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Ambush Marketing to grow conversions

Ambush Marketing : Push Notification campaigns to grow conversions

Ambush marketing is certainly no novel concept, or a tactic employed frequently by major players. But, it certainly has its set of detractors who question the need for this, at least ostensibly, a rather covert line of brand advertising.

A line of advertising that seeks to fracture the rules of the trade, without quite breaking them

However, all said and done, you certainly cannot question the sheer effectiveness (in terms of engagement) of an ambush marketing campaign timed well and executed right.

These campaigns are cleverly thought out and perfectly placed to evoke a reaction from the masses and imprint the brand in their memory, while simultaneously landing the first blow in a never-ending game of advertising oneupmanship.

And, although doubts about its respectability, morality and other flavors of virtue may still persist, more reputed brands are waking up to the fact that they may need to resort to it every now and then.

A classic ambush

In what was a lesson in classic timing and reactive ingenuity, Oreo took advantage of a blackout during the 2013 SuperBowl to engage in some clever manipulation of the second screen syndrome.

They tweeted this picture, alongside the caption ‘Power out? No problem. You can still dunk in the dark’

 

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Whoa, now that’s something you aren’t likely to miss.

Sure enough, with over 15,000 re-tweets and still a popular Internet search, Oreo made sure they imprinted themselves in the minds of millions by piggybacking on an event they had nothing to do with in terms of participation or sponsorship.

Classic guerrilla tactics, and much more effective than anything they could have tailored for their own audience.

 A Push notifications campaign

But can something similar be achieved in the push notification domain? In other words, can user-specific content be manipulated to result in certain outcomes that can be considered ambush tactics?
Such a campaign should combine creative thinking with potential for instantaneous visibility. The news of the best push notification strategies do go viral, but what if the campaigns themselves could? That’s exactly what these guys decided to do.

Meat Pack – Hijack

When Meat Pack, a contemporary Guatemalan shoe store, decided that they needed to revamp their promotional campaigns, the result was a brilliantly staged push notification campaign.Instead of handing out the discounts and talking about it everywhere, they decided to let their customers take matters into their own hands.
The Meat Pack app users would get a push notification about a discount sale happening at Meat Pack, but only when they entered a rival store in the vicinity. The catch? The discount started at 99% and kept reducing for every second it took the users to reach the Meat Pack store, ensuring most of them headed out straight for Meat Pack right away.

After all, why would you stop to assess things when you see the words discount and 99% side by side?

Result?

Meat Pack were unanimous winners in the whole scenario. Not only did they put on a show for everyone watching the customers rush through the mall to claim the highest discounts, they also made the customer engagement a fun experience, who likely enjoyed great discounts on the products as well. A classic ambush, in short.

By getting the timing and demographic targeting dangerously spot on, they also introduced a sense of gravity to the situation by equating quicker action on the part of the user to better deals. Sinisterly clever.

Find and Save – Cash Dash

If Meat Pack scratched the surface, these guys took their Push Notification campaign to a whole new level. Find and Save styles itself as an app that enables retailers to target each other’s customers. Its latest offering was a feature it called the ‘Cash Dash’ which primarily relies on location metrics to target consumers.
Retailers who sign up to Cash Dash can avail of these services and trigger push messages to consumers the minute they step into a rival store.These push messages typically contain promotional information such as discounts and other offers aimed at enticing the customer then and there to consider shopping at said retailer’s outlet rather than at the competitor’s.

By combining interesting offers with location centric, cleverly timed push notifications, Find and Save make sure their partnering retailers bag the cream of the shopper crop. Brilliant.

 So there you have it. Some fantastic doff–your-hat marketing genius here. Were you impressed? Write to us at marketing@vizury with your thoughts on this one

How Many “Real Internet Users” in India? 60mn maybe?

Here’s Deepak Abbot’s recent article originally published at GrowthBug.

I recently had a very interesting session with some Internet Industry leaders at H2.co India meet — we discussed at length the REAL INDIAN INTERNET NUMBERS. Many reports points at 350mn+ Internet users in India which may be slightly misleading as majority of those users are unlikely to add any value to your digital businesses yet.

Here are 2 slides from the presentation I made there:

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I have used the term “Meaningfully Connected” above which I define as:

  • Stable 3G Connection
  • 1GB of usage every month
  • Access Internet everyday
  • Spends money online

Facebook has 60mn DAUs in India and a decent % comes from 2G/SMS which I would still not reckon as meaningfully connected.

Here is the full deck which I presented there:

Let me know what you think. Tag me on twitter or mail me at dabbot@gmail.com

 

Shop.org Digital Summit 2016 : Our RSVP blog

So mark your calendars down for the 26th and 27th of September, because we’re heading down to the Lone Star State for the Shop.org Digital Summit 2016. For those of you who do not care for fancy nicknames, that’s Texas of course. The Vizury team will be in Dallas for those 3 days to talk about all things essential to online retail and sales growth, right from increasing conversions to retaining your users.

 

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What is Shop.org?

Shop.org is the digital retail division of NRF, or the National Retail Federation, the world’s largest retail trade association encompassing retailers from around 45 countries all over the globe. Recognizing that retail is a varied industry albeit with a common theme and principle that can benefit from occasional thought sharing, NRF offers its diverse members the opportunity and meet, connect and innovate with their counterparts from other countries.

What can I look forward to at the event?

Well there’s us, of course. We’re going to be talking about various key strategies you should underpin in order to target your customers more effectively and increase your sales this holiday season.

We’re also going to be talking about browser push notifications, still a latent avenue of online retargeting that we see huge potential in. We’ll be going into detail on this one and sorting out all your queries on this one.

Also, here’s a list of some eminent speakers who’ll be on the mic at the event.

Alright, sounds great. Where do I meet you?

We’re at Booth 4095 at the Expo. It’s going to be a pretty huge crowd of exhibitors, so do make sure you drop by a little early for the meet and greet before we get down to business.

 

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Meet our team at Booth 4095  

We’ll also be churning out more blogs as we head to Dallas, so watch this space for more developments in the days building up to the event.

Got more questions? Comment below or write to us at marketing@vizury.com with your questions and we’ll get back to you with more information on the event.

 

Push Notifications : Beyond the beaten track

So we all know the deal with Push Notifications. They are irksome, and no one would tell you they could receive tons of them daily and not get exasperated without rolling their eyes at the same time. However, for an E-Commerce marketer they are unquestionably a powerful channel that is continously evolving into the perfect medium for consumer intercation. So, how do we probe it further along the path to perfection? What does the future even look like for push notifications?
We got to thinking along these lines, and came up with a few ideas that Luxury Daily were kind enough to put out on their website.

Rest assured we’re not going to go on to finally say that personalization is the solution. That would be a cop-out; Personalization is the here and now. In this post we look at how we can fashion a more pleasant push experience for users in the future . Now check out the piece here

Liked our ramblings? If you did, you might also want to check out this E-book that can help you optimize your push notifications and achieve your marketing goals with ease.

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Found it useful? Got any feedback? Let us know by writing to us at marketing@vizury.com

A User’s guide to Content Marketing

No brand, emerging or successful, can afford to consider content marketing a mere afterthought any more. In the digital age where numerous brands are available for the consumer to take his pick from, a well-planned and well-organized content marketing strategy can give you a considerable headstart in the race to earn the attention, and subsequently the business, of the customer
This is precisely the point Dhruva, head of global marketing here at Vizury, chose to start with when he was asked to pen a piece for Retail TouchPoints, a site showcasing the latest news and trends in the retail sector around the world. He goes on to elaborate on how companies can implement an effective content marketing strategy of their own by focussing on three key steps. Read the full article here.

Agree with Dhruva’s thoughts? Send us your opinions at marketing@vizury.com or get a discussion going by commenting below.

 

Three sleeps till Shop.org 2016 : Meet us at Booth 4095

Shop.org Retail Digital Summit 2016 is almost upon us, and this is probably the last thing we’ll be writing before we meet you face to face. We’ll be at the expo on the 26th and 27th of September, so drop in for a chat anytime between 9am to 4pm.
Hang on though. First time you’re hearing of the retail summit? No worries. Click here to check out the event website or here to read our introductory blog about it.

Anyways, we’re in Dallas already and quite pumped up to meet you all. We’ve also given a lot of thought to what we’re going to be talking about, and it’s all going to be built around increasing your sales this holiday season.

But before we get into all that, take a look at this. We’ve been studying the summit’s floor plan, and the booth marked with a red box is where we’re going to be located.

imgHandler.pngGreat, you found us. Now, here’s what we are going to be talking about,

Browser Push Notifications

The big idea that has kept us firmly rooted to our workplace desks these last few months, and we’re quite excited to share it with you. Come right this way to get a snapshot of what it’s all about, or click here to check out the comprehensive E-book we’ve compiled to get you up to speed. You can also check out Adexchanger’s fantastic piece on the options this provides businesses with here.

Of course, this is likely to be the main topic of conversation at our booth, so do make a note of all your questions and we’ll go over that one by one when we see you.

 

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Come say Hi to us at Booth 4095

 

But wait, it gets better.

Win a GoPro HERO5

That’s right, we’re having a raffle. We’ve been feeling pretty generous lately, so we’ve ordered a bunch of the latest GoPro HERO5 cameras to give away. We’ve only got a limited number of these, so claim your free raffle tickets by clicking on this link.

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So, that’s pretty much it folks. Roll on the 26th, and we hope you can make it down to meet us.

Got any questions for us before that? Get in touch at marketing@vizury.com or leave a quick comment below.

 

How Machine Learning can solve the Mobile App Uninstall Puzzle

The explosion of E-Commerce Mobile apps and their adoption by online businesses is a well-established phenomenon by now. Well on their way to becoming the toast of the digital world, 2016 is expected to see mobile ad spends dwarf their desktop counterparts by more than 200%. There are now well over 3 million apps across mobile app stores and they are expected to account for 4 billion users by 2020. That’s roughly 60% of the World’s population. Staggering!

 

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Since 2014, driving app installs and  enhancing Play Store ratings became key metrics or focus activities for E-commerce marketers. The app install spend stands testimony to the fact that the primary focus and attention of the marketer was towards driving installs, with more than 40% of marketing budgets and mind space on mobiles accounted for by the apps installed on them. In addition, tracking the installs gave rise to new businesses in Mobile Measurement Partners and we can see the pervasive presence across geographies indicating the importance of tracking Install campaigns.

 

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User Retention 

Until recently, the general assumption was that gaining app installs was the ultimate criteria that would ensure business growth. However, that line of thinking was shown up to be misleading when app marketers eventually started witnessing 70-90% of installs being lost in a period of 1-3 months.

 

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However, the fact that the top E-commerce apps successfully retain 30-40% of users on average suggests that this is not necessarily a bad starting point, albeit considering the next few steps are planned with an eye on preventing uninstalls from claiming a few victims . In simple terms, a higher retention curve is also possible provided sufficient steps are taken to focus on retaining app users.

 

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Preventing Uninstalls

Having seen that a more focused approach on user retention can do wonders to business growth, let us approach this challenge in 2 steps

1. Overhauling primitive strategies

Despite app user churn being a serious problem, the method initially adopted to tackle this was rather basic. Typically, marketers used to obtain the email/device IDs of the users who uninstall their app and reach out to them on social media and email channels. The flip side of this was, of course, that both are paid advertising channels.

This practice can also be quite inefficient as it requires manual intervention in setting up campaigns.

In other words, even though it helps in gaining lost users, this method incurs additional cost wherein a bit of intelligence from the systems could have, in hindsight, prevented channel isolation and saved thousands of dollars.

To put it succinctly, this campaign could have been way more efficient were marketers able to identify the users who are actually valuable to the business.

 

  1. Be a Smart Marketer – Reduce Uninstalls with Machine Learning

Going back a few years, RTB (Real Time Bidding) became a rage as it ushered in greater efficiency in media buying when compared to the existing bulk media purchase. The bulk media purchase had long demonstrated obvious shortfalls as it did not qualify the user to whom an impression needed to be shown.

RTB, on the other hand, basically assigned a monetary value to the perceived value of the user to a business,a flexible quantity which could be further modified in real time and define a user’s perceived value to the business.

Similarly, uninstalls could be handled more effectively if marketers can assign a value highlighting the risk of a particular user who is uninstalling the app. This would help them identify what they are willing to spend to retain that user.

For instance, a high risk user who has purchased earlier with the business could be offered steep discount for the next purchase, while this sort of indulgence might not be afforded to a user who has installed the app that very day and is yet to make any kind of transaction on it.

We here at Vizury use proprietary algorithm for uninstall predictions which gives precisely this information to the marketer. An uninstall score of sorts is assigned to each user based on their engagement behaviour with the app, helping the marketer define a hierarchy of users categorized based on how likely they are to uninstall the app. This empowers marketers to prioritize their users by segmenting them thus,

  • Purchased User with Uninstall risk of >=70%
  • User with Products Added to Cart & Uninstall risk of >=80%
  • New User with Uninstall risk of >=90%

This also gives one more key advantage – Ability to engage with high risk users through the app push notifications channel without incurring any additional cost. Once the user uninstalls the app, that’s when email or display/social remarketing take over as the major channels to him/her. Since this consumes a pretty significant budget, it makes sense to keep this as a backup option.

So there you go. A smart way of approaching a problem is all you need to see your retention rates spike drastically. This may well prove to be the panacea for your business growth!

Got any questions for us? Get back to us at marketing@vizury.com with your thoughts and queries.

 

3 tips to optimize your App Marketing spends and grow conversions

Ecommerce companies have seen a slower quarter. According to Business Today, investors in India have turned cautious about placing big bets on ecommerce start-ups and the party is clearly over. The total VC money invested and the numbers of deals have dropped from a peak of 43 deals worth $831 million in March 2015 to just 24 transactions worth $112 million (Rs 730 crore) in less than a year according to Economic Times. In a similar state, brands from leading ecommerce markets like SEA and the Middle-East are looking at tighter marketing budgets and greater value for their mobile ad spends (the focus is on metrics like In-App user engagement and conversions).

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To cope up with shrinking budgets and bigger marketing goals, you need to try and use your marketing channels effectively.

Here are 3 powerful ways to optimize your marketing channels and grow In-App conversions.

  1. Use owned channels first – The cost of engaging users on channels like Push, sms, email, In-app message is much lower when compared to Display and Social. You can start by prioritizing channels that come with lower engagement costs. Personalized messaging across these channels could help you engage upto 25% of your users. Use paid display/social ads only to reach users who have not been engaging with you on free channels and optimize your display ad spends.
  2. Block inactive channels – It is important to determine active channels for every user. A careful look at their online behavior and past engagements will help you understand your users’ preferred channels for engagement. Activate the most active channels and block inactive channels at a user level. For example, if I have always opened your sms but never responded to display ads, send me an sms every time you want to reach me and drop me out of your display ad campaigns.
  3. Treat uninstalled users differently – It’s meaningless to retarget me if I have uninstalled your app. You might want to put me into the re-engagement/download segment instead. Track uninstalls with a silent Push. Use display ads effectively by tailoring it to the user’s present state – active, inactive, uninstalled user. 
    • Run retargeting display campaigns for active users to prompt conversions.
    • Target inactive users with relevant offers and re-engage them.
    • With aggressive re-download campaigns, bring back uninstalled users.
    • Show relevant ads for every user and make good use of your display spends.

Wondering how you can action these smart strategies? Remember these 3 things:

  1. Get a cross-channel Mobile Marketing Automation Platform that will choose the right channel at the right time for every user.
  2. Use a single platform for multiple channels, it is easier to optimize your spends that way – like this infographic below.
  3. And finally, the platform must have a robust feedback loop, so that user activity and online behavior is gathered and assessed to determine the next best action on a continual basis. 

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We have implemented similar App marketing strategies for leading ecommerce Apps. One online retailer got 3x higher conversions by using just his Free channel before paid! Download the case study below.  

I would love to hear about how you optimize your marketing mix, do share your stories below.

 

[Video Blog] Engage Commerce ‘How To’ Series: User Segmentation

This is the first in a series of ‘How To’ videos on using Engage Commerce  – the Mobile Marketing Platform that helps you personalize app marketing across channels.
User segmentation is a critical piece of the personalization puzzle. To get personalization right, you need to get your segmentation right. With Engage Commerce, the mobile marketing automation platform, segmentation can be done in 2 ways just by the click of a few buttons,

  1. Custom segmentation
  2. Category drop-off

Custom segmentation – create custom segments based on a number of existing rules. Example: Users who have visited the product page in the last 30 days

Category drop-off – create segments based on in-app events. Example: Users have dropped off from the cart in the last 7 days

Here’s the video:

 

Watch out for the next video that talks about sending user level personalized push notifications with the Engage Commerce platform.

 

4 smart ways to create user segments & achieve your marketing goals

The most persuasive marketing is always personal and customers today are accustomed to personalized engagements – this helps them avoid clutter and discover relevant content online. Personalized marketing also means huge demands on your segmentation tool  and you cannot work with traditional segments anymore. To adopt a personalized marketing strategy, the biggest challenge for an Enterprise Marketer is to sort user segmentation.

Here are 4 ways to create user segments that can personalize your brand experience and help you get closer to achieving marketing goals. If you are not able to view the slide share embed below, click here.

With changing business dynamics and ever-changing customer interests, a good mix of standard and custom segments will help you achieve your marketing objectives. If you are evaluating marketing platforms for your brand, remember to choose a platform that

  • Comes with a large set of pre-defined segments that are tailored for your vertical.
  • The platform must also allow you to break away from these pre-set segments for niche targeting.

We hope you have found these tips helpful. Do download “The 16 Step Guide for Scale up Digital BFSI Business” for a 16 step checklist to help you acquire new customers and re-engage existing ones in the digital eco-system.