MxMIndia

Tag: Epsilon

  • 61 per cent of consumers surveyed say that most email ads they receive do not offer anything that interests them

    Epsilon study evaluates new marketing techniques

    By A Correspondent

     

    Epsilon has released results of its study ‘Marketing In India Is Personal, Not Just Business’ conducted by Forrester Consulting. The findings revealed the huge chasm between what marketeers believe they need to do to reach consumers, and what consumers actually prefer.

     

    The study analysed the marketing techniques used by Indian brands and the areas they could improve to optimise their Return on Marketing Investment (ROMI). The findings indicate that 74 per cent of marketeers use marketing technologies to reach consumers via SMS while only 2 per cent of consumers prefer to receive marketing updates through this channel.

     

    The online survey of more than 600 people that included both consumers and senior marketing professionals in decision-making roles from retail, consumer packaged goods, financial services, insurance and travel, and hospitality brands in India. The study sought to understand the use of marketing technologies across targeted industries and its relationship with consumer expectations regarding advertisements, loyalty and brand engagement.

     

    Said Ashish Sinha, Country Head, Epsilon: “This research is a barometer for marketeers to guide them in reorienting their strategies and priorities to serve their consumers better and more effectively. We need to help marketeers understand what they are misreading when it comes to customer engagement. The study helps understand consumers and their predilections to help marketeers evolve. For instance, the study found, although about 92 per cent of marketeers in India consider improving their ability to personalize capabilities as priority in marketing, the Indian market is unfledged in terms of data and technology readiness, cross-channel expertise, and in bridging organizational silos.”

  • Epsilon signs new agreement to lead integrated, data-driven national marketing efforts; Develop comprehensive creative brand campaign

    Epsilon named agency of record by Del Monte Foods

    By A Correspondent

     

    Epsilon®, an Alliance Data company, announced that it has been named agency of record for Del Monte Foods, one of the nation’s largest producers, distributors and marketers of premium quality, branded food products, following a five-month competitive review process. Epsilon’s Chicago-based team will spearhead marketing across traditional, digital and retail channels to increase product sales and drive operational efficiency for Del Monte brands including Del Monte® and College Inn®.

     

    Under the terms of the new agreement, Epsilon will develop an overarching multi-channel creative campaign and communications plan, which will be extended across College Inn® products, Del Monte® plastic Fruit Cup® products and Del Monte® vegetable products. Epsilon will also oversee traditional advertising, shopper marketing and digital marketing.

     

    “At Del Monte Foods, we are committed to delivering category-leading innovation and integrated marketing plans. Our deep understanding of consumer and shopper needs, married with Epsilon’s unique ability to oversee strategy, creative, insights and execution will enable us to drive strong relationships with customers through high-quality marketing communications,” said Jen Reiner, Senior Director, Marketing Activation & Shopper Marketing at Del Monte. “The competitive review process proved Epsilon and their agency leadership to be highly innovative, focused on driving positive outcomes for our business through a unique understanding of the consumer and personalized marketing execution.”

     

    “Today’s complex consumer-driven economy demands enterprise-level integration across all parts of the business, especially marketing communications,” said Andy Frawley, chief executive officer at Epsilon. “We’re excited to work closely with Del Monte Foods to develop a strategic and creative approach by leveraging insights that will drive strong consumer engagement across all touch points.”

     

  • “The trick is to do effective loyalty programmes,” says Adrian Hoon, Vice President, Sales, APAC, Epsilon International.

    Epsilon aims to win customers over for good

    By A Correspondent

    Perhaps one of the most challenging tasks for marketers today, in a scenario where competition is burgeoning, is to convert existing customers into loyal customers. And of course, the bigger challenge is how to retain them for a long period, how to ensure they move hand-in-hand with the brand through its evolution phase in the marketplace. The challenge can be even more significant in categories such as telecom and financial services, where a huge number of players are eyeing to out-size each other in terms of new customer acquisitions.

    “The trick is to do effective loyalty programmes,” says Adrian Hoon, Vice President, Sales, APAC, Epsilon International. Epsilon is a multichannel marketing services company that specialises in Customer Experience marketing and Mr Hoon along with his key members of the team are in India to talk to marketers and the trade on the importance of loyalty marketing and the services they provide.

    The company, in association with LoyaltyOne, specialists in loyalty programmes, has released a detailed report that seeks to identify underlying differences in cultural approaches in six countries; three emerging economies – India, China and Brazil and three developed countries – United States, Canada and Australia. Mr Hoon says that the report has enough insights that talk about consumer behaviour in the six markets, and how brands, particularly in India and China can make best use of loyalty programmes to service consumers for many years. He further states that when companies know they need to practise loyalty marketing, they aren’t sure about how to do that on an ongoing basis.

    The scope of the research spreads across consumer attitudes, preferences, and behaviours.

    As far as India is concerned, the study says that more than 40 per cent of Indians are eager to join loyalty programmes.

    Key findings from India

     

    • Word of Mouth (WOM) is a big factor when it comes to purchase decisions. WOM conversations are rated at 7-8 on a 10 point scale in India, in terms of importance. And that’s a good 15 – 25 per cent higher than developed countries. This insight is of great significance for brands looking to create early adopters and loyal ambassadors.

     

    • Indian consumers are fairly optimistic about the country’s growth, with 34 per cent of Indians feeling strongly that the country’s economic prospects will improve over the next decade.
    • 42 percent of Indians belong to at least one reward programme, it is significantly lower than American counterparts, 74 per cent of whom are enrolled in such programmes.
    • 20 to 33 percent of Indian consumers are “extremely loyal” to their favorite brands across six major categories — clothing retailers, grocery retailers, financial services providers, dining, auto fuel and travel providers.
    • 56 percent of Indians believe that most businesses can be trusted. This is significantly higher than all other countries surveyed. A high number of Indians (56 percent) also seem to have inherent trust towards international brands over domestic brands.
    • Email and text messages rank No 1and No 2 respectively as the preferred means of receiving marketing messages among India’s middle class consumers, beating television and print advertising.

     

     

    The survey was carried out online with a sample size of 500 for the Indian market (A sample of 1200 d was taken for developed economies – US, Canada and Australia). Interviews were carried out across segments: SEC A, B and C.