your most common concerns and directs you to a human when needed.

    Email marketing

    AI can also help email marketers reach the right customers at the right time, ensuring that messaging is relevant, engaging, and more likely to convert. It can also allow you to better analyse what types of messaging, subject lines, design, and images get the best results. With Artificial Intelligence, it has become a lot easier to send the customer personalised emails. 

    With data-driven marketing strategies ruling the roost, Artificial Intelligence is the hero that ‘makes sense of the data, analyses the data, creating a virtual persona of the intended audiences, and predicts ‘better’ strategies to target them. And this is probably just the start of how AI will transform the face of marketing as we know it.

    (Nikhil Sharda is EVP – creative & digital communications at Scroll Mantra. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • SAVA appoints WATConsult as digital marketing partner for SAVA Herbals

    SAVA appoints WATConsult as digital marketing partner for SAVA Herbals

    Mumbai: SAVA Healthcare has appointed WATConsult, the hybrid digital agency from the house of dentsu India, as the digital marketing partner for its new herbal formulation business, SAVA Herbals. Through SAVA Herbals, the pharmaceutical company will be launching clinically proven herbal product offerings across various therapy areas. 

    As per the mandate, WATConsult will oversee social media management, media planning & buying, online reputation management and search engine optimisation for the brand. The key focus of the agency will be to drive the brand growth and complete execution of the strategies across all leading digital and social media platforms generating a high engagement rate and overall connection with the audience, said the statement.

    Speaking on the partnership, SAVA Group chairman, Vinod Ramchandra Jadhav said, “SAVA Herbals is an extension of the capabilities that we have built over the years in manufacturing herbal extracts of the highest purity. We truly believe that our association with WATConsult will help us grow and set new benchmarks as we promote our brand’s philosophy of making life feel good.”

    SAVA Healthcare head – R&D, Dr Sriram Padmanabhan added, “The products that are being launched by SAVA Herbals have been developed in-house and tested for clinical efficacy and safety in patients, which is very significant. WATConsult will help us spread this message and reach out to customers across.”

    Commenting on the association, WATConsult CEO, Heeru Dingra said, “Healthcare is of paramount importance especially in today’s times and so are companies like SAVA that intend to help improve people’s lives. Armed with a lot of new-age thinking and a digital-first approach, we are looking forward to helping the company further scale its efforts and accelerate business growth.”

  • SG Analytics onboards Kulwinder Singh as CMO

    SG Analytics onboards Kulwinder Singh as CMO

    Mumbai: Research and data analytics services firm SG Analytics has appointed Kulwinder Singh as its chief marketing officer. In his new role, Singh will be leading the company’s brand management, digital marketing, public relations, and employer branding initiatives. 

    Singh has more than 20 years of experience in senior marketing, communication, and brand management roles. Previously, he was associated with Cadila Pharma, where he chaired the position of chief communication officer. While he was responsible for the digital marketing and communication strategy, he also led the human resource function at Cadila for a year. Singh has held marketing, brand management, and communication management roles at reputed companies including – Edifecs, Synechron, VenSat, and Tech Mahindra. 

    Singh’s appointment is the latest development in a landmark year for SG Analytics wherein the company grew phenomenally and strengthened its leadership team.

    “I am very excited to welcome Kulwinder to the team. It’s because of SG Analytics’ position as a leader in the research and data analytics space that we’re able to continuously attract top-calibre talent across all functions, from sales & marketing to technology, and from innovation to customer experience,” said SG Analytics founder & CEO Sushant Gupta. “Kulwinder’s experience in building powerful brands and driving our digital marketing efforts will be invaluable to SG Analytics as we accelerate our growth strategy.” 

    The new appointment follows the rigorous hiring plans announced by SG Analytics previously. In addition to this, the firm recently announced a company-wide profit share plan for all its employees, reflecting a unique employee-oriented approach. 

    “I’m extremely excited to join SG Analytics – a people-first company with a fantastic management team and a great vision. My experience in developing strategic brand and marketing programs over the last 10 years makes my role as the chief marketing officer at SGA easy to assume,” said Kulwinder Singh.