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!

business model for an E-Commerce business

3 Tips for Building The Right Business Model for an E-Commerce Business

An E-Commerce business model is one of the most essential and fundamental aspect of building upon an idea that has the potential to yield fruitful results. However, it requires a lot of research, planning and decision making. Let us discover some tips that can make this decision making a lot easier and more beneficial in the long run for your E-Commerce.

1. Innovation is not enough, one must make sure that people actually find it appealing.

E-Commerce business belongs to a continuously changing world, which requires innovation but at the same time one must make sure that the innovation that you are trying to incorporate in the E-Commerce Business model is not there just for the heck of it but actually makes sense to the audience.

2. Rethink your ideas, defy the rules.

When it comes to e-commerce, defying some of the rules may actually prove to be beneficial to the business. Everybody agrees that innovation helps, but if everybody agrees upon the same thing then one must attempt to break the rules. Create an E-Commerce business model that doesn’t fall in line with the definitions and make your own path.

3. Ask questions, make observations!

Asking questions may not only solve problems but also help you discover new opportunities. Once you have a credible idea, you will automatically have a target audience that will buy that idea. Observe them, read their behavior, analyze what their major needs are and address it by through your business model. When it comes to E-Commerce business, a thorough market research may turn out to be very beneficial. If you are looking for an E-Commerce Consultancy, click here!

The E-Commerce Business model that you choose for your idea has the potential to make or break your growth. Make sure that you take the right decisions that result in long term growth. Taking assistance from an E-Commerce consultancy might help you make these decisions quicker. Click here to contact a consultancy!

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!

All you need to know about B2B ecommerce models

Currently, our B2B ecommerce market is estimated to reach $ 40Bn this year and expected to reach 2.5 times of B2C ecommerce market in 2020. B2B ecommerce segment is showing signs of rapid digital acceptance which is going to feed the considerable rise of entrepreneurs and MSMEs from the Indian hinterland. Also, many MSMEs are exploring the era of online selling and thus, accessing new customers across the country.

All you need to know about B2B ecommerce models_WebBlog


It has been observed that MSMEs which adopt advanced level of digital engagement, experience annual revenue growth that is 27% higher than those of offline businesses. This is because of factors such as reduction in marketing and distribution costs, shorter time to market, etc.

Aggregator Model

It’s an ecommerce business model where a firm doesn’t produce or warehouse any item but collects (aggregates) information on goods and/or services from several competing sources at its website.

The aggregation mechanism works best in the following settings:

  • Purchasing is done through pre-negotiated contracts.
  • The supplier universe is highly classified.
  • The cost of a purchase order process is higher than the cost of items procured.
  • Products are not commodities but are specialized.
  • The number of individual products or SKUs (stock-keeping units), is extremely large.
  • A meta-catalog of products carried by a large number of suppliers can be created.
  • Buyers are not sophisticated enough to understand dynamic pricing mechanisms.

Business Purchasing Pattern

Purchases can be classified into-

  1. Manufacturing inputs: Raw materials and components that go directly into a product or a process as from industry to industry, these goods vary considerably. And these goods are purchased usually from industry-specific or vertical distributors and suppliers.
  2. Operating inputs: On other hand, they’re not the parts of finished products. Often called MRO (maintenance, repair, and operating) goods, they include things like spare parts, office supplies and services. They’re frequently purchased from the horizontal suppliers – vendors such as Tolexo.com and Industrybuying.com.

In business purchasing, the second snag is how services and products are bought. Companies can either engage in spot sourcing or systematic sourcing. As far as spot sourcing is concerned, the buyer’s goal is to accomplish an immediate requirement at the lowest possible cost. This approach is exemplified by commodity trading for products such as steel, energy and oil. Spot transactions seldom involve a long-term relationship with suppliers and surprisingly, buyers on the spot market often don’t know from whom they’re buying! Systematic sourcing includes negotiated contracts with qualified suppliers as the contracts incline to be long-term, the buyers-sellers mostly develop close relationships.

Future of Aggregator Model

With the steady rise of B2B ecommerce in India, the aggregator model is playing a key role in bringing equilibrium within organized space across various sectors. While still at an emerging stage, it can be concluded for now that the aggregator model will witness greater adoption among numerous market players in the near future, enabling the creation of an ecosystem that benefits all parties involved.

Today, any ecommerce business is thriving on the subsidies and incentives that they give customers and suppliers to gain market share and traction. Even the major players will not sustain if the trends continue to remain. The aggregators will have to actually test the model by eliminating subsidies and incentives and then, figure out whether it’s doable or some twigging is required in the model.

Key Challenges

Unorganized Almost 95% of ecommerce B2B market is unorganized and dominated by local vendors. Lack of education on using right technology among customers (to buy) and sellers (to list) create a disadvantage for the sellers because they don’t have access to buyers via internet. Plus, small-scaled sellers aren’t able to scale up and sell to the multinationals at more competitive rates than those of higher-scale producers. Critical feedback for these small sellers to improve operations is also lost by remaining offline.
Preference for credit Historically “Credit” is a preferred mode of payment in offline B2B transactions where payment in offline trade is made 30 days after receipt of goods. However in B2B ecommerce, payment will have to be made upfront and at the most, Cash On Delivery will be accepted.
Nomination for PSE (Public Sector Enterprise) Currently there is a lack of a transparent and efficient competitive bidding route to choose the PSEs. It restricts Public Sector entity or Public Exchequer from getting the best options for service providers.
Lack of expertise in peripheral activities As the merchants move to online channels, they lack expertise in peripheral activities where they seek the support of ecommerce platforms and logistics partners such as managing inventory, handling invoicing and providing consumer insights.


Furthermore, Aggregator Model assures small and large enterprises to fulfill their product requirements in the simplest, most efficient and transparent manner. Major three roadblocks for any SMEs during procurement are:

  1. Sourcing
  2. Logistics
  3. Financial Credit

All these three individual processes are challenges for SMEs. In India, Metal Junction and MMRTC only are focusing towards this model through auction model. If SMEs are able to provide benefits to both buyers and suppliers through streamline value chain, it can bring success in near future. Their value chain precisely focuses on reduction of time, cost, inventory and people through transparency and better pricing mechanism.

In B2B ecommerce era, companies are also exploring MRO (Maintenance Repair & Operation) Model, but in this model also, there are some major challenges such as:

  1. Sourcing and Procurement
  2. Inventory Management
  3. Supply chain Management
  4. Govt. & Legal policies

If you want to know which model will suit best for your ecommerce business, talk to our expert ecommerce consultants!