A Micro ISV is an Independent Software Vendor with fewer than ten or even just one software developer. In such environment the company owner develops software, manager sales and does public relation.
For the study I am taking a Micro ISV company based in Kathmandu, Nepal.
Nepal Data Systems Pvt. Ltd. develops and sells software called “SiddhiPOS”- Point of Sales(Billing and Inventory) software and hardware.
As the company is small they chose the most effective and efficient digital marketing mix applicable in terms of their budget and demography.
Digital Media Marketing Channel Mix
Before choosing which digital channels to invest on, an organisation should research and create a “Buyer Persona”.
“Buyer Persona” is a fictional individual developed by an organization based on the organization’s researched profile of its distinctive customer.
Buyer Persona of SiddhiPOS
- Owner or employee of Retail Shop
- Understands technology and its adeptness
- Retail shops in Nepal
- Age 18-60
Choice of marketing communication channels depends on the organization and its buyer persona and usually includes: Search Engines, Websites, Social Media and Email.
1. Search Engine
Search engines are second most used tool after Email in the internet. If your website is not on the first three pages of SERP (Search Engine Results Page) for a particular keyword phrase, it is unlikely to be visited.
Google is the most preferred search engine in Nepal.
SiddhiPOS in terms of SEO in doing great. If you search ‘Point of Sales Software in Nepal’ or ‘POS in Nepal’ or ‘Barcode scanner’ in Google, their website is on the first SERP.
Use Google Webmaster tool for SEO and related information in Google.
Not all countries uses same search engine, you always need to think about your TARGET AUDIENCE and their preferred Search Engine. If you are to market your product in other counties,consider following search engines too.
2. Website/Mobile Marketing
The company has a separate website for SiddhiPOS, where they showcase their software and hardware products .
The website is “Device Responsive” and visitors can call the company directly from the website from their mobile devices.
Remember, Google has updated its search algorithms to favor websites that work well on mobile devices. Create website that are device responsive. Test your website for mobile friendliness here.
3. Social Media
For a business, social media marketing is all about managing the social presence and gaining audience participation as well as gain customer feedback.
Facebook is the most popular and populous social media platform.
The company using Facebook and Google+ as preferable social media platform to drive traffic to their website. Twitter and Instagram are not that popular in Nepal.
4. Email Marketing
The company uses “Direct Email” as email marketing. They send quarterly newsletter informing their customers about events, updates and new products. They are using Mailchimp for send mass emails.
Remember, Email marketing is all about building trust and relationship with the customer.
Other Channels that SiddhiPOS can add in its Digital marketing mix are:
- Affiliate Marketing
- Paid Channels
- Community Engagement – Rewards