Monthly Archives: July 2015

Content Marketing : A Consummate Medium Of Success

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- Aman Sohi, Manager Content, Trivone Digital

Content is the reason search began in the first place ~ Lee Odden 

Content plays an important part, when we talk about methods of communicating. In earlier times, reading was the best way of understanding. With advancement in technology, content never loses its glory. Today, more or less all brands develop their websites based on content and infographics. As a client or an onlooker, it is very important for us to understand about a company and reading content can be the best way. In other ways, content is considered as a backbone of any online branding company.

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This is one part of the story, after drafting good content, it is supposed to reach the desired audience. Content marketing does the trick and fast-growing marketing agencies leave no stone unturned in order to make sure that content is placed right before the client. Whether it is B2B or B2C target segment, good and relevant content sell like hot cakes. In this new age of semantic and social search, content marketing has emerged as, more than just, a buzzword or a fad to one of the most important and critical element in digital marketing. No doubt it has grown to become one of the most powerful tools available for doing business and connecting with targeted customers through the internet. According to facts, more than 73% of businesses rely on branded content for marketing and promotion. Social media, articles, newsletters and blogs remain at the top content marketing tactics used by many businesses. 

Some of the benefits of content marketing includes 

·    It generates more inbound traffic to the client's website- Custom content is favored by up to 68 % of consumers for the basic reason that it caters to their interest of particular need for information. 
·    It increases engagement with the targeted audiences.
·    It generates more leads. Based on an effective content marketing campaign, companies having relevant blogs and websites can generate 97% more leads than other companies. 
·    It increases sales.
·    Builds brand awareness. 
·    Establishes the client as a thought leader. 
·    Is cheaper than traditional forms of marketing. 

How to reach the C-Suite with content?

Content marketers spend a lot of time and money creating just the right content to engage their customers and prospects, but much of it goes unheeded by the most coveted audiences — the C-suite. Executives are a challenging audience and because of their buying power, it is worth cracking the code on executive content. The C level executives only believe their peers for information and know what they need. They do not waste time with 'salesy' pitches and lightweight stories. In order to generate successful content for executives, the following points need to be followed:

·    Ensure your facts are credible as credibility is key to success
·    Provide actionable and timely information on issues that matter
·    Summarize
·    Channel matters 
·    Push beyond the common wisdom and top of mind trends

To conclude, we can surely state that popularity and reach of any content will depend on the content marketing strategy. 

Social Media For C-Suite

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- Mansi Priya, Marketing, Trivone Digital

In the digital transformation taking place everyday around us, the business practices, strategy, campaigns etc, all have changed. This change has increased the engagement, on social media, of not only the mid-level executives but also the C-suite. Many of the C-level executives have become tech savvy and are now sending out tweets and making videos. So in case you still think that social media is not your cup of tea, then you must take a sip of this tea and make a more reasonable choice.

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Majority C-level executives sense that social media is pivotal for business communication. A recent survey, 2014 Global Social CEO, lightens up the fact that when C-Suite executives are active on social media, the trust on the brand and purchase intent increases. When company CEOs and leadership team engages on social media, people are more likely to build trust on the company. It raises the brand awareness and helps establish industry leadership.

Social Media has the fledgling capability to enhance competitive advantage, increase revenue, decrease cost and drive overall profitability. If social media is being ignored, the target market will also be ignored. This ignorance will eventually make one ignore the opportunities to take the business forward or protect it from going backward. Leaders can set a specific tone for their brand to a large audience through social media. They can also hear from unconcealed and honest opinions about their brand.

The teams that do not submerge into social media are often crippled when they face certain challenges. Such teams would be skeptical in talking with their audience through this medium and often miss out the opportunity for shaping their brand and spreading their message. 

Social inexperience can be an issue for C-level executives to be skeptical for using this platform. Like most other executives, C-level executives do not require too much of technical understanding about this platform. According to a survey, 64% of CEOs do not use social media at all, with only 5% of all Fortune 500 company CEOs on Twitter. 

There is a high risk for company leaders to be on social media. Since conversations about the company, brand, and offerings would be there all the time, a lot of legal precautions and language precautions should be taken care of. Risk of not engaging leadership team into social can even be worse. If they are not directly connected with the audience, they can miss out a lot of good opportunities for their company and brand.

The best ways to engage the C-suite on social media is through these simple steps. Posting from personal account or a corporate account, CFOs, CEOs, CMOs, should be encouraged to participate in social media activities and communicate with target audience. The C-suite should be enlightened with the drawbacks of not communicating and benefits of social media listening. Identify the balance of website traffic sources will enable in understanding the source of traffic and hence diversifying it. 

Social Media has become a C-suite issue today. The executives who explore social well and are comfortable with it can shape their brand future well. 

Video Marketing : The Essential Element Of Content

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- Mansi Priya, Marketing, Trivone Digital

Standing out of the crowd and create a marketing campaign out of the box has always been a challenge for a marketer. In digital campaigns content should appeal visually and be retained by customers. So the digital marketer has to brainstorm, on creating methods to leave a strong impact on the readers. In the era of digital transformation and data available in your palm, an essential element to impress the reader is video.

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Today when people are too busy in their life, with lowering patience levels, digital marketers need to grab the attention of the target audience. Video Marketing is an extension of text content marketing, but it serves as an alternative medium for businesses to convey their message. Through videos marketers can reach a wider audience and get more exposure to their message. Watching video is less time consuming and creativity of audio-visual clipping leave a good impact on the audience.

Videos are a big hit on social media. They give customers quick overview of product/service without involving them to read detailed text information. The involvement time of the customer is reduced and makes it interesting for them. 

To tap the upcoming audience, which is comprised mostly of millennials, marketers should understand what impacts them best. David Shing, Digital Prophet at AOL, says that Gen Y consumers are “freaky for videos”. They like to spend their time on content. To make the content consumption interesting for them, use of videos is important.

As marketers put more emphasis on storytelling, to make an emotional connect with the customers, showing a video is like a cherry on cake. This enables to build strong connectivity with the customers. Videos enable strong storytelling in short yet memorable way, which viewers can enjoy and marketers can analyse.

We can imagine the future of videos. After tremendous success of You Tube in so many years, people started sharing videos on social media sites such as Facebook and Twitter. This practice became so common that Facebook opened doors to video creators. Earlier this year, Facebook announced that, its video uploads would be having embedding on other sites. Now Facebook is attracting major video creators to the social network and making it more dynamic for its readers.

Thanks to the technology tools, it has become easier than ever for anyone to create a video at minimal cost. It has become easy to capture the attention of readers by videos yet it is critically important to have an effective strategy. The consumption of videos has increased excessively on mobile. The technical plugins and resolution should be taken care of, to make the consumption easy for audience.

The Digital Marketer should not skip this essential element in digital campaigns to create strong impression on readers.

How To Fight Challenges Of Big Data

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- Mansi Priya, Marketing, Trivone Digital

The greater the obstacle, the more glory in overcoming it ~ Molière

Whenever we fight a challenge with a good strategy, the outcomes are fabulous. Everything in this world has pros and cons, so we should cut down the problems and extract the benefits. In my last article we discussed about what Big Data is, its benefits and the various challenges it brings along. Today we shall discuss how to fight those challenges to make this essential tool, a priceless asset and not a liability.

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The major challenges of Big Data are, Data Volume, Talent Gap, Performance, Technical complexity, Security and Cost. These are some of the major challenges faced by users and organisations of almost every industry/ sector. If we are able to solve these 6 issues, majority of the Big Data problems will diminish.

Data Volume Solution: The data is growing at an exponential rate and it is important to extract relevant data. It is necessary to identify source of your data as well as devise strategy to maintain and control it. There are many companies that master in Data Management. The trick is, discover potential for creating/ optimising data volume strategy, provide monitoring and reporting capabilities for technical KPI’s and compliance check for corporate Data Volume Strategy.

Talent Gap Solution: Content discovery & management is a primate for Big Data management. To discover and manage the relevant content, highly skilled team should be appointed. A team who is able to understand the audience being delivered as well as the technical complexities involved in data extraction. Since technological changes happen very fast, frequent training to the team should also be given for better performance.

Performance Solution: In the digital world, where delay of nanoseconds can lead to loss of sale, high operating speeds are required. The organisation should be able to cope up with the changes in IT landscape for fast reach. Latest and modern hardware as well as software should be used after monitoring the required speed. 

Technology Complexity Solution: On the internet, information is scattered on a large scale in different formats. There should be a centralised content repository and easy UI to ease the technical complexities of the data. The team appointed for data extraction should be equipped with essential technical skills as well.

Security Solution: Security issue is a major obstacle for many companies, which prevents them from utilising the data completely. Usage of hardware and software should be reviewed thoroughly and necessary updates and extensions should be installed. Enterprises can also design personal clouds services, with hybrid services in mind to make sure future integration is possible.

Cost Solution: With new improved technology comes in a cost. The cost should be managed properly based on team appointed, profit generated and eventually cost saving from old technologies used. Smart management of operations for data extraction should be done to have the minimum cost involved. One way is the ability to compress data at the most granular level, which will not only reduce storage requirements, but also simplify the infrastructure. It depends on various companies, their projects and demands to minimize this expense. The true cost, benefit gained and utility should be evaluated thoroughly to take wise steps.

If the above given solutions are practiced, they can help organisations in a good manner to mange their issues with Big Data. Big Data has lots of benefits and encashing these benefits require a good strategy. If a company is able to utilise this information properly, it can reach great heights

Digital Transformation : Big Data & Its Challenges

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- Mansi Priya, Marketing, Trivone Digital

It said that there are no free lunches in the world. With all processes, trends, changes there are pros as well as cons. With every new change and trend there are new challenges that comes along. Today we shall talk about a new concept coming up with the transforming era and its challenges.

We talked about how the world and economies are going digital. With this digital transformation, comes in a new concept called the Big Data. Big Data is a popular term today, which is used to define the exponential growth and availability of data. Wikipedia describes Big Data as a broad term for data sets, that are so large and complex that traditional data processing applications are inadequate. 

If we simplify Big Data to understand better, then it is a simple cycle. A lot of data, content or information is stored and optimised by various search engines. Out of this storage, content is discovered and managed. After managing and discovering the data, useful and intelligent data is identified. By delivering the intelligent data, user experience is measured using various means such as Analytics. The best user experienced data is then again stored and optimised by search engines. 

Big Data

 

After all the entire cycle is made to engage the user. In the cycle, there are certain challenges that are faced by the users. Some of the challenges are lack of collaboration, multiple media formats, long cycle time, technology ownerships, workload diversity, data security and many other factors. If we consider some of the major challenges then it will be a little simpler to understand and overcome.

Challenge 1 : Data Volume
Companies face alot of difficulty in extracting the right data and understanding its usability. To engage with one’s customers, companies have to think out of the box and look for models that are different from traditional ones. 

Challenge 2 : Talent Gap
Content discovery & management is an essential part for Big Data. Companies today struggle alot to find the right talent, which is capable enough to understand new technologies and interpret a meaningful business insight from it.

Challenge 3 : Performance
In the digital world, where delay of nanoseconds can hamper your business process, big data must be moving at great speed. It is a challenge to react to the flood of information in time required by an application.

Challenge 4 : Technology complexity
On the internet information is scattered on a large scale in different technical formats. Leveraging the data means to work with a strong and innovative technology as well as adapting to changes in IT landscape efficiently.

Challenge 5 : Security
Concern for security is a major obstacle for companies, and prevents them from utilising the data completely. Most Big Data platforms have few security mechanisms to safeguard the data. So it becomes a challenge for both end user as well as the company delivering the data.

Challenge 6 : Cost
Big Data has opened up excellent opportunities for business improvement, to experiment with new methods and discover new technologies, that provide good insight for ones industry. With all this comes a cost, but doing it all the right way with effective cost structure is also a challenge.

According to Gartner Research, Big Data can have major impact on current business in three ways. Big Data can discover hidden insights, improve decisions by enriching information for decision makers and automate business processes. With more data within reach, companies can determine an additional insight. This insight can improve their business processes and enable them to get value from available information.

The new transformation has brought alot of good stuff with it so it has brought complexities. To stay in the competitive market one should adopt this change but with relevant changes as per the industry. To fight these challenges is important, stay close to our section to learn how to fight them.