5 Case Studies that Show You What a Website Redesign/Revamp can Do for Your Brand

When websites first started dominating the digital sphere, there was still a lot of discrepancies that websites could get away with (like broken links, poor grammar, outdated information, etc.). However, with the world moving onto the online realm – with entire interactions, transactions, and even socializing happening online – ignoring your brand and business’s website is no longer an option anyone can afford. In fact, not keeping your website updated and functional is a sure-fire way to demote your brand in front of your audience.

Plus, due to Google’s updates in their search algorithm, poorly maintained websites – or even websites that are simply not updated regularly with new and quality content – are ranked low or even penalized (depending on the website’s level of functionality and consequent bounce rates). Websites with non-responsive designs, broken links and/or plagiarized content are doomed to the same fate as well. And, if you happen to own an outdated e-commerce site, then the negative returns are even greater.

Hence, revamping your website when necessary and keeping its content and technology updated are crucial for the success of your brand. But if you need a little more convincing of the fact, check out the following case studies to see the massive difference a sound website revamp and redesign can make for your web traffic and lead generation rates:

This case study from HGS concerns a client who owned and operated a number of boutique hotels in India that were ranked as 5-star hotels. Having achieved top ratings in international standards, this hotel brand required that their website be revamped to increase their brand’s visibility, add location-specific landing pages on their website, and also for their website to be compatible with mobile devices. On completing the website revamp in adherence to these goals, the website gained a 25% increase in unique visitors in just the first two months, reduced time-consuming customer-tasks by 56%, increased the site’s search engine ranking (thanks to SEO for the website), and increased overall recognition of the brand in the digital realm – in addition to mobile devices.

Lesson to Take Away:

 When your business grows, so should your website grow with it. Hence, if your goals have grown or changed, and your old website cannot meet those changes, then the site should be appropriately revamped in line with those new goals.

Interskale’s [tenth] case study covers how they revamped their clients’ existing websites when they were not functioning in tandem with the respective client’s business goals. The old designs were revamped so that the website is as good as new – both in terms of visual design as well as functionality.

Lesson to Take Away:

Visual appeal and functionality are essential ingredients for any website. If your website lacks these in terms of quality, revamping your website is crucial (if you don’t want your brand to suffer dire online repercussions, that is).

Xopso’s website was an e-commerce site that faced traffic and technical issues at every turn and quite essentially needed a reboot. Plus, the website design was non-responsive. This, of course, caused their website to crash often as well as reduced their traffic and increased their bounce rates. To fix this, FATBit Technologies redesigned and revamped their website from scratch – ensuring it had a responsive design now and that the technology implemented into the website was up-to-date. The result was that the website could now handle over 1 lakh visitors and handle around 1,000 orders per minute (without overselling products).

Lesson to Take Away:

For e-commerce sites especially, it’s essential to ensure that the website’s design and technology runs smoothly and is updates. Plus, as such e-store sites have a lot of visitors, the website should be able to handle high traffic numbers as well.

Radical’s [first] case study involves an IT company in Bangalore that needed their website optimized and updated (and generally rebooted from scratch). The website also needed a reliable host and good search rankings. A sitemap was created and the website duly redesigned, with their links and content updated and search engine optimized. The result of the reboot was that there was a 45% increase in website visits, as well as top ranking in search engines for certain keywords.

Lesson to Take Away:

A website with valid content and search engine optimized is vital for any business. Hence, redesigning and updating your website’s design and content is essential if you want to keep your website appearing in the right online searches.

Fullerton is a financial services concern in India. HGS Interactive worked on revamping this business entity’s website with the objective of generating more leads for the financial concern. The main strategy included a redesign and revamp of the original website to improve the user experience, as well as the building of an omni-channel for lead generation on the website. As a result of this website revamp, the website started gaining visits, leads grew by 18.6% in the realm of personal loans, and leads grew by 41% in the realm of business loans (over 2 years).

Lesson to Take Away:

The online realm is constantly evolving and changing. Hence, websites need to be redesigned and revamped over time in order to remain relevant, savvy, and appealing. Today, lead generation and quality content is what a website should be optimized for first and foremost.

From these case studies, it’s apparent that, the moment your website starts to slip – the moment it doesn’t match up with the impression, goals, and versatility of your business, products, and services – the website needs to be revamped and redesigned to the appropriate levels of efficiency. An efficient website, after all, is your brand’s online calling card.

Top Indian Twitter Case Studies You Need to Check Out Today

Both small businesses and international brands has good marketing scope on Twitter. However, thanks to its micro-blogging and media-rich nature, small businesses especially can take advantage of this platform. Twitter has millions of users creating handles and joining up all the time. Consequently, it is a great platform to connect to consumers and look for new potential customers. Niche marketing is also a great possibility on Twitter thanks to its targeting options.

Twitter is additionally a great platform to build relationships with users. However, in order to do so, tweeting constantly and engaging with any responses users give to your brand is essential. Twitter is also a great place to showcase a business’s new products and services, as well as to take surveys to figure out what users really think of a brand. Promoting your company or business blog via connected tweets is another way for your brand promotion. Additionally, Twitter’s great for tweeting offers, discounts, contests, and promo codes relating to your brand’s products and services. (Plus, such contests and offers/discounts are a fantastic method of engaging users directly with your brand too. In fact, the easiest way to increase engagement is to encourage users to re-tweet their offers in order to activate it.) The best part about Twitter, though, is that tweets can go viral and that this platform offers your brand the best chance of gaining free and organic reach.

To better understand how you could use this platform, however, check out the great Indian Twitter campaign case studies listed below:

The “My Choice” campaign by Vogue India was initiated by Vogue India under the #VogueEmpower and #MyChoice campaign. It began as a social awareness campaign that impressed on the fact that the lifestyle choices women make are their own and no one else’s to dictate. It was a campaign for gender equality. When it began trending on Twitter, it attracted the attention of other Bollywood stars who then participated in the campaign under the hashtag on Twitter as well. As a result of this campaign, this brand has increased engagement as well as exposure.

Lesson to Take Away:

Connecting with one’s audience with a social cause or a matter that you know will connect personally with the audience – this kind of campaign has a better chance engaging the masses.

The “Smile More For A Good Day” campaign by Britannia Good Day tapped into the millennial generation with their #SmileMoreForAGoodDay Twitter campaign and social media engagement. It asked the question “Do you smile enough?” and encouraged online audiences to engage with that question and research “smiling for a good day” themselves. The result of this campaign is that Britannia – a pretty old brand – has successfully connected with millennials, has increased their brand exposure, and has planted the seeds for better exposure and user engagement for their brand.

Lesson to Take Away:

Sometimes, even a simple concept is enough. What you need to do is spin it in a creative and unique way in order to engage your customers. Researching your theme and presenting actual facts in support of your theme and message will aid your brand’s exposure potential as well.

The #ProKabaddi Twitter campaign gained trending status in purely organic marketing fashion solely due to their pre-game build up, marketing research, and constant engagement on Twitter. Constant re-tweets and replies to any user engagement got the hashtag rolling, until it finally reached the goal of trending on Twitter.

Lesson to Take Away:

Consistency and constancy is the key in Twitter campaigns. If you want your audience to see you, you need to constantly send forth tweets and re-tweets and engage with any demographic or group that suits your brand’s goals. And you also need to engage and react positively with users who engage with your tweets and your brands. In short, start a conversation and keep it going and you’ll get the dialogue and engagements you’re looking for on Twitter.

The #KiehlsMumbai Twitter campaign was started by Kiehl’s India in order to promote their store’s launch in Mumbai. The campaign strategy involved targeting and engaging with the right audiences and running contests in order to create exposure for the brand. The brand also leveraged their Influencer relations, and held an offline meet. This campaign generated more than 270 tweets, 350 mentions, and 500 followers.

Lesson to Take Away:

People love free stuff. And they also love contests. Hence, organizing free giveaways and contests for your brand’s marketing campaign is also a good idea. Plus, if you target your core audiences right and constantly engage with your audience, you’ll always have good campaign results to show for it.

The #BlrOpts2Adopt Twitter campaign made waves in more ways than one. For one thing, it was the first Twitter campaign from the pet industry that was a booming success. And second, this campaign from the Dogsee Chew brand was a social awareness and social cause campaign. Showing solidarity with the rage that swamped India regarding hate crimes towards dogs, this brand took it to a different angle by encouraging people to adopt stray dogs in Bangalore. They pointed out that people don’t need to buy pure bred or foreign bred dogs when they have Indian stray dogs they can adopt for free. The campaign ran under the hashtags #BengaluruOptsToAdopt, #BlrOpts2Adopt, #BengaluruOpts2Adopt, and #BangaloreOptsToAdop. The campaign generated over 10 million impressions, and they extended to cities outside of Bangalore too.

Lesson to Take Away:

Even a tragic situation can be spun hopefully and positively. As a marketer for your brand, you simply need to think of how you can spin it. (Beware, though, of appearing insensitive on a matter.)

Twitter is fertile ground for marketing campaigns, and its micro-blogging nature gives you both brevity as well as diversity in your campaigns – if you know how to take advantage of it. Whichever type your brand may be though, constantly tweeting, re-tweeting, and engaging with your customers is a must when it comes to Twitter marketing campaigns.



Top 6 Facebook Case Studies You Need to Read Now!

Considering the power of social media today, it’s of little surprise that all businesses need to sink their teeth into it in order to best reach their audience. Among the ruling hierarchy of social media platforms, though, it is Facebook that often takes the lead. So much so that some small businesses even concentrate on building a Facebook page alone rather than focus on building a website. And why not? Facebook has millions of users and those numbers increase even further practically every week. So what better way is there to reach one’s target audience – which ever demographic or group they may be – than by using Facebook’s platform for advertising and marketing a brand. Plus, the fact that Facebook pages have a variety of features, both to promote a business as well as to even sell products, also makes using Facebook for business an inviting prospect. All one would need is persistence and a little creativity to make it happen.

If you’re still not convinced, though, here are 6 of the best case studies that show what businesses and brands can achieve by advertising and marketing on Facebook:

“Is Laundry Only A Woman’s Job?” That’s the question Ariel’s Facebook campaign started with when it launched its first video around that theme. The campaign was started to increase brand reach and engagement, and the brand took the approach to address an underlying cultural inequality in society’s thinking. Needless to say, the campaign was a big hit and the #ShareTheLoad campaign made it big. In consequence, the brand gained over 6 million views, 1 million organic impressions, and an increase in Facebook engagement by 225%!

Facebook Lesson to Take Away:

People love videos and stories. So tell a story with your brand that connects personally to people, and use videos to tell your story on Facebook.

Using a Facebook app called “Made By You”, Femina magazine encouraged women to share stories of their own which were published in an issue by Femina that was also called “Made By You.” A story that fit Femina was accepted and some women writers were even issued to write more articles. The campaign gained over 1 million like on the app’s Facebook page, with Facebook impressions going well over 12 million.

Facebook Lesson to Take Away:

If you want to reach a lot of people, use your Facebook page, or even a Facebook app. For, this social media platform still has the highest number of users.

OlaCab’s #ChaloNiklo Facebook campaign actually used the strategy to use multiple ads to reach multiple blocks of audiences on Facebook. Location-based targeting was used generously for these ads as well. The result was that sales increased by 60% and customer conversions increased 3 times more than its original state.

Facebook Lesson to Take Away:

Facebook is a very versatile platform with a number of both web-based and mobile-based users. Hence, multiple campaign strategies with various targeting options are possible for your brand here.

This case study is a little unique in this list as it deals more with Facebook’s developer tools. However, considering what a diverse platform Facebook is, it’s not hard to imagine that Facebook’s developer tools will have the same power, if utilized. And, that’s exactly what Myntra did! The brand developed its e-commerce site for mobiles using Facebook’s developer tools. And, with the Facebook Mobile App Install Ads, the fashion brand used the “Lookalike Audience” feature of the app to target similar audiences [who have converted and purchased before]. The Facebook Login feature on the mobile app only attracted more customers as well thanks to the ease of logging in to the app. Thanks to these tools, Myntra’s sign up rate increased by 28% and cost per installs reduced by 30%.

Facebook Lesson to Take Away:

Facebook has a lot of tools that advertisers and marketers can use. From Myntra’s example, though, it looks like even Facebook’s developer tools help increase brand reach, familiarity, retention, and engagement. Plus, it’s an especially great tool for developing mobile apps

The “Make in India” project is hailed to be the fastest growing government project in the digital hemisphere. And it’s on Facebook that Make in India’s upcoming (as well as current) events are updated. While other social media platforms have also been employed in this campaign (as it is done in most digital campaigns), it is the Facebook and Twitter platforms that stand out. For, since the initial launch of the campaign, the corresponding Twitter account has over 2 lakh followers and the Facebook account has over 3 million followers (or “likes”). In fact, it’s estimated that Make in India’s Facebook page gains a follower almost every 3 seconds.

Facebook Lesson to Take Away: Arguably, Facebook leads the race in the number of followers and users amongst all the social media platforms currently in existence on the virtual plane. And it also facilitates the most diverse kinds of content, making it a great platform for practically any kind of brand. And, if nothing else, it’s the best place to reach all kinds of people and audience groups – both on a local scale as well as a global scale

The re-launched design – with its “Mylink” Infotainment system – made waves via its Facebook (re)launching campaign. Facebook’s massive ad and campaign targeting options are what came to play here, as the brand not only targeted men and women in the 27 to 45 years age group, but also targeted its preferred audience via behavioral targeting options on Facebook (to find the habits and disposable income levels of the necessary clients). This ad campaign reached over 7 million people that fell within the target audience, and it also increased the brand’s favorability potential by 72% [higher than the average global benchmark].

Facebook Lesson to Take Away:

Facebook has incredible audience targeting options. As a marketer or advertiser (or even an entrepreneur), if you have a specific target audience in mind, Facebook’s targeting tools are your best option.

 There are dozens of other examples of Facebook campaigns that were (and are) a roaring success. So, even if all your business has going for you right now is a well-designed Facebook Page, know that you’re in good company and have a variety of marketing and advertising strategies available to you. All you really need is a solid and unique way to spin your story and your brand.

Top 5 Social Media Case Studies to Check Out for 2016

Social media has climbed up the marketing ladder as a marketing and advertising platform. And currently, it owns a comfy throne right at the top of the marketing hierarchy. This is of little surprise today, of course. Social media is the virtual platform for social engagement and interaction. And, considering that social media platforms like Facebook, Twitter, Instagram, LinkedIn, etc., all cater to a global audience, it’s a prime territory for brands and businesses to seek out new customers and brands. Plus, the fact that advertising and marketing on social media platforms are a lot more affordable (and with higher benefits too) than traditional media advertising is (or ever was), makes social media marketing an even sweeter deal for brands looking to expand their fan base.

In fact, check out the following social media case studies to get a more practical idea of what social media marketing and advertising campaigns can really accomplish. Plus, some of these campaigns might be great inspirations for designing your own brand’s social media marketing and advertising campaigns in 2016. (We know they were for us!) So check these social media case studies out:

IndiaFirst Life Insurance too a nature-centric route with its social media campaign, where its main goal was to make audiences aware of environmental degradation and then to bring them into mindset of protecting the environment. (The brand collaborated with GrowTrees and Thistle-up for this campaign.) The #VoiceOfEnvironment social media campaign wound up gained over 8,000 views on its first video, a reach of over 50,000, and more than 200 aggregate shares on both Facebook and Twitter. And, by linking itself to such a global and important cause, the brand managed to build a positive and solid level of engagement with its audience. (The fact that the video was launched on World Environment Day certainly helped its prospects too.)

Lesson to Take Away:

Connecting your brand to an important social cause and campaigning for it earnestly can not only send a positive social message, but can also earn your brand a lot of good will and long-term recognition. Plus, even a simple yet direct video can make waves on social media if executed right.

Kit Kat (India) created a unique social media campaign on Twitter with its #MyBreak hash tag. It encourages users to tweet with the hashtag during various scenarios in their day (like when they’re caught in traffic, for example). The idea behind this campaign was to get users engaged with “taking a break”, which was Kit Kat’s main theme and slogan. This campaign was an incredible hit and engagement and trending rates for Kit Kat India’s #MyBreak hashtag soared! 

Lesson to Take Away:

The more your brand involves and connects to your customers and audience, the more likely they are to engage with it.

Amazon quite successfully promoted its “Great Indian Diwali Sale” via their Diwali-themed social media campaign last year (2015). Tapping in to how big an event Diwali was in India, Amazon created a number of ads that revolved around the theme of Diwali and what Indians generally did at that time of the year. Using multiple Diwali-based hashtags like #LightsCameraDiwali, #NotGoingHome, and #HappyDiwaliFromAmazon, Amazon connected with a number of different audience groups during the festival-time. As a result of this campaign, Amazon gained more than 100K mentions on various social media, more than 400 million impressions on Twitter, and around 40 million reached on Facebook.

Lesson to Take Away:

A festival, an event, a trending topic – anything can be used as inspiration for social media campaign. However, such campaigns should be timely and relevant. Plus, understanding your target market(s) is always a good strategy.

Coverfox Insurance’s social media video campaign is probably the most fun example on this list. Plus, unlike other campaigns, their main goal with this campaign was to get people to remember to pay for renewing their car insurance. Brand awareness and social media reach (though important goals too) were secondary aims for this campaign. The campaign worked by tracking down most of those who have visiting Coverfox but still failed to renew their insurance. And then, using re-targeting tools to reach this particular audience, Coverfox more or less hijacked YouTube with non-skippable ads that were funny and ironic (and thus, memorable). In addition to that, emails and other social media marketing platforms were flooded with these ads for a few days, thus reminding users to renew their vehicle insurance. The fact that these ads were time-sensitive to users’ renewal dates were also an added bonus. (Needless to say, Coverfox got their customers to renew their policies on time.)

Lesson to Take Away:

Social media is a great marketing tool. But more than that, it’s a platform that practically the entire population spends a huge amount of time on everyday. It is thus a social toot first and foremost; an engagement tool. Hence, any kind of message can be marketed via social media if you adopt the right strategy.

The BillBachao brand took to Twitter for its social media campaign in order to encourage more users to download its app. This social media campaign targeted users in the 16 to 25 years age-group, and it used keyword targeting and geo-targeting in order to reach the right audience groups online. What made this campaign stand out, though, was that the tweets for this campaign were in question-style format, which encouraged users to engage with the tweet and, in consequence, the brand as well. This campaign brought in a 56% increase in BillBachao app installations.

Lesson to Take Away :

Use social media to engage with your customers. People are more likely to enjoy conversations than one-sided messages anyway – both in the real as well as the virtual world.

If anything, these social media case studies prove that any brand (no matter their product or service) can milk social media to get the kind of engagement and recognition they want. All it takes is understanding your consumer base, a little creativity, and timeliness.



Instagram Marketing Case Studies To Inspire Your Instagram Campaigns in 2016

                                Quick Tips for Marketing on Instagram

Instagram is the place for putting up great photographs of your products. However, despite the visual tools and advantages this social media platform offers, it is wise to be cautious about what you use in your Instagram campaigns. For, Instagram is your marketing space for videos and photographs of your products and services. And as such, if the photograph or video on its own is not visually appealing, them your campaign fails to make its mark. On the flip side, though, if your images and videos do what they’re supposed to Instagram, your business just hit a marketing gold mine!

The main allure of Instagram for business is the fact that Instagram helps you reach more millennials extremely effectively. In fact, it has 50 times more engagement than even Facebook. However, simply posting pictures and videos on Instagram isn’t enough for an effective marketing or advertising campaign on the platform. Rather, you’ll need to couple that with engaging narratives and hashtags, and basically encourage your audience to post their own responses using that hashtag.

That might sound vague and confusing if just explained theoretically, however. So, check out the following Instagram case studies to get a better idea of what you can do with this platform:

Grofer’s is a local delivery service that functions in 17 cities in India thus far. It’s a service that home-delivers anything from groceries to electronics from neighborhood stores within the city. This brand started an Instagram marketing campaign with the goal of increasing their Grofer Go mobile app installations. Using photo ads and carousel ads on Instagram, their campaign earned the brand an 8% rise in reach towards their target reach, and a 50% reduction in the app’s cost per installation.

Lesson to Take Away:

Carousel ads on Instagram can effectively provide information about a brand while being eye-catching and visually pleasant to consume. The images in themselves can attract consumers too.

Kit Kat (India) started this Instagram marketing campaign in order spread awareness about their “slow churned chocolate” Kit Kat Senses. Dubbed the “Celebrate the Breakers” campaign on Instagram, this campaign celebrated the different kinds of breaks that people take, and animated videos were used to spread the campaign. The campaign gained Kit Kat a 42 pt. increase in ad recall and a 6 pt. increase in message association.

Lesson to Take Away :

Engaging the audience with your brand by getting them personally involved in your campaigns can improve your brand’s recall rate. After all, people remember what they participate in much better than what they’re simply spectators in – and this is especially true when it comes to social interactions, discussions, and communications, and subsequently, social media.

Housing.com started an Instagram campaign under the hashtag of #HousesOfIndia that was story-based. In other words, the brand covered unique houses, their homeowners, and their stories on a weekly basis – and these stories covered houses (and tales) from all over the country. Photos of both the internal and external architectures of the houses were posted in these stories. This campaign gained the brand an 18% organic increase in their follower numbers on Instagram, as well as a notable increase in engagement.

Lesson to Take Away:

Storytelling is a fine art and is currently in style. In fact, most digital campaigns online uses storytelling as a strategy in at least one aspect or another. So, if you want to truly engage your audience, use stories or story-like posts and content in your digital campaigns. You certainly have the tools you need to do so online.

TUI is a leisure travel company, and this Instagram marketing campaign of TUI’s was initiated with the main goal of impressing on Indian audiences that TUI had the exclusive ability to showcase locations which would normally be missed as travel destinations. TUI also wanted to increase their brand exposure in India, as well as generate leads. The brand’s Instagram campaign focused on showcasing exceptional locations around the world and informing and educating their audiences about those places (regarding little-known facts). The brand organized a contest under the #DiscoverYourSmile hashtag on Instagram. The result was a gain of 3,800 followers on Instagram in just one month, and they got more than 5,000 Instagram users to participate in their campaign. Their overall reach was around 17 million people, including many Influencers.

Lesson to Take Away:

Creatively handling your campaigns will attract more followers. In fact, start a dialog and then encourage your audience to engage with your brand in that conversation. Photo-based campaigns have a special pull and reach on social media when the users/audience is leading it. A contest will also keep your customers intrigued and engaged.

Lancome India’s #GoNoFilter Instagram campaign was started with the aim to promote Lancome’s “DreamTone”. This brand’s strategy was to pinpoint that women love talking about their skin positively and about beauty, and that women love taking selfies. To that end, the #GoNoFilter campaign encouraged women to post their photographs (of themselves and what inspires them) on Instagram with this hashtag – and without using any filters. The natural beauty of the photograph (and the women) was what this brand was encouraging with this campaign. As a result, the brand gained more than 7,00,000 in their outreach, as well as a 1,000 increase in their followers.

Lesson to Take Away: People like feeling good about themselves. So it’s a good idea to leverage that concept in your campaign.

What most of these campaigns have primarily in common is that they often use stories and storytelling as a tactic, and they ensure that their Instagram ads are visually stunning. The best part is, Instagram suits any brand as long as you have pictures, hashtags, and a great story to tell!



Email Marketing Campaign Case Studies You can Learn from for 2016


 An Intro to Email Marketing Campaign Strategies 

Email marketing has almost taken a back seat in the recent years. However, while there are plenty of naysayers touting the redundancy of this online communication platform, there are also a good number of marketers who still use email in their marketing strategies and communications. And now, email marketing is making a strong comeback – not least due to the fact that personalized messages and variety is what netizens are looking for right now. Plus, emails are a versatile medium where the sender can customize the message in a variety of way. Also, emails are quite personal when compared to other online communication mediums. So if the email’s message content is handled right, then your brand’s customers are most likely to enjoy such content. After all, plenty of people subscribe to blogs and website newsletters to receive emails. So if those subscribers like your email content, you’ve passed the hardest phase of keeping your customers interested and engaged with your brand.

To better understand the concept of email marketing, check out the following case studies regarding the same:

This case study illuminates how an entrepreneur reduced his business’s email marketing campaign costs from 369 dollars to 64 dollars with MailGet (an email marketing service software). The case study also shows how MailGet, as email marketing came to be due to an entrepreneur, who wanted a service that would reduce his email marketing costs. The highest plan MailGet offers is 79 dollars for emailing 1 lakh subscribers. (The case study also considers the pros and cons of a few other email marketing software.)

Lesson to Take Away: Research various email marketing service software and consider its pros and cons and how they fit in with your own business’s marketing needs before you purchase a software plan.

As per the trends in 2016, email campaigns was the second most popular choice of marketing strategies for garnering engagement from customers. (Email campaigns had garnered upto 28% engagement.) 53% of Indian marketers have voted email marketing as the third best marketing activity to invest in. More Indian marketers are willing to increase their investment in email marketing. And consumers themselves (45%) have responded positively to emails as a marketing medium. Social media is expected to influence email marketing more and more, especially as online email subscriptions increase.

Lesson to Take Away: The era of email marketing is here! After a number of naysayers insisting before that emails have become redundant, it’s made a massive and glorious comeback. If ever you’ve wanted to invest in email campaigns for marketing your business, now’s the time to do it.

The goal of this particular campaign was to generate online funds – which is a tough objective in any scenario. This campaign utilized email marketing campaigns in order to raise those funds via email messages. The strategy employed was to use targeted email marketing campaigns and then analyzing the results of each. The target audience was separated into further demographic groups and each groups was given their own email list in order to better customize the messages. This lead to higher conversion rates for this campaign.

Lesson to Take Away: Emails have a lot of potential in getting your message across. However, segment your mailing lists so that your messages can be customized (and varied) based on the characteristics, preferences, and psychology of your specific audience groups.

TripAdvisor is known for its regular marketing emails. However, the brand manages their marketing campaign by sending emails practically every day without being categorized as a spam emailer. This is mainly because TripAdvisor’s emails are increasingly customized to the individual email recipient’s preferences. Basically, the site takes note of each subscriber’s online activity on their website and on social media, and then sends emails to each user based on this data. Needless to say, this personalization of their emails is what makes their email campaign a success.

Lesson to Take Away: Most people believe that it’s when you send out your emails that matters in your email marketing campaign. However, that’s far from true, especially now. Rather, the more your emails suit your recipient’s interests and preferences, the more likely your campaign will be a success.

This case study highlights how Amazon’s email marketing strategy is successful due to it being functional rather than concentrating on aesthetics. Amazon, the moment someone registers an email for an account, starts collecting data on the person. And the longer that person uses Amazon, the more data they have on that person. And then, it is based on this data that Amazon sends its emails to each user. Amazon has a variety of customizable email templates that are sent to each user (both new and old) as part of their ongoing email marketing strategy to make sure their customers remember them. And, as they focus on usefulness rather than flourish, it’s easier for them to detect small problem at the root and flush them out. Considering that Amazon’s success speaks for itself, functionality in email marketing campaigns is certainly an advantage from this case study’s point of view.

Lesson to Take Away: While there is nothing wrong with a bit of fluff and feathers, always ensure that your email marketing strategy is informative and useful to your customers first and foremost.

Email marketing campaigns are on the rise recently, and it’s a good platform to use considering that one has a lot of freedom regarding the content and style of message that they’re sending. However, whatever the purpose of your email campaign, the case studies above lean towards segmenting your email contacts into separate lists and personalizing your emails based on the recipient. That seems to be the strategy that currently gets the most success in email campaigns.







Case Studies for Affiliate Marketing That You Need to Read Today


How to Start Affiliate Marketing in India

In this affiliate marketing case study, CashKaro.com is used to represent cash back and coupon websites – which make up 40% of the traffic gained from affiliate marketing for most online retailers. For, these kinds of websites (like CashKaro) offer vouchers, codes, and/or coupons that add on to any existing offer or reward points that a user has already earned on a purchase. In fact, such affiliate sites also account for 20% of the sales for e-commerce giants as well.

Lesson to Take Away: Aligning your brand or e-store with a cash back website is a smart investment and a sound affiliate marketing strategy.

Snapdeal’s initial success story is owed largely to its referral and affiliate marketing strategies. Snapdeal employed a number of techniques to increase their web traffic, exposure, and user-base. And simultaneously, the brand also ran its affiliate marketing strategies (under the cost per lead affiliate marketing scheme).

Lesson to Take Away: Affiliate marketing should in no way be your only marketing technique for your business. Rather, it’s a tool that’s supposed to be implemented simultaneously while all your other online marketing strategies are running. Affiliate marketing is a powerful supplementary marketing technique. So, while it could never stand on it’s own, it should never be overlooked either.

This case study looks at Pay Per Click affiliate marketing and dubs it an “effective and profitable” marketing tool. For, not only does this strategy generate revenue for the brand, but it is cost-effective and gets the brand exposure as well. Pay Per Click affiliate marketing and Pay Per Lead affiliate marketing are briefly compared, and both are dubbed good strategies for brands to promote their products and services and generate sales. Additionally, brands can also hire affiliate marketers to take surveys of their visitors in order to collect their data. However, this is trickier than simply using affiliate links and takes a lot more organization. But it can be done, and the data gained is valuable for the brand’s overall marketing strategy. Targeting niche markets is beneficial to both the brand and affiliate marketer in the long run.

Lesson to Take Away: Affiliate marketing is profitable to both your business and the affiliate marketer. And it’s even better if both sides target specific markets. Many Indian companies are profiting from affiliate programs, and not tapping into this strategy will be a major marketing faux-pas for your brand and business in the long run.

This particular case study takes a look at the state of affiliate marketing in India in relation to Internet retail (i.e., e-commerce). It adds that, while product/service promotion and sales is the usual focus of affiliate marketing, even website visits can fall under the goals of an affiliate marketing strategy. Affiliate marketing is especially useful when generating sales, and it also faster than SEO. Plus, as affiliate marketers are only paid a commission based on the sales they generate, and nothing more. Affiliate marketing also gets a business great exposure and Amazon’s affiliate strategy is a prime example of the success of affiliate marketing in e-commerce. Myntra is another example of affiliate marketing done right and the good it can do for a brand.

Lesson to Take Away: Affiliate marketing is a supplementary marketing strategy that all businesses should adopt. For, unlike other kinds of marketing strategies, the price is based on success (on the affiliate marketer’s part) and not for merely setting up the strategy. Plus, affiliate marketing also gives added exposure and web traffic for a brand as a bonus.

This case study on affiliate marketing in question gave an overview of what affiliate marketing entails. It warns that asking for favors from affiliate marketers will not go down well (or get a brand any traction), unless an incentive is offered as well. Email queries work well in that regard. It further states that it’s a good idea to get as many affiliate marketers as possible to market one’s brand. (This case study adds that joining an affiliate program yourself is a good idea as it gives you a good idea of how affiliate marketing works.)

Lesson to Take Away: Affiliate marketing is often explained from the point of view of the marketer with regards to how to earn commissions through the same. However, it is an equally important factor from the product owner and brand’s point of view as well, for it’s another method if getting the brand’s products and services to customers via the digital sphere. Hence, understanding how affiliate marketing works, getting a number of affiliate marketers to affiliate with your brand, and maintaining good relationships with your affiliate marketers, is all essential to an effective affiliate marketing strategy for your brand.

Overall, affiliate marketing as a marketing technique is pretty straightforward. But its relative simplicity shouldn’t fool you: It’s a powerful marketing tool that can greatly increase your sales as well as your web traffic and overall brand exposure.



The Upcoming And Most Influential Digital Marketing Trends In The Retail Industry Of India


In truth, the biggest and most influential trend in the retail industry in India, is the massive shift of most retail stores and sectors from brick and mortar stores (solely) to e-tail (or better known as electronic retail, online retail, or ecommerce). Based on that shift, digital marketing has become a big player in the retail sector. And hence, the current and upcoming digital marketing trends in the retail industry have followed this shift from offline selling to online selling. Here are some of the most influential and emerging digital marketing trends that the retail sector should watch out for in India:

The massive shift to ecommerce:

It is in the Asia-Pacific region that the heaviest shift from offline stores to ecommerce has happened. And that’s significant and worth noting, especially because Internet usage in this region is nowhere as heavy as it is in the western regions. However, this incredibly speedy shift that has been happening to a large portion of the Indian retail sector (and is still happening) is the first and most crucial trend that retailers should pay attention to. For, if they are into ecommerce already, then they need to understand that their competition is only going to increase and that they need to diversify and refine their digital marketing strategy even further.

Social media marketing and having a social media presence will be indispensable to e-marketers:

It is no new news that most of the Indian population spend a massive amount of time on social media. And, it is even more of a fact that ecommerce retail stores will be able to reach more of their consumer base via social media beyond any other platform. Plus, considering both the free and paid marketing and advertising avenues that are available for businesses on social media, it would be almost criminal for e-tailers to not take advantage of social media this way.

Additionally, ecommerce stores will not only need to market to their consumer base via social media, but they will also be required to have an engaging presence on social media via social media accounts and/or social media pages dedicated to their brand. For, consumers today prefer engagement and interaction with the brand to strategized marketing messages.

Besides, the purpose of social media is to engage with people in the first place. So adhering to this digital marketing trend will only benefit the Indian retail industry.

It is the era of mobile marketing:

Like social media marketing, mobile marketing is no longer an option but a necessity. For, considering the sheer amount of mobile users in India, ecommerce sites need to ensure their marketing strategy includes reaching this huge pool of potential retail customers.

Consumers expect a seamless shopping experience:

Whether in the case of finding products they would like to buy, getting discounts, paying online for purchases, or even just plain consumer queries, retail customers now expect the process to be convenient for them and seamless. Hence, any broken links, convoluted ways of purchasing products, lack of variety, lack of discounts and value for money for products, limited payment options, and lackadaisical customer service, are all triggers for consumers to exit your ecommerce site and go elsewhere for their online retail needs. In essence, make shopping easier and more convenient for your customers, and you’ll have little to worry about for sales as well as customer return rates.

Local SEO, searches, and marketing is hotter than ever:

While the older digital marketing trends in the ecommerce and retail industry tended to focus on as many in their consumer base and area as possible, the current digital marketing trends in retail tend to focus on localized marketing with equal fervor. This will be a benefit to the retail store to tap into this previously overlooked customer base.

In fact, the Google search engine even encourages localized marketing with its new algorithm. And you’ll now be able to tap into the large base of customers in your local geographical location better than ever. Also, it is good to note that even small retail stores who have only a basic online presence (compared to larger retail stores) will benefit from localized marketing: There are still plenty of people left who would like to browse local stores personally instead of always browsing online. (Such customers would just like to find these stores first.) And, as for stores that can provide online purchases and home deliveries as well, customers would still enjoy knowing that the main store is within their physical location.

Video content is reigning supreme:

Videos engage the customer’s attention like no other media does: It satisfies the customer’s audial and visual senses simultaneously and also allows a much larger amount of information to be processed (simultaneously) like no other media can boast. Hence, it’s no wonder that more and more retail brands are employing video content in their digital marketing strategy. And, if any retail store expects to make an impact on its consumer base and keep up with its larger (and equal) competitors, then not tapping into the video marketing trend is not an option.

Content marketing is on the rise:

Promotional messages and marketing messages playing as content simply won’t cut it anymore. Customers want information and entertainment and value from their content, and the fact that the primary purpose of ecommerce is to sell simply isn’t an excuse for such outdated content strategies anymore.

Rather, customers today are more likely to return to a retail and ecommerce brand if that brand publishes valuable content for them. This content can be in the form of text, images, videos, or even a delightful combo of all three. However, it will only make an impact if the content in question looks beyond marketing messages and promotional messages, and it actually gives the consumer content that they find valuable.


Digital Marketing Trends In The Hotel Industry That All Marketers Should Be Aware Of In

Hotels and resorts have sprung up all over the place. And, with the travel bug getting to people at the rate that it is, it is no wonder that hotels have a lot of scope to make use of. However, this excessive availability of hotels only makes it more prudent for hotel marketers to keep up with the latest digital marketing trends and strategies in order to keep up with their competition. Here are some of the most important digital marketing trends in the hotel industry that digital marketers should watch out for:

Video marketing for hotels gets the most response and engagement:

Videos have taken over the World Wide Web by storm. There is nothing that consumers engage with more online when it comes to videos. Consequently, your hotel’s videos will be much better fodder for marketing campaigns than any other kind of content would be. (It’s also advisable that, when it comes to hotel marketing videos on Facebook, the visuals of the video are interesting enough for consumers to switch on the audio, as most “watch time” on Facebook is calculated if the consumer watches the video after activating the play button manually.) It is good to note that Facebook, Instagram, and YouTube are the top social media contenders for popular video content.

Mobile marketing is now indispensable, and it is here to stay:

With so many users checking the World Wide Web via their smartphones, the hotel industry would be losing a huge chunk of their potential (as well as existing) customers if they did not optimize their website and their content for mobile devices. Creating a mobile app for their mobile brand where customers can easily make bookings, reservations, browse content, as well as make payments is the best way to keep abreast of current consumers in this digital age.

There has been a lot of noise about how mobile marketing will be a necessity in recent years. But now that factor is a firm reality and something that all hotels should dip into for its enormous marketing potential and extensive reach to customers.

The line between social media and ecommerce is blurring:

“Buy buttons” are all the rage now as people flock to social media for hotel bookings and information. In fact, now, it is advisable for hotels to seriously consider using buy buttons on the social media accounts connected to their purchases. In other words, ecommerce and social media no longer has a keen wall of separation between the two; instead, the lines have blurred. And the hotel industry should make full use of this blurring of lines by using “buy buttons” to ensure that their services and products can be bought via social media too.

Content should be valuable and informative in order to gain the best organic Web traffic:

Pure marketing messages and promotional content will do nothing for the consumers of today. Instead, they will expect and appreciate valuable content (either in the form of videos, text, or photos) that will provide them with either entertainment value or educational value. Even if the video is a demo, or a guide to the various kinds of wines that the hotel offers and what kind of food goes best with those wines, it is still valuable content.

In other words, customers now expect a storytelling strategy with the hotel industry’s marketing content. They want to be interested in the brand, learn stories about it, and even feel connected to the hotel brand in some way. In fact, inciting some sort of personal appeal or impression of the hotel and brand with the marketing content is the ideal and most successful content marketing trend right now in this industry.

The Top List Of Digital Marketing Trends In The Food Industry That Marketers Need To Adopt

Food is no longer just a refueling factor for the human body. In today’s world of diverse food cultures  and international cuisines, deviations in eating habits and food choices are getting more varied than ever. Moreover, food is now an art form for most consumers. And consequently, the customers expect that the marketer of food, beverage, and restaurant brands, will put on a show that will both appeal to them and entertain them. This is exactly what the current digital marketing trends in the food industry revolve around. Here are the top trends that food industry marketers will need to adopt and include in their marketing strategy in order to remain a notable player in this competitively diverse industry:

Videos are the main feature with food:

As mentioned before, food is now an entertainment factor. And what can be more entertaining that videos? In fact, most recipe and food-related websites have videos of food, cooking, and even vegetable harvesting online in order to catch the consumer interest. It’s not even just food or making food either that makes interesting videos: The video can even be an introduction to the different kind of cooking knives one can use in the kitchen, or even how to quickly and effectively dice an onion. In short, the actual content of the video doesn’t matter as long as it is related to food and is entertaining or informative to consumers in some way.

Video marketing is thus the trend that currently dominates the food industry. And hence, any brand’s marketing professional’s will need to ensure that they provide a steady stream of food-related video content as part of their marketing strategy. Of course, video content certainly hasn’t replaced text content or images to make them redundant: Using a healthy amount of text content and images is a feasible idea too; just ensure that there’s regular and valuable video content too.

Social media ranks at the top for food-content:

The truth is, more and more people are flocking to social media for information and entertainment. Moreover, in recent years, it is social media that is dominating the highest amount of user-clicked food content online. In fact, social media has overtaken the food industry so thoroughly that having a Facebook page in addition to your food brand’s website is no longer optional. Food brands must engage with consumers via social media, and they are required to engage via social media even more than any other industry is required to in this digital age.

Among all social media, though, it is Facebook (and more specifically, Facebook videos) that is ruling the food sector at the moment. In fact, there are food pages on Facebook that don’t even have a website yet that is doing better than those food brands who only have a website. Twitter is also browsed equally fervently when it comes to food related content. But Facebook is a good notch above it, including both regular and video food content in explicit values.

Consequently, food marketers should focus on social media marketing strategies to get the most out of their food and beverage marketing strategies.

Storytelling is the key to promoting the food industry effectively:

Consumers are in no way impressed by brands that only provide promotional and marketing messages regarding their food brands. For, food is an experience now, not just a product or service; people use food to gain experience about other cultures, to give them comfort, and to give them a means to a better or more interesting lifestyle. And that’s how most food choices work now, in all honesty: It’s akin to a lifestyle.

Hence, people want the food industry to provide them with valuable content that either entertains them or informs them, or both.

Food entertainment is the key marketing theme at the moment (not ads):

Both food connoisseurs and regular shoppers do not want you to tell them why your food and beverage products are better than other brands. They want you to show it. And they don’t want to be bombarded with ads either, for they’re annoying. Instead, give them something entertaining: A TV spot run by a food brand for 30 minute cooking shows will give your brand more value. Or else, forget the TV spot, simply create a YouTube Channel for your brand and upload regular videos (even two-minute videos) that provide the consumer with some valuable food-related information or entertainment. (Even a video on creating food art with fruits would suffice; as long as you do give your customers something entertaining to watch.)

Make no mistake: Ads have their place. But too many video ads over entertainment videos will more likely drive your customers away rather than interest them towards your food brand.

Food brands need to act as a positive influence in order to interest consumers:

Is your brand known for organic food? Is it healthy? Can you tell consumers why it’s healthy? Does it give farmers more of an involvement? Is the produce safe? How are you better than other food brands? Do you offer variety? Do you offer discounts and promotions along with healthy and organic options? If it is milk and meat products, can you ensure your customers that it is naturally raised and “farm fresh”? Is your brand involved in philanthropic or public service activities that will benefit people or animals or the environment? Can you provide information on recipes that use only leftovers? Can you offer delicious recipes that use the often disregarded parts of a meal? Do you have videos that show meals that can be made in 15 minutes or less? Do your recipes have a health index that consumers can refer? Do you have vegetarian and vegan alternatives to the ingredients you mention for non-vegetarian and lactose-inclusive meals?

And so on…

For, these are the kinds of things that will interest your customers and keep them coming to your brand: They want to know that the food they buy from you has more than one positive factor. And make no mistakes, you will definitely need more that one or two factors to keep up with your competitors. (This is one other important factor to consider regarding the information provided in the marketing content of food brands.)