PR

Paid Media Trends for 2022 and Beyond!

By Team #ARM Worldwide
December 24, 2021

Paid Media has become one of the most important marketing aspects to reach the right audience at the right time with the right content. As everyone wants the best ROI from their ad spend, optimisation tools will only get more and more advanced. With paid media offering instant traffic and results compared to other forms of digital and traditional marketing, digital advertising is becoming essential for every business. Whether you're selling a physical product, digital product, or offering services, paid media can benefit every business if used correctly. Read on to find out what exactly is in store for the paid media industry heading into 2022 and the future of digital media planning and buying:

Move Towards Effectiveness in Planning Models

Many advertisers who have relied on short-term efficiency will shift to long-term effectiveness due to changes in the Search and Display Models across ad serving platforms. Customers' LTV is now at the forefront of advertisers' minds and the focus of their paid campaigns. Algorithms are, therefore, trained to understand what form of conversion results in customer retention. With the increasing integration of CRM and ad serving platforms, you can directly measure the accuracy of performance plans by running campaigns against their estimated benchmarks while ML fine-tunes your forecasts. In addition, enhanced tool capabilities like Performance Planner in the Google Ads suite will aid planners in this holistic view.

Coming Soon 'Cookieless' Existence

The online advertising industry is in flux as Google's future intentions to eliminate third-party cookies. As more consumers shop online and use social media across numerous platforms, third-party cookies have become an important aspect of many advertising efforts. Focus now is on generating and storing a qualitative first-party database. Additionally, organisations will rely on comprehensive data orchestration platforms that bring all technologies together so the ads team can get what they need. Related Article : Preparing for a Cookieless Future in Advertising To extract, share, and act on the insights collected via first-party data, you need to have the integrations like CRM, Google Analytics, and Data Management Platform (DMP) in place between various systems. First-party data can triangulate intent by improving Google Ads campaigns. This, in turn, makes it much easier to move these prospects through the funnel time ads, content, and nurture campaigns.

The Rise of AI and ML

Artificial intelligence depicts the future of all complex decision-making and acts as the foundation for all computer learning. It is proving to be a great marketing tool, and many media outlets have begun to embrace it. A recent report found that 83% of IT leaders say that artificial intelligence and machine learning transform customer engagement, and 69% say it is transforming their business. Related Article : How AI Revolution Will Transform Digital Experiences Machine learning tactics like Google Smart Bidding to automate bid strategies, lower advertising costs, and reduce manual input will be the frontrunners. They continuously learn and adapt campaigns as per goal completion percentage. AI can also be used to effectively target consumers, forecast CTR and conversions, and drive creative decisions for campaigns. As a result, marketers will move from reactive to proactive in their approach to smartly generate more qualified leads.

Gaming Platforms will Reign Display & Discovery

Gaming has quickly established itself as an important part of the entertainment sector, with gaming leading the way in terms of revenue. Hence, gaming platforms will have exploded in popularity as advertising platforms in the future too. Factually, research shows that video game advertising has risen by 17% in 2021, while ad spend for console, streaming, and distribution is up 36%. Banners, advergaming, and audio advertising are all great options. Businesses can invest in ownership rights for advertising pursuits, fund branded elements, opt for product placements, or create completely branded games. Video will be a key format for in-game advertising. Brands can also add IGA content like pre-roll and rewarded videos, along with KPIs to calculate reach and completion rates.

Digital Eyes Everywhere

The CTV and OTT markets are expanding, presenting advertisers with new revenue opportunities in the visual realm. Capitalising on customer attention on such platforms with personalised experiences will hit home. Through CTV advertising, advertisers can engage with consumers in a linear TV-like environment, encouraging co-viewing and one-to-many relationships. They can also showcase products in targeted geographic areas.OTT and CTV can be used interchangeably while buying ad placements. Based on business goals, you need to know how a channel will push your campaign in the right direction of achieving your desired KPIs. OTT's have the ability to deliver incremental reach. Companies attain advertising benefits of using both the visual, highly engaging traditional TV ad breaks and the data-oriented selection of the digital world.

Final Thoughts

Using paid media strategy gives businesses the ability to leverage unique targeting capabilities to reach and engage a vast audience. By leveraging the above trends in your paid social campaigns, you can move one step ahead of your competitors. Begin by building a concrete strategy and clearly defining your KPIs. Then, experiment with diverse social media platforms to find the ones that work best for your business and get innovative while showcasing your brand. By reaching your target audience on the paid social media platforms where they spend most of their time online, you can generate brand awareness where they are the most receptive, and consequently, bring in more sales to drive revenue. To ignore paid media is to sacrifice a competitive edge and neglect a key component of your digital marketing strategy. Digital marketers must experiment and often iterate to stay relevant in today's highly competitive social advertising landscape.

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Paid Media

Social Media Trends 2022 – What to Watch Out For!

By Shrishti Jain
December 17, 2021

If your business aims to remain competitive in today's jam-packed online landscape, you must adapt to the latest trends and innovations. There's just no way around it. However, it's quite a tough job to study and forecast marketing trends. Sounds heavy but don't worry, we've got you covered! For the next two months, we'll uncover the hottest, most anticipated trends for the new year covering everything from content production to its distribution and from technology advancements to omnichannel integrations. Put these exclusive trends to work and reflect on them while outlining your own digital marketing strategy for 2022. We'll start with the touchpoint that rules the web - Top 5 Social Media Trends that have the Potential to Influence Conversations and Conversions in 2022:

Into the Metaverse with Augmented Reality

With Facebook introducing AR content, Snapchat releasing the Local Lens feature and Instagram enabling its AR-based 'try-on' feature, AR is quickly becoming critical for the overall social media UX — especially for the consumer. AR yields unprecedented outcomes in traditional marketing and advertising. It captures people's attention for over 85 seconds, increases interaction rates by 20% and improves click-through rates to purchase by 33%. AR gives way for people to interact with digital objects in their homes, stores, and public spaces. For example, digital trial runs via AR make sampling significantly easier and faster for shoppers, leading to more sales. In addition, AR's ability to connect the physical and digital worlds makes it adaptable for multiple use cases. Take Facebook's metaverse, for instance; it will use AR and other technologies to bring people together under a single overarching platform.

Power of Hyper-Personalisation

Good social media personalisation pays close attention to involvement history and context. When executed well, such personable experiences enable businesses not only to differentiate themselves but also to obtain a sustainable competitive advantage. Social media dialogue will get more custom-tailored as marketers leverage data to create one-on-one experiences. Nearly 9 out of 10 marketers consider it a priority and invest in the betterment of their personalisation attempts. A greater emphasis is being placed on building laser-targeted content assets that are humanised as social media experiences on DMs, live chat and chatbot integrations. Delivering ephemeral content which can't be missed creates FOMO, presenting unique experiences and allowing the viewers to interact directly with the brand, all with a sense of exclusivity and urgency.

Whatever you say, say only in Video

There has been an evolving shift in user preferences from pictures to video content in digital marketing. As a result, consumers are becoming more interested in video content, which can engage and deliver value. Be it long-form or short-form, videos continue to gain a lot of traction and give value to customers, especially to enhance in-person shopping experiences through Reels, TikToks, and Live stream broadcasts. Video content gets 48% higher overall engagement and 1200% more shares compared to text or image-based content. Brands can even leverage User-generated content (UGC) for videos to gain trust and influence purchase decisions. The underlying benefit of video content on social media is its adaptability and variety. It captures a wider target audience, even the lazy users, and drives them to consume new video content.

If it's Organic, it has to be Local

If you want to grab customers' eyeballs, you need to market everywhere they're looking. Therefore, a substantial focus on 'location' has become a strong social marketing trend for both sponsored and organic social media efforts. Brands will produce on-location footage and tag each post appropriately to increase awareness by promoting a LIVE event in the area and expanding the overall reach in the process. Brands shall advertise customised content and start offering content to audiences within specific geographic areas. This will trigger impulsive buying, boost sales, and give an effective marketing angle. Furthermore, to stay relevant, marketers must catch up with technology and embrace location-based marketing to retain their customers, bring in revenue, and provide a richer in-store experience.

Valued Niche Social Experiences

With billions of active social media users, people seek experiences in smaller, niche communities and subcultures. Consequently, brands are doubling focus on creating such experiences to enhance relationships with the audience. Facebook has introduced features that are being added to make media groups more comprehensive and appealing to both its admins and its members. In addition, it provides the ability to form subgroups — both free and paid. Along with that, there are experiences like:

Audio Rooms: Users on Facebook are still loving this feature. It is beneficial to use this kind of communication within a Facebook group to communicate with members on a more personal level.
LIVE: The power of live is still evident, and streams are gaining more value, organic reach and engagement. It's likely that Meta will continue to roll out and push this short-form, full-screen video format very heavily.

Final Words

Given the significance of social media in people's lives today, marketers flock to social media platforms in the hopes of uniting with their target audience. However, there is a content overload on social media, and the competition increases every day. It can be tough to stand out unless you have a planned social media strategy in place. Staying on top of these trends will help fuel your strategy and make you stand out amidst the crowd. 2022 might just be the year for your business to reach new heights, digitally! So, keep up with these newest developments and use them for your social media initiatives.

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Social Media Marketing

How to Leverage Employee Advocacy Programs?

Social Media platforms provide you access to people that matter the most for your business. Getting your employees involved in social media marketing is a strategy that is increasingly growing and equally rewarding. Ergo, it makes sense for a company to invest in an employee advocacy program that leverages employees'…

By Shrishti Jain
November 19, 2021

Social Media platforms provide you access to people that matter the most for your business. Getting your employees involved in social media marketing is a strategy that is increasingly growing and equally rewarding. Ergo, it makes sense for a company to invest in an employee advocacy program that leverages employees' personal networks to engage their consumer base from various touchpoints and also establish the employer brand to simplify inbound recruitment. Here's how you can take account of your workforce's potential to convert them into domain experts that influence conversations on social media:

What is it all about?

Employee advocacy is the promotion and elevation of an organisation by its workforce. It positively impacts sales growth and brand reputation. In addition, it helps build a strong internal team, enhance your culture, and boost recruitment efforts. Employee advocacy happens when workforces are empowered and engaged, utilising their personal influences to eagerly and actively promote their company's brand on their personal social media handles. Introducing an employee advocacy program won't just end in a much more engaged workplace, but you will also exhibit a company growing faster and working with much more efficiency. Employee advocacy also presents opportunities to drive brand recognition, boost engagement and referral traffic, generate new leads, and source potential hires, all through the trusted voice of employees.

Why is it important for your business?

To efficiently compete in today's marketplace, your business must uncover opportunities like Employee Advocacy. It has the twofold benefit of advancing your core business objectives and developing the bond with your employees. A business' employees, including the sales staff – represent both one of your greatest and also one of your most cost-effective resources. It has a positive impact on sales and growth because of increased positive perceptions and brand awareness. It also impacts 'human capital' by improving staff recruitment, retention, and engagement. People tend to believe in an 'average' employee more than the company's CEO. A study [] shows that content shared by employees receives 8 times the engagement of content shared on a business's social channels.

How to Inspire Employee Advocacy?

Leveraging your employees to spread the brand's message further across their own social networking handles is a no-brainer. However, you need to follow a few tactics to get your employee advocacy marketing efforts rolling. Firstly, it's critical to develop a high-trust culture and meet employee expectations for social impact. Nothing cultivates faith and loyalty in your employees, like allowing them to share information. Align your advocacy campaign with your company's primary business goals. Once the goal is clear, pick which social media metrics to track. These might include a share of voice, website traffic, new leads, etc. Tap employees who are natural social media users and are enthusiastic about working for the company socially. Engage them in defining the company's campaigns and goals. They can help learn what kinds of tools other employees are most likely to use and share.

Tips to Encourage Employee Advocacy

Your company's social handles are for interacting with customers and clients, sharing with the world, and securing a brand presence. But it's your employee's social relationships that can actually magnify your brand's visibility. By gamifying the employee advocacy program experience, you make it fun for employees to participate. As a result, they look forward to the rewards and incentives, which drive them to share more on social media. Make sure to encourage your employees to provide feedback as well by allowing open communication and collaboration in the company's social media campaigns. Also, clarify that your company encourages getting involved but doesn't force it. You must ensure that the program is easily accessible for all and show that getting involved in it is mutually beneficial, not just one-sided.

Measuring Impact of Advocacy Programs

To measure social media success:

Calculate the expected gross result, not individual results.
Rather than running after each and every employee's statistics, encourage a comprehensive mindset shift by making this a team effort.
Calculate social media's contribution to website visits, find out if there is a constant yet steady improvement in the percentage of website traffic sourced to social media at large.

Furthermore, by measuring the average number of social interactions per page, post or blog, you can track if there is a significant increase in engagement with the website's content pieces due to more staff involvement. Over time, you will be able to ascertain if the number of new followers per month on the company's page has increased or if that rate is accelerating with added staff engagement.

Final Words

Employee advocacy programs via social media have become a natural and essential progression. A well-planned and structured advocacy program allows sharing resources and recommendations among the staff to amplify your brand's revenue and sales through social media platforms. Employee advocacy entails consistent efforts, but the payoff is huge. Businesses that are not utilising their employees' social networks are surely missing out on a big opportunity to expand their reach and build brand awareness. However, with suitable direction, motivation, and recognition, your business can unveil the power of its most significant asset and reap the rewards of employee advocacy.

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Generic

Optimizing Website for International Traffic

By Team #ARM Worldwide
November 13, 2021

International SEO can be an excellent way to expand and grow your business because it could very well be in your competitors' blind spot. By optimizing your website for International traffic, you can quickly grow market share by converging on markets on which the existing players in the SEO tool space aren't focusing. In addition, building and expanding your digital presence requires you to reach audiences within all the regions you do business in, particularly through search. As a result, SEO has become more indispensable, with 68% of all online experiences initiated via a search engine. Read on to see how international SEO practices introduce a highly targeted and scalable way to build and reach your desired international target markets:

Beginning with Research

An international SEO for your website shall start with some initial research to validate the offset point and the potential for every international market to set and prioritize your target. First, identify your current international organic search visibility, conversions, traffic, and conversion rate by analyzing your current website on tools like Google Analytics or via Google Webmaster data. Next, do keyword research to evaluate the potential of the top countries and language markets you're thinking of targeting. Collect relevant keywords, phrases, their organic search volume and level of competition per country. After selecting keywords that target the different searches of your international audience and identifying their organic search volume, it's time to identify the competitive level based on the popularity and relevance of the competitors.

Defining URL Structures

Geotargeting or International targeting is essential for companies that do digital marketing in various regions around the globe. One fundamental step is optimizing your website's URL structure for an international audience. Below are a few URL structures that developers can deploy to target a particular country or language:

The ccTLD (country code top-level domain) uses two-letter codes to let users and search engines know what region, country, or territory your website is registered in {example.uk}.
The Subdomain is a separate 'third-level domain' where internationalized content is hosted {uk.example.com}.
Subdirectory or Subfolder is a separate folder of the root domain where the internationalized content is hosted {example.com/us/}.
Different domain is an entirely different root domain where internationalized content is placed on a non-internationalized website {exampleussite.com}.

How to Optimize your Website?

When executed correctly, international SEO should be nearly undetectable to users. They should simply obtain relevant content in their language and within their region. You must always keep your target group in the back of your mind.

Using HrefLang Tags allows you to cross-reference pages with similar content for different audiences. Use tools available online to generate these tags, then use Google Search Console to find errors.
The XDefault Tag is a default version of the site that you can use to show users when the language or location tag doesn't match any of the available ones, and no other page is better suited.
The Meta Content Language Tag signals what language the HTML is written in and indicates search engines to the target audience for the page. The Schema Markup is another effective method to tell search engines what your website is about and what your company does.

Vital Elements to Adjust

Once you have selected your desired international targeting and type of structure to use, it's time to optimize it to make sure it is crawlable and indexable. It should present the coveted targeting signals to evade search results misalignment concerns. In addition, every single one of your international website versions should be indexable and crawlable without using scripts or cookies that don't allow search engines to index the webpage content correctly. It's imperative to translate or localize the different elements like the title, meta description, URL, alt descriptions, currency, address, etc., of the pages of your international versions to add relevancy. You can also include links to your beloved social media handles and location data like the address and phone number of your local offices to intensify the user experience.

Best International SEO Practices

You can increase the chances of users having a positive experience by making it unambiguously clear that the page is built for them. Ensuring that your content is relevant from a cultural and design perspective is just as important. Also, never automatically redirect your visitors and search engines based on their IP addresses or browser settings. It can be very upsetting for users and confusing search engines. Use a pop-up banner message instead. Because your international SEO efforts aim to serve customers well, ensure that everything from site navigation to content to help desk is in the primary language of the targeted region. Remember to steer clear of using scripts or cookies to show users different-language versions of the page as search engines cannot crawl through such dynamic content, and users may not be able to see it.

Final Words

Search engine optimization has an immediate impact on regions where your website appears in search engine results pages (SERPs), so the better optimized your site is, the more visibility it's likely to gain. By taking full advantage of the above tips, you can improve your E-commerce SEO campaign and adjust your promotional efforts to reach different markets. After evaluating your SEO potential in your target countries, analyzing your competitive landscape, pulling together a list of most profitable keywords for your international SEO and thinking through the technical aspects of developing an internationally targeted website, you are now armoured to market your business to the world. Good luck!

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Search Engine Optimization (SEO)

Have you Explored YouTube for Business Yet?

By Shrishti Jain
November 5, 2021

YouTube is one of the most popular and the biggest social networks in the world. YouTube is where your audience is. It has over two billion active users worldwide. In addition, the platform is so far-reaching that it can be accessed in 76 diverse languages. This, of course, means huge reach and immense possibilities for increasing awareness of your business, driving more traffic and engagement, and generating more leads. Here's how a good YouTube for Business strategy can help you reach more people and improve your results overall:

What is YouTube for Business?

YouTube for Business encourages you to use this platform to reach a new audience, grow your business and strengthen your brand. YouTube is where everyone goes to watch videos, and that means your customers do too. For businesses of all shapes and sizes, YouTube offers a simple way to customise a channel to suit your business. for your audience to discover you online when it matters, especially on mobile devices. YouTube is excellent for retailers, marketers, manufacturers, and service organisations to utilise as another platform to market specialty products. For example, instructional and demonstration videos are popular with potential customers researching specific products. YouTube is among the only video platforms that match TV reach with added targeting capabilities, including innovative targeting like in-market audiences to topic targeting where your ad can show up on content contextually relevant to your brand.

Why use YouTube for Business?

YouTube’s efforts have been largely focused on reaching audiences at every conceivable point throughout the UX on the platform allowing businesses to be omnipresent but not invasive. Using YouTube for business can support you repurpose content you've already composed without the need to waste a lot of time or spend on expensive equipment. A sale can only happen if you have a strong value proposition. Conveying your message via video strengthens your pitch. Not only do people prefer to watch videos, but they also retain 95% more information. Related Article : Short-form Video Content Marketing Leveraging a series of videos, including customer testimonials, tutorials, product demos, project reviews, case studies, etc., can add an element of social proof, making consumers feel validated. YouTube video marketing can also boost your SEO efforts and perform well on Google SERPs. By using YouTube as part of your marketing strategy for your business, you're also building your website's authority. The more authoritative your website appears in Google's sights, the more powerful your pages will rank in the search results. Take advantage of these metrics by composing high-quality content and adorning your web pages with videos.

Where to Market your channel?

It's vital always to spread the word about your YouTube Business channel and videos across other digital platforms. Luckily, YouTube, as well as other platforms, make it easy to distribute video content. Sharing videos on social media is an easy way to add additional insights to your video and engage with viewers. Be sure to include relevant #hashtags to ensure your video is included in the conversation. You can film a YouTube video to supplement a particular blog post or share client video reviews on your website. This helps market your YouTube channel and videos and also drives traffic to your website. In addition, engaging with successful Q&A sites like Quora can be a great marketing technique for your business. You can monitor questions and share the type of video content that users will find helpful as answers.

YouTube Marketing Strategies

YouTube has a huge viewership. By using it the right way, you can reach out to big audience segments. Businesses must set up a strong YouTube marketing strategy that helps them win over their audience. Businesses must learn how to optimise their channel, grow subscriptions, and expand their reach with YouTube. In addition, they must focus on creating the best quality and most valuable content they can for their audience. You can also interact with followers and reward them for engaging with your channel's videos before guiding them to your website. Related Article : 15 Smart Ways to Promote Your YouTube Videos By conducting competitive analysis, you can see how your channel measures up and identifies opportunities. Read comments as there are chances that their audience will overlap with yours. Then, jumpstart your YouTube endeavours by collaborating with an already established creator. Either have them talk about your product on their channel, including an annotated link over to your channel, or pay them to join in on a video for your channel.

Understanding YouTube Analytics

YouTube Analytics is the best place to gather actionable insights. You can uncover incredible information, from audience demographics to traffic sources and the keywords people use to find your videos. Interpreting YouTube Analytics is pretty straightforward once you get the hang of it. Focus on targeting one goal per video (like increasing brand awareness, views, clicks, inbound links, social shares, etc.) that drives your video strategy from beginning to end. Go to youtube.com/analytics to examine the overview report, highlighting top-line performance metrics, demographics, traffic sources, engagement metrics, and recommended content. You can also filter these results. Observe metrics like Watch Time and Audience Retention Rates to discern what pieces of content viewers are actually consuming instead of just navigating away from. You can also use attractive CTAs at the end of the videos to measure redirections.

Final Words

With over 500 hours of video content uploaded on YouTube every 60 seconds, influential marketing is easier said than done. With YouTube, you have the option to let viewers watch, comment, share and subscribe via each video. This gives your company a great opportunity to communicate with potential customers directly through your business channel. YouTube is a serious marketing platform that presents your brand with the opportunity to promote content in a truly engaging and visual way. Online video marketing presents businesses with the opportunity to establish themselves and build trust in their industry. Most importantly, it’s easier to connect and engage with audiences through online video when compared to written content.

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Content MarketingSocial Media Marketing

Scale Marketing Efficiencies with Customer Journey Maps

By Shrishti Jain
October 22, 2021

Customer expectations are unquestionably undergoing a major transformation. So how can businesses meet these expectations and ensure every customer interaction is smooth? One unique way to optimise and understand these customer experiences is a process called customer journey mapping. It is a process that translates into faster sales cycles and more satisfied, loyal customers who make follow-on purchases. Here's how you can utilise the process of mapping customer journeys to drive better results for your company and enable better experiences:

What is a Customer Journey Map?

Customer journey mapping gives businesses a way of getting into their customers' heads, helping them gain valuable insights and understanding regarding potential customer pain points. It is the process of visualising how a customer interacts with a business by mapping out the steps they take to achieve a goal. In addition, it outlines important events, customer motivations, and possible friction in the customer experience. A recent study found that businesses that offer a rich customer experience have a 1.9 times higher average order value and a 1.7 times higher customer retention rate. Buyers and businesses have more ways to interact online than ever before, and the focus has shifted from getting people into your sales/marketing funnel to delivering exceptional digital experiences.

Why do you need a Customer Journey Map?

Breaking down the customer journey point by point, aligning each action with a goal, and restructuring your touchpoints respectively are essential steps towards maximising customer success. Additionally, a well-crafted journey map takes post-purchase experiences into consideration. That knowledge helps you comprehend why customers leave. Thus, you can enhance your strengths and improve customer retention. It enables marketers to target prospects across various touchpoints and deliver hyper-personalised experiences desired by your customers through omnichannel marketing and customer service. At each step of the buyer's journey, you can identify pain points. For example, knowing what kind of questions your customers have helps address their queries promptly. And ultimately, you end up improving your customer experience.

How to Map Customer Journeys?

The real work in journey mapping is utilising the customer information and data available to you from across all business operations and delivering a process and structure to their experience. Developing buyer personas can help you understand how customers behave and function. Although everyone is different, these customer profiles provide guidance and input for the journey mapping. As buyers go down the funnel, you need to understand their goals across each phase. You'll be able to examine if you are meeting those goals via user testing feedback, email support transcripts, etc. Put yourself in the customer's shoes and map out the buyer's touchpoints. Use Google Analytics or take surveys to find all opportunities to understand needs and make improvements to keep customers happy. Whatever the situation may be, understanding the touchpoints is a tool that can help you learn the efficiency and objectives of customer journeys, whether through social channels, paid ads, email marketing, etc. Assemble all your data and look at the big picture to identify potential roadblocks or pain points in the customer journey. Note down areas where you're doing things right, and figure out ways to improve. Prioritise and fix these roadblocks by asking yourself: What needs to be corrected/built? Is there a need to crush everything and start from scratch? Are a few simple changes enough for a big impact? Your customers are continually changing and evolving, so your customer journey map should be doing the same. Lastly, test, update and advance your mapping every six months. Tweak them accordingly whenever you introduce significant changes to your product/service.

Journey Mapping Best Practices

Customers in today's digital age leverage their power to demand more from a business that has created a fiercely competitive landscape. Getting your customer journey right is key to meeting these expectations. Some touchpoints carry more weight because customers experience them at crucial moments in the journey that can make or break their experience. So it's advisable to calculate their intensities. Present both onstage (things that the customer sees or experiences with your business) and offstage (actions that happen BTS that the customer doesn't have sight or knowledge of) experiences for clarity. Capture customer emotions on your journey map. With the digital market being so customer-focused, you need to maximise positive emotions and minimise negative emotions to set yourself apart.

Final Words

Customer Journey Mapping is a method that generates an overview of the customer experience and maps how customers navigate through the sales funnel. It is especially beneficial for the iteration and refinement process as new elements are designed, and older processes are refined or eliminated. In addition, it allows you to identify opportunities to improve and enhance the overall customer experience. Thus, by defining each step and laying out the pathway, you will find places where the process crumbs down or obvious steps you missed. You might even discover ways to create shortcuts to eliminate actions to increase efficiency and cut down on friction. It does much more than just benefitting the sales and marketing teams. It is a way to bring diverse sets of data into one place and produce a story based on emotion but backed by numbers so you can ensure your customers always have an awesome experience while interacting with your company.

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Content Delivery Networks Explained

By Shrishti Jain
October 14, 2021

A superior user experience is everything when it comes to administering a website. On the one hand, the user expectations are immense; the site should provide information, media, and engagement. On the other hand, the Internet is growing, making it harder and competitive to provide a tremendously user-friendly website. Given the upcoming advancements focussed on loading, interactivity, and visual stability, it's the perfect time for your business to audit your site's performance. Perhaps you've heard that one major constituent of this should be a reevaluation of the site's Content Delivery Network (CDN) set-up. Read on to find out how a CDN can speed up your web assets, why it matters for SEO, and how it can become the backbone of your website conversion strategy:

What is a CDN?

It's imperative for businesses not to miss out on the power of CDNs and explore how a CDN works behind the curtains to deliver fast, efficient and secure delivery of your content to websites and Internet services. Research shows that a 2-second delay in the load time for your website can lead to more than a 4% loss in consumer satisfaction and a 4.3% loss in revenue per user. A CDN is a distributed model of servers designed to deliver web content ASAP to end-users. Without a CDN, your server might go offline and prevent visitors from accessing your site and its content. Therefore, CDNs are fundamental for improving websites' speed and overall performance that may have a global reach and those experiencing surges in traffic or high traffic regularly.

How Does it Work?

To avoid the dissatisfied users generated by slow service, CDNs move content closer to the user to overcome latency and improve the UX. However, there are quite a few intricate technical challenges in its workings. First, to overcome the latency for any user, a CDN must have a content caching server nearby. Caches are organised into PoPs, distributed throughout large geographic regions, and placed in major population centres within those regions. Next, CDN providers often place servers at Internet Exchange Points (IXPs), the physical location where internet service providers connect and exchange traffic. Lastly, as a request is being processed, the CDN references the index and conducts the user's traffic to the closest available server in that region. Thus, potentially any data that can be digitised can be delivered via CDN.

Types of CDNs

CDNs expand the end-to-end carrier networks by disseminating on it a variety of intelligent applications using techniques intended to optimise content delivery. There are essentially two primary set-ups for a CDN: a P2P (Peer-to-Peer) network and a peering or private model. However, security can be breached through a P2P CDN; it's better to adopt the second type. P2Ps are decentralised and made up, primarily, of the data of users that have been opened up to permit anyone to look for specific files to pull from their computers through the use of a server termed as 'tracker.' Whereas, in the peering or private CDN model, a firm can manage a system of servers across a broad geographic area. This speeds up loading times and helps to keep the site from crashing.

What Can it Do For Your Website?

For any site developer or business owner, the ultimate benefit that a CDN solution offers is enhanced user experience by reducing latency in capturing real-time digital data and content. In addition, geographical locations play a crucial role in latency and download speed as the CDN will distribute traffic to the nearest available PoP (Points of Presence). Thus, a strong CDN network helps reduce webpage loading time and increases the data transmission rate. The CDN solution providers distribute the user requests amongst all the CDN servers to minimise the load. Load balancing of CDN also aids in evading overloaded servers and crashes. A CDN provider usually handles nearly half the volume of Internet data traffic, resulting in large volumes of analytical information generated. This is shared with the end-users to drive actionable insights.

Recommended CDNs of 2021

Practically anyone that accesses the web employs a CDN. The application, content, website owners, and network service providers use CDNs to provide those privileges to their customers. Hubspot CMS Hub offers delivery of content securely and with less latency worldwide. To keep your CMS-hosted websites and landing pages safe, you can track the volume of potential attacks/probes into site vulnerabilities. By combining data and machine learning, Cloudflare sends content requests along its network's fastest and most reliable paths. It offers a free plan and three paid plans for small and enterprise businesses. Furthermore, Amazon CloudFront is another CDN service that securely transfers data, applications, videos, and APIs to customers around the world. It is used to deliver solid streaming or user experiences and manage spikes in traffic and security.

Final Words

The farther the users are from a company's information centre, the more delayed its app/website loads — producing a frustrating and inconsistent user experience. This problem can be corrected via a content delivery network (CDN). A CDN keeps a site secured to make sure that a high standard of integrity, encryption, and authentication is delivered. Companies ought to examine their security concerns, and figure out what can be done by CDNs to deliver content securely. Whether you're using a platform with an in-built CDN or waiting to integrate one from a third-party vendor, a CDN service shall facilitate you to build or grow into a high-traffic website that extends to a global audience.

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Your Business Needs Social Commerce Now and Here’s Why!

By Shrishti Jain
October 8, 2021

Through the advancement and adoption of technology, we can now access a plethora of products and services at the click of a button, from anywhere around the world, at any time of the day. It's now entirely achievable for businesses to sell products and services natively within social media sites. With the arrival of game-changing Social Commerce, both small and big brands can easily compete within crowded marketplaces. It's not just about posts to advertise and drive awareness anymore; the social commerce world has shifted, perhaps due to the pandemic, even faster than anticipated! Here's how integrating Social Commerce can automate your marketing as well as advertising processes and bring your user experience to the next level:

What is Social Commerce?

Social commerce is an excellent advertising opportunity for businesses. The entire shopping experience, from product discovery and research to the check-out process, takes place right on the native social media platform. Social Commerce has the power to eliminate friction in a user's online shopping experience and catch users' at moments when their excitement over your products is highest. It differs from social media marketing since you're not redirecting people to an online store but offering them the ability to check-out directly within the native website that they're using at the moment. This model takes social media beyond its traditional role in the discovery process by creating a digital storefront and encouraging people to complete the entire purchase process without leaving their preferred apps.

Why do you need it?

For businesses that sell physical products online, leveraging social commerce on platforms like Facebook, Pinterest, Instagram, etc., whichever gives the highest ROI, is a great way to drive sales and generate revenue. In essence, social commerce can mean fewer interruptions and frictions for the user while shopping, allowing them to transact at the moment, with fewer clicks, and utilising features like autofill payments, addresses, etc. With a large amount of customer data available on social media, marketers have got a prime opportunity to tweak and target their advertising. It offers the chance to show ready-to-buy products in front of specific people. It makes the shopping experience much more personalised and interactive for customers. Brands get precise data about exactly who their customers are and an opportunity to chat with them via comments and/or DMs.

Enhanced CX for Superior Brand Loyalty

When it comes to brand awareness and reputation, the buying experience is just as necessary as the product. A solid social commerce strategy streamlines the first purchase, creating a winning CX that people want more of. All you need to do is identify the suitable social media channel to make sure that the platform aligns with your brand offerings seamlessly. Then, use those channels where your target audience spends most of their time. The most beneficial way is to provide them with high-quality content so that they can connect better with your vision. Furthermore, share relevant and helpful information about current events, new launches, etc., to keep them engaged. Having an automated check-out feature on your social media platform is critical as cutting out the added number of steps that customers have to take to make a purchase can help boost sales.

Social Commerce Tactics

Brands are working harder than ever to capitalise on the inflection point between commerce and social media. Planning out the right strategy and tactics can give your brand more visibility and increase sales. Remember that low-cost products sell better, and they are the very reason for impulse buying. Social media shoppers are online to enjoy themselves and not to regret buying expensive products. Build trust and nurture the relationship with your customers before you can ask them to make a big purchase. Then, once you've made that sale, you grab their email address to utilise an email marketing strategy in the immediate follow-up. Additionally, leverage social proof like reviews, testimonials, UGC visuals, customer stories, etc. Customers are six times more likely to make a purchase — especially if the social proof includes pictures from social media.

Popular Social Commerce Trends

With this new attention that social commerce is receiving comes new trends and new methods of engagement. Businesses also need to understand how the trends are shifting so they can stay one step ahead. By joining forces with relevant social media influencers in their niche, brands can tap into those audiences to increase reach and generate more sales as people value and trust in what the influencers have to say. Capitalising on growing purchase behaviour by amending your advertising tactics can help your brand align with users' expectations which means highly engaging, eye-catching social promotions. Customer experience is anchored around browsing and interactions. Users want to feel special and have their online shopping processes made easier for them through personalised recommendations by brands.

Final Words

In today's world, technology is constantly evolving and modernising, and it's up to business marketers to keep up with these trends and stay ahead of the pack. A study reveals that the number of hours spent by people per day on social media is growing progressively. In addition, buyers are shopping online more and more because now it's become straightforward and convenient instead of going to the market physically. But they still seek new ways to make their experiences even more seamless. It's a fact that the achievements of a social commerce campaign are determined by the degree at which users interact with the company's marketing through likes, shares, and retweets. So, for an online marketer, social commerce represents a huge opportunity. And the marketers set to benefit greatest are the ones enthusiastic about getting ahead of the curve right now. The keyword is experimenting. If you're not already exploring all the latest social commerce features, then there's no time for you to waste. Essentially, now is the perfect time for all marketers to develop a manageable, solid, and cost-effective social commerce strategy.

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Short-form Video Content Marketing

By Shrishti Jain
September 24, 2021

Social media has stirred a great change in how people consume information. Today, content consumption across digital media has become an infinite scrolling habit. To break away and grab attention, content which acts as thumb-stoppers is the priority. But how do these marketers do it? Short-form video content is the new age attention-grabbing form of advertising that has become increasingly popular. Here’s how you can use short-form video ads to your advantage to grow your business and earn the chance to leg up on your competition by engaging your audience.

What are Short-form Video Ads?

Short-form video content is an effective marketing tool. Developing a solid video content strategy for a business is a needful marketing armour that marketers shouldn't dismiss. Any video up to 2.5 minutes in length can be considered short-form. It is short enough to hold a viewer's attention span but long enough to get your brand vision across in an engaging way. Short-form video content is usually found on popular social media platforms like Facebook, Snapchat, YouTube, and Instagram. Brands can also leverage this type of content for their websites & blogs. A Facebook research showed that 6-second ads had 11% higher ad recall, granted a 12% rise in return on ad spend, and improved video completion rates by 271% than longer-form ads.

Trends to Hop On

While the short-form video is mainly known for its entertainment value, you can adapt it to align the trends with your brand. It requires taking a more authentic, human, and creative approach to marketing. People love to consume User-Generated Content. Instead of using too many resources, brands can publish videos that evoke emotion in consumers as they relate to it. It's also a cost-effective method. Educational videos like DIYs & How-To's, work great with viewers, as they present excellent value addition. Making education a priority in marketing strategy, brands can improve lead generation & build brand loyalty. Behind the scenes (BTS) videos offer authenticity and transparency to consumers. They tend to feel more connected as businesses pull back the veil and engage with the audiences much more personally.

How to Use Short-form Video Ads?

Just like Instagram's reels feature, brands need to find similar engaging tactics that are crisp and powerful to capture their audience’s attention. It helps analyse behavioural data to identify accounts users might want to follow. Marketers should use them to announce sales and exclusive deals by focusing on originality and fun rather than the quality of your videos. Doing this will lead to high engagement for your brand’s reels videos. Brands must align their social media handles to successfully craft an authentic voice that resonates with their target audience by showcasing their business personality and values that differentiate them. Further, reels and shorts are home to many strange and fantastical trends; brands should jump on them and even get a chance to get featured in the explore feed. Don’t forget to apply a unique hashtag.

How are they beneficial?

Video content strategy offers an opportunity to humanise and personalise your brand identity. As a medium, it's essentially more immersive; the act of viewing a video is, in itself, an experience for customers. A short-form video accelerates media boundaries, presenting viewers with an effortless way of consuming information. In addition, the format lends itself to a more creative way of communicating that's intended to excite and inspire them. Short-form videos also boost your SEO and Google rankings. YouTube videos usually rank high in Google search results, and the most popular videos on YouTube are short-form. Therefore, inserting videos in your website's landing pages can help extend the time visitors stay on your page, contributing to search engine rankings.

Final Words

The desire to be trending is always tempting. However, there are plenty of ways to adopt short-form videos into your advertising strategy. Utilising short-form videos for your content marketing strategy can further broaden your audience and encourage you to engage with those already supporting your brand on social media. Relevant, well-crafted videos call to grab users' attention. By taking advantage of each platform and practising some of the techniques above, you can interact better with your audience and more personally, resulting in higher engagement, more impressions, and conceivably, more customers.

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Harness the Potential of Subscriptions for your E-commerce Business

By Shrishti Jain
September 17, 2021

Revenue flows linearly from marketing to sales in a traditional business model. However, with a subscription model, E-Commerce marketers gain the opportunity to lock the customers in for the long haul, ensuring a steady, recurring revenue stream. Subscription marketing brings exceptional perks, and offering it to your customers can enhance their UX, help diversify your income streams and improve your capacity to forecast demand. There are several abilities that D2C E-Commerce businesses in the ‘new normal’ will need to build & acquire. Here’s how you can implement subscriptions marketing that allows you to leverage and future proof growth opportunities:

What is an E-Commerce Subscriptions Service?

Implementing a subscription model provides consumers with various choices over their consumption decisions and the ability to alter their subscription preferences — encouraging long-term customer loyalty. With an E-Commerce subscription strategy, businesses provide customers with ongoing services on a regular basis in exchange for regular payments. For example, Dollar Shave Club and Netflix use this as their primary business model. Subscriptions turn customers who see your company's value into loyal followers, thus becoming reliable sources of recurring revenue. A business is 60-70% likely to sell to an existing customer versus a 5-20% chance of selling to a new prospect. E-Commerce Subscriptions allow businesses to increase repeat purchases since they don't have to win the business ad hoc every time if they have a loyal, subscribed customer base.

Varieties of Subscriptions

Different businesses offer different subscription services on the basis of their industry, target audience, and other similar factors. However, there are mainly three broad types of subscriptions services offered by businesses:

Replenishment subscription enables users to automate their purchases of commodity goods. Typical products that are offered in this manner include toiletries, skin-care cosmetics and groceries or food items.
Curation subscriptions work to delight and surprise customers by providing highly personalised experiences. It creates an excellent opportunity to enter the space to supplement their current online strategy or curate something entirely new.
Access subscribers pay a monthly fee to get members-only perks or lower prices, mainly in the food and apparel categories. Customers need to purchase memberships to gain access to the company's offerings.

Benefits of E-Commerce Subscriptions

A subscription business model requires marketers to think about their strategies uniquely. As a result, they need to tweak every business tactic to fit in with their overall E-commerce marketing strategy. Here are the top three reasons why subscription commerce is so trending among leading brands across the globe:

With a subscription E-Commerce, you can retain many customers and consequently increase revenue by upselling and cross-selling relevant products. Higher customer retention means better business stability and loyal customers.
It offers improved forecasting of replenishing inventory. You can identify which items need to be renewed, in what quantity, and how frequently. Additionally, consistent revenue flow becomes an added perk.
Irrespective of your offerings, adopting the subscription business model increases the chances of the customer 'staying'. It will help you maximise your revenue and also increase customer satisfaction and loyalty.

Ultimate Subscription Marketing Tactics

A subscription business model requires marketers to think about their strategies uniquely. As a result, they need to tweak every marketing tactic to fit into the overall business strategy. Free trials and premium offers are great ways to attract new customers. It allows them to try your offerings for a limited time before their credit cards are charged. They can obtain richer functionality for a genuine subscription fee. Focus on differentiation to carve out a section of the market, establish your brand & stand out from the crowd. Find what makes your subscription better than your competitors? Better quality? Ease of using? Etc. Lastly, work with influencers to build trust & leverage their reliability to promote your offerings. Try to create mutually beneficial partnerships and expand your reach by using their social footprint to target new customers.

Vital KPIs for Measurement

Meticulously tracking KPIs offers numerous benefits for subscription companies. Firstly, these are essential, widely used metrics to measure the overall health of your company. Secondly, you can even use this data to forecast accurately.

Calculate your Monthly Recurring Revenue (MRR) churn. It is the loss of revenue when customers leave your company/opt-out of a subscription. It can quickly become damaging for companies and should be the most sharply observed among all KPIs.
Tracking Average Revenue Per User (ARPU) highlights how much value your customer base provides to your company as a whole. It helps in reinforcing your understanding of different buyer personas.
Customer's Lifetime Value (LTV or CLV) is the net profit you're likely to receive from a customer over the life of their account. It allows you to evaluate profitability by checking if LTV is higher than the cost of customer acquisition.

Final Words

Subscriptions are becoming an increasingly popular means of buying online products and services. Over a couple of years, E-commerce businesses have multiplied on the subscription marketing model to monetise their relationships with buyers. However, customers desire a great end-to-end experience and are enthusiastic to subscribe only where automated purchasing gives them substantial benefits, like lower costs or enhanced personalisation. To invite them into subscribing, you need to find the special offer and combine advertising with attractive aesthetics, added to a compelling CTA. Therefore, companies in this space must develop great experiences to avoid high churn rates and accelerate growth and profitability. Subscription-based E-Commerce business models have seen tremendous growth, which is only expected to rise. It is profitable for both sellers and customers when adequately implemented due to its convenience and recurring revenue stream. Marketers can add a subscription service with almost any product or service. With the right strategies by your side — you can create a thriving business using minimum time and effort!

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