Explore the latest trends and find our updates on all you need to know about what is happening in the world of web and technology.
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Influencer marketing (influence marketing) is a form of social media marketing in which celebrity icons, someone with distinct social influence does endorsements or embedded marketing (product placement).
An example of (celebrity) influencer marketing is Kalyan Jewellers' featuring Amitabh Bachchan in its commercial campaign titled TrustIsEverything.
In a similar example, one can spot famous Bollywood stars, Ayushmann Khurrana and Radhika Apte doing influencer marketing for renowned watch and accessories brand, Daniel Wellington.
Influence in influencer marketing is known as internet celebrity with massive popularity and fame all over social medial platforms, such as YouTube, Instagram, Snapchat, Twitter, Facebook, TikTok, Twitch, etc.
These types of influencers are also called lifestyle gurus, promoting a particular lifestyle or attitude. They are typically recruited by ad agencies or companies to do influencer marketing like endorsing certain products to their huge fan base and followers on their social platforms.
An example of a fashion influencer is an Italian blogger, fashion designer, and model, Chiara Ferragni.
An influencer is identified based on the extent and type of influence he or she has on their social networks.
Quite interestingly, an influencer can have both positive and negative projections of influence, depending on the specific portrayal of their individuality on their connected social network.
Therefore, someone with a positive projection of individuality is referred to as an authoritative influencer. The degree of trust and influence authoritative influencers have is quite immense.
For instance, in India, Amitabh is one of the authoritative influencers based on his mass appeal and the way he conducts his individuality exuding inspiration and enlightenment for his fans and followers.
The categorization of influencers is based on the number of followers they have on social media.
Therefore, from celebrities with a large fan following base to niche content creators with a loyal fan base on social networks, they are identified as influencers. There is also tiers-based categorization of influencers, such as micro, and nano-influencers. They are identified based on the number of followers.
In fact, this segment of influencer is going to be massively in demand.
Forbes reported that micro-influencers will be a keynote medium for the smaller business industries for lucrative engagements of their products and services.
Influencer marketing is a digital roadmap to success for any brand in today's highly competitive market.
Brands of contemporary times are leaving no stone unturned to adjust their marketing and advertising campaigns to resonate with their target customers. Situations like pandemics forced them to put digital campaigning of their products and services on top priority.
In this context, most of their traditional marketing approaches to convince customers are rendering no results, prompting them to hire influencers and content creators to put their business in the spotlight among their target customers.
So, influencer marketing is considerably important for businesses across the globe.
If it were not the case, social media platforms of internet celebrities wouldn't be swamped with commercials endorsing products and services of related brands.
Builds Trustworthiness of a Brand
Though influencer marketing serves one of the purposes of generating lucrative engagements, the undertone principle it carries is building credibility and trust factor for a brand as well.
For instance, the commercial campaign of Kalyan Jeweler featuring Amitabh is carrying the principle of building a trust factor among the target and existing customers of the jewelry brand, which values how trust is an important factor for the brand in cultivating a long-lasting relationship with its customers.
Gone are those days when heavy-handed promotions and sales campaigns were used to fetch target customers' responses. In today's sophisticated digital marketing, brands hire influencers to seamlessly integrate their campaigns with an expression of emotive stimulants triggering responsive urges from target audiences.
This also means the uniqueness of influencer marketing matters a lot to creatively engage customers in building the trust factor of your brand.
Today's digital marketing ecosystem is swamped with countless brands, so much so that it has virtually become impossible for a new brand to stand out from the rest in the uniqueness of its commercial offers.
Influencer marketing, in this context, enhances brand awareness through connected social networks by using unique stories, catchy offerings, and emotive appeal to hit the right chord.
To conclude, the immediate benefit of influencer marketing that a brand may notice is a notable increase in engagements of target audiences, thereby increasing its brand awareness to the mass public on social platforms.
Influencers are usually connected to mass audiences relevant to your brand. Therefore, hire such an influencer relevant to your brand. Very soon, you will get to experience getting hold of your target group through influencer marketing.
No need to spend fortunes on identifying a new market, as influencer marketing has already one.
One of the biggest advantages of influencer marketing is that it hardly sounds intrusive, considering the followers of an influencer willingly choose its endorsement. Therefore, these subscribers don't object to commercial notifications sent to them via their influencers.
The influencer with audiences of your niche marketing helps your brand cultivate quicker customer engagement. This is due to the fact that these audiences are already related to your niche marketing.
So, when the endorsement of a product comes from their favorite influencer, in no time your ad campaign through influencer marketing gets rave reviews from these target audiences.
Influencer marketing helps score considerably your domain authority.
The traffic influx on your website from the massive followers of your hire influencer improves the page ranking of your website considerably, prompting other high-quality websites to link back to your domain, thus improving its credibility at the end of the day.
This sort of domain-authority buildup is a part of the SEO strategy in digital marketing that you leverage through influencer marketing for your website.
Influencer marketing is an unavoidable necessity for brands across the globe today.
Given how traditional marketing approaches are proving thankless to generate considerable influence in terms of visibility and trust, influencer marketing is now believed to be one of the most dependable marketing strategies to increase your brand awareness, lucrative engagements, conversions, and content strategy, among other creative upsides that it offers.
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Businesses across digital marketing landscape can't manage to ensure longevity of their lifespan if they are not fully aware of what their customers think about them as a brand personality.
Customers persona, therefore, is very essential for any business owner.
It is even more critical in the context of today's intensifying market competition that requires every business to arm itself with better understanding of their customers and target prospects, in terms of their behaviors, interests, likes & dislikes, and things that drive them to make a purchasing decision.
Content marketing has a key role in setting the course of success meant for your digital-driven business.
As a brand, it is expected of you to have a huge volume of data silos consisting of valuable customer information. And you are supposed to understand how to tap into the information, gain deep insights of your customers, and solve their problems by offering them personalized service experience.
This "personalized service experience" is a marketing method carrying an underlying motive of enabling your brand to get under the skin of your customers. A marketing undertone of this method also includes winning you a large base of loyal and trusted customers willing to vouch for your brand to anyone.
In addition, you are also supposed to make out the motive of your competitors as to what they are planning and strategizing to win customers' favor. This approach will help you brainstorm strategies you can use to pan out a unique buyer persona of your brand amidst the growing number of your rivals.
Content marketing is one of the key strategies you can apply in refining your brand persona all across social channels and digital spheres.
Here are four values that content marketing offers for you to understand your customers better and build a brand with unmistakable identity on the digital spheres.
A part of content marketing strategy is developing a customer-oriented marketing approach by incorporating personalized messages, products, content, and more drivers that resonate with the discretion of your customers. Eventually, they get to understand what you are offering is exactly what they have been looking for.
Moreover, content marketing helps you map out a very strategical approach called customer-oriented organization that carries the maxim of improving your brand's relationship with customers by prioritizing their preferences first.
This is the same content marketing strategy that helps your brand improve customer retention rate, an important factor to improve the credibility of your digital establishment among your customers and for target prospects. When customers start to believe that you are giving them special treatment or honoring their preferences by putting their needs first, the likelihood of your brand creating a massive base of loyal customers is bound to happen.
The report indicates that 90% of customers really like the idea of personalization, whereas 80% of the customers expressed their interests in doing business with the brand that maintains a personalized approach.
An important way of understanding your customers is using the insight of their perceptions they cultivate about your brand. Test them and refine the resulting data using advanced targeting capabilities of social channels.
When you tap into the power of social media in target-segmenting of customers, the resulting data helps you optimize segmenting target prospects from people based on the factor of how they respond to your content marketing approaches.
For example, a tool called Audience Insights of Facebook can help you gather significant understanding of your buyer persona, along with crucial data related to their geography, demographics and purchase behavior.
The use of content marketing, in this context, is imperative, in terms of engaging custom audiences of the people with unique content and reach out to new prospects with mutual interests similar to your existing customers.
To make content marketing strategy more useful in retaining customers and reaching out to prospects, use surveys, quizzes and customized customer experiences to amass a huge volume of data reflecting a holistic customers' insights.
At the end of the day, such voluminous data will help your brand segment people based on the type of content they engage with.
Here's how HubSpot portrays some basic information about buyer persona.
A key role of content marketing includes building a network of loyal customers, which is quite an important part of a successful branding. Unlike those brands in pursuit of winning new customers than focusing on existing ones, your focus should be providing brand content enlightening the existing customers, and win their trust, eventually.
For your content marketing to be successful in accomplishing that feat, it has to be consistent, along with a certain degree of personalization. You can use the CRM system to understand your audience and offer customized brand content based on their location, purchasing history, and other information. The data can also help you devise an effectual content campaign centralizing around a customer's interests.
A big reason behind building the trust of customers is how promptly you respond to their grievances, or queries. One of the rules of engagement dictates that 42% of customers want a brand to respond to them on social channel within an hour.
Take a look how Comcast did that.
A major role of content marketing is building a long-lasting user experience for your brand. Brand content in the form of engaging and interactive videos, infographics, blogs, and animation can bring forth a lifetime value of your brand, aside from building a long-lasting user-experience that can turn your core customers into loyal supports of your brand.
An important role of content marketing for your digital brand is helping you understand your customers better. This is an imperative part of building trust and encouraging loyalty of your customers, aside from creating positive persona of your brand in the market.
This becomes even more important, in light of intensifying competition, in which every brand spare no pains in promulgating its presence all over the web world.
In this context, strategies which are well-devised and implemented can empower your content marketing - the resulting effect of which can help you understand your customers better, and outshine your brand presence far and wide on digital spheres.
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Advanced tech convergence that started in the digital business age continues to evolve at rapid levels. Through 2030, any product we use today will be reshaped by this technological evolution.
What we have learned in many years is that most businesses ignore the fundamental need to shift their business model to become a software development company; use technology to create new ways of delivering customer results.
Sadly, by the end of 2019 every tech services company claimed to be providing digital transformation expertise. Unfortunately, too many technology managers see digital transformation as modernizing the IT infrastructure to migrate into the cloud, and too many marketing managers see digital transformation as an exercise in channel marketing and delivery of customer experience.
Sure, these components are important, but they are not enough on their own. Digital transformation goes much further, fundamentally reshaping the way you create value for your consumers and driving growth in sales.
What I have found is that most companies are missing the fundamental need to change their operating model to become a software-driven business; using technology to create new ways to deliver results for customers. Instead of producing cars, automakers turn into a company that uses software and technology to help people get from A to B.
Instead of producing clothes, fashion companies are becoming technology firms that aim to help consumers fulfill their needs for comfort/food/clothing. Besides shifting the value proposition, several businesses have spent the last half of the last decade implementing new customer experiences that strengthen the old business model.
Usually, these improvements carry a degree of perceived value from customers, but only for a short time. The perceived interest wanes as customer expectations change. And, too long, new digital technologies will begin to look close to one another. That is why I expect that the next decade will see a more fundamental shift taking place across businesses of all shapes and sizes.
As the digital experience grows in organizations, there is a gradual shift in people's way of thought. We move from thinking "how can we use digital to sell more product," to thinking "how can we use technology to reconsider how we can help deliver value to our customers?
The shift allows designers, product owners, technology experts, professional customer experience and marketers to come together around a unique view of what is relevant to consumers. When that happens, employees start rethinking what's possible. You will move from designing new digital technologies to designing new digital products when you unleash this mindset within your company.
The great difference between digital experience and a digital product is that it sells a product. Both Facebook and Google have digital products on sale to advertisers. Netflix is available for sale to customers. Lyft (and Uber) is giving car owners access to its service as a way to monetize an unused asset, and to customers who need to get from A to B. Amazon will market Prime to consumers, because it provides them with a view Since goods compete for consumer dollars and resources, market forces push product managers to preserve the product's perceived value so as not to lose market share. While the Apple app store has several popular digital products, it still has more disappointing ones. Digital marketplaces (products in their own right) are now selling new digital products around ecosystems in the market.
One of the most difficult transformations for non-software companies to undertake is the shift to continuous digital product evolution. The way things are done always creates such inertia as to make change difficult. But change becomes near-on impossible in hitherto successful businesses. We have not seen this happen anywhere in the last decade.
While Jeff Immelt understood the need to become a digital organization, there was too much organizational inertia for the company to make all the changes it required. Even in businesses that we consider to be progressive we see this mindset pervading. The new electric Porsche Taycan, dubbed as a Tesla killer by performance car enthusiasts, was launched at the end of the decade without any over-design.
Because execs in many companies are already evolving in their digital maturity, I expect that in 2020 and 2021 we will see more awareness about the opportunities of digital products. But very few tech vendors that claim digital transformation expertise are really helping customers design and build new digital products for customers.
I imagine we'll wander by the end of the next decade how we've ever managed to design products without beginning with the apps. By 2030, I'm predicting that every successful business will be a software product company or a hybrid software and physical product firm.
If your business doesn't already design new software products around, 2020 is a great time to get the ball rolling. Invest in digital product development capabilities early in 2020 to get ahead of your competitors.
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07 May
2019
min read
Getting strangers on your website to warm up to the idea of being interested in your business can be quite difficult. Moreover, you do not want to cause unnecessary disturbance by intrusively calling strangers who at some point visited your page for one reason or another. Inbound marketing strategy is a guaranteed strategy towards the evolution of your business
Strategy and branding
How you go about a successful leadership campaign is vital. Strategies such as in-depth understanding of your audience needs, competition and the size of the market are necessities.
Branding should be carefully done as this simply displays who you are. Your goals, mission, and vision depict the image of your business to the audience
Web design
Your website should be easily visible through searching for keywords to increase competitiveness and boost search volume
We cannot stress enough how important this is. In fact, in case of inadequate knowledge, you can always engage the aid of experts such as EPixel Software Pvt Ltd provides customized web development.
Content
To catch and maintain the attention of potential customers, the content provided must be simplified and very informative. Your topics must be exactly what the reader is looking for. You may include customer testimonies and eye-catching images.
Analytics
This is gauging content performance. It is determined by the growth of conversation lists, the number of people visiting your page. It also includes determining the source of your visitors which may include from social media, searches and those who directly access your page.
Search engine optimization
Whichever the search engine, may it be Google, Baidu, AOL, Firefox, etc. ensure you make full use of it. You should ensure that you attain a high ranking in search engine result pages.
Also, the content on your website should be highly visible. This means that whenever a person searches, your content tops the list of that pops up on the search engine. Less visible content may end up not being found until the searcher types the whole link which is quite rare.
Social media
This is one of the high traffic platforms and utilizing it to the maximum could have a real impact on your business. For instance, the swipe upon Instagram stories, bitly links on Twitter, Facebook bios, etc. helps you lead potential customers to your landing page.
Additionally, you can easily post your products and services and include a call to action (C T A) caption that again leads to your landing page. Social media management services may come hand in hand to allow you to focus on your main line of business.
Here you find people who have already subscribed to your list. You may send simplified but detailed information to them. However, E-mail may have a lot of trash and it is vital that you ensure your CTA that leads to your landing page is eye-catching.
Note. The landing page must be attractive and informative enough to retain the already gained audience.
Final verdict
The lead campaign simply aims at attracting, enchanting and engaging your audience making them your customers. This, however, is completely impossible without the knowledge of inbound marketing techniques. With the above insights, you have all you need to take your business to the next level.
