Category: Marketing

Effective performance marketing strategies

Effective Performing Marketing Strategies In Life Sciences Industry

August 30, 2024

Coming up with the most effective and suitable life sciences marketing strategies is no rocket science, but it is also no child’s play either. Some of the crucial aspects worth noting in this case is the fact that marketing in this domain is mostly in the B2B (business-to-business) segment and also that it should be strategically targeted and extremely well-researched. On that note, let us take a closer look at some effective performance marketing strategies that life sciences players can use. Why Life Sciences Marketing Strategies are Vital Proper life science content marketing and other strategies are essential for several reasons. For starters, there are several unique challenges and higher stakes that define the life sciences industry. There are diverse evolving niches, each of which has unique products which directly affect the wellbeing and health of many stakeholders. Every niche needs its own well-researched, targeted, and highly strategic marketing that conveys the core message to researchers and scientists. So, how can an effective life sciences marketing strategy come into play? The first thing to do is identify and then understand the unique hurdles and requirements of the ICP (ideal customer profile) in this market. Thereafter, it will be all about creating attractive content and messaging that syncs with their needs. Finally, it will be choosing and leveraging the right marketing channels to reach these targets. Life Sciences Marketing Strategies- Creating Effective Campaigns The need of the hour pertains to data-driven marketing for life sciences, since you’re essentially talking to a highly sophisticated and knowledgeable set of customers. Here are some strategies worth noting in this regard. Omnichannel Marketing for Life Sciences The importance of proper omnichannel marketing for life sciences cannot be emphasized enough. Reports state how life sciences/healthcare companies that made use of connected channels to create unified customer journeys got higher CTRs in comparison to those who used channels separately. At the same time, using multiple communication channels also leads to higher engagement rates, while scaling up ROI (return on investment) considerably in the bargain. It also lowers the cost-per-contact or lead significantly for life sciences companies. The first thing to do is identify these channels that your target audiences are active on. You can then create a unified journey across multiple channels, including offline events and conferences, guest blogging, websites, social media, emails, and even outreach phone calls. Personalized customer journeys that add more context to healthcare and other decisions will boost marketing campaign progress in the long run. For example, when it comes to HCPs, they want to know more about prescription treatments in more detail, covering regimes with multiple drugs and any possible complications for patients. This will help them find the data and context they require to make prescribing decisions. Some other ways include streamlined and connected launches across both in-person activations and digital along with enhanced in-person engagement with specialists. Activations can also be tailored based on prescribing activity while educational activities can be coordinated across channels for major opinion leaders and decision makers. AI in Life Science Marketing When it comes to adding more muscle to life sciences marketing strategies, AI (artificial intelligence) is often a godsend. Here are some key aspects worth knowing in this regard. From precision marketing to regulatory aspects, there are several aspects that life sciences marketing strategies have to account for. Yet, using AI and omnichannel strategies can work wonders in the long run, along with adopting a flexible and data-based approach towards tailoring and personalizing campaigns. FAQs 1. What are the must-have digital transformation strategies to win in life sciences marketing? Some of the important digital transformation strategies in this sphere include omnichannel marketing strategies, data analytics, machine learning, and artificial intelligence (AI). 2. How can digital marketing help you reach doctors and researchers in the life sciences field? You can reach out to more researchers and doctors in the life sciences industry with targeted digital marketing across multiple channels. Through strategic campaigns and compelling content, you can offer value proposition to this target audience and get them interested in your products/services. 3. How can you personalize patient outreach and improve outcomes using data-driven life sciences marketing? Data-driven life sciences marketing helps you personalize patient outreach and also boost outcomes. This is because AI and ML help you analyze vast datasets swiftly and gets insights on customer feedback, pain points, requirements, and so on. It also helps predict future patterns/outcomes. Hence, this information can be used to customize outreach activity and also boost outcomes through preventive/advisory services and tailored recommendations. 4. Which is better for your life sciences company: traditional marketing or digital transformation? A new-age life sciences company should ideally embrace digital transformation, since it will drive marketing strategies in the future and beyond. Using data-based analytical frameworks and insights along with AI and ML tools will be of immense help in this regard. 5. How can life science startups with limited budgets achieve big goals using effective digital marketing strategies? Even if life sciences startups have limited budgets, they can still accomplish bigger marketing goals with highly effective and targeted digital marketing. This will be done based on market research and data-gathering along with invaluable insights and analytics. Technology will help these companies reach the right customers with the right solutions at the right time, thereby generating results with comparatively lower investments.

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User-Generated Content: Transforming Customer Reviews into Marketing Gold

User-Generated Content: Transforming Customer Reviews into Marketing Gold

November 2, 2023

Most businesses understand the need for cutting-edge marketing in an increasingly competitive environment. This is where user-generated content can be a veritable game-changer. With evolving consumer behaviour, tried-and-testing marketing playbooks are changing rapidly. Social media usage has increased exponentially, making digital marketing a vital component of the overall strategy for companies. India had around 755 million users of social media in 2022 while Statista has also estimated that this will go up to 1.17 billion users by the year 2027. Another disruptive aspect is performance marketing, giving more freedom in terms of tracking brand reach and coordinating marketing initiatives to sustain bigger campaigns. This focuses majorly on profitability and revenues.  Now in this context, it is worth mentioning that brands have realised how essential it is to scale up their overall visibility, especially in the eyes of modern-day consumers in order to build that coveted connection with them. With user-generated content, brands can offer customers a unique chance to contribute actively towards the growth of the brand without sitting back and watching the action. UGC marketing strategies have become vital in terms of influencing the purchase decisions of consumers while enabling brands to scale up their visibility and market reach while achieving their desired growth objectives.  What is Meant by User-Generated Content?  User-generated content is also called content generated by consumers. This refers to brand-based and original content from customers published throughout multiple channels including social media platforms. UGC marketing strategies encompass various aspects including videos, images, reviews, testimonials and even podcasts.  Customer reviews or user reviews in marketing campaigns contribute immensely at every stage of the buyer journey, spurring higher engagement and driving conversions accordingly. Customer-focused content can be used extensively throughout social media platforms, checkout pages, landing pages, emails and many other strategic locations.  How Does User-Generated Content Help?  User-generated content like customer reviews and videos can help considerably in the following ways.  It can thus be said that UGC is here to stay and how. Most buyers today look for customer reviews before making a final purchase decision. Hence, more brands will look to leverage user reviews in marketing campaigns in order to connect better with their customers. The multifarious types of UGC can be used at every buying stage for enhancing not just conversions and sales, but also engagement levels and the overall ROI (return on investment). Authenticity is the need of the hour for brands along with originality. UGC is what ticks the boxes on both these counts.  It also contributes positively to the overall reputation and progress of the brand, since consumers get directly involved in the brand’s journey. They turn into unofficial brand ambassadors and play vital roles in fostering the growth and development of their favourite brands. This contributes to deeper relationships that have a positive spill-over effect and rub off neatly in terms of attracting newer people to the community. Brands can thus leverage these communities to not only make them feel more involved and a part of their growth stories but also to garner steady traffic and responses to their campaigns and launches.  FAQs What are the benefits of incorporating customer reviews and testimonials into marketing campaigns? There are several advantages of incorporating customer testimonials and reviews into marketing campaigns. People trust reviews provided by actual customers and these contents also work as proof of the brand’s promises and claims regarding the benefits of its product or service. User-generated content is more authentic helps establish brand loyalty and drives higher conversions and traffic.  What strategies can companies use to encourage customers to create and share user-generated content? Companies can harness diverse strategies to encourage customers to create and share user-generated content. These include launching contests, asking for valuable feedback, creating customer engagement programs, creating ambassador programs, offering rewards, and giving customers a launch pad to be more visible across multiple channels.  Are there any ethical or legal considerations when using customer-generated content in marketing materials? Some of the legal and ethical considerations include safeguarding the privacy of the user and his/her personal details. At the same time, brands should obtain legal consent before featuring any user-generated content. All information shared should be accurate and non-misleading in any case.

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Effective marketing strategies for the pharmaceutical industry

Effective Marketing Strategies For The Pharmaceutical Industry To Achieve Growth

December 19, 2022

Growth marketing for healthcare is an area of focus that often goes neglected. Every pharmaceutical business requires a strategic and dedicated marketing blueprint, one that keeps evolving with the growth of the business as well.  It should have sizable flexibility for staying in sync with market circumstances and other disruptions as well.  The key objectives of healthcare marketing strategies would be scaling up brand engagement and awareness, building a reputation for reliability and trust, communicating information about new treatments and pharmaceutical product launches, and so on.  Of course, the end goal is also higher visibility, revenues and sales, along with ROI.  Here are some best practices for pharmaceutical or medical marketing which may be followed for enhancing growth across diverse channels/verticals:  Have Your Audience In Mind Are you marketing for doctors? Or are you marketing for a retail consumer base? You should first define your audience before embarking on pharma and healthcare digital marketing drives.  Set Your Targets Clearly What are your core objectives? Is it penetrating deeper into the market? Is it the promotion of existing treatments and drugs for a newer market? Is it the introduction of new treatments or drugs? Is it otherwise diversifying, i.e. retailing newer treatments or medicines for a wider audience? Chalk it out before starting off.  Have your USPs Listed Out Once you build your USPs, selling and marketing products will be easier. Create differentiators based on product quality, service, and overall track record, pricing, fulfillment timelines, and other parameters.  Do Some Market Research Ask questions to your target audience. Get their insights to learn more about their needs and preferences. Also do your homework on the communication platforms used by your target audience, the emerging trends in the market, the experience you wish to build for this audience, and differentiators from your rivals.  Have Your KPIs (key performance indicators) Clearly Laid Down These metrics may include average revenues, non-prescription sales, overall profits/revenues/sales, and more. Marketing Activities That May Help You  Update and maintain your website which showcases your company in the best possible manner.  Your site should be mobile friendly.  Make it easier for your target audience to access vital information online.  Have resource sections and guides that might help.  Invest in SEO, blogging, and forum activity.  Connect with doctors through online communities worldwide.  Build your company presence across social media channels.  Use CRM for garnering data about all leads and use it for relationship building. Use this data for send personalized greetings, messages, after-sales support, customized email and other marketing campaigns, free samples, offers, and more.  Build posters and other visual interfaces which can attract a higher number of prospective customers.  Optimize your network-building activities by participating in online discussions, professional events, and more.   Target every audience segment differently.  Always focus on the patient and try to offer solutions to varied needs.  You should have measurable KPIs including the new contract figures, monetary values, number of leads qualified/engaged, net sales figures, revenue growth, operational cash flows, retention figures, and percentage of market share.  Other indicators include traffic to your website, SEO rankings, rates of conversion, and overall engagement on social media.

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AI Driven Performance Marketing

How To Get Started With AI-Driven Performance Marketing: All Actionable Items

June 7, 2021

AI (Artificial Intelligence) a term that everyone comes across now and then, these days is the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. It’s the new-gen technology and while many companies have implemented it into their plan of action, many are still conflicting on the idea of its implementation. According to the survey by grand view research, the global artificial intelligence market size was valued at USD 39.9 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 42.2% from 2020 to 2027. The continuous research and innovation directed by the tech giants are driving the adoption of advanced technologies in industry verticals, such as automotive, healthcare, retail, finance, and manufacturing. However, technology has always been an essential element for these industries, but AI has brought technology to the center of organizations. Now moving to the second part of the topic that is performance marketing. It is a term used to describe online marketing and advertising programs where advertisers pay programs in which advertisers (a.k.a., “retailers” or “merchants”) pay marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed. These actions can include a generated lead, a sale, a click, and more.  We were privileged to have an opportunity of listening to Chris Wexler, CEO of Krunam – a company founded to fight Child Sexual Abuse Material. Along with him, we had our moderator Aji Issac Mathew, CEO of Digital Marketing University, and Indus Net TechShu. Krunam was started with the initiative to use technology to help children around the world. Before getting into the discussion on the topic, let’s get to know the story behind the unique name “Krunam”. So the name Krunam is actually taken from the name of a woman from northern Thailand, Kru Nam who was a street artist.  She started a community that has now saved thousands of non-state children from their abusive fronts. So the company was named after her as an honor to the amazing deeds that she had done.  Chris gives us an estimate of over 65 million instances of child sexual abuse material being discovered on open websites like Facebook, Twitter, Google, and many similar websites last year. The tools that everyone uses to get through work are actually being used by predators to abuse children to make a profit out of it. It was important to safeguard the interest of the parents as well as the children and the only way to overcome this was the implementation of AI( because the scale of these events is actually very large and they can only be controlled through AI).  Aji added a very valuable point to the discussion i.e, in the days to come the communities within a brand will play a very vital role in marketing, and these communities will only thrive if they are open and the user-generated content is allowed. He quoted “You can beat a product, You can beat pricing,  You can beat a service but you can’t beat a community. So any brand which has a strong community can easily beat a brand that doesn’t have one.  Chris talked about the importance of data, “one is only as good as his data” was something that just makes a whole lot of sense. The earliest decision is the one that has an impact on your months and months if not years down the road, was also something very rightfully said by Chris. The data collected by Krunam is finely labeled by people that are highly trained, but it’s a very time-consuming process due to the sheer quantity of these data. Now what makes it worth it is arranging this data in a systematic manner has actually allowed them to push the boundaries of computer vision which is really great. And what the availability of this data has done is, it sped up the investigation and actually saved kids. The investigators were now free to save these kids which were actually great from an emotional point of view. The most exciting part of AI and performance marketing is bridging the gap and elongating our understanding of the impact of marketing. With performance marketing, it is important to understand that the clicks are not always accurate and a click doesn’t necessarily mean that the customers are engaging but this problem can be overcome by AI . With the implementation of AI, we can calculate the lifetime value of performance making. It’s difficult to integrate such a large amount of data and this is where AI comes in and makes the job easier.  The biggest challenge that everyone is facing in the present day is the ever-changing technology,  where new brains are required to come in and understand how the new technology functions and then on the other side we have people with more maturity at a business level but who don’t understand the technology. So the question is who will drive this change and take care of it and how the two segments are going to function together and make the most out of it.

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offshore-agile-marketing-team-success

Building An Offshore Agile Marketing Team

February 6, 2019

According to McKinsey, “Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real-time, deploying tests quickly, evaluating the results, and rapidly iterating.” An Agile marketing strategy particularly helps to manage offshore marketing teams. It allows quick and efficient coordination with teams to complete several disparate marketing processes simultaneously. The best part of offshore agile teams is clear communication. You can assign roles and targets to your offshore teams and monitor them on an ongoing basis via Scrum meetings. In this article, we will discuss how you can build your own offshore Agile team for marketing right from the scratch. Points to keep in mind before building an offshore Agile team for marketing Start with identifying agencies which specialize in multiple disciplines. An agency that only specializes in digital marketing may not be able to help you with certain technical aspects of your marketing campaigns.  According to Gartner, your team should comprise a group of multidisciplinary generalists.  The team should be able to connect with several pain points that your customers may face. Based on that, they should intuitively use their skill sets to build, execute and monitor marketing campaigns autonomously. Only those agencies that specialize in multiple skills such as digital marketing, design, development and consulting will be able to achieve such a feat. Look for an agency that can work autonomously and lead itself. Gartner specifies this to be the second most important quality while identifying a team. It also adds that you should choose a team which proves its strength in data analytics too. Identification of roles and responsibilities Well, you can divide your marketing teams into five groups, like: Content team: This team works with everything related to the content of your campaigns. This includes text, audio, video, and images. You will need a great copywriter, a blogging team, and a social media team. Sales team: They are responsible for everything related to lead acquisition and making sales. This team may also have marketing professionals involved or if you want to create a separate marketing team to develop campaigns, you can do that too. Monetization team: This team is responsible for converting leads into customers by taking on multiple roles. This could be client-servicing, customer service, or plain old sales. Data and analytics team: You should prioritize hiring people who are good at data and analytics. Agile marketing depends on data and you will need people with a strong IT background to work with analytical tools that can derive market insights. Strategy team: The strategy builders should be multi-disciplinarian in their approach and should combine insight with creativity to come up with marketing and sales campaigns. Hence, they should also be experts in Agile management and should be able to conduct daily and weekly Scrum meetings. How many people should be in each team?  Well, there is no specific answer to this question. Because It depends on the size of your own company and also your marketing goals.  Agile marketing revolves around the idea of scalability. It makes sense to keep the team(s) as small as possible.  There are cases where just a single team manages all the functions we described above. Sometimes, just 2 to 3 members can form your offshore Agile marketing team, and their roles may overlap. In other cases, you can have multiple teams with as many as 10 to 15 members in each team. And respective ScrumMasters will lead these teams.  Organize your offshore Agile marketing team and assign leadership roles To build your high-performing offshore Agile marketing team, start small and identify your marketing approach. The crux of agile methodology is scalability.  A good vendor will only assign those members who will work on your project. This can be as few as just two individual members, one of whom could be the ScrumMaster.  As your marketing requirements grow, you can add new members to your team. Because the prospects of dividing your team into multiple ones increase with each additional member. At this juncture, you can refer to our guidelines regarding a full-fledged marketing team. Agile leadership varies across organizations and there can be different kinds of leaders. Some of the leadership roles that companies often hire externally include Editorial Director – Leads the video, blog, image, social media and community management roles Director of Acquisition – Leads the data analytics, sales, and marketing teams Director of Monetization – Leads other roles such as monetizing campaigns, measuring Agile success, and achieving targets. The one who leads the team should have a decent intellectual capacity. And he or she should be able to arrive at solutions in a creative manner. These are the primary qualities you need to look for in an agile marketing team leader: Entrepreneurial spirit Multidisciplinary skills Creativity Individuality Leadership skills If the marketing leader has all these qualities, he or she can play the role of the Scrum Master as well.  Managing your offshore Agile marketing team Once you have a team(s) in place, it’s time to manage the offshore Agile team as your own. Agile marketing works similar to Agile development. And the basics of Agile marketing is tracking and measuring success via regular Scrum meetings.  Daily standup meetings, also known as Scrum meetings, should not last for more than 15 minutes. You can hold these meetings through video conferencing tools or even on JIRA. You can conduct weekly review meetings. Eventually, it will help you to ensure that your marketing strategy is aligned with your offshore Agile marketing team’s progress. Assign KPIs for each role and for each team. Measure these KPIs regularly and track job responsibilities and accountabilities. We would suggest assigning the role of ScrumMaster to someone from the offshore Agile team. This way, the ScrumMaster can conduct a daily 15-minute standup at the offshore location.  On the other hand, your internal representatives can conduct the weekly reviews. This is an easier way to manage and monitor campaigns while keeping team dynamics

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How to Manage Your Online Store in 2019?

November 1, 2018

With 2019 fast approaching, e-commerce businesses have begun to wonder what they need to do to manage their stores more efficiently. It is no longer enough to just focus on digital marketing or a fast-loading website. Not only has technology changed, but customer behavior and expectations have changed too. Many tools such as CRM may no longer be enough, and newer strategies may need to be employed to manage online stores successfully. While personalizing content and communication helped previously, customers have begun to expect a lot more than that. In addition, customers’ perception about your website security can have marketing and sales implications too. In this article, we take a look at 4 areas which will have a direct effect on your online store management in 2019. Implement software integration quickly 78% of business owners feel that integrating e-commerce is business critical. Integrating two or more software programs helps businesses to eliminate manual entry of data, software bottlenecks, and helps create a centralized repository of information by syncing data from integrated sources. Start with integrating front-end tools such as CMS and e-commerce software with backend programs like CRM and ERP. This helps provide a better shopping experience to customers and turbo-charges e-commerce operations by automating multiple processes such as inventory management, online store-front management, shipping, and checkouts. Tools to integrate: E-commerce platforms such as Shopify, BigCommerce, Magento, PretaShop, etc. with ERP such as Oracle ERP Cloud, SAP ERP, Salesforce CRM, NetSuite CRM, Microsoft Dynamics CRM, etc. Use Case A Texan grocer recently began to sell its products online, particularly on Amazon. Problem: While selling on Amazon helped the grocer to tap into newer markets and increase sales, it simply was not able to manage its orders efficiently. Its staff was over-worked, deliveries were delayed, and negative reviews on Amazon were piling up. Solution: The store was advised by an agency to integrate its Amazon Marketplace with SAP ERP, Salesforce CRM, and NetSuite Financials. The automated data exchange between these tools helped to manage its inventory better and process orders quickly. Results: The store was able to process orders quickly, manage its inventory efficiently, and ensure that shipping delays were avoided. Integrating an artificial intelligence component, aided by natural language processing (NLP) into Amazon Marketplace helped the grocer to recognize and address negative reviews quickly, with prompt and proactive alert messages delivered via push notifications. Customer interactions help you take personalization technology to the next level Personalization is the single most important strategy to enhance customer experience. Most e-commerce businesses have so far relied on personalized content, hyper-targeting customers, and bringing tailor-made experiences to customers. Unfortunately, this is just not enough. What really is required at the moment is to pay more attention to customer interactions. Customer interactions help you to look at each individual customer as a unique human being, thereby assisting you in bringing the best possible customer experience via technology. Predictive analytics, artificial intelligence, and machine learning are technologies that help businesses to derive behavioral insights via customer interactions. Use case Marriott Hotels is the best example of using customer interactions to enhance personalization. The company currently depends on uniquely rich insights derived from predictive analysis and artificial intelligence, to enhance customer experiences. Marriot focuses on customer interactions during searching, booking, and check-in processes to collect and redeploy insight. Insight is used to predict future behavior with the help of algorithms, and bring exactly the kind of experiences that its customers desire. Marriot uses behavioral insight derived via customer interactions to enhance customer experience during booking, checking-in, and while the guest stays. Adopt and implement a Customer Data Platform Integrated Customer Data Platforms (CDP) are at the forefront of MarTech solutions. They not only provide customer engagement and marketing automation features but also help unify customer data, so that data from various sources can be analyzed to derive personalized insights. Current CRM tools only provide insights into customer trends, but they cannot directly tie customer data with sales and marketing initiatives. CDPs have a broader potential than CRM tools of today. Forbes revealed that 44% of surveyed businesses saw a sharp growth in customer loyalty after using CDP. CDPs provide a 36- degree view of the customer by integrating data from various sources such as existing CRM, IoT sensors, online and offline customer interactions, etc. Cloud-based architecture, artificial intelligence, and modern API frameworks have all contributed to CDP’s rise as the most promising technology this year. Use case Deutsche Bahn is the most famous company to use a CDP. When its coaches are overcrowded, it offers a discounted upgrade to its first-class coaches via push notifications on its app. The app intelligently senses who want to travel where, and thanks to the CDP, contextually connects customer data with train traffic information. CDP connects contextual data (how crowded the train is) with personal data of customers (ticket information, location, whether they would be ready to spend more, etc.) to manage overcrowding and enhancing travelers’ experience. Why e-commerce stores need CDP: CDP is the perfect solution for connecting your customer database with a data warehouse or a shop system If you have both physical and online stores, the contextual insight from a CDP will be far more valuable than what a CRM can do Existing systems such as a CRM can be incorporated into a CDP Provides a 360-degree view of each customer Implement security to win customer trust Two major security-related changes affected websites all around the world in 2018. First, GDPR was rolled out by the European Union, which forced most businesses to comply with consent-related regulations and data protection requirements. In addition, Google started to penalize websites that hadn’t made the shift from HTTP to HTTPS. The e-commerce industry saw a flurry of activity, with stores quickly trying to obtain SSL certificates to be able to move to HTTPS. This resulted in a paradigm shift in customers’ thinking and behavioral approaches towards websites collecting their data. Today, data security and protection is not only about keeping

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How to Make Your Website Run Faster

October 25, 2018

If your website does not load within a couple of seconds, visitors will not have the patience to linger around. A delay of each second results in a reduction of 11% in page views, customer satisfaction diminishes by 16%, and a decline of 7% in conversion rate. A website that loads quickly improves all these metrics almost instantaneously. However, it takes time and a lot of hard work to ensure that your website loads quickly. With a little effort, you can make sure that your website runs quickly even if you are not tech savvy. In this article, we present a 5-step procedure to ensure that your website runs quickly always: Step 1: Evaluate your website speed performance There are many free tools available which help you to assess your website’s speed. Once you know what the speed of your website is, you will have a clearer picture of what you can do to make it load faster. Google’s PageSpeed tools can be used to assess the speeds of both mobile and desktop browsers. You can use both PageSpeed Insights and PageSpeed Modules. To use PageSpeed Insights, you need to enter your website’s URL and click on the Analyse button. The tool will fetch results for both mobile and desktop versions. The analysis provides optimization suggestions such as reducing server response time, eliminating render-blocking CSS and JavaScript, leverage browser caching, and optimizing images by compressing them. For most desktop versions, the tool also suggests minification of HTML, CSS, and JavaScript. In addition, you can also use Pingdom and GTmetrix, both of which are free tools as well. An advantage of Pingdom is, it tracks performance history, making it a great tool to track your website’s performance. Step 2: Optimize website SEO A website’s page speed is directly linked to it being ranked highly by Google and other search engines. If you work on your website’s search engine optimization, it has an indirect effect of helping pages load quickly. Moz is one of the best tools out there to help you improve your SEO scores. Moz has a variety of tools that will help you to improve on-site SEO. It also helps you to fix title tags, meta description, and alt text. In addition, you can check if there is any duplicate content on your website, as that affects your site’s SEO. Moz’s Page Optimization is an on-page tool that helps you analyze pages for SEO and fix them quickly. Other SEO tools include Yoast for WordPress, SEO Checklist for Drupal, and the toolkit provided by Jetpack. All websites can use Schema Creator to make search listings more data-driven. By using Schema Creator, you can include business information, contact details, and star ratings within search results. Step 3: Assess technical issues within your website While PageSpeed Insights provides data related to your website’s speed and performance, PerfTool is a great tool to assess what technical issues ail your website. PerfTool combines the data from PageInsights with devperf and W3CJS. It not only fetches web performance results but also provides actionable recommendations such as which images to optimize, compressing images, eliminating render-blocking CSS and JavaScript, etc. You can also use YSlow, which is an open source project based on Yahoo!’s rules for websites that perform well. The tool crawls through the DOM to tell you which script or image is causing issues, and tells you the size of each problematic component. A few recommendations that the tool may provide based on your website’s technical issues include removing duplicate JavaScript and CSS, reducing DNS lookups, making AJAX cacheable, putting CSS at the top, etc. Step 4: Enhance the security of your website With more attacks taking place on websites, your next priority should be to make sure there are no security loopholes or vulnerabilities within your website.  W3af is an open source tool that can identify and protect your website against more than 200 vulnerabilities. W3af is a web application audit with a GUI that consists of advanced tools. The application uses authentication modules to scan and fix issues. Google Nogotofail is another tool that you can use to ensure the security of network traffic. It evaluates web applications for TLS and SSL vulnerabilities by scanning even encrypted connections. If there are any vulnerabilities, it warns you, so that you can take action. A few other tools include BeEF (Browser Exploitation Framework), which detects vulnerabilities within browsers, and Iron Wasp, which is a Python and Ruby-based scanning tool that fetches RTF and HTML reports. Wapiti and ZED Attack Proxy (ZAP)can be used to scan your website for security vulnerabilities as well. Step 5: Perform regular website maintenance activities Once you fix technical errors and obstacles that were previously slowing down your website, it is time to maintain your website’s performance continuously. There are several tools available today to do just that. Website maintenance helps to enhance browsing experience, creates backups of web data, and remains updated with the latest technology. Google Search Console is a great tool that helps you to track your site’s search performance over time. It also helps you find newer tools that may perform additional maintenance activities. Google Analytics is another important tool that provides detailed reports about how your website is performing, who your visitors are, what the bounce rates are, etc. you can use all this data to micro-manage your website’s performance. In addition, it is also important to update to the latest versions of your CMS, plugins, or PHP, if you are using that. If this step is too technical for you, you can seek the help of an external partner who will be able to help you better. Make website maintenance a regular activity Making your website run faster cannot happen overnight. Start with checking how quickly pages load on your website and understand what is slowing them down. Use the tools we have listed above to additionally optimize your site’s SEO scores, and evaluate technical issues with your websites as well. Next, make sure that all the

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How Data Influences Media and Marketing Today

September 27, 2018

Market research has always been the basic tool to design and develop strategies and campaigns. However, traditional market research consumes a lot of time and requires special skills to process and analyze and to derive insights. Marketing campaigns in the past weren’t accurate because market samples did not truly represent a population, and both advertising and marketing strategies weren’t quite accurate. Campaign failures and losses can be tied down to incorrect insight or partial insight into a market’s needs and demands. In addition, most marketing agencies depended on print and TV to disperse marketing messages until the recent past. Digital media changed all that and democratized the process of marketing and advertising, while contemporary data techniques have taken digital marketing to the next level. Thankfully, newer data analytics techniques have not only reduced marketers efforts to crunch data but have also ushered in a new era in which marketing campaigns are highly personalized, scalable and democratic. In this article, let us take a look at how data has influenced media and marketing, and how there has been a complete paradigm shift. Integration of tools Software integration has led to richer insights and predictions, as there is a larger sample of data to analyze. Cloud-based solutions have helped companies to implement affordable integration solutions across departments. Integration has also brought together disparate software solutions such as CRM, ERP, and HRMS which help businesses to access more detailed data and predict outcomes accurately even on the go. Current marketing and advertising initiatives depend on such an integrated approach to make the correct move. An increasing number of agencies use MarTech solutions to predict better campaign outcomes, and this is possible because of modern data analytics. MarTech consists of marketing automation tools such as Marketo, HubSpot, MailChimp, SalesForce, and Insightly. It also includes data and intelligence tools such as FullContact, Cloudinary, Decibel, among many others. In addition, predictive analysis tools help us make better predictions and foresee campaigns even before campaigns are launched. This allows us to have defined outcomes in mind. Some of the most important predictive analysis tools used today are Microsoft’s Azure Machine Learning Studio, SAP Predictive Analytics Software, IBM Predictive Insights, among many others.  These tools can be integrated with each other, or with other enterprise software solutions for richer insights. Personalized marketing and advertising Earlier, personalized marketing was a challenge and a number of efforts never yielded the desired results. However, thanks to social media, it is easier to curate customers and people with specific interests and capture their sentiments easily. All this data can now be crunched and analyzed for better insight, leading to highly specific marketing and advertising campaigns. There are a number of marketing automation tools that help you personalize advertising. HubSpot and MailChimp can be used by both small and medium-sized businesses to personalize campaigns, while Marketo is a value addition for larger organizations. All these tools use data to take personalization to the next level. In addition, you can use Google Optimize 360, which helps you create custom segmented customer experiences. Forbes also listed Clearbit, Kickbox, Quickmail, Buzzstream, and other tools in its list of tools that help personalize marketing and advertising. In short, these tools help to gain better insight about customers and market, which helps personalize marketing and ad campaigns even at the micro level. The advent of MarTech and AdTech In the last couple of years, technologies that assist in automating and turbocharging marketing and advertising processes have been given the terms of MarTech and AdTech. Both these technologies have helped thousands of agencies to provide better campaign results, automate most marketing processes, and process data in a useful manner. The advent of MarTech and AdTech has also resulted in marketing Big Data. Various market-related data is constantly added to Big Data, and data analytics continue to derive richer insights. Most importantly, MarTech tools like GetResponse, Autopilot, iContactPro can be integrated with ERP and CRM for more coherent insight. After all, both frontend and backend need to be in sync with marketing campaigns for the message to reach effectively to the right audience. It is important to note that while marketing technology tools can up your data game, it is really up to you how to use the insight your derive. For example, integrating a digital asset management (DAM) with Adobe Creative Cloud can provide insights into how designers influence the marketing process. Or, you can choose to integrate Oracle Eloqua with an ERP like Sage 100 ERP or SAP Business One to better understand how order processing trends can improve future campaigns. Data helps launch hybrid and omnichannel marketing campaigns Most marketing campaigns tend to take a hybrid approach, combining online with offline. A survey conducted by Vistaprint Digital showed that 29% of businesses ignore either offline or online marketing practices, favoring one practice more than the other. However, a hybrid approach that uses both the practices is always more beneficial. Some of the ways you can use data analytics to spur offline marketing success are by analyzing QR code usage, proximity marketing using Bluetooth technology, and tracking URLs and web traffic generated from offline visits to actual stores. Using data analytics to track these behaviors will help to launch more cohesive omnichannel marketing campaigns, which bring an integrated shopping experience to customers. Facebook and Google have come up with tools which help advertisers to understand the effect of online advertising on offline sales. They can predict and track online to offline conversions. Data is here to stay for the long haul As you can see, data tools have changed the game when it comes to marketing and utilizing media tools. While we are no longer reliant on traditional media platforms, and digital platforms have long become mainstream, data analytics has ensured that digital marketing will continue in a forward path in the months to come. All these trends will help agencies to develop and implement marketing and ad campaigns quickly across digital media platforms. Dissemination of marketing communication

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