August 2015

A New And Futuristic Era Of Marketing: Digital Marketing

Internet is becoming a digital marketing battle ground, therefore, it makes it important for every company to stand on the top in this new fast-forwarding  modern day search marketing era. In the future it is expected to grow 10 folds.

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Across all industries, high quality content has become priority and way they use to approach their customers is changes and now they’ve opted a new business approach, i.e., digital marketing. Companies like Coca-Cola, Nestle, Red Bull etc. now spent more than $10 million on their content production, which is more than what they spent on advertising.

Who Made Digital Marketing Such A Success?

Millennials and Gen-X has a huge impact on growth of global content marketing. Millennials are tech-savvy, educated and diverse. They use their mobile devices 14% more than others.


Experian Research, often referred to ‘Omni-Channel Consumer Bill of Right’,  helps the marketers acknowledge the buying pattern or behaviour of the millennials. Even though millennials are ideal for the marketing campaigns, but it is very important to understand that all of them have different needs and wants. So, run a smart marketing campaign, focused on millennials and their unique shopping behaviour, and reach them via channels that they care about the most.

Determine Your Goals.

There are many types of AdWords campaigns in digital marketing. Therefore, it becomes really important for the marketers to understand the importance of determining your goals. These might include:

  • Increasing web traffic or awareness.
  • Educating and informing.
  • Sales.
  • Establishing brand equity and credibility.

The one thing common about these goals are that they are all achievable, you just need the right strategy to achieve it.

Measuring Performance.

Keep a track on your ongoing campaigns, and find out what works the best for you. Then invest on that and get the maximum ROI. For example, Kraft generates more than $1.1 billion ad impressions in a year through content marketing, which is a lot more than what it does through advertising.


Rethinking your Digital Marketing Metrics.

Marketer's favorite.
Marketer’s favorite.

Every company or brand, new or old, big or small, needs a social media and mobile ad campaign. But it is nearly impossible to cover all the platforms involved in social media and mobile. In 2015, at Digital Marketing Conference, it was the topic of discussion. Hopkins and McGuire acknowledged that the marketers have to prove that they can anyhow provide sure shot ROI to the investors, but it is difficult to prove from social and mobile campaign. But the impact of such campaigns can be measured by keep 3 ROI tenets in mind, i.e.,

  • Revenue generation
  • Cost reduction
  • Risk

Here’s a video which gives an idea about , ‘how to make less noise and more signals.’

Although it is hard to measure the outcomes, but a progressive and experiences marketer would know the focus point and begin by counting the basics such as target audience, engagement, reach etc. Some organizations step-in a little early on social content and the mobile knowledge, with unguided research, hence the end result is mostly not good in these scenarios. Many of them make pages on Face book, Twitter etc., just to be on it and because people told them to, but what they don’t get is whether is working for them as a customer service tool. Due to the fall in ROI numbers, C-level people back of.

The way connecting people through mobile applications is very different from the websites. Since 2013, mobile e-commerce trend is overtaking laptops or PC’s. Therefore, it becomes equal important for the marketers to incline towards mobile metrics, may be more.

In order to create successful social and mobile insight strategy, it is important to organize the right and experienced team. Research comes first than action, which ultimately gives a good result. Remember while selecting the mediums for the campaign, always think like a customer and think how and where would you prefer finding that particular product.

How to Gain Better Insights from Mobile and Social Investments

The Must-Have Mobile App Metrics Your Business Cannot Do Without

How to Use Analytics to Show Social ROI for C-Level Execs

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