Scenario, Afterthoughts & Prompts

I was talking to one my client today, a person with more than 10 years of experience in stock market, habituated of seeing and making quick money. He is one of first client, biggest critic and active user of social media, all at the same time. He admitted today that he has got substantial business from social networking, which prompted me to remind him that he never loses a chance to criticise the use of social networking sites. Sheepishly he agreed to my point that social media now a day has become a great tool, not only to create a strong brand image but generate business also, but not before leaving comments that it takes his good amount of time and he has to be personally there to engage with his clients. I could not agree more with him that although social media is not about talking big but about talking business, it takes time and it has to be personal . So, the mantra of success in social media, other than informative and transparent content are scheduling your content and ma...

Every digital marketer knows that keywords and keyword phrases have to be won through bidding process at different search and networking sites; nothing new in that. I discussed in previous blog about using negative keywords and keyword phrases for the benefit of your marketing campaign, especially when it is pay-per-click campaign. Every campaign has a creative communication designed for it, so in the case of digital marketing campaign, which contains these keywords, to enable it in getting desired ranking in search. Again it is a normal practice to run one ad communication at a time, so that, unified message goes to the audience. But have you ever thought of using two ad simultaneously for a single marketing campaign. Some of you might have used it and many, maybe not. The logic is simple, after bidding the keywords and phrases; you own it for a certain period. Now, you can use these keywords the way you wish during that period. So, for your campaign’s benefit, create two ads. Your...

Keywords or keyword phrases are very crucial for digital marketing; nothing new in that, whosoever is connected with digital media knows it very well. In offline or traditional marketing campaign, we target our consumers on the basis of income group, age, sex, religion, community, culture, location etc., because these things are more or less defined and visible to everybody, but in digital media, as the consumer is sitting somewhere far off and logged in their computers, keywords plays the first level of segmentation tool. We target our consumers on the basis of keywords or keyword phrases they put in search engines while looking for information of their choice. So, all SEO experts and practitioners put lots of emphasis on selecting the keywords and keyword phrases. In fact, exact match keywords are considered high priority on Bing as they place a lot more emphasis on them. Unlike Google that still offers a few options, searches carried out on Bing using the exact match signs were m...

All roads in integrated marketing communication plan in India are now leading towards social and digital media. This is most happening place right now and everybody wants to be there. After all Facebook alone boast more than 23 million users in India, nearly 50% of all users acquired by Google+ in first three week of its inception are from India and USA. Professionals here are sold out to LinkedIn. Twitter is rapidly gaining ground and Orkut may fading out in comparison of above mentioned young entrant but it is still there. But pertinent question here is that so much is being talked and written about social media, but is it actually of any benefit? Why should anybody opt for social media? Answers are aplenty; some of them are as follows: -           Direct Consumer Feedback and Engagement: So far, research agencies and internal consumer insight departments were the carrier of consumer’s message to the management. Now social media has given ...

We use different social media tools to fulfil our different objectives. While Facebook helps us organize our friends and activity in better way because it is limited to approved list of friends, Twitter helps us to communicate to large group of people who are there in open, free to follow us, reply and retweet our updates.     The usefulness of Twitter is not readily as obvious to some people as Facebook; although it may be more addictive once you get the hang of Tweeting; you get more immediate responses and it seems to live somewhere between the worlds of email, instant messaging and blogging. Twitter encourages constant “linking out” to anywhere and, in that respect, is more analogous to a pure search engine; another way to find people and content all over the Net. Twitter has many benefits, which are as follows: Easy to navigate and update, link to and promote anything Reach far beyond your inner circle of friends One feed pools all users; anyone can follow an...

Although it is in every marketers top priority list to use social media for their product promotion and brand communication but its measurement is a big challenge for everybody. For many, measurement of their social media campaign success lies in Facebook “Like”. But is it really the ultimate metric to measure the social media campaign success? Although the measurement structure and schedule can be different, according to the time and manpower available with the organization, following metrics can be applied to   measure social media marketing campaign: 1.     Volume of consumer-created buzz for a brand based on number of posts 2.     Amount of buzz based on number of impressions 3.     Shift in buzz over time 4.     Buzz by time of day/daypart 5.     Seasonality of buzz 6.     Competitive buzz 7.     Buzz by category/topic 8.  ...