Marketing automation is not less than a revolution. Reportedly, scope in the marketing automation industry is going to widen in the upcoming years, expected to touch the skies with a whopping value of $7.63 billion(!) by 2025. Hence, it is advisable to utilize marketing automation tools and solutions that increase the sales productivity in the new year 2022 and so forth.
Companies still not upgrading to marketing automation services are missing out on potential conversions and revenue. Know the benefits of marketing automation as a comprehensive solution to reinforce sales strategies and achieve operational excellence.
Top 5 Benefits of Marketing Automation:
- Conversion of Potential Leads to Sales Leads: Nurture qualified leads and boost lead conversions with marketing automation tools and software. These tools support various marketing tasks such as lead segmentation, customer data management, and campaign management all at one go. Further, the marketing tools give you hassle free solutions to analyse revenue, engagement level, and conversion across marketing channels.
- Achieve Effective Sales Funnel: Define your sales process by setting up an automated sales funnel that describes how a potential customer walks through the purchase goal. Identify your target customers’ pain points, interests, popular social media channels and their inclination towards online shopping to develop an effective sales funnel. Commonly, automated sales funnels are categorised into awareness, interest, decision and action.
- Converting Hours into Minutes: Marketing automation is widely accepted for one major reason of being a time saviour. Tasks that generally took hours can now be implemented in minutes. For instance, client appointments, email reminders, social media updates, task allocation, etc. can all be managed well with automation in marketing.
- Marketing Collaboration: Collaborative marketing tool comprehensively helps in team collaboration and achieves the desired results from marketing campaigns. Team leaders can make the most of automated collaboration for task assignment, track campaign progress, get updates about upcoming campaigns and boost overall productivity.
- Cost Savings: Marketing automation gives your team better structured data work and valuable insights to work with. A successful automation strategy will help you see the growth in sales productivity and reduce overall marketing overhead cost. There are various factors which affect your budget in selecting the right mix of solutions to your marketing strategy. Always keep in mind your business goals and ROI when choosing the right automation solution for your organisation.
There are various solutions available today for automating your marketing lead cycles. It is important to scrutinise each aspect thoroughly before investing in any technology. Customers are loaded with information and choices, therefore it is important to understand their requirements and give them a seamless transaction experience. Automation will help you to streamline your data by creating an ideal customer journey roadmap.
As Indians, we have all grown up with a few things in common, one of them being the instant food that
can be cooked anywhere, anytime, and is loved by people from all the regions alike. That said, what is
the first thing that comes to your mind when you are famished and want something that can be cooked
in an instant?
Until the concept of instant food had grabbed the interest of Indians, food items that were served as
fast food included south Indian cuisines like Idli, Dosa, and Vada or Onion and potato fritters. But even
for these food items, a batter was required to be prepared and left overnight.
And then something that wasn’t expected to reach households so far and wide was launched in the
market. Maggi is not just food, rather an emotion that resonates with millions of people in the country.
Let’s take a look at how this instant snack made it to being soulful ever since it was introduced in the
Evolution of a brand
In the late 1800s, the Swiss government tasked a budding entrepreneur with a job to create a product
that would be quick to prepare yet nutritious and tasty, as more women were starting to move out of
their homes to work right after the industrial revolution phase in the country.
Thus, an ubiquitous brand was born which was beginning to receive love from every corner of the world.
Julius Maggi named the company Maggi, and countries like the United States and France began its
import in the early 1900s.
Beginning of a legacy in India
In 1947, when on one side the country united for its independence and new opportunities were starting
to open up for business, Nestle acquired Maggi and got the rights to introduce and market it in India.
While the product had been around for quite a while, it was only in the year 1983 when it started import
to India and rose to fame, and then on, there was no looking back.
Nestle’s Maggi noodles began its import in India during the World Cup when the Indian Cricket team
lifted the trophy and Maggi was promoted on all the channels- the black and white TV, the Radio, and
the print media. At a time when Indians were still getting used to chocolates being easily available and
affordable, Maggi had begun to show its magic and continued to become the choice of millions of
people. The idea and the product that was created in minutes were liked by everyone! But what worked
the best for Maggi and how it replaced the local recipes passed down from generations to make a
special place in the hearts of Indians is commendable.
Here’s the story of a few of the many campaigns that transformed Maggi into an emotion in India…
- Target Audience
At a time when the industrial revolution had left a positive impact on many other nations, India’s
industrial sector was in a poor state. It became imperative to emphasize on various industries resulting
in more women going to work. In an era, when women in India were expected to stay home, cook
meals, and take care of the kids, Maggi enabled them with a tool to satisfy the hunger pangs of their
children who refused to accept the cooking time.
It was during the late eighties when Maggi launched its Bas 2 minutes campaign targeting mothers and
kids, who were elated by the easy availability of an instant snack that was easy to make and equally
delicious at the same time. The urban hold for Maggi had gotten strong by receiving credit for sending a
liberating message to women.
2. Consumer Engagement
Within the first two decades of the formidable legacy it has established, Maggi was able to command
the quick noodles market it had created in the subcontinent. By the early 2000s, Maggi had found a
frantic, loyal consumer base in every corner of India within users of all kinds- hostelers, singles, couples,
families, travelers, soldiers, and whatnot, due to its easy availability and very little resources required for
The year 2008- silver jubilee for Maggi’s launch in India, a time when digital transformation had a rising
curve, the brand seized the opportunity and launched the Me and meri Maggi campaign, inviting
consumers as users to send in their personal Maggi stories that would be portrayed in the TV ads to
follow. The response- more than 30,000 entries made it to their advertising agency.
Maggi- Rs 10 per plate – How often do you come across such handwritten posters while traveling within
a city or anywhere in a semi-rural or rural area? With generations of Indians growing with it, Maggi was
successful in transcending all ages and economic divides. It spawned legions of Maggi entrepreneurs
who have been the hunger-backups for office-goers, college students, and travelers with nothing more
than a stove, a cheap utensil to cook in, and disposable cutlery at their command. Such is the effect of
this instant food, that these Maggipreneurs have used the same brand colors for their shop as Maggi’s
to grab their customers’ attention. After all, a lot goes over a hot, piping bowl of Maggi.
4. Expansion, taking the healthy route
Not long after the Meri Maggi campaign was successful, and Maggi continued to top the list of most
loved food of all times, did a wave strike questioning the unhealthy ingredients that go into the making
of the noodles. The Dal Atta Noodles from Maggi made of whole wheat and contained pulses was
positioned as a healthy snack. The Atta Noodles was then followed by other products over a span of five
years such as Maggi Oats noodles, Magic Cubes, and Masala-e-Magic for that perfect Indian meal.
5. Underrated crisis management
In 2015, Maggi became the centre of a massive food safety scandal wherein the FSSAI claimed that
Maggi tested positive for high lead content. A nationwide ban was later issued on all Maggi products.
Surprisingly, it took Nestle a long time to come up with a proper response to the accusation. Over
19,000 mentions since the controversy broke. And yet, the response was far from convincing. Not only
did Nestle deny the accusation, but also tried covering its back by accepting that the lead content and
other harmful substances in non-permissible limits are from the natural resources ingredients in the
From replying late to trying to sweep it under the carpet, defending in the wrong way, and apologizing
when nothing worked- Nestle’s online reputation management saw it all and how!
In today’s fast-paced world, when conversations happen within seconds, it is important to keep your
customers engaged to maintain the brand impact and consumer loyalty. The fact that Maggi avoided all
interactions with its consumers on digital platforms for about two weeks after the findings, ended up
adding to the speculations.
In such a situation, their ORM and PR team could have taken an active approach and ensured a
corrective action to turn the upset customers on their side and eventually into brand loyalists! Such is
the importance of an experienced, knowledgeable, digital marketing and crisis management team.
Even since its launch in India, Maggi has consistently maintained a price that is affordable to everyone.
But here’s what worked for them.
- The “2-minute noodles” catchphrase that propelled an emotional relatability in Indians.
- Identification of target audience and consumer engagement.
What didn’t work: A below-average online reputation management and digital marketing plan, which
otherwise could have turned the situation in Maggi’s favour.
As a global community, we are all well aware of the importance of decadent sweets in our
celebrations or daily routine. Irrespective of the religion, culture, gender or nationality we belong to,
the one thing that brings us together is food. And desserts top the list when it comes to our idea of
sharing love. That being said, how often do you happen to think of digging into some chocolate and
the first thing to cross your mind is Cadbury’s?
Such is the influence of the brand on the consumers that most of them don’t even ask for a
chocolate when shopping, rather a Cadbury! Before digging deeper into how Cadbury became the
most accessible, and easily available, go-to dessert of our day-to-day lives, let take a look at how the
brand has evolved since its inception during the times of no digital channels.
Beginning of a brand legacy
Established by John Cadbury in the early 1800s in Birmingham, England, Cadbury’s journey in India
started in 1948 with Mumbai as it headquarters. Importing chocolates seemed like a new yet thriving
business then. With the rising demand and popularity amongst those who could afford luxury
chocolates in India back then, manufacturing operations soon started at multiple locations including
With the growing demand and love for chocolates in the coming decades, the first-of-its-kind
chocolate brand in India brought more and better variants for the chocolate apart from venturing
into beverages like Bournvita, for its consumers, only to fuel their love for chocolate.
From then to this day, Cadbury India has a share of over 70% in the market, making it a market leader
in the industry globally. But how did it establish its identity in the Indian market where sweets made
of milk, gram flour, sugar, or leftover churned cream, had been ruling for decades.
Understanding the culture, demography and purchasing power of the citizens and then devising
campaigns to grabbing the interest of the audience in India may have started with a hiccup, but
Cadbury for sure knew the way to the Indian hearts. Speaking of which, the channels of
communication to reach its consumers may have evolved over the time, but what hasn’t, are the
emotions. And the chocolate giant seems to have been consistent in its approach to portray the
emotions onscreen with one gimmick after the other, even in times of crisis management.
Taking a close look at how has, Cadbury retained its brand value consistently, decades after it was
introduced in the land of desi sweets.
- Identify the right audience
In the initial years of its arrival in India, chocolate was considered a luxury which was affordable
only to upper middle class and above. To expand its customer base and turning it into an
opportunity in the next few years, Cadbury launched a mini version of the chocolate, with the
price and contentment considerations that came along for buying a chocolate to the middle
class. The centre-filled chocolate taste of Eclairs had the widest reach possible through TV and
newspaper commercials when it entered the choice list of every 80s and 90s kid for their
birthday celebration in school, or as a token of good work from parents. Till this day, Cadbury
Eclairs, renamed Choclairs in 2013, has a strong hold in the semi-urban and rural market.
- Increase the target market – Chocolate for ALL
Once popular with the kids, Eclairs and Dairy Milk had established itself as a symbol for inherent
goodness and friendship between kids. While the sales and revenue from these two had been
constantly rising, the brand was perceived as a kids-ONLY. In 1994, Cadbury released a TV
Commercial with tagline ‘Kuch Khasa Hai…. Asli Swaad Zindagi Ka’ to break the brand’s kids-only
image and positioned it as a product for everyone’s consumption, irrespective of the age or
gender. What else could be a better combination than the girls and Cricket and it gave birth to an
advertisement, where a young female dancing on the cricket field while enjoying the taste of
Now, that’s an act every Indian desire to do that when Yuvraj Singh hits the last six to win the
World Cup in 2011. Isn’t it?
To think of it in the digital age, the video would have gone viral with memes reigning the social
media for the next couple of weeks.
- Encashing Festive – “Gift” Promotional Campaigns
Once Dairy Milk had penetrated the Indian dessert industry, it began to leverage forward looking
attitudes and culture which were aspirational. From a girl running on a racetrack, to older people
eating chocolates and singing in the street, Cadbury ensured it touched every feeling in the society,
which also included a very essential aspect- gifting and festivals. Valentine’s day, for example, had
hardly seen any excitement among the youth of India. As a handy, go-to, happiness-inducing
element, dairy milk chocolate was used for the first time as a gift to someone special.
Aware of how, we as a nation, consider our festivals and celebrations incomplete without sweet,
Cadbury Celebrations was launched in the late 2000s that not only became the alternative to local
sweets but also increased the volume sales.. Be it representing a sweet-n-rocky brother-sister bond,
or a family function, the array of innovation around Cadbury Celebrations catered to every aspect of
gifting making it a symbol of happiness. The almond, cashews, and raisins enrobed in rich chocolate,
wrapped in a blingy purple box made Celebrations a convenient, go-to gifting choice for Indians who
consider dry fruits an auspicious element in food.
The portrayal of siblings fighting over chocolate in a Raksha Bandhan ad, or a parent celebrating with
something sweet on the daughter’s major achievement was relatable to the audience. Till date, these
ads continue to effectively drive sales through various digital platforms like YouTube through paid
campaigns and customer engagement through Influencer marketing.
Bottomline…. What picked up Cadburys sales…. Viral Advertisements on the Television media…
- Crisis Management
In the 2000s, Cadbury saw a major backlash when few packets of Dairy Milk were found to be
ingested with worms. At that point, Cadbury was struck with the worst crisis ever with Dairy Milk
experiencing rejection from everywhere. It wouldn’t be incorrect to say that Cadbury began with
‘Influencer marketing’ much before digital channels overpowered the generation, when it roped in a
veteran Bollywood star with a huge fan following among parents in all parts of India.
Cadbury’s took the route of influencer Marketing and that’s how Amitabh Bachchan, as the first
celebrity was brought onboard as the brand ambassador to promote Dairy milk under the ‘Kuch
Meetha Ho jaaye’ series of ads. The move was necessary after the worm controversy that had a
huge negative impact on the sales and revenue in the following months. To go more aggressive with
positive branding, Cadbury increased its ad budget by 40%.
The same year to gain the customers trust back, Cadbury launched the Miss Palampur ad campaign
while they activated Project Vishwas. The commercial talked about a cow’s victory on winning the
title and her so-called father (played by AB) who proudly described how tough the competition was.
The campaign was set in villages to win the trust of rural India without losing its urban appeal.
Cadbury left no stone unturned to tell the story. They tapped every channel to ensure its reach was
as wide as possible– TV, print media, radio and hoardings, bus shelters, retail points, and of course
digital. Between 2005-09 the brand increased its sales to double, from 22% to 44%.
Coming to think of it as a 360° marketing firm, traditional marketing worked wonders when digital
transformation was a thing talked of as in the future. However, wouldn’t the brand tap every digital
channel in this age, from YouTube ads to paid campaigns on FB, trending hashtags on Twitter, or
video contests on IG reels and Influencer marketing- to communicate how they would be honored if
the audience gave them another chance?
- Traditional and digital channels
The digital transformation era may have made it easier for brands to reach out and engage with their
consumers directly, but the emotions remain unchanged for decades. And that is what worked the
most for Cadbury.
A year back when we were hit with a pandemic, and numerous versions of lockdown had impacted
the economy, people from different strata of the society had a tough time juggling between their
lifestyles and health safety. 2020 turned out to be a year when the world needed a high dose of
generosity. This led to the brand launching a limited-edition CDM ‘Thank-you’ bars. To add to the
generosity here, the choc-giant committed a part of the sale from these bars towards the health
insurance policies of the daily wage earners. #SayThankYou was seen trending on social media
channels during the lockdown. A report from Business Insider said that the company sold around 15
million bars and sponsored health insurance for about 15,000 domestic workers after the
Going by the conventional way, we believe the brand would have launched an ad to portray the
challenges of frontline workers during the pandemic and made the audience aware of how their
families have been supportive and are managing in their absence.
Typically, it is believed that consuming something sweet is comforting and is a mood lifter. And this is
something Cadbury’s marketing has always portrayed. Cadbury has never failed to reflect the
emotions of its audience thereby convincing them that it can be consumed by anyone, anywhere.
The campaigns have been effective through ages and different media and have a consistent message
for ALL age groups- someone who is with you through the ups and downs of life, helping you bounce
Managing and controlling the brand was a priority then and is a priority now. The medium has
changed, and channels of communication evolved. But what remains unaltered is the brand’s
capability to grab and project the emotions to build brand, increase sales and manage reputation
even under crisis situation. Thats the power of Marketing.
Like the rest of the world, the face of marketing is also changing, and it’s the digital way of things that is becoming the norm of the days to come. Although people often find the word ‘Automation’ confusing and repelling since the personal connotation attached to marketing campaigns begins getting blurred. But in reality, Automation is a handy tool in one’s kit, which makes the process smooth and helps in saving time and money.
Although marketing automation could be a way to deliver campaigns to an audience, other ways of connecting with the masses, such as commenting on customer reviews or rolling out video-based content, cannot be automated and hence require manual touch. In such situations, an Omni market suite comes in handy, which allows the marketer to look at all the channels of marketing pursued under a single branch.
Hence, this series of micro-blogs will helps us understand the importance of marketing automation and how to implement a basic automation suite using an Omnichannel marketing tool.
How Marketing Automation Tools can Empower Marketing Teams to Deliver More?
Today, what is the marketing automation buzz all about? Witness the great indicator here on how marketing automation is progressing rapidly in terms of technology by adopting with the human workflows. How big your team may be it from an engineer to an expert, people know what it means to do more tasks being allotted with fewer resources to do so and quite, it is harder for them to spend whole time carrying out their day-to-day operations much likely the “Marketing”. The best way to handle the situation is to step into the Marketing Automation.
Easy to connect to different data sources: Email marketing is an important touchpoint in the path to online purchase and hence businesses capture as many contacts as they can and these are sometimes enriched with more data so that they can make a more targeted campaign. Businesses use many sources for data storage and the most popular ones are the likes of AWS and Azure which are used by Campaigntocash in addition to internal servers. The email analytics dashboard that you are using should be able to connect to all types of data sources so that business can use the already collected data to good use in their campaign. This customizable dashboard can take data from disparate sources and store them in their internal server and use it to display useful data.
Select data range: The dashboard has another useful feature and that is selecting data range to get the analytics. There are many occasions where there is a need for data aggregation using multiple mailing reports. When you have such multiple reports you can then select based on a data range. For example, if you want to select all the emails that were sent within a date you can do so easily. Using this data many future marketing strategies can be adopted.
Focus on key email marketing metrics: One of the key challenges for marketers after they have built the mailing lists is to get them to opt-in for emails. After that is done, it is essential to not lose them and keep them engaged and interested in the email programs. To do that it is essential to understand the after-click behavior. The bounce rate and the time spent by the subscriber on the website will give an indication of whether the audience is interested or not. This dashboard gives KPI metrics like Click-Through-Rate, No of clicks, bounce rate, delivery rate and unsubscribe rate which gives a quick view of where the goals for the email marketing campaign is met. If it is not then you can easily use the data to turn things around. Campaigntocash dashboard provides these key metrics so that it can be used effectively.
Lists the top campaigns: The dashboard lists out all the top performing campaigns based on the goals you have defined and the KPI metrics set. For example, it can list the top performing campaigns based on the open rate. It is shown along with details like metrics on the email sent, email opened, email clicked, the email bounced or unsubscribed. This data can be leveraged to create better performing strategies.
Nurturing emails and drip campaign through automation: The automation of workflow helps in lead nurturing and drip campaigns. In order to make the user who visited your website a customer, there is a need to nurture using specific email strategies. By lead nurturing it helps to connect, engage and gain the trust of your prospects, doing this manually takes a lot of time and money and that is where automation workflow can help. It can send relevant emails to the right audience at the right time and that increases the chances of conversion. The Campaigntocash software helps create that work flow easily through creating process flows. All you need to do is set the filter and the process flow gets triggered and the email is sent.
Another advantage of creating automation is it can help in drip campaigns which are done through email marketing. The content is sent at the programmed time automatically to the target audience which is set through the filter in the tool.
Gives a snapshot of the future campaigns: This dashboard not only lists the current campaigns but also the upcoming campaigns that are due in the future date. Any learnings from the current campaign that needs to be implemented in an upcoming campaign can be easily incorporated using the edit option.
Opt-in and unsubscribed: The subscriber activity displayed on the dashboard gives a clear picture of the audience and the health of the subscriber base. Further analyzing the dashboard you can then find out the most active subscribers and how they are engaging with the content. That will then help to develop a more effective and better revenue generating email marketing strategy.
Helps to determine the bounce rate: Finding the bounce rate is essential for email marketing as it indicates the number of emails that could not be sent to prospective customers due to errors. The Campaigntocash analytics dashboard shows the bounce rate in an email campaign. It is intelligent to differentiate Bounce emails into permanent (invalid or non-existent email address) or transient (server issues, mailbox full, etc) along with other details like the sub-bounce type. This information helps to get more relevant data and also resend emails at a later time for temporary issues.
Put Email Stats on the chart: As part of digital market strategy many traffic sources will be implemented and email will be one of them. In order to compare how it performs with the other channels having a dashboard dedicated for email, tracking is essential and that is what this tool offers. It also helps to determine how the email is performing in the KPI’s to accomplish the goals.
Get demographic information: The email analytics dashboard gives a great deal of information about your website visitors. It can capture data like the location, age, gender, number of visits, etc using which you can make a better-targeted approach and offer content that can make acquisitions.
The Campaigntocash email analytics dashboard will help you get the most of the data that you have integrating it with real-time data. The data like the opens and clicks helps you understand how customers are engaging in your content and to provide a better deal to them and thereby generate more revenue for your business.
5 Don’ts to Follow While Drafting Multichannel Marketing Strategy
Consumers today are bombarded with numerous marketing messages every day. For marketers, it has become essential to create a campaign that can make an impact cutting through all the clutter. One of the ways of doing it is through multi-channel marketing by using many channels like email marketing, print, banner ads, etc. But this technique can only work if the best practices are followed and also ensuring that some costly mistakes are not made by marketers. Here is a list of don’ts to follow while using multichannel marketing.
- Don’t send a lot of emails: Email marketing through best email marketing tools is an effective way to communicate about your brand to the customers. But sending a lot of emails is not the only way to promote your brand. Use of other channels like Social Media as a way to generate more leads and more ROI.
- Don’t spam: The myth surrounding multi-channel marketing is that using multiple channels is equal to spamming. Don’t send the same message in all channels as that can be marked as spam by users. Use different design, color, Call-To-Action, fonts, etc. across various channels yet keeping the core message intact.
- Don’t forget mobile: The amount of time consumers spend on their smart phones is increasing. Often the content that is sent by many brands is not optimized for mobile which can quickly turn to become a costly mistake. With consumers spending a lot of time on mobile, the content should be designed for optimal mobile viewing and also to give a great user experience.
- Don’t give a crap- work on content: Not curating informative content is one of the biggest mistakes. A one-fit-solution does not work especially in multi-channel marketing. A copy-paste of another campaign without curating informative content but just replicating others’ content and design is not the right approach and can become easily noticeable by the users.
- Don’t focus on the channel but on the consumer: Most companies make the mistake of not focusing on the consumer. Instead, they try various ways to build their presence through black hat SEO or choose other ineffective channels. Instead, they should focus on channels that their customers are on and deliver personalized content that will generate leads. Spend enough time researching what customers need and how to reach them rather than sticking to a channel.
There is an abundance of choices and channels for a customer and hence just delivering the message is no longer enough. These messages have to be tailor-made for the audience based on the preferences, demographics, channel preferences, current location and much more. When the customers are engaged this way they are more willing to receive and act irrespective of the channel.
The role of a campaign manager who manages multi channel campaign management is highly critical as they provide highly choreographed campaigns across multiple channels such as emails, social, sms, push campaigns so that the customers find the messages trustworthy and useful. We recommend campaigntocash for acquiring the results and also to get insights and reports that can be used to make better decisions. That way business can communicate better with customers and also understand the challenges and tailor the strategies accordingly.