Manas Kumar, Thinking out Loud

my thoughts & visions for technology

Posts Tagged ‘marketing

Find, Win, Keep & Grow high value customers online

with 3 comments

Find-Win-Keep-Grow is a simple yet powerful business concept I learnt from Eugene Moreau years ago. Eugene, who is currently part of our newly formed advisory board has played a vital role in helping us solidify our core business strategy in 2009. All he did was drive our attention and focus to this simple 4-step strategic model.

Find-Win-Keep-Grow is not a marketing concept; in fact it is such a concept, that once understood can unleash a spirit of excellence like you have never experienced before. This concept will force you to think beyond the norm and dissect your business model from the eyes of a customer.

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Written by manaskumar

January 19, 2009 at 11:44 am

Everyone is my customer

with one comment

Recently I was involved in a consulting gig for developing an enterprise level practice management solution for the health sector. During the discussion, after having spent a good deal of time doing the whole system analysis and needs assessment, a question was thrown on the floor – “Who are your end customers”.

While in this instance, the guys had a pretty good understanding of who that was, so often I come across businesses with brilliant ideas and innovative concepts that fail to understand, let alone define their target market.

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Written by manaskumar

January 17, 2009 at 10:48 pm

In search of the most effective marketing channel

with 2 comments

How effective is a marketing channel - Copyright Genesis Interactive

How effective is a marketing channel - Copyright Genesis Interactive

Effectiveness of a marketing channel was measured using the following 8 criterion.

  • · Is the channel Low Cost
  • · Does the channel have a broad reach
  • · Does the channel allow personalisation (1 to 1)
  • · Does the channel deliver targeted messages
  • · Does the channel offer any viral features?
  • · Can the results be tracked?
  • · Is the channel easy to access?
  • · What is the longevity of a channel

Each criterion was scored out of a total value of 100. The scores are plotted on the line graph from left to right (highest to lowest). So, the highest socre has highest effectiveness.

Questions around cost were normalised using comparative value proposition offered by each channel.

We considered advanced targeting abilities as a measure for the “target-ability” property of a channel

Reach – Global = Maximum, Local/Regional = Minimum

Tracking: We consider a campaign trackable if you can quantitatively define the number of responses and conversions.

What do you think? Any comments?

Written by manaskumar

October 14, 2008 at 3:33 pm