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GeoTargeting – 4 Proven Strategies to Improve Conversion in 2020

The chances of getting a SALE improves by multifold if you show relevant ads to your potential customer at the right time and place. 

Let’s discuss this further and understand how ‘geo’ concepts can help marketers improve their communication more aligned based on the behavioral aspects of the customer.

By definition, “Geotargeting is the practice of delivering content to a user based on his or her geographic location. This can be done on the city or zip code level via IP address or device ID, or on a more granular level through GPS signals, geo-fencing, and more.” (source – geomarketing.com)

Many of us get confused between Geotargeting and Geofencing. Let’s break it down. 

  • Geofencing – sets up a geographical fence that triggers certain ads to display only when users pass by
  • Geotargeting – triggers ads only for a specific set of users who are in the vicinity of a geolocation

The core idea behind Geotargeting is primarily to leverage user behavior in realtime or from the past location and push them a useful and more relevant message. For example, a customer visiting a cake shop is likely interested in buying a bakery product, showcasing them offers or bakery catalog from a nearby cake shop can be a great strategy and chances of getting a conversion is higher.

Let’s look at the top 3 strategies to engage with a potential buyer immensely using Geotargeting.

Recommending Nearby Products

Direction to a nearby store or opening and closing time of the store is quite easy and Google Business helps with that beautifully. However, using Geotargeting can be further personalized by matching a product’s location with a buyer’s location and behavior.

For instance, personalized email and website content to display products available in the user’s nearest store, on the basis of location and time of browsing can help improve the user experience and makes the engagement more aligned to the need.

How can this be done? Mapping customer data with the product information to push product recommendations will indeed be a great method to reduce the time a user would take to explore and buy a product otherwise. 

Geotargeting is also helpful for launching merchandise at a location where users were not aware of the store.

The concept is not limited to retail only, this even helps users to get personalized information on flights, nearest airports, events that they might wish to attend based on their historical behavior.

Attracting Customers to Visit Local Store

Over the years, the Mom-and-pop stores have evolved and the business owners are more informed about online methods to attract customers. In fact, a survey reveals that 85% of people still prefer to physically purchase products in-store, despite the convenience offered by online shopping.

Considering the given scenario, Geotargeting, if implemented and experimented in the right way by the marketers can improve the store footfalls to a great extent. Incorporating the nearest store information on the web pages and in the email campaigns can be an effective way to drive footfall in-store.

Furthermore, awareness about a particular store and even help with the word of mouth engagement with the user’s friends and acquaintances.

Engaging Customers Based on the Influence of a Specific Location

A customer can be targeted at multiple locations for different purposes based on their buying behavior. Consider this, while leaving home to the workplace, a user might drop at Starbucks for coffee and while they are at the office, visit Burger King for lunch. Since the buyer prefers to have coffee from a place in close proximity to their house can be a valuable data point.

Similarly, the time and location for lunch can be used to engage the customer with offers and new product launches. The customer experience can be improved tremendously if the data points are updated on a frequent basis. The fresher the data, the better is the experience of the buyer with a store.

Keeping shoppers up to date about their favorite store isn’t the only usage scenario when using geofencing, however. Savvy marketers can also engage consumers within the geographical vicinity of competitors. Burger King famously took on McDonald’s using this approach, where customers within 600 feet of a McDonald’s were given the opportunity to order a Whopper for a lower cost and then got directions to their nearest Burger King to collect their food.

Marketers can not only engage with their own buyers but can also target consumers within the geographical vicinity of the competitors. For example, Burger King took on Mc Donalds using this strategy, where customers within 600 feet of a McDonald’s were given the opportunity to order a Whopper for a reduced price and then received directions to their nearest Burger King to collect their meal.

Location Specific Landing Pages Can Be Useful

Having a location-specific landing pages takes you even closer to your customer. Providing content at the right time and place along with the well-defined offers adds tremendous value in the buyer journey. A customer clicking on your ad published for a specific location landing on a page that has standard content and offers can leave a bad impression. Hence, it’s a good practice to have customized landing pages for each location, based on the profile of the target customer.

As marketers continue to explore the possibilities of luring the customers based on location – realtime & historical and combining it with the behavior, consumers will likely see communications that are truly relevant for them and as a result, the business can expect better sales.


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Career Building

Women in the Digital Age – Sairee Chahal, Founder | Sheroes

Catch Sairee Chahal, Founder & CEO | Sheroes in a talk with Aji Issac Mathew, CEO & Chief Mentor | DMU, decoding issues faced by women in the digital age.

SHEROES is India’s first women-only community platform solving day to day challenges faced by women and empowering aspiring entrepreneurs to create an impact through their support.

At present, the community is engaging over 15 million women across domains and aims to put 100 million women on the growth road map in the next 5 years.

The founder, Sairee Chahal is featured in Onalytica’s “Future of work Top 100 influencers and brands” and awarded by the IAMAI Digital Awards in the “Social & Economic Empowerment” category.

Stay tuned! We will be releasing one such piece of content every week on actionable insights covering the various aspects of digital and entrepreneurship.

Viral Marketing

How To Create Viral Content By Aashish Chopra, Author | Fast, Cheap & Viral

Is there a method behind viral content marketing? Viral is an outcome which is not in your hand, what’s in your hand is your performance (action). Hear Aashish Chopra, VP Content Marketing of ixigo.com speak about the importance of viral marketing and how to create content that is worth sharing and will drive conversations.

 

 

Digital, today has undergone a big change from the old world of coding to meeting the dynamic needs of businesses. This year we talk about best practices to help you grow your business digitally while also growing profitably. The Summit will demonstrate how digitalization touches every business function and also offer specific workshops on understanding digital assets and marketing for your executives.

Get free access to the exclusive videos from Digital Success Summit that might help you build a solid RoI focused digital success roadmap for 2020. 

To register for free, visit https://dmu.digitalmarketinguniversity.com/p/dss-2019-digital-pass-digital-success-summit 


Wish to learn Digital Marketing for career building? Join Digital Marketing Career Building Course at just ₹950, Click here for the details: https://dmu.digitalmarketinguniversity.com/p/digital-marketing-career-building

Digital Growth Tools To Amplify The Effectiveness Of Your Campaigns

As a marketer, do you spend a lot of time researching the best tools that can improve the effectiveness of your campaigns or help you with quick designs?

Or, you are a business owner who is fed up with the number of tools the marketing team is using with no direction of how it will add real value to the overall business outcome.

Well, in that case, you are in the right place. 

Whether we’re analyzing through data or fine-tuning our social presence, relying on the right set of digital marketing tools would help us save time and improve efficiency. 

While working with dozens of B2B clients and their customers, our team experimented with over 500 tools in the past couple of years and end up discovering the ones which are the most useful set in their opinion. The only catch is, you should be using them strategically for the right purpose. 

We believe that there are only eight areas where tools help significantly in managing, monitoring, designing and improving the effectiveness of your digital marketing efforts.

  1. Data & Analytics
  2. SEO & Blog Content
  3. Social Media Marketing
  4. Visual Design
  5. Landing Page
  6. Email Automation
  7. Project Management
  8. Content Curation

Considering the volatility of the digital landscape, it is recommended that you keep on upgrading and updating your tool kit. 

Data & Analytics

Google Analytics

Google Analytics is a very powerful tool to analyze your website in-depth. A free web service offered by Google provides valuable insights that will help you devise a workable strategy to meet your goals. Not only the performance of the website, but it also helps you with all the information related to the audience, demographics, popular keywords, the action is taken, etc.

SEMRush

SEMRush is a web application that allows you to analyze massive amounts of SEO data related to your website and your competitors. It shows the organic & paid competitor keeping track of the organic position of domains, landing page URL, AdWords Ad copies, ranking over social media platform which helps to build an effective digital marketing road map for your business.

Dasheroo

This is an all-in-one-place dashboard with performance metrics dragged from multiple analytical data sources. Dasheroo perfectly organizes diagrams, schemes, and graphs in one place so that it’s easier to analyze.

SEO & Blog Content

Google Keyword Planner

Google Keyword Planner is again a very powerful tool, it is Google’s free web service. This tool allows us to search and find a wide range of keywords and keyword ideas with search result which helps for SEO and Google AdWords Campaign.

Ubersuggest

Find keyword ideas, get search volume, CPC and competition rates. Filter results by searching for target words or excluding unwanted terms. Search categories include web, image, shopping, YouTube, and news. Copy your results or export to. CSV.

Yoast

Yoast is a plugin for WordPress that adds extra search engine data to each blog post. This allows Google to easily read your page and increases your chances of ranking higher in search results.

Social Media Marketing

BuzzBundle

Geared to support your SMM, the tool helps manage social media, find online conversations about your company or products and engage with your audience. It allows you to publish posts directly from the interface and explore your brand mentions.

Fanpage Karma

Free for one page, this tool will provide Facebook KPIs and benchmarking graphs for your posts. It helps monitor search terms and mentions and will send you alert emails.

Visual Design

Canva

Canva helps you create beautiful photos with easy drag-and-drop technology. Select one of their countless templates or choose a blank design pre-sized for the platform of your choice. You can even customize the branding section so you always have your colors, fonts, and logos available.

Freepik

It’s a hub of free vectors, PSD, photos & icons which need for your projects. With best collections for the free resources.

Placeit

Use the service to make mockups for how your image will look like on apparel and in print, as well as digital devices. Select a device, upload your image or insert a link and see a realistic screen mockup.

Landing Page

Hubspot CTA – template pack.

Download the pack of 50 customizable call-to-action templates, inspiring examples and a free beginner’s guide to create CTAs for your website, landing pages, emails, and more.

LeadPages

It’s a very easy tool with drag & drop editor. It allows us to make mobile-friendly landing pages. It also offers to integrate the data with email automation software.

WordPress

It’s a very flexible platform with a plugin to create an awesome landing page of the next level.

Email Automation

MailChimp

The tool allows you to create and publish email campaigns, landing pages, pop-up forms, as well as automate your marketing emails, for example, order notifications and product recommendations.

SendGrid

This email management tool helps you build and send marketing campaigns, keep client libraries, perform A/B testing and track results. Other useful features include contact segmentation by interests and categories, as well as flexible template editor.

Project Management

Basecamp

Basecamp is a real-time communication tool that helps teams stay on the same page; it’s less for traditional project management tasks (e.g., resource planning and long-term scheduling). With to-do-lists, calendaring, due dates and file-sharing, Basecamp provides a way for teams to keep track of priorities and actionable items.

Trello

This simple platform allows you to quickly organize work projects, individual tasks and plans in an intuitive interface. Free and flexible, the tool helps you manage any project in collaboration with anybody.

Freedcamp

Freedcamp is a project management solution for large organizations in markets including advertising, architecture, engineering, interior design, IT services, manufacturing, retail, telecommunications, and many more. The system is offered primarily as a web-based solution and is Mac and PC compatible.

Content Curation

Feedly

With Feedly you choose all of the different blogs, publications, and topics that you’re interested in; meanwhile, the platform aggregates all of the recent content from those sites into a feed you can monitor. You can integrate your Feedly feed with a tool like Sprout Social to continuously share these articles with your fans and followers.

Google Drive Research Tool

Google recently added a tool to Drive that allows you to conduct Google searches without ever leaving your Drive window. All you have to do is click “Tools” from the menu bar and choose “Research” from the dropdown menu.


Want to learn Digital Marketing? Join Digital Marketing Career Building Course just at ₹950, Click here for the details: https://dmu.digitalmarketinguniversity.com/p/digital-marketing-career-building

Career: More Demand, More Salary

Shafi an aeronautical engineer turned digital marketing strategist. He was exposed to digital marketing at the age of 24 as an alternate career growth path and today he heads a team of 50+ people.

Do you know for how many years he has been working as a digital marketing expert? 6 years only. And, he earns 5 times more salary than he could have earned being an aeronautical engineer.

This has happened with thousands of individuals in the past few years. With every passing year, the demand for passionate digital marketers is growing and many have taken the Freelancer route. In terms of demand, there are currently more than 12,000 pages of results on Indeed for the keyword ‘digital marketing’, with an average salary of INR 3,50,000 (and a high of INR 800,000). 

Also, for the same keyword ‘digital marketing’ on Naukri.com, we found 20,000 jobs currently in India with the most jobs available in Delhi followed by Mumbai, Bangalore, and Indore.

Beyond this, LinkedIn has a total of 16,377 whereas Shine.com has over 6500 jobs available in digital marketing.

In this guide, we will help you with a step by step process to build a rewarding career in digital marketing. It took us a good amount to time (16 years to be precise) and effort to realize what exactly the industry expects from a digital marketing practitioner. In these years, we hired hundreds of digital marketing resources with diverse backgrounds and skillsets, from a fresher with no experience to a senior who has worked with 5-6 different companies and has an experience of over 10 years.

Before we move ahead. You need to answer the following questions in yes or no? (grab a pen and a paper quickly). We will come back to it towards the end of this article.

  • Do you have a LinkedIn profile?
  • Do you understand and write in English?
  • Do you find yourself creative?
  • Do you have friends who are digital marketers?
  • Have you started learning by yourself yet?

All the companies and industries around the world are going towards digital and by the year 2020 they will have an online presence, thus it will create huge career opportunities. According to the research, compared to the traditional economy, the digital economy is growing 10 times faster. It is a progressive field technology is changing day by day, you need to continuously develop your skills to grow your career. 

Wish to build your career in Digital Marketing? Join Digital Marketing Certification Course just at ₹950, Click here for the details: https://dmu.digitalmarketinguniversity.com/p/digital-marketing-career-building

One of the highest positions in the field of Digital Marketing is a Digital Marketing Head/Manager/VP. Unlike traditional marketing positions, in digital marketing, you need a minimum of 5 years of experience and balanced exposure to SEM, SEO and SMM along with an understanding of creative design, automation, and analytics. A Digital Marketing Head generally looks after the overall marketing mix and ensures that his/her team meets the KPIs associated with the expected business outcomes.

Why Digital Marketing after all?

According to a news update by Time of India, India will cross 730M Internet users by 2020. Interestingly, over 75% of new user growth will come from Rural India driven by Mobile Phones. India will continue to remain the fastest-growing country in terms of internet users’ growth.

Digital Media Spend in India to cross Rs 19,000 Crores by 2020: According to Economic Times, Digital advertising to grow at 32% CAGR to reach Rs 19,000 crore by 2020. The primary factors for this growth include the growing penetration of smartphones and lower data tariffs.

The Career Options in Digital Marketing

Digital Marketing provides numerous opportunities across domains. The most common verticals are – Search Engine Optimisation (SEO) Analyst, Social Media Optimisation, Social Media Marketing, Web designing, Content writing, Search Engine Marketing or PPC Expert, Creative Designer, Video Production Specialist, Digital Marketing Strategist, etc.

How much money you will be able to earn?

There is no absolute number, which means it depends on various factors. Listing down some of the common factors and its impact on the salaries you might be scoring.

Location: Companies in Tier I cities will pay you 40-70% more than Tier II and III cities. Opportunity wise Bangalore, Mumbai, Delhi, Hyderabad and Gurgaon are the cities with most opportunities in terms of numbers.

Team size: Unfortunately very few agencies in India have a team size of 200+ and hence opportunities in these organizations are relatively less than that of product and service-based companies. However, with the growth of digital, even smaller companies are hiring full-stack digital marketing experts and paying well.

Agency or Product/Service Company: If you wish to grow faster and have the tenacity to work long hours then agencies like Webchutney, Pinstorm, WatConsult, Gozoop, Intellemo, EveryMedia, Social Wavelength, Phonethics, TechShu, etc are the best platform to learn and grow faster. The reason for being a diversity of projects managed by a smart team with varied skill-sets. Alternatively, if you wish to work on a single project wholeheartedly then a product or service-based company can be the right fit for you. Also, in this kind of an organization, the exposure is limited. Hence, you should consider working for an agency in the early years of your career and move to a product or service-based company after at least 4-5 years for an exciting salary package.

Exposure to Projects: Having an understanding of digital theoretically won’t be enough, you need a hands-on experience with the channels. The more diverse industries you work on, the better. If you have a portfolio in a specific industry then you will be preferred over others for that industry. 

Past Salary: This factor is equally important and will be considered in the hiring process. However, it also depends on your negotiation skills and the needs of the organization at that point.

Here are the 5 Most Common Positions for which you can be hired in this domain.

Search Engine Optimisation (SEO) Analyst

SEO guys are the ones who are responsible for getting traffic to the website by improving the ranking over the search engines. They make sure the website is optimized and device friendly with all proper links and submissions of blogs and articles to increase the traffic and session on the website.

Avg Salary – Rs 2.5 – 6 Lacs per annum

Social Media Optimisation/ Marketing

Social Media Executive or Manager are the guys who handles social media platforms such as Facebook, Instagram, Twitter, Pinterest etc. They keep follow all kinds of social media and keep them update regarding social media trends, coordinate with the copy & designing team.

To be in such a position you should have sound social media platforms knowledge and full of a creative mind that helps to increase the reach and engagement. 

Avg Salary – 3.5-7 Lacs per annum

Search Engine Marketing or PPC Expert

They are the one who generates a lot of leads/inquires for business growth. Few are the major responsibility they take care of keyword research for ad copies and search volume, managing ad groups, ads optimization, optimizing landing pages, generate analytics & reports and coordinate with the designing team. 

For those who have a good analytical mind, SEM is a good digital marketing career option for them

Avg Salary – 3.5 – 5 Lacs per annum

Content Writer & Content Marketer

A content writer, need to work with the SEO team for creating the optimized and keyword-rich content.

If you want you can also work on a project basis or as a freelancer. As the content requirement increased drastically this profile is in hot position. You should have a good command and hold on language with the creativity in the thought process.

Avg Salary – 3 – 5 Lacs per annum

Web Developer & Web Designer

To be a website developer you will for coding and maintaining websites. To running the amazing website smoothly you guys make sure of it. Web designers are the ones who create wonderful websites with proper presentation, UI/UX and keeping in mind the customer journey. 

Avg Salary – Rs 3 – 5 Lacs per annum

Once you have the knowledge of digital marketing based on your interest and experience, you can work in either of the following organizations.

Digital Marketing Agency: There are multiple size digital marketing agencies, who serve multiple kinds of digital marketing services such as SEO, SMO, SEM, etc. Even the traditional and old advertising agency are forced to offer the same services. If you will be working with such agencies, you will get an opportunity to work with multiple clients and get exposure to multiple industries.

Big brand with in-house Digital Marketing team: You can also work under a particular brand or an organization that actively do digital marketing for the growth. Here you need to work under a small digital marketing team.

Digital Marketing Tool/Platform developing/support Company: You can also grow in your career in digital marketing by working for tool or platform companies such as Google, LinkedIn, Facebook, SEMRush, FanPageKarma, Similar web and many others. The working style will be very much different as compared to agencies or under a brand, here learning and analysis thought is a huge factor.

While having a conversation with Aji Issac Mathew, CEO | Indus Net TechShu (eastern India’s largest digital marketing agency), we tried to understand how he built his own digital marketing agency and how he started his career in digital marketing with literally ZERO understanding of digital.

You can be a certified Digital Marketing Professional at just ₹950, Click here for the details: https://dmu.digitalmarketinguniversity.com/p/digital-marketing-career-building

As it’s a grooming industry, employers on a global scale are looking for skilled employees that can fill the gaps in their organizations and take the same to the next level. In case you are a fresher or an experienced professional who wishes to grow faster in this booming industry, here is a quick video for you to have an understanding of the reasons why digital marketing professionals fail even after having an experience.

If you remember, we started this article with a couple of questions. Here is what you are going to do:

  • Do you have a LinkedIn profile? – Create a LinkedIn profile if you don’t have. Get help from this link – https://www.themuse.com/advice/the-31-best-linkedin-profile-tips-for-job-seekers
  • Do you understand and write in English? If you are not confident enough to write and/or speak, follow this guide https://www.abc.net.au/education/learn-english/five-ways-to-improve-your-english-by-yourself/9085604
  • Do you find yourself creative? If the answer is yes. Excellent. If the answer is no, then ask yourself how you can be creative. Do some research on this topic, you will find plenty of articles and YouTube videos on this.
  • Do you have friends who are digital marketers? You must have, even if you don’t have such people as friends, identify and connect with some on social media (preferably LinkedIn). Ask them about the sources and communities where you can find engaging conversations around digital.
  • Have you started learning by yourself yet? No? Don’t worry. We’ve got your back

Join one of our courses which will not only help you with the knowledge but it will support you with paid internships and jobs as well. To know more about the course, visit https://dmu.digitalmarketinguniversity.com/p/digital-marketing-career-building

If you have any queries beyond this, you can always connect with a Career Growth Consultant by sending us an email at support@digitalmarketinguniversity.com