E-commerce MarketingTechnology

Why Brand Awareness is the Answer to a Critical Issue with D2C Businesses

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More and more D2C brands are now beginning to focus on building known brands and increasing brand awareness for key audiences. However, the consumer's path to purchase is quite complex, requiring just the right amount of steering prospects from a target audience toward awareness, contemplation and ultimate decision-making. And while…

More and more D2C brands are now beginning to focus on building known brands and increasing brand awareness for key audiences. However, the consumer's path to purchase is quite complex, requiring just the right amount of steering prospects from a target audience toward awareness, contemplation and ultimate decision-making. And while quick wins may work for the short term, they're not an ideal substitute for long-term strategies and eternal success. Read on to see how D2C brands can climb out of this issue and become a sustainable businesses for the future:

Identifying Industry Pain Points 

E-commerce has evolved and grown to play a bigger role in customers' lives than ever before. With such an evident opportunity, competition is fierce, and so are the pain points in the E-commerce industry. With the current fast-paced nature of the Internet, the long hours and high cost consumed in content creation and purchasing act as major pain points in the growth of the transforming E-commerce industry. The outcome of the vast investment in performance marketing by D2C brands is not viable due to the oversaturated markets pushing up the costs of customer acquisition (CAC). In addition, fast-moving marketers striving for instant gratification continually overlook the importance of recognition, but it's actually a vital piece of getting into a consumer's consideration set.

Uncovering Brand Awareness

Your customers need to know about you if they will buy from you. When the competition gets fierce, that means it's time to really lean into building brand awareness. Therefore, brand awareness and visibility should be a top priority. These can be accomplished via various strategies, including social, organic search, media mentions, offline promotions, and more. Company leaders must understand the importance of allocating marketing budgets without expecting a Return on Advertising Spend (ROAS) to sustain a thriving and well-known business. Planning for sustainable customer acquisitions in our hyper-connected world means returning to the basics and restructuring the digitally-native foundation on building awareness.

Building Prominent Digital Presence

Due to the increased social media usage, the brand-customer relationship is also evolving. In the eyes of the public, a brand's digital presence impacts its overall brand identity. Therefore, D2C firms should ensure their website is visually appealing, mobile-friendly, with high-quality images and all payment alternatives, including COD, as this improves their social media presence. D2C brands integrating digital presence encourage consumers to complete the entire purchasing experience without leaving their preferred app, assisting them in their brand discovery process. In addition, with the increasing adoption of influencer marketing, D2C brands can invest in the same as it builds trust among the target market and enhances the brand's visibility. 

Making Way for D2C Brands

Building a strong CX requires a foundational shift in strategy, where digital advertising isn't always the silver bullet. Achieving reliable CX at every touchpoint involves marketers reaching out across channels. 92% of consumers trust recommendations from friends and family more than any other form of advertising. So, running a referral program means unlocking sales potential without dropping a ton of money on ads; referral incentives need not be extravagant to work.   Brand awareness campaigns aim to grab the target audience's attention and convey that your business provides value. Your audience must think of you first when they need your product/service. D2C businesses must heavily depend on 'inbound' marketing services and traffic for sales on their website as it's key to generating greater revenue, loyal consumers, referral traffic from links, and larger shares.

Amplifying D2C SEO

Consumers today have complete control over their purchase journey and decisions. This is why companies have the chance to offer flawless shopping experiences across all touchpoints by going D2C. In addition, modest maintenance efforts, high-quality content-oriented marketing, digital branding, and SEO services might very well deliver online visibility to a D2C business for months or even years. Since search algorithms employ meta tags to comprehend information, identify keywords, and set ranks, meta-data improvement is a critical SEO tactic for D2C marketing techniques. Additionally, content is an important aspect of D2C marketing since it is essential to every aspect of brand building and is one of the most significant SEO ranking variables.

What's Next?

The rising cost of acquiring customers is a signal that we're nearing saturation, and many brands will face the reality that digital strategies alone no longer pay off. The current state of E-commerce is forcing marketers to think about other ways to attract new customers and retain existing ones. They need to lower ever-increasing advertising costs and focus on generating brand awareness. The goal is to be a customer's first port of call when they need the product you sell — not catching them by chance through a paid advert. Brand awareness is the name of the game for D2C. If you know where prospects are looking and put your business in front of them consistently in a way that attracts and interests them, you will be in good shape!

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    Influence of E-commerce on the Healthcare Industry

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    The growing popularity of visionary manufacturers that sell directly to consumers has made waves within the healthcare industry. Wellness marketplaces and online pharmacies in India have been steadily evolving over the years. With consumer interest in D2C digital health soaring and new telehealth startups launching every month, exciting movements are…

    The growing popularity of visionary manufacturers that sell directly to consumers has made waves within the healthcare industry. Wellness marketplaces and online pharmacies in India have been steadily evolving over the years. With consumer interest in D2C digital health soaring and new telehealth startups launching every month, exciting movements are to track.  We’re highlighting some of the most innovative ways. For example, E-commerce healthcare companies are offering virtual health services.

    Impact of E-commerce on Healthcare Providers

    New Age of Consumerism

    The recent rise in GDP and yearning for basic healthcare amenities among the population has helped and allowed e-tailing players in healthcare to dive in for the opportunities present for them in the sector. Moving from patient records to “Health Biographies”, we will see a change in cyber physicians detecting changes through sensors. This will encourage swift preventive measures of treatments. The control has shifted from sellers to consumers, forcing e-tailers to work on improving customer experience through facilities like same-day delivery and direct-to-door supplies, along with chat services and real-time patient support to ensure they derive better value. Fascinatingly, telemedicine can be combined with pharmaceutical E-commerce to deliver a smooth patient experience. Patients can chat with a physician/doctor about their symptoms, get diagnosed, and receive medication, all within a few hours.

    Ideal for D2C Brands

    When D2C brands invest in creating online communities, they emanate and establish themselves as understanding, customer-centric companies focusing on holistic practices, not just sales. By customising acquisition strategies, care delivery approaches, and payment models to fit the varying needs of consumers, D2C companies have successfully captured a broader consumer base. Brands can deliver relevant educational materials through push notifications or alerts based on user actions or in-the-moment biometrics. This one-to-one approach provides the personalised care that consumers demand from all companies they engage with. In addition, D2C brands can fill the ‘instant everything’ mentality that consumers have become accustomed to thanks to E-commerce, a convenience that more traditional healthcare providers may not offer.

    The Winning Approach

    Taking a holistic look at the industry, healthcare E-commerce is poised for an exciting period of exploding growth. This is envisioned to lead to substantial investments in supporting infrastructure and game-changing business models. Features like video conferencing, telemedicine, online consultancy, and elderly and palliative caregivers are some new opportunities/innovations changing the entire healthcare industry in India. Focus on analytics and vital metrics like click-through rate on campaigns and conversion indicating the location of the majority of the traffic and sales will help e-tailers gain better and deeper insights. To make the best of such an opportune time, Flipkart tied up with E-pharmacy leader 1mg to distribute medicines. Amazon applied for licences and began a pilot project within Bengaluru.

    High Calibre Collaborations

    D2C brands should look to establish a dynamic online community where customers can discuss their health journeys and solicit support and advice from peers in a safe atmosphere. Sites must have a short server load time and feature easy navigation and menus throughout. Furthermore, the site should adequately represent its dedication to and specialities in patient care. Like the ease of doing business is deeply connected to the easy access & availability of permits without running around, digital marketing in healthcare has chosen one-stop solution providers to emerge as the frontrunners. Digital health companies acquire consumers through key stakeholder channels like health systems, payers, pharma, or employers. Through these partnerships, they gain access to consumers by directly marketing to the organisation’s patients, members, or employees.

    Healthtech in India

    Technology-infused tools are being integrated with digital marketing in healthcare experience to resolve two key trouble spots in the industry: quality and efficiency. The healthtech industry is currently led by players like PharmEasy, Reliance-backed Netmeds, Tata group-backed 1mg, Medlife, and MediBuddy, among others. By personalising everything from insurance payments to diets & sleep patterns, healthtech companies amplify human health and reduce unnecessary strain on the industry. According to a Mckinsey report, India could save up to $10 Bn in 2025 by using telemedicine instead of in-person doctor consultations. Prominent telemedicine startups in India include Practo, MFine, Lybrate, and DocsApp.

    Prescribe For Growth

    Healthcare E-commerce is an effect of digital transformation of our image of traditional healthcare. In addition to growing accessibility, E-commerce in healthcare can boost efficiency, lower costs, and ultimately lead to happier and healthier patients. With an increasing number of people around the world showing interest in marketing ideas and developments that will enhance health and fitness, it becomes crucial to measure the success and benefits associated with E-commerce in the wellness sector. Thus, as with any new innovation, healthcare E-commerce is an undeniably good force that must be used with clever and imaginative thinking.

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      Fashion E-commerce: What Drives its Growth in 2022?

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      There is immense growth potential in India's Fashion E-commerce domain, especially as we move towards the world of multiple touchpoints, where brands are looking to connect with consumers online. India's online fashion retail market share is expected to increase by $22.97 billion from 2021 to 2026. The market's growth momentum…

      There is immense growth potential in India's Fashion E-commerce domain, especially as we move towards the world of multiple touchpoints, where brands are looking to connect with consumers online. India's online fashion retail market share is expected to increase by $22.97 billion from 2021 to 2026. The market's growth momentum will accelerate at a CAGR of 18.83% Read on to see how Fashion E-commerce brands can deploy strategies to address the evolving customer needs and create rich brand experiences.

      What do Visitors want?

      Fashion comes alive with what can be seen. For an E-commerce business planning to survive in the digital transformation, visibility isn't just about boldness. It's about catching the right set of  eyes for both short and long-term growth. Leading fashion retailers leverage shoppable content, visual commerce, and social media to deliver the optimal brand discovery experience.  Myntra, India's 3rd largest online marketplace, has a "Try and Buy" service available in 31 cities, allowing users to order multiple items and only pay for the ones they want after delivery has been made. Powered by stunning visuals, clever styling algorithms, and sometimes input from human stylists, fashion retailers have built tremendous amounts of brand loyalty to increase average order value (AOV).

      Investing in Technology

      The fashion industry is tough, and many brands are in a massive digital transformation. Retailers need to embrace trends, tools and technologies that will allow them to win the loyalty of today's shoppers. Utilising interactive visual design like VR, AR, and 3D imagery, brands can give a better sensory experience and an understanding of what to expect with their product while shopping online. A survey found that 66% of people are interested in using augmented reality technology for help when shopping. They like to visualise where and how a product would fit into their lives. Transforming E-commerce players like Zovi and Roposo have created standardised virtual trial rooms helping consumers try on the product virtually so they can get an overall appeal of a product.

      Social Media: The Game Changer

      Far from being just a buzzword, social media commerce is now a channel adapted for digital branding, especially by D2C brands. As a result, social commerce will reach astronomical levels, with India projected to have more than 228 million social commerce shoppers by the end of 2022, a 45% jump from the current user base. Write accurate product descriptions and provide consumer feedback in a collapsible form to allow possible consumers to quickly learn what everyone has to say about the item in question. The BNPL (buy now pay later) is a feature increasingly preferred by consumers. It allows consumers to make their purchases at the click of a button and enables brands to minimise cart abandonment and increase their order conversions.

      Build on SEO Strategies

      Standing out from big-box retailers is tough, especially when they dominate on SERPs. So it's important to look for unique SEO services and strategies to increase visibility, website traffic and brand awareness. Researching words with a high search volume and low keyword difficulty is recommended. And after making a list, be sure to categorise these words so that you know what pages to optimise. Fashion brands can take advantage of seasonality and keywords surrounding current/upcoming trends and special events like Christmas sweaters, spring dresses, etc. It's critical to optimise title tags, meta descriptions and product descriptions to rank organically for the specified keywords. A report states that keywords with 'near me' phrases are likely to increase conversions. At least 28% of all searches for a product or service nearby will result in a purchase. 

      Deploying Omnichannel Marketing

      All marketplaces are currently battling for consumer attention and brand positioning. For fashion brands with a powerful omnichannel presence, their efforts are really paying off! Meesho has a social commerce model, encouraging user interaction via the mobile app and providing a platform to sell through Facebook, Instagram and other social networks. The overall average open rate for cart abandonment emails is 40%, with a CTR of almost 29%. Therefore, retargeting on email is the easiest way to fix abandoned carts and turn hesitating subscribers into full-time customers. Cross-selling and Upselling are common methods for order confirmation emails or receipt of delivery emails. For example, a simple next-order discount coupon can make users come back sooner than expected.

      Final Thoughts

      By 2025, E-commerce is expected to account for one-third of all global fashion sales. As fashion inches towards rosier conditions worldwide, industry leaders have a more hopeful outlook than last year. The E-commerce industry will keep evolving at breakneck speed for the foreseeable future, and preparing yourself, and your brand for these advancements will arm you with the skills you need to grow your fashion E-commerce store in 2022 and beyond!

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        How Rural Communication Has Evolved: The Journey Of Media In Rural India

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        Rural Marketing Association of India (RMAI) recently organized #DecadeofChange: a panel discussion on the journey of media in rural India, highlighting the evolution of rural communication. Mr. Raj Kumar Jha, Director Rural Campus & General Secretary, RMAI moderated the discussion between Mr. Ritesh Singh, MD & CO-FOUNDER #ARM Worldwide, Ms.…

        Rural Marketing Association of India (RMAI) recently organized #DecadeofChange: a panel discussion on the journey of media in rural India, highlighting the evolution of rural communication. Mr. Raj Kumar Jha, Director Rural Campus & General Secretary, RMAI moderated the discussion between Mr. Ritesh Singh, MD & CO-FOUNDER #ARM Worldwide, Ms. Kalpana Kaul Raina, COO, Impact Communications, and Mr. Vikas Dhand, Regional Sales Director, Tata Consumer Products Ltd. The discussion revolved around the options that brands have in terms of rural communication and how can RMAI help them in terms of media planning.

        The Journey of Rural Communication

        Mr. Jha spoke about the time when video vans with big projection screens used to be the star of the show as there was no television. At that time brands were spending more money on marketing channels rather than consumer channels, this later shifted to doing more event-based experiential marketing activations and demos for the consumers. All this is now being amplified by digital media. Mr. Jha believes that the process of change is more nostalgic than the change itself.

        Kalpana Kaul shed light on a few interesting facts about the rural population which is presently about 840 million spread in 36 union territories, 707 districts & 6 lakhs plus villages, 68% of the population is contributing to GDP, a total of 17 crore households. The literacy rate has now reached 67%, 50% of GDP contribution. She is getting much more business for the rural market from her clients. “63 percent of India’s population, especially rural, is below 30. So, these young minds were probably 9 years to 12 years, when they had the advent of mass media and saw the mobile phone. Data suggests that 71 percent of them are doing some online purchases and that every third person has a personalized mobile device. Brands have to keep this information in mind when they are reaching out to consumers.” shared Kalpana. She suggested adding a digital leg to all the physical activations that are a part of rural communication. It is good to leave a toll-free number even for a simple visibility drive and ask consumers to call for a service or even a bit of expert advice. While physical marketing is a must and mandatory to acquire the consumer space in rural areas, digital marketing will help in the sustainability of these campaigns.

        She spoke about one of the very awarded programs by Tata called Tata Kisan Sansar which was aimed at offering end-to-end Agri solutions to farmers through the online call center. It was a loyalty program named ‘Sparsh’ where all that the farmers had to do was give a missed call to seek any help that they needed, and just this one activity led the company to acquire a huge farmer database and scale up the agribusiness.

        https://www.youtube.com/watch?v=7TPnfyEfgb0

        The last two years have seen a huge shift in rural communication and Agri companies are shaping up phenomenally for this change and so are the pharmaceutical or health tech companies. These companies are creating a lot of awareness using digital platforms such as YouTube lives encouraging consumers to download apps and check notifications. Moreover, 90% of businesses have now adopted some form of digital marketing in their outreach plan.

        Due to the pandemic, activations involving big gatherings were not taking place in the rural market but now brands especially FMCG companies are once again wanting to do large outreach activities and even consumers are wanting to engage. These activations and events are being broadcasted to a greater number of audiences through digital media such as YouTube live etc. Therefore, Digital media is playing an important role in helping sustain these conversations effectively.

        In the FMCG category, one of the Men’s grooming brands organized activities around shaving products using kiosks and loudspeaker vans. They asked men to register with their smartphones, noted their age and preferences for shaving, and gave them a Yuva kit as a gift with YouTube links to watch videos on how to deal with real-life challenges such as college admissions, ragging, and interviews that the youth generally face. So, brands are experimenting with promoter-led activities, agencies are gearing up to support the brands and of course, digital is amplifying the game like never before.

        “The consumption of rural communication has significantly changed in the last two years due to the covid 19 pandemic but the rural consumers are more specific to details and they don’t have a ready reckoner just like the urban population has. So, for them, one has to use something like a wall painting or a demo that can give them top-of-the-mind recall. Another thing for the marketeer to see is the ROI as every state is different in terms of consumption of media and it’s important as well as easier to make sure to have a uniform consumption through BTL activities.” shared Vikas Dhand

         The use of media depends largely on the category and also the objective of communication. For example, a handwash or a sanitizer brand already has a lot of awareness in the rural market so they will not require a lot of experience-based activations. Similarly, healthcare, finance, or FMCG will have its own set of goals, market penetration, and demarcations and may use digital media according to that. But if we look at agriculture which is a highly influence-led sector, influencers play a big role in terms of advising a farmer and helping them generate profits, added Vikas Dhand.

         “Since the time of the video on wheels to this day and age, the principles of marketing are the same but it is the media formats that have evolved and are continuing to change. Digital has joined hands with BTL and we are seeing the addition of voice & audio as well alongside the video. Now brands are delivering digital experiences to the consumers in the local language and vernacular will be the next reality. If we look at it from the experiential marketing perspective both digital & activation are complementing each other in terms of reach and frequency of the communication. Digital can facilitate both one-to-one as well as one-to-many formats of communication.” says Ritesh Singh

        Phygital Marketing: Physical activations amplified with Digital Marketing

        Rural consumers need to be pampered as much as the urban consumer as there are plenty of choices available to them now. Brands have to face tough competition and fight for their share of the market in the rural space. Therefore, it is imperative to use various mediums, using hoardings or wall paintings on bus stands or catching consumers at Melas or Haats, all can be used for the outreach. Driving sales through referral programs, retail activation, and influencer marketing can all be managed very well through digital. Therefore, digital can challenge the activation formats in the future.

        Content, context, and credibility are essential parts of a communication campaign and they all are present in the digital space as much as they are in the physical marketing space, and that too with specifics and at the speed of light. But apart from the marketing side, the business side is also important, and creating a moment of truth for the customer at the point of sale is necessary. So physical marketing will be here to stay amplified by the digital media and therefore, we may call it the ‘Phygital Marketing’.

        BTL can provide real content and can be used to amplify digital marketing. Principles of marketing won’t change; a film will still be used to establish an emotional connection with the consumer, irrespective of the platform. A lot of DIY and How-to videos are being created for the digital format. Online shopping & commerce is booming big time even on messaging platforms like WhatsApp. Now dairy farmers can even sell or purchase animals online through the Animall app. These are some revolutionary changes that are noteworthy.

        https://www.youtube.com/watch?v=vRAa79x4aHU

        Ritesh mentioned that there are plenty of consumers who have turned into Influencers and are providing a lot of data to reach the right target audience. Taking Agribusiness as an example, even specific details like the type of soil, crops, seasonality, pesticides as well as the number of fertilizers or manure that are required to be put in the field is available on the internet through these expert influencers. So, influencer marketing has evolved over time and now it has reached a level where brands are more than happy to leverage it. All the data in terms of location, language, and consumers are available for brands to do smart geo-targeting. One can collect a lot of data from influencers and plan the campaign accordingly. An online influencer like lallantop can come at a much lesser cost and provide a greater reach than getting a cliched celebrity endorsement 

        Kalpana spoke about a program targeted at the children of rural electricians named Shiksha Jyoti which was organized by KEI wires & cables company to make education accessible to all. Children were given books that they could download and study despite the Covid restrictions. Udemy also provided vouchers for online courses which were used very effectively by the rural children. Many such corporate social responsibility initiatives can become successful by using digital platforms. 

        https://www.youtube.com/watch?v=29zLoK9AiNQ

        So, selecting the correct media mix will depend on the category and objective of the brand but all mediums have a role to play. Digital has given voice to people and people are expressing that voice and that expression is being appraised & praised by the followers. 

        With just 31% of internet penetration in rural India, there is a lot more work that can be done in terms of digitizing the rural market.

        #ARMWorldwide has a dedicated team that can help you out on your digital transformation journey. Contact us to grow & transform together.

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          Digital Marketing / Inbound Marketing

          E-commerce in ‘Bharat’: E-volution Across Rural Sectors

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          The Indian rural market is on the very edge of an E-com Revolution. It ensures untapped potential to become the market leader for most E-commerce business enthusiasts and budding entrepreneurs looking forward to a major digital transformation and digital branding. As per IAMAI, India stands second in rank in the…

          The Indian rural market is on the very edge of an E-com Revolution. It ensures untapped potential to become the market leader for most E-commerce business enthusiasts and budding entrepreneurs looking forward to a major digital transformation and digital branding. As per IAMAI, India stands second in rank in the number of internet users (451 million active users). This number encompasses urban as well as rural areas. Furthermore, E-commerce has a pivotal role in various sectors of rural India. Let’s see how it is uplifting the way of living of people belonging to rural backgrounds and bringing transformative changes in the thought process.

          Opportunity for E-commerce Players

          The addition of new products available for E-shopping, rising prosperity levels in Tier 2 & 3 towns, and increasing penetration of smartphones will fuel the next phase of growth of India's E-commerce sector. E-commerce platforms like Amazon pilot mass distribution in the rural market to benefit small-town customers. The data shows that Amazon covered about 90% of villages for delivery. Additionally, consumer demand for E-commerce in rural areas is expected to skyrocket. Now that everyone has easy access to social media, they can see what’s trending and fulfil that need themselves. Literacy rates in remote areas have risen. In particular, rural commerce could help provide opportunities through E-commerce and other commercialisation for businesses and employment.

          Ruling the Rural Market

          Catering to issues of trust and logistical problems while still providing a competitive price point to the price-sensitive customers is the key to expanding into the rural market. To snag customers, firms will need to consider E-commerce development with vernacular languages so that they can communicate with the target audience in their local language and improve their brand positioning. According to a study, there has been a 45% growth in ‘active internet users' in rural India since 2019. The Bharat 2.0 report also states that female active internet users grew to 61% since 2019. The best approach is for businesses to focus on parameters like simple design, intuitive navigation, secure payments, and seamless experiences, irrespective of the connectivity-related challenges. 

          Social E-commerce in a Rural set-up

          Bringing social media and E-commerce together can become a major game-changer as it will create opportunities for reaching the unreachable audience by simply creating an online presence. Micro-entrepreneurship initiatives will help E-commerce businesses successfully tap into rural markets and gain acceptance within the community through rural influencers. With the improving connections between urban and rural areas, businesses should focus more on buying and selling spaces on online platforms such as Meesho, Moj, ShareChat, etc. Data projects that by 2026, more than 60% of E-commerce demand will arise from rural India and Tier-2 to Tier-4 cities.

          Finding Reliable Solutions

          With the E-commerce industry becoming even more competitive, the right tech stack can help E-commerce businesses improve logistics efficiency, automate time-consuming processes, and save on costs. Integrating customer service and support solutions enable businesses to manage interactions with customers, providing an exceptional and consistent experience throughout all touchpoints. Companies have started utilising co-designing solutions with consumers to create space in the rural market and fulfil the unique demands of the rural audience. Brands can enhance CX using automation to ensure customer expectations are met from the customer's perspective, like automated order tracking, fast and efficient returns management, and visibility into the last-mile delivery process. 

          A Media-first Approach

          With the foundation set for an E-commerce play in rural India, the businesses in the space are now figuring out the right media relations to capture the non-urban market further. E-commerce media plans must focus on driving brand awareness and consumer consideration – acknowledging the consumer might not be in the primary market for their broader range of products or services. To be able to engage customers, businesses will have to consider online platforms of the consumers’ choice so as better connect and interact with them. Media Planning should start with conducting extensive market research about the audience, selecting the right channel for ad placement, optimising the budget & finally reporting on the estimated ROI.   From the perspective of rural trade, the general developments appear favourable. It allows huge E-commerce businesses to expand their customer base and also allows smaller businesses to gain a competitive advantage and participate in the rural transformation that E-commerce is ushering in. The overall growth so far has been quite promising and is only expected to get better in the years to come.

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            Technology

            How to Optimize Your Website with Technical SEO?

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            Every marketer in the current, technically-advanced and dynamic business world knows the value of the right SEO strategies. Its relevance has only increased over the years, making it the buzzword of the year. Though business owners prioritize optimization and aim to create incredible strategies, they fail to understand the proper…

            Every marketer in the current, technically-advanced and dynamic business world knows the value of the right SEO strategies. Its relevance has only increased over the years, making it the buzzword of the year. Though business owners prioritize optimization and aim to create incredible strategies, they fail to understand the proper implementation means. They understand the need to do it but don't always know the best ways to avail themselves of its benefits. This increases tenfold when search engines keep evolving and updating their algorithms and ranking protocols frequently. To attain desired results, it is critical to understand the nitty-gritty of search engine optimization and how you can revamp your website to rank better. 

            Understanding Keyword-SEO and Technical SEO

            When you think of SEO, keywords are the first thing that pops in your head, and it is only fair as keywords make a considerable part of it. However, over the years, SEO has evolved, and now search engines look for quality over quantity. Therefore, only stuffing your webpage with keyword-rich content will not suffice to rank on SERP anymore.  This is where technical SEO comes into the picture. With security and content presentation playing a big role in Google ranking, laying a greater emphasis on the technical part of the website has increased significantly. To define technical SEO most easily, you can consider it as any web page optimization that does not involve content but improves content when performed prudently. 

            Creating a Technical SEO Strategy

            The first and foremost step in any planning or strategy making is understanding where you are and where you want to be. Therefore, conducting an SEO audit using tools like Google Search Console is of utmost significance. The primary agenda behind this is to create a list of activities that will have a greater impact in a shorter period.  Having figured out the gap between your current SEO and the optimization results you aim to achieve, here's how you should begin your technical SEO:

            1. Apply Secure Sockets Layer

            It is a security protocol employed to create encrypted links between a server and browser for their online communication. When your website is not secure, visitors know they might enter a risky situation, leading to your website losing potential customers. Therefore, you should install a security certificate on the web domain and migrate the website to HTTPS to mitigate this.

            2. Increase Website Speed

            It is no surprise that users abandon websites that load slowly. While website speed is a ranking factor for search engines, it also reduces bounce rate and increases the chances of more traffic. The easiest means to increase site speed include compressing and optimizing heavy images and files, browser caching, using CDNs, eliminating unused scripts & codes, decreasing HTTP requests, etc. 

            3. Remove Broken Links and Pages

            You all have at least once visited a web page with 404 errors. It only means that the website links with pages that do not exist. Broken pages don't allow Google to crawl them, reducing the ranking. Such pages/links occur when you originally had a different URL for a web page. To eliminate this, you should set up a 301 redirect, helping users to navigate from the old page to the new one. 

            4. Remove Duplicacy

            When your website has duplicate content, it confuses the search engine in determining which page to rank first, leading to your ranking falling. The obvious solution is to find the repetitive content (usually using tools) and replace them with unique and compelling, high-quality content that provides a good user experience and is search engine-friendly. 

            5. Create an XML Sitemap

            Having implemented SSL onto your website, removing broken pages, and other technical SEO tactics mentioned above, the next step is to inform Google about your improved online face. Of course, the search will know of it eventually, but manually submitting your newly updated sitemap expedites the process. In addition, the updated sitemap will tell the search engine all about the most important pages on your website. If this action plan seems challenging, especially if you are a beginner and lack the knowledge, the numerous affordable digital marketing packages offered by leading digital marketing agencies like #ARM Worldwide is what you need. Our comprehensive digital marketing service package will provide you with a range of services to help you redesign your web page, garner attention, and bring in traffic and potential business. With our team of professional marketers, you can equip your business with the right tools and strategies, helping it reach newer heights.  To know more, contact us today!

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              SEO Guide: What You Must Know in 2022

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              When you need fresh marketing ideas or decide it's time to upgrade your accounting software, the first thing you do is Google it. When it comes to achieving marketing goals, most B2B buyers that content marketing is important. Without at least some kind of presence on Google, businesses will face…

              When you need fresh marketing ideas or decide it's time to upgrade your accounting software, the first thing you do is Google it. When it comes to achieving marketing goals, most B2B buyers that content marketing is important. Without at least some kind of presence on Google, businesses will face a digital uphill battle. And SEO strategies are an organisation’s key to success when it comes to building an online presence for your brand. 

              What is SEO?

              The term SEO refers to the process of optimising a website for search engines. The purpose of SEO is to increase the visibility of a company in organic search results. It aids firms in ranking more sites higher in search engine results pages (SERPs) (Search Engine Result Pages). As a result of these efforts, the company's website receives more visitors, boosting the odds of more conversions, which leads to more customers and money. In simple terms, it can be explained as a strategy that can help ensure that when someone Google’s your product or service category, they find a link to your website.  There are numerous methods for improving the SEO of your website's pages. Title tags, keywords, image tags, internal link structure, and inbound links are all things that search engines check for (also known as backlinks). In addition to site structure and design, visitor behaviour, and other external, off-site considerations, search engines consider how highly ranked your site should be in their SERPs. When all of these variables are considered, SEO primarily affects two things: rankings and visibility.

              Rankings

              This is how search engines assess where a web page should appear in the SERP. A web page can only rank for one position at a time, starting at position one and continuing through the final number of search engine results for the query. Due to content freshness, competition in the SERP, or algorithm updates by the search engine itself, a web page's ranking may alter over time.

              Visibility

              This word refers to the prominence of a specific domain in search engine results. Your domain will appear prominently in SERPs if it has high visibility. When a domain isn't visible for a large number of relevant search queries, it's said to have low search visibility. Both ranking and visibility are in charge of achieving the two most important SEO goals: traffic and domain authority.

              How does Google Determine a Page's Ranking?

              There is only one objective for search engines. They want to give users the most up-to-date answers or information. Their algorithms select pages that are the most relevant to your inquiry every time you use them. Then rate them, with the most authoritative or popular ones appearing first. Search engines consider two factors when delivering relevant information to users:
              • The search query's relevance to the information on a page. Search engines evaluate it based on a variety of characteristics, such as the topic or keywords.
              • The popularity of a website on the Internet is used to determine its authority. The more popular a page or resource is, the more valuable its content is to readers, according to Google.
              They utilise sophisticated equations known as search algorithms to assess all of this data. The algorithms used by search engines are kept private. However, SEOs have recognised some of the elements they take into account when ranking a page over time. They're known as ranking factors, and they're at the heart of some of the best SEO services in India.

              Core Components of a Strong SEO Strategy

              • Make Use of the Correct Keywords
              • Conduct a competitor analysis
              • SEO for the homepage should be prioritised.
              • Enhance Product Pages
              • Responsive design is a good idea.
              • Backlinks are important for e-commerce SEO.
              A strong SEO strategy would help increase your brand’s visibility online and thus increase traffic on your website. With the best SEO services in India, you can bring in more visitors and convert them into customers. Although SEO may be a time taking practice in the beginning, it is one that is definitely worth it.

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                Search Engine Optimization (SEO)

                How Can Brands Leverage Twitter Effectively in 2022?

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                Brands and individuals tune in to Twitter every day to connect with people over real-time conversations and to see and discuss what's going on in the world, across all of their interests and passions. Twitter hosted an online event in March 2022 called #What’shappeningIndia2022 where experts spoke about twitter’s latest…

                Brands and individuals tune in to Twitter every day to connect with people over real-time conversations and to see and discuss what's going on in the world, across all of their interests and passions. Twitter hosted an online event in March 2022 called #What’shappeningIndia2022 where experts spoke about twitter’s latest innovations, products, content, and commitment to promoting healthy conversations.

                Twitter is a vital space for public discourse

                During these post-pandemic times, when important conversations are going on around the world, our world has never been clearer and it has never been more critical. Twitter has outlined its purpose as serving the public conversation across news, current affairs, gaming, sports, entertainment, and even investing - it is a vital space for public discourse. Conversations connect people, help share knowledge, and inspire creativity and innovation, but first and foremost it all starts with feeling safe. Hence, providing a safe and healthy platform to everyone is mandatory. According to Sarah Personette, Chief Customer Officer, Twitter “Ensuring a safer Twitter requires a proactive approach with people-based thinking, policies that lead, products that protect, and partnerships that drive industry-wide change to make Twitter a safer place. Twitter is your window into the culture and a hyper-connected world, how and where your brand shows up has never been more important. Our platform is the best place to launch a new product campaign, service, or offer. And is the best place to connect with the big cultural moments your customers care about.”

                Twitter vital space

                Twitter serves millions of brands and small businesses present on the platform and is improving and innovating every day to make the experience more seamless and help brands come closer to their consumer. It is giving businesses and individuals a chance to succeed with Twitter for professionals, testing new e-commerce tools, like the shop module and a live shopping experiment to drive sales right in the timeline, it is also getting people paid on Twitter now. Publishers, creators, and developers can get paid through features like ticketed spaces, review, and super follows. The new feature ‘tips’ allows people to support whatever they want whether it's a creator, a cause, or just someone needing help with the rent. All this opens up the power of conversation for brands. Brands win when more creators bring more followers. Twitter is shipping faster, learning faster, deprecating faster, and scaling faster. Consumer Innovation & Audience

                Pretha Athrey, Marketing Head at Twitter spoke about consumer innovation and audience, stating that the purpose is to spark public conversation which is valuable to the world both socially and economically. There is space for every topic and conversation on Twitter. It is also deeply committed to building and maintaining a safe and healthy platform to ensure equal participation. While Twitter’s current mission already recognizes that focusing on people is a priority, there is still more work to do.

                Pretha debunked a common misconception that Twitter is centered around news and politics. These topics represent only 20% of the tweet volume globally, whereas 80% of the conversation is around people's passions, such as gaming, lifestyle, music, movies, TV, or Sports. The fact is that people on Twitter in India have a truly diverse range of passions: over 64% are interested in technology, 63% in music, more than 57% are interested in sports, over 55% in food & drinks, and much more. Twitter’s audience is often the first to talk about things so when topics or trends start to pop up on Twitter, they provide a window into culture, and what's going to be important in the future. Twitter's superpower has always been an active, leaned-in audience. And today, it's even more valuable to customers because they are influential, receptive and they drive results. Looking ahead, Twitter will be the most effective place for your brand to stand out and lead the conversation.

                Consumer Innovation We know that launches have always been critical to business growth. It starts with consumer behavior and Twitter helps you break through your launch faster and spread wider because of the nature of the audience. Globally, 91% of Twitter users want to see new brand launches on Twitter. With more people seeing and talking about your brand launch campaign on Twitter, it becomes more efficient. While the launch is important, connecting with your audience is also important followed by improving the conversions. Pretha said “This past year we have seen major brands across verticals, be it tech, OEM, auto, media, entertainment, etc, leverage, the full range of Twitter's solutions. Let me share with you some breakthrough campaigns today, starting with Samsung, India that took advantage of Twitter’s solutions to drive massive awareness for the incredible reach of the Samsung Galaxy Watch, and we were able to deliver an invaluable launch. MG motors in India also took to Twitter to introduce MG Aster, India's first car with a personal AI assistant. They unveiled AI Affairs to Indian audiences using Twitter's takeover products and making sure that they were active in a very interesting way for pre-launch, launch, and post-launch, and they were able to taste, reveal and sustain the conversation, across the timeline creating amazing impact. Finally, having a purpose is such an important part of both culture and business at Twitter, one of our core values is winning with purpose, and here we encourage brands to use Twitter in the most impactful way and stay top of mind. We feel that there is no better place than Twitter to launch, connect or drive something meaningful and purposeful for our consumers.”

                Twitter for Brands Kanika Mittal, Large Client Solution Head at Twitter spoke about Twitter for brands. Whatever happens in the world happens on Twitter, people come to Twitter to talk about their interests and passions, to follow what their favorite brands are saying. People are in a discovery mindset when they are on Twitter therefore brands are likely to make a lasting impression. The audience on Twitter is influential and receptive and it drives results. Brands are now more than ever leaning on to Twitter to connect with consumers and grow their businesses.

                Twitter for Brands Twitter offers a range of highly customized products that can be tailored and packaged to suit your brand's purpose. Kanika says “We have seen strong results with our Twitter products. We are rapidly improving our performance solutions and providing advertisers with seamless ways to showcase the content that they have created. And on top of that, we have very specific objectives to make sure that every campaign is optimized to help you achieve the right metrics. Brands that deeply care about their customers and their employees can use the platform to deliver any purposeful initiative, evangelize it and make people feel their authenticity because they are on a platform like Twitter where audiences are leaned in and are real and here it is my privilege to talk about a great example - CRED had a wonderful initiative called #tweetforgood where they took to Twitter and tried to make a difference by engaging with users and getting them to contribute to SOS Village India simply by tweeting. That is the power of the platform #tweetforgood surely created tremendous good for society.

                The Emerging India Story- SMBs

                Deepti Rao, Head-Customer Service APAC (SMB) at Twitter India explored the emerging India story and shared that despite the headwinds from covid last year, the SMB India business on Twitter stayed buoyant and resilient seeing steady growth in both revenues as well as the number of advertisers. More and more SMBs are being drawn to Twitter. It is the digital differentiator. The last few years have seen a sharp trend toward the digitization of SMBs in India. According to the Cisco India SMB, Digital Maturity, Study 2020 - 68% of Indian SMBs will push new products and services on their digital platforms to grow and differentiate themselves from the competition. While there are several digital platforms out there, twitter's unique niche in capturing the current parts of the conversation in India combined with its educated affluent, and engaged audience makes it a force to reckon with. Twitter is an enabler for SMBs looking to build a brand and a strong online presence. It is the ideal platform to launch something new, grow followers, engage with customers beyond customer support and build brand personality by connecting with key moments that are trending in India. More and more SMB businesses are seeing the value and the opportunity in being present on Twitter. Also, going the extra mile SMBs often have lean teams, and having customer support makes all the difference. Twitter’s dedicated sales team for India supports a wide range of SMB businesses with everything from recommendations on campaign strategy to operational support and optimization. In addition, Twitter also conducts webinar training sessions from time to time and has Twitter Flight School- a self-learning platform for those looking to learn more about Twitter advertisements. SMB Businesses can reach out to Twitter through help forms, which are advertised on Twitter via the Twitter business handle, or by writing to advertiser help at twitter.com. Lastly, Twitter helps SMBs to be a part of conversations that matter, it is a powerful platform for several exciting upcoming business verticals such as gaming, crypto, and EDTech.” Twitter leads the way for conversations in this space and provides a great way to reach interested audiences across these sectors. Twitter's advertising policies, which have recently been updated offer more advertisers a chance to go beyond organic engagement on Twitter, and we're seeing significant interest from advertisers in this phase.” Says Deepti. Twitter Next – Innovative Campaigns

                Last year the world felt a bit different and it still is to a certain extent, but Twitter is moving ahead in the right direction. “The public conversation about things that matter, topics we love and services we interact with, continued to bind us together. Human-centric creativity and ideas emerging through technology continued to capture attention disproportionately on the timeline. What's even more revealing is that the conversation around international shows streaming in India also grew significantly last year. Brands connect with people on Twitter through every moment that matters to the audience from celebrating yoga day to festivals such as Diwali, and Holi. All these conversations and campaigns continue to drive impact for categories, and multiple brands.” said Rishab Sharma, Head Global- Twitter Next

                Twitter Innovative

                Beyond all the campaigns today, how a brand shows up in society and on Twitter sets the tone for how the audience is to react to the messages. There are numerous award-winning campaigns in the past where the brand, has brought attention to a cause, a message, and contributed back to society. Living through the pandemic- a sense of purpose has become far more deep-rooted now.

                The vision of #OneTwitter

                Twitter always strives to be ahead of the curve and ensures to be in sync with what the ecosystem partners need, whether they are agencies, media, creative, strategy, tech, API builders, data, and research partners. “The need is for solutions that go beyond an advertisement that gives an impression. Understanding this need and future potential, Twitter has aligned its strengths into a bouquet of services that can be offered to agencies and brands across the pillars of data, creative & strategy, API, and services. It is called ‘One Twitter’- It's the suite of services that partners in your journey from the time you as a marketer or a brand or an agency think of customer-focused communication till the campaigns have been rolled out and there are metrics to show how well it did. All of this within your single relationship with One Twitter” says Krishna Iyer, Channel Sales Head at Twitter India.

                Let's take a look at the various pillars that help move the conversation ahead through One Twitter. The first pillar is data whether it's a hashtag-based feed on a certain vertical or a brand analysis, a topical wave of conversation, the marketing insights & analytics teams have enabled tools that can help with data that is structured, relevant, and actionable through an insight and measured approach. Your idea can have a lot more impact when you begin with the knowledge of where it’s going to play out. Once you have the data to back your idea, the idea must take the form and shape that's designed to impress, for impact at the stage of implementation, and at the campaign success stage, this is where the creative & strategy pillar comes in comprising of Twitter’s in-house global brand’s strategy team- Twitter Next, design studio- Art House and brand sales content offering called Amplify.

                #OneTwitter

                These services can bring ideation, innovation, and influence your idea that's not only best suited for performance on Twitter but would also elevate the position of the brand and agency as being ahead of the curve whether it's the launch of a new car streamed live on Twitter or the software brand partnering with Asia's leading media network to discuss the impact of AI on business- Twitter has your back. Additionally, Twitter’s marketing and comms team does work with one-of-a-kind, a chosen few successful campaigns that help showcase the idea and its seamless execution across different media both earned and paid.  

                The API pillar is where Twitter has partnered with tens of solution enablers who can help your brand across audience targeting, creative, AD experiences, and campaign management advertising analysis. Additionally, we're also offering partner activation credits, funds that can cover fees with partners who unlock valuable product offerings for Twitter campaigns. Now what brings all of this together is the ability to ensure each brand and agency can tap into any of these pillars in a seamless and output-driven way. Thus, servicing is the final and binding pillar. Twitter is adaptive for all brands across multiple budget levels and service requirements and has the ability and team structures to manage them all so whether you are a small business owner, a new growing D2C brand, or the world's most aspirational mobile phone OEM, Twitter can cater to all with the right mix of idea, influence, and impact. In conclusion, the idea of #OneTwitter is to be a solutions partner to all brands and agencies from the time the idea is rough and meandering till it succeeds, sustains, and brings the agency & brand what they set out to achieve. 

                Sports on Twitter- Everyone’s favorite topic of conversation

                Twitter is where people come to find out what's happening in real-time. It could be to catch up on the biggest news of the day or not to be missed entertainment, or even the biggest sports moments and memes. Conversations that make up cultural touchpoints and communities come to Twitter and thrive and that’s incredibly exciting not just for those who are consuming that content day by day but also for content partners and publishers across the country in multiple languages. “We work a lot in the video and live video space with content publishers, and our partners create and share premium content that brands love to align with. Twitter's amplify sponsorships program leverages the power of that premium content allowing publishers to monetize their best video content, and advertisers to associate with videos that brands save via that one-to-one, mapping with publishers. Brands get a share of voice and access to high engagement, occasions, events, and even bespoke video content. So, we're talking innovation, great content and we are talking audience engagement. We had incredible success with interactive campaigns, custom content campaigns across verticals from the worlds of tech business, and thought leadership across various formats.” Says Amrita Tripathy, Head, Global Content Partnership team at Twitter India.

                Sports on Twitter Brands can tap into and leverage the conversations, and get an incredible brand lift by aligning with partners who are hand-selected across all the content categories and ride the tremendous momentum that arises from these conversations. In the context of sports, Twitter is the roar of a stadium and it does double up as a natural second screen for sports as people want to watch & share in real-time together as a community. We all know of the incredible community that came together around Cricket on Twitter with a whopping 96.2 million tweets in a year with 4.4 million unique authors. Amrita also spoke with two stalwarts – the very well-known Harsha Bhogle and Gaurav Kapur, who are the best in the business to share their unique insights about the business of sports in the digital era. The conversation revolved around a few things that brands can keep in mind when they align with premium content. The most important being that Twitter has democratized content creators – a lot of real-time conversations are happening on the platform. Also, brands & cricket are a match made in heaven as people naturally follow sports. However, brands must be authentic and must tell relevant stories to be a perfect fit for the business of sports. 

                The India Growth Story

                Apurva Dalal, Director of Engineering Site Lead at Twitter India shared his interpretation of Twitter mentioning it as a service where history is being recorded for several significant global movements, whether it was the Chandrayaan-2 launch in 2019, Biden's victory, #wediditjoe in 2021 to a covid-19 pandemic or most recently the war in Ukraine. Twitter is available in 11 Indian languages. Almost 50% of Tweets in India are now in languages other than English, whether it’s elections or movie releases, or the world cup match. It's all unfolding on Twitter in real-time across languages bringing millions of Indians closer to learning about what's happening, empowering voices, connecting like-minded individuals, and enabling them to grow and learn along #Indiaistwitter. 

                India Growth Story

                Shirish Andhare, Director and Head of products at Twitter India, spoke further about the India story. He mentioned that Twitter is deeply committed to the Indian market and talent with a dedicated tech team on the ground. He spoke about how Twitter is going to fulfill aspirations and ideas of making India happen on Twitter through a combination of global and India first innovations. India is unlike any other region, it has a diversity of interests, cultures, and languages which contribute to very unique product challenges, and that just motivates Twitter to focus even more deeply on Indian users, stay agile and responsive to everything one can learn from millions of conversations happening on the service, and to improve the service for every Indian every single day. Twitter is actively investing in a broad selection of content in a variety of languages and formats that are unique to the needs of India, its past times, and its passions. It will be investing in media-rich content and creators across a diverse range of topics and languages while doubling down on creating the best experiences for India's passions, starting with cricket. Twitter plans to focus on fostering online communities and bringing them even closer while enabling everyone to discover information, learn, entertain and grow together. 

                Hearing out these industry experts has made it evident why Twitter is the perfect place to announce something new or connect with what's going on across industries. Having seen the value proposition, we know what to expect in the year ahead! It’s important to learn how to leverage social media to your brand’s advantage and we at #ARMWorldwide can help you out in doing that. Contact us to transform and grow together.

                Disclaimer: The information provided in this blog is primarily sourced from the virtual event that Twitter India hosted in March 2022. The information provided is for general information purposes only. All information provided here is in good faith, however, we make no representation or warranty of any kind, expressed or implied regarding the accuracy, adequacy, validity, reliability, availability, or completeness of any of this information.

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                  Social Media Marketing

                  Pump Up Your Marketing Game with Reduced Bounce Rates

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                  Search traffic, conversion rate, and website performance are some digital marketing jargons that are not unheard of for savvy marketing experts who aim to thrive in the current digital age. Bounce rate is another critical term that differentiates between a star performing website and one that fails to attract and…

                  Search traffic, conversion rate, and website performance are some digital marketing jargons that are not unheard of for savvy marketing experts who aim to thrive in the current digital age. Bounce rate is another critical term that differentiates between a star performing website and one that fails to attract and retain visitors.  E-commerce and retail websites have an average bounce rate of 20-45%, implying numerous missed opportunities. This means that even a minor optimisation in the website can significantly impact the bounce rate and massively boost the user experience and business growth.  Here's how you can establish ground among competitors by running a successful, low bounce rate website:

                  Optimise Landing Pages for High 'Time on Site' 

                  A well-structured website plays a critical role in ensuring high Dwell Time. Its primary role is to fulfill user intent, which determines the time users spend on the site. Research suggests that about 53% of mobile site visitors abandon a website that loads in over 3 seconds, meaning that every second counts in evaluating the bounce rate. Your website loading speed, its visual appeal, and content quality are some factors that play a critical role in keeping the visitor engaged.  For a fairly low bounce rate on your website, well-placed ads, limited redirects and plugins, clear call-to-action buttons, and minified site codes are some optimisation steps you can undertake. You can significantly modify your website's rank on the Search Engine Results Page with these tactics.  

                  Visual Content for Customer Attention 

                  The easiest yet most effective means to mitigate cognitive load is to enhance visual content that informs, interacts, and influences visitors, encouraging them to take desirable actions. Visual content is a 'necessary' element to grasp users' attention. This does not mean overloading your website but embedding visual elements with attention to their placement and relevance.  The significance of visual content marketing increases ten folds as people remember only 20% of what they read, 10% of what they hear, but 80% of what they see. This means that images, data-driven visuals like infographics, videos, charts, graphs, flowcharts, illustrations that narrate a story, visual surveys, intriguing GIFs and memes, etc., can help lower bounce rates. You must focus on the optimum number of visual elements you need on your website and the quality of visual content you offer to your visitors. 

                  Positive UX Dictates 90% of Brand Loyalty

                  UX quality and users' perception of online presence are key factors in measuring a brand's performance and success. 58% of customers do not hesitate to terminate business with a brand owing to poor customer experience. Therefore, you can ensure long-term engagement and loyalty toward your brand with proactive UX.  Positive UX determines the trust and credibility a customer has in your brand, both today and in the future, leading to higher interaction, better engagement, and an increased conversion rate. When visitors find it convenient to navigate your website, they tend to stick for long. Therefore, to ensure a smooth customer journey, you must strategically plan activities, from creating easy-to-navigate, well-structured, responsive websites to prominent CTAs on landing pages. 

                  Stayin' Alive with Live Blogging & Streaming

                  Users today judge your brand's veracity based on your digital presence. Hence, investing in live experiences can help you build a long-lasting connection with the audience. If the reason behind your online existence is to attract, engage, and retain customers, consider live podcasts & audio interviews as a great means to increase traffic and decrease bounce rates. Moreover, by hosting a strategically planned live event embedded on the website, you can witness improved customer engagement.  Additionally, user-generated content (UGC), comments, and discussions on your website can increase users' dwell time. By identifying the challenges and possibilities and cultivating a positive relationship with your buyer persona, you can improve the viewer experience on your pages. 

                  Let Your Customers Narrate Your Story

                  Today's audience is well-educated and aware. Thus, user-generated content proves to be better-performing, clearer, and much more reasonable, leading to lower bounce rates and higher duration on the webpage.  Research indicates that UGC is 50% more trusted and dictates 29% higher web conversion than websites without it. Therefore, positive word-of-mouth through user reviews, comments, and testimonies works as social proof, improving your brands' authenticity and trustworthiness. Furthermore, emphasising community-driven values on landing pages, sharing social media contests results, and incorporating visual ratings are effective ways to keep users coming back for more.  

                  Rethink Your Website Optimisation Efforts

                  The big distinction is whether users bounce back because your website ensured their purpose was fulfilled or to search for a better result on your competitor's site. While the former would mean you have managed to establish the best website and offer the best solutions (a rare case scenario), the latter implies that your website fails to offer what users expect.  Either case, laying emphasis on your online presence is of the essence when functioning in today's digitally-driven business landscape. And what better way to do so than revamping your website, the online face of your business.  While most businesses incline all their energies toward creating the best product or service, strategically-planned website optimisation activities can reduce the bounce rate and boost business growth exponentially. All these measures can increase the dwell time and deliver more repeat visitors. Explore what your website optimisation needs are and put the best activities in place to enhance customer engagement. Unleashing the full potential of your website in your hands, all you need to do is implement the right strategies most appropriately!

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                    Search Engine Optimization (SEO)

                    IPL: Behind the Digital Scenes – ARM Worldwide

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                    From Stadiums to Screens: How IPL Embraced the Digital Era The mutually beneficial relationship between digital marketing and the Indian Premier League (IPL) has thrived from the very start, and with the rise in hyper-digitalisation, the industry has only benefited more. Advertising and promotion on social media sites or via…

                    From Stadiums to Screens: How IPL Embraced the Digital Era

                    The mutually beneficial relationship between digital marketing and the Indian Premier League (IPL) has thrived from the very start, and with the rise in hyper-digitalisation, the industry has only benefited more. Advertising and promotion on social media sites or via a partnership with cricketers have also given much-needed public exposure to several brands and their products & services. Let us look at how it has been working out so far.

                    Social Media Engagement

                    Brands employ numerous digital marketing strategies via television, social media platforms, and other channels of communication to place products throughout the IPL season. Social media engagement works differently for each of the cricket teams wherein they have their own campaigns for multiple interaction points with their audience via Twitter, IG, etc. Further, brands from many sectors look forward to the IPL season to expand their market, visibility and reach via teams & players. According to the blogging network, 51% of people use Twitter to read tweets on events & news stories, 25% aim to collaborate with Tweets during the game, and 21% plan to engage afterwards. In fact, around 25% of people actually follow their favourite players on social media.

                    Live Broadcasting Rights

                    With a boom in the live streaming and broadcasting space, many brands are providing front row seats to their audience to ensure that their viewership enjoys the comfort, accessibility, and convenience. IPL is crucial for broadcasters who wish to improve their OTT presence. The Board of Control for Cricket in India (BCCI) is expected to sell OTT streaming and TV rights separately in order to maximise revenue. Sources say that many broadcasters may battle for a piece of the IPL pie in 2022, wherein the motivation is to broaden the reach and also increase revenue. Amazon and Reliance Businesses are anticipated to compete with Disney and Sony for television and internet broadcast rights for the two-month series and at a whopping cost of ₹50,000 crores.

                    Sales Hike for Food and Beverages

                    People are driven by emotional investment, which is why the stronger the link to cricket, the more motive there is to favour and purchase a brand that is being endorsed. Several restaurants and bars come up with lucrative IPL deals with live screening and special menus via social media platforms, thereby creating an F&B hotspot for their customers. Also, brands partnering with teams and players open up several F&B kiosks within the stadiums, which help in boosting brand visibility and sales and also create a brand association with the game. Stadiums too partner with F&B brands to create a wow factor and provide an engaging experience to their consumers holistically, wherein they can indulge and socialise with their peers while enjoying the game.

                    Influencer Marketing Campaigns

                    With IPL becoming the buzzword, many brands use influencer marketing strategies and campaigns to reach out to their audience by creating an emotional connect with the game. In 2020, 16.2K+ out of 622K+ posts were influencer marketing based. Businesses take advantage of the IPL season by collaborating with prominent influencers to create a buzz about their new products. During IPL 2020, 146.6 million+ influencer posts were shared on Instagram and Twitter. Brands employ conversational methods wherein the audience can chat with influencers and engage in a quirky manner. Additionally, regional influencer marketing is done to reign in the sports spirit with the help of different teams, which enables brands to engage with newer audiences across the country. 

                    Endorsements and Sponsorships

                    Many brands encash endorsements and sponsorships opportunities during IPL to help boost revenue and sales for their business. One of the most significant benefits of such sponsorship deals is that businesses frequently gain access to players for brand endorsements which significantly helps in increasing product sales. Stadium branding, shirt branding, merchandise branding, and other sponsorship options are available wherein businesses increase their traction via heavy digital marketing and advertising to regional fan bases. Radio advertising is used for match & score updates and #omgmoments via commentary from renowned radio jockeys. This kind of sponsorship further includes PR, social media, news ads, etc., for brands. Brands can use digital marketing to earn the best return on investment during the IPL season. All collaborations that seek to thrive, however, must always be a two-way highway. If and when done correctly, digital marketing has the ability to influence the destiny of any company, and they must take utmost advantage of the tools available!

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