“Over half of the consumer population now prefers to shop online.”
In online retail, the foundation of success of your ecommerce store is traffic. If there’s no traffic, there will be no question of other tactics like conversion and analytics. Customers have plenty of choices when they decide to shop online, and it can get tough to hold the attention of shoppers to drive traffic and revenue.
The good news is that you do not always need to invest huge amounts to buy traffic. Here are some ways that help drive more e-commerce store traffic and revenue without spending money –
More than 80% of customers base their purchasing decision on recommendations by friends and family members.
Ensure that visitors on your site can easily view reviews and recommendations, and even write one themselves. You can think of an incentive program to encourage current customers to refer your product/services to new leads.
“Upselling can ultimately account for nearly one tenth of total revenues on the year.”
Upselling provides a chance of making extra revenue without spending any extra money. However, you shouldn’t come across as pushy, as that may have a negative effect. The best way to upsell a product is by offering a practical reason as to how the customer will benefit by buying a higher priced product.
Stress on the features and benefits of the products, instead of giving reduced or free shipping charges or an extended warranty. If done right, upselling can lead to increased Customer Lifetime Value.
“Content marketing ranks in conversion rates six times higher than other methods.”
Quality content is the representation of the quality of your business. The product or services that you sell may also be sold by various other platforms, but your presentation will always remain unique.
A visitor spends less than 15 seconds on a site, which means that you have just 15 seconds to grab the attention of your audience. Content should be such that the unique value proposition (UVP) is conveyed clearly to customers.
40% of customers will abandon a website that takes more than 3 seconds to load.
A lot of time and resources are spent on attracting new customers to a site, but slow site speed can be the villain that makes you lose sales. Moreover, poor site performance will lead to potential customers buying the same products from other ecommerce sites – your competitors.
There are a lot of tools available that help you check site speed and measure its performance. Regular testing ensures the removal of any bottleneck and enhances the user experience.
“Top ecommerce platforms Snapdeal and Flipkart state that 80% of their shoppers make their purchase from a smartphone.”
A seamless user experience on mobile is very important for an ecommerce site. Ensure that all product pictures and relevant information are clear on every device. The site structure should also be simple and easily navigable. To sum it up, the journey from homepage to placing an order should be minus any complications and difficulties.
“93% of web traffic is derived from search engines, which highlights the importance of SEO in an online business.”
SEO is what helps your customers find you. If your site is not visible in search results, sales will go down and so will the growth of your business. With proper SEO, you can attract large volumes of quality traffic without making any direct payments.
The biggest advantages of SEO is that it is measurable, cost-effective, targeted and long lasting. In fact, it tends to grow stronger over time and will help you dominate the market.
“A McKinsey & Company study found that email marketing is 40x more effective compared to Facebook and Twitter when it comes to sales generation.”
Promotional emails are one of the best ways to strengthen and maintain your relationship with your existing customers. It can be used to provide customers with updates on new products, give special discounts and offers, remind them about abandoned cart, ask for feedback etc.
Customer engagement through email marketing is possible in a more personal way that can drive traffic to a website. The only thing to keep in mind is not to come across as spam. Always get customer consent, identify yourself clearly and keep an ‘unsubscribe’ option clearly visible.
“When you create an urgency, there’s a chance of 14% higher click-to-open rate and 59% higher transaction-to-click rate.”
Urgency is an important tactic to improve conversion on your ecommerce site. Visitors who leave any product on the cart, planning to come back later often do not make the purchase at all. Urgency provides them a compelling reason to make the purchase.
Limited time offers, free delivery for a day, next-day shipping, discounts, stock or size scarcity are some of the ways by which urgency can be created. However, you have to be honest about it. Urgency does not create demand, it only works as motivation to escalate the buying process.
“67% people prefer watching a YouTube video for product reviews before making a purchasing decision.”
BigCommerce state that 30% of online shoppers want more videos on ecommerce stores. It may be in the form of tutorials, product descriptions or customer testimonials. Videos are known to drive more organic traffic, conversions, boost engagement and educate people about your products and services.
Choose the right video marketing strategy that will be best for your business. Select the video type depending on what your customers will prefer watching. It is also important to monitor and evaluate performance and make necessary adjustments.
“51% of customers are more likely to purchase from a site that offers chat.”
Chatbots can be used to direct or help online shoppers make a purchase, answer queries and upsell or cross sell products. It helps e commerce businesses to improve customer experience, which is an important aspect if you want to drive more traffic to your site.
Chatbots have the ability to handle multiple customers at the same time, while generating quick and effective responses. Being available 24*7, chatbots ensure customer service at all times.
With so many ecommerce sites striving to be the best, the competition is no doubt getting tougher day by day. You have to keep trying new techniques to keep customers engaged and interested. To know more about how to drive ecommerce store traffic and revenue without spending money, leave us a message and we’ll get back to you.
“93% marketers use Facebook advertising regularly, which translates to about 3 million businesses that use Facebook to market their business.”
Be it a local business or a multinational company, almost every brand seems to have a Facebook presence nowadays. The reason is that the social networking site has become the go-to platform for communication between businesses and customers.
While most of us know the regular features used to share updates and post routines, there are chances that you may overlook some lesser known features that Facebook has to offer. Some of these unknown features can have a positive impact on your business, attract leads, help you get feedback from your loyal customers and secure your page online.
Here’s a list of amazing Facebook features you need to know that will help you and your brand on your social media marketing journey –
You can check if someone else has logged in to your account without your permission. You only have to go to the Settings page and click on the link ‘Where You’re Logged In’ under the Security folder. All active Facebook logins from both desktop and mobile will be listed in this section.
Usually, Facebook also provides data on the browser, location and device used. You can ‘end activity’ from a single or all devices if you notice something fishy. This information also comes handy if you had logged in from a public system or a friend’s computer and forgot to log out of it.
Facebook’s Save feature allows you to save the link of articles, ads, photos, videos, music and other posts. It is actually a good way to curate good and relevant content for later use. It will be beneficial both for your personal use and also for your business.
Click on the right hand corner of the post that you want to save, and select Save Link.
Facebook allows you to download your entire history so that you can review all the photos, videos and posts that you have shared since the time you created a page. It also shows you all chat conversations and messages, historical data like all IP addresses, the ads you have clicked on and others. You can model your present campaigns based on this past information.
To get your Facebook history data, click on Settings and then on Download a Copy.
Split testing allows different versions of ads to be tested to understand what will work better in future campaigns. For instance, the same ad can be tested with different audiences to see where it performed better or to test two or more delivery optimizations to see which of them yielded better results. Split testing is not based on cookies, it’s based on people and can gather results across multiple devices.
You will find the option of split testing in ‘Ads Manager’.
Previously, the thank you screen in Lead Ads could not be customized or edited. However, now there is an option of customizing the headline and description of the thank you screen. So you can place a catchy headline that will attract attention of your leads.
You can also customize the button type and the button text. The thank you screen update will help people know what exactly they should do after they have completed the registration process – whether to check their email, download a PDF file or watch a video.
The well designed and extremely easy to use poll feature on Facebook can help you connect with followers and receive feedback. While this feature was previously available, the interface was different for everyone. The new poll creation feature enables pages to publish 2 or more options for a poll. You can also add a photo or a GIF with each option.
Go to the status update part of your page and choose ‘Create a Poll’. Enter the question, the options, image/GIF and the timeframe – and you’re ready to go!
Facebook is constantly evolving and it is important to keep yourself updated to make the most of this social media channel for your business. To know more about such amazing Facebook features and how it can help your business, leave us a message here and we’ll get back to you!
“Content is King”- Bill gates
Content helps a brand connect with its customers and provides a nice personal touch. Good content also helps to increase engagement and brand loyalty, boost conversions and thereby sales. Content marketing can increase the conversion rate of visitors into leads by almost 6 times.
“The average conversion rate with content marketing is 2.9%, compared to only 0.5% for sites not using it.”
Following are 15 ways to get started with content marketing for your e-commerce website:
It is difficult to tackle all forms of content across all platforms. So, choose a particular form of content and a single platform to begin with. The best form and platform depends on your customer type, niche market, product and service. If you have some amount of customer data, a good place to start is email content. 74% successful B2C marketers distribute their content through email marketing. Automated emails like welcome emails, promotion emails and abandoned cart emails provide the highest return on investment.
Since customers give up tactile information while shopping online, providing detailed information about products and services is very important. Create customer guides (like size charts) that inform the customer and answer questions rather than sell the product. This helps to build trust and retain customers. Customers should understand that you are trying to help them in their decision making process. Make use of infographics since customers like to visualize how things work and what they look like.
People are usually more visually oriented than anything else. In order to make videos appealing to your customers, spend some time in deciphering the video length that works for them. Most people watch a video for 45 seconds to a minute. So invest in creating snappy videos (tutorials, product demos, tips and tricks) that will help keep customers engaged and thereby boost sales.
Your customers are your best salesmen. Speak to repeat customers and hear their stories about why they like your product/ service and what makes them keep coming back. Request their permission to share their stories in either text or video format. Encourage customers to share reviews and feedback on your product/ service. Use positive reviews to attract more customers and deal with negative ones promptly to build trust and credibility.
Offering detailed size charts are helpful for products like furniture, tools, equipments and of course clothes and shoes. Research the most probable questions your customers may ask and address all of them in a dedicated FAQ page on your website. Answer as many as possible to reduce bounce rates and customer queries.
Publish case studies to showcase how your service or product has helped customers. These case studies are great to target similar customers because they can read the case study and immediately visualise how it will help them. In B2B products and services, case studies are often what help to seal the deal.
Customers are always interested in using a single product multiple ways. If this is true for your product, lay it out for all to see. Share manuals, product hacks and insider tricks. Also invite long-term customers to share their personal ideas of using the product in more ways than one. You can even run a contest asking customers to share the most inventive ways of using the product along with pictures and videos. This will increase the customer engagement and people might even buy your product based on the hype that has been created.
Prepare checklists based on customer activity and include the different products you are selling. Checklists like what to pack for a backpacking trip can include products like backpacks, water bottles, apparel etc. Create innovative checklists based on your business to help customers make easy decisions.
Personal branding has a great impact on sales. Sharing your personal story on the website not only adds a personal touch but also builds trust and credibility and showcases transparency.
Lastly, as important it is to create exciting content, it is equally important to promote that content. Google adwords, social media ads etc are simple, inexpensive and effective ways to promote content. With the right advertising strategy, you can also improve visibility on search engines which will lead to more organic traffic.
While traffic is important, conversions are even more crucial to ecommerce success. Use a combination of the above mentioned steps to curate a content strategy that works for your brand and its customers. In conclusion, content marketing costs almost 60% less than other forms of marketing but generates almost 3 times more leads. It is the best way to drive customers to your e-commerce store.
Around $300 billion revenue is generated every year through online stores and with 206+ million shoppers around the world, there has never been a better time to start an online business. Success depends majorly on what you sell, the offers that you make available to customers and the overall experience you provide. However, once you decide to start an online store, it is most important to get the basics right so that you can build on the experience rather than start from scratch again in the future.
Below is a checklist to guide you through the basics of setting up a new online store:
Decide on what to sell: After a thorough research on market trends, decide on what you want to sell. Keep demand in mind while deciding.
Name your business: Choosing a unique name for your online store is the next thing you should do. Ideally, the name should be easy to pronounce and remember. Make sure that it not pre-owned by anyone else. Once you choose the name, register it. If possible, insert a ‘keyword’ to give it a SEO boost.
Securing the domain name: Preferably, make your business name the domain name for your e-commerce website. But if you do not get a domain name similar to your business name, then, choose a domain name that relates to your business and is easy to spell.
Build a website: To build a successful e-commerce website, do the following:
Shipping and Tax: You can choose shipping options like ‘free shipping’ or ‘no shipping charges’ or ‘free shipping on orders above a particular product price’.
For taxes, you can choose from ‘no taxes’ or ‘same tax on all regions’ options.
Language settings: If your website is accessible globally, consider having different language settings. Having currency settings depending on geography is non-negotiable.
Track your orders: Make it simple to view orders, track different shipping stages, view past orders and payment information.
Different payment options: You can provide various payment options like debit card, credit card, mobile wallets, cash on delivery etc.
Automated emails: Send automated confirmation emails regarding the customer’s onboarding, purchase, shipping and delivery for good customer service.
Accessibility: Provide a valid email address, phone number and address (if you have a physical store). It will be an added advantage if you have a template based contact form making it easier for customers to contact you.
Transparency: Make your ‘About Us’ page catchy yet honest. This is where you can strive to build a personal connect with people.
Customer reviews: Invite customer to review your website/ products to build reliability.
Clear doubts: Prepare answers for the most obvious questions in the form of FAQ sheets to reduce customer queries even before they occur.
Detailed shipping policies: Put up detailed information about your brand’s shipping policy and rules. This is especially important if you sell products globally.
24/7 assistance: Use chatbots and even social media to connect with customers 24/7 in case they require any assistance.
Social Media Marketing: Social media marketing is very important. Channels like Facebook, Instagram, Pinterest are great ways to build awareness about your brand and even influence sales.
Seo Friendly: To make your website accessible and visible to all, make sure that it is SEO friendly. Keep a track of website traffic, optimise functions and analyse behaviour in order to drive better ROI.
Blog: Set up a blog page to supplement your content marketing efforts. If your blogs are of good quality, it will help with SEO and also bring quality traffic to your website.
Run Ads on Google & Social Media: These advertisements are inexpensive and effective ways of promoting your website. You can promote products, offers, sales, showcase new merchandise and even increase traffic on your website through paid campaigns.
Launching a website is the beginning of a new inning, not the end. Follow the above checklist so that you don’t miss out on the small but important elements. For more tips and tricks, leave us a message in the comments section below.
Film marketing that earlier depended solely on positive word of mouth and the odd promotional event, has today evolved into much more. Promoting a film today is the same as promoting a brand- the only difference being the time involved. Today, social media plays a huge role in promoting and increasing awareness about a movie from the time the trailer comes out until it makes a couple of 100 crores.
“Twitter is one of the most popular social media platforms in India which many celebrities intensively use to connect with their fans.”
One such movie that leveraged the use of social media marketing was the Akshay Kumar, Radhika Apte, Sonam Kapoor starrer Padman, based on the life of Arunachalam Muruganantham, the inventor of a low cost sanitary pad making machine.
Padman had collected Rs. 78.25 crores after it’s release and received a lot of positive reviews. While the story is no doubt the hero, the movie marketing strategy by Akshay Kumar and his team also deserves an applause.
Here’s how team Padman created noise on social media that helped the film become a huge success –
The #PadmanChallenge created an uproar on social media with Bollywood stars, TV actors and even common people taking part in it. Taking a cue from the ice bucket challenge, the idea was to nominate celebrities who would post a picture with a sanitary napkin on their social media accounts, and in turn nominate 3 more people to do the same.
Eminent celebrities from Aamir Khan, Shabana Azmi, Anil Kapoor, Alia Bhatt to Deepika Padukone, Anushka Sharma and Mahesh Bhatt took part in the challenge.
Not only Bollywood celebrities, even sports personalities like PV Sindhu, Geeta Phogat and Ravi Shastri took part in the challenge.
Padman tied up with various digital channels to educate the general public and increase awareness about menstruation. It also touched upon the various problems faced by women in society.
ITC Vivel and Blush – the digital channel created a video #AbSamjhautaNahin – The Shopping List in collaboration with the Padman team. The video listed the alternatives that women who don’t have access to sanitary napkins use.
The video received 2.6 million views, 14K reactions and 4.9K shares on Facebook.
Miss Malini, known on social media for celebrity gossip, fashion and lifestyle tips teamed up with the actors of Padman for a video ‘If your period was a person’. It received 1.5 million views on YouTube. Facebook gathered 15K reactions, 1.4 million views and 2K shares.
Watch the video here: https://www.youtube.com/watch?v=JXq7VFv-FCE
Bollywood Life, another popular channel featured a video where Akshay Kumar busted 5 myths around periods.
Apart from that, Being Indian also did a social experiment named ‘Pad Man ki Nayi Soch’ that showcased the awkwardness of men on seeing a sanitary napkin. With 1.7 million views, 8.5K shares and 38K reactions on Facebook, it was indeed a hit among the audience.
Watch the video here: https://www.youtube.com/watch?v=D3Q5MgoJirk
Mumbai based poet Aranya Johar, who is now an Internet sensation, especially for her poems on feminism presented #BleedingRani, a poem related to menstruation in India with Akshay Kumar. It managed to capture the attention of the youth on such an important topic.
The video garnered 373K views, 7.2K reactions and 513 shares on Facebook.
Watch the video here: https://www.youtube.com/watch?v=A-twNu5Wgdk
A part of the promotions, Akshay Kumar announced the auction of the bicycle that he rode in the film on Twitter. The amount raised was to be given away to ‘Laadli’ – a girl child campaign by Population First that works for improved menstrual hygiene among women in various parts of the country.
The film Padman also collaborated with popular comic series Tinkle for a “Tinkle and Padman” issue. It featured three short stories where Padman rescues Suppandi in difficult times in quite innovative ways.
Suppandi has been a lovable comic character for more than 35 years, and collaborating with the comic was another feather in the hat for Padman where their marketing strategy was concerned.
A film may have the potential to work wonders at the box office, but the right promotional strategy is always makes a difference. Digital marketing has been a great help to promotional activities of mainstream cinema in recent time. It not only creates an environment where people can talk about the plot, but also helps to develop a more meaningful relationship between the film and audience.
Were you impressed by any other film’s promotional strategy? Tell us in the comment section below.
2018 marked a significant change in digital marketing. 226 million Indians are on social media and 26.47% use mobile phones to access the Internet. The Indian digital marketing industry is also slated to see a growth at 32% CAGR. As consumers today demand a more integrated experience, digital marketing has to evolve at a much faster pace. Let’s take a glance at the upcoming trends in the digital world!
If 2017 was the year of videos, 2018 will prove to be the year of live videos. 80% of audience would rather watch a live video from a brand than read a blog. According to Google Trends, the search popularity of ‘Facebook Live Stream’ has increased 330% from the time of its inception till date. Instagram Live lets the user broadcast a video to followers in real-time. Advertisements displayed on a live video are also increasing with 113% year-on-year growth.
By 2020, not using chatbots may serve as a deal breaker for brands since 85% services that involve customer interactions are done by bots. Today, chatbots are personalised with a name and photo to encourage a personal connection with customers. Almost 27% customers are unable to distinguish whether their last conversation was with a customer service executive or a chatbot. In data-driven marketing, the open rate of chatbots has increased to 80% with an engaged audience. These rates are far superior than email-open rates. This particular trend has already begun to dominate the industry, and the financial savings for companies will fly up to approx. $8 billion in the next three years, if they opt for virtual assistance.
84% marketers choose to use influencer marketing at some point as the ROI is almost 11 times more than traditional marketing. 71% people make purchases based on social media referrals from their chosen influencers and 60% claim to be influenced by a blog or post review. The purchase intent of a shopper also increases 5.2 times when an influencer tweets about the brand. However, credibility of an influencer plays a crucial role here. The influencer’s credibility rubs off on the brand and vice versa. Hence it is very important for a brand to correctly identify influencers who will be able to drive business goals.
Visual content is infinitely more impactful than written content. With a decrease in people’s attention span, marketers are focussing on creating more video content to increase SEO rankings, boost engagement and increase website traffic rates. Around 81% of businesses use more videos that written content and 97% say that videos have increased user-understanding of their products and services. 76% claim that videos have helped them increase sales and website traffic. Not just sales metrics, videos can influence other types of marketing exercises as well. For eg: using the word “video” in the subject of an email address increases the open-rate by 19%. Product videos, customer testimonial videos, explainer videos, event-recap videos are popular on social media. If video and text are both available on the same page, studies show that 72% people will use videos to learn about a product or service instead of reading the text.
In recent times, almost all popular social media platforms have started using the format of ‘stories’, pioneered by ‘Snapchat’. It will now be difficult for the ones who have still not accepted that format to ignore it. Instagram has already adopted this format and Youtube has also recently taken up the format calling it, ‘Reels’. The underlying concept remains the same with a change in the features and presentation on each of the individual platforms. WhatsApp and Facebook are rolling with it too.
To validate the reach and effectiveness of ads, marketers are trying to target exact audiences with the right message. Brands spend a minimum of 25% of their marketing budget on digital ads targeted towards a specific audience. According to a survey, most brands consider investing in display ads and digital videos because it helps them reach the right audience. In this case, what matters is the timing, placement and relevancy of the ad. 77% people say that they would like to filter ads instead of blocking them completely. Hence, is it important for brands to ensure that their ads are reaching an engaged and interested audience.
With the growing popularity of voice assistants like Siri, Cortana, Alexa etc, the number of voice searches have shot up. According to Google, 20% of all mobile queries on its platform are voice searches. 21% of mobile voice searches are done because consumers do not like typing on their mobile. It has now become more convenient for people to simply ‘talk’ to their virtual assistants and ask for the information they would previously type. Therefore, marketers need to concentrate on appearing on the top of voice searches and channel their efforts accordingly.
Data-driven marketing is already popular but using this data to enhance customer journeys will be paramount in achieving digital success. Implementing data-driven marketing means analyzing and deriving meaning from data that is already available to businesses. It focuses on understanding where target consumers currently are in the sales funnel and helping them along the way. This helps the brand enhance the customer experience and emerge as more “customer-centric”.
In our opinion, by the end of 2018, marketing will become even more analytical and data driven. Old techniques, trends and strategies will need to be re-focused towards what will bring the business incremental results, and businesses that provide jaw-dropping experiences to their customers are bound to lead.
“If you have anything important to tell me, tell me tomorrow cause I won’t believe you today.”
This is exactly what everyone believes in on April 1st – April Fool’s Day. You may strategize and plan the best pranks to trick your friends, but you’re not the only one. Brands have taken up this day as an wonderful opportunity to connect with their audience. Moreover, social media is the best platform to showcase such creativity – pranks that look so real that its difficult to believe they’re unreal.
Here’s our take on some of the best April Fool’s Day pranks by top brands –
The iconic fast-food brand, whose burger and fries are a great hit among both children and adults posted a contest on April Fool’s Day. The interesting part was that the brand also gave a hint on how to win! The prize of the contest was ‘free supply of fries for a year’ with the hint – “You may want to look on the upper left corner” of the creative they posted.
The upper left corner of the image read ‘Check out on the right bottom corner’. From there the users were directed to ‘Find the code at the left bottom corner’ and ultimately to ‘Use code – Happy April Fool’s Day.’
The post featured on Facebook, Twitter and Instagram. It fetched 2400 reactions on Facebook, 600+ comments and 100+ shares, 8000+ likes on Instagram.
The American entertainment company, Netflix announced on April 1 that they had acquired not a company, but a person – Seth Rogen.
The statement read that Netflix had acquired the “world-renowned Canadian, prolific marijuana-doer, and winner of the 2015 MTV Movie Award for ‘Best Kiss,’” Seth Rogen. They also published a fake video and press release on Twitter where Seth Rogen read out the terms and conditions of the contract – which stated that Rogen’s ‘full ownership of his personal autonomy’ would be transfered over to Netflix.
The post received 9.3K likes and 1.9K retweets on Twitter.
Netflix, India also pulled out a prank on Narcos fans by releasing a teaser of season 4 of the crime drama series, that would never come. The video received 11,000+ reactions on Facebook, 5000+ comments and 5200+ shares.
Watch the video here: https://www.facebook.com/NetflixIN/videos/1595071397273261/?brand_redir=6275848869
Keeping up with its popularity, Jio made a commercial #JioJuice, which tricked people into believing that they are launching a technology known as Jio Juice where smartphones can be charged wirelessly using a special sim card.
The video received 318K views on Facebook, with 12K reactions, 2000+ comments and 5400+ shares. On Twitter, it received 675 replies, 1100+ retweets and 2700+ likes. YouTube received 50K views and 1.8K likes in just 2 days.
Watch the video here – https://www.youtube.com/watch?v=K1n9LNkjEak
Ola, the app cab provider dived into an intensive campaign by announcing that Ola was introducing ONN – Ola News Network where the cab drivers would provide people with information about the latest happenings.
Ola also posted news updates on their social media pages about a 10-hour long power cut in Niladri Vihar, the reasons for traffic snarls, whereabouts of ‘Superstar Bhai’ etc. All videos received 600+ views, 2.5K to 882K reactions and 100+ shares. This was indeed a great example of video marketing by the brand.
Watch the driver partner reporting on Superstar Bhai here: https://www.youtube.com/watch?v=QlDCMaPSVCc
Xiaomi mobiles tried fooling their customers this April Fool’s day by announcing the launch of a new smartphone with not 1 or 2, but 6 cameras!
The prank post gathered 39K reactions, 3.8K comments and 8100+shares on Facebook. On Twitter, the post received 4400+ likes, 880+ retweets and 787 replies. Engagement was high with the audience weighing in on the prank and coming up with suggestions of their own!
Have we missed out on some great pranks by brands? Tell us in the comments section below – we’d love to hear from you!
About 650 million people in India use mobile phones out of which 300-400 million own a smartphone. This means that they access the Internet through a mobile device. Almost 3 out of 4 Indians are planning to upgrade their phones this year, which means that India will have the second largest number of smartphone users in the world (approx 530 million) after China. This increased use of smartphones indicates larger interaction opportunities of a brand with customers which is why a mobile strategy is absolutely imperative for all brands.
Deciding whether to invest in a mobile app or stick to a mobile website is an important factor in the future success of a brand. In this blog, we highlight key differences between the two that can help you make the right decision.
A mobile application is a small individual software with limited functions designed to run on a mobile device such as a smartphone or a Tablet. Apps like Google Play Store, Apple’s App Store are pre-installed app stores on individual mobile devices. Various mobile applications that are downloaded from such portals and installed on a mobile device are not rendered within a browser.
A mobile website is a condensed version of a full desktop site. It consists of browser based html pages and has to be accessed through internet connection. It is actually designed for smaller display features as in smartphones and tablets and touch screen interface.
A mobile website has to be accessed through an internet browser by typing the URL address in the search navigation bar. It does not need to be downloaded. To gain access, only internet connection is required.
A mobile app has to be downloaded from an online portal or store such as Google Play Store or Apple’s App Store and then installed in the smartphone or tablet for further use. In majority of cases, it does not need an internet connection.
Since a mobile website update is an online process and takes place automatically, the user is not usually aware about it.
The users of a mobile app have to authorize and install an update which might increase frustration for users and somewhat reduce the flexibility for the companies.
A mobile website is usually targeted with the purpose of informing a large audience, for a longer time window or for specific events and promotions.
A mobile app can be used frequently and repeatedly because it can be downloaded and stored in a mobile device. It is subject to specific needs and user loyalty.
Mobile websites can be accessed immediately via a browser through the internet across different sets of mobile devices.
Mobile apps on the other hand have to be downloaded and installed, before the content or the application can be viewed.
Pages of mobile websites are displayed in search results and listed in industry specific search directories making it easier for users to search for it. Using device detection, users of a regular website can be sent directly to a mobile website on a hand held device.
Visibility of mobile apps are restricted to app stores and cannot be located easily without prior knowledge about the app.
Mobile websites can be easily shared among users or a broader audience by sharing the URL address of that particular website through emails, social media platforms, or text messages.
Mobile apps, on the other hand cannot be shared easily since it has to be downloaded and installed from an app store based on device compatibility.
Since mobile websites cannot be downloaded, hence they cannot be deleted as well. They are available for users regularly for repeated usage.
According to research, the average shelf life of a mobile app is 30 days. Therefore the app has to be very important, useful and unique for the user to continue keeping and using the app.
Maintaining a mobile website is not much of a hassle and is cost effective because it does not have to be developed for multiple platforms. Only a single version has to be maintained. Also, there is no requirement for app store compliance and application.
The investment made for development of a mobile app does not end with the launch of the app. Proper maintenance and support regarding upgrades, testing, device compatibility and ongoing developments are quite expensive and time consuming. App store application and compliance regulations also need to be dealt with each time an update is required.
In conclusion, both mobile applications and mobile websites are popular and have their own pros and cons. Many apps and websites have similar features and options, however the customer experience definitely differs. The appropriate choice about whether you should choose an app or mobile website depends on the end goals of the brand. If you want to know more about which is a better option for your brand for mobile marketing, leave us a message and we’ll get back to you.
7 out of 10 people play a contest on social media run by a brand.
Social media contests are like a one-stop solution to gain new followers, increase engagement, get people excited about your brand, boost organic promotion and convert leads into customers. Moreover, it is also a great way to make existing customers happy, turning them into loyal fans. Over 70% big companies run social media contests for user engagement.
However, coming up with a contest idea and running it on social media is not enough to make it a success. Social media success requires meticulous planning and execution. Here are some tips to help you run a successful social media contest:
The first thing you should be sure of before starting a contest is your objective of running it. Contests can be run to attract new users and increase followers, increase brand visibility, reward loyal customers or promote a new product or service. When you know the objective, you can accordingly plan your contest.
If the target is to just increase likes and followers on a social media page, a sweepstake or Like to Win or Comment to Win contest works well. If you want to create a buzz around a particular product, a contest like uploading pictures with the product can help make it go viral.
Choosing which platform to run the contest on is the next important thing to decide. It is always better to choose one platform and stick to it rather than running a contest on multiple platforms, and losing track. However, you can promote the contest on all networks.
Hosting a contest on a single platform leaves no room for uncertainty and there will be no need to modify your contest to meet the rules of different platforms. Moreover, analysing the results and selecting the winner also becomes easier.
The easier it is to enter the contest, the more people are likely to participate in it.
Decide on whether you want the contest to be a sweepstake contest, a like and share to win, photos/videos, guess or quiz and others. Sweepstakes are the easiest to participate in, but have low engagement rates. Photo/videos can go viral, although they demand quite a bit of effort from the users.
Choose a contest based on your objective, but refrain from including too many steps like filling up lengthy forms and make it less complicated. Ask only for relevant information because if you ask for too much, the participation rate will be low. A contest should always have clear instructions, established rules and be easy to participate in.
The bigger the prize, the more will be the participation. In case you’re offering a big giveaway, there are chances of cheating, complaints about unfairness or remarking that the winners were chosen in a biased manner. To avoid such situations, it is important to have a set of crystal-clear rules for the contest from the very beginning.
Include the dates of entry and the closing date, the steps that need to be followed, the company policies, the way the winner will be chosen and then contacted, the duration by when they will receive the gift and so on. It will protect both you and your participants and avoid any unnecessary complications afterwards.
Focus on the time period of running the contest. A very short timeline can diminish the chances of getting a decent number of entries and too long a time period can make users disinterested. If your contest is a simple ‘like to win’ or solve a puzzle, run it for a shorter time. However, if the contest requires participants to click a photo or video and upload it, make sure that you give them enough time.
Timing your contest is also very important. For instance, if you are giving out tickets to a concert or event as a prize, make sure that the winner/winners have sufficient time to collect the prize.
Just like everything else, even your contests need promotion. Pin the contest details to the top of the page apart from promoting it on all other social channels. You can also ask participants to share the post or tag their friends and in return provide them with a small advantage like allowing them to participate in the contest multiple times.
When the contest is live, it needs to be monitored everyday to keep a track on its performance. Make sure to answer all questions and doubts that participants may have regarding the contest.
Remember that every social media platform has their own set of rules to run a contest. Be familiar with those rules before starting a contest, or there may be a possibility of getting banned from the channel.
With proper planning and execution, social media contests can be a great way to get new followers, get them excited about your brand, go viral and generate new leads, all in the process of having fun. To know more about such contests and how it can help your business, leave us a message and we will get back to you soon!
“Artificial intelligence, deep learning – whatever you’re doing, if you don’t understand it – learn it. Because otherwise you’re going to be a dinosaur within 3 years.”
It has been estimated that by 2020, customers will be managing 85% of their relationships with brands without human interaction. This is an indication of the way AI is going to radically change the future of digital marketing. Recently, a study conducted in Cambridge and Stanford University claimed that AI can predict a customer’s personality and preference just by analysing ‘10 Facebook Likes’ by him/her.
AI can also power businesses in various ways with relationship intelligence, search intelligence, machine learning, deep learning, forecasting, providing recommendations, predictive analytics etc.
“ 88% of businesses are known to use solutions that rely on AI and 62% of companies are likely to use AI by the end of 2018.”
A global survey revealed that 37% customers prefer shopping online. In such a situation, the usage of chatbots can be revolutionised with the use of Artificial Intelligence. Apart from serving simple automated messages, chatbots can provide product recommendations based on user’s past history and search. For example, if you search for a new dress online, the chatbot can suggest matching shoes to go with it. This 24*7 service will also encourage customers to make more purchases.
AI can greatly improve user experience by making shopping more of a self service. Instead of trying to resolve queries and getting confused by going through FAQ pages or community forums, customers can make their shopping experience simpler by asking for what you need and jumping to topics that talk about what you’re looking for.
‘A recent study shows that 80% of customer’s queries have been resolved by chatbots without human supervision.’
With AI, searching on the Internet will soon become smarter, easier and more hassle free.
AI can be used to track user behaviour and even predict future behaviour. Based on this information, companies can improve their web ranking with better keyword optimisation and the use of semantic keywords.
The newly launched iPhone X comes with a True Depth camera system that uses the facial recognition technology to unlock the phone. This image recognition feature with the help of AI can be a great boon for marketers in the future.
The machine vision technology will help marketers sell products to customers through images. For example, a customer can upload the image of a shirt he plans to wear and look for a matching tie on your online shop.
A live example of image recognition is the Smartify app, which uses this technique to scan and identify artwork, providing information about it to users.
“It has been predicted that more than 30% of searches will be done without screens by 2020.”
The popularity of Siri and Cortana are enough proof of the importance of voice based interfaces. More and more consumers are using it to get on with their daily activities. More than 20% searches are now voice-based. It is important for marketers to create pages that will help answer long-tailed voice queries in natural language, not just selected keywords.
“Website visitors who are retargeted with display ads are 70% more likely to convert.”
Advertising is very important, and with such short attention span it becomes all the more important for marketers to target the right people. While programmatic ads makes use of data like search histories and location, the selected ads are still neutral or impersonal.
With the inclusion of AI, advertising can get more personal, targeting the relevant audience with more accuracy. For example, AI ads will know that users who do not respond to a particular type of advertising should be avoided.
If AI can target users with more precise ads, it would mean improved and better user engagement on websites. The audience will be shown only those ads that are highly relevant to them and the people who visit your website will be the ones who are really interested and are most likely to make a purchase. This is a win-win for all concerned.
Artificial Intelligence is on the rise, and the current trends indicate that it has the ability to revolutionize the digital marketing business and how brands connect and engage with their audience. What do you think about AI in digital marketing? Tell us in the comment section below.