Let’s begin the blog by mentioning what Content Marketing really is. It is that marketing approach which involves sharing of online materials such as blogs, articles, classifieds etc to attract the audience to the website. It can be considered as an indirect way to earn potential customers as there is no explicit promotion of brands. The primary aim of Content Marketing is to generate interest in the product with the help of strong and impressive content. Better the quality of content you share, higher will be the chances of users reading your content. The ultimate intent of this type of marketing is to drive customer action that earns profit for the brand.
Take the example of any brand and you will see that there marketing heavily focuses on Content Marketing. The reason is very simple – Because it works! It is the present and very much the future of any Digital Marketing company. In the age of digital, when it has become easier to indulge in bogus activities, Content is something which is authentic. People still believe in content as it is perfectly suited for the internet savvy generation. As 2019 approaches, Content Marketing becomes even more essential. Just like other forms of digital marketing, there are some trends which will dominate this vertical. Keeping an eye on them will be helpful. A list of those is mentioned below –
Lets start the list by mentioning transparency and credibility. One thing a customer wants is credibility and transparency. People are engaging with your brand as they believe in what you say. But if they are not able to relate what you are trying to say with the company values and image, then it will be hard to attract them. More than 85 percent of the consumers say that transparency is a key factor in going for a brand. Even if you are successful in attracting the clients, it will become difficult to retain them. Create content by aligning it with the overall mission and vision of the company. It will also make consumer more comfortable in further engagement.
Everyone likes to get attention. When we talk about the consumer, this attention is in the form of Personalized content. In 2019, brands will be benefited by personalization. There are different kinds of consumers and if you want to attract them, you need to indulge in customized serviced. It will be a waste of energy to direct your Content Marketing services in the same manner. According to 75 percent of the consumers, personally directed content is the biggest factor in purchasing. More you personalize, better will be the consumer spending. Any lack of relevance leads to decrease in engagement in the longer run which is ultimately going to hit the ROI.
You have to understand the importance of collaboration to know why it is so important. It is interesting to see different brands working together and create content of different variety which wouldn’t have been possible if there was no collaboration. Without going on specific examples, let us see what the potential is. When two different brands are involved, the impact will be twice. The content will be seen by twice the number of consumers. Content Marketing done this way will be shared in on both companies’ platforms. The footfall will double and will double the probability of increasing the engagement. All you need to do is find the right collaborative partner and start with it ASAP.
Okay. You may have one question in the mind – How do Influencers come into play in Content Marketing. As the buzz around Influencers is growing, using them wisely in 2019 is going to be a game changer. In the coming year, you need to target those influencers who are comfortable in penning down finely detailed content for your brand. A bit of different thinking is needed here. This will add some credibility for your brand. When people with a large number of followers will read something encouraging about you, they will give some attention to what you are saying. Give this a thought and you will realize how important this is.
Okay then. Finally, I am mentioning the importance of video now. There are many different blogs related to Digital Marketing which always focus on use of video and Content Marketing is one of them. As the time is evolving, video marketing is becoming a necessity now. More than 3/4th of the user base watch video on a daily basis. You cannot succeed if you do not think of ways to incorporate video in your Content Marketing plans. The best way to use this feature is to create short and crisp videos with perfect editing that will convey your brand’s message in the way a blog does.
Micro-moment is a term coined by me. If you search a bit, you will know that Google came up with this term. Consumers experience different micro moments on a daily basis. For ex- there are ‘I want to know’ moments when an individual is exploring and searching something. Then there are ‘I want to buy’ moments when someone is interested in buying something. The search is done to assist them in buying. Content Marketing can be done by answering all the queries of the customer. You need to provide the answer in a simple format so that customer doesn’t look at other options.
Use of chatbots and Artificial Intelligence is going to be a talking point in 2019. Content Marketing is going to revolve around this feature. Brands will profit by providing swift answers to frequently asked questions. The solutions provided should come with provisions of 24/7 solutions. Another point is to develop content with the help and input of other team members. Ground level employees should have freedom to provide inputs in content creation. There is a big benefit of doing this. They will also provide feedback which will be real and unbiased. Make sure you are doing all this in 2019.
Digital Marketing is about creating an online presence with the help of Content Writing, Social Media Optimization, Search Engine Optimization, Pay-Per-Click Services etc. You cannot imagine Digital Marketing if not for these services. Everyone has an online presence and this presence is not just limited to personal use. Big brands have realized how important it is to make their mark online. As people will see more them, it will obviously increase their revenue. Coming back to digital marketing, you cannot just focus on one aspect. For example – you want better ranking for your website. For that you will have to focus on Content Writing. But that alone is not enough. You have to also indulge in SEO services if you want it to rank higher.
This blog is, particularly about Content Writing. When you plan out how to reach more audience, then Content will surely be mentioned. But why is content important? It is important to have interactive content as the results of content writing are encouraging for the website. You will gain more clicks and traffic with the help of good content. The traffic will ultimately lead to conversions. Just like any other form of digital marketing technique, Content Writing has its own sets of Dos and Don’ts.
These dos and don’ts will keep you on the track and help in writing the desired content. Some of them are mentioned below –
We are starting with a fairly simple point. This point is important as it is the basic requirement of Content Writing. The need for Content is for a particular reason. You have a purpose before you begin writing. In Digital Marketing, it is done to bring more users to the website. Always remember this while writing. You have a particular purpose in mind while writing. Don’t create bland content or just for the sake of it. You have a responsibility on your shoulder and the results will be seen only when all of this is kept in mind. Choose a subject that will generate interest in the mind of the reader and also portrays the importance of the brand. Start by making an end goal and don’t divert from it.
The primary objective of Content Writing is to bring more visitors to the website by keeping the brand’s image in the mind. The flow of content should be in that terms but don’t forget to understand the audience interest. One of the biggest mistakes that a content writer can make is to write content without understanding what the audience really wants. Writing regular content without getting any hits is of no use. There is so much of content present online that you cannot expect users to devote all of their time to your site. If you are able to hold their attention in the start, then only your content can weave some magic. Taking the assistance of Google Analytics can be a good idea.
In digital marketing, content and SEO are interrelated. They have to hunt in partnership. The requirement of a business can be fulfilled with the combined efforts of SEO and Content Writing. To rank higher on search engines and subsequently get more hits, you need to incorporate some specific keywords that are necessary. After all, SEO is the end goal and then only Content can prove to be useful. Remember to use keywords in such a way that they are dispersed all over instead of stuffing them all over. With the help of Google’s Keyword tool, you can understand which are the relevant keywords as it tells you about the competition among them.
Writing content is by no means an easy task.You have to research everything that you write and be sure that the content is relevant and devoid of any mistakes. But one of the most important things in Content Writing is avoiding plagiarism. It is a serious offense and copying else’s work without giving due credit is going to lead to failure. It is just equal to stealing and even if it is unintentional, the results are not going to be encouraging. If you don’t want to face these issues, then there are different free apps to check if the content is plagiarized or not.
Great content is how well you are able to hold the attention of the audience. A content writer may not notice but having Call-To-Action is also a part of Digital Marketing. It is an essential feature as far as providing brand value is concerned. With CTA, Content Writing will just be like any another futile exercise. Providing useful information is not enough. There is a need of engaging the readers and encourage them to take an action. This can be done by CTA. Place it strategically and you are good to go.
Researching and jotting down the content gives a feeling of satisfaction. After all, you have done all the hard work and you deserve to feel good. But don’t just stop there. There is one more thing to do. Once Content Writing is done, there is a need for proper promotion. You can’t expect the majority of people to read the content without any promotion. After the content has been published, promote it in social media. If you are in a B2B market, then LinkedIn can be quite helpful. Including the content in email newsletters can also prove to be a great idea.
Why do people read the content that you write? It’s because people are looking for some information and your website seems like a good place for them. Don’t let that opportunity go. It is important to build a connection and that can be done only when readers are able to comprehend what you are saying. The content shouldn’t be too difficult to understand. Being friendly and using simple words are two tips which will help you in doing this. This will also help in having better access to Call to action.
Ask any Digital Marketing Agency and you will get to know how vast the digital world is. Once you get into it, there is no stopping. At no moment in time, can you will fully educated as there are new advances every now and then. There are different aspects which a Digital Marketing Agency needs to keep in mind. Technology is not going to stop advancing. If you want to benefit from it, all you need to do is embrace the technology and walk along with it. Be it Content, SEO, SMO, PPC or designing services, you will find updates very often. It may be difficult to comprehend them initially but once they are incorporated, you will understand the ease of using them.
But how does a Digital Marketing Agency prepares itself for these changes. The most important thing to do is to make sure that you have a competent team that is not afraid of change and can be up to the challenges thrown to them. Just like every year, 2019 is going to bring a whole lot of changes for a Digital Marketing Agency and there are some key aspects which will change the face of digital marketing. There are many predictions made for the future of marketing in 2019 but some of the essential points are described below –
To be honest, there are other aspects which are considered more important than Transparency but this point needs to be described for the betterment of a Digital Marketing Agency. Ethics are as important as revenue and therefore transparency plays an important role in the functioning of an agency. Many big brands has cut down on their marketing budget because of ineffective ads and lack of transparency. Agencies don’t understand that being transparent is going help to help them in the long run. It is important for the client and the brand to be on the same page and in 2019, only the transparent ones will be considered as the leaders of the pack.
This is one of the most obvious points to be made for the future of a Digital Marketing Agency. AI is the future and it is present everywhere. Different business owners are adapting methods to incorporate AI in their marketing. And why not when it has the capability to do any and everything. If you want to identify the behavior of your customers and the pattern of their search queries, there is nothing better than AI. In fact, Facebook and Google Adwords have already started to use it. They find users who are more likely to perform actions as desired by the advertiser. Another area where AI is going to dominate is chatbot. Be it WhatsApp, Facebook or any other platform, it is going to be there.
Programmatic Advertising isn’t a new term for a Digital Marketing Agency. If we describe the working of programmatic advertising, then it allows the brands to approach the customers in real time. It has become cheaper and swifter for the brands to buy ads for the advertisers. But how is it possible? All of it is the work of algorithm. Programmatic uses algorithm efficiently to position an ad in a better way, thereby saving time and money. The future of this type of advertising looks highly promising. It can be directly used by the brands to target the loyal customers by showing the personalized ads. This will lure the customers to use their products and regularly.
The rise of social media has brought in a new culture and it goes by the name of video marketing. People have started to make videos frequently. They have started to chronicle their daily lives in the form of video and post it on different channels. A good brand will hire a Digital Marketing Agency to take full use of this. If stats are to be believed, then 70 percent of people have shared a brand’s video at least once in their life. If we look at the point of view of an agency, then businesses have also seen good results. Around 3/4th of them have seen improvement in businesses with video marketing. Be it Facebook Live or WhatsApp stories or Instagram’s IGTV, video is present everywhere.
Influencer is a word which has a lot of responsibility attached to it. Influencers are used by the brands to attract customers. People with more than 100,000 followers generally come in this category. They talk positively about your brand and users get to know about the brand name. But 2019 is going to bring a change in this trend. As it has become quite easy for people to buy followers, a Digital Marketing Agency will emphasize on reach rather than the number of followers. More the reach of the influencer, better will be the chance of succeeding.
The craze of social media is not just limited to Instagram and Facebook. There are other apps which has been benefited by the onslaught of digital marketing. Being active on Social Media apps just for messaging friends has become the thing of past. Look at the stat of Facebook Messenger – more than 1.3 billion monthly users are actively present. The same figure is also for WhatsApp. This shows the popularity of these channels and how they are leading people to spend more time there. In the long term, these ads will thrive on ads without charging the users anything.
When everything is evolving, how can Google be left behind. Google is the most preferred search engine and is likely to consolidate its place in 2019 too. All of this has been possible because Google knows the importance of evolving with the technology. Image search is a feature where a user uploads an image to search and get specific results. In future, a Digital Marketing Agency will benefit when Google integrates visual search in Google Maps. A feature known as ‘Google Lens’ identifies objects with the help of camera. For now, it is only limited to Pixel phones but in 2019, this feature is expected to roll out in more phones.
Design & Development has made it fairly simple for the audience to see what the brand portrays. It has become imperative for every kind of businesses to have a website. When Internet was fairly new without many takers, the biggest task was to create a website no matter how basic it was.. With the advancement of technology, many different forms and styles were born which just helped Design & Development. It has become one of the most important aspects of any running business. If we talk about a digital marketing company, then a good chunk of resources are allocated in this regard. Every company realizes that output will weight much more than the input.
But why is a website necessary? One way is to look at the competition. Everybody has one! It is also a good way of knowing where the consumers are present. When done right, it is a cost effective way to take a business ahead. For a competent website, you need to have a good web designer on board. As a web designer, you need to grow continuously. Web designing is much more than knowing tangible skills like Photoshop and jQuery. There are other things to keep in mind if you are an aspiring web designer. If you want t be a part of a capable Design & Development team, below given tips are going to help you immensely.
Communication skills play a big part in Design & Development. In fact, communication skills are necessary no matter which role or position you are in. It can make or break your career. But it becomes even more critical if you are a web designer. There should be strong communication with the manager and client, if needed. You may not be outspoken in nature but if you want to achieve professional success, you have to become bold and communicate with the team fearlessly. Good communication also makes sure that there are no misunderstandings and even if they arise, they are disposed immediately. You may also be asked about the deigns and other aspects and clear communication will let the client know why a certain design was selected.
Call individuals from different team and ask how they perform their respective task. You will notice a pattern in their working. Before a task is performed, there is proper planning. The first stage is always planning and then comes everything else. Planning and research do wonders for a web designer. Study about the client’s history and communicate with them to create a plan. It is an uphill task as boredom can arise while doing this but in no case can it be avoided. In long term, it is only going to help you. The chances of failure will decrease and will save your time and effort as well.
You are a part of Design & Development team, not the graphic team. Always remember this while making a design. The main focus should be on designing a website. You may have great graphic designing skill but that isn’t your area of expertise. Both of these platforms are quite different and should not be handled by a same person. Even the objectives of a web designer differ to that of a graphic designer. As a digital marketing agency, you need to hire a person whose specific role is to be a part of only the Design & Development team and not waste his time and effort on graphic designing.
All of the digital world is running because of technology. Technology has made possible to build a design from scratch and present in a manner that showcases the capability of the business. It will always play an important part in future too. But it keeps on changing every now and then. There are regular updates and if you want to be relevant, then you must be up to date with those changes. Take out some previous time form your weekly schedule and learn about the latest developments. The main focus in Design & Development team is on theme and templates. You can see what the latest trends are and what the audience are looking for.
You are a part of a organization. Don’t just consider yourself to be a part of the Design & Development squad. You will go forward only when the organization goes forward. For this to happen, always be a team player. Web designing is not a one man show and you will need help from others to make a website. Look in a different way and consider your role in the larger scheme of things. Collaborating and receiving inputs will also open doors to different ideas which are always a welcome. It will definitely help to improve and grow professionally.
Whenever you are given a project, always have a sense of ownership. Showing that you have authority means you are taking responsibility which impresses the client. Having a business mentality means that you have a sense of finance and the solutions you offer are for the greater good of the organization.
In the end, after your work is complete, make sure to get it evaluated. Getting feedback should be considered as a priority as it will give you a different point of view.
If you want to be a part of a successful Design & Development team, make sure that you have covered all of the above mentioned tips.
Social Media Marketing targets the users who are active on social media platforms. And in today’s time, almost everyone has an online presence. 15 years ago, no one would have thought that billions of people will come together with the help of Internet. There were a few sites before Orkut but it was the Social Networking site that started this revolution. The potential and future of Social Media Marketing was seen through the rise of Orkut. And then came Facebook. It was the turning point that left Orkut behind. Then came Twitter, Instagram, LinkedIn and many more. Everything else is history.
But the story does not stop here. As internet was rising quickly, agencies also took full advantage. They came up with digital solutions that assists brand in enhancing their image. The solutions include Content, SEO, PPC and Design & Development Services. As Social Media frenzy started, one more Service aspect was born – Social Media Marketing. The main aim of these services is to gain traffic and earn ROI through social media sites. It makes the user learn more about the brand and increase the visibility. The reason why this marketing has succeeded is because the user is able to interact and give feedback. Cut to 2018 now. There were many different trends in Social Media Marketing that changed how it was done.
Some of the trends are as follows –
First thing first. Social Media is all about presence. As a user, more you are active here, better will the likes, comments and shares. To make sure this happens, new methods are happening. One of those was going Live. Social Media Marketing was all in for going live in 2017 but it went full throttle in 2018 as it got a great reception. Brands were so sure of this tactic that around 95 percent of them included this feature in their marketing strategy. Consumers just love videos. They prefer it more than the blogs. 4 out of 5 people always prefer to watch a video than read a blog. Facebook leads the way in Live video by a distance and is followed by Instagram.
Have you ever booked an Ola or ordered from Swiggy. After the ride/delivery, if you have any complaints, you don’t directly talk to an agent one-to-one. Instead, you talk to chatbots. The same also happened on Social Media. It was a great example of evolution. Chatbots are not just limited to these, they are now integrated with different Social Media platforms. Businesses became active in communication with the customers. Lets take an example of Facebook. In the first year, there was just 33,000 chatbots but this number jumped to 100,000 and when the rise is steep, how can Social Media Marketing be behind.
Social Media Marketing also took advantage of another aspect – Influencer Marketing. It isn’t a new term but its incorporation in Social Media was new in 2018. Micro influencers have become very famous. They are the ones who are not considered as celebrities but enjoy a great deal of fan following in social media channels. They have thousands of followers in their social media page and the followers follow them closely and read whatever they have to say. They are better than celebrities as the followers can connect with them easily. In 2018, micro influencers had 60 percent higher engagement rate as compared to celebrities. Brands partner up with them and market their products and services with their help.
Watching videos on Youtube became irritating when a lot of ads started to pop in between but this is how revenue is generated. Platforms like Facebook took a cue and started to display ads. You will be surprised to know that Facebook alone has more than six million paid advertisers. Instagram, again, is second with more than 2 million paid advertisers. It became fairly simple in Social Media Marketing to target specific demographic and this is what is achieved in paid advertisement. You can show your ad according to location, age, gender and language of the user. Only these filtered people will be seeing the ad.
I want you to take a deep breath before reading the next sentence – Social media platforms are listening to what you are saying. It sounds creepy, right? But that is the truth and Social Media Marketing is taking full advantage of this fact. One such example is of Sprout Social. It offers different social listening tools to help the brand analyze what the audience is saying and how can the services be improved. Additionally, a brand can also see the health of their hashtags and keywords. Using the data, there can be different adjustments to the strategy and target audience.
Individuals involved in Social Media Marketing are a clever lot. They benefit from the users to ease their work. User generated content was one of the talking points of 2018. In short, it is the ideal way to grow your business by doing less amount of work. Let audience say something about your brand. Ask them to use relevant hashtags and post using these hashtags. More the hashtags used,better will be visibility. It is an automatic way of promotion. If a user says something true, it will be viewed as an unbiased opinion with no monetary and financial benefits.
Lets begin with what augmented reality is. A computer generated image is made and superimposed on the real image as required by the user. With the help of technology, real things are altered. Users have embraced this option with open arms as there is a fun quotient related to this app. People access the front camera and make wacky faces and post them on social media. Snapchat is the biggest example of this. In fact, augmented reality is the backbone of their operations.
2018 brought a lot of new things for Social Media Marketers. I am pretty sure 2019 will bring even more!
Before going ahead with PPC Services, let us discuss digital marketing in general. The increasing rise around us and how it has easily become a daily part of our lives makes digital marketing a complete winner. The primary reason of this, is the way how we have welcomed internet. It has opened a new dimension which is huge. Right from using it as necessity to exploring the luxury end, everything has now become digital. The stupendous rise has also meant seeking of financial benefit and as long as everybody is in a win-win situation, there shouldn’t be a problem in the future. Marketers and brands understand this and have come up in a way which captures the attention of the audience. PPC Services are one of those ways.
Along with SEO, SMO and Content Development, PPC Services form a team which has become the backbone of digital. But what is this PPC? In simple words, it can be considered as a tool to promote your business in the online universe. Pay-per-click runs on the fundamental that you will run an ad online and will be charger on per click basis. You will have to pay each time someone clicks on your ad. Money will be charged from you but this will also drive traffic to your website. Now, coming to how PPC benefits us. There are several benefits as explained in detail below –
Team goal is more important than any other thing. All the other goals should be aligned by keeping in mind the long term and overall objective. And this is why PPC Services are sought by the companies. In fact, this is the most imperative reason of using there services. They easily gel with achieving a large number of marketing goals. Right from e-commerce sale to brand exposure, PPC Services are there to provide you with everything. The best part is of tracking. Almost every type of conversion goals can be tracked with its help. If you want to bring audience to your website, then PPC is the way to go. It is the best medium to convert audience into potential customer.
One virtue to have while engaging in digital marketing is that of patience. When the strategy has been made, its implementation takes time and the results may take even more time. But as compared to others, PPC Services are known for swift results. PPC is considered as the swiftest way to yield measurable results. You just have to put your card in use and the results will be there. For a running website, all you need to do is create an adwords account and align your ads. Run them in the Google network and you will start getting considerable traffic.
If you will look at your PPC team, then you will notice that they are also competent in doing SEO. Both of them goes hand-in-hand. One of the major issues in SEO is the constant algorithm change that happens. The strategies need to be chopped off accordingly. This can be a headache but PPC Services are immune to these changes. A website is made keeping SEO in mind and all the steps should be taken to make it SEO friendly but all of this does not clashes with PPC. Fret not if there are changes to Google algorithms, your PPC campaigns will work smoothly and you can continue to run ads smoothly.
As an owner, it is obvious and common to be in control and when we talk about Digital Marketing, this becomes even more important. You are the one spending money, so you want to know where it is going. There are different campaign settings but in the end,you have the authority over the options to reach your potential customers. You control all the set of keywords that you want to target an how they are placed. Allocation of budget also depends on you. PPC Services are helpful if you want to start small and don’t have a massive budget. If the results are positive, the budget can be increased according to your preference and vice versa. Even when you have running ads, you have the option of quickly editing them and making necessary changes.
You don’t have to worry about PPC being left out of the team or not working in sync with other services. As mentioned above, SEO and PPC Services are linked with one another. The target audience for both of the platforms is same. People who use search engines are targeted by both of these services. The analysis of PPC in terms of impressions, clicks and conversions van be really helpful and provide quite a lot information in SEO. With the help of these results, you can prioritize your SEO efforts If you want to do away with expensive techniques and need real time data, then it can be quite handy.
Marketers are known to play safe and analyze carefully before taking a big step. It includes multi layered approach to test full coverage. The target type is fully checked to see if brand exposure can take place. It can be done through text ads or audience demographic. Text ads also include the tactic or remarketing. The full potential of Adwords will be known only when you have tried out various different things. It will lead to getting impressions without deviating from the prospective audience. PPC Services are helps in reaching to the audience who already know about you but haven’t showed much interest.
There is a wealth of marketing data which is used in PPC. If you want to see how you fare against the competition, then there are several tool such as SpyFu and KeywordSpy. PPC Services are also highly successful in brand recognition. People will be drawn into clicking your ad and coming to your website. If you want to target lost customers, there is nothing better than these services.
In short, PPC comes with it own set of advantages. Do a bit of market research and see where to show the ads and you will see encouraging results.
If you do a Google search, you will find that a Digital Marketing Agency is present till the 10th page of the search result. This shows the growing need of marketing in today’s time. As everything is going digital, its importance for brands to have online presence. Your competitors are already doing this and if you want to be relevant, its high time you also do that. In the description you will see every agency classifying itself as the best but that is not the case. As you search for the best Digital Marketing Agency, you should look for the one which will be able to provide you customized solutions.
There are different components when it comes to Digital Marketing. Content Development Affiliate Marketing, Social Media Optimization etc. make up the Digital world. SEO is another vertical which cannot be ignore. A good Digital Marketing Agency emphasize on SEO in a serious manner. SEO stands for search engine optimization. It is considered as one of the most effective techniques in increasing traffic to a website. If the website has good SEO, then it will get better ranking in the search engine resulting in more clicks. But you need to understand one thing about SEO. The trends keep on changing rapidly.
Keeping an eye on the future, the trends of 2019, as mentioned by a Digital Marketing Agency are as follows –
I am pretty sure you haven’t heard the name of RankBrain but every Digital Marketing Agency is closely monitoring it. It is an artificial learning system which helps Google process some of its search results and is also helpful in ranking web pages. According to Google, RankBrain ranks third on the importance of the ranking factor. The word brain is quite important in this!
A relevant search result in 4th rank is consequently ranked higher than the 2nd rank. If the bounce rate of 2nd ranker is higher, then it will be booted from its position. Its simple – people will stay for longer time only if they like what the site has to offer. Google will notice it and improve its rank. You can ask any Digital Marketing Agency and you will see the attention given to Rankbrain nowadays.
Click Through Rate (CTR) is a potent weapon of any Digital Marketing Agency. A PPC campaign is directly involved CTR. It is considered as a commonly used measurement tool for gauging the success of any online campaign. And if you want to do well in SEO, you need to master CTR. For that, you need to keep in mind the Google Algorithm and rank higher. Higher the rank, higher will be the CTR. One way to do that is to give importance to snippets. Snippets are some words that you read just below the SERP result title. Allocate a bit of resources to write clever and engaging snippets so that people are compelled to click to the website.
When it comes to Digital Marketing, there is nothing more obvious than this line – Content is the ultimate king. Right from the time when even the oldest Digital Marketing Agency was a newbie to the foreseeable future, content is always relevant. It has been the mainstay of every strategy and will remain so in 2019 too. Google rank the pages according to the relevancy of the content. Keyword plays an important role in content but the top ranking pages cover in-depth content. One of the tips is to publish content that is at least 2000 word long. It may sound too lengthy but that is the trend.
Mobile first indexing is the term which came to limelight in early 2018 and going to play a role in a Digital Marketing Agency. Today, more than 60 percent of the search results are from a mobile device and it becomes obvious and Google has started to consider the mobile version of your site as the preferred version. It isn’t up and running for everyone yet but as 2019 approaches, you cannot ignore it at any cost. Th content across the desktop as well as mobile should be consistent.
SEO’s working in a Digital Marketing Agency have now realized that large number of links are not enough in the long run. There is need of using high quality content and one of the ways is to use online SEO. More than 40 percent of the people want to see more videos and that is just the starting. By 2021, 80 percent of the content will be in video form. One of the ways is to tap into Youtube. It is already the second largest search engine. The tip is to optimize the content specifically for Youtube only.
Mark my words, Voice search is going to be the future in SEO. When there is ease of searching with the help of voice, why will anyone not use it! And the stats are there to back this. More than 40 percent people use voice search at least once a day. The figure has risen 35 times since 2008 which shows the progress. You need to put your content in the featured snippet if you want to benefit it from it. Four out of every ten audio search results come from a featured snippet.
No matter how many new trends come and go, there are some things which will always remain important in a Digital Marketing Agency – use of content and links. If the content is not up to the mark, you won’t be able to generate links. And if there is no link building, there will be no first page success for you. No algorithm comes to play unless you are on the first page. In short, no matter which things trend, Content and links are here to stay.
These tips will definitely shape up SEO in 2019 and can be considered as a definite SEO guide.
The working ways of a Digital Marketing Agency has evolved a great deal. There are new technologies and tools every now then which open a new dimension in the sector of digital. With their use, new possibilities have open up. The growth has been remarkable and businesses are embracing it with open arms. Right from Content Marketing to PPC, separate resources have been allocated to each and every department. One of the rapidly growing vertical is Social Media. If you look at a decent Digital Marketing Agency, you will see that proper attention has been given to Social Media by assigning a competent team.
Social Media has become a potential vertical in enhancing a brand name. Social Media Optimization ensures strong web presence. A whole set of people are introduced to the brand and there is a massive potential in converting them to customers. Promoting of business has become quite simple since the birth of Social Media Optimization. If you ask a Digital Marketing Agency which is the most important Social Media platform, the answer will always be Instagram. When Instagram is used to grow the business, the first thing kept in mind is to build a loyal audience who are interested in what you have to offer and will remain for a long time.
There are several ways to boost Instagram engagement. Following are the tips mentioned by a Digital Marketing Agency to enhance the engagement ratio –
This is one of the basic tip or can be considered as a tip. But most of the people don’t take it seriously. If you want to be a social media giant, then take your followers quite seriously. They are the ones who are interested in your offerings. If you are posting something on Instagram, then be ready to answer the queries and questions put by the followers.
One of the better ways is to highlight the questions in the stories. By this way, you can let other know that people are interested in your brand and you care about them by answering to every reply. Reaching your followers shouldn’t be the only aim. You should engage them in activities such as contests and giveaways. Story is another way which lets the follower see everything you have done in last 24 hours. A Digital Marketing Agency keeps this in mind.
A brand has its particular design and logo. A set pattern should be followed everywhere. This gives the feeling of uniqueness. But your style and voice needs to be in sync with Instagram’s in house designs as well as titles. With every update of the app, you need to keep up with the times. It will be a grave mistake if you think that by going with the last year’s trend, you will earn moolah. Followers will lose interest if you become repetitive. For this, a Digital Marketing Agency keeps an eye on the updates and what is currently trending.
Social Media has branched out. There are different platforms where almost everyone is present. Be it Facebook, Twitter, Instagram or any other, users are present almost everywhere. But one thing is common in them – connections. Connections make marketing possible. You have to connect Instagram with other channels and tools if full utilization is to take place.
One of the best use can be by integration of Instagram and Facebook. Ads on Facebook can be used to broadcast the posts on both the platforms. Another in-house feature is to use stories and posts simultaneously. Posts can be highlighted on the story and vice-versa. If there are different platforms integrated in one, a Digital Marketing Agency is profited by mixing the followers.
Okay, this trick is a secret. Consider this as a Diwali Gift from my end! One basic issue that arises is of being a pro photographer or a ‘pro-grapher’ as I like to call. People think only professionals can succeed on this platform. But this is not true. A good Digital Marketing Agency knows that there are many tools present which tweak your content in more than presentable manner. Some of the great examples are Spark Post, Canva and Venngage. They are incredibly powerful when crafting attractive visuals. Going with the template is always a great idea. You can go with plain or patterned background, according to the requirement. For a small community of fans, things like this matter greatly. Next time, do give this feature a try and thank us later.
This tip comes with a condition apply tag. Reposting isn’t something done by every one due to ethical or other means. If you are okay with it, then it is definitely going to help you. You might be busy in dong other things that there might not be time to post regularly. But you need not worry about it anymore. With the help of repost app, you can legally post other content that you like by giving proper credits.
Finding the content is very easy too. As a Digital Marketing Agency, advice to every brand is to follow hashtags and discover quality content. You can save the best posts in collection box and can easily select out of them all.
As mentioned above, followers are the most important part in Social Media. They are the judge and jury. Its of vital importance to attend them. But as there is competition all around, it becomes difficult for a Digital Marketing Agency to do that. As they have so many options, it is advisable to grasp their attention by rewarding their continuous and active support. User interaction is enhanced by giveaways. Be clear of what the deal is and how the followers will be benefited by participating in that giveaway. Word-of-mouth can also attract other users too.
These are some of the tips which are regularly used by everyone who wants to succeed in Social Media because after all, Digital Marketing will remain incomplete without Social Media Optimization.
A Digital Marketing Agency understands the importance of technology. In fact, no one understands it better than them. The process of incorporating it in our daily lives has been very smooth. It is not just limited to working on our system and taking full use. Now, mobile phones are laced up with latest technology and all the work that is possible in desktop can now be completed in mobile. In fact, there has been a continuous rise of mobile users and the trend is not going to stop anywhere in future. If stats are to be believed, mobile apps are rising the charts as far as digital marketing is considered. But there are certain things that need to be considered when exploring the idea of building a mobile app.
Before starting with anything, a Digital Marketing Agency needs to fulfill a particular purpose. There should be an audience out there who will embrace and the app and enhance the ROI. To ward of the competition, there is need of creating unparalleled experience. This creates a loyal user base which will stick to you no matter what. One of the better ways to do this is to take use of the already existing tools and hardware and integrate them with into the functioning of the mobile app.
Some of the tips mentioned by a credible Digital Marketing Agency are as follows –
As the culture of taking pictures of their own and the surrounding is increasing, it isn’t a bad idea at all to invest in this feature. A Digital Marketing Agency understands the power of camera and wants to use this feature increasingly. There are already different apps such as Snapchat, Instagram etc. which focus on photo content and allow them to dive into extra features of the app. The use of camera is not just limited to this. Apps such as Dineout helps you in saving money by clicking the picture of the bill and uploading it on their website. With the use of camera, one can perform different task making it convenient and helps in financial savings too.
Along with the use of camera, Touch ID is a feature that is now found in every mobile. Ever since Motorola came up with this feature, it is now considered a basic requirement in almost every smartphone. Businesses were not far behind in using this feature to their benefit. Heavy usage of this feature is now seen in banking sector. Different banks now ask for fingerprints before moving ahead with the use of the app. In some of them, logging in is possible only when you have used the Touch ID feature. A Digital Marketing Agency understands this fact quite nicely.
Microphones are not new or something that revolutionized the mobile industry. But the use cannot be sidelined. Traditionally, they have been used for hands free calling and asking questions to virtual assistants like Siri, Alexa, Cortana etc. This feature has been smartly used by apps to learn a new language and every Digital Marketing Agency is keeping an eye on it. There is an app by the name of Wireless Mic which allows the smartphone to be used as a wireless microphone. It also has use in leisure activities like Karaoke. When used properly, Microphone can come in very handy.
Everybody must have heard about GPS. But few people know that it is the property of US government. It doesn’t mean that nothing more than getting directions can be done from that. Food delivering apps are using it judiciously now to give option to the customer of tracking food. They can just open the app and track the live location of the delivery guy. Every Digital Marketing Agency is also aware that GPS isn’t just limited to this. Millennial are heavily focused on games like Pokemon Go. There have been more than a million downloads of this game from the app store.
Since the use of the first mobile phone, way before a smartphone was invented, keyboards have been an integral part. They were not advanced but the use was heavy. The same can also be said for smartphones now. The basic and common use include dialing numbers and sending text messages But the sudden rise in use of Emoji has become a blessing for app developers as dedicated apps are now made for this use. Options like Gif keyboards and numerous Emoji allow you to switch back and forth. Without putting load on RAM, many features are explored. One more advantage of integrating hardware, as mentioned by a good Digital Marketing Agency is the use of different languages. More than hundred different languages are available. This has made communication capability more diverse than before.
Bluetooth is an automatic choice in this blog. The importance of Bluetooth an be judged from the fact that the iPhones are now loaded up with its compatibility. This change in paradigm shows how serious people are to use this feature. It can be called as the future of mobile apps and that can be seen by the efforts put by a Digital Marketing Agency. One of its biggest use is in the audio sector. How users consume their audio content will be largely in the hands of Bluetooth is the near future. If you want your mobile app design to stand out, make sure to invest in In-app options that allow you to hook up to bluetooth devices.
Last but not least, flashlight also features in this blog but a Digital Marketing Agency needs to be careful about building apps that uses flashlight. One thing to keep in mind is that there should be minimal permissions to seek personal information. Color flashlight is one such app that takes judicious use of this fact. Flashlights of various colors and shapes are shown with this app. It has now become a norm of incorporating flashlight in every smartphone. It will be interesting to see how the app developers use this feature in the future.
These were some of the tools already present in the phone that can be easily and profitably used in integrating in a mobile app.
In the vast world of Digital Marketing, the trends change every now and then. It is important to keep up with them if you want to be ahead of the competition. If you want to succeed, then proper attention should be given to SEO. One thing which every Digital Marketing Agency understands is the importance of SEO in online business. Not focusing on it means you will lag far behind. When it comes to Inbound marketing, more than 60 percent marketers prefer it. It can be tricky to start. But one thing is sure – you cannot ignore it at any cost.
The most simple and convenient way to start is by SEO audit. It helps you in knowing the current rank of your site and what all can be done to improve it. A competent Digital Marketing Agency knows the importance of it as it takes less time but the result is quite significant. Keyword stuffing, multiple setup of pages, use of multiple micro sites to drive up traffic etc are a thing of the past. The criteria as well as the ranking factors have changed dramatically. Crawling plays a huge part and determine the ranking of the page. Regular update of the content is a must. As 60 percent of the searches happen on mobiles, Google has changed its algorithm too.
Keeping every bit of information in mind, there are different steps taken by a Digital Marketing Agency –
Crawling is considered as the most important step in audit. Before doing anything else, start with crawling. But you also need to understand what crawling is. It is a process in which Google ‘bots, or ‘spiders’ analyzes all the content and code. Additionally, it also helps in diagnosing duplicate content and excess redirects. With the help of Google Search Console, you can also get to know how frequently Google crawls your website.
A Digital Marketing Agency engage in crawling with the help of different tools like Screaming Frog SEO Spider Tool, SEMrush, Ahrefs, DeepCrawl etc. Not only are these some of the leading tools used in the industry but also provide a terrific platform for you to get started. Extra benefits of crawling include identification of broken links, bad keywords, poor images, title issues etc.
Your website has different versions. It is of utmost importance to use the right ones. Only one version of your site should be browseable. Considering all the permutations of the URL is the right way to go ahead. If there are more than one version of your website, you are not giving the ideal message to crawl your website. Crawlers are just bots without any intelligence associated with them. They don’t know which version is the right one. This will negatively impact the ranking your SEO ranking as the search engine don’t know how to present your website to the users. A Digital Marketing Agency is wary of this and works accordingly.
Optimization of the site requires completion of different processes. All of them are necessary when it comes to SEO. There are various checks done in order to do that. You can begin by looking for duplicate pages, headers and title tags. There can be some confusion if the content you have published is of similar theme. A possibility of showing up of unrelated content while crawling is there. But fret not. Your Digital Marketing Agency knows how to handle that. The problem arising from duplicate data can be solved by using tools such as Copyscape. Some of the other things you can focus on are – age of the page, keyword in domain name, meta description etc.
Improving SEO rankings is done by going ahead with the logical hierarchies. This is done by thoroughly checking internal as well as external links. When the web pages are moved or even deleted, broken links are created. There are tools like Integrity which helps in identification of the broken links. The best part is the simplification of the use of these tools. You have the option of viewing the results by link, page, status, or flat view. A Digital Marketing Agency use this process to comprehend the results in a smooth manner.
One of the very basic yet important thing to note is the speed of the site. Users that visit your website have the option of other sites too. One of the reasons why they come to you is because of the ease of loading the page. You don’t want to make them wait. Longer wait period will reflect in the bounce rate. More the page load time, more will be the bounce rate. To check the speed of the site, every Digital Marketing Agency takes help of Google’s PageSpeed Insights. It tells you how your site is performing against the competitors and how the rankings can be improved.
Reporting of live metric data is also essential. A Digital Marketing Agency does this with the help of Google Analytics. If the reporting is successful, it means the code is installed correctly. Remember one thing – the tracker code should be placed above the header of each web page. The metrics can then be checked with the help of ‘The Mozbar’. This tool exactly gives you various SEO details of web pages. Additionally, Google Analytics also help is assessing the page’s bounce rate.
Last but not least, backlinks are the backbone of SEO. It helps in knowing the search engines if the page is relevant and to what extent it will be helpful to the user. As the crawling of the site is also done for brand mentions, attention should be paid to both on and off site. Backlink audits also help in identifying the areas where focus can be shifted on getting more high value links.
The best part about these steps is that a competent Digital Marketing Agency completes this whole process in an hour. If you are consistent with the process, the results will be better than ever.
A Digital Marketing Agency has to fulfill many roles. The world of digital is quite large and you have to make sure about each one of them. The content needs to be curated according to the preference of your client. It may be niche or may cater to different segments. But one thing is constant – Quality. The quality is only going to take you forward. With many agencies setting up every day, getting ahead of the competition is the sure shot way of success. One of the most important components is Inbound Marketing. The success rate of Inbound Marketing is high and that is why preferred by everyone.
With the advent of newer technologies, Inbound Marketing is being used by every good Digital Marketing Agency. Cost-effectiveness and success percentage makes it a potent service. It attracts the attention of the potential customer even before they have made their mind to buy. It also makes them come back for more. Unlike outbound marketing techniques such as Cold-Calling, Spam Mails, Sales Fliers etc, inbound marketing targets the potential customers by giving them want they really want. It comprises of techniques such as Social Media, SEO, Whitepapers, Blogs, Podcasts etc. All of them have been quite successful in doing that.
There are certain things which every Digital Marketing Agency needs to consider when it comes to Inbound Marketing. There strategies helps in creating a solid platform for the overall growth. Some of them are mentioned below –
It is the most solid platform to understand the target consumer. Ever since Facebook Insights have become popular, many agencies have benefited from it. It is a very simple-to-use yet effective form of understanding the demographics that explains almost every customer. There are various different things which are found from Insights. Factors such as Age, gender, location etc tells exactly which section of the population to target. The content is created to appeal those who truly affects your business.
Ask Any Digital Marketing Agency about Inbound Marketing techniques and everyone of them will tell you to understand the current customers and leads. The best way to understand them is through a survey. It is a very simple process which is further helped by the use of previously compiled E-mail list. The main aim is to understand what problems are faced by the customers and what all solutions can be presented to them.
The next step of a Digital Marketing Agency is to find out more about the problems and struggles of the consumer. A survey tells you about the general problem but covers only the outside problems To get the in-depth knowledge, personal interviews should be conducted. Seeking out individuals is a solution to know about the specific problem. It can be done over phone calls or a video chat, whichever is convenient to both the parties. It will be also helpful to know what all strategies have been tried earlier but weren’t particularly successful.
Be it any form of advertising or any vertical of marketing a Digital Marketing Agency knows that nothing beats the importance of good content. It is the most important aspect of digital marketing as content has the potential to every one. You just have to prioritize it and make it reach the right set of audience. You should be aware of not producing generic content and instead focus on attracting the audience with to the point information. Just remember to adapt the content according to the client needs and give them what they need.
Capturing the audience’s attention is a tough nut to crack. And there is nothing better than a catchy headline. If you see the example of a good Digital Marketing Agency, you will understand that headlines are given special attention. They understand its importance and craft it nicely. New traffic is heavily influenced by the use of proper headlines and important in increasing the traffic.
The content is data driven and everyone is aware of that. Every Digital Marketing Agency knows this and devoting extra time in making content that is suitable for everyone but you can go ahead by incorporating different things in your content such as GIF, video etc. It is the basic human behavior to be curious about visuals and other type of media. To make your content appealing, add different forms of media and don’t just limit the content to text.
When it comes to writing articles, there has been significant development over the few years. The appropriate length of the articles have increased and instead of writing short ones, you should do extensive research and fill your article with in-depth content. This facts holds true for any mode of content. If you are going for videos, then 10 minute should be the ideal duration. A good Digital Marketing Agency understands this and does not ignore it.
As a Digital Marketing Agency, you need to constantly engage in guest posting. Your current user base is interested in what you show to them but you can expand this base by targeting other blogs. Guest Posting is a great way to do that. Before that, you need to be credible. Your previous blogs should be engaging and good in numbers. Then only you will be considered as a prestigious guest blogger.
Today’s search driven marketplace is very much dependent on the proficient knowledge of SEO. In fact, a Digital Marketing Agency can grow only if it is competent to do SEO. There are many different ways to improve your search engine results but one of the basic one is keyword optimization. A list of specific keywords should be compiled to target your client. This trick attracts quality visitors to your site and enhances the visibility too.
When doing inbound marketing, these tricks are surely going to affect you and should be used to make your business better than the rest.
In this era of technology, the time spent on any activity is fairly reduced by a Digital Marketing Agency. They have the means of different tools to gauge the performance of every activity. There are difference activities that are needed to run a successful campaign. There was a time when all the lead generated metrics were providing the data and you were elated with this breakthrough advancement. But they were not able to find the impact made by the data you can track. This problem is also now of the post. You have the means of measuring the revenue directly linked to the marketing efforts.
If you look that the marketing agencies from the era gone by, you will notice that the goal of those agencies was also to enhance the brand image which also impacts the overall revenue. The only difference is the space where the marketing takes place. Nothing is better than a Digital Marketing Agency and you have to understand how to measure the achievable revenue. It’s specially important in these times when knowing only the number of leads is deemed unimportant. You have to know how much sales is generated from them. There are various ways to achieve this and all of them are mentioned below –
The first thing any Digital Marketing Agency needs to do it understand what the user wants. This is the basic step and no strategy should be built without this. The buyers have the understanding of the products and services as the details of the products are out in the open for everybody to read. Right from social media to blogs to webinars, they are active in all the different platforms. They know what type of solution is ideal for them. And this should be very well known by the Digital Marketing Agency. The new buyer should be embraced as it will be easier to track the revenue with this way.
The revenue cycle is proper and a long one. It starts from the first interaction with the brand and ends at by seeing the effect on the total revenue. But before revenue gets influenced, there is need of understanding what the purchasing process. It is ably done with the help of CRM. It perfectly balances sales and marketing which means that both of the are equally accountable for tracking the revenue. This will help you in showing which part of your sales initiatives are taking off and which ones aren’t.
The success of any organization has been pinned down to team work. If you work in an organization, then co-related departments should be encouraged to work together. This holds true in a Digital Marketing Agency too. Marketing as well as sales team should work together to find a common solution. Both of them should collaborate for the success of the campaign. Not being in sync is the most common mistake that happens. All the terminologies and methods should be same. More importantly, the communication should be proper.
The growth in marketing also means that a plethora of tools are now available in the market. Tools in content hubs and social media listing platforms are expensive as well as fragmented. A streamlined method is desired for seamless revenue tracking in a Digital Marketing Agency. The need of the hour is a CRM solution that has the capability to perform all the tasks and collect data that matters the most. You only need the help of the team to segment the leads and determine the campaign which is most suitable for it.
In the end, it is all about the consumer. The consumer should be the kept in mind before going ahead with any strategies. And helping the consumer with answers at the exact moment is used by every Digital Marketing Agency. Siri, Cortana, Alexa etc are being incorporated in everyday lives. They are activated with the help of voice and and you can converse with them. If you have a website, then there can be nothing better than the chatbot. It is an excellent solution which if added properly will help you in achieving measurable revenue.
Artificial Intelligence is being lapped up by anyone who seems it convenient to incorporate it anywhere and no Digital Marketing Agency is left behind. The biggest benefit of AI is to build personalized marketing strategy. With the help of machine learning and data analysis, AI predicts what the customer wants and how you can provide it without using much of your resources. Indirectly, it helps you in achieving measurable revenue indirectly. According to a survey, more than 98 percent of the companies foresee the benefits of AI for their marketing strategies.
The whole process of onboarding a new client should be done properly. Shortcuts and deviation from proper process should be avoided. This makes the relationship with client effective and fuss-free. Client who has partnered with your Digital Marketing Agency may not know much about marketing. There should be proper communication with the client to filter all the problems. You should be able to present yourself in a proper manner. You may include company manifesto, scope of projects, presentation of how you can help the brand name etc. This will help in creating trust in the mind of the client.
Digital Marketing Agency has come into being because of the rapid growth an evolution. You need to evolve even now. This is done by reviewing your current process. This will tell you how to create analyze the current processes and come up with the ways that can improve the new ones. Then, testing of the new process is the way to go ahead. This is done to tweak the existing ones. The final step in this stage is to evaluate the process. Always growing is the motto which will take you ahead.
Only when you have the methods to achieve measurable revenue, you can truly gauge the success of your agency and beat the competition.
Dear friends, in my last video and blog I discussed about the significance of India Panchayati Raj System for your planning and execution of rural marketing strategies. While simplifying rural marketing, today I am introducing the first blog on the series of The Great Indian Rural Mall. With this, I’ll discuss the effectiveness of rural haats in reaching the maximum number of rural consumers.
It is imperative for the rural marketers to understand the a ready-made distribution network of over 43,000 rural haats which outnumbers the total number of outlets of world’s leading retailer Walmart. It is fascinating to know that rural haats generate around Rs 50,000 crore business for marketers.Generally marketers are worried about When, Where, Why and How to enter the rural markets. The challenge of spurious products along with scattered markets discourage them to step into rural markets. There are two reasons marketers need to be in rural India 1) large consumer base and 2) huge untapped markets. Here rural haats are providing you a big platform to anchor your ship into the untapped glodmine, called rural markets.
Haats are the periodic rural bazaars that are set-up either daily, weekly or bi-weekly, depending on the area. Each haat covers 20 to 60 villages with an average footfall of 5000-10,000 people. These haats are just not the place to buy and sell commodities but are also a great socialising area. Here, villagers like to touch and feel the products, there are almost 300 to 500 stalls with average sale of 2.5 lakh a day per haat. Imagine the sale in 43,000 haats, you really need a calculator to calculate these figures…
If we discuss about the commodity-wise business in the rural haats, according to Rural Marketing Association of India, 53 percent stalls trade for agricultural produce, followed by manufactured goods, mainly fast moving consumer goods (FMCG) with 19 percent, processed food 6 percent, handicrafts and forest products 5 percent each, services 4 percent, meat and poultry 3 percent and others 5 percent.In order to leverage rural haats, FMCG, auto and agri companies have already entered these markets by doing regular activities. They have built their brands over the years and are getting good returns. These brands have been extensively using all forms of marketing activities like experiential marketing, van activations, nukkad naataks, wall paintings and CSR activities to engage and attract the eyeballs.
Today marketers are innovating by using technologies like Augmented Reality, Internet-of-Things, social media and even keeping an eye on Big Data. With such huge engagement there is still a large market for new entrants. The market has lot of opportunities for companies who are into solar, banking, technology, insurance, healthcare, education among many others. The market is now open for all categories.
FMCG companies like Hindustan Unilever, Procter & Gamble, Dabur, Colgate-Palmolive, Emami, Godrej; auto companies like Hero MotoCorp, Bajaj Motorcycles, Mahindra, TAFE, Escorts and agri companies like Syngenta are amongst many that have successfully established their sales and distribution networks.
So, in order to take over the haats, marketers need to first identify the 4As and the 4Ps, which I discussed in my previous blog and video . For detailed information, you can click on the link Entering the Rural with a Punch of Gram Panchayats. The most important factor that needs to be taken into serious consideration is product innovation, product design along with crazy marketing strategies. For example, the introduction of sachet in shampoos, revolutionised and spiked up its sales in rural areas.
The marketers need not worry about the desire of the product among the rural as with the digital boom through mobile and extensive media penetration, the desire and aspirations have already been created. If you would like to get a detailed plan or any assistance, write it in the comment section, we will be happy to assist you in planning your rural outreach programme.
To get more informative videos, blogs and easy tips to simplify your rural marketing activities, subscribe to our YouTube channel. And don’t forget to like, comment and share the videos and blogs.
To watch the video on How to win big in Rural Haats.
A Digital Marketing Agency can survive only when it has the means to evolve with the demands of time. Technology has changed over time and there is no stopping. New inventions are made every now and then. This has also simplified the work. With the incorporation of Digital in advertising world, a whole new world has been explored. Now marketing is done by sitting in the premises. It is now considered as a breakthrough in technology. If you look out, you will see many companies providing digital services in different verticals. But are those worthy to spend your well earned money?
This is the main question. If you check them out, they promise you the best services and working process but not many of them have all the necessity tools. If you want to go ahead with the best Digital Marketing Agency, then do give a consideration to their previous app marketing services. Mobile app is the future of marketing. Its funny to use the word future for digital as it is considered future in itself. There is tremendous impact of mobile app and it has been recognized by everyone, therefore, untiring efforts are being made in that sector.
The stats are out there for everyone to see. More people are now active on mobile than desktop and this gap is increasing every year. Be it music, tv shows, games or any other source of entertainment, there is an app present for every source. Steadily, everyone is now moving towards app and marketing is not left behind. If you want to connect with the customers on a regular medium and want them to take the maximum benefit, mobile app is the best thing. Every Digital Marketing Agency should be able to provide App Marketing services to get ahead of the time.
There are several marketing strategies for mobile apps. In any Digital Marketing Agency, those strategies are mentioned as below –
To keep pace with the long term strategic goals, identifying Key Performance Indicator (KPI) is a must. One advantage while setting up KPI is that it is very much similar to other marketing goals. The difference lies in the strategies and nuances of the specific app.
A good Digital Marketing Agency focuses on points such as app store rankings, app store optimization, organic & loyal user acquisition, cost-per-download among others. This all may be new for many marketers which means that there is need of team which has experience in this particular field. Although you need to focus on the KPIs specific to app marketing but it needs to coincide with other marketing strategies.
As mobile app marketing is a new vertical, marketers don’t allocate the deserving budget to it. At times, it is even less than 1 percent of the total budget. This is where the expertise of a good Digital Marketing Agency comes. According to a study, more than 79 percent consumers wish to receive location based alerts on their mobile phones.
The normal spend on app marketing should be around 8 percent. But the job is not done. There should also be planning of how to spend the budget. One of the key things to do is to enhance your app’s visibility in the required marketplaces year-round.
Every Digital Marketing Agency is fighting to be the numero uno in app development nowadays. Even the individual departments are doing the same. There may be turf war arising inside the office as to who owns this department. The solution to this problem is to align all the different stakeholders into one team.
This way, everyone will have a say in app marketing strategies which will help in making these strategies successful. It won’t be a simple task to do this but is a necessary step. But it will increase the creativity and ease the planning of any campaign related to app.
Gone are the days when the app was designed just for the sake of it. At that time, it was okay to market the app but now this is not feasible. As your Digital Marketing Agency is serious on advertising the app, the aim should be more than just to sell the app. Instead, the focus should be on selling the experience provided by the app.
The app should also be presented in a way which makes itself distinguishable from the previous experiences on mobile websites. It is of prime importance to be clear and specific about the use of app and how it is going to simplify the everyday lives.
If your Digital Marketing Agency focuses on doing work organically, then you are in safe hands. Paid media buys will definitely give your app the required boost but eventually, its success will be gauged by the numbers of users who install your app on their own. They discover it and find your app to be relevant of their space and data.
One of the better strategies in this regard is burst campaign. It is the most prominent strategy to achieve organic lift. The primary goal is to achieve your app’s optimal rank. It is possible when your app has organic downloads. It is going to help you on the long run.
The fist step is to make people download your app but this is not the end result. Many people may download the app just because of curiosity. But don’t use it and uninstall. What a Digital Marketing Agency needs is target the loyal customers. They are ones who will let your app turn profitable by generating revenue and giving you a better ROI.
These people actually use the app and its features. It is important to acquire loyal users. If there are no loyal users, it means there is something is wrong with the design and functionality of your app.
These strategies are very much important, no matter how old or new you are in the app marketing business.
If we look back at the history, then marketing can be dated as late as twentieth century. It was in early 1950’s when the businesses started to take it seriously. For a term which isn’t even a century old, marketing has done a commendable job in strengthening its foothold. Throughout the history, it has evolved at a rapid base and there is no sign of stopping. This is the age of digital and marketing has adjusted to it very well. When everything is turning digital, how can social media stay behind. This has meant that the strategies has changed and there is now need to capture the audience who are dominating the digital market. Now, we have gone one step ahead and amalgamated Artificial Intelligence in this sector.
Artificial Intelligence (AI) is defined as the sub-field of computer science which emphasizes on the creation of the human like intelligence in machines. AI is associated with computer or robots performing tasks which are usually associated with human beings. Ten years back, if someone had told us that AI will play an important role in digital marketing, then we would have laughed it off. Its quite commendable how far ahead technology has gone.
Take an example of any Digital Marketing Agency and you will see them using AI to the core. The ease of which we have welcomed it is one of the reasons why it is getting so famous. There are various different tools which are the need of the hour of every digital marketer but the outcome has not always been true to the effort put. This is where AI helps in making the life easier of a digital marketer.
Data is everywhere. It is present in different forms and being asked to get used. As more data is being created in immeasurable quantity, everything can get complicated if there is no system or knowledge of how to use that data. A good Digital Marketing Agency uses it effectively to help the brand. AI helps in understanding a heap of data. Not only the data is analyzed but also understood. After all, this is the major role played by AI. One of the things which AI offers is personalization. Every user wants to feel important. It plays an important role in taking user experience to the next level. This is only possible by analyzing the data which is in big numbers.
For a marketer, AI makes every dream come true. When there is heaps of data arranged in a particular manner, it becomes easier to formulate a strategy. Digital Marketing Agencies are taking full benefit of AI. Lets take a look how this is done –
Huge sets of data is being analyzed before making a strategy. At every single step, these strategies reduce the unwanted part and are customized according to the user’s needs. There are smart ads which target the users who search some particular queries. With the help of AI, it has become highly effective in knowing what the customers want.
Search Engines weren’t as smooth as they are now. AI enabled marketing has made them smart and hassle free. The results generated through it are highly accurate and it can easily track search queries, navigation processes and purchase patterns. One such example of this is Latent Semantic Indexing (LSI) which generates keywords which are more relevant. For ex – ‘Google’ and ‘Android’. Both of them are different words but many times used together.
As the user base is growing, the potential of a customer is also increasing. All that is needed is catering to their needs. This is done effectively with the help of AI. Smart Digital Marketing Agencies provide the website with chat interface. It allows the customer to chat directly with the agent. The advantage of AI based chatbots is that they can hand multiple requests at a time and are available 24/7. But they need to be enhanced by learning the language in order to give convincing responses.
The primary aim of any business is to get optimum Return On Investment (ROI). AI makes it possible with the help of analytics and smart digital campaigns. With the help of Machine Learning, an application of Artificial Intelligence, identification of the patterns & trends in behavior and improvement from that experience is possible. Amalgamation of AI and digital marketing has ensured multi-layer strategies. It has a direct impact on customer experience as they receive the exact information they asked for. It takes them ahead on the next stage of the buying journey.
The best part about AI is that it hasn’t stopped evolving. The idea to accumulate and gather information from it has already made the lives of Digital Marketing Agencies easier. AI has integrated with different field of studies that has made it easier for the marketers to incorporate them. For ex – Natural Process Learning (NLP) is the field that focuses on the ability of a computer to learn and process a human language. This has helped brands to understand customers on a larger scale rather than just local entities. Similarly, there is Semantic Analysis. It is an important part of NLP, which helps in extracting relevant information from heaps of unstructured data. Not only a lot of time is saved but also inconvenience is avoided.
Even the field of Content Marketing is not left out. AI generated content helps in scaling up content marketing. One of the famous Natural Language Generation (NLG) engine, Wordsmith, has the ability to turn data into text in any format and language. Another example is Acrolinx. It is an AI-powered tool which creates content for big brands like Facebook, IBM, Nestle, Caterpillar etc.
To summarize, AI has just begun its journey. The use of AI in Digital Marketing has been extensive and it isn’t stopping just yet. In the next few years, it is going to spread out and help marketers to explore different possibilities.
Hi friends, in my previous blog you read about how demography, psychography and socio-economic classification play a major role in planning your brand’s rural marketing.
Today I am going to discuss few more important things which is imperative for the marketers to understand before making rural marketing strategies. Going ahead, the rural socio-cultural behaviour plays an imperative role in consumption pattern. And thus, it assists in shaping-up the strategy. The challenge is in understanding the diversified characteristics, which are determined by various factors; primarily people, income, traditions and cultures, dialect, buying and selling periods, cropping pattern, regional flavours among many other local factors.
Hence, to make this big data look simpler, the country is classified into 58 socio-cultural regions (SCRs), for example Mithila in Bihar; Vidarbha in Maharashtra; Mewar in Rajasthan; Mewat in Haryana; Rayalseema in Andhra Pradesh and so on. As each SCR is socially, culturally and economically different from each other, thus, any product, service or marketing strategy designed for one SCR may not work for another. A marketer, hence, needs to customise the strategies according to a particular SCR. This will result in more success and revenue.
Another big factor is the rapid development of rural infrastructure and spread of services. Following are the basis that has made rural spread its roots and become a flourishing ground for the marketers such as literacy,: infrastructure, mobile usage and banking network.
The literacy rate in rural India has seen a sharp growth from 44.69% in 1991 to 74% in 2011, making it clear that rural today is just not a mass of illiterates. Communication becomes easy when the receiver can decode with ease and the increasing rate of literacy in the rural, to a large extent, has resolved the issue. The growing literacy rate is opening avenues for the marketers to explore the rural market swiftly and recognise more opportunities.
Rural infrastructure plays crucial role in reaching the rural consumers whether it’s roads, electricity or telecommunication. In last two decades, the rural infrastructure development has seen a major boost. According to the Census 2011, due to the Centre’s flagship rural roads programme,Pradhan Mantri Gram Sadak Yojana (PMGSY), 67 percent villages are now connected with all weather pucca roads, 75 percent households are connected with electricity and 63 percent are living in pucca houses. Seeing the ongoing development, it is expected that in next 10 years, 100 percent villages are estimated to be connected with pucca roads and similarly 100 percent households are expected to be electrified and are estimated have pucca houses.
Rural roads have not only increased the sales of automobiles in rural India but also eased the rural distribution network which has resulted into growing sales of FMCG and consumer durables in the villages. Rural electrification has boosted the sales of consumer electronics and perishable goods in the villages. This paradigm shift in rural infrastructure is going to drive the growth story for rural marketers by providing them access to this untapped rural consumer base.
Today, out of 84 crore rural population, 50 crore use mobile phones while 19 crore access internet connection on their mobile phones. Penetration of mobile phones in rural India has paved the way for mobile marketing, moreover it has given a boost to literacy. Children here can learn through e-books, online classes, smart classes etc. Thus, opportunities are at large for e-commerce, online educational institutes, call centres etc.
This rapid advancement has made rural India a giant market that has awakened a new opportunity for the marketers. Rural today is a market no brand can afford to miss.
Thank you for reading the blog. If you have any question, query, suggestion, or want me to cover any specific topic, do let me know with your comments. To get more instructive blogs for simplifying rural marketing, stay connected and take care. I’ll see you next week with the next video and blog in this series.
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To watch the video on Understanding Emerging Rural India, click here
I’ll see you next week with the next video and blog in this series.
If you want me to cover any topic, in particular, let me know in the comment section. I will try coming-up with the same in the video and blog.
Dear friends, in my last video and blog you saw that what rural India is and how it is an untapped glodmine for the rural markets. In the series of Simplifying Rural Marketing, today I want to take it to your notice that it is imperative for brands to understand the Panchayati Raj system and its effectiveness for reaching the interiors of rural markets.
The Father of the Nation, Mahatma Gandhi had said in 1942, “My idea of Village Swaraj is that it is a complete republic, independent of its neighbours for its own vital wants, and yet interdependent for many others in which dependence is a necessity.”
And thus, to provide Village Swaraj (self governance to the villages), Panchayati Raj was formalised in 1992 by the 73rd amendment to the Indian Constitution. This village self governance system has three layers, Zila Parishad at district level headed by a President, Panchayat Samiti at block level headed by a Chairperson and Gram Panchayat at village level headed by a Panchayat Mukhiya or a Sarpanch. If we talk about numbers, there are 595 Zila Parishads or District Councils, 6283 Panchayat Samitis or Block Panchayats and 247,166 Gram Panchayats or Village Panchayats in India.
There are certain functions, which are performed by the Gram Panchayats such as development of agriculture, rural infrastructure, rural housing, rural roads, employment generation, poverty alleviation programmes, primary healthcare among many other development works on community’s demand.
To reach the consumers in the remote villages, your point of contact is the Sarpanch in the Gram Panchayat. He is elected by the people, he thus, is a strong influencer and people are ought to hear him. Sarpanch functions as the head of the village who is looked up by the villagers. Majority of the present Sarpanches are well-educated, tech-savvy and are aware about the happenings of in and around the world.
As the majority of India lives in rural, the role of Gram Panchayat is important. The government has been unstoppable in making policies to uplift the villages of the country. But unfortunately these policies either deteriorates due to maintenance or fail to reach the last mile.
Thus, comes the role of corporate, with their massive network, they can reach the right place, but all they need is right time, and the right influencer. At village, Sarpanch is the key influencer, as what he says is taken holy and true by the villagers.
Before pushing the brand, marketers need to strategise, keeping in mind, the long or short term vision and deciding whether they want to generate sales or build their brand. The brands or corporate thus, always ensure the 4Ps – product, price, promotion and place along with 4As – affordability, approach, awareness and acceptability are in right place.
On the other hand, they also need to understand the role of government, community and corporate which is also called GCC Model. The recognition of districts as aspirational by NITI Aayog has made planning of the GCC model simpler.
Syngenta, the global agribusiness company, manufacturer of fungicides, insecticides and herbicides, identified that mandis, where communities come together to sell and purchase the commodities, are unhygienic and there is a need of a clean environment for them. Here, Syngenta mapped the opportunity with government’s Swachh Bharat Abhiyan.
They named the drive, I- CLEAN, that stands for Cleanliness, Learning, Education, Awareness and New Habits. They adopted villages in East Champaran district in Bihar, but Syngenta needed somebody to influence the villagers for executing the drive. They got in touch with the Sarpanch, convinced him about the need and benefits of the drive to the villagers. The Sarpanch came forward as it benefitted the community and villagers supported in revamping the mandis.
Today, as a result, mandis now have permanent sheds, drinking water facility, and solar lights, making their lives easy, convenient and clean. The impact of I–Clean drive was huge. Syngenta not only made headlines but it also increased brand awareness, enhanced brand image, established brand credibility, evoked brand feelings, created a sense of brand community and drew brand engagement.
As you see, Corporate Social Responsibility (CSR) has now become a successful model for sustenance of the projects. This model can give easy access to the marketers to reach the rural consumers. Today, finding details of Sarpanch is easy. Just Go the website of Ministry of Panchayati Raj, select the state or union territory to get contact details of Gram Panchayats. With these contact details of the key influencers, marketers are all set to strategise their marketing plans.
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To watch the video on Entering the rural with a Punch of Gram Panchayats
Dear friends, in my previous blog you read about I am going to present you a series of instructional videos and blogs every week for simplifying your rural marketing strategies. Today, I am going to discuss why it is imperative for brands to understand Rural India- an untapped goldmine for the marketers.
To understand rural and urban India, it is important to understand that 70 percent of country’s 121 crore population which is around 83.3 crore, live in the rural areas who contribute 50 percent to India’s gross domestic product (GDP). According to the Census 2011, 12 percent of country’s populations is living in 44 large cities, contributing 25 percent to India’s GDP while 18 percent of country’s population is living in 7,834 small towns, contributing 25 percent to India’s GDP. Now, I am going to tell you what is the untapped and unexplored goldmine waiting for you to explore. The 70 percent of country’s population is living in the 640,000 villages who contribute 50 percent to India’s GDP. As the urban markets are now getting saturated, the emerging rural India is opening doors for you.
To make concentrated efforts in rural markets, further as a marketer you need to understand where do the rural population live? If you see, 50 percent of rural population living in 107,000 villages with population between 2000 to 10,000, account for 60 percent of rural wealth. They are performing economically better than rest of 50 percent rural population fragmented into 83 percent villages who account for 40 percent of rural wealth.
Now, as a marketer, you can penetrate 50 percent of rural population which account for 60 percent of rural wealth by going to only 17 percent villages. It will certainly minimise your efforts while give you maximum results.
Though we call rural India as a single term or unit, but it is in itself diversified into various socio-economic parameters. These indicators immensely affect the consumption pattern and behaviour among the rural populace. And thus, one group of people or one region is completely different from another. To market them, you have to make a different and customised marketing plan. For this, it is imperative to understand these socio-economic indicators.
First, we need to understand the socio-economic classification of rural India which is based on three major factors, agricultural landholding of the household, education of chief earner and durables owned by the family. By this method, rural India is classified into four categories, R1, R2, R3 and R4.
R1 comprises of educated and landlord farmers with urban lifestyle. They own tractors, two wheelers, cars, televisions and refrigerators. The products and services sold in the urban areas are similarly consumed by them. They purchase their daily needs from feeder towns.
R2 comprises of farmers with five acre of landholding, maybe educated, own durables such as tractors, televisions, cars and refrigerators. Similar to R1, they also constitute a big market for urban brands and they also purchase their daily needs from feeder towns.
R3 comprises of farmers with 2-5 acre landholding, use tractors on rental, their children attend schools in villages, manage small savings, lend from microfinance institutions and purchase daily needs from village shops and haats.
And finally R4, comprises of farmers with less than two acres landholding and farm labourers, relatively poor, living below-poverty-line (BPL) and major consumers of subsidised food supplied under public distribution system (PDS) and similar to R3, they purchase their daily needs from village shops and haats.
This is a vital insight for the brands to penetrate the rural hinterlands. You need to customise your marketing strategies according to the buying power of such customers.
Coming to the psychographics based on the geographic distribution of the country, it has been divided into four geographic regions which is crucial for identifying the consumer behaviour.
In the seven states of north India – Uttar Pradesh, Uttarakhand, Jammu & Kashmir, Himachal Pradesh, Punjab, Haryana and Rajasthan – customers are aggressive and dominant where big is beautiful them while in five south Indian states – Andhra Pradesh, Telangana, Karnataka, Tamil Nadu and Kerala – customers are sensual, rational and diligent. Further in 12 states in east India – Bihar, Jharkhand, Odisha, West Bengal, Assam, Sikkim, Meghalaya, Arunachal Pradesh, Tripura, Mizoram, Nagaland and Manipur – customers are sensual, assertive, socialist and idealist while in five states in west India – Maharashtra, Gujarat, Madhya Pradesh, Chhattisgarh and Goa – customers are leisurely, democratic and simple. This clearly puts brands in a capacity to target the TG’s psychology and build brand strategy accordingly.
Friends, next week in my next blog, you will read the remaining indicators which are vital to understand the emerging rural markets of India. I am hopeful that these insights will help you in simplifying your rural marketing strategies.
Thank you for reading the blog. If you have any question, query, suggestion, or want me to cover any specific topic, do let me know with your comments. To get more instructive blogs for simplifying rural marketing, stay connected and take care.
To get more informative videos and easy tips to simplify your rural marketing activities, subscribe to our YouTube channel
And don’t forget to like, comment and share the video.
To watch the video on Understanding Emerging Rural India,
I’ll see you next week with the next video and blog in this series.
If you want me to cover any topic, in particular, let me know in the comment section. I will try coming-up with the same in the video.
It is truly a great feeling as I put my experience in a video series and blogs, they would assist businessmen and organisations to scale up their businesses in rural India.
My love affair with rural India began in the mid-90s, and it has only grown with time. In those days, there was no internet, no smartphones, terrible roads, no connectivity and almost no electricity, even the literacy rate was very low. Hence, reaching the rural consumers was a grave challenge.
While serving the communication needs of big rural brands, ranging from automobile to farm machinery, consumer durables, fast moving consumer goods (FMCG), healthcare, telecom to social sector organisations like National AIDS Control Organisation (NACO), Eicher Tractors, JCB, Coca Cola, Nokia, Airtel, Maruti Suzuki among various other brands, I had to travel to remote corners of the country and communicate through simple techniques using various below-the-line (BTL) activities such as visual aids, roadshows, exhibitions, melas and haat activations . As a result, I met many ethnic groups in their backyard who shared insights on demographic, psychographic and behavioural segments. Taking the cue from there along with today’s age of viral campaigns and targeted social media, resulting in improved infrastructure, I bring to the table my extensive experience of what works and where.
In the latest video which is the first in this series of communication made for simplifying rural marketing strategies, I have discussed three prominent reasons why these videos make sense for marketers?
First, I have understood from my experience of over two decades of deep insights in advertising and rural marketing that there are numerous organisations big and small who wish to penetrate 70 percent of Indian population living in the rural areas, with 50 percent of purchasing power and contributing over 50 percent of country’s GDP. The 84 crore population, as per Census 2011, in over 640,000 villages constitute humongous consumer based for products and services.
Second, according to a TRAI data, by February 2018, 49.9 crore people in rural India were using mobile phones. As per a recent, IAMAI data, as many as 19 crore of them are using mobile internet. With 57 percent, youth are constituting the largest segment of mobile internet users in rural India. Meanwhile, since 2001 to 2011, rural literacy rate increased from 64.8 percent 74 percent. This big demographic development with infrastructural growth and rising incomes have collectively minimised the rural and urban consumption divide and creating similar aspiration as their urban counterparts.
Third, rural India is, today, accounting for 58 percent of country’s FMCG sales, 60 percent of consumer durables sales, 50 percent of motorcycles and television sales each. In almost every segment, rural demand has touched or surpassed the urban demand.
Considering the big demographic and psychographic shift in rural India, resulting into spike in demand for goods and services, most leading FMCGs, consumer durable brands and service providers want to catch the maximum number of consumers, but get caught into the massive complex maze of over 600,000 villages and are unsure about what strategies would work and what would not.
And therefore, in order to simplify rural marketing, I felt a compelling need to share through my series of videos and blogs on understanding rural social infrastructure, government initiatives, disruptive technologies, successful marketing mantras, myths and realities, useful tips, case studies and much more. Each of which is to help your business achieve significant impact as you plan to penetrate rural markets in India.
To get more informative videos and easy tips to simplify your rural marketing activities, subscribe to our YouTube channel
And don’t forget to like, comment and share the video.
To watch the video on Introduction to Simplify Rural Marketing,
Today, advertising in India is thousand pages ahead since its inception. Here advertising dates back to Ajanta-Ellora fresco pictorial images carved on the rock, which was mostly used to advertise religious things back then. The other aspect was the hawkers in the old bazaars, which existed right from the concept of civilization to till date. The advertising in India really took a leap since the dawn of printing press, this was the time when advertising was just an informative space in the newspapers. Gradually, these small informative ads made people understood the major business potential lying under it.
This newfound glare in the Indian newspaper during pre-independence era attracted the agency culture in India. This marked the advent of advertising agencies in India. With increasing industrial revolution many agencies emerged at that time after observing this newly found cherry in the market. But most of the advertising agencies in India failed against competitive American and British agencies. The advertising shine took over the entrepreneurial sector as well, as they started to establish their own brand with the help of advertising. One such renowned brand today is Lipton tea. Lipton tea came with the print ads at that time with images of British and elite Indian families.
After the conclusion of World War I, professional advertising gained momentum, many of them become a big name among the advertising agencies in India. This was the age when agents flourished as they obtained the spaces in well-known newspaper spaces, and become contractors for the brands. The newspaper like The Times of India, The Statement opened their own advertising departments which proved to be advantageous for both the advertiser and the publisher. As the advertiser now didn’t require to invest their time thinking about the suitable layout for the ad and the publishers achieved a certain kind of standard for the advertisements featuring in their column
Post World War I era, the advertising agencies, which garnered the recognizable status, were LA Stronach & Co and Keymar. At this particular time, many British and American renowned agencies also started to increase their foothold in the Indian market. The year was 1929 when American heavyweight JWT announced their arrival in Indian market with brands like Horlicks, General Motors etc. By this time first Indian talking movie “Alam Ara” was released which marked an exciting prospect for advertising in India. In 1941, Lux created a stir by signing Lela Chitnis, the first ever Indian actress to endorse a toiletry brand. After this JWT gave Indian advertising their first ever mascot while working for Air India, which had famous Indian swirled mustache with head bent for a gesture of hospitality.
From here on advertising grew leaps and bounds on the verge of growing technology. Advertising in India have learnt to amalgamated the technology flawlessly under the arms of their operation. In fact, in the passing years advertising work has gloriously maneuvered innovative communication around the arc of technology. With the inclusion of VR, other remote sensing technologies, the advertising agencies in India have contributed to the total makeover of ATL advertising in India.
Over the years the advertising agencies in India have mastered the real aspect of advertising, that is manipulation of the audience mind. While rooting the core essence of the brand in the lifestyle of brands target audience, they have also been successful in developing a certain behavior, which is certainly the most incredible accomplishment of advertising.
Like Axe, the major deodorant brand in the Indian market, in the past showcased in an ad a well-chiseled guy who sprays the deodorant all over him in a wild manner. This ad implanted a behavior with reference to the usage of the product in the minds of consumers which ultimately resulted in more consumption of the product.
From the early eighties, advertising agencies in India adopted relationship building of brand with their consumers. They implemented positioning of the brand centered around emotions of the people. For reference, the famous Bajaj’s nineties Hamara Bajaj campaign is still fresh to our memories, which targeted the feel of nationalism and positioned the brand as the nation’s pride. Campaigns like these resulted in more brands advocates and evangelist. They are the ones who carry forward the brand’s message and results in wide-spread of the brand.
With the advent of digital platform and their massive reach among the diverse categorize, the advertising has become more dynamic with a straight on the face attitude. But it has also become more creative and artistic as well, which every now and then grab eye-balls. Today advertising has moved beyond the point of just talking about the brand’s features. Advertising is more like a wild-fire, which is not limited to any territory if it gets the hold of the right rhyme to which the current generation grooves.
Today brands are going above and beyond, they don’t restrict themselves form attaching themselves to any social issue. Advertising has evolved to more boldface which takes up every critical aspect of the society and they are not ashamed to even an inch while breaking the age-old parasitic stereotypes. The prominence of smart-phones has made advertising more efficient and effective because of their direct connect with brands potential consumers.
Since its inception advertising has always been the reaction to societies reflection. Advertising agencies have mastered the power of manipulation, using the general emotions of their target audience to brands positioning and image building. At present, advertising agencies in India rule the roost at world level, they have conquered today and initiated their march towards tomorrow.
One pad to rule them all. One pad to find them. One Pad to bring them all and with a great script …bind them!
Bollywood’s romance with Indian villages is all too well known. However, most films we watch, show only a romanticized version of rural life, often ignoring the real difficulties faced by its denizens, especially women.
It was only recently, on a lazy Sunday afternoon, I got the chance to watch Padman, the inspiring story of Arunchalam, whose invention, the low-cost sanitary pad helped millions of rural women come out of the dark ages.
The film has been studied, admired and reviewed by competent critics and movie buffs. So this piece of mine won’t be a film review but rather an exposition of Padman’s enterprising spirit.
Don’t wait for Society’s approval. Believe in Yourself
If there’s something you truly believe in, don’t let society dictate your decisions. Padman faced a world of criticism, derision, and anger from everyone including his own wife. However, such was his belief in what he was trying to accomplish, that he allowed nothing to bog him down, and persisted, till his invention received international recognition. For an 8th pass workshop mechanic, with no exposure or resources, Laxmikant Chauhan’s resilience and determination are truly remarkable.
Get Yourself a Mentor
A lot of young ventures fail because they don’t receive the right support at the right time. Support doesn’t just come in the form of angel investors, who fill your coffers but as mentors who can guide you competently, and provide you with intellectual and moral support when the going gets tough. In the film, laxmikant Chauhan approaches a professor at whose house he works as a manservant. There he learns to use the Internet, and slowly pieces together the information he needs to build the machine.
Don’t Underestimate the Power of Jugaad
Jugaad, the much admired and much-maligned euphemism for India’s need-based innovation, has been beautifully showcased in the film. Laximikant Chauhan faced a huge challenge when he learned that imported sanitary pad machines cost a fortune; the kind of money he could never hope to raise. Instead of giving up, he started experimenting to build a stripped-down machine, which could produce high-quality napkins at an affordable cost. Through trial and error, he created a wooden contraption, which looked crude but got the job done. This goes to prove, groundbreaking innovations don’t need huge R&D funds to succeed.
Know Your Target Audience
A lot of young ventures aren’t able to live up their initial promise and collapse, because they lose touch with the core needs of their customers. In the film, Laximikant Chauhan does everything short of wearing sanitary pad himself. Actually, it’s exactly what he does, and goes a step beyond to wear it with a balloon filled with goat blood. His obsession to put himself in the shoes his target audience even get him branded as a vagrant and pervert (courtesy of his bloodied trousers). From the point of view of a startup, this is exactly the kind of obsession, you need to become one with your buyers. When you offer them exactly what they need at a price point they are able to afford, you have a winner in your hands.
Work towards a Larger Cause
Money should never be the sole motivating factor pushing you in your enterprise. For startups, attaching a greater cause to their goals often acts as a totem pole, providing them crucial inner strength when the going gets tough. The sight of his wife sneaking out with a dirty rag during her periods, turned Laxmikant from a lowly mechanic into an innovator. Had he been motivated by money alone, he would surely have given up when faced with overwhelming odds.
So there you go. These are the top 5 reasons which make Padman, one of the best films to watch for young entrepreneurs. At Infinity Advertising, we always welcome the opportunity to work with budding startups. If you have the Padman spirit, you can count on the Infinity team to turn your business into a brand!
Let’s talk straight, to the point. Digital marketing was never an easy game and is becoming more complex with time. Today’s marketers are not satisfied with revenue, they look for getting maximum ROI. Every penny that is spent must worth the effort. And therefore they experiment, take risks; however, often ignore the underdog of digital marketing- Email Marketing.
E-mail marketing provides immense opportunities to the marketers to promote their brands. Since, the communication is targeted to the filtered audience, higher are the probabilities for lead generation as well as conversion. The benefits coupled with less investment also make it more lucrative.
The Value E-mail Marketing Adds
Branding Made Easy with E-mail marketing
Branding is the toughest task of marketing. E-mail marketing gives you an opportunity to brand your product/service to the right audience at the right time. Digital advertising agencies like Infinity Advertising vouch for its incredible role in digital marketing. If crafted smartly, e-mails can immediately generate leads with higher probabilities of conversion.
Gives Your Communication a Personalised Touch
The secret of all successful marketing campaigns is the personalised touch that marketers incorporate while communicating with their target/potential consumers. Suppose, you are offering a great discount offer on Apparels & distributed flyers at certain places. You invested a lot to print & distribute those flyers but didn’t get the expected footfall. You’re scratching your head thinking about ‘what went wrong’ factor. In contrary, your competitor leverage the e-mail marketing route, crafted a personalised communication with the name of the person it was directed to, giving a sense of urgency while being upfront about the key benefit that is 70-80% off on all apparels & got a huge footfall. The crux is investing money doesn’t guarantee you success, you need to keep emotion intact.
Helps You to Save Money as It’s a Low Investment Affair
Forget the ‘in-comparison-to’ factor. E-mail marketing is very-very affordable in every sense. You can invest as low as you want and get leads. It is multipurpose- giving you many solutions at a time. That’s the reason why along with big businesses the medium as well as small size business too incorporate it into their marketing strategies.
Enables You to Target Better
The best part of e-mail marketing is it enables you to filter your target audience/customers at multiple levels. You can do segmentation first and then send your emails. As, if you have the e-mail address of somebody that means he/she must have shown interest in your business directly or indirectly. When you send your communication message to those people, chances become high for lead conversion.
ROI Measurement Becomes Easier
E-mail marketing allows you to measure return on investment in a better manner. With this, you can maintain records of every e-mail that is sent, number of people who clicked and opened it as well as every lead that got converted. These statistics help you to plan your marketing strategy more smartly.
Thus, E-mail marketing is one of the smartest tactics of digital marketing with higher conversion rates. With more & more people using smartphones & accessing their e-mail 24*7, this plays instrumental in increasing the traffic on your website. However, a lot depends on the message & approach. If you want your e-mail marketing campaign really work then follow these mundane-looking but very important points:
Always take the long route that is first introduce yourself, then talk about your target-audience needs, later tell about your product & sell in the last stage.
Devote time to the subject line as this is your first & last chance to grab attention
Craft message in a smart way. Tell your TG the benefits upfront. Use simple words, make it clear & arouse their curiosity.
There is always room for experiment in e-mail marketing. Try new techniques, new ways to attract your target audience but never misguide them or make false promises to them. At the end of the day, trust is the real pillar of marketing building.
If you seek to run a successful e-mail marketing campaign OR want to know more about it, visit our website http://www.infinityadvt.com/.
The one big thing everyone is talking about is the latest trends in Digital marketing. Since digital has been declared as the future by the market experts, players are focusing to devise & explore industry’s emerging trends. Doing the same, we have come across some interesting facts that we are sharing with you in this blog. Let’s venture into the fascinating world of digital marketing.
1. Vow for Video Content
There is an age-old saying, a picture is worth a thousand words. Digital marketing has added another extension to it with the concept of video. Content has been the king but it is time of engaging content that catches attention with just a glimpse of it. Statistics reveal that people are more inclined towards interesting video content rather reading long articles or viewing static images. Digital marketing is dynamic & so should be its tools. Right!
2. Mobile Apps are Show-stealers
We are not saying this, your mobile phone cluttered with apps is vouching for this fact. Just look around and you’ll find this small device in the hands of people, bringing a revolution with each passing day in the communication & marketing world. In fact, with millions & billions of mobile users, digital has become mobile & mobile is the most used digital tool. That’s the reason why marketers are spending huge sums of money to develop their apps. As today’s generation is omnipresent owing to this 21st century magical device, marketers cannot but bound to develop a hand-in-glove relationship with mobile apps.
3. Storytelling is Nailing
Storytelling has always been there. It developed with civilization and still carries the same value that it was used to have. Mediums have changed but its impact on people hasn’t. Digital marketing is exploiting this powerful tool to strengthen its roots. People love listening to stories which have an instant connect. It takes them to some another world where they are free to play the role they always wanted to. Marketers who have got the nerve of storytelling, and incorporated it in their digital marketing strategies have written history and shaping future in a phenomenal way.
4. Chatbots are Game-changing
You heard it right. Chatbots are acting as game-changers in the digital marketing world. Meeting customer service requirements demand manpower and attention. However, the artificially intelligent chatbots have made this task an easier one. Chatbots provide instant assistance to the customers thereby, infusing trust that company always keeps customers at the top of their priority list. It is also predicted that in future, chatbots will be handling approx 85% of the customer service interactions.
5. Users are the king-makers
It’s a basic human psychology that people tend to trust the experienced ones. For instance, if somebody has bought a mobile from some e-commerce company & has written a good review, others will find it more authentic than a brand ad displayed on social media platforms. Studies also reveal that 66% of people make their online purchase decision only after going through the reviews posted by others. So, here users are the undisputed king-makers.
6. Leverage Social Media Channels
Social media channels are gaining tremendous popularity. Your target audience is everywhere; on Facebook, Linkedin, Instagram, Pinterest and the list continues. You need to tap them and therefore you leverage these platforms. That’s the reason why marketers are extensively promoting their brands on these platforms.
7. Interactive Content Connects
Trends have been changing. The beginning of digital marketing marked posting of social ads in exuberance. But with time, interactive content came into the scene. Now, users are not interested in reading or watching what you have presented to them rather they seek to participate. Interactive content like opinion polls, quizzes, videos etc. engage users and therefore are in vogue.
Millions and billions of people are active across all social media platforms, browsing through every kind of content available. It’s a testimony of the infinite scope of digital marketing. The world has witnessed the way digital marketing has leapfrogged other marketing ways & the dynamic trends it has been setting with each passing day.
If you wish to trend everywhere, connect with us today!
Brand doesn’t mean a product, it’s an experience and creating this experience is the basic to every advertising & branding exercise. Every brand is unique in its own way. Branding is making the uniqueness visible to everyone, be it consumers, potential customers or anybody else. In fact it’s a game of perceiving.
The instant connect that one feels with a particular brand makes it different from others. Products are ephemeral opposed to brands that are if not forever, stay in mind of people for long. Take an instance of Nike, world’s famous sportswear brand. The famous Nike logo & its tagline “Just do it” has something that urges people to do things of their choice, to do things now & not postpone it for later. This communication is same for every product that comes under the umbrella of the brand Nike and that’s the beauty of branding. It persists. Similarly, Apple is a brand that has become synonym to trust & reliability. People want to have it because it makes them feel special. They feel as they are representing the legacy of Apple.
Why is Branding important? Many people still have this feeling that if somebody likes a product, he’ll buy it. Why to waste money on branding? After all branding is not cherry-like. It demands countless hours of brainstorming sessions, extensive background research and huge sums of money, of course. To all those, the answer is, branding is the most valuable asset a company can develop for itself. In modern times, it is way more than just a logo, symbol, tag line or a combination of all, it is actually a possession that nobody can takes away from the company, be it thick or thin times.
Branding basically plays around consumers’ psychology. It explores the layers of emotions hidden inside a person. It is done best when people perceive a brand in the same way it is desired by the creator/company. It adds value to the business, garners investment from across the world and bridge trust between a company & consumers. Reliance is the best example in support to this statement. A small company that was started by a small-town, lower-middle-class man is today one of the biggest companies across the world. Though so many factors have contributed to make it a massive empire, branding played as the centripetal force driving people’s trust towards the brand ‘Reliance’.
It is usually said that the best branding is done by the satisfied consumers. However, modern branding is an effective combination of science, art, culture & strategy. When all these factors come together in the right way, magic happens. Thus, in today’s world branding has a value that it never had earlier. It is core to every marketing exercise & have become a necessity for every marketer who strives to build a long-term profitable asset.
A Creative Design Agency is an essential part of any advertising campaign. A bad creative has the power to ruin even the greatest and most creative campaigns. The sensory organ with which the audience first judges any creative campaign is the eye. If a creative is appealing to the audiences’ eyes the campaign is sure to grab attention. This is why the creative design of any brand is given so much importance, be it the design of the product or the design of the ad campaigns. Creative Design Agencies understand this importance of the design and are committed and focused to deliver the best eye-catchy designs.
However, clients more often than not are involved in a conflict to choose between a large and a small creative design agency. The tussle is because a large agency offers a brand name and a sense of quality that comes attached with it while a small sized creative design agency is a great example of the fact that creativity can dwell everywhere and the creativity in ideas and design that it presents is exemplary. Besides they are also easy on the pocket.
Let’s venture into the perks and demerits of both big and small sized creative design agencies:
Let’s now explore the plethora of benefits that a mid sized agency can offer:
A brand can reach greater heights if the right agency that suits your requirements is hired!
Choose right! And see your brand become a crowd favourite!
Digital Advertising agencies are on a rise and indeed the world is getting smart and technology smarter. With new versions of android and ‘smart phones’ making the immense pressure on human minds easier or rather enslaving the human mind to be technology dependent. The small needs like checking time or remembering dates or the big important tasks like exchanging official mails or connecting to the world with social media are all largely accomplished through the mobile phone. Technology has now become an inevitable part of everyone’s life and a look around us will validate this as every person is busy checking their phones and spending a large amount of their time specifically on social media. Digital advertising agencies have started to take advantage of this very fact.
Advertising is all about displaying a brand in positive light such that consumers are compelled to purchase it. Advertising on platforms which consumers use the most is a priority and digital advertising agencies are therefore stressing the importance of digitally advertising brands. The growing dependence of consumers on social media and their obsession to constantly check their phones has turned out to be a boon for digital advertising agencies. Top of the mind brand recall is ensured and social media platforms also help establish interactive relations with the consumers. Companies should thus invest more in social media advertising to achieve top of the mind recall and attract more and more customers from all over the world.
According to a report by the Guardian, the expected generation for 2017 of Facebook and Twitter was around $17.50 and $12.56 respectively per user. As of the first quarter of 2017, Facebook had 1.94 billion monthly active users, while Twitter boasted an average of 328 million monthly active users.These figures substantiate the fact that we now live in an age of mobile addiction, an era where people pay attention to the digital buzz on social media. Even while watching TV or listening to the radio people are obsessed to check their phones providing advertising agencies greater opportunities to penetrate
deeper in the lives of consumers.
Besides, social media advertising offers many more advantages such as:
1. Increased inbound traffic
Social Media Advertising not only attracts the usual customers of a brand but also provides greater opportunities to the unaware customers to transform into brand-loyal customers. Social media advertising leads to increased inbound traffic, thereby attracting all kinds of consumers.
2. Higher Conversion
Increased visibility provides more opportunities for conversion. A variety of awareness platforms such as blog post, image, video, or comment may lead viewers to your company’s website increasing traffic and inducing purchasing behaviour.
3. Increased customer satisfaction
Due to the highly interactive nature of social media platforms, advertising and promotion through them increases transparency and makes the company more accountable to the consumers. This increases the trust between consumers and the brand, thereby increasing brand loyalty.
4. Cost Effective
Social media advertising is cost effective as compared to the variety of options and facilities it provides to skyrocket your brand image and brand personality.
Social media advertising is thus a great avenue that provides a plethora of opportunities and a scope for instant growth. It reaps greater benefits in comparison to the investment required. It reaches out to customers all over the globe and makes your brand global in an instant. Embrace Digital advertising as it is the new and greatest advertising trend to
skyrocket your brand!
Any brand image is not just made by one successful ATL campaign or a successful BTL event. Of course, a successful campaign does impact the consumers and creates a brand memory in their mind. But all memories have a prominent attribute in common: memories tend to fade away with time. The only way to make a memory last is to iterate the same brand message repeatedly in all aspects of a consumers’ life. For instance, if a brand philosophy wants to convey the message “ The taste of India” then just stating it through a banner ad or an event will not give the desired impact. However, if the brand represents itself as “The taste of India” on all platforms such as through print, radio, TV, events, exhibitions as well as digitally, the brand philosophy will register in the minds of the consumers and the brand will become synonymous with its philosophy. That’s the beauty and the impact of 360 degree advertising as it helps in building a strong brand identity and brand personality.
What does 360 advertising mean?
360 degree advertising is a consumer-centric approach towards branding. Branding is an effort towards building a brand identity such that the brand is visible to the consumers at all times. Such an approach towards advertising helps to cater to all aspects of consumer needs. This strategy is specifically important when a brand is new or just entering a market as the impact of 360 degree advertising is significant on the recall value of a brand. It increases brand visibility and thus successfully builds a brand image.
The perfect combination: Integrated and Digital Advertising
For a matter of fact, united one stands, divided it falls. The same is true for brands. When all the branding efforts are integrated and unified, it is sure to stand firmly against all the competition and obstacles in the market. However, if the efforts are huge but vaguely distributed and divided among different platforms, it becomes difficult for the consumers to holistically understand the brand philosophy and eventually the brand is unable to withstand the obstacles and earn a place in the minds of the consumers.
360 degree Advertising agency to the rescue!
A 360 degree advertising agency is the perfect investment as it knows how to perfectly utilize the benefits of both Integrated Marketing and Web 2.0 i.e. Digital Marketing. While integrated marketing has a prime focus to use offline tools to create a buzz and top of the mind recall of a brand and integrated communication also ensures that the message is consistent throughout irrespective of the channel, digital marketing ensures that attention
is paid to customer rating and social media as consumers not only remain passive receivers of the brand messages but also begin to interact and respond to the brand message. Thereby, they establish an emotional connect between the consumers and the brand. A 360 degree agency closely analyses different advertising elements like print, radio, TV, email, phone, social media platforms etc and ensures that each of these elements run according to the essence of the brand and the strategy.
Choose a 360 degree agency when your primary concern is holistic brand building and brand personality development. The more the recall value the more your brand will rise. It’s time you wear the 360 degree lenses and see your brand from a new perspective.
“Amul doodh peeta hai India” an ad jingle by Amul famous pan India, everybody can easily sing along owing to great marketing efforts that targeted the entire nation. However, how many of us pay attention to an ad of say, Pedigree? Only pet owners will show interest because Pedigree is a niche product and niche products are not meant to target the masses but only a few classes. Let us first understand what exactly niche marketing is…
What is Niche Marketing?
Not all brands aim at gathering the attention of all the consumers in a vast universe of brands. Some brands aim at being the only trusted brand in a specific yet small segment rather than trying to be a small brand in a big segment. For brands that aim at being a big fish in a small pond, Niche marketing and advertising is the most beneficial strategy. Niche Market is a consumer specific market. It refers to concentrating all marketing efforts on a small but specific and well defined segment of the population. A Niche does not just ‘exist’, a brand has to carve out its own niche by identifying needs, wants, and requirements that are being addressed poorly or not at all by others first, and developing and delivering goods or services to satisfy them.
Why choose Niche marketing?
Niche marketing provides a variety of advantages:
1. The segment chosen is unique and thus there exists no or little competition.
2. The company can easily become a market leader and enjoy unrivaled monopoly in that segment.
3. Building strong customer relationship is easier and a more attainable task as the segment is small. A strong bond between a brand and the consumers forms the key in establishing and building customer loyalty.
4. Niche businesses are often high margin business.Customers do not mind paying a little extra because, they are only able to get that service through that particular company or brand.
Who are the Niche audience?
A Niche audience is formed when a set of people share a common need, want or interest. The brands that cater to the niche audience manufacture product or provide services valid only for that limited segment of audience. For example: A company manufacturing airplane neck supporters is limiting its audience to only frequent travelers who travel by air often and for long hours. This audience will then be reached not through TV but through travel magazines, travel websites, print ads inside the airport etc.
How to advertise Niche products and services?
Once a niche brand identifies its audience advertising decision is taken as to how to reach that audience. BTL advertising suits the best when it comes to niche advertising. A Rolex watch will be best advertised in hoarding inside a mall or a print ad in a lifestyle magazine read by the elite. A niche brand is seen to be more premium. Best advertising for Pedigree would be to advertise in pet shops, vet clinics, parks etc. Hence, when you want your brand to have a premium appeal you must venture into the niche.
Niche marketing is not just a way of advertising but an advertising strategy that ensures a profitable return. When one clearly demarcates their territory of operation, they make sure that they do not waste their time trying to convince uninterested consumers rather they invest their precious resources, time and money in convincing the already interested consumers about the quality and relevance of their product. Niche marketing is a tricky task and can be described as the art of gaining more profits while eliminating wasteful expenditure. Thus niche marketing is not for the mass but for the class. Venture into the unexplored avenues with niche marketing.
Brand positioning refers to “target consumer” the reason to buy your brands other than the other brand present in the market. It is ensured that brand activity has a common aim, is guided, directed and delivered by the brand’s benefits/ reason to buy the product. It basically focuses on the needs of the consumer and their points of contact.
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a way in which an organization can portray its customers what it wants to achieve for them and what it means to them. It forms customer’s views and opinions.
Concept: The basic concept behind brand positioning is that identifying and determining points of similarity and difference ascertain the right brand identity and to create a proper brand image. Brand positioning is the key to marketing strategy. A strong marketing strategy indicates a strong brand positioning. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is that single feature that sets your service apart from your competitors.
Brand identity vs Brand image
The organization should rather concentrate on shaping brand identity, brand image will follow.
Case study of successful brand positioning: If we talk about two of the leading beauty soap: Lux vs. Dove. Lux as a brand stands for glamour and beauty. Lux has offered a wide range of soaps in different shape, color and fragrance. Lux soaps targeted specifically at ‘delicates’. Whereas Dove is a personal care brand owned by Unilever. Dove is sold in more than 35 countries and is used both by men and women. It offers consumer product for self-grooming.
Patanjali vs. Himalayas
Patanjali is an Ayurvedic, herbal and wellness products. Whereas, Himalayas has been in the market before patanjali. Due to Patanjali strong positioning on Ayurveda and health consistently and since patanjali’s brand ambassador Ramdev just added a social cause to the same which made it more prominent in the market.
Advertising is a creative world. A world full of creative people who feed on innovation and give birth to some of the most extra ordinary campaigns in the world. However these carefree souls are forced to work under strict deadlines and deliver their creative best in a short span of time.
Creativity as a concept
Creativity as a concept involves entering a world of differential perception to think of strategies that are out of the box. To explore possibilities and bring about innovations. This creativity can never be bound in the shackles of time. Creativity is timeless and knows no boundaries. Thus deadlines and creativity are two abstracts that can never be combined in a single string.
Creativity in practice
Creativity in practice can never be seen in isolation of time boundations. Especially in the advertising industry every creative thought whether in the copy or in the design is born within strict deadlines. These deadlines act as both enhancers and destroyers of the creative strategies. While on one hand, having a deadline stimulates the mind to think, on the other hand, a great idea might be killed in its initial development stage due to the paucity of time.
Surviving the deadlines of the industry
In an advertising agency, deadlines are an unavoidable part of routine office life. A person must evolve the right balance between creativity and the deadlines to survive in this industry. Client briefs and requirements change by the minute and it becomes necessary for creative strategies to develop within time limits. Deadlines help to focus our attention and make sure we get work done rather than worrying about inspiration. The key is to sit and suffer through it. It comes to you when it has that pressure.
The key lies in:
1. Make and follow the schedule:
Keeping a log of how long a particular task will take to complete can help in setting up realistic deadlines for the future, which is the first step towards meeting those deadlines.
2. Break it Down:
It is important to break up tasks into smaller sub-tasks and create small milestones out of each of these tasks. This will help to keep you motivated and it will also give you a better idea of whether you’re on track or falling behind.
3. Start with the difficult
Knocking out your biggest tasks first will help keep your timeline from slipping and set you up for hitting that deadline.
4. Take responsibility
What is at stake is big, clients invest a lot of money for advertising. In order to meet the deadlines you must take responsibility of your actions. The more you feel accountable, the more motivated you shall be to meet your deadlines.
Tackle the obstacles and beat the deadlines! Once you are in it (advertising industry) you are their to win it (the world with your creativity).
“A good copy is always written when the design is known”, A frustrated copywriter. “A good design can only be made when the copy is known.”, A frustrated designer. And as the tussle gears up, the client servicing person becomes the ping-pong ball, trying to manage the perfect balance between the two. However, a great ad campaign requires that despite the tussle, both the designer and the copywriter should work in coordination to strike the perfect balance and crack the perfect campaign.
The irony is that copywriters and designers have as much similarities as there are differences between them. In terms of differences, both the rivals see each-other as worlds apart and superior to one another. Copywriters believe that a strong ad campaign with a hard-hitting copy is what induces consumers to purchase a specific brand while on the contrary designers believe that consumers are less interested in all the content written and pay more attention to the overall look and feel of a product. This creates a serious tussle between the two and what is at stake is the client’s investment and the brand image.
Their similarities also provide them a set of principles that can help them to collaborate and coordinate. Despite their belief of belonging to different worlds, both of them indeed have a lot of commonalities. Both, the designer and the copywriter belong to the creative world using their talent and creativity to deliver great campaigns. In addition, the ultimate aim of both the designer and the copywriter is to portray the sponsored brand in the most creative way possible to boost sales and create a positive impact in the minds of the consumers.
So, we must spare the client servicing person the back and forth hustle and adopt strategies that usher collaboration. These include collaborative initial brainstorming on any concept so that both the designer and the copywriter have a clear idea or presenting the designer with a written brief with a concept note describing what is required from the creative. Most importantly, both of them should provide space to the other by showing trust and letting each one handle their own creative fields without constant interruption.
The Cold War is indeed fun, But let’s collaborate and celebrate award winning ads.
In a world full of people, we see many, talk to a few and become friends only with the ones that have a vivid attractive personality. The same is the case with brands, in a world full of competing brands, consumers see many ads, pay attention to fewer and remember only the ones that have a strong brand image and brand personality.
The more we provide opportunities for consumers to connect with a brand, the more likely they are to recall the brand and purchase it. Remembering a brand name is more difficult but as soon as a brand is given a face with the help of a mascot, an instant connection is built with the consumer. This increases the recall value of the brand manifold as well as provides a strong brand image and builds a brand personality.
A mascot is an effective symbol for positioning a brand’s personality to sell its products. It can provide a vehicle for customers to express their own identities or simply highlight the functional benefits of the brand. This makes the identification of a brand personality an extremely important task to drive communication, enrich target audience understanding, contribute to a differentiating identity, guide the communication effort as well as create equity in a brand.
The success of giving a face to a brand is quite evident from the many examples currently present in the market. The line’ Utterly butterly delicious’ can never be imagined without thinking about the Amul Girl with her little pony and dotted bow. Amul as a brand is now incomplete without its mascot. The consumers seem to have formed an emotional connect with the Amul Girl and thus they tend to believe whatever she tells us about the brand. Similarly, Hutch chose the pug dog as its mascot to popularise the brand as a loyal and customer-friendly brand. The campaign became so successful that now the pug breed is inseparable from the brand even after its disappearance from the market.
As compared to brand ambassadors, mascots are a better and more effective advertising option because brand ambassadors are prone to falling into scandals, sickness and aging which will affect the brand image as well. Brand ambassadors may also endorse a variety of brands but mascots are unique, ageless and reflect the entire personality of the brand and are consequently more reliable.
So when there is a missing link between a brand and the consumer, bridge the gap by giving a face to your brand!
Advertising is particularly aimed at influencing the consumer and inducing purchase behavior. BTL advertising is a less conventional form of advertising but has a deep hard-hitting impact when the purpose of advertising is to communicate directly with the consumer. It is primarily a form of one to one communication between the business and the consumer.
BTL advertising has recently become a popular trend because of the fact that the consumers are over-stuffed and continuously encountering numerous brands of products/ services and their advertisements. Each ad struggles to communicate and interact with the consumer. BTL activities help you to strengthen your brand communication and provide context to the consumers regarding the brand campaign.
BTL activities such as in store promotions, events, ground activation enable the consumers to touch, feel and communicate with a brand before they purchase it. The ability of BTL advertising to connect the brand with the consumers and help them to not just see a brand but holistically experience it. This increases the recall value of a brand and builds an emotional connect with the brand thereby increasing consumer loyalty.
The benefits of BTL advertising include:
If done right than humour can achieve great success. Humour in advertising can play a vital role and is a delicate method of attracting a viewer’s attention to the product. When done properly it will not only engage people but get them to remember the product. According to a theory which states that “humour can be something unrealistic and unexpected”. If our creative strategy is based on humour, it might be the best ad, but it will certainly catch the viewers’ attention. When we see funny advertisements, we tend to discuss it with our friends which further leads to higher consumer engagement.
Though humour is tricky but these Indian and foreign brands have got it right and are worth noticing:
1.Aur Dikhao: A social ad by Aur dikhao has left a longing effect on the people by using just about the right amount of humour. The basic motive behind this ad was to educate people about the importance of their life and how they are taking their life for granted by being addicted to smoking . The ad shows how a dying man who has been smoking, has his last wish to get married before he dies. But just when his wish was about to get fulfilled he dies since every cigarette consumes 11 minutes of our life and it could even cost our last wish. A structure like this always works with brevity. The story telling is extremely nuanced and in a minimal way gives us the powerful message on how smoking habits can harm you and to what extent. And they say you can’t convince a smoker to leave it for anyone else. They must leave only for their incentives.
2 DUREX: Another campaign was initiated by durex on father’s day which was by far the most unconventional way of enlightening the youth as well as the public about the importance of protective intercourse. The tag line was as quirky as the campaign “to all those who have used our competitors product, Happy Father’s day”. This was by far the most well-made ads of all the time which not only depicts how important it is to remember that fatherhood is a serious thing, and it is necessary that everyone can prepare for, but it’s good to know you want kids before you have them.
3. Havells Appliances Steam Iron Ad- Respect for Women: Havells has always surprised us with their interesting take on a subject in a humorous manner. Havells came up with a series of ads focusing on the concept of respect for women by showcasing the same with the ad of domestic appliance by spreading a message to respect women for who they are and their very existence and not considering them as the sole operator of kitchen appliances. It’s high time that people should start respecting women and not follow the taboo that women belong in the kitchen.
4. Fevikwik: A 40 second ad which was strategically planned and launched around the time of India-Pakistan match in which the soldiers of the respected nations were trying to outdo one another in their usual border-march, the sole of the Pakistani soldiers shoe comes apart. He looks at his rival in an appealing manner, who in a matter of second miraculously fixes it for him. They salute each other and at which point the voice-over and super go ‘Todo Nahi Jodo’. In a seamless manner how the brand elevates the attribute of bonding from a functional to emotional level. It promotes the broader message of strengthening bonds between people.
5. Nescafe-It all starts with a Nescafe: This ad became a part of countless social media conversation and fetched over 5 million views on YouTube. Everyone has some or the other hurdle in their lives. But, what the brand wanted to do Is to motivate people to not to be afraid of their hurdle, but to turn their weakness into their strengths. We all fall, get up and complete the race of life. It is our strength that silently stays by our side all through the journey. That’s exactly what the campaign wanted to do and to empower people to embrace their weakness.
Thus, humour is a powerful tool that can be used to convey messages with a vast meaning more efficiently!
As Jimmy Maymann, Chairman, GoViral puts it “A Good engaging advertisement has one core feature: stickiness. Stickiness is the quality of something which catches our eye and makes us stop; something original, intriguing and enjoyable; something that pushes the attention button in our brain and makes us investigate further.” The purpose of any ad campaign is to create a positive impact, a memorable influence in the minds of the consumers. Advertisements must possess the essential feature of stickiness that is important for the success of any ad, as it not only registers the brand in the minds of the consumer but also makes the ad enjoyable for the consumers, drawing their attention and generating curiosity. All campaigns that are able to achieve these objectives can be termed as successful ad campaigns.
Some of such advertising campaigns that are way too original include:
1. Fevikwik- Todo Nahi Jodo campaign
This campaign was launched in 2015 during the India vs Pakistan ICC Worldcup match. The ad was launched on the TV platform; it was set in the backdrop of the ‘Beating Retreat’ Ceremony at Wagah Border featuring the soldiers of both India and Pakistan. It beautifully captured the sentiments of competition, excitement and pride between both the countries while also simultaneously focusing on the maintenance of friendly relations between them. In the Television Commercial, it is shown that while performing the parade, the Indian soldier notices that there is a problem with the shoe sole of the Pakistani soldier. To save his fellow mate from embarrassment the Indian soldier applies Fevikwik in a jiffy. Due to the fast action of the adhesive his shoe sole is fixed and both of them continue with the parade with the same competitive spirit with which they began. The Tagline “ Todo Nahi Jodo” subtly highlights how Indo-Pak relations must be maintained. The accurate direction of the TVC, The catchy tagline and the timing of the launch of campaign ie during the India-Pakistan world cup match made the ad successful and unforgettable. The success of the ad can be witnessed from the fact that it crossed 9,50,000 views! The brand was also promoted on social media with the #TodoNahiJodo.
2. Coca-Cola – Small world machines
In this event based campaign Coca-Cola aimed at achieving widespread coverage for its ‘open happiness’ campaign. In this innovative campaign two Coca-Cola vending machines were installed in India and Pakistan. The initiative was aimed at making friends from across the border through the webcam installed on the vending machines and perform activities together as a result of which both the participants would be awarded with a free a Coke can. The ad was successful as the consumers felt happy and they could experience happiness with each can of Coke. The brand recall value increased manifold as well as this campaign also received many awards in the category of Best Campaign.
3. The Hindu-Matrimonial Placement
In response to the Wake up campaign launched by Times of India, The Hindu launched a brave campaign that no one could have thought of. The Hindu placed an advertisement in the form of a matrimonial ad in TOI newspaper and the advertisement read: Wanted: A groom who reads The Hindu, because it reports the truth. The writing is crisp and brilliant. And they read their ads before they post it. This advertisement was not only an original and creative way to advertise but also gathered the attention of TOI readers.
4. Coca Cola- Let’s take an extra second
This campaign was released during Ramadan and it targeted the Middle East. The campaign was a very creative and unique attempt to encourage people not to judge people by their appearance. To give shape to this campaign, the company removed its label from the can. This was an attempt to encourage people to end the stereotypes that emerged from appearance. The ad was launched with the tagline ‘Labels are for cans not for people’ which conveyed a powerful message. The timing of the launch made the campaign very famous.
5. Nescafe- #ItAllStarts
This digital campaign by Nescafe was aimed at taking forward its tagline ‘It all starts with a Nescafe’. The creative digital campaign associated the tag line with real life stories with a common hashtag- #ItAllStarts. For example: One of the digital posts featured a single lady with the following copy: “30 and Single. That’s your plan? NOPE, 30 and SUCCESSFUL I said. #ItAllStarts when I feel complete as I am.” The emotional connect with the consumers in this campaign makes it a highlight among others.
While traditional forms of advertising i.e. Radio, TV and Print continue to be influential sources for targeting potential consumers, the Digital platform is fast emerging as the next big thing to grab audience attention and to effectively promote a product.
This rapid increase in the effectiveness of the Digital Platform is because of the plethora of opportunities and tools of communication that the digital platform offers.
The digital platform makes it easy to culminate the qualities of all the other mediums such as the emotional appeal of human voice from radio, the power of visuals from print and the life like representation through videos on TV.
This culmination along with the additional feature of interactivity results in a platform that is more influential and at the same time more economical.
Digital Marketing has numerous advantages that ensure instant popularity of the marketed product, if done effectively. Visual Marketing is one such advantage which involves images for web pages and social media including illustrations, info graphics etc.
These images can be shared, commented upon, liked and instant feedback from the consumer is accessed which makes the sponsored product the ‘talk of the town’.
Effective digital marketing relies on strategies to achieve specific outcomes. It becomes of prime importance to skilfully blend balance and budget and integrate them for maximum benefit.
Digital Marketing has now become an important platform for establishing brand identity. Any potential consumer inquires about a product by searching for its presence online; the website is the hub of digital marketing activities.
Each page of a company’s website must fulfil and be in sync with the company objectives. The feature of Search Engine Optimization that the digital platform offers provides the essential advantage of increased brand visibility as most buying journeys usually begin with search.
However, in the age of content overload, it becomes essential to take advantage of a combination of owned, earned and paid media channels to amplify the reach of the content. While content planning is the fabric of any search, business blogging is the centrepiece of most of the companies’ content marketing efforts.
One of the recent trends in digital marketing is pay per click advertising, which has become a means of fast website traffic generation. Therefore, instant visibility tools such as PPC and programs offered by Google are gaining significant importance.
The success of a product on digital platform is dependent on the interactivity of the media content. Social media platforms contribute to the highest amount of interactivity and boosts customer interaction. Videos also contribute in boosting the success of the company on social media. Email marketing also offers an effective way to reach out to potential consumers.
One of the most recent trends of the virtual space is promotion through gaming. Gaming is one such multi-media platform that attracts consumers of all age groups.
Product promotion can either be through pop-up ads or through indirect promotion such as a game featuring Chotta Bheem, always interacts with the consumers to make him bathe with Dettol.
Digital marketing is thus emerging as a one stop solution to administer all forms of marketing techniques.
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