Month: August 2017

Copywriting Then and Now Is Like Chalk and Cheese

Millions of advertising and marketing campaigns solely depend on copywriting. History clearly indicates the power of copywriting and its role in brand positioning. From stories to billboards, to print advertisements, to soap operas, to TV commercials, to web series, to social platforms, crafting a copy for various collaterals has come a long way. Copywriting is exploding in an unprecedented way leading to new metrics. Read this before you write another copy.

Gone are the days, where a bunch of creative and talented folks sat together and broke their heads to flex the muscles of their vocabulary and make their ideas more glamorous. Word gamblers saw huge success through their stylish and more sophisticated works in earlier days. Copywriting was considered an art then. As exponential masters of the language, copywriters had their power. Their works were more formal and got heads turning – ears flapping too.

This culture is slowly turning upside down. ,

Copywriters today are forced to go with the consumers. The scare to get denounced and to be tagged as an obsolete is eating many today. Don’t mistake this to copywriting apocalypse. Getting closer to digital excellence is a task that gets tricky many times. Today, there is a purpose to have a clear vision to tackle the trend and to achieve copywriting excellence. This calls for a refinement in strategies and mastering new skills that can boost your performance.

“The purpose of advertising is to sell. That is what the client is paying for and if that goal does not permeate every idea you get, every word you write, every picture you take, you are a phony and you ought to get out of the business.”
William Bill Bernbach.

Stop being creative at your risk

Creativity and spontaneity have taken a different approach in this digital age copywriting profession. With the arrival of the internet, social media and search engine optimization, there is more to copywriting than to merely being creative. The ways content are created and shared are different today. Traditional media forms have digital versions now. Media evolution is taking place all over the world. Brands need to hold this thought and act.

So, what are those powerful changes an online copywriter is expected to employ today to interweave with the innovations but still carry out the human touch?

First and foremost, copywriters need to understand that copywriting today demands a different set of skills in terms of creating, optimizing and delivering. You need to learn to deliver personalization today. With thousands of options set before them, customers look for that so called “personalized touch” to give a nod to your brand.

You can understand this better through the journey of a top beverage company in the World – Coca Cola

Coca-Cola Innovates New Spaces Quickly and Boldly

Coca-Cola, the most admired and the best-known brand has been making people associate with the brand generation to generation. The Company continues to make changes by evaluating its progress across the experiences that it has been creating, the process, technologies and above all with the people and data. Right from its launch in 1886 where it came up with a unique style of using Spencerian Script logo, the brand has been creating millions of moments through its marketing campaigns every year and every time it came up with a new promotion.

Whether it is for advertising or another form of marketing campaign, the company has never failed to connect with the audience. The brand has consistently moulded its copywriting strategies to accommodate various forms like prints, hoardings, radio ads, television commercial, blogs, newsletters, emails, white papers, e-books, podcasts, video productions, audio clips, webinars, Power Point presentations, social-media content, webpage content, mobile content and much more to come.

From “Delicious and Refreshing,” tagline of the 1890s to the revolutionary jingle of 1971 that read, “I would like to buy the world a Coke,” the company has stood unique in presenting itself to the public. Its advertising budget surpassed $100,000 back in the 1900s which became a big talk in the market. The company saw yet another ground-breaking response in 2015 when it tipped off the “Drinkable” ad campaign to launch Coke Zero. This campaign removed all barriers. It’s first ever 30-second holiday commercial on television back in 2016 for its, “Taste the Feeling,” campaign made the season special for all its evangelists.

It is a privilege when customers coin a new name to your brand. This happened with Coca-Cola. The name Coke was created by none other than Coca-Cola fans. Coke continues to teach every marketer even after these 130 years. The company is re-inventing big way by generating real-time content all 365 days. This helps in innovating new spaces and going in line with consumer’s taste.

“Taking into account shifting user trends and emerging technologies and tools at our fingertips, we’ve doubled down on visual storytelling—original video content, photo galleries, infographics and more—over the past two years. Now, roughly half of the dozen pieces of content we produce and publish each week include video, said Jay Moye, global editor-in-chief, Coca-Cola Journey.
From tagline to a billboard, Coca Cola has shown its excellence consistently sharpening its saw of copywriting.

Yes, with changing times, copywriting has undergone various changes. Today the focus is on the distribution of creativity, greater connectivity and consumer empowerment.

Re-work with some unconventional ideas

  • One of the vast and much-explored opportunities of digital copywriting today is to follow SEO.
  • So, provide the search engines with the clarity of what your content is all about.
  • Involve in market research
  • Infuse data and analytics
  • Inculcate the idea of using psychology
  • Be short and different but authoritative and relevant
  • Take advantage of Video technology
  • A third of World’s entire population is going to get hooked to social media by 2020. Understand how online information is shared via social platforms.
  • Understand the influencers

Future of Copywriting is Predictable

The race for an exciting copy will still continue. Today, you have a chance to prove your existence by being SEO and mobile friendly. Tomorrow, there can be another dominating method. Automated content development technologies and automated editors are in the race for future strategies. Such innovations can help in getting a raft of variables; permutations and combinations to one single idea which is slightly not possible with humans given the limitation of time for each project.

Future technological innovations can still have serious ramifications over copywriting. But, there cannot be any hindrance to creativity. With each innovation, copywriting can get stronger. Thinking can get bigger. Harness the innovations and confidently craft your ideas, carpentering words and phrases that suit to this era. Persuade the audience into taking a specific action. You can surely make empathic leaps. Let your creativity evoke emotions.

Original post: Copywriting Then and Now Is Like Chalk and Cheese

Advertisements

3 Different Ways to Do Keyword Research

One of the most important, highly valued and high return activity in the SEO field, keyword research begins by just entering a word in the search query box. Essential to a website’s success, keyword research can prove to be a boon if implemented correctly and can lead your site to higher ranking success.

In this article, we will be quickly covering 3 different ways to go about doing keyword research. So, let’s get started:

1. The Usual Way of Keyword Research

It’s now extremely easy to find out the right targeted keywords for your website using Mondovo’s Keyword Research Tool . You can retrieve search volumes, suggestions, and generate combinations quickly.

You can narrow down based on the global results or on the basis of countries. In fact, you can even retrieve the search volume for every keyword in a particular city or country.

Once the results are generated, you will see the full list of keywords along with the related terms, Google & Amazon auto suggestions, Facebook, Quora and Twitter search for that particular keyword as well as the latest Google trends. You can even export these keywords in CSV or XLS format.

There’s also a difficulty checker in the tool which can help you gauge the approximate difficulty for a certain keyword. Apart from that, you can also view a breakdown of the strongest and weakest sites competing for that keyword.

And lastly, you can optimize your keywords better through smarter targeting. There are inbuilt user intent parameters – terms that are commercial, e-commerce related, questions, positive or negative in sentiment.

2. Keyword Research by Finding Out Competitor’s Keywords

Another smarter way to approach keyword research is by finding out the keywords your competitors’ are ranking for. This is made easy using Mondovo’s Competitor Keywords.

To get started, you only need to enter the website URL, select exact page or across the domain, select the country and click on Search.

Once the report is generated, you will see the number of organic keywords the site or a certain page is ranking for.

Using the filters available, you can then filter the keywords based on current position, previous position, search volume, CPC and traffic.

You can also see the adwords keywords, if any, along with the ad copies.

Using all this data, you can then optimize your own website, your own content, blog articles etc. to rank for some of the most competitive terms and beat your competitors at their own game.

3. Keyword Research Through Search Volume

We all are familiar with Google Keyword Planner wherein we can get search volume data for a set of keywords. However, the problem lies with Keyword Planner showing the data in ranges wherein as a search marketer, the ideal solution would be to have the exact search volume data.

This problem is resolved by the Bulk Search Volume tool. You can now get to find the exact monthly search volume as well as the CPC cost.

Apart from that, you can also get the exact search volume for keywords for any language and in any country. There’s also the difficulty score that can tell you how easy/difficult it is to target a particular keyword. And lastly, you can also get to know the related keywords for a particular keyword entered by you.

So, if you’re running an advertising campaign or if you’re looking for the right set of terms for your website or for a blog article, using the bulk search volume tool is indeed the right choice for you.

Original post: 3 Different Ways to Do Keyword Research

How to Increase The Chance your Content Will Rank Well in Google

As website owners, we all want to create quality content that not only is interesting and engaging to our audiences but often, also serves to promote and ideally sell our affiliates products. Your website can be big business and mean big bucks if you know how to use it.

Ok, so now you might be wondering, is there a way that it is possible to stack the odds in your favor when it comes to ranking on Google? Ranking on search engines is important; when was the last time you visited the second page of a search engine query?

Well, the folks over at Content Refined, a content marketing service seem to think so. Is creating content feeling like a shot in the dark? Are you frustrated with wasting time and money on having articles written that just don’t produce results in terms of ranking in search engines? Below, we share some of Content Refined’s tried and tested strategies on how to increase the chance your content will rank well in Google.

1. Targeted and Relevant Keyword Research, Which Creates Interesting and Engaging Article Titles

Content Refined is a start to finish content marketing service. This means that they will do your keyword research, create titles, write your articles and then edit and publish your articles to optimize them for your website.

Content Refined utilizes a keyword research tool call SECockpit to complete keyword research for their clients. The way Content Refined is different when selecting keywords for your article is that they filter keywords to fit specific sets of data. For Content Refined, that metric is a keyword that is searched at least 500 times per month but has less than a 30% competition score.

The fun doesn’t stop there however. Content Refined will also analyze what other sites are ranking for a given keyword. Even if a keyword is statistically right for use on your site, the team looks at what other sites are ranking for the keyword. This way, they ensure that they aren’t pitting their clients against massive, domain authority sites that they will realistically never be able to outrank.

2. Already Strong Writing Enriched Using MarketMuse To Ensure In-Depth Coverage of A Given Topic

Content Refined only uses native English speaking writers to create their articles. This is a good first step to ensure proper flow and grammar for an article. However, Content Refined goes the extra mile to ensure that not only are the articles interesting with good readability but also that they cover topics in depth. The best way to ensure in-depth coverage of a topic? There is a tool called MarketMuse that Content Refined uses. Users can plug an article title into the program and get back a variety of relevant information about the selected keyword. Not only will MarketMuse produce a list of relevant keywords that should be mentioned or touched upon in the article, but it will also yield the current content score of an article along with the average content scores of competing articles and the overall best content score for a selected keyword from the competition. In addition, MarketMuse will supply its customers with a list of competing articles, so that you can scope out the competition.

Data analysis has shown a moderate to strong correlation between a high MarketMuse score and a good ranking in search engine results.

3. A Statistically Driven Standard That All Articles Ideally Meet

Ideally, Content Refined articles meet a specific benchmark in terms of data and their team believes that articles that fit this criterion are likely to rank on search engines such as Google or Yahoo.

For Content Refined, that standard is a competition score under 30% and a MarketMuse score of over 40. In a real life scenario, this should result in a quality, well-rounded and in-depth article that features an interesting topic with a keyword that isn’t dominated by big, established domain authorities. Content Refined has uncovered that articles that meet this metric have between 80-90% chance of ranking on the first page of a search engine. Combine this with the fact that the service also only uses keywords that are searched at least 500 times a month and you have the opportunity to create some really fantastic, relevant and useful content.

The Content Refined process is based in finding out what people are looking for that isn’t necessarily being extensively or properly covered on the web. The method is to create useful content that is backed up by researched data, instead of using what we call the “spray-and-pray” method, which involves peppering your sites with heaps of articles, some of which may interest your audience and much that may not. The problem with the “spray-and-pray” is that you can end up losing readership if you post too much content that is useless or irrelevant to your audience and “spraying-and-praying” can also end up being very expensive.

To conclude, we all want to make money off our websites; that’s why we have them. However, it can be difficult, time consuming and costly to work out the exact metric for your site. If you are tired of creating content that doesn’t provide predictable results, the tips and tricks of the trade mentioned in this article may be able to help you rank on Google with a higher degree of certainty. Content Refined openly shares their process because they believe knowledge is power and that nobody should be deprived of the ability to create an awesome niche website.

If you don’t have the time to manage all these different tools on top of your singular or multiple websites, you can also take advantage of Content Refined’s start-to-finish content creation process by checking out one of the many available packages here: http://www.contentrefined.com/#prices. With a variety of packages available, you are bound to find something that suits your specific needs.

Original post: How to Increase The Chance your Content Will Rank Well in Google

How to Write an SEO-Friendly Blog Post

Google is perhaps the biggest source of traffic for most blogs and websites.If you don’t optimize your blog posts for search engines, then you’re missing out on high quality blog visitors. On the other hand, if you over optimize or wrongly optimize your blog posts, then your blog might get penalized and lose even its existing traffic. If you optimize your blog post the right way, then it will improve the search engine rankings as well as drive more blog traffic.

Here are 7 steps to write an seo-friendly blog post.

1. Pick a topic
The first step is to pick a topic that is relevant and useful to your readers. If people like your blog post they’ll share your content on social media platforms like Facebook, Twitter & LinkedIn and spend more time on your site, without bouncing off quickly. This will send social signals telling search engines that your content is valuable, and rank your blog posts higher.

2. Do keyword research
Once you’ve decided what you want to write about, it’s important to come up with a list of high-traffic keywords that you can target with your blog post. You’ll need to include these keywords at different points of your blog post (described below) when you optimize it.

You can use free tools like Google Keyword Planner to get keyword ideas for your topic. Simply type in your blog post topic in Keyword Planner and Google will provide a list of keyword ideas along with their monthly search volume and competition information (low, medium, high).

Pick one high traffic keyword relevant to your topic, as your main target keyword, and 4-5 related long-tail keywords that you’ll include in your post.

3. Write naturally
Before you optimize your blog post, you need to write a great article in the first place. If your content is not good, it won’t rank well, no matter how much you optimize it. So write a blog post naturally, keeping your readers in mind. Will they find it interesting? Will it help your readers? How will they use the information in your post?

This means structuring your content into paragraphs, and using complete sentences.

4. Use headings
Use headings (H1,H2,H3) to break your content into easy-to-understand sections. Headings make it easy for Google to understand the subtopics covered in your blog post and helps improve search engine rankings. Headings also enable readers to quickly scan your post, understand the main points and easily read it.

Generally, the title is displayed in H1 heading, and each subtopic in your post should have its on own sub heading H2. If you need to use H3 sub headings, ensure that they are used after H2.

Use your main target keyword once in your title. Typically, Google shows about 50-60 characters of your Title. So keep your post title within this limit. You can also use your long-tail keywords in some of the sub headings to rank your post for a wide range of keywords and search phrases. However, avoid overusing keywords in headings. Otherwise, you may get penalized for keyword stuffing.

5. Optimize Meta Description
Meta description is the 1-2 lines of text that appears below your blog post title, in search engine results. It helps search engines understand the topic of your blog post, so it’s one of the most factors that affects search rankings.

When you’re adding meta description, you need to provide 1-2 lines of complete and meaningful sentences describing the content of your blog post. Google displays only up to 150 characters of meta description, so ensure that your meta description is within this limit.

Meta description is a great place to include your main target keyword as well as a related long-tail keyword. However, if you try to stuff too many keywords, or use meaningless phrases in it, then Google will simply ignore your description.

Nevertheless, most users look at the title & meta description in search results to decide if they should click the link or not. So ensure that your post title & meta description are not only keyword-rich, but also click worthy.

6. Optimize Images
Images play an important role in SEO – they make your post visually appealing and more likely to be shared. They also make it easier for people to read and understand your post.

Most search engine (including Google) are text-based, and can’t understand images. So you need to add descriptive text, wherever possible, to help search engine understand what your images are about.

When you use an image for your post, ensure that you use descriptive file names. For example, “seo-friendly-blog.jpg” is better than “bsd213.jpg”. If you use multiple images, you can also use long-tail related keywords in their filenames. This will help search engines rank them better.

Similarly, you should also add a keyword-rich ALT tag to your images. ALT tag is basically used to describe your image, and helps search engines understand images better. When you upload your image to WordPress (or other platforms), you’ll see a form with a textbox to enter ALT text. In the above example, you can add something like “how to create seo-friendly blog post” for your image.

7. Add Internal Links
When you write a blog post, ensure that you’re linking to at least 2-3 other articles on your blog. This not only improves SEO score of your blog but boosts the crawlability of those articles.

However, ensure that you’re linking only to relevant articles from your blog. For example, if you’re writing about “how to do SEO” it makes sense to link to posts about “building links” and “doing keyword research”. However, linking to something like “how to install wordpress” is not relevant.

Conclusion
Hopefully, the above tips will help you optimize your blog post to rank better for more keywords and search terms. The trick is to target the right high-traffic keywords, write a super useful & interesting blog post around them, and include those keywords throughout your content. If your blog uses WordPress, then you can use the free Yoast SEO Plugin that allows you to easily optimize your blog post for search engines.

Sreeram Sreenivasan is an entrepreneur & digital marketer who writes for Fedingo Blog about various blogging, marketing & business growth topics.

Original post: How to Write an SEO-Friendly Blog Post

5 Reasons Why You’re Losing Twitter Followers

Twitter is an important resource for promoting a blog or other websites but just like all social media platforms, it’s not a place for endless sales pitches, particularly if you’re seeking to build up organic traffic. Obviously, the more followers you have, the better, but it’s the quality of these followers that really matters. After all, your goal should be to increase the number of engaged followers who pay attention and, preferably, interact, with your tweets. If you find yourself losing engaged followers, it’s probably time to make some drastic changes to your Twitter marketing strategy.
 
#1. You’re Shouting, Not Sharing
 
A major function of Twitter is the retweet, which basically means sharing a tweet from one account on another one. Just like all social networks, Twitter is very much about community-building, and sharing is an important part of that. If all you’re doing is publishing your own tweets, particularly if they’re of a salesy tone, your followers will quickly become disassociated from you.

Twitter marketers who automate their campaigns are at a particularly high risk of being seen as spammers, so it’s always important to retain the human element by sharing and conversing.
 
#2. You’re Using Hashtags Excessively
 
Hashtags have long been a powerful and important function on Twitter to such an extent that other major social networks are also using them. Unfortunately, however, hashtags are often abused by unscrupulous marketers desperately vying for attention by using irrelevant hashtags. It also looks bad and becomes difficult to read if there are loads of hashtags in a single tweet. It is especially important to only use hashtags that are completely relevant to the content of your tweet and to any link you might be sharing.
 
#3. You’re Not Tweeting Enough
 
Twitter is a particularly noisy platform where the average lifespan of a tweet has been found to be around 18 minutes before it gets buried and rarely seen again. As such, it’s important to be regularly active to remain visible, and this is precisely why many marketers automate their tweets. Automation can help a lot, provided you don’t lose your voice to it and, consequently, the human element. Of course, you can also tweet too frequently, but neglecting your profile for weeks or even days can take you right back to square one. After all, many users regularly unfollow inactive accounts.
 
#4. You’re Being Too Salesy
 
This point is closely related to the first one, but it’s extremely important nonetheless, and it’s one of the most common mistakes of all among inexperienced digital marketers. People use Twitter to find interesting content, not to be bombarded with cringeworthy sales-speak like that of a typical estate agent or used-car salesman.

Of course, your goal will be to promote your business, but it’s important to do so in such a way that you have something interesting and/or entertaining to offer. Ideally, you should keep self-promotion down to no more than 10% of your tweets.
 
#5. You’re Not Diversifying Your Content
 
An endless stream of boringly similar tweets is a common sign of a fully automated account of the type that most Twitter users just hate. Diversifying your content will help you reach out to a wider audience, though it is important not to deviate too much from your niche to the extent that you’ll annoy your following.

Most importantly, you should remember to share other people’s content and curate other online content to keep your Twitter feed fresh and full of new perspectives. Oftentimes, people will return the favour by sharing your content. Be sure to share different content formats too, particularly those of the visual kind like infographics.
 
Final Words
 
There are more than 300-million active users on Twitter, and while the figure might not be nearly as close to that of Facebook, it’s important to remember that it’s a very different type of platform. For a start, it’s generally much easier to build up an audience on Twitter without paying for advertising. It’s also easier to stand out, provided you make every effort to share and publish interesting content and reach out to the right people. Building an audience, however, is just one side of the story. Retaining valuable followers, by contrast, requires a consistent and long-term effort.

Vairo is an online entrepreneur and founder of WPWarfare.com. His passion is content marketing, blogging and WordPress in general, which is why he dedicates every spare minute he has to writing, hoping to share an arsenal of practical and useful information with others.

Original post: 5 Reasons Why You’re Losing Twitter Followers

How Technology is Influencing Online Business

Innovation drives the future, and technology is the main catalyst that fuels rapid evolution. High competition to capture profitable markets have pushed entrepreneurs to invest huge sums in developing technologies that baffle all alien life forms. Creative brains have given birth to complex bots and algorithms that interact itself, track, monitor, and analyse trillions of data, all with a persistent ambition to poke and probe the customer, “all to grab their attention”.

Every commercial institution across the world is on a race to equip and adapt with modern technologies that can influence people. Marketing is one in the strand which needs to be addressed. The complexity of analysing and understanding customers lead to the creation of new marketing tool where customers can gauge prices, compare features, customize, ask for a live demo, etc. Advanced robotics and machine learning algorithms evolved to form networks of the cognitive system that helps entrepreneurs to make informed decisions. Yes, we are looking towards a future that will be super ceded by radical breeds of AI enabled technology.

In this article, we will take a succinct overview of how few technologies will influence your online business. Let’s start small rather delve straight to complex technical jargons.

#1 Hyper personalized websites or eCommerce marketplaces

Fundamentally every business is the same regardless of whether it’s offline or online. The biggest change is noted when people start to leverage the unprecedented opportunity that technology accompanied. In a broader sense, new technological advancements started to manifest itself by simplifying people’s life. This main factor persuaded a bunch of tech savvy minions to migrate to comprehensive displays where they stayed for hours, exchanging information and interacting with other minions they find on the platform. Enlightened with the realisation of this incremental shift, where a high populous permeate from offline to online, it became an obligation for businesses to reflect their values in the online realm.

Seth Godin recited that, Don’t find customers for your products, instead find products for your customers. Great words. Over time, everyone’s taste and preferences changes and your customers are no exceptions. The best example is, consider that you’re a business that caters the needs of infants. Your business model started to proliferate and you started to notice a substantial turnover, all of a sudden, out of bloom you realized that you are not able to make repeated sales. The primary investigation revealed that all the sales were made for infants under one category “kids below 2 years old”. A design flaw on the website created the presumption among customers that the business only caters to one category “baby products – kids below 2 years old”. On the contrary, the child was growing and their needs must be met, forcing the parents to leave your business and look for another one that could cater a wider market.

In the above example, the business entity failed to reflect their business values in totality, limiting them to address only a small segment of the whole market. The best practice for the business would be to use technology to plot the customer needs and create an enticing eCommerce website that showcases their business as a whole. A hyper personalised website that sends a strong message, Hey we are a business specialised in delivering high quality service that caters the entire market, Our business to cater your child’s need from infancy till he grows to a charming toddler. Which beguiles the customer to believe, and drive higher customer satisfaction.

#2 IoT – Continuous coordination and collaboration

Internet of Things, a phrase that echoed in our ears for past couple of years, and still we are not acquainted with. IoT is a network of electronic peripherals that are interlinked to a common network, where they share data and collaborate, to gradually learn individual systems and progress along the experience curve to work as a single unit “a smart system”. The main purpose of IoT will be to present a digital economy that enables smart homes, smart offices, etc.

The importance of IoT in business can be highlighted with a simple example, Consider your online business/ eCommerce store is selling T-shirts. With IoT all devices in your office “Garage” will be able to stay connected and share data with each other with a concordant view to make smart decisions, thereby ensuring a seamless flow of operations. Here the system will work as a single unit, learning the operational flow from one department to another and will cognitively make prudent decisions in-case it finds any flaw in the seamless operation. If the AI recognises that the demand for a particular lenin has gone up, then the system coordinates with the concerned department and will discern the reason behind the increasing demand. Once the reason is analysed with data from the planning /forecasting department the AI will make informed decision to source an order or will notify the reason behind its action.

IoT also plays an important role to present a delightful customer experience. Let’s see how IoT will benefit you as a customer. Consider that one of your friends is having his birthday next week. You getting too indulged in the business forgot your mates birthday. How IoT will benefit you is, it will go through different profiles and connections you have and will intimate you about his birthday. The system will recognise it and will intimate you about your friends birthday and will ping you with suggestions, like what present you friend likes the most, or what he was searching two days back (a bit extreme when comes to privacy breach, Who knows the future), what he was presented last year, etc. Keeping you updated, and offering a plethora of opportunities to strengthen relationship. May be the insights you collect will help you to decide which colour he likes and can present him a T-shirt of the same.

#3 In app marketing the best way your lead gets incentivised

The great news is, In app marketing is an amazing way to keep continuous interaction with your customers. OHhh, forgot to mention the challenge. Stats published on BuildFire.com says that out of 100 apps downloaded 33.3% of them are only open once. Shocking information isn’t it. The main reason is that a majority of them (app’s) become obsolete before they hit the market, and the remaining failed to meet the customer expectation.

Most businesses use the strategy of incentivising in app traffic (usually done with virtual money). A hope to tickle with the curiosity, and expecting that the prospect at one point will convert into paying customers. Yes and No. No, because of your service, regardless of what is not adding value to the user. Then there is a high probability that the user may leave when the incentive gets over.

What when the answer is yes? As a user, he finds value in your business and continues with the service. In most cases, the user finds value with the continuous education and lead nurturing the organization rolls out. So, by the time the incentive gets over he is well aware why he should not send your app to the trash.

Release an app, build an enticing microsite, and drive traffic to the microsite. For eg: your website is selling high end mobile peripherals, in that case, use your app to drive targeted traffic to your micro website. You can always brainstorm and come up with some alluring marketing strategies, to attract interested people/ early adopters to stay tuned and be the first one to buy products on the release date. Frequently send reminders, offers, discounts etc through the app. Make sure the visitor will see value in your business model.

#4 Google semantics for prioritising information based on the context

Semantics have paved way for business intelligence systems, International Data Corporation (IDC) estimates that by 2020 the amount of data produced from the point of sale system to sensors will reach 4.4 zettabytes. Which comprises a pile of structured and unstructured data. Data, when analysed, gives indepth knowledge about the relationship each data points have with one another, helping us glean compelling opportunities and obtain business benefits. The application of semantics and meta knowledge in the field of IoT has gained worldwide attention.

The future of business is driven by quality, and quality is comprised of deviants. So, how do we evaluate and quantify the reasonings behind an engagement? As a business how do we evaluate sentimental interactions with our business? How could an aircraft manufacturer like Boeing find the intangible reason behind a purchase? Beyond the huge markdown what motivated the airline to consider them over their rival Airbus. Both businesses provide state of the art cutting edge technologies.

With semantics, the entity will be able to deduce the complexity of analysing individual behaviour and will be able to find the reasoning behind a purchase. Semantics give meaning to the whole data available, scrapping intuitions, giving it a clarity, which helps to make precise informed decisions. The aircraft manufacturer can dig deep into data and analyse which variant of their aeroplanes are more preferred my businesses in that region. Why they preferred a 747 over a 737, Is the airline operating long haul services to busy destinations, Have they mentioned any information about their current load factor, How frequently customers mentioned their experience flying in a 747, How customers respond to the airline’s services, social mentions of the aircraft, etc.

What semantics does is, in its core, it will consider all these factors and will use the available bits of information to canvas clarity. With the internet revolution, even the manufacturer will be able to collect, analyse, and suggest the airline, why a 747 will be much better for their business than any other variants.

#5 Automation – To build strong relationship with prospects

With a rapidly evolving digital world, innovation is one strand that we cannot say no to. Why? COMPETITION, a simple but compelling word that exigence the importance of time, making time as one of the scarcest resource available to business. Even with the realisation that there are only 24 hours a day, every entrepreneur is searching for the extra 10 min, which they believe could make a dramatic influence. With technology and innovation, we come to fathom that we are not just a glob that revolves around a bright red hot ball, we are just one among the millions or billions. We are in a course, too busy running around to find the cosmic source which gives birth to the single celled alien that over time transformed into a fully grown sentient with feelings and emotions.

As time is the scarcest resource, we with our hocus pocus created the wonder “automation”. An effective strategy to stay tuned for day to day operations. Technology wants to reduce the distance between people, offering them common platforms where they can continuously interact and exchange information. But what if, you have customers who need your presence halfway across the globe. What in case you need to respond to time bound customer queries? To the least, How will you show your gratitude to a customer who signed up with you late night? The answer lies in this one sentence, Adapt technology and embrace automation. (Note: automation should not be at the cost of compromising your entities value in recognition to a general message. It needs to be a well addressed and a personalized note, reflecting your business values).

Automation needs to be streamlined to that of an efficient marketing machine. Social channels have become one peculiar stop among millennials. Stats published on BrandWatch.com says that there are 2.3 billion social media users, and 91% retail brand uses two or more social channels. This information itself pinpoint the importance why businesses need to stay connected, social media. Social media is an important channel for businesses to stay alive.

Parting Notes:

Technology has changed the way we administer business and wade through our professional life. Don’t take my word for granted. Look around you. You will be able to plot patterns reflecting a transformation, wondering the penetration of technology into our personal lives. Technology is forcing us to showcase an omnichannel presence, making it more mandatory for businesses to keep up with the radical trends and customer shift (channel hopping). Every business needs to incorporate a synergic approach to welcome technology that can productively reduce the distance between organizational values and customers. Once the values converge with the customer’s belief then a business can claim that technology has been used to deliver a purpose.

Original post: How Technology is Influencing Online Business