Category Archives: Digital Marketing

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?

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- 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.

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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.

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.

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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.

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.

Internet Of Things For Marketers

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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.

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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.

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.

Digital Transformation A New Era

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- Mansi Priya, Marketing, Trivone Digital

In the race of technology worldwide, economies are growing at a fast rate. To stay in the competition, one important thing to keep in mind is Digital Transformation. The world is getting increasingly digital everyday in all the aspects of society. It affects both individual businesses and segments of society such as government, medicine, communication etc. But do we know exactly what is this transformation all about? 

According to a market research report by MarketsandMarkets, the global digital transformation market is expected to grow from $150.7 billion to $369.2 billion, at a Compound Annual Growth Rate (CAGR) of 19.6%. Big giants such as Microsoft, Google, IBM, Apple, Oracle etc. have become the major vendors for the Digital Transformation market. It has become the primary objective of every organisation to know that how is the digital transformation happening in their industry and its effects on their business. 

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Companies vary in their digital maturity, and the ones who are more mature outperform the ones who are not. The leading digital changes require the leadership teams to have a vision of transforming their company to the digital world.

"What we find with digital transformation work is that it’s not really a technology problem, it’s a leadership problem" – George Westerman, Research Scientist, MIT’s initiative on Digital Economy

The initial step for any organisation is to evaluate key characteristics of their business that should go digital instead of manual. An example of such a scenario could be outdated technology. Revamp it, make your current workforce undergo innovation workshops to enable them brainstorm and collaborate with leaders to identify opportunities for digital transformation.

Redesigning a website every few years will not help to compete in digital economy. Organisations need to make more fundamental changes. Digital has raised customer expectations, the speeds of work has increased, patience levels of people have dropped and the list is endless. So it has become essential for organisations to incorporate the necessary changes. 

Tomorrow’s people will have immediate access to much more information as compared with today. Digital enterprises should be able to deliver their services to customers, using their preferred mode of access. The organisations should leverage social, mobile, analytics and cloud as their enabling technologies. Making use of these upcoming new tools to enhance the business process, organisations transform their business models. 

By transforming the business practises to digital organisations can work and perform better. They save alot of cost, time and gain customer satisfaction more than before. Digital transformation has validated to impact the bottom line and stimulates productivity. Businesses that incorporate digital transformation, according to Gartner, will be able to find opportunities and work in seconds. Some of great successes in digital transformation are Nespresso, Marriott, T-Mobile USA. Organisations who invest in new technologies, people and processes, gain great outcomes which include greater profits and market share as well as talent and better brand loyalty by their customers. 

A recently conducted survey by Altimeter group, a specialist research company based in California, stated increased customer engagement, improved customer satisfaction, higher digital traffic, increased lead generation and greater conversion as the top benefits of digital transformation of a business.

So if you are still thinking about whether to make your business process digital, gear up and embrace yourself, because the world is at a very fast pace. Increase your pace to stay in the competition.

The Case Against Net Neutrality

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- L Subramanyan, CEO Trivone

"The markets, and not the government‎, should decide broadband speeds and quality"

At the beginning, let me make one point clear; I am against throttling of speeds by broadband operators. Agreed..Ok, so lets move on.
The recent rhetoric on Net Neutrality bothers me in one aspect. We have lived without the government’s intervention on the Internet for the last 20 years, so what is the issue all about? Why should the government worry about who gets to see what and consume what content on the Internet? Isn’t it enough that by these very interventionist measures, the government has already hurt (if not mortally) the entire telecom business? Do we need to kill the broadband access also?

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I am not getting into the debate on Net Neutrality here. Supporters of Net Neutrality, which include the ‘creators’ of the commercial Internet Vinton Cerf and Tim Berners Lee, have argued, very successfully, for an open Internet. So has President Obama, and I hear so has, our own minister Ravi Shankar Prasad. Many of the pro-net neutrality arguments are actually anti-content throttling arguments. And I agree with those arguments.

However, what I do find difficult to agree with is the supposition that ‘someone’ ought to regulate what a broadband company ought to charge? I also find it difficult, consequently, to accept Sachin Bansal’s (and other such e commerce players) withdrawal from Airtel’s Zero rating. Let us look at a scenario. I, as a broadband network, have invested in significant sums to build the network. You, as an ecom player, want to leverage the same by providing free access to people who you want as eventual consumers. So you divert a part (a significant part, possibly) of your marketing spend and pay me, the network and pick up the tab for data charges, of the consumers who come to my portal and I, because you are my customer, provide you a faster access speed.

So what is the fuss?

It would be a crime if I throttled the speed for other consumers who may want to go to some other ecom portal. It would also be a crime if I stopped serving other ecom portals. It would further be a crime if I make you go away from my network if you didn’t go to my ecom portal. I am doing none of these. I am providing a preferential access to my customers. By no stretch of imagination is it curbing anybody’s ‘freedom of speech’. On no account are we throttling innovation (I still don’t understand where this argument even came in).
The pro guys argue that the big guys will muscle out the small guys. But, hey, aren’t they already doing it? That the smaller ecom companies will find it difficult to compete. However, the small ecom companies will become big ecom companies by investments and innovating a smarter way to do things. Broadband access is not the reason why ecom companies succeed or fail. It is execution of business models.

As an entrepreneur, it is my job to reach out to the largest number of customers and prospects in the most profitable way. If a network and an entrepreneur have a business agreement that does not violate the law, then why did flipkart do a volte-face and withdraw from Airtel Zero.

The truth is in perception. It is my educated guess that Flipkart did not want to be ‘seen’ as a company that ‘goes against the fundamental freedom of speech and choice’ and ditto for Amazon, Cleartrip and a host of other companies which wanted to battle perception rather than reality.

The other problem with the Net Neutrality principle is that if everybody has equal access and common speeds, then someone is going to have to pay for it. Which essentially means that either the government will stipulate the prices (which will be a Least Common Denominator) with little or no relevance to the investments made or everybody will suffer, like we are in the Mobile telephony business, where you have bits of hurried conversation between call drops!

On the other hand, if TRAI or somebody with some legal backing could simply stipulate the basic minimum standards for broadband speeds, below which the operator could be penalized, then faster speeds could attract premium pricing, which could then actually subsidize ‘free internet for all’.

My biggest fear is that thanks to the politicization of this Net Neutrality debate, there is going to be a significant drop in the creation of the broadband infrastructure, which is abysmal as it is. This will lead to a greater inequality and deepen the digital divide.
The Indian situation calls for some very drastic solutions. We have to significantly increase the broadband footprint across the country. This will call for massive investments by the existing (as well as new players). Sitting on a pedestal and asking for ‘free internet for all’ is not going to happen till then.

Currently, India has amongst the lowest median download speeds in the world, according to the Global Internet Report 2014 at less than 5MBPS, as compared to a median speed of over 20MBPS in Americas, Europe, China and Australia and over 30 MBPS in parts of Europe and Korea. That should be our biggest worry. If there is anything that can throttle content consumption, it is the lack of infrastructure and not zero ratings. An increased and faster access can empower those on the wrong side of digital divide much more dramatically. So comparing our ‘freedom to choose’ to that of the US or Europe has no meaning, at all. In reality, the Indian consumer even today has little freedom to choose, no recourse to lower-than-promised bandwidth, no recourse to deficient or non-existent service and so on and so forth.

Finally, in India, seldom have we had a reasonable debate on critical issues. Matters are normally settled by burning books (or buses), shrill rhetoric (mostly in the English TV press) which is generally a slanging match with a dangerous ‘nation wants to know’ kind of a question or hysterical sound bytes from a less-than-knowledgeable politician. While the Net Neutrality debate showed all signs of degenerating into one (or all) of the above, one hopes that a larger picture is seen by the powers-that-be. This debate is not, simply not, about freedom. In the larger, and Indian scheme of things, it has to be about access to the net.

Keep Audience Glued To Your Website

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- Mansi Priya, Marketing, Trivone Digital

The primary aim of every website is to generate traffic, but business owners should ensure that their digital campaigns generate traffic for a specific target audience. The right audience stays at the website and will lead to conversion. It is important for a website to retain the traffic and the audience revisit the site. 
 

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To keep your audience stick your website and make them revisit is a primate. Lets talk about some tips which can help you make your audience stick to your website

#1 Right Audience
The first and foremost thing to be taken care of is the right audience. The website should appeal to the correct audience and do not misguide the audience using irrelevant data or inappropriate design. The positioning of the website should be done correctly keeping in mind the emotional and pyschological requirements of the audience. For example, a B2B company website should not be similar to a website of an FMCG product. So catering to the right audience is critical to make them stay on your website.

#2 Design
The first thing that leaves impact on the visitor is the design of the website. Good use of graphics and attractive designing should be done. The visitor should not feel bore about the website nor should it be that the design is over the top. It is important to make the website attractive, and interesting. The design should convey the right message and postion the website appropriately.

#3 Content
The website should display clear and understandable content. It should connect with the audience and live up to the landing page promise. Good headlines should be used to make the audience stick to the website and read the content. Depending on the audience a relevant style of writing should be used and make the visitor glued to your story.

#4 Navigation Structure
When a visitor gets to a website and have no idea how to find what he is looking for, then the structure is poorly executed. The structure of the website should be clear and easy for the audience to reach the right service or the right story in not more than 3 steps. The structure should not confuse the audience leading them to the wrong story or service. The content should be organised in a way that goals of the website are met by integrating user needs, business needs and content categorisation.

#5 Interactive & Engaging
When you attract traffic to your website you should be immediately able to engage them. There should be relevant content on website to keep them engaged. The website should have videos and testimonials to connect with them. The website should be interactive and have a two way communication such as maintaining a comments and feedback column. As you engage your visitors you  build trust, which leads to conversion. 

#6 Technically Sound
The website should be technically simple but not as simple as to hack. Every component of the website should work quickly and correctly. If the website has broken components, it leave the visitor frustrated. The plugins should work properly and shouuld be optimised appropriately with right keywords.

#7 Call to Action
A call to action is imperative that leads the reader to decide. This final step is absolutely crucial because once you have hooked your audience to your product/ brand/ service they should know the steps to take order to obtain it. This is the stage when you convert your lead into conversion through your website. See how various websites has done it well http://www.wordstream.com/blog/ws/2014/10/20/call-to-action-examples

So we analysed some quick tricks to keep the traffic stick to your website. Hope this helps you in maintaining your traffic as well as successfully increasing it.