Personalization + Localization + Socialization = Mobile Marketing

In most of the developing countries, Mobile peneration is much more than the PC. It is very easy to target huge chunk of local target audience through mobile.

Advantage of Mobile Marketing
  • Personalization – Personalized message creates more engagement
  • Localization – Easy to target local TG audience to create awareness
  • Accessibility – The device is accessible 24/7. This means more click throughs
  • Good digital medium for B2C & FMCG
  • ocialization – Syncing Mobile Marketing with Social Medium Marketing will create huge impact
Dis-Advtange of Mobile Marketing
  • No Regularty Board – There is no proper regulatory authority for mobile advertising
  • Different Display devices – It is very difficult to optimize ads for different display devices
  • Segmentation – It is very difficult to do segmentation in Mobile Database List
Mobile Advertising is very niche. Definitately Mobile Marketing budget will going to increase exponentially in coming years. 
 

Google Entrepreneurs – Service for SMB’s

Google is alltime emerging company because they always come-up with new product & services in short interval. Now, Google like to do real business with start-ups and SMBs. Google Entepreneurs has resource center that showcases Google products for start-ups. 

 
Through Google Enterpreneuers, they conduct lot of events to connect with startups. If Google supports & fund enterprising college students in developing countries like India, then it will be a Win-Win Situation. Most of the Google products are free. But, only few products has customer support in Place (Like Adwords, Google Analytics [Very Expensive]).   
 
Google wants to grab good % of  SMB's market share. 
 
 

Web Analytics is all about numbers?

If we talk about web analytics, we immediately think of numbers & eye candy graph. Yes, Web analytics is all about metrics, numbers. If that is so, Web analytics won't be billion dollar industry. Web Analytics should map the "Objective" with " Metrics". Most people go by metrics without defining clear objectives to build actionable Report

 
Basic Steps to come-up with actionable Insight
1. Define Objective
2. Define Key metrics to measure that objective
3. Benchmark the key metrics
4. Analyze the data and map with objective
5. Build actionable insight

New Meta Keyword Tag “news_keywords” for news publishers to keep them happy?

Now, publishers can use this tag <Meta Name="news_keywords" content="keyword1, 2,3">to woo traffic from search engine. Even though Google Won't explictly support SEO methods, why they come-up with News keyword tag?

No business lunch is free my friend.  Let we explore the reason, why Google come-up with this
 
  1. To increase its revenue through Adwords display network – Google wants to keep the news publisher happy because they drive their revenue throulgh them. News publisher produce lot of fresh content. Most of the News Publishers are part of adsense network. News Publishers customers are google customers. For Google content matters…
     
  2. Videos – Most of the news publishers started uploading news vidoes & even telecast the news live through web. This Tag help to convey the video content better
     
  3. To Promote Site Search Product – Many News Publishers uses "Site Seach Product". This keyword tag may help the product to throw better result
     
  4. To Promote the Brand "Google News" 
If Google come-up with demographic Meta tag syntax, that will be of more help to "News Publishers" & "Google"
 

How a digital medium helps in B2B marketing?

The key aspect of B2B marketing is personal relationship.B2B decision Making Unit (Buying Center) is very complex as compared to B2C. The B2C marketing strategy won't work for B2B marketing.

In what way the digital medium will support B2B marketing?

Digital Medium Digital Medium Description
Lead Generation  Search  Identifying the target prospects through search medium is easy 
Brand Awareness  PR,  Banner Advertising,Digital Radio  Brand awareness plays a vital role in B2B Marketing. Using digital medium, it is easy to create brand awareness. Because digital medium has no boundaries 
Credibility  Website, Social Media  Product & Brand credibility & reputation can be communicated in website (Logo, Badge, Testimonial, Social Media) 
Customer Support  CRM, Chat, Email, Forum, Resource Center  B2B customers have long term relationship and the quantum of buyers in B2B is small.  It is very essential to keep the existing customer happy 
Customization  Messaging for each segment  Customized Message for different segment of prospects is easy & quick in digital medium 
Customer Feedback  Survey, Poll  It is very easy to collect customer feedback through digital 
Training  Webinar, Webcast, Social Media (Youtube)  Product & Partner training though virtual medium is easy & cost effective 

 

Why Twitter is the best Social Media Platform?

Twitter objective is very simple and straight forward. Connecting people without affecting their privacy (No Complication & Confusion).

Let we explore which Twitter is the best Social Media Platform

  • Best of Both World – Twitter Platform is good for B2B & B2C
  • Privacy – Won’t create privacy issues
  • No Distraction – Connecting people with content without confusion
  • Content is Short & Straight Forward – Netizens does not have the patience to browse through huge content. They will grasp the key elements of the content.
  • Mobile Compatibility – Twitter content is like Short Messaging Service (SMS). Twitter is the best fit for mobile users. Mobile is the emerging market in developing countries

I personally feel, Google should / may acquire twitter and sync with the Adwords (Paid Search). Oh! Am i leaked the Google future acquisition open secret :)

Google Plus (G+) likes in Google Paid Search Results

Google uses its search dominance to increase its social media market share (Google Plus). From today G+1 likes will be featured in Paid search results.

 

To take advantage of this, most of the adwords advertisers will use GPlus to promote its product & services. Google’s bread & butter is Adwords. It is Google Practice to leverage other products through Adwords and Vice Versa.

Marketing Communications: Below the Line (BTL) should Connect with Above the Line (ATL) for better ROI

In Marketing Communications (Marcomms), Below the Line activity should link with ATL activity. This will help to measure the BTL Communication responses.

Below are the ways to connect BTL with ATL

  • Coupons – Giving Free Coupon Ad Via Newspapers & magazines and redeem it through website (B2C Market)
  • Contest – Conducting Online Contest by reaching through BTL medium (Good for B2C & B2B Market)
  • Free Samples – Giving Free Samples through online registration by reaching though BTL Medium (B2C)

BTL should connect with ATL medium because, it is easy to measure the engagement of BTL medium through ATL response.

This will help both the B2B & B2C Category to measure its offline activity through online responses.

Digital Marketing / Advertising Ad Spend Per Internet User – Forecast

 Insight – As per eMarketer report, Australia, UK & US is the top three countries, where advertisers has to spend more money for customer acquisition. Even though, the forecast shows that the advertisers in these regions are desirous to allocate more budget for digital advertising in coming years. The reason is simple; the digital medium is measurable, feasible to optimize for better ROI.

Email / Mailer is the best channel for Relationship Marketing

A decade back, e-mail communications are particularly used by individuals to communicate with each other. Because of better internet connectivity and technological advancement, many businesses using this channel to reach their target audience.

Why Mailer for business? – “Acquiring a new customers is much expensive than retaining a existing one”. Mailer Campaign evolved beautifully in a decade. Due to Opt-in Model & Email Regulation /Compliance (Like Can Spam Act), Mailer emerged as a powerful medium to reach the prospect’s & audience.

Moreover there are many Autoresponder tools are available in the market to run DRIP Campaigns in cost-effective manner and also comply with Can Spam Act.

Mailer Channel Advantage

  • Measurable – Email Performance can be measured (Open Rate, Response, CTR)
  • Control – Easy to manage & control the mailer campaign. It take only few minutes to a set-up mailer campiagn
  • Engage – Reliable Channel to engage with prospects & consumers in regular intervals
  • Segment & Customize – Customized Messaging can be delivered for specific mailer list
  • Cost Effective – Reach wider audience at affordable cost
  • Co- Registration – Partnering with related business for co-registration helps to expand business

Mailer Campaign Don’ts

  •  Mailer Bombarding – Bombarding with Emails to opt-in customers in short span, will result in un-subscription
  • Generalization – Sending mailer without customization & mailer list segmentation, wn’t deliver result