Having pioneered the internet communications and online marketing space for over 18 years, Netcore has transformed its brand identity to reflect the seismic changes in the ever-changing marketing technology landscape.
Commenting on the new brand identity, Rajesh Jain, Founder and Managing Director, Netcore Solutions, said: “The company has led from the front with innovative services throughout, starting from way back in 1998. Over the years, we have kept our promise to evolve with the market’s needs by introducing email marketing, mobility (SMS, IVR and voice based) marketing to India’s first and leading cross-channel marketing automation platform (NetcoreSmartech) that helps brands create personalised and real-time customer experiences. ‘How do I make every customer feel special?’ – That’s the direction in which marketing has started to move. And we have got some very interesting early case studies including from companies like HDFC Life, Pfizer, Cover Fox, Lemon Tree Hotels, among others.â€
Providing an industry perspective, Kalpit Jain, CEO, Netcore Solutions said, “As per the latest NASSCOM report, Indian players’ share in the global Martech industry can grow to USD 45-55 billion by 2025. This is the age of the connected consumer. So, brands must shift their primary focus from the traditional, unidirectional, one-to-many broadcast style of marketing and move to one-to-one, interactive, and hyper-personalised communication and conversations with their target customers. Our feedback from marketers’ told us that the most important need is to enable personalisation at scale. And so we created NetcoreSmartech -our proprietary, full-spectrum, omni-channel marketing automation solution, which can help marketers get their job done to map customer journeys and thereby create rewarding customer experiences on a one-to-one basis.â€
KaminiRupani, Chief Marketing Officer, Netcore Solutions opined, “When we introduced Smartech in 2015, it evangelized the marketing technology industry in India. Our value proposition to our customers has evolved greatly, and so we decided to give our brand a completely new visual expression and fly a new flag. Netcore’s services have grown phenomenally in size, scale and impact, and our brand personality too has evolved to reflect that growth and promise. Netcore projects a brand’s personality which is agile, reliable, intelligent, empathetic, and resourceful. With NetcoreSmartech, the possibilities are infinite, and we can give our customers infinite experiences. That is not just the promise of Smartech, it is also our motto.â€
netCORE, a leading digital marketing solutions provider has launched Smartech, a cloud-based marketing technology platform. With the launch of Smartech, netCORE aims to help modern marketers streamline digital communication, increase engagement, automate cross-channel workflows, deliver data-driven personalization and improve operational efficiency.
Commenting on the launch, Rajesh Jain, Founder and Managing Director, netCORE, said, “Smartech is yet another example of industry-leading innovation that netCORE has been known for. As technology transforms marketing, Smartech is exactly the platform marketers need to take away the drudgery of campaigns and enable a deeper personalized connect with customers.”
netCORE is the market leader in email marketing technology and a leading provider of SMS, Voice, Push Notifications and USSD platforms. It is the first Indian company to offer a multi-channel integrated marketing technology platform.
Through the launch of Smartech, marketers can streamline lead generation, enable lead nurturing and scoring, develop customer retention programs, measure marketing effectiveness through analytics and optimize ROI. Additionally, Smartech enables automated workflows to be designed on the basis of a customer’s behavior like checking email, clicks, missed calls, SMS response, customer attributes and demographics.
‘Signature,’ an innerwear brand that is being sold in more than seven North Indian states of the country has unveiled a new campaign. The new TVC with Sonu Sood is 45 seconds long and has been directed by Jaishankar Pandit under the banner of Earth and Air Films. It will be aired 21st April onwards in India.
“Products such as the ‘Signature Vest’ complement our brand ambassador Sonu Sood, signifying the theme of Action and Fitness. Earth and Air gave the film well within the deadline without compromising on qualityâ€, commented Rajesh Jain, MD, Prachar Communications Ltd.
Jaishankar Pandit, Director at Earth and Air Films said, “I consider myself an advertising salesman portraying the story in a form that would entice the target audience within certain sociocultural parameters. In this particular TVC, we have depicted the good guy beating up the bad ones. The choice was to either keep it in the funny/comic zone or make it smooth and serious yet making one laugh. I went with the latter.â€
The film essentially showcases the aura of an individual on wearing the vest. Sonu Sood (portraying an honest and a robust policeman) fitted the bill. He represents agility, stern physique and charm. The film breaks the clutter in this segment of vests with fantastic fight sequence with a small story. The brand name Signature gels well in the story. Signature Vest is a unique brand and it needed a unique story telling device through its television commercial.
The number of connected Indians is also going to exceed the English newspaper circulation in India by ten times and will exceed the English speaking population in India by 1.5 times. These and a variety of other facts and figures were discussed and deliberated on at the Mobile Marketing Summit 2014, organised by the trade association IAMAI at the Hyatt Regency in Mumbai on Wednesday. The event saw a turnout of around 200-odd marketing enthusiasts learn about future marketing trends, understanding consumer behaviour, the mix of social and mobile media among a host of other topics.
Rajesh Jain
Rajesh Jain, Chief People Officer of netCORE Solutions spoke about the integration of marketing and technology which is already upon us (and is slowly merging). Tushar Vyas, Managing Partner Interaction of GroupM South Asia took some stand-out numbers and presented them in the context of the Indian online population.Talking about the next 100 million users (the upcoming generation as well as people who are converting to smartphones), in the near future, the number of connected Indians is going to be larger than the US population. India is the world’s second largest online user base. He also gave the stats on the number of connected Indians exceeding English newspaper circulation cited earlier. Mr Vyas added that the tolerance for delay (in any service) is decreasing as the information gap closes in and more and more things become available to a consumer faster. “The mobile web is increasingly becoming visual and discoverability is now social,” said Mr Vyas.
Neeraj Roy
Neeraj Roy, MD and CEO of Hungama Digital Media Entertainment stressed on the statistics of mobile consumers. “79% of smartphone owners are also smartphone shoppers. The Asia Pacific region will have the largest in B2C e-commerce in the near future,” said Mr Roy. Content is consumed across devices and people want a uniform experience across devices. The CEO of Proscape Services, Michele Raspone demonstrated how Proscape helped in cutting costs and enabling technology for their clients.
Nishant Rao
In the midst of all marketing talks, Nishant Rao, MD, LinkedIn India spoke about how mobile could be leveraged to become more productive professionals. He stressed on the importance of having a simple app for your business which worked efficiently and delivered the content or service. “Mobile is a mindset,” said Mr Rao. It should not be viewed as a technology separate from our lives. When asked by an audience member whether it would be best to have an all in one app, a mix of Facebook and LinkedIn, Nishant said that although that would be a nice idea, people prefer to keep their personal and professional lives separate.
As the Summit progressed, a session on Marketing APPeal: Nuances of Mobile App Marketing discussed important aspects of investing in apps, best methods for a marketer to retain users on the app, native ads, how to use push notifications effectively while increasing consumer engagement and how to prevent overexposure of information. Rohan Tyagi, Digital Product Head of ABP News, said that push notifications helped in increasing their user engagement fourfold. This led to higher consumption of news. “You need to study your app as well as its users carefully. We segregated our users based on their engagement (high or low engagement) and delivered notifications accordingly,” Mr Tyagi said.
Veer Chand Bothra, Chief Innovation Officer of netCORE Solutions said that looking at the app as content was necessary. He also mentioned that content is the king. His advice to marketers using apps? “Integrate all your information channels- voice (call), SMS, push notifications and email. As a marketer, take an omni-channel approach where the experience remains uniform across platforms,” Mr Bothra replied. Jay Jain, Director and Co-Founder of m-AdCall Digital Media, an app which lets you earn incentives for watching ads, said, borrowing from experience, “Give points to your consumers to bring them back to your app.”
Nitish Tipnis, the ‘old-school’ Director of Marketing & Sales, Hover Automobile India neatly demonstrated Nissan’s social-only approach to the launch of its SUV, the Terrano and the phenomenal results they got from this medium last year. Nitish elaborated on how the customer is interested is knowing how technology works for them, that as marketers we should not bombard them with high-end tech specs but rather simplify and explain. In his research, he found that 95% of automobile-buying prospects research online before making a decision to purchase an automobile. “Create conversation, ensure quick responses, use multiple channels to engage with customers,” Mr Tipnis suggested.
Rajiv Dingra
The last plenary session explored the symbiosis between Mobile Marketing and Social Media. Rajiv Dingra, Founder and CEO, WATConsult, talked about using the right kind of content for social and differentiating correctly between the print, TV and online, especially social media.
Snehi Mehta, Head – Client Solutions, Facebook India said, “Brands must have a voice on social platforms. Facebook is not just a social media platform, it is a mass media platform. We have to simplify planning metrics. Planning metrics have changed. It’s not about a 30 second advertisement anymore. The need of the hour is optimum reach.”
Different case studies were also presented towards the end of the Summit.
