It was a delightful day when we got the news of being invited for the Google Partner Summit and being upgraded to a Premier Google Partner. So when the time came, Rohit & I packed our bags and took the journey to cover 13,876 kms from Chennai to San Francisco. The journey was not just the distance, but the fact that at the Summit we were amongst 900 partners around the world, who together controlled about 8% of the global digital advertising spend. It was indeed a delightful experience to be part of it.
“Now is our Moment” was an apt theme for the Google Partner Summit with multiple interactions with senior Google product managers and account managers interspersed with knowledge on how to manage talent as well as clients. It was a holistic agenda to help agencies like us succeed.
While a lot of the inputs provided at the Summit were confidential, we have summarized what we are allowed to share. Below were the 5 key takeaways for us:
Be there in the moment – Being there in the moment in the mobile first world is key and there was indeed a lot of discussion on the usual topics of mobile responsivness as well as website speed. There was discussion around the growing adaptation of Accelerated Mobile Pages (AMP) and infact Social Beat has already implemented AMP as well. With the responsive ads that Adwords has launched, the ads become a lot more immersive and adaptable to any device/ad unit size allowing brands to be there in the moment.The challenge with mobile has been that almost 75% of the audience start the interaction with the brand on one device, but complete it on another device. So measurement and tracking of ROI becomes a challenge. Fortunately, some tools like Optimizely help us resolve this.
Measure across devices, channels, offline – Measurement being key, there was discussion around multi device, multi channel and offline measurement since many visitors who search online do visit the retail store. We do have an interesting article on how search can help offline and omni channel retailers in India. While store visits as a conversion metric is already live in Google Adwords, there are many more exciting developments that we can watch out for in the online to offline measurement.
Leveraging Video for Brand Building & Sales – There is no doubt that video is the fastest growing medium in the digital space and many brands are creating engaging yet low cost videos for better brand recall and sales. Lucinda Barlow, Global Director of YouTube marketing pointed out that “There are only two things Americans do more than watch video: sleep & work” and that’s the reason why digital video is going to be even bigger going forward. YouTube has lined up some interesting features for ecommerce and omni channel retailers so watch our blogs for more info on this.
Virual Reality / AR – Part of the swag given by Google was the Cardboard which gave us a glimpse into the low cost Virtual Realty but what amazed us was the Google Day Dream (with Pixel) which is a very immersive VR experience and with devices becoming better and cheaper we are surely going to see more of them around. The experience brands can provide via VR is going to be a game changer and we look forward to exploring it. While Adwords is yet to integrate to VR/AR we do see that happening in the near future.
Machine Learning – Machine learning not only refines the experience we get at Google but is also helping agencies like us with programmatic advertising, some of which we have started experimenting with our clients using Double Click. Its only going to get better, allowing brands and agencies to deliver relevance at scale.
Apart from the product learnings, it was amazing for us to network and meet Google Partners from around the world and we even got to visit Googleplex and interact with product managers one on one (though we cannot share the details of these discussions yet).
Considered one of the biggest property markets in India, Mumbai has many real estate developers trying to reach their target audience online. Digital Marketing is one of the primary channels to connect and engage with customers online and generate quality leads. Here’s a detailed report on the digital marketing strategies of the top real estate developers in Mumbai.
Lodha Group is one of the most profitable players in India. They are known for making landmark developments in residential and commercial spaces and pioneering new trends.
They have an interesting design of image slider that showcases all the project launches and promotions. The project locator is a nice filter functionality to find project developments. Project page showcases the projects based on their location and has the information about the price too. This leads to the enquiry page with project brief and lead generation form. The website is, however, not mobile-friendly as the text is too small to read and the contents are wider than the screen.
Projects are well showcased.
Each project has a separate landing page with enquiry form.
Avg. Time on Site
Moz rank: They have a Moz rank 42 for Domain Authority.
For Mobile Site their Speed is 63/100
For Desktop Site their Speed is 69/100
Social Media Presence:
Twitter:They have an active Twitter account with around 8000 followers. They do 20+ tweets a week and have no promoted tweets. They tweet about a wide array of topics ranging from their projects to the general industry based news. In spite of these, engagement is low on tweets.
Facebook: They have an active page with around 100000 followers. The engagement is good, highlighting the use of promoted posts. Their content includes customer testimonials and event invites.
LinkedIn: They are very active on LinkedIn and have around 47000 followers. Below is a recent post about demonetisation, which received a good response
Youtube: They have 720+ subscribers with not-so-engaging videos
Google+: Their Google+ account is active having 35 followers.
Instagram: The account is active and has 1500+ followers.
Content Marketing: Though the blog page is not very attractive, they are posting at least 4 articles per month. They have a live chat option on their blog.
Godrej Properties develops residential, commercial and township projects across 12 cities in India. They provide imaginative and extraordinary spaces keeping customers’ needs in mind.
They have a well-organised menu catering to different kinds of website users (buyers, investors, NRIs etc.) They also have a nice hierarchy for project menu, leading to different property projects. Individual project pages include features like project overview, highlights and enquiry form. Their page is mobile friendly.
Live Chat Option
Avg. Time on Site
Moz rank: They have a Moz rank 46 for Domain Authority.
For Mobile Site their Speed is 46/100
For Desktop Site their Speed is 82/100
Social Media Presence:
Twitter: They don’t have a twitter account for Godrej Properties.
Facebook:They are not very active on Facebook but they still have around 58000 followers. Below is a recent video post, which has received some responses and views.
LinkedIn:They are active in LinkedIn with around 36000 followers. Compared to other social channels they are more active on LinkedIn.
Youtube: They have 740+ Subscribers and videos in their channel are pretty engaging, having a decent number of views.
Google+: They have an active Google+ account having 474 followers.
Instagram: They have 400+ followers on Instagram.
Content Marketing: They have been blogging since May 2016. They have 15 articles as of now, and they have a separate domain for blogging.
Tata Value Homes is a subsidiary of Tata Housing. It is one of the larger real estate companies that focus on low-cost housing with modern amenities.
They have allocations to provide a quick filter for the audience based on the city/location of the user. The quick search option leads to a map with property locations highlighted for user convenience. Showcasing their featured projects on the homepage with prominence is an interesting feature. Laying out interesting blogs on the homepage is another noteworthy feature.
Drop Down for selecting the appropriate city
Avg. Time on Site
Moz rank: They have a Moz rank 30 for Domain Authority.
For Mobile Site their Speed is 78/100
For Desktop Site their Speed is 87/100
Social Media Presence
Twitter: They have around 6000 followers. They aren’t tweeting on a regular basis and they use the same content across social media platforms.
Facebook: They have around 250000 followers and have boosted some posts a few months back, but recently they are not very active. Below is a boosted post shared a few months back which has a large number of likes and responses.
LinkedIn: They have only 110+ followers, and the page has no posts till date.
Youtube: They are current not active. Their last uploaded video was 4 months ago.
Google+:They have an active Google+ account with 85 followers.
Instagram: They are also active on Instagram having 1300+ followers.
Content Marketing: They have posted only 3 blogs in 2016, highlighting the missed opportunity in content marketing.
Mahindra Lifespaces is the real estate company of the Mahindra Group. They are the first Green Home Developer with Green Design & Healthy Living as their main focus across their projects.
The web page has nice project filter on the home page following the banner. Sticky enquire now button to provide constant CTA is an interesting feature. A section to attract NRI investors is also present. Menu dropdown feature is quite interesting, especially the categorized submenu for projects.
Avg. Time on Site
Moz rank: They have a Moz rank 39 for Domain Authority.
For Mobile Site their Speed is 55/100
For Desktop Site their Speed is 73/100
Social Media Presence
Twitter:They are active on twitter with engaging tweets. Below is a public awareness tweet.
Facebook:They are very consistent in boosting posts and are active on Facebook, having around 125000 followers.
LinkedIn: They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on a regular basis.
Youtube: They have only 160+ subscribers. They upload two to three videos per month.
Google+:They are not active on Google+ and have only 6 followers
Instagram: They are active on Instagram having 50+ followers.
Content Marketing: They don’t have a company blog.
Sobha Group is one of the largest real estate organizations in India and the Middle East. They focus on delivering the highest levels of quality, with no compromise.
The premium images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent instead of being placed against the sliding banners. Apart from that, the site has a very nice organization of the project information – presented state-wise and sorted by price.
Avg. Time on Site
Moz rank: They have a Moz rank 35 for Domain Authority.
For Mobile Site their Speed is 87/100
For Desktop Site their Speed is 74/100
Social Media Presence
Twitter: They are very active in Twitter having around 5000 followers and they do 3 to 6 tweets a day which is a lot compared to other developers. They have a diverse set of tweets ranging from new project launches to general industry based news. Despite these, engagement is low on tweets.
Facebook:They have an active page with around 7 lac followers and they have been posting at least twice a day and the engagement is good. Below is an organic post which had a good response.
LinkedIn: They are very active in LinkedIn having around 16000 followers.
Youtube: They have an Active Youtube account with 570+ subscribers and they have interesting Testimonial videos.
Google+: They have an active Google+ account with 554 followers.
Instagram:They are active on Instagram with 3100+ followers
Content Marketing:They have a blog, which is not active.They do not have any mention about their blog on their website.
Founded 2 decades ago, Kolte-Patil has built residential, commercial, retail, and integrated township projects till date.
Interesting zoom in feature on the banner images attracts the users. Well organized menu putting out all the necessary information is a great feature. Book Online page showcases all the projects with the quick facility to book. They also have live chat option in all the pages.
Avg. Time on Site
Moz rank: They have a Moz rank 34 for Domain Authority.
For Mobile Site their Speed is 46/100
For Desktop Site their Speed is 61/100
Social Media Presence
Twitter:They have around 10000 followers and are highly active on Twitter. Their tweets are very engaging.
Facebook:They are having around 67000 followers and post twice a week.
LinkedIn: They have around 6000 followers and are moderately active on LinkedIn with 3 to 4 posts per month. Below is a post, which got pretty good responses.
Youtube: They are not very active and have only 367 Subscribers. Their videos have a decent number of views.
Google+:They are active on Google+ with 114 followers.
Instagram:They are also active on Instagram having 1100+ followers.
Content Marketing: Though they do not have an attractive blog page, they are posting 2 articles every month.
Pioneering new technologies & bold design, Hiranandani Developers have created residential townships & commercial complexes meeting the expectations & lifestyle of the people.
Their Homepage design focuses on all the launches/promotions. Placement of a common enquiry form across all projects, to make enquiries for the visitor easier is appreciable. The website is mobile friendly.
Avg. Time on Site
Moz rank:They have a Moz rank 32 for Domain Authority.
For Mobile Site their Speed is 35/100
For Desktop Site their Speed is 45/100
Social Media Presence
Twitter: They have around 1400 followers and are highly active on Twitter with at least 4 to 5 tweets every day.
Facebook: They do have an active page with 71000 followers. Below is a Selfie contest post, which was engaging and had good responses.
LinkedIn:They have only 190+ followers in LinkedIn and they haven’t posted anything until now.
Youtube:They have 630+ subscribers on Youtube. Though they are not active on YouTube, they have decent views for their engaging videos.
Google+: They are not active on Google+ and have only 29 followers.
Instagram: They are active in Instagram having 300+ followers.
Content Marketing: They have their blog in Weebly and actively post articles about real estate, their ongoing projects, and latest industry related news.
K Raheja is the most trusted destination developers of India. From residences to workplaces, hotels to retail destinations, they have made a meaningful impact on the evolution of modern-day living.
They have a Minimalistic home page with user engagement focussed to the menu. Explore our Projects feature introduces users to all the brands, where each brand project page comes with details of the project and enquiry provision. Their website is not mobile friendly becausethe text is too small to read and the content is wider than the screen.
Avg. Time on Site
Moz rank: They have a Moz rank 30 for Domain Authority.
For Mobile Site their Speed is 51/100
For Desktop Site their Speed is 62/100
Social Media Presence
Twitter:They have only 180+ followers, and they have good quality tweets with no engagement. If they promote their tweets, they can get results.
Facebook:They have 4500 followers on Facebook. They are consistently posting 6 to 7 contents per week all are organic, so they are getting low responses and engagements. Below is an interesting post with not much engagement.
LinkedIn:They are not active on LinkedIn but have around 10000 followers and they haven’t posted anything till now.
Youtube:They are not active on Youtube and have only 11 Subscribers, and their last upload was a year ago.
Google+:They do one post a week in Google+ but still they have only 8 followers.
Instagram:They have only 8 followers in Instagram.
Content Marketing: They don’t have a company blog.
Rustomjee Spaces have transformed 10 million square feet of the city into premium townships, corporate parks, retail spaces, and 8,500+ homes with a special focus on Mumbai Metropolitan Region.
The web page has a simple banner with prominent CTA and Project locator. There is a showcase of featured properties, and they do have an enquiry form. Project Explorer has filters that would help the user to find properties easily and closer to their choice and their website is mobile friendly.
Avg. Time on Site
Moz rank: They have a Moz rank 32 for Domain Authority.
For Mobile Site their Speed is 73/100
For Desktop Site their Speed is 89/100
Social Media Presence:
Twitter:They are active having 1400 followers on Twitter, and they have been consistently tweeting 6 to 9 tweets per week. They have no promoted tweets so there is only little responses. Below is an interesting tweet with little engagement.
Facebook:They have around 13000 followers posting 5 to 6 times per week with little response. All their posts are organic. They might get good engagements if they boost their quality posts.
LinkedIn: They aren’t active past 3 months, but they have decent engagements in their previous posts.
Youtube:They have 220+ subscribers, and they are uploading 3 to 4 videos per month. They have decent views. All the videos are real estate Industry related.
Google+: They are not active on Google+ for the past 2 years.
Instagram:They do not have an Instagram account.
Content Marketing:They are maintaining 2 blogs and have been posting their project related and educative articles at least once per month.
Adani Realty has been developing residential, commercial and social club projects across Ahmedabad, Mumbai, Gurgaon, Kochi & Mundra.
Their web page has an interesting single scroll homepage design, which focuses on two utilities – one showcasing all their launches and promotions and the other leading the visitor directly to projects/gallery/other information via the menu. Elegant project showcase with the project overview and CTA’s leading to individual project websites are some of the noteworthy features.
Avg. Time on Site
Moz rank: They have a Moz rank 16 for Domain Authority.
For Mobile Site their Speed is 67/100
For Desktop Site their Speed is 86/100
Social Media Presence
Twitter:They have 50+ Followers in Twitter and are moderately active. They do 4 tweets per month. Below is an interesting post having low engagement.
Facebook:They are active in Facebook having around 4k followers, and they do at least one post per day and have boosted a contest campaign, which had a good response
LinkedIn:They have 785+ followers and are not that active. They do 4 posts per month and the engagement is low.
Youtube: They don’t have a Youtube channel.
Google+:They are not active in Google+
Instagram:They are not active on Instagram
Content Marketing: They have an active blog in their website itself, and there are around 300 articles.
Oberoi Realty has developed over 39 projects at strategic locations across the Mumbai skyline. Over the past three decades, they have been consistently providing high-design and quality residential, commercial, and retail spaces.
The banners and featured projects provide prominent information to the audience coming to their site. Individual project pages are organized state/city wise to make the navigation easier for the users. Schedule a visit is a useful provision for interested buyers/investors.
Avg. Time on Site
Moz rank: They have a Moz rank 27 for Domain Authority.
For Mobile Site their Speed is 46/100
For Desktop Site their Speed is 68/100
Social Media Presence
Twitter: They are moderately active having only 50+ followers, and they do 2 to 3 tweets per day mostly about their ongoing projects.
Facebook: They are active on Facebook with around 13000 followers posting 3 to 4 times a week. Their posts are organic and have decent engagements. Below is an interesting post about their project.
LinkedIn: They are moderately active with around 10000 followers. They do post 3 to 4 times per month, and the posts are engaging with good responses.
Youtube: They are not active this month but have 80+ subscribers. They have many testimonial videos which are having a good number of views and response.
Google+: They are not active on Google+.
Instagram: They are highly active on Instagram having 700+ followers.
Content Marketing: They don’t have a company blog.
UX or User Experience is exactly what the name suggests – the overall experience one has when they land on your website or your app and the interaction with the company, its services, and its products throughout. In short, the way a website or an app works plus the look and feel of it all together making your user want to come back to your site.
Research shows that the overall experience of a user right from landing on your site, navigating and scanning through your pages till moving out of your site to another, the emotions that the user feels throughout – satisfied or unhappy – plays a major role on how your brand performs online in comparison to your competitors.
It helps in converting a user into a potential customer and not just that – but converting them at a low cost.
What makes a good UX –
Security & Privacy of its users handled with attention
Feedback & reviews from real buyers that connects with new users
Company is reliable & trustworthy – Transparent information on the roots & founders of the business
Building a new website
Research and Analyze
Do a quick study on who your competitors are and analyze their digital mediums. Understand what they do to provide their users with a great experience on their site. Work on your content, have collaborative discussions and put down the necessary inputs to go on your site.
Have a good idea on the different elements you would like to add on to your site – be it a revised sitemap or navigation flowcharts by analyzing user personas and scenarios.
Work on your website with a neat and clear wireframe that should include digital touch-points further building the virality loop.
Test and Iterate
After your new website is ready to launch, have a quick A/B testing and experiment with heat maps on your site. Analyze the results and rework on the design perspective if necessary.
Evaluate the UX of an existing website
Functionality of your site / app
The speed at which a new user navigates on your site, understands your business and moves through different pages says a lot about the flow of your site.
Navigation & Information architecture
The user needs to have a smooth experience while navigating through your site, moving from page to page and gathering all the information required.
If your site has a landing page with a form, make sure the form is simple with limited fields keeping in mind to not ask for information that is too personal to the user or fields that will require the user to go back and forth too many times.
Trust and Credibility
Your user’s information should remain confidential and should not be hampered with.
How good is your site’s layout and balance? Is there a consistency in the font? Are the clickable items clear to the user and is the entire page pleasant and easy to navigate?
UX can be improvised with the help of some efficient tools. To improve the overall look and feel of your site, make use of customer surveys, user interviews and case studies. To track your customers’ behavior on your site, experiment with Zarget, Inspectlet, CrazyEgg, Optimizely, Google Analytics and MouseFlow. To understand prototyping, try Balsamiq, Axure, Invision and Pen & Paper.
When the site’s design and flow is focused on establishing a good user experience, the bond between the company and your customer grows building the brand as well as the overall experience of the user with the company.
When we conducted our Indian Industry Digital Marketing Survey we found that many brands were facing challenges in measuring the return that their digital marketing and social media marketing efforts were giving. Hence, we included an eclectic panel discussion on “Measuring ROI of Digital Marketing” at our Digital Leadership Summit.
We had four panelists moderated by Suneil from Social Beat: Mr. Vijay Anand – Sulekha.com, Mr. Arasu Shankar – Eshakti.com, Ms. Lavanya Hariharan – Zapluk and Mr. Shriram Sanjeevi – Oyethere.com.
Summary of the Panel Discussion
Channels that provide higher ROI will depend on product and customer segment
Google & Facebook continue to dominate as primary digital channels for most businesses
For products/services wherein search volume is lower – then social would be a better channel to start with
Facebook, Instagram & Pinterest allow for better product showcase and for visual products these would be interesting channels
Instagram, Snapchat, Emailers are other ways to build ROI depending on the business.
Life Time Value (LTV) is an important metric as marketing spend cannot be attributed to just the first transaction
Tools like Google Analytics & Improvely can help in measuring ROI
Perspective on ROI from the Panelists
Suneil started off by asking the audience as to how many of them believed you could get ROI from digital marketing; it was a pleasant surprise to see that over 60% of the audience believed it could. We as a digital agency couldn’t agree more. The panel started with a discussion on what each of them feels about the results from digital marketing. We also have had a Digital Chai Pe Charcha on ROI of Digital Marketing, and you can read it here.
Lavanya from Zapluk highlighted that they got a lot of organic growth once they started using the digital medium and in fact got 80% increase in customer base in just a month. As she rightly pointed out, it was a combination of brand building and lead generation activities.
Vijay from Sulekha.com candidly shared that they were one of the highest spenders in the city on Google and that digital is critical to their survival. He shared that Sulekha gets around 250 million visitors via organic search and another 20-30 million via paid search in a year, and it’s their strongest channel for new user acquisition.
Shriram from OyeThere.com said they use a 360-degree approach with a mix of digital and offline marketing based on his two decades of retail experience. He rightly pointed out that it’s a myth that digital gives immediate returns. Startups need to focus on building a brand, building the consumer trust and scaling up the service – then results come over time.
Which digital channels are scaleable and to what extent?
The entire panel did agree that the choice of the channel varies with the services/products and the consumer segment. It’s also very important to be smart as you scale adverting, as Arasu pointed out. It’s essential to be clear on what is the message you want to give about your brand.
Vijay continued to be a strong propagator of Google Organic and Google Adwords and said it’s the most scalable as SEO efforts now start showing results in a few days, for existing/older sites. Since they focus on services with low engagement from end consumers they, tend to focus less on social media channels. They did spend 15 crores on their TVC campaign earlier this year it only gives 5000 incremental visitors a day which is minuscule for them as they get about 6-7 lakh visitors a day. Vijay added that for brand building to show results, you need to be at it all the time.
On the other hand, Lavanya, Arasu & Shriram all spoke on how social media and in specific Facebook Marketing has worked extremely well for their businesses to get scaleable results. Lavanya highlighted that for a service wherein the consumer still doesn’t know it exists, the search volume on Google is extremely low hence Facebook & Twitter were the driving growth as they were able to achieve leads along with building the brand and engagement around it.
Arasu & Lavanya also touched upon the importance of building the trust factor with consumers regarding answering their questions and doubts and also in terms of showcasing the products/service in a more holistic way. As Arasu rightly pointed out that Facebook allows for better product showcase via the carousel ads, videos, etc. Even brand awareness and the brand story is better executed via channels like Facebook and Instagram. Talking about the social trust that’s built out, Arasu added that they now see existing customers answering queries raised by potential clients and that it’s a game changer for them.
Shriram added that the approach they take depends on the message, the channel also changes. For example, when they ran a huge campaign around Kabali by selling t-shirts, giving away movie tickets and more; Facebook worked very well for that as it’s a mass channel.
Influencer Marketing & Platforms other than Google & Facebook
We couldn’t agree more with Arasu when he said that “Channel will depend on product and customer segment.” For example, if you are looking to target millennials then Snapchat would be an ideal platform. If your product or service is visual and you are targeting a sub 40-year-old audience, then Instagram would be an excellent channel but there is indeed a demographic difference across channels. eShakti also focusses a lot on Pinterest as it’s relevant to many a fashion brand.
Emailer Marketing still works if it’s with your own audience. Vijay of Sulekha spoke about how emailer marketing is an important channel and delivers results when done smartly with smart targeting, in spite of Gmail pushing a lot of emails to the Promotions tab. Of course, once a user is acquired it’s up to the brand to retain them and emailers is a great way to do that.
Influencer Marketing was another channel that works very well and eShakti uses it extensively. Arasu shared that they work with 1000s of bloggers and they have built their network over a period. They calculate the ROI of influencers via direct referral traffic as well as transactions driven by the unique referral code given to each influencer. He also gave an interesting insight that there is higher trust from a consumer that comes via an influencer, so the 5-10% off that they give is covered up there.
There was an interesting question from the audience – Dr. Manoj from Dr. Smilez Group of Dental Centers asked about how they got very low engagement low on social as customers were not very keen on sharing their dental experiences. Lavanya shared her similar experiences as not a lot of women would like to share they got a beauty service or a wax treatment as it’s a personal service. The way Zapluk approaches it is to given them an offer or incentive but in the long run, content marketing is the key. Shriram added saying that ROI cannot always be attributed to direct sales – brand building and marketing is also to be measured
Importance of Life Time Value (LTV) of the Customer in calculating ROI
Everyone on the panel agreed that the return on marketing spend is not immediate; hence Life Time Value is an important metric to help scale up business and understand whether it’s moving towards profitability.
The LTV depends on different businesses, and we got varied perspective from the panel. Arasu spoke about phenomenal ROI wherein it just takes them 1.2 transactions to recover marketing cost as they have high-value transactions and very high repeat purchase. For Zapluk and Pamperazi it was three transactions to get the back marketing cost. Whereas for a brand like Sulekha, the end consumer was not paying anything, so it’s difficult to ascertain LTV.
Arasu mentioned that they look at the time taken to recover the marketing cost of acquiring the customer and for them, it’s usually the first 1-2 months whereas it is 3-4 months for Zapluk. Key metrics remain around customer acquisition, retention and finally on how to make them spend more and more often. It of courses varies by cohort, seasonality’s (for example, summer is a strong season for eshakti), types of customers, depends on the marketing channel and the marketing campaign that you run.
Shriram again had a very different perspective and said that “The word LTV is over done. Companies that boasted of High LTvs have shut down in the last couple of months because LTV was more of a myth.” He gave an example of Chennai’s leading retail chain Viveks wherein in many cases three generations have been shopping there and apparently they are also grappling with LTV. He also questioned how come Flipkart only had 32% growth in spite of the perceivable high LTV.
Suneil also added that there is sometimes a time lag between generating a lead to sale and ROI can be improved if you can figure out how to leverage that time frame to communicate about the brand and the offerings.
Vijay spoke about Google Analytics Premium (GAP) which is more relevant for larger organisations as its costs around USD 90,000 a year. He talked about Google Analytics data being heavily sampled; wherein GAP has unsampled data which can also be downloaded. GAP has only around 15 clients in India but Vijay recommends it’s to e-commerce and digital businesses as repeat customers are harder to track in free analytics tools and attribution is not always clear.
Our newly acquired Premier Google Partner badge certifies us as a company trusted by Google, which is capable of providing the highest levels of service to clients.
We have fulfilled Google’s three main requirements for being a Premier Google Partner.
Google requires the team handling Adwords to prove their advanced AdWords knowledge by getting certified in AdWords. All team members handling Adwords campaigns at Social Beat are certified by Google to have the required levels of competency and proficiency to run successful campaigns.
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Google reviews Partner agencies’ client accounts to make sure that their clients are getting excellent service, including the type and frequency of the changes being made, client retention, and whether they’re making the most of their clients’ budgets.
The new badge is designed to recognize Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers
Contact Usto get your Adwords campaign started or to optimize an existing campaign for better ROI.
Facebook Marketing has become an integral part of any digital marketing strategy and it has revolutionized the way we look at the online marketing industry. Over the last 12 years, Facebook has seen a 360-degree shift, transforming from a simple social networking site to the face of a multi-billion dollar company allowing brands to find new customers, increase their sales, create brand awareness and much more. When we ran an industry survey amongst CMOs and Brand Heads across India we found that close to 90% Brands in India are already leveraging Facebook. Advertisers are spending more money than ever before on Facebook as it has emerged as one of the biggest platforms to engage with their target audience. Keeping this in mind, new features are being regularly added to Facebook and marketers have to constantly make alterations to their strategies to ensure their content is still reaching its target audience. Below are a few points that have been gathered keeping in mind the recent changes which may give us clues as to what 2017 will hold for both consumers and businesses.
Less Is More – Page Posts & Organic Reach
Following the decrease in the organic reach of Facebook page posts last year, Locowise conducted a small study to analyze how page posting frequency impacts reach, engagement and negative feedback.
The study reveals that pages that posted once a week or less on their official page reached an average of 15% of the audience who liked their page per post. Interestingly, pages that posted two to four times a week reached only 10% of the page audience and pages that posted once a day reached a lower average of 8.42% per post. This means that organic reach drops with an increase in the number of posts, and over posting content is a common mistake marketers tend to make on FB. This also means that the quality of content and FB posts needs to be extremely high and we are likely to see many brands evolving into fewer but highly engaging posts.
Another study by social@ogilvy reveals that for large pages with more than 5,00,000 Likes, the organic reach has seen a remarkable decline when compared to other smaller pages. It is believed that marketing managers can expect the organic reach to further approach zero in the future. The detailed analysis and data interpretations along with the recommendations are available to read here in the full white paper.
The number of users on Facebook has doubled from 845 million to 1654 million over the last five years. There are more brands than ever who are joining the bandwagon of Facebook marketing and these brands are posting multiple posts every day. All of this creates more noise and unimaginable amounts of content that will simply be filtered out and never reach the news feed of a specific user. With so much information to be filtered, Facebook uses complex algorithms to pick and show content to users they are most relevant to them and those that they are most likely to engage with.So it can be assumed that increased brand post frequency is aiding in the drop of organic reach.
However, the only exception to this organic reach debate was seen in the news & media industry. The organic reach of news publishers seems to remain steady, even with a higher posting frequency. Here’s the result of analysis of 3,318 profiles, by Sotrender.
Videos – Future of Marketing For Brands
Videos are the next step in the social media evolution and will most likely dominate the online advertising and marketing industry. As per the stats by Facebook, users watch an average of 100 million hours of video every day and most of these are on their mobile devices. Daily views have increased from 1 billion to 8 billion in the last one year. These stats are proof that users have started consuming more of video content and it is essential that brands leverage this in their favor to engage with the potential customers. Video content is the best medium for storytelling and is a great opportunity for brands to connect with their audience.
Live videos were one of the major updates announced earlier this year by Facebook. This gave live videos prime placement in the Facebook app and also adds new ways to find, create, share, and react to them. This move efficiently makes live videos one of the central features of Facebook. Live videos offer a new way to interact on a platform that can feel so familiar that it risks feeling stale. Broadcasting live to your social circle gives you a certain thrill or even just watching a friend’s live broadcast, can bring in a fresh feeling of excitement and make you want to interact on the same old platform in a new way. On an average, Facebook says people are commenting 10 times more on live videos than they do on regular videos. This clearly means that brands must explore Live videos over recorded videos as this would help drive higher engagement levels with the audience. Facebook also rolled out an update where advertisers could add a video element for FB Carousel Ads. The shift towards video as a tool for marketing is evident and is definitely here to stay.
The fact that a business needs to have a mobile-friendly website is much talked about and is not a new concept. Last year, Google announced that, for the first time mobile searches surpassed desktop searches. This eventually led to a new situation where Google’s algorithm started to penalize sites that were not optimized for mobile devices. For the last few years, marketing experts have been stressing on the fact that there is an obvious need for businesses to optimize the sites for the ever-increasing number of mobile users. Facebook Inc announced that it has over 142 million users in India, of which about 133 million access the social network via their mobile devices. This means that a staggering 90% of users are using facebook on their phones in India. It is essential that marketers who are trying to engage with and attract potential customers in order to redirect them to their website, ensure that their website is mobile optimized and are able to leverage every micro moment of Indian consumers. In today’s Smartphone era, mobile-optimization is the norm and an essential item that can no longer be placed on the back burner to address later.
Ads are Inevitable
A few years ago, advertising on social media platforms was a very niche concept with not too many players in the market. In this new age of online marketing, many brands have become aware of the importance of ads across various social media channels, especially Facebook. Today, with the various targeting and advertising options on Facebook, we can reach out to millions of potential customers in any part of the world. Facebook advertising is a strong tool that can be used by brands to meet their marketing objectives.
Facebook ads allow you to choose from a wide range of possible adverts including but not restricted to Page Post Engagement, Clicks to a website, Conversions on Website, App Installs, Video Views, Lead Ads etc. Over the last few years, Facebook has evolved into a paid marketing platform more than an organic one so it is essential for marketers to leverage the power of the various adverts available. You can read our detailed guide on measuring ROI from social media.
Shop On Facebook
In an attempt to make it easier for brands to reach out to potential customers and drive sales on mobile devices Facebook has started rolling out the Shop section in phases. This section allows a brand to list out their products and let consumers browse through the catalog and purchase products that they like from within Facebook. The social network does not charge you to add a shop section to your Page nor does it take any percentage of the money you make through it. In the upcoming year, more businesses will start selling stuff directly from Facebook as this new section is set to change the way we look at e-commerce and social selling. Ofcourse it also has had Product Ads for E-commerce companies for a long time now – these can be also be leveraged parallely.
We have left out Instagram Marketing from this conversation, as it warrants its own blog. We are also seeing some interesting developments around Instagram analytics and Instagram targeting going forward.
Do let us know what other features you expect FB to evolve in the coming months.
While this happened, Instagram again made heads turn for yet another new launch – ‘Business Profiles’. This tool is truly an advantage for small businesses, which can enjoy the ease of mobile marketing on Instagram which will also help reduce the gap between the consumers and the brands. While Instagram’s carousal ad sets and videos have already been helpful for easy marketing, introducing mobile ad-buying and Analytics, which will help view the most viewed and liked posts, post engagement rate, website clicks, impressions, reach and a lot more is definitely a big step for Instagram that has been appreciated by 500 million users who see 95 million posts amongst which a minimum of 48 million posts are ads by marketers every day. If you are still deciding whether to use Instagram for your brand – here is a guide on how startups can use Instagram.
Key Features of Instagram Analytics
Instagram Analytics dominantly focuses on Follower Demographics and Post Analytics. Below, you can view your top posts segregated by Instagram based on its impressions for a 7 day or a 30 day period. This will help you understand how many people viewed your posts other than just liking it, giving you an accurate engagement rate, thereby helping you understand if there is a need to improve your marketing.
Amongst all the information that is available, Follower Demographics is a very useful tool, especially for the small time marketers. It helps them discover where their audiences are coming from. Apart from exact locations, it also helps determine the right time to market to them from different time zones.
Again, similar to any other analytics tool, Instagram also lets you break your audience by gender and age to quickly analyze if men or women have contributed to the most number of views, likes and engagement rate.
The ‘Followers’ module is yet another major advantage for marketers to keep a track of the time and the number of hours their consumers are on Instagram on a selected day. This will again help them understand the right day and time to advertise which will surely be beneficial to grow the brand.
Apart from hardcore analytics tools, Instagram has also been experimenting with a few other profile features that seem to be quite useful for businesses to lead traffic to their websites and increase their sales. One of these features is the new ‘Contact’ button besides the usual ‘Following’ button.
The ‘Contact’ button is a linkable location tag which when clicked will show two things – ‘Email’ the user or ‘Get Directions’ on your maps to their store.Since finding the location of Instagram brands has been a major pain point for both marketers and users alike, this new feature will be of some aid.
The second feature is a direct plus-point for brands/products that have been looked around or searched a lot in social media. While hashtags are used on Facebook and Twitter to quickly spot these products, Instagram has introduced an extra line underneath the name in the profile.
While these features are not yet open to all users, they have been introduced for marketers in the US, Australia and New Zealand and in the following months, will be accessible on a global level, including India. Boasting over 300,000 marketers leveraging on Instagram, it has become an ideal platform for small businesses to resort to a much easier and visually appealing mode of marketing that will be directly benefited by this new Analytics tool amongst the others and other special features for brand building.
We will have a more detailed analysis once we are able to use the tool for more brands.
The fifth edition of the Digital Chai Pe Charcha was held at our office on 9th July 2016. It received a wonderful response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion was Measuring ROI from Digital Marketing.
Here’s a quick summary of the key takeaways from the session:
Types of Returns from Digital Marketing
There are two types of returns from digital marketing:
1. Tangible Returns:
These are metrics that translate into immediate business results such as Leads, Sales, Registrations and Traffic
2. Intangible Returns :
These are metrics that do not measure immediate business results such as brand awareness, customer engagement, customer satisfaction and brand reputation.
Which Metrics Should You Measure?
Metrics you measure will depend on your business goals and objectives.
For example, if your objective is lead generation, then you would measure metrics such as Leads/Enquiries Generated, Revenue from Sales, App Installs and Website Traffic.
On the other hand, if your objective is brand awareness, then you would measure metrics like likes/fans/followers, reach, impressions, mentions, social engagement, likes/comments/shares and retweets/reposts.
Tools to Measure Results
There are a number of tools available to measure the metrics mentioned above. They could be categorised as web, mobile, and social media analytics tools.
Web Analytics tools:
There are a number of web analytics tools that you could use. You could use Google Analytics to understand details about the volume and quality of your website traffic. Tools like Kissmetrics, help determine advanced analytics on the behaviour of your users.
Mobile App Analytics Tool
For those of you have the mobile app for your business, tools like Mixpanel and Appsflyer help you learn how people use your app. It also helps draw insights from this data to optimize and improve your marketing for better ROI.
Social Media Analytics Tools:
These tools help you analyze the effectiveness of your social media marketing efforts by measuring metrics like likes/fans/followers, reach, impressions, mentions, engagement, likes/comments/shares and retweets/reposts. Social platforms like Facebook, Twitter, Pinterest, and LinkedIn have inbuilt analytics tools for marketers to analyze the effectiveness of their marketing efforts. Other advanced analytics tools for social media intelligence include Radian6 and Simply Measured.
With the growth in mobile use globally, the number of leads coming through phone calls is increasing rapidly as compared to leads through web forms. In this scenario, it is important to use tools like Knowlarity and Exotel to track call leads effectively and attribute them to the right source.
Measuring ROI from a Digital Marketing Channel
The simplest way to measure if ROI from a channel would be positive, is by checking if the Customer Lifetime Value (LTV) is greater than the cost of acquiring a customer through that channel.
Participants then did this analysis of LTV and cost of acquisition to calculate channel ROI for their businesses. They shared their learnings with the rest of the group. This was followed by an interactive discussion and Q&A session.
Those of you who missed the first four editions of the Digital Chai Pe Charcha can check them out below:
Micro Moments has become a buzzword in the digital marketing environment in recent times. Especially, after Google’s content marketing team, Think with Google, came up with this phrase, more and more digital marketers are trying to utilize the micro moments to benefit their brands.
To start with, more and more consumers are using smart phones for most of their browsing. According to two different Google consumer surveys, almost 68% of smart phone users say that they check their smart phone within 15 minutes of waking up every morning; also, 30% of these users admit that they actually get anxious, when they don’t have their smart phones with them. In most countries, searches happen more via mobiles than desktop computers. This means that digital marketers, who intend to make an impression with their clients, should adapt mobile first strategy religiously.
According to the often quoted KPCB Internet Trends Report, it is said that most people check their phones about 150 times a day and they spend 177 minutes on an average with their phones per day. This means that, on an average, a mobile session lasts for just 70 seconds. Apart from texting their partners, sharing their selfies or travel pictures, commenting on their friends’ photos, there is a specific point of time where people look at their smart phones to get influenced by brands. These small moments where the consumers look for information on their phones are the micro moments that every digital marketer should utilize.
Four types of micro moments
According to Think with Google, these micro moments can be classified into four, namely:
I-want-to-know moments: More and more users are looking up for information online. On the go, many users search for different information ranging from routes to their destination to deals in ecommerce sites. The amount of such consumers have increased significantly in the past few years.
I-want-to-go-moments: More than ¾ of users use their smart phone users use search engine via their phone to look for any local store or company. Even to look up for something as trivial as an electrician or florist, people use their smart phones. According to Google Trends report, in the year 2014-2015, there is 2x increase in “near me” based search interest.
I-want-to-do moments: While doing a task, most users use their smart phones to look see instructions. Be it any DIY craft or a simple day-to-day recipe, people use their smart phones to check how to do what they want to do.
I-want-to-buy moments: This is the most explicit micro moment. Before purchasing a product online or offline, more than 80% people actually look up their phones for consultation before buying. Also, mobile conversion rates for ecommerce sites have significantly increased in the recent times.
These are the four micro moments that are crucial for any business. With consumers’ online attention span being very low, i.e. as low as few seconds, to leverage these micro moments of consumers, brands must adapt mobile first strategy.
Four ways to leverage consumers’ micro moments:
To grasp your consumers’ micro moments, a brand must refine all its contents to be mobile responsive and follow these four approaches.
1. Being there for the users always
One of the interesting facts about most consumers is that they might not be rigid on what brand they want. If they are looking at their phone for information or merely browsing, they might be more interested to buy your products if the information you provide interest them. Especially, while looking for information, users pick the business that are there in their search results and that have the most attention-seeking content.
By being there always in their smart phone, via both paid and organic methods, you stand a more chance than your competitors to convert them into your customers. One may think that by merely being there in the social media, how can a brand make the smart phone users become its consumers. The true fact is that by being there when users need some information, your brand is helping customers in their decision journey.
Also, at this point, mobile first strategy plays a major role. Since most of the searches happen via mobile phones, your website, landing pages, ads, posts, and any content should be mobile responsive. Also, it must be interesting and crisp to be read within those micro moments.
2. Providing users the information they need
While you can make an amazing first impression with the first approach, to make the users your clients/customers, you need to do something more; in fact, you must do something more powerful. Bounce rate of many sites and uninstalling of many apps are on a rise; the main reason for this is that most of these brands fail to be useful to their customers in the four micro moments explained above.
If your consumer is on a search engine searching to buy a product related to your brand, he or she is more likely to pick your brand over a hundred others when your content is useful than the others. We have a detailed strategy on how to create 10X better content than your competitors. With mobile first strategy, you are in a good spot because it allows you create and showcase more pertinent content in these micro moments. This is why in our view a blog is important for every business. Using information like their past search history, location, time of search, and keywords, one can efficiently decide what to showcase to which user.
For example, if you are a brand that has multiple products, based on the target group, their preferences, you can use retargeting to showcase products/creatives that are useful to them. Rest assured, you would have definitely leveraged their micro moment.
3. Catching up with users’ speed
If your mobile site or app takes a long time to load, the users are more likely to leave your site/app for other that of other brands. All your efforts of providing useful content and being there goes waste, if the speed at which your information loads is slow. To optimize your mobile site and app speed to suit the speed of your customers, you must follow these steps:
Keep it simple: Having too many forms, additional or redundant steps, etc. makes your customer bored. Have a one step sign up form, i.e. via Facebook or Google. Also, enable click-to-call options, instead of displaying phone numbers. Similarly, all addresses must be linked to GPS to open via maps directly. This way, the users will be able to do what they want to do without any hindrances.
Foresee users’ expectations: From predictions to drop down menus, from enabling auto-fill option to getting past browsing history, try everything that will speed up the process. You can also display products/services on the app based on their past search history.
Combine the best UI with simple design: As much as an attention-seeking UI is important, it will be of no use, if it takes too long to load. Therefore, the app/mobile site must not only be designed to be user-friendly but must also be designed in a way that it loads quickly.
The fourth edition of the Digital Chai Pe Charcha was held at Karya Space on Saturday, May 28th 2016. The turnout for this event was fantastic with over 60 entrepreneurs, working professionals and social media influencers participating in the session. The topic for this session was all about Instagram and how it could be used to leverage business.
Instagram is a very powerful platform which when used correctly can help brands and business reach out to a niche and specific audience. The customers that brands acquire through Instagram can display strong loyalty towards the product or service.
Here’s the presentation that was discussed during the session
It was a very interactive session with the participants sharing their personal experiences with Instagram and asking plenty of questions. Here are few tweets shared by participants about the event.
Here’s a quick recap for those who attended the session and for those who could not make it yet would like to leverage Instagram for their business
Instagram is a young and an emerging platform and great for Indian brands to get in early
Instagram pictures showcase not just a good looking product or a service but a lifestyle
High quality and organic pictures work very well on this platform and products need to be showcased with a story
Text showcased on images in a creative and aesthetic way can work very well to promote content like blogs and articles
Instagram does not allow clickable links on the content accompanying the image. Therefor the bio and the website link becomes extremely important to direct the potential customers to the website
Instagram Ads are a great way to reach the relevant target audience. To run ads on Instagram, one needs to use the Facebook ad manager and link the brands Instagram page to the corresponding Facebook page. More details are mentioned in the presentation shared above.
Instagram ads work especially well for mobile apps and websites that are mobile optimized
It is important to keep track of your followers and unfollowers through apps like Crowdfire, social rank etc
Hashtags are very important to help the right audience and can be broadly divided into three categories – Popular, Industry related and Brand specific
There are many influencers on Instagram who specialize in a certain industry, eg. Food, beauty, Fashion, Parenting etc. To help reach the right demographic brands need to leverage and tie with these influencers.
Using analytical tools available online, it is imperative to understand the progress of the page and even analyze the best performing hashtags
Maintaining a steady flow of interesting posts and content is crucial since a long break may result in losing the traction generated over time
While these pointers can help you, like any other platform, Instagram is constantly changing and brands will have to adapt and implement these changes. In fact over the past couple of days, Instagram has rolled out a massive algorithm change due to which you will see posts based on your interests rather than chronological order. The reach due to hashtags will decrease and your followers will be more important than ever.
What has you experience with Instagram been so far? Do share your feedback in the comments!