Posted in A Success Story, Digital Marketing, lessons, Social Media, Trends

Want to be a Titan? A Digital Titan?

Well, rarely do I come across quality in capitals – yes, QUALITY. I discovered this video blog by Krishna Chaitanya, a senior digital marketer (an ex-Googler). The video is all about latest news from the Digital industry – and it’s great!

What a way to stay updated and some of his updates are about upcoming releases, stuff you wouldn’t come to know about, unless you are subscribed to umpteen digital news magazines and stay on top of them regularly.

Check out his videos (Digital Marketing Daily Digest) and don’t forget to subscribe if you want to be in the game and on top of the latest happenings in the digital domain.

Here’s today’s update:

 

Posted in All Posts, Design, Digital Marketing, Social Media

Decoding Twitter’s new looks

I am not sure how many of us have actually clicked on “Try the new look on Twitter”, for I know several friends who were very apprehensive about trying it. Change, after all, is not very easy to adapt to, more so, after Facebook put all of us through several torturous cycles of forcibly accepting new and changed timelines. Twitter likes to call them ‘web profiles’.

What’s different with Twitter then?

Twitter also started a spate of changes recently – some quite awesome, like the option of viewing pictures in the Twitter time line. Twitter woke up to the importance of images and video – essentially visually appealing content – and decided to include them in tweets.

With the new look now available for every user to try, Twitter seems to have tidied up its act in an attempt to drift away from its boring tweets only look to the more personalised, user friendly (albeit overloaded) timeline.

So, what has changed?

  • Elongaaaaaaaaaaaaaaaaated header that spans across one end of your profile to another is a no-miss feature. You need to have an image of size 1500×500 at least. Well, the good news is, you can add more informative content in your image.
  • Showcase – akin to the category cloud, the tweets that have garnered maximum engagement through favourites and retweets are displayed larger and more obvious than the others.
  • Straight on the lines of pinned posts on FB, Twitter now allows users to pin specific tweets on their profiles. These pins will be displayed as static content.
  • One of the most wonderful features added now is to let users filter tweets based on various criteria – so that means a sound goodbye to endless mindless scrolling!
  • Now I am debating whether the previous feature was awesome or this one – maybe you could decide for yourselves. Popup notifications!! I find this feature very useful whenever I use Twitter on my mobile phone. What’s more, you can switch them off.

Stay abreast of all the latest digital happenings, only at My Digital Marketing Team.

Contact us to know about our social media optimisation services.

Posted in All Posts, Digital Marketing, Trends

The Importance of Case Studies in Digital Marketing

A case study is usually a post-explanatory analysis of an event or a project. Digital Marketing industry relies heavily on case studies as their primary source of lead generation. In an industry whose benchmarks are difficult to determine, case studies play an important role in showcasing the success of a company.

Digital Marketing Case Studies
Digital Marketing Case Studies

Why are case studies so important?

A digital marketing company can leverage its best executed success stories by converting them into analytical case studies contemplating what was done, how it was done and what was the outcome. The following are the advantages of case studies in the context of digital marketing and social media:

Case Studies help establish credibility

The introspective nature of case studies allows customers to get a fair idea of how capable a company is in several counts: creativity, up-to-date knowledge, and innovation. Not only can a customer gain a fair knowledge of how the subject of case study could affect his own business, he can also understand how credible the company is in delivering its services.

Case studies go a long way in influencing the sentiment of the customers. Since most case studies include client testimonials that end up vetting the successful project, it becomes all the more powerful in making the company a strong contender as against its competitors. And there are too many of them one to be up against.

Showcasing success

Many companies are able to showcase the results of their digital marketing campaigns through case studies. Several such case studies are available online via websites like afaqs.com. For example, a recent article on our Official Blog showcased the outcome of Cadbury Bournville’s ‘Tape a Tweet’ Twitter campaign. This a brilliant example of the social media team and the videography team working in sync with each other, as well as the customer engagement activity. They produced instant videos based on the followers’ tweets to capture their attention and create a buzz in Twitterdom in a big way.

So also, was another campaign conducted by online shopping store HomeShop18 using a new jingle to create buzz around the concept of ‘happiness due to shopping’. They used the hash tag #MakesMeHappy to engage their customers to tweet about what makes them happy and mentioned HomeShop18’s Twitter handle as well as the hashtag in their tweet. While the Twitteratti got swept into this campaign, what came as a big surprise was the spontaneous conversion of selected tweets into caricature images. Followers were absolutely delighted to see themselves and their tweets converted into funny images and there was a lot of flurry across Twitter during this campaign.

Great as marketing collateral

When pitching to prospective clients, case studies hold the power to do the entire talking (or rather, most of it). It’s a known fact by now that consumer behaviour is influenced by the generic perception of the market. For example, if A wants to buy a helmet and sees a particular brand getting more reviews, A is likely to choose that brand, assuming that it is famous or popular and hence, good. The underlying principle here is that of subtle recommendation. A completed sale is a recommendation. The case study feeds into that perception. “If another company has seen success through this campaign, I would want to see similar success for my company as well.” – This is how the thought process of most prospective clients goes.

Conclusion:

Case studies are very important and if you are a digital marketing company or for that matter, any other company, you can make use of a good case study and leverage on its advantages in a big way. Just a disclaimer though, it is always advisable to include not only the good points but also the roadblocks encountered and how they were dealt with in the case study to make it complete.

Posted in All Posts, Digital Marketing, Outsourcing, PPC

Use PPC Remarketing to increase your online sales

Google rolled out Remarketing in early 2010, as a feature that tries to reach users who have clicked on an ad or browsed a website but did not convert into customers. Remarketing can be considered as a second attempt (or third, and fourth) of advertisers to try and convince customers who abandoned a call to action after showing interest in their product/service.

Basically, here is a simplistic portrayal of remarketing:

Remarketing in PPC
Remarketing in PPC

I visit website A >> I fill up a form >> I change my mind and do not click submit. >> I close window of website A.

(Background – Website A tracks me and my search behaviour via cookies)

I continue with my browsing >> I am on website B >> I see ads of website A’s products on Website B. (>> I feel stalked!!) >> I open website C >> I see ads of website A’s products on Website C. ((>> I am definitely being stalked!! HELLLLP!!!)

Wondering how remarketing is done?

It’s really as simple as adding a small piece of code to all the webpages on your website. This piece of code is called the Remarketing Tag. Then, whenever a visitor lands on your website, you add their cookies to different remarketing lists based on their search behaviour and start showing them ads relevant to their searches.

What? Remarketing sounds like stalking!!

It is, and isn’t! There is a lot more you could do with your remarketing lists. You could write separate ad copies or create a separate AdWords campaign to be shown only to people on your remarketing list, say, for example, offering discounts on the products they were searching for earlier. There is a good chance that the users would land up on your website again and convert into customers!

Overdoing Remarketing – No stalking please!

Remarketing will actually feel like stalking if you bombard the user with your ads at every site that he/she visits. Would you want that to happen to you? No, of course no one would. So, it’s a sensible idea to make use of caps on frequency to contain the number of times your ads are shown to a user. We do not want him to get irritated and remember our brand in a bad way, right?

Remarketing for converted customers

It makes sense to keep the converted customers out of your remarketing campaigns, doesn’t it? Wrong. In fact, based on the type of industry your ecommerce site is in, you can play with “related products” advertising in a way that could help you in upselling with converted customers. For example, if I buy a sofa set for my living room, and I see ads of centre tables via remarketing, I might go back to the site to check out some more furniture.

A disclaimer here, though! Ensure that you are not persisting too much! Never annoy your customers. See the point above this one.

About bidding higher

Once you have identified which customers previously showed interest in your products or services, you can bid higher for those people’s subsequent searches and ensure that they see your ads.

Remarketing, Retargeting… isn’t it all the same?

Basically, retargeting is to target customers who previously visited your site, by displaying ads about the searched products on the other websites that they are browsing. So, one can safely categorise retargeting under the broader perspective of remarketing.

Remarketing also includes Email Remarketing, which is done to target users who have abandoned a form or not completed the purchase of their shopping cart items. Both the terms can be used interchangeably. However, remarketing can result in upselling, related product selling, etc.

So how does one do Remarketing?

There are some tools, other than the Google AdWords account that can be used for retargeting, such as Retargeter, AdRoll, Fetchback, Chango, etc. Companies like Springmetrics are also being used by e-commerce sites to execute retargeting strategies.

My Digital Marketing Team offers quality wholesale PPC services which include remarketing and retargeting, to agencies and resellers at highly competitive prices and affordable rates. To find out how our wholesale PPC services can help your clients’ business grow by multiple folds, contact us here.

Posted in All Posts, Content, Copywriting, Digital Marketing, Outsourcing, Social Media

Content Unlimited and the Dreaded Writers’ Block

If you are a content writer and have been writing for years, then I am sure you would have encountered the dreaded writers’ block. Churning articles for the print media or the online media is not easy. Especially when you are just starting out on a career in content, you are expected to write several scores of articles on various topics, and it is very easy to arrive at a complete shutdown of ideas.

Writers Block
Writers Block

As an author also, you could risk stumbling at crucial parts of your story, and just cannot seem to move any further in a way desired by your satisfaction. What do you do?

Let us understand what writers’ block is first.

Writers thrive on creativity. Creativity basically means to come up with new ideas and new ways to represent a story or an article. Creativity also implies saying something mundane in an innovative way, just like it happens in advertising.

When something like this happens, it is really alarming and upsetting, especially when you have deadlines to stick to.

What does one do, as a content writer, to combat such a writers’ block?

Whether we are writing for the web or for the book, we have to keep our creative juices flowing. When it comes to the web, content writers of today have to take care of so many things. It’s not enough to dish out a ‘good’ article with the use of high class vocabulary. Content writing for the Millennials is all about keywords, density, search engine optimization, packing the punch, marketing for the machine, digital, info graphics et al.

Here are a few tips for you to help you ease yourself out of that infamous writers’ block effortlessly:

  • The moment you realize you have a block, S.T.O.P. Leave everything, no matter how tight the deadline. Just stop, and take a deep breath. Get up and go out for a short walk. Just get away from work.
  • If you are into meditation, try visualizing during your meditation sessions.
  • If you aren’t the meditating kind, understand that you need to calm the crows inside your mind to concentrate on the stuck piece of written work. So, try counting numbers backward until there are no thoughts in your head. Slowly, get back to where you got stuck.
  • Deconstruct the constructed. Supposing you were writing content for a website, and the block struck. Deconstruct what you have written till now.
  • On a white board, list down the important areas to cover, mark the topics already addressed.
  • Try writing exercises – for example, choose a random page out of a random book, and start a new story with a random line in the page. Do it for the sake of helping the creative juices flow.
  • Relax… it is very important to have all your faculties working at the topmost order. So, when faced with a block, de-stress, relax, go for a pampering session. Whatever you do, relax.
  • If you are still unable to move ahead, you can try leaving that portion of the story and deal with another part of it – the subsequent outcome might bring about an idea you were looking for at the previous milestone.
  • When short of ideas for articles, or if you have written so much that you don’t really know what to write on anymore, the best way to go ahead is to see trending topics and add on your own to them. Trending topics are always changing. For example, even as I am writing this, the current trending topic on Twitter is LCD TVs. How? Why? One never knows. Just capitalize on it. Your next post could be a well-researched topic on the LCD technology. Or one on the marketing strategy of the biggest LCD brand.

Overcoming the writers’ block is not as tough as it looks. Try these tips the next time you encounter one, and let us know if they worked for you.

And if you have your own little trick that pulls you out of the block, do share with us in the comments section below.

Also, if none of these tips work, contact us to see how we can help you fulfill your content needs.

Posted in Content, Digital Marketing, Social Media, Trends

Social media rules to adhere to for sureshot success

Facebook, Twitter, LinkedIn, Pinterest, Flickr, Google+, Tumblr, Slideshare, Instagram, so on and so forth, the list goes on. For a company that’s serious about marking and imprinting its social media presence across the World Wide Web, the Web offers innumerable platforms, and which ones to choose becomes a tough decision.

Any social media strategy depends on some basic tenets to witness phenomenal success. These tenets when followed ensure that your social media strategy takes off vertically and once this happens, your company can plan some focused campaigns around each of the channels to leverage and grow their followers.

8 - Social Media Rules for Success

1.     Focus:

It’s important to determine which social media channels your company would be focussing on as a part of the digital marketing process. Being everywhere and keeping some profiles dormant is not a very sound idea. Instead, by analysing the area of business and understanding what works for the industry, a company can wisely choose the most important channels for its digital marketing strategy.

2.     Visual Candy:

Remember reading boring essays in school? Same is the case with long never-ending essay type articles on the Internet. Content marketing has become the order of the day since the time search engines started giving importance to keywords. Everyone is churning content by the mills. But how do you make your content appealing? Visual candy is very important to grab eye balls and make them stay. So, always represent your content with good relevant images that enhance the context and meaning of your content.

3.     Interaction:

The essence of communication is always a two-way affair. Single-handed sermons do not work anywhere, more so in the online space. How can you elicit interaction from your customers, followers and prospects? You can ask questions – pertinent questions that your followers would be more than happy to answer. Thus starts a conversation. Debate – all the more desirable, but ensure that the area of discussion does not result in a controversy.

4.     Hash them all up:

The Internet has come up with so many ways to generate and file conversations. Tagging, categorising, hashtags, etc. are ways of ensuring that your content comes up in searches. Whenever hash tags are used, your content tends to get found globally and you get more traction to your website and social media pages.

5.     Gratification Mantra:

Your customers love freebies. Make good use of this general psyche of a buyer prospect and give them a sneak peek to your product by offering free previews or free giveaways. Encourage by requesting reviews and involving bloggers for the same. This not only creates legitimate backlinks but helps you to leverage the popularity of bloggers to your company’s advantage. For example, several beauty product companies have tied up with blogger communities in engaging bloggers to write about their new launches in return for a chance to win big prizes/hampers.

6.     Brevity is the key:

Remember that users tend to scroll away from your screen if you have pages and pages of boring content. As discussed in Point 1, in addition to images, if you can keep your social media posts brief and blogs concise, you will have more readers and takers for your social content.

7.     Numbers:

Stay on top of them. Numbers are your strength. Keep a track of how your posts are faring. In fact, these days, marketers are also calculating the best time to post their social media broadcasts in order to catch their readers when they are actually more likely to be online.

Social media is not about random posting and hoping with fingers crossed that followers will increase. It is all about strategy – planning for goals and making those numbers happen.

8.     Take feedback seriously:

Your readers are your best judges because they are the ones who take your content and are likely to share it across. So, when you receive negative feedback about any of your content or social posts, take it seriously, acknowledge it and move on with the changes. This not only places you on a credible pedestal but also ensures that your followers feel important, needed and heard.

9.     Get personal:

Literally. One-on-one interactions with your audience will take you very far. Communicating with your audience will ensure that they know that you know them personally, and you recognize them. Make them feel important. Address them by name and include them into your community, whatever it may be – Twitter or Facebook. This creates a personal relationship and your audience tends to become loyal to you and your brand.

So, follow these simple rules and you will be there on the top in no time.

If you need assistance in managing your social media presence, do get in touch with us here to understand how we can chalk out a Social Media Optimisation strategy for you.

Posted in All Posts, Content, Digital Marketing, Trends

Social Media Roundup: What’s gone and what’s to come in 2014

As 2013 bids goodbye and ushers the New Year with a lot of expectations, the Social Media scene remains as dynamic as ever. Rapidly changing trends, viral strategies, changing algorithms and the capitalistic tricks of search engines to trap users into using their products have all grabbed headlines in the year past.

Several trends were predicted for 2013 in the year 2012, and these trends have today become a vital part of digital marketing strategy.

Quick Roundup of social media scene:

Content marketing was one of these and the latest Google update underscores the trend and further reiterates the importance of producing high quality and intelligent content. The Hummingbird update rolled out by Google during the last quarter of last year took everyone by the wave. Google timed the launch to coincide with its 15th birthday on 27th September 2013. Most Google’s updates are looked upon with apprehension because they are aimed at quashing the digital marketers who misuse and abuse the search algorithms to play with the rankings. One such example is keyword stuffing.

However, with the Hummingbird update, Google has now started understanding user queries to display better results. So, while we all were typing ‘grocery stores street name’ onto the search bar, Google was revamping its algorithms to understand ‘grocery stores within 5 kilometres of street name’, or ‘grocery stores inside malls’.

Trends in Social Media 2014
Trends in Social Media 2014

Hummingbird update signals the era of intelligent searching. The technical word here is ‘semantic search’, which means search by queries/context in totality, and not just by keywords alone. So this in simple words means users get what they want in the form of answers. This calls for writing more How to content, questions and answers, and phrasing content in simple words that converse rather than preach, teach or sermonize.

The last quarter of 2013 witnessed the release of direct messages at Instagram, and the launch of Twitter IPO which rose to 70% of its initial offering price on the same day of launch.

Facebook tried acquiring Snapchat for $3 billion, while Google tried offering $4 billion. Snapchat founder Evan Spiegel turned down both!! 2013 was the year of “Selfies”, so much so that the word, meaning self-picture was added to Oxford dictionary owing to a 17,000% increase in its frequency. The year not only saw a boom in the social media space, but also suffered with rise in social media spam by almost 355%. And Google Plus took the second spot after Facebook for the most active users.

What a year!!

Looking ahead at 2014: What’s in store?

Of course, it goes without saying for it’s been said and repeated umpteen times, how content is going to be a really strong player in the coming years. More so, the use of visually pleasing and graphical content such as Infographics will heighten the ‘shareability’ factor by leaps and bounds. Content will be developed exclusively for mobile devices with brevity as the foundation.

Geo-tagging is taking off in a big way. Findability on Google Places and elsewhere will become the most important strategy for businesses. Pinterest has teamed up with FourSquare to allow geo-tagged pins to be posted. As mobile users increase, digital media efforts will be more focused towards roping all the alternate platform users into the funnel.

The void of certified courses in the area of online media and marketing is expected to be filled by international universities, some of which have already introduced graduation and online programs to produce skilled digital marketing talent.

Short copy will rule as users’ average attention span keeps dwindling, owing to a surge in the available devices at hand as well as overload of information. Marketers will use attention grabbing techniques which include colourful images, graphics, info-graphics, repackaged and repurposed content. ‘Less-is-more’ is still going to be the mantra.

All in all, 2014 is going to be an interesting year in the digital marketing space – a lot to look out for.

Source:
The State of Social Media 2013 by Infographic Promotion

Posted in All Posts, Digital Marketing, Outsourcing

Should your company outsource digital marketing services?

The outsourcing industry has seen quite a sweeping change in the last decade and a half. Changing technologies, rapid updates in the online sphere, economic instability across the globe and cost arbitrage are the primary drivers of the outsourcing industry.

Although getting digital marketing services outsourced is more of a strategic and a tactical decision for most organisations, dynamically changing scenarios in the digital space also contribute to this decision. Most digital marketing agencies like these have a trained talent pool that keeps itself up-to-date with the latest technological changes happening in the industry and are better equipped to handle these changes as and when they happen.

Outsource digital marketing services
Should you outsource digital marketing services

Here are some of the key drivers that can help you decide if your company should opt for outsourcing digital marketing services:

Does digital marketing fit into your organisational strategy?

Many companies such as those in the manufacturing sector, or the aerospace industry do not see digital marketing as a core competency in terms of organisational strategy. So, it is more beneficial to them to have the digital and online marketing services outsourced to agencies, rather than allocating dedicated resources to this function. Of course, privacy, data integrity, and confidentiality concerns also are taken into consideration.

Do you have the right resources?

In case of digital marketing functions, the requirement of resources varies greatly and unless a company is a very large MNC, it is not viable for them to invest hugely in digital marketing resources. In many cases, the marketing team carries out the function in a limited way.

A fully fledged digital marketing team includes specialists such as web developers, SEO strategists, SEO experts, content specialists, UI designers, graphic designers, creative head, analytics experts etc. Hence, small and medium enterprises usually opt for outsourcing of digital marketing services when they want to introduce the entire gamut of services such as SEO, PPC, SMM, etc.

Does your technology support the function?

The digital marketing function requires the support of integrated technology along with cutting edge infrastructure and higher specifications than normal. For example, a designer needs access to a higher capacity processor which can run heavy programmes such as Adobe Photoshop, Illustrator and InDesign. This might be feasible for a company that has enough design needs to justify the RoI on these softwares.

Let the Operations part be handled by the pros

While it is a good idea to ideate and create concepts for advertising or campaigns, you are more likely to think about the big picture and let the rest be taken care of by the agencies. Strategy and insight is the input that goes from you to the agency that you have outsourced your digital marketing services and operations to. That way, you can take care of the core operations of your own company.

Avoiding hindrance in the path of growth

When you have the path for your company set and established, and know the plan of action, you might want the expert agencies to take over some or all parts of a digital marketing strategy and operations. Hence the need to outsource digital marketing services becomes an organisational decision.

Cost Arbitrage

Most companies outsource because it is worthwhile to invest in; outsourcing became the norm because it was profitable in many ways to give a part of the business process to an agency that would handle it from end to end, rather than investing in it.

360 degree coverage

When you hire a digital marketing agency for your social media needs, you can rest assured that there will be a 360 degree coverage of your brand across all possible channels, or most effective channels, and the kind of leverage that you can get from the focused industry knowledge of these agencies has great benefits. For example, agencies know which concepts and Hash tags are trending and can connect your brand to the current trends, thus leveraging the popularity of current in-the-news hash tags.

Leveraging network

Digital Marketing agencies are usually in touch with a lot of media people as well as have good connections across the industry. A company on its own may not be able to spread as much word about its services at the right places, as an agency.

If you would like to see a professional and qualitative approach towards your digital marketing plan for 2014, do contact us to know how we can make your brand name a buzz word in the digital sphere.

Posted in All Posts, Content, Digital Marketing, Lead Generation

Secondary Marketing Techniques: Landing Pages and Microsites

Secondary marketing is the usage of smaller, often single or two-page, websites as a complement to the main website. These smaller websites serve as an addition to the main website but are of secondary importance. Microsites are also known as landing pages, essentially pages that a customer would land on, after searching for keywords on search engines or clicking on advertisement banners online. Although both microsites and landing pages serve the same purpose and are used as tools for secondary marketing online, the basic difference between both is in the number of pages – landing page is just one, while a microsite can have a couple of pages or more. Both utilise attractive graphics, text and images to grab the attention of visitors and encourage them towards a desirable action.

Secondary Marketing - Use of landing pages and micro sites
Secondary Marketing – Use of landing pages and micro sites

A typical microsite is made of two elements which might be spread over a single page or several pages:

  1. The visual (consisting of images, text and graphics), and
  2. A call to action that guides users towards a course of action.

Microsites are launched with several objectives. In terms of secondary marketing, microsites enable users to grasp more information on a service or sub-product.

How do users “land” on your landing pages?

There are several methods of directing users to your desired landing pages.

  1. Banner ads
  2. Pop up on website home page
  3. Google search engine result
  4. Email marketing (usually emails containing links are sent to users)

Why does your company need to use secondary marketing techniques?

Many digital agencies suggest the use of secondary marketing for branding purposes, because it is easier for them to successfully execute digital marketing strategies for companies by using microsites.

  1. It is a great marketing idea to promote a specific product/service, target a specific location and conduct a seasonal event by using microsites. Doing so gives access to a host of analytics that are relevant only to the purpose of its creation. For example, if a brand has created a landing page for a newly launched product, it can measure the number of people interested only in that brand by tracking the metrics for the landing page.
  2. Microsites and landing pages are essentially used for lead generation and in most cases, contain a lead form that captures customer information such as name, number, email address, etc.
  3. Most companies are reluctant to give control of their websites to agencies, and hence, this is another way to market a company’s products and services online.
  4. In some cases, websites are made in a haphazard way, or have just plain simplistic and uninteresting home pages. Getting an amateur agency or an inefficient resource or for that matter, not having had the time to look into the website launch could result in branding without quality. This means, the branding has been done, but is ineffective.
  5. Once customers start recognizing a brand, companies feel apprehensive about making very big changes. In such cases, and in cases where the website is in an unsalvageable state, digital marketing agencies suggest the use of landing pages, or microsites.
  6. Campaigns – Say a popular telecommunication company comes out with an integrated online marketing campaign to launch its new mascot, and creates a new microsite to introduce the mascot, announce some new plans and gather customer information.
  7. Events – Many companies participate into or conduct events and to promote the same, they create microsites with event information, ticket sale pages and booking information details.
  8. New launches – Companies advertise new launches through landing pages to gauge customer interest, more so, if the launch is of a new range of products or a new entrée.
  9. Social Media, Search Ad Campaigns and PPC for display ads – This is another way of directing your visitors to a good attractive landing page. By linking ads and PPC display banners to a new landing page, brands can also measure the traffic that the ad is sending to the landing page.

Types of secondary marketing techniques that warrant the use of microsites and landing pages

Conclusion

A landing page is a great way to engage users and disseminate information that a brand does not want to disclose on its home page. Landing pages/microsites actually complement the home page and enjoy the same level of importance without overshadowing the purpose of a home page. Many marketers use microsites to engage users in interactive games such as karaoke sessions or quiz with gratification.

Ultimately, secondary marketing techniques must empower the business to grow by converting visitors into leads.

My Digital Marketing Team has a team of expert designers and programmers that create effective and interactive landing pages and microsites for expanding your customer base through result-based online marketing campaigns.

To know how we can help you grow your business, contact us here.

Posted in All Posts, Digital Marketing, Lead Generation, Social Media

Social Media Marketing Case Study: Bournville

In June this year, on a quiet Friday, dark chocolate brand Bournville by Cadbury kicked off a social media campaign called ‘Tape a Tweet’ simultaneously on Twitter and YouTube. The campaign took into its wake, the Twitterati, Facebookers and YouTubers, triggering funny, excited, curious and creative conversations amongst the followers of the company.

The outline:

With 44% cocoa made from the world’s best cocoa beans from Ghana, Cadbury Bournville’s USP rests on the quality of being not so sweet. The team turned this into a campaign in itself, and planned a simultaneous marketing campaign on three major social media networks. Using the concept of “Not So Sweet” and releasing the hashtag #notsosweet, Cadbury tried repositioning Bournville from “You don’t buy a Bournville you earn it” to “Not so sweet”. The Twitter campaign directed followers/fans to tweet a not so sweet, or an over sweet moment and this would be converted into a video real time.

The Hook:

The curiosity and excitement of seeing their tweets come alive on YouTube was an incentive that made Bournville fans get swept into the campaign. Bournville is still running the #Notsosweet campaign on Twitter.

Social Media Marketing - Bournville - Latest tweet

The Process:

Tweet a not so sweet (or too sweet to digest) moment to @BournvilleIN. Tag it #notsosweet. Share it with friends on Facebook. Retweet it. The team had an entire logistic setup ready, that came together to convert each of the selected tweets into a video within an hour of the posted tweet. Here’s an example:

Bournville Tape a Tweet social media marketing campaign

Worth noting is how the tweet accompanies the video to let users know which one was taken as the inspiration for the video. A total of 19 such videos were made and uploaded on the same day. The videos aren’t too long, just about 50 seconds to 90 seconds. Leading stand-up comics from the Schitz en Giggles comedy group were engaged to act in the videos. The hash tag #notsosweet started trending in 30 minutes and this 10-hour campaign instantly grew Twitter followers by 130. The brand received almost 20 tweets per minute and each tweet received at least 10-15 retweets, which is phenomenal. The videos had received anywhere between 200 to 350 views during that week and over 200,000 impressions were made.

Conclusion:

Currently 3.9 million subscribers strong on Facebook, Cadbury Bournville has several such campaigns to its credit, including the Bournville Academy Awards for Facebook users, The Legend of the Cocoa Bean, Catch the Cocoa Pods game et al. This social media marketing campaign is a good example of how one can use all the available channels across the World Wide Web to create an integrated marketing effort that not only elicits participation from the audience but also engages them in a constant conversation with the brand. The brand gets enough traction within a stipulated amount of time, and recall value ascends quickly with such targeted campaigns.

Would you like to conduct a campaign that kick-starts the buzz around your clients’ brand across their social media channels? Do contact us here to know how we can assist you.