Article | April 15, 2021
Search engine optimisation (SEO) has come a long way, with continued developments, advancements and algorithm tweaks giving business owners, brand agencies and marketing gurus more than just a digital headache.
But traditionally, SEO has been a numbers game, with ranking positions the all-important deciding factor. However, with the purpose of the activity to reflect and cater to user behaviours, can SEO really be simplified to numerical values?
In this piece, Nate Burke, CEO of Diginius, a proprietary software solutions provider for digital marketing and ecommerce, takes a look at how far SEO has come and how more recent advancements in intelligence are helping it towards its ultimate goal.
For any business operating online, SEO is an essential element of the digital marketing mix. Forming the foundation of website designs and content output, SEO helps businesses build an online presence by increasing the chances of web pages and products appearing in visible positions on search engine results pages.
Over the years, the activity has advanced significantly. Of course, it has come a long way since the early days of cramming as many keywords as possible into text, or using spam websites to backlink to yours in an attempt to gain authority.
And while many of these activities are now frowned upon, and can in fact, negatively impact SEO rather than help it, the motivations are the same. For instance, using keywords in website copy or product descriptions is still key in ensuring they rank for the right search terms. Similarly, backlinks remain the golden ticket for website authority, albeit from genuine and trustworthy sources.
The difference is that today, SEO is much more intuitive. Best practice is all about optimising content for logical human behaviour and user experience. For example, keywords that are integrated into copy in a much more natural way are likely to gain more SEO points than a page which uses the old cramming approach.
The reason for this shift is all down to advancements in intelligence, which are enabling search engines to assess and score content in more sophisticated ways than previously possible. Ultimately, today’s ranking assessments understand pages and content in ways that are similar to human usage and interactions.
For example, Google’s roll out of featured snippets has shown significant insight into how the search engine is being used, and in turn, how businesses must adapt their content in order to reach the top-ranking positions.
Emphasis on Q&A style results in position zero of results pages is clear evidence for users turning to the platform for question queries, for which they want quick and straightforward answers. And with these featured snippet boxes taking up significant space on the top of the results page, pushing other organic results further down, it is essential for businesses to include such content into their optimisation strategies.
Additionally, there is a strong case for the use of PPC ads in order to ensure higher visibility on pages that are becoming much harder to rank on organically. This is also true for product searches, as the search engine prioritises shopping results when a user’s query is interpreted as an intent to purchase. Therefore, shopping ads are a great way to ensure your products are visible among competitors in the most prominent position on the page.
Evidently, intelligence in SEO is enabling it to reflect user behaviours and intentions more accurately. And while this is a positive change from a consumer perspective, as results are only becoming more relevant, convenient and useful, for businesses, the playing field is more complex than ever.
So, with ranking criteria constantly being adapted and advanced by search engines, there are ways for businesses to leverage their own intelligence in order to improve SEO activity.
For instance, the backbone of any effective SEO strategy is data and insight. For many, collecting this information requires a trial and error approach, whereby businesses implement tactics and learn from what is and isn’t working.
But as search engines become more complex and intelligent, it can be difficult to get things right, or to really be able to assess activity without waiting months in some cases. Therefore, businesses should use their own data and insights to inform any decisions or activity. This can be a key way to ensure you focus on the right channels, customers and keywords.
For instance, using lead intelligence gathered and analysed by a sophisticated management system that takes into consideration all sales channels, including owned and third-party marketplaces, can provide valuable information on which channels your customers are using most frequently and what products or services are most popular.
This information can then go on to inform the channels you should focus your SEO efforts on, and which products or services will provide the best ROI.
In SEO, the numbers will always be important, as ranking positions will always determine the success of any efforts. However, intelligence should be given just as much attention, as it is only with the latter that efforts can be streamlined for more effective results.
Article | June 24, 2021
There are different methods to advertise your products or services. Those methods allow a business to be heightened, provided that those valuable advertising methods are executed appropriately and tactically. Amongst them, these two kinds of advertising are considered profitable and impactful; multichannel and omnichannel marketing.
Different businesses like; e-commerce, advertising agency, hospitality, pharmacy, etc., utilize different marketing methods according to their requirements. Some of them use multichannel marketing, and others focus on omnichannel marketing. In many aspects, these two marketing methods have various similarities. But, few key differences make them unique.
Multichannel marketing is the process of utilizing direct and indirect communication channels to sell your products or services or engage with your customer. Here channel means social media, emails, display advertising, a website, a retail location, a promotional event, etc.
Multichannel marketing primarily focuses on a unique strategy for each channel.
Omni-channel marketing is also the form for advertising where both channels, online and offline, come to sell products or services. Here channel refers to various social media, website, blogging, a website, email, etc.
An Omni-channel marketing objective is to provide integrated experiences.
Key Differences Between Multichannel And Omni-channel Marketing
Multichannel marketing utilizes multiple channels, but each channel has its objective. In other words, you can each channel works independently.
All communication channels work autonomously with no communication between any channels.
It provides organization-centric messaging
Conveys different messaging on different channels
Restricted accessibility of data flow (one channel now and again)
Lack of clarity amongst channels
Multichannel marketing enhance the reach
Omni-channels marketing also works on different channels, but those channels are behaviorally connected means it provides an integrated experience.
All communication channels work collaboratively and in the sink.
Omni-channel marketing delivers client-centric messaging.
It delivers consistent and uniform messaging on all channels
Simply reachable for all channels (Data flow)
Comprehensive transparency among all channels
Omni-channel marketing helps to expand personalized communication with clients
Statistics About Multichannel Marketing Benefits
95% of marketers say that they know how important multichannel is for targeting.
72% of consumers say they would rather connect with brands and businesses through multichannel.
91% of retail brands use two or more social media channels.
50% of marketers using multichannel marketing strategies were usually able to hit the financial target.
Every internet user has 5.54 social media accounts on average.
Consistent interactions across channels are preferred by 90% of customers.
Digital video is used by 91% of companies that have estimated revenue of over $500 million.
At least eight marketing channels are used by 51% of companies today.
Multichannel B2B campaigns see an average increase of 24% in ROI.
Those with a strong multichannel approach in their marketing see a 9.5% increase in annual revenue.
Statistics About Omnichannel Marketing Benefits
Companies with omnichannel customer engagement strategies retain on average 89% of their customers.
87% of customers think brands need to put more effort into providing a seamless experience.
According to a survey conducted by Aspect Software, businesses that adopt omnichannel marketing strategies achieve 91% greater year-over-year customer retention rates than businesses that don’t.
Forty-eight percent of customers tend to share their information for a more personalized experience.
Customers who have an omnichannel experience spend 13 percent more online than those who only use one channel.
Sixty percent of millennials expect a consistent brand experience whether they interact online, in-store, or via phone.
9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today)
85% of digital consumers start the purchasing workflow on one device yet finish it on another.
The Challenges That Are Mostly Face With Multichannel Marketing
Different kind of advertising needs a different type of approach. Multichannel marketing is a time-consuming phenomenon. There are some challenges here with multichannel marketing that most marketers experienced.
Handling one channel is not very expensive, but multiple channels require a smart amount of investment. Multichannel marketing is an expensive and time-consuming phenomenon. It does not mean you will always succeed by instigating a multichannel marketing strategy. Most marketers face such kind of problem. They find it challenging to decide the appropriate channel approach and cannot conclude to opt-in terms of budget allocation.
When it comes to managing one channel, it’s not that difficult, but when you start focusing on multichannel, you will have to take care of each channel in every direction. In other words, you say each channel has its property, and to handle it, there is a specific way. Each channel performs differently; Instagram is not for article writing, and LinkedIn is not made for personal socialization. So it becomes hard for the marketers to pay equal attention to each channel.
In multichannel marketing, data is the most valuable asset that you have to store and utilize effectively so that you can experience profitability. Still, more than 62% of marketers have no automation tools. In addition, 37 percent of marketers found it challenging to leverage customer data.
The Challenges Most of the Marketers Face With Omnichannel Marketing
Whether it is multichannel marketing or omnichannel marketing, or some other form of marketing, each advertising has its loopholes. Let’s have a look at the challenges with omnichannel marketing.
Getting connected with customers or potential clients via similar one-size-fits-all messages across each channel simultaneously is not problematic. Probably the most fundamental tech stacks can hold this. But, it doesn’t give that much response in terms of customer satisfaction. So, how can you make those communications impactful?
Lack of technical skills and resources is one of the biggest challenges in omnichannel marketing. Most marketers don’t have the appropriate tool to manage omnichannel marketing; even skilled people are rare to find.
In omnichannel marketing, millions of data have been shared in video, text, infographic, gif form, etc. Those data are designed to influence the target audience or prospects. Still, it becomes difficult to maintain the quality of the content on multiple channels.
Both types of marketing are highly effective and result-oriented. Both follow various channels to reach their target audience and convince them towards their products or services. Overall the objective of both channels is similar apart from some differences. Both marketing are very impactful and help to intensify your business. Marketers are satisfied with both, but if you want to choose one, it isn't easy to find because it differs from business to business or requirement of approach. It is a life-long debate. But, one thing is for sure while implementing, you must comprehend its challenges in a very detailed manner.
Frequently Asked Questions
Q. Why omnichannel and multichannel marketing is essential nowadays?
Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility.
Q. How has omnichannel marketing emerged?
Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers.
Q. What is the main difference between omnichannel and multichannel marketing?
In multichannel marketing all channel work separately however, in omnichannel they are interactively connected.
Q. What are the omnichannel examples?
Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially
"name": "Why omnichannel and multichannel marketing is essential nowadays?",
"text": "Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility."
"name": "How has omnichannel marketing emerged?",
"text": "Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers."
"name": "What is the main difference between omnichannel and multichannel marketing?",
"text": "In multichannel marketing all channel work separately however, in omnichannel they are interactively connected."
"name": "What are the omnichannel examples?",
"text": "Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially."
Article | September 10, 2021
Creating a persuasive and impactful whitepaper is a dexterous job. Eminent marketers believe that white paper is a powerful medium to enhance brand credibility and recognition by providing holistic and valuable information to its customer or target audience. Moreover, it can easily influence its audience by assisting the min meeting their expectations.
One of the renowned author and journalist William Wheeler said
“Good writing is clear thinking made visible”.
A whitepaper is a detailed guide that consists of value-added information, persuasive approach, statistics, research, info graphics, etc. It is a long-form piece of content that educates its customers with its authoritative tone. The white paper is highly advantageous in B2B marketing
Let’s take a look at some of the most prominent ways to create informative and augmented.
Value of White Paper in B2B
Renowned B2B market analyst utilizes white paper as a lead generation asset. It presents your company as a thought leader and enhances lead generations. There are different types of tools that can help in creating attractive and magisterial white paper.
What Makes a White Paper Value-added & Persuasive
Certain practices are essential to creating a white paper. You can generate excellent white paper by learning these tips. First, let’s delve into how to make a result-driven and productive white paper.
Research is the initial and utmost important step of creating a white paper. Once you choose your topic to write about, you need thorough information about the same. You can find different valuable information from blogs, articles, statistics, etc. It helps in understanding various perspectives, styles, and objectives of the writing. It also diminishes the risk of being ignored.
Choose a Relevant Topic
Choosing a relevant topic is an essential step. It makes your approach easy and productive. First, try to find the relevant topic your target audience will want to read. You should have a clear picture of what appeals to them and can enhance their engagement.
People have an inclination towards statistics once it comes to creating a white paper. Statistics have the power to influence and convenience them to know more about your brand and buy your products. Marketers use appropriate statistics as social proof. It increases the credibility of the white paper.
As per the Content Marketing Institute report, approximately 92% of content marketers consider content as a business asset. The audience expects top-notch quality, engaging and relevant content. You can enhance the quality of the content by using subtle and jargon-free language, mentioning statistics with sources, keeping an eye on punctuation, and presenting useful information.
Info graphics are visual. Your target audience can easily understand it. It takes less time to consume. Marketers use it to generate more leads and enhance traffic. With the help of info graphics, you can grab your audience’s attention as it provides valuable information faster than other formats of content. It helps in search marketing results and makes your content go viral.
Alluring designs in terms of headings, subheadings, quotes, info graphics, templates, etc., compel the reader to read your white paper and know more about your brand. Minimalistic designs enhance your presentation of white paper and make it incredible. Make sure that the text is readable. Magnificient designs play a crucial role in making white paper. It boosts brand recognition.
Editing, Editing, and Editing
After taking all the necessary steps for creating a white paper, you need to re-read it. It is said that editing eliminates all the extra content from your white paper. If you read it repeatedly, you can give systematic and proper flow to your white paper. With the help of editing, you can rectify your punctuation, grammar, sentence structure, word order mistakes.
Evaluate Your Performance
Once you are done with your white paper, the most essential task is to evaluate your performance. Try to gather all the reviews, comments, and queries to understand where you are lacking and improve it accordingly. Then, you can share those white papers with industry experts and take their views.
Experts, market analysts, and prominent businesses take advantage of whitepapers. A white paper is considered one of the most valuable, informative, and prolific ways of marketing. It can attract the audience and enhance their engagement by providing them information. It also generates more leads and makes you stand out from other competitors.
To create such augmented, productive, and exceptional white paper, follow the above tips. These tips will help in generating alluring white paper and reaching innumerable business outcomes.
Frequently Asked Questions
What makes a white paper unique?
Minimalistic designs, relevant information, jargon-free content, statistics, informative and narrative writing makes a white paper unique and establishes it as a thought leader.
What should be taken care of while creating a white paper?
The essential factor is maintaining quality, keeping a systematic approach, avoiding grammatical mistakes, using statistics with sources, and keeping relevant information that appeals to your audience.
"name": "What makes a white paper unique?",
"text": "Minimalistic designs, relevant information, jargon-free content, statistics, informative and narrative writing makes a white paper unique and establishes it as a thought leader."
"name": "What should be taken care of while creating a white paper?",
"text": "The essential factor is maintaining quality, keeping a systematic approach, avoiding grammatical mistakes, using statistics with sources, and keeping relevant information that appeals to your audience."
Article | March 15, 2020
MarketsandMarkets forecasts that by 2023, AI in the social media market will be worth $2,197.1 million. Why is this? Because the adoption of AI technology in the social media sector has increased. A growing number of marketers are using it to scale up their social media efforts. With so many businesses using social media today, it’s hard to stand out. It has also become tougher to connect with social media audiences. Social media marketing activities are also no longer restricted to just posting content and responding to comments and messages. Brands also need to keep up with customer service, marketing, ecommerce, and so many other things on social media.