Saturday, 28 February 2015

The Age of Marketing Tech (#MarTech)- Benedict @Iprospect

As Digital surpasses other media spends, Martech spends start to shoot up- and that drives performance marketing- my insightful chat with Benedict from Iprospect.

"In the UK digital surpassed TV as the dominant spend 6-7 years ago, and after that, investment into technology that underpins the digital performance became a no brainer- that leap of faith is starting to happen in India"

It does’t make sense to do fixed ad buys anymore. thats the power of programmatic. With programmatic, the cost per lead increases, but the efficacies are way better.

A very clearheaded conversation, this video stands out to me for the clarity with which Benedict defines performance,and how today’s tech is defining performance all with specific examples. A must hear.

We cover a range of things- attribution, performance for revenue vs performance for brand
Programmatic buying and how it changes the entire operating landscape, including how creative development needs to change keeping the dynamic environment in mind.

He also talks about attribution and how analytics and data management are driving it. he defines the “biggest step into unknown for the brand”.


Sunday, 22 February 2015

Performance Marketing with Parul Bhargava, Vcommission

 My video with Parul Bhargava née Mehta a passionate Internet marketer from India who started with the affiliate marketing industry and went on to lead vCommission, India’s first International Affiliate Network with Exclusive CPA offers! Established in 2008, their 12,500 affiliates deliver performance to brands.
  1. "You don’t have to pay for visibility until you get ROI- thats Performance marketing. Whats The big deal behind it? It ensures that ROIs are obtainable with Lower LTV customers as well, opening up a whole swathe of segments to target/ works for smaller businesses with lower budgets"
  2. "Our industry right now works on last click attribution- which is why coupon sites are growing, because no matter how convinced you are about what you want to buy, you are still going to look for an offer/discount before you buy it"
  3.   She has studied publisher promotion methods, and focuses on innovative affiliate marketing methods. With a technical background, she now leads the affiliate network with her technical knowledge ensuring pioneering initiatives in tracking technology

Friday, 20 February 2015

Nikhil TripAdvisor

  1. An early adopter of user generated content, TripAdvisor is the most influential travel advisory portal in the world, with +360 Million users across the world. A great example of how truly digital companies think and do things..
  2. One of the most trusted travel brands, the place for the best travel content on the web, one of the top 15 trends that have changed/ shaped travel business (eg cheap airlines, etc) the smart hoteliers caught on first, because it is a fantastic free marketing site- and today, you have to engage with tripadvisor, as travelers dont book without looking.
  3. How Trip advisor is different is that it has all the great content - hotels, photos etc.. on the same page, there are live prices from all the hotel booking sites (Eg etc) moment you click on the price, the partner pays them for the click.
  4. Of their $1B of revenues, 75% came from pay-per-click. Another 13% of come from business listings- the hotels get an opportunity to directly get a lead from their review page- and they pay a flat annual fee. The rest is banner/ display advertising.
  5. Tech plays a big role in the product and service development:
  6. Meta is one of the pivots they did- earlier, u had the logo u could click on to go to the partner site for pricing. Now all pricing is dynamically shown on the website itself.
  7. The next pivot, currently underway, is about changing the clunky mobile experience, through instant booking, where u can complete a transaction from inside the mobile app.The “book” on tripadvisor gets fulfilled by the partner that has won the bid, realtime.
  8. A new feature, called “Just for you”, takes into account what i want and what i have chosen in the past to only show the kind of stuff that I like.
  9. To stimulate ugc reviews, they have done various ideas- for instance , something they did only in India first- Multipoints- where they tie-up with airline partners, reach out to frequently traveling people, incentivised them with air miles and now that program has gone global with massive programs in Brazil.
  10. Their review express product, hotels adopt on their own, Accor, best western already request their customers to leave reviews on trip advisor.


Sunday, 15 February 2015

"An app for Booking restaurant tables"- Dine-out's Sahil

My video with Sahil Jain, co founder of Dineout, a restaurant table booking startup that 30L people use every month to book tables in 1000 restaurants in 6 cities. on startups, being acquired, and growth…

When we started in 2012, everyone said “India mein table kaun book karta hai?” there has been a huge mindset change in the last 2 years- be it taxis, hotels, airlines etc. Dining out is the 2nd most important thing after movies. And the mobile-first approach has exploded for us- started with 5% going onto 40% now, estimated to be 70% by year end.

1000 restaurants, 6 cities. 30K diners monthly ->150K diners. Includes premium restaurants such as Olive bar/ Claridges etc

The key is Consumer convenience- the customer can book a table and save money on deals on the restaurant+ recommendations on places

They have FoS sales team+ online registration for the restaurants

They were acquired by Times internet a year ago at a reported valuation of $10M. Leveraging the TimesInternet b2b clout to acquire restaurants, and b2c to reach out to consumers

Traffic: 40% coming through app, also have a 10 member call center (25%) - typically larger group bookings want human confirmations, 20% thro mobile web, 15% thro' online.


Saturday, 14 February 2015

Titan: Integrating E-commerce into the offline model - AlokedeepSingh

How does an ecomm play work for a company with a dominant physical distribution?  Well its different. 
E-commerce in Titan is not just about servicing India, but also Indians cross border. Since they don’t have the backing of valuation money,they take the business checks and balances very seriously- for example, their returns are about 3% as compared to industry averages of 30-40%. 
Also ,since their brands advertise, their ecomm play off their pull rather than spend own marketing money. They also don’t discount overtly…They also have concepts like “shop on line and pick up instore”- allowing them to leverage their physical presence.
Their largest infra cost is tech, which gets amortised over time- its more economical than setting up a store. They also ship to a limited set of places beyond store presence in upcountry areas. 
In online and offline integration people assume its the front end that needs integration (store front end+ devices). The biggest integration point is inventory- once thats done, the front ends are easy to build. 
They are also experimenting with i-beacon pilots and other online to offline pull models, but many of these are in the wait-and-watch mode.
Aloke Links

“Next 10-15 years of India belong to the Travel industry ”-Hari Nair, ho...

  • HolidayIQ has a lot of content, and a 6.5 Million community that comes here to consume this content. “We are a media business. Media is about consuming good content. You have the UGC reviews of Tripadvisor, and you have the satirical take of a Buzz-feed. We aim to bring all of these together and marry this to an existing community. There isn't an example of this kind of a travel media proposition elsewhere, all based on real consumer feedback”
  • Buyers are over educated today- so you have to create a story, sell it to them and they will come, but it cannot be a narrated experience, but has to come out through conversations. The next 10-15 years in India will be the world of tourism, which will become a grass-root change agent. Only 60 of the 600 districts in India are leisure travel destinations. We have 90% of the country left and that is going to change things.
  • Content is an ever evolving thing. Once, knowing whether hotel had wifi was relevant, next came reviews- whether the wifi was good is more important. Today a lot of the content we have is structured (70-80%) which include reviews etc, but the opportunity is in unstructured, curated user generated content- the conversations.
  • What we are seeing now is the next wave- what is the nature of conversation around this destination. To me this is the essence of the mobile paradigm, a reflection of the “now” / conversation paradigm, that meaningfully bring out what the brand stands for.
  • An example was how we  did a tour with our hotel experts of Taj West-end, Bangalore, and got them to talk about stuff in the hotel which the guests couldn't obviously see.

Monday, 9 February 2015

"From Rajnikanth to Ganesha" Video with Ryan Germick, Google's Doodler-in-Chief

Ryan Germick leads the Doodle team at Google, responsible for the refreshing new manifestation of the logo of Google everytime it changes. He has +2,000 illustrations, animations, and interactive experiences on Google home pages around the world.
He co-designed the Street View Pegman and Gmail's emoticons, and was the driving creative force behind the Pac-Man,Sesame Street, Charlie Chaplin, Les Paul, Robert Moog, Star Trek, and 2012 London Olympics doodles among many dozen others. We discuss how Ryan sees the creative and the tech worlds merge... Ryan loves the Mobile mindshift, Rajnikanth (Yes,Thalaiva himself!) and Indian Gods and Mythology....