With the growth of multiple well-funded online players in India, the increased competition has resulted into an increased customer acquisition cost. Marketers are adopting different low cost marketing channels to lure customers and increase their conversion ratio.
While social media and website blogs are the most popular ones, many are also returning to email marketing but with a different concept. According to Octane Research, most marketers have begun to realize the importance of email marketing with a larger emphasis on campaign performance and it’s contribution to the revenue & other campaign goals, than cheap rates.
One such startup is Delhi-based Wigzo, utilizing contextual marketing based on SoLoMo – Social, Location and Mobile, to provide real time content in the emails for marketers. An Email, that changes based on Subscribers context of Device, Location, Time, and Weather, after they have been sent out. Also Using their Prediction Technology, and Algorithmic Merchandising they can auto populate your emails with content that a user have browsed, things he might like, and things he is most likely to purchase, thus personalising each communication based on the most recent Web or App behaviour of the user in Real Time.
They are also working on syncing first party data with cookie sync to improve user profiles, even with data that’s not being captured. The Idea is to convert all this Big Data into Actionable Insights. This concept is better than bulk mailing or behavioral targeting as it can change emails based on time of open, recipient’s current location, social cues, fast-moving inventory, User Search patterns, and App browsing activity.
The startup was incepted in year 2013 by Umair Mohammed along with three co-founders, viz. Himanshu Kaushik, Shamail tayyab and Vikrant Khushu. The portal is trying to solve a major issue of Seamless data management, and utilising it to send intelligent communication across web, and In APP.
As per Himanshu, each mechanism of user tracking works as a separate silo, theres not a lot of talkback in terms of data, and that itself, is a major challenge because Prediction engine is saying one thing, brands email says another and then their Facebook ads say something different.