A selfie consumer promotion executed by Kuhipaat for Protech Group

Consumer Promotion – Protech Homefie Contest

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Homefie is a Selfie inside your beautiful home! Here is a blog to show our expertise in creating and managing a consumer promotion contest digitally.

We at Kuhipaat Communications and Technology Pvt. Ltd., shortly Kuhipaat, create engaging marketing content to engage prospects and customers to meet a marketing problem or an marketing objective.

Our client Protech Group (link of website designed by Kuhipaat) had wanted us to design a promotion to engage its potential influencers and customers to like the Facebook page of Protech Group and also to increase website views.

Consumer Promotion Idea:

We had taken the consumer craze around mobile selfie in order to upload onto social media, and suggested a selfie contest. The selfie idea was about the love and pride of the homeowner. Any homeowner is extremely proud of her home decor, in order to make it relevant for Protech Group.

We branded it as Protech Homefie Contest taking the word selfie and home. It is a selfie photography contest to acknowledge all the proud homemakers who take a lot of effort to make their homes beautiful, clean and tidy.

All the participants had to do was to take a selfie with your favourite room and upload it on our official Facebook Page with a caption & the hashtag #protechhomefie. The contest duration is from 1st June to 15th June 2018. Ten best Selfies would win a gift voucher of Rs. 1000/- each!

The steps to participate in the consumer promotion were as follows:

  1. The consumer has to like the facebook page of Protech group. www.facebook.com/protechgroupindia
  2. Take a selfie with his or her favourite room in the background and upload it on the page.
  3. Write a caption with the hashtag #protechhomefie and post it.
  4. Please visit the link to create a Contest ID to complete your participation.

Protech Group had a committee to judge the best entries to select the 10 lucky winners. The winners would get a gift worth Rs 1000/-. We decided to feature the winners on the Facebook page of Protech Group.

Promotion Communication Strategy

Any consumer promotion campaign needs ample advertising targeted to the target audience. Since it was a digital consumer promotion to increase likes on the Facebook page and to increase website page views, we decided to use digital media to promote this contest.

Creation of a Consumer Contest Logo

In order to give an instant recognition to the contest visually, we decided to design a Contest logo / mnemonic. The logo had the name Protech for instant brand connection. Also, the creative idea behind the logo was to make to contemporary, colourful and vibrant. This logo was present in every communication that we had to promote the consumer contest promotion.

Creation of a Consumer Promotion Landing Page

We had created an exclusive landing page on the website and had linked it in place of the EMI Calculator for the period of the promotion. Here is the URL of the landing page – Link.

Landing page creative of consumer promotion - Homefie contest for Protech Group, Guwahati, Assam
Homefie Landing Page

The landing page of the Protech Homefie Contest had the steps to be followed in order to participate in the contest. Also, it had a contest form where the customer had to enter his details and register for the contest. Upon entering his details, the Kuhipaat programming team had done a small web application to send a contest participation ID in an SMS to the participant. This was done to increase the credibility of the promotion and the fact that Protech Group is a tech-savvy company.

Contest Form developed for consumer promotion that can send sequential participation ID to contestants.
The SMS Marketing enabled contest form

Consumer Promotion Contest Campaign

We had started the promotion contest campaign with a teaser video that we had released on Facebook, Instagram and Twitter. Here is the link of the Facebook post.

Protech_Homefie_Contest_May18

Are you proud of being a #homemaker? Are you a #Selfie freak? 🤔Like our #Facebook page and get notified of an interesting promo with many exciting gifts. Coming up on 1st of June 2018. 🎀🎇 #Assam #ContestAlert #stayupdated #photography #interiordesign #interior

Posted by Protech Group on Friday, May 25, 2018

Five days after the teaser video, we launched the homefie contest campaign with a image post. Here is the link for the post. We did not do a paid campaign to boost the post, as the budget was limited. Even then, we had started getting a lot of queries and participation. Page likes also started increasing.

PROTECH HOMEFIE CONTEST 🤳💕Protech Group is organising a Homefie Contest for all you lovely Homemakers!Protech…

Posted by Protech Group on Thursday, May 31, 2018

We did three more posts in the remaining 14 days to advertise the Protech homefie contest promotion. All the creatives were different and the objective was to create interest and urgency. They accompanied the steps to participate in the homefie contest promotion. All the graphic designs were intended to show that it is a photography or a selfie promotion contest. The polaroids or the model taking a selfie pointed to that creative leap.

Following were the creatives used for the same.

Result Creatives

The last part of the contest promotion communication strategy was to create banners to announce the lucky winners. We had taken the Facebook profile image of all the winners and had used the polaroid idea to announce and congratulate the winners in a Facebook post. We had tagged all the winners so that they are informed and they can share the post among their friends. The creative used is given below:

Here is the Facebook post to congratulate the winners:

🎉 HEARTY CONGRATULATIONS! 🎉The day we have all have been waiting for has finally arrived. We are proud to present our…

Posted by Protech Group on Friday, June 29, 2018

Conclusion

Kuhipaat Communications and Technology Pvt Ltd is built on the premise that we will build a bridge between communications and technology. We believe that each of the camps does not know the domain expertise of the other. Protech Homefie Consumer Promotion contest is an example of our expertise in both technology and communication.

We are based in a small piquant town called Duliajan in Assam, and trust us that our location is not a disadvantage. In fact it is an advantage because of our ability to give a better value for your money. If you looking for a partner to manage your digital communications as well as enable you in terms of digital technology, we are confident that we can help your business to grow.

Please visit us by clicking here.

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kuhipaat-brand-character for Protech - Protech Guru

Protech Guru: Use of a Brand Character to create consumer engagement.

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Introduction

Loyalty to a brand depends primarily on the consumer experience with the brand. Brand identity, which provides direction, purpose and meaning for a brand, is also linked to consumer experience and engagement.

Protech Group is a well known real estate brand in Assam and the Northeast of India. Kuhipaat was assigned the responsibilities for digital branding and marketing for the brand. The team of Kuhipaat has designed the website and the social media strategy for the brand.

Brand Problem

The team of Kuhipaat wanted to increase brand engagement for Protech Group in the digital space. Also, we wanted to increase page views for our website and our social media pages. In order to do the same, we thought of building a ‘Brand Character’ that interacts with the prospect customers on a regular basis, in a meaningful way.

Example

A great example is set by the Amul Brand. Likewise, Amul has created the character of a pleasantly plump girl in a polka dot dress with a big smile to promote Amul butter. As a result, the ‘utterly butterly girl’ has become a part of our lives as very real as any other person in our families.

Brand Character Strategy

The brand character to be designed had to fulfill the following objectives for the brand:

  1. The brand character has to be credible and trust worthy.
  2. It has to have reasons to interact with the customers consistently.
  3. Consumers need to see value in what the character has to say or offer.

The Kuhipaat team observed that consumers in general have a lot of questions regarding real estate and buying of properties. It is primarily because of the fact that home purchase is a once in a lifetime decision. Also, there were no credible websites that concentrated on the real estate problems and questions in Guwahati and the northeast of India. We arrived at a decision to fill that marketing and information gap by creating a brand character who answers questions about various aspects of real estate.

kuhipaat-brand-character for Protech - Protech Guru
OUR BRAND CHARACTER – PROTECH GURU

Hence, Protech Guru was designed as a 2D character who would help customers in taking decisions related to buying their homes. We designed the character to gain a brand image in the minds of customer when they remember about the Protech brand. It has to bring the brand to life representing the personality of the Protech brand in terms of visual identity.

The name of the brand character, ‘Protech Guru’ was meant to imply an expert, leader or a teacher. Protech Guru is the expert, who answers all the queries put forward by customers on real estate. Consequently, we have strategically defined the brand character by including the following elements into the character:

  1. A visiting card – to imply a professional of Protech Group
  2. A suitcase – to imply a experienced professional with a bag full of knowledge
  3. Formal dress with tie – to bring in maturity and formality to the character
  4. Eyeglasses – to make the character look intelligent.

Protech Guru also needed to have a defined space in the website and in the social media pages. It increases familiarity, popularity and credibility of the character. So we decided the following strategy:

  1. In the website, the FAQ page belongs to Protech Guru. He writes the FAQs. All the answers present in the FAQ page are written by him. On the FAQ page, there is a online form for visitors to ask questions to Protech Guru.
  2. On the social media pages, Protech Guru has the Thursday booked for him. Every Thursday, Protech Guru answers a question related to real estate on Facebook, Twitter and Instagram pages of Protech Group.

Website banner of FAQ page of ProtechGroup website
FAQ page Website Banner – Kuhipaat.

Conclusion

The main focus of the Kuhipaat team was to successfully create a brand character, promote it well and create brand and website engagement for our client, Protech Group. It gave us opportunity to create interesting content for the brand as well. As a result, the page views, and social media engagement of Protech increased, leading to successful conversion of website and Google ad leads.

What’s more, to our knowledge, Protech Guru is the first ever brand character built in Assam by a communication agency in Assam.

Kuhipaat is a digital marketing service provider with a focus on website design and development. We believe we can add significant value to our clients’ businesses through our website and online marketing strategies.

Contact us for a free consultancy by clicking here, or by writing to us at info@kuhipaat.in

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Brand Communications, Telecom & Cricket

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In 1993, when Shimona Rashi danced her way to the cricket pitch with the Cadbury Dairy Milk in her hand, the brand, Dairy Milk instantly became a household name. Ogilvy and Mather connected the product with the right sentiment of the Indian audience, Cricket. Over the years the brands have taken cricket as language to establish communication through Indian homes. Consequently from FMCG products to luxury goods all have played on the same Indian pitch, successfully hitting the gallery.

The economy is highly competitive with multiple brands producing similar goods. The companies are now using hammering technique to register the product in consumer minds. Cricket is one of their safest bet. Brands tie up with cricketing events as exclusive partners, title partners, network partners, beverage partner and the list is endless and innovative as well. It is all about demanding more airtime during television broadcast, and more ad spaces in the stadiums.

Communication Services connect through Cricket

The telecom sector is super active with cricket as their main advertising strategy to create instant reach. Thus connect and dig niche in India market through its cricket lovers. The telecom sponsored cricket tournaments had a huge kick-off with Vodafone deciding to get into IPL. Vodafone and IPL this year celebrate their marriage of a decade.

In the first IPL season, Vodafone brand campaign was titled ‘Hutch, Happy to help Pug’. In the second season of IPL, Ogilvy and Mather scripted the ‘ZooZoos’ for Vodafone. They were an immediate hit with the cricket following Indians. ‘ZooZoos’ soon ruled the internet with over 200 fan pages in social media and each developing a fan base of over two lakh fifty thousand fans. Today, Vodafone allocates 25-30% of its annual marketing budgeting specifically for cricketing tournaments.

communication

Airtel chose ICC T20 World Cup to talk about their spread of network into every corner of India. They featured the popular Airtel girl, Sasha Chetri in a series advertisement. Idea Cellular went to grab the title sponsorship of the India-Sri Lanka ODI series in 2008 and tri-series between India-Bangladesh-Sri Lanka in 2010. Both the cups were christened ‘Idea Cup’. In 2008 Abhishek Bachchan was enrolled as the brand ambassador to feature in the famed ‘Sirji’ ads with the tagline, ‘An Idea can change your life’.

A slightly smaller brand name, Aircel did not stay behind in nurturing the Indian cricket sentiment as well. It sponsored the Chennai Super Kings and got them flashed in their jerseys. It went ahead to get the Captain Cool Mahendra Singh Dhoni on board to promote the service.

Mobile Communication Language is Cricket

If the service providers are in a competitive race why would the mobile companies stay behind? Today battle is on between the latest entrants in the market – OPPO and VIVO.  In 2016, OPPO signed a deal with ICC to become the Offical Global Partner for mobile phone category. It was instantly rewarded during the T20 World Cup, and it grabbed a lucrative market share of 22.59% during that year. It was only last month that BCCI have signed a five year contract with OPPO as Official Sponsor of team India. Here is the detailed news report- 

http://www.deccanchronicle.com/sports/cricket/040517/bcci-oppo-launch-virat-kohli-led-team-indias-new-jersey-for-champions-trophy.html

On the other hand, VIVO has tied up to become the title sponsors of IPL for two seasons, ninth and tenth. VIVO bagged the title sponsorship rights after Pepsi decided to prematurely end their 5 year agreement. As a title sponsor  it gets exposure in all mediums of marketing be it print, television, radio, poster or digital.

Another big mobile phone player, Gionee has went on to replace the old Indian favourite Nokia on the IPL jerseys of Kolkata Knight Riders.

Every brand that has a marketing objective to reach the maximum number of Indian consumers at the minimum possible time, now follows the strategy of sponsoring cricket. Cricket is also a great medium to localise a brand to Indian sentiments. VIVO today is no longer a overtly Chinese brand in its appeal.

communication

Future of Cricket Communication

Although cricket sponsorships and its exorbitant costs in India have become unrealistic, yet the brands and the media agencies continue to consider it as the prime strategy to reach the maximum number of people. It has become a ‘Me Too’ campaign strategy for all the brands with big budgets.

As communications guys, we are keen to see how far this cricket fever would stretch. May be there are other advertising and media opportunities that everybody is overlooking because of the cricket fever.

Jio ‘Dhan Dhana Dhaned’ its way through IPL this season. Now let us wait and watch what new is in store for the telecom brands to establish communication connect in the coming Champions Trophy.

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Marketing Communications in the times of the World Wide Web.

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Marketing Communications over the last decade has taken a big leap (of faith!) with the advent of interactive, super-fast, inter-connected world wide web and the myriad web technologies. All the critical pillars of communications – message, media, consumers, design tools, skill-sets etc have undergone a change.

Or I should say, the technological advances have brutally demanded a change in the way we think, create and execute brand communications.The creative process required to roll out a print ad or a TV campaign is very different than the process of creativity required to create a message on the Internet. Building a website, designing a search campaign or executing a social media campaign requires a completely different kind of skill set.

Media, in the good old days was the kingdom of the media planners and the buyers, today the scene is fragmented. Adwords professionals are equally important media buyers and planners. With content aggregation and inbound marketing, the media is not even always a paid commodity. There goes the 15% commission revenue model.

With Internet and technology, the content is no longer uni-directional, aimed at the consumers. User generated content has become a major source of content. Youtube and the whole of social media runs on user generated content. They are interestingly multi-directional. Even TV, Print and Radio have not stayed uni-directional with the advent of tools like Shazam and QR code

Consumers of media have also changed in terms of time spent on each media, attention span and general lifestyle attitude towards brands. Television and Print have lost a good deal of youth in the age group of 15-24 to these new media. Even a cricket match is getting tracked through tweets and Facebook updates.

For the advertisers, it has not been easy. The tools, the terminologies, the knowledge domain is now not with one big agency. There are so many things to know to implement an effective advertising campaign. We need to not only know vector images, illustrator, TRP, Readership and the works, but also know Impressions, PPC deals, HTML5, JAVA, Email, SMS technologies and the whole new media related knowledge.

The client servicing teams and the other creative, studio and production departments of the bigger advertising agencies have not been able to cope up with the digital onslaught. With media and creative separating in around 2003, it only added to their woes.

A marketing company now has to deal with a creative agency, a media agency, a digital agency, a website agency and a technology company for mini interactive applications. At one end, it may be taken as a positive outcome that the industry is moving towards specialized businesses and services, improving the quality of services, helpful to the economy in general.

At the other end, it is diluting the concept of advertising. There is no single brand custodian. The advertising agency used to be brand custodian in the good old days, but the advertising industry has lost its credibility or ability to be the brand custodian. Today, there seems to be no unanimous decision on who is the brand custodian today. The level of confusion in the definition of ‘brand custodian’ is quite funny (and stupid).

In a 2008 HT article, Madhukar Sabnavis, Country Head – Planning and Discovery, Ogilvy & Mather India, once said, “The marketing director or the marketing head is the brand’s custodian.” MG Parameswaran, Executive Director, Draft-FCB-Ulka, once said, “The CEO of the company that owns the brand, is the brand’s custodian.” Lynn D’Souza, head, Lintas Media Group, says, “The brand manager is the brand’s custodian.”

The brand custodian is the person or team that knows the brand the best. Brand, from a marketing communications perspective, is what the consumers perceive or feel or believe; or what the consumers should perceive or feel or believe. The advertising agencies used to have an Account Planner or an Account Planning team that used to understand this aspect of branding. They used to understand the consumer behavior behind brands.

Understanding consumer behavior, or the interest to seek this understanding makes the basis for effective communication. The effort required to understand consumer behavior in this world of fragmented myriad media scenario is a big challenge. But it is a possible challenge.

The second basic truth about advertising is that it is exponentially effective if there is convergence of media. 360 degree communication in true spirit is the need of the hour (and always been the need)

For an advertiser and a marketing person, it is always easier to have one brand expert managing the whole gamut of communication. There is a need for a consultative cum outsourcing business model to provide an effective 360 degree communications services to advertisers.

We at TSO – The Significant Other, work in the this new media paradigm. We are working hard to make ourselves experts in consumer behaviour in terms of media consumption, branding and purchase cycle behavior so that we can create the most relevant message. We also tried hard to understand all the available media so that we can sent the most relevant message through the most appropriate media, through the model of outsourcing.

Outsourcing is the key to the execution of such a strategy. In effect, appropriate knowledge and experience in liasonning with all the myriad vendors is the key.

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openskiez-blog-home-kuhipaat

OpenSkiez – Promotional Website Designed & Strategized by Kuhipaat

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The Making of OpenSkiez

We at Kuhipaat Communications and Technology Pvt. Ltd., shortly Kuhipaat, have decided to support the indomitable spirit of our friend Vikas Dimri. We are helping him through the OpenSkiez website in his attempt to summit Mt. Everest. His Mission is starting on 5th April 2017. [click here to visit the website]

Mt. Everest is considered the ultimate frontier of human ability. So, it is a challenge not only from the physical fitness point of view, but also in terms of managing the very high expenses involved. Collecting funds through corporate sponsorships is a daunting task. Therefore, Kuhipaat has come forward to help Vikas Dimri in achieving his dream.

Objective

The single minded objective of OpenSkiez is to create an informative platform. And this platform will let brands and corporates see value in terms of investing on Vikas Dimri. Thus, in turn, help Vikas Dimri’s dream come true.

Digital Campaign – A Support Campaign Website

openskiez mystory kuhipaat mission everest vikas dimri
Home Page 1

OpenSkiez is a support campaign website to help fund Vikas Dimri’s “Mission Everest“. The website is completely strategized, designed and created by Kuhipaat.

His Mission needs him to strategise and plan for meeting his huge financial requirements. We all know Mount Everest is a costly affair, as it needs costly equipments and attire. So, Vikas Dimri needs sponsorships and contributions to make his dream a reality. Therefore,  this campaign website will help Vikas Dimri gather funds to fulfill his Mission.

An Inspiration

OpenSkiez Mission Everest Vikas Dimri Kuhipaat
Home Page 2

Currently, Vikas Dimri  is the Vice President and Business Head – SME, Trade and Working Capital, in Deutsche Bank AG India. Apart from being a successful and respected professional, he has completed other multiple marathons and summits.

Today, he is a good athlete and a trained mountaineer. This shows how well Vikas Dimri is maintaining the “Work – Passion Balance” in his life. People can rarely accomplish both. Yet, he has excelled in his profession as well as his passion.

Vikas Dimri is a great example for all “ordinary us” to follow Work – Passion Balance in life. And we at Kuhipaat, strongly share this belief. We believe that people should pursue both – their professional career as well their passion; be the profession and passion same or different. Some lucky ones get to make a career out of their passion, whereas for others their profession and passion vary.

So, to take a strong standpoint on “Work – Passion Balance” and promote the same among all the ordinary people, this Digital Campaign for Vikas Dimri is paid for, developed and maintained by Kuhipaat free of charge. Somewhat like pro-bono. This will inspire other ordinary people to achieve the extraordinary.

Promote Fitness And Health

OpenSkiez My Preparation Mission Everest Vikas Dimri Kuhipaat
Vikas Dimri’s Fitness Regimen Page

Kuhipaat also believes in maintaining fitness and good health. It goes without saying that Vikas Dimri’s lifestyle requires consistency in terms of training and diet. It requires both physical and mental well-being, which means good stamina, no over/under-weight and no stress. He is successfully keeping both, good health and mental fitness. And that is something many thrive for. So, this website will also be about working towards a healthy life, mental as well as physical.

Strategy

The strategy was to leverage the digital media in terms of raising awareness about Vikas and his Mission Everest.

Custom Built Template

openskiez footer kuhipaat Vikas Dimri
Footer Page

Keeping Sponsorship at focus, Kuhipaat has created this Digital Campaign for Vikas Dimri. OpenSkiez is also built for the sponsors who have come forward to support him. The website is developed on a completely custom built template by us.

Content Strategy

openskiez-blog-home-kuhipaat
Blog Home Page

The complete content of the OpenSkiez is strategized by Kuhipaat. From structure to design to text – all done by us. We are managing the complete Blog section of the website as well.

SEO (Search Engine Optimization)

Kuhipaat has successfully worked on the various aspects of SEO – content as well as technical. This resulted in including OpenSkiez into Google and Bing Search Engines. We successfully made OpenSkiez recognized in organic search.

SMO (Social Media Optimization)

Kuhipaat is working on Social Media Marketing too. We are using various social media outlets and communities to generate publicity. We are increasing the awareness of the event through social media.

Device Responsiveness

openskiez-mobileview-kuhipaat
Mobile View

Additionally, Kuhipaat has made the website device responsive as well. We have worked on the responsiveness for different resolutions. So, one may open the website in any phone or tab or pad, it will be device optimized.

The website strategy and development was just part of the full campaign of Vikas Dimri’s Mission Everest. There are many other tasks coming up for which Kuhipaat is working out plans and strategies.

Marketing

Kuhipaat has taken the responsibility to manage the overall marketing of OpenSkiez. We will work to create the buzz about Vikas Dimri’s Mission Everest. Kuhipaat will help fund Vikas Dimri by acquiring sponsorships. We will work through traditional as well as digital marketing. We will also manage the Public Relation for Vikas Dimri.

Sponsorship fund collection

Kuhipaat is going to approach various brands and corporates to sponsor Vikas Dimri. Thus, Kuhipaat will be giving presentations on how the sponsorships are going to benefit the sponsor. Displaying logos, flags, mentions, etc. are some benefits of sponsorship. Apart from these, there will be different benefits for different sponsors per se.

Collaborations/Social Cause

We are going to add social welfare value to Vikas Dimri’s climb and sponsorships. So, Kuhipaat has successfully tied up with the “The Batti Project” recently. “Batti” works to provide electricity to the remotest villages in North-East India. There will be a “Climb to Light” event, where a part of the sponsorship fund is going to be donated towards “The Batti Project”.

We are working towards forming more such collaborations in the near future also.

Future Prospects

Post Mount Everest Summit

openskiez-blog-categories-kuhipaat
Blog Categories

The website OpenSkiez will not stop after funding “Vikas Dimri’s Mission”. After the Mount Everest summit, Kuhipaat will continue to promote fitness, health and the open skies. And we will continue to inspire people to dream and reach out towards their passion. OpenSkiez will continue to help the ordinary people achieve the extraordinary.

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Online Lead Generation – A Valued Marketing Aspect To Help Your Business

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A GP Bullhound research report stated that the online lead generation was growing at 71% YTY- more than twice as fast as online marketing.

51% of local businesses surveyed said that lead generation is a challenge. [Source: ReachLocal, 2016]

What is Lead Generation

Lead Generation - Marketing - Kuhipaat
Source: www.jeffbullas.com

Lead generation is a marketing activity that refers to the generation and conversion of prospective consumer interest for a product or a service into a business lead. A business lead is a opt-in sign-up for a product or a service offer. It includes contact information and in some cases, demographic and psychographic information.

Business Lead Generation

Business Leads are generated for a variety of purposes. It helps in building a subscriber base, building a list of prospects to keep the sales team busy, or to create an e-newsletter list. For e-commerce and other online businesses, leads are generated to convert them into customers online in real time.  Lead Generation is not a new form of gaining new business, but it now has a new approach. Rather than sitting at a trade show table for hours on end, hoping that targeted consumers will fill up a form, you can have leads generated on the Internet using search engine marketing, social marketing, email marketing and contextual relevant display advertising in websites where the intended target audience visits. The 3 most commonly used lead generation strategies are search marketing email marketing, event marketing, and content marketing.

83% of B2B marketers use content marketing for lead generation [Source: MarketingProfs]

Types of Leads

Leads are divided into two qualitative segments: Marketing Qualified Leads and Sales Qualified Leads. A MQL is a lead generated by the marketing team using their marketing aptitude and understanding. It

Lead Generation - Marketing - Kuhipaat
Source: internetbusinessmastery.com

uses better consumer targeting, knowledge about consumer behaviour and intelligent form fields to generate leads that marketing team thinks, will convert more. A SQL is a lead that the sales team generates with the sole intention of quick conversion and closer. A MQL is more quality, less quantity. A SQL is more quantity, less quality. 

Increasing quality leads is the top priority for 68% of B2B professionals, followed by increasing lead volume (at 55%.) [Source: B2B Technology Marketing Community]

Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. [Source: Forrester Research]

“Times they are A – Changing”

In recent times, content marketing is raising its presence felt through blogs and content syndication in generating leads targeted by interests, passion and familiarity. Users are made familiar with the brand through interesting content with the hope that they will be favourably inclined to show interest for the brand or the product / service. Hard selling as a concept is thought to be unpopular in the Internet age, where it is easier than ever to reject propositions for a product or a service. In that context It is said that marketers with blogs are 13 times more likely to drive positive ROI than those who don’t have one.

81% of businesses report that their blog is important or critical in generating leads. [Source: HubSpot]

Lead Generation - Marketing - Kuhipaat
Source: familylawrights.net

Having said that, there has not been any significant decline in online lead generation through banner and search marketing that works on CPM, CPC, CPL and CPA pricing models. Display banner and search marketing can give higher reach quicker. The sales channel has a requirement for volume of leads along with good quality leads. This is primarily driven by the advertisers’ demand for ROI focused marketing.

For marketers that are looking to pay only for specific actions, CPL advertising and CPA advertising (also referred to as affiliate marketing) are preferred. In CPL campaigns, advertisers pay for an interested lead. So, they pay for the contact information of a person interested in their product or service. CPL campaigns are suitable for brand marketers and direct response marketers.

In CPA campaigns, the advertiser typically pays for a completed sale that may or may not involve a financial transaction. CPA advertising is primarily used for driving e-commerce sales, mobile app installations and other such actions that are possible to be tracked till closure. CPA is all about ‘now’, it focuses on driving consumers to buy at that exact moment.

Kuhipaat’s Service

Lead Generation - Marketing - Kuhipaat
Source: http://positionly.com/blog

We, at Kuhipaat Communications & Technology Private Ltd. believe that we can help your business by structuring marketing programs to generate leads. We will understand the requirements of your business and arrive at the strategy to be implement a lead generation campaign. A strategy is dependent on the product / service, the target consumer set, the sale cycle of the product / service and the budget that is available to be spared for the lead generation campaign.

Lead generation outsourcing is 43% more efficient than in-house generating because of their expertise. [Source: Fearless Competitor]

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