In a Cluttered Market, where Real Estate Buyers have to be Drawn into a Purchase, Riding The Social Media bus is Extremely Important.

Coming up with a solid action plan can become challenging when you have to evaluate what works, what doesn’t, and what to maximise to get the best results in the real estate business. Creating a powerful, consistent brand presence allows you to step out from the ordinary and differentiate yourself from your competitors. Brands are under increasing pressure to perform. Yes. Tougher demand for greater returns on marketing spend, structural changes in the marketplace, tougher regulatory constraints and increasing count of competitive brands also force companies to build the right positioning.

In today’s cluttered real estate marketing environment, consumers are trained to tune-out messages that don’t seem to address their real and unfulfilled wants. In other words, if your message doesn’t clearly deliver a solution to exactly what your prospect is looking for – if it doesn’t slot into an open position in your prospect’s mind – then your efforts and money and time will go down the drain. Real estate companies have realised that the best positioning strategy to communicate to break the cluttered real estate market is to touch down on the selling propositions that your projects possess, keeping in mind the overall brand image.

Supreme focus should be on developing a communication plan that develops & reinstalls trust & faith of the consumer in our brand. “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” – keeping this thought in mind, it is very important to understand how you want your brand to be positioned. All companies need to have a strong corporate positioning strategy besides various product positioning strategies.

Social media marketing is the new way to promote a brand. With all the social media available, it has became a lot easier to advertise/promote your brand. Using social media for business-to-business marketing can be integral to promoting the brand and forging industry contacts.
 
Research also reinforces the value of PR. PR is a vital component for building brand value, maintaining brand vitality, and establishing brand credibility. Most of the companies establish a strong bond with their customers through branding. Each company creates a brand identity that connects it with its target audience through a shared ideology or system of beliefs. And for the brands to have longevity, the companies need to consistently deliver on the promises made through the brand. One has to understand the value of establishing a cohesive, consistent and unique company identity that portrays what the company has to offer.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
Planman Technologies

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Click Asia MasterClasses — the training and conference on Affiliate Marketing and PPC — was recently held in Delhi. The enriching sessions were conducted by the leading experts in the field, who graced the occasion by sharing their experiences, tips and opportunities with the delegates from around the world. Click Asia MasterClasses aims to address the training needs of digital marketers in India with the latest digital tools and techniques. Speakers who attended the Click Asia MasterClasses included Eric J. Gerritsen, Vice President of Neverblue (Canada), Kapil Juneja, CEO of Walla Media (USA), Sandeep Amar, Head, Marketing of Times Internet Limited, Vivek Bhargava, Managing Director of Communicate2, Sunil Abraham, CEO of Leadcola & Clove Network (Canada), Chris Clark and Chief Marketing Officer of Walla Media (USA). The event was supported by media bigwigs Indiatimes.com, Afaqs, eVentures, Adgully, TradeBriefs, Alootechie, the DMAI, and yours truly, 4PsB&M!

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
Planman Technologies

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Euro RSCG’s Ashok Lalla believes in delivering TO The Consumer Whatever He Wants, Whenever He Wants it and Wherever He Is. And that’s what, as per him, is going to really drive Media Consumption in India

He leads the Digital business arm of Euro RSCG in India, and focuses on delivering next-gen digital marketing solutions to an array of leading global and Indian brands. He also sits on the Euro RSCG APAC Digital Council. In a career spanning over 18 years, both at the client as well as the agency side, he has marketed brands that cut across the spectrum from one cent candies to million dollar hotel stays. In an exclusive interaction with 4Ps B&M, Ashok Lalla, President – Digital, Euro RSCG talks about the key elements that are driving media consumption in the country. Excerpts:

From a digital perspective, do you think 3G is really over-rated when it comes to influencing media consumption in India?
As a matter of fact, I do. Because 3G is not just about 3G, it’s about the quality of the content you provide, its value and its context. For instance, 3G has scored big time in retail marketing in Singapore and Japan, where people are using a phone which is a GPS device. You know where your consumer is, you know his location, and using that bit of information you provide him with engaging content. That’s how you set one brand apart from the other and in the end make it meaningful for the consumer. That’s where you are talking about relevance & context, and really tailoring it differently every time for a same guy, rather than creating 130 seconds or 60 seconds commercial. Till that’s done in India, I think it’s overrated. Further, there are fewer devices and connections in India. I think the big play in India will only come when 4G happens. In fact, India is going to skip a generation really, just like it skipped the generation of pagers and went straight onto using mobiles, unlike America which had a complete phase of pagers before it leaped on to mobile communication. Similarly, I think we are going to skip a generation with 3G as well, though people seem to be a little rattled when I say that, but, time will tell.

What, according to you, are the trends that are shaping media consumption in India?
It essentially has to be the quality and relevance of content. If it is in tandem with what I want and if it’s in context with when I want it, how I want it, that would really draw people to shape that content. So you can go ahead and create a lot of apps, you can create a lot of content on, say, DTH, but is it relevant? There’s too much of overkill of information where today everyone can be an author. So precisely the barriers are not there any more. In order to keep the people glued to your content, the quality needs to improve and the meaning needs to improve a lot more. Also, I feel that the ‘www’ phenomenon, popularly known as the world wide web, is dead already. The future of content and media consumption is defined by ‘whatever, whenever, and wherever’. That’s the new ‘www’ according to me. So you give the person whatever he wants, whenever he wants it and wherever he is. That’s what’s going to really drive media consumption. It’s not about building by destination and worrying about driving people to it. The idea is to have many islands of connectivity and that’s what will trigger media consumption. Even large portals are realising it, you can sign into YouTube, blogger through gmail which wasn’t possible earlier. Now there’s an aggregation and de-intermediation at the same time. Thus, at one point you are aggregating the content and at the same time you are putting it out in a fragmented form asking the consumer to take his pick. It’s almost like a Lego Block model of media consumption.
 
Do you think there’s any media platform that is either dead or is about to go extinct?
Interestingly, a lot of media convergence is happening nowadays. So when I am watching a TV video online, am I really consuming TV content or should it be considered a web content? Because of this convergence, it’s getting a bit hazy. What is www? Or for that matter, what is a video blog? Is it a video or is it a text? If it’s a video, you might say that text is dead. Also at one level Twitter, which is by and large text communication, brings out videos as well. So, it would be safe to say that what is really dead is a uni-dimensional media delivery. If a radio channel is not able to integrate, it will be dead. I think unidimensional media delivery is a recipe for disaster. Every medium needs to be a lot more integrated and interactive. And if you can have it somehow user generated as well, even better. You can actually mark them into different levels, so there is integration at the first level, then the next level is interaction, the third is user generated, more like the citizen journalism activity initiated by TV channels.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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Rajiv Bhalla, Country Head, NEC, explains how The Multibillion Dollar Behemoth, Despite being a late Entrant into one of The Most Potential markets in The World, is going to call The Shots in The Near Future.

With a history that’s more than a hundred years old, revenues of $42.7 billion (3,583.1 billion yen for FY 2010) and a powerful base of 140,000 employees, NEC is now up for a big leap in the global IT arena. But, what is most interesting from India’s point of view is the fact that despite being involved in many critical and strategic transactions with India since 1956 in the large infrastructure and communication project space (setting up the first 2Ghz microwave communication system, a satellite earth station and an international gateway exchange for overseas communication service), the Japanese corporation opened its Indian arm in 2006 only. In an exclusive interaction with 4Ps B&M, Rajiv Bhalla explains the logic in NEC’s late entry and why he believes that their go-to-market tactic can change the game even now.

Despite maintaining a significant relationship with India since 1956, NEC opened its Indian arm only in 2006. Any specific reasons for the same?
I agree that we’ve been a laggard and a late entrant when it came to opening our Indian arm. But clearly, there has been a change in the NEC Corporations’ views and we’ve realised that to grow, we cannot depend only on advanced economies. Thus, we now have a greater focus on emerging markets like India, China, Brazil and Russia. As a matter of fact, we’ve been registering growth at double and triple digits on a year-on-year basis since the time we set foot on the Indian soil as a subsidiary. Last year, we established our biometric centre of excellence in Bangalore because we aim to leverage the Indian workforce not only to improve NEC’s internal efficiencies, but also to use it as a service entity for other business opportunities that we foresee. We have also set up a retail centre of excellence in Bangalore, which is working towards creating customised retail solutions for large format and specialty retail. So, there’s a huge amount of investment with a vivid focus that NEC has over India. I can’t really answer why NEC came to India so late, but I’ll say better late than never.

Now, how do you plan to reach out to your target audience and cover up the lost time?
We have two large divisions with us – one is the carrier network division that essentially focuses on the telecom service providers’ space, and the IT services division that consists of various IT products and solutions and services aimed at the enterprise and mid market segment. From the strategic perspective, NEC is a B2B marketing company. We clearly focus on strategic high growth verticals like education, healthcare, hospitality, public safety and security. We hope to have products that help us differentiate in the identified segments. We clearly believe that mass communication strategies for a company should have a targeted consumer focused approach. So all our marketing strategies in the segment are essentially aimed at direct marketing, customer focused events, workshops, publishing of case studies, and certain online initiatives which are keywords search based. We run an integrated marketing campaign that comprises of online activities, PR, testimonial based advertisement, events, road shows et al. In the four years that NEC has been in India, we have successfully positioned NEC as a holistic solution provider for the enterprise segment that helps the enterprise customers to improve their operational efficiencies while bringing down their total cost of operation.
 
You talk about a lot of customer focused events. But you rarely sponsor any of them. What is the logic?
A mass event attracts multiple brands to sponsor, and thus the exclusivity of your presence gets diluted upon other brands sharing the advertising space. Our aim in India is to have maximum returns on every rupee spent. Hence, rather than sponsoring events, we customise and host the events ourselves for our target audience, wherein with complete share of mind, we connect to our customers and convince them on our product and solution expertise in a conducive environment.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM in sync with the best of the business world.......
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

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