Make a note of these predictions in your digital marketing campaigns rather make sure that it is an integral part of your digital marketing strategy.
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Surprisingly, LinkedIn turned out to be THE DARK HORSE for social media investment survey by “The Creative Group”, having top most growth on Y.o.Y basis. While Facebook kept its lead, having 62% investors shown their intent to increase social media investment in the social network. Google is keeping up growth rate with Facebook, however possess more satisfied investors than competition except from LinkedIn. Twitter and Youtube seems to be dissipating away from the competition.
Data derived from following blog post:
1. Breakfast with LinkedIn.
2. Midday Coffee break with Google+.
3. Lunch with Twitter.
4. Evening Tea with Facebook.
5. Dinner with Pinterest.
Personal experience tells that posting messages in communities and groups trigger more visits to your website or blog, than postings on the wall as public messages.
We have been listening to stories since our childhood to boost motivation for excellence.
We are witnessing several stories of successes and failures on digital marketing sphere. Like always, planning is the key role of managing businesses and virtually is a make or break. Since, planning horizon spans over multiple levels of management within all organizations, which makes it most vulnerable area for triggering failures. Wisdom of managing complete planning horizon, which includes strategy, tactics & action plans, is a panacea of business success. In this article, we will put light on the focus of different levels of management before coming to the real meat of discussing their detrimental effect on digital marketing planning.
Traditional organizational model comprises of three levels of management; Top management, middle management and lower management. All these three levels of management contribute in business planning. On top of this, there is a requirement of developing functional strategies, such as marketing, financial and HR strategies to support business strategy. Top management focuses on developing ‘strategies’ for the businesses usually spanning over 5-10 years. Middle management focuses on developing ‘tactical’ plans spreading over 1-3 years. Lower management focuses on developing action plans spanning over quarters or semesters. All these plans, should be integrated to each other in a way that ultimately business strategy should realize. Hence, it is clear that different people are involved in planning horizon and there is need of synergy.
The most important aspect of successful planning is ‘alignment’ of all plans. However, this is the area where practically most of the time staff being negligent. For instance, let us take an example of digital marketing, where top management framed a strategy of “NO SPAMMING” to win trust of potential customer in the longer run. However, during execution of tactics or actions, lower management designs digital marketing campaign having more than one product/service, to save on marketing costs. Since, each product or service has peculiar target market. Therefore, some potential customers will perceive this campaign as “SPAMMING” having irrelevant message. This will spoil brand image in a longer run and top management will realize this after considerable time, because strategic outcomes are always defined for longer period. Thus, it is vital to understand that at times, for tactical gains we tend to ignore strategic gains, which eventually lead us to nowhere.
Finally, to recapitulate, it is recommended that special emphasize is required on exercising controls over creation of different plans (strategy, tactics, action plans) in planning horizon. As small act in action plan may lead you to long-term failure as discussed above.
List of 5 hyperlinks referred in video:
Marketers’ communicate with the help of ‘Posts’ in inbound marketing, in other words we can say that posting is the protocol of communication in inbound marketing. There several types of posts in social media world, such as status post, blog post, micro-blog/tweet, Graphic Posts, Video Posts or Audio posts etc. Success of online interaction relies on in-depth analysis of target market behaviors, interests, needs, wants and convenience. In this article, we will analyze some of the major factors involved in posting brand messages.
- Alignment – Understanding Background
- Understanding Marketing-Mix to align posts
- Understanding Customer Needs & Wants to align posts
- Understanding of Social Media Mix to align posting strategy
- Segmentation – Creating Groups, Lists or Circles as per following demographics:
- Age or Generation
- Time Zones
- Irritants & Grievances
- Triggers: This is another aspect to put weight in leads. Escalating or Deescalating triggers increases or decreases the chances of getting customer engaged. Trigger can be holidays in the specific localities and it may mean that customer is not approachable or it may mean that customer is more than ready to be engaged as he has to do shopping.
- Content Management
- Diversity to attract all demographics
- Keywords are important for Social Media Searches
- At least two or more topics or ideas to counter monotonousness
- Supporting facts & examples for all topics and ideas
- Real life Analogies help in engaging audience
- Planning, Monitoring & Control Posts
- Identifying Influence-rs through social network data analytic tools like Google Ripples etc.
- Identifying like-minded communities, groups, lists or boards etc.
- Unique short URL for specific post to track its effectiveness
- Mapping customer irritants, needs & product/service features
- Hash-tag keywords to increase visibility of post among social network search engine
- Always post to specific list, group or circle. Public post is like a talking-brochure sales person and most of the people ignore them.
- Acknowledging and encouraging shares, comments, likes
- Follow-up Posts with paraphrasing and with little tweaks in the post
- Acknowledging and encouraging shares, comments, likes
- Continual Improvement Process until objectives are achieved
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Owing to the integration of Marketing and Digital Technology, has triggered many changes in the marketing approach of communicating brand value. Fundamental changes are that in legacy marketing, businesses use to target as per geographical barriers but not there are no barriers as such courtesy internet and cellular networks. Moreover, concept of “Push” and “Pull” in marketing is the new dimension on which marketing strategies are being developed. Digital Consumer becomes more difficult to be satisfied, due to ease in access to product/service online reviews.
Recently, we are witnessing very informative articles suggesting winning trust in-order to gain long-term engagement with digital consumers. There is a logical reason behind this claim that is since social media marketing is a buzzword of recent times, and to interact on this platform ethical practice needs to be followed. Therefore, winning trust by providing high quality content to digital consumers is the new dimension kicking into marketing strategies, so that audience trust is achieved.
However, what if one of your fierce competitors is doing a research on the topic related to your business stream and the white paper or blog post released contain high quality content. Would you share it on your blog? Because, if you go on ethical grounds, then this content is required to quench the thirst of content of digital consumer, but at the same time you are compromising with your business strategic goals; this leads us to CONFLICT OF INTEREST.
There will be a requirement of constraints in sharing information of your competition if it is in conflict with your business strategy. From Legacy marketing to digital marketing, primary focal point remained competition analysis and deducing competitive edge for your businesses, this is a natural course of action, as far as marketing is concerned and founding principle. That is why alteration in this dimension is not pragmatic option. Finally, it is suggested that “Excess of anything is bad” quote. Moderation is advised, when it comes to information sharing of competition or anything, which comes in conflict to your business interests.
Digital marketing is in vogue, and most of the businesses worldwide, are adopting this dimension of marketing just to earn status symbol of being “Innovative Organization”. Owing to this adhoc approach, decision of indulging into online marketing unfolds unpleasant surprises upfront. In this blog post, we will unearth some of the significant challenges faced by the companies in implementing digital marketing strategies. Awareness of these potential pitfalls may lead to plan contingencies and risk management strategies, before diving into Digital Marketing. However, this is no doubt that digital platform is the bigger stage for marketing, but at the same time if you get it wrong then it will become the reason of your rapid descend as well!
This is one of the key risks in digital marketing, as technology and search engine algorithms are changing with high frequency making digital marketing strategies redundant. Therefore, it is vital to tackle this risk by incorporating mitigation or transferring tactics. Another approach to confront this problem is to make short spanned milestones, which collectively over a considerable period realize strategic goals (may be after one to five years). Thus, mathematics concepts of “Integration” and “Derivation” hold the key for digital marketing strategies.
Diversified Customer Relationship Channels:
Another challenge, which marketers face in digital marketing, is plethora of social networking sites on which they have to interact with customers. Legacy marketing use to revolve around TV and print media for communicating brand value but it is not the case anymore. Organizations need to broaden their presence base across all major or desired social networking sites to keep the reach for their digital endeavors. Furthermore, social networking is not the only fragment, on which digital consumers are present, mediums like search engines, Emails, SMS, Digital Billboards are the other platforms on which virtual interactions are required. Since, there are many channels of engagement for the marketers and it is impossible to keep presence on all mediums, this call for intelligent selection of channels as per the product/service nature.
Organization Readiness for Embracing Digital marketing:
This is the area, which is usually neglected. To introduce change in any system it is vital to make necessary arrangements, in-order to make that system compatible with change. For instance, if business does not possess content writers, bloggers and social media strategist etc. in their line-up and these functions are left on the individual who does not possess the required capabilities, then that system is bound to fail. Moreover, if website does not comply with web 2.0 frameworks, and social networking page is created on social networking website, then instead of increasing brand value it will start diminishing it, as being not share-able on social networks. Hence, it shows clearly that organizations must assess their readiness before entering into digital market.
About a decade ago, there was historic transition in software development industry where Java introduced platform independent programming language. Now is the time when marketing world is facing the same dilemma and there is a requirement of device independent marketing strategies. Further to illustrate, if some company has designed and created an impressive landing page on its website for the promotion of one of its product. However, that landing page has no mobile interface then that company wills failure out on the opportunity not being on the smart phones. Similarly, if website is not tested on all web browsers of computers, tablets or smart phones then it is relying on luck to get beneficial results of the campaign. Therefore, it is pertinent to have device independent approach in all digital marketing strategies to bear successful outcomes.
Lack of international standards in Digital marketing:
Digital marketing alone cannot achieve ultimate objective of marketing, there is a need of Hybrid approach, which combines legacy with digital marketing. There are not international standards like those that we do have in marketing or for that matter in other professional bodies; this adds further grief on the problem. Since, we cannot control this dimension so it is always advisable to make appropriate practices by combining several standards of marketing and information technology.
Digital marketing may turn out to be “Curse in disguise!” because the principle of digital marketing is word of mouth significance and what if it comes from one of your irritated customers. This will lead companies to catastrophe like the famous case of “DELL-HELL”, where one of its customer turn out to be a blogger who ruined DELL reputation on digital landscape with alacrity. Beware of this risk and always look out for the irritated customers and resolve their irritants by rectifying the problem. Contrariwise, this is a favorable dimension for digital consumers having the ability to effect companies brand value and will contribute in raising the level of customer satisfaction.
Overabundance of Data for Analysis:
Moving onto the most touted challenge as we speak; there are almost infinite number of data analytic approaches and software in the marketplace. Without any doubt, the king of analytics is “Google Analytics” for the website and “WordPress Analytics” for blogs. However, the reason for mentioning it as challenge is that the size of the data is huge. To maintain this data for some time is a real overhead, as higher storage is required, Confidentiality-Integrity-Availability of data, Security and safety requirements and last but not the least, integration of all data analytic to assist in making marketing decisions.
Communication with Stakeholders:
Coming to the end of our list of challenges, as a rule in management; communication is the make and break for all businesses. When it comes to digital marketing this is the area where you find most difficulties. Because, it is a relatively new phenomena and there are not more tangible examples to refer in your communication with stakeholders like bosses or investors. This leaves ample task and skill on the marketers to convince their bosses to take decision in their favor but most of the time it gravitates towards the other side. It is recommended, that consistent pursuit and comprehensive details are the two pillars of getting the verdict in your favor and there is no elixir of life, which will fix this problem all of sudden.
Finally, to recapitulate, this is not the complete list of the problems but certainly one of the top most challenges faced by marketing professionals in recent times. Purpose of this blog post is not to discourage anyone, rather it’s a heads up call for all of us.
Ingenious framework for digital marketing strategy development; SOSTAC ® marketing planning model guide is one of the corner stones in digital marketing arena. One of the key strengths of SOSTAC is that it is logical and pragmatic framework to follow and provides ease in communicating to the stakeholders as they grab the concept easily. However, when you start thinking in implementing this framework, you need further help of techniques and guidelines. Focus of this blog post is to throw light on the synergy of SOSTAC, BABOK V2, IELTS and Swarm Intelligence.
SOSTAC recommends, conducting Situation Analysis as a first step in strategy development lifecycle. Suggested elements include customer insights, market trends and internal capabilities etc. BABOK V2.0 provides process and techniques to determine business needs, which are derived from customer needs, or at times business needs are customer needs itself. Relevant domain in BABOK is Enterprise Analysis and Elicitation. Aforementioned domains have documented processes and related techniques to perform activity in a professional manner. Techniques such as, Benchmarking, Brainstorming, Lessons Learned Process, Root Cause Analysis, User Stories, SWOT Analysis, Risk Analysis, Document Analysis, Focus Groups, Interface Analysis and to name but a few. Moreover, Business Analysis Planning and Monitoring comes handy in the phase of Control or Strategy in SOSTAC. Requirement management and communication is the field, which will be required in managing and communicating requirements to stakeholders. There is another blog which provides insight to BABOK in digital marketing.
As per SOSTAC phase of Tactics there is a requirement of Content Plan and for that, IELTS guidelines should be utilized in order to exploit maximum benefit from established processes and standards, instead of re inventing the wheel. This topic was covered in depth in one of my recent blog posts “Rules of IELTS in creating content anatomy to get social media friendly!”
Another aspect of successful digital marketing strategy is conceiving marketing network. Digital marketing works on digital gadgets and virtual interactions are conducted. Critical success factor in implementing digital marketing strategy lye’s in efficient and cost effective implementation of marketing network. Inception of social media marketing in digital marketing arena, compelled us to develop such kind of network, which self organizes and utilize intelligence of millions of users in the shape of influence-rs or brand ambassadors or product reviewers. I suggest swarm intelligence as a guiding principle in implementing such type of networks and series of blog posts are already written on the subject. Quick links to all these blog posts are given below to explore:
- Digital Pheromone
- Implementing Swarm Intelligence in Social Media Marketing!
- Swarm Intelligence In Marketing!
Finally, I highly encourage to leave comment on the post as this is an endeavor to seek pragmatic solution to develop and implement effective digital marketing strategy!
Recently, businesses are exploring ways to manage their content to get maximum returns on their investments. Content Marketing, is often seen as writing an article having images and videos but not many are considering the broad spectrum. Let us examine how we can exploit maximum returns out of our valuable investments on creating content by following IELTS semantics. Firstly, we will look into the IELTS semantics guidelines for writing and then we will see if it is an appropriate practice for content marketing respectively.
IELTS have criteria on which they gauge article quality and effectiveness:
• Task Achievement: In this criterion, they look for the fulfillment of topic. Moreover, they seek whether examples and facts, are provided in the article to validate claim.
• Coherence: This law says that, article should be distributed in multiple paragraphs having specific purpose. Namely to illustrate, Introduction, Body and Conclusion Paragraphs. Body paragraph can further subdivide based on need and usually it is required, when topic has several dimensions such as rebuttal, advantages or disadvantages and to name but a few. The most important aspect of coherence is that all paragraphs should be lined with introduction paragraph. Start discussion by expanding on the topic sentence of the introduction paragraph. Always end your paragraph by connecting it back with introduction paragraph by paraphrasing topic sentence.
• Cohesion: It is very interesting aspect of writing and this rule suggests that when new sentence starts it should have linking word (such as, Likewise, therefore, Eventhough etc.). This helps in providing logical flow to the reader and makes it easy for him/her to understand that now discussion has progressed to the next level.
• Lexical Resource: if I say that this element is the Jewel of content, then I am not wrong as lexical resource means using high quality vocabulary. Most of us are already aware of this aspect so it does not require further analysis.
• Grammatical Range and Accuracy: This is the area, which is the most touted for consideration, but we still remain negligent and keep on doing grammatical errors. There is no panacea to grammatical problems apart from following same legacy rules.
With experience, have found out that if your content is in proper structure and based on guidelines mentioned above, then it becomes sharing friendly. For instance, tweeting topic sentence at the start of the marketing campaign and over due course tweeting other topic sentences of different paragraphs of the same article without the need of amendment. Furthermore, this structure will also assist in developing database of the content, which is searchable as per requirement, and this is vital for businesses that run frequent digital marketing campaigns. Moreover, posting on to other social networking sites will become easy by copying entire paragraph and using it as a post with supporting image. Thus, it clearly shows that following IELTS rules assist in getting your content more shareable.
Finally, to recapitulate, we have a priceless resource of IELTS which should be employed in our content marketing strategies to take our content to the higher level of sharing and searching. Coming to the end there is a recommendation that there are infinite online tutors for IELTS why not to use them to correct anatomy of the content. 😉
We are living in the era where information and communications technology is leading and triggering changes in all walks-of-life. For the last few years, search engine optimization remained one of the most touted buzzword in online fraternity and then came social media optimization. However, like always technology is not going to wait for anything to grow mature and continue to keep on taking strides forward. Owing to this tendency, we are witnessing another change in optimization world, where Google is showing its predilection towards social indicators as the basis of page ranks. Discover, to the point blog post by Samantha “Google Has Changed Their Website Ranking Advice” to have background information. However, in this article we will try to explore compelling reasons due to which search engines are drifting towards social media indicators and future scenario of optimization world.
Firstly, we have to reiterate the real objective behind setting back-links one of the significant criteria to rate websites; previously, this was the only option available that reflects reputation and demand of the content on the site by digital consumers. This led to introduction of new tactics of building back-links to the website so that its page rank is improved in the eyes of search engines. Due to the very reason, focal point of all resources and efforts were to gain back-links and not on the content of the website, this where problem lies as search engine as we speak most of the time show search results with irrelevant content because owners of the websites have optimized them. Thus, the state of affairs were such that search engines have to take some corrective measures in order to raise the quality of the organic search results.
With the inception of Web2.0 and rapid popularity of social networking sites, search engines have realized that there is another more efficient way of determining the reputation and demand of the content on the website and that is social sharing, comments and likes/dislikes. There are several reasons why this approach is being proffered over previous approaches and they are stated below:
- Ultimate goal of search engines are to provide organic search results as, per consumers demand, and what could be the better option than social media indicators (such as sharing, ratings, likes or comments) as these are the verdict of the same consumers.
- There are several aspects about the content, and these all are not related to the quality of the content. Rather, some of them points to the relevance as well, relevance of time, relevance of language, relevance of culture and to name but a few. It is hard to determine relevance with the help of algorithms, so why not to transfer that burden back to online consumers as they are selecting relevant content and rate them daily on social media sphere.
Finally, to recapitulate, social media has acted as catalyst here, and triggered change in search engine algorithms for rating websites. Thus, in times to come we will make web2.0 compliant websites in order to make them search engine friendly and all types of optimizations (such as Search engine optimization, social media optimization, On-page Optimization) will integrate with each other to form “Hybrid Optimization or Integrated Optimization”. Moreover, social media interactions will act as the key performance indicator for search engine bots or spiders and i will not be surprised if facebook or twitter launches its own social search engine. Furthermore, keywords in the content will be highlighted as hash tags ‘#’.
Coming to end, I think we are moving in a right direction and we are going to see interesting changes in times to come. Like always my advise is “Change with the Change! Otherwise Change will Change You!”
Lately we have seen countless jargons in the field of digital marketing. Owing to this, professionals working in online marketing have ambiguous understanding of the subject. For instance, terminologies like social media optimization (SMO) and then social media marketing (SMM), moreover, search engine optimization (SEO) and search engine marketing (SEM) and to name but a few. In this article without giving any references, we will try to explore clear understanding of the subject.
Lets discover about online optimization, it is the process by which your brand/website is synergized with other mediums like search engine and social media. In other words, it is the infrastructure laid for linking your website with search engine and social networking, in a way that exchange of information is performed with ease. Further to illustrate, integrating sharing options in the website, making website search engine friendly, making social media pages and having back-links from other sites, are all examples of digital optimization. Therefore, optimization is just like building a skeleton of digital network and tying everything to it.
As we already know, marketing is the process of communicating value to potential customers. Therefore, all activities, which we conduct online for communicating value, come under the umbrella of marketing. Furthermore, if social media page or its posts are being promoted on social network then that will be considered as social media marketing not social media optimization. Moreover, if you promote your website/brand on search engine then it will be termed as search engine marketing. Thus, it is clear from above that running digital campaign, understanding customer needs or making strategies of marketing are the facets of digital marketing (SMM,SEM, Internet Marketing, Email Marketing, Display advertisements, Digital Billboards etc.). Moving forward on the analogy mentioned in the last paragraph, marketing is the process of giving life (Spirit) to the skeleton build above.
Mounting popularity of social media marketing has compelled businesses to adopt emerging platform of social networking as their preferred marketing channel. Since the inception of social media marketing into their overall marketing strategies, organizations are facing problems of social media misuse at work.
This is the fifth info-graphic in the series of 10 graphics. Objective is to show desired capabilities when it comes to planning interactions in the Convert Phase of marketing. Importance of this activity is that it develops interaction packages for the next activity of executing interactions.
Although there are many natural examples of swarm intelligence ranging From flock of birds to school of fish. However, in this blog post we will be discussing Ant Colony Optimization to imitate same behabiour in digital marketing. Ants are the inspirational creatures who collectively can achieve goals, which are hard to belief keeping in mind the size of tiny species. Such as, optimized short route identification for searching and transporting food, making bridges by holding on to each other legs and to name but a few.
Information and Communication Technology (I.C.T.) is one of the fields that are continuously changing with the passage of time. Owing to this, associated industries need to change as well to cop with it, such as Digital Marketing. Looking at the technology evolution, you do not require to be a rocket scientist in anticipating future direction. There are going to be significant changes in ICT through out the world. In this blog post, we are going to examine what are those changes and what will be the effects of transformation respectively.
Social CRM is the buzzword of the recent time and progressing organizations are considering developing capability to expand their reach into the boundaries of social media. Continue reading “Following BABOK V2.0 In Digital Marketing!”
One of the most important aspects of effective marketing strategy is basing your strategy on the strong foundations of consumer needs and wants.
Although risk management is the responsibility of entire organization but as always there is single responsible person who is leading the initiative and monitoring it; that person is Risk Manager.Analogy to understand this role is that Risk Manager is the person who sits next to the driver (CEO) of the vehicle (organization). Job of this person is to forewarn driver about the humps or detours on the way and suggesting counter measures to overcome the problem.
Risk analysis and control is one of the key areas of management. However, due to some reason risk management somehow has not been core component of marketing practices. Although other field of studies such as project management, business analysis and Information technology has been implementing risk management principles with full spirit and zeal. Thus, in this blog post we will try to look at some of the famous failures in marketing initiatives, then we try to examine the problems and finally we will conclude with recommendations to overcome this dilemma of lack of integration of Risk management with digital marketing.
Lets go back and recognize this fact that marketing approach has not changed a lot and founding principles are the same but mode of communication has changed!
This is the forth info-graphic in the series of 10 graphics. Objective is to show desired capabilities when it comes to managing lead in the Convert Phase of marketing. Importance of this activity is that it develops lead packages for the next activity of customer visitation plans.
It may indeed be true to say that legacy marketing has transformed to digital marketing, this subject however requires further analysis. According to many professionals of legacy marketing, this transformation is merely a relabeling of the traditional marketing terms. By way of contrast, others gravitate towards the opposite way. This post will look at both points of view before reaching to reasoned conclusion at the end.
This is the third post on the subject of Swarm Intelligence in Marketing. We will take one step further by discussing how swarm marketing network can be established.
Social media is still relatively new phenomena having about 5 years of age. Strategists find it difficult to put their strategies on paper in black and white, just because of ambiguous understanding of the subject.
Digital marketing include several integrated components like Social Media Marketing, Search Engine Marketing and Display Advertisements. However, one of the key components is content marketing, which falls in almost all of the categories of online marketing. May it be social media or search engine marketing you need to have attractive content to pull audience to your brand.
Content in the Graphic:
- Find (Promotion)
- Social News : Reaching to New Potential Market
- Social Bookmarking : Useful Information for Consumers
- Social Networking Sites : Raising Awareness
- Media Sharing : Videos on consumer need and solutions
- Blogging : Involve audience into brand development
New concept is emerging, that marketing strategies should be based on swarm intelligence. Swarm intelligence is the offshoot of artificial intelligence. In simple terms, we can describe this field of study as “Collective Wisdom”.
This is the third info-graphic in the series of 10 graphics. Objective is to show desired capabilities when it comes to closing activity of Find phase of marketing. Importance of this activity is that it provide reference for future similar campaigns to make it more efficient, by emphasizing on the positive initiatives and at the same time avoiding errors.
This is the third info-graphic in the series of 10 graphics. Objective of this info-graphic is to reflect the capabilities/needs of the execution module in social crm.
This info-graphic is second in the series of ten. Objective of this graphic is to show what capabilities are desired for planning activity in find/promotion phase.
Since the inception of Web 2.0 businesses need CRM solution which seamlessly Integrates Social Media to their Customer Relationship Management applications. Please review following Infographic which is first in the series of 10 graphics.
Digital Marketing is new flavor in marketing. Basically it is “communicating value” to market through digital gadgets like desktop computers, smartphones, tablet computers etc. Internet marketing is the major portion of digital marketing that is why on most occasions these terms are used interchangeably. Internet Marketing has five major types: