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Digital Marketing Mantra for Advertisers

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StrategyDriven Online Marketing and Website Development Article, Digital Marketing Mantra for Advertisers

Digital marketing is slowly, but surely growing from a “nice to have” to a necessity. With so many audiences, especially the younger ones, moving away from linear television, barely touching newspapers or magazines and with their heads down into their phones even out on the streets, it seems that the only sensible place advertisers can find their audiences now is in the online space. This is driving advertisers to adapt and form digital media strategies, but media practices from the offline world don’t translate well to the online world.

Out with the Old

Where you used to define personas and find the right publication or TV programme that fit your audience, it seems that these rules don’t apply to the online world. Your audience is out there on multiple places, consuming different media, sometimes even at the same time, with each moment of interaction you have just a small window of opportunity, sometimes even barely a second. To be successful in advertising in the online marketing space, you will need to connect all the dots and deal with the complexity (and maybe even ambiguity) of the online marketing world. Moreover, that’s asking for quite a bit, which most likely can’t be found in one person or advertising agency.
No Buyers, Only Specialists Here

The problem is the balance between the complexity of online marketing disciplines and the way the market moves on. Where you used to be dealing with media buyers (people who would take care of booking media buys, placing the advert, handle the back and forth between the publisher and the creative agency), you now must deal with channel specialists. These people are professionals in their field but usually are not trained to guide a client through connecting all the dots. Even channels that seemingly should be close to each other are, under further inspection, fundamentally different. Advertisers who have been dealing with digital agencies will mostly agree not to expect agencies to be able to provide a consistent overall media view, as you would have had with offline media agencies. The most practical way as an advertiser to take care of your digital marketing mix is to take the reins themselves. That doesn’t mean to do it yourself (although in-housing seems to be a trend of late) but to start speaking the same language as the digital marketers.

Measure Everything

This also means understanding and challenged its most hailed aspects of digital marketing, which inadvertently is also its downfall, the ability to measure everything. Traditional media would have panel data to provide some insight into what the effect the media buy would have had (by proxy), online media comes with the promise to be able to measure everything. In digital speak, we call this tracking, which relies on “pixels being fired” and “cookies.” Essentially this means that advertisers (and publishers that help the advertisers) try to provide the most complete of the consumer based on data they might have volunteered and data that can be inferred. Pixels and cookies provide a bread crumb trail to piece this all together. Apart from the ethical and privacy issues at play here, this sounds to most advertisers as the holy grail, to be able to pay for only those audiences and people that fit your audience perfectly.

Post-view

However, that attention to measuring everything can turn into an obsession. Take display and video ad formats, for example. On pretty much every publisher, these are ad formats that are offered up widely. Videos have taken a flight by being offered in-stream, which basically means its tacked in upfront or in the middle of a video that someone is trying to watch. You can have a skippable or un-skippable variant, and most publishers offer a cost-per-view model based on percentage or minimal seconds watched.

In most cases, the video is an unwanted interruption of someone’s flow, which in turn leads to very few people engaging with the advert and ending up on the advertiser’s website. Display ads have the same problem, although in a lesser extent (but just barely). The display banners show up as a distraction when someone is doing something else and might not be in the mindset to engage with an advertiser. Both video and display ads will usually have a lot of impressions (the advert was shown) but not many interactions. To still proof value, the industry has come up with a metric called view-through conversions. This essentially measures if a conversion has taken place after someone has viewed the ad, usually within a specific timeframe.

Last click wins

On the other side of display and video ads, you have many pay-per-click possibilities. One of the key ones here is paid search ads. It’s dominant in such a way that most people refer to paid search ads as PPC ads, although the concept of PPC refers to the method of publisher payment (for example display ads can be on a CPC model). This is, for most advertisers, the absolute darling of digital marketing. PPC in 99% of all cases all the way down in the marketing funnel, i.e., likely the last interaction before a consumer makes a purchase.

Even more so, those display and video adverts could very well have been earlier in the process and led to a PPC click. Paid search ads are usually measured on the last click wins method, which is standard across most advertisers. The last click wins will not add up with a post-view conversion, attributing all value to PPC and making a post-view conversion meaningless. Therefore, especially when marketing budgets are getting the squeeze, display, and video ads lose out.

The Mantra for Advertisers

The risk you run of this principle is that all the attention is going to PPC and none is given to display and video. In other words, all the attention goes to the bottom of the funnel and none to filling up the funnel. Advertisers who do this find themselves with diminishing returns over time and a drying up supply of new users to the website. The savvy advertiser understands the value of harvesting the low hanging fruit but always ensures that consumers keep coming through the funnel, by smartly filling it up from the top.

4 Big Benefits of Using Managed IT Services

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More and more businesses are utilising managed IT services to assist with their tech infrastructure. But is this the right move for your business?

Big IT problems have huge financial repercussions and can waste a lot of time and resources if not dealt with quickly and efficiently. Out-of-date or badly maintained technology is more likely to fail, and it can be difficult for a small IT team to keep on top of the latest trends.

But managed IT service companies make it their priority to stay on top of the most cost-effective and efficient tech to fit your needs, and to keep the operation running as smoothly as possible.

So if you haven’t considered switching to managed IT services, here are a few reasons why it might be time to give it a little thought.

Return on Investment

Frequent IT problems take up a lot of time, break concentration, and can cost your business a lot of money.

Slow computers, lost files, poor security – these are commonly occurring inconveniences that arise from a poorly managed IT service.  And every second that your system is down, your employees aren’t working and your business is not operating at its full capacity.

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More than this, a small in-house IT team can struggle to keep up with the needs of a larger company. And whilst they are dealing with everyday issues, they can’t focus on big-picture strategies which could really make a difference to your business.

Managed IT services focus on the everyday maintenance of these issues to limit the costs of small inconveniences, and avoid big disasters. This improves the reliability and efficiency of IT operations in a way which will inevitably save you money.

It will also free up your IT talent to focus on more important tech strategies, the wider benefits of which we’ll come back to in a moment!

Keeping Up With Tech

Technology is evolving faster than ever before. The ways we communicate, the ways information is analysed, shared, and protected – if you’re not in the loop you can get left behind and struggle to catch up.

And whilst your small in-house IT team are wasting time recovering lost passwords, locating lost files, and trying to work out why the system has frozen, they aren’t keeping on top of the latest technology or concentrating on how to integrate it into your business.

But one of the biggest advantages of managed IT services is that they are always on the cutting-edge of business technology, they know what will work for your system, and can implement upgrades quickly and efficiently.

Security

How much of your critical data is stored on tech devices? Computers, tablets, smartphones, servers? Do you live in constant fear of a security breach?

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IT security is absolutely critical and should be a major priority for every business. Unsurprisingly, out-of-date software, old passwords and unmanaged email accounts are some of the biggest risks to the security of your data and information.

So if you’re not up-to-date on the latest security risks, making sure your staff are informed, and constantly updating software, you could be more vulnerable than you think.

But managed IT services conduct research with multiple companies, and make it their business to keep track of security issues and their solutions. They will dedicate the time and effort needed to maintain these security protections so that you don’t have to worry.

They will also have a full grasp of compliance standards to minimize the risk of related to client data, credit card numbers and sensitive information.

Free Up In-House IT Staff

Another huge advantage to utilizing a managed IT service company is freeing up your in-house IT staff and applying their talents to the right areas.

In the same way you wouldn’t waste a Michelin star chef by asking them to wash dishes, you don’t want your most creative and innovative IT talent taking the elevator three floors to restart a frozen laptop.

If your in-house team are forever wrapped up in small technical issues that aren’t necessarily their specialism, they are not excelling in what they’re best at. And these smaller issues are unlikely ever to find a permanent solution if the inhouse team are too thinly stretched to focus on big-picture tech development strategies.

Outsourcing the maintenance of your IT service to a company who specialises in the small details will give your inhouse team the freedom to elevate the whole operation.

So there we have it. There are just a few of the benefits of outsourcing IT maintenance to a specialist company, and freeing up your in-house tech team!

The Four Best Business Sectors to Invest in Right Now

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StrategyDriven Entrepreneurship Article | The Four Best Business Sectors to Invest in Right NowAs an entrepreneur, you will have already made a few risky decisions – some that have paid off, and some that have not. For business owners that are looking for new ventures that guarantee stability though, read on to see which sectors are in demand and sustainable long-term.

Cyber Security

The tech revolution is well underway and in full swing, but with advancements in technology comes associated risks. These risks exist especially within cyberspace. The protection of information is crucial in this day and age, which is why regulations have been established to protect both the public and the organizations storing data. Data leaks, email threats, cyber crime and malware all present a colossal threat to operating businesses globally. Luckily, there are security specialists and professionals who specialize in cyber security, offering a solution to most businesses’ IT needs.

A start-up company of cyber professionals who can consult and provide outsourced services is a literal goldmine currently. Of course, this highly-skilled arena comes with a hefty price tag, which is why IT security consultants can afford to charge high rates.

Hiring employees with a degree in cybersecurity is not cheap, so careful consideration and planning should go into this business opportunity. Even if you currently own a business, you should have an IT expert that guards your data for a living. If not, consider upskilling them by enrolling them for a cybersecurity bachelor’s degree.

Software Developer

Keeping within the tech space, the most sought-after profession is software development. Because the industry is currently booming, the demand for software engineers is unprecedented. It is a great time to be studying or working as a software developer. The demand for good coding professionals continues to grow at an alarming rate which makes investing in this type of company a great financial idea. Investing in or starting up a software company right now will provide great returns in a short period of time.

Nutrition and Health

The health, wellness and fitness market growth has been steadily accelerating over the last decade because of a mental shift towards health and fitness across the globe. People are starting to realize the benefits of being fit and healthy and are taking it seriously.

With the focus on sustainability, the raw and whole food market is a trend not to be ignored, as well as the rise of vegetarianism and veganism. Investing in plant-based materials and food is a relatively stable investment and is earmarked to grow exponentially over the next few years.

Fitness tracking gear is also a good money-maker with the rise of wrist-worn garments which are in high demand with the fitness fanatics or health conscious consumers. You can’t go wrong in this sector.

Baby Tech Products

Keeping within the tech theme, the need for technology for parents or parents-to-be is surmounting. Fertility trackers, baby monitors and breast-feeding equipment are all in demand globally. As the children grow, their needs change and so do the tech requirements for parents raising them. GPS or location enabled wrist watches or software to track their online security and privacy are all best-sellers currently. You only need to tap into this industry by speaking to a parent or two, to realize the potential a kid-focused business creates.

If you are looking for a good investment opportunity, these four suggestions should get you started.

The Need of SEO in the 21st Century

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The term Search Engine Optimisation is quite a head-turner. It is something that dominates the market scene of the 21st century. If one were to put things into perspective, Search Engine Optimisation or SEO, was always there since the advent of the Internet; just not in a way and scale as it is today. You cannot think of a business venture that still puts its faith in medieval methods of marketing and branding. It does not work anymore. New age requires newer and fresher solutions to every marketing woe. This is exactly where SEO steps in. Its revolutionary approach to notch up the branding and marketing game few notches up has become a game-changer in the arena of digital marketing. There is no way one can hope to thrive and scale businesses without seeking refuge in SEO.

StrategyDriven Online Marketing and Website Development Article | The Need of SEO in the 21st Century
 
The article discusses the importance of SEO in the 21st century, how it has led to a tectonic shift in the world of digital marketing and how enterprises can keep benefitting from it in the days that shall follow. But first, we are going to run through the basic concepts.

What is Search Engine Optimisation?

Simply put, Search Engine Optimisation or SEO is a technique which helps in putting your business website on a suitable spot in the SERPs (Search Engine Results Pages) and thus, enhances its ranking. Ranking on search engines is of paramount importance in this century since that is the only way a business endeavour can hope to gain the required attention to its products and services. You might have the best products or services in a certain niche. But if you cannot get them to your target audience, all your efforts into making the best for public and making money hands over fists will end up in smoke. You must first be able to convince your target group about what you have to offer and how they differ from the rest of the products in the market, before you can do something to convert them into your loyal customers. Search Engine Optimisation helps you take your business out there in the world by acquiring good ranks on the results page and by grabbing the eyeballs of your target group.

How Does It Work?

We have discussed quite a few points on SEO and how it works in this day and age, in the previous section. But we now need to see how exactly it contributes towards scaling a business. So, we talked about how SEO helps in tweaking the rank of your website on the SERPs. But why do you think that is even important? It is tremendously important for visibility, yes. But that is not all. It is crucial because the right techniques of SEO draw more and more potential clients and customers to your website and help them make an informed decision regarding your service.

StrategyDriven Online Marketing and Website Development Article | The Need of SEO in the 21st Century
 
The technical jargon of this world would be, drawing optimum ‘traffic’ to your site. Once your website keeps drawing organic traffic to itself, it will definitely succeed in converting customers, and thus, help in enhancing the conversion rate. Therefore, it is quite clear why Search Engine Optimisation has such importance in today’s world.

Coming up with the right SEO hacks is not very simple and we have excellent analysts and agencies who handle this part of digital marketing for almost every business venture. They look into what kind of websites are drawing traffic, study their on-site and off-site elements, research on Google’s metrics and then come up with ways that conform to Google’s standards of ranking. Google is the smartest search engine ever devised, and that is why it is not easy to fool it with reverse engineering hacks. But smart SEO analysts and experts know just the right ways to do that. Google keeps upgrading its metrics for ranking to enhance user experience. Therefore, if you want to outrank other websites from their topmost ranks on the Search Engine Results Page, you have to up your SEO game and look for ways in which you can conform to Google’s ever-evolving needs.

Conclusion:

Search Engine Optimisation is an institution in itself, one that cannot be understood in one article. It has several techniques and methods associated with it, and not even one carefully structured course could deal with all the details. It requires years and years of experience and maybe only then, one can hope to understand what this entire world of SEO actually is. However, for starters, know that SEO is an integral part of digital marketing, and no business can climb its zenith of success without asking for its help. Therefore, if you have been in two minds about the SEO and whether you should rope in an agency or an expert to cater to its needs, brush any dilemma off your mind. The 21st century calls for SEO to be involved in every venture and marketing tactics, and you should do the same.

Why Online Tutoring Is the New Effective Way to Make Money at Home

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StrategyDriven Starting Your Business Article | Why Online Tutoring Is the New Effective Way to Make Money at HomeWhen we think of someone working two jobs, we often picture people working in retail or the food service industry, or someone who is trying to break into acting and doing another job on the side. While these are all real-world examples, the reality of job juggling is a lot different than we assume. In fact, in the US there are about 13 million double-job holders that are working multiple jobs to make ends meet.

How popular is the gig economy?

The gig economy has been exploding recently, leading many people to picking up two or even three jobs to help make ends meet or to pay down their debt. Intuit performed a study that predicted that, by 2020, 40% of American workers would be independent contractors doing short-term, contract-based work for companies near and far.

While some people may think of this as misery inducing, the gig economy actually provides a lot of flexibility to a younger workforce that is demanding a more sustainable work-life balance. Gone are the days when people could start at a company at 22 and stay there until retirement. With our work rapidly shifting from a local to a global perspective, workers are finding themselves cashing pay cheques from far-flung employers who may only pick them up for a couple contracts before they move to another employer. This is perfect for stay-at-home parents who still want to contribute to the family’s income, people who prefer to travel too often to maintain a traditional office job, or for spouses of military workers or other workers who are forced to move on a regular basis.

The explosion of the gig economy is mostly thanks to a more mobile workforce due to our advances in technology. With reliable high-speed Internet, smartphones, and laptops available to almost anyone, anywhere in the world, working from where you are has become much more feasible.

Where are the biggest changes happening?

One of the biggest increases we’ve seen in the gig economy has been within the teaching and tutoring community. People with the skills to tutor people can help students across the world learn languages and basic skills like mathematics and science concepts. While it used to be that utilizing those skills meant moving to far-flung countries, you can now do it from anywhere with a decent Internet connection. However, you want to make sure you’re not going to end up accidentally giving away your services or getting ripped off. Money Done Right explains how you can earn money from tutoring without losing out.

Most people assume (incorrectly) that being an English tutor or offering tutoring in a subject means you have to be a teacher, but often it just means you need to be patient and skilled at what you’re trying to teach. This is a great way for college students to earn extra income while bolstering their own skill set.

But does it count in the “real world”?

Wondering if distance tutoring counts as something you can put on your resume? It does! A job doesn’t have to be with a large or local company to still be a real job. If you can demonstrate the skills you learned and what was expected of you, a part-time, distance contract can add just as much value to a resume as any “traditional” form of employment.