This year training provider Inspizone bagged the bronze award for Excellence in Search Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards 2020. The team specialises in training and human capital development for both management and technical skills. In particular, it offers training and learning lab for office productivity, IT courses, project management, creative suite, and finance courses. We speak to Abhinay Tiwari, regional marketing director of Inspizone.
This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for Marketing Excellence Awards 2020. To find out more about the awards, click here.
What are some of the expectations your clients now have for your agency?
Tiwari: A successful company must accept digital marketing and we follow the same at Inspizone. The expectation of the marketing campaigns needs to understand the expectation of target audience and how they react on campaign to improve the results. This is an ongoing exercise.
There is different segment of target audience where some have expected basics like quality service and better pricing whereas innovative customers have much higher expectations, such as proactive response and services, personalized interactions, and active at every segment of marketing across all communication channels.
Basically, whatever the brand is, and however easy it is to sell, a brand can only be built by marketing strategies and specifically in this era, through digital marketing.
In this COVID era everyone is looking to upgrade their skills to get job or better job. Inspizone’s marketing reaches out to the target audience who really need to upgrade their skills and on the other hand we generate demand to those who may need our training.
How has your marketing/your clients marketing plans shifted this year?
Tiwari: Initially this year came up with an unexpected biggest recession throughout the world because of pandemic but our thought is if you plan and organise your marketing strategies shrewdly with full focus and dedicated energy to analyse the current expectation of audience, you can gain the business more than other years and that is what Inspizone did.
This is not the time to sit down quietly and wait for the good time, instead this is the best time to find the good businesses around the world because world is online now. The most positive fact of this year is that the big percentage of audience came online, and you just need to reach out to them digitally.
At Inspizone, we narrow down our budget by few percentages but boost more budget on the products those are in demand and increase the diversity of our campaigns to reach out more audience fervently looking for our niche trainings.
What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?
Tiwari: I can foresee that the year 2021 will be an incredibly positive year for most of the businesses. A “NEED” gives the birth to the “INNOVATION” and this will be the most innovative year with new research and developments all around the world. More use of Artificial Intelligent, Machine Learning, RPA and IOT in the B2B and B2C as well.
Digital marketing will also use most of AI tools to understand the audience. We are using remarketing to follow our lost visitors and bringing them back but using AI and machine learning tools we can even judge their needs and expectations to show our niche products directly to them. This will be more relevant for the audience an easy for the corporate to nurture hot business from the funnel.
What do you think makes for great marketing these days?
Tiwari: These are the best days for digital marketing as most of your target audience are searching your product and services online. There is a dramatic change in the behavior of target audience this year and percentage of online audience has been increased in past few month. The year 2020 taught everyone the importance of the digital Marketing and Online business. An intelligent business can cash up this opportunity to generate more and multiple businesses.
A proper organised, analysed and well executed marketing with tracking plan cannot fail in this period and this is the time to invest your budget in marketing to raise the capital with better return of investment (ROI).
How are you planning for 2021?
Tiwari: The year 2021 will increase the globalisation with less and controlled travel and this will be because of innovation and digitalization. This is the time to reach out to the whole world not only a country. As I mentioned earlier also, 2021 will be the most lucrative year for all the businesses and for investors as well. Companies with the visionary leader can analyze the market will come up with high rate of growth and direct or indirect, only digital marketing will be the reason of the growth.
Inspizone is a Singapore base company but 2021 we are planning to be globalised our radar to capture the business around the world from Singapore. Our strategies are focused to be online with least travel and physical involvement and invest more in Digital marketing to reach out to the big portion of target audience.