Monthly Archives: December 2016

An Overview of Content Marketing

digital composite of marketing graphics with office background

Content marketing is one of the crucial streams of marketing. If content is not noteworthy then no marketing expert or agency can give you a positive results. Moral of the Story is that “Content is King”.

Content marketing is a tool use to develop, publish or promote and distribute a subject matter to a targeted audience. Mostly content is in the form of blogs, though other types of content can also resonate well with your customer. Content includes:

  • White-papers and ebooks
  • Videos
  • Info graphics
  • Quizzes
  • Lists
  • How-to guides
  • Webinars
  • Q&A
  • Surveys
  • Interviews
  • Editorials/ Op-eds
  • Podcasts

The appropriate type of content for any business will depend on the business’ goals and target customer. For example, an architect provider targeting real estate developers of large residential complexes may benefit from creating a list outlining all the considerations that a real estate developer should consider before entering a deal. Contrariwise, a local catering aiming towards industrious occupied families/bachelors may benefit from a video showcasing the warmth and convenience of a home-made, freshly-cooked meal.

The first step in creating a successful content marketing campaign is to define your target audience, commonly known as user segmentation. Successful content marketers deeply understand their customers’ needs and desires, beyond just their sole interest in their products or service. For example, if you are marketing a food truck, you may define your target customers as young millennials who work within a 5-minute walk of downtown San Francisco and who enjoy trying fresh, healthy foods. The more narrowly you can define your customer, the better you will be able to define content to your target audience.

Content Marketing is used to widen the customer base. Content marketing is very useful to build trust with the targeted customer because we directly promote our content to the customer there is no curtain between the customer and the product or content. It gives clear idea of the product and is often used by businesses to:-

  • Expand their user base
  • Diversify their user base
  • Establish or Increase online sales
  • Increase brand awareness or credibility
  • Create an online community of users

It is important to check the performance of any marketing campaign, content marketing is checked on the following aspects:-

  • Number of visitors to a page
  • Time spent on the page
  • Click-through across pages/ photos
  • Number of emails collected
  • Demographics of visitors
  • Sources of traffic (i.e., SEO, social media, referral, direct)
  • Differences in buying patterns and user-behavior of visitors
  • Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel
  • Time spent on the page
  • Re-engagement (i.e., % of return visitors)
  • Click-through across product pages

Businesses who actively curate their content on these platforms have been able to expand their reach to new audiences. Visit http://www.bmconsulting.in/ for further Insights by the experts.

Effect of Demonetization on Sales and Marketing

A successful business man does not restrict himself only to the account books. He or she always keeps an eye on surrounding events. And if the incident is that of demonetisation, then it is compulsion to be alert. As we are all aware, Demonetisation process is undergoing in INDIA – the currency note of 500 and 1000 are pushed out of the economy. Currency change results into the eminent shift in the paradigm of the INDIAN market. This decision of Honourable Prime Minister wobbled the INDIAN market. Many of us fail to decipher the dilemma created in the market after currency ban. This article will give you the clear picture of it.

hand-putting-coin-on-money-staircase_23-2147510723-1

A sale of goods or services mainly depends on the following criteria:-

  1. A need or desire of a customer.
  2. Willingness to pay for the good and services to be use or purchase.
  3. Ability to pay for the good and services.

All three criteria must be fulfilled to sell the goods/services to the customer. If any one or more criteria are not satisfied then there will be no sale.

Demonetisation reduces the cash flow in the economy which directly affects the need, willingness and ability to pay of the customer. Because of lack of cash in hand, customers are not willing to buy any commodity or product. So there is decrease in the sale of the goods and services. If we consider the online marketplaces, most of the cash on delivery orders are cancelled by the customer because of lack of cash resources. It causes heft loss to all the online market places.

But In the era of digitisation the customers use the options like online banking or mobile wallet for the payment. There is no issue of cash resources as electronic money is used for transactions. So the revenue generated by it is unaffected. According to survey, sale of apparels, shoes, electronics is not affected at all. So we cannot say that the market is totally collapsed. Many sellers stop promoting and advertising their product at online marketplace under the wrong impression of not getting sale. It is suggested that you continue all the marketing campaigns as it will help you to improve your market index. This is the start of digital era and gradually the use of electronic money is going to increase to the extent of reducing the use of physical cash to lowest requirements. Our Prime Minister also focuses on the target of making India Digital. The future will be dominated by the trend of “GO CASHLESS”. Perception of all these aspects leads to the conclusion that continuing all marketing campaigns will help you to improve your market index. Market index is directly related to the market share for that product category. So this is the right chance for the vendors to gain some ground for them and create brand value.

It’s a time to expand you customer base by brand awareness and promotions. Visit http://www.bmconsulting.in/ for further insights and consultation by market strategist.

(Compiled by Nikhil Patil)