Digital Marketing / Inbound Marketing

Preparing for a Cookieless Future in Advertising

By Shrishti Jain
September 4, 2021

The digital advertising realm is going through a transformation, where browsers have limited the lifespan left for third-party cookies. With such significant restrictions being rolled out, it is the perfect time for brands to rethink their digital advertising strategy. Re-engineered cookieless targeting gives you the opportunity to react in real-time to insights from audiences’ live content consumption. As a cookieless future is coming, the search for alternatives to target, track audience and advertising efficiency measurements continues. Here’s how you can prepare and adapt to function without third-party cookies, but before that, let us fill you up on some knowledge about cookieless advertising right here:

Firstly, What are these Cookies?

The introduction of cookies led to a fundamental shift in the web’s history. Various types of cookies play a role on the internet today. Let’s take a look at basic types of cookies to understand them with a better perspective. Cookies are small snippets of code collecting user data such as page clicks, viewed pages, interactions with websites, along with PII such as device ID, address, passwords, credit card numbers, etc. First-party cookies are generated by the website that a user is visiting to keep users logged in and remember critical behavioural information like usernames, language preferences and items added to shopping carts. On the other hand, Third-party cookies are the backbone of programmatic advertising and identify users on various websites, otherwise known as cross-site tracking, where data is shared with multiple websites other than the one user visit.

What ‘Cookieless’ Means for Marketers?

As the advertising industry continues to evolve, cookieless advertising is gaining in popularity to target audiences. It is an alternative for cookie-based advertising, where the website content targets ads, not the user’s cookie ID. Preparing for a cookieless world means finding new approaches to engage in marketing activities that can transform unknown users into known customers, allowing marketing teams to personalise on stable identifiers tied to known customer profiles. Without third-party cookies, if a user engages with a brand’s website and leaves without making a purchase or providing contact information, such prospect cannot be targeted for 1:1 retargeting. Zero-party data is explicitly provided by the consumer to the brand to optimise CX. Therefore, it would be best to use contextual advertising to generate customer profiles with durable identifiers collected with customer consent that do not face browser restrictions.

Conforming to Cookieless Advertising

Personalization will certainly not disappear entirely as marketers will continue to utilise both new and old strategies, backed by artificial intelligence and machine learning, to provide users with a tailored and data-safe experience. For example, using predictive messaging enabled by AI helps you customise advertising in a cookieless world. Predictive analytics helps segment audiences based on messages they respond to and what resonates with them most. Using hyperlocal weather targeting, you can tap into local demand patterns and other factors outside retailers’ control, like current events, to gain an understanding of how clients may react to specific weather. Additionally, conversational marketing engages consumers in dialogue-driven, personalised experiences on a one-to-one level, enabling brands to listen and obtain unique customer insights while providing value to the user.

Adaptive Performance Measurement

Cookie restrictions will have an impact on how you can measure and attribute success to your campaign activities. Here are some solutions you can apply to help adjust performance measurement:

Facebook and Instagram advertisers need to update tracking pixels and adjust their conversion setup. For conversions via your website, verify your domain via DNS/HTML file and then configure the custom events you want to use on your domain to optimize your ad campaigns.
Campaign effectiveness can be evaluated by how it influences brand metrics. Brand Lift is a measure of the direct impact you have on the perceptions and behaviors of customers throughout their journey.
A business’s media mix is highly essential for delivering an ideal ROI when running advertising campaigns. It allows you to test new tactics while having a safety net in place of those channels that deliver effectiveness.

Lookout for Google Tech

While it may take more discussions and experimentation to agree on an industry replacement, Google has led the push to replace cookies with new technology to help target ads on the web. In addition, Google said that it’s pursuing an industrywide, open-source initiative called the Privacy Sandbox. It describes this initiative as “a secure environment for personalization that also protects user privacy”. FLoC (Federated Learning of Cohorts) is a new technology that enables interest-based advertising without disclosing user identity by using online web browsing habits and attitudes that group people together via shared interests. Furthermore, the introduction of Google Analytics 4 is also an excellent sign for the future as it moves from tracking third-party cookies to tracking events and cohorts (based on user behavior) when implemented.

Final Words

The inception of cookieless advertising will lead to new tools and technologies entering the digital marketing space. These will be well-calibrated with privacy issues and measures to contain the essence of the cookieless future we are already coming close with. The consequence will be all-encompassing and transformative, changing how we run digital campaigns, calculate their effectiveness, and drive outcomes. To equip for these sweeping changes, marketers need to produce holistic strategic plans to inspire outcomes through the multiple touchpoints of a consumer’s journey, whether that is programmatic or in a cookie-free environment. Not only does this require building up a solid, consented data asset, but it also involves accumulating a whole new suite of addressability solutions.

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Post Purchase Marketing Explained: Turn Customers into Promoters

By Shrishti Jain
August 20, 2021

Savvy marketing experts understand that customer retention is worth its weight in gold. By putting customers first, you can reap the rewards of loyalty, retention and advocacy. However, just because a customer has completed their first purchase doesn't mean you should limit your marketing efforts. In fact, you should ramp them up to make the most out of these conversions! Here's how you can win at post-purchase marketing by optimising your buyer's journey and delighting your customers at every step of the way:

Relevance of Post-Purchase Marketing

Post-purchase behaviour illustrates the way a customer thinks, feels, and acts after they've bought something. Marketing at this stage is crucial as it is your brand's opportunity to influence how your customer feels about their purchase. Acquiring new customers can actually be up to 5 times more expensive than retaining one who has already shopped with you; thus, post-purchase marketing allows for increased customer retention. In addition, with post-purchase marketing, brands can address and eliminate buyer's remorse. Consumers may feel anxious after spending their money while making a purchase, so it is crucial to make them feel good about their purchase. An existing customer already trusts your brand. Post-purchase tactics strengthen their confidence and improve brand recognition to build long-term customer loyalty, which means even more sales. In addition, you can create brand evangelists as the more they shop from your store, the more likely they will recommend your products to family, friends, and social media followers – giving you free advertising.

The Must-have Basics

Businesses can take several steps to actively interact with their customers one-on-one to bring them back in the purchase cycle. Knowing as much about potential advocates as possible allows finding ways to best engage them. Once potential brand advocates are identified, start sending surveys and questionnaires — ask happy customers what they think their friends will like about it. Retargeting is a unique way to encourage multiple purchases. Entice previous customers with display ads, promoting discount offers. The more times they convert, the more they feel connected. A single positive business review can lift conversions by 10%. Provide platforms for customer testimonials to review your brand offerings, such as Facebook ratings, Google reviews, etc. Moreover, a points-based loyalty campaign can boost in-store purchases and even online conversions. Assure them by sending well-crafted messages with benefits and the VIP treatment they deserve.

Tactics for Extra Results

The approach to convert customers into brand evangelists is by going the extra mile for them. These customers have already been persuaded — now's the time to 'blow their minds and encourage them to spread the word with their close ones. Award customers when they opt-in and compensate them with bonus loyalty points for their birthdays. By delighting customers on special occasions, you can intensify your brand loyalty. Referrals tend to generate 3 to 5 times more conversions than other types of marketing. Offer points or cash-equivalent prizes for every referral a customer provides or develop a rewards system, with points or prizes for every five referrals. Plan your upsells and cross-sells timely as a conversion marketing tactic because they encourage a sale while providing a valuable reminder to your customers. Estimate exactly when to remind the customer to get replenishment or an upgrade or when they might be looking for items to complement their previous purchase.

Metrics to Evaluate Progress

Monitoring customer engagement activity is the key to building brand evangelists. Brands must keep their finger on the beat of what's being spoken about them online. Monitor online discussions and follow the online behaviour of converted customers to see what other products or pages interest them. Analyse customer support queries — what are the most common issues or concerns that come up? Measuring Net Promoter Score (NPS) can help you gauge customer satisfaction and loyalty. It helps you better understand an individual's enduring brand loyalty and overall enthusiasm to advertise your business to others. Net Social Sentiment (NSS) is the ratio of positive social sentiment to negative social sentiment. You can start leveraging your most important (and cost-effective) customer insights channel by proactively soliciting social sentiment.

Building an Omnichannel CX

The ultimate way of encouraging brand evangelists is by providing them with a seamless customer experience. Brands need to take a close look at all stages of their customer journey and optimise it in every possible way. Simple, user-friendly website navigation, regular email updates, responsive mobile website, easy checkout, fast shipping, agreeable returns policies, high-quality customer support — all of these are essentials in the process of generating happy customers. 86% of customers are ready to pay more for a much greater experience. A report says optimising the customer experience is regarded as the most exciting marketing opportunity for companies, ahead of content creation and data-driven marketing. A 360-degree engagement with customers at set touchpoints is critical. Brands can watch conversions grow by merging their in-store and digital operations to offer customers an omnichannel experience. You can design Post-purchase campaigns to fulfil an omnichannel delight with 'thank you' notes on the successful delivery of products, customised information of related products, celebrating the birthdays or anniversary of becoming a customer with tailored packaging, freebies, etc.

Final Words

While most businesses tend to focus their energies on pre-purchase marketing, powerful post-purchase tactics can extend the impressions of your hard-won sales and keep the retail ball rolling. Your present buyers may not be the most significant share in your list, but they contribute a great source of income, usually at a higher ROI. All these campaigns can deliver more repeat buyers for you, and some can even encourage a customer’s first purchase! Find out which ones you can put in place right now to enhance customers' engagement with your business and ultimately boost sales. Concentrating on post-purchase marketing will bring you more sales, keep your existing buyers engaged, and ideally push you ahead of the competition. So why wouldn't you wish to invest in it?

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Is Digital Audio a Part of Your Content Mix Yet?

By Shrishti Jain
August 13, 2021

Since the advent of Radio’s adoption as a potent medium for customer attention, marketers have heavily relied on the merit of mainline audio content. From jingles to anthems, people generate different listening experiences to varied audio content formats during their commute, daily activities and leisure. There are no boundaries with audio — it can express emotions, capture moods in seconds, and engage listeners to fill in gaps with their imaginations. Digital Media is shaping to be the prime destination for audio content discovery and here's why you need to add Digital Audio Advertising to your content mix:

What is Digital Audio Advertising?

Digital Audio Advertising is programming audio content so that consumers will discover the news, educate themselves, hear from influencers, celebrities or politicians and express their social preferences in real-time. It is a sector with enormous growth potential. The popularity of radio, the increase in music streaming and podcast listening, and the increased adoption of smart speakers, combined with rapid advances in audio technology – makes it a dynamic space to operate in. Adding digital audio can only enhance the campaigns you’re already investing in. But, considering the fact that modern consumers prefer a seamless omnichannel experience, you can’t ignore it much longer. By expanding your media mix to include audio advertising, you have the ability to reach audiences on a level, work with listening habits in a space not yet oversaturated by competitors, fighting against ad fatigue and blindness.

How Is It Beneficial?

Audio advertising is a supreme tactic for brands looking to reach a broad audience for awareness campaigns with a reach goal in mind. Your business can use the audio channel to boost ad engagement and reach for these set demographics. The foremost benefits are stellar engagement and listen-through rates that advertisers get when opting for audio programmatic ads in their strategy. In addition, the audience targeting capabilities paired with a consumer-friendly ad positioning create the perfect scenario for advertisers to make a long-lasting impression on people. Audio ads can reach customers where video ads fail, delivering impressions without any visual contact. It is best in paving the way for the advertiser when the only channel is the ‘ears’ of listeners. You can reach your customers while they’re jogging, cooking, working out or driving. You can easily analyse and measure campaign metrics like impressions, independent research, downloaded programs or results for native ads, voice-activated ads & companion ads to nail marketing tactics and strategy.

How Can You Leverage It?

Advertisers must be prepared to harness the wealth of user data digital audio services provide, directing listeners to relevant offerings and elevating their campaigns to new levels for converting loyal listeners into loyal consumers. Placing your ad on a brand-aligned audio channel will reach a qualified audience with relevant interests and needs. Using standard targeting, marketers can be confident in the contextual relevance of their ads. A survey found that 60% of surveyed podcast listeners say they bought something after hearing it advertised on a podcast. Invested listeners tune in to every episode, a loyalty that leads to buying advertised products or services. Consider your brand voice, literally and figuratively, alongside your marketing goals to select an exclusive format among recorded spots, native ads, branded channels/playlists/podcasts, etc., that suits best for your brand.

Must Use Formats of Digital Audio

Digital audio encompasses many different things - streaming music, live talk, radio, sports, podcasts, etc. So naturally, advertisers are following. Streaming audio, specifically AM/FM radio, has been the most significant outlet for brands and advertisers. The podcasting world is diverse and audiences are highly engaged. It sees unprecedented growth, building absolute trust with your brand. Its memorisation rate is considered 4.4 times higher than all other digital formats. Streaming Audio Ads online has taken over the way we consume media. Be it cross-device audio, sponsored sessions, etc.; it allows you to zero in on the right users and create relevant and personalised ad experiences. Voice Activated Ads transform the passive act of listening to music, podcasts or streams into a potential interactive shopping experience. The ability to remove purchase barriers and increase sales via screenless devices is tantalising to many marketers.

Innovations in Digital Audio Advertising

As more and more consumers flock to digital audio, the realm of digital audio advertising is an exciting new frontier to explore. Let’s discuss the trends currently driving the expansion of digital audio ads across media channels. First, Programmatic Audio utilises technology to automate the selling and insertion of ads in digital audio content such as AM/FM radio, music-streaming services, etc. Spotify leads in programmatic advertising, claiming that one-fourth of its ad revenue comes from programmatic sales. Secondly, enabled by the rapid adoption of smart speakers combined with technology, Interactive Audio Ads drive performance by reducing the path to conversion and allow their effectiveness to be more accurately measured. As a result, they serve as future-forward, innovative outlets for advertisers and brands. Finally, the Context-Aware Ads have a greater standout and higher recall. Brands can also leverage Data-driven Ads to create meaningful messages that are dynamic and hyper-personalised.

Final Words

The rise in digital audio listening has led more brands to assess the potential of digital audio as an advertising channel. It allows you to reach your audience with strategic targeting features such as contextual, behavioural, device-type, geographical, and even genre relevance. There may be a slight skew towards the younger demographic regarding the addressable audience for digital audio advertising. But, in reality, people of all ages and with all kinds of interests listen to digital audio, so whatever audience your brand is trying to reach, digital audio can deliver it. Furthermore, there is additional benefit audio has for marketers looking to reduce their costs. Although audio and video have unique benefits and use-cases, they are constantly compared. Audio is a great stepping stone if you're looking to break into the advertising space but don't have the budget for video. As a marketer, you need to focus on the most innovative, futuristic trends to stay ahead of the curve. Like any emerging medium, you must incorporate audio advertising within your overall digital strategy and utilise it from a holistic perspective that blends well with all formats to reinforce and enhance a listener's journey.

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Micro Influencers: The Ace of Spades in Your Marketing Deck

It’s now evident that influencer marketing is already a booming industry. It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro…

By Indrani Pati
August 6, 2021

It’s now evident that influencer marketing is already a booming industry. It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship. Influencers provide instant promotion of your product or service with excellent conversion rates. Micro influencers are hyper-specific influencers with intensely engaged audiences and lower follower counts in a given niche. These influencers net you the best bang for your buck when it comes to engagement and a surge in ROI. Let’s learn a little bit more about micro influencers and understand how you can leverage them for a better marketing strategy to grow your business this 2021:

Who are Micro Influencers?

Micro influencer marketing is great for businesses that don’t have the budget to work with expensive influencers and need to reach a more niche audience. While they don’t have a heavy following, micro influencers have a significant social media presence, typically between 10-100K followers. Unlike their mega and macro counterparts, micro influencers come across as more approachable and relatable. Connection is the name of the game for micro influencers. And because of their authenticity, they earn a steady stream of comments, likes, and clicks. Research shows that engagement gets better with the fewer followers a person has. Additionally, 92% of customers trust a micro influencer more than a traditional ad or an endorsement from celebs because they are passionate about their niche and can choose the most argumentative topics to engage the followers.

Why should you use Micro Influencers for your Next Marketing Strategy?

While partnering with high-profile celebrities is already familiar to many brands, micro influencers offer increasingly unique trade-offs for companies to widen their reach. Micro influencers are typically more cost-effective. Some are happy to promote your business in return for exposure, branded products, etc. Rather than paying only an individual macro influencer, you can work with a bunch of micro influencers for a campaign/launch, reaching multiple communities and voices. Micro influencers have a smaller audience yet target more niche communities, allowing them to grow on social media organically. When they recommend a product/brand, the response can be overwhelmingly positive, assuring an increased social exposure. With high engagement rates, supportive communities, and fees that better align with small business budgets, partnering with micro influencers is a great way to optimise your marketing strategy. Moreover, they’re more likely to read and reply to specific comments helping to nourish an already well-engaged community.

How should you use them?

Finding the right micro influencer is critical. Firstly, you must set your goals and define what metrics will be essential to measuring success. Outlining your goals will help guide you on who to pick and what deliverables to ask for. Next, choose a micro influencer who aligns with your target audience and product or brand. Ideally, you should select influencers with high engagement rates who post consistently and have a distinct personality or voice. Fine-tune your partnerships & focus on creating great connections with your influencers and using them to position your brand with a trustworthy image. Bring them into your custom network and continuously engage with them (via product launches, special events) with a bit of VIP love to make them feel special. Finally, monitor and measure the results of your campaign to review the performance of their content on various channels. Generate and share trackable links with influencers to keep track of clicks and engagement.

The POWER of Micro Influencers

Micro influencers’ audiences are hyper-engaged; so, if a brand works with a highly relevant micro influencer, it can significantly extend the reach and user engagement. People trust their recommendation more than a direct ad from a brand. Micro influencers usually do recurring promotions, which is considered to build authenticity as it is a sign that they genuinely love the brand. Word-of-mouth is a crucial contributor to why they often generate more direct sales and leads than the more prominent names. Because their fan base is more tight-knit, they can create more personalised content and thus create a more bona fide moment with fans. They possess the ability to connect with their audience on a deeper level. Furthermore, micro influencers are versatile and can get the job done on a budget without compromising quality or professionalism, whether written content, pictures, video, or multimedia content.

Tricks of Trade

The tactics for working with micro influencers is quite similar to that of overall influencer marketing. It’s essential to make them feel like they are a part of your brand's family. Here are a few more practical tips to follow:

Check metrics such as comments, shares, likes, questions, etc. The success of an influencer campaign will highly depend on it. Set the desired engagement rate (approx. 10% is good), see if they can handle it.

Revolutionise influencer marketing by leveraging user-generated content & generate incredible traction, driving high amounts of interest in your brand by building a trustworthy image with the influencers.

Activities organised by micro influencers such as giveaways, contests, polls, swipe-up stories, etc., enhance brand awareness & increase visibility for your target audience, and their response rates are spectacular.

Final Words

As reach and engagement continue to fluctuate with every algorithm change, micro influencers are picking up steam in influencer marketing. Micro influencer marketing might be your golden ticket to developing a social media following and building brand awareness in the brains of your target audience. The sooner you begin reaching out to creators and negotiating partnerships, the quicker your brand will enter your prospects' thoughts.

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Repurpose Your Old Content for an Incremental SEO Boost

By Indrani Pati
July 23, 2021

Over time, your blogs or articles get stale, they no longer possess the SEO quality and capacity that they once did. Every marketer deals with the issue of stagnant organic traffic while reviewing metrics at some point. Sometimes, all your content needs is a little refreshing and repurposing to keep your audience interested. Check out how Repurposing content can become a way to use your previous blogs and revitalise them so they work harder for your SEO!

What is Content Repurposing?

Repurposing content is the process of adapting and modifying the same content in a different format. With this, marketers have the power to reach a broader set of audiences and make them appreciate your content more. However, it requires you to format content in a way that appeals to the platform's audience. It's one of the well-known growth hacking tactics businesses use to drive traffic without wasting time or effort that goes on creating content from scratch. Repurposing gives you an opportunity to convey the same content to your new prospects without becoming redundant to those who have viewed it before. E.g., you could transform an eBook into a detailed video and post it on YouTube or create a podcast series. It also allows you to reach and target people at different stages of the buyer's journey without creating content separately. You earn reputation and credit as an industry expert by increasing organic visibility for your content.

How do you Repurpose Content?

Before you set off rushing to recycle content, strategise a plan of action. Not all old posts are good candidates for repurposing. For example, you don't want to reuse content that failed to elicit a response from your audience. Use tools like Google Analytics to pick the posts performing exceptionally well. By updating this cornerstone content, you can create opportunities for internal linking, which is great for climbing up SERPs. Reformatting your content for various mediums means appealing to more audiences and expanding your reach. E.g. If you have a YouTube content strategy, producing a video from an old blog post information could fit into that strategy seamlessly. Moreover, having a consistent flow of relevant content on your webpage and social media platforms is a significant component of empowering your brand, establishing credibility, and proving that you're worth trusting as a potential partner.

Why do you need it?

Rather than including a topic once and letting it disappear into archives, repurpose articles to consistently deliver your message to the audience. This works perfectly if you're starting with high-value, authoritative content. Repurposing your content gives your hot new blog an additional chance to be seen in a flashy, innovative format. In the age of fragmented content – repurposing is similar to content promotion 2.0. It saves your resources and opens up possibilities to reach a new segment of your audience. Think of it as going green - 'OUT' with the outdated and 'IN' with the latest and improved, attracting search traffic. Organic search provides the majority of site traffic. A study found that organic search holds a 51% share among traffic sources. Thus, repurposing optimised content in various formats can give you a significant lift in organic visibility and traffic.

Advantages of Repurposing

Content repurposing as a marketing strategy comes in handy for several reasons. It enhances your business marketing, saves you time, helps with your online presence, and much more. From top-performing pieces to flops, all types of content can be repurposed. In addition, repurposing allows you to get accustomed to diverse forms of content on various platforms, making you a much more versatile marketer for your business, improving your knowledge and skill sets. Marketers get the chance to redeem less successful content. For example, a series of blog posts that aren't getting many visits might collectively make a great eBook, attracting a lot of consultation requests. Furthermore, repurposing content into multiple forms of media is a great way to expand your reach out to varied members of your target audience. For example, when some could be visual learners, others might prefer audio, etc.

The Added SEO Boost

Repurposing content is the upcycling trend of the content world. SEO is not a sprint; it's a marathon, so provided you don't republish content word-for-word, repurposing could earn you a spot in the good books. Search engines like Google prefer websites they can trust. The more pages of search engine optimised information you have, the easier it can recognise you as a credible source of information. Users love to share interesting content, like blog posts, images, and infographics. The more you put out there, the more opportunities you have to get your content shared, creating high-quality backlinks for your site. By adding off-page URLs of blogs in video descriptions or social posts, you increase the possibility of others curating your content, meaning additional SEO assets to attract search traffic on many different theme variations.

Final Words

Beyond simply getting more traffic out of an older blog post, repurposing can actually be a valuable social media management tool too. Repurposing content allows you to reach people you missed the first time around. The best articles to repurpose are those which provide a gateway to your current goals. The more you post, the more precise your site analytics become. You possess several ideas to repurpose your content. All you need is a little strategy to make your content worthwhile on different digital platforms, including several creative ways to attract more audiences.

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Content Management System: Why Is It Essential For Your Website?

By Indrani Pati
July 16, 2021

Managing and consistently updating your website is crucial in the digital world we work and live in. Businesses need an intuitive system that allows easy updating of information while maintaining brand identity and keeping messaging consistent for prospective customers. A Content Management System (CMS) stores all of your web content in one place, supports effortless collaboration, assists in creating dynamic web pages, allows for quick & easy updates, and offers handy plug-ins to make your site as effective & secure as possible. All these advantages while saving you both time and money. Let’s see how a content management system is a game-changer for your website:

INTRODUCTION TO CMS

A Content Management System helps implement a comprehensive content marketing strategy and weave content into your commerce strategy. It is a Graphic User Interface (GUI) application where users can manage and publish web content, allowing users to contribute, create, and edit without having to run after a developer. It further provides version management and authoring workflow to keep large and global sites consistent. A CMS comprises of two core parts: CDA and CMA. The Content Management Application (CMA) enables marketers, merchandisers and other content creators to work with content directly, without the need to involve the IT department. In contrast, the Content Delivery Application (CDA) operates as the back-end portion of the website. It assembles the code, displays it to your front-end visitors, and stores it, turning it into a well functioning website that visitors from around the world can access.

VARIATIONS IN CMS

Choosing the right setup of CMS can make a lot of difference, primarily while growing, adding new channels, and integrating new third-party services. Let’s define your current choices for building a CMS architecture.

Traditional/Coupled CMS: It connects the content database with the content creation and content publishing areas. Here, making changes or customising the setup can take a lot of developer time, if it is even possible.
Decoupled CMS: This architecture separates content creation from content publishing. However, the front-end formatting still dictates how the content is to be designed and presented.
Headless CMS: It eliminates a lot of development legwork for marketing teams and provides greater flexibility. As technology changes and the mediums used to market to audiences change, this architecture is best-suited to modify and adapt rapidly.

UTILITIES OF A CMS

You need to deliver excellent results while juggling the continually evolving marketing and technology landscape to be where your audience is. Implementing CMS helps manage the exciting, fast-paced world of content marketing. CMS allows you to automatically personalise digital experience elements like campaigns, content, or product grids, providing agility to teams. You can easily create variants of the site from a single system. Businesses gain more control over the brand, supporting globalisation at scale. It has a built-in analytics engine, so your marketing teams, content creators, and brand managers can easily spot visitor trends and opportunities. This improves the digital experience based on the local visitor’s data. In addition, a CMS supports easy multi-language, omnichannel delivery, empowering content creators to run local campaigns best-suited for their markets while maintaining the global brand identity.

WHY DOES CMS MATTER?

If you want to stay on top of the latest trends, you ought to have proper CMS implementation. This simplifies managing existing channels and delivering content to new channels. It’s an investment for today as well as the future. Leveraging CMS implementation helps you optimise title, content depth, meta descriptions, add CTAs, ultimately develop an SEO ranking, drive traffic, and turn unique visitors into qualified leads. CMS allows you to style content using WYSIWYG (What You See Is What You Get) editor and keep your business relevant by multi-channel campaign management (e.g. emails, hypersites, dynamic content management, etc.). Moreover, it extends functionality beyond its default capabilities, typically by way of additional plug-ins or modules. A sophisticated CMS learns user behaviour and preferences, making cross-selling and up-selling efforts much more cost-effective.

Final Words

Content doesn’t just affect marketing, it has now become a core part of businesses and touches almost every single department, be it sales, merchandising, research or development, etc. Businesses require a CMS solution to position and communicate seamlessly with their existing or new technological infrastructure. In addition, it allows design partners to quickly and easily build websites for companies that not only look great but are instinctive and drive traffic to the site. Whether you’re an inbound marketing expert or a client of one, a smart CMS will encourage you to streamline almost all your day-to-day requests. Finally, to use the content for all its worth – build your unique brand proposition, explain your products and services, and market your business righteously, a robust CMS in place is a must for you!

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Digital Branding: an Aggregate of Identity, Visibility & Credibility

By Team #ARM Worldwide
July 9, 2021

In the era of consumerism, the concept and need for digital branding thrive on any and every omnichannel approach. It is the ability to consistently apply your brand's story to a consumer throughout the digital touch points (social media, web page, email, etc.) and drive your business's effectiveness. In addition, it helps to cement top of the mind recall and desire to consume more content across your entire marketing funnel. Designing a sure shot digital branding strategy in marketing is not a walk in the park as it takes a good amount of research and time. But if it is done correctly, then it pays for the long-term for you and your brand. New buying behaviours, media and technologies provide more ways of delivering engaging, consumer-centric brand experiences. Here's how you can translate your brand's story and values to all digital channels while interacting with the customers and create a fertile ground to grow relationships on:

WHAT IS DIGITAL BRANDING?

Digital branding is designing and building your brand with a combination of digital marketing and internet branding. It focuses on providing value to target customers, inspiring loyalty and brand recognition. Digital branding allows you to communicate a value offering, i.e., a promise of value that will be appealing to your target customers. It's much bigger than the classical view of unique selling points (USP's.) This concept aims to increase the likelihood of a visitor making favourable purchase decisions. When a visitor understands your business, the opportunity for conversion increases. It is ingrained within all marketing channels through elements such as logo use cases, animation style choices, image formats, content tonality, graphic selections, colour palette, typeface, etc. - each component must be cohesive in terms of defining your brand and its message, feeding it into the customer’s mind.

WHY DO WE NEED IT?

Digital marketing can give you leads and one-time buyers, but to make them your long-lasting loyal customers entirely depends on a solid branding strategy of your company or business. It facilitates intensifying the user experience by serving customers with relevant content across all channels they engage in every day and invite prospects into your brand experience. Strong branding will provide you with a competitive edge in the market. Enhanced credibility, ease of conversion and earned media will happen naturally with a smaller cost-per-conversion if your brand holds its weight in the market. In addition, developing a powerful, recognisable and relatable offering — which holds strong through all channels — will solidify brand trust and inspire customers to re-engage with you.

HOW TO OPTIMISE DIGITAL BRANDING?

An online presence for a business acts as a powerful marketing and communication means. Consider some practices to leverage the best of digital branding to boost your business while also driving traffic and converting visitors into leads. Streamlining designs and maintaining brand consistency with limited templates and colour schemes that match or complement your logo is essential. Consequently, tailoring each design element to establish brand identity and visibility. Build long term relationships, customer loyalty and eventual profitability by value co-creation. Involve customers at different levels of corporate activities such as product development, communication, distribution to increase the value offered and enhance their relationship with your brand. Successful content marketing should also stimulate positive interest in your brand. It helps achieve that first point of brand awareness and use it to build trust, transforming one-time users into diehard fans.

POPULAR DIGITAL BRANDING EXAMPLES

The overall aim should be to deliver an authentic and consistent total brand experience aligned with the brand's strategy, positioning and purpose by using the correct segmentation to communicate with your target consumer.

Build a brand proposition that differentiates the business in the eyes of the target consumer. For example, why do consumers increasingly prefer to buy from Amazon rather than other high street retailers?
Emotional positioning in the minds of target customers. Emotion is known to be the first driver of decision-making on a consumer's purchase journey. E.g. Coca-Cola (open happiness), Cadbury (moments of joy with loved ones), etc.
Enhance digital capabilities by amplifying brand offerings to intrigue the target audience. E.g. Nike offers Nike+ Connect with a chip embedded in shoes that provides a record of activity and performance.

HOW CAN WE LEVERAGE IT?

Every business can leverage digital branding to grow. You will need some tools to bring your customers to your website, engage them, convert them, and keep them happy along the way. You can achieve personalisation by creating a bond between brand & customer. Elevate the user experience to entice customers to come back time and time again. For example, 84% of Millennials report that UGC on brand websites influences what they purchase. You must cultivate conversations and create a user-brand relationship. Furthermore, run real-time dialogues by fulfilling customers' expectations of immediacy and connecting in ways that feel relevant to your audience. Finally, produce reflective content that utilises consistent and compelling visual language covering all channels, such as social media, emailers, etc., to establish a connection with target customers. It will improve your brand image by increasing transparency and obtain helpful information to enhance your products/services.

FINAL WORDS

There must always be a consistent and holistic approach in conveying your value to visitors across all marketing channels. Using the apt segmentation to communicate with your target consumer to build brand value and loyalty puts them at the centre of everything you do. Your overall intention should be to present a genuine, harmonious, and inclusive brand experience aligned with your brand's strategy, positioning and purpose. In addition, companies will benefit significantly if they choose to fine-tune their processes to respond to the ongoing changes caused by the internet and initiate changes that would be beneficial to their customers.

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Google’s Core Web Vitals – Are You on Top of This Big SEO update?

By Team #ARM Worldwide
July 1, 2021

Core Web Vitals are a hot topic in the SEO realm right now. They are a set of user-facing metrics, helping site owners measure the user experience on the web. Ranking higher on search engines is a continuous effort to ensure that your website has the best reasonable chance to attract the largest amount of traffic and relevant visitors, and Core Web Vitals are the new top-notch metric. Webmasters need not be performance gurus to understand the quality of experience they are delivering to their users. So let’s discuss and understand the different facets of page experience and how to optimise your site by improving these web vitals for an unbeatable UX this 2021:

Defining the Core Web Vitals

Core Web Vitals are a set of metrics that contain real-world user experience for loading performance, interactivity, and visual stability of your web page. The three Core Web Vitals are:

Largest Contentful Paint (LCP): Time taken to render the largest element, typically an image, video, or perhaps a large block-level text element. This is crucial as it informs the reader that the URL is actually loading.
First Input Delay (FID): The time from when a user first interacts with your page to the time when the browser responds to that interaction. Scrolling and zooming don't count towards the measurement of your webpage FID score.
Cumulative Layout Shift (CLS): CLS measures the visual stability, i.e., the sum total of all individual layout shift scores for every unexpected layout shift that transpires during the complete lifespan of the web page.

Why are the Web Vitals so important?

Google places importance on Page Experience for an overall positive UX. As a result, Core Web Vitals have become the most heavily weighted aspect of your Page Experience score. Webmasters now need to build a web ecosystem that users love, and the Core Web Vitals will become a key ranking factor. By improving these Web Vitals, you will be able to significantly reduce your bounce rate and get users to stay on your website longer. Optimising the quality of user experience is the key to the long-term success of any site. Whether you're a business owner, developer, or marketer, Web Vitals help you quantify the experience of your site and identify opportunities to improve. User experience is also an essential factor in SEO rankings. Unfortunately, a faster website with poor UX can still cost you conversions, fewer page views, and poor customer satisfaction. Improving Web Vitals helps you remedy that.

How does the Google Algorithm Reward?

Web pages that receive a score of 'good' for the Core Web Vitals deliver an aspirational level of user experience and might boost the page experience segment of ranking on the SERPs. Aside from the initial ranking boost that Google promises, the inclusion of badges and having your pages featured in Top stories will also significantly impact your Click-Through Rates (CTRs). As measured by Google in CRUX, optimising for these performance metrics will undoubtedly positively impact the user experience. It will further help increase session lengths, better satisfaction scores, increased conversion, and SEO traffic. Google believes that the Core Web Vitals are critical to all web experiences. As a result, it is committed to surfacing these metrics in all of its popular tools, helping you more easily diagnose & fix user experience issues.

Optimising Core Web Vitals

Here are some suggested tricks to render your main content faster, respond more quickly to user interactions, and avoid sudden layout shifts to improve user experience:

Adopt an image CDN to optimise your Largest Contentful Paint. An image pushed by an image CDN gets a string of properties in its URL, telling the browser how the image should behave.
The First Input Delay should improve noticeably as you adopt best practices like code-splitting and breaking up your Long Tasks. Move non-UI operations to a separate worker thread to cut down main thread blocking time.
Prevent Cumulative Layout Shift by adding the width & height for images in the CSS, adding some sort of low-resolution placeholder while the image loads, or reserving space for jumping ads and injected content.

Actionable Tips You Should Know

Build a checklist of actionable items to prepare yourself for the inevitable rollout of these new ranking factors. Pro tip: When testing, focus on field data as it accurately reflects the real user experience of your site. Turn to Lighthouse for some excellent tools built into Chrome, host and measure at web.dev and Page Speed Insights by Google to find the broad technical issues with your site. Keep the key templates of your web page mobile-friendly. The layout and usability of a website on mobile can make or break the user experience. Spot-checking individual pages help flagging issues. Optimise your server by upgrading your hosting plan, also use a recent version of PHP. Furthermore, preloading DNS queries helps minimise the delay between an asset being requested by the user and the display of that asset.

Final Words

Each of the Core Web Vitals renders a distinct facet of the user experience, is calculable in the field and reveals the real-world experience of a significant user-centric outcome. Keep in mind that content relevance is still considered necessary when it comes to rankings. A page with profoundly relevant content to a query could conceivably rank well even if it had a poor page experience signal. Therefore, you must embrace any push to improve your site's performance and the ranking impact of these metrics that has undoubtedly created a significant buzz in the web performance and SEO communities.

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Build and Grow: Top Of The Funnel Marketing Strategy

By Indrani Pati
June 18, 2021

The very first stage of a customer's journey is the most crucial one for any business. Marketers plan to increase the number of prospects that enter the business pipeline and then push to trickle them down. Top Of The Funnel (TOFU) is where the prospects become aware of your brand and get ready to establish a connection with your brand. Let's dive deeper into how you can tweak your TOFU marketing strategies effectively to create brand awareness and generate demand:

Understand your Marketing Funnel

The marketing funnel is a mechanism that helps you visualise the path of a prospect, from an introduction (awareness) to a lead (consideration) to a client (conversion) and hopefully beyond (advocacy, loyalty & retention)! The marketing funnel provides measurability. It shows where you're losing customers to help pivot your strategy. You can predict sales volume through the funnel, improvise existing strategies and develop new ones. Funnels help in boosting conversion rate optimisation. Non-targeted visitors will be filtered out; the ones who stay are more likely to pay for your offerings or are going to engage more. By deploying checkpoints and scoring parameters, you can classify the levels for segmenting your funnel and customise subsequent outreach for maximum efficiency.

Significance of Focusing on TOFU

Marketers can assure that potential customers are in the pipeline by consistently generating new hits at the top of the funnel. TOFU content fits into the first three phases of the consumer decision-making process — need recognition, search for information and product evaluation. They are the essential steps in the decision process to convert consumers from leads to actual customers. Putting tactics for TOFU in your content marketing mix allows you to widen your prospect base and future proof demand. Creating TOFU conversion points (like bumper ads, infographics, webinars, blogs) immediately widens the audience pool, generating a dialogue between your brand and customer earlier in their journey. TOFU keeps new leads in the pipeline and offers the chance to nurture and guide them through the marketing funnel, so they become qualified for sales outreach. Saving the time of your sales team decreases the time taken to convert a lead and therefore brings you even more ROI. Content created for TOFU are also assets a sales team can link to.

Upgrading TOFU Tactics

The objective at the top of the funnel is to simply tickle your visitor and pique their interest just enough to engage further. There are several ways you can implement effective TOFU strategies. Predictive data analysis makes a marketer smarter, being able to identify your ideal customer profile on three levels- digital footprint, firmographics and tech stack. Automatically adapt the journey for each consumer along a predefined funnel based on their tendency to take the action you desire. Improve targeting precision by gaining access to visitors' social data and UGC, putting your brand's offering into a consumer perspective, which is great for building credibility. It is an effective way to harvest prospects relevant to your product/service. Data-driven content assets are a great format to build solid authority. Creating gated content will give you a more citable version to host on your site while also retaining the incentive for anonymous visitors to become leads.

Content Ideation for TOFU

TOFU content helps quench a potential customer's thirst for knowledge by doing one simple thing well: Educate. It is the first touchpoint that sets the tone specifically in the 'awareness' stage of the buyer's journey. The most preferred way of finding TOFU content topics is to use Google Autosuggest. By speaking to the customer's pain point, you can optimise content to your buyer persona, and the search will aid in attracting leads you want. Survey customers, find out what questions or issues your ideal customers have, notice trends in these questions, and collect ideas on creating the most helpful content for potential customers. Using Keyword Research tools, you can identify a lot more data around content topics with organic demands and how competitive those terms are to rank for.

Measuring Success and Outcomes

Key metrics for measuring the success of TOFU marketing provide you with actionable insights into how to identify and address issues that may be hindering prospects throughout the marketing funnel.

Assessing owned media: Encompassing all social media platforms, brand PR and websites. Gathering stats (like reach, visits, opens) from these media to assess performance creates awareness for your brand.
Assessing earned media: Measuring shares and RTs, unsolicited comments about the brand, etc., and monitoring influencers who share brand content as it matters "who" shares about your brand, not just that it is being shared.
Assessing paid media: Evaluate the performance of TOFU marketing efforts by measuring reach, frequency, CTR and CPC. Metrics like brand mentions can calculate the execution of 'word of mouth' efforts.

Final Words

Streamlining your TOFU marketing tactics throughout the funnel will cut costs while improving retention. By slowly getting acquainted with your audience and by providing value, you set your company up for long-term success and improved ROI across all marketing channels. For you and your marketing team, conversions begin at the top. When your TOFU marketing strategies speak to your target consumers' pain points and are enticing, then you have a dual weapon that is promised to increase your conversion rates!

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HubSpot’s Pivotal New Addition: Operations Hub

By Indrani Pati
June 10, 2021

HubSpot is a pioneer inbound marketing, sales and servicing platform. The product has built a reputation as an innovator and mainly focuses on being the leading CRM tool. More than 113,000 companies in over 120 countries worldwide rely on HubSpot to scale their business. HubSpot recently announced its highly anticipated, brand new Hub to accompany their existing Marketing, Sales and Service Hubs. Here’s how integrating the newly launched Operations Hub will automate your business processes and take your customer experience to a whole new level:

WHAT IS THIS NEW HUB ABOUT?

Operations Hub gives you a unified toolset that connects your client’s applications, cleans their customer data, and automates your business processes as part of HubSpot's easy and powerful CRM platform. This Hub is designed to transform the role of operations professionals across businesses and empower them to take centre stage in helping their companies scale. It further provides Operations teams with the tools and processes to support a unified effort throughout your company by breaking down silos, generating insights, automating manual processes and connecting each department for more efficient communications. With Operations Hub, assuring data quality isn't just easy; it's automatic. You will be able to declutter date properties, clean up country codes, polish up phone number fields, and in a matter of seconds!

WHAT ALL CAN IT DO?

Users can unify client data in a connected CRM platform, and ultimately, play an active role in shaping their company’s strategy. Technically, Operations Hub has three core features: Data Sync, Programmable Automation and Data Quality Automation. Let’s discuss these further. Data Sync is to ‘align’ systems and teams. It packs all the punch of a custom-built connector, bidirectional sync, custom field mappings, filtering, historical syncing — in an easy, code-free package. Programmable Automation is needed to help teams ‘adapt’ and become more efficient. You can create custom automation actions for every business process — from territories to time management notifications to NPS — to keep your team efficient and your customers happy. Data Quality Management is applied to ‘adopt’ better business processes through automation. Data will be clean and under control automatically so that your Operations team can focus on sparking further growth instead of putting out data fires.

WAIT, THERE IS MORE MAGIC!

Research conducted by HubSpot explains that over 60% of operations professionals have to do duplicative work because of a lack of alignment between teams. Operations Hubs offer plenty of features that will surely excite other business teams as well. Workflow integrations can trigger actions in third-party systems like Slack messages, Zoom webinar invites, and dozens more, all through your HubSpot workflows. You can store and customise all the data you need to interact with your customers. Creating single-object, cross-object, or custom funnel reports to monitor the health of your business has never been easier! Additionally, your revenue operations can drive company growth by operationalising the UX lifecycle from Anonymous to Promoter. Seek balance and trade-offs, increase operational efficiency, velocity, profitability, and much more!

SO, WHO IS IT FOR?

Operations teams reportedly spend 80% of their time putting out data and process fires and just 20% driving business strategy and improving the customer experience. Operations Hub makes it easy for any business with a weak operation infrastructure, data management and sync issues. Businesses that are unable to keep clean data as it’s stored within companies’ internal silos, which reduces efficiency and causes fractures in UX. It is further helpful if your company has several manual processes for Operations teams to handle, leading to delays, dependencies and chances of human error. For instance, automating business processes — from lead rotation & territory management to renewal & post-sale planning — to keep teams efficient and customers happy. Moreover, if you need a natively connected tech stack, you can acquire a one-window platform to automate operational processes that allow HubSpot to integrate with third-party apps, tools, or softwares seamlessly.

AND HOW ARE BUSINESSES USING IT?

Using JavaScript or any Node.js library, you can create custom workflows or bot actions. These custom actions can be used to run SQL queries, make API calls, model objects, and anything else you can think of. There are several use cases for Operations Hub. Your business can create complex calculated lead score properties; manipulate and transform your property value, create a lead score using data and inputs from HubSpot and other systems, and then populate the value in a custom HubSpot property. With Data Architecture, you can organise data, move data points across objects, and automate a sound reporting strategy framework. Advanced Workflow Automation takes your workflow automation to the next level by removing limitations of standard actions, with the new ‘custom code action' and ‘create a webhook action’ in workflows, along with custom-coded bot action in chat flows.

FINAL WORDS

With this, we conclude our tour of the revolutionary Operations Hub. This new addition to HubSpot’s platform has a huge pot ential to deliver exceptional process automation and data management functionality. However, the most exciting bits are the customisable work and chatbot flow actions that open up endless possibilities. Looking to foster alignment between operations teams, leadership teams, and your organisation’s tech stack? Consider adding Operations Hub into your mix.

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