Marketers worldwide are struggling with managing their campaign when dealing with multiple marketing agencies spread across geographies, multiple language proficiencies and numerous stakeholders. Our digital marketing blog is the one place that helps you keep pace with all these developments.

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September 24, 2012

Digital Asset Management - A must have for your organization

Posted by Pramod S.N. at 7:22 AM

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September 21, 2012

Employee collaboration promotes excellence

Posted by Pramod S.N. at 5:37 AM

Research from the Gallup Organization shows that employees with at least one strong relationship at work feel more fulfilled and accomplish much more than those with none. Strong office relationships are hard to come by, however, and developing systems to promote them can create many pitfalls. Despite this, employee collaboration brings with it a berth of benefits, so it's worth implementing and nourishing.

 

First and foremost, it allows employees to complement each other's strengths and weaknesses. Collaborators spend more time working on things they are exceptional at, while delegating their inefficient tasks to others who have better-suited skill sets. Collaboration also allows for increased knowledge-sharing, ensuring that the swells of information coming in from customer communication, social media, and other sources are actually utilized, rather than sitting unused, gathering dust in a department silo.

 

There are challenges to implementing good collaboration, however. One of the largest issues that marketers run into is finding a place in the workflow to promote communication. Telling employees to collaborate is a good first step. If you don't provide the tools needed to easily exchange information and don't communicate the value of collaboration, however, employees are going to fall back into old work habits. If employees don't also share short-term goals or don't trust each other, their partnerships can quickly degenerate into animosity.

 

To ensure your employees collaborate well, team people with complementary strengths and a common mission. It's more important that they share a desired goal than having similar motives. Also, ensure that your employees trust each other, communicate on a regular basis, and are unselfish. If they continuously second-guess each other's work and motives while collaborating, they'll never truly accomplish their full potential.

 

Efficient collaboration isn't the easiest thing to accomplish. If implemented well, however, it can be extremely helpful to your business. With some guidance and the right tools, your company can help your employees communicate more efficiently, share knowledge, and do their best work.

September 12, 2012

Bridging the Gap between Offline and Online Marketing

Posted by Pramod S.N. at 9:47 AM

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September 4, 2012

Media Multi-taskers

Posted by Pramod S.N. at 9:29 AM

In today's fast paced world, multitasking has become the norm. Corporate executives juggle multiple projects, mothers cook dinner while helping children with homework and a nine-to-five worker can update their Facebook status while watching American Idol in the evenings. Each of these scenarios is an example of how modern life has created a need to be constantly connected and constantly moving.

 

In fact, a 2011 Nielsen survey showed 70 percent of tablet owners and 68 percent of smartphone owners use their devices while watching television.  Although many would assume the use of multiple devices detracts from the ability to focus sufficient attention on one task, it appears the two actually supplement each other.

 

Nielsen calls this phenomenon cross-platforming and has found that viewers who are also using the Internet tend to be more engaged in television programming. For example, someone watching the start of baseball season may find themselves logging in to learn more about new players on their favorite team. Nielsen also found that television viewers commenting on television shows in real time on social media sites provides useful insight to advertisers.

 

GoDaddy.com, notorious for its provocative Super Bowl ad campaigns, capitalized on this very trend, incorporating Quick Response (QR) codes into its 2012 campaign. GoDaddy reports setting sales records from its mobile site after smartphone and tablet users scanned the code while watching the commercial. Additionally, GoDaddy saw record traffic to its website after enticing viewers to two Internet-only commercials via their television ads.

 

GoDaddy isn't the only company taking advantage of media multitasking. Several other major retailers, including the Home Shopping Network (HSN), are including QR codes into their broadcasts to help consumers quickly place orders via their smartphones or tablets. In October 2011, HSN launched its campaign and saw fourth quarter digital sales grow by 19 percent, indicating, at least in part, that consumers were using their mobile devices to access ordering information while watching the network channel.

 

GoDaddy and HSN are just beginning to scratch the surface. With tablet users admitting to Nielsen that they are spending 30 percent of their usage time also watching TV, there is an untapped market many companies have yet to explore. Taking advantage of cross-platforming  enables companies to engage with their target customers through more channels than ever before. Marketing executives should consider this new trend as an open door to call consumers to action.

 

August 27, 2012

The Digital Marketer's Toolbox

Posted by Pramod S.N. at 1:10 PM

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August 22, 2012

Measurement: Still A Daunting Task For Marketers

Posted by Pramod S.N. at 10:57 AM

Marketers are often tasked with managing campaigns spanning several channels. Email marketing, social media, web-based marketing and now mobile marketing are all areas that fall within the marketer's realm. The various mediums and methods make measuring results, particularly in terms of an overall campaign, one of the major challenges facing the marketing industry. Shouldn't there be a one-size-fits-all solution? 

 

According to a survey by eMarketer, email marketing is considered one of the simplest marketing mediums to measure, yet only 47 percent of industry professionals believe they can accurately measure the return on investment. Direct mail and online advertising fall in below email, while public relations, search engine optimization (SEO) and social media round out the bottom three in terms of how many marketers believe it's possible to accurately measure ROI. That said, there are a few methods marketers are currently utilizing to overcome the measurement challenge.

 

Just under half of respondents in the same survey rely on web analytics (such as Google Analytics) to monitor and track campaigns. Email marketing software analytics, which vary based on the service used, fall in just under web analytics. The bottom three in this survey include contact form responses (38 percent), social media monitoring (30 percent) and call tracking (27 percent). That means nearly a third of marketers are probably using about four different tracking methods, combining the various bits of data to try to come up with some sort of overall picture illustrating the success or failure of the company's current marketing plan. 

 

But the story doesn't end there. The factors marketers base their ROI on vary just as dramatically as the factors they measure. Some look at an overall net increase in sales, while others look at the number of new customers or new leads. By any stretch, these are not the most specific measures to prove the ROI of a marketing campaign

 

Clearly, there's a need for a better solution. Contributing to the disarray of consulting numerous measurement tools, attempting to make so many pieces of unrelated data mesh together for the sake of serving up a pretty picture for company executives can be a colossal waste of time. It's probably safe to assume that most CEOs would prefer their marketing execs spend the majority of their time conceptualizing and implementing the next great marketing campaign, not sitting around for hours trying to fit a square peg (the many pieces of measurement data) into a round hole (a neat and orderly tracking report). 

 

August 13, 2012

Are You Monitoring What Matters?

Posted by Pramod S.N. at 9:26 AM

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August 6, 2012

MARKETING TECHNOLOGIES SHOW NO SIGN OF SLOWING

Posted by Pramod S.N. at 5:58 AM

MARKETING TECHNOLOGIES SHOW NO SIGN OF SLOWING

Remember the days of trying to reach the widest audience for your company's products without the Internet? While you may remember this dark period, it's surely a memory most would like to forget. In today's online environment, there are many opportunities for both big and small companies to promote themselves.

Three of the most successful ways are social media, mobile marketing, and cloud computing. Let's explore the benefits of implementing these strategies:

SOCIAL MEDIA STILL CONTINUES TO RISE

Almost everyone has heard of Facebook, Twitter, YouTube, or LinkedIn (among others). Users of these sites are not just teens and young adults, but people ranging in age from pre-teens to those over 65. With a few simple keywords, a company can reach millions through a quick Tweet, Facebook advertisement, or viral video. Don't believe it? According to a 2011 Search Engine Journal survey on the growth of social media in recent years:

  • 1 in 4 Americans watches a YouTube video daily.
  • A whopping 53% of employers research job candidates through social media websites.
  • 71% of companies have a presence on Facebook, 59% are on Twitter, and 43% use a company blog for marketing.

In addition, a recent study on social media ROI showed that 77% of companies plan to spend more on YouTube, 75% will increase spending on Facebook and blogs, and 73% will invest more in Twitter. These facts paint a clear portrait of the importance of implementing social media marketing strategies--and the massive audience that can be reached.

MOBILE CEMENTS ITS FUTURE

An astounding 1.2 billion people are subscribed to mobile broadband plans. In the U.S., over 25% of people accessing the Internet are mobile only, soon to surpass the percentage of people accessing the Internet through a desktop computer. By 2015, it is predicted that mobile-ad spending will increase nearly seven-fold, rising from $3.3 billion in 2011 to an estimated $20.6 billion.

Whether by incorporating text, A2P, email, IM, or automated alerts--all of which are easy, cost-effective advertising methods--marketers have more methods than ever to reach consumers via mobile. And as advertising becomes more targeted and the technology improves, mobile marketing will become a significant component of all marketing plans in the future.

CLOUD COMPUTING CHANGES THE WAY BUSINESS RUNS

Did you know that 50% of enterprises began the shift to cloud computing in 2011 and by 2013 70% of mobile users will expect to consume cloud-based services?

Cloud computing providers offer everything from secure data storage to the latest enterprise resource planning systems and remote data access. Customers are able to have a seamless experience using any device they'd like to within their cloud.

This allows for greater flexibility, with the user being able to move from device to device while their data remains stored and accessible across all platforms. Cloud computing is also a cost-effective solution because it eliminates the hassle of inaccessible systems and software crashes, and reduces costs associated with IT personnel and system upgrades.

With the advent of online marketing tools such as social media websites, mobile marketing, and cloud computing, we are now living in a golden age for companies to efficiently and cost effectively reach as many customers as is possible.

 

July 30, 2012

5 Reasons You Need Social Reporting

Posted by Pramod S.N. at 10:06 AM

 More and more businesses are using social media for marketing, yet most fail to utilize it to its fullest potential. In 2011, over 40 percent of companies were turning to social media platforms to market their brands, according to a Regus survey.  However, many brands are not utilizing social media analytics in order to maximize their ROI on social media engagement--and that's a serious mistake. Instead of just assuming your efforts are working, you must specifically examine how they are succeeding in order to craft and maintain your presence. Here are five reasons why social reporting is key.

 

1.  Helps identify conversions. The evolution of web analytics now allows brand managers and CMOs to measure and monitor which calls to action are currently most successful on their websites. This way you can track exactly where you're excelling, and where you may need to boost your efforts.

 

2. Helps determine where to spend your time. Engagement, reach, and other quantitative data help marketers determine where to invest more time for maximum effect.  Social Media Examiner's 2011 analysis found marketers who spend six hours or more per week on social media have stronger lead generation, and 78 percent report an increase in website traffic. But the key to using your time effectively is knowing exactly where your energies are best directed. Using analytics can help brand managers maximize results while minimizing effort.

 

3. Helps you understand your customers. Analytics can provide insight into what, when, where, and how your customers are interacting with a particular brand.  For instance, Mashable reports that businesses who post outside normal business hours see a 20 percent increase in engagement. This is a great example of why brand managers need to use analytics to get a more comprehensive picture of their target audience.

 

4. Helps marketers look at the big picture. Beyond the day-to-day, analytics help you look at long-term growth. Too often data analysts focus on narrow data sets and forget how the data is applied to the rest of the business. Kaushik.net praises data analysts who report on economic value, conversions, and profitability (big picture metrics) because these metrics are usually what's most important to businesses.

 

5. Helps analysts calculate real ROI. At the end of the day, the one question that CMOs and brand managers want an answer to is, "Are my campaigns increasing the bottom line?" With social reporting, brand managers are able to track revenue and costs associated with specific campaigns.

 

Businesses not monitoring social metrics are missing opportunities to refine and focus messages to their target consumers, drive conversions, and boost ROI. Ultimately, utilizing social reporting is something you can't afford not to do.

July 16, 2012

The continued rise of Digital Marketing

Posted by Pramod S.N. at 1:04 PM

 

Marketers are shifting or have already shifted to digital marketing because of flexibility, scalability, and measurable results in real time.

 

The proof is the in numbers. 

 

A 2011 study commissioned by Social Media Examiner showed that 88% of all marketers said their companies' social media efforts created more exposure for their businesses.

 

Another benefit was improved traffic and increased subscribers. The study also showed that almost two-thirds of the marketers surveyed said their companies experienced a rise in search engine rankings because of social media marketing. About half of the marketers also reported social media generated qualified leads.

 

That same study showed digital marketing increased sales even when there was a minimal time investment into the marketing plan.

 

Digital marketing strategies also don't require a long-term time commitment and are often more cost-effective than traditional marketing.

 

Many expect the trend of spending more on digital marketing to continue. A recent study published by  Duke University's Fuqua School of Business showed that within the next five year marketers expect to spend 19.5% of their budgets on social media -- almost triple what they currently spend. 

Internet marketing is expected to increase 14.3% over the next year, as the percentage on traditional advertising is predicted to plummet by 161.5%, the study showed.

 

Advertisers want to spend on media that their customers are paying attention to on a regular basis. We should expect this free-fall to hit an equilibrium level at some point in the next few years. But until then, agencies will need to continue to morph their capabilities toward the web in order to survive.

 

A separate study by the IBM Institute for Business Value based on surveys of chief marketing officers showed that three areas need to be focused on to improve digital marketing including delivering value to empower customers, create lasting relationships with those clients and being able to measure marketing's contribution to the business in relevant terms.

 

The study showed that 63% of survey respondents believed marketing return on investment will become the most important measure of success within five years -- but only 44% felt prepared to manage that heightened importance on ROI.

 

Marketers need to continue to adapt to the expanding use of digital marketing to keep their businesses in the forefront of advertising.

 

July 9, 2012

Online Will Overtake TV AD Sales in 2016

Posted by Pramod S.N. at 9:07 AM

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