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9 AUG 2011
Issue # 44
| Paul Writer Marketing Booster Shot
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Yo! I love London because it's a great walking city, and every turn is full of history that can surprise you. What's happening now is sad, but shows the power of instantaneous communication to mobilize people for good or for bad. Will these tools power anarchy or a sensible culture of adhocracy? There was an event by the same name in London the previous week, and one of the attendees was key to the Clean Up London movement that is gathering momentum using social media, as a response to the riots. We have an interview with the marketing head of Bata (and if you're in Toronto do check out their Shoe Museum) on how the web is transforming the way they do business. Many of us grew up with Bata school shoes - would you go online to buy them for your kids? To hear from him and other marketing leaders please attend The Futurist CMO . Hosted in association with IBM and with corporate partners such as Dell, Vdopia and Unmetric, we are going to focus on the modern aspects of marketing. See who's attending here, and register here , or email me. Thanks to all our dear readers who shared feedback - encourages us to keep this going. Please do share this with your friends too - like all authors we love an audience! |
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| The Web Will Become Another Marketplace for Consumers - Manoj Chandra, VP-Marketing & Customer Services, Bata India
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Speaker Interview
by Jessie Paul
|  |  As the marketing head of India's largest footwear retailer Bata, Manoj Chandra is responsible for directly impacting brand development and retaining Bata as the leading brand in its geographical market. In this interview with Paul Writer, Manoj shares a quick update on Bata's latest marketing initiatives and the brand's foray into ecommerce.
In his opinion, the Indian consumer is no longer shy of buying online; the robust growth of the ecommerce business (over 30% YOY) is reflecting the same. Increasing use of the web by consumers to browse and search for products before they make a purchase decision is a trend which is helping the ecommerce activity to grow. There are vast gaps in supply chains and demand and supply of branded products in the smaller cities of India. The updated consumer is looking to the web for acquiring his favourite brands which are not so easily accessible in his local market. This trend, he believes will continue for the next few years and ultimately, the web will become another marketplace for consumers.
Click here to read the complete interview.
Manoj Chandra will be speaking at the Futurist CMO conference.
Limited seats available! Click hereto register.
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| Marketing Insight #7 : 45% of Firms Have Vacancies for Marketers
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Paul Writer's Research: What Marketers Really Want
| |  While 45% of firms have vacancies for marketers, only 17% of marketers would recommend a friend to apply to their firm. As a marketer it is always a challenge to find that talent- experience- opportunity match, as a result most end up relying on peers networks and employers for referrals. The survey results indicate that heavily relying only on referrals can mean missed opportunities.
As an organisation in search of competent marketing talent, this is not great news either. In the face of budget constraints, resource employability and meeting comparable compensations, limited access to talent pools means that you are settling for less. So how can marketeres make the best of such a situation? Read on.
(Paul Writer now offers recruiting services for senior marketers with a CTC above Rs 20Lakhs)
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| Facebook and Twitter are conversation platforms - not that good as a place to sell things : Mahesh Murthy, Founder & CEO, Pinstorm
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Speaker Interview by Jessie Paul
| |  Entrepreneur, venture capitalist, marketer Mahesh Murthy set up Pinstorm in 2003; the agency today handles digital marketing for savvy brands such as ICICI, Jet Airways, HSBC, Nestle and Greenpeace. In this interview with Paul Writer, Mahesh talks about what it means to be a smart brand online.
In his opinion, a smart brand is one that constantly listens to what its customers and non-customers say, and builds a strong likeability and preference for itself all the time through its words and actions. In reference to platforms like Facebook and Twitter, Mahesh believed that people rarely buy things during a conversation. But they very often buy things because of a conversation or after a conversation. In the online world, Facebook and Twitter are conversation platforms - great to build awareness, interest and preference for a brand. But not that good as a place to sell things per se.
Click here to read the complete interview. Mahesh Murthy will be speaking at the Futurist CMO conference.
Limited seats available - click here to register!
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| B2Bento Infographic: Lead Nurturing in Plain English
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by Anol Bhattacharya
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Lead nurturing is about keeping conversations going over time, building relationships and allowing the creation of interest in products and/or services while bringing the leads to sales-ready status. It is about cultivating and maintaining mind share, building and sustaining interest in what you have to offer, and developing trusted relationships with those who could possibly be your next customer. Lead nurturing is exceptionally effective in articulating your value proposition to maintain, in a subtle and consistent manner, a stream of relevant information that is important for the audience to know.Read on.
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| 74% of Asian IT Professionals Say They Would Prefer Localised Content - But 79% Say They Struggle To Find It
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By IDG Connect
| |  Global survey reveals B2B marketers must produce localised IT content to engage IT professionals outside North America. IDG Connect's global content survey of 3,217 IT professionals in 114 territories reveals that whilst 74% of Asian respondents find vendor white papers extremely useful, 79% struggle to find it. The same is true of the majority of people outside of North America. This trend is hardly surprising - most white papers are produced in the US and are ultimately aimed at that audience.
But these demands for localised content are not necessarily a recipe for soaring costs. Research suggests that small adjustments could prove effective. Instead of generating entire new streams of localised content, findings demonstrate that vendors can attempt to blend local perspectives with "global" (or North American-flavoured) content. The high levels of frustration experienced by Asian IT professionals indicate that even modest amounts of localisation will have a strong impact on engagement.
Click here to read more. |
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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