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Tag: Yorick Pinto

  • BC Web Wise & Pentonic partner to unveil ‘The Great Indian Art Fair’

    BC Web Wise & Pentonic partner to unveil ‘The Great Indian Art Fair’

    Mumbai: BC Web Wise, a digital marketing agency, has unveiled its latest project for the pen brand Pentonic – The Great Indian Art Fair. The vibrant fair aims to unite artists, creators, and enthusiasts in a shared appreciation of the diverse artistic expressions that define the country, all using Pentonic’s range of pens as their tool of choice.

    In partnership with Pentonic, BC Web Wise has brought its strategic creativity and digital expertise to curate an unforgettable experience that transcends the ordinary. The Great Indian Art Fair will feature a range of exhibitions, workshops, and live art sessions, all aimed at showcasing the depth and diversity of Indian art – from time-honored classics to contemporary creations.

    “The Great Indian Art Fair is more than just an event,” explained BC Web Wise senior creative director Yorick Pinto. “It’s a movement that ignites a uniquely Indian spirit of creativity within everyone.”

    “The Great Indian Art Fair is a tribute to the incredible diversity of Indian art and culture,” said Linc Ltd assistant marketing manager Mayank Sagar, “We invite everyone to join this journey as we celebrate the boundless potential of our nation’s artists.”

  • BC Web Wise’s guide to email marketing: From execution to strategy

    BC Web Wise’s guide to email marketing: From execution to strategy

    Mumbai: In today’s social-first world, email marketing is one of the tools which tends to get ignored by marketers. While we all agree that email is probably the most effective way to reach the target audience directly with personalized content, it rarely gets its pride of place among other exciting marketing tools like short-form videos and brand films.

    Before we start, let’s look at some stats. Firstly a whopping 87 per cent of marketers say that email marketing is a crucial part of business success. According to a Hubspot Marketing Trends survey, 51 per cent marketers selected email marketing as the most effective channel for marketing. And if you’re still skeptical about the effectiveness of email marketing, then here’s the kicker – Email marketing offers an unbeatable ROI of $36 for every $1 spent.

    BC Web Wise, a leading digital marketing agency, offers a comprehensive guide to effective email marketing, taking you from strategic planning to successful execution.

    Your Effective Guide to Email Marketing

    Email marketing can play an integral role across the marketing funnel by helping build brand awareness, increase consideration and lastly drive sales! It is not only a cost-effective way to reach your audience, but is also easy to track and gives you valuable insights to measure your campaign.

    Here are the steps to get started on your email marketing strategy.

    Step 1: Define Your Goals and Target Audience

    ●        SMART Goals: Before you begin, make sure to establish clear and specific goals for your email marketing efforts. Are you looking to generate leads, boost brand awareness or drive sales? Ensure your goals are Specific, Measurable, Attainable, Relevant, and Time-bound (SMART).

    ●        Know Your Audience: Make sure you spend enough time to understand your audience. You can do this by creating consumer personas and accordingly tailor your email content and messaging to the specific needs of each persona.

    Step 2: Building Your Email List

    ●        Opt-in Forms: As the digital world prepares for a ‘cookie-less’ future, it’s paramount that brands focus on first-party data collection via opt-in forms on their website, app downloads and social media platforms.

    ●        Lead Magnets: One of the most effective ways for B2B businesses to get customers to share their email address is by sharing relevant content such as ebooks, white papers, reports, etc. On the other hand, B2C customers can offer customers discounts and offers in exchange for their email addresses.

    Step 3: Crafting Compelling Email Content

    ●        Subject Lines: This one’s a no-brainer. One of the most effective ways to drive email opens is through the effective use of subject lines. Make sure to grab the user’s attention with clear, concise, and benefit-oriented subject lines that entice them to open your email.

    ●        Email Design: Emails offer brands the opportunity to tell their story through visually appealing designs which follow a clear structure, using high-quality images and calls to action (CTAs).

    ●        Personalization: One of the most important features of email marketing is the ability to personalize it for the user. Additionally the audience can be segmented based on their interests, and content can be tailored accordingly.

    ●        Compelling Content: Make sure to provide content that educates, entertains, or solves problems for your audience. Use storytelling, industry insights, and product updates to keep them engaged.

    Step 4: Optimizing for Deliverability and Engagement

    ●        Email List Hygiene: Maintain a clean email list by removing inactive subscribers to improve deliverability rates.

    ●        Mobile-Friendly Design: Ensure your emails are optimized for mobile devices, as many users check their email on smartphones.

    ●        A/B Testing: Test different subject lines, email formats, and CTAs to see which one resonates best with your audience and improve campaign performance.

    ●        Analytics and Reporting: Track key metrics like open rates, click-through rates, and conversion rates to measure success and identify areas for improvement.

    Step 5: Automate and Integrate

    ●        Email Marketing Automation: Utilize email automation tools to streamline processes like welcome emails, abandoned cart reminders, and post-purchase follow-ups.

    ●        CRM Integration: Integrate your email marketing platform with your CRM system to gain a holistic view of customer interactions and personalize communications further.

    By following these steps, you can develop and execute effective email marketing campaigns that achieve your business objectives and nurture strong customer relationships.

    The author of this article is BC Web Wise, senior creative director Yorick Pinto.

     

  • GUEST COLUMN: How video marketing drives maximum conversions

    GUEST COLUMN: How video marketing drives maximum conversions

    Mumbai: The rapid growth of TikTok globally, as well as Instagram releasing ‘Reels’ over the last couple of years, is a testament to the rise in video consumption, with users preferring to watch short video clips on their mobile devices.

    These short clips, referred to as ‘snackable content’ are often shared by users on their social feeds as well as via messaging apps such as WhatsApp, Facebook Messenger, WeChat, etc. Most large brands have been quick to understand the importance of creating snackable video content, as part of their overall marketing efforts and have been leveraging this trend for quite some time, with 93 per cent of marketers saying that it is an important part of their marketing strategy.

    What is Video Marketing?

    Before we discuss video marketing, let’s take a step back and understand today’s consumer, who spends a good part of his/her day on mobile device. Right from checking the news, to social feeds, connecting with friends and family, to shopping & entertainment, their life revolves around their mobile phones. This offers brands a plethora of touchpoints to reach out to them, via search engine marketing, through ad placements on popular websites, and promoted ads on social feeds based on their interests.

    Coming back to the consumer, they are well aware of the ‘techniques’ used by marketers to gain their attention, which makes them look at alternative ways to understand which is the right product for them. Here’s where online influencers and other ‘word of mouth’ marketing plays an important role. Consumers are more likely to trust a product if it has been recommended by a friend or by someone she trusts. This is why, brands have been tapping popular influencers to create content featuring their products. This is manifest in the form of videos featuring product reviews, unboxing, how to use, etc.

    Why is video marketing important for brands?

    Gone are the days when brands can simply create a ‘360 Campaign’ and expect it to deliver the goods. While certain brands, especially in the beauty and lifestyle space see merit in associating with celebrities to endorse their products, from the consumer’s perspective, this only helps in driving awareness of the advertised product. Consumers would still want to know what others say about the product, read the reviews on online marketplaces, see comparisons between different products before putting down her money.

    Here’s where video marketing comes in! By reaching the consumer while he/she is scrolling through the social feed, or when he/she searches for a solution either on YouTube or on a search engine, video marketing enables brands to build a stronger connection with the consumer.

    Brands can reach out to consumers at different stages in their consumer journey by creating specific video content, which addresses these stages. In fact, as per research, 96 per cent of users have watched an explainer video to learn more about a product or service. What’s more, unlike brand films or TVCs, these videos are affordable to produce and brands can easily create a series of videos without breaking the bank!

    How does video marketing enhance conversions?

    As per a consumer survey on how they’d like to learn about a product or service, 69 per cent users said they’d prefer to watch a short video, in comparison to 18 per cent who’d rather read a text-based article, website or post, or just four per cent who’d like to view an infographic.

    The best part of video marketing is these videos help brands to make that all important conversion, by providing links to the brand website or brand store on marketplaces. These links can be embedded at the end of the video, can appear as a call-out at the bottom of the video and can also be placed in the video description, along with other relevant links to the brand’s website, social media pages, etc., thereby building the trust factor.

    According to a research by Wyzowl, 94 per cent of marketers say video has helped increase user understanding of their product or service, while 84 per cent say video has helped generate leads.

    (The author is creative director at BC Web Wise. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them)