Quantspire

In this couple of years, brands have grasped Facebook Inc. as a key showcasing channel to drive engagement and brand mindfulness. Social networks represent a natural technological platform for marketing, providing access to a large number of users, grouped in non-geographically bound communities, based on a structured set of social relationships among admirers of a brand. In a query whether some brand substance makes more brand engagement on Facebook than others. Looking for an answers to this query, it was found that more than 1,000 wall posts from 98 worldwide brands, planning to pick up a superior comprehension of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives.

Here are some of the parameters that affect engagement on Facebook:

An effective image:

Each photo has a story. A photograph has relevancy, and it can impart rapidly and effortlessly. It additionally obliges more thought and push to take and incorporate a photograph notwithstanding content. Incredibly, what may be considered as glaring product promotion, as such, setting up pictures of product from an organization's list, inspired a high number of "preferences."

According to Facebook, posts that include a photo album, picture or videogenerate about 180%, 120% and 100% more engagement, respectively.

 Keep it short and simple:

To read a long post no one is interested nor they have time. By keeping a post short simple makes it attractive and people tend to read it.

Starbucks is a great example of a brand combining short posts with beautiful photos. Their posts generally fall within the 100- to 140-character mark and elicit thousands of likes and comments.

Educate your fans:

Make sure the information that you’re providing is worth reading. Brands that generated or passed along information through wall posts also garnered a high number of “likes,” especially information designed for fans’ enrichment and education. This instruction could incorporate illuminating fans about the historical backdrop of the brand or the routes in which the organization works or produces products.

Reacting TO FANS:

Do not overlook that online networking is a two-way channel. Avoid overwhelming them with advertisements, and create open communication. Each time you react to a fan, not just are you putting resources into a real brand-client connection yet you are additionally putting resources into the natural inclination of his/her Friend.

POST FREQUENCY:

More than 90% of Fans never return to visit the Facebook Page again in the wake of Liking it. You need to post enough to keep up fan connections, however less that they are overpowered.

Genuine Events :

Now and again the main issue is, your timing was truly bad. Maybe your Social Media advancement is impeccable, however right when you dispatch it something surprising happens – on Social Media or, all things considered – that makes individuals give careful consideration to it.

For instance, in the event that you dispatch it only a couple of days before a long open occasion where the majority of your intended interest group may be voyaging or concentrating on other recreation exercises, odds are the aggregate number of sections will be extremely low. Social Media advancement logbook

Up till knowledge of Instagram : The Instagram was founded by Kevin Systrom and Mike Krieger and was developed by Facebook. And was release on 6th of October 2010.   Instagram Is the Fast- high growing Social media site Worldwide, the cell phone Devices are given more preference then of computers the for Access. Instagram cultivated there user following to 150 million in a month active users in half the time that it took Twitter and in two years less than that of Facebook, affording to analysis by the Intellect. In 2013, the business increased additional than 60 million new monthly lively users. By evaluation, Twitter simply by increased 37 million new users.  During similar stretch period. What's the extraordinary thing, yet, is that Instagram hasn't publically disclosed its number of monthly active users since September 2013. Throughout Facebook's Q4 income call, yet, FB CFO David Ebersman exposed that the, Instagram doubled its user base, which must put its total around 180 million monthly dynamic users. Instagram too grows up to 1,000 comments per second and 8,500 likes per second, calculation of 1.2 billion likes each day time, rendering for L2. Around 16 billion photographs must have uploaded since now.

The email marketing is one of the powerful medium of marketing because it reached to targeted consumer without any other unwanted consumer. Email marketing is common force of communication between consumer and dealer it not only time saving at the same time it’s fast and easy to communicate too. Email marketing studies shows email marketing has larger effect on consumer behavior as it somehow manages to take consumer to website and can help to show what they have to offer by help of website link. The research shows email marketing has grown from 11% to 25% within 5 years. It is a form of interactive or two-way communication. Email marketing is used in businesses to impact on the buying decisions of consumers. About 97 percent of businesses are using email marketing to influence and convert email recipients into buyers. This way of email marketing must be useful because, about 76 percent of subscribers have made purchases from an email marketing message as per Smith-Harmon survey. Email marketing has increase in sales online, but also has influences purchase offline too. Few attractive deals can be printed and redeemed at the present location of the store or restaurant. Survey says that timing, relevance and personalization are email features that have influence how the customer reacts to the email marketing services

Negative impact of Consumer Behavior It’s always seems that email marketing can bring out negative impact on consumers. For organizations that send invaluable meaningful emails or too much of emails, consumers can be forced to press the spam button. Few consumers use spam as email from a company that they don’t want to follow from even if they have done business in past with the organization or had subscribed to gain information from that company. If the trading company sends too many emails, the client  do get irritated  and, instead to  unsubscribe, over  55 percent of email users admit to hitting the spam click ,instead of fixing with company.

Different ways for companies know their customers Old and new companies have fast studied that email marketing is a highly positively influence in way to reach and target customers into convertible customers. Email marketing turns it easy for businesses to mark consumer behavior by tracking in such a way that emerge when the emails are sent. For intent, a business can keep an eye on how the similar email marketing mail sent with more different people with subject lines performs by seeing how many clients have opened their email as compared to the other. Consumer behavior can also be counted with a click by rates, or how many consumers reached till the company website or social media page by viewing link in the email marketing message.

India Goes Digital Asking For Votes

The progressive 2014 general elections in India saw social media as another battleground and Narendra Modi developed as India's Obama. Dissimilar to the ordinary methods for sending messages, recorded calls and open social events, this decision saw legislators utilizing social media to connect with their constituents more than ever.

Indeed, even the individuals who were hesitant before have now get to be dynamic either out of need to stay aware of their associates or as ordered by their political party.

Twitter as of late discharged a web journal on the 100 days of Twitter tact by Narendra Modi, with an intriguing warmth guide of tweets with geotags that had notice of his name. Here is a glance at the online networking profiles of a percentage of the prominent politicos and an endeavor to group them into different pails in view of examples of their engagement.

PM Narendra Modi, for one, has beaten the craft of utilizing social networking with nary a false step. In the initial 100 days of his being India's PM, he has included more than 2 million supporters, taking the count to 6.2 million adherents and making him the second most took after government official on the planet behind just Barack Obama. Counting the adherents on the official twitter handle of PMO, the adherent check is near to 9 million. Modi flawlessly keeps outside relations (wishing Nishikori on being the first Japanese and Asian male to enter US Open finals), patriot pride (wishing Sania Mirza on the blended duplicates win), connecting with youthful India on the event of Teachers' Day and offering to the world how he skilled from Pakistan PM Nawaz Sharif. The tweet that mutual his most human side and made him appear to be more open and make his fresh out of the box new persona was obviously the selfie of him looking for his mom's endowments subsequent to winning the command.

Every politician needs a good social media nowadays. Today every second person is on social media and follows it daily. A person would not go to office one day but won’t forget to check his Facebook notifications. So rather than following the voters in their respective area, politicians prefer being on social media and make the voters follow them.

For every segmented audience there is specific social media. Like for photography there is Instagram, for business class there is LinkedIn, to tab the youth there is Facebook, there is also twitter to be connected to millions of people.

People usually forget the work done or they even don’t come to know about the work done by the respective politician. Social media give a platform to politicians to keep posting the images of work they have done. Due to this people sitting in the office also will come to know about progress in the constituency.

Social media can make wonders. As we saw the Chief Minister Of Gujrat became the Prime Minister Of India within 9 months of his social media campaign.

“Don’t run behind the voters, let the voters follow u”

-         Social Media

Lets understand what is online marketing :

Customer no lengthier  see a difference between online and offline shopping. Whether it’s searching on a laptop, browsing main street shops or hanging out at the mall it’s all shopping. To adapt to the competitive new reality, smart retailers are drawing on classic retailing truths of the past and augmenting them for the now. But somehow it do get effected because as mention earlier customers have became smarter they no were to buy and save their resources money is one of the factor but there are other  things included which is seen while online purchase and traditional way of retail.

Retail organisation                      

 Retail business can be approximately open into two groups namely- organised and unorganized retail.

·         Organized retail - Organised traders/retailers, who are licensed for trading activities and registered to pay taxes to the government.

·         Unorganized retail – It consists of unauthorized small shops - conventional shops, general stores, corner shops among various other small retail outlets - but remain as the radiating force of Indian retail industry.

In today world technology, several entrepreneurs are in online businesses. Retail and traders are original up to storefronts and using the Internet as their platform. Online retailing has become a popular way for business owners to remove large overheads, offer better pricing on their products, and market to a larger audience. Consumers have made online retailing extremely popular, especially due to the convenience it offers.

One of the major fears face by the traditional retail is when he shows varies variety of things to customers but at end of the day they look at price and planes to buy it online. Earlier shopkeeper who had their hands over retail sale had only deal with competitor’s who were into same business, and reduce the price to stay in competition. But today the story has change especially in case of electronic goods. As buying products online is been easy business, because it not only saves time and money for customers but at the same it helps to compare price with different online e-commerce companies. So for retail seller’s competition has increase and due to which there is large reduce of price margins.

For today, Mobiles are the device of choice for several individuals.

According to Google survey:

74% of returning visitors to mobile friendly websites

61% will leave your site if a site is not mobile responsive

67% are people purchase goods at a mobile friendly website

As Mobile internet usage has been increased more than double of it was in the past year, Google started changing its rankings for mobile websites from April 2015.  On April 21, Google’s new search algorithm for mobile devices went live.

According to Google, 94 percent of smartphone holders use their device for local searches and 77 percent of mobile searches happen at places like home or work where desktops are available. As people are more reliant on smartphones, websites must meet individuals somewhere they are.

Some organizations are still not having a mobile-friendly web site, either as a outcome of them lack the properties or don’t see the means. If your organization comes under this set, and you wish to last being applicable in future on the world wide leading search engine, then now it is the period to start structuring a mobile-friendly web site.

A responsive web or mobile friendly web site depends on a set of some core principles like Loading Time, on view, on touch etc.

Fortunately, Google provides a tool that qualifies web site to check if their web site is mobile-friendly.

https://www.google.com/webmasters/tools/mobile-friendly/

If a web site passes this, it will receive the "mobile-friendly" title.

According to a Google testing tool, the website www.quantspire.com is mobile friendly.

Below there are several motives your business should have a mobile-friendly web site.

1.       Mobile Visits:

Now Google tags websites that are optimized for mobile as "mobile-friendly" at intervals its mobile search results, fading to own a mobile-friendly web site will have an undesirable influence on your website’s click-through rate (CTR).

2.       Mobile Rankings:

Google already punishes websites in mobile quest that are not mobile-friendly to check that websites that are mobile-friendly rank higher and supply mobile searchers with a more robust and relevant user-experience.

3.       Mobile Revenue

If higher rankings and click-through to your web site is not enough reason to be mobile-friendly, hopefully absent profit is. Lacking a mobile-friendly web site at a time once such a lot of search party use mobile devices to seek out goods and services they have is actually offering customers over to your competition.

You must have a mobile responsive site for some more important reasons like popularity of mobile internet, compatibility with all platforms, Better user experience etc.

The advantages of making a site mobile-friendly aren’t just reserved for search engine and clients, they’re suitable for site title holders, too. For sites that are mobile-optimized, relevant search directs a good quantity of people to smartphone sites and subsidizes to a noteworthy share of a website’s profits.

Why display advertising for website?

Right place, right time

Display advertising lets you

·         Create a wide range and all type of advertisements - image, text, video and interactive ads.

·         Place those ads on websites that are relevant to what you are selling.

·         Show those ads to the people that are more likely to be interested.

·         Manage and track your campaigns, budget and results as you go.

Why Display?

·         Today people are spending most of their time online. Out of which 95% of that time is spent reading and engaging with content on websites.

·         The Google Display Network can help you reach all these potential customers   

Generate Awareness            Increase Sales                Drive Loyalty    

Display advertising helps you generate awareness by showing  your ads in front of consumers, so they can learn about your business and the  product and services you provide as they consider their options. The more people  research in your business category, the more beneficial it is for your  product or services to stand out from the crowd.

Display advertising  helps you to increase sales of your product or services by showing your ads  on relevant sites and in front of more people, more often, so that when they  come to buy, it’s your business that should be on their top-of-mind..

Display advertising helps you drive loyalty by re-engaging  interested consumers. Target your ads to people who have already visited your  website, even once or even if they didn’t buy anything. By showing your ads,  you are reminding them of your business is likely to bring them back to your  website again and keep your business on their top-of-mind.

Generate Awareness with the Google Display Network

·        Create your ads:

To create high impact image and video ads you can use the Display Ad Builder. You can choose pre-made ads where format and other necessary information of your chosen category ad will be given or you can create your own ads from scratch

·        Target potential customers:

Google Display Network lets you target your ad to the right set of customers and maximize your ad’s exposure to those who are most likely to be interested in your products or services.

To target by topics, pick topics that are relevant to your business and then target those sites which are related to those topics. If you want to target people who are interested in those topics, even when they are visiting unrelated sites, you can use interest category targeting.

·        Manage campaign:

AdWords automatically sets the budget on your ads to maximize the number of clicks you get without paying more than your planned budget with the help of automatic bidding tool.

·        Track investment:

To measure how many people many people your ads are able to reach and how often your ads are viewed you can use Reach and Frequency reporting after targeting interest categories.

One in five consumers exposed to a business’s display ads perform related searches and one in three visit their website. 

Source: Online Publishers Association, “The Silent Click: Building Brands Online", June 2009

 Increase Sales with the Google Display Network

·        Create ads:

To create text or image ads for free, you can use the Display Ad Builder. To grab people’s attention and get them to act, you can include offers and discounts in to your ads.

·        Target potential customers:

To show the most relevant ads to people based on their location by using geographic targeting. For each ad campaign, you can select locations where you want to show your ad. You can choose locations such as entire country, specific area of any country like states, cities or even a radius around a location.

By selecting keywords also you can target your potential customers. Keywords can be relevant to your company or its product or services. After selecting keywords AdWords will find websites that match your keywords. Where you can show your display ads.

·        Manage campaign:

To measure the return on investment of your ads, decide which actions you want to track and then find out which ads bring you the most conversions and the best ROI by using conversion tracking.

·        Track your investment:

To manage the bids and placements for your ads automatically, you can use the conversion optimizer tool after setting up conversion tack. By using this tool you can make sure that your ads will go on the best sites which will give you the best value for money.

The typical combined Search and Display campaign gets 22% greater conversions compared to Search only campaigns. 

Source: iProspect & Comscore real branding implications of digital media - August 2011 

Increase loyalty with the Google Display Network

·        Create ads:

To create image, video and rich media ads google display network provides Display Ad Builder which will engage potential customers and leave them with a lasting impression of your business and its product or services.

·        Target potential customers:

To show a group of ads to consumers who have already visited your website there is option of creating remarketing campaign in Google Display Network. This campaign helps you to target people who have already shown an interest in your business.

·        Manage campaign:

You can use AdWords reports to find out when, where and for whom your ads are most effective. A couple of good reports to start with are the demographics report and the view-through conversion report.

·        Track investment:

By adding Google Analytics to your website you can get more information about the way consumers interacts with your website once they have clicked on your ad.

Re-marketing can engage shopping cart abandoners. Studies show remarketing drives 51% higher conversions and 28% lower cost per acquisition.

Since we talk about digital branding through social media, there are many giants who have created their brand image through social media. But there are many tools that come under digital branding, as social media is just a part. Many a time branding through social media or digital branding might be a risk factor. Then the question arises what kind of risk factors are there in digital branding? Imaging if someone tries to defame your brand through social media, imagine if your strategy goes wrong and it creates a negative buzz about your brand, then what will you do? As social media is a platform where buzz can be hyped within a fraction of seconds then imaging if the buzz is negative. If you put your hands in a bag which is full of social media tools you’ll find a tool known as content marketing. Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.

As rightly said by Doug Kessler, “Traditional marketing talks at people. Content marketing talks with them”. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere.

But why content marketing is used for image makeover? And is it so effective? Let’s take some of the examples whose digital strategy went flop on social media. The strategy of L’Oreal’s social media presence took a huge hit when it was revealed that they created a fake blog. Push marketing in the social media space is always a bad idea, especially when it’s this blatant. It was an innocent mistake. The Red Cross's social media specialist (who was an intern) meant to send this tweet from his personal Twitter profile - not from the @Red Cross account. Like Dominos, however, the Red Cross did a great job of owning up to the mistake, and even poked fun out of themselves in a later tweet. It was a big goof, but not a total fail. Push marketing rarely works as a social media strategy. Instead of releasing a standard press release, use a multitude of social media channels to interact with your audience. Doing so makes your message much more likely to be spread and have an image makeover. Brand makeovers needn't be only in response to dire circumstances. In fact, successful companies of all sizes should revamp their image periodically, says Allen Adamson, managing director of the New York office of Landor Associates and author of BrandDigital. An example of “Jack in the Box” on Damage control Six months after food poisoning killed four, “Jack in the Box” diners and sickened hundreds, sales were down 40%. Two years later, a makeover saved the company, whose revenue has tripled since 1995.

How to create a content strategy?

In a recent study done by the Content Marketing Institute, 42% of B2B companies consider their content marketing efforts effective, up from 36% the year prior.

Determine Objectives for Content Marketing 

 ·         Measure Your Content Marketing 

 ·         Define Your Audiences 

 ·         Research Audience Needs 

·         Create a Content Execution Plan 

 ·         Create a Content Amplification Plan

To be effective at content marketing, it is essential to have a documented content marketing strategy. According to the Roper Public Affairs, 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.

Content is essential to supporting loyal, trusting relationships between brands and consumers._ 82% of consumers feel more positive about a company after reading custom content. And 90% of consumers find custom content useful. _61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. Content is a leading driver of brand engagement on social media and motivates consumers to take action. Interesting content is one of the main reasons people follow brands on social media. 60% of people are inspired to seek a product after reading content about it.