Mahindra Comviva to power Idea's contextual marketing

NEW DELHI: Telecom firm Idea Cellular is moving to contextual marketing from segmented mass marketing campaigns and the process is being supported by Mahindra Comviva’ Interactive End-of-Call Notifications (iECON).

Analytics based contextual marketing has allowed Idea Cellular to achieve significant increase in recharge value.

Sashi Shankar, Chief Marketing Officer, Idea Cellular, said: “Rapid behavioral changes by consumers require focused and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real time contextual & interactive offer campaigns. The solution is based on understanding the customer’s intent rather than mass marketing campaigns. Mahindra Comviva’s Interactive End of Call Notification solution has been a key pillar in the significant increase in responses to contextual offers.”

Meanwhile, Manoranjan Mohapatra,CEO, Mahindra Comviva, said “Our endeavor is to provide services and solutions to customers which help operators in improving revenue while reducing information clutter for the consumer. We are extremely happy to be part of Idea’s success of campaigns which provide contextual relevance to its users.”

iEOCN is a digital marketing tool that improves marketing effectiveness by delivering contextual offers with end of call notification. The channel assures wide reach and higher response rate as messages appended at the end of post call notifications are delivered to all consumers.