Make Your Content “Seeable”, Not Just “Readable”

- Mansi Priya, Marketing, Trivone Digital

If you are struggling to obtain results from your content marketing efforts, it’s time to power up and take your content marketing to the next level. Today, words are not enough to keep customers and prospects engaged. Whitepapers are no longer the secret to inbound marketing. Visual has become the new norm.

Content, especially marketing content, is not just something one can read and understand; you would be no different from newspapers that have content people consume at will. To engage prospects and customers, content should be able to connect with them, address their issues, concerns and challenges. When your content descends into the battleground of your prospective clients, it becomes immediately relevant, engaging and of significance.

Using the right tools, you can speed up this process. Light the fires around your content strategy by effectively utilizing visual content— infographics, videos, GIFs, memes and much more. Get creative and bold—show your customers and prospects ideas instead of telling them. Make your content more “seeable” than just readable.

Word-heavy content can easily kill interest. Break the monotony of plain text. Make the content light and consumable by using images to simplify complex concepts and ideas. Clients and prospects would find it 10x more attention-worthy and easy-to-follow. To connect effectively with your target audience, build a strong story and tell it with images, comic strips, videos or memes.

The more the images and infographics in your content, the more shareable it is on digital platforms, and higher the chance of it going viral.

So focus your efforts on making an impact with the content you have: To reach your audience, keep it short on text and high on visuals!

Why To Adopt Digital Media?

Posted on by 0 comment

- Anubha Narula, Head-Media Sales, Trivone Media

We all know that Digital media has revolutionized marketing and advertising, transforming them in ways that one can no longer ignore. It has created a lasting impact in the way people communicate and connect with each other, and with enterprises.

Digital media is so pervasive that anyone can access information anytime, anywhere and from any device/channel. As in business where effective and quality communication is the key to growth, it takes professional, technical and marketing skills to identify, engage and develop relationships with customers in the digital environment. It is a channel where the consumers are exposed not just to what you say about your company or brand but also to what media, friends, relatives, peers etc. are saying.

why_to_adopt_digital_media

Digital Media can be a mixed bag, offering both advantages and disadvantages. Poorly handled, customer ire in this very channel can go viral and literally shut down business. But expertly leveraged, it can be tremendously beneficial for your business. Here is a quick look at the advantages of digital media.

Benefits

  • It is easier to promote your business or brand, using a number of channels like emails, social networks (Facebook, Twitter, etc.) web chat and more. With these you can reach the mass audience faster, and keep pace with their changing preferences
  • Data analysis can help you add the crucial element of personalization, and you can customize requirements as per the client’s need faster
  • People are using social media sites more than any other channel as they are faster and easily accessible

Challenges & Solutions:

Paradigm Shift in buying behaviour: The biggest challenge marketers face today is a permanent shift in consumer behaviour, which is a complex task to handle. With the advent of smartphones and tablets, the consumer feels more resourceful and empowered to make various buying decisions. Also, with the penetration of internet enabled devices, consumers have access to information about the product or service he is buying.

Marketers need to adapt to these changes and make the experience easier to the customer by interacting with customers and being aware of their demands. Instead of overwhelming the customer with a plethora of irrelevant information, marketers can focus on aspects like quality and innovation of their product/service and help customers have a more enriching buying experience.

Difficulty in leveraging content management according to the changing consumer behaviour: In digital world, the content is the king and one of the main aspects of marketing that drives considerable traffic to a brand’s website. Hence, it has to be relevant, relatable and up-to-date. Content management is the centre of any change, it determines how we do our business. This means that the content management has to be at par with the changing buying patterns and needs of the consumer.

Marketers need to ensure that they have an up-to-date content management and marketing strategy that clearly communicates a brand’s core values and helps the consumers to make a better buying decision. They need to ensure that the content on their website is woven around their target audience and clearly addresses their concerns.

Tapping on the power of browser-based apps : At a time when customers are looking for easy and hassle free browsing experience coupled with high penetration of smartphones amongst the users , leveraging the power of browser-based apps is the need of the hour. Brands can make their presence more visible and build a wider customer base utilising the reachability of mobile apps. But there is huge competition in this segment as almost every brand is building an app for selling their product/service.

Thus marketers need to identify the intensity of competition and build a marketing strategy that would help them establish a strong hold in the market. They need to look for innovative and novel ideas in designing browser-based apps, that would help them create a unique brand vale that the customer can easily identify with and remember.

Planning Your Social Media Strategy

Posted on by 0 comment

- Mansi Priya, Marketing, Trivone Content

Does your business have a website? If the answer is yes, you are on the right track. But a mere website presence cannot guarantee success – especially in the age of instant information and social media. The far-reaching influence of social networks is redefining the way organizations interact and engage with customers—anytime, anywhere. Traditional marketing strategies are being reshaped by emerging technologies and the power of social, underlining the need to keep pace with the changing needs and preferences of your customers.

Planning-Your-Social-Media-Strategy

An engaging social media presence—on sites like Facebook, Twitter, Instagram— gives your business an opportunity to connect with your existing and potential customers. It opens up new channels of communication with them and facilitates promotion of products, services and offers. An effective social media marketing strategy can therefore help you boost your bottom line as well as brand image.

Here are a few things you need to keep in mind:

Follow the plan: You must get your plan ready before you execute it. In 2016, if you are planning to use social media to reach more people, you need to employ some innovative strategies. On social media, things change rapidly. Strategies that were a success in the previous years may not work for the next year. So your social media plan must allow for flexibility and quick response.

Quantity Vs Quality: It is not the quantity of your posts that makes your social strategy a success. In order to be effective, you don’t need many posts; you need posts that readers can connect with or respond to. More than the number of posts, focus on the quality of the messages that reach your audience.

Target community: Expanding your social media presence ensures you engage more with your customers. Focused social media marketing can widen your reach if you pick the right community to deliver the right message.

Competition analysis: To consistently innovate new strategies for communication on social media, keep an eagle eye on your competitors. Observe them closely to benchmark your performance and be ready for the next innovation.

Media Spends: Majority of businesses now have a social media presence. It is vital to be visible in the crowd as the competition intensifies to deliver the most engaging tweets and posts. To make sure that your content reaches the right audience, media spends are important. Organizations need to allocate a good-sized budget for media spends for effective social media marketing.

Social on Mobile: People consume the maximum content through social media. The widespread proliferation of mobile is the cherry on top. Mobile has ensured that people have higher-than-average presence on social media, creating a growing captive audience for marketers. People can now access content wherever and whenever they want. Yet, attention spans have reduced, so you need to make sure your marketing message is conveyed through the right channel, to the right audience, quickly and effectively.

In a connected world, your customers are closer to you than you imagine. With the emergence of newer social media platforms (Vimeo, Peach, etc.), starting the right conversations with your target audience is only a matter of devising the right social media strategy. The sky is literally the limit for social marketing—provided you can leverage the opportunity!

 

Five Skills Social Media Managers Must Have

Posted on by 0 comment

Kavitha Mhatre, HR Head, Trivone Digital

Five years ago, their role did not even exist. Yet, today, theirs is a highly sought-after skillset – a role that is changing as we speak. We are talking about your Community Managers, Social Media Experts and Digital Personnel. They are whom we turn to for managing social media for our brands and your clients’ brands.

social media expert

While hiring, a tab is kept on the essentials – online experience, responsiveness, ability to multitask. But in today’s dynamic market, this niche skillset requires you to look beyond the basics. Here are some value-add skills and attributes to look for in a social media resource:

Passion and enthusiasm
A social media manager must be able to excite the audience with your brand. To do that, you need an enthusiastic social media team. One that is passionate and understands the value of creating engaging conversations and empowering the consumer with a voice.

Staying one step ahead 
The only permanent thing about Social Media is change. Your social media team deals with it by staying ahead of the curve – reading social media blogs, signing up for feeds, making Twitter their new BFF, curating their own content, joining LinkedIn groups. This helps them to understand what kind of tools and apps are available out there, what is trending and how it can be used to better your campaigns.

Relationship building 
Today every business needs to build relationships.  Your social media ambassadors need to identify with the audience and their influencers. One way to go about doing that is by finding an emotional connect with people. Not by spamming them or begging for follows.  Or saying what they think people want to hear. But by actually building and fostering online relationships with them using conversations to gain insights into their needs. 

Focus on analysis  
This one is really simple. Is your current social media strategy working out for your business?  What is the best strategy for your business?  A good social media manager should be able to answer that with sound data and metrics – audience demographics, customer preferences and behavior, what drove the maximum engagement, which campaign produced the prime buzz, and the impact of it all on the growth of your account. He or she should then be able to convert the derived data into robust business plans and outcomes.

Taking risks
Your audience wants something new all the time! It could be a campaign that strikes an emotional chord or a well thought out strategy. It’s just not about the tried and tested anymore. You need a fearless social media manager who is not afraid to innovate and try something new.  

The key to social media communication is to keep it likable; keep it consistent; keep it engaging.  If you have figured how to innovate by infusing these elements in your campaigns, then you are pretty much on track. The digital track that is!

 

The Twain Shall Meet, Someday

- L. Subramanyan, CEO, Trivone Digital

Now, that is settled, you have two worlds in the supply side – the industrial (read the old world) and the Digital (the new order). The narrative always distinguishes the one from the other, Digital economy, with all its net-based trappings is sharply differentiated from the old economy – the manufacturers, the small industries and so on. Even the stats released scream the same news, why even our Prime Minister talks about Digital India and Make in India, in different breaths..
That has to change, just as the old economy cannot tap newer opportunities without embracing the new tools of trade, the digital players, at some stage or the other, will have to start looking at the Brick and Mortar (BAM) realities. To read the two of them as separate is to miss an extremely critical conjunction where the sum of the parts (of each) can be dramatically more than the whole.

digital and industrial world

Look at Mumbai Police. Policing is an old school methodology.. particularly in India. However, in a space of three weeks, Mumbai Police dramatically transformed their entire messaging and its efficacy by combining old school techniques (enforcement drives, fines etc) with social media tools. They built and nurtured a community on Twitter, showed a human, and oftentimes, a humorous face, to their constituents and told the Mumbaikar to behave. They could have done that using hoardings or ads in newspapers, by choosing to tweet, they reached out to influencers and their followers, to spread the word and dramatically improved their messaging reach.

What does this mean for the average Indian manufacturer who probably has an apology for a website and has very little interest and understanding of digital media? To my mind, five things:
1.    Leverage your community: Digital companies have spent and are spending humongous cash to build their communities. You already have yours – your customers, prospects, suppliers et al. It is finite, perhaps smaller in number, but has a much larger monetizability. Consequently, it is much easier to get them together within your brand and start conversations with them to understand them better.
2.    Rational conversations: Your community, and your discussions, are much more appealing to a rationale than to an emotion. Here is your opportunity to start the conversation. Sure many of your constituents are not online or social. So what? You have to start somewhere, and earlier the better.
3.    Social interaction: You spend a significant amount of time and money to get to know your customers – dinners, conferences, meetings… Wouldn’t you like to supplement this by getting into a discussion with them on a daily, weekly or monthly basis? Are’nt there any issues that you always wanted to discuss – be it the coming budget or the interest rates or even the price of Narendra Modi’s outfit? Why would you wait till the elusive dinner to do that? Make it a continuum rather than a point discussion. Discover your constituency.
4.    Leverage the www: Your website doesn’t have to be a static broadcast tool. It can be dynamic. It can represent your brand, your products, your ethos, your chairman’s vision, the solutions, your team, your champion within your company, the unsung hero who needs to be recognized… it can be as dynamic as it gets, and certainly a lot more dynamic than your glossy brochure that you got printed last month! Think about it. So, build your web presence, but with a lot more content, text, audio, video, graphics. It is all out there to be leveraged.
5.    And finally, focus on the Content: The difference between one website and the other, is just the value of content and how it is shown. So don’t scrimp on the content, it is dynamic and needs to change, to reflect your company. There are real people, within your company and within your constituency.. leverage that reality.

So what happens if you do all of the above? At one level, there could be some minimal cosmetic changes. However, at another level, you start interacting with your constituents much faster, in a much more focused manner. Your prospects start seeing you as a real company, with real people, and not just as a faceless manufacturer of mechanical seals! The quality of your discussions goes up as does the quality of your BD, and sometimes in the near future, the velocity of your BD.
Digital is not just a ‘nice to have’ but a rapidly evolving ‘must have’. The power that B2B can provide to digital initiatives is enormous and can have a much quicker impact on the business than a consumer facing initiative.
When Make in India meets Digital India… magic happens!

L Subramanyan
Is the CEO and Founder of  Trivone Digital Services, the agency which conceptualized and ran the Mumbai Police Social Media campaign. The views are personal.

Importance Of Content Marketing Strategy

Posted on by 0 comment

- Anit J. George, Content Writer, Trivone Digital

A website is an active medium for getting information about your products or services. Content is of prime importance, and its quality matters most. The success or failure of your website depends on the quality of content, which can make or break your online business.

content-marketing

Have you been using the previous year’s content marketing strategy? If so, you need to change it for the coming year by drawing up a strong content marketing plan that meets your business goals.

Digital marketing is the latest trend and quality online content can provide your customers valuable information about your products and services.

Content marketing is important to your business for the following reasons:
It provides information: Potential customers must know about your products or services to help them decide as to how it benefit them. Your website content should spur them into action!

It drives traffic: Every kind of business these days desires to develop web content that would draw maximum attention. Content should be well written and constantly updated to have a positive impact.

It develops loyal customers: Good quality content can create a positive buzz about your products and services and result in loyal customers who follow your brand constantly.

It enhances SEO – Your website’s visibility is enhanced by good quality content. It would lead to the building of a powerful brand by linking SEO to an effective content marketing strategy and thereby improving the rankings.

Your content marketing strategy should encompass all digital media, such as social media, blogs, marketing and promotions. If implemented effectively, it could give a major boost to your business.

Changing Digital Content in 2015

Mansi Priya, Marketing, Trivone Digital

The digital content landscape has been through many changes in the last few years. The world moved its eyes from newspapers and books to e-books and e-newspapers, from laptops to ipad and mobiles – and social media has grown rapidly. Considering the changing trends in digital content, there are some focus areas for delivering good content in 2016.

Digital Content

Mobile marketing has seen significant growth, and this trend seems to continue into 2016. In today’s fast paced world, people have less time and prefer to have information on their palm. Due to this growing trend, apps like Snapchat, Whatsapp, Facebook for mobile, Twitter for mobile etc. has gained popularity. According to surveys, mobile access to content is increasing. So, remember to include mobile screens when delivering digital content.

Social Media Marketing is another element that has added value to digital content. Many companies, brands, celebrities, leaders etc. have taken this with impressive results. In 2015, the American President Barack Obama also started using twitter. Many top brands added to their bottom lines using social media marketing. This tells us the potential of Social Media Marketing and its future.

As mobile marketing and social media marketing are booming, so is visual content. Videos are a big hit on social media, and the content becomes even more engaging on mobile. Making interactive videos for mobile and social has enhanced the marketing and branding activities of many companies. People like videos and engages better with these than text content. If you want to stay on top of content marketing in 2016, include videos, pictures, graphics and other visual based content.

E-reading is also becoming popular. From thick paperbacks to light weight reading gadgets. E-books are giving the print volumes a decent run from their money. For many users, E-books provide better reading experience and more options at lower costs than printed.

Moving forward, content will need to be more personalised. Many website owners and bloggers receive most positive feedback when content is published for a specific audience. So, the focus should move from utilising generic content to writing customised content that specifically addresses the interests and concerns of customers.

Consider these platforms/measures for better content marketing better in 2016. Stay ahead in the digital industry by delivering improved customer experiences.

Why You Can’t Depend On Twitter Polls

- Prasanto K. Roy, Head – Media Services, Trivone Digital

Why-you-can't-depend-on-Twitter-Polls

Well, mostly — accept to prove what the pollster already believes

Towards end-October, Twitter finally rolled out the ‘poll’ feature on its most popular platforms: the desktop Web, iOS and Android. So now you can ask your followers and their followers, important stuff like who’ll win Bihar, or whether they’d rather date Justin Bieber or a troll, or whether New India’s symbol should be a spaceship or a cow.

How much can you depend on the Twitter poll for real insight, though?

The short answer is: not much.

The longer answer is, it depends on what you’re depending on it for, insight, or influence. If it’s to prove something you already believe to be true, yeah, that works. All you have to do is craft your question and response options in a way that will get most people picking the answer you want, and let selection bias do the rest.

What’s the selection bias here? That’s the big filter: you and your followers. They’re aligned to your thinking. If you’re into tech, or Hindutva, or medicine, you already have many followers with similar interests, and many with similar thinking.

Here’s a simple experiment. A senior journalist with center-right leanings and over 80,000 followers on Twitter posted this poll in early November: In your day-to-day affairs, have you experienced a rise in intolerance lately? The options: a. Yes, there’s venom, and b. None, whatsoever.

As you might expect, only 8% of 1,667 who voted said Yes, there’s venom. Why? One, because of the way it was worded. Indeed: in my day to day affairs, I’m less likely to have experienced intolerance, let alone ‘venom’. (Note also the extreme contrast between the two response options.) And finally, there’s the selection bias of the pollster’s followers being likely right-wing-inclined.

Abhijeet Poll Final

A twitter poll result can change drastically depending on who's asking–and on the exact word

To test this out, I posted a similar, but simpler, question: Do you see rising intolerance in India? Yes or No. To dilute selection bias just a bit, I put in request to RT. Over 180 retweets (18,300 impressions) took it to a more diverse audience. And as against the 8% who said Yes in Abhijeet’s poll (which got 84 retweets), 44% of the 1,891 who voted on my poll said Yes, they saw rising intolerance.

PKR Poll FinalWider sharing can help dilute selection bias (here, 180 RTs, 18,300 impressions)

The pattern was interesting. In the first 30 minutes, with 99 votes, 63% said Yes to rising intolerance. Those would be my immediate followers. As the poll was RT’d, diluting selection bias somewhat, the “Yes” responses dropped to 55%. With further RTs, especially from right-wing handles, the Yes responses dropped below 50% and finally settled at 44% when the poll closed 24 hours later.

PKR Poll Hour 1

In the first hour, with only the pollster's own followers responding, selection bias shows

No, I don’t believe even this 44-66 is necessarily a representative response for India.

The point here isn’t about intolerance, but about how unscientific online polls can be with the best of intentions. The answer to the same question can vary widely based on who is asking, how the question and responses are phrased, and who shared it. Among other factors.

Someone qualified in market research can do things to reduce bias and get more dependable answers. Or, conversely, to manipulate those answers to ‘prove’ virtually anything.

You could argue that this is true of all polls, especially online ones, including SurveyMonkey polls. Well, Twitter makes it so much easier to poll. Expect to see an explosion of them, with everyone becoming a pollster and surveyor. Just as Twitter turned everyone into a journalist, killing mainstream media.

Oh wait. It didn’t.

It’s Not Just Content Marketing, It’s Value Addition

- Mansi Priya, Marketing, Trivone Digital

Today’s audience can spot inauthenticity a mile away. Content Marketing is about adding value to consumers, not advertising to them. Do that ~ Allie Klien

Modern CMOs know that growth and fragmentation of digital marketing is creating new juncture to reach the target audience across different demographics, locations, devices etc. However, the same trends are increasing the personalisation, complexity and volume of content and data their organisations must manage. We can analyse that, today’s marketing trends are changing the role and responsibilities of the existing CMOs. The modern CMO knows that all companies are digital companies and has to keep pace with complexity of modernised marketing tactics.

Content Marketing

The role of the modern CMO is not only to focus on content marketing but much more than that. According to a survey, B2B companies are spending most of the budgets on curation, delivery and promotion of their content in order to drive business, influence customers and grow their brand presence. Despite increasing expenditure on content, too many campaigns are failing to connect with customer needs and concerns. Many fail to understand that it is not just about content anymore, having an engagement and connectivity with customer is vital.

New channels of engagement are increasing the complexity and cost of content marketing. Reaching the right audience on the right platform is essential. CMO should be in process to plan content marketing to reach the target audience on multiple platforms through multiple devices. It is no longer putting thought leadership piece in a mail or blog, there has to be a go-to-market plan as well. A plan to address various audience around digital. The content strategy has to be comprehensive with an integrated marketing program.

The CMO today should be in process to create content strategy involving the right people, processes and technology. There is a need to keep pace with rapid changing technologies, understanding about customer sentiments and knowledge of competitive threats. Since online content significantly influences buying behavior, customer relevant and engaging content is one of the most essential need that should be worked on.

Apart from creating the right content, its placement is equally important. It should reach the target audience in the most user friendly manner. According to a survey majority of the people access B2B content through smartphones. The second major half access the same through tablets. It is critically important to have mobile content that reaches majority of the target audience. 

Online content is imperative in influencing and shaping strategic dicussions to help marketers and sales teams to automate the process of customer acquisition, nurturing and retention. Apart from curation of content, delivery and reach of content is also critically important. Best practices must be developed to add value to all aspects of content marketing.

Internet Of Things For Marketers

Posted on by 0 comment

Internet of Things is described as embedded devices or things with internet connectivity, allowing them to interact with each other on a global scale. This level of connectivity is increasing the reliability, sustainability and efficiency of products and services by improved access to information. The increased choices given to consumer through IoT is giving them a lot of choices. This has enhanced the marketers activities to increase and retain business.

internetmarketing

Economists believe that IoT will make the biggest impact on marketing in the coming years. Marketers can use IoT to a good extent to reach their consumer. In a study in July 2015 by 2nd Watch, nearly six in 10 US IT and business executives said they leveraged machine data/the IoT for digital marketing. Digital Marketing can get bigger if we consider IoT as a tool. 

IoT has the capability to collect and analyze data which can be used by marketers and enable them to take appropriate actions. They can measure the actual behavior in real time and devise relevant customer relationship activities. Brand interactions can also be measured by understanding brand preferences, eye movement etc. This information can be utilised better than traditional buyer research, to improve the customer relationship and increasing their brand loyalty. By understanding consumer behavior, marketers can enhance the feel good factor of their brands and products.

Diminished defects, improved customer satisfaction and low costs can improve seller performance and buyer experience. With the help of IoT, marketers can track information about the consumers such as the credit history, loyalty and importance to company. By a good analysis different prices can be offered to different consumers. Using IoT, online content can be well adjusted according to consumer interest. IoT offers marketers the ability to interact with consumers of different segments at one marketplace and take better decisions. 

We can say that IoT has enhanced the exchange of sales data, smarter approach to CRM and enabled a smart way to interact with consumers. The marketers today have many opportunities to make their business processes better. IoT can make life easy for marketers if they know the means to utilise the data recieved.