What is Permission Marketing and How to Execute it Effectively

permission marketingMarketing in one perspective is just communication – Communicating the availability and features of a product or service to potential customers. We encounter marketing messages every day. When you think about it, you would realize that most of the marketing messages are pushed to you and not requested by you. This is also termed as interruption marketing. TV ads, Newspaper Ads, Out door advertising, spam mail and so on are interruption marketing messages trying to get our attention while we carry on with our day.

For many companies this model works just fine. They out-spend the competition with the ads, they generate more sales and revenues and the cycle goes on. In certain cases, promotion of a product or service is not possible with the above method. A start up company who have come up with a new product or service do not have the marketing budget to out-spend the competition. Also the conversion rate on such marketing messages is extremely low because they are un-targeted. The marketing messages reaches a whole bunch of people who are not interested in the product or service.

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How to Become a Self Made Digital Marketing Expert

As consumers spend more time using the internet and less time with other channels – advertisers are also forced to follow this trend. The ads have to be there where the eyeballs are. Unfortunately, digital marketing is not as simple and straight forward as traditional marketing.

Digital marketing is best done in-house and cannot be outsourced to a digital marketing agency for various practical reasons. This is the reason that digital marketing experts are sought after all over the world right now and the demand for such candidates will only go up in the future.

digital-marketing-expert1

If you have a marketing background and want to become a digital marketing expert; you may be wondering which is the best way to go about it. There are several courses on digital marketing which are being offered as workshops, online courses and one-on-one coaching programs.

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Top 7 Digital Marketing Metrics Worth Losing Your Sleep Over

It is a known fact that you can’t improve what you can’t measure. One of the main advantages of digital marketing over traditional marketing is the power to measure and assign a numerical value on each step of the process…

Digital Marketing Metrics

This blessing is also a curse in disguise because we may end up measuring 50 different types of digital marketing metrics where most of them really don’t matter that much. (Example: Number of Facebook likes on a blog post!).┬áSuch metrics are aptly named as vanity metrics because the rise in numbers may be exciting but it may not lead to real growth in sales and revenue. As digital marketers we need to focus on metrics that matter.

With experience and maturity we can learn not to get excited about vanity metrics. For example, a YouTube video going viral and hitting a million views is also a vanity metric. We may feel like celebrating that the video has got a million views but in many cases viral videos have a history of having no impact on the short term or long term revenue.

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How to Optimize Your Website for the Search Engines in 2014 and Beyond

content-marketing-seoSearch engines and search engine optimization have come a long way since the past decade. Search engines came into existence basically as the evolution of classified directories and yellow pages where people would go to find information about local businesses. Even I remember picking up the yellow pages book to find something that I needed.

Now I don’t think people use yellow pages anymore. But there are a lot of striking similarities between yellow pages and search engines. In yellow pages you would find some ads along side the “organic” results. Some of the will be targeted too! So the basic business model for both of them is: provide information that can be used and once you get the audience’s attention earn some revenue via advertising.

Search engines of today are just yellow pages with magic in it. You can think of them like the magic newspapers in the magical world of Harry Potter. Images move and text can rearrange itself! It is fun when you think about it like that.

The world wide web being so flexible not only displays business information through various websites but also hosts newspapers, magazines and BLOGS! Now with improving technology, the WWW is soon set to replace the TV as an entertainment medium.

Quality Search Experience

The responsibilities of the search engines are to organize the world’s information so that the most relevant information shows up when specific “keywords” are searched for in the search bar. Each search engine has a specific way to rank these results. Google, the search engine with the biggest market share, claims to have more than 200 unique ways by which they consider which website to rank first, which to rank 2nd and so on.

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What is eCPM & RPM and How to Calculate it

ecpm-rpmeCPM stands for effective cost per Mille (or effective cost per thousand impressions) and RPM stands for Revenue per thousand impressions. Both the terms usually mean the same but they are used in different contexts.

When advertisers want to run display ads on a particular website, they will calculate the eCPM and see if they can afford to run the ad. Advertisers will compare the eCPMs of various channels and determine which one is converting better. The obvious choice would be to go with the channel which offers the least eCPM paired with maximum conversions.

RPM is usually publisher’s language and they find out how their web property is performing. Page views keep changing but RPM for a website in a specific industry and with a specific audience fairly remains constant over a period of 6 months to a year. A health niche website may have a higher RPM and a cine gossip entertainment website may have a relatively low RPM compared to the health website.

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