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The future of digital driven businesses in India

According to Internet and Mobile Association of India (IAMAI), currently, there are more than 500 million internet users in India. With the recent economic growth and increased digital adoption, it opens up opportunities for digital-driven businesses. Adding to these changing market landscape, the thriving presence of the Digital India campaign also contribute to the prospective growth of digital companies.

Emergence of digital marketing enterprises

With the country’s quick adoption of digital technologies, there has been an increasing need for businesses to be online and be seen by their audience, across the digital ecosystem. Scoring a higher search engine rank and better online visibility are the needs of the hour. Catering to this growing need for businesses to be pervasive, there has been an increase in digital marketing companies in the recent years. Most of these agencies have highly qualified professionals who employ the best tactics to boost their client’s businesses and online presence. The changing market need has also resulted in an increased demand for digital marketing consultant for businesses. This subsequently makes these service providers almost indispensable for businesses, to be able to survive in the radically shifting market scenario.

The startup trend

The rising trend of startups is changing the face of the country’s economic landscape. But a common problem that most startups face is the lack of funds at disposal towards digital activities. Traditional marketing, with its high-end costs, become cumbersome for the nascent companies. This creates a significant scope for digital marketing enterprises. A digital marketing agency makes for a cost-effective yet powerful way of leading the small and medium businesses towards conversion-oriented marketing. As experts in marketing and analytics tools, the digital marketing company proves to be result-oriented and promising for startups.

The way forward

As recent research and statistics show, digital enterprises will soon occupy a prominent space in the country’s business landscape. As of today, India hosts the top ranking digital service agencies who blend the principles of traditional marketing with the powerful techniques of digital marketing to yield the best business benefits to their clients.

Web analytics

Web analytics – your lighthouse in the digital storm

One of the core principles of marketing lies in understanding and connecting with your customer. Analyzing the huge volumes of data that you gather from your business operations every day, can be an incredibly powerful tool to understand your market and how you can improve your business. Big Data can be overwhelming, but with the help of web analytics and its related tools, you can convert these numbers into valuable information to profit your customers, as well as your business.

Simply put, web analytics is the practice of collecting, measuring, and analyzing online data to comprehend and optimize your business’s online presence.

Here’s how web analytics can help your business:

With the web analytics data, you can better assess which marketing exercise is working for your business and how you can enhance your users’ online experience. Thus, generating more leads, sales, or conversions.

• It translates your customer’s user experience into quantifiable numbers. This customer analytics data allows you to discover what they want and how you can fulfill the same, making you stay ahead of your game.

• Various online analytics tools like Google Analytics help you identify your traffic sources, determine your ROI from advertising, number of visitors, the location of visitors, the duration of their presence on your site, and so on.

• Web analytics helps you narrow down the information, as sharp as a single page or a section on your online assets. You discover where you are losing traffic and at which point of the customer journey. By analyzing and reporting these weaknesses, you can improve those areas of your business, thus increasing your page traffic.

• It monitors your online data to help you analyze your visitors’ behaviors and demographics. Thus you can target the right audience and acquire new visitors.

• With web analytics data you can track metrics like Click-through rate, the number of conversions, type of referrals and bounce rate, and use it to improve your online presence.

If the digital landscape looks like an ocean, then Big Data is no less than a storm, and without a guiding light, your business will only be a small boat struggling to survive. That is why you need web analytics to your rescue and find your way through the digital storm.

Magento vs Shopify: What should you pick for your business?

As a brand owner or a marketer, the last thing you would want is to have a tough time choosing the right platform for your ecommerce website development and spend time and money by ending up with the wrong one! With popular and leading platforms like Magento and Shopify, brand owners are often in a dilemma to decide which is better. If Magento has been a popular choice, Shopify has grown to be one of the biggest competitors, making it a tough call for marketers.

So, to make it easier, we give you a comparative study of each of these equally useful and help you choose the right one for your business:

Why your site needs an eCommerce audit

Why your site needs an eCommerce audit?

If there’s one common goal for all e-commerce sites, its conversions. With the online marketplace dominated by retail giants, it becomes essential for e-commerce sites to stand out among the clutter and get their share of the pie. Hence an e-commerce audit, to help you understand where you stand among the crowd. It not only helps you boost your organic traffic and drive quality visitors but also spike up your conversion rate.

Reasons for considering an e-commerce audit:

Stay ahead on Search Engine Results Page (SERP)

Once you run a review of your content marketing strategy, you will know where you need to improve upon- whether it’s the content or the SEO strategy that needs revising. And if you are striving for that first page of search results, then your site needs to be well-optimized to start with.

Better On-page SEO

An audit of your e-commerce site will relook at the Meta Tags, keyword frequency, HTML headers etc. to see if your target keywords are at the right places on your site. This will increase your searchability to your users and search engines.

Check for mobile optimization

Needless to say, almost every user today uses their mobile phones for shopping. And that is why your e-commerce site needs to be user-friendly or optimized for a better experience of your customers. An audit can help you with ‘touchscreen readiness’, ‘mobile viewport’, UI/UX feasibility etc. so your audience gets the best experience on your website.

Enhanced site performance

This is probably one of the most important deal-breakers for e-commerce sites. Sites are evolving in their designs and integrating the best in class images, layouts, etc. But if these enhancements create a handicap for your users, by slowing it down, then you can lose as much up to 40% of your site visitors. User experience is essential for e-commerce success and site speed and its performance play make for an important element of it. When you run an audit, it can tell you which parts or pages lag in speed. It can also give you ways to elevate your site performance through techniques like compression, minification, image optimization and caching.

From content upgrade, keyword check, to restructuring product placement, and site analysis, an e-commerce audit is the key to a successful online retail business.

5 Reasons you should hire an expert to enhance your user

5 Reasons you should hire an expert to enhance your user’s shopping experience

The millennial shopper is always on the lookout for the best experience irrespective of what they shop for. That is why marketers and brand owners need to enhance the user experience and the customer journey while they browse through your site. And all this requires an expert, who can use his/her understanding and expertise to take your users’ shopping experience to a whole new level.

Here are our top 5 reasons to hire a user experience expert-

Help understand the human element

The best sales happen when you are in sync with your customer’s buying behavior. For that, you need to pay more attention to the user psychology. In other words, knowing what works for them, what they like, what improvements they are seeking, etc. This makes for a scientific study using consumer insights which can be best conducted by an expert qualified for the same.

Better customer relationship management (CRM)

User experience and CRM are not mutually exclusive. A customer complaint is usually seen from different perspectives, depending on where the fault was, which can lead to multiple inferences. An expert in such a case, can pinpoint the problems and help in problem-solving of consumer concerns. By assessing and analyzing their feedback, they can help in improvement of a product or the seller service, thus enhancing customer relations. CRM is one of the most important aspects that helps a business grow. And using expert knowledge to resolve their issues can ensure long-term relations with your users.

Contributing to Innovation

With a more scientific approach to consumer behavior, user experience experts can provide better insights into R&D and assess if a new concept or a strategy will work or not. And that too without exhaustive experimentation.

Keeping up with market changes

People change and so their habits. Surveys and focus groups stick to demographics and are not enough to assess the psychological reasoning behind such changes. Experts in user experience go beyond the theory and apply a deeper understanding of human nature which helps in better brand outreach.

Better marketability forecasting

Before a product is launched in the market, user experience experts can analyze if it will work with the brand users or not, thus providing the right marketability forecasting. By availing such expert knowledge prior to launches, brands can save the time and money on trials and errors

Make your eCommerce website secure – Change from HTTP to HTTPS

Google Chrome is the world’s most popular browser, boasting a 66% worldwide usage share of web browsers on desktop and a 50% share on mobile devices, making it the most used browser in the world, according to StatCounter, 2018.

Google keeps updating their algorithms and methodologies to best suit the user’s needs and this over the years has helped them stay on top of their game. After the big Google Speed Update, the next big step from the tech giant is the securing websites by marking non-HTTPS sites ‘insecure’. If you are looking to keep your eCommerce website secure and up in the long run, it is the right time to make the shift from HTTP to HTTPS.

What is the difference?

HTTP is the building block of the world wide web, the protocol over which data is sent between your browser and the website that you are connected to. After years of pushing for ‘secure by default’ websites, the tech giant – Google will now identify insecure sites in the Chrome browser beginning and mark them ‘insecure’ starting in July 2018.

Why HTTPS over HTTP?

  1. More Secure
  2. Helps with SEO Rankings
  3. AMP requires HTTPS
  4. Better referral data
  5. Credibility factor
  6. Customer information remains intact

The big shift

Google intends to mark all non-HTTPS sites ‘Non-secure’ starting July. This has been followed with a campaign by Google providing ‘Rank boosting’ incentives to sites that make the shift to HTTPS. Results of the campaign are.

  • Over 68% of Chrome traffic on both Android and Windows is now protected
  • Over 78% of Chrome traffic on both Chrome OS and Mac is now protected
  • 81 of the top 100 sites on the web use HTTPS by default

How to migrate from HTTP to HTTPS?

  1. Buy an SSL certificate (An SSL certificate contains both public and private encryption keys that are long strings of alphanumeric characters used to encrypt data in a way that’s very hard to crack thus making it ideal for protecting sensitive data.)
  2. Install the SSL certificate on your web hosting account
  3. Change all instances of HTTP to HTTPS to ensure there will be no broken links once you switch the HTTP to HTTPS switch.
  4. Set up 301 redirects from HTTP to HTTPS so that search engines are notified that your site’s addresses have changed and so that anyone who has bookmarked a page on your site is automatically redirected to the HTTPS address after you flip the switch.

There you have it, 4 easy steps to making your eCommerce website secure and web-friendly.

tricks-to-get-more-sales-via-Amazon-ads

5 tricks to get more sales via Amazon ads

As of today, it is nearly impossible for a retailer to imagine sales without being present on Amazon. With more than 50% of all retail product searches starting with this global marketplace, brands need to have an effective advertising strategy and make the most of their ads on Amazon. So how do you ensure more sales using your Amazon advertising?

Here are 5 ways to effectively generate more conversions, beyond ‘Sponsored Products’:

Optimize targeting options

When it comes setting targeting options while creating your campaign, the key is to use one for the benefit of the other. Use manual targeting to keep control over your campaigns but run a test with automatic targeting. You can create a keyword campaign using the manual version, like you would do for any search engine and then combine it with an automatic targeting campaign. By setting lower bids, you can use the latter as ‘keyword research’. Then if and when the search terms starts performing well, you can use that keyword in your manual campaigns.

Leverage Amazon Keyword Tool

Just like a search engine campaign, it is important to identify the right set of keywords for your Amazon advertising. Invest in extensive keyword research to get a better idea of how and what buyers are searching across the platform. Optimize your keyword bids based on their performance. This can make your campaign more efficient and opens up great chances of winning against your competitors.

Use the power of Feedback Five

Your customers are your best salespeople and their opinions have more impact on your sales. Leveraging the customer reviews using the Feedback Five tool, can put you on a 5-star rating and help boost sales. If you have abundant positive reviews, use it to showcase yourself. On the other hand, if you have customers with negative experiences, use for product enhancements or improve your marketing strategy.

Consider running discounts

Everybody loves a discount. And, from a marketing perspective promotions have always been a great way to increase traffic, visibility and yield reviews. Spread your discount strategy across ‘lightning deals’, price discounts, best deal, BOGO (buy one get one), hourly deals or even shipping discounts. Use these to leverage sales and highlight your products amidst the marketplace clutter.

Google’s Recent Algorithm update could be killing your SEO efforts.

Google is known to update its search algorithms multiple times in a year. According to a recent tweet by Google, ‘Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year. As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

So, what does this mean for the digital marketers? What happens to your SEO efforts?

Well, some updates can work against you and some might work in your favour. However, primarily, you need to stop looking for a fix. If you talk to any digital expert, he/she will ask you to focus on two fundamental aspects of digital marketing:

  • Quality content
  • Keywords

Despite the large number of updates that Google makes to its search algorithm, the main concept of the search engine is to identify and promote original, genuine and high quality content. Keywords play a major role in ensuring that your content is ranked for the right terms and phrases. Having said this, keeping an eye on the updates is necessary to ensure that your efforts are in the right direction. While broad changes don’t affect websites a lot, focused changes done by Google could require to fine-tune your SEO strategy to ensure that you are not being left behind.

Fresh quality content should be at the top of your list if you are seeking to improve the SEO ranking of your website or blog. Remember, Google ranks pages, not websites. Keep all your webpages updated and remove all outdated and irrelevant content. Google can be your best ally provided you don’t try to outsmart the algorithm.

Let the search engine believe that your website creates quality content and has keywords that are highly relevant to the content. With Google’s focus of providing the best experience to searchers, you will almost always find yourself in a ‘sweet SEO spot’. Good Luck!

5 Actionable ways to make the most of Marketplaces

Online marketplaces have grown to become one of the major trends in retail business. However, with more aware and knowledgeable customers, marketers need to be more strategic in their approach to reap the benefits of marketplaces.

Here are 5 simple, yet actionable ways to optimize your existence and make the most of marketplaces.

Consider product upsell

By bundling similar or related items, or offering add-ons at the point of purchase, can grab the attention of the buyer. For an effective product upsell, it is essential for retailers to have a diverse and exhaustive product offering, for the customers to choose, thus increasing sales opportunities.

Integrate Instagram

In the current digital landscape, Instagram, with its extensive user base, has grown to be an effective promotional platform for retailers. By using high-quality images of your offerings and related photos, you can target your audience right where they are. Also, by associating with such Instagram influencers, retailers can leverage their social followers and expand the customer base. This also develops a better connection between the customers and the brand.

Reduce ‘abandon carts’

This is one of the most prevalent problems for online retailers. Despite the most user-friendly and interactive site, attractive product listings, and competitive pricing, retailers often face unfinished transactions. That is why is important to revamp the point of purchase and increase conversions. For instance, integrating a live chat at the checkout stage can create interactivity and convince the buyer to complete the transaction. Similarly, offering a time-based discount at the POP can also help reduce abandoned carts.

Invest in an Email campaign

Emails might be a traditional marketing tool, but it is still relevant for the millennial shopper. One of the most budget-friendly marketing techniques, emails can be an effective email marketing campaign can result in conversions. Depending on your product and expected outcome, emails can range from drip mailers, image-based, or text mailers.

Use the ‘Wishlist’ Reminder

Most often than not, customers would indulge in window-shopping and not end up purchasing, but their product preferences are saved in the ‘wishlist’ for later use. This buying behavior makes for an excellent opportunity for retailers to reach out to their customers using a wishlist reminder through a text message, email or remarketing campaigns, by displaying products from the wishlist.

 

 

 

 

What we learned from Adobe’s acquisition of Magento

The current buzz in the digital marketing space these days is about the much-awaited acquisition of Magento by Adobe at a whopping $1.68 billion. What does that mean for enterprises, brand owners for marketers? To start with, here are few observations that we can derive out of this powerful alliance of a digital experience giant and a market-leading platform in the e-commerce space.

Innovation in the most important ingredient for sustainability

In the last few years, Magento has positioned itself beyond a simple e-commerce solution. By partnering with all kinds of technology powerhouses, it expanded its product base and built a robust ecosystem of content management, business intelligence, and social solutions. With a notable name like Adobe, we can expect progressive innovation and improved strategy in adapting to the changing consumer trends and volatile market behavior which could outdo its competitor platforms.

Creative Integration is the next big step in e-commerce

When it comes to e-commerce, we are somehow used to focusing on sales, marketing and the rising numbers on the monthly report. And, that is why we most platforms offering direct e-commerce and performance marketing solutions. But, with Adobe stepping into the picture, the entire landscape of e-commerce could take a creative leap. With one of the most comprehensive ecosystems for the creative aspect of businesses, marketers can look at a visually exciting store with a host of direct e-commerce tools- all under the same umbrella.

Best of both worlds

On one hand, there is Magento’s expertise in the mid-market segment. On the other, there is Adobe Digital Marketing with innovative and experience-driven products. The Adobe-Magento integration is most likely to bring together two separate technologies and systems into one seamless strategy that would change the way consumers interact with the digital.

A market ripple-effect

Any major acquisition stirs up the market, and the Adobe-Magento deal is no different. Graduating from SMB user base of Magento, the new partnership is all set to target larger enterprise clients, which is sure to have a ripple effect on the enterprise software market. And, competitors are most likely to use this as an opportunity for reanalyzing their numbers and step out with a whole new strategy.

Overall, we can look at a highly altered B2B and B2C experience with this new acquisition of Magento by Adobe.

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