digital analytics

Why your website is not delivering results?

  • Vikas Chawla
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  • 16 April , 2013
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    • < 1 min read

An interesting article written on this subject highlights why many small and medium businesses have not been able to leverage their websites and online presence.

The first and most important thing is that the websites are not responsive or compatible across platforms (PC, tablet, smartphones, mobile etc). Consumers are increasingly browsing the internet on the go even in India. This means the websites should be accessible and viewable on any device.

The second finding from the study is even more revealing. Almost 80% of businesses do not feature their social media properties on their website. Social virality starts only when there is a critical mass in social media. Only if website users and traffic from the website is targeted towards social media, the critical mass can be reached.

The study also shows that not all websites call out the email address, phone number or contact form (if necessary for the business)  clearly on the homepage or header/footer. Print and TV advertising have already shown us that a strong call for action is required and the same is true for the web as well.

Finally, websites seem to be lacking Search Engine Optimisation. Most websites have over 35-40% traffic coming from search engines and now increasingly from social media, emails and affiliate marketing. This means search engines and Google in particular should be the first place to start for building traffic to the website. Its not just off page SEO that is missing, but basic onpage SEO that is lacking in many websites.

So when are you going to move to a a search engine optimised responsive website with a clear call to action?


Brands make the best use of IPL cricket connect

  • Vikas Chawla
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  • 9 April , 2013
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    • < 1 min read

This IPL dozens of brands are making the best IPL and the connect with cricket on social media. Rajasthan Royals recently teamed up with Operation Smile India, which provides free surgery to repair cleft lips, cleft palates and other facial deformities in children.

The company decided to use the power of social media to drive social change. Through a campaign developed by Ogilvy India, consumers are exhorted to express support for the cause by tweeting. The goal is to reach one million tweets by April 30. Though the company is in talks to bring corporates on board to help with funds, and is engaging with telecom majors to monetise the tweets, its first priority is the mass awareness of cleft deformity and available medical solutions. Besides Twitter and Facebook, YouTube and other platforms are in use.

Corporates are adding cricketers to the social media mix. Virender Sehwag wearing corrective prescription glasses attracted immense attention late February in Bangalore, during the Australia tour of India. Godrej Consumer Products used social media for its Cinthol brand.

The best case study is probably that of hashtag (#InViratsHead) which invited Indian cricket fans to answer what was going on in Virat’s head. Within three hours and without any media spends, the hashtag was trending worldwide. In just one day, the campaign generated 7,000 tweets and had 400+ followers in a five-hour time frame. The current reach: over 730,000. The campaign has reinstated the power of social media.

You can read the full article by Business Line here.


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