Stagnancy is death in the world of SEO (Search Engine Optimization). This is one battle field where you just cannot rest on your past laurels. A few days of inaction in a website are enough to kick it out of the Search Engine Result Pages. Due to the updated Search Engine Crawlers and Spiders and the huge volumes of SEO Content fed to them every day, it is very easy for them to forget the taste of the links to your website. The higher the days of inactive content, higher are the chances that your website is pushed into the dark alleys of the web world, out of reach of all Search Engine Bots.
A constant flow of content is an absolute must for any website. It is the energy which is required by a website in its race for the top spots in the Search Engine Results Page (SERP). The type of content required for SEO depends on the ways in which the Search Engines’ technologies search and rank. A competitive SEO Agency knows such processes inside out and effectively optimizes the visual and written content of website. SEO Content is also posted in other websites allowing blogs and articles posting and with back links to the website of the business. Even without the back links, SEO Experts build up the Online Reputation of the brand through such postings.
Creation of regular and unique content is a challenge that has to be faced by all SEO Agencies in the present competitive times. The regularity of the content varies on the popularity of the relevant keywords. Some keywords can be optimized with weekly postings while others require a daily dosage. The accurate calculation of the regularity with which the postings are to be done with respect to the keywords is an important attribute of a successful SEO Agency. A close watch on the behavior of the popular Search Engines is the first step required for such a calculation.
Digital Marketing in India has been influenced to a great extent by the unprecedented rise in the sales of smartphones. The figures reached a staggering 12.8 million, at a growth rate of 229% year-on-year, in the third quarter of 2013. The Digital Marketing Agencies in India duly stood up and made the necessary changes in their strategies. The results also put an end to the long standing debate on importance of Mobile Digital Marketing. Those who had opined that the growing importance of mobile phones, in the realms where Digital Marketing Techniques are formulated, was just a fluke and would not sustain, have been left eating their words.
The ways in which smartphones affect Digital Marketing are many in number. To begin with, the users have shifted to their smartphones for all sorts of communications including emails and sharing of files. The latest smartphones can effectively carry out practically all the functions of a desktop. Thus, the users prefer to carry them out from the conveniences of a smartphone. From the point of view of advertising, leaving the mobile users out of targeting is to completely leave out a major chunk of the consumers. The hopes of targeting a mobile user when he uses his desktop have been shattered as that may never happen. The smartphones, being faithful companions, also provides a huge opportunity of targeting the user at any time and at any place. Some of the latest ways in which Mobile Digital Advertising Agencies target smartphone users include campaigns embedded in games, applications, and value added services. Embedding Digital Advertisements in the applications is hugely gaining grounds as it is a non-interruptive way posting high impact campaigns.
Thus, to begin with, the most important thing for any business to do (if not done already) is to make its website mobile compatible. Though it is true that that most smartphones are now capable of loading even the full websites, strategizing in these lines would not be an inclusive policy. At a time when competition on the Digital Advertising turf is no less than a full-fledged war, sidelining even one segment of potential consumers can translate into huge losses for businesses. Once the website (especially the landing pages) has been optimized for smartphones, the next step would be to hire an able Digital Advertising Agency with the ability to pay special attention to the requirements of mobile advertising.
Pay per Click (PPC) Ads and Web Banners are the two of the foremost methods of advertising online. Pundits on each of them do not tire of trumpeting their importance. This often leads to situations where the advertiser becomes confused on which one to use to promote their brand. We have tried here to make an objective analysis of PPCs and Web Banners to clarify which one of them is more appropriate at which stages of promotion of your brand.
It has been found that, due to functional characteristics, Web Banners are better suited than PPCs during the launch of a new product. Though it is true that PPCs work out cheaper than Web Banners, it would not make much sense to wait for users to click on a product about which little is known. Web Banners have the ability to provide more information than PPCs and hence act as a better vehicle for creating awareness. They also stay on longer as the average time spent by a user at a web page he has searched for is more than the time he spends on the Search Engine Results Page (SERP).
After the name of the product has been etched on the minds of the users through Banner Ads, it is now time to boost the sales. PPCs, with their directness, are more capable of increasing sales than Banner Ads. PPCs, when clicked on, lead straight to the point of sales or the sales enquiry point. They should be used at this point of promotion to increase the returns.
Long Term Sales
Once the brand name has been established, advertisers can use both PPCs and Web Banners to initiate a long term promotional campaign. Since the users would have become well aware of the brand by this time, both the PPCs and Web Banners will function at their optimized levels.
Much of the distaste towards either one of them arises due to inappropriate application of the two. Top Banner Advertising Agencies would guide you on the appropriate time to invest in one or both of them. Both this calculation of the appropriate time and the placement of the ads are vital components of complete Online Advertising Solutions.
Local Internet Advertising is an effective way to counter the ill effects that Showrooming and ROPO have on online sales. As a beginner’s guide to Showrooming and ROPO, let us first define these two entities that pose a serious threat to the performance of Advertising. Showrooming is the practice where the user visits a retail shop and examines a product there. He then, will not make a purchase but search for the same product online and try to find a lower price in the online shopping sites. This lowers the results of advertising for the product done through the outdoor, print, TV, and radio media. ROPO stands for Research Online Purchase Offline. It is the practice of finding the details of the product on the net and making the actual purchase at the retail stores. Internet Advertising suffers losses due to this prevalent phenomenon. PPCs are the ones that suffer the most.
An excellent way of tackling the menace of Showrooming and ROPO is Local Internet Advertising. Local Internet Advertising involves placing Internet Ads for the retail shops and the products sold. It has of course become mandatory for every business to have an online presence. But in order to counter the effects of Showrooming and ROPO, it is important that the store also has an online sales outlet. Maintaining such sites are however tricky and thus only the Top Internet Advertising Agencies should be consulted for the same. A Local Internet Ad would draw consumers for both the retail store and the online store. Users searching for the product online, but intending to buy offline can be led to the nearby store through Local Internet Advertising. People visiting the stores, but intending to buy online can be led to the online store. Local Internet Advertising is especially important in countries like India where retail shops still have a prominent presence.
Contact the leading Internet Advertising Agency of India, MAD Advertising, to find lasting solutions to the problems that Showrooming and ROPO have on your business.
Internet Advertising, when it started, was loud in approach and strove to drive its purpose on hype and urgency. The high on promises and low on intention banners soon fell to the deaf years of the internet users. The users became more and more interested and involved in the content rather than the hype attempted by the ads. Elements like internet fraud also played a part as they too focused on promises that seem straight out of a fiction novel. The netizens soon realized that if it is too good to be true, then it is most probably not true. Internet Advertising took the remedial measurements and changed the attitude of the ads. Internet Ads are becoming simpler in their presentation, looking to engage the user rather than capture him with hype.
The most appropriate examples of this change are the PPC Ads. Mostly restricted to a couple of lines, PPCs are quite straightforward in their announcement. The banners too toned down quite a bit in their announcements and look to engage the reader with the information in the content rather than create hype around the product or service. SEO experts believe that this trend will continue in 2014 and will be fuelled by the discussion forums. Thus, one of the things that internet users can expect in 2014 is engaging and enriching content as Internet Advertising Agencies will compete in providing extensive social media coverage to their clients. Maintaining a good Online Reputation will become an important key deliverable of agencies providing Internet Advertising Services.
An important question in Mobile Advertising, like any form of Advertising, concerns the tone of the pitch being made for the product. Some say that an advertisement should be more informative so that the ones who actually need the product or service would be benefitted. That saying, just like many other traits of advertising, belongs to a past age now. The modern world of advertising has come to know and accept methods like “ambush advertising” where masked attacks are launched at the competitors. Mobile Advertising has also seen a change in trend and the Mobile Banners that once enticed at the most, now also attempt to provoke the user into feeling shame, guilty or threatened.
How many of you have encountered pop up banners saying something like, “Beware!! 33 viruses detected in your mobile!!”? Did you stop to notice that this happened only when you performed certain actions like opening an application? No? You became so concerned that you stopped noticing anything else. The banner has then fulfilled its primary task. If you have clicked on the same, its purpose has been fulfilled. This is the latest in the line of Mobile Ads that provoke a reaction in the viewer that would lead him to click on the link to the website of the advertiser. This style stands in difference from the traditional Web Banners where the attempts that are made are to entice the user with ad copies like “Find the cheapest mobile phones here”.
Thus, the most important question for Mobile Advertising Agencies right now is whether to entice or to provoke.
Some in the industry of Internet Advertising believe that if one invests in PPC, there is no requirement for Banner Advertisements. However, apart from the fact that Banner Ads are still important as a low cost method of targeting a wide viewership, they can also be used to boost the PPCs. It has been found that many users search for a product or service after seeing a Web Banner for the same. In such cases, the traffic for the PPC is created by the Banner Ad.
It is ideal for a new launch to initiate the online promotions through the Banners first. Unlike the PPCs, Banners reach a large number of users. Since they prove lower in cost than the PPCs, it is a good way to introduce the product or service. Once the desired levels of visibility have been attained, investments in PPC can be made. Many Internet Advertising Agencies, offering Banner Advertising Services, also recommend running both of them at the same time. The Web Banners would then attract traffic from other relevant sites and the PPCs would come into play once the user has shifted into the buying mode.