Auto Industry Disruption And Digital Marketing

Auto Industry Disruption And Digital Marketing

There are structural changes and disruption that the auto industry is going through not only in India, but globally and eventually this will impact the turns marketing will take, and also enter some new lanes marketing has not ventured into earlier.
There are three tectonic forces hitting the auto industry simultaneously, and even one of them would be powerful enough to disrupt the entire industry. This powerful trifecta of forces is fleets represented by app-based Cabs -on-demand like Uber/Ola, electric vehicles EV replacing IC engines, and finally, autonomous or driverless cars. A lot is written and said about the first two – the shared economy phenomenon, and the advent of electric. Not much attention, however, is paid to the third major disruption – driverless or autonomous cars. Most of us tend to believe that this is something that will never happen in India or will take a huge amount of time.

Autonomous cars will become a new marketing medium. In some sense, the car will become the new living room, with the lounging space and a host of entertainment options, and multimedia screens dotting every available surface inside the car. This will give a range of cross-channel opportunities for digital marketers,that could combine the offline and online mediums. There could be seamless advertising across car screens and billboards that the cars pass by. As the car nears a retail outlet, the two could communicate with each other to alert the passenger of discounts and offers. Your phone, the car, and physical outlets would work with each other seamlessly and present great marketing opportunities using connected IoT devices. Targeted advertising could mean something totally new, as the vehicle itself could be ordered (with consent, of course) to take the passenger directly to a new restaurant or outlet for introduction offers. Business development could itself develop.

For marketers, thus, there will be three huge challenges and opportunities:
• Precise location-based targeting: it will become very critical to integrate both physical and digital across cars, devices and the outside physical environment (billboards, retail outlets, fuel stations, restaurants) on the move, and build effective and powerful cross-channel communication and promotions
• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored.
• Real-time marketing: Alerts, ads, and messages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent
Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.

• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored.
• Real-time marketing: Alerts, ads, andmessages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent
Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.
Source:Devendra Chawla and Jaspreet Bindra

Indian market is ripe for online advertising disruption, says Criteo research

Indian market is ripe for online advertising disruption, says Criteo research

Key Insights:

  1. 49.4% of Indian survey participants stopped shopping from a brand that they were loyal to before because of poor customer service
  2. 83.3 % said YouTube helps them most to discover new brands
  3. 60.9% would try a new brand for the first time because it provides a discount that is personalized and relevant, and this also appears to be the best way to gain customer loyalty
  4. 44.4% strongly agree that their purchasing decision is affected by a company’s mission/values
  5. Customer service is still key as it is the main reason for remaining with a brand (62.3%), or for leaving if customer service is poor (49.4%)
  6. Consumers are least loyal to Groceries brands and are most loyal to Jewelry & Luxury Goods

The online shopping market in India holds tremendous potential as it has some of the largest consumer segments across each e-commerce category, and it is focused on innovation, research, and development, making it one of the leading e-commerce markets in the world. Advertising and technological advancements have led to better-personalized experiences as it allows the communication of hyper-personalized messages that resonate with the target customer.

Criteo, the advertising platform for the open Internet, unveiled the survey report titled ‘Why We Buy’.
The survey was conducted across 10 countries, with over 10,000 respondents split almost evenly over all countries. The report in respect of India highlights that 90% of Indian consumers are willing to consider a new brand across all the shopping/product categories, which is the highest compared with consumers from the other countries surveyed.

The report gave us insights into how consumers discover brands, with Omnichannel discovery on YouTube, Facebook and websites as the top channels – but they were far from being the only source. Relevance makes a difference- 66% of Indians like that online ads can help them in discovering new products, while 57% like online ads for reminding them of products they’re interested in, and 51% like that online ads offer discounts for products.

It has been phenomenal to witness the Indian consumer behavior and we are glad to share this on a larger platform for the benefit of the Indian advertising industry which has evolved from being a small-scale business to a full-fledged industry. It has been phenomenal to witness the advancements of technological innovation in advertising over the years. The shift of ad spending from traditional to digital media is happening at a rapid pace. The advertising and marketing sector in India is expected to enjoy a good run. Growth is expected in a retail advertisement, on the back of factors such as several players entering the food and beverages segment, e-commerce gaining more popularity in the country, and domestic companies testing out the waters”, Siddharth Dabhade, MD, Criteo India, said.

Source: Criteo

5 Aspects To Integrate SEO Into Website Content Strategy

5 Aspects To Integrate SEO Into Website Content Strategy

SEO is about planning your website’s messaging with the audience and search engines together. Creating a communication strategy for your online business is by far the most critical part of your online marketing efforts. SEO is a small part of this.
With SEO Content you want to:

  1. Address the audience you are talking to (what they are searching, finding or exploring) as opposed to what you have to offer
  2. Address the search engines telling them you have solid, relevant and useful content for visitors to look at. (This is the big change since a few years – keyword stuffing, keyword frequency, word limits, etc are all passe now) Content that is appreciated by viewers is automatically appreciated by the search engines (it is not the other way round as widely believed)
  3. Interact and Engage your reader/viewer. Write (as if you are talking) to your viewer naturally. The higher the engagement, the better your SEO.
  4. Get your viewers to share your content with others too. These are powerful signals for search engines to know your content is not just helpful for people viewing them but they are referring them to others too.
  5. generate relevant viewership rather than a crowd.

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Trach traffic and leads from google

How To Track Visitors Coming To Your Website From Google & Other Search Engines?

In this #TechKnow Blog you will know about how to track traffic and leads from Google:

Question:

How can I track the number of people that are visiting my website from search engine?

Below is brief about the answer to the question.
For detail explanation please watch the video.

Answer this question:

The easiest way is to install Google Analytics code on your website that will tell you not just how many visitors came in but where they came from, what did they do on your website, whether they took any action on your buttons, forms, email or phone links and lot more.
There are more sophisticated tools like Moz as well but for beginners, GA is a great start.
Hope this blog was helpful to you.

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How Can Audience Profiling Help Reduce Marketing Costs And Improve Online ROI?

Who is your online audience?

In most cases cusotmers say well, this is online right, so anybody can come & see my website.

Well, in this video we are going to see why audience is so crucial for defining online ROI for your business?

There are 3 ways How You Can Define Your Online Audience?
Let’s get start
ed

1) Know Thy Business:

Treat your audience as if you are sitting right in front of customer across the table.

So if you customer is sitting across, before he makes buying decision.
Those questions need to be answered to yourself & then you’re content to be positioned in that manner. Because you would want to talk to your potential customers right?

You won’t want to talk to everyone at the street about your product. You would want to talk to customers who are going to give you time who are interested in buying from you.

Know your business, what are the questions, what are the problems. Do not optimize you online content for search engines, optimize for your customers problems & solutions that you provide to them.
Because, make no mistake your customers are looking at solutions on the web not searching for random website.

2) Purpose Of Your Audience:

Now this will vary from business to business. But you need to clearly understand, identify & established what the purpose of that audience is when he comes to your website or online presence.

  • Is he coming for information?
  • Is he coming to take some action? Or
  • Is he coming to make some transaction? May buying from your store.

That purpose will be very clearly identified, established & presented to your customer.

Because many cases I have seen retail websites, giving away too much information without the main transactional calls. On the other hand I see lot of B2B websites giving a lot of transactional CTAs without providing right information. This is going to take your customer away. As I said customers are going to come to your website for solutions to their problems.

Therefore you need to be able to position yourself, your content, messaging in such a way you & they are very clear when they come online as to what they want & what has been delivered to them.

3) Audience Demography:

This is also an important aspect, but highly overlooked. Because you may have the relevant, engaging content, but if you are not hitting the right demography they you may be losing big opportunities.

Example: Is your business geared towards interacting with CEOs or you are trying to educate mid management through your online presence or you are trying to provide information to base level executives? Is that clear? Is it clear on your website? Do you know who is going to watch that content? Have your positioned your content? If you have very basic information given out & CEOs coming out watching out your content are they going to be impressed at all? No. Or you really give out high end stuff & your audience is the base level executives looking to find information so that he can create reports to present it to his boss, even he is going to get stuck. Because the way they will interpret, deceive for the language is going to be extremely different right?

So you really need to know who is going to read that content & how they are going to interpret it towards taking business actions & business decisions. So understanding of that demography becomes so crucial.
So those were 3 ways of establishing your online audience, there are so many other factors well but I have tried to cover top 3 according to me.

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Money Keyword in SEO

Money Keywords In SEO – What Are These And How To Identify Paying Visitors?

Question:

What are the money keywords in SEO?

Answer:

Below is brief about the answer to the question.For detail explanation please watch the video.

Any keyword that generates a relevant click through to your page is a money keyword.

This is in opposition to popular belief that keywords that are highly searched are the money keywords. This may be true for some business domains/verticals.

However, the real game is not bringing in traffic to the website, but to get them to pay for your service or inquire for a future purchase. That is where money changes hands and hence always keep a watch on keywords that bring “relevant traffic” as opposed to “a ton of traffic” to your website.

Example: “latest iPhone X ” may generate a ton of traffic for my iPhone franchise website but am not sure why that search was fired for – did the visitor want to know features or wanted to compare with older versions or wanted to buy that phone. I will get mixed traffic although a lot of it.

Instead, if someone fires in “exchange offer for iPhone X” – does that ring a bell? Does it clearly tell that the visitor is looking for options to buy (rather exchange his phone for another one) – this is money and hence a money keyword? This may have lower traffic volume but highly relevant and targeted.

Hope this blog was helpful to you.

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How To Build An Online Business Sustainable Long Term With Changing Technology?

In this ever-changing online world where things changed over six months.
What approach should be taken to be able to grow the online business sustainability?

Very interesting question and to that my answer was If we takes care of these 3 aspects, we would be able to build a sustainable and stable business over the long term.
Let’s see what they are.

1. Intent:
In the online world, a billion searches are happening every day for various reasons. For example, you are an online store selling mobile phones what could be the more pertinent search for you? An iPhone history our latest iPhone X Model which is more relevant for you? The second one Right? Which means understanding the context of what that search is so important for your business.

Because if I were to optimize for iPhone history which has been searched 10K times. It’s not going to bring your business. It just going to bring me traffic where people are trying to search for the iPhone history.

You want people to buy from you, Right? Therefore, capture the intent of the keywords being typed in and then optimize your online presence for that intent. That will always deliver relevant traffic for you and relevant traffic means business.

2) Content:
Once you’ve established intent on the search. You must quickly able to position the content that addresses that specific intent. So if in the previous example: latest iPhone X model Right? The content should be positioned to show various versions of the model, colors & specifications & everything that the user wants to know when he is making that final decision. What’s more? There should be also things like giving him comparisons to other models so that he can make an informed decision and at that place itself.
If he has a query, he should be able to connect with you as well. So positioning that content is so very important. So you understand the intent then you position your content to be able to convert that relevant traffic into an engaged one.

3) Engagement & Enablement:
The part of the content was to ensure that you create your content in such a way that the user remains engaged on your website or your online presence. So there are some questions, he is talking to you, looking at videos, reviews. He is able to ask questions. It’s all engagement.

And once you’ve got him engaged you have to be able to give him the power to make those buying decisions and to be able to simplify his buying experience. So you have an e-commerce facility on your website so he can make that purchase decision. You have a facility where he can request a quote, he can compare models, and you can give him offerings of accessories along with his purchases.
All that is enablement for the customer to make that buying decision.

So if you go through this root INTENT | CONTENT | ENGAGEMENT WITH ENABLEMENT

Irrespective of whatever happens in the online world, technology will change, the competition will increase, and search engines will go up and down. But you are directly targeting the customer. If we do that then that is no harm to business your business would always remain stably sustainable. Yes, you will have to make those changes. You will have to adapt to changing new technology and environment.

But the primary focus is the customer. So if you really understand your customer, you will be able to deliver long term business for your customers and grow your online business.

I hope this blog was helpful. If you have any questions please write to us on the email is shown on your screen.

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How is Digital Twins concept disturbing the manufacturing industry

How Is “Digital Twin” Concept Disrupting The Manufacturing Industry?

Previous waves of digital disruption have been characterized by replacing an existing product with a digital version that can be produced and distributed at a lower cost. For an example that shattered a long-established industry, look no further than the digitization of print media.

As digital disruption continues to transform more and more industries, one of the hot trends for 2018 is ‘digital twins’, with digital enhancing physical products and processes instead of completely replacing them.

The term ‘digital twin’ is widely credited to Dr. Michael Grieves, who used it in the 1980s while researching product lifecycle management at the University of Michigan. However, its true origins trace back to NASA’s work in pairing digital objects with physical ones in the early days of space exploration. At the time, this was achieved solely through simulation and modeling and did not benefit from communication between pairs of physical and digital objects.

Today, a digital twin is a near-real-time digital representation of a physical product, process or system. Internet of Things (IoT) sensors ensures changes in the physical system are immediately reflected in the digital twin, which is carefully analyzed to improve the performance of the actual product.
Read more

What is digital twin?
• 
This term was first introduced and clearly defined by Dr. Michael Grieves in 2003 at the University of Michigan.
• In digital twin, twin refers to the virtual representation/image (generally 3-D model) of a product, process or service. It’s a very important concept in the Internet of things (IoT).

How it works?
• Before the introduction of this concept, manufacturing companies used to create a virtual model of a new product (e.g. Car, bike, etc) first using computer-aided design (CAD) tools followed by converting this virtual model into an actual physical object. Then, they just discard or archive the virtual object as it was no longer in active use.

• With the digital twin concept, this virtual model is no longer discarded, rather, it is connected to the physical object through a cloud-based system. Also, a physical object does not use the same components as before in its development, rather, it contains smart components equipped with sensors.

• These sensors connected to the physical object collect real-time data about status, working condition, or position being integrated with a physical item, etc and send it back to the digital twin. Their interaction can help optimize the product’s performance.

For example, sensors might detect when a car’s engine oil needs changing, and the car’s digital twin will have an overlay image indicating the new information, which can appear on the owner’s smartphone or the manufacturer’s PLM system.

Need and Applications of Digital twin concept:

• This digital twin system can be leveraged to apply analytics for detecting anomalies, early warnings of glitches, predictions such as when to change engine filter, etc and optimization.
• For example, GE company has created Digital twin anomaly detection models to identify the anomalies in the bearings of rotating machines up to 60 days in advance, as opposed to usual 20–30 days.

Source: Ankit Sharma


Magneto 1.9 Supports End In 2020. Are You Ready For It?

Magneto 1.9 Supports End In 2020. Are You Ready For It?

Time is running out for the thousands of merchants still using Magento 1.9 or older. Support for Magento 1.9 is due to expire by June 2020 at the latest. But more importantly, support for PHP 5.6 has already expired. PHP is the scripting software that Magento runs on. Most hosting companies will be demanding that you stop using PHP 5.6. If they have not already, the hosting companies will soon turn it off.

Using a patch, Magento 1.9 can run with the newer versions of PHP, such as 7.3. But it is not at all certain that Magento extensions would also work. Thus, many merchants have correctly decided to migrate the entire Magento platform and not tinker with patching the PHP.

Many will migrate to Magento 2.0. It is better than Magento 1.9. Pages load faster and the checkout is faster, among other technical benefits. But why restrict yourself to Magento 2.0? Out of the box, it will be expensive to install, expensive to run, and expensive to maintain. Does your eCommerce site need all the functionality that this sledgehammer provides?

Magento is not inexpensive to run. If you have just a few orders per day, you should likely be on a cheaper and smaller system. If you process a significant number of daily orders or sell on multiple channels, you likely require an order management system. Most decent order management systems will interface with more than just Magento version 2.0.

Likewise, modern e-commerce platforms all provide the core functionality of most retailers. If you list all the features that you need — not the “nice to have” — you are likely to find that many platforms have them natively, without an extension.

How much does it cost to run Magento 1.9? Magento 2.0 will likely cost about the same. The main expenditures are:
• Hosting
• Maintenance of the software (including keeping it up to date)
• Man hours in keeping the content up to date
• License fees for all the needed extensions

Before switching off the live 1.9 system, most developers recommend
• Creating a new 2.0 installation
• Importing all of the data
• Getting it running fully

Migrating to a different platform will be no different. The same technical challenges exist. You would still need to create 301 redirects. You would need to integrate with all third-party software. You’ll need to test. Whether it’s Magento 2.0 or another option, the migration is similar.

Source: Practicalecommerce.com

What Is Good For Your Website? Higher Or Lower Bounce Rate

What Is Good For Your Website? Higher Or Lower Bounce Rate

In this #TechKnow Session Parveen explains, What-is-Higher-or-Lower-Bounce-Rate?
Which-is-Better for your Website?

Bounce Rate is a highly misunderstood and misperceived metric.
The general belief is that lower the bounce rate, better the quality score of the page, website. Logically that’s correct – because it means – the user has continued to browse to another page of the site i.e. continuation of his session on the particular website.
When I started working on SEO way back in 2004, there was no concept of bounce rate at all. Getting users on our website was a big success and increased traffic meant Google gave your site a push in their rankings.

Things have dramatically changed after that. Until a few years ago, a 40% or lower bounce rate was considered great for any website.
ECommerce and Mobile changed that perception forever.
e.g.You have a one-page website where the visitor can review products and buy on the fly from your store. All the action including making the purchase happens on one page or at most another one which says “Thank You for Buying From Us” or “Thanks for Subscribing”.

What would be the bounce of the website now? 50% because everything happens on the one/two pages of the website. Are you complaining though?
No, as long as the user completes the desired action and closes the website. Right?

Summary:
Bounce Rate is a good metric to measure user experience/flow on a website but “how much is too much” will depend on the intuitive nature of website you have developed, your website’s intended flow for the user and goals hit on the website page.

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