10 ways to Improve Keyword Quality Score in Google Adwords

10 ways to Improve Keyword Quality Score in Google Adwords

Quality Score is one of the most important numbers in your AdWords account. Google generally defines it as a measurement of the usefulness of your ads to the searcher, but there’s a lot more to it. Quality Score is a dynamically generated variable; every single time a search query matches one of your keywords, AdWords recalculates Quality Score.

Here are few important hacks that assist you to improve your quality score, check out them:

1) Use site link extensions. These can be exactly what the searcher is looking for, which means they are more likely to click.

2) Use call extensions. Adding a phone number as a call to action may be exactly what people want.

3) Add location extensions. Adding your address info is likely to appeal for local searches.

4) Use product listing ads when you are an e-commerce store. They will add images to your ads, and make them much more appealing.

5) Don’t worry about negative keyword optimization as much for Quality Score (QS). Based on my research, Google only considers exact match keywords for QS. Negative keywords do matter though, and you really do need to pay attention to them.

6) Avoid using exclamation points. People seem to think they will get you higher CTR.

7) Use numbers in your ads. This breaks the pattern of text and grabs attention.

8) Look at the poor performing ads. If you are running tests on different ads for the same ad groups and keywords, and some are getting a lower CTR, then look to pausing them.

9) Ensure landing page quality. Google says these are all quality factors for the landing pages:

  • Relevant and Original Content
  • Transparency and Navigability

Note: Even though the quality is not officially part of the QS score, it is good to assume it matters, and then work to improve it.

10) Revisit the structure of your campaigns. Could you increase QS by changing which ads will appear for which keywords? You may want to pause ad groups that are simply not working for you. Look at best-converting ads and then take the language and approach from one and apply it to others.

This post was originally written by Salman Khan, Digital Marketer at Worldofchemicals.com. This article is posted here with the original writer consent.

You can get connected with Author on following Social Media Channels:

L: linkedin.com/salman-khan

3 Digital Marketing tips to boost up your business

Data Driven Campaigns:

We all are in the age of big data and real-time analytics. Where every business wants their marketers to think more like data scientists and build their campaigns around customer analytics and real-time data. Hunches and lazy due diligence no longer have a place. Roughly in US 61% of senior  Marketing executives surveyed by Insights Reports said that data-driven marketing is crucial for success in this hyper-competitive global economy. This means leveraging the numbers for advanced segmentation, automated A/B testing, marketing campaign strategy, and better customer understanding.

Influencer Marketing:

As every Marketer agree that Content marketing still is king; Smart Insights research found that content marketing is viewed as the digital marketing activity with the greatest commercial impact in 2016, with 22 percent of businesses saying it is most important (the second most important elements were marketing automation and big data, unsurprisingly). Without effective distribution, however, content marketing is just noise. Bloggers with big followings realize this, and promoting company content through influencer marketing has now become big business and a leading marketing tactic that separates successful marketing from the rest.

A full 85 percent of bloggers will take money for writing blog posts that specifically benefit a brand, according to research by influencer marketing firm, GroupHigh, and many influencers now expect it. Independent and respected bloggers are now important links in the content marketing chain.

Marketing Automation:

I would suggest using Zoho.com which offers an all-in-one CRM that includes the advanced marketing automation features like Google Adwords, In-chat option, Mass Mailing etc.., and it is used by SME’s. It helps to track both Offline sales & Digital Marketing initiatives, The price point is also not expensive comparing with other Marketing automation tools available in the market. I would also recommend online Marketers to use a tool called “Intercom” to give a personalized approach to online users by showing them custom messages on the landing page.

 

Google starts Testing Instant Apps on Android Phones

Google starts Testing Instant Apps on Android Phones

Yesterday Google folks announced they’ve have started testing their Instant App initiative in a move that could make it easier for developers and companies to manage their mobile footprints. As we all know, Google spoke about their Instant Apps concept at Google I/O conference in May. The basic idea for launching the instant app is to meld the Web and native apps mix and match UI  Google would naturally be able to surface more information in the deal. The win for developers is that users can run apps without installing them.

Currently, Google is testing their Instant App with Periscope, Buzz Feed, Periscope, Wish and this project is open for all website and app business. If you’re a developer, all your existing apps will need to be restructured by modularizing it to allow the needed portion to be downloaded through Google Play. While the Instant Apps SDK is not publicly available yet, developers can start taking certain steps to be ready to implement Instant Apps for new, existing, and potential users of your application.

Use the blow APPLY NOW button to know more about Google Instant Apps.

 

How to write a Blog Post

How to write a Blog Post

You’ve maybe heard how dominant blogging is to the success of your marketing. Without it, your SEO will tank, you’ll have nothing to promote in social media, you’ll have no thump with your leads and customers, and you’ll have fewer posts to put those valuable (CTA) calls-to-action that generate inbound leads. Need I say more? So let’s start with 9 Simple steps.

How to Write a Blog Post: Some Simple Steps to Follow

Step 1: Understand your audience.

Step 2: Pick a catchy title (Min 65 Character with space).

Step 3: Start with a topic and working title.

Step 4: Write an intro (and make it captivating).

Step 5: Organise your content.

Step 6: Write! (Minimum 350 Words without Space)

Step 7: Edit/proofread your post, and fix your formatting.

Step 8: Optimise for on-page SEO.

Step 9: To check the Plagiarism.

This post was originally written by Chandan Gupta, Digital Marketer at DS Digital Pvt Ltd. This article is posted here with the original writer consent.

You can get connected with Author on following Social Media Channels:

L: linkedin.com/Chandandigitalmarketing

T: @chandan18gupta

Basic Digital Marketing Activities to start with

Basic Digital Marketing Activities to start with

What is Digital Marketing?

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.

Digital Marketing activities are:-

1.  Website Creation (WordPress, Joomla & Magento)

2.  SMO (Social Media Optimisation) (Facebook, Twitter, LinkedIn)

3.  SMM (Social Media Marketing) (Facebook, Twitter, LinkedIn) Ads

4.  SEO (Search Engine Optimisation) (On-Page & Off-Page)

5.  PPC (Pay Per Click) (Google AdWords, Bing Ads)

6. SEM (Search Engine Marketing) (SEO + SMO)

7. Content Marketing (Blog, Articles, News Paper and etc.…)

8. Keyword Research (Google Keyword Planner or MOZ)

9. Web Analytics (Google Analytics)

10. Re-marketing / Re-targeting (Adroll, Google Adwords & Facebook Marketing)

11. Email Marketing (Mailchimp and Bulk Email Software)

12. Video Marketing (YouTube and Vimeo)

13. Infographics (Provide all information on an Image)

14. ORM (Online Reputation Management)

15. ASO (App Store Optimisation) (Optimise for mobile Apps)

This post was originally written by Chandan Gupta, Digital Marketer at DS Digital Pvt Ltd. This article is posted here with the original writer consent.

You can get connected with Author on following Social Media Channels:

L: linkedin.com/Chandandigitalmarketing

T: @chandan18gupta

Google Shopping Ads campaign goes for beta for 11 more new countries

Google Shopping Ads campaign goes for beta for 11 more new countries

As we all know Google Shopping ads are mostly used by retailers to promote their online and local inventory, boost traffic to your website or local store, and find better-qualified leads. Basically, this is how Shopping campaign works, Marketer will send the product data with Merchant Center and create a campaign in AdWords. Then Google uses your campaign to create ads on Google and around the web where potential customers can see what you’re selling. Google use to call these placements as Shopping adsThese ads give Google users a strong sense about the product which Marketers are promoting. This ad helps users to understand more the product before they click the ad, which gives you more qualified leads.

Currently, Google Shopping ads are serving more than 22 countries (US, Canada, UK, Mexico, Japan, Brazil, Denmark etc..) and also with limited ad features in India. Now Google is rolling out Shopping ads beta version in following countries which include Argentina, Ireland, Malaysia, New Zealand, Philippines, Chile, Colombia, Ireland, Malaysia, New Zealand, Philippines, Portugal, Singapore, South Africa, and UAE.

For avail, this feature on beta version countries,  Marketers have to register their product on feed section in Google Merchant Centre. Then create a new shopping campaign in your AdWords account and select the beta target countries. (SO SIMPLE RIGHT!).

3 Key Rules of Digital Marketing Strategy for 2017

3 Key Rules of Digital Marketing Strategy for 2017

All we all Marketers saw drastic changes and updates in the Digital Marketing Industry like AMP, Google Penguin updates, FB Instant article, and of course Pokémon GO.  So by seeing all these I predict what are the three key things to consider when we create Digital Marketing Strategy.

Make your visuals Interesting:

Every customer gets engaged with the product when they see it visually, so make your product visual more interesting and convincing to your Target audience. It is also important to try visual channels like Instagram, Snapchat where you can target the right audience and get more conversions. When it comes to B2B marketing, marketers can use Infographics or simply adding a compelling visual aid to a piece of content to educate their client visually for using their product.

Influencing and engaging audience on Social Media channels:

Try to engage your fans/followers on social media channels by thanking, featuring them will be right idea to make audience engaged with brands social media channels. Marketers should also try Influencer marketing on social media channels by tagging their Twitter handles and Facebook pages on their social media posts to reach a large number of relevant new audience.

Track your conversions with right KPI’s 

The recent research data by Disruptive Marketing reveals that only 58% of Google Adwords accounts has optimized conversion tracking and out of which only 29% using proper conversion and KPI mechanism to track their campaign effectiveness. The other 71% of Marketers who is Google Adwords are not using proper conversion mechanism to track their leads or sales. So it is important for every Marketer to step back & look into their KPI & conversion tracking system.

If you feel to add more inputs for this article, Kindly share your suggestions to this email id – monk@digitalmarketingbaba.com.

Cheers 🙂

Google Adwords introduces Click-to-message ads to bring new way to communicate with customers

If you’re inviting a friend to dinner or asking them about the best hotels in New York City, you’re probably doing it through mobile messaging. Nearly two-thirds of smartphone owners use messaging more than five times a day to communicate with others.1 And people aren’t limiting their use of messaging to social communications – 65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment.2

In the coming weeks, we’re introducing click-to-message ads to bring the efficiency and effectiveness of messaging to search ads. By setting up a message extension, you’ll give users an easy way to text you to start a conversation and continue it whenever is most convenient for them.

Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, “I’m interested in a reservation. Please text me back with more information.”

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Best App Marketing Practices with Fbstart program

Best App Marketing Practices with Fbstart program

In my 6th edition of Chait with Baba session, I would like to share my notes from the Fbstart event, which I attended recently in Toronto. Micheal Hung, who works as Strategic Partner Manager at Facebook explained about Fbstart program & how native apps can get best results out of this program. I would like to share how Mobile App marketers can get the best Marketing results with the help of Fbstart program tools.

What is Facebook start (Fbstart) Program?

Facebook Start is new online incubator program initiated by Faceboook Inc,  where any mobile stage startups can build and growth their mobile apps with the help of free tools provided by leading companies like Hootsuite, Amazon AWS, Adobe, Asana, Dropbox, Mailchimp, Facebook Ads and 30 other partners. Currently, 9,000 + apps are getting benefit from Fbstart program.

Best App Marketing Practices with Fbstart program
Source: Swapitblogit

Who can apply for Fbstart program?

Any new or existing native apps are eligible to apply for Fbstart. Bootstrap track apps would be getting benefits of using all Fb partner tools worth of $40,000 & Accelerate (Existing apps) would be getting Fb partner tools to use worth of $80,000

How does Fbstart help for Marketers?

Fbstart program gives free Marketing tools for Online Marketers which includes $500(USD) Facebook Ad credits, Hootsuite, Mailchimp & Marketing Automation tools like Salesforce etc.., Fbstart also provides FB Analytics for apps tool, which gives better insights about app user behavior comparing to other existing analytics tools.

What is Facebook Analytics for Apps? How is it different from existing analytics platforms?

Best App Marketing Practices with Fbstart program
Source: Comverj.com

 Facebook Analytics for apps is more powerful than any other existing analytics platforms, It gives you better insights about user interests, demographics etc.., and it also allows Marketers to send targeted push & in-app notifications to users. This can bring better engagement opportunity for apps. When it comes to paid campaigns Marketers can run campaigns targeting ‘lookalikes’ and custom target audience, by this way Marketers can get better ROI results from their campaigns.

This is really a great initiative by Facebook and motivating native apps by giving them free tools would really bring the better experience to the users. If any app developers are interested in joining Fbstart use the below apply now button or if you’ve any queries you email to fbstart@fb.com

apply-now-button

Have any feedback about this article? Feel free to share with me at monk@digitalmarketingbaba.com

 

 

 

 

 

 

 

 

How Location Based Marketing is bringing innovation in Marketing

How Location Based Marketing is bringing innovation in Marketing

In my 4th Edition of #Chaiwithbaba, I would like to share my notes from my college guest lecture by Asif Khan – Founder, Location Based Marketing Association. Asif is a veteran tech start-up and Marketing entrepreneur with more than 15 years experience. He also worked with leading companies like IBM, Baxter Pharmaceuticals, Molson-Coors, Communispace, BestBuy, American Airlines, and ScotiaBank.

Let’s get started to know more about what is Location-based Marketing & How it works:

What is Location-Based Marketing & LBMA?

How Location Based Marketing is bringing innovation in Marketing
Source: Marketingprofs.com

According to (What-is.com) Location-based marketing (LMS) is a direct marketing strategy that uses a mobile device’s location to alert the device’s owner about an offering from a nearby business.

The LBMA (Location Based Marketing Association) is an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places, and media. LBMA aim is to educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers.

How does Location Based Marketing works for Business?

Most of the business which has native apps uses location based Marketing for sending location-based alerts to their customers who are available nearby by their business stores. The alerts are delivered to smartphones through push notification from their native apps or SMS text messages. An alert may include information about a local business deal of the day or include a purchasing incentive or redeeming their reward points. When the end user downloads a mobile app and accepts the app request for using their GPS device current location allows brands to track their end users. The technology behind this location based marketing takes advantage of geofencing, a software feature that uses triggers to send alerts when a device crosses a pre-defined geographic boundary. The important goal of Location-based Marketing strategy is to bring all their end users and turning them into customers.

What are some successful Local based Campaigns from LBMA?

Here are some successful Location-based campaigns from Top brands:

Nivea “The Protection Ad”

In 2014, Nivea came up with an innovative campaign using location-based technology. In which Nivea used Magazine as their medium where parents could tear out  from the page in the form of a wristband for their children. This IOS app can be used to track how far the children walk away from their parents in places like beaches. The Bluetooth proximity beacon technology was used to embed in magazine ads.

Granata Pet “Snack Ball Machine”

The famous german based pet food firm Granate came up with the interesting campaign called “Snack Ball Machine”. In which kiosks was installed in parks in the main cities of Germany. The kiosks were fill up with balls which  have a beacon sensor in it, and the ball is thrown by the vending machine into the park. When the Dog brings the ball back fast enough (based on tracking the distance traveled) are deemed healthy and a bowl of dog food is dispensed from the kiosk.

What type of Technology is used in Location Based Marketing?

For most of location-based campaigns Apple’s Ibeacon or Google’s Eddystone are used. The both technology has similar features but the functionality is different.

What is the metrics which can be tracked from this LBM campaigns?

So far there are no platforms to track conversions from LBM campaigns for Marketers, but yes you can track total number of reach, heatmaps, impressions etc..,

How can anyone learn more about Location-Based Marketing? 

For learning more about LBM you can follow Asif Khan’s weekly podcasts here – http://www.thelbma.com/podcasts/

Connect with Asif Khan on following Social Media Channels:

T: Twitter.com/AsifRKhan

L: Linkedin.com/asifrkhan

 

 

Promote your Business with Pokémon GO

Promote your Business with Pokémon GO

The Pokémon GO craze is spreading faster than a zombie outbreak on roller-blades. If you don’t believe me, then just look at what happened when a rare pokémon was sighted in Central Park, NYC

                                                     
 The app was made in partnership with developer Niantic and the Pokémon Company (both owned by Nintendo) and has rocketed the share price of Nintendo stock by 50% in the first week.
Promote your Business with Pokémon GO

In 7 days it surpassed twitter users in the US: Over 65 million. It has also taken the lead for the most time spend on an app.

 In order for your business to ride the Pokémon Go wave, you have to understand the basics of the game:

Promote your Business with Pokémon GO

 As you move around, your mobile phone will vibrate to notify you a pokémon is nearby. You can then check to see what type are near you as well as how close.

 The goal is to find all the different pokémon type and catch as many as you can.

Pokéstops are very popular hubs for pokémon gamers, locations are scattered across your area.Pokemon gamers are social and are exploring your city as we speak. Here’s 5 ways to engage them and drive foot-traffic to your business:

Promote your Business with Pokémon GO

 1) Let Pokémon Gamers Know Your Business is Near a Pokéstop

If your business is close to, or is actually a Pokéstop itself; announcing it on social media with appropriate hashtags can get your business in front of the gamers in your area.

Of course, your store must have something of value to offer in order to entice them. Restaurants/cafes or even video game stores would work well.

Promote your Business with Pokémon GO

 It’s the summer and Pokémon GO is getting people to walk a lot more than they ever did.

All that walking can work up an appetite and also make your conveniently placed restaurant all the more attractive.

2. Use Lure Modules to Drive People into Your Store

How do you get Pokémon GO gamers to come to your business? With pokémon of course! Lure pokemon to your store by downloading the app and purchasing a Lure Module. As pokémon start entering your store, so will the gamers chasing them. As the Pokémon GO website explains:

“A Lure Module attracts pokémon to a pokéstop for 30 minutes. Other people around the pokéstop can also benefit from the effect.”

Don’t forget to announce on social media beforehand that you will be doing a lure and tie in a promotional offer for your business with it. This builds anticipation and maximizes how many people turn up.

Promote your Business with Pokémon GO

 The New York Post reported that Sean Benedetti, Manager of L’inizio Pizza Bar in Queens, NY spent $10 on a pokémon lure at a pokéstop near him and it attracted enough gamers that weekend to boost his sales by 75%! 

3. Advertise Free Charging stations and a Promotional Offer

The Pokémon Go app is known to really drain your phone’s battery and gamers will welcome the opportunity to charge up.

A simple sign outside your storefront advertising charging stations and a promotional discount for gamers can drive foot traffic to your store. To drive purchases, include a message like “Show your Pokémon GO account and get 20% off.”

Gamers routinely stop off at Pokémon GO Stops in their vicinity and if you can make a visit to your store a part of that routine, you can grow your regular clientele.  

4. Offer Events or Meetups For Different Teams

Gamers can choose to be part of team Mystic, Valor, or Instinct. These teams battle for control of landmarks called gyms. Social media has shown that gamers show great pride in their team as it is a great source of competition.

Restaurants and bars have the opportunity to target these groups with events like “Team Mystic Meetups” and menu item specials.

5. If You Find a Rare Pokémon at Your Store, Let people Know!

 

Nothing gets gamers more excited than a rare pokémon sighting. Where there’s one there could be more!

Take a screenshot and share it on social media whenever you spot a noteworthy pokémon in or around your business.

This post was originally written by Talha Asif. You can get connected with him on following social media channels:

 L: LinkedIn.com/Talha

 

The Real Power of Content Marketing Strategy with Inbal Sarig

In this week #ChaiwithBaBa Chat session, I’m going to chat with Inbal Sarig, who is currently Digital Marketing manager for Smart Money Invest. She has been working in Digital Marketing & Journalism industry for more than 6 years with various organizations like Ha’aretz- The Marker Group,  Hanan Mor Group. So let’s get start with the questions:

B: Before talking about Content Marketing. Whatf made you change your career from Journalism to Digital Marketing?

I: From childhood my passion was storytelling, so a natural choice for me was to study film and television at Tel Aviv university. After graduation, fueled by my desire to create meaningful content I have started working as a Journalist/ TV producer in Ha’aretz – The Marker Group one of the largest financial news websites in Israel. Soon I was exploring new and more effective ways to make our stories more visible and growing our client base. It was then I have realized the incredible power of digital platforms and how to use them to spread high-quality content.

After bringing a unique point of view on content generation and how to publish it successfully, I was promoted to work as the content marketing manager for the news site.  

B:As you’ve worked for different companies and different industries, how difficult it is to run digital campaigns for new markets? What challenges do you face here?

I: As I see it, running digital campaigns has the same basic rules for all markets. But the campaign objectives, KPI’s, target audience etc., differs from one campaign to another. The most challenging task in running a successful digital campaign is convincing clients to click on your ad and to consume your content and eventually choose it over your competitors.

When I worked for Hanan Mor, one of the largest real estate developers in Israel, we have focused on sharing our vision about green and sustainable home construction. We felt that the most important part was to educate people about the benefits of our superb product and methods of construction and inspiring them to be actively involved in a meaningful shared goal, of course delivering high quality designed homes at the end. I believed that in order to achieve this we had to try and make the most interesting and engaging content we can, video, blog posts and articles using all the relevant social media tools to share it.  

In my current position as Digital Marketing Manager at Smart Money Invest, I basically do the same. I think about my potential clients and try to simplify and visualize finance and investments.The key word here is education. For people without the financial background, the investment world can look scary, complicated and boring. I am trying to show them that it’s not the case. Of course, there are very complicated investment instruments and sophisticated tools, but they are knish for pros and not relevant to making smart investments, growing your equity and taking care of your future.

Like in Warren Buffett’s famous quote:

                            The Real Power of Content Marketing Strategy with Inbal Sarig

Digital marketers should use every tool available to communicate with their target market and try and deliver true added value. I believe that creating great content that can really help and educate people to make the right financial and investment decision is the way to do that.  

B: How important is the content element for running Social Media campaigns?

I: No doubt about “Content is King”. I believe that content is an important element in all of your marketing platforms, online and offline. At the end of the day, marketing is all about telling your story to your customers and the way you do it so they will see your benefits and share your values.

B: Is it compulsory for every company to have a Content strategy?

I: I think that every business must  have a content strategy and to utilize it in the best way possible.

B: What are the different channels for content Marketing? (Blogs, Social Media etc..,)

I: Content Marketing is not only about digital marketing like Blogs, Social Media, and the company website. It starts right from the logo, tagline, Product description etc.., Marketer’s has to unify their channels according to the company content strategy.

B: Key things to consider while building content strategy?

I: First, you need to understand client’s needs and desires: what are their interest? What do they need? Which information are they seeking for?

After getting to know your audience you can start building your content strategy.

On social media platforms, have a unique voice and engage with your clients, create an active blog and aim to become an expert in your field. Try to use as many visual materials that you can: videos, pictures, animated gifs, anything to deliver your message in a nice and simple way.

B: What are the Benefits of Content Marketing for B2B & B2C Marketers?

The Real Power of Content Marketing Strategy with Inbal Sarig
Source: iacquire.com

I: As a Marketers, it is important to know where your customers are conducting their research and understand in which medium they’re active. LinkedIn can work great for B2B, to target decision makers in a company, but it’s not the only one.

Content engages, delivers an inspiring story and provides people with information.

By targeting your content to be relevant to the business or individual customers you present your brand in the more subtle way than advertising. People are more open when they consume content and they appreciate the value provided by you.  

B: Any tips for Beginners in Content Marketing?

The Real Power of Content Marketing Strategy with Inbal Sarig

I: First, you have to know and understand the platforms you are about to use these are your building tools then remember that at the end of the day we are selling to people, they have feelings, thoughts, and beliefs. Try to understand them, put yourself in their shoes, and give them something before you ask for something in return. These two skills will make you shine in Content Marketing.

Connect with Inbal on following Social Media Channels:

L: linkedin.com/Inbalsarig

T: Twitter.com/Inbalboren

 

#Chaitwithbaba - Is Online Marketing taking over Traditional Marketing?

#Chaiwithbaba – Is Online Marketing taking over Traditional Marketing?

On my 2nd #ChaiwithBaba session, I’m interviewing Rohit Sharma, who is currently working as Media Planner at DV8 Communications, Canada & Previously he worked for GroupM, Omnicom & clients like Google, Time Group & Microsoft etc.., As he is into Traditional Media, let’s find out how Digital Media is impacting Traditional Media, advertisement effectiveness & Customer engagement etc.., So lets start with the questions.

Explain about your previous job Media planning/ Offline Ads?

 I started my career with a creative agency as an account executive.My job was to work closely with the creative team and the clients for building their ad campaigns. Later I joined Maxus- GroupM as a media buyer. So here I use to run offline media campaigns (TV/ Radio/ Print) for various clients like Google, Hero MotoCorp Ltd, SC Johnson, Pernod Ricard, Zara, Microsoft Mobiles.

So why now in Digital Marketing?

Digital is an upcoming media, most of my clients digital budget soared for about  10-15% on an average. Print media deals with the publications were aligned with the digital buys and impressions as clients want to engage more on the digital platform. So in order to grow along with the industry this Digital Channel medium cannot be ignored. Here it also measures the results than Print/television ads.

“Online Marketing is better than Offline Marketing” Do you agree with this statement? why

Firstly online marketing is not expensive as compared to offline marketing, we use to spend a lot of budget on TV and print campaigns. Again there is not much analyzing and reporting in TV ads. Actual GRPs will be always delivered in the post-campaign analysis. So in the midway of the campaign I cannot change the channels or tweak the campaign and it never shows me the real time results. Whereas digital is one medium where I can do all of that and I can send the exact reports to the clients. Also, there is no concept of conversions in offline media, we can just show the reach, GRPs for the campaign whereas in Digital we can showcase the conversion (if it is the campaign objective).

So now you’ve worked with both Offline & Online media, which one has more impact on Marketing communication?

#Chaitwithbaba - Is Online Marketing taking over Traditional Marketing?

Online media has more impact because in offline media I’m not directly interacting with the customer whereas in online media I can do that. Through social media, I can talk to the customers and get valuable insights about the company. Digital media has changed the way advertising works, the more knowledge the clients have about digital media they more they would spend on it. It has revolutionized the way the whole industry works.

When it comes to Analytics reporting, In which media you get better reporting?

#Chaitwithbaba - Is Online Marketing taking over Traditional Marketing?

Digital Media, as I can share all the reports even the positive or negative conversations for social media to any digital media campaign. In offline media, it allows only to share the reach, GPS for Report. So it is very difficult to update data every year. Digital Media has made ROI relevant for the clients.

So talking about Demographics can you share what sort of new technologies are coming in offline media to compete with online Marketing?

There is not much coming in terms of technology, the only way to is to integrate digital media with the traditional media.

“Print/TV Ad’s reaches Mass audience than Online Marketing” Do you agree with this?

#Chaitwithbaba - Is Online Marketing taking over Traditional Marketing?
Source: Social Media Calgary

Yes, Print and TV has always been for masses but if you ask me now mobile is that one medium which is always with people and has more engagement than Print & TV. From tabloids  apps to Youtube everything is available online. Moreover, it depends on what the company is into. Mobile marketing is one of the most upcoming media to advertise as the engagement level is so high.

As you’ve worked with big corporates like Google, Microsoft & Times group, Can you say on which media they’re focusing more? Offline or Online? Or they giving importance for both of them?

Right, Most of my clients are focussed on offline media, because in India online media is new thing & which is also growing. So my clients have a very limited knowledge of that plus online media isn’t that expensive as compared to offline media. So in terms of budgeting clients used to spend 15-20% on online media but some clients had a separate division for online media like Google and Microsoft mobile. They have different teams and different budget for online media and that had no role with the offline media.

So what is your recommendation SME Marketers? In which channel, they’ve to focus more?

Start with paid online campaigns and then get more organic traffic, it depends on what SME is selling or if they want to increase their brand image. If they want to increase their brand image they should go with a blog and hire a good content writer. It is expensive to start with offline media and it depends whether the SME’s TG is into that or not. The first 3-4 months of the paid campaign would be for market research, to analyze how the audience is engaging and on which platforms.

One last question 🙂 What is your recommendation to upcoming Marketing graduates?

#Chaitwithbaba - Is Online Marketing taking over Traditional Marketing?
Source: Huffingpost

If you wanna go in-depth about excelling in marketing you should have the knowledge about every medium. Reading blogs, articles etc is good but applying your knowledge is the best way to understand how things work. I would also suggest checking websites like lynda.com will be helpful to learn valuable Marketing lessons.

Connect with Rohit on following Social Media Channel:

L: linked.com/rohshr

6 Google upcoming Products you should try this year 2016

6 Google upcoming Products you should try this year 2016

At this year’s Google I/O conference, Google displayed the future way of Interacting with the technology. It started with Google Assistant to Google Home, which they believe to take on rivals like Amazon Echo and Facebook’s new Bot chat. So here are the 6 Google Upcoming products you should try this year 2016.

Google Voice Assistant:

Sundar Pichai, CEO of Google, started the keynote followed by he made big announcement about Google Assistant. He explained How Google Assistant is going to bring two way communication between you and Google Assistant and he also mentioned last year 20% searches were made via voice in U.S and that is why Google is gearing up to make Voice search as more friendly to its users.

Google Home:

So followed by Google Assistant, there was an another announcement which was more innovative (As they call it like that) Google Home. It will take the best properties from Chromecast and use them in the house and it also has the search function built-in, so people can make voice search.

Duo:

It is a companion app for one-to-one video calling.  The goal of Duo is to make video calling faster even on slower network speed. Google is also adding a feature in Duo called Knock Knock, which allows you to make a live video of the other caller before you answer. It is coming live for this Summer on both Andriod & IOS.

Day dream:

Day Dream is going to be a new high-quality mobile virtual reality platform which allows manufacturers including Samsung, HTC and Huawei having smartphones capable of handling it. New hardware tools like headsets and a controller will be available for Daydream VR. Which is getting launched this fall and it will also include Google’s apps like YouTube, Street View, Play Movies , Google Photos and the Play Store.

Allo:

To compete with popular chat services such as Facebook’s Messenger, which recently announced an artificial intelligence features and WhatsApp which also owned by Facebook, Google is launching Allo by bringing interesting features like stickers and whisper chat. Allo also uses smart reply, which is a suggestive conversational response. It will use Google’s computers to predict how you want to respond, saving you typing. It will also chat directly with Google to find information or navigate. In Google Allo one can search the web, watch YouTube videos and even play games. Google Assistant is embedded in app too. Allo will be coming to market this Fall.

Android Wear 2.0:

Android Wear 2.0 will have a revamped user experience and standalone apps that run right on the watch, no matter where your phone is or even if it’s off. Users can now mix and match watch faces with various apps on any Android Wear ready smartwatch. A better keyboard is also available on the Android Wear smartwatch.

 

 

50% of Consumers are rejecting brands because of Irrelevant Ad’s

Stephen White editor at Digital Marketing Magazine says that most of the consumers are rejecting big brands because the ad’s has been shown to the irrelevant audience, here is why:

A new Digital Connections study by Tradedoubler, an international leader in performance-based digital marketing, shows that marketers face significant challenges when trying to identify and reach both current and new customers online.

The findings reveal that 71% of connected consumers say they are loyal to just a few brands, and while many (80%) consider the internet to be a great place to discover new brands, 54% are overwhelmed by the choice available. This can make it hard for marketers to reach and engage them.

However, 49% like to receive advertising that is relevant to them and 36% are more likely to buy from a brand that sends them tailored messages. Consumers are quick to turn their backs on brands that get this wrong. Almost half of people will disregard a brand if it bombards them with ads or if they perceive the advertising to be irrelevant.

To cut through the clutter and reach and convert new customers, marketers need to understand how their customers behave online: how do they use different devices and channels to make choices? The brands that succeed will be those that can turn such information into intelligence that enables personalised and targeted advertising to reach the right customers, in the right way and at the right time.

The Digital Connections survey confirms that consumers are increasingly device and location agnostic when it comes to making purchases: just under one third routinely multi-screen using a laptop/PC (30%) or mobile (36%) while watching television, and up to half of those aged under 45 shop online on their mobiles when in a restaurant, coffee shop, pub or bar.

Meaningful engagement with such consumers needs a strategic approach that uses messaging that is appropriate to both device and context. Mobiles in particular create opportunities to use location based targeting to engage with potential purchasers and send them specific offers right at the moment they are considering a purchase.

In response to this increasingly sophisticated market, Tradedoubler has launched TD ENGAGE, a solution that helps online retailers use a powerful combination of data and artificial intelligence to understand purchase behaviour and to accurately identify and reach new customers with tailored and targeted advertising.

Dan Cohen, Regional Director at Tradedoubler, said:

“Online shopping is still growing rapidly: our study shows that two thirds of adults buy more online than they did a year ago. But understanding the complexity of online shopping behaviour is increasingly difficult for marketers; building profiles of customers to understand them and deliver relevant and timely ads on the right channel at the right time is a challenge. Instead of focusing on demographic information, marketers also need to look at the behavioural characteristics of their existing customers to better identify new audiences, target ads and optimise their budgets.”

TD ENGAGE helps brands to build an accurate picture of their typical customer, using artificial intelligence to listen to their website traffic and learn about their customers. Tradedoubler does this by tracking 1 billion affiliate transactions every day, drawing on 17 years’ of data analysis expertise to form an understanding of customer buying behaviour and develop profiles of the entire market.

Its artificially intelligent tool then combines this understanding with the retailer’s data to identify their perfect next customer. It then reaches out to these targeted new customers through its Europe-wide media connections, showing them the brand in the right format, with the right message, at the right time – driving them to the retailer’s site and turning them into new customers.

Dan Cohen concludes, “It’s clear from our research that consumers want to find new brands, and they like it when they receive advertising that is relevant to them. We have designed TD ENGAGE with this in mind. It enables marketers to identify and reach new customers in a way that is targeted and welcomed.”