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1 March 2012
Issue # 66
| Paul Writer Marketing Booster Shot
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Yo! Greetings from Mumbai! Am here for the MITR -50, recognizing Top CMOs who use technology for business benefits. Looking forward to meeting some of India's savviest CMOs at the gala dinner hosted by IBM this evening. It's interesting how technology plays such a large part in the success of some brands, how it has become a key differentiator. Yet, there are two distinct flavours emerging - those where the CMO works closely with the CIO to make it happen, and those where the CIO sets only the guidelines and the CMOs work independently within this framework. Which works better? You tell us! Have a great week! |
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"Digital technology now allows clients to interact with brands and build a dialogue" - Interview with Sanjeev Kapur - CMO- Citbibank
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By Jessie Paul
|  |  Sanjeev Kapur is the Chief Marketing Officer for Citi India. In a long chat with him on the importance of technology for marketers we got his views on 'digitalization' in marketing and the many ways in which Citibank has incorporated technology into their customer engagement models.
"Our goal is to improve our market share, disproportionate to our physical footprint and resources deployed in the marketplace. This requires us to build our product and brand preference through significantly stronger delivery of our value propositions. Technology can play a key role here and to start with, technology can help make banking faster and easier for our customers. A user friendly website, mobile interface, ATM technology helps us not only overcome our distribution limitation but also allows customers to do time consuming branch transactions instantly from their home or office."
Read the complete interview here... |
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Leveraging Marketing Technology to Generate More Qualified Leads
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By Solutions Insights
| |  A number of recent B2B studies have indicated that marketing's primary role is to generate qualified leads for the sales force. Given the importance of this activity, do you think your company would be interested in applying new marketing technology that would increase your funnel of qualified leads six-fold within a one-year period?
This is exactly what IBM was able to do by adopting a new marketing automation (MA) platform two years ago. Now that enough time has gone by that they've been able to measure the results of implementing the new MA platform, a compelling story has emerged about the role of technology in marketing and selling complex solutions. By having a more structured, systems-driven approach to lead generation and management, the number of real solutions opportunities that they handed over to the sales force went through the roof in a short period of time.
Get the complete case study here... |
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"...to leverage social media and digital communications to reach a wider, evolved audience who can drive change for a better tomorrow" - Interview with Dharini Mishra - Suzlon Group
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By Jessie Paul
| |  Dharini Mishra is theGlobal Head of Brand Suzlon Group. Having recently launched the hugely successful 'Pure Air Lovers Society' - PALS brand campaign for Suzlon in India, Dharini has keen insight and great expertise in building credible green brands and we got even more understanding of some of the great work that Suzlon has done in the social media and digital communication space.
"we ran the first ever smartphone marketing program in India... Our smartphone mobile advertising program was the first in India and went directly to our stakeholder group, not just marketed the company but drove up brand favorability by 160%"
As a part of our series on tech savvy CMOs we spoke to her. Read on...
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"Brand presence on popular social media platforms serve as a perfect channel for customer interaction, promotions, announcements..." Interview with K Ramakrishnan - Cafe Coffee Day
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by Jessie Paul
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As part of our ongoing series on the importance of technology for Marketers and our hunt for the tech savvy CMOs to feature on the M.IT.R Hot 50 list - we got the inside view on how K Ramakrishnan - President Marketing for Cafe Coffee Day uses technology in their marketing activities to build loyalty and keep the customers coming back.
"In terms of Product Development, we reach out to our customers online via surveys, polls, researches for new product development and feedback. One of our products called 'Warm choco indulgence' was created based on an extensive customer research done on Facebook. It now contributes to 30% of our dessert sales."
Read the complete interview here...
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"The end game is to create a digital and technology ecosystem with integration of analytics, social media, self-service, mobile and eCommerce" - Interview with Naveen Raman - Pearson Education
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by Aarti Deoskar, Paul Writer
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"Technology also helps us to retain the customer as we study "churn" patterns across segments and make proactive interventions and offers to increase the customer's length of stay."
Naveen Raman heads Marketing & Communication for Pearson Education Services. He is responsible of marketing & brand communication, advertising, publicity and activations across the country for a wide gamut of services offered by PES, in the fields of ICT, Schools management, Private Tutorials and online tutoring.
At Pearson Education, technology is the core of the product and marketing plan. Here are some insights into how they do it...
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IKEA Expands Content Marketing With Launch of YouTube Channel
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by Christine Dunn - Content Marketing Institute
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IKEA, the Swedish-based home furnishings retailer that operates about 38 stores in the U.S., launched a YouTube channel called "How to Build," the latest in a series of new content marketing initiatives introduced by the company's IKEA USA division over the past year.
The YouTube channel comes just six months after IKEA announced the official launch of a new community photo-sharing website called "Share Space," which aims to give users a platform to upload photos of their own living spaces and share ideas with each other.
These two content marketing initiatives illustrate a growing trend by companies to use visual tools and technology in their content marketing in order to engage audience members.
Read the complete article here...
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Job Listings on Paulwriter.com
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| |  Watch this space for new job listings on Paulwriter.com every week for mid to senior level marketers. CMO based in Bangalore, India: Job purpose is to lead the business development function and manage new customer acquisition and grow existing customers across geographies, verticals and service lines. Plan for and ensure achievement of strategic revenue objectives for the organization Vice President - Sales and Marketing - Playground Sports India Pvt. Ltd. Position is based in Bangalore, India. Role covers leading the company's efforts in developing the Indian market for sale of sports goods and sport related services online, lead Sales, advertising and coordinating marketing aspects of all other related activities (including online and offline efforts).
This is a significant opportunity to drive the company from start and play a vital role in building Playground's unique concept in India. Function reports into the CEO and relevant experience of 7-10 years is required. Preference for experience in retail industry and online marketing Social Wavelength, a brand of Social PR. Outsourcing Pvt. Ltd. a Social Media Agency, headquartered at Mumbai, India, is looking for various entry-level and mid-management positions. Marketing Executive for OnTrac based in Bangalore and responsible for executing marketing strategy and plans as well as supporting the sales team. Apply now...
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for progressive marketers
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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