Archive for June, 2020

SEM and ROI : A Thread

Tuesday, June 30th, 2020

Digital or internet marketing regime has one of the biggest successes in the marketing world because of its most striking feature related to end result. It allows the users to understand and work on the impact of every marketing effort, as it is rendered measurable. However, the digital media industry in India and worldwide knows for a fact that measuring the correct Return on Investment (ROI) is both a crucial and complex phenomenon since the results obtained are subject to multiple channels and their innate characteristics. Every digital marketing agency is guilty of planning their Search Engine Marketing (SEM) and plan for their Return on Investment (ROI) after deciding their marketing strategy. This is surely the wrong step on the correct path. SEM should, in fact, be a driving force for a successful strategy, thereby helping a brand to grow and succeed. Every marketer understands and hence, partake in the tedious work of refining the sets of keywords from time to time, keeping a thorough check on optimizing the ad copies at regular intervals, and designing a landing page that is easy to assist the visitors in translating their visit onto a buying cycle. But, an extremely important point that is overlooked more often than not is the consistency between landing page, keywords, and ad copies. Below, we have included certain factors that pose a challenge towards determining the result of Search Engine Marketing and for keeping a track of results of your strategy. 

Call to Action (CTA) is a must:

Majority of the advertisers are of the opinion that to implement continuity in their process, one has to keep repeating a single set of keywords within their ad copies and landing page to add more relevance to it. While this approach does yield some benefits, like greater click through rates and improved quality scores, it does not add any benefit for improving conversions at any level of efficiency. This approach can further hurt the performance of your Pay Per Click. Further to keyword continuity, it is important to include Call to Action (CTA) continuity. It suggests, involving a crisp Call to Action in the ad copy, introducing the same on the landing page, followed by confirmation of what the user has purchased or requested to purchase on the confirmation page. This combination of Keyword continuity and Call to Action continuity strategy is expected to give a considerable degree of advantage in the SEM space, which is characterized as being hyper competitive.

The landing page and conversion channel:

Once the keyword and Call to Action continuity is achieved, leading to generation of quality traffic, the next question is about what is the component of the landing page and conversion funnel. What should be included in them is of crucial significance to gain optimal rate of conversion and to deliver the promise as is stated by the ads. We have included the importance of continuity from the perspective of keywords, at the search moment, to the perspective of keywords in the ad itself, to the perspective of keywords on the landing page. The major goal here is to appeal to the searcher, and the search engine, with the help of this continuity — this mechanism provides meaningful content that is relevant in the eyes of the customers and actual keywords that are relevant in the eyes of the search engine along with ad server algorithms. Once the continuity is achieved and there is an inflow of required traffic, the mechanism is opened to the next step. What is that? The next step after the researcher has issued his problem online and clicked on your ad as the answer, is to maintain his interest in your deliverable by continuing with the call and response mode of interaction. The sequence of call and response mode of interaction should be as follows: 

1. The ad is placed in the market
2. The keywords that were bid by you are now under the search regime by the prospective researchers.
3. The ad is now served
4. The ad pops up in front of the searcher and he clicks on it.
5. A user experience of choice is then served to the searcher.
6. The searcher is then landed on the page.

The conversion rate is expected to increase by 100 percent with the above stated approach. 

Make sure your hypothesis is build on right analytics:

Now the discussion is about what is the best SEM approach? Once you have gathered organic data from an organic SEM campaign, the next step involves utilization of Google Analytics to track inbound marketing to determine the required approach. Without proper analytics and their effective usage for Adwords campaign, it would be almost impossible to determine any fruitful Return on Investment. For the correct hypothesis to work, one must acquire clear knowledge which analytics matter, why, and to what extent. Next, one should always keep a clean track of how many visitors are visiting the website and their duration of visit along with the reason for their visit. Once the information is gathered, specialized SEM tools are utilized to build a more dynamic campaign. 

Make usage of specialized SEM tools:

Once there is a subsequent growth in the audience bracket, you should scale your SEM strategies accordingly to ensure that the maximum number of potential consumers are effectively tapped into. The most crucial tools for social media enthusiasts are those that add considerable value to both paid and organic channels of SEM.

Conduct various experiments: 

Once your hypothesis is all set to hit the floor, the next step involves conducting a series of experiments around it before you approve or disapprove it, to see what works and what does not. To test SEM and ROI, it is always advisable to associate with specialized agencies and groups, who have enough experience about special tools of SEM and various strategies to attract maximum Return on Investment. For this, agencies like growth marketing are perfect to shake hands. 

Conduct an analysis of your research:

Analyzing the above prepared research is the final step in the ladder of success towards improved Return on Investment (ROI). In situations, where you learn that there is a gap between desired and received ROI, you should not necessarily start over from the scratch but, as once you’ve there with finalization of research analysis, you have necessary tools and data to revamp your campaign and experiment with more advanced strategies until the gap is minimized or even better, erased. 

The algorithms behind the successful determination of strategies pertaining to SEM may fluctuate regularly owing to their dynamic characteristic, however, with above stated scientific steps and guide you can achieve

Keen to learn about Google’s Pinterest?

Tuesday, June 30th, 2020

The digital media industry in India and worldwide is well aware of the dynamicity of the digital platforms. Social media marketing agencies in India and the world can quite easily relate to the never ending wish to grab newer and better features that can facilitate in grabbing more and more traffic on the site. 

Almost all the top agencies know and agree to the fact that the best method to attract eyeballs is by providing user friendly content – that is easy to understand by the consumers and swiftly deliver the solution to the problem, the consumer is seeking. 

Following the path, the master platform Google has recently launched a content discovery platform under the name, Keen

Keen is well described as a machine learning application that works towards promoting only the relevant web pages to each consumer based on their interest graph. Keen is expected to rule the world of referral traffic in the near times, let’s understand how. 

So what is Keen?

Keen started and is curated as an experimental web as well as an Android Application that forms part of Google’s Area 120 projects. For all of you who are wondering what Area 120 is? It is described as a feature unit if small size wherein small teams gather together to work in a closely knitted setup, like that of a small startup, to conceive and give birth to some smart and innovative projects. If we are to believe an official post behind the conceptualization of this new feature, it started when a couple was sharing their life updates, about the activities they like and find important. While sharing and gathering links and resources that are related to their activities and goals, they realized the importance of a tool that can help them in shortlisting these ideas and also in discovering more of its kind. Thus, began the journey of Keen. 

To put in simple terms, Keen is a simpler and interesting method to save bookmarks or actionable links, making them more appealing and presentable. From the action hands of Google, Keen is loaded with AI prowess and expert interface algorithms, making it seamless and presentable. 

What is Keen as a user experience? 

Keen, in many ways, is a groundbreaking innovation for the creative slots. Instead of providing a mere checklist containing likes and dislikes, based on user preference, Keen provides a wider array of space to store your ideas, inspiration, likes, and dislikes.  

To start with creating personalized boards on the app, the inspiration is searched using keywords or a term, instead of tagging haphazard things. Every Keen is adorned with an Explore, Saved, and Search tab along with other control tabs. The users are given the freedom to add further searches, hashtags, and users to their tab. For instance, if a user likes a certain artist, he/she can populate his/her board with its content. Google’s Keen will work to enhance the quality and content of the said collection more and more by adding helpful suggestions and ideas. This app also allows its users to follow the collections added by others, thereby creating a possibility of forming like communities in otherwise niche interest areas. 

Today, Keen has just started off its journey as a small project within a maestro company but moving ahead in the direction of the personalization web experience for the better. Every brand and especially tech agencies have long realized that the essence of increased engagement, conversions, traffic, and consumer retention, lies in the root of content that interests the consumer as well as solves their service in question. Keen, smartly, helps in achieving it all.

In spite of the fact that Keen today is a little task inside a major organization, it speaks to another progression toward the continued personalization of the web. Tech organizations, since a long time ago, understood that interfacing clients with a greater amount of the content that intrigues them, expand their commitment, engagement, session length, conversion, and their positive sentiment for the service in question.

PR and Influencer Marketing: Trend 2020

Thursday, June 25th, 2020

With pandemic thrusting itself into our worlds, it has become quite a challenge for businesses all around the globe to survive and thrive for success. This has increased and revamped the role of the digital media industry in India and worldwide, making them an indispensable tool for businesses to outgrow and connect with consumers at large. With the increase in the number of users of social media and the quarantined situation of the world, digital has been adopted as the new age solution for growth and increased brand awareness. Brands should work in close connection with their digital marketing agency to use these difficult situations to their best possible advantage.

As of recently, most brands and advertisers have generally considered influencer marketing, social media marketing, content marketing, and PR as independent, discrete kinds of digital advertising. However, in all actuality, they are altogether a distinguished part of one, big solitary digital/online marketing procedure. 

This factual process will turn out to be progressively obvious throughout this year. In the real world, most firms do not simply partake in just one of these marketing exercises – instead, they single out the bits they like from each one of the three. 

You can see content marketing as a general procedure that includes creating meaningful content and offering it to a brand’s clients and potential customers. Both influencers promoting advertising and social media marketing focus more on content dissemination – the two kinds frequently make use of online networking and social media accounts as a conveyance system, to deliver the bits of information to the target group of consumers. The principal distinction between these two sorts of advertising is who physically makes the content and who conveys it.

Be that as it may, even the most enthusiastic supporters of influencer marketing still work their social accounts – just with lesser followers and less reach than those of mighty influencers. Similarly, the administrators of the biggest, best online blogs and websites, utilize social media accounts (both their own and those of specialists in their niche) to advance their content

This is probably going to turn out to be progressively obvious this year as well, and it is showing the growth. Firms are evidently churning out content – blogs, YouTube recordings, podcasts, illustrations, and graphics. These brands are engaging themselves to share these content through their organization’s social account in order to expand their organization’s social reach. Be that as it may, the brands are also working with the influencers in their niche to grasp the attention of their consumers, online. 

 Following these trails, we hereby present to you the trend and changes that have been necessitated for brand growth as it not only depends on social media performance, but also a lot on frequent and meaningful coverage, more specifically digital coverage, and the use of influencing personalities. 

1. Influencers or Creators?:

If you are an ardent follower of the social media world, you probably have come across multiple creators online, promoting a brand or a product in their whimsical way. The most famous genre of “Influencers” has now popularly revamped into “Digital Creators”. While an influencer in early times was responsible for merely connecting his followers with the brand, today they are responsible for curating compelling content for retaining their followers. As such, in 2020 the brands will have to delegate creative freedom and distinguished content to these creators, in addition to other perks if they wish to keep both the brand and influencer intact with the consumers online, that have now become smarter. 

2. Measure the value added by digital PR methods:

Agreeably, the process of measuring and comparing the result of digital PR with the desired set of results was difficult and time taking in previous days. But, this is not the case anymore. Today, the availability of real-time data and its reliability, in addition to the insights that it allows us to grab, has served a bomb in providing the required autonomy to gain the outputs of digital PR. Today, it is possible for the digital agencies, and hence the brands, to clearly understand how their message is being perceived by the target audience and to how many people the message is being delivered. Followed by the information so received, the marketers can optimize their communication and target audience to appeal to them in a more fruitful method. Digital PR methods have proven themselves to be the easiest, most convenient, and successful mode of creating ripples and attention to the campaigns and work of any brand, as opposed to the traditional model of PR. 

3. The impact of Storytelling:

Today, journalists all over the world are swamped with thousands of stories and press releases for both traditional and digital PR routines. However, the end consumers, that are the target group of potential consumers have reduced their spending time on these releases and only invest their valuable time and effort on those pieces of PR that convey something interesting, spun in the most creative methods of storytelling. This year, the biggest area of concern should not be on the mode of coverage, but on creating engaging content for the smarter audience. Also, the PR executives should come up with newer modes of dispersing the information like EBooks, White Papers, Infographics, etc. 

4. More motion, lesser static:

As we stated above, the audience of 2020 has become a lot smarter and tech-savvy, hence the brands and digital agencies will also have to keep up with them in order to stay rooted in the market and to grow their business. Apart from this, a considerable increase in the speed of the internet and its bandwidth has resulted in easier ways to create, upload, and download audio and video content. In fact, to believe a video marketing statistics, 

# More than 81% of businesses today have understood the importance of video marketing tools and have started implementing them in their strategies to lure maximum consumer attention.

# 7 out of every 10 people are more interested in watching a video online than watching regular television. 

# The consumption of mobile video and internet consumption via mobile phones has seen a rise of 100% during these six months of 2020. 

These insights and the bending curve of consumers towards audio and video PR as well influencer marketing methods have forced the creators and brands to include maximum audio and video content in their brand communication to engage more and more consumers.

5. Keeping the values intact:

Of all the trends engulfing the influencer and PR marketing, this one happens to be the most crucial and positive, creating a constructive impact for both the creators and consumers. Every niche of today consists of consumers that are sensitive to values that a brand adds or takes away from society. This has resulted in creating a major impact on the buying decision of today’s consumer. The consumer is willing to pay a higher amount for his preferred goods and services if they are in alignment with his principles and values. This is the reason why brands should have values integrated into the center of their campaigns, especially in influencer and PR marketing. The trust of the brand is of the utmost importance when the talk is about promoting values along with their goods and services and a right influencer can impart justice to it, making it a perfect vector for both. Similarly, if the brands look like shaking hands with the influencers and others with a hole in their values and principles, it can backfire for the brand, destroying its reputation forever. Therefore, brands should take extreme care in joining hands with influencers and in their communication as well. 

These few trends will help your brand to hang their champion hat in the right nail and right direction, thereby helping you to grow even during these difficult times. 

Why is SEO crucial during Covid-19 for Growth?

Wednesday, June 24th, 2020

Our habits tend to stay with us for almost a lifetime in the absence of no apparent coercion for 66 days. So, haven’t we already crossed the mark of 66 days, locked at home with our mobiles and laptop screen being our constant companion? In this regard, it wouldn’t be wrong to say that both during the course of this pandemic and afterward, there will be a steep rise in digital marketing as the consumers who might have been chary about buying a service or good online, or making online payments in any form in the previous days, are now stuck with just the option of e-commerce and which is coercing them to adapt to the new and advanced marketing prodigy – that is digital. This has majorly risen due to the ease that is provided by digital as opposed to the struggles of traditional marketing which facilitates nil social distancing, the supreme need of today’s hour. 

To believe the numbers, almost 95% of people, all around the globe are reluctant to visit public places of shopping and crowd which have led to increased consumption of online markets by more than 60%. 78% of the world population is using their social media platforms to engage socially with the world and interestingly they are more inclined towards brands showcasing information and communication based on Novel Coronavirus and society sensitive content, respectively. 

At the very girth of this transfer of interest from offline to digital is the presence of good content after thorough research that is being searched by the prospective audience at large and its optimization from time to time to maintain that only the best result is being delivered. The consumers today are spending a lot of time online, seeking information about the impact of Novel Coronavirus on businesses and industry around the world, evaluating their buying options for essential commodities, while at the same time juggling between entertainment contents online to mitigate boredom. The most important factor in all of these lies in SEARCH, which has become extremely crucial today. 

Best SEO company in India and worldwide have understood the importance of SEO in today’s world with regard to changed consumer behavior, is the need of the hour as it provides the suppliers at the other end of the scale about the real-time information. It would not be wrong to say that companies will be needing successful SEO to survive and grow during the times of this pandemic and even after this by protecting and pivoting the brand now and by repositioning them successfully afterward. 

Following are the reasons behind the increased demand for good SEO during these times: 

1. The impact of Novel Coronavirus on Search Traffic:

The usage of the Internet has skyrocketed in just a few months, breaking every record. This has surely led to an increase in searches, done all around the globe. At this point, the content of either your social media strategies or SEO poses a great deal of impact on the growth of the businesses. About 83% of total research is organic, leaving only 17% as paid. With Covid-19 in the picture, the companies are forced to either limit or cut back their paid search campaigns. While this could be a beneficial step for the companies today, they should keep in consideration the level of support that their paid search ads to their organic, before making any hasty decision.

2. SEO for the long-term traffic benefit:

The top SEO company in Delhi and worldwide, will agree to the fact that SEO is a reliable source of creating content and thereby equity, for a long period. The content that you create today, keeps on revolving the pages on the internet for years. Whatever the content that is created today for a brand or an industry, that is optimized considering the norms of today’s world and which is published in real-time, goes a long way to add the benefit to the company/ brand in the future. It can and should be optimized and updated from time to time to translate the growth and improved business goals, plans, and deliverables. Similarly, now is the golden time for the brands to evaluate their best performing content and use it to reflect in their SEO, after required optimization and update, based on current situations. 

3. Time to enhance User Experience:

SEO and its range of best practices in the process of optimization of the content and website for the new consumers, helps in improving the user experience. Once your website is easy to scroll, has proper tags and metatags, and involves optimized content that is useful for the target consumers, it will lure more and more traffic, leading to conversions. This is the time to act upon these updates if you haven’t already or have done it in the long past. You can start by adding relevant images, adding links, correcting content, etc. 

4. The benefits of SEO in conversion optimization:

Every brand conducting SEO, suffers from continuously curating meaningful and interesting content that can appeal to the target consumers. This content affects the buying behavior of a prospective consumer, luring him to complete the path of conversion. Today, when the media and digital platforms are working in extremes to satiate the hunger pangs of consumers in terms of media needs, good quality content is the biggest staple. While you might not be able to convert a majority of prospects into conversion during this time of the pandemic, you can churn out content and work on its optimization to build a strong relationship with the prospective consumers. A good relationship is the strongest pillar to attract sales, as it allows the consumers to pick your brand based on the trust that he has on you. The brands can use this to your advantage via good SEO techniques. 

5. SEO is important for overall marketing mix:

Brands today are investing a good deal in every channel of operation to generate high-end demands. When the prospective consumers are tapped they are also inspired to search about the brand and/or these products online, in terms of reviews available, ratings, etc. to create a channel synergy is an extremely delicate affair and it implies the importance of maintaining a working and good SEO strategy during these uncertain times of Novel Coronavirus. Search Engine Optimization is the core of digital marketing strategies which spreads across a plethora of channels, such as mobile platform, paid media, local, email, video, and other sales verticals along with Ecommerce. It has become of utmost importance that your content answers all the relevant queries and information that they are expecting to receive as and when they click on your brand’s ad or listing. 

SEO for the success post-pandemic situation: 

With uncertainty being the only certain captive of these times, Search Engine Optimization is the best lead forward to maintain and grow businesses during Covid-19. The search impact received from SEO helps in evolving the business and promoting its growth. Search Engine Optimization will help to provide the following: 

1. Protection: SEO will allow a brand to protect its relationships with its consumers, its online reputation, the equity of the brand, and the present as well future demand of the brand. 

2. SEO assists a brand in evolving the strategies, communication, and deliverables to prospective consumers. 

Thus, Search Engine Optimization is one of the most effective modes of relating to the needs of the consumers and responding to their requirements, both today and in the future.