Friday, October 21, 2016

Digital Marketing as a Career.

We are talking about digitization. Everything is transforming towards digital. Marketing promotions has also changed its face. In traditional marketing we used to promote our product or services through the print media or Ad’s on television. But, the trend has changed, we are watching Ad’s in YouTube and other online media channels. The days are gone where companies or business can promote, if they have good marketing budget. Now-a-days, even the startups and small business owners are promoting their brands. Business has a new meaning now. The usage of Internet, mobile apps and smart phones has changed the way of our lifestyle.

We are transforming towards digital, but still there is a wide skill gap in this digital world. Companies are looking for highly skilled candidates for their digital marketing wing. So what’s there in store for me as a graduate or executive? Might be the question that hits your mind. Industry has lot of opportunities in digital marketing. So, let us discuss about “Digital Marketing as a career”.

You may be a graduate, post-graduate or an executive looking for professional and challenging job to earn money and contribute something great to the marketing industry, Then “Digital Marketing” will surely enhance your career.

Digital marketing (DM) is a vast field and I can describe it as a tree with lot of branches, such as Search Engine optimization (SEO), Social Media marketing (SMM), Content marketing, Mobile marketing, e-mail marketing, video marketing, Web Analytics, AdWords ( Search advertising, Display advertising, mobile advertising etc.). Each credit of DM has its specialty and each branch of digital marketing needs an adept marketer. Companies are looking for adroit candidates in each of these streams. For small and medium business, most of them are opting for candidates with digital marketing certifications rather than only SEO. If I say it in simple terms about digital marketing as a career then Job market is booming, biggest budget, increased pay scales and more career choices you have.

Benefits of digital marketing

To list out the benefits of digital marketing can be, Earn more than your peers with an added skill to your resume, be an entrepreneur (work as a freelancer), build your personal brand, become an in-demand professional, be in the future of marketing and more over you will be part of new era of marketing.

Depending upon your qualification, experience and certifications the salary gets varied. It is good to have basic knowledge on the complete digital marketing but specialization is important to have an early ROI. If you are planning to start your own business in digital marketing then I would suggest you to go through each one of the stream of digital marketing and gain real-time experience on those.

Let us discuss more about it with TIPS, Certifications and Requirements in my next post. 

Image Credit: shutterstock. 

Friday, October 7, 2016

Does Online Presence is important for a business?

The traditional business is transforming to Digital. Most of the businesses are converting their existing models to the current era of digital model. Online presence has become a necessity for all the business entities. Whether it is an enterprise or a SME, Online presence is must. I have been interacting with most of my clients. I have found there is a steep increase in the numbers of clients asking for e-commerce websites and mobile apps. This is because, consumers are buying everything online. The marketplace has shifted online. As per statista website, 40% of worldwide internet users have bought products online i.e. more than 1 billion users. This shows the importance of online presence for a website.

Online presence does not mean having a small website of (2-3 pages) your own with contact details. It should be a virtual extension of your business. The customers who are getting landed to your website should clearly understand about your business, products, services and details of your physical presence. The number of digital buyers in India alone is expected to reach 41 million by 2016. The leading apparel e-retailer has 26.26 million unique visitors in October 2014. This shows that the number of online buyers are high in statistics as compared to traditional buyers.
Out of 10 people 9 have internet ready devices with them. As per the TOI statistics the online buyers in 2015 were 55 million and it is expected to grow to 80 million this year in India.  The e-commerce Industry is expected to cross $100 billion mark in the next five years. The online shoppers to go up to 175 million by 2020 (economic times).  These statistics give us an idea of importance of online business.

There are even most of the people have a query that “My Business is Local, Do I need to have a presence online?” My answer to this query is “Yes, You should”.


·         50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.
·         18% of Local Mobile Searches Lead to a Sale Within One Day.
·         Business Address/Location Is The Primary Piece Of Information Sought By Local Searchers.
·         87% of smartphone owners use a search engine at least once in a day.
·         78% of local mobile searches result in offline purchases.
·         46% of all searches on Google are local.
·         97% of consumers use internet when researching local products/services (BIA/Kelsey)
·         36% of respondents say that a clear & smart website gives a local business more credibility (BrightLocal Local business websites survey, January 2014)
·         32% of consumers are more likely to contact a local business if they have a website (BrightLocal Local business websites survey, January 2014).
The above mentioned are some of the reasons that why a local business should have an online presence. Having an online presence, helps your business to get more leads, branding, accessibility and more than that

“More Searches = More Customers= More Business.”

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Monday, October 3, 2016

Five (5) concepts of Marketing

“Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.”- Wikipedia.”

Marketing is all about a communication between a seller and a buyer. In this competitive era, marketing have five core concepts or competing concepts in marketing activities. Those are production concept, product concept, selling concept, marketing concept and holistic marketing concept.

1Production Concept: This is an old concept in marketing activities. The theme of the concept is that companies think that products should be available widely. The product should reach widely and it should be cheap. So that each buyer can afford to buy the product. Managers of production oriented business focus on this concept. So to reach widely lot of products need to be produced, hence high production efficiency happens in this concept. After the high production done, it should be low in cost. While in the production stage cost work is done to reduce the cost of the products. After high production and low cost it is time to reach mass number of people. So to have wide reach of audience it is important to have a great distribution of the products. Even this concept is used by the companies when they plan to expand the market.

2.    Product Concept: According to this concept, consumers or customers favor products which are high in quality, high in performance and should have innovative features. Hence, companies focusing on these concept work on producing high quality products and continuous improvement of the product. A good product will not be successful unless and until the product has done its branding exercise i.e. promoted well in the market. The product should be priced, distributed and more over sold well in the market. Hence, product concept is related with all other concepts as well.

3.    Selling Concept: So we have seen production or product, and how the product should be delivered out of the factory. But, if the product is not marketed well then no consumer will buy the product. Hence it is important for a company to put efforts on selling and promotional events, so that it will reach and make aware the people for the product. The main purpose of the sales is to sell more stuff to more people more often to make more money in order to make more profit. Hence making profit is the theme of this concept. Selling concept is used more aggressively for the products that are unsold and buyers do not think to buy. This concepts is used by the companies when they have overcapacity, they aim for to sell the products what they make instead what customer want.

4.    Marketing Concept: This concept emerged in the mid years of 1950’s. Instead of product centered it has become changed to customer centered. Marketing is now completely focusing on end customer. Marketing has changed from finding right customers for the product to finding right product for the customers. It has been observed that those who practiced marketing concept has achieved superior performance. Companies started working on reactive and proactive marketing orientation. In reactive marketing orientation companies were trying to understand the customer’s express needs and fulfilling them. But, in the next phase companies reacted pro-actively, they started focusing on latent needs. Companies made research on customers need, and based on that they were fulfilling it. Those companies which have followed both the marketing processes of reactive and proactive were called as total marketing orientation companies and were most in the successful run.

5.    Holistic Marketing Concept: Companies need to think and renovate their marketing operations so as to compete in the changing digital world. Companies have to apply concepts beyond traditional applications of the marketing concept. Whereas holistic marketing concept is inclusive of the breadth and inter dependencies of marketing programs. Holistic marketing concept is based on development, design and implementation of marketing programs. Holistic Marketing has four components such as relationship marketing, integrated marketing, internal marketing and social responsibility marketing.

Reference: Marketing Management ( Philip Kotler). 

Thursday, May 5, 2016

Want to get more leads online. But How?

Here is the question that becomes a buzz for every online and offline entrepreneurs. Want to get more leads online. But How? Getting leads and converting them to prospects is a good sign of your sales process or marketing. But, How to get no. of leads from your online marketing. Let me put down some of my experience as below.

Online marketing or Digital Marketing is a great tool to create brand awareness as well as for the lead generation. So, what are the methods of doing it? 

1.   SEO: Search Engine Optimization (SEO) is the primary tool of digital marketing, both on page and off page SEO helps you to create a buzz online. If everything is on the right track then your search rankings will be good and you will get good no. of leads from SEO.

2.   SEM: Search Engine Marketing (SEM) helps you to promote your website or brand online through Google/Bing AdWords. You can promote your website as Text Ad, Display Ad, Video Ad, and both Search as well as Display Ad. It is up to you that how much you are going to spend on it. Once you promote your website, there is a high probability of getting maximum no. of leads.

3.   SMM: Social Media Marketing (SMM) is an ultimate platform to promote your website. From 3.1 billion users of internet almost 2.07 billion are active users in social media network. These statistics show us the brand reach once we get into the social media network. Even we can generate leads from Facebook, twitter, LinkedIn and Google+ etc. These social networking tools supports your website to create a brand awareness online through which you can generate leads also.

4.   Email Marketing: Start sending e-mails to your targeted audience with e-mail compliance. Make sure that you are following all the terms and conditions of CAN-SPAM ACT, for sending e-mails. This is perhaps the most effective way of generating leads.

5.   Blog Marketing: Do some content marketing through your blog posts. Link these blog posts with your social media channels and get some traffic diverted to your blog. Try to engage the audience with your content. Chances of getting a lead from your blog is high.

6.  Video Marketing: Create a video talking about your services/products or corporate history. Some of the parameters can make your video engagement rate high, such as- Have facts in it, It should not be lengthy, Try to give best quality output in it, be professional and precise in your message. Once you are done with the video upload it in YouTube, Dailymotion and other video channels. If you have budget then go for promoting your video or else try to link the URL in social media channels.

These above stated 6 tips are useful to get leads online. If you place everything on the right time at the right place with an excellent execution, then you will be getting results in short span of time. We will discuss about each of these digital marketing strategy in deep, in my later posts. 

image credit: 

Monday, April 25, 2016

8 Tips for Off-Page SEO

Ranking of your website in first page of search engine results page is really a tough task. It includes lot of hard work and perfect implementation of Search Engine Optimization (SEO). It includes two important methods, i.e. On Page optimization and off page optimization. On- Page optimization is all that you do directly on your website to rank higher, such as html tags ( Title tag, meta tag, header tags), Internal linking, URL, content of the website etc. But, whereas off page optimization is that you will do off your website without doing anything on your website such as social media marketing, link building, content marketing, etc.

Let us discuss about off-page SEO in brief with some of the effective techniques to improve your website or blog page rank in search engine results page.
Some of Off-Page SEO Techniques are:

1.       Social Media Marketing: The need of the hour is Social Media. This is a platform to build your brand online. Popular social media websites such as Facebook, twitter, LinkedIn, Google+ and Instagram helps you to achieve website branding and converting social media traffic to web traffic. All you need to do is create profile in these channels. Post every day and get engage with your audience. This helps you as an extended online network for contacts and brand building.

2.       Search Engine Submission: Submitting website URL’s to Search engine is one of the powerful methods to get listed online. Search engines do find your website URL, but it takes time. So it is better to submit to search engines.

3.       Directory Submission: Submit website URL to local directories and all the leading directories which helps you to build backlinks also. Some of the general directories give delayed results but you get results for sure.

4.       Social Bookmarking: Bookmark your articles, blogposts, important page URL’s in social bookmarking sites such as redit, digg, Stumbleupon, Delicious etc. The results depends upon your submission and effective of using tags in the social book marking websites.

5.       Video Marketing: Upload your corporate videos, service or product offering videos in YouTube, Vimeo, Dailymotion so as to increasing chances of web traffic and brand awareness.

6.       Join Forums: Answer or give solutions some of the questions posted in Forums or websites like Yahoo Answers where you can show your skill quality and strength as well as building a link. Reply to threads in forums. For Ex: if you are a technology based company, then answer some of the questions in the technology forums.

7.       Content Marketing: Submit your blogposts, articles to some of article submission sites such as Go articles, Ezine etc. Give some comments to other blog posts with some genuine description and leaving your website URL, which helps search engines to point your website for link development.

8.       PR Submission: Make some press releases about your new services, websites, awards and accolades, certifications and so many things.  This helps you to develop an important inbound link to your website as well as building brand though online media.

The above noted 8 Tips for off page SEO might help you to increase the chances of SERP. We will discuss about important SEO techniques in depth in my further posts. 

Thursday, April 21, 2016

Google Analytics, Webmaster Tools and Digital Marketing- Part 2

From my earlier post, we understood some of the features of Google Analytics and Webmaster Tools. Now, Let us discuss in brief about these tools individually. Google Analytics (GA) is a tool of Google, for analyzing web traffic. GA have some of the best features such as Audience overview i.e. web traffic overview with a metric name as Audience. It has other metrics like Acquisition, Behavior and conversations.  Let us discuss one by one.

Audience Overview: This metric includes Page views, New Sessions, Average Session duration, Bounce Rate, geographical Location (Countries, City, and Language), System (Browser, Operating System, and Service Provider), Mobile (Operating System, Service provider, Screen resolution).

Acquisition: This metric includes All traffic (Channels, Source/medium, Referrals), AdWords (Campaigns, tree maps, search queries, keywords, SEO, Social media, Campaigns etc.),

Behavior: This metric includes Site content analysis (content drilldown, landing pages, exit pages), Site Speed Analysis (Page timings, Speed suggestions etc.), Site search data, Events data, Publishers report.

In- Page analytics: This metric gives us an insight of statistics about each and every page with an indication in percentages.

Conversations: Goals (Goal URL’s, Reverse Goal path, Funnel visualization, Goal Flow etc.), E-Commerce (Product performance, sales performance, Transactions, Time to purchase), Multi-Channel Funnels (Overview, Assisted conversation etc.), Attribution with model comparisons are some of the insights included in this metrics.

Real-time traffic, intelligent events, Shortcuts with dashboard are some of the unique features of Google Analytics. These statistics helps us to analyze the data well so as to make some changes in executing strategies.

Google Webmaster Tools

Google webmaster is another tool to understand the search appearance and website issues. Based on these results, we can fix those issues to have a better rank in SERP (Search Engine Results Page). Let us discuss about webmaster tools in brief.

Search Appearance: It includes structured data, data highlighter, HTML improvements in website, Sitelinks.

Search Traffic: Search Analytics, Links to your site, internal links, Manual Actions, International Targeting and Mobile usability.

Google Index: Index Status, Content keywords, Blocked resources, Remove URL’s.

Crawl: Crawl errors, Crawl stats, Fetch as Google, robots.txt tester, sitemaps etc.

Security issues, other resources are some of unique features of webmaster tools. Both of these tools are really helpful in executing successful online marketing strategies. With the help of these tools you can track your visitors and you can easily get to know what they are doing on your website i.e. engagement rate of your audience with your website.

Goal is a special feature of Google Analytics which helps you to set a goal and understand how it is working and how you can achieve it. For Ex: If you set page views of a particular page as a goal, then you can easily track the data with the help of Goal conversation. So, these two tools helps you to understand, track your web traffic and modify your online marketing strategy accordingly. This post is a brief description about both the tools, but let us discuss in depth about each metrics in my later posts. 

Monday, April 18, 2016

Google Analytics, Webmaster tools and Digital Marketing

Worried!!! Done with website, Search Engine Optimization and in a process of executing Google Ad Words, But not able to understand, why you are not getting any leads from Digital Marketing? This is the query that runs on almost all the website owners/Marketers/Investors and many more. Most of us think that where we have gone wrong, what is that we are not doing, so many queries buzz our mind.  So what is that we need to do, to understand the source of our mistakes.

In general for a new website, it takes 3-6 months of time to get ranked in SERP (Search Engine Results Page) with the implementation of SEO. It depends upon the wireframe of SEO that is being implemented. If everything is done as per the SEO rules, then it takes 90-180 days of time to get noticed online. After the website is live, we start our marketing job. We do all kinds of marketing to get leads. Through online marketing we look for web traffic from where we can get some leads. But, Are we doing any analysis to find out whether our marketing strategies are correct or not? Not yet right! Let us discuss about it.

Google Analytics and Google Webmaster tools helps you to analyze the web traffic, sources of web traffic and search analytics. The data available in these two tools can really help you to understand where you are doing it right and wrong. Google analytics helps you to understand the behavior of your web traffic, audience engagement levels on website, bounce rate, New Vs Returning audience, new sessions, Page views and many more.  In Google Webmaster tools, you get to know about search analytics, click through rates, search queries and your website position, search appearance, HTML improvements etc.  All these metrics can make you to analyze what sort of marketing strategy is required for the next execution.

Data is the most important asset for analyzing the web traffic. Both of these tools are loaded with web traffic data and most important is these tools are free of cost and very easy to understand. From these tools you can easily find out your web traffic geography i.e from which location your website is getting hits or page views. Audience are visiting your website from mobile, laptop or from which device so that you can easily make your website responsive as per the need. Even you can get details about operating system, browser details. Get to know the statistics of traffic resources, such as social media, search engine, campaigns and AdWords. Once you analyze the statistics it will be easier for you to take the next step of online marketing.  We can discuss for both of these tools separately in my next post.