Authored by Dr.Samir Kapur

How Digital Marketing is impacting and transforming various verticals across the world – not to mention customer behaviour and the world itself…

With the digital universe growing at a scorching pace, many domains – from publishing, marketing and advertising to public relations, among others – are experiencing the impact of the consequent changes in consumer behaviour. Professionals in numerous domains are therefore confronted with novel challenges and unexpected opportunities, even as they come to grips with the changing dynamics of the digital era.

Despite the initial scepticism of many professionals, the digital world has made serious inroads into the everyday lives of consumers globally. Every year, empirical evidence indicates that consumers are spending more time online, perusing different digital platforms.

Advantages of Digital Deals

Over the past few years, the smart phone revolution has captured the minds of customers, especially the younger generation, who are now engaged online almost 24×7. Be it bookings, purchases, reviews or what-have-you, today’s generation is willing to log on instantly and use the digital medium to get things done, rather than step out into the open and expend extra energy on doing the same things. Whether it is Google, Twitter, Facebook, LinkedIn, YouTube, Blogs and other digital channels, the virtual universe is giving a run for its money to the real world.

Given the ever-rising online ‘ground’ reality, the best of brands have progressively begun to take serious note of the digital medium. Advertising, publishing and public relations professionals are gradually taking cognizance of this phenomenon and moving larger amounts of their budgets to the new medium.

Against this backdrop, public relations professionals have little choice but to quickly understand the dynamics of the online universe and digital marketing. The digital medium has been gaining rising traction as companies find they can reach their target audience at much lower spends compared to conventional marketing mediums. What’s more, digital marketing tools can evaluate the efficacy of specific marketing campaigns. Thereby, digital marketers can decide how to optimise marketing spends more effectively. None of these advantages exist in traditional marketing.

As clients impose cost-cutting measures in an increasingly competitive environment, PR practitioners have realised that they too can secure more bang for the buck through digital marketing means. These include Search Engine Marketing, Social Media Marketing, Search Engine Optimisation and Social Media Analytics, among others. But for brands and agencies to truly capitalize on the digital medium, it’s imperative they first comprehend the complexities of the digital universe and the perils of using the medium without a thorough understanding. Proper understanding can ensure they strategise well and offer full value to their clients via digital marketing.

For lay readers, it’s important to know that today’s Worldwide Web is termed Web 2.0, with the earlier avatar being Web 1.0. While the latter was a read-only version, Web 2.0 is immensely popular as a read-write world. Significantly, the Web 2.0 revolution has been enabling the four C’s: collaboration; community creation; conversation; creativity.

Although digital marketing primarily denotes Internet-based marketing, it can include non-Internet avenues such as cell phones (SMS and MMS), call-back, on-hold mobile ring tones, display advertising, social media marketing, e-books, e-games and other forms of digital media. Among the plethora of options, the importance of mobile phones cannot be underestimated. Today, mobile searches, mobile conversations and mobile optimization are one of the primary avenues through which customers procure information about products they wish to purchase. It wouldn’t be amiss to state that modern consumers (and the masses) are addicted to mobile phones. Therefore, digital marketers and PR practitioners need to accord pride of place to mobile marketing strategies in their scheme of things.

Social Dominates Media

When using the term ‘social media’, many analysts make the mistake of treating ‘media’ as the operative word, whereas it is ‘social’ that qualifies for that distinction. It’s the social aspect that encourages and enables people to share and interact freely with one another; in such a milieu, content has come to acquire a life and importance all its own. Additionally, content has truly become king by being less controlled as well as more democratic and public-oriented in nature. With the ability to connect 24×7, customers are no longer averse to sharing their unbridled opinions and feelings about various products and services.

The credit for these fundamental changes in consumer behaviour and their direct interactions with brands goes largely to Web 2.0. Conversely, while consumers are more democratic but brash, companies need to be more circumspect about how they manage online relationships and behaviour with various stakeholders, including empowered consumers. Web 2.0 having triggered new behaviour patterns from consumers, brands and marketers need to devise new strategies and more targeted messages that can work their magic much faster, although their effectiveness may not necessarily be as longstanding as in the days prior to online marketing.

With the changing scenario in customer behaviour globally, companies have come under increasing pressure to devise new ways and means to keep pace with their varying trends and expectations. In turn, clients have raised the bar with PR consultancies, expecting them to offer digital marketing strategies as part of mainstream deliverables and at no extra cost. The heightened expectations from clients have had most PR firms scrambling to get their act together and devising a coherent digital marketing strategy.

In embracing the digital universe, PR strategists should note the divergence in consumer behaviour in the social media era, compared to the pre-Internet years. Unlike customers of earlier generations, today’s social media fans are most willing to listen to and trust the advice of online acquaintances and perfect strangers, who blog or voice their opinions on online forums. They also shop online, rather than offline, more often and are eager to provide feedback about the product or service.

Furthermore, marketing in the pre-Internet era was primarily one-dimensional, with the message merely being delivered. Digital marketing is two-dimensional, with social media marketers beginning conversations and building relationships with clients. In this two-way process, brands engage with their target audiences regularly. This not only helps in disseminating messages, but in understanding customers’ perceptions and preferences. Assimilation of this data on a mass scale helps brands better their offerings and keep abreast of changing customer tastes.

Content and other Kings

Another significant change Web 2.0 has brought about is giving content creators more opportunities to display their skills. Moreover, with the advent of blogs and later vlogs (video logs) customers have more avenues to voice their likes and dislikes, much to the chagrin of brands at the receiving end.

With social media’s ability to trigger a crisis almost overnight, the need for good content creators has become more critical. Although finding great content writers has been a perennial problem, simply possessing good writing skills cannot save the day where digital marketing is concerned. To address this medium effectively, content creators need to possess robust domain knowledge, especially experiential knowledge, which denotes the difference between saving the day and ending up at the cleaners. If good content writers comprise part of the team, one-quarter (if not half!) of the battle can be considered won.

Besides content, another ‘C’ needs to be closely watched: CRO or conversion rate optimization. CRO connotes the process of maximising the number of site visitors who are converted or end up making a purchase. To achieve higher conversions, it is critical to thoroughly comprehend users and split-test changes on a portal. Thereby, digital marketers can better understand what type of a website or landing page could result in better number of conversions. While this seems a cumbersome process, it pays off in the end via higher sales.

The other factor that should be considered seriously is segmentation. For successful digital marketing, it’s important to target select markets, both in business-to-business and business-to-consumer segments.

Then there’s influencer marketing – another key concept in digital targeting, wherein crucial nodes are identified within related communities, referred to as influencers. These influencers could be reached through paid advertising, which would include Facebook Advertising, or via complex sCRM (social customer relationship management) software. In this case, it makes sense to devise select engagement strategies for influencers.

Considering the increasingly competitive ambience in the global digital marketplace, PR strategists and their digital marketing professional would need to use pull as well as push digital marketing. The former refers to digital marketing where consumers actively seek marketing content, while the latter denotes marketers sending communiqués without this content being specifically sought by the recipients. It should be noted that push and pull marketing can be used in tandem, if required.

Reading the above, astute readers may have realised that this write-up hasn’t even dealt in detail with Twitter, Blogs and YouTube videos. That’s not to say they aren’t crucial cogs in the wheels of digital marketing. But since these already occupy the popular mind space, one takes it for granted digital marketers will be savvy enough to include them in their arsenal.

Finally, if smart readers have mastered some of the above strategies, it would still not make sense to put their feet up or let their hair down. Since digital technologies are constantly evolving, and rapidly too, one can never rest on past laurels. Instead, constantly keep reviewing marketing strategies. Failure to respect this tenet may end up turning the best of digital marketers into also-rans as technological changes swiftly swamp the digital landscape.

As they say, ‘forewarned is forearmed’ – and it’s no different in the world of digital marketing.

The writer is Senior VP of Adfactors PR Pvt Ltd – India’s largest PR Agency.

The article was first published on The Economic Times Website 

Starting off your own business venture presents you the most satisfying feeling ever. If you are thinking of developing your own project much like others thinking similarly, you should make digital marketing your focal point.

Start-ups rely heavily on web marketing- You should too!

Most start-ups look for generating substantial sales. Even experts believe that it the perfect fuel to set your venture rolling.

To trigger substantial sales, drawing customers’ attention is crucial. Considering web marketing’s deeper infiltration to numerous social media platforms, most start-ups use this approach to reach their sizeable end-users and zoot up their sales figures.

Safe to say, if this approach is proving lucrative for these start-ups, there is no reason why it will not be beneficial in your case. Web marketing,  the modern way to promote your own company, will surely serve as your-

• Idea generator
• Strategy compass
• And a trend map for taking your business to the top of the ladder

3 Dynamic Online marketing strategies and tips for what you (should!) do

1. SEO-Social media Optimization

You must give a look into SEO as it will help create awareness for your venture brand. That too for long time if done properly.

With more recognition, more organic traffic will hit your URLs. And if you are confident in your services/products, then you will have a great chance of turning these probable into definites!

Tips for you –

• Ensure your company website has a good mobile responsiveness
• Make it secure and user-friendly
• Check consistently if all pages are functioning properly or
• Optimize your page for faster load time
• Stack it up with popular content
• Give importance to Online PR and make masses talk about your business

2. Social media Marketing-

This is another reliable web marketing strategy and using it for your start-up venture will help you interact and voice your company’s motto to both existing and potential clients.

LinkedIn, Facebook, Twitter, Instagram, Google+, Pinterest, Tumbler and more- all are great social media platforms to use for your digital marketing.

Tips for you –

• Sow seeds of your platform with engaging updates and content which catch interest of end-users.
• Make use of group chats and question+answer groups properly
• Determine why people would want to be a part of your community and then give them a few reasons to participate.
• Once traffic starts hitting your social media pages, take the monitoring backseat and allow them to take the initiative and share things which appeal to them.

3. Content Marketing-

This is the best approach to generate heaps of traffic to your site. Make your company the subject of discussion on every end user- both existing as well as prospective customers.

Tips for You –

• Post relevant topics with upscale quality content consistently
• Arrange for blogs, stories, news, press releases and other hard hitting publications as write-ups.
• Make engaging posts for social media marketing.
• Choose your keyword and also make use of software for checking readability score and quality of English prior to
• Also stack those write-ups with relevant images and pictures to make the idea more clear.

Try these dynamic digital marketing strategies for your personal start-up venture.

If you want to share some more sales and traffic generating approaches, feel free to share it on our comment section. Also leave your feedback about this write-up.

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Digital marketing delegates believe that artificial intelligence heralds a dramatic potential for expansion both for humans as well as for the overall economy.

This perhaps explains the reason why so many start-up agencies specialising in artificial intelligence are getting so much attention off-late.

One recent statistic shows the Harvard University receiving a resounding $28 million as capital investment for development in the field of artificial intelligence. A close source stated that this substantial investment was given to them for making something stronger and smarter in comparison to the human brain.

A media delegate claims,

“It’s very easy to overlook the power and proficiency of artificial intelligence. But truth stands firm; it is the new wave of the future. It’s about time that the world doubles down to it and gets a head-start against their completion (regardless of the venture).”

Other experts also lay down a few reasons why giving importance to artificial intelligence does make a lot of sense.

As per information gathered, their primary reason emphasises that it is going to play a big role in social media. They believe that artificial intelligence will be on a sure-fire mode to promote social engagements with clients.

With artificial intelligence, business runners will be able to understand the extent of human behaviour. They will not only be able to segment and filter big data sets, but also decipher its true meaning.

These experts clearly state that with AI, they would be able to know the customers who hate getting their emails, or those who desire a specific kind of product/service. Plus, they will also be able to know how they can personalize their end-user experience. With these conveniences, business runners will be able to innovate and come up with winning products and campaigns.

The next reason which these digital marketing experts lay down is its un-stoppable growth prospects. Based on some hard-hitting statistics, they opine that AI, by 2035, could double the yearly economic growth. The nature of work will experience a complete metamorphosis and a cordial and fruitful relationship will formulate between humans and their artificial counterparts.

These online marketing experts consider it to be a staggering prospect, 20 years into the future and it should open up numberless eyes. Plus, some media experts in complete support of this declaration, say that basically there is no stopping this radicle surge in popularity of AI.

‘Eventually populaces will have 2 roads to choose. One is accepting the perks of AI by getting on board. The other being vice-versa and allowing their competition to walk pass them.’

With these previous pointers, another rational reason coming to light was the benefit of predictive analysis.

Stating confidently, there will be no need to rely on instincts anymore. Such artificial intelligence will aid in adequate predictive analysis and present them bang-on data concerning product/service/target audience perspective. With everything present, business runners will be able to focus their time and money on what matters and works, rather than catering to inaccurate guesswork.

Deciphering such phrases of digital marketing experts, a more resounding and targeted marketing approach is expected to take form.

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In an age where social media platforms have almost taken over television, it is imperative for any company to have a proper social media management team. This ensures an estimation of client behaviour to create a better market for the enterprise. Thus managing a company profile on social networking sites gives your business the boost it requires to top Billboard ratings!

Closer communion with clients

The USP of managing social media profiles is interacting with your customer base to collect information and individual feedbacks. This helps companies to understand their market better. Incorporating these feedbacks into business dealings, therefore, both improve services and clients relation. Unlike social platforms, television, radio or print media do not allow this kind of close company-client communication.

The SEO factor

A social media team also boosts the SEO of a company. A brand reaches the maximum level of viewership and readability when the contents of the site on social platforms are in alignment with the latest Google algorithm. A social media manager understands SEO and creates contents that are both attractive and arrests attention for longer spans.

This kind of digital marketing is mostly taking momentum in the present day advertising. Government bodies are also taking an acute interest in digitalization, thereby creating more space for marketing and management in digital or social media forums.

Creating a unified name

Social media networks are hot yet short! It might be among the top trends today, but can be a lot more popular platforms tomorrow. Hence, these managers strive to create a unified brand image that has the consistency of design and message on all social sites. These have to be managed diligently so that a sudden shift of mass focus from Twitter to Facebook, or from Instagram to Pinterest will not adversely affect the company’s profile.

The tag culture

Companies are frequently tagged or mentioned in conversations on social-networking sites. The work of a social media marketing and management team is to create positive impressions in such threads. By being an active part of such mass culture, your company’s name could be seen as the new “trending” factor on Twitter, Facebook, Instagram or Pinterest! I is an excellent method of spreading the “word of mouth” to gain popularity and increase client base.

Measuring with metrics

Another important factor that has led to the popularity of marketing via social media is managing the success of a site by closely following consumer behavior. Experts can trace what a person is buying, which sites he/she is visiting more frequently and such other details.

In a nutshell

Life on earth has become so intimately mingled with social media sites that surviving without them in next to impossible now. Therefore, all business owners are using this opportunity to create company profiles on social forums. They assign separate social media management teams to manage these profiles. It enables them to reach out to a wider range of audience and increase client base through effective advertisement.

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Instagram started its social media journey as a photo-sharing app in October 2010 with the title of the ‘best mobile app award’ by TechCrunch Crunchies within months.

Instagram bagged an award soon after entering the social media league although the percentage of users was no match for Facebook, which has around 1.3 billion of daily active users. To stay in pace with others, Instagram has recently launched support for comment thread to progress the popularity ladder.

The marketing team at Instagram said,

“Introduction of comment threads will help to keep track of conversations in the comment box and make the app a better platform for sharing common interests.”

This feature was incorporated in Facebook long back which partially accounts for its increasing attractiveness. Instagram too is trying to get its lion share in user friendliness. In this context, it can be mentioned that in four months, from December 2016 to April 2017, Instagram users have increased by 100 million and is presently somewhere around 700 million. That is a great leap, but the new augmentation is expected to bring this photo-sharing-app-turned-social-networking-forum popularity and usage close to that of Facebook.

Going by its growth statistics, Instagram has the scale to appeal to top brands with increasing user base. Presently, the app has over one million active advertisers that have increased from 5,00,000 in September 2016. This number is still to grow with their latest addition. Experts forecast that Instagram is going to make a killing revenue generation with its improving digital marketing techniques.

In 2012, Instagram CEO Kevin Systrom had confessed that the app had run a loss of 2.7 million USD. Exciting and astounding enough, the same company earned 3.2 billion USD in global revenues and ranked the second highest after Facebook’s 27 billion USD. It is expected to go up the graph after the introduction of the new comment thread feature.

Additionally, Instagram has also incorporated filter scanning for spams that will encourage more users to register with the app. The percentage of Instagram users among all social networking sites is 39%. But with the implementation of these promising features (which will apparently undergo improvement over the time) has the potential of drawing more users.

In the coming years, it would not be surprising to see Instagram at the top of social media forums. It is now only a matter of time to see how Instagram portions out Facebook’s share of the public vote.

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“Was YouTube falling behind in the social media race?” 

This was the first questions reporters had in mind when they heard about its new three steps of development which are borderline close to the leading social media platforms.

For few consecutive years, YouTube could not even reach the top 3 position in digital marketing which was a great blow to them. To make it up, they are now taking their platform ahead with new features. Firstly, they are now trying to grab more attention of the audience by introducing ‘Breaking news’ section.

“6 horizontal videos are having latest updates which are based on location, recent search and relative topics or if there is something exclusive going on in the world”, said an online marketing analyst.

He added, “There is no way to filter the view or make a specific choice as such. As per now, the reaction is more or less on the positive side.” This feature is available both in iOS and Android app.

The next step of progress that YouTube has added in Canada first and now, will spread it to the other parts is about adding a chat section.

Benoît de Boursetty, the product manager of YouTube, stated in a post that sharing video should be as easy as chatting. They will also add a private chat thread where people can talk and discuss the video.

Interestingly, the market researchers found this to be very similar to the Instagram and Snapchat. These new chat features will take access to contacts and get a direct link for sharing with a friend to create a thread. It seems to be a very smart card played by YouTube to improve its digital marketing as, without the share, one cannot create a chat thread.

This private conversation feature will allow maximum 30 people to join the group.

Benoît de Boursetty also takes a stand for the third feature, which includes ‘how many are watching.’ “Viewers must not be deprived of what is the best. They should see which video is getting more views and going viral.”

Although the marketers are not viewing this feature from the same perspective, they are simply taking this as a new strategy to get hits and increase curiosity among readers.

Nonetheless, this seems to be a good way to improve the media relations status of YouTube and gain the leading position soon.

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Despite continuous tweaks to its Search Engine algorithms averaging 3 per day, Google discreetly introduced a core upgrade back in August. It is only until September that digital marketing experts are still coming to terms with this new algorithm addition. It is an addition rather than an upgrade as per experts. Fondly named as Fred, it’s continues to give the best SEO gurus sleepless nights.

Numerous websites all around the globe are reporting huge drops in organic traffic, sometimes above the 70% bracket. SEO experts are still analyzing the basics and depth of Fred update. Rumor mills, especially black hat forums, stay busy although Google is yet to confirm it. Their Gary Illyes however jokingly maintains that all the updates come as Fred.

According to insider sources though, Fred comes as a holistic set upgrades rather than a singular measure. With Google increasingly concentrating on user experience and satisfaction, Fred seems to come with a strong line of content quality upgrades.

Slowly but surely straying from key phrases, this new algorithm allegedly has a preference for larger contents. Content requirements continue to tend towards blogs.

However, there’s enough smoke from sine-wave SERPs, even of popular websites, to suggest Fred has something to do with link quality as well.

“It’s still rolling out. Fluctuations will take some time to come to a proper stable scenario. Till then, all we can do is take a ride.” – comments a leading SEO guru who will remain unnamed.

With numerous webmasters complaining of home pages disappearing from top 3 SERPs, it’s obvious that Fred is ranking stronger internal linking high. Better internal linking allows Google crawlbots to compile the whole website easily.

“Seems like they’re just trying to make their jobs easier and ours a lot tougher.” – says another digital marketing front-runner.

What’s apparent, Fred is a major slew of algorithm upgrades. It includes tweaks to both Penguin and Panda setups.

Surveys still rate more than 50% of the articles on the internet as spams, either with KW stuffing or poor linking. Google is determined to bring that down according to a leading SEO and SMO expert, now a blogger of repute.

Website marketing strategists are finding it hard to come to term with how this ranking algorithm is choosing top rankers. Google remains tight-lipped but fluctuations are going both ways for websites concentrating more on organic traffic.

Continuing, there are some sections of the industry who also add localization specifics. They believe Fred also includes content and linking pointers relating strongly with target audience specifics. This is still an untapped horizon although localization searches are in full effect. Inside sources believe Google is now shifting their sights to promoting content with wholesome content localization relativity with the individual reader.

The future does throw up queries and facts are too few as of now to answer them. Achieving top SERPs and inducing better user value will continue to drive this search engine ergonomics forward. Websites will get their consumer and consumers will get their value. Fred makes sure everyone gets what they want.

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Is social media your new identity? YES, it is! Social Media Management – the three words resembling ‘lub-dub’ for any social media enthusiast or for the ones using this medium to market their venture.

If you are in the social media circle, what matters is how you will keep up with the trend. Trending updates fetches 24 percent more viewers than regular updates. And, for your presence in the market, every percentage matters!

How will you stay updated with the trends?

If you were not aware of it before, now you will know. Checkout your way to 24 percent more views.

‘Tale of Twitter’

If you have an account, there is one thing that you are not supposed to miss, Moments. Now, this mostly focuses on the on-going trends all over the world revealing some of the biggest stories. To strive for better digital marketing, check the ‘what’s going on’ section on the left hand-side of the page. It focuses more on the happenings in and around your location.

Facebook’s Paparazzi:

Did you know that 62 percent of your online marketing can be done through Facebook alone? Checking trends in Facebook is not that difficult; rather easier than the others. Simply keep an eye in the tailored section that follows the algorithm to publish news that will be beneficial to you. Now that you know, prepare to get the paparazzi.

Buzz as same with Buzz-feed!

How often have you noticed Buzzfeed news on Facebook? Very often! This is because, writings in Buzzfeed are trending very much and people love it. So, this time, construct an idea that buzzes around the concept of this site’s trend.What more? You will be in the trending league of social media management!

Instantly on Insta!

Your Instagram account is now an important part of your life. Isn’t it? Click, post, share and like – the cycle of Insta life. And it’s an unsaid rule that everyone in digital marketing must have a trending life. But for Instagram, there is no hack as of yet! Just keep checking and following people!

You on YouTube:

Have you ever considered your career in YouTube vlogging? If not, you must do it! If you can simply flow with the trend, and post videos, it may go viral! Also, finding trend on YouTube is the easiest. They show suggestions based on locations which you can easily change.

Tip: You can subscribe to your competitor’s channel and watch their updates. As said, keep an eye on the competitor, always!

Google it up!

When there is nothing, there is God and Google! It will bring the world to you. Just check what’s trending and plan your social media management accordingly.

Note: Google Trends can be customised as per setting.

Which platform suits you the best? Let us know below in the comment section!

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Commencing a start-up can be quite difficult. Rather, it is very difficult. It requires commitment, time, plan and promotion. However, most of the start-ups don’t have enough funds to promote in an extravagant manner. So, what is the solution to it?

One who is dedicated to promote one’s online business requires just two things –Social and Digital marketing. The best part is, one does not need to appoint two individual entities for this; rather, hire ghost writers and get your job done.

Benefits of hiring ghost writers for marketing –

They pen the language of professionals:

There is something about professional writing that flows flawless. From placing of information to paring data and statistics; then wrapping it well with the flared words, this is how they work. They provide an excellent tone of professional writing and create a clear distinction between different contents.

Creatively Customized writing:

Ghost writes can ooze creativity in contents for digital marketing. They write with a new approach that is exciting to read. This skill works best for establishing a stand or position in social media platforms.

Ghost writers know exactly what’s trending and they frame posts accordingly. This helps in improving the number of followers on one’s page and the start-up starts spreading a good name.

Knows the rules of SEO:

For any content that will be published in Google one needs to maintain SEO guidelines.  Ghost-writers are pro and they are well aware of these guidelines. As a result, there are higher chances for a start up to be on the first page of Google.

Also, they know how to use images, videos and more to increase the value of content.

Flexible with price:

Thankfully they don’t ask to burn hole in pockets. Even with the excellent skills of digital and Social media management, they keep their charges affordable.

Anonymity:

Your start up and social media pages will remain yours!

Now, this is a huge relief for those who are new in this field. Ghost writers will not look for any publicity or any recognition. This means, one can post all by the name of the company.

These are the benefits that one will achieve by hiring ghost writers for digital marketing. However, there is a catch; the only way to get all these benefits is by hiring a professional from an authorized company and not just by hiring any freelancer.

Choose writers wisely and start promoting your business soon!

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Digital Marketing moves ahead in the race, leaving behind the old-school advertisement techniques. To match up with the changing era of advertisement, all the big names in the market are now investing in digital advertisement marketing.

In a recent research, the results showed that business ventures from every category have decided to invest 80% more in digital advertisements. The reason for this drastic change is expected and accepted too.

“Digital Media is Fast and it’s racing on the wheels to soon become the Fastest”, Laura McGarrity, VP and Digital Marketing Strategist at Mondo commented.

The top ranking companies have designed their new hiring pattern that includes Social Media experts, content creators, data analysts and mobile strategists.

The simple reason for this is because social media advertising is in 54% more demand; contents are taking 44% of the online market. Data analytics have hiked and reached up to 33%; whereas, mobile strategy is right about there with a share of 30%.

“Improving media relation is now the only key for mass marketing and advertising any service or product. Moreover, this costs much less than investing in regular print media or hoarding. They are now just pieces to show that will redirect to the internet world”, said Laura McGarrity.

As per the best market analysts, there will not be anytime soon when the entire print media will lose its advertising investors. Companies are still investing some share in print media so that people see it and further check about the service in details online.

This has re-shaped the global advertising investment flow. According to the latest global market data conducted by World Federation of Advertisers and Ebiquity, there will be 40% more investment in digital advertisement in 2017-18.

“The changes taking place in the digital world are making the influencers more influential”, commented an e-Marketer. The big fishes of digital advertising and marketing world, Google and Facebook, are having rainbow days from the pot of gold invested by companies in advertising.

By the end of 2016 -2017, 72% of every dollar spent for an advertisement was getting absorbed by Google and Facebook…And now they will become more powerful.

WPP, the world’s largest advertisement holding group, speaks for this escalated online investment plan to promote digital advertisement. They clearly stated that one advertisement for the digital market expires within six months as new and better advertisement comes up.

“Once in the digital world of media relations and advertisement, it’s important to come up with a new ad plan in every six months before getting replaced by something better”, said the marketing head of WPP.

This will also have an effect on product pricing as well. Ultimately, the one paying for these advertisements will be the service users or clients.

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Change is the only constant– True. If the world is changing every second, the internet world is a light year faster than that. The updates that people used in 2016-17 are now ‘old.’ To emancipate digital marketing from any backdated approach, there are new updates to know and add in posting.

5 new updates to add in SEO for better online marketing:

1. Search Engine Results Pages (SERP) is the new key to success

Google is showing more markups and data in its result. It means it is showing more in the search result; so make your keyword more specific.

Suppose one writes a post with keyword ‘company for online writing.’This will give far more resultswhich can easily divert the clients. Whereas, writing a post with the keyword, ‘company for better online writing’ will specify more. Hence, choose the keyword smartly.

2. Multi-device speed

‘Remember, there are many fishes in the market; so don’t let one lose interest on you.’

Cut down the unwanted and unnecessary information to improve the loading speed. If the pages take time to load, there are chances to lose traffic by 60%.

3. Listen and speak the same language.

It is important to know and understand what the clients are looking for. Then, instead of going for justification, take their sides. It is important to post what clients are interested in reading and not what you are interested in showing.

4. Bucket Brigade

SEO writing for Digital Marketing is not only about putting words after words. Every post needs to be a reflection of the best. According to research, a person spends on an average around 30 seconds on a page. Within this time, a post needs to justify two things:

1. a) Whether the post is worthy of reading
2. b) Why the reader should land on the client’s site

Bucket brigade is the tool that will make the post more scan-able and improve user experience. As a result, the bounce rate will reduce which is imperative for improving marketing communications.

According to Backlinko research, with this tool, the average time can increase up to 4 minutes.

5. Be biased to brands

It’s for nothing that brands have earned quite a good name for themselves. Therefore, linking the post with a pre-existing name is important as that will help the company to grow more by drawing higher traffic rate.

More on SEO Marketing Communications:

According to the present data, here is how different SEO posts are affecting a site –

• Proper SEO blogs can improve 53% of the site traffic.
• 72% of people read posts on Facebook.
• 88% of sites can improve with social media marketing.
• Press Releases draw 32% more attention with every post.

Are you planning to make a stronger approach on the internet?Get help from the professional SEO companies who will strategize your posts for perfect digital marketing.

Take the step in making your small business grow BIG!

The post 5 Secret Digital Marketing Updates to Make You the SEO-HERO! appeared first on Vikypedia.in.

Times are flipping fast in digital marketing and keeping up with this pace is really important. Moreover, the pace needs to be on trend too. Not clear?

40% Of the online marketers even after spending a substantial price are not able to find ‘success’ in online marketing. The reason for this is quite simple.

The Internet is a tricky place, and Google is trickier!

Yes, this must be the case. Google is constantly bringing in SEO changes for better media relations and marketing. Therefore, it is extremely important to know what the updates are –

Keep long tail keywords by your side

This targets niche demographics, which means it will show your result in your genre that is better for business. Also, it faces lesser competition than generic keywords and ultimately, your target is to make yourself visible in the search result.

Interesting fact: Long tail keyword has 60% more potential in fetching better result for pay per click service.

Mobile friendliness is a must

The world will certainly fail to run well if the app design is not mobile friendly. Maximum people like 7 out of 10 prefer mobile search over using PC or laptop. Hence, make sure that the app or site or content, in short, your presence in any form should be mobile friendly.

Back your words with visual!

The better you plate tastier seems the food.

This is equally true for content posting. A proper article with 500 words has a lesser chance of being viral than an article of 250 words with pictures (hence, it’s called a viral post). This is something extremely interesting.

So, make your posts more interesting and see how much impact it leaves on the readers!

Know what the posts to create are

Not clear? You need to know the preference of audience and what do they prefer to read. If you can identify these writing, it is going to help you get through this issue and help in benefiting better.

This is how the ranking is budding presently –

First, its Articles with 79% followed by blogs with 69%, then newsletters with 63% popularity, fourth is case studies with 58% and finally its whitepapers with 51%.

Now, do you want to post?

Was this post helpful? The only way to know is adding these approaches in your writing style! So, post first, get the response and leave your feedback below in the comment section.

The post Are You Aware of the New Digital Marketing Approach? appeared first on Vikypedia.in.

Welcome to the internet world of 2017. These fast new developments in Digital Marketing are creating an impact quite undeniable with respect to the modern era of online branding. However, the scenario may not be the same for you and the reasons are the online marketing tools that you might not be still acquainted with.

If you are aware of those, then you are good to remain in the race; but if you are not; buck up your belt.

Open the toolbox and see which ones you are aware of –

Google Trends: Like trends change every fall, Google changes it trends too! So, are you updated with what it does? It adds validation to your ideas. Know what is happening around you, compare data and categorize your search!

Ahrefs: This is presently one of the best SEO as well as SME tools available. So, what makes it so special? It will compare and give the list of your COMPETITORS! Hence, you can keep your enemies closer.

The best part is it’s ‘alters,’ you set alters to know every time your competitor site gains a ranking. The mantra is- lesser the beeps, better it is!

Similar Web: Having a Creative block where you cannot come up with innovative ideas? Use Similar Web and check out other sites in the same business. It shows top ranking sites that make it convenient for you to gather only the best of ideas and add them to your own site.

Facebook Audit Insights: When it comes to improving marketing communications, Facebook is IMPORTANT. Posting ads and campaign in Facebook is imperative. This is when you need the help of Facebook Audit Insights! It lets you use the app easily and plans a perfect campaign too in Facebook.

Can you expect more?

Google AdWords – Is this difficult? Yes. Is this important? Very! So, you need to master the details. You must have noticed that in a good content page, there are so many ads surrounding it, which is the part which draws maximum client along with theappropriate promotion.

On a daily basis, 21% of the brands get clicked from these ads!

Google Tag manager: You have 1 site = 100 responsibilities. However, Google Tag Manager lets you put all the codes in GMT and just put 1 code on the website and you are good to go!

Got enlightened about the important tools of Digital Marketing in 2017 that are very well placed for 2018 as well? If yes, then enlighten your friend too by sharing this post!

Quick tip: Share it before your competitor does.

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AI a.k.a. Artificial Intelligence is now all over digital marketing. It is presently a Buzzword for the online market, which is expected to change the entire face of digitization soon. From a dot to the largest data, AI has the capacity to compile it all.

All the big names and companies all over the world including Google, Amazon, Facebook, YouTube, Instagram, Twitter, LinkedIn to name a few are investing loads of money in AI. These companies need artificial intelligence to predict what every customer would like to see in future.

Frank is one such AI designed to look after customer’s reaction and advertising. As per the E-marketers prediction two years ago, from 2015-2017, there will be a 65% hike in demand of AI, and it is true now. Presently, 67% of the display ads are done by AI.

“The customers are happy. Even before they are clear in their head what to buy, the options are there in front of them. This has increased the sales rate too!” commented a marketing analyst.

Moreover, AI can analyze and understand human behavior as per their choice. Whether a person likes to receive notification or not or what is their pattern of search; AI is able to do it all.

US marketing executives predict that by the beginning of 2020, 80% of the advertising market will be certainly taken over by AI. This further predicts an investment of $48,097 million by the online sites in AI Digital marketing.

With AI having everything under its control, there was a growing wave of concern regarding how exposed people will be. It can pose a huge threat if all the personal data and information in the AI storage becomes accessible by unethical groups.

However, the companies have thought on this, and they have a plan on investing around $2,472 solely on cyber security.

This brings a huge hope for the future of online marketing and developing media relations with customers.

“AI is the new mode for building a customized marketing plan for each and every customer,” said an E-marketer.

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What does the digital marketing world say? Content is the king! However, like any rule, there will always be certain myths surrounding which people start believing quite quickly. How do those myths affect? It has a very simple effect – Drops the quality of the content.

The surprising thing is, more than 45% of the people looking for content contemplate on those myths; hence, they never get the desired result.

Time to burst the bubble of myths!

Myth – SEO revolves around keyword density

Fact – It’s the talk of the past. The keyword is an important part of SEO. However, it is not just the only part. Stuffing too many keywords will bring down the content in the ranking index, especially if one uses manipulative keywords.

Example: Suppose the article is on Levis women jeans and while writing, there is a stark comparison with J21, and one has mentioned both the brands in the content. Now, when someone searches for J21, he/she will find this article on Levis which is going to manipulate the readers. Hence, Google will rank the content low.

Tip: Using keywords twice in a content of 500 words is good enough.

Myth – Shorter it is, readers will be happy to read.

Fact – If this is the case, novels would never have been best sellers. Readers need information and value which one can never give within 300 – 700 words (what most people ask for). As a result, there is a lesser chance for the content to rank better.

Remember the three things Google is looking for –

• Information
• No redundant or manipulative data
• Reader satisfaction

However, the posts should not be more than 2500 t0 3000 words maximum. In these contents, making an index and giving strong headings are imperative.

Myth – Make it complex for better results

Fact – Using complex words won’t make a content better. Rather, keep it simple so that people can understand it easily. When it comes to marketing communication, there will be readers from different backgrounds. So, it is important to make sure that it’s easy to understand for all.

Myth – Rewrite means reframing the same content

Fact – Absolutely not! Rewrite means adding more value by updating the content. Keeping the topic and keywords same, one must change the rest of content in terms of –

• Information placement
• Flow of the content
• Deletion the redundant parts
• Add new information
• Change the format

Otherwise, there is a fair enough chance that it will come out as a duplicate content and Google will block it.

Myth – Digital Marketing is all about sales from the beginning!

Fact – Partly true, but not completely. One certainly doesn’t have to be affiliated with an e-commerce site or other methods of earning; there can be write-ups for other purposes too. Presently, there are many websites spreading awareness against crimes, supporting teenagers to be contemplating their messy thoughts, lifestyle and more.

To make a site profitable, first, make it productive. Give genuine information and focus on reader satisfaction at first, later things will blissfully fall into place.

The post Myths Vs. Facts for Digital Marketing That You Must Know! appeared first on Vikypedia.in.

So, what is the latest thing you have planned for your content? There must be many! However, are you aware of the fact that writing the perfect content calls for something more important than just mere following the Webmaster guidelines of SEO?

Confused what else is there?

Just remember one thing; while you write a post, it is extremely important to write in a manner that is going to change the readers into potential customers as well as followers.

What are those key points of successful digital marketing?

Take a look below at the list!

Meta description

Before opening a link in Google, have you noticed a small section where there is a description written? That is the Meta description! Make sure to write a proper Meta description and add a keyword; this will help in higher ranking.

The starting approach

Introduction of a content, matters a lot. This is why, there is no point beating around the bush; rather, straight go to the purpose of writing the content. Make sure the promises you make in the introduction are fulfilled in the rest of the content.

Tone of writing

Like there is a tone for speaking, equally one must maintain a proper tone for writing. For example: when you are writing an article, the tone should be informative and mostly in 3^rd person. For blogs, it should be informal and communicative, mostly in 2^nd person. Similarly, for other contents like News and Press Releases, it should be strictly formal.

Word density

Using too many words decreases the chance of higher ranking. This is why, make sure the usage of article and preposition is below 5% – 6% and nouns should be below 3%.

Back linking

After writing content, it is important to make sure, at the end, the page redirects to the main website. It enables the visitors to know about the products as well as services in details.

Call to action tone

What is this? If you know about the call to action tone then you know the right way to end your article. The concluding sentences are very important to make sure that the readers get convinced and are converted to consumers.

Always remember, as important it is to make the start interesting, it is equally essential to end it appropriately!

If you have learnt something new and or have more to say, please share your thoughts with us.

The post The ultimate guide for a good content and successful Digital Marketing! appeared first on Vikypedia.in.

“Ping! You have gota mail.”

Digital marketing is now extending an impressive and impeccable strategy of email marketing. This is prevailing more as 79% of the consumers prefer permission based notification via email. As a result, the email marketing is growing very big and running steady.

From small to large businesses, everyone is now focusing on email marketing because of the following perks it has to offer –

• Marketing based on category
• Getting hold of more personal data
• Easy monitoring
• Customized marketing

According to market strategists, the reason for email marketing to be such a hit is because of a psychology working behind it. As soon as a person receives an email, he/she feels the hit of priority, which works very well in the era of mass marketing.

To ensure a complete success in email marketing, here are few things to keep in mind.

10 Tips for successful email marketing:

1. Check on the format

43% Of the email marketing is based on proper formatting. Do not write way too lengthy emails as people don’t have the whole day to spare. Be specific, keep the content crisp and add some value.

Example: Adding a picture, chart or form that will make the mail content more engaging.

2. Nail the subject line

What is the first thing people get to see as soon as they open an email? The subject line! So, make sure it is interesting enough for people to open and read the rest.

3. There must be a call to action tone

What is the point of writing a mail if the purpose is not getting solved? For this reason, it is important to add a call-to-action tone for readers to get motivated and look for the service.

4. Make people subscribe

Yes, this is an imperative point for adding more customers. It should be a bit of a teaser where people can only access the entire content after subscribing.

Think of this idea!

5. Contact new people within 24 hours

Do not make the new subscribers wait; this is a big point in media relation. If one is willing to grab the attention of the customer and retain it, one must make sure to reach out to every new member who has subscribed.

6. Don’t treat your customers like ‘nameless’ entity

Just a miss or mister is never good enough. One must write the name and address of every member appropriately. It further helps in developing personal relationships.

7. Keep it down and give some space

Don’t just send an email in the name of digital marketing all the time. 70% of the time the reason for unsubscribing is because of receiving constant email.

Once in a day, that too proper informative email is good to go. Otherwise, it is better to avoid sending unnecessary content.

8. Add a personal touch

Some quote maybe. Or a sentence directing as YOU, which will let people feel more interested to read and connect easily.

9. Be communicative and ask questions

The key to winning this is by having a proper communication. It is important to ask questions and to have a better understanding about the customer demand.

10. Reply ASAP!

When it comes to media relations, there is no better way than replying your client as soon as possible. It helps the customer to realize that the company cares and builds a better chance of promoting the service.

With these clear ideas, don’t repeat your email marketing mistakes! Go ahead and establish a cord of digital presence.

The post 10 Things to keep in mind for a better Email and Digital Marketing appeared first on Vikypedia.in.

Facebook is ranking as one of the biggest platforms of digital marketing for various companies. The open platform for mass marketing till now has been a stupendous hit among people; however, the scenario has changed from Monday.

Presently, in Bolivia, Slovakia, Serbia, Sri Lanka, Guatemala and Cambodia, people will be able to see two separate sections in their newsfeed. One will be of ‘friends update,’ and the other will be of company updates or the Explore page.

As per Facebook’s head of Newsfeed, Adam Mosseri, “This is not a permanent plan, yet, there is nothing sure. We want to see how it works among people and then take any further step.”

The concerned reason for this experiment was to make the newsfeed more user-friendly. People were getting way too many company updates even when they are not very inclined on the services. Moreover, this was leaving behind the friend updates which people were often missing.

Mosseri further stated, “Our goal is to understand what is working better with our users. We are not ready to compromise on our user experience. Presently, we are waiting for the feedback to understand whether this idea is worthy of pursuing or not.”

However, there is a hailing query regarding how the brands would react to this sudden change. Almost, 40% of the business comes from mass marketing in Facebook.

Though this can be a blow to the digital marketing plans of certain companies, the outlook of Facebook is certainly different in this matter.

The large brands and media companies are already paying a lot for their posts and products. For that, we are limiting this to only six countries for a test run.

With the new shift, there is a possibility that the businesses will utilize their pages differently. The pages can now evaluate the number of people visits and act accordingly.

As per Facebook, this is not an attempt to change the shape of online marketing; rather, it will help companies with better social media management.

As this is not going on a global basis, people can breathe easy for now. However, to be on the safer side, it is always better to think about a Plan B to keep customers engaged and draw them towards the pages.

Mosseri finally concluded by saying, “There will not be any extra charge for any business or publication page.”

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The landscape of digital marketing has undergone tectonic shifts in the recent years. Not long back, marketing on the internet was restricted to an isolated ad on YouTube before your video started buffering. That led to social media platforms like Facebook and Twitter becoming breeding grounds for consumer specific ads.

The latest buzzword is sentiment analysis.

Let’s first understand what the concept of sentiment analysis is.

Sentiment analysis adds meat to the generic indicator of likes and comments. While a lot of so-called ‘social media influencers’ and marketing communications personnel pay attention to the number of likes and comments in their posts, it does little to reflect the reality.

Well, yes!

Sentiment analysis involves analysing each comment, suggestion or tweet on a social media site for its actual worth. It goes beyond the archaic metric of just numbers or individual words. Rather, it attempts to comprehend the attitude of the user by using distinct variables like mood, context, emotion and tone.

So, when you leave a comment on the lines of… ‘Hey admin, you and your page suck!’ sentiment analysis checks that as a negative feedback as opposed to just another generic comment.

Those of you familiar with coding will know about NLP – the field of computer science responsible for this technology. What NLP does is add a layer of complexity and maturity to the processing of raw data.

For instance, previously a comment with the word sick would be attributed to mean only ill, giving the comment a negative emotional ranking. However, as we all know sick in modern day parlance can also mean ‘epic’ or ‘awesome’. NLP in sentiment analysis accounts for this exact contextual layering of the same word possibly having dual meaning.

Now, sit back and imagine for a moment the colossal impact a technology such as sentiment analysis can have on digital marketing!

Not only will it give admins a much more accurate reading of the user’s sentiment but it can also usher an era of individualised marketing and PR strategizing. In fact, it can also predict purchase patterns for upcoming products and service launches!

You must understand that sentiment analysis doesn’t happen in isolation. So, a single user’s sentiment is nearly of no value to a big company. But when data relating to hundreds or thousands of user interactions, preferences, and brand affiliations is put together – it will give businesses a clear indication of how to market their product better.

Even beyond digital marketing, sentiment analysis can have far-reaching consequences in the world of finance. You can successfully map users with their history of trading and predict their future stock purchase.

To be completely honest, sentiment analysis will have far greater significance and impact on the way we live our lives than any of us can predict today.

Feels like a futuristic sci-fi concept? Well, People, the future is here!

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‘Bringing the world closer together’ has always been a Facebook mantra. Their latest effort to that end involves empowering smaller communities who are yet to be integrated on the World Wide Web consortium. The goal is to show them the impact digital marketing can have on small businesses.

Scheduled to start in the beginning of 2018, the Facebook Community Boost team will visit at least 30 different US cities. They will engage with them on a one to one basis. Facebook’s target audience will constitute small-time entrepreneurs and the unemployed – with an aim to empower them with digital literacy.

More specifically, the company will look to teach these individuals ways in which they can use Facebook to make money. This involves –

Firstly, improving general digital and social media skills to boost chances of job procurement.

Secondly, provide tools and strategies for turning an idea into a successful and implementable business model.

Thirdly, offer ways to existing businesses for expanding and finding new potential customers using digital marketing tools.

Fourthly, teach first time users of Facebook about the value of crowd gathering tools such Facebook events. This will help them organise and meet other likeminded individuals.

“We aspire to help more communities across America – particularly those who need help along with refining their digital skills to improve their job prospects,” wrote Facebook VP of small business, Dan Levy, on a company blog post.

The announcement comes in the wake of allegations against Facebook for its role in aiding Russia based groups to spread divisive messages in the run-up to 2016 elections. While the cynics are already calling this an exercise in PR, the Mark Zuckerberg-led company is trying to keep its head down and get down to making a positive impact on the community.

According to a senior Facebook executive, the success of the Community Boost effort across the US will give them the confidence to take it up elsewhere and possibly in countries like India. In fact, real change can take place only by connecting small communities not just in the US, but across the globe as well.

With the advent of social media, digital marketing can become a powerful tool for small enterprises. Facebook in its initiative to make that happen is helping shape a level playing field for businesses of all sizes.

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