The Evolving Landscape of Digital Marketing in the Era of Artificial Intelligence. Digital Marketing Trends in 2024

2024 marks a new chapter in the ever-evolving story of Digital Marketing. As technology leaps forward and consumer demands shift, the landscape continues to be reshaped at an accelerating pace. What worked yesterday might be obsolete today, making adaptation and innovation crucial for survival. Let’s dive into the key trends and transformations defining the digital marketing landscape in 2024:

1. Embracing the AI Advantage:

Artificial intelligence (AI) and machine learning (ML) are no longer futuristic buzzwords; they’re essential tools driving smarter marketing strategies. From hyper-personalized content recommendations to predictive targeting and automated campaign optimization, AI empowers marketers to understand their audiences like never before. Expect to see an explosion of AI-powered chatbots, dynamic advertising personalization, and data-driven insights that fuel smarter decision-making. Not only that, A.I Written content is now everywhere, and it is the time when we start focusing on providing a more personalized experience collaborating with A.I. If you haven’t leveraged the power of chatbots, you better start doing so. Here are 4 Chatbots that are doing a groundbreaking experience

Now Recently Open AI CEO Sam Altman released Text to video A.I Model Sora.

It is producing ultra-realistic videos which is groundbreaking.

2.Quality Content is the King:

Content remains the cornerstone of any successful digital marketing strategy. However, in 2024, the focus shifts from quantity to quality. Engaging, diverse, and inclusive content that resonates deeply with your target audience is paramount. Infographics, short-form videos, interactive tools, and user-generated content are some formats gaining traction. Remember, authenticity and relevance are key – ditch the fluff and create content that adds genuine value to your audience’s lives. Solve problems rather than selling service.

But do not just create Top of the Funnel content. Split your content strategy into two parts. 60-70% of your content should be based on TOFU(Top of the Funnel), and 30-40% of your content should focus on MOFU(Middle of the Funnel) and BOFU(Bottom of the Funnel), as Some keywords are Educational and Some are Transactional.

3.Video Takes Center Stage:

Attention spans are dwindling, and video content is the antidote. In 2024, video isn’t just a “nice-to-have”; it’s a must-have. Short-form video platforms like TikTok and Instagram Reels are exploding, offering brands unique opportunities to connect with audiences in engaging and impactful ways. Live streaming, interactive video elements, and shoppable video formats are also gaining momentum, blurring the lines between entertainment and commerce. Alight Video Content with your Marketing strategies.

Here are some tips-

Try to engage with your community with quality video content as well as solve their pain points.
Educate people and Inspire people.
Consider creating more educational content if your business is B2B.
Use client’s testimonials and BTS to show authenticity.

4.The Ephemeral Factor: FOMO Drives Engagement:

Ephemeral content, which disappears after a set period, leverages the power of scarcity and urgency to drive engagement. Platforms like Instagram Stories and Snapchat Snaps have mastered this art, captivating users with time-sensitive content that fuels FOMO (fear of missing out). Marketers can tap into this trend by creating exclusive behind-the-scenes glimpses, limited-time offers, and interactive polls within ephemeral formats.

You have seen notifications like Lightning deals, or some type of countdown before the price increases in Amazone,Flipkart, or Myntra. This is an example of FOMO. Our brain is designed in such ways that we want to grab the best deal. So when we see such gimmicky notifications, we usually act on the base of impulse.

5.Understand Buyer Mindset:

Shoppers Value Authenticity. Do not just focus on paid ads without understanding what your consumers need. If you are a Clothing brand, showcase your present buyer’s images with your product, and also their testimonial. Create a Hashtag trend. If your consumer posts their pictures with the relevant hashtag and tag your brand, they will get a story highlight, even a 2% Discount. Even if you don’t offer discounts, just asking for genuine reviews along with some pictures creates genuine trust in your consumer’s mind. Creating trust among your consumer should be the No.1 Priority.

This was just an example. This varies from business to business, but the formula is the same, Understand your Consumer and you will get your end results.

6.Product-based Business X Youtube:

Have you seen in recent times that Motorola and some other brands are using YouTube Tech Reviewer in their Phone Launch ad? The large brand knows the Marketing Funnel has changed in recent times from Awareness-Consideration-Purchase to Awareness-Interest-Engagement-Research -Evaluation-Justification-Purchase.

Later Adoption-Retention-Expansion-Advocay comes.

Now People usually get product reviews and comparisons through Youtube. So they are using these YouTube tech Reviewers in their product launch to gain the trust of their consumers. As a marketer, you can go for the long-form video approach by collaborating with Influencers to Build trust for the Brand.

7.The Rise of Micro-Influencers:

Influencer marketing remains a powerful tool, but the trend is shifting towards micro-influencers. These individuals boast smaller, more engaged followings and often hold more niche expertise, allowing for targeted reach and authentic brand partnerships. Collaborating with relevant micro-influencers can yield better results than relying solely on major influencers with broader (but less engaged) audiences. In a lot of scenarios, A Major Influencer can drive more sales, but If you invest in small Micro-Influencers, that builds trust and engagement which can convert into a long-term partnership.

Keep these things in mind

Verify Content Quality & Influencer Voice
Review Audience Interests & Demographics
Evaluate Influencer Authenticity
Understand an Influencer’s Reach & Engagement

8.Building Trust in a Privacy-Conscious World:

Data privacy concerns are at an all-time high, forcing brands to rethink their approach to data collection and usage. Transparency, user consent, and ethical data practices are essential to building trust with consumers. Leverage zero-party data (information users willingly share) and focus on building genuine relationships over intrusive tracking. You can gain Zero Party Data with these methods

Offering a Newsletter or Valuable pieces of information in exchange for Email address
Offering One-time Discount coupons in exchange for signup
Asking consumers if they want to receive mail about offers and new launches
Allowing users to select their preference cookie settings

9.Community-Driven Marketing: The Power of Connection:

Consumers crave authenticity and interaction. In 2024, building vibrant online communities around your brand will be a key differentiator. Encourage user-generated content, foster meaningful conversations, and empower brand advocates. Building a loyal community not only boosts engagement but also creates valuable word-of-mouth marketing opportunities. Big Brands are heavily investing in Community Building as you can see often in some reels or posts Brands are commenting and joking.

Even Managing consumer problems through Social Media now has become a genuine thing. Even Police are now heavily active on Facebook, Instagram, and Twitter. Such activities create trust among users.

10.Voice Search, Local SEO, and Search Intent:

With smart speakers and voice assistants becoming ubiquitous, optimizing content for voice search is more important than ever. Conversational keywords, long-tail phrases, and focus on local intent are crucial for grabbing users’ attention through voice queries.

Invest in Google My Business as a lot of potential traffic comes from GMB. Gain authentic user reviews and encourage users to share their valuable feedback on Google My Business. These help other potential users in becoming your consumer.

Now usually we do keyword research from various tools but one free tool we ignore often is knowing what people are searching for and what is their Intent. Think about how people naturally ask questions and ensure your content aligns with their search patterns. I have seen many brands Rank on the 2nd or 3rd page but often their content snippets get shown in the people also asked. So consider answering user’s queries through your content.

Staying ahead in the ever-evolving digital marketing landscape requires agility, adaptability, and a willingness to embrace new technologies and trends. Continuously analyze data, experiment with different strategies, and track performance metrics to gauge what resonates with your audience.

Remember, building trust, offering genuine value, and fostering meaningful connections are the cornerstones of success in the year 2024 and

If you liked this article, feel free to share it with your friends.

I am Arunalo Sinha Roy Founder of Performancemetrix.in, Signing off, See you on the Next Article

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The Ultimate SEO Strategy for SMBs

Marketing case studies and strategies

Creating a comprehensive SEO strategy for a new business involves a multi-faceted approach that covers various aspects of SEO, including on-page, off-page, technical SEO, local SEO, and content creation. Here is how a new business can leverage the power of SEO to build a strong social media presence. Performancemetrix.in

Chapters

Technical SEO
On page SEO and Content creation
Off Page SEO
Local SEO
Monitoring And Analytics
On Going Optimization

1. Technical SEO

Technical SEO is a vast field and it requires more a lot of technical knowledge like Website Speed optimization, coding, design and layout optimization, and many more

Website Speed: Ensure fast loading times by optimizing images, using a content delivery network (CDN), and minimizing unnecessary scripts. You have to check through Google search console for any kind of server or website errors like 4xx,5xx . The less technical error your website will have the more chances are there to get a good ranking in Google Search Results

Mobile responsive design and AMP : Ensure the website is mobile-friendly and responsive. Using AMP(Accelerated Mobile Page) can help your website to rank fast

Site Structure: Create a clear and organized site structure with logical navigation. Consider using Content clustering method

XML Sitemap: Create and submit XML sitemaps to search engines. Whenever you are making any major changes to your website , consider submitting XML Sitemap . Use GSC(Google Search Console) to submit your sitemap

Robots.txt: Ensure proper use of the robots.txt file to control crawler access.

Schema Markup: Implement schema markup to enhance search engine understanding of your content.

SSL Certificate: Ensure your site has an SSL certificate for security and improved search rankings. Goole nowadays shows a warning if you open a website which do not have any SSL certificate.

In addition Consider using simple URL and Slug so that users and search engine can easily understand your website and content

2. On page SEO and Content creation

On page SEO in one of the most crucial parts of SEO. Modern day SERP ranking requires a strong content strategy. Google tries to serve consumer queries centric content. If you want your home page to be ranked in the top, that will be a very tough job , as most of the home pages do not serve queries. And for that now a day, you can see a lot of Blogs ,Blog pages , and videos are started to appear on the first page of SERP .

So, diving into the ON- Page SEO strategy, there are several factors you have to consider while doing On-Page SEO for a website

Keyword Research: Identify relevant keywords for your business using tools like Google Keyword Planner and SEMrush. Use mix keyword strategy which will include Long Tail and Short tail keyword.

Content creation: Create content which users will read. How to content, Guide content this type of content usually attracts users as this type of content offers some kind of solutions to users’ problems. If your content offers what an user is looking, Google will rank you. Keyword stuffing doesn’t work and often Google penalize such contents. Take help form A.I Tools to generate content but keep in mind, you have to create the A.I generated content in such way that user can find solution by reading it. Also consider creating YouTube videos, short form of content and use it in your article to provide clear solutions.

Meta Tags: Optimize meta titles and descriptions with relevant targeted keywords. Use copywrting techniques to create eye catchy Meta Title and Descriptions. Use A.I Software like Chatgpt or CopyAI to generate creative headlines and Descriptions.

Header Tags: Use H1, H2, and H3 tags to structure content. This gives clear structure in your content.

Keyword Placement: Incorporate target keywords naturally within content.

Content Optimization: Ensure high-quality, relevant, and engaging content on each page. Consider using Internal Links and External Links

Internal Linking: Link relevant pages within your site for better navigation and SEO.

Image Optimization: Optimize image alt tags and file names.

User Experience (UX): Enhance user experience with a focus on readability, formatting, and mobile-friendliness.

3. Off-Page SEO:

Off page SEO refers to the process takes outside of a website to improve its ranking and search presence. It helps in increase Domain Ranking, SERP presence, DA and PA .

Usually strategies like Guest posting, Social media referral and outreach program comes under OFF-Page SEO

Link Building: Build high-quality backlinks through outreach, guest posting, and content promotion. Things to keep in mind, strategies like Black Hat SEO doesn’t work. Google has strict policies and will penalize your website for using such strategies. White Hat SEO strategies like Guest Posting, Blog submission, Outreach Program can help you in growth of your website.

Social Media: Create and maintain a strong social media presence to amplify content and engage with your audience.

Online Reputation Management: Monitor and manage online reviews and mentions.

4. Local SEO and NAP Citation:

Google My Business (GMB): Claim and optimize your GMB listing with accurate business information, photos, reviews and keywords

Local Citations: Build consistent NAP (Name, Address, Phone number) citations across local directories and websites.

Local Content: Create content targeting local keywords and topics relevant to your audience.

Local Link Building: Build local backlinks from reputable local businesses and directories.

NAP Citation – NAP-Name , Adress and Phone NO , If Google finds contact information(NAP) of your Businesses across the web, Google will help your Google My business profile to rank on the top 3 of Local Listings.

5. Content Creation:

Content creation is the most crucial part in a SEO strategy and also from business perspective. Modern day relies on valid information. Let’s say you want to buy a phone. In past people usually visits a local store to buy a phone without considering in depth research. Now you will check YouTube , compare other phones with your desired phone, read blogs about it, check customer review and after that you will come to a conclusion. So, for all these steps you need content. That is what Google has introduced E-E-A-T frame work in their algorithm. E-E-A-T means Experience, Expertise , Authoritativeness and Trust.

Now a days, just making a blog and stuffing keyword in it wont rank your website. You information must be from a very trustworthy source and will match with E-E-A-T framework.

Now coming to the important types in Content creation –

Blog: Develop Blogs, YouTube Videos, Social media posts , reels with valuable, informative, and shareable content related to your industry.

Content Calendar: Create a content calendar to plan and schedule regular updates.

Content Promotion: Share content on social media, through email marketing, and with outreach to relevant influencers.

Multimedia Content: Diversify content with videos, infographics, and podcasts to reach different audiences.

6. Dig deep into Marketing Analytics

Marketing is the perfect blend of Art and Science , and no matter what you do, without measuring your work , end results will create chaos. Measuring DATA and taking steps according to that DATA is very crucial. You can start from basic by using free tools like

Google Analytics: Set up and regularly review Google Analytics to track website performance.

Google Search Console: Monitor for issues, submit sitemaps, and review search queries.

Google Tag Manager: Use Tag Manager to set up multiple tags in your website

Rank Tracking: Use SEO tools to track keyword rankings and monitor competitors. Like Semrush , Ubersuggest

Remember that SEO is an ongoing process, and results may take time to materialize. Consistency, patience, and adaptability are key to a successful SEO strategy. Regularly review and update your strategy to stay competitive in the ever-evolving search landscape. Monitor every steps and competitors, use A.I tools , keep track of Google’s Algorithm updates.

To save you from this whole complicated time-consuming process, I am here to help.

I am Arunalo Sinha Roy, owner of Performancemetrix.in

I am certified Google ,Hubspot and MICA Digital Marketer with a 1.5 years of experience in SEO,SEM and SMM

I will help you in crafting exciting content , creating and implementing SEO and Local SEO strategies so that your business can grow in this digital era

Get in touch with me

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The Ultimate Marketing Plan for E-Commerce Success

Marketing case studies and strategies

A comprehensive marketing plan is a document that outlines your business’s marketing goals, strategies, and tactics. It should be tailored to your specific business and industry, and it should be updated on a regular basis to reflect changes in your business and the market.

A comprehensive marketing plan typically includes the following sections:

Business Summary (Details of your Business)
SWOT Analysis (Strength, Weakness, Opportunities, and Threats)
Business Initiatives (Final goal from a marketing campaign)
Consumer analysis (Understanding consumers and their goals for your brand)
Competitor analysis (Who are the competitors and what strategy to outrun them)
Market Strategy (Includes 4p’s of Marketing)
Marketing strategy (Inlcudes, Channels, strategies, plans, type of marketing, content type, defining KPI, and many more)
Budget allocation
Marketing Timeline: This section outlines the schedule for implementing your marketing plan.
Evaluation and Control: This section describes how you will measure the success of your marketing plan and make necessary adjustments.

A comprehensive marketing plan is an essential tool for any business that wants to achieve its marketing goals. By taking the time to develop a well-thought-out marketing plan, you can increase your chances of success in today’s competitive marketplace.

1. Business summary - Shopclues

Shoppclues is an Indian online marketplace that was founded in 2011. It is one of the largest e-commerce platforms in India, with over 600,000 merchants and 28 million products on its platform. Shopclues offers a wide variety of products across categories such as home and kitchen, fashion, electronics, and daily utility items. The company’s target market is primarily Tier II and Tier III cities in India.

Shopclues has been facing increasing competition from other e-commerce platforms such as Amazon India and Flipkart. In order to remain competitive, Shopclues has focused on expanding its product offerings, improving its delivery infrastructure, and launching new marketing campaigns.

2. SWOT Analysis

Here is SWOT analysis of Brand Shopclues

Strengths:

Large product catalog of over 9 million products across 4000+ categories
Strong brand recognition and customer base
Wide distribution network
Strong marketing and advertising campaigns
Strong partnerships with national and international brands

Weaknesses:

High customer acquisition costs
High return rates
Lack of focus on customer service
Lack of innovation
Competition from other online retailers
Havnt really entered the Gen Z market
Lack of personalization , SEO efforts and Social Media Marketing

Opportunities:

Expansion into new markets
Development of new product categories
Increase focus on customer service
Innovation in technology and logistics
Acquisition of other online retailers
Creative Social Media Marketing
Inlfuencer Marketing

Threats:

Economic slowdown
Increased competition from other online retailers
Changes in government regulations
Cyber security threats
Quick shift from one brands

3. Business Initiatives

Over the upcoming 12 months

Shopclues wants to increase its sales by 30%, and also
Shopclues wants to grow its social media engagement by 20% and it’s followers by 30%.

Shopclues social media following

Facebook: 11.7 million

Twitter: 3.5 million

Instagram: 10.6 million

YouTube: 1.8 million

LinkedIn: 1.3 million

Increase consideration over Amazon, Flipkart, and Myntra
Rank among the top 3 in search Engine

4. Consumer Analysis / Buyer person

Let’s create a buyer persona or I can say a potential audience base to target

Name: Akash / Sayra

Age: 23 (18-25 age group)

Gender: Male/ Female

Location: Mumbai / Bangalore /Kolkata (Tire 1 and 2 cities)

Occupation: Software Engineer

Income: Rs. 10-20 lakhs per annum

Interest: Fashion, tech, travel, beauty product, healthcare,

Pain points:

Wants to find great deals on products
Wants fast delivery
Wants to buy authentic and trendy products
Wants trendy clothes
Great Gadgets at affordable price

Goals:

Wants to save money
Wants to save time
Wants to look fashionable

How to reach them:

Social media: Akash / Sayra is active on social media, especially Instagram and TikTok. He follows a lot of brands and influencers, and he is always looking for new products to buy.
Email marketing: Akash / Sayra is signed up for email marketing lists from a number of brands. He likes to receive promotional emails, and he often clicks on the links to buy products.
Search engine marketing: Akash / Sayra uses Google and other search engines to find products. He is more likely to click on ads that are relevant to his interests and that offer great deals.

Name: Rahul / Arpita

Age: 35(26-45 age group)

Gender: Male/ Female

Location: Mumbai / Bangalore /Kolkata (Tire 1 and 2 cities)

Occupation: MNC / Government sector / Businessman/ Businesswoman

Income: Rs. 20-40 lakhs per annum

Interest: Fashion, tech, travel, beauty product, healthcare,

Pain points:

Wants to find great deals on products
Wants fast delivery
Wants to buy authentic and trendy products
Wants good quality products
Wants to order groceries online
Great customer service

Goals:

Wants to save money
Wants to save time
Great products and service
Wants Hassel Free Delivery

How to reach them:

Search engine marketing: Rahul / Arpita uses Google to find products. They are more likely to click on ads that are relevant to their interests and that offer great deals. Also, they are interested in learning about Product reviews through articles and youtube video
Social media: Rahul / Arpita is active on social media, especially Instagram and Facebook. He follows a lot of brands and influencers, and he is always looking for new products to buy.
Email marketing: Rahul / Arpita is signed up for email marketing lists from a number of brands. He likes to receive promotional emails, and he often clicks on the links to buy products.
Banner Ads – Rahul / Arpita visits different websites to read and if they see any exciting ad running on that websites, they will probably click on it.

By understanding the needs and goals of this buyer persona, you can create marketing campaigns that are more likely to reach them and convince them to buy your products.

5. Competitor Analysis

Shopclues is an Indian e-commerce company that was founded in 2011. It offers a wide range of products, including electronics, fashion, home & kitchen, and more. Shopclues competes with a number of other e-commerce companies in India, including Amazon, Myntra, and Flipkart.

Amzone

Amazon is the largest e-commerce company in the world. It offers a wide range of products, including electronics, fashion, home & kitchen, and more. Amazon has a strong brand name and a large customer base. It also has a strong logistics network, which allows it to deliver products quickly and efficiently.

Amazon is one of the strongest players in the book-selling and Ebook market. Also Amazone MINI is also growing as it is collaborating with a lot of renowned influencers and brands. From healthcare to Groceries, Amazon has become one of the most trusted players in the E-Commerce business

Myntra

Myntra is a leading e-commerce company in India that specializes in fashion. It offers a wide range of clothing, accessories, and footwear for men, women, and children. Myntra has a strong brand name and a loyal customer base. It also has a strong logistics network, which allows it to deliver products quickly and efficiently. Myntra offers an Insider program and Influencer collaboration that boosts Myntra’s sales and brand engagement. Also, the unique range of collections in fashion wear has attracted most of Gen Z.

Flipkart

Flipkart is the second largest e-commerce company in India. It offers a wide range of products, including electronics, fashion, home & kitchen, and more. Flipkart has a strong brand name and a large customer base. It also has a strong logistics network, which allows it to deliver products quickly and efficiently. Flipkart offers exciting discounts and A lot of brands only launch their products on Flipkart which makes Flipkart 2nd most considerable brand.

Shopclues faces a number of challenges from its competitors. Amazon, Myntra, and Flipkart are all larger and more established companies. They also have stronger brand names and larger customer bases. Shopclues will need to find ways to differentiate itself from its competitors in order to succeed.

Some of the ways that Shopclues can differentiate itself include:

Offering a wider range of products
Offering lower prices
Offering better customer service
Offering more innovative features
More social media presence and collaboration with Brands
Collaboration with Influencers
Strong Email marketing and creative marketing approach
Collaborating with Brands like Boat, MI, and Oppo to capture a greater audience
Collaborating with Authors to sell books online.
Creative Video Marketing

Shopclues will also need to focus on building its brand name and its customer base. It can do this by investing in marketing and advertising, and by providing excellent customer service.

If Shopclues can successfully differentiate itself from its competitors and build its brand name and customer base, it has the potential to be a successful e-commerce company in India.

6. The 4Ps of Shopclues e-commerce

4Ps stand for product, Price, Place, and Promotion. These 4Ps are the fundamentals of marketing. We can define where our brand stands in this huge market by analyzing the 4Ps

Here are the 4Ps analysis of Shopclues

Product: Shopclues offers a wide variety of products across categories such as fashion, electronics, home & kitchen, groceries, and more. The company also has a strong focus on private labels, which are products that are developed and sold exclusively by Shopclues.
Price: Shopclues offers competitive prices on its products. The company also offers a variety of discounts and promotions to attract customers.
Place: Shopclues is an online marketplace, which means that customers can shop from the comfort of their own homes. The company also has a network of fulfillment centers across India, which allows it to offer fast and reliable delivery.
Promotion: Shopclues uses a variety of marketing channels to promote its brand, including online advertising, social media, and influencer marketing. The company also has a loyalty program that rewards customers for shopping on its platform

Shopclues has been using the 4Ps to build a strong brand and grow its business. But for some strong reasons, Shopclues is unable to build a strong consumer base in comparison to Amazone and Flipkart

7. Marketing strategy of Shopclues

Developing a holistic Marketing strategy is not an easy task. Sure you can take help from Chatgpt or Bard, but you have to analyze that strategy from the perspective of a human.

How you are going to connect with your consumers and how you can move your consumers from the Top of the funnel to the Bottom of the Funnel is the biggest challenge you will face.

Shopclues Marketing strategy

Content marketing

Content marketing is a great way to attract new customers and build brand awareness. You can create blog posts, infographics, videos, and other types of content that are relevant to your target audience. Make sure to optimize your content for search engines so that it can be found by potential customers. Content marketing will be fundamental to SEO, And Social media marketing. Consider using Inbound marketing techniques to create content like Fashion, tech, reviews, etc.

Social media marketing

Social media is a powerful tool for connecting with potential customers and promoting your products. Shopclues can leverage the power of Social media marketing by using Instagram, Facebook, LinkedIn, and Twitter.

Instagram and Facebook – Shopclues can create carousel posts and reels about tech, fashion, customer reviews, and deals. Also collaborating with influencers will give them an edge. Shopclues can collaborate with Micro-influencers and big influencers to create a community. Consider targeting GenZ as they will be the primary audience to consume content on social media

Email marketing

Personalization = Personalized Email Marketing

Email marketing is a great way to stay in touch with your customers and promote new products or sales. Collect email addresses from your website visitors and send them regular newsletters or promotional emails.

Also, have you seen how Amazon, Zomato, and many more companies use creative Email marketing techniques to promote their products and deals? Shopclues can use great copywriting techniques in email marketing to do personalized marketing.

Search engine optimization (SEO)

SEO is the process of improving your website’s ranking in search engine results pages (SERPs). When your website ranks higher in SERPs, it will be more visible to potential customers. Now when a customer searches for a product, a strong SEO strategy will help shopclues to rank higher. Shopclues can create High-quality content which includes short form of videos, images, and many more. And Shopclues should invest in Building strong Backlinks. Collaboration with big brands and influencers will help in gaining backlinks. Also using User-generated content can boost their SEO.

Pay-per-click (PPC) advertising + Social media Advertising

PPC advertising is a great way to appear on top of your competitor when user search for specific keywords. Shopclues should invest in PPC advertising to promote their products, deals .

Also investing in creative social media advertising will help to gain users and sales . The percentage of people who use Facebook and Instagram daily in India is 67% and 58% respectively. This means that over 200 million people in India use Facebook and Instagram daily. Shopclues may not target 200 million people but promoting deals and offers through social media will help in gaining sales.

Influencer marketing

Influencer marketing is a type of marketing where you partner with influencers to promote your products or services. Influencers are people who have a large following on social media or other platforms. In the case of Shopclues, Influencer marketing will play a major role. As most of the platforms are dominated by Big Players, reaching out to people can cost big bucks. So using Influencers to promote products and tie up brands to lunch products can really increase their stake in this market.

Retargeting

Retargeting is a type of online advertising where you show ads to people who have already visited your website. This can be a very effective way to remind people about your brand and encourage them to make a purchase. Repeatedly appearing in front of the desired audience and understanding user behavior will help to move customers from the Top of the funnel to the Bottom of the Funnel.

Customer loyalty programs

Customer loyalty programs are a great way to reward your customers for their repeat business. You can offer discounts, free shipping, or other rewards to customers who sign up for your loyalty program.

By using a combination of these online marketing strategies, you can reach a large number of potential customers and build a successful e-commerce business.

Here are some additional tips for creating a successful e-commerce marketing strategy:

Set clear goals and objectives. What do you want to achieve with your marketing efforts? Do you want to increase brand awareness, generate leads, or drive sales?
Target your audience. Who are you trying to reach with your marketing messages? What are their interests and needs?
Create engaging content. Your content should be informative, interesting, and relevant to your target audience.
Track your results. It’s important to track the results of your marketing campaigns so that you can see what’s working and what’s not. This will help you make adjustments to your strategy as needed.

By following these tips, you can create a successful e-commerce marketing strategy that will help you reach your business goals.

8. Marketing budget distribution

In the case of Shopclues, we should go with the Omnichannel Marketing approach.

Omnichannel Marketing- Omnichannel marketing is a consumer-centric marketing approach in which all channels are integrated so the customer has a unified and consistent experience whether they are at a physical store, using an app, or on a website. Multichannel, in contrast, tends to revolve around products instead of customers – Mckinsey

Omnichannel Marketing budget distribution

Our top priority will be

Search Engine Optimization – 20% of Overall Budget
Social Media Marketing+Influencer Marketing – 30% of Overall Budget
Content creation – 20% of the Overall Budget
Search Engine Marketing(Including Video creation+ youtube ads)- 30% of Overall Budget

So from the aThis budget distribution is just a suggestion, and the actual percentages may vary depending on the specific needs of Shopclues. However, this distribution provides a good starting point for developing a budget that will help the company achieve its goals.

The best way to determine the right budget distribution is to carefully analyze Shopclues’ current situation and its future goals. By doing so, Shopclues can develop a budget that will help it achieve its goals and continue to grow its business.

9. Marketing timeline

A marketing timeline is a visual schedule that outlines all of your marketing plan’s projects, events, campaigns, and activities. It is organized according to the calendar year’s day or month of completion.

A marketing timeline is an essential tool for businesses of all sizes. It helps you to:

Track your progress and stay on schedule. A marketing timeline can help you to see how far along you are in your marketing plan and identify any areas where you may be falling behind.

Identify potential bottlenecks. By mapping out your marketing activities in advance, you can identify potential bottlenecks in your process and take steps to mitigate them.

Coordinate with other departments. A marketing timeline can help you to coordinate your marketing activities with other departments in your company, such as sales and product development.

Get buy-in from stakeholders. A marketing timeline can help you to get buy-in from stakeholders by showing them how your marketing activities will help to achieve your business goals

Coming to Shopclues Marketing timeline

We can design a timeline that will help us in Brand awareness and reach, as well as generate sales and increase customer loyalty for the brand

We have 12 months of timeline

SEO – We will try to maximize our SEO efforts in 11 months. We will work on creating great content (On Page) and acquiring backlinks(off-page). Integrating A.I into our website will also be an advantage.

Have you seen amazon mini? I hope you have. Such efforts increase brand loyalty. People are visiting the Amazon website and watching free series. It will be tough for us to initially start a web series system but another way to increase brand loyalty will be Free Certifications.

Shopclues can launch small certifications in tech and A.I which will bring a lot of potential consumers.

These are some ways Shopclues can start building brand value

Search engine marketing and Social media marketing –

A great way to generate sales is SEM and SMM. Shopclues should collaborate with brands and launch products in the time of sales which will increase brand uniqueness. Launching some great products in the time of sales eventually, increase brand awareness and also generate sales. Shopclues can run ads throughout the year, but at the time of sales, Shopclues should push its ads strategy.

While running these ads Shopclues can collaborate with medium-sized influencers to reach more audiences. This will be part of Social media marketing. Such collaboration can happen Quarterly.

Shoclues should consider being very creative because competition will be very hard and creativity always brings additional eyes.

Every day twice Shopclues should post on Instagram and Facebook such as reels and carousels, but creativity has to be there. Posts can be about collaboration with influencers, consumer review posts, course updates, and sales updates.

All the influencer’s videos should be posted on youtube also. That can happen 4 times a month

Great products +Grat deals+genuine interactions with customers can bring Shopclues as a top company in e-commerce business

Email Marketing

Shopclues have to do creative Email marketing with the help of Copywriting to achieve uniqueness in their marketing efforts. This will take time. Thoru inbound learns generation shopclues can acquire genuine email addresses who will be interested in deals and newsletters. Great email marketing help brands achieve more conversions

Eventually, Email marketing will not have a specific timeline. Of course, deals emails, checkout mail and other types of mail will help Shopclues

10. Evaluation and Control

The above previous steps are an outline of a well-designed marketing strategy.

Factors to keep in mind

Key performance indicator(KPI)
Budget
The goal of the marketing effort
R&D, Research, and Development

By considering the above points, we have to measure in the given budget how did our marketing strategy performed

We have to check how well our SEO efforts paid off. Ranking in SERP.
How Google ads and social media ads performed and generated leads , sales
How many social media followers and engagement we are getting through our social media efforts
Where we stand on the Brand Perceptual map

We have to monitor our efforts continuously so that we can make changes in our strategy in order to get better results

That is all from my side.

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Coca-Cola’s “Share a Coke” campaign

Marketing case studies and strategies

Coca-Cola's "Share a Coke" Campaign - Case Study

Coca-Cola’s “Share a Coke” campaign is one of the most remarkable examples of how marketing can bring change. This campaign will remain one of the most innovative campaigns in the marketing world as well as in the business world.

The Origins of the Share a Coke Campaign

The Share a Coke campaign was created by Coca-Cola Australia in 2011. The campaign was developed by Leo Burnett Australia and was inspired by the idea of using personal names to connect with consumers on a more emotional level. The campaign was a huge success in Australia and was quickly rolled out to other countries around the world.The campaign used a list of the most popular names which includes nicknames and generic titles aiming to have people go out and buy a Coke for their friends and lived one and create a moment. The main concept of the campaign was to replace the Coca-Cola logo on bottles and cans with popular first names. The campaign featured over 1,000 names, including both common and uncommon names, as well as nicknames and terms of endearment such as “mom” and “dad”. This allowed customers to find and share their own personalized Coke bottles with friends and family. The ads encouraged customers to find and share their own personalized Coke bottles and cans on social media using the hashtag #ShareaCoke.

The purpose of the campaign was to create more personal relations with customers and create more memorable moments.

The Impact of Share a Coke Campaign

The Share a Coke campaign has been a huge success for Coca-Cola. The campaign has helped to increase brand awareness, sales, and social media engagement. In the United States, for example, the Share a Coke campaign is credited with increasing sales by more than 2%. This campaign is studied by Marketers all over the world as a reference to one of the most unique campaigns ever created. In 2013, the Share a Coke campaign won a Grand Prix at the Cannes Lions International Festival of Creativity.

The campaign was supported by a massive advertising and social media effort, with television, print, outdoor, and digital ads featuring images of people sharing a Coke with friends and loved ones.

Major Impacts

Increase in sales by more than 2%
Brand image and value increased
Social media engagement of over 1 billion
Worldwide success
Positive social impact
Increased Brand Awareness, Sales, and Social media presence

The Share a Coke campaign has had a positive impact on consumers. The campaign has helped to create a more personal connection between Coca-Cola and its customers. The campaign has also helped to promote positive social interactions. For example, people have been sharing photos of themselves finding bottles with their names on them on social media. The Share a Coke campaign has also helped to raise awareness of important social issues. For example, in 2014, Coca-Cola released a limited-edition line of Share a Coke bottles with the names of people who had been affected by bullying.

The contribution to the marketing world

This campaign studied in many Universities and courses so that Aspiring marketers can learn how personalization can change the whole marketing. I learned about this campaign when I was doing my Diploma in MICA.

I can recall some brand that gives away stickers, tags, and many more small goodies with every purchase. I have parched from some brands that gave me a little note where my name is written with a small note. Because of that effort, I remember the brand names.

Personalization is implemented in Email Marketing in recent times. We have Zomato, Swiggy, Amazone, Flipkart, and many more brands leveraging this Personalized Marketing method. New-age marketers should learn about these case studies because this kind of campaign laid the foundation of Inbound Marketing.

The Share a Coke campaign is a great example of how a creative marketing campaign can help a brand to connect with consumers on a deeper level. The campaign has been a huge success for Coca-Cola, and it is likely to continue to be a success in the years to come.

References are taken from Wikipedia and Coca-Cola

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Marketing Strategy of Zomato

Marketing case studies and strategies

Top 6 Marketing Strategies of Food tech giant Zomato

The food tech giant Zomato is known for their unique Marketing approaches. From creative personalized emails to social media posts, we have seen some funny, witty posts of Zomato on our social media platforms on several occasions. This creative approach of Zomato helped the brand to stand out among its competitors and helped Zomato to build a community that eventually uplifted the Brands image.

As per businesstoday.in Zommato’s market share is increased from 47%(FY2018) to 55%(FY2022). Also, Zomato is partnered with more restaurants than Swiggy and in monthly active users Zomato is winning by a huge margin.

Here are 6 ways that Zomato took to conquer the food tech market.

1. Unique social media engagement strategy and building community

Zomato is known for its creative ads and posts that eventually helped Zomato build a strong community. As proof, Zomato has 798k followers on Instagram and 413K subscribers on youtube. For a food tech brand, these numbers are pretty impressive.

Their Instagram account gain a lot of organic engagement because of their humorous posts.

These are just the tip of the iceberg, pay a visit to the Offical IG handle of Zomato and lighten up your mood a little bit.

Now you can ask what is the benefit of putting so much effort into Social media marketing?

Social media is the ultimate platform where you can grow your brand organically.

If you want to check any menu of a restaurant, you search on Google and you will find zomato on the top result. And even if you just think about having some food from outside, the name Zomato will pop up.

If you like any meme, it is obvious that you will find one meme created by Zomato on that specific topic.

They are building brand awareness and the brand’s purpose has been expanded beyond just a food delivery app. Connecting with consumers is their most precious marketing effort you can say.

2. Leveraging Email marketing strategy

Zomato has really worked on its Email marketing campaigns. From witty email subject lines to personalized emails, Zomato has taken its email marketing efforts to a whole new level.

Here are some brilliant creatives mailed by Zomato

Catchy subject line with clear content, Zomato is killing email marketing.

No matter how much automation you use, you have to sound like a genuine person when you are reaching out to other people and in this case, Zomato has done extremely good work

3. Being in the Trend and be the Trend

The World Cup is running, and even if Zomato is not the official partner, Zomato is creating content worldcup centric and posting to the mass audience. Zomato does not push their product through being in the trend, they have to be in the trend and the rest of the work is done by the audience. It is a psychological trick also. If you are discussing over World cup and if you have seen and post regarding Zomato, you will definitely bring that post into the discussion. That is pure Word of Mouth Marketing. And you may order food while having that discussion from Zomato.

Zomato without running any paid ads increased their sale.

The “Doodh mangoge” trend started by Blinkit and was immediately carried by Zomato and several other brands and was a massive hit. From Twitter to Instagram, even on Linkedin, everybody started resharing Zomato creative.

This is just one example of jumping on trends.

In this Digital era, a brand should leverage the full potential of Digital Platforms to create a community that will lead to the organic growth of that Brand.

You all remember the viral Zomato delivery person who owned our hearts by answering soo honestly. He made a huge impact on Zomato’s Goodwill. This happy person represented Zomato’s great work culture. Also because of this guy Zomato got a huge amount of organic brand awareness through social media and news portals.

Check out the heartwarming video here – (1) Zomato Delivery Boy Sonu’s Video Viral | Cute Smile Goes Viral – YouTube

4. Power of SEO

I guess we all have seen the Zomato website. The website is so well designed that users don’t get confused. Topic clustering, clear fonts, and appealing color,

typography, all these elements make users stay on the page.

Apart from these, Zomato leverages the power of user-generated content.

Clean UI and UX, keyword-optimized blogs, and many more, all these efforts help The website to stand out in respect of SEO.

Check these statistics-

As you can see, 54%of users are coming from search. That means , when users are searching for food delivery or any kind of food-related query, the Webpage of Zomato is coming to the top. When the Search traffic is greater than Direct that means the SEO of the website has been done very proficiently.

This data shows, 160k keywords are ranking and for around 2k keywords Zomato is ranking between 1-3rd positions. This is the power of SEO.

Zomato has earned this huge amount of genuine strong backlink base through Guest posting, referral program, influencer marketing, email marketing, high-value food articles, and many more

5. Celebrity endorsement and cultural event

Over time Zomato has created many TV commercials as well as youtube ads with renowned celebrities like Vijay devarakonda , Hrithik roshan , Bhuvan bam , Katrina kaif, and many more.

Celebrity endorsement always brings a good amount of Brand exposure and also Fan’s favorite celebrities bring trust and consideration.

Now coming to the Food and Cultural events, Zomato organizes zomaland in the major cities every year. Artist from all over India comes and perform.

They arrange amazing food and other activities. Check their official page.

So now the question is why Zomato will spend this huge amount of money?

Even though they are charging people but still, Zomato is a food delivery company right?

You have to think about the big picture here.

Celebrity endorsement
Brand collaboration
Brand trust and authority building
Unforgettable audience experience

People attend such events, enjoy them, and this creates brand consideration. By bringing big celebrities Zomato gives their consumers and even their non-consumers an experience they will remember and talk about, this creates Brand Loyalty.

As you can see, a separate Instagram page along with several people made videos about Zommaland.

Organic Brand awareness you can get through these amazing event.

This builds a strong community.

6. Unique AD copies

I do not have to explain this. We all are fond of Zomato’s creative Ads. We all love their unique attention-grabbing ads.

I sometimes want to meet their marketing creative head and want to know how that person comes up with such innovative ads.

Just look at these creatives. If you are not Chandler, then Creating such innovative creatives requires a lot of effort and brainstorming. Their marketing team is just killing the food tech industry with unexpected approaches.

That Rachel post is too funny that I am laughing while writing this post.

No chat gpt or any AI can create such unique creatives.

A huge respect to Zomato .

Now coming to this following post which made a lot of controversies

A lot of people create a big fuss about this post telling that this is a wrong approach and that Zomato should not do this kind of thing. A lot of people literally abused Zomato on Twitter. Getting the irony?

Now I will give Zomato massive respect for creating such a creative ad that might look uses abusive language but it is too damn funny and creative. I mean the mind behind this ad should be preserved.

These are some examples I have given about how Zomato is conquering the industry through unique approaches and creative marketing strategies.

Hope you have liked this case study. I know you can just type the headline and Chat Gpt will provide you with the probably more detailed article, but I did my fair share of research and tried to explain things in the simplest way possible.

See you in the next Article.

P.S. If you find this helpful, You do not have to share your food, but can you share this article?

Marketing Strategy of Zomato Read More »

PerformancemetriX

Marketing case studies and strategies

The Evolving Landscape of Digital Marketing in the Era of Artificial Intelligence. Digital Marketing Trends in 2024

1. Embracing the AI Advantage:

2.Quality Content is the King:

3.Video Takes Center Stage:

4.The Ephemeral Factor: FOMO Drives Engagement:

5.Understand Buyer Mindset:

6.Product-based Business X Youtube:

7.The Rise of Micro-Influencers:

8.Building Trust in a Privacy-Conscious World:

9.Community-Driven Marketing: The Power of Connection:

10.Voice Search, Local SEO, and Search Intent:

The Ultimate SEO Strategy for SMBs

1. Technical SEO

2. On page SEO and Content creation

3. Off-Page SEO:

4. Local SEO and NAP Citation:

5. Content Creation:

6. Dig deep into Marketing Analytics

I am Arunalo Sinha Roy, owner of Performancemetrix.in

I am certified Google ,Hubspot and MICA Digital Marketer with a 1.5 years of experience in SEO,SEM and SMM

I will help you in crafting exciting content , creating and implementing SEO and Local SEO strategies so that your business can grow in this digital era

Get in touch with me

The Ultimate Marketing Plan for E-Commerce Success

1. Business summary - Shopclues

2. SWOT Analysis

3. Business Initiatives

4. Consumer Analysis / Buyer person

5. Competitor Analysis

Amzone

Myntra

Flipkart

Some of the ways that Shopclues can differentiate itself include:

6. The 4Ps of Shopclues e-commerce

7. Marketing strategy of Shopclues

Shopclues Marketing strategy

8. Marketing budget distribution

Omnichannel Marketing budget distribution

9. Marketing timeline

10. Evaluation and Control

Coca-Cola’s “Share a Coke” campaign

Coca-Cola's "Share a Coke" Campaign - Case Study

The Origins of the Share a Coke Campaign

The Impact of Share a Coke Campaign

The contribution to the marketing world

Marketing Strategy of Zomato

Top 6 Marketing Strategies of Food tech giant Zomato

Here are 6 ways that Zomato took to conquer the food tech market.

1. Unique social media engagement strategy and building community

2. Leveraging Email marketing strategy

3. Being in the Trend and be the Trend

4. Power of SEO

5. Celebrity endorsement and cultural event

6. Unique AD copies

P.S. If you find this helpful, You do not have to share your food, but can you share this article?

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