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A crash course in digital marketing

Since I want this to be a crash course, I’m leaving aside discussions like: ‘Does digital marketing really work?’ or ‘Which businesses should go for digital marketing?’ for some other day.

Let’s jump right into the four key digital marketing channels:

  • Search Engine Marketing
  • Banner Ads on Display Ad Networks
  • Social Media Marketing
  • Email Marketing

 

1. Search Engine Marketing (SEM)

When you are looking for a product you go to search engines. That’s what everyone does. Google gets close to 40000 search queries ever (hold your breath) second.

There’s one more reason search marketing is the most important piece of digital marketing jigsaw. People go to search engine when they are actively looking for a product or a service. Being found on search engine makes far more sense than forcing your ad on people via web banners or YouTube pre-rolls.

Let’s take a quick look at the popularity of search engines. When it comes to search engine popularity Google clearly takes away the cake and the bakery and the baker.

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Search engine marketing can be broken down into two parts. Paid Ads (PPC) and Search Engine Optimization (SEO)

Paid Ads on Search Engines (PPC)

I’m sure you’ve come across paid ads on Google and other search engines, which take precedence over organic search results.

 

When to use PPC

•      Large search volume for keywords that describe your product/service

•      You are running a short term campaign or looking for immediate results

•      When you are promoting highly seasonal product or service

•      You want complete control over marketing spend and ROI

•      There’s low bidding competition

 

PPC success factors

•      Effective selection of keywords for promotion

•      Constant campaign analysis and strategy optimization

•      Optimal ad placement

•      Sufficient budget and aggressive bidding

•      Smart, action-oriented ad copy

 

When to use SEO

•      The search volume is constant and sizable

•      You are looking for a better ROI over a longer run

•      You are looking for brand building along with building sales

 

SEO success factors

•      Work in sync with Google’s algorithms

•      Effective combination of on-page and off page activities

•      The Same team managing both website maintenance and SEO

 

2. Banner Ads on Display Ad Networks

These are graphical banners that appear next to content on web pages, search engines, social media sites, blogs, news websites etc. Generally, you pay on CPM (cost per thousand impressions) basis or CPA (Cost per acquisition) basis.

When to use Display Marketing/Banners

•      Brand building is as important as sales

•      Your product has an inherent visual appeal

•      You are promoting an established product/brand

•      You are running a remarketing campaign

 

Display Advertising success factors

•      Strategic banner placement

•      Effective call to action

•      Attention-grabbing design

 

3. Social Media Marketing

Facebook has over 125 million active users in India and Twitter has 18.1 million users. Other platforms like Pinterest, Snap Chat, Linked in have a huge user-base as well.

Social Media provides an opportunity to engage with their consumer and build a brand. I look at Social Media as more of a brand building than a sales generation platform. I’ve seen lot businesses badly fail at Social Media Strategy simply because they don’t realize this.

When to use Social Media Marketing

•      When you want to build brand and better product recall

•      When your business has content that’s likable & sharable

•      B2C businesses with a popular appeal like food, fashion, cosmetics etc.

 

Social Media Marketing success factors

•      Focus on right platforms

•      Balanced communication strategy

•      Aggressive posting

•      Effective targeting

•      Understanding your TG’s social media habits

 

4. Email Marketing

India is known as the Spam Capital of the World. Email marketing is used & abused by all major digital marketers. And the reason is, this is the cheapest way of marketing digitally.

When to use Email Marketing

•      To keep in touch with registered users

•      To announce new products, offers etc.

•      To send triggered responses

 

Email marketing success factors

•      Quality of email database

•      Using behavioral triggers

•      Personalized message, content & call to action

•      Time and day of the week

 

Hope this quick training was useful. Do write to me for any query that you may have. Reach us now if you have any digital marketing requirement.

Source: Chirag Dagli on LinkedIn

Digital Marketing Agency to help you with email marketing

Signs that you need a Digital Marketing Agency to help you with email marketing

Email marketing is still the best marketing technique in today’s world. Whether it is to reach a large number of people at the same time or make this process more personalized, everything fits in when it comes to email marketing. However, as easy as it may sound, this also involves a lot of tactics and specifications. This is where a digital marketing agency comes to the rescue.

Let’s see how a digital marketing agency can help with email marketing.

1. You haven’t changed your strategy since a long time.

If you haven’t changed your email marketing strategy since a long time, it’s time do so now! Nothing that goes on for a long time is able to make its mark in the long run. A digital marketing agency can help you identify and execute a new way to make your emails reach a large number of people at the same time, especially those who are most relevant to the business.

2. You and your team do not have the time to create emails on a regular basis.

It’s true that emails, especially those which have the intention of marketing should not be sent very frequently. However, there should definitely be a certain limit in context of the emails that are being sent. In case your own staff does not have the time to create and send them on time, a digital marketing agency can enter the picture. This intervention by a digital marketing agency does not only make this efficient, but also makes them reach the right people at the right time.

3. You are doing email marketing, but you don’t know how to do it the right way.

A digital marketing agency is skilled to tackle the technicalities and specifications that come while doing email marketing. They know what content to write and how to present it. Even details such as the timing at which the email is to be received by the receiver are also taken into consideration before sending an email.

If you are searching for a digital marketing agency to help you with all these things, then Ecumen is just the stop! visit our website and explore our services such as email marketing and a lot more!

Advantages of having a Facebook group

Advantages of having a Facebook group of your brand as a part of Digital Marketing

Facebook has become an integral part of Digital Marketing strategy of brands. Whether it is ads, content marketing or the creative freedom that it allows, this social media platform is definitely being exploited to its ends. Facebook has a feature known as a group which might do wonders for your Digital Marketing strategy. Let’s find out what are its advantages.

 1. It creates a huge pool of potential customers at the same place.

Facebook groups collect people with similar interests on the same platform and make idea sharing a more feasible and accessible task. This makes it easier for a company to collect people with same kind of needs in the same place. This also enables the seller to set or understand trends and at the same time make sure that they also understand what a customer needs and make new innovations.

2. Facebook groups work specially for a new business’s digital marketing strategy.

A new business which has just entered the market needs to make sure that its presence is registered in the eyes of potential customers. For this, a Facebook group is a great place to begin at. With the right strategy and communication, it will help you reach a huge number of people at the same time and make an impact without much investment. The filters and Facebook tools will also help in this process.

 3. A group is self-sustaining.

The members of the group do the task of keeping it alive and running. Thus, making the maintenance for the owner or admin a lot less. Whether it is discussions, polls or surveys, everything is carried out by the people who belong to that group. For a digital marketing strategy this works really well.

To sum it up, Facebook groups are a great idea to remain connected with your target audience. Especially if you are new to the market, this is how your digital marketing strategy should start. If you are looking for an agency to help you with it further, Ecumen is just what you need. contact us now!

6 signs that you’ve got your Social Media strategy wrong

6 signs that you’ve got your Social Media strategy wrong

Every now and then, I come across marketing managers who swear by the divine powers of Social Media marketing. Yet, it’s extremely rare that I see them utilizing these powers correctly.

Here are a few indicators to check if you’ve got your Social Media right or wrong!

1. You are present on 5 different Social Media platforms but effective at none.

Focusing on too many platforms, is the most common trap brands fall into. Just because it’s free or you’ve got tools to simultaneously post everywhere, doesn’t mean you should.

Try and focus on one or two platforms at first. For most, brands Facebook should suffice in the beginning. The idea is to build a vibrant community, maintain high engagement and continuously monitor the impact your efforts are generating.

2. You have 50K followers but only get 3 likes per post.

One ‘like’ is your own, one from your wife (Come on, admit it). And the last one is the sweet fruit of your incessant nagging everyone you know.

The fanbase is not worth much if the community is not active and engaged. A simple reflection of this is the number of comments, likes, and shares you are getting from your audience.

If the numbers don’t look very good, there are two possibilities. A) Your targeting is faulty or B) Your communication is weak.

3. Your most popular post is the Happy Holi wish!

The importance of what you are posting on your profile is unparalleled.

Here’s a quick list of what not to post: A) Don’t pick up random content from net and post. B) Don’t wish your followers on each and every little festival. C) Don’t talk about sports or politics just because you want to. D) Don’t post information that looks/feels like a sales pitch.

These content may fetch you some likes but they have no real business value. The communication strategy should be crafted by professionals keeping your brand positioning, business objectives and target audience in mind.

4. You wonder why your followers are not excited about your new range of 3 Phase 5 HP 4 Pole Flange Mount FLP Motors.

The bitter truth is, nobody gives a damn about B2B products on Social Media. If you are a B2B business or are into selling industrial goods, save your time and money and stay away from Social Media.

Social Media is most effective for products and services of popular interests. This means businesses dealing in Fashion, Food, Personal Grooming, Toys, Electronic Gadgets, Travel, Wellness etc. would do better than others.

I’m not saying other businesses can’t be on social media, but then don’t sweat it too much.

5. When you run a Social Media contest and the only participants are your own employees/cousins.

Make peace with the idea of spending money for promotions. Social Media platforms are here to earn. They provide you the cheapest mean to reach your target audience. But you still have to spend.

Workout your promotional and creative budgets before you even think about building a community. Even word-of-mouth marketing would require a few mouths to start with.

6. Your customers are surprised when you tell them you are active on Social Media

Not integrating your existing customer base into your Social Media community is the biggest mistake you could make. Social Media works on the power of word-of-mouth communication. And who else can vouch for your products or services better than your existing customers!

Actively encourage your existing customers to join your Social Media community. Roll out incentives for them to do so. Make Social Media the cornerstone of your loyalty program.

Hope this article helps you identify loopholes in your Social Media strategy. If you have Digital Marketing related queries, feel free to reach out!

 

Source: Chirag Dagli – Linkedin

Stay focused on bringing in traffic

What Bollywood villains teach us about Digital Marketing!

Bollywood villains are a tough lot. Gabbar ruled over hundreds of villages in Chambal and Shakaal built a whole freaking island for himself, complete with rotating conference facility and a private crocodile pool. How did they manage such a huge commercial success? What’s their secret sauce?

The answer is out there if you read between the lines. Let’s dissect these Bollywood villains’ famous dialogues and see if we can better our Digital Marketing skills.

Being resourceful is not optional

Two invaluable marketing lessons are hidden in this iconic dialogue. First, you don’t want to go to market unprepared. And the second, you don’t want to put all your eggs in one basket. I couldn’t help admiring Shakaal’s pre-planning when I saw the handcuffs popping out of the chair’s armrest or the crocodile pool built right underneath his levee.

Your campaign plan needs to be elaborate and well thought out. Larger campaigns need to be planned in phases. Spread your activities across various channels. And based on continuous analysis of your campaign, decide roll out strategy for the next phase.

get your timing right

Timing is everything. And Gabbar knows this better than anyone else. Campaigns built around festivals, seasons, special days etc. are great examples of smartly using heightened emotions of your TG to drive conversion. Can you link your product with any such event?

The best part of working on this strategy is that you can pre-plan such activities. And you can compare different strategies once you do this again and again.

Keep reinforcing the brand

You could forget everything but not his name. The moment you see Prem Chopra, his iconic dialogue starts ringing in your mind. Can you do that with your ad?

While counting the number of clicks, likes, and impressions; are you earning brand recall too? If not, then you are losing a huge opportunity. Digital Marketers often carry a frivolous approach towards brand recall. All they focus on is the CTR and CPC. If so, then you are on your way to getting lost in the digital chaos.

Stay focused on bringing in traffic

Your search/display ad is useless unless it brings in traffic. You need to have your call-to-action direct and bold. Also, the traffic needs to be relevant. Remember that Amrish Puri says this to Sridevi and not to Nirupa Roy. You can only have conversion if the traffic is relevant!

Never let go of a lead without conversion

No one has explained the importance of conversion like our very own Crime Master Gogo. All your blood, sweat and tears spent on bringing in the lead are a waste if the visitor leaves the landing page without getting converted.

Keep in mind Gogo’s unwavering focus on conversion while planning on your own conversion optimization.

Hope you take away these invaluable lessons from our favorite bad boys and create superhit digital campaigns.

Can you think of more such lessons that we can learn from Bollywood baddies!

digital marketing agency india

4 Major Strategies that Digital Marketing Agencies can help you with!

When it comes to Digital Marketing, there are multiple aspects that have to be kept in mind. Ranging from the brand’s central message to how it has to be conveyed to the target audience, everything has to be effectively planned and efficiently executed. The digital presence of a company answers many questions about the brand and the idea that you are trying to portray. This is where Digital Marketing Agencies come in. So what are the major strategies that they can help you with and how? Let’s find out with the help of examples.

 1.      Brand Strategy:

The brand Strategy comprises of almost everything that a company wants to make public. Whether it is the message that is portrayed through the colours of your creatives or reaching the right audience through Online PR, we help you make the best out of even the minutest details. Digital Marketing Agencies will help you gain an edge over others through various means. For example: A food brand’s digital marketing strategy will be based on their products, customer reviews, the way the brand connects with the customers and makes the user experience fun and interactive. Campaigns that express the brand’s central idea can be conceived and in turn presented in a way that the target audience consciously or subconsciously connects with it.

Brands like Dominos, Burger King, etc. strategically use their Digital Marketing practices to advertise themselves as everyone’s favourite food and leverage upon the fact that their major target audience is well versed with the internet. This helps them to connect easily, widely and most importantly, feasibly. Digital Marketing Agencies give your brand a hype and desired vibe while giving your potential customer a bribe through their strategy.

 2.      Creative Strategy:

If you think creativity is just about ideating, think again! A major part of the strategy is indeed creativity, but it comes with a few conditions such as feasibility, accessibility and affordability. Digital Marketing Agencies assist you in determining what will work and what will not in terms of creativity. This strategy comes alive with three major steps. The first one is researching. There are a lot of trends going on in the market, which keep getting renewed and updated almost every day. What is new today may become obsolete in the next second and thus, it is very important to make sure that market research is being carried out intensely and efficiently. This will help you incorporate trends in the strategy and make it more communicative. The second step of a creative strategy is defining something absolutely new while keeping in mind the market research and a brand’s central idea. This may turn out to be a critical point in strategizing, considering that there is a risk factor involved in everything new. The third step of a creative strategy is formulating the medium through which the strategy or concept has to be rolled out.

Based on these three steps, the creative strategy can market the brand on a huge scale. Digital Marketing agencies have the experience of working through changing trends and still creating a brand image through creativity. This allows the brand to interact with the audience, improve their user experience and at the same time discover new opportunities to expand.

3.      Digital Strategy:

 As the name suggests, Digital Marketing Agencies’ major responsibility is to help you with what they are best at, Digital Marketing! With our experience, expertise and skill we make an impactful digital presence with strategy and planning for your brand. The digital strategy comprises of a lot of aspects which can get better results. For example, the medium you choose, the knowledge you have of the online world and the efforts that have been put into making it easier for the readers or visitors. These decisions differ as per what the company deals in and its target segment. A product based industry will require a stronger base in the E-Commerce market where as a service rendering company will have to make sure that they are strong on the social media front.

Digital strategizing may be summarized as the application of new technologies to the already existing means of selling in a company. It may be direct or indirect, based on what you choose. The placing, targeting and accessibility of the medium that you choose sums up the strategy that Digital Marketing Agencies take into account broadly. With shifting dynamics and increasing audience, a successful digital strategy becomes essential for brand’s survival in the market.

4.      Content Strategy:

Content will always remain the king of Digital Marketing. Strategies in terms of what we post on our social media platforms are often well researched and pondered upon. Digital Marketing Agencies help you with the technicalities, timing, SEO and more such strategy enhancing points of the online world.

Content Strategy can be broadly defined as the planning, marketing and execution of content as a promotional tool. It may be as simple as the short copy of a social media post or the articles that go out from a website to enhance the SEO ratings. Developing the content strategy of a company requires significant amount of brain storming and at the same time a complete understanding of the target audience that the brand is dealing with. The major objective of creating contest for a brand is to answer questions about a brand and inculcate a sense of ‘needfulness’ in the reader’s mind.

Digital Marketing Agencies combine the advantages of technology with the power of content to create a strategy that can enhance the ratings, position and most importantly, the marketing of the product or service.

Strategizing is the stepping stone of anything that one wants to accomplish. Digital marketing agencies help you exactly with that and make your presence more impactful. The online world has the ability to take your brand from scratch to top with its technical advancements and the sole ability of how you take it forth with the help of your strategizing. If you are looking for an agency to assist you with the same, Ecumen is just what you are looking for! We are equipped with a skilled team, which values your time and makes sure that you receive top most quality along with the right results.

If  you want to leverage upon the advantages of the online world, strategizing becomes critical and essential for your future growth.

A beginners’ guide to online marketing

A beginners’ guide to online marketing!

Online marketing is the latest and most advanced tool for leaving a mark in the market. It is the new-age way of advertising that is closest to our transformed behavioural pattern, which makes the entry into market a lot easier. Here is a guide for the beginners as they enter the world of online marketing.

1: Start with the basic framework!

Rather than concentrating on what the returns will be, start with what the basic framework is. Try to understand how the position of what you say or do will influence your target audience. A good framework will help you gain returns in the long run through online marketing.

2: Build a strategic plan around your objectives!

The next in line comes strategy and planning. The basic framework paves the way to strategic roadmap, which in turn makes planning easier. It answers a lot of questions like when can we expect returns to start coming in or which are the areas which might turn into an opportunity or a threat.

3: Let them know your brand’s story!

When it comes to online marketing, what is our biggest tool? Content! Use this content to tell your brand’s story and let it help you build a personal connection. The content should be presented in such a way that people relate to your story and targeted in such a way that it reaches the maximum number of people.

4: Form a link between your online and offline campaign.

Make sure that your online brand positioning is consistent with who you are offline. Differences between the two may lead people to believe that the brand lacks honesty.

5: Attract customers, not just web traffic!

The targeting should be done in such a way that the online marketing strategy not just attracts traffic, but also customers. It will depend heavily on the strategies you follow, the campaigns that are being launched and the content that is being shared.

The above points form the basis of Online Marketing and are sure to help you in the long run. If you are looking for an Online Marketing company which can help you with these tactics then, Ecumen is just the stop.

5 Digital Marketing Myths

5 Digital Marketing Myths Which People Often Believe To Be True!

The marketing function has become a universal industry that offers companies an extensive range of online and offline channels through which they can reach and connect with the global audience. There are several strands to marketing which need equal amount of attention in order to reach out to the target segment. Digital Marketing is one such key strand of the marketing universe, which provides extensive online reach by leveraging the power of internet and social media.

Over a period of time, however, several myths and misconceptions have developed around digital marketing. Our effort here is to debunk some of these myths which will help entrepreneurs and marketing professionals.

Myth # 1:

Digital marketing is easy!

Setting up blogs, making social media profiles and voila! If you thought that’s all Social Media is about, you are mistaken. This is a small portion of the work that goes into going digital and spreading your wings across the internet. Ranging from generating appealing content to uploading posts at the right time, a lot goes into extracting fruitful results from this platform.

Myth # 2:

This form of marketing is for small businesses.

Contrary to what many people believe, Digital Marketing is not just for small businesses but also for large businesses with traditional marketing and operational budgets. To be precise, digital marketing is for all (small, medium and large) businesses. Digital marketing agencies offer a wide range of tools for all forms of businesses. If you are looking for a tool yourself, click here to know more.

Myth # 3:

Negative comments/reviews on Social platforms harm the business.

Customer concerns need to be addressed but at the same time it should be taken as an opportunity for improving upon the negative reviews. Taking less time to resolve issues and responding to the customers can make a positive impact and the way criticism is handled tends to get noticed by the visitors.

Myth # 4:

Increased website traffic leads to successful Digital Marketing Plan.

More traffic on website definitely leads to increased business opportunities and opens door to potential customers, but it does not mean that each visitor will convert into a profit generating customer. Such marketing is focused towards attracting website visitors who eventually lead to profit making. There are a lot of other ways through which such opportunities can be extracted, to find out how, follow our blog!

Myth # 5:

One-on-One Digital Networking is impossible.

It may seem like an elusive task to personalize your marketing, but it isn’t as ‘Out Of Routine’ as it sounds. It will increase your brand’s credibility and go-to-site clicks. Things as simple as having customer’s name in the body of the -mail will give your customer a more credible and personalized feel for your business.

All in all, Digital Marketing gives us a huge scope and opportunity to explore a wide market and expand our reach while at the same time mark our presence among other competitors. Knowing these myths will pull you out from their whirlpool, but in case you have other queries, click here and get the answers to all your questions if you are looking for a Digital Marketing Agency in India!

How Instagram Stories helps brands grow online?

Instagram Stories, a new feature by Instagram lets you share everyday candid photos and videos within a time window of last 24 hours with everyone, without having to post them on your profile. Seemingly inspired by Snapchat’s ‘Stories’, the Instagram Stories packs in the last 24 hours sewed together into a 10-second slideshow of photos and videos that appears on atop the Instagram. The feed however disappears after 24 hours unless you choose to save it for your profile. A colorful circle appears around the profile photo to let your followers know that you have a story to share.

Instagram Stories is an opportunity for people and brands to capture and share highlights and their unique stories using creative tools in a new way. This new features comes across as an effort by Instagram to attract and retain the young millennial  audience,  while at the same time it holds immense potential for brands and especially ecommerce companies to pitch and express themselves visually by connecting on a  personal level with  their audiences.

Instagram is considered more brand-friendly over Snapchat and is a more popular platform used by brands to pitch and connect with audiences. The new feature of ‘Instagram Stories’ takes the ability of Instagram to generate fun content a notch higher. Although Instagram is all about curated feed, the new ‘Instagram Stories’ feature enables brands to share photos, events and brand story without bombarding their followers or overposting.

With more than 500 million monthly active users and 300 million daily active users worldwide, Instagram offers a world of opportunity for brands. According to Instagram CEO Kevin Systrom, brands and ecommerce businesses will find a tremendous use case through a dynamic, urgent story.

Ecommerce companies are increasingly using Instagram to express themselves visually and build a passionate community. Brands are already jumping over one another to make the most of this new feature. Brands like RedBull, GE, Nike and have already released its first Instagram story.

5 Tips to Make the Most of Instagram Stories for brands

We explore some exciting tips for Instagram Stories and how you as a brand can make the most of it.

  • Upload photos, Boomerangs and Hyperlapses to make the most of the visual medium.
  • Choose from the seven filters by simply swiping left or right.
  • Choose from the three different brush tool, pen, marker and neon to draw on your photos.
  • Select different colors in the paint palette to create more exciting visual.
  • If you like your Instagram story, be sure to save it by tapping save.

Are you curious to infuse creativity into your social media content and connect with your audience and pitch your ecommerce?  Our ecommerce experts at Ecumen simplify ecommerce success.

5 Ways high-quality images can drive you more sales

If your website is getting traffic, it’s good! But while running an ecommerce business, you need to know that your goal is to make sales! This is the reason why it is also essential to focus on the conversion rate. There are a number of factors that influence your overall sales.

Hiring a well-known digital marketing agency can certainly help you. But whether you hire digital marketing services or not, you need to look after certain things as you are the owner of your online business.

One of the factors affecting your ecommerce conversions is the quality of your product images and how you display them. Customers love to see what they purchase and it’s needless to say that good pictures have a potential to engage the customers. It is a truth that whatever site they go to, they look for something colorful, glamorous, stylish and visually appealing. For this, nothing can be better than splendid photographs of your products.

Have a look to a few tips below to boost up your sales:

1) Use larger images than the usual ones

Many studies have shown that larger photographs get more clicks than the normal ones. If the website UI doesn’t allow you to accommodate large photographs, then also there is an option to show larger images to the customers. Enable the larger photographs when someone clicks or hover on the product thumbnail.

2) Target the customers’ emotions with right images

Quality and high resolution images have a potential to engage the emotions of your customers. It is a proven fact that majority of the people purchase the products because of an emotional reason. Using 360 degree and visually appealing images can be the best option!

3) Use relevant images only

Using good visuals doesn’t mean you randomly pick any! Whatever photograph you use anywhere on your ecommerce website, should support the overall gist of that particular page and the content. Particularly, it is essential that you use a relevant and high-quality image on the landing page because it ultimately drives visitors to the linked page.

4) Remove unwanted images and graphics from your site

Unwanted graphic elements unnecessarily make your website a clutter and make the visitors hate your site. Better to keep it as simple as possible! The simpler it would be, the more a visitor would browse it!

5) Use trust badges

You might think what such badges have to do with the conversion rate! But yes, it has! In today’s arena where a billion of ecommerce companies have come to the market, you have to build a trust level among the audience. And when people would have faith and trust in you, they would more likely to buy from you.

Apart from this, you should also place your clients’ photographs along with their testimonials. Another option is to put their short testimonial video clips.

However these tips would help you boost up the sales, we would like to invite you to opt for our digital marketing services. We have successfully popularized many brands across the world and we can do that for you as well!