19 October 2011

Selecting Suitable Digital Marketing Channel

Although there are too many digital marketing channels are available to promote business and acquire new customers but choosing right one is always a challenging task for the novice internet marketers and even for traditional marketing veterans.
However, it can be made little simpler by following a scientific approach by considering parameters like business goal, marketing budget and availability of resources. Here is the process and list of parameters that can help you in choosing right digital marketing channel for your business.

Step 1: Get an overview of different digital marketing channels available viz. SEO, PPC, Email Marketing, Banner Advertising & Mobile Advertising etc.

Step 2:Define your primary objective and business goal for the marketing campaign viz. Branding, Education, Traffic, Lead/Sales, Reputation Building

Step3:Make a marketing budget and divide into three parts viz. for tactical resources, set-up cost and maintenance cost. Make sure you define a specific amount and set aside for your marketing campaign.

Step4: Pool your tactical resources and list down their skill set viz designer, developer, copyrighter, search marketer, analyst and active social networker.

Step5: Set-up timeline and expected outcome for each marketing channel.

Step6: Now based on the business goal, marketing budget and available resources select the appropriate digital marketing channels. You may use the following table as ready reckoner  to make your job simple.

Importance of Conversion rate optimization- Rishiraj Singh

Conversion rate optimization is the art and science of improving the conversion rate by clearing all obstacles in the conversion process and providing a great user experience. It focuses on the topics like easy navigation, clear call of action, benefits oriented headlines and content, building credibility by design & e-seals to convert visitors into customers.
It also involves experimenting with website design, layout, headline, content and images present on the website and tracking effective conversion rate for each experiment. This process is widely known as multivariate testing.
If you find it difficult to understand then in simple words CRO means finding out why visitors aren’t converting and fixing it.

Why do we need CRO ? What for ?

Conversion rate optimization can help your digital marketing plan to perform better and increase your ROI that means with the same marketing budget you can generate more business. It also fixes most of the issues faced by the potential customer during conversion process and provides hassle free experience that means more happy customers. There are much more benefits of CRO, some of them are as given below:
  • Increase in stickiness factor i.e. increase in time spend on website and reduce in bounce rate
  • Boost in registered users for the website
  • Increase in content subscriber viz. sign-ups for newsletter, RSS feeds etc.
  • The generation of more leads for your sales team
  • Great user experience results in more satisfied and loyal customers
  • Reduction of customer acquisition costs
  • Increase in ROI, hence more profit, more money to spend
So, if you found CRO a good channel to explore then you must read the other two articles of this series viz. Important Factors in Conversion Rate Optimization and CRO: The process to success.

Source:  http://webanalystblog.com/

Web Metrics: Key Performance Indicators for Websites

(Image Source: KPM Review)

Why do Analysis: When we are in the virtual World whats Imperative is Where we are Now ( as a business entity)  and Where are we heading towards...i.e. are we moving in the Right direction? that we decided and at the speed we intended?

The Fuss about & of KPI's:
We get across numerous people who waste time in locating the right KPI's the joke for them is

                     " Too much of Analysis causes Paralysis"

The problem most of web analysts face today is presenting raw technical data available from Analytics software to the top management in way such that they Understand it in the Business Language that they like most. One of the best method that is been found is by using Key Performance Indicators (KPI’s), in simple words Classify, summarize the raw technical data/information/reports into ratios, percentages, highlight the pattern and focus on parameter that can help in business-critical action. It’s very important that all the key performance indicators should highlight success and failure of the business objective of the website and can drive actions.

KPI's tell us our Current situation thats Real...whats so about our Virtual Property.


Business Intelligence Tools:
while there are numerous softwares products/packages like Business Objects, SAS, Informatica, Cognos etc its  a skill on how to what what to use in those tools/ techniques for Optimum results. webmasters get the daily webstats report from their cpanel

  • Select a date range for your report with enough data so you can highlight pattern and percent increase or decrease in any parameter. this can be done by use of bar chart, pie-chart or line graph. there are numerous free stasistical free tools that help plot the graph.
  • Always highlight any significance change in the key performance indicators and follow up with three bullet points.
    1. Probable cause for change: You may try looking at logs of series of event that happened may have impacted the KPI. For Example: Any recent change in design or validation of order form can increase or decrease orders significantly.
    2. Its impact on business : What will be the probable impact of the change on other KPI’s and overall business
    3. Recommendation to fix /sustain it depending on its impact

  • You may use color code to for better communication.
    • Green for Good viz. increase in ROI decrease in acquisition cost
    • Red for Bad viz. drop in conversion, increase in bounce rate

Now once you have the KPI report ready, the next obstacle can be presenting it to different sets of people who comes from all together different background and mindset. We can classify them into three categories viz. Senior Management (CEO, MD), Managers (marketing head, functional head) and tactical resources (webmaster, designer, developer). It’s very important that you should select different KPI’s for each set of people.
Here we will consider three type of website depending upon their nature of business and for each business we will enlist different KPIs that can be presented to each set of people viz senior management, managers and tactical resources.

Key Performance Indicators for Ecommerce Websites:

For e-commerce website the primary objective is selling the product online and all the KPIs focus around order, checkout and conversion.
KPI’s for Senior Management: total orders, visitors per order, average order value, ROI for different marketing campaigns
KPI’s for Managers: conversion rate for each campaign and source, percentage of conversion for new and existing customer, visitors per order, and geographical dispersion of customers
KPI’s for Tactical Resources: bounce rate, top entry and exit pages, top exit pages in purchase funnel, path followed in most checkouts, percent zero result and zero yield searches

Key Performance Indicators for Content Driven Websites:

All the content driven websites generate revenue from selling Ad Inventory so for them the primary objective is to generate maximum page views, registered users and newsletters signups. Hence all the KPIs are revolve around visitors loyalty, time spend and quality of traffic.
KPI’s for Senior Management: average page views and visits, average cost and revenue per visit, percentage of new and returning visitors, average newsletter and RSS feed subscribers
KPI’s for Managers: average page views, visits and time spend, percentage of new and returning visitors, average page views per visit percentage of visits to different segments,
KPI’s for Tactical Resources: average page views, visits and time spend, percentage of visits to different segments, top landing and exit pages, bounce rate

Key Performance Indicators for B2B Websites:

Goal for most of the B2B websites can be defined as potential customer requesting a proposal or downloading brochures or spending some time going through the services offered by the company. Hence KPI for B2B website can be page views and time spend on service page, filling request for quote or enquiry form or downloading service brochure.
KPI’s for Senior Management: Average cost per lead, conversion and order value
KPI’s for Managers: Average visits per visitor, average response time to enquiries, average page views and time spend on specific segment like services page
KPI’s for Tactical Resources: Bounce rate, Percent zero result and zero yield searches, top landing and exit pages.


Effective Digital-Channels

  • Search Engine Marketing:
  • Though a costly affair but one can start making their presence felt in the virtual world. One has to balance between the amount to be spent for online promotion v/s the results they will be getting out of it. so far Google, Yahoo and Bing are the leaders for SEM.
  • SEO: The process to use various methods to improve a web site’s ranking in the organic results of search engines to attract more visitors to website. It’s a lengthy process and involves optimization of website content, structural changes in website and link building.
  • PPC: It is the process to bid for keywords for placement in sponsored listing of search engines to attract more visitors to website. It involves keyword research, creating textual ads, bidding for keywords and optimizing ad copy and landing page for good quality score.
  • Contextual Advertising: It is form of targeted advertising that relates directly to the content of the webpage on which it is served that is ads are in context with the webpage on which it’s served.
  • Newsletter: The process of collecting email addresses of users who opt-in to get relevant information or update on certain topics.
  • Email Marketing: Sending promotion email to already build list of users interested in receiving promotional emails.
  • Affiliate Marketing :  The revenue sharing model between online publishers and advertisers where publisher promote a business in exchange for either a percentage of the sales or a specified amount for each lead generated.
  • Display Advertising is a textual or graphical advertising on the web that appears next to content on web pages or web services in the form of Static Banner, Flash Ads, Floating units, Interactive Ads, Pop-up/under, Video Ads etc.
  • Social Media Marketing (SMM)It is an online marketing strategy based on utilization of online social media sites like Twitter, Facebook, YouTube, Digg, Flickr for the purpose of generating interest and excitement in a product or service, direct marketing and sales promotion.

Pinterest, Facebook, G+, Linkedin etc

  • Online Public Relations (ePR)The process of generating buzz about product/service on news portal and aggregators using the tactics of submitting press releases to PR sites who syndicate them to various outlets and other methods.
  • Viral MarketingIt’s a marketing strategy that encourages people to pass along a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
  • Mobile Marketing: It is a promotional activity designed for marketing on or with a mobile device and can use web display, text messaging (SMS), paid search, voice ads, video ads, in-games/applications etc.

Video-Blogging and Marketing:

Research has proved that Video marketing is far more effective and result-oriented than any other form of online advertising. Audio-visual retention is far more time effective and leaves a lasting impact in the Hearts and Minds of viewers

18 October 2011

Growth Action Plan

Purpose: What is your Intention for Having the Website. Popularity, sale (of product or Service), Information etc.  establish specific goals and targets for the site along with Budgets and Timeline e.g. Completion of online forms, newsletter sign-ups, products sold, etc. what are your success measurements.

Research: whats your Target Market, who and where they are.... Keyword research, competition analysis will Impact your site’s Efficacy. What you have in your Head and Heart needs to be communicated with the design team to guide the concept and expedite design process.

Concept: Home page, interior pages, conversion pages, what you want your Visitors to do....calls to action, etc.  concepts are illustrated and agreed upon.

Design: The new site design takes shape and one to three website mockups are created and presented. Your brand is well represented and space for  content and Internet marketing elements.

Web Construction: different platforms and software's are used in the making of websites. HTML, CSS, and JavaScript are used to bring your design to life. Images and text meet your website’s functionality. Themes, sections, and pages are created while interactive elements are developed.

Content: Content is king . It includes copy, images, videos, and all other content your visitors will find, learn about, and interact with.Proper care has to be taken for choosing the Right mix of words that enhances website Rankings too

Testing: Prior to the Launch its mandatory recommendation to look for missing links if any. each element tag is clicked and tested, forms filled out and ensure that all the things are working as per our Requirements. Browser Compatibility andn in its diff versions, resolution etc.

Make website LIVE: We update your links for the live URL, execute all the redirects, validate the website against errors, and launch your website to the public.

Marketing: Your site is live now and marketing is initiated through word of mouth or all of your Marketing Literature i.e. Visiting Cards, Brochures, Letter heads, envelopes. You can Choose to have email marketing, Hiring a SEO consultant or freelancer/Employee, PPC  i.e pay per click advertising, link building, tracking, Social Media marketing via Facebook, linkedin, G+and testing to start achieving your business objectives.

17 October 2011

Business Growth

Every Business Exist to fulfill some NEED/WANT of the outside World. Business entity can sustain and Grow only when IT makes Profit. In business selling of products or services is depend upon marketing skill and to make it happen it is essential to consider all factors that matter. The Challenge is how one can be Effective with Freedom and Ease when it comes to Business. A Natural way of Life.......!!!

Digital marketing is increasingly becoming crucial part of marketing mix to support business to reach target customers and look after exiting clients. Moreover, digital marketing is the fastest and economical mode to remain ahead in business.

The main idea of doing marketing for any business is to acknowledge target audience and build strong strategies to impress them. Due to immense competition it also becomes important to reach them in the slightest possible time. This is why businesses should go for digital marketing for the promotion of their products and services in lighting fast speed. 

The electronic marketing media inthe form of e-mails, websites, blogs, SMS or social network make it feasible for the businesses tobuild an iconic image and to redefine their opulence and grandeur in the industry.

Customer is the king for any industry and therefore, interaction with them about the company’s scheme and policies will help in building their trust. To achieve this level we need to upgrade communication by the way of sophisticated technologies and methods like mobiles, e-books or iPads
as used by the customers. Even most of the customers prefer to conduct their deals online and in this case business websites becomes the face of the company.

Digital marketing is the best option for the new entrepreneurs also who due to lack of funds not able to invest in the marketing of their business otherwise. As this marketing medium is most viable alternative in creating or even for the up gradation of marketing strategies. Many industries are also
adding their space in the digital world because this gives them quick and easy access to manifold their marketing tactics. To reach to the masses top businesses are constantly investing a good amount in creating layouts and designs for their websites and blogs.

Business means to stay ahead and therefore, many companies in the world are building best possible marketing means to formulate their strategies. Today, people browse the internet and come across various sites then it become viable to add certain details on the company’s websites
and draft each and every information candid for the visitors. For sturdy presence in the digital world constant knowledge of new tools of marketing in the digital media is essential to know to achieve the success in planning and implementation of it.

Future of Digital Marketing education

Business depends upon effectual marketing for its success. Digital marketing a new concept requires expertise to develop this marketing skill in the best possible manner. Many institutes are launching helpful learning courses in digital selling. These courses not only educate students but are also open
for the professionals who seek information and knowledge about digital media working.

When we talk about digital promotion, it seems an easy job. But if you look into it, this requires lot of knowledge and learning. To maximize the value and ensure continual growth in business be it a product or service awareness about the emerging technologies in digital marketing is must. Digital
world is thrash pit of dotcom and e-commerce; SMS, MMS, e-mail, social networking sites, and blogs are common marketing tools. 

If you are into business or in marketing profession it is essential to
comprehend them most effectively. For instance, creating website is not enough to generate business until; it has traffic and conversion by way of virtual links and keywords.

The mantra to be successful in this challenging job is to get education and proper training. Practical platforms also offer good knowledge with many winning examples. Institute for digital marketing offer courses to professionals and students and provide fair idea and knowledge about the technology.

Here you learn every technicality of digital world and its future prospects.

It does not cost huge to the companies to reach to their customers through digital media. To go forth in business it is better to enhance this technology by exploiting the best of it. Various seminars and special interaction courses are organize by forum and institutes for professionals to explore & enhance
their digital wisdom.

In virtual merchandise, knowing your customer is most important. Tools of digital marketing are best to acknowledge future clients and restore previous ones. Blogs, chatting rooms, SMS or social networking site, support in getting an edge over them. Creating digital network is not hard but to
retain it for long term needs learning and constant up gradation so one can either choose to learn it by themselves or hire experts to do it, but cannot afford to miss it to grow and stay ahead in business.

Agri-Business Impact via Internet & Mobile

Agribusiness in Western countries is far more different than in Developing and Third world Countries
However Internet and Mobile Tech has come as a big boon for the masses. It has brought the latest news and all relevant information to the doorsteps of Farmer.

There are numerous Success stories on How Technology has Impacted Agri-Business(es)

The ICT initiative (information and communication technology) e-Choupal is the largest technology
fabricated to improve competence in the rural Indian agriculture sector, leverage greater exchange
of information and provides substitute market structure. However, weak ICT infrastructure and poor
literacy rate dominates in the rural India, better information about the alternative markets and its
policies provided by the initiative to the farmers will reduce rural depression and poverty by creating
transparency hub. This would in turn help the farmers to improve their productivity and income.

Agriculture is important to India; as 23% of its GDP and 66% of employs are still dependent on this
sector. India has achieved a successful stage over the period of time in farming which build the
country self-sufficient and also a net exporter in quantity of food grains. Though, most of the Indian
farmers are still living in poverty due to antiquated agriculture system based on small landholding,
meagre regulations and inadequate market composition.

In countries such as United States well established agriculture economies support the farmers to
acquire market information and benefits of vertical market integration. Unfortunately, farming in
India is characterized by fragmented landscape, pitiable infrastructure and presence of countless
intermediaries. Here, structure of the system can be explain as, farmer sold the crops to small
traders who then act as an agent to sold them to the corporate buyers at government authorized
place called mandi. Due to lack of information farmers have to sell their crops at the price offer to
them and thus the benefits are consumed by the traders alone.

India rural farmers are abide due to illiteracy and poverty, they need a mechanism to access
information regarding marketing policies and education on improved techniques of farming to
seize the price of their hard work. Little knowledge regarding the digital marketing technology can
support them to realize the real price of their effort.

Internet centres are set up under the e-Choupal project where the rural farmers easily gather real-
time information via internet. Other than this, e-Choupal portal offer information in local languages
for the ease of the farmers, here they get every answer of their question including weather forecast,
learn better techniques of farming and risk management as well as knowledge about the better
quality farm inputs. Even with this e-network they can mail or consult with the agronomist for the
assistance of their problems.

Learning about the basics of digital marketing can benefit the farmers a lot. Besides accessing
information from various such assisting portals they can also create their own websites for crop
selling purpose to increase their business.

Below are some of the important Links  that i refereed while composing and for further Reading 






Digital-Marketing for SME's

Internet has become the most reliable platform for entrepreneurs to access or to reach their target audience at slightest point of time which eventually helps them to develop and grow their business more effectively. Before starting any new venture entrepreneur search for the common business factors like market, opportunities, competitors, contacts, distributors, representatives etc. With digital media they can recover such information easily and save their time to invest in other business related projects. That is how digital market can support entrepreneurs by providing them unlimited information which they can utilize for their trading purpose.

Many entrepreneurs begin their business with small investment but for marketing they can’t
restrict their budgets that can be the main constraint for the beginners. No doubt there is lot of
time and money invested in the traditional form of marketing and results are also not so immediate or pleasing. Thankfully, technology of digital marketing has given businessmen a probability to maximize their opportunities in the market at lower cost as compare to conventional medium.

How to access tools of Digital or internet media?

The instruments of digital marketing are not only support entrepreneurs initially but also facilitate them to accomplish their goal in no time. Spread the wings and experience global presence of the business with the assistant of-

Website- Beginner can generate best possible information from their competitor’s website and can also build their own company’s site online contradictory to the opponents. This can be the first step to begin the online presence. Company’s website is the face of its business. It is essential to create an influencing website as millions of users just come across too many links and if website is unable to grab their attention they may lose their prospective customer.

Blogs – This has become another superficial marketing tool. Beside, accessing countless information about business tactics it can also help the entrepreneurs to launch their myriad marketing strategies by promoting their products or services through blogs.

Social networking – To maintain the space in web world a businessman needs to increase his volume on it. What could be better than social networking sites like facebook, linkedln, twitter etc. to interact and boost the existence of business online.

eNewsletter – The subscriber can choose topics of his interest and get information on daily basis which can be used for business purpose both as to obtain data and facts about the current ongoing in particular field or sector for personal use or even could be utilize as a medium to provide desire information to existing clients through email.

eMail Marketing – is the enhancing model of e-newsletter and can be used for direct marketing purpose also to transcend the information to both existing and prospective clients.

eCRM- On personal ground it becomes unmanageable to interact with customers and additionally more time and money involves in it. But with the use of IT technology, now businesses can utilize this form of marketing easily to fulfil their customer needs by organizing their internal-external marketing strategies based on eCRM which in turn can reduce the cost of selling.

Beside internet, digital media offers several other options to entrepreneurs like SMS, MMS, Podcast, webinars etc. The advance marketing technologies not only assist marketers but also maximize their possibilities to generate or gain plethora of information just with a click.

Building Social Business

Sandy Carter- what social business is, how to build a social strategy, measuring a successful campaign, and more.

How do you define “social business”?

Ten years ago there was a significant shift in the way people interacted with each other: the web came to the workplace and became a serious business tool for organizations in industries of every kind. Today, the evolution continues with the coming of age of Social Business as social computing, policies, governance and cultures are integrated into enterprise design and organizations are focused on socially-enabling business processes.

A Social Business isn’t a company that just has a Facebook page and a Twitter account. Social Business means that every department, from HR to marketing to product development to customer service to sales, uses social media the way it uses any other tool and channel to do its job. It’s an organization that uses social networking tools fluently to communicate with people inside and outside the company. 

 Social Business can help an organization deepen customer relationships, generate new ideas faster, identify expertise and enable a more effective workforce.

What does the acronym AGENDA stand for and why is it important?

Companies around the world are now focused on becoming Social Businesses, estimated to be a $100B market by 2015. But perhaps the most daunting part of becoming a social business is how to start the journey. That’s where creating an AGENDA plays a vital role. In order to become successful in social business, an organization needs to create its own personalized Social Business Agenda that addresses the company’s culture, trust between management and employees and the organization and its constituencies, engagement behind and outside of the firewall, risk management, and of course, measurement. So what does AGENDA stand for…
  • A – Aligning your goals and culture to be ready to become more engaging and transparent. Do not underestimate the task ahead of you! Take a look at IBM’s Social Computing Guidelines as a way to get started!
  • G – “Gain Friends through Social Trust” focuses on finding your fans, friends and followers, and forming best friends from your tippers or most influential clients or outside parties. It dives into what social trust is all about and how you instill it.
  • E – Engage through experiences focuses on how a company can engage its clients and employees and dives into gaming, virtual gifting, location based, mobile, or other stellar experiences to drive that engagement.
  • N – Network your processes. Since this is about business, figuring out how to add social to your processes is critical. Think about customer service — adding in Twitter to address your customer’s concerns. Or Crowdsourcing for product innovation, or Communities for incrementing your marketing processes around loyalty.
  • D – Design for Reputation and Risk Management! This is the #1 areas of focus for the C-level — managing the risk of having your brand online, your employees being your brand advocates, and even your clients becoming your marketing department! I think the value outweighs the risk .. but see how to develop a Disaster Recovery plan as you plan for the worst, and expect the best!
  • A – Analyze your data! Social analytics are the new black! You need to see the patterns of sentiment, who your tippers are, and listen daily.
How do you measure the success of social media over time? How do you know if you’re doing it right?

Measuring social success depends on how social media serves other campaigns and business processes. Social media’s impact from a marketing perspective has created a lot of buzz and measurement is still being fine tuned. Does having 100,000 Twitter followers help to drive sales? Still a difficult figure to measure.
But, with social business there are several areas where the adoption of social impacts the business and measurement is much less convoluted. For example:
1. Social business increases productivity
  • Free up sellers’ time to generate revenue
  • Faster on-boarding of sellers & acquisitions
  • Process complex deals faster
2. Social business help to enhance innovation
  • Develop better solutions faster
  • Reuse assets from best practices
3. Social business reduces cost
  • Travel, email, phone calls reduced
  • Reduced system complexity and maintenance
When hiring for your organization, do you look at how many fans/followers someone has and if they are influential? Across the company, does this matter?
It certainly shouldn’t be the only thing an employee is judged on when applying for a new position, but establishing a social reputation is absolutely an important aspect to anyone’s career in today’s business environment. And it’s growing in importance for organizations who are on their social business journey and are encouraging employees to become the voice of the organization like at IBM. It’s important to remember, if you aren’t active over social networks now, it’s never too late to start!