Measuring ROI of Digital Marketing – Panel at the Digital Summit

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 –, Mr. Arasu Shankar –, Ms. Lavanya Hariharan – Zapluk and Mr. Shriram Sanjeevi –


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
    • Building the brand and social trust is important for long term ROI and can be achieved through a mix of social media channels
    • Influencer marketing is a very strong channel for ROI and also gets higher trust from consumers
    • 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 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 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.

Tools to Calculate ROI

One of the participants had a very relevant question – Sejal from Zoho asked what are the tools use for calculating ROI. In most cases, Google Analytics along with data from Google Adwords, FB Ads, Instagram Analytics and other social media analytics tools would suffice. Suneil added that Improvely could be a great tool to understand muti-touch attribution as consumers often interact with the brand multiple times before the sale is closed. This tool allows you to see the history of the person and how they interacted with your brand. Read more about Improvely and other similar analytics tools here.

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.

Social Beat becomes Premier Google Partner

The Team at Social Beat is excited to announce that Social Beat has now gone from being an accredited Google partner to becoming a Premier Google Partner for Google Adwords/Pay Per click Advertising.

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.

Best Practices

Premier Google Partners are required to demonstrate that they are maximizing their clients’ performance by implementing Google’s recommended best practices in client accounts.

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 Us to get your Adwords campaign started or to optimize an existing campaign for better ROI.

Facebook Marketing Trends: What to expect in 2017

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.

Locowise study about facebook page frequency

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 [email protected] 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.

We also have an interesting blog on how to create low cost videos to tell your brand story – in case you are creating videos for the first time.

Mobile Is King

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.

shoponfb1 shoponfb2


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.

Instagram Analytics – What Can A Brand Expect

Analytics is by far one of the most important tools to help a company sell on the social media platform. Yes, driving traffic to the website is equally important, but how do you find out what happens after that? That is where web and social media analytics comes to play. Every social networking site has its own set of analytics that are both accurate and user-friendly. While Facebook, Twitter, Pinterest has inbuilt analytics, Instagram was lacking in it. Though Instagram shares the same ad platform as Facebook, the platform does not yet have an analytics tool like Facebook’s Insights and Audience Insights. Fortunately, there are a number of third-party Instagram analytics tools available for businesses and marketers to measure their marketing efforts until recently when Instagram announced its insights feature – Instagram ‘Business Tool’that will be made available directly in the app for its users!

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.


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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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.

Digital Chai Pe Charcha – Measuring ROI from Digital Marketing

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.

Call Tracking:

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.

The table below will help you with a simplified framework to calculate LTV. For more details on LTV calculation, you can read our article on Customer Lifecycle Value vs Cost of Acquisition in E-commerce.

LTV Metrics

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:

Edition 1 – Challenges Faced In Marketing A Startup

Edition 2 – Content Marketing Success In 2016

Edition 3  – 101 On Digital Advertising For Startups

Edition 4 – How To Use Instagram For Business

You can follow us on Facebook and Twitter! Check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.

What methodology do you use to calculate ROI from your digital marketing efforts? Do share your method, experience, and learnings in the comments below!

Mobile First Strategy to leverage micro moments of consumers

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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:

  1. 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.
  2. 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.
  3. 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.

Almost 40% of users wait not more than 3 seconds for a site to load before leaving the site, if you do not optimize your site better, all your other efforts becomes futile.

4. Measuring your strategy

You have done your best by being there, being useful, and being quick. With mobile first approach, these efforts will definitely reap results. The results can either be customers or leads to prospective customers. However, on the longer run, measuring and reviewing your micro moments strategy is what helps you to refine and evolve with the evolving trends.

Digital Chai Pe Charcha – How To Use Instagram For Business

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

  1. Instagram is a young and an emerging platform and great for Indian brands to get in early
  2. Instagram pictures showcase not just a good looking product or a service but a lifestyle
  3. High quality and organic pictures work very well on this platform and products need to be showcased with a story
  4. Text showcased on images in a creative and aesthetic way can work very well to promote content like blogs and articles
  5. 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
  6. 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.
  7. Instagram ads work especially well for mobile apps and websites that are mobile optimized
  8. It is important to keep track of your followers and unfollowers through apps like Crowdfire, social rank etc
  9. Hashtags are very important to help the right audience and can be broadly divided into three categories – Popular, Industry related and Brand specific
  10. 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.
  11. Using analytical tools available online, it is imperative to understand the progress of the page and even analyze the best performing hashtags
  12. 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!


Top Learnings from the comScore Advertising Benchmarks Report – 2016

ComScore recently published a report that highlights the advertising benchmarks for the year 2016. As a leading global cross-platform measurement company that accurately assesses audiences, brands, and consumers, comScore has analyzed and published a report on how ad blocking, invalid traffic, and viewability of ads are impacting delivery of advertisements across the globe. The report also lists what the concerned industries can do to tackle these challenges. The following is a brief summary on the key learning from the report.

The digital marketing industry, particularly the digital advertising industry, has experienced constant and powerful growth that has not show any signs of decline, so far. However, in order to continue its global rise, the industry needs to guarantee clean ad delivery, i.e. ads should be viewable to the consumers, and it should be free from fraud. Nevertheless, an ad that is not seen by consumers cannot have any impact.

Based on research and data mining, the comScore report enlightens us with some key learning across the following three extensive categories.

1. The growing global phenomenon of ad blocking


Young users aged 18-24 are more likely to block desktop ads than any other average user. In fact, young males are 100% more likely and young females are 42% more likely to block ads in comparison with other users from the US. Moreover, users from higher income segments block ads more than average users.

How to resolve this:

The sole way to resolve this issue is to refocus on user experience. These statistics are a wake-up call for all the digital advertisers to improve their ad quality in terms of content as well as user experience. Seeking less invasive options, with or without advertising, can also be a good alternative.


2. The rise in sophisticated ad fraud


In December 2015, almost 80% of the global invalid traffic (IVT) was sophisticated. Additionally, ads that have less transparency like video ads on programmatic exchanges are almost 4.5 times more prone to IVT than its direct counterparts. In general, with wider CPMs, videos give a higher chance for IVT than display ads.

How to resolve this:

Sophisticated IVT requires advanced analytics to detect. Therefore, it is very crucial to protect websites and all ad campaigns using latest methods like comScore Triple Detection Technology, which goes beyond the standard filtration. This sophisticated IVT detection tool uses three key data assets, viz. ad tags, census page tags and a panel of humans. Detection methods like these not only measures invalid traffic, but also provides more protection. If sophisticated IVT detection methods are not in place, the whole advertising processes might go into waste.


3. 50% of the ads worldwide are still not seen


According to this comScore global report, more than half of ads worldwide still don’t have the opportunity to be seen. The desktop display viewability ranges from 39%-50% across all markets. Video viewability is even lesser; this is due to IVT on programmatic video exchanges. According to research, direct buys see higher viewability than their programmatic counterparts.

How to resolve this:

For better viewability and impact, one needs to improve delivery. Invalid traffic together with low viewability can create mayhem in any campaign. Therefore, when the performance of a campaign is evaluated only by using ads that have an opportunity to make an impression, advertising can be made two times more efficient. This will help publishers prove the worth of their advertising and marketers measure the true return on investment (ROI).


To summarize, ad blocking, invalid traffic (IVT), and low viewability are the three key challenges in digital advertising. However, by taking the above mentioned steps, clean campaign impressions and potent results can be guaranteed.

On-ground Survey on awareness of Digital Marketing

On 29th April, a Friday, instead of our usual chit-chat sessions (conducted every Friday to share knowledge & learning from varied spheres of life), we did something different! The entire team received a new plan wherein we were all assigned a unique task!
Being in the digital marketing industry, we are usually immersed in technology. We rarely go out and meet the real consumers whom we target on digital platforms – the consumers to whom we build awareness and drive sales for our clients. It was the time that we went & understood these consumers better. So we headed to one of the largest malls in Chennai, Express Avenue in the hope of meeting such consumers.

The whole idea behind the session was to interact with people and find out the awareness of whether they are aware of the digital platforms and that they are being targeted with advertisements day in & out. The entire team of Social Beat was split into teams of two each. Half of the teams were targeting people to find out about their knowledge in the area of digital advertising. The other half had a client for each team and decided to find out the consumer awareness of the brand. The main objective was to conduct a survey amongst the audience we target through online mediums on a daily basis and this was a first time for us! The exercise lasted for about two hours. The teams garnered a lot of knowledgeable outcomes by the end of the day. “A face to face survey helped us analyze and gauge the reactions of people when they were answering the questions asked”, said Kruthika, our social-media specialist which tells how different was it from a usual online feedback and survey we take.

Our survey on Digital marketing involved asking the following questions to people:
• Do you click on ads on Facebook?
• Do you know what Google ads are and if yes, have you clicked on one?
• Do you pay attention to banner ads?
• Do you use an Adblocker?
• What was the last thing you bought online?
• Do you prefer shopping from websites or mobile apps?

The insights were pretty surprising as most of the people did not even know what Facebook and Google advertisements were or how they looked like. “We had a mixed experience meeting people. On one hand, it was great to talk to them and get insights. But on the other hand, most of them did not know anything about being targeted online via advertisements”, said Bindhya and Natasha. While that was the case with people not aware of ads online, they do pay attention to banner ads but only for informational purpose and the consumers claim not to click on display ads, but that’s contrary to our experience where we receive meaningful leads and sales from Display advertising.

Coming to social media & Facebook ads, people are not aware of it because they do not know the difference between an organic post and an ad on their news feed. Fewer people who were aware of Facebook ads admit clicking on them only if it is attractive enough. Most of the people we met do not use an Adblocker on their browsers.

We also did a dipstick survey on whether the consumers are aware of our clients’ brands. Throughout the survey, the digital marketing experts at Social Beat were able to meet consumers, understand the reach of the brands (that we handle) and understand the competition in different industries. Many shoppers also highlighted that some of them still do not trust online brands (possibly biased by the fact that we were surveying these individuals in a mall). Word of mouth still plays a bigger role in influencing people so there is a lot of scope for Influencer marketing.

At the end of two hours, the activity was insightful and left us with an understanding that digital marketing has a long way to go!


Digital Chai Pe Charcha – 101 on Digital Advertising for Startups

The third edition of the Digital Chai Pe Charcha, held at our office on 23rd April 2016 received a wonderful response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion, led by Social Beat co-founder Suneil Chawla, was the effective use of digital advertising for customer acquisition and business growth.

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As a recap for those who attended the session and for the benefit of those who didn’t, here’s a summary of the key takeaways from the session:

Digital Advertising Terminology:

For those who are new to the world of digital advertising, there was a brief introduction to the terms that are used in the space:

Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.

Cost per Mille (Thousand Impressions) (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.

Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.

Cost per action (CPA):  A pricing method which calculates cost based on the number of times a user takes action based on an ad (conversions).

Click-through rate (CTR): The percentage of impressions that results in a click through.


Digital Advertising Industry Benchmarks:

Following a brief discussion on how attendees were using digital advertising for their business, there was a discussion on the CTR, CPC, CPA and CPL benchmarks one can expect to see for different industries, based on the years of experience Social Beat has in the space. The table with the industry benchmarks is below:



Digital Advertising Exercises:

Event attendees then made four teams and brainstormed on a digital advertising exercise – Two teams worked on increasing the number of orders for an ecommerce client while two worked on expanding the business for a retail chain to 100+ stores across two Indian states.

The ecommerce exercise can be downloaded here and the retail chain exercise can be downloaded here.

DigitalCPC 2

Key takeaways from the exercises:

  1. While scaling up digital advertising spends, always allocate more budgets to the platform or channel that is known to be performing and delivering results. So, for example if Google Adwords is proving better leads/orders and sales, revenue then grow that channel further. For many brands it might be Facebook, for some it could be Adwords, Third Party Platforms, Linkedin or even Pinterest.
  2. Every platform will have some ceiling beyond which spends cannot be scaled up anymore without increasing CPA. Past data from individual platforms and from Google Analytics can help with this.
  3. It might be prudent to allocate a small percentage of your advertising spends (anywhere between 5% to 10%) to experimenting with newer channels and avenues for customer acquisition.
  4. Facebook tends to be the lowest cost of acquisition for most industries and is an excellent medium to target audiences who are not necessarily searching for your product/service yet.
  5. More detailed ideas on leveraging digital advertising can be seen here.

Those of you who missed the first two editions of the Digital Chai Pe Charcha can check them out below:

Edition 1Challenges faced in marketing a startup

Edition 2Content Marketing Success in 2016

You can follow us on Facebook and Twitter or check out the hashtag #DigitalCPC for more details on the next Digital Chai Pe Charcha meet.

Are there any challenges you face when it comes to digital advertising for your brand? Do let us know in the comments below and we will be happy to help you out.

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