Shriram Group 

is an Indian conglomerate founded on 5 April 1974 by R. Thyagarajan AVS Raja

and T. Jayaraman. They have their headquarters in Chennai, Tamil Nadu, the group had its
beginning in chit funds business and later entered the lending business through Shriram
Transport Finance (Commercial Vehicle Finance), Shriram City Union Finance (Consumer and
MSME Finance) and Shriram General Insurance Co. Ltd.

https://www.wallstreetmojo.com/corporate-finance-interview-questions/

Why Does My Company Need a Marketing Strategy?

A marketing plan helps a company direct its advertising dollars to where it will
have the most impact. A 2019 study found that firms with a documented
marketing strategy were 313% more likely to report success in their marketing
campaigns.

What Is a Marketing Strategy?

A marketing strategy refers to a business's overall game plan for reaching
prospective consumers and turning them into customers of their products or
services. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements.
A thorough marketing strategy covers "the four Ps" of marketing—product, price,
place, and promotion.

What Do the 4 Ps Mean in a Marketing Strategy?

The 4 P's" are product, price, promotion, and place. These are the key factors
that are involved in the marketing of a good or service. The 4 P's can be used
when planning a new business venture, evaluating an existing offer, or trying
to optimize sales with a target audience. It can also be used to test a current
marketing strategy on a new audience.

Benefits of a Marketing Strategy

The ultimate goal of a marketing strategy is to achieve and communicate a
sustainable competitive advantage over rival companies by understanding the
needs and wants of its consumers. Whether it's a print ad design, mass
customization, or a social media campaign, a marketing asset can be judged based
on how effectively it communicates a company's core value proposition.

Market research can help chart the efficacy of a given campaign and can help
identify untapped audiences to achieve bottom-line goals and increase sales.

Promotional Activities in Marketing: Definition, Needs,

Objectives and Other Details!
Today’s market is full of offers and discounts. Marketers use
multiple promotion programmes to entice customers to buy
products and services. While objectives of advertising are long term
and generally of brand building, sales promotion programmes often
pursue a single goal, that is, to maximize sales in short run.

The consumer promotion programmes are visible to the audience

because they are often advertised in the mass media. Companies
also undertake trade intermediary promotion and sales force
promotion programme to increase sales. This is important because
in both direct and indirect marketing programmes, sales and trade
play an important role in the product and information flow process.

Social Media Campaign Definition: 

The execution of a planned social media marketing campaign and social

media  advertising strategy  to improve brand awareness, social media user
interaction, as well as business goals or KPI’s (key performance indicators),
which are measured through analytics and sales revenue outcomes.
Coordinated marketing efforts that develop or promote a specific business
goal by using one or more social media networks. This requires focus,
targeting, and analysis when compared with typical  social media
marketing  use.

How Do Social Media Campaigns

Work?
 Social. Being social and making a presence online means sharing
valuable content. Respond to any comments and messages you
 receive. Like others’ posts, host a digital event, or anything that will
increase interactions in your target market.
 Content. Sharing quality content across your social media
marketing channel is very important. It’s something you may want to
consider developing yourself. Create well-designed images and
videos, white papers, press releases, blog posts or infographics. You
can grab the attention of your target market and make the most of
your ad campaign budget.
 Advertising. Most social media networks offer a range of
paid advertising tools that can help drive traffic right to your
website. Some of the most common examples are Facebook Ads,
Twitter’s Promoted Tweets, and Pinterest’s Promoted Pins.
 Analytics. Measuring your data is key when making improvements.
Social media platforms offer plenty of valuable data when running
paid campaigns. But you’ll also want to set up and track how your
visitors interact with your website, too!

What Is Personality
Development? Why Is It
Important?

Personality is a word that is used quite often. It’s a characteristic set of behavior,
attitude, way of thinking, emotional patterns that distinguishes a person from the rest of
the crowd. The unique attributes that differentiate one person from another are a result
of individual personalities.

Personality indicates the external outlook of an individual. A person’s values, physical,

mental, and social qualities are an integral part of his/her character.

Why is Personality Important?

A good personality will help you grab people’s attention. You will be tagged interesting,
giving you a competitive edge in life. Top-tier institutions value the weight of personality
more than any other factor.

Having a bright personality will help you progress in your professional and social life.
MARKETING RESEARCH
Market research is a process of gathering, analyzing, and
interpreting information about a given market. It takes into
account geographic, demographic, and psychographic data
about past, current, and potential customers, as well as
competitive analysis to evaluate the viability of a product
offer.
In other words, it’s the process of understanding who your business is
targeting so you can better position your marketing strategy.

When should you conduct

market research?
Paul N. Hauge and Peter Jackson in their book “Do Your Own Market
Research” point to three specific situations when market research is
really useful:
1. Setting goals. Knowing things like the size of the market, or
defining your potential customers can help you set your
sales goals.
2. Problem-solving. Low sales? Low profitability? Market research
will help you understand whether your problems are internal, like
a low-quality product, or external, like aggressive competition.
3. Supporting company growth. Understanding how and why
consumers decide on products will help you decide what products
to introduce to the market.

What is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect
with potential customers using the internet and other forms of digital communication.
This includes not only email, social media, and web-based advertising, but also text
and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, it's digital
marketing.

Inbound marketing versus digital marketing

Digital marketing and inbound marketing are easily confused, and for good reason.
Digital marketing uses many of the same tools as inbound marketing—email and
online content, to name a few. Both exist to capture the attention of prospects
through the buyer’s journey and turn them into customers. But the 2 approaches take
different views of the relationship between the tool and the goal.
Digital marketing considers how each individual tool can convert prospects. A
brand's digital marketing strategy may use multiple platforms or focus all of its efforts
on 1 platform.

Inbound marketing is a holistic concept. It considers the goal first, then looks at the
available tools to determine which will effectively reach target customers, and then at
which stage of the sales funnel that should happen.

The most important thing to remember about digital marketing and inbound
marketing is that as a marketing professional, you don’t have to choose between the
2. In fact, they work best together. Inbound marketing provides structure and
purpose for effective digital marketing to digital marketing efforts, making sure that
each digital marketing channel works toward a goal.

B2B versus B2C digital marketing

Digital marketing works for B2B as well as B2C companies, but best practices differ
significantly between the 2.

 B2B clients tend to have longer decision-making processes, and thus longer sales
funnels. Relationship-building strategies work better for these clients, whereas B2C
customers tend to respond better to short-term offers and messages.
 B2B transactions are usually based on logic and evidence, which is what skilled B2B
digital marketers present. B2C content is more likely to be emotionally-based,
focusing on making the customer feel good about a purchase.
 B2B decisions tend to need more than 1 person's input. The marketing materials that
best drive these decisions tend to be shareable and downloadable. B2C customers,
on the other hand, favor one-on-one connections with a brand.

Of course, there are exceptions to every rule. A B2C company with a high-ticket
product, such as a car or computer, might offer more informative and serious
content. Your strategy always needs to be geared toward your own customer base,
whether you're B2B or B2C.

Types of digital marketing

There are as many specializations within digital marketing as there are ways of
interacting using digital media. Here are a few key examples.
Search engine optimization
Search engine optimization, or SEO, is technically a marketing tool rather than a
form of marketing in itself. The Balance defines it as “the art and science of making
web pages attractive to search engines.”
The "art and science" part of SEO is what’s most important. SEO is a science
because it requires you to research and weigh different contributing factors to
achieve the highest possible ranking. Today, the most important elements to
consider when optimizing a web page include:

 Quality of content
 Level of user engagement
 Mobile-friendliness
 Number and quality of inbound links

The strategic use of these factors makes SEO a science, but the unpredictability
involved makes it an art.

In SEO, there's no quantifiable rubric or consistent rule for ranking highly. Google
changes its algorithm almost constantly, so it's impossible to make exact predictions.
What you can do is closely monitor your page's performance and make adjustments
accordingly.
Content marketing
SEO is a major factor in content marketing, a strategy based on the distribution of
relevant and valuable content to a target audience.
As in any marketing strategy, the goal of content marketing is to attract leads that
ultimately convert into customers. But it does so differently than traditional
advertising. Instead of enticing prospects with potential value from a product or
service, it offers value for free in the form of written material.
Content marketing matters, and there are plenty of stats to prove it:

 84% of consumers expect companies to produce entertaining and helpful content

experiences
 62% of companies that have at least 5,000 employees produce content daily
 92% of marketers believe that their company values content as an important asset

As effective as content marketing is, it can be tricky. Content marketing writers need
to be able to rank highly in search engine results while also engaging people who will
read the material, share it, and interact further with the brand. When the content is
relevant, it can establish strong relationships throughout the pipeline.

Social media marketing

Social media marketing means driving traffic and brand awareness by engaging
people in discussion online. The most popular platforms for social media marketing
are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind.
Because social media marketing involves active audience participation, it has
become a popular way of getting attention. It's the most popular content medium for
B2C marketers at 96%, and it's gaining ground in the B2B sphere as well. According
to the Content Marketing Institute, 61% of B2B content marketers increased their use
of social media this year.
Social media marketing offers built-in engagement metrics, which are extremely
useful in helping you to understand how well you're reaching your audience. You get
to decide which types of interactions mean the most to you, whether that means the
number of shares, comments, or total clicks to your website.
Direct purchase may not even be a goal of your social media marketing strategy.
Many brands use social media marketing to start dialogues with audiences rather
than encourage them to spend money right away. This is especially common in
brands that target older audiences or offer products and services not appropriate for
impulse buys. It all depends on your company's goals.
To learn more about how Mailchimp can help with your social media strategy, check
out the comparison of our free social media management tools versus others.
Pay-per-click marketing
Pay-per-click, or PPC, is posting an ad on a platform and paying every time
someone clicks on it.
How and when people see your ad is a bit more complicated. When a spot is
available on a search engine results page, also known as a SERP, the engine fills
the spot with what is essentially an instant auction. An algorithm prioritizes each
available ad based on a number of factors, including:

 Ad quality
 Keyword relevance
 Landing page quality
 Bid amount

Each PPC campaign has 1 or more target actions that viewers are meant to
complete after clicking an ad. These actions are known as conversions, and they can
be transactional or non-transactional. Making a purchase is a conversion, but so is a
newsletter signup or a call made to your home office.

Whatever you choose as your target conversions, you can track them via your
chosen platform to see how your campaign is doing.

Affiliate marketing
Affiliate marketing lets someone make money by promoting another person's
business. You could be either the promoter or the business who works with the
promoter, but the process is the same in either case.

It works using a revenue sharing model. If you're the affiliate, you get a commission
every time someone purchases the item that you promote. If you're the merchant,
you pay the affiliate for every sale they help you make.

Some affiliate marketers choose to review the products of just 1 company, perhaps
on a blog or other third-party site. Others have relationships with multiple merchants.

Whether you want to be an affiliate or find one, the first step is to make a connection
with the other party. You can use a platform designed to connect affiliates with
retailers, or you can start or join a single-retailer program.
If you're a retailer and you choose to work directly with affiliates, there are many
things you can do to make your program appealing to potential promoters. You'll
need to provide those affiliates with the tools that they need to succeed. That
includes incentives for great results as well as marketing support and pre-made
materials.
Native advertising
Native advertising is marketing in disguise. Its goal is to blend in with its surrounding
content so that it’s less blatantly obvious as advertising.

Native advertising was created in reaction to the cynicism of today's consumers

toward ads. Knowing that the creator of an ad pays to run it, many consumers will
conclude that the ad is biased and consequently ignore it.

A native ad gets around this bias by offering information or entertainment before it

gets to anything promotional, downplaying the "ad" aspect.

It’s important to always label your native ads clearly. Use words like “promoted” or
“sponsored.” If those indicators are concealed, readers might end up spending
significant time engaging with the content before they realize that it's advertising.

When your consumers know exactly what they're getting, they'll feel better about
your content and your brand. Native ads are meant to be less obtrusive than
traditional ads, but they’re not meant to be deceptive.

Marketing automation
Marketing automation uses software to power digital marketing campaigns,
improving the efficiency and relevance of advertising.

According to statistics:

 90% of US consumers find personalization either “very” or “somewhat” appealing

 81% of consumers would like the brands they engage with to understand them better
 77% of companies believe in the value of real-time personalization, yet 60% struggle
with it

Marketing automation lets companies keep up with the expectation of

personalization. It allows brands to:

 Collect and analyze consumer information

 Design targeted marketing campaigns
 Send and post marketing messages at the right times to the right audiences

Many marketing automation tools use prospect engagement (or lack thereof) with a
particular message to determine when and how to reach out next. This level of real-
time customization means that you can effectively create an individualized marketing
strategy for each customer without any additional time investment.

Email marketing
The concept of email marketing is simple—you send a promotional message and
hope that your prospect clicks on it. However, the execution is much more complex.
First of all, you have to make sure that your emails are wanted. This means having
an opt-in list that does the following:

 Individualizes the content, both in the body and in the subject line
 States clearly what kind of emails the subscriber will get
 Offers a clear unsubscribe option
 Integrates both transactional and promotional emails

You want your prospects to see your campaign as a valued service, not just as a
promotional tool.

Email marketing is a proven, effective technique all on its own: 89% of surveyed

professionals named it as their most effective lead generator.
It can be even better if you incorporate other techniques such as marketing
automation, which lets you segment and schedule your emails so that they meet
your customer's needs more effectively.

The benefits of digital marketing

Digital marketing has become prominent largely because it reaches such a wide
audience of people, but it offers a number of other advantages as well. These are a
few of the benefits.
A broad geographic reach
When you post an ad online, people can see it no matter where they are (provided
you haven’t limited your ad geographically). This makes it easy to grow your
business's market reach.
Cost efficiency
Digital marketing not only reaches a broader audience than traditional marketing but
also carries a lower cost. Overhead costs for newspaper ads, television spots, and
other traditional marketing opportunities can be high. They also give you less control
over whether your target audiences will see those messages in the first place.
With digital marketing, you can create just 1 content piece that draws visitors to your
blog as long as it's active. You can create an email marketing campaign that delivers
messages to targeted customer lists on a schedule, and it's easy to change that
schedule or the content if you need to do so.

When you add it all up, digital marketing gives you much more flexibility and
customer contact for your ad spend.

Quantifiable results
To know whether your marketing strategy works, you have to find out how many
customers it attracts and how much revenue it ultimately drives. But how do you do
that with a non-digital marketing strategy?

There's always the traditional option of asking each customer, “How did you find us?"

Unfortunately, that doesn't work in all industries. Many companies don't get to have
one-on-one conversations with their customers, and surveys don't always get
complete results.
With digital marketing, results monitoring is simple. Digital marketing software and
platforms automatically track the number of desired conversions that you get,
whether that means email open rates, visits to your home page, or direct purchases.

Easier personalization
Digital marketing allows you to gather customer data in a way that offline marketing
can't. Data collected digitally tends to be much more precise and specific.

Imagine you offer financial services and want to send out special offers to people
who have looked at your products. You know you'll get better results if you target the
offer to the person's interest, so you decide to prepare 2 campaigns. One is for
young families who have looked at your life insurance products, and the other is for
millennial entrepreneurs who have considered your retirement plans.

How do you gather all of that data without automated tracking? How many phone
records would you have to go through? How many customer profiles? And how do
you know who has or hasn't read the brochure you sent out?

With digital marketing, all of this information is already at your fingertips.

More connection with customers

Digital marketing lets you communicate with your customers in real-time. More
importantly, it lets them communicate with you.
Think about your social media strategy. It's great when your target audience sees
your latest post, but it's even better when they comment on it or share it. It means
more buzz surrounding your product or service, as well as increased visibility every
time someone joins the conversation.
Interactivity benefits your customers as well. Their level of engagement increases as
they become active participants in your brand's story. That sense of ownership can
create a strong sense of brand loyalty.
Easy and convenient conversions
Digital marketing lets your customers take action immediately after viewing your ad
or content. With traditional advertisements, the most immediate result you can hope
for is a phone call shortly after someone views your ad. But how often does
someone have the time to reach out to a company while they're doing the dishes,
driving down the highway, or updating records at work?
With digital marketing, they can click a link or save a blog post and move along the
sales funnel right away. They might not make a purchase immediately, but they’ll
stay connected with you and give you a chance to interact with them further.

Digital marketing creates growth

Digital marketing should be one of the primary focuses of almost any business’s
overall marketing strategy. Never before has there been a way to stay in such
consistent contact with your customers, and nothing else offers the level of
personalization that digital data can provide. The more you embrace the possibilities
of digital marketing, the more you'll be able to realize your company's growth
potential.
Take your business to the