Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual
Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual changes also in dilemma. The future is still uncertain and how we all are going to impact is in darkness, on the onset, its highly imperative to think and plan your marketing investments and digital marketing budget.
Consumer behaviour pattern changing and individual industries impact are the major areas to be considered when planning of the future advertisement campaigns and digital marketing strategies. Across the globe every business is going to depend upon the new media marketing concepts and the need of developing a proper digital marketing strategy is becoming inevitable to sustain in the market. To be more precise, the future is for those business peoples who understands the need of digital marketing for making in through the tough times ahead.
Digital Marketing Strategies/tips for Businesses Affected by Coronavirus
One successful little step gives you the courage to take another, and that one makes a difference, too. Doing something is always better than doing nothing.
Across the globe everybody is in dilemma due to the impact of COVID-19, all are anxious, but apart from all this, the worst part is not doing anything and simply waiting for the tide to be over, which includes your digital marketing strategy. There are lot of simple things which you can do continue your consistent online activities which can help you creating positive results even during this potential downtime.
Few of digital marketing strategies to help your SEO, and your business
• Google My Business updating should be always on
In spite of your business being open or closed, updating Google My Business should be a continuous process. Google is having so many standard procedures updated for this period, like Maps will display if one business is temporarily closed and all. On the onset, we need to constantly update our Google My Business profile.
• Few recommendations as follows:
|You Can Do .||You Should Not Do . .|
Its always better and advisable for local businesses to regularly update the Google My Business page, when “nearby” or “near me” searches are common nowadays.
• Give more focus on Customer Service and ORM activities
These slog periods should be effectively use for increasing your online branding and to enhance your online reputation to the best. Several international brands are having content hubs to project their brands to general public and thus achieving branding. We can create blogs, posts and lot of general awareness things and should be engaged online on a regular basis.
This is the right time which everybody should make use to project their strengths and what all specific services they are doing for their clients and to focus to project the positive image in the online space with professional Online Reputation Management activities.
• Be ready with answers for every Google searchers
Now when outside movements got restricted, peoples got glued to online and lot of peoples are using Google more than usual. We should be ready in our website with answers for what most of them searching in Google.
With this you are indirectly getting an opportunity to increase SERP ranking and be at the top of Google search and then it will lead to inbound organic reach and more business.
• Google Ads Campaign for more effectiveness
This period there will be a drop in business for every domain and the best way to anticipate this drop in business is to initiate Google Ads Campaign. Both Google and Facebook Ads will give more positive leads and your expected revenue dip can be maintained to survive this COVID period.
Professional setting of Google and FB Ads can reach your targeted clients and they will know that you are still active and they will contact you for their needs. This is one of the best and cheaper way to reach your target persona during this period. Apart from that, we can use these advertisements to promote discounts and other offers to attract the customers and engage them and prevent your revenue drop.
• Utilize Social Media
This is a time when people are using and spending more time on all social media platforms and this is a very high potential opportunity for every business, we need to explore all the possibilities and use social media channels to be in touch with the potential clients on a regular basis.
Thru effective using of social media, you can update information about all your services to your client base and potential target segment. Social media platforms are the best and cheaper alternative to create wide awareness and branding for your services during this pandemic period and thus ensure your business will not get affected much.
” I personally find several peoples stopping their online activities since business is not happening due to COVID impact, at the same time, there are peoples who exploring new avenues and other possibilities to enhance their business and they only going to survive this global impact of COVID-19. You have to go for it, you need to leave your comfortable zone and explore more to get the best out of online media in multiple ways and that is the real need of the current situation. ”
Dr Girish Krishnan.
Business Consultant and a Digital Marketing Evangelist.
Digital Marketing is today’s trend and every futuristic company is having one or other digital marketing agency working for them, but the real question is if these agencies who sprang up like mushrooms are addressing the real concerns of their clients, it comes as a surprise when most of the campaigns or activities fail to live up to the expectations of the clients or the promises given.
As a marketing consultant, when am speaking with clients, everyone mentioning that they are having a digital marketing agency working for them and only few are so much excited about the agency and a big chunk of them are either not aware of the results or having a shady response, several clients who are investing heavily on Digital Marketing also come with comments such us:
- They bring us on the first page of Google, but not sure if it did anything for my business.
- Measurable results are not seeing as per the investment done.
- Tangible results are not showing as per the given promises.
- I feel more confident in the traditional marketing.
- Now am going to do campaigns directly to save cost.
On the onset, it’s high time to think what went wrong, if the Digital Marketing agency is not professional enough to handle your case or you are not investing your part with the agency or the whole strategy developed was not right for your type of services. However investing time and money with a wrong Digital Marketing Agency is not only an economy loss but you will tend to move away from the concept of Digital Marketing itself.
Finding the right Digital Marketing is the key for your business success and that decision should not be an impulsive one, rather you should have a clear understanding on your needs, your target results and who is professional enough to make you achieve your organizational goals. The following points should be clear from your side before proceeding to hire a Digital Marketing Agency;
- Role to be played by the Digital Marketing Agency.
- Investment plan for the same.
- Time period which you want to achieve your target goals.
- Time you or your team can invest/support the agency.
- SWOT analysis of your team.
Once the above points are clear, you can proceed to hire the right Digital Marketing Partner for your specific requirement and budget. The following points will help you in identifying the right Digital Marketing Partner who can support you in establishing yourself and who will be providing effective ROI.
Getting engaged with the right Digital Marketing Agency will have direct positive impact on your business not only in short term but also for achieving long term business goals. It’s important to work with capable professionals who understand the business trends and who could translate that into business making use of the wide scope of the digital marketing domain should be your choice. You need to identify an agency who covers the entire gamut of business and that list might include the following;
- Creative in concepts
- SEO –Search Engine Optimization
- SMM – Social Media Management
- Search Engine Marketing
- Email Marketing
- Online Advertisement
- Content Marketing
- Web development and coding
- Marketing Automation
- Inbound Marketing
- PR and Reputation Management
In general few things you need to check and understand before finalizing the agency are listed below, since you are going to invest your time and money with them, furthermore you should have confidence in giving your brand to their hand and that reason you have to double check the reliability of the agency with whom you are going to associate;
- It’s always better to work with an international agency, their cross cultured and multinational experience will reflect on the QOS and lot of industries good practices will be in their standard working model.
- Low cost should not be a decision factor, low cost usually mean low quality services. Instead of low cost you should be focused on the results/targets what they can promise. If you are looking for an agency who could handle all your online requirements for a cheap cost, then results may not be positive, better than that will be to associate with a reputed agency and negotiate for a better deal in the initial period. Once ROI got assured over a period, you can accordingly steer your budget.
- Work with agency and peoples who understand your business language. In the initial interactions with the agency peoples itself you should identify that they are having not only technology know-how but could able to understand your business needs. They only could transfer the technology know-how to results in the long run.
- Credibility factor also need to check before the association. Need to check the details of clients whom they are already working. Their association with Government bodies and domain expertise and all can be checked. Their website checking and direct client interaction and will sort this out.
Association should be a long term for getting effective results, whoever you are finalizing should be given opportunity to work in a long term and then only the agency could understand your core ideas and thus support you in not only in campaigns but act as a positive contributor to your long term strategies.
- Digital Marketing Agency selected should be able to work along with your company and the mode of operandi should be giving the feeling that they are your extended marketing support arms.
- They should be capable enough to understand and translate your company’s vision and long term objectives in a better way thru online activities.
- They should be someone who can give creative suggestions and feedback according to the online trends.
Digital Marketing Mix, something different from the traditional marketing mix, but handling the same 4P’s of marketing namely – Promotion, Price, Place and Product. But how these can be effectively addressed by a digital marketing agency need to be checked.
Since you are promoting your product thru virtual space, you cannot play on the quality of the product, since customers are getting or find product reviews and consumer feedback ready in the online space and if the product quality is low, very high chances of negative impact for your product.
Price of the product also matters highly, until you already created a proper branding for your product in the online domain, your product will not start moving online. Likewise promotion also should be according to the online market trends and should be planned by proper analytics and consumer behavior tracking. Finally where you have to showcase your product also matters to reach your target segment.
All these points how effectively a Digital Marketing agency can handle should be given importance, or to be more precise what are the major attributes which an agency should have to address the above concerns should be watched with top priority.
- Marketing Attributes – Today everybody agrees on the point that online marketing is really vital, but for doing marketing online the agency should have in-depth knowledge in all the concepts of traditional marketing and expertise. You should ensure that the agency is having team who are having marketing domain experts.
- Technology Attributes – The Digital Marketing agency should be well versed with the trends and technologies on how the search engine algorithms works and need to check their association with Google and other companies to know how they are getting updated to the latest trends in the industry on technology aspects.
- Psychological Attributes – The third and the most important attribute to check is how effectively the Digital Marketing Agency can incorporate the Psychological aspects into digital marketing strategies of your company. You will get all analytical reports and feedback by doing the right campaign, but need to check if the agency is having experts who can understand these reports in a psychological point of view and develop strategies accordingly for the future and when psychological triggers are well placed within your marketing strategies, you can be sure of your success rate.
To conclude the same, choosing the right Digital Marketing Agency for your business is vital and the above mentioned are few of the important points to consider in the peripheral level, however the list can be more and depending upon companies and their needs we can still research further.
However, Digital Marketing will be the backbone in all type of promotional activities in the future and your success will be in identifying the right digital marketing agency for your business.
Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual
Artificial Intelligence – in a digital marketer’s perspective.
When Hollywood superstar, Arnold was blasting in his style across the globe with TERMINATOR series in 1984, peoples were enjoying a total fiction movie, where machines going to rule the world and nobody ever imagine such things going to happen, but today after almost four decades we are in the door step to watch a revolution of machines who may perform equal to humans !!!
YES…… am talking about Artificial Intelligence and its impact in the near future.
What is AI?
If you are checking Wikipedia, the term “ARTIFICIAL INTELLIGENCE” is used to describe machines and computers that mimic “cognitive” functions that humans associate with other human minds, such as learning and problem-solving.
Research and development in the advanced computer science which shows light to understand the functionality of intelligence and to produce a machine which can think, react and perform in a much superior way than human, based on the data that is being given to that machine. You will be clearer on this aspect if you can visualize Rajinikanth’s YANTHIRAN movie and how that robot reacted to situations.
On the onset, would like to mention Artificial Intelligence is not equal to human intelligence, but a machine with AI can think like a human and sometimes exceeds human, if the right data is with them.
Impact of AI in Digital Marketing.
Research on AI and its fast development is on the anvil; thus, every advanced marketing technologies will be shifting to AI based digital marketing and provide useful customer insight for companies who are in demand of such data.
In the digital marketing domain, the vital play AI going to have is already in the limelight and future of digital marketing depends on how effectively AI can be used as a tool for business. The future of business will be with peoples who can effectively combine AI for developing their digital marketing strategies.
Today big online shopping carts like Amazon and Flipkart effectively use AI, for any shoppers who browse such online shopping carts, they will see only relevant products of that particular user, this was done with the support of AI which can analyse each user based on previous searches, views and products purchased.
Likewise, if we searched once for villas in one region, from next time onwards when ever we came online, there will be one or other advertisement about Villas of that region popping up and following you in all the online platforms you are browsing. This indeed is result of AI applied by Google and big search engines.
Impact of AI will definitely improve user experience drastically by providing the users with what they actually want to see. Further empowers decision making and thus increase in revenue returns and also support in creating better performing content. Moreover, proper implementation of AI in digital marketing will help business owners to reach the targeted audience with the right offers which they cannot refuse and have direct positive impact on revenue growth.
How Artificial Intelligence going to revolutionize various attributes in Digital Marketing?
We are seeing the sunrise of AI revolution but from the time we watched the first movie in TERMINATOR series, deep inside we have some sense of how artificial intelligence is going to change our future, particularly this will have first impact on Digital Marketing domain, as marketers already started embracing this technology for their digital marketing activities.
Few of the attributes in the digital marketing domain and how those going to get impacted by AI are explained below in nutshell.
This is a technology in AI in which a machine will be able to solve a situation or problem on their own by analysing on previous data and learning which action will be the best suitable for such a situation. In digital marketing, this can be effectively applied to applications like SEO, Ads targeting, lead generations etc.
CONSUMER BEHAVIOR APPROACH
Collection of data, analyzing the same and implementing effective strategy according to that is the basis of AI. Precession on data analyzing and planning according to that and developing automated systems and customer profiles can be done in AI with minute details and accuracy. Thus, job of marketers will be simplified or they will be facilitator of right data and allow machines to plan accordingly on their own.
Integrating data sets from various tools can be effectively carried out by AI and AI can effectively used for targeting and tailor making digital ad campaigns based on customer feedback and buying behaviors.
With the help of AI, more advanced search options can be made easy, AI can do this by understanding the contextual meaning of certain search patters and further it can incorporate an online user search antiquity into the results page. With the support of AI, instead of just showing what an user is searching for, it can show why that person is searching for certain things!!!
When you are browsing an eCommerce website, automatically lot of products will start displaying and those were surprisingly something which you were interested. But this doesn’t happen automatically but a result of the AI incorporation. Likewise, AI can be used very much in content creation, since AI can choose the most relevant content personalized to every visitors or target customers.
VOICE SEARCH & SPEECH RECOGNITION
Alexa and Google Home are classical examples of how AI will be incorporated in voice search and speech recognition. We can start imagine about machines talking each other and taking decisions on home support systems.
Proper usage of AI can take lead generation campaigns to the next level, with the support of AI, lead generation campaigns can be very effective, it can predict or rate the status of the lead if its warm or cold. Thus, sales effectiveness can be increased if lead generation campaign got incorporated with AI.
AUTOMATION AND PERSONALIZATION
In digital marketing domain, at present strategies are based on purely guesswork mostly, then constantly testing and adjusting, experimenting according to the discretion of the digital marketing engineer or the strategy developed for certain campaigns. At the same time AI based several analytical tools are much more accurate and precise for this purpose. These tools didn’t go with guess work, but depends on data and previous history and could reach to more effective strategies according to the buyer’s behavior pattern.
Happy beginning for AI in Digital Marketing.If you think the concept of AI in digital marketing is something weird!!! Don’t get left alone, today’s consumers response to marketing messages and their reaction is changing and if we are not growing to the expectations of the ever-growing online consumer base, your expectations and growth will be at stake. Traditional marketing methods of marketing such as print media, TV advertisements and all is getting over and its high time we need to embrace the digital marketing with Artificial Intelligence for effectiveness and for higher and fast ROI. Digital Marketing incorporated with AI only can predict future patters for lead generation, how much need to spend for each campaign, what campaign is best for each NICHE segment, which kind of campaigns will be more effective etc.
Let’s understand the market and technology synergy and get into action and embrace the power to leverage Artificial Intelligence in Digital Marketing for creating STRATEGIES FOR SUCCESS !!!
Dr. Girish krishnan.
Business Consultant and a Digital Marketing Evangelist
Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual
Digital Marketing or New Media Marketing is the trend and every entrepreneur started investing their major share of marketing budget for digital marketing for getting more effective results. But the question is about the ROI, is everybody getting the needed results according to their media spent in social media or just investing only.
Here am trying to list out a dozen of social media strategies for more effectiveness and these strategies for success are from the working experience with clients of different sizes and diversified requirements. The below mentioned 12 steps are just the starters for a more result oriented long term digital marketing plan. However, for effective implementation of total online communication plan you need to associate with a professional digital marketing agency.
Strategy without Tactics is the slowest route to Victory & Tactics without Strategy is the noise before Defeat.
1. SWOT analysis
First step before initiating a proper social media plan is to understand more about your present status in the market. A clear understanding about your Strength, Weakness, Opportunities and Threats prevailing in the market will give an additional edge on formulating your social media plan. I always suggest my clients to do social media spent only after securing your online position at least to the level of your competition, for that SEO should be the first step before spending a single penny.
2. Be ready ONLINE
Before starting implementing your derived social media plan, you should be ready online with a proper website and all social media widgets. Your website and social media pages should provide a first good impression to the visitors and for that you should be ready in all modes. Both your website and social media pages should be updated with latest and relevant information on a regular basis and also should be dynamic is responding to their queries.
3. Fix your target
Those who start implementing a strategy after fixing their target are likely to reach their fixed target much earlier than the others and that reason you need to think about your marketing and communication goals before initiating social media plan. Your social media plan should be designed as per your long term business goals and that will help to communicate to the target segment thru the right channel.
4. Different Social Media with different roles
What you can do in FACEBOOK will not be the same in LINKEDIN or likewise there are so many social media options and we have to clearly understand each of them and their impact and accordingly steer our social media campaign. When we are implementing our social media strategy we should understand that several of the social media platform are places to exchange with your followers and not for proper branding.
5. Study your competition
Today your success depends on not only your target clients alone but also how your competitors cater to them, we need to check and understand their online presence and market grader before jumping into huge media spent for effective results. We need to have a clear online audit of our competition in a particular market and after getting each of the market grader we need to channelize our social media plan and overcome the competition.
6. Identify your TARGET PERSONA
Your TARGET PERSONA is the peoples who will fall in the bracket of who can be your future clients. By proper segmentization and filtration we can effectively target all our social media spent to that segment and thus can ensure more productive leads and ROI. There exist perception in the market that more leads for the media spent is good, but we need to understand the need of getting productive leads than those irrelevant leads for our solution. These unproductive leads causes lot of wastage of time and money for the stakeholders that are involved in the consumer journey before the actual purchase and if you check the actual conversion, that will not support the media spent. Effective usage of our media spent after identifying your target persona and reaching them will get more ROI.
7. Make your menu interesting
People tend to follow brands who address their pain points and not brands who are trying to sell something. You need to position your brand/services in social media in a way that it will address a specific need of your target PERSONA. Here the content part plays a vital role and there you need to have a clear understanding of the client psychology, listen and answer their questions, it will provide information for you to create more content.
8. CONTENT is the KING
TARGET PERSONA based social media plan is more effective and for that we need to create the content accordingly and explore all possibilities. Write blog posts and social media content, and use a lot of visuals like beautiful pictures, and info graphics to attract more attention to your message. On FaceBook you can be more informal, on Instagram you need to be visual, and on LinkedIn, you need to show your expertise. Be very careful with the message tone, invite the reader to engage and interact with the message.
9. VIDEOS for better reach
Research shows that video content get much better reach than text and image content, this we need to understand and accordingly plan to insert video content in your social media plan. According to the latest online senses, there is a projection that videos will rule the internet traffic and this trend may continue until 2020 or more. Having a good video presentation about your service/product will definitely ensure good reach since viewers will share video more than text message.
10. Ensure effective two way communication
Unlike all other traditional media, social media is a two-way communication platform and that is the charm of social media and at the same time if we couldn’t manage the communication properly, it will have negative impact. All our social media presence should be open to receive positive and negative comments and we should be ready to address each of them effectively. Proper and fast response on social media will increase the integrity of the brand and will get wide spread appreciation on knowing how you are addressing positive and negative comments on social media. Ensure that there is continuous communication with your followers and that will have positive impact of your brand.
11. Keep monitoring the performance card
Social media analytical tools help to track everything on social media, for every media spent we can get analytic reports and understand the consumer behavior and which content gives maximum reach and brand identity. Further, you can identify your website traffic generated from your social media content and accordingly steer your media spent and content. This should be an ongoing practice till you reach satisfactory level of followers.
12. Dynamic approach gives results
Online Digital communication is the most effective way to increase your performance, but at the same time we need to constantly evaluate the results with social media analytical tools and accordingly change our strategies and media spent. To be more precise we need to have a dynamic approach and we should effectively change our online strategies according to how market react and consumer behavior. If we can identify which social media is giving maximum results on particular segment accordingly media spent can be directed and thus the total media spent can be limited to our budget and get the needed results.
The above 12 steps are just starters for your successful social media plan which need to follow the seven course plan of action or more according to the type of product and market scenario. There exist a complete professional set of activities which need to be handled by experts for getting expected results. However, would like to mention that today and in the future your product/service/brand will definitely need to have a professional social media plan for success.
Be with the right digital marketing partner who can develop STRATEGIES FOR SUCCESSfor your service with optimum investment and those who can promise ROI.