Tag Archives: Digital Marketing

Digital Marketing, What's In a Name Creatives, Hyderabad

Digital Marketing Agency: 7 questions every brand owner wants to ask in 2019

So, before we give you a little background about us, we thought it’s best to let you know what will you learn by the end of this comprehensive blog post about the 7 key Digital Marketing questions, every brand owner wants to ask. Before we move ahead, we guarantee that this is the only and the most comprehensive blog you’ll need to read as a brand owner this year. It’s a detailed one. So, only if you’re serious about the activities of your Digital Marketing Agency for your brand, read on. Here’s a list of questions we’ll answer in this post:

1. What has changed about Digital Marketing in 2019?

2. Why should I choose a full-service Digital Marketing agency?

3. How to identify the difference between right and wrong strategy by a Digital Marketing Agency?

4. When to make a switch from my current Digital Marketing Agency?

5. How long should I continue my Digital Marketing activities?

6. How to make optimum utilisation of every penny I spend on online marketing?

7. What’s the fine print I should know about Search Engine Optimisation (SEO), Search Engine Marketing (SEM) & Social Media Marketing (SMM)?

Well, before we begin, here’s a little background of ours.

We are What’s In a Name (WIN), a full-service Advertising & Digital Marketing Agency in Hyderabad. Incepted in the year 2010, we have built quite a few Regional & National brands from scratch. We’ve been equally recognised and awarded for our Branding and Digital Marketing capabilities, regionally & nationally. We’re one of the very few Advertising Agencies to be Google Partners.

We’d started as a Print Advertising Agency; we’ve worked our way up to add Digital Marketing to our repertoire of services. It took us a couple of years to complete this transformation. So, unlike most other agencies, it was not an overnight change. And through the process, we made sure we understood the subject and delivered measurable results. 

To know more about us, you can click here.

1. What has changed about Digital Marketing in 2019?

Well, simply put, we’d say; a lot.

But there’s more than meets the eye. The recent updates across various properties of Google; read Google AdWords, Search Engine Result Pages (SERP), Google MyBusiness, Google Analytics, et al. 

There are tons of changes in every property of Google since last year. And that will undoubtedly impact every Digital Strategy.

Google MyBusiness

Unfortunately, most business owners don’t realise the importance of maintaining good hygiene across their MyBusiness Pages. Well, this includes Google Maps and a whole lot of stuff. 

It is a single dashboard that you can use to communicate with Google about your “physical” business location. Everything, from sharing the exact pin location, phone number, and information matters. It is a crucial snippet that pops up in every search we make on Google. It is also called a “Snack Pack” or “Local Listing” in the Digital World.

And that’s not all. 

You can also share some posts the way you do on other Social Media Channels like Facebook, Instagram, etc. Plus, some specific offers that you’d like to share with your customers. So, there’s a lot of stuff you can do there.

Infographic on Google MyBusiness. Digital Marketing Agency in Hyderabad.
Infographic Credit: Social Media Today

Google Analytics

Last year saw Google giving a complete make-over to the UI of the Dashboard. And it looks pretty cool. But it’s not just all good looks here. It does a lot more stuff too.

The unique search box, allows you to ask some direct questions like “What is my average page load time?” And this is to help the rapidly growing “Voice Search”.

Now you’d ask how does the speed of your page matter?

Well, thanks to the fresh updates by Google, it’s one of the top three ranking factors. Let’s assume your SEO (more on this later), is pretty similar to your competitor’s across various metrics. So, Google will by default show the fastest loading site higher. Speed could, at times, even beat websites with good SEO. 

SERP (Search Engine Result Pages)

SERP, as the name suggests, is nothing but the results that Search Engines throw the moment you type a query. One of the significant changes from last year, that’s likely to get crazier this year, is the inclusion of separate ranks of your website on PC and Mobile, for a particular Keyword or Key-phrase.

So, if you type “Best 3-star hotels in Hyderabad”, and see that your brand is ranking “Number 3” on PC, it could rank “Number 8”, or 20, or beyond 100 on mobile. So, the work of a Digital Marketing Agency doubles up. We need to maintain rankings across devices.

As per a statistical report in Statista, currently, India has around 420 million Mobile Internet Users, and this number is likely to increase by another 100 million Mobile Internet Users by 2023. 

So, it’s high time we begin to think mobile-first. Something that Google has been advocating for a while too.

Apart from all this, content still remains the king. The only difference is that the focus is now primarily on original, interesting content only. Gone are the days when stuffing excessive content would guarantee a top result on the search engine result pages. Though some website might still enjoy the results of the old strategy. They will soon be pushed behind by new, better content. It’s just a matter of time.

Backlinks are still important. But silly, irrelevant back links will do more harm than ever before.

Finally, the most important metric is the speed of your website; the speed of loading a page. If it’s not under 3 seconds, you’ve got reasons to worry. Of course, this varies from industry to industry and device to device.

2. Why should I choose a full-service Digital Marketing Agency?

As a brand owner, you’ve got a zillion things to tackle. And having some clue about the Digital Marketing or Marketing activities carried out by your Digital Marketing Agency, is a great thing. However, if you are investing more than a few minutes a day on this subject, you’re losing out on crucial time that can help you scale your business, better still, improvise your product or service.

There’s an old saying by William Bernbach, one of the legends of advertising from the 1950s, “A great Advertising Campaign will make a bad product fail faster.”

There are a lot of brands who consider having two different agencies for their brand. As there’s a dearth of a full-service Advertising & Digital Marketing Agency, brand owners think it’s best to opt for the best of both worlds, albeit differently.

If you’re going keep two legs in two boats, you’ll invest most of your time maintaining balance, and there will hardly be any time to make progress. Picture this, and you’ll understand what we’re saying.

And in most cases, this can be harmful to a brand. It should be considered only as a last resort. If you’ve got an excellent full-service agency, it will solve a lot of issues with you. Most importantly, your valuable time can be invested in a place where it matters the most – your business!

Finally, a full-service advertising & digital marketing agency will make sure that your brand tone and personality is standardised across various channels of communication – online and offline. It might sound simple, or unimportant. But this is complex. And if your current agency has nailed this for you, don’t disturb the composition. Focus on growing your business.

So, look for an agency where every single job is planned and executed end-to-end under one roof. Well, that’s the true meaning of “Full-service Agency”. Isn’t it?

3. How to identify the difference between right and wrong strategy of a Digital Marketing Agency?

Digital Marketing, compared to traditional advertising, is highly quantifiable. However, if your agency-to-be promises absurd numbers that sound too good to be true, you’ve got your answer. Listen to your inner voice. Don’t fall for that trap!

Like any business, or branding exercise, Digital Marketing is a difficult process too. So, it’s going to take some time. Have patience. 

A lot of agencies try to play foul on the biggest weakness of an entrepreneur – “cheaper costs”. Well, it is indeed possible to bring your digital marketing costs down. But then there’s a limit to that as well. If your agency begins to keep your advertising Demographics broad, it will be much cheaper to execute. But you’d be doing a big disservice to your brand.

“Get three quotes. Hire the Digital Marketing Agency that quotes the lowest.”

It is a mindset that could do more harm than good. 

It can be summed up in a saying, “Pennywise. Pound foolish.”

When an agency is chosen only because they are charging less, take a pause, and ask yourself. “When is the last time, I’d given a heavy discount on a good product of mine?” It would mostly be in cases of dead stock, an outdated model, or worse still, something that’s of poor quality.” 

Voila! You’ve got your answer there.

Cutting corners is a great thing. But cutting the right corners is an art. An agency will make or break all the millions you plan to invest in your brand’s marketing activities. So, you might win the battle by negotiating a “seemingly profitable deal”. But you’re certainly going to lose the War!

Finally, a lot of brand owners believe that not sharing the data of the final conversion/revenues from the leads with their agency is a smart move. Unfortunately, it’s not the right approach. 

Picture this. You share the exact data of the sales you’ve generated against each lead your agency has provided. That complete the circle for your agency. With this, they don’t just know which medium is working great for you; they can also determine what type of ad is working for your brand. And hence, they know where their strength lies. And they will work towards giving you better results.

Unfortunately, brand owners think that informing the agency of the success of their work will back-fire. The truth, however, is that NOT informing them about their success back-fires. The mindset that the moment an agency gets to know that their work is showing results, they might hike up their fee is pre-historic. Creative people crave appreciation; honest appreciation. They do have a dimension them that’s beyond money. And not hitting the right note there will only hamper your business.

4. When to make a switch from my current Digital Marketing Agency?

Simply put, never!

Well, the longer the association you have with your partner, the better the understanding. The amount of time you’ll need to spend on them will be way lesser. And that time of yours could be worth millions.

So, it’s not like the association should last forever. But if there’s not substantiate issue, it’s best to continue. A lot of brand owners, try to bring in their ego, and fool around with a good agency, in greed to exploit. 

Then there are others who are always “Window Shopping”. Or want to divide the work of their brand into more pieces than that of shattered glass. 

So, it’s a never-ending cycle.

The trick is… if you’ve got the right composition, don’t waste time tinkering with it. Just nurture it, water it, and let it blossom to give you results that you can’t even possibly imagine. 

Remember, if it ain’t broke, don’t fix it.

5. How long should I continue my Digital Marketing Activities?

As long as you intend to keep your business alive. 

Well, they say that a business without promotion is like you winking at a girl in dark. Only you know what you’re doing.

Most business owners suffer from an ideology that once my business makes enough money, I’ll spend on Branding & Marketing activities. Unfortunately, it works the other way around.

So, once you begin to spend money on these activities, in the right way though, your business will begin to flourish. Your business will have more awareness. And that will in turn lead to more customers, over a period of time. The term “period of time” is crucial here. It all takes time.

Another big misconception we’ve got about our spends on any marketing activity is that if it’s not generating enough business, it’s not good. Well, there are tones of factors that determine whether a potential customer decides to give his details to you in the form of a lead or not. In cases of an e-commerce platform, there are varied other reasons why a potential customer would choose to buy from you.

It’s not always about the efforts by your Digital Marketing Agency. For all you know, you keep changing your agencies thinking, they are unable to crack this for you. And pretty late in the game you get to know that the issue is with your product, price, service, etc. It also depends on how your audience perceives your brand. And whether they find it valuable or not. 

For example, a brand like Coca Cola, doesn’t promote themselves thinking that every time you see one of their commercials, you’ll immediately buy a bottle of coke. That’s something they’d love though.

So, it’s a process. It’s called brand recall. It’s a slow and steady process of promoting or advertising your brand across various channels, thereby building a strong brand image. All this needs to team up with a good product or service though.

So, in most scenarios, business owners tend to forget the “intangible” brand-building impact their Agency’s marketing and advertising efforts will have. So, it’s not always about sales. And not about instant sales for sure. The journey of a customer is pretty long from the time they see your ad, to the time they repeatedly see your ad, to the time the slowly build a connection and an affinity with your brand, to the time see your ad again, and then have a recall, and finally make a purchase. So, you ought to be patient.

Remember, if your product or service is good, the only marketing effort, online or offline, that goes waste is the one that’s not consistent!

6. How to make optimum utilisation of every penny I spend on online marketing?

Firstly, make a comprehensive list of products/services that are highly profitable for you. Apart from this, focus on basics, and stuff that’s influenced by season, event, time-of-day, geographic location, and other such factors, etc. 

Share these details with your Digital Marketing Agency. Also, tell them openly about the challenges, draw-backs, points-of-differentiation, etc. An agency is like a doctor. The more the information you share with them, the better the results/treatment you can expect.

Next, don’t go for just vanity stuff.

For instance, a lot of people know that “content is king”. 

There was a time when the more the number of pages you’ve got on your website, the better the prospects of it ranking higher. The more the number of blogs you write, the higher the chances of it dominating the search results for you.

Now, some part of this still holds good though. But Google is highly focused on content that’s unique, original, interesting, and solves the customers’ problem.

So, there could be a website that posts a new crappy blog every other day, and then there’s one that publishes an excellent blog just once a week. There’s a good chance that the latter will rank higher. So, though there’s some emphasis on quantity, quality is still a more important factor. 

It leads us to those who want to upload 30 posts a month on their various Social Media Channels. Worse still, those who wish to post multiple times in a day. Well, there’s a Science behind posting. There’s also some common-sense needed.

A lot of Social Media Channels consider “over posting” as spam. Plus, when you upload content on your Social Channels and don’t spend a penny on promoting it, you and your family are the only ones who’re going to consume it. 

Did someone say vanity?

Bang on!

So, upload three posts a week or 4 posts a month. But make sure they’re all promoted. 

Now that doesn’t mean the organic reach is a myth. Or stuff doesn’t go viral. It certainly does.

But that’s for few rare pages and brands. 

7. What’s the fine print I should know about Search Engine Optimisation (SEO), Search Engine Marketing (SEM) & Social Media Marketing (SMM)?

Oh! It could be a good subject for another blog post. But we’ll try to answer this in brief.

Every channel comes with its pros and cons. Just because your friends are getting good results on Instagram, doesn’t mean you will too.

Let your agency do some research on this. Have some faith in them. Assist them with all the information about your business.

Search Engine Marketing is a long-term commitment. If you think, you’ll get someone on board for a few months, reach a good rank for various keywords or key phrases, and then you’re mistaken.

What most people know about Social Media is just half knowledge. It seems pretty easy. People think they can boost a post on their own, and avoid the expense of a Professional or an Agency. Well, just because someone roughly knows how the gears of car work, doesn’t mean they can be good drivers; rather safe drivers. Isn’t it?

It’s a similar scenario. To have half-baked information about boosting a post is one thing. To have complete in-depth knowledge about the subject is another. 

There’s way too much that goes behind the scenes in Social Media. It’s Science. It needs thinking. It needs experience, it needs common sense. It needs business understanding. Most importantly, one needs to be updated with the ever-changing landscape of Social Media. A good Agency can help you make the most of it.

Search Engine Marketing or SEM, on the other hand, is way beyond Social Media Marketing. It has infinite permutations and combinations. It’s an ocean. And it’s changing rapidly too. If one doesn’t keep themselves abreast with all the updates and changes, they might lose the game.

Also, most of your Digital Marketing activities will have an impact on each other. For instance, your Social Media Engagement does have an affect on your Brand. It is thereby impacting your SEO. 

Bonus Tip:

In our day-to-day business activities, at times, we forget who we’re working for. The end customer who pays to buy your product or service is, and will always remain, the hero of every story. So, stop making your Marketing activities centred around you unless you want to end up being your only customer! 

Steps to accelerate your digital marketing strategy

More and more people are getting active digitally and it’s getting easier to reach out to your target audience. Brands are also getting active on social media and other platforms to promote their brand in the most creative way possible and are coming up with some interactive strategies. Targeting their customers personally and spreading awareness about the brand is what most companies focus on while advertising digitally. Brands are looking out for and adopting a digital marketing strategy, where it’s easier to reach the maximum number of people in a very short time.

Digital Marketing Strategy

Your plan of action, as in your digital marketing strategy, involves a series of actions that will help you achieve your goals. The strategy that you pick for your business might have multiple goals depending upon the scale of your business.  One of the easiest ways to analyze which strategy works for you is when you create your buyer’s persona and start building your digital marketing strategies around it.

When every brand is on the same platform trying their best to capture their potential customers, how will you make your brand stand out?

Well, you can definitely adopt these below mentioned digital marketing strategies and benefit your company more.

  1. Set a budget for your digital marketing strategy

The first stepping stone to achieve better results through digital marketing is deciding on a budget in order to carry out your strategy properly. A budget is set according to the strategy. Either the client sets the budget or the digital agency sets the budget and gives it to the client. Budget is based on the Facebook ads, campaigns that are carried out on social media and other platforms.

  1. It’s all about Search Engine Optimization

Search Engine Optimization (SEO), helps in putting you in the top search with the help of keywords and backlinks. This helps in making content easily noticeable. Various updates in backlinks include voice search and increased emphasis on backlinks. Use keywords with variations and do not overuse it. Use backlinks that are meaningful and are helpful for the readers.

  1. Make use of Paid Media

Paid media help expand the reach of your brand. It introduces your brand to new potential customers through promotional posts. Your content will earn clicks and new followers which mean your post garnered more attention. Moreover, it is easier to track the results of paid content than organic content.

  1. Upgrade your content quality

With the help of keywords, create content that you think will be useful to your target audience. If you are not getting as many leads as you have expected, try updating your content and make it more relatable. Your content should be well searched and well thought, so that the information provided in the content is useful to your viewers.

With the growing popularity of social media and other platforms, adopting digital marketing is not enough. Updating your digital marketing strategies has become a necessity. Adopting the right digital marketing strategies and executing it properly is the key. Benefit your company in the best way possible with this cost-effective and powerful form of marketing.

5 ways to get better engagement on Social Media Marketing

Who doesn’t like more followers? Your worth on social media is defined only by the number of followers and the intensity of engagement that you get. The most amazing factor about social media is that you have the power to connect with anybody and everybody that is interested and increase the user engagement. More audience means more attention to your brand. Being popular on social media is possible through careful and proper execution of social media marketing.

Social Media Marketing

 

 

 

 

 

 

 

 

Sounds tough? Well, we are here to make the process easier for you! Below is a list of 5 fruitful ways to mark your presence on social media.

Make them stop and stare on at your social media content

Millions of people use social media today. That means most of the brands are trying to capture the attention of their target audience in the best way possible. So what are you going to do, that makes your target group stop scrolling? Use attractive visuals and taglines to make them pause their surfing. A good sharable visual content is likely to earn you more likes and followers, hence strengthening your presence online.

Resort to a poll or a quiz

The target is to make your audience engage as much as possible through effective social media marketing. Carrying out a poll or a quiz on your social media page actually helps in increasing followers and user engagement. This affordable method tops as a highly successful formula I the list of social media marketing.

Make catchy hashtags a habit

The manner in which keywords and SEO prove to be really effective in Google, hashtags serve the same purpose for social media. The vast number of hashtags that you find on any celebrity’s post is there for a reason. It helps in getting expanding the reach of the post to a large number of audiences. So next time you post something on social media, you know what to do?

Share your videos

Wondering why everybody around you is watching a video on social media? Creating videos and sharing it on social media attracts more views and users than any other type of content. Make effective videos and share it on social media or you can also go live on any one social media platform and share it on the other social media accounts. A little effort from your side will earn you a lot of engagement on your social media page.

Grow your community

Building your own community on social media is very important. It’s not just about likes and follows, interaction with your followers is equally important. A conversation by a brand with their audience or a fan is very essential. This personal attention on social media results in gaining more loyal followers. Replying to their comments and questions makes your followers feel that they are important and is a chance to inform other followers that active interaction happens on your page.

You have the recipe for gaining more followers on social media. Apply these effective social media marketing methods on your next post and enjoy heavy user engagement on your page.

 

How To Improve Your SEO With User-Friendly Interlinking

First, it is important to understand that your visibility on a search engine like Google depends on back-links. Second, the more eyeballs you get, the more likely it is for your website to earn regular viewers. As a matter of fact, improving SEO performance can sometimes be as easy as upping your interlinking game and increasing backlinks. Simply put, interlinking is connecting your pages and posts to other pages and posts. Moreover, search engines deem such pages ‘’popular’’ and automatically upgrade their search in the favour of these pages.

SEO

 

 

 

 

 

 

 

 

 

 

We show you the best ways to improve your SEO with the power of backlinks:

  1. Site Structure

First and foremost, site structure decides your ‘’link juice’’. In fact, a smart interlinking method includes featuring a useful navigation bar and displaying a clickable, drop down menu. As a matter of fact, backlinks decide what your site communicates to the search engine. Furthermore, link building helps locate deeper or lost pages. Thereby this research improves your ranking on the  and your overall search engine marketing.

  1. The Users’ Say In The Matter

 In my opinion, any business in the world relies mainly on user satisfaction. In fact, designing your site architecture in a way that is clear and neat, automatically enhances user experience. In turn, this increases web interaction and the time users spend on your website. Search engine marketing is all about excellent user experience. Accordingly, link building helps achieve the same.

  1. Does Your Link Make Sense?

Next, your links and backlinks should be relevant to the topic at hand. Moreover, link relevance encompasses sidebar and footer links as well. Such backlinks act as a guide to the right pages and content. Accordingly, your user experience goes up. Further, positive customer feedback signals to Google. Additionally, this betters your website ranking. Anchor links should always complement the landing page. Furthermore, thorough keyword research and playful keyword variations add to this aspect of link building.

  1. It’s All About What’s On The Inside

In my opinion and even statistically, successful backlinks and link building involves a great deal of ‘’Content Links’’. In fact, putting a link under content piques the curiosity of readers and puts them in an enquiry. Thereby, the users are likely to click on the link. This way, your link building is amplified. However, you must avoid and repair broken links every now and then. In fact, the Best SEO company is one which takes care of these minutiae and mends even the slightest broken link.

Similarly, you can improve search engine marketing by simple visualisation improvement techniques. For example, bolding or italicising of key content backlinks, makes the link appear special. Moreover, such stylising augments user-interest and clicks.

  1. Call To Action Links

As a matter of fact, the best SEO company always uses CTA’s. In addition, the CTA button should be bold and prominent. In case you have a CTA description, flood it with relevant backlinks. Accordingly, every page with a CTA has a higher chance of conversion as the two are just a step away.

  1. Sometimes, You Have To Say NO.

Finally, search engine marketing is an all about effective strategy. Sometimes, when you do not wish for the search engine to rely on the link-rich juice of a web page, you can create a no-follow link. This assumes importance only when bots are frequenting your pages and you covet manual traffic.

The best SEO company keeps all these pointers in mind. After all, successful SEO marketing is direct ‘’link’’ed to backlinks.

For more: https://www.whatsinaname.in/

 

King of B2B Social Media Marketing and what all it can provide.

In this era of Social Media Marketing (S.M.M), on a tentative basis, we miss out on one of the “Big Guns” of  B2B Social Media Marketing. Yes, you know where this is going, it’s   LinkedIn!

B2B social Media Marketing

 

 

 

Here is an overview of LinkedIn:

  • Why is LinkedIn considered as the king of B2B Social Media Marketing? Because, people who use LinkedIn generally don’t come on to it to upload “selfies” but rather are people who are thinking about their careers or companies.

With 2+ people join LinkedIn per second globally and 2/3 users of LinkedIn are not Americans…with the total of nearly 500 Million users ranging from Mass Affluent/influents, decision making opinion leaders to College students come together on LinkedIn

What is LinkedIn Advertising? :

  • Well, as the name suggests LinkedIn Ads is the Advertising platform provided by LinkedIn for Social Media Marketing. Even though LinkedIn’s Advertising domain is not as strong as Google Ad Words it does work out pretty good on many levels with ‘Target Audience’ being really specific one can rely better.. and further filtering options given vary from Region/Country, Company and some advanced options such as “Similar Audiences” , making it better to work on their B2B Social Media Marketing.

Ok, say I’m impressed, what options do I have on LinkedIn Ads? :

  • Someone wise said, “People with great connections get 13x more opportunities in life.”…No! We just made that up. But you get the point. When it comes to LinkedIn Ads, we have a range of Ad formats which LinkedIn named them as..
    • Sponsored Content
    • Sponsored Inmails
    • Text Ads
    • Dynamic Ads
    • Programmatic Display Ads

Oh! Fancy words! Care to Explain? :

  • Isn’t Social Media Marketing majorly depending on fancy words? ok, let us not bore you by getting into micro details we’ll keep it short.
    • Sponsored Content: Helps you promote your updates to targeted audiences on different channels like desktop, mobile, and tablet. Drive awareness and leads in the world’s most viewed professional news feed.
    • Sponsored inmails: “Inmails” is short for the mails one receives (Inbox). Sponsored Inmails can help you reach your target audiences right in their LinkedIn inbox and deliver personalized messages that drive more conversions than email.
    • Text Ads: Text Ads help you reach your target audiences by allowing you to add a compelling & clickable headline, description and even a 50×50 image. This is one way you can start reaching your target audience in minutes on LinkedIn Ad platform. These Ads will appear on the homepage, Results page and Individual Profiles as well.
    • Dynamic Ads: These are the Ads which appear on the left of your home page which will help your profile to connect you with the Ads and allow you to precisely target decision-makers and influencers with highly relevant and customizable creatives on LinkedIn giving it a real personal touch. According to LinkedIn “60% of marketers say personalizing the customer experience is their top marketing objective.”
    • Programmatic Display Ads: Programmatic Display Ads are 300×250 standard display ads on the right column of the desktop. considering LinkedIn to believe that ‘61% of advertisers cite inventory quality as a leading challenge’ Programmatic Display Ads bring your business in front of the world’s largest, most engaged professional audience of influencers and decision-makers with efficiency and control.
  • We at What’s in a name help you confidently get your business in front of the world’s largest, most engaged professional audience of influencers and decision-makers with efficiency and control.

Digital Exposure In India

The last few years have revolutionised digital exposure in India. The way we communicate, with the brands around, has taken a huge leap. Today, the world has moved towards information that’s real-time. And that’s exactly why the amount of content that is consumed digitally is way beyond what one can imagine. The last decade has been the age of social networks. And if we go by the last 4 years, the current decade is touted to be the decade of mobile. From Motion Posters to Print Motion to Geo-targeting Mobile Push to Augmented Reality. It’s all happening out there. Only time will tell the fate of this decade. But if we were to look at the aftermath of the previous decade (and a couple of years more), apart from a lot of good, there’s also a flip side to this erratic world of online communication. Each channel has got it’s own challenges. And all these put together are being thrown at brand owners and marketers today.

Digital Exposure

Digital Exposure – Facebook – A.K.A fakebook

There have been claims that Facebook is falsifying likes and accounts. Well, if statistics are to be believed, around 33% of Facebook accounts are fake accounts. The strategy seems believable. That’s because they are trying to monetize every pixel on the website. Incidentally, ads are now available in video format too. Their sole purpose of connecting the world, however, is losing its charm. With advertisers spending big bucks on the website, the pressure for showing results is high. The most highly misused term “ROI” is now the cynosure of most client-agency conversations that revolve around the digital world. And clients seldom understand that low “ROI” could be the issue with their product or service. It could also be a result of too much interference into what external Professionals that they have hired are strategising. The expectations are sky high. And so is the pressure. In a game like this, Facebook has the big need to at least show higher likes to pages or posts. Once advertisers / brands see this ROI in the form of likes, they begin to advertise more; that simply means, they spend more. The cycle then becomes vicious. To achieve this, Facebook has been apparently falsifying likes. So, next time you see your name popping out on a page you’ve never heard of before, don’t be surprised. Facebook would have saved you that effort with liking on your behalf!

With a strategy like this, saturation is certainly around the corner for this mammoth Social Networking Platform. The attempts of Facebook to buy other growing and more promising mobile platforms like Snapchat (a photo-messaging application that actually turned down a $3 Billion offer from Mr. Zuckerberg) have gone down the drain.

Clients of Digital Agencies, with all the digital exposure in India, however, still consider likes to be the only, and the most important, metric to gauge the success of a an online strategy. Budgets are also allocated to meet just that need of theirs. This half-knowledge that brand owners collate from the Internet does more harm than good.

Twitter – Bad clone of an average original

With a look and feel that’s dead and gone, it shows Facebook’s heavy influence on the design team. What’s worse is that they couldn’t even copy an existing model properly. There have been several complaints of users who’ve been trying to find out the right size of the cover image for personal profiles and brand pages; the content area is confused with the image size. The result? A confused user!

Apart from all this, they are far behind Facebook, in terms of active users (excluding the fake profiles on FB). But their CEO however, ridicules Facebook’s mechanism to collect accurate data from their servers. He feels that though their user base is less, their active users are pretty good. He also feels that Twitter has done an awesome job in terms of monetising the micro-blogging site.

Despite all this, one thing is evident that Twitter is no hurry. They are steady with their growth plans. And they don’t intend to inject users and brands with this steroid called advertising.

LinkedIn – Monster enters facebook

Initially, it remained true to it’s intent of connecting the world… professionally. Since then it has become a big hub for job hunting and job seeking; people also send random requests to unknown honchos, CEOs, HR Representatives, etc., to hire them. It’s like a Job Portal (like Monster.com) going Social. But soon it began to bring in flavours from all corners. With options of Like and Comment, it’s got an undertone of a typical Facebook mechanism too. As if all that was not enough, they decided to come up with Brand Business pages a la Facebook. Even email (LinkedIn calls it Inmail though) was not spared. It began to not just offer free email services to profile holders but sell them at a premium too. From advertising banners to specific target-based hiring ads, it’s on roll. The options seem to be a bit tad expensive to the Indian Marketers who thrive on digital as a medium though.

While all this was happening, LinkedIn did not take into account the make-money-by-taking-this-survey population. And that actually turned out to put the Professional Networking leader in a catch 22 situation. Looks like, today, that’s become the key purpose of the website. And that’s primarily because digital exposure in India is still limited. A big chunk of the population is yet to make the optimum use of these mediums.

Google Plus – The white collared mafia

This is the search engine giant’s attempt to get a big share of the social networking base. From having special contracts with celebrities to making it mandatory for businesses registering even with Google Maps, it has done it all. In fact, the latest search engine update called Humming Bird, re-iterates how the search engine giant will use it’s muscle power to showcase your business, only if you have an active Google Plus account. Now that’s more like white-collared blackmailing!

Unfortunately, its growing numbers are more inclined towards new user base, for obvious reasons. Number of active users is still dubious.

E-mailers – Junk we ought to clean

We get a zillion junk emails everyday. Ever wondered how all this works? Obviously, there are some that we get because we share our email IDs. But most of these are from unknown and irrelevant sources. There are some who’ve opened shops of selling e-mail databases. They get some of these from interconnected sources who sell a good chunk to them. But then there are other ways that they’ve mastered too. From luring people outside malls with holiday packages to making phone calls with other promotions, they’ve got all the tricks up their sleeves, to fill up their email and other contact information databases.

Excessive e-mailers have become the norm. And most of this junk leads where it actually should – Spam Folder. But looks like marketers are happy with the illusion of reaching out to their potential customers through this medium.

Websites – Not rocket science; it’s a science

A website is your virtual store. And in most cases it is the first thing an associate, a potential employee, investor or your customer sees. The importance of a nice and informative website is ignored by business owners. With the mushrooming of web development companies, and more lately, online DIY (Do-It-Yourself) portals that promise websites for a few hundred bucks, this aspect of the digital world is the most distorted. With common templates that smaller web development companies or freelancers create for a brand, they clearly position it into a “me-too” segment. Not that a fancy website is always the need. But a website that doesn’t complement the business, a website that doesn’t elevate a business, can categorically be described as junk! This is one section where people do put their digital exposure in India, to use. But that population is very very limited. They however, feel that aping an international website is the best way to go about things.

Business owners, however, tend to take this up as a profitable deal as they save a few thousands. What they don’t evaluate is the big hit that their brand has taken in the process.

Blogs – Ignored kid of a loving mother

The most effective, and unfortunately, the most ignored area of the digital world is Blogging. Marketers avoid it as it involves a lot more time, effort and domain knowledge. Of course, the reason also is because clients are not willing to pay for this effort of theirs. Clients avoid it because they don’t see any value in writing paragraphs on subjects that may or may not directly connect with them.

The blogging community, however, is moving on an upward scale. In fact, they are the most sought-after bunch of people who’re paid to write stuff for brands, and in some cases individuals too. But the flip side here is the increase in reviews and blogs that are highly biased. Brands that began blogging for SEO (Search Engine Optimisation) purposes only, end up publishing blogs that are nothing more than a distorted set of keywords they wish to show-up with. Only if people had enough digital exposure in India, this would have been the key weapon of a lot of digital strategies.

Web Banners – Permanent sticky notes

This has become one of the most common ways of monetising a website, some of them charging a fortune to lease out a few pixels. In fact, its cost can be directly compared to real-estate costs in some places. Brands, on the other hand, are not leaving any stone unturned to take undue advantage of this option. They use these banner spaces to promote their product or service even if there’s a heavy irrelevance in the aligned brand. That’s where a limited digital exposure comes in play.

With content consumption being so high in the digital space, audiences tend to get irked by these forced ads.

Retargeting – Stalker you can’t ignore

A year old phenomenon in the country, it does prove beneficial to trick the audiences online into making a purchase. In fact, it works great with impulsive buyers. But it has certainly left a huge section of innocent audience guessing. They have no clue how a specific product or service that they had browsed on a specific website ages back, still shows up on small windows across most of the websites they visit. They don’t understand that some times even after purchasing the product, the website is till trying to sell it to them with customised discounts and offers. It’s like a magnet that’s stuck on them. Wherever they go, what ever they browse, these products seldom leave them alone. Well, blame it on cookies!

All in all, this is a great development, provided it’s not overused. With the limited digital exposure, it could even freak people out.

Digital exposure in India is growing to understand that the World Wide Web will be
content with good content only.

With so many online channels at the disposal of a brand owner or a marketer, achieving the perfect mix is going to be one hell of a task. In fact, with the haywire digital exposure in India, things get all the more difficult.  And when one has to show results, it’s a different ball game altogether. But there is a way out. And it’s the simplest thing to do. At the end of the day, it’s a proven fact that unique content has always been the front-runner. Websites and marketers do realize the importance of innovative and fresh content. Audiences across the globe have always acknowledged such content. Hence, investing time, money and effort in creating content will go a long way in this ever-changing digital world.

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