Digital Marketing Agency Expectations VS. Reality

Many brands, big or small, expect a lot from digital marketing. Most of them expecting immediate results but the results always do not turn out to be the same or as per the clients’ expectations. Most of the time, that is the main reason that the clients become extremely disappointed with the digital marketing agency. They already have some pre-conceived notion about the ill-effects of digital marketing and their poor experience proves their thought.

On the other hand, there are clients or companies, who do not deny the influence of digital media or digital marketing, in their growth. In fact, they agree that, with the popularity of the internet and the various social media platforms, digital marketing has created faster and better ways of brand awareness.

In spite of the many advantages of digital marketing, there are certain myths and beliefs that need to be confronted. With the concepts changing added every other day, the clients constantly need to keep an eye upon the strategies of digital marketing and know the realities and expectation.

Read on to find out how:

Expectation: More Visibility Brings More Business

Reality: But the reality is far away from expectation.

Both the clients and digital marketers know and understand that getting traffic to the social media pages or a website is the most important. Through many tactics and techniques, a website can get billions of visitors, but the clients need to understand whether if they just want traffic or relevant traffic? Cause; if a client wants to sell tables or chairs through his or her website, then he or she should be looking for an audience interested in furniture and not in basketball. Moreover, only getting visitors to the website, is not enough!  A suitable conversion rate is equally important. And for a good amount of conversion rate, the reality is to get a relevant traffic to the business.

Expectation: More followers means more business

Reality: One of most important expectations of the social media team is to drive more followers. And “number of followers” is a metric tracked by many digital marketing teams.

This is essentially an anchor to test the performance and measure the business against its competitors. This metric is essentially used to see the performance of the contents, on the page. Better the performance of the content, better will be the conversions, sales and leads.

Expectation: Publishing this number of posts every day will drive results

Reality: In reality, data-driven posts give results.  

Some brands expect the digital team to publish on a daily-basis. But in reality, it is more important to know the best time and frequency and publish something which carries more information. Continuous analysis on the engagement of your posts, will give you chance to maintain the time and frequency of the posts properly.

Expectation: Creating good social content is good enough

Reality: Creation is just one step, when it comes to driving impact to business.

The content published on social media has the potential to engage, find relevant information and make purchase decisions.

Therefore, whether it’s in the form of video, audio or images contents published on the page should be of high-quality.

Since videos tend to perform well across all social media platforms, these days, most brands are dedicated to create quality video content.

Expectation: Exactly same messages can be published on every platform.

Reality: But, while publishing contents, the digital marketing team needs to understand the audience and the social media platforms that the people use to get the true sense of positioning the contents for each platform. Cause, different social media platforms have different demographics and it is only the digital marketing team who are going to understand that the audience of Linked-In is vastly different from that of Instagram.

Expectation: Digital Marketing is Only for the Big Companies

Reality: The reality is digital marketing is for everyone – big, small, start-ups or old. For running a business, it has to be online. Today more than half of the audience is on social media and they keep looking for products or services online and gather information from there. Therefore, once the business is online, digital marketing has a big role to play.  

Expectation: Digital marketing is not “set it and forget it.”

Reality: Once a campaign is run on Social Media, be it Facebook ads, Instagram or PPC –  need constant monitoring of its campaign. Sometimes audiences get exhausted and the frequency, with which an ad was working weeks last, suddenly stops working.  Therefore the digital marketing persons must keep their eye on all campaigns and on all social media platforms. An ad’s creative design and written copy should be changed periodically. New ideas can also be scaled up.

Therefore, true social media marketing success requires hard work, patience and attention to detail. Moreover, if invested carefully, both time and money, some of the digital marketing expectations can become a reality.


HOW IS DIGITAL MARKETING CHANGING?

One of the most important questions in the marketing industry today is, “What are the new trends?”

Yes. Many companies, these days are open to take up the latest and the most talked about innovations of the world. Some of which may directly make an impact on the campaigns of the business. Some of these have even become industry staples, while others disappear within a few years.

Here’s a graph showing that Digital marketing is changing drastically every year. In fact from the rise of voice advertising to the connected TV revolution, Digital marketing has already noticed several strides of changes. The momentum sparked in 2018 and with the technological advances, it is progressing in this year, 2019, and with every evolution the world is becoming digital-driven.

Digital-Marketing-Image

So, let’s dive into the top trends which are expected to dominate the landscape of Digital Marketing.

Connected TV

Advertising via connected TV became more prevalent in 2018. Slowly it overtook mobile, which according to Extreme Reach accounted for 30% of Video ad. This has, however projected to reach 190 million users, offering unparallel reach and targeting capabilities. The upward trend is likely to continuously increase, recognizing opportunity to precisely and efficiently reach the desired consumer demographic in ways that were earlier not possible through traditional TV commercials.

This link below clears the fact that CTV has helped young minds to achieve something special for their special friend.

Instagram TV

Instagram, this year has launched its own YouTube competitor: Instagram TV (IGTV). This is unlike the fleeting instagram stories, which happens to disappear within a few hours or the traditional Instagram videos, which has the capability to record up to an hour in duration. Although a new born, IGTV is slowly cementing its role in the social media landscape, thereby disrupting the video market with its unique branded content opportunities, keeping the followers engaged continuously in the rapidly changing social media environment, just like the video below:

AI and Chatbots

From healthcare services to advertising and finance, Artificial Intelligence is entering every major industry, these days. It is not just enhancing analysis helping the marketers plan their business more efficiently; but enables customers interact with their brands easily too. Mostly by using chatbots – be it using Facebook Messenger platform for booking rooms for hotels or ordering flowers.

Not business, it has also made personal life simple. Just like A Chinese software engineer designed a chatbot that would reply to his girlfriend's messages while he was busy at work.

chatbot

Voice Advertising

At the start of 2018, the popularity of voice-activated devices encouraged advertisers to venture into new territory with voice advertising. Today, millions of people use these voice devices to ask for information, know shopping list, etc. This is also giving a wide opportunity for brands to take advantage of this shift by developing creative voice campaigns using distinctive phrases.

voice


Google Algorithm Update

  • Do you keep yourself up-to-date with internet marketing?
  • Do you very often look for information online?
  • Then you must have heard about Google Algorithms?
  • But, do you know what exactly Google Algorithms are?
  • No? Then first look at what algorithms are? Algorithms are set rules for solving problems in the finite number of steps.
    In computer’s language, an algorithm sets the stage for computers to perform any particular task.

The computer is programmed in such a way that; the algorithms comes in-between the numbers of 1 and 100. This is one way of looking at algorithms
But there is another way too which involves mathematical equation. And, usually the counting starts from the backward direction by 4s from 100 to 80. For example 100, 96, 92, 88, 84, 80, which helps in understanding the complex versions.

But, what is Google Algorithm?
Google algorithms, however follows the same basic definition and rule of an algorithm. Whether you are searching for “cute cat videos” or “shoe stores in Kolkata” the search engine comes up with several results to choose from.

 But, how does it decide which results to show you first and in what order?
Here comes the role of Google Algorithm, which is a complex system. It is used to retrieve data from its search index and deliver results for any query on page. To deliver web pages ranked by relevance on SERPs, Search Engine Results Pages, the search engine uses a combination of algorithms and other ranking signals.
"This update to the algorithm focuses more on ranking sites for better relevance by tapping further into the company’s Knowledge Graph, its encyclopedia of 570 million concepts and relationships among them, according to Amit Singhal, Google’s senior VP of search."
However, on certain occasions the search engine comes up with major algorithm updates, thereby significantly impacting on the SERPs such as:

• Fred • Intrusive Interstitials Update • Mobilegeddon • RankBrain • Panda • Penguin • Hummingbird • Pigeon • Payday • EMD (Exact Match Domain) • Page Layout Algorithm

Below, however, there are some list of Google algorithm launches and updates for advertisers and marketers as well as for the SEO professionals who want to understand each of these changes.

August 19, 2017
Quality Update
• With webmasters and SEO ranking tools detecting some minor volatility on August 19-20, Google confirms quality update.

August 1, 2018
Broad Core Algorithm Update
• Google confirmed via Twitter for the third time this year the rollout of a broad core algorithm update.

March 12, 2019
Core Update (a.k.a Florida 2)
• Google Search confirmed via Twitter the release of global broad core algorithm update, which is one of the biggest.

Although, these differ completely from Panda (September 23, 2014), Penguin (October 17, 2014) or Humming (September 26, 2013), amongst which Hummingbird update is a major overhaul to Google core search technology, but these are a whole paradigm shift and experts call these as a conversational update.

This beside, there are some implications of the Google Algorithm Updates, which Advertisers and Marketers should look forward to perform to be there at the top of the search results.

And the Strategies should be: • Social Interaction and Engagement: Large images should be there for Blogs and Articles. • SEO & Social: Hastags, long tail or generic keywords, should be incorporated in blog posts and social media posts. • SEO Links & Promotions: Genuine link campaigns and press releases should be added to engage more customers. We can also create Facebook Apps to make the concept or website go viral. • SEO Content: Content should be more informative and very precise. More blogs, more web pages, FAQs, etc. should be included. • Design & UI: It is important to keep the pages on the websites updated with the required information to the customers and answer their questions. • Phone Number should be evident and clickable • Business hours should be displayed and added to the local SEO and Google Page Optimization


Simple Yet Effective AD Strategy

Did you grow up in the 90s? The jingles "Jab ghar ki raunak badhani ho...", "Tan ki Shakti man ki shakti - Bournvita", "Dairy Milk-Kuch khaas hai hum sabhi mein" still ring into your ears! Right?

Yes, these ads were so catchy and so relatable to life, that more than you enjoyed watching your favourite program on the TV, you looked forward to the advertisements that came as fillers.

In this new age of technology, when the tech savvy young generation prefers mobiles and computers to TV or newspapers; advertising online, particularly through social media campaigns, email newsletters and websites has gradually taken over advertising through print media or radio. The new age marketers, in fact whole-heartedly believe that digital marketing is an effective way of promoting business.

A large portion of the population may remain online most of the time, but has the modern generation forgotten to watch TV or stopped listening to the radio or read newspapers? No. Now, the trick is to use both digital and traditional process of marketing effectively.

Go through this write-up to find out the most effective ways to combine digital and traditional marketing.

The Cross-Channel Impact : Why abandoning one  medium is wrong?

Every marketer's ultimate goal is to promote his or her business through promotion of the company's products, services and features based on a specific target audience, thereby attracting and converting as many visitors as possible. Therefore, concentrating only on digital or traditional marketing would not bring the best results. It will rather cover only a part of online or offline audience.

Pepsi is a good example. It had lost a lot of money, as it shifted completely from traditional TV ads to social media.

Both traditional and digital ads, as a matter of fact has the same principle of attracting different customers, but abandoning one for the sake of the other is not superb for any kind of business.

Therefore, it is important for a marketer to focus on both the means, to attract as many customers as possible.

Online tactics for Offline Sales

Online tactics for offline sales? OK. Now let's face it. Technology didn't really bring anything new in the market. Instead, it digitalized the traditional process of marketing.

By capturing a moment in an image and visually merchandising the goods and services through traditional printing services like flyers, brochures and posters, one may or may not attract customers and generate enough interest. But, with online marketing campaign for  goods and services; word-of-mouth promotion i.e., testimonials from satisfied customers are important and that would definitely generate sales.

Is Your Ad Influencing People?

Brand awareness means bringing attention and sales promotion. People may know your brand, but this does not mean that they will get engaged with it, especially people who dislike spending much online.

Only focusing on sales through social media, for instance, would miss out on some potential customers. But by adding the website on the newspaper and reminding the readers to check it out is unique and simple. This is a great way to leverage both marketing methods and produce best result for your campaign.


Advertising : A Key To Success!

Consider a job interview, where the way you present yourself; your gesture, talking skills all sum up to the way you ADVERTISE yourself. Cracking an interview and finally landing up with a job depends upon the way you sell yourself!

Advertising is actually the key to success…It’s important to let people know who you are and about your business/company, just the same way as a product, to help you prosper. The modern age runs on the wheels of advertising. Getting a job needs you to advertise yourself, for launching a new product you need to advertise, setting a new business/shop you need to advertise and so on! Thus advertising has become an integral part to be successful in every step of your life.

Rightly said by William Bernbach, ‘Good advertising does not just circulate information. It penetrates the public mind with desires and belief.’ Advertising is how a company encourages people to buy their products, services or ideas. There are many forms of advertising- from traditional aspect to the latest digital medium, advertising is a form of marketing communication used to promote or sell a product or service. Word of mouth forms a common method of advertising; though in a small scale. Word of mouth helps to create a buzz among the consumers. For example, the special tea of a particular shop or samosa of a sweet shop gets advertised mainly through word of mouth. But in large scale and for consumer product word of mouth is not enough.

Advertising is influenced by our emotions by techniques and targeting the audience according to who we are. Emotions are influenced by things like occupation, beliefs, personality, self esteem, lifestyle, relationships, friends, how we look and what we wear. Advertising uses methods that attract attention.

Rightly put by the Ad Guru- David Ogilvy that ‘ A good advertisement is one which sells the product without drawing attention to itself.’ No matter how creative advertisement you make, it is not a good ad (short form of advertisement) unless it sells the product. The ultimate goal of any company / brand is to sell its product or services. Nowadays, an ad is said to be perfect and good if it increases the sale of the brand.

Through your advertising style, you let your target audience know why they should buy your products as against to your competitor’s ones. You have to bring out the difference.

World’s most known and favourite drink brand Coke, still spends billions of dollars on its advertising just to keep their name in the minds of the consumers. It will not be wrong if we say that advertising is the liaison between consumer and manufacturer.

It’s a perfect time for each and every company to go with the word called advertising, try to break the jinx and do something completely new… to become successful.


Advertising - An Accelerator

Advertising plays a huge role in shaping our society and culture too.

Advertisements are not only just for introducing the brand and selling their products but also for reaching a huge benefit in a tiny period. Advertising can have both positive and negative effects on their targeted audience.

The way we see, think, understand and act... advertising is a complete picture of our own society. Over the past century, the advertising industry has come a long way. But as the world evolved, so did the competition between the Newspapers, Radio, TV and many more. They all compete for their potential customers’ attention. To come out of this problem, advertisers had to adjust their focus from the ‘what’ to the ‘why.’

In today's fast-paced world advertising has become more focused on brand than the product. Branding is basically a two-way conversation as social media has given consumers a voice unlike anything ever seen before. Each and every brand has to be more transparent in a genuine and authentic way—to live and demonstrate their values. They need to walk with their customers. If they do so, then only they will win both the hearts and the minds of consumers, which build sales overnight and the brand over time.

Advertising has the power to change public opinion faster and farther than any other influencing factors. It can really work as an accelerator for social progress.

Don’t you think it is necessary to create responsible advertising that has a positive impact on society? It’s true that advertising has reflected societal change in a big way.

The advertising industry is concentrating towards their pioneer work that cashes in on insights born out of human behavior and converts them into campaigns that connect with consumers and attracts a premium.