E-Commerce Companies Are Looking At Much Bigger Market Other Than Metros for a Larger Consumer Base

The next horizon will be deep integration of the physical and interactive worlds.

The future of online is offline. – CyriacRoeding (Angel Investor in many e-commerce companies)

E-commerce, a sector that created a buzz in the late 90s, has bounced back. India has emerged as the fastest growing and largest Internet market in terms of a number of users. However, the strongest argument against e-commerce – the buying behavior of Indian customers is non-virtual, is forcing the e-commerce industry to go offline. This time, it is showing a lot of interest in outdoor advertising and BTL.

The aim of these companies is to take online shopping to a wider audience – especially customers from B grade cities, who perhaps haven’t experienced online shopping at all. The non-virtual attitude of Indian customers being the biggest hindrance, BTL or experiential marketing again plays a very crucial role in their marketing strategies.

It is seen around the corner, e-commerce companies involving extensively in outdoors BTL campaigns. Flipkart, for example, has adapted to a mix of mediums in its outdoor campaign – billboards, ads/wraps on buildings, branding on buses/trains along with BTL/experiential marketing activities.

E-shops have also tried using smart outdoor media plans for mass visibility over the recent times. eBay India had undertaken a high visibility outdoor campaign after a period of two years for a duration of two months by investing 25 percent of its budget only on outdoor advertising. Apart from the traditional outdoor buzz, the e-commerce brand had tied up with PVR Cinemas in more than 20 locations.

In this activity, eBay India gave discount coupons with every PVR ticket purchased. Branding across these locations was also a part of this partnership. In addition, eBay also collaborated with a popular coffee chain Café Coffee Day to exploit in-café branding opportunities. Since youngsters are their soft target and show maximum adaptability to online shopping, the corporate & colleges become their obvious choice for touch points, when it comes to BTL activations and experiential marketing.

In-retail promotions are also coming handy for these e-commerce brands. The data indicates that the footfall across the electronic stores like Croma & e-zone is increasing by the day. Advertising in 20 odd TVs of these stores becomes a lucrative option for these marketers. This apart, setting up touch & feel zones for the walk-ins can be another activation that can be tried at these stores.

When it comes to further targeting Tier-III & Tier-IV cities, Van Campaigns are the tried and tested activation modules, applying with the same efficiency to the e-commerce companies.

Apart from this, TG based activations at touch points like colleges can also be fruitful. Given the current scenarios, Outdoors BTL are the best foot forward for any e-commerce company trying to expand its user base.

Dos and Don’ts of Campaign Planning For Rural Marketing in India

Whatever activity you undertake is executed well with a list of do’s and don’ts because it forms a loose boundary around the formations which is not rigid enough to distract creativity but clear enough to avoid mistakes.

The holy grail of rural marketing in India- THE DOS

The golden rule of paying attention

Rural marketing starts with conversing to the client whilst keeping their perception of the brand. The similarity in this connection cannot be established without the knowledge of the brand and the product itself. Therefore, the first and foremost rule of rural marketing is to pay attention to the client’s requests and needs, rather than hearing them out, listen to them carefully.

The three Ps- Prioritize, Plan and Prepare

To pursue multiple ambitions, it is a prerequisite to know what comes first and what goes next and understand fully the reasons behind the same. For example, the client might be looking to target one particular market before others as per their overall strategic goals. Once the priority has been sorted out, the planning can start with full throttle.

Any campaign cannot be designed without sufficient planning which starts with market research about the audience type, constructing marketing objectives which are realistic and ambitious at the same time. It mainly involves the drafting of a suitable marketing strategy fit for the brand and the product.

Once the planning stage is over, the importance is transferred to preparing for the campaign to ensure its implementation without many surprises or hurdles.

Mix and match

Given the benefits using technology can provide, it should not be ignored due to the campaign being rural. Rather a way should be found to use technology for increasing operational efficiency and effectiveness of the campaign. Integrate online and offline activation activities to reap best results.

 Communicate to update

There are many times when the client is kept in the dark about the campaign progress, this may due to non-availability of time or resources. In any case, the rural marketing agency should realize that nowadays every organization prefers real-time communication of results. This satisfies their worries and reassures their faith in the campaign.

Deliver in a form they understand

While conversing with a client, marketing jargon should be kept aside and performance indicators should be adopted. Even though the calculation of ROI of the rural marketing campaign is nearly impossible, try to provide numbers that show progress such as sales revenue, open rates, closure rates, value per lead, number of incremental contacts etc. This helps the client to understand the results better and they are more inclined to use the same services again.

The wrong turn on the road to successful rural marketing campaign- THE DON’TS

Thou shall not misunderstand my audience

There is a popular school of thought that considers people belonging to rural and small towns to be extremely simple. There was a time, where this approach prevailed, however, we live in a time where predicting the complex behavior and psyche of rural consumers is very difficult. Therefore, a rural marketing agency should never rely on this approach completely as understanding the needs and desires of the target audience is the key to a successful rural marketing campaign.

Thou shall not mistake rural areas with their urban counterpart

Another common misconception among rural marketing agencies comes in shape of believing that the lines between rural and urban markets have become completely blurred. While this may prove to be true after a decade, here and now, this approach can render your rural marketing campaign ineffective.

Thou shall not ignore the client’s requests and advice

Yes, it is true that the client may not be aware of the trends and channels of rural marketing when compared to the agency. However, they are the makers of the product and curators of the brand, their insights can never be harmful, these should be considered before being considered unhelpful.

Thou shall not underestimate content

The biggest mistake a rural marketing agency can make is failing to realize the importance of engaging content. The scope of content development goes beyond its digital presence and the understanding of the same can make a lot of difference in the performance of the campaign.

Thou shall not do commit the cardinal sin of over budgeting or under budgeting

While spending too much is considered wrong, not agreeing to pay enough can also affect the campaign negatively. The right way is to be cautious in your spending but be firm to not let it affect the quality of your work.

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Farmer Meets If Effectively Done Can Give You Better Results in Rural Campaigns

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.” – Dr. Philip Kotler

There might only be one winning strategy but its applications seem two-fold, as per the well-known marketing guru the secret lays in following a step by step pattern. The initial landmark is the identification of target audience which is followed by its pursuit.

What is the target audience?

Marketing strategies are focused on the potential customers, however, it is impossible to relate to everyone and therefore a particular group is segregated from the audience on different parameters. The marketing efforts are aimed at the said group. These are selected on the basis of age, demographics, product features etc. so that the people who are most likely to use the product are being focused on. This improves the efficiency of the rural marketing campaign and increases the chances of a positive reaction to the product.

What is the target audience for rural marketing campaigns?

Devising a rural marketing campaign does not come without its challenges and therefore this first step becomes that much more important. However, the fact that around 58% of the total rural population in India is engaged in farming activities has contributed greatly towards solving this dilemma. Marketers find this number delighting because now that their mark is set, they can create a path to reach it. Farmers not only dominate by numbers but in a conventional society structure, their influence is widespread and steady.

How to reach the target audience?

Identifying the target audience is not sufficient, finding a way to make them aware of the brand is equally vital to the success of the rural marketing campaigns. A platform is a necessity to connect with the target audience as a group, rather than individuals. A stage that can be used curate a personal relationship with them as farmers and potential customers.

The best way to put this together is through a “farmer meets”– where the community gathers with their peers to discuss and resolve common issues. Such meets are often organized by the council or village heads for various purposes and can provide the marketer with an active stage of communication that employs the marketer’s interpersonal skills to increase awareness about the brand.

FARMER MEETS AND ITS ADVANTAGES

Organization of one such meet does not put strain on the marketing budget but fulfills multiple objectives of the marketing campaign, such as:-

• Interactive session with the target audience where a link between the features of the product and needs and preferences of the farmers can be established. This can act as a great way of promotion of the product as well as enhancing awareness.

• Direct feedback can be from the farmers regarding utility and pricing of the product and used to create better strategies for future campaigns.

• Various other methods such as edutainment can be incorporated in such meets to ensure that the message is communicated to the farmers in a way that allows them to understand and retain it.

• It is a perfect opportunity to engage the target audience in the promotional activities so that they process remains interactive and thus effective.

• Cost utilization is optimum since the reach is magnified as compared to other means that sought to reach the target audience separately.

The Effectiveness Conundrum

While all testimony provides positive responses to the usage of farmer meets in rural areas, there is still a factor unspoken of while reviewing the efficiency of the same as a part of rural marketing campaigns.

Effective Implementation

A farmer meet should be organized through the correct channels and by deciding on the perfect agenda in order to make the most of it. It is a common understanding that a farmer is more likely to show up to a meet where he gets a solution to his problems rather than one that aims to increase sales of a product.

Therefore, farmer meets are capable of offering results as listed above only if organized and implemented effectively.

CONTENT IS THE KING, DISTRIBUTION IS THE QUEEN

The game of chess can teach you many lessons but the most intriguing one can be learned through close observation of the King and Queen’s behavior on the board. The fort is ruled by the King but it is held up by the Queen’s efforts. While the King is considered to be of supreme importance, the queen holds it all together; her fall corresponds to his defeat. Something can be important because it is vital in nature but for it to be truly powerful, it needs to have control over the outcome.

Keeping the same example alive, we know that when the King falls, the game is over but Queen possesses the power to protect him. What makes a player great is the understanding of the difference between what is important and who is powerful; walking on this line gets you the edge that seems like a necessity to win.

The board of business and marketing

The same equation can be applied to the marketing strategy adopted by a business, the roles of King and Queen can be deciphered from a list of factors that impact the success of a brand. However, let us see the characteristics of the contenders beforehand.

Content Development

“Content builds relationships, relationships are built on trust and trust drives revenue.” – Andrew Davis

Statistics have proven the importance of good content over the last few years as the chances of success of marketing campaigns have been strengthened through enforcing effective content. This impact can be felt so much so that approximately 61% of the audience prefers brands that can deliver original as well as alluring content through different means.

The dawn of the digital age has rejuvenated the world of content; a glimpse of the ranking of factors affecting a buyer’s decision can shed more light on the issue. The fact that around 67 % of the audience relies on content provided by the brand for research and 35% of the audience is more comfortable with sharing content about a brand, proves to us the significance of content in marketing and brand building. Good content shows the audience what your brand is and what your product can do, instead of just telling them. Prima facie, it is believed that content builds the bridge on which a potential customer can walk and feel a part of the house. The importance of content can be summed up in Beth Comstock words, “You can’t sell anything if you can’t tell anything”.

Having stated that, the focus now turns to tell, is good content enough? Not knowing who to tell and how to tell can make the content ineffective or rather useless.

Therefore, Chris Penn’s words are to stick by, “The next evolution of content marketing is not more content but its better distribution”. Marketing is a contest for people’s attention and the same cannot be achieved if the content is not reaching the people.

Content Distribution

In the world of digital marketing, distribution channels do the work of communicating the content to the desired audiences, without which the content per say cannot get itself readers. Amplification of the content which is created is majorly dependent on the distribution strategy selected. A good distribution plan can improve the effectiveness of the content whereas ignoring such planning may lead to a degrading result. Following is list of such distribution channels, which assist the content to achieve its destiny and audiences access on a daily basis;

• Blogging.

• Social Media such as Twitter, Instagram, Facebook, Pinterest, LinkedIn etc.

• Visual aid through YouTube etc.

• Networking through communities and forums.

• Email lists.

There are many such channels, use of which can benefit the circulation of content and thus result in active participation from the audiences and lead to better distribution. A well thought out content distribution strategy allows the marketer to place their content right where the target audience is congregated.

Distribution works as salt in any dish prepared with content, as salt helps to bring out the flavours of the food and allows it room to cook properly. Similarly, distribution allows content to reap its benefits by delivering it to the relevant audience it was first created for. This codependency proves that the content is king but distribution is also the queen and she holds the crown in the relationship.

Integration of Call Center Is What Marketers Can Look At While Devising BTL or Experiential Marketing Campaign for Better ROI

What is a BTL Marketing?

Experiential marketing or Below the Line (BTL) Marketing is a strategy used for advertising wherein advertisers opt for a more eccentric approach over the traditional mediums such as radio, television, film, billboards etc. More personalized selection is made for promotion to create a direct connection to potential buyers. This type of marketing strategy is adopted in order to achieve increased accuracy in the campaign to wow a niche audience. Some BTL campaigning techniques include distribution of brochures or pamphlets to the public, use of stickers or placing banners at the point of sale or strategic public places, organizing road shows etc.

The same is done to reap the following benefits:-

• A personal connection with the customers.
• Quantification of leads and appropriate actions can be taken thereof.
• Flexibility to adapt according to situation and attain efficiency.
• Unadulterated feedback.

Trending Now- Call Centres

Below the Line (BTL) marketing is all about establishing a one to one relationship with the potential as well as current customers and what better way to do so than striking a conversation with your targeted audience. This can be done best through the telephonic medium for ease and cost benefits.Even though on the first look this sounds extremely tiresome and difficult, the innovative ways of this decade have made this possible too.

The fixer in this situation is outsourcing the BTL campaign to a professional agency willing to put in the time and efforts to undertake the activity of calling potential clients. In this case, the employees of the infamous “Call centers” come to the rescue like knights in shining armor.

The ABC of Call Centres

“A call center  is a centralized office used for receiving or transmitting a large volume of requests by telephone”

All in all, a call center is an office where employees are provided with a computer, a telephone with a headset, a call list and the responsibility to call potential leads and promote the product or services. These can be a part of the company or can be outsourced to experts; the perfect example of call center activity to sum it up is telemarketing.

Why should call centers be integrated into Below the Line (BTL) campaigns?

The sudden wave of marketing is inclusive of growth in use Below the Line (BTL) marketing approaches in order to gain a competitive advantage over other brands. The increase in the number of marketers opting for taking the services of a call center has also increased over time, now, telemarketing is used for selling services as basic as postpaid connection or free entry trading accounts. The outturn has even been seen in otherwise conservative avenues such collection of donation by political as well as philanthropic purposes.

The same is because integration of call center with the BTL marketing campaign of the company can lead to better Return on Investment (ROI) as:-

• Trained Staff

Call center employees are often trained by experts and are capable of handling any situation coming at them during the phone call to protect the integrity of the product or services that they are endorsing.

• Lower Cost

Using the services of call center results in lower costs then what it would have if the company decided to implement the campaign by itself completely, costs such training and recruitment cost of employees as well as data cost is wiped off the expense board.

• Availability

Shifts are designed in call centers to provide availability to a global audience and cater to their work hours.

• Customer Satisfaction

Trained staff and availability clubbed with grievance management can help increase customer satisfaction.

• Core Business Utility

When call centers are used during BTL marketing campaigns, the focus remains on core activities making them more effective and efficient.

Therefore, marketers insist on collaborations with call centers for better reach and effectiveness of the campaign.

Big Data Analytics Should Be Applied By Marketers in Rural Marketing Campaign

“Without data, you are just another person with an opinion”- W. Edwards Deming

The Big Data Scare

Big data is a set of a large amount of facts or statistics that can be broken down as per the requirement to yield useful results in order to study trends or patterns prevalent in the market.

While some see data as raw material, some are intimidated by its mere presence due to large quantities and complex characteristics. Nevertheless, data management and analysis are significant to the operational success of any marketing campaign. This is where big data analytics comes into the picture; the process helps to reveal trends so that market information can be understood through correlations and other analytical techniques.

It means using mathematical applications to convert unstructured data into useful business information that assists the management into taking worthwhile decisions.

How does big data analysis help in rural marketing?

The emphasis on collection and storage of data is heightened in the digital age due to the vast possibilities that come along with this compilation.

The same is applicable to rural marketing, data related to the target audience, market, and similar products are collected with the hope of getting insights into the current industry inclinations. The end usage of this data is to connect it to human behavior and make it expedient in rural marketing efforts.

Below are few areas where there is scope for improvement through usage of big data analytics techniques:-

–    Campaign design and development

Big data analysis gives the marketer an understanding of the customer’s needs and preferences which helps them to give valuable inputs during the process of campaign design and development. It also acts as a pre-requisite for establishing marketing objectives, defining target audiences, channels of communication and content.

–    Cost Reduction

Cost reduction can be a tricky area in rural marketing, to avoid expenses without compromising on the quality of the services. Big data analysis optimizes the operational processes and creates a controlled environment that helps in accomplishing the agency’s costing standards. Analysis of costs helps in studying every aspect of cost which is essential to mitigating them. It also prevents wastage and duplication of work as well as errors common to human functioning. All of which are responsible for reducing the overall cost of the campaign.

–    Customer Engagement

The results from big data analytics give us insights into the customer’s preferences and needs, which assist in creating a campaign that, would attract such audiences. It also provides ammunition for content development as well as product promotion.

–    Customer Satisfaction and retention

Not even a conversation can survive without the strong arms of logic and vision, the same way a table needs four legs to stand stable. For a rural marketing campaign, this support comes from knowledge about the target audience. Such information helps the marketer to know what the audience will be expecting which in turn develops brand identity. It is a well-known fact that a satisfied customer ought to stay loyal to the organization thereby improving their retention rate.

–    More efficient decision-making

Decision making can often prove to be a very tedious and rather difficult at times. Analysis of such a large set of data can act as an aid to form a firm reasoning or logic behind the decisions. The support of such analysis gives the decision a stronger base and the same is seen in the results.

Data is a valuable resource and luckily, it is abundantly available. All marketers need to do is find an analysis technique which would get them what they need to improve the rural marketing campaign.

10 Best Practices Any Rural Marketing Agency Should Follow To Delight the Client

The core of service industry depends upon the quality offerings and the satisfaction provided to the customers. Since, the marketing is a creative field, calculating the ROI of the campaigns implemented in rural areas can be very difficult; this leaves the appraisal of the agency’s performance in the hands of the client. A client’s review is never based on work alone, rather the experience of working with the agency. This suggests that the same rules apply to marketing agencies and thus, marketers should focus on keeping their clients happy, which might be a challenge several times.

Meeting the client’s expectation is not a one-time job, rather a progressive one. Therefore, rural marketing agencies should devise a code of conduct as well as an aligned strategy to achieve the same without extra efforts. The scope of the conduct can be varied and may range from qualitative inputs to behavioral patterns.

Let us assist you in kick-starting the process by suggesting 10 best practices that any rural marketing agency should follow in order to have a satisfied client base.

The Survival Guide – for Rural Marketing Agencies

1. Encourage Client’s Participation

Even though you are a marketing and brand building expert, your clients are well aware of your brand and unique offerings. In the interest of mutual benefit, a client should be encouraged to participate in the process of conceptualizing and devising the campaign. This not only helps you get valuable inputs but also instills a sense of importance in the client.

2. No Sales Pitch Please!

Your proposal should not reflect on you, but rather- them. It is a common practice for rural marketing agencies to start with their sales pitch which must be avoided. No client likes to hear about your achievements. Initially, your emphasis should be on what you can offer and your portfolio should be presented in a concise manner later.

3. Clear & Precise Discussions

This is the golden rule of communication; make it short and sweet while maintaining a clear line of focus. Let your discussion with your client be premeditated and choreographed to attain useful information and insights rather than discussing the things he/she is already aware of.

4. Inclusion of Trend Analysis

It is almost naive to expect a client to be clueless but at the same time, to expect them to be fully acquainted with the current scenario might not be a good idea as well. The best way to forward your idea is to include relevant trend analysis in your report. This helps attract and retain the client’s attention and getting them on the same page as you are.

5. Propose Value, Not Cost

As a rural marketing agency, you should never lead with costs, rather present the value added to their business by incurring this expense first. The focus of your proposal should be the ROI achieved through the campaign or activities being suggested.

6. Key Performance Indicator

As every marketer understands that it is very difficult to calculate accurate ROI when rural marketing is considered but at the same time it is important to take assistance from numbers to determine the true value. In this case, certain key performance indicators should be selected which can be monitored to indicate the performance metrics of the campaign.

7. Follow-Up through Action

Pitching ideas for a campaign might attract a client but what retains their interest and build their satisfaction is seeing those ideas being implemented. Therefore, it is always important to follow through on your promises and start on ground activation without any delay and interruptions.

8. Hurdles or Opportunities?

Never call your client with a problem, instead find a way to turn it into an opportunity. Nothing would make them happier than when their marketer performs this miracle for them. However, realistically speaking, hurdles are bound to occur but letting them put a full stop to the campaign progress is a choice. One thing every agency should ponder over is that your positive attitude in times of trouble will only impress your client.

9. Communication of results

The promise of keeping the client involved includes delivering real-time results to them. They like to stay in the loop even though they cannot assist in the activities being performed, every marketer should adhere to this to cement their trust.

10. Change Is the Spice

All said and done, flexibility will always be important in marketing and advertising. No client would deal with a conventional and rigid rural marketing agency. Changing with time and most importantly, with client’s needs is a necessity to keeping them happy and satisfied is essential.

Incomplete knowledge is worse than ignorance, it is better to know than to assume.