27 July 2015

Marketing Automation

Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions. In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimize marketing messages.
eGrowth Knowledge Series is a monthly workshop which happens at Mumbai on the first Saturday of the month. These series allow our participants to remain in contact with what is happening in the World and how they can transform their business to cause Exponential Growth.
Automation of Sales & Marketing Strategy will cover the following 
  • Efficiency of Sales Process and Team
  • Technology as an Accelerator
  • Sales Force Automation
  • Customer Relationship Management ( CRM)
  • The Real Story 
The Facilitator –
Nitin Gujarathi is the Principal Consultant at Renukiyam eSols. He comes with over two decades of experience in managing & guiding SMBs and Start-ups. Played a pivotal role in establishing organizations in India and Asia Pacific region. Executed engagements in industry domains such as Insurance, Financial Services, Information Technology & Software Services, ITeS / Business Process Outsourcing, IT Infrastructure and PC Manufacturing. 
Agenda for the Day:
08:00 - 09:30 - Power Breakfast
09:30 - 11:00 - Discovering the Sales Process - Atul Puri
11:00 - 12:00 - Technology as an Accelerator - Nitin Gujarathi
12:00 - 13:00 - Sales Force Automation - Nitin Gujarathi
13:00 - 14:00 - Networking Lunch
14:00 - 15:00 - Customer Relationship Management (CRM) - Nitin Gujarathi
15:00 - 16:00 - Putting the Blocks together - Nitin  Gujarathi 
Your investment –
Rs. 5700* (inclusive of taxes)
Saturday, 1st August 2015.
8.00 am to 4.00 pm
Venue: Hotel Mirage, Andheri Kurla Road, Andheri (East)
*For Corporate and Group Bookings, please call: Rucha – +91-9819556066

07 July 2015

Only if you cant afford to be UNHEALTHY! and risk your work




Oops its already 7.30 AM and I am behind time. I guess I should skip my breakfast. How many of us have this very first thought in mind before leaving for office? Almost all of us.
Likewise, there are a series of such thoughts churning mind for the whole day and we easily compromise with our own self.
Sit relaxed, take a pen and a paper and note down your most productive workday in past month. On that morning, what did you have for breakfast? and here we GO! The food we eat affect us so much that we don't even realize in pool of emails, project deadlines, meetings etc.We spend most of our waking seconds in office. 
We are what we eat. What goes inside the body gets converted to glucose that provides energy to the brain. Our brain uses that energy to stay alert, to stay focused, to concentrate and to perform. 
Now we see the brain is such a hungry organ that we need to feed it in a right manner to attain maximum productivity. The energy level needs to be high enough to fight mental stress and exhaustion.
But is it so tough as it sounds??? NOT REALLY! 

WOW! just fabulous. Nature has bestowed upon us so much of brain food. What we actually need is simple permutation and combination of these foods in our office hours since we spend most of our time there. Lets see how???
BREAKFAST
A cup of coffee or a bowl of mixed fruits can boost your energy. The secret is to have sufficient carbohydrates and glucose for fueling brain after an eight hours long fast. After a while we can also add cereals and more proteins to keep energy level at par for the whole day.
LUNCH
BREAKFAST like a KING, LUNCH like a PRINCE. Vegetables provide more or less same nutrients as fruits but cooking them alter the level of nutrients. Its better to add sources of choline to speed up the signals going to your brain. If possible have a larger lunch. Ending your lunch with yogurts and then nuts can help in neutralizing blood sugar levels.
DRINK
Having atleast 8 ounces of water everyday keeps you hydrated and regulates metabolic rate. One can also have tea like green tea that relaxes brain and helps in maintaining alertness. Fruits and vegetables juices helps to keep light and healthy.
BALANCED DIET
Moderation is always the key. Have your meal with moderate combination of nutritive fruits, vegetables, cereals, nuts etc. A smart and healthy combination always works wonder.

The trick is not resisting but selecting a healthy option. An action-plan makes easier to accomplish healthy eating. There are many research still done to find strategies on eating healthy at workplace. One of them says to make healthier snacking easy to reach. We can place a bowl of nuts, a protein bar or bowl of fruits near our line of vision. Research has also concluded the more fruits and vegetables people consumed, the more creative and productive they were. The right kind of food provides proper motivation and engagement.

Healthy food option is one of the key factor to maintain healthy-lifestyle at workplace and of course which is a must for creating healthy-environment at workplace.  Companies are being proactive and encouraging their employees to have a nutritive diet even at workplace. Ultimately the employee's health is the company's health.

The video shared below gives few tips on simple recipes for workplace.


Its simple, to be intelligent at workplace, we need to make intelligent action plan at work too.

















04 July 2015

Audience Engagement Secrets


Online marketers ENGAGEMENT is “are online-customers interested to read, respond or forward your content?” everyone is Fascinated by this word and are Desperate to know the success formula for it.

Audience Engagement is transforming to a tangible asset playing a vital role in marketing and branding. Today ENGAGEMENT is used in reference to online parlance for likes, comments, clicks, page views, time spent on page, followers, retweets and variety of other online activities termed as your "POST"

Audience-Engagement  is more like finding the gap, filling it with valuable content and insight. People come to our site(online Property) in mostly two cases:

  1. You are answering their question.
  2. You have an insight into something they are interested in.
VALUEEverything revolves around value. If  the online Visitor(online-audience) Benefits Reading your content, it adds Value to him, thereby  keeping your audience engaged. This value gets extended to visitors coming back often, staying longer & also tell friends  about things they Like in on your site/page. 

This extended value ultimately can also lead to buying a product or participating in a conversation. The success of audience engagement varies depending upon the goal of the brand. For instance Adobe posts on its FB page for free trial of workshop; engagement would mean clicking on link and downloading the trial. For today’s  customer-centric marketing, audience engagement is like salt in food. It’s the essential element that turns as awareness into SOLD.

The five senses engagement model clearly explains how each sense is involved to create a value for the content. There are contents required for each stage and if it non-existing, the content is useless.

We have loads of information available on internet today. It is so saturated now. The idea is just finding the gap and playing with it.

The above picture is an example of superb “AUDIENCE-ENGAGEMENT”. Australia’s high rating cooking competition reality show “My Kitchen Rules”.  The way they provide information on contestants, connecting them with audience,engage the online audience with activities(granting offers), connecting with their dream image, recipes they share, breaking news behind the scenes, gossips, videos, connecting with the visitors online etc is simply mind blowing.

So we see that audience engagement is not restricted to a specific horizon. It can be:
1.       Profit, profit and profit!
2.       Branding, branding and branding!
3.       Selling stuff
4.       Ideas, Feedback
5.       Referrals, recommendations
6.       Digital Merit Badges(Twitter)

We see it’s different for each product, brand, goals to get accomplished etc. Every form of content should be crystal clear. Be it signing newsletter, RSS feed, driving traffic to another page, providing information and many more.

Why AUDIENCE ENGAGEMENT IS SO VITAL in Digital world??

Everyone likes to get engaged. Unless and until they are engaged, the productivity is never going to be cent percent.

In daily example, a parent wants to engage their child in studies, a boss wants to engage his employee in project, brand wants to engage their prospective customers in their ideas etc. So failing to create a pool of engagement ultimately leads to a failure of desired result. In the same way marketing (which always works on using consumer’s intellect) is no way untouched by its essence.

Four simple logic on “Why AUDIENCE ENGAGEMENT IS SO VITAL in Digital world??”

  1. Target Group changes their taste daily:
Some audience may use email, some social media channels. Identify the target audience and the networks they use daily.   The content needs to be different for different channels. The curation, creation and syndication of content should be as per the targets audience’s daily activities.

  1. Fierce Competition:
Almost every company has its own online presence. The existence is of utmost importance for generating leads, sales, brand awareness, profits etc. Thus Audience Engagement is a facilitating step towards achieving long term, bigger goal.

  1. Out of Sight, Out of Mind
The consumer “behavior and search patterns” is too dynamic. Audience Engagement allows to keep track and move rapidly with the changing and unpredictable pattern. For example tips on “how to cope up with summer using natural herbs” can be in demand when summer is around.

  1. Jo dikhta ha wo bikta hai (What is seen is sold)

Audience Engagement tool can go very well with it. It’s a perfect example where people share their experiences and trigger the engagement behavior of the customers and prospects too. 

Marketing today is not tact or a trick but simply an experience.


e.g. Fab Furnish, a leading online store for furniture uses this tool to generated thousands followers, likes, mentions.

Few techniques on “How to measure AUDIENCE-ENGAGEMENT??”

55% of readers spend less than 15 seconds actively on page (Chartbeat, March 2014). Many companies are still busy in growing lists, fans, followers but ignore Audience Engagement which can actually lift your brand by 300% Its always important to value quality of audience over quantity. The success can be easily measured by engagement.

  1. Content Engagement: A thoughtful and goal oriented content is always effective. It should be strategically placed. Content should lead readers on a journey; be it textual, visual or a video content The result can be easily measured by the comments on blogs, landing page, article etc. This can hardly boost ROI but at the same time it is also important for stronger campaigning.

  1. Social-Media Platform Engagement: The “making it go viral” feature of social media ranks it higher in audience engagement. The shares, comments, like, etc has the ability to amplify the content reach ultimately leading to success.

a.  Facebook and Google Plus: They provide a very convenient platform for online audience to follow or make a community and engage with variety of contents. The results can be measured by likes, comments, replies, etc which amplify the contents reach very quickly.

b.  Instagram: A mobile app which has brought revolution in the social media world has a great potential in engaging customers. The tools used for photography with special effects makes the user more comfortable in sharing the thoughts, ideas and thus invoking the desired emotions.   The growth in number of followers, fan base itself gives an idea about the quality and quantity of content reach.

c.   Twitter: The “shortness and sweetness” of twitter is easily digestible. The message gets actually fleeted here within seconds. The tweets, retweets, formal connections etc determine the audience engagement level.

  1. Email and Newsletter Engagement: Email Engagement is usually measured through open and click through rates. The social media links in email helps in drawing reader’s attention to the next level.

The video below shows how various social media channels are allowing the marketers to use their channel for “Audience Engagement” conveniently. This is an example of “Audience Engagement on YouTube” 


Each type of engagement has its own peculiar characteristics. Its importance vary from campaign to campaign. The online-audience has diverse taste.



Google Analytics Video Explaining How to Measure Engagement

For website, G+ Page, Youtube Videos and Blogs its Google Analytics or Omniture, for Facebook, Linkedin pages its their Insights.

Audience Engagement is more like “Not one size fits all”. It depends upon brand and circumstances. The need of an hour should be known and if this is explored audience engagement can be used as a very successful tool for any online business.

02 July 2015

50% Higher Education Institutes to Close down.

Dr. Clay Christensen and Dr. Richard Lyons have predicted that half of the colleges and business schools could cease to exist within a few short years.

Christensen is an eminent scholar at the HBS whose research on disruptive innovation is finding application in the higher education arena.

Lyons is the Dean of the University of California at Berkeley Haas School of Business. Christensen states that up to half of the colleges in America might fail within 15 years. Lyons is predicting an even faster demise in the number of business schools – predicting half will fail within 5-10 years (referring mainly to MBA programs).

What are the drivers behind the predictions of high institutional failure rates by Christensen and Lyons?

The current tenuous financial situation of many colleges and universities already suggests that failure is imminent for some. Moody’s has an overall negative outlook on higher education with 10% of institutions already considered to be in severe financial distress.

The key disruptive force that threatens the financial viability of colleges and universities is technology. And the greatest threat is to those institutions of less than elite status that have invested heavily in bricks and mortar and rely on enrollment growth to cover the debt expenses incurred to finance their infrastructure.

Looks like USA is following the footsteps of INDIA in this regard.

01 July 2015

Internet of Things

A McKinsey study attempts to quantify the economic impact of IoT....

Patrick Thibodeau

Predictions that the Internet of Things (IoT) will usher in a new era of prosperity get some backing in a new study by consulting firm McKinsey & Company.

The study estimates that the annual value of IoT applications may be equivalent -- in the best case -- to about 11% of the world's economy in 2025. That's based on a number of assumptions, including the willingness of governments and vendors to enable interoperability through policies and technologies.

IOT is expected to deliver improvements to the reliability of machines, as well as to individual health and life overall. But it may also be intrusive on privacy, and while the IoT will create new jobs, it will cost some as well.

Here are five major points from this report:

Business IoT applications, not consumer uses, will create more business value, according to McKinsey. No surprise here. Consumer applications such as connected toasters, coffee pots and home entertainment systems offer little in terms of real value -- but they do get attention. Enterprise IoT is being used to predict and avoid failures in high-value machinery, such as locomotives and magnetic resonance imaging (MRI) devices. It also allows business to switch from scheduled maintenance programs to condition-based maintenance, where service is performed as needed,l not based on a calendar. This increases equipment reliability and efficient deployment of personnel.

A major share of the IoT's financial gains are through avoided cost. For instance, doctors can use IoT to monitor a patient's health. If the person is a diabetic, careful monitoring may prevent hospitalizations. This includes the use not only of wearables but of devices that can be implanted, injected and ingested.

Virtual reality is part of IoT. Virtual reality goggles will observe and guide you step-by-step through an installation process at home and work. This capability will likely arrive first on factory floors and equipment repair shops, but eventually it'll be available at home.

McKinsey estimates that IoT's potential economic impact at between $3.9 trillion and $11.1 trillion globally per year by 2025. But interoperability accounts for about 40% of this potential value. Equipment makers now collect data performance info from their own machines, but interoperability with other systems will give an integrated view and improve predictive analysis in environments that use multiple systems. In a municipal setting, for instance, interoperability means that video, cell phone data and vehicle sensors could be used to monitor and optimize traffic flow.

The efficiency gains delivered by IoT will deliver a mixed bag of benefits for human workers. Better equipment monitoring and ubiquitous deployment of sensors may reduce injuries. It could also help eliminate some travel for employees who have to go to remote sites. But McKinsey warns, "some IoT applications in worksite environments substantially reduce the number of employees needed."

Patrick Thibodeau — Senior Editor

Patrick Thibodeau covers cloud computing and enterprise applications, outsourcing, government IT policies, data centers and IT workforce issues for Computerworld.