Author Archive

Music in Advertising – Hear it and Buy it

Posted by on Sep 26 2012 | Internet Marketing, Online marketing

Music only exists in digital form in the contemporary realm. The vogue of CDs and other recording formats is also waning as music is mostly bought though online stores. This phenomenon started in the early years of the 21st century with the opening of iTunes store. Music is now available on the Internet in universal formats such as MP3 which can be easily accessed across all platforms.

Buy One, Not All

Advertising techniques for music has also undergone a major shift.  Unlike before, one has the option to purchase songs individually rather than the whole album. This not only proves to more economically viable but also more efficient. You can also rate the songs which helps other customers with their buying decisions. Most online music stores also feature songs that are most downloaded and top rated. These lists also play a critical role in influencing the decision of the buyers.

Listen Before You Buy

Music stores also offer the option of listening to the preview of the song before actually purchasing it. The preview of the song serves as the advertisement for the song itself. The major advantage of online music stores that they provide access to a humongous collection readily. The music is organised under genres which you can access as per your taste.

Get Recommendations to Get Music

Advertisements are also projected in the form of recommendations. Online stores generally keep a track of your purchases and recommend songs on that basis. Users can also post reviews for songs and share their views about any song, album or artist. Online stores also serve the function of social media as users can interact and share their interests and ideas.

Image courtesy

1 comment for now

4 Things You Should Know About Digital Marketing

Posted by on Aug 14 2012 | digital marketing

The digital age is upon us, and while it seduces every aspect of business into adopting its multifarious benefits, the field of marketing cannot do much but give in. Here are some aspects of digital marketing that every aspiring  marketer should know of.

  1. Sharing Economy:  The advent of social media in digital marketing has revolutionized economic concepts. Now brand ownership comes secondary to public access. In order to make the brand stand out from the other advertising strategies, social media operators must seek out a way to make it more accessible and shareable. Now people are not concerned with products unless, it directly influences their lives.  Tapping into the youth sector of the global media sharing process has proved beneficiary to most successful brands. Successful social networking campaigns have repositioned numerous brands on the market.
  2. Storytelling through Data: Social media marketers have adopted the strategy of leaving digital traces everywhere. With the inception of social networking websites, masses leave large amounts of information pertaining to their likes, tweets purchases, product affinities and patterns of communication, for advertisers to tap into. Most brands add these data trends, to their public image. This gives them the chance to personalize factual data and use it to attract more footfalls. By letting the audiences connect with the shared experiences, the brand is made personal.
  3. Transparency: In the contemporary digital times, money has ceased to be the primary currency for sales. Websites are laced with social opinions, motivating users to buy what others are buying. Websites like Facebook, Twitter and Instagram are dictating popular trends in product sales. The resulting social currency, thus, tends to dominate popular choices, giving digital marketers the opportunity to engage in targeting taste-based groups. The transparency provided by these social networking websites prompt advertisers to add social information to the price tag. This makes a simple Bvlgari watch a personal item to covet.
  4. Network Influence: In the social networking structure everyone is connected to everyone else, in a larger sense of the word. This means that, introducing an innovative product to one will spread the word around quickly. The network of people dictate what will be passed on to others, implying that if the product is not appealing to the outer-periphery, chances are, that it will not infiltrate the lower reaches. Thus digital marketers must find a way to position their brands, such that the product “accidentally” influences people. With the transparency provided by these social networking sites, peer “likes” will end up influencing one’s desire to purchase the item, as well. This leaves room for social media managers to create strategies to facilitate such “accidental” stumbles.

Digital Marketing can be a wonderful tool for upping the position of a brand, on the market. With such powerful tools at their disposal, social media marketers must come up with innovative strategies to stay afloat in these shark-infested waters, or lose the game altogether.

2 comments for now

Playing it Right with Keywords and SMO

Posted by on Jul 24 2012 | Search Engine Optimization, SEO, SMO

Social Media Optimization is the mantra in new-age marketing. To further your marketing campaign on the global virtual platform, the correct keyword is all that you need. SMO works its best when web users use certain phrases and keywords to fuel their searches. The words entered, are not mere phrases of the content designed for the specific web page, but are words that help place the website on a ranking scale on search engines. In this case, the social media operative must encode the content with the appropriate words to return maximum search results.

The Right Jargon

The content designer has to have the foresight to understand that the medium of delivering the content should be accessible to all, in terms of readability and comprehension. Thus he cannot choose to bombard the text with heavy-sounding words to garner aesthetic language appeal. The vocabulary needs to be simple and wound in a jargon that is understood by a wider audience. When it comes to reading content online, people would rather look at interactive elements like pictures, videos and graphics than read volumes of uninteresting text. Keeping it short and simple is the net idea to grasp. Short sentences using active voice and employing grammar in meticulous accuracy is what makes for a winning copy.

The Elusive Keyword

The concept of the elusive keyword arises from the intricate searching process. When a keyword is entered into a search engine website, it looks for similar content online, containing the relevant terms. The user is then redirected to the resulting page which might satisfy the query or might lead to further searches. Searching trends show that the most effective search results are the ones displayed as top 5 results in a listing. People rarely choose to look beyond the first five results to further their query. To be able to feature in the to           p 5 listings, the content needs to be optimized to achieve these results.

Getting it Right for SEO

Search Engine Optimization is the tool that makes or breaks your website on the virtual platform. When a mere word can shape or destroy your establishment, pulling out all stops to coin the right one will steer you clear of all hurdles.


no comments for now

Nuances of Web Content Writing

Posted by on Jul 17 2012 | Search Engine Optimization, Web Content Writing

Gone are the days, when people would queue up in departmental stores to pick up their t-shirts on sale. The principle custom of being physically present to buy, hand out the cash is now a fondly remembered memory. Now if someone has to buy anything under the sun, they need only log on to the internet and shop to their heart’s desire. Technology has increasingly mobilised the social functions and with the Internet, now deemed as the new virtual residence, it need not come as a surprise that most MNC’s would want to revamp their image to keep up.

Content is, therefore, the undisputed king of the virtual world. It will either put a website on the proverbial marketing pedestal, or will drown the website to oblivion. This leaves the web content writer with an immense responsibility. He is expected to have the required foresight to be able to predict the changing trends in search engine optimization and use them to the best of his abilities.

When writing for the masses, one requires finding ways to make them click, access and treat the content as per the website’s intentions. To do this the content writer must have an in-depth knowledge of the subject at hand and must strategise his appeal for the masses. Although writing content for a website does not have a standard set of rules, but if a content writer manages to grasp the subtle nuances he will be able to produce a winning copy. Marketing is just a game played to lure in mass attention and to be at the top of this game, one only needs to understand what makes the audience click. Thus targeting the audience and shaping the content to suit the tone of voice will make the reader feel a connection. In this regard, the appropriate use of words in the required frequency and tone is what will work in favour of the content. Even with all the technicalities in place, what makes content readable at the end of the day, is the language. So the writer cannot bombard the content with difficult words and phrases. The challenge however will be to create appealing content without compromising on quality.

Web users are aware of how precious time is. Even when they choose to aimlessly surf the web, they would prefer to view content that takes the least effort to read. So the content writer cannot hope to hold their attention with volumes of text. It needs to be concise and interactive. Using an audio visual medium will do more than just enhance content. At the end of the day, establishing a connection with every John Doe is what every marketing enterprise roots for.

1 comment for now

Revamping Advertising

Posted by on Jun 29 2012 | Advertising, Internet Marketing

Advertising has been the oldest method in history to further an idea into minds. From word-of-mouth strategies to catchy jingles selling detergent, the idea behind advertising has always been to grab eyeballs. And with the different forms of media at their disposal namely print, electronic and broadcast; reaching out to people with a persuasive idea has never been difficult. The challenge that the advertising industry must constantly answer is reinvention in the face of changing times. Gone are the days when people would collect in swarms to watch the successful young women in Santoor soap ads turning out to be older than expected, humming the jingle along. Time is a precious commodity and the Generation Y knows too well, to waste it. With changing times advertising industry must revamp their strategies to keep up.

In the recent times, keeping up with the advents of virtual marketing, the advertising industry has managed to tap the throbbing vein of the generation and has paved its way to maintain their stronghold over the minds. Now “likes”, “tweets” and viral videos sell products much faster than the other traditional methods.

Advertising entails understanding the audience thoroughly and by employing the what, why, when, how and where in their strategies they are reaching out to wider mass appeal. Selling a brand has transcended the usual “buy my product” theme, now ‘advertainment’ is the mantra of the game.  To this end new media has emerged as the savior of advertising methods, reaching out to people across various socio-economic layers at once.

The use of ultra targeted campaigns with relevant customized messages along with launching initiatives to build a natural viral scenario has been the contemporary strategy, in a nutshell.

On the economical level modern day advertising methods has been banking on money making strategies using the Internet as the modus operandi. Pay per click advertising and Ad Sense are making use of referral advertising to propel its outreach and earn revenue. With the advent of new media, traditional media however has had to take a step back. With interactive satellite television companies making their technology better, viewer can skip ads with just a touch of a button on their remote. The challenge, now for the electronic media would either be to make their ads crisp and even more eye catching, or abandon ship and target the same audience on a different platform. At the end of the day no two ads are the same. They target a different audience, a different mindset and a different appeal. The advertising industry has a bright future catering to mass consumerism and adapting to new socio-cultural and technological changes.

1 comment for now

The Nuances of Résumé Writing

Posted by on Jun 19 2012 | Resume Writing

Imagine existing in a world, where humanity only lives on paper and all the otherwise verbal exchange happens in print with words materializing on the surface. If we had to market our identity, we would want to put our best face forward, proverbially and literally.

A resume is our identity on paper that we use to secure positions for education or employment purposes, thus what we show tells the hiring manager a lot about ourselves. It includes information pertaining to our personal and professional profile, work experience, education and skills.  Putting such vital information merits careful construction and intelligent phrasing to be able to convey the intended meaning.

With the existing competition gripping individuals ever so tightly, the paranoia behind a good resume is unsettling. However due to the advent of numerous professional writing services, making a resume is now everyone’s cup of tea. Nowadays a host of professional writers provide guidance on how a novice should construct their resume to suit a certain job profiles. With the trends of resume writing changing with the evolving industry standards, the gentle nuances of writing a resume still adhere to the tried and tested methods of yester-years.

Now a thing to realize is that no two resumes are alike, and should be kept that way. The resume in all its nuances should ideally convey how well the candidate can do, what he/she claims to do. It is not an unintelligible bare mention of factual experience, but a unique value proposition, that sets you apart from the next individual. Nuances tell a story – they weave in the concepts of team building, leadership, perseverance and diligence based on intelligently phrased achievements and experiences.  Subtle nuances provide additional dimensions to the words written in print on the resume. They flesh out the individual behind the words, and give them a standing – on how they would deal with official circumstances and workplace environment. For an employer doesn’t seek an employee merely to fill a vacancy – but to enrich the holistic work environment with the addition of work-driven individuals.

This is where the professional writers come into being. They convert the lackluster achievement into statements that sets one apart from the herd. When it all comes down to that one chance to be able to make a difference to the hiring manager, one should pull out all stops to make sure that their resume stays on people’s minds.

3 comments for now

Social Media Optimization

Posted by on Jun 15 2012 | social media optimization

A certain Tulip Garden restaurant decides to revamp their menu to attract vegan customers. Word of mouth – being the less effective method in the small community that it was- the business suffered due to lack of proper marketing strategies. So the restaurant put up an interactive game on their website akin to Farmville on Facebook in which the player grew their own produce and made their own Garden burgers. The game also provided opportunities to be able to find hidden free burger vouchers, to enjoy the same, in real at the restaurant. The links were shared on Facebook and Twitter. Soon the game became viral, attracting almost 500 retweets and over 100 shares on Facebook. Their business made most of the situation and the average vegan, found a perfect BBQ styled vegan burger within a stone’s throw.

We are living in the age of the “sharing” economy, where social media optimization (SMO), one of the many methods, is used as leverage to market products and services. In the world, where grabbing eyeballs is better than delivering lackluster information ; where ‘likes’ and ‘retweets’ are the rule of the land, social media marketers must up their game in order to be in the proverbial spotlight. Like a dress on Etsy? Share it with your friends on Facebook, Tweet it! Stumble it! Digg it! Your friends can discover the link in their notifications, and voila! more traffic redirected to Etsy. Social media is an indispensable tool for growing businesses, who want their followers to discover, consume and engage with their content effectively. And to that end, the content strategy must be rich and should allow the recipients to coherently convert from content to conversation, from conversation to relationships with the brand or company, from relationships to potential businesses, and from businesses it to ROI. To achieve this SMO must centre on generating dialogue, influencing collaboration, effective segmentation, targeting, and focus on personalized customer attention. At the end of the day social media marketing requires you to be socially active virtually. Web users no longer look for information with the sole expectation of achieving just results. They wish to interact, connect with the results before they form their opinions. They visit pages that their friends recommend and click on shared links. With this degree of personalization the brand needs to come across as real to the consumer. In this regard specific keywords and links is the new moolah vending strategy for SMO.

Thus when a searcher brings forth a query on a search engine, the result is displayed along with matching ads that redirect him to further resources on other websites. In a world of social media marketing strategies lost – Content is the newfound ‘Holy Grail’.

2 comments for now

The Travelling Shiva

Posted by on Jun 13 2012 | Blogs

All hail the advent of virtual communication – connecting Man to others on the global sphere and bestowing upon it a bit of cyberspace for him to fill with the renderings of his innermost thoughts. And so the man can now fill up his rucksack with his tent, pegs, saucepans, canned beans along with a laptop and a wireless modem and is off into oblivion. The Travelling Shiva drives past cities and towns alike, documenting his discoveries and eventually posting them on his blog for all to see. The matted beard of the hermit at the Ganges, the Gadaria tending to his sheep, the fishermen returning home with their catch – all of his personal discoveries are now read and viewed by a growing list of subscribers. The Travelling Shiva knows how to keep his audience hooked. He posts VLOGs, filming the “Ganga Aarti” for the devout Hindus, he conducts riveting conversation on his sights on his public forum, generating public opinion. In doing so, he has a greater connect with his followers than the average blogger. For the Travelling Shiva understands that reaching out to the followers is much more important than just putting information out there. Communication is a two way process and is deemed effective when it gets a dialog going. So the average blogger, enjoys a weekend with family and comes back home to blog about it, with the memories already filtering off; while The Travelling Shiva, VLOGs, blogs, live-streams action, posts pictures, tags them and makes an everlasting memory out of a mere passé moment. The followers of The Travelling Shiva are left with an enriching experience, so personal, they feel that they have lived the moment themselves.

2 comments for now