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Tushar Agarwal, Director, KYI Solutions helps the MSMEs in business growth. Here he talks about his work, which is of use to the IT MSMEs.
What kind of IT techs do you use in your work?
Tushar Agarwal - As we are into SMS / Voice Solutions, we use SMPP, Kannel, XML and PHP for routing and binding SMS Gateways from different operators at one single nod and provide seamless and uninterrupted services for SMS. AI, Java, PHP, Big Data, MongoDB are used to manage databases of clients and external databases are also managed by these technologies. To enable our platform to work effectively and efficiently in case of voice asterisk, PHP and MySQL is being used. 'Application to Peer' and 'Peer to Peer' market is growing multi-fold every year, hence the use of technology is also increasing year by year.
What's the % of conversion rate in your business growth commitment?
Tushar Agarwal - Percentage game is what I personally like, because it gets intense and interesting.
Before commenting anything on percentage game, we need to understand 4 important pillars of lead generation, which are Content, Intent, SMS Route and Target Audience.
What we are promoting and how we have fine tuned these 4 parameters will change the percentage figures drastically. We need to adopt different strategies for Niche, Specific & Mass marketing.
In general scenarios, On X quantum of push, 10-30% is the open ratio, 8-10% is the click ratio and lead generation ratio comes to 0.04% to 1% depending upon the industry, product/service marketed.
How do you compensate if your campaign doesn't bring results?
Tushar Agarwal - Our experience of 11 years helps us a lot in understanding whether the campaign we are undertaking will be a performing campaign or not, though there are times when results are other than our expectations in either ways over or under performing.
Advertisement is a probability game. No one can commit the result, only the probability of the result can be judged. So playing a game of variable inputs will never allocate fixed outputs, we as an advertiser need to understand this. Still we understand if ROI's cannot be justified, longevity of campaign will get skeptical, so we have to find the bare minimum CTA (Call to action) Quantum.
What kind of investments are needed in your business growth campaigns?
Tushar Agarwal - Investments can be elaborated in various forms. From human resource, funds, technology, data, how-know to SMS-Voice routing. Biggest investment is DATA and technology. Lead generation and lead commitment goes hand in hand with CTA, we need to understand that different CTA are used in different campaigns and investment keeps on getting added in as the race to improvement intensifies. Vouching market trends and preparing our organization to be at the apex level of expertise is a continuous process which brings all pillars together.