Adgully Exclusive | Educating direct marketers on basics and procedures to engage with customers: Alterian's Chris Tew

Alterian is a London Stock Exchange listed global IT Technology company, who essentially work in the Digital Customer Engagement space, with host of solutions starting from Customer Analytics & Campaign Management, Web Content Management & Web Analytics, E-mails Solutions and Social Media Engagement.

Speaking about Alterian's agenda for the Indian market, Chris Tew - Senior Vice President and Head of APAC, said, "the Indian market has started to know our technology pretty well, so we know that organizations are feeling the competitive edge. Be it retailers, banking, insurance, travel, leisure they, have all started to build up a large customer base, began to try stock customer attention, have some cross sale, and also to acquire new customers". We believe that, Chris said, "with the need to engage one's customer, large databases, and the difficulty in maintaining it manually, we need to start provide tools to alternate the process and to help marketers understand how to engage with their customer."

Talking about the Indian market and their outlook towards translating their expertise here, Chris Tew, said, "Firstly to start at, talk to the direct marketers and educate them on the basics, need and procedure to engage with their customers and use finances correctly (advertising etc). This is one of the lesson's we would like to bring to the Indian market through tool sets to enable that, he said." Chris Tew, believes that Indian market is yet evolving, "but, we definitely see it as an emerging market for our type of technology. It's slightly behind the Europe and the USA, also Australia, but in the Asia pacific is quite similar, but the sheer numbers make a big difference", he highlighted.

"The USP of our technology is, Chris elaborated, "that it is an integrated system and the fact that we are able to hold a single customer view". Listing the offers of Alterian, Chris Tew said, "the technology includes all the information that a marketer wants from Geo-demographic, transactional, history, purchase history, e-commerce history, campaign history, e-mails, SMS's, Internet, analytics - all in one place. Thus, giving a marketer a real opportunity to understand and engage its customers. What makes Alterian different from its competition is that its designed for the marketers and to deliver at higher speed.

In terms of revenue, India as a market for Alterian is about 20 % of the Asia Pacific region, which could definitely grow up to 30 ' 40 % in the coming years.In terms of the categories it caters to,Alterian believes that a lot of hand holding is needed in the social media space, in spite of knowing and understanding the potential of the medium. "India, along with lots of parts of Asia Pacific is accelerating in the area of digital direct marketing - SMS's and e-mails etc", he noted.

Alterian, offers a 360 degree approach to its customers. Though in India, they main areas of focus are social media (monitoring and engagement), analytics and campaign management and web content management and web analytics.A few of Alterian's successful alliances in India are, HDFC, Dominos, Levis, Vodafone." While internationally, Priceline, a pharmaceutical giant in Australia and Cisco are the global success stories for Alterian.

Alterian is all set to launch a new product to its customers, Alterian Alchemy, but only towards the end of the year. With growth plans in the pipeline, specifically in the Asia-Pacific region, Alterian aims to carve a niche for itself in India and leave a mark on marketers and customers as well. | By Ankita Tanna [ankita(at)adgully.com]

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment