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    The Content Marketing landscape is an ever-changing one. It is always transforming because the way consumers interact with brands keeps on evolving with time. Gone are the days when it was just limited to blog posts and editorials. It is now a holistic approach that relies on a vast range of digital marketing tactics such as email, social media, SEO, and third-party, interactive and video content. It now plays a more significant role in reinforcing the brand positioning and fueling purchase decision making than ever before.

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    Posted by On July 7, 2020

     
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    Geo-targeting has always helped marketers reach the right set of target audiences without much hassle. Facebook too, is enthusiastic about enabling marketers to reach their target audience based on the location. This is a useful feature, especially if you are a local business. Geo-targeting allows you to selectively publish your content for a particular chosen geographical area than to the whole world.

    To strengthen location or geo-targeting, Facebook now enables you to target users based on specific fields like addresses. All you need to do is enter a physical address or geographic location in the ‘Locations' field to target users in that area. For instance, let’s say you own a footwear shop in New Delhi and want people to visit your shop. You can simply type the address into your ad targeting and choose the target audience in and around the area of operations. Your ad will be visible only to those people.

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    Marketing is thinking beyond money. When you start designing your marketing strategy on this note, then deriving marketing goals and tactics become easy and achieving those goals becomes a believable job. Another important aspect of good marketing is authenticity. Your product can be the best in the world but it will go waste if you are unable to connect with people. You have to treat your customers and team like real people and establish a strong connection that they choose you from the existing clutter of similar products. That is what exactly holds true for digital marketing as well.

    It’s important to understand that your digital marketing strategy needs to be integrated with your overall marketing goals. You have to strike a balance between revenue and brand goodwill while aligning your goals. The right path to take is to start as a visionary by understanding your business and brand and then finally analyzing and deciding the marketing goals for the company. For instance, your brand might not need to be on a particular social media platform because your target audience isn’t found there. You need to thoroughly research and understand how your product and service will add value to your market and how can you position yourself better than your competition.

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    A rich client experience is an essential giveaway for every organization that uses social media to reach both the existing and potential consumers. The customer today expects a quick acknowledgement and resolution to his issues. This has made social media yet another important avenue for customers to reach brands.

    A study by State of Inbound Marketing in 2012 revealed that social media has a 100% higher lead-to-close rate than outbound marketing. Also, a report of 2012 revealed that 77% of B2C companies and 43% of B2B companies used Facebook to acquire new customers. Another study revealed that 62% of marketers said social media had become more important to marketing campaigns in the last 6 months. This has made having an engaging social media marketing strategy imperative to business houses to retain existing customers and attract new fans that can be converted into new customers.

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    In the era, when social media is increasingly becoming a genuine extension of websites from being a standalone entity, the use of social media analytics is also critical to assess and guide the social media strategy. However, most of us think that spending quality time on social media is enough and spending more time to track and analyze what we do there is not required. What we fail to understand is that to get quality business leads through social media avenues, tracking your activities on these media is essential. It helps you evaluate what is working out for you and what is taking you down, and assists you to gauge your progress during a specified period, which helps you save time and be ahead of the curve. Social media analytics is thus gradually pacing up as a precious marketing tool to help strengthen your digital standing.

    Social Media Analytics Defined

     

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    Effective marketing, paid or unpaid, backs winning brand stories. While, paid marketing gets you instant results in numbers, organic marketing is what sustains the activity and amplifies the reach. No matter how old-school organic marketing may appear to marketers today, it still proves to be a less cost-intensive method which helps seed positive sentiment in consumers and raise conversation levels within the target audience. Given that it is usually a slow paced process, it is generally on the backburner and paid marketing takes the front line.

    However, marketers need to relate organic marketing with the fact that ‘Marketing is a continuous process’ and you need to constantly invest time and effort to reach your consumers. Which is precisely why Pulp Strategy Communications took the disruptive route to launch their new baby Rescue ‘em in the market with online storytelling that went viral.

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    The love for video amongst consumer is increasing by the day. A recent study by Adobe reveals that online video is seeing an upward trend since last year. Video consumption among consumers increased to 43% in Q2 of 2014, as compared to the stats around the same time in the last year. In all, consumers watched 38.2 billion free videos online during these 3 months.

    Digging in deeper, stats also reveal that TV video consumption enjoyed a startling 388% increase in viewership in both free video and subscription-based viewing categories. The trends and consumer behavior is playing an active role in the growth of online video viewing and as time passes by, online videos will become a significant part of consumer’s day-to-day life. Further, video is also initiating changes that have already started to stabilize the content digital marketing industry, especially where spending on advertisements is involved.

    The digital marketing landscape will change tremendously for good with the video boom in 2015.

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    By popularizing terms like ‘food porn’ and ‘selfie’, Instagram is creating a space for itself as one of the most used social media platforms today. With the number of users crossing the 300 million mark in a short span, Instagram is all set to be a trendy social media platform in times to come. Ever wondered what is making Instagram so popular? What is so different about this trending social media platform? And how can you use it to benefit your business?

    Each social media has its own style and characteristics, for example Twitter as a platform gives you 140 characters to express yourself and Vine gives you 6 seconds video power, while Facebook is a medium that has no such limits except the 5 grid text limit on the images you share. Similarly, Instagram is characterized by square images. Everything on Instagram is square and all that you share, photos or videos, have to be square. At the same time, Instagram also gives you the freedom to showcase your creativity with square images and videos. The world is thus a big square in Instagram.

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    B2B Marketing is yet to completely explore and utilize the power of social media, especially LinkedIn to get potential leads by building brand awareness and driving traffic to the website. Amongst all the social media platforms, LinkedIn is fast becoming the most powerful lead generation tool for B2B marketers. To substantiate this further with numbers, LinkedIn is responsible for more than 80% of a business’s social media leads, while all the rest of the social media platforms put together amount to only 19.67% of leads!

    Comparison between Social Media Platforms

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    75% online users are more likely to scour through negative material available through searches as opposed to reading positive articles and information. This, to an extent can be attributed to social media that has made spreading negative content an easy job. People talk about brands, celebrities, events, and everything that they like or see around them. Being a marketer, you need to listen to and analyze everything that they are saying about your brand, and how is it affecting your business.

    People may say good, bad or ugly things about you. What they are saying is good when they talk positively about your brand. It’s bad when they talk negatively about it. And the worst case scenario is when they don’t talk about your brand at all, that’s ugly. This makes it imperative for brands to listen in carefully to what is being said about them. And not just listen but also influence your consumers to spread the good word (of mouth) for your brand using ORM.

    ORM or Online Reputation Management is a strategy that involves monitoring, identifying and influencing your digital credibility and reputation. An effective ORM strategy can also win you new opportunities and arm you with insights on increasing brand awareness.

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    You know you need to invest in mobile apps, when the number of smartphones in usage exceeds that of toothbrushes in a country. Now that’s hypothetical, maybe not. Emarketer predicts that the number of mobile phone users will surpass 5 billion people worldwide by 2017. People love to carry their smart phones almost everywhere and all the time, so they are connected with the world always. But does the world they are connected with, include your brand?

    Most of you will say a big ‘yes’ because you have a mobile-site. But with a profusion of mobile phones in the market, is having a mobile-site enough? Not really, with studies revealing that users perform better with apps than mobile-sites. Here are the 7 reasons that tell why you should have a mobile app for your business. Get your app here 

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