Personalization of marketing & advertising messages is not a luxury but a necessity:Vishal Rupani,CEO at mCanvas.#MartechMonday

1. Which are the best Martech tools that you can suggest for a business? 

With a multiplicity of MarTech tools at our disposal, suggesting the best tools entirely depends on the business and its goals. A common trend across all these, however, is that they are cost and time-effective. In line with that thought, if SEO holds importance in the business, then Moz is the tool to consider. It allows marketers to conduct in-depth keyword research, backlink analysis, and rank tracking. Further, its interface is user-friendly and seamless. When a CRM is of importance, then I suggest Freshsales, a highly commendable application that caters to sales teams to help them stay on top of prospective leads.

For organizations with big teams, task delegation and follow-ups are often a challenge. A more streamlined approach to managing tasks could potentially solve the issue. Trello offers boards for team collaboration, allowing members to efficiently and transparently execute projects. Conversely, for small businesses, we don’t have to look too far, thanks to easy tools and applications like Google Sheets. This allows for team collaboration online, email integration for comments and process automation. SMEs may also benefit from Buffer, a reliable tool, that makes sharing content across social platforms facile. 

2. What are the metrics/KPIs that you consider as most important?

The KPIs of interest to a majority of marketers are cost-per-click and conversion rates among others. In a space where creating an emotional connect through creative storytelling is now a key goal for Marketers, it is critical for us to dig deeper.

Time-spent interacting with the brand narrative, as a KPI, is gaining traction. The amount of time a user spends with the ad speaks volumes because it means they found your ad worthy enough of their attention.

Engagement rates are a close second, complementing time spent. Engaging communication benefits the brand by not only building positive imagery but also by creating brand advocates, thereby positively influencing (the next) purchase decision.

3. What Marketing channels play a major role in a marketing strategy?

The great thing about being in marketing today is the seamless complementing each channel offers another. I find it exciting that the sum of parts is greater than each part in isolation when evaluating marketing channels. The inherent strength each channel brings works in tandem with the strength of others giving us marketers the ability to seamlessly create a great brand experience for consumers, every time. For instance, brands often taken on an integrated marketing approach, with a specific amount from an overall budget that goes into mainstream channels like newspapers and TVCs, while another portion is delegated to mobile advertising campaigns and even search engine and social media marketing strategies. It’s one campaign promoted across multiple platforms. Of course, what may have worked for one brand, may not work for another. It’s a matter of trial and error – to test the waters, as it were. You can’t determine the right concoction of marketing strategies, until you’ve tried different combinations and found out, through analytical reports, what worked and what didn’t.

4. Why Customer data is Important for personalization in marketing?

In today’s world, personalization of marketing and advertising messages is not a luxury but a necessity. The cause & effect of this phenomenon are the same: consumer data. With the data already available on consumers, marketers must curate their marketing strategies & messages – personalized and suited to their audience. In turn, as more data is generated, we are able to learn & improve – the cycle continues aiding sharper targeting & personalization. The ROI behind campaigns for an advertiser grows multifold. The consumers, on their part, want relevancy when it comes to the campaigns and content they interact with. We all know that consumers are far more inclined to engage with the message/campaign that is relevant & that they like. This creates obvious positive associations with the brand. 

5. How marketing automation works in adding value to your business?

With quicker turnaround times, demanding deadlines and pressure to deliver high-quality output, businesses are now venturing into the world of marketing automation. Marketing automation tools are known to greatly expedite business functions, leaving teams to focus on bigger and more challenging tasks which require deeper levels of human intervention – like decision-making.

Consider how effective your sales team would be if they were able to identify those leads first that are likely to make a purchase and put more effort behind them. Marketing automation helps in lead prioritization, and it shortens the sales cycle. Thus, you will close more deals faster.

6. Which Marketing technologies work best in customer acquisition and engagement?

Paid Search, Email Marketing, OEM start pages, Push Notifications, Social Media and Native Advertising are great for customer acquisition. Interactive videos and sensory-rich media ads provide for great engagement.

And irrespective of the above, you need a CRM and a customer journey analytics tool to help optimize the acquisition process and personalize user engagement experience.

 7. What type of Martech Strategies will you suggest for a business?

Synergy in Marketing!

In business, decisions are often affected by budgets, time and personnel resources. Often this leads to the disparity. Focusing on synergy can create a healthy balance that supports all your marketing efforts more evenly. No matter what your business is and what size it is, aligning your marketing strategy across all channels is important if you want to keep your message consistent across all of your audiences. MarTech tools can only help you become efficient, but synergy in marketing can help you become successful.

8. What are the major benefits of adopting martech into businesses?

For businesses, MarTech is now table stakes. MarTech offers several obvious benefits, such as process automation, resource optimization, and efficient management of multiple marketing channels. Thanks to Marketing Tech, Marketers can enhance customer experience through increased relevancy and personalization — and this is one of the best reasons to invest in it.

About Vishal Rupani :

Vishal Rupani has over 13 years of experience in Search, Display and Mobile advertising. He is currently responsible for building Affinity’s mobile advertising platform from vision and inception to revenue generating maturity and scale. He started mCanvas (subsidiary of Affinity) in 2015 and currently serves as the CEO. mCanvas is India’s first mobile advertising company to address 4 key problems of mobile marketing – Banner Blindness, Poor Viewability, Accidental Clicks, and Lack of Storytelling. His contributions have earned the company several awards and trust of global & national brands. Before joining Affinity, Vishal cut his professional teeth building a domain traffic monetization solution – Skenzo – at Directi, where he spearheaded global reseller business operations. Vishal earned his Master of Commerce degree from the University of Mumbai and MBA from the University of Arizona.

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