Category: Uncategorized

The Exciting and Expanding World of Digital Marketing

Since the dawn of arguably the greatest invention of the modern times, the internet, the world has moved forward at a frantic speed online. There has been a tremendous growth on what can be found online and how easily information is available about everything ranging from the most important of things to the most absurdist of the lot. One of the prime benefits that the inception of the internet has brought us is the ease of doing business online. Everything, right from the smallest of products to the highest of services is now available on the internet for all those who can afford them.

The internet business has boomed manifolds and anyone who thinks that it is going to stop anytime soon is kidding themselves. This very business has given rise to a new phenomenon, albeit it happened a few years back, it has become a very important part in the development of business for a lot of companies and brands. It has helped these brands develop an online presence and reach a wide base of global audience which has helped them garner more sales and reach than ever before. This has given a lot of companies birth and has given rise to a new competition among different agencies to attract brands attention and get their digital branding work for themselves.

How has digital marketing developed

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.In many ways, digital marketing is no different than traditional marketing. In both, smart organizations seek to develop mutually beneficial relationships with prospects, leads, and customers. But digital marketing has replaced most traditional marketing tactics because it’s designed to reach today’s consumers.

Over the years, traditional marketing has had a lot of impact on how brands convey their ideas to the audience, what digital marketing has done is that it has enhanced this impact by reaching to a much larger audience and all of them segregated in various age groups.

For instance, if you are a clothing and apparel brand having products for all the age groups, you want your marketing team to reach all of them. Now, with digital marketing, it is extremely easy nowadays to do that with the reach you gain. Perhaps, some years ago through traditional marketing, you would reach parents via papers, magazines, hoardings etc., via digital marketing, you can market your product to parents as well as the young ones through social media, websites and other sources like gaming portals etc.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal. Lets move onto the different types of digital marketing through which branding can be done.

Types of digital marketing

There has been a tremendous growth in what comes under the spectrum of digital marketing that it sometimes becomes difficult to define them all. We have a few that will help you in case you want to learn and develop your own brand and foray into the wide world of digital marketing.

Social Media Marketing: Starting off with the most popular of digital marketing arenas currently, social media marketing is a part of the industry that has been on the upward tangent ever since it was introduced to the market. Social media marketing is a practice that promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include Facebook, Twitter, Instagram, LinkedIn, Snapchat and Pinterest. At first, it was a pain to post differently every time for every channel, it has changed however over time. Now there are apps that help you schedule posts together for different channels.
The essential point to remember when it comes to social media marketing is that your audience on every channel is different and also how much you post on every channel also changes. LinkedIn is full of professional inputs, while Twitter has a restriction of characters. Facebook and Instagram are photo friendly and can be used much more compared to the rest of the channels.

So how does social media marketing work exactly? The answer is through Pay Per Click (PPC). PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the news feeds of people who match your business’s audience.
Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.

Search Engine Optimization: Among the most popular types of digital marketing, search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. When it comes to SEO, there’s you, the search engine, and the searcher. SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword. In the simplest of terms, SEO is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:

On page SEO: This type of SEO focuses on all of the content that exists “on the page” when looking at a website. By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
Off page SEO: This type of SEO focuses on all of the activity that takes place “off the page” when looking to optimize your website. “What activity not on my own website could affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative “authority” of those publishers, affect how highly you rank for the keywords you care about.
Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website’s loading speed, an important ranking factor in the eyes of search engines like Google.

Content Marketing: This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
Blog posts: Writing and publishing articles on a company blog helps you demonstrate your industry expertise and generates organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team. But content marketing is so much more than just blog posts.
Infographics: Sometimes, readers want you to show, not tell. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
Ebooks and whitepapers: Ebooks, whitepapers, and similar long-form content helps further educate website visitors. It also allows you to exchange content for a reader’s contact information, generating leads for your company and moving people through the buyer’s journey.

Apart from these three, there are a few other major parts of online marketing which include, Affiliate Marketing, Native Advertising, Marketing Automation, Email Marketing, Online PR, Inbound Marketing and Sponsored Content. If you’re already doing digital marketing, it’s likely that you’re at least reaching some segments of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

Marketing Trends for 2020: Keep an Eye out for them

It’s no secret that the world of digital marketing is constantly in a state of flux. What works today might be completely obsolete tomorrow. If your brand is still continuing to use the same techniques in 2020, at the turn of the decade as you did in the previous year, expect to see declining results. To ensure your brands stay on top of its digital marketing game this year, here are nine of the most important trends to stay ahead of. Most of the trends that picked up steam and will be mainstream in 2020 are those that were technology-driven, data-led, human-centric and personalization-enabled; or a combination of these.

Artificial Intelligence got a major push in the last year or so, and for all the right reasons, seeing as to how beneficial it was to many industries. There is a high chance, artificial intelligence will stay the leader since it is integral to most innovations and interventions. There have been so many trends that took the marketing world by storm that it only makes sense, we have a look at them.  A look at the digital marketing trends will shape and possibly dominate the advertising and marketing world in the year of 2020. Sure, the world has come to a stand still at the moment because of a global pandemic, it is a good time to learn about what we can do for the future. Let’s begin then!

Video Marketing: Video Marketing is another area that will explode in 2020. There are more than a dozen online streaming platforms at your disposal at any given time. On an average a user spends more than 60% of their time-consuming video content of different kinds. Studies have suggested that video content leads to an enormous surge in brand resonance and conversion. However, while creating the content one has to be mindful that videos get viewed more on mobile screens. There are a plethora of video formats that can be used depending on the channels of dissemination, viz. 360 degrees, snippets for social media posts, live video, etc. All achieving different marketing goals.

Vernacular marketing makes the big leap: The online space in India is set to get even more colourful and diverse. As even larger numbers of users get access to low-cost internet and affordable mobile phones, there will be a greater demand for internet content in the languages they understand best. To cater to this growing internet audience, brands need to push vernacular to the front and centre of their digital marketing strategy. Right from their websites, to their apps, social media campaigns, performance advertising and even social media listening, Indic languages should be the focus. Speaking to regional audiences involves more than just taking a brand’s main communication and translating it into various languages. Instead, it requires them to develop communications aimed specifically at these audiences, keeping their unique needs, challenges and desires at the core. Only by doing this can they create that all-important personal connection with consumers.

Augmented Reality becomes mainstream: 4G has taken India’s markets by storm, and Indian service providers are eager to capitalize on this moment to drive user and customer engagement. Augmented Reality can be used in a multitude of ways, changing experiences across different sectors, be it retail, live events, museums, real estate, education or automobile. Facebook introduced Spark AR this year for the general public, which allows users on Facebook and Instagram to create filters and upload them online. Other users can then save these and apply them to their stories. Facebook has been seeing a lot of success with the launch of this product and this will probably ‘spark’ AR trends even more. 

Google had already rolled out Google Lens which is an image recognition technology that uses the point and shoot feature to show fitting search results. These two giants have showcased the diversity in the use of AR and how successful it can be when implemented right, driven by function. VR will also start to pick up more as we enter 2020, but since VR devices are still too expensive for the Indian market, it is unlikely that it will pick up at the same pace as Augmented Reality will.

Influencer Marketing continues to pack a punch: Influencer Marketing has seen steady growth in the last few years, and brands are completely convinced about the use of KOLs to help amplify the brand message to a larger niche market. The trend has also started to witness the efficacy of micro-influencers due to its inherent authenticity. In fact, Artificial Intelligence will play an important role to even recommend which influencers to use for better engagement and a higher return on investment for a particular mix of brand, product, target groups, etc.Conversational Marketing using chatbots with the aid of NLP will very rapidly proliferate in areas such as customer service where the conversation has to be human-like, to facilitate not just basic communication but also product recommendation, personalization, e-commerce solutions, etc. 

First party data and Artificial Intelligence go hand in hand: It’s quality over quantity, always. Which is why, many brands are now wanting to capitalize on their first-party data, instead of opting for second and third-party data. First-party data allows for exact, valuable insights into a customer’s direct engagement with the brand, whether it’s their individual interests, which ads they engage with, or how much time they spend on the brand’s website. This information is unfiltered, specific, and relevant, which helps to build an audience profile that is an exact match with the product or service in question. It is also cost-effective, as it’s free, and is lawful and transparent. Nike is one such company, which has already announced that they will be selling only directly going forward.

Artificial intelligence fits into this equation as it can prove to be extremely beneficial in sifting through these data sets, which for a team of actual people, can be daunting. AI could uncover insights that could have been missed otherwise, identify critical data and trends, and all at unmatched speed with extreme accuracy. Thus, AI and first-party data may hand-in-hand serve to drive more personalized communication soon.

The popularity of videos and interactive content doesn’t get affected: While videos have been around for decades, they have only recently started exploding on digital platforms and social media. In 2020, if your brand doesn’t have a strong repertoire of engaging, high-quality videos, you could be missing out on a sizable audience. YouTube, the world’s second largest search engine, can become even more essential in 2020. Through techniques like YouTube SEO, brands can ensure that their content is visible to relevant audiences. But the importance of videos extends beyond just YouTube. Videos on landing pages and in emails have been shown to improve performance and conversions. Facebook is also witnessing a growing popularity of videos.

As videos gain momentum, multiple video formats are also being developed and explored. Interactive videos are emerging as a popular option due to the higher user engagement they deliver. In these videos, users are required to take some form of action which can influence the video. This could be either in terms of the content displayed or the storyline that the video takes. Instagram Live, Facebook videos are becoming extremely popular, keep that in mind as well. 

Organic reach on social media platforms gets hit: Previously, organic reach on Facebook had taken a hit, with pages showing close to zero reach without paid promotions. In 2019, all signs are pointing towards Instagram going down the same route. As Instagram grows in popularity and adds new users every minute, it predictably wants brands to start paying for higher reach. If your company page doesn’t have adequate promotional budgets, then it’s time to scale up this year. But while showcasing your brand on Instagram might become more expensive, it’s still completely worth it. India currently has around 71 million active users and this number is only set to grow from here. Clearly, brands cannot afford to neglect this audience, paid or otherwise. Why 2020 should be any different is a question we do not want to ask.

Voice search dominates e-commerce business: E-commerce is the way of the future, and with search interaction having increased, leading companies will find voice a profitable technology to drive sales and revenue. This has already been evidenced in the huge investment Amazon has put into Alexa and Google into Google Home and its Google Assistant. Businesses will see voice user interface as an innovative tool that enables faster, more efficient customer engagement as voice commands surround every sphere of life, driving purchases, payments and more. Voice ordering, already a popular phenomenon in the US, will start picking up in India as well.

Even with the constant changes in digital marketing, one thing is a certain, digital marketing will continue to flourish no matter what. Change is certain, but what will stay top of the mind of a marketer is how to ensure customer satisfaction and possibly, customer retention for their brands. It will be exciting to see what the future holds.

Marketing in Today’s Time and How it Comes in Handy for Everyone

This world would be devoid of many good things if marketing had not been done. Yep, the arrival of marketing to our sometimes shiny, someday grim world has brought a lot of things along with it. At first, it was traditional marketing that helped people find what they needed or wanted but the world of marketing underwent a tremendous resurgence upon the arrival of the internet. The Internet has fundamentally changed nearly every aspect of our lives. From how we interact with friends, family, coworkers, and businesses, a technology that was in its infancy just 20 years ago is now considered indispensable to many people.

Companies understand the value that the Internet offers to them, providing interactive opportunities to connect with current customers and attract new consumers. As the Internet evolves, businesses will continue to refine their online marketing efforts, reaching a greater number of potential buyers than before. There is so much to explore when it comes to online marketing, no one knows how far it is going to go eventually. As of today, there are so many facets of internet marketing that each one has created a small universe around it. One of the major aspects of internet marketing is web marketing or website marketing.

What is web marketing?

Web marketing refers to a broad category of advertising that takes many different forms, but generally involves any marketing activity conducted online. Marketers have shifted their efforts online because it tends to be significantly less expensive. Many online advertising spaces are free to use. Companies can upload videos to Youtube or start a blog for no cost at all. Other outlets like official websites or paid search marketing cost a fraction of what a major television advertising campaign would.

The web also presents exciting new opportunities for companies to profile their customers. The interactive space of the Internet simplifies a company’s ability to track, store, and analyze data about a customer’s demographics, personal preferences, and online behavior. This data allows the advertiser to provide a more personalized and relevant ad experience for the customer. There is a lot more involved within web marketing, small parts that eventually help the entire web marketing strategy succeed and help the agency as well as the brand that has undertaken all of this to promote themselves.

Types of web marketing:

Display Advertising: The use of banner ads and other graphical advertisements to market products online.
Search Engine Marketing: Using search engines to help connect users with the products and services they are most interested in. Companies can pay to receive preferential ranking in a list of search results.
Search Engine Optimization: A free and organic way for companies to improve their visibility on search engines.
Social Media Marketing: Using sites like Facebook and Twitter to connect with customers.
Email Marketing: Communicating with customers through the use of carefully designed emails.
Referral Marketing: Using internet channels to encourage consumers to recommend products to their friends and families.
Affiliate Marketing: Working with other businesses to make it easier for consumers to shop for products online.
Inbound Marketing: Boosting the value of a company’s web presence by adding unique content like blogs, games, and tutorial videos.
Video Marketing: Using web videos for promotional purposes.

Benefits of website marketing

Web marketing is cost-effective: Other, more traditional forms of marketing cost companies an arm and a leg! Facebook ads, for example, are 3 times cheaper and more targeted than radio, television, or print ads. Using the internet to expand and engage your audience is much less expensive, as long as you have a plan in place in advance that helps pinpoint your desired audience.

Web marketing is easy to adapt and edit: Social media advertising, banner ads, or other online campaigns can be tweaked and revised quickly and with little fanfare. With preferences changing constantly, this is a big benefit to you. New pricing, additional products, and time-sensitive sales can all be handled easily with web marketing initiatives.

Web marketing builds relationships: Many marketing options end up being annoying noise to the very consumers you are trying to reach. When done right, web marketing is actually helpful to your prospects. It can offer solutions and address pain points. This makes it more effective at starting conversations and building trust than other types of marketing.

Website marketing strategy

Whenever we decide to do something, we do not dive head first into that task. There is some thinking that goes into taking that decision, and once that decision is taken, there is appropriate time given to making a strategy on how to achieve that particular goal. Well, website marketing or web marketing for that matter is no different. So, what exactly is needed to make a good website marketing strategy? Here’s what!

Performing a website performance/design review: The first step is to create a website that accurately represents your business. This is not directly related to the visual aspect of it (i.e. how it looks) but on the quality of the information provided. Your website is the same as your shop window. It should look good on the outside and when customers enter your shop, everything should be organized and in place. Before starting any campaigns, take some time and review your website and make sure that:

It has a simple hierarchical site structure: A good site structure helps both users and search engines navigate a website to easily find the information they need. As a rule of thumb, any page on your site should be accessible from the homepage in 3 clicks or less.

It has accurate information about your company and products: Make sure that it provides users with everything they need to know about your company and products. Make use of visual elements to get the attention of your users.

It’s fast and mobile-friendly: The majority of your users will come from mobile devices so test your website on mobile and optimize the experience of the user in the best way possible.

Making sure your search engine optimization is upto task: The next step is to start thinking about your SEO strategy. A well-defined SEO plan will eventually increase your rankings and traffic from search engines. SEO is the process of increasing your website’s visibility in search engines and it consists of a number of steps:

Technical SEO: Making sure that your website is free of crawl errors and other issues that might keep search engines from indexing your website properly.
On-Page SEO: Making your web pages SEO friendly and your content easy to read by search engine crawlers.
SEO Content: Writing content that satisfies the user intent.
Off-Page SEO: Promoting your website for the purpose of getting high-quality links from other websites.
Local SEO: Optimizing your website for location-aware searches and for getting more clients to your brick and mortar store.

Make your website social media friendly: This point is probably as easy as they come. Nowadays, nothing rules the world of marketing more than social media. So what can you do to ensure that your website is indeed, social media friendly?

Having visual elements (images, video) on your website that can be shared on social media networks. Adding social media sharing buttons on the pages you want to be shared on social networks. Making sure that when a user clicks the share button (or shares your URL directly), the generated snippet is well-formatted. Adding the necessary open graph meta tags and using image sizes and formats supported by all major networks is recommended.

Many webmasters skip this step and it’s a mistake that can negatively affect your social media promotion efforts. While it looks like it’s more technical and not marketing related, it does play an important role. If your website does not allow users to share your content properly, don’t expect any social media exposure.

Develop a soundproof content marketing plan: Wherever you go, whatever marketing strategy you decide to undertake, it isn’t going to be successful without great content. Any great marketer or advertiser will say this to you, content is king. The main purpose of content marketing is to help you create the right type of content that will attract new users to your website and keep them engaged.

What does your strategy for content marketing include then? Do your keyword research and find out which SEO keywords to target with your content. Perform competitor analysis and find out what is working for your competitors. Analyze Google search results to find out what type of content Google wants for your target keywords (length of content, images/video, etc.). Once you have a list of topics/keywords you should then create a content marketing calendar to specify when each piece of content will be published, who will write it and how it will be promoted after publication.

Upon undertaking all of these steps, all you have to do is market your website properly through various channels, social media and the rest. You can also use paid ads (if there is a stock of funds for that), in order to reach more customers. There isn’t enough that you can do when it comes to promoting your own brand and website, so keep at it folks!