20 February 2017

Google...Friend , Spy or Detective

Google Declaration on information

Google's Walk the Talk on Vital Information 

Google Like several other Companies Globally is coming out in open and Educating Users t on how numerous Laws  (Different Countries & its  States) coupled with its set of Complex policies are affecting Internet users
and How is the flow of information online( stages)

SOURCE: http://www.webnews.it/wp-content/uploads/2016/10/sorveglianza-650x245.jpg


It has become a precedence for several Countries (read its Government ) to requests for removal  of  content from Websites. Search Engines and Social Media face the maximum Heat


Requests for information about our users

 governments frequently Requests  to hand over user data and account information of its Citizens and/or Info originating or consumed in that country.  As the World is consuming heavy online info there is acute increase in Govt seeking this Vital info.

Requests by copyright owners to remove search results

Detailed information on requests by copyright owners or their representatives to remove web pages from Google search results.

Google product traffic

The real-time availability of Google products around the world, historic traffic patterns since 2008, and a historic archive of disruptions to Google products.

Encryption of email in transit

A report on how much email exchanged between Gmail and other providers is protected from snooping while it crosses the Internet
source: business-standard.com/article/current-affairs/indian-government-second-in-user-account-info-requests

Safe Browsing

Statistics on how many malware and phishing websites we detect per week, how many users we warn, and which networks around the world host malware sites




14 February 2017

Rural and Urban Marketing Linkage

MARKET LINKAGES


Some general principles need to be clarified to provide a basis for understanding food-marketing systems within a development context. In order to make any effective interventions in a marketing system it is necessary to define the types of marketing channels, their linkages and functions.
The term “market linkages” is often referred to in the literature on rural development. what precisely does it mean? The term linkage obviously implies a physical connection between the producer and the ultimate consumer. Linkages also involve financial transactions - the selling and buying of goods - and can be broadly defined in four different ways:
  • by the form of financial transactions or type of intermediaries who undertake the transactions;
  • by the channels through which transactions occur and the type of facilities used for transactions;
  • by how they are linked together by transport and communications networks;
  • by the spatial distribution of transactions - where they occur and whether this forms a pattern.
There is obviously a close interaction between these definitions, but it is useful to separate them so that a clearer understanding can be developed of the marketing system. A number of these factors are described in other FAO publications but are also summarized below so that a complete picture can be built up of the marketing system.

Purpose of facilitating market linkages

However, before describing these mechanisms it is important to understand what the market linkages are intended to achieve. They are meant to facilitate the flow of produce between the different levels of the marketing system. The input to the process is the agricultural production (the supply) and the output is the consumption of that produce by consumers (the demand).
This guide does not focus on the performance of the marketing system as such but assumes that if the system can be made more efficient it will be more competitive, will facilitate economic growth and will maximize benefits to farmers. Thus, the marketing process needs to be undertaken as efficiently as possible, at the lowest cost and with the minimum of losses occurring at each stage.

Marketing costs and margins


Costs are the key to competitiveness. marketing costs are the total costs for bringing produce from the farm to the ultimate consumer. margins are the costs that are added by transporters and traders to cover their expenses and to provide a profit for their services. They are added to the basic farmgate price of a product. An analysis of marketing channels can be used to examine what margins are incurred at different stages in the process and whether they are reasonable. As will be apparent later in this chapter, marketing costs and margins are also fundamental influences on the spatial distribution of the production areas and are heavily influenced by the cost of transport. In summary, the costs that make-up the marketing margins are as follows:
  • the costs of sorting, washing, grading and packing the produce;
  • transport costs: public transport, farmer’s transport or truck hire, or use of trader's vehicles; and
  • trader’s overheads and profit.

TYPES OF MARKETING INTERMEDIARIES


The simplest link between production and consumption is where farmers sell their own produce directly in a market. This is more usual in rural markets, but may also occur at farmers' markets located in urban areas.
The private sector is playing an increasingly active role in most developing countries in providing inputs, agro-processing and marketing services. Thus the linkage between the rural and urban areas is often provided through a network of traders or intermediaries, the costs of their activities being paid for through the marketing margins. The role of these intermediaries may overlap and in less-developed marketing systems their function may be unclear.
The relationships among producers, wholesalers, and retailers play an important role in the marketing of produce. Such linkages can create mutual trust among different functionaries in the marketing system, but may also cause a dependency relationship between parties and make it difficult for newcomers to enter the marketing process. Linkages are often based on village proximity (area based) or on family relationships developed over many years.

Conventional marketing intermediaries


Conventionally, the most common intermediaries are:
  • Petty traders and assemblers, who are specialized middlemen that purchase produce from farmers at the farm gate or local market, for selling to other traders, wholesalers and retailers. They may use their own transport or hire from a transporter.
  • Independent collectors and commission agents, who take possession of produce from an individual or group of farmers and then sell the produce to a wholesaler, market trader or other middleman. for providing these services the collector (or commission agent) normally charges a percentage of the final sales price.
  • Market agents, linked to specific markets who sometimes also act as brokers for wholesalers or as auctioneers at the market.
  • Wholesalers and semi-wholesalers, located in markets or independent facilities, who may also function as retailers.
  • Retailers, who buy either directly from farmers, from traders or wholesale markets, and sell the products to consumers through retail outlets.

Other types of marketing intermediaries

Contract arrangements
Sometimes, contracts may be arranged with an organization, such as a food processor or wholesaler, who makes an advance contract with a group of farmers to supply a specified product on a regular basis. The buyer usually provides seed and extension advice, sometimes credit, and also guarantees to procure the produce at harvest at an agreed price. Poultry farmers, for example, may develop a long-term relationship with poultry processing companies, who may provide baby chicks, feed, and medicines. when the broilers are ready for sale, they purchase them from the farmers at the prevailing market price or at a previously agreed price.
Other linkages
Other possibilities for linkages are direct agreements with organizations, such as:
  • restaurants and hotel chains;
  • cooperatives, particularly for grains and export crops, such as coffee and tea;
  • supermarket and Chain stores; and
  • institutions, such as schools, army or hospitals.
With these arrangements an individual or group of farmers' make a collective agreement for the supply of produce. Transport would be either organized by the farmers or may be supplied by the buyer.
Group marketing
There is often scope for group marketing of produce to obtain better prices for farmers. for high value vegetables and fruits, especially for export, contract arrangements may be feasible.
Vertical integration
There may be cases where these contract arrangements are extended to create a vertically integrated marketing process. Typically this might apply when farmers' groups enter into contracts with supermarket chains or exporters. The characteristics of such a system might include:
  • organization of farmer groups;
  • providing extension services and production inputs to the farmer groups, sometimes through NGOs;
  • harvesting of crops and pre-sorting at farm level;
  • transport from farm to a packing centre;
  • final sorting and grading;
  • packaging (including film wrapping of high value produce) or processing;
  • pre-cooling and temporary storage in packing centre cool store;
  • loading onto refrigerated truck from packing centre cool store;
  • transport by refrigerated truck from packing centre to supermarket (or export) cool store; and
  • sale from supermarket display and cooling cabinets.

09 February 2017

Social Media Marketing



Social Media Marketing is a process of gaining traffic through social media sites. It wasn't so long ago that social media was a completely new thing. Most of the people were not aware of this  technique. Social media sites were being used as a connectivity tool for two different location people. But now a days, it has become a necessity for all small, large, local and global business. The most prominent social media sites are Facebook, LinkedIn, Google+ and Twitter. Facebook alone has 1.28 billion active users and various other social media sites have hundreds of millions of active users as well.



According to the Social Media Examiner online magazine, in 2013, 86% of marketers considered social media sites to be essential for their business with 49% of marketers choosing Facebook as their primary social media platform.”

Important elements of a social media strategy:

1)      Identify Business Goals
2)      Set Marketing Objectives
3)      Identify Ideal Customers
4)      Research Competition
5)      Choose Channels and Tactics
6)      Create a Content Strategy
7)      Allocate Budget and Resources


Some of the key ways in which social media can help you connect with your targeted audience:

. It generates awareness of your product and company.
. It generate leads through your social networking connections.
. Draw in visitors to the website.

Gone are the days when people used social media sites as an entertainment, now a days it is being used for business purpose. Every company wants to promote their product and social media marketing has been proved a very fruitful way of promotion. This has also given job opportunity in different sectors. People who are addicted to social media sites can utilize this opportunity as a way of earning money. Several new companies are being set up on a daily basis and they will use this platform to promote their business.

07 February 2017

The Impact Of Cross-Channel And Content in DM

Digital Marketing Integration: The Impact Of Cross-Channel And Content

How do you build a successful integrated digital marketing plan? Columnist Jim Yu outlines five steps to put you on the right path.



Digital marketing is in a constant state of transformation as content becomes the fuel that drives the growth of cross-channel marketing.
To succeed and integrate digital channel efforts, marketers now need to understand what channels — and what type of content — perform. This is the imperative.

From Traditional Media Plans To Integrated Digital Planning

As President Dwight D. Eisenhower once put it, “Plans are worthless, but planning is everything.”
On today’s content battleground the same can be said for digital marketing: In order for brands to win on the digital battleground, understanding what digital channels and what types of digital content perform is the vital first step in “planning.”
Since the days of traditional advertising, “plans” have been built that haven’t been focused on actual performance. Fast-forward to today, and marketers now have the luxury of planning integrated digital campaigns based on data and learning at a Web-wide scale.
Sixty-nine percent of senior marketers are currently allocating their digital marketing funds to website content, development and performance optimization, according to recent research from Adobe Systems and the Chief Marketing Officer Council
As digital marketers, it’s vital that we are planning with performance and optimization in mind.

Content Is Digital And Digital Is Content

Digital advertising is set to become the fastest-growing global advertising segment over the next five years (source: McKinsey) with projected compound annual increases to 2018 of 15.1 percent, compared with 5 percent for TV (including advertising, out-of-home advertising, and cinema).
In today’s digital and content marketing economy, everyone is a publisher and anyone can publish content in text, image, and video formats. Paid, owned and earned media channels have converged with over $135 billion being spent on digital content creation in 2014.

Understanding Channel Performance

While digital marketing campaigns, departments and functions overlap, many marketers are still not running well-integrated campaigns. This is because many marketers plan their integrated digital marketing campaigns without first understanding which channels perform and what drives business impact.
For example, after analyzing billions of pieces of content, a study by BrightEdge (my employer) found organic search drives 51 percent of all visitors to B2B and B2C websites.

Marketers that don’t put understanding digital channel performance before planning will struggle to find their optimal marketing mix.
Digital marketers now work harder than ever to understand content and digital marketing performance as their imperative – they then use this intelligence to build efficient, integrated, digital marketing campaigns around channels that have maximum business impact.
Smart digital marketers are now investing and building integrated digital campaigns around high-impact channels while understanding how content insights, production and measurement fuel this performance.

Building An Integrated Digital Campaign: 5 Steps To Success

According to Econsultancy and Oracle:

Below I have highlighted five key steps to help digital marketers build an effective integrated digital marketing campaign based on understanding channel impact utilizing content as a key driver of insights, strategy and performance.
Step 1 – Identify which key digital channels convert
Before you build your integrated digital marketing plan ensure that you understand what channels are driving performance and business impact. Utilize technology and cross-channel attribution modeling to also help identify where, how and when different channels impact each other.
Step 2 – Understand your target audience
Understanding your audience means translating diverse sets of first- and third-party data into a digestible format. Leveraging both historical and real-time data allows digital marketers to map out in advance what types of digital content will perform best.
Step 3 – Build your content and digital strategy in synergy
Build an integrated digital marketing plan that takes into account the creation, repurposing, amplification and syndication of content that will work across all your digital channels.
The most successful cross-channel digital marketing campaigns deliver content and message through a variety of channels and media, including:
  • Organic search
  • Search engine marketing (SEM)
  • Email marketing
  • Display advertising
  • Social media
  • Videos
  • Events
  • Speaking engagements
  • Websites
  • Blogs
  • e-books
  • White papers
(You can read more about how best to build an integrated marketing campaign in this free BrightEdge resource that is available to download here.)
It’s also important to integrate on and offline campaigns to maximize reach and impact across PR, TV, radio 
and print. Incremental scale can be built when digital and traditional advertising work in synergy.
Step 4 – Structure and align your digital marketing teams
Ensure that your internal departments and digital talent are structured and “optimized” to work in unison. For example, hybrid digital marketers are pivotal to digital success, as they have the core competencies that foster cross-channel collaboration and elevate business impact across multiple business functions.
Step 5 – Execute, optimize and measure success
There has never been a better time for digital marketers to take advantage of technology, analytical integrations and data to help measure the value of digital marketing. Measuring content performance is a key part of this process that allows marketers to produce smarter content and justify future investment in content and digital marketing.

Conclusion

Content is the glue that binds digital marketing. In order to successfully build, optimize and integrate cross-channel strategies, it’s vital that marketers understand not only what channels have high impact, but also the pivotal role that content insights, production and performance play in the “planning” of integrated digital marketing campaigns.
For online marketers, content is digital and digital is content.

Digital Marketing Trends for 2017

The 14 top rated digital marketing techniques for 2017 according to Smart Insights readers




While this doesn't have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely. Note that these trends aren't necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important. By asking for just one tactic, this helps shows the the top 3, 5 or 10 top-level trends.
To help the decision on which technique to choose, we expanded upon the short labels you see in the graph to help scope the response more carefully. For example, 'Big Data' is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.  Here is the full listing of digital marketing techniques:
  • Big Data (including market and customer insight and predictive analytics)
  • Content marketing Communities (Branded niche or vertical communities)
  • Conversion rate optimisation (CRO) / improving website experiences
  • Display (Banners on publishers, ad networks social media including retargeting and programmatic)
  • Internet of Things (IoT) marketing applications
  • Marketing Automation (incl CRM, behavioural Email marketing and web personalisation)
  • Mobile marketing (Mobile advertising, site development and apps)
  • Paid search marketing, e.g. Google AdWords Pay Per Click
  • Online PR (including influencer outreach)
  • Partnerships including affiliate and co-marketing
  • Search Engine Optimisation (SEO or organic search)
  • Social media marketing including Social CRM and Social Customer Care
  • Wearables (e.g. Apple Watch, activity trackers, augmented reality)
In our Digital Channel Essentials Toolkits within our members' area and our Digital Marketing Skills report we simplify digital marketing down to just 8 key techniques which are essential for businesses to manage today AND for individual marketers to develop skills. This visual shows the core techniques which will drive more leads and sales for you, but within some sectors, techniques like using AI, IoT, Wearables will be more important. 



The Top 14 marketing techniques in 2017?

Let's now drill down into the key tactics and marketing technology within each of these tactics which will be important in 2017.

1. Content marketing trends

Content marketing has been in the top 3 for the last 3 years we have run this post, so we focus a lot on how to create an integrated content marketing strategy through advice in our content marketing toolkit.
Our research with HubSpot, illustrated in the Competing on Content infographic, shows that more businesses are now using a strategic approach (40%), so this is a trend we can expect to see continuing in 2017. We can also expect that there will be more focus on Measuring Content Marketing ROI as the cost and competition within content marketing increases.
At a practical level, Martech Guru Scott Brinker has talked about the 4th Wave of Content Marketing and I'm seeing more and more examples of interactive marketing apps - like our capability graders and also personalisation tools recommending content. Read his article, introducing it, a great read and you can check out the ionInteractive examples of interactive content marketing.

2. Big Data

As defined in our question, Big Data marketing applications include market and customer insight and predictive analytics.
The 3Vs of Big Data show why this is a key trend selected by many, who have experienced the increase in volume, real-time data and data formats in their business and want to exploit the value to increase sales through personalisation on websites and through email marketing through predictive analytics - a topic we have covered many times on our blog.  It's also closely tied into machine learning where Big Data is mined to identify propensity to convert given different customer characteristics and behaviour.

3. Marketing Automation (including CRM, behavioural email marketing and web personalisation)

Like content marketing, marketing automation has been in the top 3 for the last 5 years we have asked this question. Many businesses still have potential for improving their automation as our research on the State of Marketing Automation shows.

To help with this knowledge gap, I think I have given more webinars and talks on Marketing Automation than on any other topic in 2016. The most common questions at the end are 'where do we start' and 'how do we get to the next level'. These questions are answered in our Email marketing and marketing automation toolkit which includes a free interactive capability review to score your use of email marketing automation. As businesses progress up the learning curve I expect more businesses to be putting lead scoring in place, or refining it and learning the best places on the journey to feature content through predictive analytics.

4. Mobile marketing (Mobile advertising, site development and apps)

Mobile was in the top 3 three years ago, but as more companies have adopted mobile responsive web design and email templates they have seen less need to focus on it, or at least there are fewer opportunities for growth.
However, research shows that retail conversion rates are significantly lower on smartphone, so there is work to be done for many businesses to optimise conversion on mobile, although they will likely always stay lower than desktop.
Mobile also has a large impact on search marketing as Google vigorously follows its mobile first mantra. To me, it's a somewhat misleading mantra, since the reality is that many web users are still using desktop, laptop and tablet devices and there is a danger with mobile responsive designs that conversion on higher resolution screens may fall if mobile optimised. Instead, leading companies are looking at adaptive mobile design approaches which have the benefit of serving more relevant, contextual content and CTAs for users and reducing load times.
'Mobile first' is also misleading if we look at the overall customer journey since often different devices may be involved at different points. So a better vision for mobile strategy is treating it as part of a multiplatform or multichannel strategy. As this data from comScore highlighted in our mobile marketing statistics research shows, the multiplatform ribbons for all countries are much broader than users who are mobile only or desktop only.


5. Social media marketing including Social CRM and Social Customer Care

When I meet marketers at events and training I find there is still huge interest in social media, thanks to its reach and options to engage audiences and encourage advocacy or 'social media amplification' to give it the full treatment.
Our social media research statistics summary shows continued growth in social media usage overall, but with reduced popularity of some social networks in some countries. For example Twitter and Facebook are in decline or plateauing in many western markets while Snapchat, Instagram and Pinterest are still growing in usage.
Trends in social media marketing are often controlled by the efforts of the social networks to monetise and this has seen Facebook and Instagram, in particular make changes such that businesses now need to 'pay to play' to get the reach needed to have an impact. They have continued to innovate in their targeting and remarketing options. Jason DeMeyers has these interesting views on social media trends for 2017.

6. Conversion rate optimisation (CRO) / improving website experiences

This is the technique I selected a year ago as the way Smart Insights would see the most growth from in the year ahead. It's higher in popularity than previous years, but I still wonder whether many businesses are missing out on a more data-driven approach to increase leads and sales from their websites.

I saw this chart of the volume of structured tests presented by a major multichannel retailer who wanted to scale the number of tests they were running. It a great way to show the need to test extensively since only a third have a positive test. It also shows how competitors may be getting ahead if they are testing more extensively.

7. Internet of Things (IoT) marketing applications

IoT is one of the most important marketing technology applications of the last 2-3 years, but it is of most relevance to devices makers and retailers, so it is relatively high-up in this ranking of priorities.
There are expected to be 75 billion connected devices by 2020, meaning there will be ten times as many devices able to talk to one another as there will be people on the planet! The implications are huge and far ranging. All this sharing of data will transform the way we live our lives.
Our article covering opportunities and examples of marketing applications of the Internet of Things has this useful summary of alternative applications:

8. Search Engine Optimisation (SEO or organic search)

Mobile marketing SEO techniques will be particularly important in 2017 with Google's recent announcements about the mobile index and AMP. We have seen huge increases in AMP smartphone traffic since September 2016 when Google rolled AMPs out beyond Google News. AMPs are targeted at publishers, but should be considered by businesses with an active blog too in my opinion.
We have been covering these announcements and improvements in our other alert posts:

9. Wearables

Wearables are one of the hottest consumer consumable commodities (e.g. Apple Watch, activity trackers, augmented reality)

10. Paid search marketing

Google AdWords is the most important form of Pay Per Click and here Google has been pursuing their 'Mobile-first' strategy by building out these features.

11. Online PR (including influencer outreach)

Online PR today is inextricably linked with Content marketing, SEO and Social media, or it should be. But this doesn't get a top rating since the others are important.

 12. Communities

These are branded niche or vertical communities.

13. Display advertising

This includes banners on publishers, ad networks social media including retargeting and programmatic.

14. Partnerships including affiliate and co-marketing

A neglected aspect of digital marketing, perhaps unsurprisingly unsexy.