Tag: marketing

SEO-it?

Search Engine Optimisation or SEO is the process of improving the quality and quantity of website traffic for a website or web page, through the use of search engines. SEO can be quite helpful in the realm of organic marketing, that is, it helps to generate unpaid traffic for a website or webpage. Ranking higher on search engine’s result page indicates a good SEO.

In order for small scale business owners to make a substantial online presence, developing SEO is of paramount importance. Learning to optimise search engine to the most of  their advantage is a big advantage when it comes to selling of products and services. However, SEO is not just limited to benefitting businesses, but it is useful to rank any and every thing that we look for in search engines result pages. Having good SEO will help your website rank higher in searches, thus increasing your website traffic.

How does SEO work?

Search engines such as Google or Bing have bots that crawl or go through different websites and web pages, and collect information. These information are then indexed, that is, categorised to give the searcher exactly what they are looking for, when they are searching. After indexing the information, it is analysed to check for accountability and accuracy related to the given search query, and are then ranked accordingly in the search result pages.

Having a good SEO equals to higher rank in search engine result pages. SEO solely depends on organic search rankings and cannot be negotiated like paid search ads.

How to build a good SEO?

There are certain factors that affect SEO. Some of the factors are:

  • Keywords- It is immensely important to have relevant keywords in the website or webpage, that matches the searcher’s query.
  • Link- Having organic links in other websites can immensely boast with SEO.
  • User-friendly URL- Having a website or webpage that is user-friendly and compatible on both desktops and mobile phones are highly recommended for higher rankings.
  • Sitemaps- It is important to have a well-structured layout of the website.
  • Social Media- Having a good social media presence also helps with SEO.
  • Content- Content is king. A good content can automatically produce good SEO.
  • Tracking- it is important to track if the SEO efforts are working or not.

There are more such factors that help with SEO. There are SEO score trackers, that check the SEO of the website and give a score, along with the errors they found. Such as Ubersuggest by Neil Patel, and google itself and more.

SEO as a marketing strategy

As it has been mentioned above, a good SEO boasts the sites’ presence and ranking on search engine result pages, which in turn helps with marketing, without having to spend much on it. It is important to know what the consumers want and optimise their experience to exactly what they are searching for.

SEO is fundamental to digital marketing. A higher ranking can imply that the website is doing better than their competitors and thus increasing the website traffic. In short, SEO is the foundation of having holistic marketing, and can come in as pivotal element in both organic and paid marketing.

                   For any venture to make a place for itself, SEO is the way to go, especially in these times when online business has peaked and will continue to do so. However, not just businesses but SEO helps consumers in identifying the query and presenting them with what they searched for. Nonetheless, learning to optimise search engines can also be a skill too!  If you’re looking for a digital marketing agency to boost your website’s SEO, check out Leading Solution.

The Era of Digital Marketing

Almost 60 percent of the world population has access to the internet, which accounts for 4.66 billion active internet users in the year 2021. With the help of internet we can pay our bills, shop online, book tickets, even get an academic degree and much more. The possibilities are endless.

Other than that people also use internet as a medium of recreation such as for watching videos, playing games and most importantly spending their time on social media. In today’s time, an average internet user spends 7 hours of their day scrolling social media, answering emails, browsing websites for information, content, so on and so forth. Gone are the days when people had to physically travel to get their work done or just for entertainment. Now, everything is a click away, be it an important payment, or learning a skill, or playing any games.

The internet revolution also gave rise to a lot of industries and one such industry is of digital marketing. The rise in people buying smartphones and computers has essentially increased the numbers of people on the internet, and hence the era of digital marketing is growing at a phenomenal pace.

What is digital marketing?

Digital marketing refers to a branch of marketing at caters to use the internet and other online technologies such as mobile phones, desktop computers and other digital channels such as search engines, social media, websites, email, etc., to sell or promote their products or services. The development of digital marketing goes hand in hand with technology. Digital marketing is considered to offers a wider range of pros as compared to traditional marketing.

  • Digital marketing helps in targeting the required audience.
  • Digital marketing is more economical.
  • Digital marketing allows marketers to track the performance of the products or services, in every way possible.

However, in spite of the rise in digital marketing, traditional marketing still play an important role.

Digital Marketing and Online business

Online business is the first thing that comes to our mind when we think of digital marketing. As the digital era is growing, the need for offline businesses to also have an online portal signifies the power, digital marketing holds. Digital marketing offers small scale businesses to reach maximum number of people without investing a lot on advertising.

During the pandemic, there has been a rise in the number of small businesses, and their primary way of promoting their business has been on social media by creating content, such as posting photos, reels and so on. If a particular reel or photos gains popularity, this would mean more customer interaction and eventually will lead to more selling of the product or service.

Jeff Bezos once said, “It’s hard to find things that won’t sell online.”

Digital Marketing as a career choice

Digital marketing has been growing at an unprecedented rate and the growth is an ever expanding one. And it only makes sense to invest in a career that yields lucrative results. The most convincing part of digital marketing is that, it is for everyone. No degree is required, just a bit of creativity and passion for marketing, that will help strive for a successful digital marketing career.

Digital marketing can get as specialised as social media marketing to email marketing, SEO, etc., and can be an all-encompassing field as well, which also benefits entrepreneurs to propagate their own ventures. The possibilities are never ending. Hence, choosing digital marketing as a career option can be called a safe bet.

Digital marketing as an industry is here to stay, and it would ripe benefits if used to its fullest content. The era of digital marketing is at its glory and its never too late to be a part of it.

Summary of Union Budget 2021-22




The Union Minister for Finance & Corporate Affairs, Smt Nirmala Sitharaman presented the Union Budget 2021-22 in Parliament today, which is the first budget of this new decade and also a digital one in the backdrop of unprecedented COVID-19 crisis.

This year’s Budget lays focus on the seven pillars for reviving the economy – Health and Wellbeing, Physical and Financial Capital and Infrastructure, Inclusive Development for Aspirational India, Reinvigorating Human Capital, Innovation and R&D, and Minimum Government Maximum Governance. Several regulations around the securities market are proposed to be merged as a single code. Several direct taxes and indirect taxes amendments were also proposed.



Our FM starts the budget2021 announcement by mentioning the challenges during the pandemic and the vision of the Pradhan Mantri Garib Kalyan Yojana.
FM says that India has two vaccines made available and two more will be made accessible soon.
FM reiterated that the government is fully prepared to support the economy’s reset.
FM says the Budget2021 is based on 6 pillars.
Starting with healthcare & wellbeing:
Spending’s been increased
New scheme with an outlay of Rs.64K crore to be spread over 6 yrs
The above is in addition to the National Health Mission.


Support to rural & urban health centres
FM announces the Jal Jeevan Mission with an outlay of 2.87 lakh crores aiming to provide full-fledged water supply to all urban local bodies with household tap connections.
The FM proposed Rs1.41 lakh crores over a period of 5 Years for the Urban Swacch Bharath 2.0.


An amount of Rs.1.47 lakh crores, over a 5-year-period, from 2021 has been assigned for initiatives such as wastewater treatment, reduction in plastic waster, reduction in pollution and the like.
The Scrapping Policy has been announced in the Budget2021. The voluntary vehicle scrapping policy aims to remove inefficient vehicles so as to reduce vehicular pollution and oil import bills.
FM proposes an amount of Rs.35000 crore to manufacture and make accessible the COVID19 vaccine.


To strengthen nutritional content, delivery, outreach, and outcome, Government will merge the Supplementary Nutrition Programme and the PoshanAbhiyan and launch the Mission Poshan 2.0. Government will adopt an intensified strategy to improve nutritional outcomes across 112 Aspirational Districts.



Universal Coverage of Water Supply and Swachch Bharat Mission:

The Finance Minister announced that the JalJeevan Mission (Urban), will be launched for universal water supply in all 4,378 Urban Local Bodies with 2.86 crore household tap connections, as well as liquid waste management in 500 AMRUT cities. It will be implemented over 5 years, with an outlay of Rs. 2,87,000 crore. Moreover, the Urban Swachh Bharat Mission will be implemented with a total financial allocation of Rs 1,41,678 crore over a period of 5 years from 2021-2026. Also to tackle the burgeoning problem of air pollution, government proposed to provide an amount of Rs. 2,217 crore for 42 urban centres with a million-plus population in this budget. A voluntary vehicle scrapping policy to phase out old and unfit vehicles was also announced. Fitness tests have been proposed in automated fitness centres after 20 years in case of personal vehicles, and after 15 years in case of commercial vehicles.



Physical and Financial Capital and Infrastructure:

AatmaNirbhar Bharat-Production Linked Incentive Scheme

Finance Minister said that for a USD 5 trillion economy, our manufacturing sector has to grow in double digits on a sustained basis. Our manufacturing companies need to become an integral part of global supply chains, possess core competence and cutting-edge technology. To achieve all of the above, PLI schemes to create manufacturing global champions for an AatmaNirbhar Bharat have been announced for 13 sectors. For this, the government has committed nearly Rs.1.97 lakh crore in the next 5 years starting FY 2021-22. This initiative will help bring scale and size in key sectors, create and nurture global champions and provide jobs to our youth.



Textiles:

Similarly, to enable the textile industry to become globally competitive, attract large investments and boost employment generation, a scheme of Mega Investment Textiles Parks (MITRA) will be launched in addition to the PLI scheme. This will create world class infrastructure with plug and play facilities to enable create global champions in exports. 7 Textile Parks will be established over 3 years.

Thus, the budget was widely acclaimed and appreciated.

Social media marketing

What is social media marketing?

Social media marketing means selling or promoting the products of the company by using social media.For example social medias like Facebook Twitter Instagram Pinterest etc.

Uses of social media marketing:-

* It is used to sell or promote the products in the world level.

* With a strong social media strategy and the ability to create engaging content, marketers can engage their audience

* social media marketing allow people to get what they want.

EFFECTIVE TYPE OF SOCIAL MEDIA MARKETING:-

* Facebook advertising

* Twitter advertising

* Instagram advertising

* you tube advertising

* Pinterest advertising

* LinkedIn advertising.

BENEFITS OF SOCIAL MEDIA MARKETING:-

* Grow your sales and your fanbase.

* Use customer generated content for ads (which perform better, too!).

* Better target new and regular customers so the waste can be reduced.

DISADVANTAGES OF SOCIAL MEDIA MARKETING:-

* The main disadvantage of social media marketing is highly rely on ads.

* No direct interaction with the people to solve problems.

* One of main issue is security and privacy policy.Many of us can be faced.

CONCLUSION:-

There is no better marketing strategy for selling and promoting products than social media advertising. No other strategies can deliver consistent, scalable, quality leads and customers from day one that can supplement any promotional marketing.

Top 3 Hindu-Muslim Unity Advertisements

Advertisements have the potential to change human thoughts, behaviour and actions. They can do a lot more than just promoting brands. Through visual and auditory modes, advertisements have the competency to bring about a societal change and provoke a positive impact on people. Readers can have a glance at such impactful advertisements through the examples listed out in this blog.

Red Label (Tea Brand)

A man visits a store to place an order for a Ganesh idol (A Hindu God). The shopkeeper exhibits the different idols created by him to the man. While having a conversation with the buyer the shopkeeper also illustrates the meaning behind the different forms of the Ganesh idols. To the buyer, this shopkeeper seems to be a very knowledgeable man, who has much information about the Hindu worship and reverence. While conversing with the buyer, the shopkeeper puts on the Kufi (skullcap worn by Muslims). The Hindu buyer is taken aback after realising that the shopkeeper selling the Ganesh idols is a Muslim by religion. He attempts to cancel his order and go to his workplace. The Muslim shopkeeper offers him a cup of tea before leaving. The vendor explains him that , work is worship too, one need not compulsorily pray. The Muslim man was in fact worshipping God, by creating his idol. The buyer takes a sip of tea and plans to change his mind. He does not cancel his order and amiably buys the idol from that vendor on that day itself. The Brand, Red Label intends to portray that their product attempts to create harmonious relations between different religions.

Kaun Banega Crorepati (Reality Game Show)

Six years ago, KBC came up with a phenomenal ad campaign featuring communal unity. In the ad it has been shown that, a Hindu boy had been selected for the episode. His family members were all set to bid him a goodbye as he was about to step out of his home, while his Muslim neighbors were watching him from the floor above. Just as the Hindu boy was about to step out, his neighbor sneezes. Sneezing while someone is about to leave from the doorstep is considered as a bad omen in the Hindu community. The Hindu boy’s family members feel agitated at the neighbor for sneezing and they misinterpret that, he had done it deliberately. Hours later, while facing a difficult question on the show, the Hindu participant decides to use the option of ‘Phone A Friend’ (According to the game’s format, this option is availed to all participants only once, whenever they wish to make use of it). He then rings up the same Muslim family and asks them the question i.e ‘What is the meaning of As-Salaam-Alaikum ?’ The man is overwhelmed by such a trustworthy gesture by the young boy. He answers his question accurately and assists him in winning the prize amount. This advertisement touched the hearts of many Indians. It indeed reflected the idea of communal harmony.

Surf Excel (Cloth Detergent Brand)

The advertisement broadcasted by this brand, intends to portray how Indian festivals are secular in nature. An individual from any community can enjoy a festivity according to his/her discretion. It is shown that, on the day of the Hindu festival of Holi (people celebrate this festival by applying colour on each other and splashing water with waterguns/waterballoons), a little boy wearing a white robe is hesitant to step out of his house. A girl of the same age as his, notices this and challenges her friends around, to smear all their colours on her. Her friends do accordingly, by throwing all the colour on her, from the floors above, as she waits down on her little bicycle. By doing so, she makes them use all their colour supplies on her and no colours are left out with them. Later, she offers to drop the boy to the place where he wants to go. It is then shown that, she drops him to the mosque, where he wanted to go to offer Namaaz (Islamic prayers). She also jests that, after he’s done with his prayers, the other kids will not leave him without including him in the merry festivities. He agrees to join them in the Holi celebrations after his prayers are done. The ad tagline said, “Rang Laaye Sang, Daag Acche Hai” (colours bind people together, such stains should be cherished). This advertisement depicts how mutual respect for each other’s religion can bring about unity. The principles of unity in diversity must be inculcated in children from their grassroot years, so that peace and harmony prevails in the society.

Advertisements can have a huge impact over the society, in terms of patriotism, unity, cohesiveness and peace-keeping. Various brands are positioning their ad campaigns around the pivot of National Unity in today’s times as the audience nowadays is readily accepting things which were not accepted earlier. Brands thus, not only create a name in the market with their products but also with their ad campaigns promoting social values and messages.

How is digital marketing important for business?

With the skewing needs of consumers, every field is customizing according to their needs. Whether it is the education system, health care facilities or our cravings for cars, everything has evolved. The businesses and marketing field is not behind! They have adapted to the changing times and needs of the consumers with the tool “Digital Marketing”.

The unseen, boring pamphlets strewn across the alleys have been replaced with compelling, interactive ads all across the online platforms. The Internet played a vital role in bringing evolution. The shift from traditional marketing techniques to digital marketing has helped many established as well as emerging businesses.

Digital marketing ensures the advertisement of the product or service in a cost-effective and time-saving manner along with building the trust between the customers and marketers.

Still, wondering? How digital marketing is important for your business? What does it really do?

What should digital marketing be used for?

  • Know your customers: The most crucial part and the first step of digital marketing is to have a deep understanding of your customers to know their needs. “Stop selling. Start helping.” – Zig Ziglar
  • Hunt customers: With the advancement of internet technologies, we can find almost everything online, even voracious customers. Your potential customers are online, just one click away! It is quite likely that they are looking for a product or service just like yours, but due to your absence, they might choose someone else. Make your web presence significant with digital marketing tools and ace the marketing field.
  • Keep your competitors closer: You might have heard, “Keep your friends close, and enemies closer”, it’s time you stick to the phrase in order to survive the cut-throat world of marketing. Learn from their mistakes and modify your strategy. ” In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” – Doug Hammer

Let’s have a look at some of the innumerable benefits provided by digital marketing to businessess.

Benefits of Digital Marketing

  1. Real-time interaction with customers: The world of digital marketing allows the interaction between the customers and marketers in real-time. For any business or deal to take place, it is essential to have an interaction between the two parties in order to establish a bond of trust. No business deal or purchase can be made without the factor of trust.
  2. Affordable: It is undeniable that Digital Marketing is a cost-effective way to reach the desired audience. Social media campaigns, email marketing content marketing, etc. are some highly effective yet cheap methods of digital marketing.
  3. Better ROI: The use of digital marketing provides better ROI, reaching targeted customers.
  4. Increase brand awareness: The trust-building approach of digital marketing also helps in creating brand awareness among consumers. It reflects the ideals and aspirations of the brand strategy and explicitly represents the brand.
  5. Keeping up with the trends: Digital marketing tools help you to keep up with the changing trends and adapt to the present needs of the consumers. It analyses consumer behaviour and engagement.

For sure, Digital Marketing is the canopy of businesses, especially during today’s time. It is up to the efficiency of its usage and strategies.

MARKETING AND ITS TYPES

Marketing is any activity undertaken by an individual or a firm consisting of a set of processes such as creation, communication, delivery, and exchange of goods or services that have value to the clients, customers and the society as a whole. Pursuits such as conceptualization, promotion and exchange of ideas aid in satisfying the needs of the clientele. Marketing of an existing or new product or service is essential for mass awareness, maintaining brand credibility, building trust among the buyers and ultimately to increase sales. Marketing can be done through varied methods as per the requirements and convenience of a firm.

TRADITIONAL MARKETING

It is among the oldest marketing strategies followed across the world. The success rate in this type of a marketing strategy is higher as it has been tried and tested for a number of years. This includes all offline marketing strategies which help to reach out to the target audience. It may be in the form of pamphlets, bill boards, posters, FM- radio, newspapers, etc.

For Example – The footwear market is lead by brands such as Nike, Adidas, Puma, Sketchers, etc. Consumers often get attracted by looking at the advertisements of these brands on the front page of newspapers, magazines or over bill boards as well.

INFLUENCER MARKETING

Individuals having a multitude of followers are asked to endorse a product over their channel/website for a decided amount of commission fee. These influencers make use of their fame and status to market that particular brand or product to their target audience. This technique certainly helps to boost sales as a known famous person recommends a company’s product/service and it does increase the visibility of that brand.

For instance – Allen Solly employed this strategy by leading the campaign of #shootforsolly. They invited over 20 influencers to market their new product – Chinos. These influencers were asked to pair Allen Solly Chinos alongside a tee of their choice and participate in a photoshoot. This technique helped the brand reach over about 3.2 million impressions.

AFFINITY MARKETING

It’s a Win-Win situation for both the brands engaging into this type of a marketing strategy. Expansion of the business through a partnership (co-branding), wherein two related brands get along and sell their product is known as affinity marketing. This approach helps satisfy the needs of the end users in a greater manner.

For instance – Taco bell (a popular fast-food chain) got along with Doritos (brand selling flavoured tortilla chips) to offer a merged food preparation called as Doritos Locos Tacos. These two brands made it to a 500 million sales mark over a period of just 14 months.

BUZZ MARKETING

It is a marketing tactic wherein brands intentionally create videos, advertisements, bill-boards that are comical, funny, outrageous or controversial. It is a unique marketing strategy to get your brand to become the talk of the town. It intends to create excitement and enthusiastic anticipation among the people.

For instance – AMUL, an Indian dairy product brand, published a cartoon picture advertisement depicting a Chinese Dragon. The picture said, “Exit the Dragon?” Public took this advertisement as an endorsement of ‘Aatmanirbhar Bharat’ and ‘Boycott of goods made in China’. This particular endorsement made rounds on the Internet.

SOCIAL MEDIA MARKETING

We live in the times where, more than one person from every family is active on Social Media sites such as Instagram, Facebook, Twitter, YouTube, so on and so forth. Thus, marketeers take it into consideration that posting content on social media sites will definitely boost sale. In the Covid-19 Pandemic, brand endorsers looked at social media as a boon, as they could reach out to their potential clients through online modes.

For instance – Dettol (a British brand producing cleaning supplies and disinfectants), launched their Dettol Anthem on YouTube in India during the pandemic. This fetched many views, likes and also lead to a boost in their sales. The Anthem says, ‘Mil Ke Harayenge’ ( English Translation – Together we will defeat it).

Marketing is one of the most exciting branches of a business. With the changing times, even the marketing strategies are blooming and undergoing a change. Along with meeting the organization’s set targets even customer satisfaction is greatly taken care of. With a global exchange of ideas and technology the methods of marketing are evolving and will reach greater heights in the upcoming years.

Writing To Impress

Source: Search Engine Journal

Content marketing is turning out to be a creatively challenging arena for the writers due to the increased use of content writing to promote every possible kind of business. Words have a vibe which are not only capable of attracting readers,but also can have an impact on them and thereby,to the business.
However,due to the over availability of the resources,loopholes and confusions are common issues while writing an article. However,It is important to identify the mistakes and the blunders in order to correct them. Given below are few points which lead to confusions,doubts,lack of information and content which thereby fails to create the driving factor.

Search for the knowledge: Writing takes time. An article is more than just a congregation of words regarding a topic. They are one’s perspective towards a topic and one’s presentation of the business which they represent. Absence of proper research and existence of doubts can be easily reflected from an article. Repetitive sentences and words, excessive technical details and complex points can indicate the less efforts which have been put into writing the article. For enhancing the interest in the article,the give topic has to be explored and understood in one’s own way. This renders originality to the article and portrays the individuality of the writer.

Punctuation And Grammer: Needless ro say,an article which has no proper format or punctuation can deflate the driving factor within seconds of its publication. Readers may find it difficult to read an article which lacks proper punctuations and grammer. Easy language and a simple and clean format can attract a receptive audience.

Google is not the content: In today’s reality where there can be hundreds of contents for one single( sometimes precise) topic,searching on google gives the readers an endless list. Endless choices. Then what makes your content unique? Its the writer’s curiosity to be creative and his absence of doubt regarding how might his content perform
The list of endlessness is equally available to the writer. Referring to multiple sources,without having the urge to understand the core topic can result in what we all know as plagiarism.
There are a thousands of writings prescribing different solutions & ideas. Some are just the replica of another. Considering our quick fix generation, it is only possible to hold the readers through something new. Something,which Google is not aware of. Something which is ‘authentic’.

You before Me: The major confusion which is faced while writing a content is regarding the balance between the use of ME and YOU wherein ME refers to the writer and the company. ‘YOU’ refers to the readers or customers. A common blunder to be seen in a content is its major focus on the company. Its products and schemes. Words like Using the company name again and again may annoy the reader after a certain point. They know what the company is all about. Tell them how it can benifit them. The driving factor behind a good content is to provide the readers with their own space in the writing where a link is created between what the business has to offer and how it can be beneficial to the reader. This link is to be created after a thorough understanding of the business’s products and intentions so that figuring out its purpose and benefits is quick and easy. But how to figure out the benefits in the best way?this takes us to our next point.

Empathy : As spiritual as it may sound,empathy towards your targeted audience is the key driving factor to bring the limelight to your writing. You have to relate to your readers. Imagine yourself as the audience and what you most probably would expect from the company’s products or schemes. Present the article in a way which communicates to the readers about their needs and not yours(that I was supposed to write an article,I have reached the word limit,I have mentioned the company, ‘I’ have written the solutions which ‘I’ think the company can provide. The End). While researching for writing articles or blogs,its not just the company which is to be understood but also the audience and what kind of wants they might have depending on the nature and schemes of the company.

Humour is an art: Speaking and writing,both are fields where adding a bit of something extra in a positive way can uplift the interest of the people. Just like a good speaker,through a smile and a pinch of relatable humour,can enhance the listener’s engagement and positivity,the writer can do the same to engage the readers more into their content. Lighthearted humour in the middle of an article can make it relatable and less monotonous for the reader. For example: While writing for a jewellery business,we may introduce different schemes with a light joke on how scary a one time payment seems like and how your company’s scheme can help delete the fear.Thus,one arrow,two targets. Customer engagement and creative marketing for the upcoming scheme.

Content writing is not speech giving: The content of an article should speak to the reader. It is written in the form of interaction(one way though). Writing an article considering it as a speech is just like mugging up something and vomitting it in front of a large audience while looking at the wall.
Open ended questions in the middle of an article not only engages the interest of the reader his mind too. It may make them more aware of their wants and they may take a step forward to buy your opinion and words.
Recommend the product,schemes or ideas rather than narrating its mere characteristics to the audience. Recommendations can be done creatively enough by speaking about the realistic problems of the readers and recommending the product based on the actual solution which the product is capable to provide.

Short And Sweet: Lastly,your content should be short and to the point. As your article is about marketing and not a novel or a story, lengthy articles may divert the attention of the readers. In a generation where solutions are available at a person’s fingertips,none really reads a lengthy article to find the bit which was meant for them. However,a clear knowledge and good understanding of the topic can make precision possible.Highlighting the important aspects,using short and interesting sub headings and adding pointers and bulletins attracts the full attention of the readers to the article. Using the proper words in the right places can save up our word limit to a huge extent


How many of the above mentioned points have you failed to acknowledge in the past?


With possible references and right guidelines one can start from scratch. Content writing is a competitive field. Improving and learning new methods abd concepts help us stay ahead and perform our best. Good things take time and as the saying goes,’Rome wasn’t built in a day’. Learn slow to perform efficiently.

OREO — GLOBAL BRAND

OREO IN INDIA- LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFFECTIVELY

INTRODUCTION

For most of its 100 years existence, Oreo was consistently America’s best loved cookie, but today it is a well established global brand. Mondelez International moved it into emerging markets quickly learning the rules of success in these unfamiliar markets, changing and refining the brand strategy and ultimately triumphed in winning over customers. This is the case demonstration how Oreo brand’s successful entry into the Indian market was well orchestrated using the Communication Mix elements such as Advertising, Sales Promotion, Events and experiences and Public relations to establish the brand during the launch phase and subsequently stabilizing the brand in India.

MARKET BACKGROUND AND BRAND STRATEGY

Market was present in India by chocolates, beverages and candy categories. The company entered into Rs. 17,000 crore as a competitive India Biscuit with their lead brand Oreo in 2011. It entered into the Cadbury brand in India as it is the strongest brand in India, and initially focusing on awareness and rapid trials. The key objectives of the launch were

  • Gain a 1% share of the Biscuit category in the first year.
  • Build awareness, 40% trials and 40% repeat purchase in priority markets.

OREO BRAND ADVERTISING AND COMMUNICATION

Communication and advertising have been consistent across many markets as the customer and the brand truths remain the same. The company focused on the “moments of togetherness” proposition for Oreo in India, with the television forming the main medium of communication. In addition, other media platforms were tapped as well. It also presented with the digital media as well as with the Facebook page,adding fans at a rapid rate. It created “oreo togetherness bus” which toured cities and made togetherness concept. It made a strategy with the consumer preferences with the brand.

ADERTISING THEME: BRINGING PEOPLE TOGETHER THROUGH THE OREO RITUAL OF TWIST, LICK AND DUNK -‘TLD’

Rituals play an important role in the lives of Indians, and they follow them with zeal and enthusiasm. Rituals also help in bringing people together. So, this created an opportunity for Oreo to bring familiar in the families together. The twist, lick and dunk became a platform to concept with the people beyond the product, and bring about taste, joyousness and family bonding.

Oreo’s communication message focused on creating,

1. A RITUAL OF PLEASURE for the child, centered on the joy of consumption

2. A RITUAL OF EMOTION for the parent, that sparks these slowed messages of togetherness and enhances the bonding between child and parent.

HOW THEY ABLE TO DO THIS?

COMMUNICATION STRATEGY 

 We would see in the ice cream biscuit segment, mothers are the buyers. Kids are the majority of the consumption. It warms the mother’s heart by seeing the joyous moment in their kids eyes.

Unlike the mother, father spends less time with their kids and so the twist, lick and dunk concept grasped the opportunity around the people. The Oreo dunked into the Indian hearts. 

THEY WON THE HEARTS

Oreo has been able to get a vey firm foothold in the highly competitive biscuits market in India by creating compelling differentiation at every level- in product offering in store in the tradtional and Modern trade channels by leveraging a unique consumer insight, addressing desires of them and establishing a new ritual. Marketing is all about creating differentiation and they won the hearts of the people by doing that and they are now the highly crowded and fiercely competitive biscuit market in India.

MTR FOODS – A MARKETING MARVEL

MTR FOODS-A MARKETING MARVEL

MTR foods is a successful company due to their continuous marketing activities by focusing on what the customer requirement is! It is a marketing oriented company and also shows the legacy by catering the needs of customers and providing their matching products.

Any company or business unit is successful in strategy when it is able to map its internal resources with external environment and create value for customers in the process of revenue of the company. MTR is the legacy of MARKETING STRATEGY THINKING in the food industry for seven and a half decades. 

It is a marvel because it has the ability to stand in the environmental demand drives that dominates food industry with the appropriate marketing mix

EVOLUTION OF MAVALLI TIFFIN ROOMS:

The MAVALLI TIFFIN ROOMS commonly called as MTR foods is the brand name of food related Enterprise located in India. Having it’s origin in Banglore, it has a restaurant now in Lal Bagh Road, Banglore and in 6 branches of the city, as well as Singapore, Dubai and  Muscat. This restaurant was closed in the period of Indian Emergency which was in mid of 1970 when the food control act was made profitable to serve food items until it reopened in 1984. This made the beginning of the entry into the convenience and instant food business, in sense a turning point. MTR foods is also the first company in the world to have frozen dosa, which can be heated and eaten. It is believed that MTR is the one who brought the  Ice cream vending machine to India.

MARKETING MIX PERSPECTIVE OF MTR FOODS

Product – Marketing Mix

MTR foods is a food product company offering a diversified range of packaged food products. It includes items for breakfast, meals and in between meals like Frozen foods. It innovates continuously based on the products which matches the customers needs, wants and demand. The framework of customer vs product matching of this company can be understood as marketing Marvel Company.

Place – Marketing Mix

Place in marketing mix means distribution or channel for selling the products. It spreads it’s business from Banglore, exports to several countries like Singapore, Malaysia, Mauritius, Japan, Middle East, New Zealand, Australia, Germany, United Kingdom, Canada and United States. Their products are easily available in supermarkets, hypermarkets, discount rates, convenience stores and grocery stores. MTR foods have also launched it’s E commerce platform from Banglore as a venture to move with changing times.

Promotion – Marketing Mix

Promotion is a tool in marketing to make the customer aware, inform and create a positive attitude towards company and products. The tool is advertising, personal – selling, sales promotions and publicity. It has organized sampling activities at popular places and launched several campaigns. 

Price – Marketing Mix

Price is the last one marketer but it is difficult when compared to all marketing elements. MTR foods are estimated as rupees 700crore company with growth rate at 18%CAGR. Its export is nearly 20% and sales in Southern states to 60% of its total revenue. It has launched it’s web portal as much needed initiative to earn larger profits to cut down distribution costs. 

Win Marketing, be a Marvel!

Genius Marketing That To $19.6 Billion – American Express Case Study

Hi everybody, If you want to be a legendary entrepreneur, this episode is for you. because the story that I’m about to tell you today is the story of a brand that has leveraged, perhaps, the most undervalued attributes of mankind and made a billion dollars out of it. And if you learn how to use these attributes you can easily go on to outperform your competition regardless of which domain you belong to. These attributes that I’m talking about are kindness and empathy. Now, in this capitalistic world while most people might consider empathy and kindness to be intangible qualities . I gotta tell you that it’s an open secret recipe that can enable you to design game changing marketing strategies in the 21st Century. To tell you about it, let me take you back to 2010 America. 

This is when the American economy was still experiencing the wrath of the 2008 recession which caused the stock market to hit rock bottom, the giant corporations to shut down, and caused millions of job losses within a fortnight. When this happened, while the entire economy was collapsing there was one company that did not just survive but also went on to make a profit of $13.4 billion during the very same times of recession. This company that I’m talking about is the giant American retailer- Walmart. And as it turns out during the two years of recession Walmart improved its profitability by $700 million year on year. Additionally, Walmart never had a return of equity of less than 20% during the same time of recession. Now, on the outside this might sound amazing but if you take a closer look at the impact of Walmart on retail America it’s quite devastating. 

In fact, it has even got a term called the Walmart effect. Among the multiple studies that were conducted, it was proved time and again that every time a Walmart store opens up in a city or a town hundreds of small businesses along the radius of the store shut down within 1 year or at max 2 years. This was because Walmart bought all of its product at such high quantities that it was able to lower the price of products to such a low level that small business couldn’t even come close to competing with Walmart’s prices. Now, just to give you an example of the same, let’s say if you have a small retail shop. You would buy notebooks from the wholesaler for ₹30/notebook, alright? And when you buy it at ₹30 , you will sell it at ₹40 in the market but at the same time Walmart would sell the same notebook at ₹28 per piece. Which means what? Walmart’s selling price is lower than your cost price. And this made it impossible for small businesses to survive in the market. 

In fact, more often than not there are even protests that are held every time Walmart announces that it’s going to open up a store in a town. But you know what? There was a small twist in the tale here. As it turns out another giant company stepped up and became a saviour for small businesses during the times of recession. And this company lodged a campaign that was such an amazing hit that the senate of the United States itself unanimously passed a resolution to support the initiative. And cherry on the cake, President Barack Obama himself publically supported the campaign. The question is- What is this company and how did the American president himself end up endorsing a marketing campaign. Well, the company that I’m talking about is American Express and the campaign that it launched is known the ‘Small business Saturday’ This was an initiative where American Express gave away $25 dollars of special credit to 100,000 credit card members wherein they could only redeem these $25 if they shopped at a small business on a Saturday, after thanksgiving. And they also gave away $100 of Facebook advertising credits to 10,000 small businesses just so that these small businesses could utilise digital marketing in order to maximise their profits. 

On top of the incentives, they also ran T.V. ads, radio ads and even social media campaigns to educate the American population about their impact on the small businesses. And you know what? Soon enough, hundreds of small business owners all across the country participated in the campaign and what followed next was nothing short of a capitalistic miracle that many considered to be impossible. Millions of Americans started walking into a small business store and rather than shopping from a Walmart they began shopping from a small business inspite of knowing that they were making a more expensive purchase as compared to Walmart. In it’s second year, ‘Small Business Saturday’ became even more successful wherein 5,000 small businesses participated in the campaign and 103 million Americans shopped small. And soon enough the Small Business Saturday became such a social phenomenon that it generated over 2.7 million Facebook likes and became a top trend in topic on Twitter. And #SmallBusinessSaturday became so popular that even President Barack Obama tweeted his support towards the campaign. 

This is how the capitalistic America went beyond their conventions and came together as a community to spread kindness and showed empathy towards small businesses in their community. By 2012, American Express took the campaign to the next level wherein they did not just give out credit card incentives but they also provided the small business owners with social media kits, email templates and various marketing materials to help them maximise their marketing. This further maximised their sales and within just 2 years Small Business Saturday became a part of the annual American tradition wherein everybody starting from small business owners to the President himself participate in the campaign. And soon enough, it turned into a beautiful occasion with lots of happines, lots of smiles and most importantly it became an occasion of communal unity for the United States of America. 

In 2015, President Obama even documented taking his daughters to the local bookstore to promote the initiative of shopping at a small business. Fast forward to 2020, American Express estimates that 110 million people participated in the Small Business Saturday and sales hit a record high with an estimated $19.6 billion in spending and all of this money helped keep small businesses alive even during COVID-19 recession. This is how a bank like American Express was able to use empathy and kindness to make an economic miracle come true even during the toughest times of American history. 

Now, there are 3 very important lessons that we need to learn from this case study while we execute these ideas to our domain. Lesson 1, identifying the pain and the interest of the audience is always the key to unlocking extraordinary business ideas. In this case, American Express identified the pain of the shoppers and used its service to give them a $25 credit just so that it could motivate the shoppers to shop from a small business. Therefore, the interest of the shoppers has been addressed, at the same time it has also catered to the pain of small business owners. 

Lesson 2, in the 21st Century participatory campaigns will always turn out to be more powerful than even an award winning advertisement. Why? because the new age of marketing is moving from impressions to expressions. So, more than a T.V. ad it is the participation of the customers that is going to create more impact. In this case, because American Express gave out email templates and social media kits the shopkeepers automatically became the local ambassadors who participated in the campaign which eventually led to a chain reaction and got millions of shoppers on board too. This is what we call as participatory marketing campaign.

 And last and most importantly, always remember that empathy and compassion are the most undervalued attributes of this capitalistic world and very few people know that these are two of those qualities that are so powerful that they can turn a commoner into a king. In this case, they were powerful enough to give rise to a capitalistic miracle that America will cherish forever.

Digital Marketing and Its Types

Marketing their products and services is a very important thing for any business and company. Through media outlets such as television, newspapers, and FM radio, some companies market their products directly to homes and attract customers. But despite such marketing methods in this technological world, a method called digital marketing is becoming very popular.

What is this digital marketing? How many types are there? we will find out in this article.

What is Digital Marketing?

Digital marketing is the process by which a company or business makes their products available to the public through the Internet, marketing them, and attracting customers to sell their products. 

In the 21st century, people have been using the Internet more and more actively, especially for a few years. Knowing this, every company knows the needs of the people and adopts the strategy of marketing their products and services through the internet.

You do not need to have vast coding or programming knowledge to enter this digital marketing field. A certain amount of coding knowledge is sufficient. Not only that but an important requirement is to have the ability to understand what customers expect and what their need.

Types of Digital Marketing

1. SEO


SEO is Search Engine Optimization. A business or company will have created a website for them. That website should rank top in search engines like Google. This means that if you search for the name of the company or their products on Google, their website should come in the top rank. To do this, they use keywords or tags when creating the company’s website, and use some coding techniques to bring the website to the top. Not only that but only if the keywords are updated frequently will the company be able to rank in the top rank in the search engine.

2. SMM

SMM is Social Media Marketing. Any company would have created an account for them on social media. I.e. media like Instagram, Facebook, Twitter. They will often update on social media like this about their products. This will increase the chances of attracting customers and selling the product easily.

3. Email Marketing

Every company, they will advertise their products to their customers via email. Each company will advertise their products to their customers via email. For example, if we enter into a website it will ask you to sign up or login. If we put our email ID in and sign up, they will know our email ID. Through this they often advertise their products and services to us via email. 

4. Content Marketing

A company will create blogs and videos about their products and services on their website. When customers see all of this, there is an attraction to their products. So the chances of that company making progress are high.

5. SEM

SEM is Search Engine Marketing. SEM can be said to be the paid version of SEO. A company will pay for their website and make it rank top in the search engine. The company will publish their website on Google AdSense. When customers search for a keyword related to that company on Google it will come up in the top of the search engine.

6. Pay Per Click Ads

It’s something everyone knows. When we enter in to certain websites, apps, we are shown some ads there. Those advertisers will publish their ads on Google AdSense. Related ads will be displayed according to the needs of the customers. Advertisers will pay Google AdSense based on how many customers click on the ads.

7. Affiliate Marketing or Influencer Marketing

A company will select people who have a lot of followers on social media and tell them about their products and services. Tell to people about their products. If someone buys the company’s products through that influencer, the company will pay a certain amount of commission to that influencer. We’ve all seen some of the biggest actors talking about certain products on their social media.

Is Social Media Marketing a good choice ?

Side Effects relating to Social Media Marketing and solution

It has become a trend to promote businesses on social media platforms since they provide a large customer base by widening the reach. It is an economical way and less time-consuming than the traditional method of advertising which used posters, banners, direct selling and other such methods. Therefore it is a good way to attract customers all across the world and communicate the brand in an interesting and unique way keeping in mind the competition on the platform.

This has led to emergence of a variety of ideas to promote businesses especially startups in an innovative and much appealing way. Social media often comes out with new tricks and techniques which are used by people as per their interests and need. However this is leading to an increase in content on media day by day and people are observed to keep scrolling through them on a higher rate.

It is good to use such platforms to promote an idea or business but it’s prolonged usage is affecting the lifestyles of the common population. Social media is gaining importance day by day, increasing the number of users and content shared across. Those unwilling to be a part of it have to use it due to impositions by their organisations. Some use it to remain updated about what’s going around while some use it for information and knowledge purpose. But it is becoming difficult to come out of the web of social media platforms once a person gets stuck in it. This directs to the problem of addiction among the users. Once they start the use, the mind automatically diverts to the less-useful content shared across which doesn’t require attention by the person.

This is a major problem among the youth, distracting them and attracting towards easier paths in life to earn money through social media which is practically not a satisfying decision for young people. They should be more inclined towards hard work and innovations. There is a need for all of us to live the reality without being immersed in the beauty of the virtual world which is actually not everyone’s cup of tea to lean on and adopt in order to earn money.

Photo by Lisa on Pexels.com

Social media marketing is bringing more attention towards them. It influences people to buy the products and services using unique ideas of selling through social media. This platform is chosen as there are a wide range of active users who are targeted as customers easily. Business gets easy this way. But it is also advocating more usage of such platforms thus leading us to a virtual reality world where contact is real but medium is virtual. These kind of practices have long term effects on physical as well as mental health of a person. A person interested in products or services of a brand will have to join the social platforms to get in touch with them and gradually he/she would get attracted to useless content and creations, thereby increasing usage (in vain) and lowering the person’s productivity.

Moving to a digital world is a step towards modernization but it must be in check with health. Alternative ways to promote growth of one’s business should be developed in order to bring notice towards physical participation as well. It would be a better idea if people are involved physically to advertise and gain customers. Techniques can be developed for fun activities and methods where the common beings are involved; in order to attract them towards the brand and communicate the necessary information. This way, we can move ahead and out of the virtual world, interacting and contacting directly.

Segmenting a market?

See everybody has their own likes and dislikes right? It is always possible that my need and your need can be different or even similar also. Market segmentation is just the most useful aspect in which a marketer can divide the whole market into subgroups of people having the same needs and wants. Must be wondering why it is done? So by this concept marketer gets the clear idea of the group demanding the same products and can easily satisfy their demand on that basis. Suppose if their is a group of teenagers than obviously their demand and needs about a product will be different from that of old age group. Likewise we have many different basis for market segmentation let us just understand them one by one:

  • Geographic Segmentation: This is the most simple method of market segmentation as in this the people living in one region of the country have different buying behaviours from that of the people living in some other region and thus this becomes the base for dividing the market .
  • Demographic Segmentation: Demographic elements such as age(teenagers/adults/retired), occupation, education, sex and income are used here for Segmentation.
  • Psycho-graphic Segmentation: Under this basis the consumers are divided into subgroups on the basis of their psychological attitude and also includes their personality and lifestyle.
  • Behavioral Segmentation: Consumers are here divided on the basis of the knowledge , attitude and use of actual products.
  • Volume Segmentation: It is assumed that most of the product is sold to a certain percentage of people. There are light , medium and heavy users of products. It is important for the business to give due consideration to the heavy users so that they must not switch to some other brand and also along with that they are required to adopt various techniques to convert light , medium and non users into the heavy one.
Easy explaination of its benefits.