Digital Marketing 101

Advertising is one branch of Marketing that has crossed many milestones in its journey- straight from the early man era where carvings on stones was the primary media to the Golden Age of Advertising where TV commercials, Radio ads and Print advertising were the only ways known to Marketers. But the biggest boom in advertising has been brought about one medium- The World Wide Web . The Internet has brought marketers closer to consumers like never before and Social Media stands out on the Advertising Wall of Fame as the gem that made this possible. But what exactly is Social Media Advertising (SMA) and how is it different from Online Advertising? Let’s find out below. What is Social Media Advertising? In very simple terms, it is any kind of paid content on Social Media that companies-big and small, use to achieve objectives like increasing Brand Awareness, Brand Engagement, Reach, increase Traffic to their websites, and more. Are SMA and Online Advertising the...

Gone are the days when brands were fixated merely on brand awareness, recall, and hard numbers about a campaign. For today’s marketing campaigns which aim at changing consumer behavior, induce action, change buying pattern in the long or short term; it is important to move away from these traditional marketing metrics to the newer ones. And one such emerging metric is Sentiment Analysis. WHY turning sentimental makes sense? To be able to influence consumer behavior, it is important to start off by understanding the consumers’ perception about brands in a category and the best way to do so is TO LISTEN . Listen carefully to the feedback about their brands & campaigns.  Listen carefully to the reactions of audiences and their responses to the brand content so as to develop a broader understanding of the “real context” behind these emotions . In comes sentiment analysis to make this task of understanding general public sentiment less of a task and more of a...

With the trend of digitization, every brand, be it giant or relatively new in the market, is running for digital presence and not surprisingly, a significant percentage of their marketing budget is used for strengthening their digital presence to reach out to maximum number of potential target customer groups, digitally. With the increasing number of users, the competition is also being difficult for new players entering the market regularly and this is true for any industry - so, how would one company/brand make sure that its digital presence is strong enough to suppress others? How would it make sure that whenever customers search for their need online, they would be the first to be reached out to? - There comes search engine optimization ( SEO ). It is the process of getting traffic from the “ free ,” “ organic ,” “ editorial ” or “ natural ” search results on search engines. All major search engines such as Google, Bing and Yahoo have primary search results, where web pa...