Today, marketers design marketing campaigns not only to sell their brand but also to surprise the customers. The surprise element in their marketing strategies ultimately promotes the brand. Guerrilla Marketing is the strategy that can promote as well as offer exceptional experiences to customers.
Before diving deeper into the topic of discussion, look at this ad by McDonald’s.
McDonald’s transformed the pedestrian crossway into their famous Macfries. The brand placed their product where no eye can miss the marketing. It is a brand promotion in the most creative form. Also, it is the most classic example to explain this strategy.
Now let us understand the exact meaning of Guerrilla Marketing.
What is Guerrilla Marketing?
It is a novel marketing strategy where marketers include a surprise factor in their marketing campaigns. Marketers make unconventional interactions with the audience for their marketing.
Marketers use unusual marketing tactics to get maximum reach and that too in an inexpensive way. Moreover, the idea of guerrilla marketing is to elicit emotion by promoting the brand to the customer at a personal level.
The marketers initiate Guerrilla marketing at places where it can get the attention of a wider population. The examples are public places like streets, shopping malls, public parks, events, etc.
The core of this marketing strategy is creativity, imagination, and innovation. These three elements result in an exceptional marketing campaign called guerrilla marketing.
This advertisement by Vijay Sales explains Guerrilla marketing the best.
That is how you create a creative advertisement on a small budget.
Features of Guerrilla Marketing
Guerrilla marketing is a strategy that creates something unique. In this strategy, marketers create something distinctive that no brand has done before. It makes every guerrilla marketing campaign different. If a marketer creates something similar to another brand, then it will not work.
Authenticity is indeed the essence of Guerrilla marketing.
This feature is undoubtedly a benefit for most marketers. Guerrilla marketing strategy is an inexpensive strategy. It does not involve various resources like in traditional marketing strategies. Also, this marketing strategy is minimalistic and involves less cost and resources to create a spectacular campaign.
This marketing strategy is the most targeted approach because it initiates at specific areas where the prospects can experience it. It targets its audience at the right time and the right place.
In this marketing strategy, marketers use different media to communicate with the audience. But, the role of marketers is to implement the campaign, and the rest of the communication is done by the audience. In this, the marketing message spreads through word of mouth, publicity, social media, etc.
Types of Guerrilla marketing
Viral Marketing is a strategy used by marketers to create or start conversations about their brand. The marketers start these conversations by creating speculations about their brand or product. The marketer designs marketing campaigns in a manner that generates a strong emotion from the audience. As well as that these strong emotions create an urge in the customer to talk about the brand.
Ambient marketing means to create brand awareness without displaying the brand but engaging the audience by creating an environment related to the brand. One famous example of this strategy is the snake bus by Copenhagen Zoo. The zoological garden Copenhagen Zoo created a bus marketing campaign. The bus looks like a big snake is holding it. Well obviously, no eye can miss this bus moving on a road.
Brand awareness on point!
Ambush marketing is a strategy where marketers advertise their brand without any sponsorship or exhibition. They involve their brand in the event and showcase it without paying to do so.
Basically, ambush marketing means marketing campaigns for any brand at an event where the brand is not affiliated with the event.
In the 2006 World cup, Nike came up with a successful Ambush Marketing Campaign. They created a social networking website for the world’s soccer fans as a part of its “Joga Bonito” marketing campaign.
Astroturfing means to create a buzz about the brand by paying someone to do so. The marketers pay, influencers or content creators to speak good about their brand. It is somewhat similar to influencer marketing. But the difference in astroturfing is that the audience does not know if the person praising the brand is paid to do so.
In simple words, this marketing involves paid reviews and endorsements.
Stealth Marketing is a strategy where the marketers expose their brand to the audience without them being aware of it. This strategy involves the placement of brands in a way that the audience does not realize that the marketer is promoting a brand. Moreover, stealth marketing is mostly done in movies, music videos, and social media posts.
Coca-cola is without a doubt does best in its marketing campaigns. Coca-cola masters guerrilla marketing and also utilize every type of it. In this example of stealth marketing strategy, the brand is used in many scenes of The Stranger Things series.
Wild postings are stickers, graffiti, and posters on walls or streets in high traffic areas. Companies can do wild postings with or without permission. Furthermore, these are visible at heavy traffic areas or crowded places where it is visible to a large number of audiences.
In India, the most famous Wild posting is the Anando Milk ad on Mumbai’s buildings. It presents a child moving the building due to his power that comes from the dairy product. This is creativity at its best without a doubt.
Some Brilliant Examples of Guerrilla Marketing
Coca Cola does exceptionally well when it comes to guerrilla marketing. In one of their campaigns, the company used vending machines to unite the people of India and Pakistan. The name of the vending machine is the “Happiness Machine.” Moreover, these vending machines were installed in India and Pakistan at specific places. People could see each other from the machine’s screen. In addition to this, people could touch the screen interface to trace peace gestures and smiley faces.
This is the latest example of stealth marketing. It is the latest hit song by the weekend. In the “Blinding Lights” music video, the Mercedes-AMG GT Roadster is visible in many glimpses. Also, no eye can miss the sight of a Mercedes in this spectacular music video and talk about it.
Nike does not leave a chance to do Ambush Marketing. The brand created an unforgettable Ambush marketing in the 1996 Olympics.
The brand lined the streets of Atlanta with Olympic themed advertisements. Also, they created a memorable moment when Michael Johnson raced in his gold medals and gold Nike shoes.
This brilliant example is by Weight Watchers. It showcases how the model in a flyer gets slimmer with every tear. This is indeed the best way to use a flyer to showcase its brand feature.
Snapdeal gave competition to Flipkart in the wittiest way with its Guerrilla marketing strategy. In their response to Flipkart’s #AcchaKiya campaign, Snapdeal came up with #YahanSeKhreedo right under the Flipkart’s banner ad.
Oreo’s “You can still dunk in the dark” tweet during SuperBowl 2013 is an example of viral marketing. Due to its wittiness, this tweet became popular and went viral.
Marketers should try their hand in Guerrilla marketing if they want to create an impact on the audience. Traditional marketing tactics work only at a certain level. A customer is likely to be exposed to advertisements a thousand times a day. But the customer will hardly remember a few.
If marketers opt for guerrilla marketing, they can deliver a memorable brand encounter to customers. That’s the essence of Guerrilla marketing.
Tell which brand strategy enticed you the most?
Also, tell us when you experienced this marketing strategy.
The role of any marketer is to design a message that catches the attention of your conscious mind. But when a marketer gets hold of your subconscious mind, then they are performing subliminal marketing.
Can you identify this bottle without even reading its brand name or seeing its logo? Why?
Yes, the bottle shape is unique, and we have made a perception that the shape is of a Coca-cola bottle.
Our subconscious mind can quickly relate the image with the brand.
Another surprising fact behind the bottle’s shape is that it looks like the shape of a women’s curvy body. You can’t unsee it once you see it that way.
If you had this image of the bottle in mind, then it means marketers played right with your psychology.
Now let us understand the Subliminal Marketing strategy with some of its classic examples.
What is Subliminal Marketing?
Before getting into the meaning of Subliminal Marketing, let’s first understand what are subliminal messages.
Subliminal is something that is below the threshold of our consciousness. It is a message that slips past below your normal limits of perception. One can’t perceive it from a conscious mind but gets the message in the unconscious mind. Subliminal means a hidden message.
For example, look at this scene of the movie Monsters Inc. When you see carefully, you will find a drawing of a sex act in the closing scene.
You might be seeing it for the first time or might’ve spotted it before. It is a subliminal message. Now you understand how in a fraction of seconds, the movie conveyed a subliminal message.
Subliminal marketing means designing messages that customers don’t detect consciously. The marketers create images and sound that is small but powerful associations between the brand and the indicated meaning.
So, basically, Subliminal Marketing means designing, advertising and promoting by embedding some hidden images in the form of some image, sound, or glimpse to convey a different message.
Subliminal Marketing Examples
Let us look at some astounding examples of Subliminal Marketing.
We know how companies place their products in movies and series for marketing purposes. But placing a product that creates a perception that one cannot even tell if it was marketing or not is what coca-cola did here in this example. In the movie “The Lord of the Rings,” a character holds a ring. There is an inscription on the ring, and among the letters, Coca-Cola is visible. It is the Perfect execution of Subliminal Marketing and product placement.
‘SEX’ is a word that catches the attention of every viewer in a second. Marketers often use the ‘sex sells’ strategy to grab the audience’s attention towards any product. The sci-fi magazine SFX focuses on this Subliminal Marketing to increase the readers’ base. On their cover page, they place the models in a way that hides the half letter ‘F’ in SFX. So, it appears to as SEX. Clever, isn’t it?
Spartan Golf Club
A logo is the face of the brand. If a logo defines the brand, then it succeeds in Subliminal Marketing efforts. Spartan Golf Club logo masters the art of creating two illusions in an image. At one glance, it looks like a Spartan warrior. But, when you see carefully, there’s a silhouette of a golf player. It perfectly describes the brand.
Not all Subliminal Marketing hides the message. Some brands place them in their logo to convey some message to the audience. In the Tostitos logo, the two ‘T’s’ looks like two people sharing a Tostitos. The logo gives a message to consume Tostitos and share it with others.
Many people perceive Amazon’s logo differently. Some say that it’s a smile, and some say it’s just an arrow. But the arrow points from A to Z. The hidden message in this brand logo is that you find everything on Amazon.
This advert of Durex is something that only its target audience can discern. The image presents two hands opening the red curtain with the caption “wishes you a great evening.” The illusion forms like that of a vagina. Condoms advert with no explicit content!
For this example, you got to have a keen eye. Look carefully at the image. The visual was to promote the KFC snacker sandwich in the year 2008. If you see carefully, you will find a dollar bill hidden in the lettuce. It is a subliminal message that augments the price of the sandwich.
Well, do we need to talk about the hidden message of this image? You must’ve understood by just looking at it. In this advertising by magnum, we can see two icecreams. It appears like a women’s bare body at first. This ad created a different perception in your mind and the audience perceives the same.
In this poster of Disney’s “Pirates of the Caribbean,” there is a hidden image and message. The skull and bones give an image of Disney’s logo. The two bones visualize Mickey Mouse’s ears. The Subliminal Marketing here is that the poster gives the message that the movie is a family-friendly movie.
Max Shoes did a great job of creating a Subliminal Marketing strategy. They did simple yet amazing work to advertise shoes. In the picture, we see a shoe in a hand that appears like a face with a mouth wide open. The tagline “you are what you wear” gives it a human touch.
Subliminal Marketing is build around the understanding of human psychology. We are not going in to the debate of whether it works or not.
Hiding subliminal messages in advertising does not always have an effect on sales. Marketers adopt this strategy to affect the actions and behaviours of customers.
With Subliminal Marketing, Coca-Cola has become an unforgettable brand, and SFX increases its readers; hence it had worked for many brands in the past. It’s influence would be more visible if done correctly.
Tell us in the comments which example you found most astounding
Also, share any Subliminal Marketing examples witnessed by you.
We all know the importance of networking in business. But, can networking be a whole new business philosophy?
Definitely! ‘Network Marketing’ is the way to go.
Today’s business includes a new innovative chapter. This chapter is called Network Marketing. Gone are the days when marketers used to spend huge funds on appointing salespeople and running marketing campaigns.
With Network Marketing, business can save the advertising, promotion, and recruitment cost. But, you must be thinking how? You will get your answer by reading further.
Lets us first understand the meaning of Network Marketing.
What is Network Marketing?
Network Marketing is a method of marketing that relies on individuals harnessing their personal networks to grow a business or sell a product.
It is a business strategy that creates a chain of networkers where all the members in the chain are determined to sell business products and earns a commission by the following two methods:
- When they sell the products of the business;
- When the people they appoint in this network make sales for the product.
So, this business model relies on a network of distributors to grow a business. The chain works in the following manner:
Firstly, the business appoints networkers and ask them to sell the products. Then, the networkers become the independent owner of business products and sell them. Finally, they form a network of interested people and make them sell the products and so on.
This creates a network of salespeople who sell business products and keep including more and more people in the chain.
Let’s make it easy for you to understand Network Marketing.
Think of ‘heard through the grapevine’, which means to hear news from someone who heard that news from someone else. Similarly, in Network Marketing, the company appoints networkers, and they further appoint sales representatives, and it goes on and on, whereas in gossip, all you get is social satisfaction by sharing the rumour. Conversely in Network Marketing; the networker gets a commission for every sale made by the network established by them.
That’s how a large chain of distributors/networkers sell products and earn commission by including more and more people in the chain. Network Marketing is all about creating tiers of distributors. It is a concept that makes every person an independent business owner who represents the brand as they own it.
So, Network Marketing is about networkers, distributors and sales!
Characteristics of Network Marketing
The representatives who sell the product in Network Marketing, associate themselves with the brand they represent.
Every person who is selling under this strategy becomes the brand ambassador and promotes the product as they own it. That is why it works like wonders. The distributors become independent business owners.
The Selling Concept
Network Marketing is a selling concept, and all you do is a lot of sales. In this approach, people sell more and more to earn a commission.
No Promotional Tools
When everything is about sales, then no promotion and advertising can come in between. The companies don’t need to advertise much because the representative sells directly, and they do their part in convincing.
It is easy to persuade someone when you tell them that they will earn by appointing someone that drops the idea of advertising when the distributors are enough to create the buzz.
In this strategy, the sales are made directly, as there is no well-defined distribution network.
Networkers make their distribution network where they sell immediately to their customers. There is no retail environment in Network Marketing as the non employed representatives sell and earn a commission.
Network marketing has a pyramid-like structure. There is a hierarchy in which people sell. One person designates another, and this keeps going.
Let’s take an example, X appoints Y as a distributor. So whenever X sells something, he will earn, also he will get a commission when Y makes a sale. To earn more Y will do the same thing and appoint a distributor Z so that he can earn whenever Z sells. This forms a hierarchical pyramid structure.
In Network Marketing, there is nothing such as fixed salary. Every candidate gets a commission for every sale he makes.
The only rule here is to keep selling and then get paid for sales made.
Sales and Earnings go hand in hand.
How does it work?
Network Marketing is a strategy that involves the word ‘Marketing’ in it, but it does not include its prominent tool that is advertising. But still, it is a powerful strategy. What makes this strategy powerful are the three basic rules:
These rules are:
So, the first rule of Network Marketing is generating sales leads. In sales, everything starts with generating sales leads and convert them into customers.
It is about finding more and more clients whom you can sell and also make them your distributor. Leads can be your friends, family members, or work people. It all focusses on people who can become a part of the network.
In Network Marketing, the word network refers to the person to person chain that forms when a person appoints another.
The whole strategy works with this rule.
Every person in this network is an independent business representative of the brand and sells it further to customers and appoints more representatives. This strategy is all about growing the business by recruiting more and more people.
Manage your Network
Last but not least is managing the network. If you think that it is all about appointing more people, then that’s not it. It is more than just asking people to be a member and sell. It also includes motivating them to sell more and recruit more.
The network of people are not actual salespeople, but they willingly become a member with no experience of selling. They become part of this network, and the immediate recruiters take the responsibility of training the representatives.
Companies that use Network Marketing as their business strategy
Amway was started as a family business, and now it is among the top direct selling companies. It offers a wide range of products like beauty, nutrition, and personal care; it has so much more to offer to its customers. The company turns its customers into its brand representative so that they refer and earn by purchasing as well as selling the products further.
Avon is another company that adopts multi-level marketing for its beauty, wellness, and personal care product lines. The target market of this company is women living in urban and rural areas. The business philosophy of this company is ‘beauty empowers women to empower others’. The distribution network of Avon is so strong that it gives competition to brands like Lakme, L’Oréal, etc.
Oriflame is another leading company from Europe that sells directly with a community of over 3 million sales representatives across various countries. The company products are available in more than 60 countries. It explains how strong Network Marketing can be to spread its connections around the world.
Some similar examples are The Body Shop, Tupperware, etc. that adopt the Network Marketing strategy for selling its products.
Why Network Marketing is a win-win for companies and their representatives?
No need to hire employees
Companies recruit many employees to run a business. They hire salespeople, marketers, and many more agents to run their business. But in Network Marketing philosophy, there is no need of hiring employees. The representatives promote and market the brand like their own, and this benefits the manufacturer.
Save advertising cost
We have already discussed earlier that Network Marketing does not require advertising. The representatives do their part in promoting and advertising on digital media. They treat the brand like their own and promote it and convince more people to become a member of the company network.
We know that the distributors in Network Marketing are like independent owners. They promote the product with enthusiasm and create excitement about their product. They are self-motivated to sell the product because the more they sell, the more they earn. Motivation comes from within due to the monetary benefits.
Work hour flexibility
The best part about the Network Marketing business model is that there is no predetermined; rigid work schedule. The representatives can work from anywhere and anytime. The business representatives can even work from their homes and this gives them the flexibility to handle the work.
We know how the representative gets a commission every time their sub representative sells something. Suppose there are a group of 10 people under one distributor, then imagine when these ten sub-distributors sell, how much the distributor gets. The wider the network, the more they earn.
Network Marketing explains how a group of like-minded people can come together and take a business to greater heights. The network clusters that they form are complex, but the idea is simple, to keep selling.
With network marketing, it is also about finding salespeople with enthusiasm.
When you hire people who are excited about your business and product, they will share that enthusiasm with others. An enthusiastic salesforce leads to more sales and recruits into your marketing network.
Tell Us What You Think!
Did we miss something? Or did we not? Come on! Tell us what you think of this article on network marketing in the comments section.
Remember the first time you tried your favorite brand? You must’ve been too excited to share it with your friends and family. Even now, you might be using the same brand and recommending it avidly to others. Wanna know the reason why we’re asking this?
Because in this situation, you acted as a brand evangelist.
This term might be new and some of you might be hearing this for the first time right now. It is a strategy that many brands use to strengthen their marketing game.
We know how marketers turn their customers into loyal ones with their exceptional branding strategies. Loyal customers become brand advocates and promote the brand on their own free will.
But when the customers become nearly obsessed with a brand, what will you call them?
These super fans are the heart and soul of evangelism marketing.
Let’s understand its basics with an example.
The OTT platform Netflix increases its subscriber base with Evangelism. Most of the subscribers buy the OTT subscription when someone recommends it. It has a hyper repeat customer base that does marketing for the platform.
Suggestions from a subscriber like, “Hey bro! this Netflix movie is just fab, you should watch this,” adds a new member to its subscriber base. And yes, it works! Netflix’s 195.15 billion subscriber base speaks for itself.
Let us understand what is the strategy and how it creates its super fans.
What is Evangelism Marketing?
Evangelism marketing is a strategy where the marketers generate advance word of mouth for their brands. The company presents its product in such a light that customers become its fans and convince others to buy it.
Now the strategy depends upon the customer. The strategy works when the customers have strong faith in the brand and they willingly promote it.
The customers act as brand evangelists when they promote a brand excessively.
There is a thin line difference between what we call word of mouth and evangelism.
In the word of mouth marketing, the customers show their interest in a brand by mentioning it in their dialogues. Conversely, in brand evangelism, the customers convey a marketing message to others and persuade them to buy the product.
Brand evangelism converts customers into true fans. These fans preach about the brand with everyone to convert them into its customers.
How does Evangelism marketing work for brands?
Evangelism marketing is a strategy that works because of a brand’s customers. But they are not solely responsible for this strategy. The company has to create a brand that is worth the word of mouth promotion.
There are three conditions on which Evangelism marketing works:
A customer cannot recommend something without using it in the first place. That is the core of evangelism. Without believing in the quality and feature of a product, customers don’t pass on his suggestion. Only an existing and a loyal customer for a brand can create word of mouth.
Will any customer advocate for an unsafe product? If someone persuades others to use the product, it is because of their trust and confidence in the brand.
There is a misconception that the evangelism strategy works only for big brands. It is not true. Any brand can gain the benefits of this approach if they produce some value. The product or services should be extraordinary. If the company sells ordinary products, it will create no excitement for the audience to promote it willingly.
You will never come across a customer that chants a brand name that creates no value or is simply basic.
All customers are not the same. Similarly, their satisfaction with the product also varies. No matter how good a product is, if it fails to satisfy the customer, then the strategy will not work.
If the brand meets the customer’s satisfaction only then, it turns them into a real evangelist.
Evangelism Marketing in Action!
Let us look at some brands that have a customer base that acts as their brand evangelists.
The fast-food chain has strong social media evangelists. Dominos studied its facts and figures from its Twitter, Facebook, and Youtube communities. After the study, Domino’s restructured its business processes to convert customers into evangelists. Every customer suggests Domino’s when planning to have a pizza.
Apple not only has strong brand evangelism, but it is the initiator of the strategy. In the 1980s, the company was facing catastrophes in their business. But after hiring Guy Kawasaki in 1983, things started changing.
The reason for this growth was Guy Kawasaki being a real evangelist for apple. By promoting company benefits, he caught the interest of many software and hardware developers. And today, Apple has a huge customer base acting as their evangelist. It is true that once an Apple customer, forever an Apple customer.
The eCommerce giant has the most effective evangelist marketing. When it comes to online shopping, every customer has one name, Amazon. Its exceptional services have made them earn a huge base of a brand evangelist.
Amazon understands how exactly to serve their customers. From entertainment to shopping, it offers a wide range of services. The customer’s trust has made them grow and expand in different fields.
LuLaRoe is a US-based company that sells women’s clothing. Its business works entirely on evangelism strategy.
Their brand evangelists are the women who love the brand’s leggings. Their leggings are famous for being ‘butterfly soft,’ and have massive demand. The women share pictures on social media with hashtag #howdoyouroe to preach about the brand.
Is it effective or not?
The strategy is definitely effective. If the brand can provide value, gain trust, and give satisfaction, then it works well.
The reasons why this strategy is great in every way are:
- It’s free of cost. A brand does not spend a penny to make the customer talk about their brand.
- This strategy is persuasive because the evangelist is a real user of the brand, so their word of mouth works.
- It flows from one customer to another and gives a huge number of brand evangelists.
- It makes the brand look more authentic and credible.
Evangelism marketing is all about ‘do good and get good.’
When a brand creates value and delights the customer, it gives roots to Brand evangelism. “Sharing is caring.” It is what the customers do in evangelism marketing. They love a brand so much that they persuade others to try it.
But the question is how to make them speak for your brand?
You cannot force customers to like your products and become evangelists. But what you can do is satisfy them in the utmost way with your brand. It is all about turning loyal customers into your fans and let your fans do the talking for your brand.
What comes to your mind when you read the title “Scent Marketing”?
If you are thinking of marketing for colognes or perfumes, then you’re going the wrong way because we are referring to a whole different concept.
Let’s move further and give you a clear idea of what it is actually.
Scent Marketing is the strategy used by brands to market their product by targeting the customer’s sense of smell. It works by scattering aroma in the air or around the product.
Smelling is one of the five senses a human body feels. The marketers hit this sense for their brand’s marketing. It is just like the visual ads we watch with our eyes and form a perception about the brand.
In smell marketing, the scents or fragrances create the brand identity without even seeing it, and how marvelous is that!
How smells make sense with Scent Marketing?
Now you might think that how aroma can create an identity for a brand or how can a whole marketing strategy revolve around it.
Well, think of a cafe that offers great coffee just the way you like, but the place doesn’t smell nice, and that can be discomforting to enjoy your perfect coffee. Would you prefer to have your coffee there? Maybe, (definitely) not!
In smell marketing, the marketers strategically choose the fragrance to diffuse near customers’ touchpoints. When the aroma hits right on our customers’ senses, the marketing begins at that point.
Recall your friend saying that “the smell of food is making me more hungry” this is scent marketing for you.
Types of Scent Marketing
Scent Marketing is much more than just spreading fresh scents in the environment.
The scent marketing strategy depends on the product for what the company is marketing. There are many ways marketers can adopt scent marketing. We will further discuss all these types.
Ambient scent marketing
Ambient scent marketing is not associated with brand identity. It is different because it creates a fresh atmosphere with a subtle smell.
Ambient scents make the customers’ experience better with a pleasant atmosphere. It gives warm and welcoming feels to customers.
All the hotel chains and restaurants use this type of aroma marketing for their specific areas and distinctive scents.
Signature Scent Marketing
There are some scents that you can never forget because the marketers don’t want you to forget them.
Signature scents are the scents that are associated with the brand, and the customers immediately recall the brand whenever they smell it. It is the strategy that makes you remember the brand name just by smelling it (the scent, of course).
Now, this strategy is something different from the rest of the types of smell marketing. It is the strategy that most online stores adopt.
How will an online business utilize scent marketing when its customers do not visit stores to experience it?
The answer is scented packaging.
Many soap brands use scented packaging for the soap so that the customers can smell even with packaging. Also, many food and beverages offer sniffable seals so that customers can smell the product even with sealed packing.
Every place, product or service, and brand has a theme. Every theme is different from the other. Similarly, these are scented differently. It gives the customer a better experience.
Let’s take an example, you walk into an apparel store, and you smell pizza, then what will you do? You’ll probably get hungry and would want to have a pizza and leave the store. The smell doesn’t fit the theme of an apparel store. The thematic scent for an apparel store can be masculine scents for a men’s store and feminine and soft fragrances for a women’s store.
Some brands attach themselves with an aroma that it uses at every location. It makes the audiences identify the brands immediately.
The scent makes a bold statement for the brand, and the customers can associate them with the brand. The reason these are called billboard aromas is that it is striking and notable.
The science behind scent marketing
So we will not be discussing scientific relations, but we will make you understand scent marketing in a simple way.
Scent marketing relates to our olfactory sense. It is a heavy term, but its simple meaning is the sense of smell. The smell is a powerful sense of our body and impacts our emotions as well. Coming home and smelling your favorite dish being cooked is the happiest feeling ever. Brands use this sense to create such a kind of connection with you.
Taking in science language, humans can recognize over 10000 different types of smell, and that’s why it is a strong sense after eyesight. To be able to keep any brand in your memories and recognizing it by just smelling the aroma associated with it is what the brands use for marketing. That’s how Scent Marketing works.
Scent Marketing done right
These are some of the brands that fabulously used scent marketing coz their brand smells made sense to customers.
Starbucks uses scent marketing to tempt its customers to have their coffee. The aroma of roasted coffee beans environs the outlets to draw customers in the outlets.
We have discussed every kind of business but not electronics. Here Samsung has done a great job by adopting scent marketing for its stores. It uses a signature smell called ‘intimate blue.’
This bakery chain uses its very own signature smell to do scent marketing. It produces cinnamon rolls, and one cannot resist buying it from them if they sense the smell of their buns.
The brand uses scent marketing by including scent in its product. They use the ‘new car smell’ to give a newly purchased feel to customers.
Burger King knows how to make its customers hungry for their famous ‘whopper.’ The hamburger chain smartly uses its ventilation ducts to influence the customers.
It is a jewelry brand that uses scent marketing in their stores. The brand uses ambiance scent marketing type to create a good atmosphere for their customers.
The brand did outstanding use of scent marketing. During Valentine’s week, it offered Scratch ‘N’ Sniff Valentines Smell Like Fried Chicken limited edition valentines and sent a message to its customers featuring its founder Colonel Sanders.
KFC’s valentines come in four different intoxicating designs, each with a fried chicken scratch ‘n’ sniff patch, so your valentine can indulge in the heavenly aroma of the Colonel’s 11 herbs and spices.
The scent marketing part of this strategy was that it offered scratch and sniff with a message that would let the customers smell the aroma of Colonel’s 11 herbs and spices. Bravo!
Benefits Scent Marketing can bring to your business.
Scent marketing is a unique strategy, and it is very effective for any business. It is like discussing how customer’s smelling sense can bring success to your business. Well, it does and not just one but many benefits. The benefits that it can bring to your business are:
Keep your brand in their memory.
Scent marketing can keep your brand in your customer’s memory. Just like you recall old memories with different scents, your brand becomes memorable for your customers. It remains in their mind for a long time.
Creates brand Identity
If your product has a bold scent, then it can create a brand identity. Customers can recognize your products and every detail by just smelling its aroma, and how cool is that.
Delight your customers
Fresh fragrances can light up any mood and create instant happiness, and your happy customers are the most satisfied ones.
Think of how your customer would react if your store smells like a dead fish, they will probably not buy anything from you.
No good smell equals no sales for your business in this case.
Increase Customer engagement
If your business place has a thematic aroma, then your customers will stay for long. In any spa, the customer’s experience is enhanced by lavender aromas that relax and calms them. It makes customers stay for a longer period. That’s how fragrances can lead to increase engagement of customers
This strategy is not only profitable for the business but also for its customers. Today marketers can capitalize on our smelling buds as well. Next time you visit a store, give that extra star in rating if your smelling senses are satisfied too with the brand.
We know how marketers try every possible way to grab the attention of customers, and smell marketing is an incredible way of doing that.
Scent marketing is all about spreading aroma and making customers happy, and it can never go wrong.
Not sure what scent you want to try?
Ask your customers!
Get a few paper samples and ask visitors to come to your shop and give you their opinions.
What is a Brand Logo?
Let us first take a look at some of the famous brand logos.
Did you recognize these brands?
Well, of course, you did. Who can forget the McDonald’s golden M Logo (which, in fact, is not just an M but two arches); don’t start craving for a McBurger just yet, we only want you to recall the brand. Now look at the second brand logo and do as its tagline says, ‘Just Do It.’ You know it’s Nike. You can recall brands just by seeing their logo. Now, let’s understand more about Brand Logos.
We, as customers, use many products in our day to day lives. Be it shoes, pen, mobile phone, or a car. The one thing that differentiates the similar products is their brand logo. What’s the first thing you see to identify the brand of a product? That might be its logo. With just a glance, we can tell the product name, type, and other details about it.
A Brand Logo is a visual mark of the company. It can be a sign, letter, name of the company, brand, or product, in a designed or graphic version. It identifies the brand, company, or product.
Why brands require logos?
Designing a brand logo is a crucial part of branding activity. Saying that a brand requires a logo just for identification is not right. There are many other purposes for having it. Following are some reasons why brands need a logo-
Makes your brand authentic
Branding is done for any product so that it can have an identity and set it apart from any competition. Designing a logo is also a crucial activity in branding. It can have an impact on the brand’s authenticity. Customers can have a hard time trusting a brand that has no Logo. It is an essential part of your brand, and it generates trust in customers for your brand. For example, you can trust the brand Levi’s and its denim collection because it has a logo.
Gives brand identity
The foundation of giving your brand identity is the logo. If you want customers to know and purchase your brand, then having a logo is a must. It is what the customers look for in a brand at first. The audience can connect to your brand more if you have a symbol that represents it. That’s the essence of a brand logo. It tells the story of your brand and form its identity. For example, you can identify the Nike shoes by seeing the swoosh symbol that is its logo.
Makes your brand different
Your brand logo makes your brand unique and one of a kind. There are many coffee brands in the market, but what makes Nescafe different is its logo. One can simply identify Nescafe among other coffee brands. Similarly, there are so many makeup brands like Loreal, Revlon, Dior, Maybelline New York, etc. All these brands have different logos that differentiates them. Brand Logo not only makes you different from your competitors but also tells how you’re better than other brands in the market.
Creates brand loyalty
If your customers prefer your brand, then they look for it everywhere. We have already discussed how the brand logo makes the brand authentic. Authenticity leads to the building of trust, and this trust makes the customers loyal to the brand. Customers check the logo first while purchasing a brand. Apple is a brand that has created customer loyalty at the utmost level. You can trust an iPhone by seeing its half bitten apple logo.
Makes your brand unforgettable
If you own a brand, then it is apparent that you post about it on brochures, magazines, newspapers, and online platforms. These are the places where you present your brand with its logo. The logo connects the audience with the brand. It makes your brand recognizable, and customers cannot forget your brand. People can forget a name but cannot forget what they see, and that makes your brand unforgettable because of its logo. Can you forget the McDonalds two golden arches of letter M? Maybe not.
How does a Brand Logo form?
There are many elements that create the Brand Logo. The elements that form a logo are:
Words and letters
The brand manager creates logos by adding words or letters of the brand name. It sometimes includes the first letter, abbreviations, or full name of the brand. It makes it easy for the customers to associate with the brand by seeing its logo. Some examples are Google, Coca-Cola, Volkswagen, Samsung, and Facebook.
Colour is also a crucial element of a logo. The brand manager may choose any colour that represents its brand. The logo can be just black and white, single-coloured, multicoloured, or monochrome.
Shapes and patterns
The shapes that a logo is made up of also have something to say about the brand. For example, round forms describe unity and warmth, straight and vertical lines depict masculinity.
Some brands create logos by including some image or graphics in their logo. Examples of such logos are: Dove has a white and golden bird in the logo; Apple has a half bitten apple as its logo; Puma has a leaping puma in its logo, etc.
Role of colour in Brand Logo
Colour is a crucial element of a Brand Logo. There are many colour options for the brand, like keeping black and white, single colour, or multicolour. Colours can evoke emotions in customers, so the psychology of colours is vital for brand identity.
The blue colour represents trust, security, cleanliness, and reliability.
Some examples of brands with blue colour in their logo are Nivea, Citi Bank, Visa, Panasonic, Intel, Danone, etc.
The red colour depicts love, power, aggression, danger, and passion. Some examples of brands that use red in their logos are H&M, Colgate, and Coca-Cola.
The green colour depicts nature, health, and eco-friendliness. Examples of brand logos in green colour are Starbucks, Tropicana, Spotify, Holiday Inn, etc.
Yellow colour represents positivity, happiness, hope, optimism, and cheerfulness. Brands with Yellow-coloured logos are Snapchat, Lipton, Lays, Pringles, etc.
This colour represents enthusiasm, warmth, cheerfulness, balance, and energy. Examples are Nick, JBL, Fanta, etc.
You can relate these colours with the respective brands and how they represent their brand.
How a Brand Logo reflect its brand?
We have already discussed how the brands form and what elements it includes. But there’s more to a brand than its colour, shape, and image. Today the famous brands create their logo strategically, and it has deep meaning to it. We are going to look at some famous brands’ logos with their hidden meanings.
In Amazon’s logo, we can see an arrow that points from A to Z. It depicts that they deliver everything from A to Z. The logo also describes that Amazon has a wide range of products.
If a company can do well in creativity, then it’s Unilever. In its logo, it has done an extraordinary job. It has a U-shaped logo with various figures. If you zoom in, you can see that it has different symbols for the 25 types of products it sells.
In Apple‘s logo, there is a half bitten apple. It comes from the story of Adam and Eve. It represents the fruit from the tree of knowledge.
LG has also done a good job in creating its logo. It looks like there are L and G letters in the symbol, but these letters make a face if you see them carefully. It gives the brand a human element that makes it more approachable.
This popular shipping company has a brand logo that symbolizes speed, which is a must in delivery services. Between Ex, there is an arrow that depicts moving in a forward direction.
Adidas‘s Brand Logo has three inclined lines that form a mountain-like shape. It represents the challenges and obstacles that athletes face during their sports activities, and Adidas helps to overcome them.
Most of the customers think that Hyundai‘s brand logo is the letter H. But the H is the silhouette of two individuals shaking hands. It represents the trust between company representatives and customers.
Baskin Robbins has 31 flavours in their ice-cream range. We’re stating this because even its Brand Logo depicts this fact. In its logo, letter B and R also hides 3 and 1. The letter B’s curve has 3, and Letter R’s stem is 1.
The Pinterest name itself determines pinning the things you like on the app. The brand logo is a pin itself, and they did a great job in choosing the right brand logo.
Gillette‘s logo is sharp like its razors. In the logo, the G and I, there’s a precise cut that shows how perfect it is to shave with its razor.
Brand Logos are essential in building a brand. Can you imagine any of your favourite brands without its logo? Probably not. That is why the logo plays a vital role in giving a brand its unique image and an identity so that the customers can remember their favorite brands without even reading its name. We have discussed everything about Brand Logos till now, and now it’s time to create one if you own a brand. Having a logo is like having a face for your brand that represents it and make its identity valid. Will you purchase a brand that has no identity? Maybe not. So that’s how a brand is incomplete without a logo.
What is Stealth Marketing?
“Marketing is an art of selling things”, it is a quite popular definition of marketing. Well, marketing is certainly an art, and it requires a lot of creativity. There are so many ways that marketers use to advertise and promote their products. Even there are marketing practices where the audience doesn’t even realize that the company is marketing its product. Here we are referring to Stealth Marketing.
In a Stealth Marketing strategy, the company advertises or promotes any product but without letting the audience realize that they’re marketing. You can understand it better with an example. You can see many brands appear in movie, series, or any social media post of any celebrity. The ambassadors do not advertise the product by calling out its name and features, and hide the fact that they are sponsoring the brand. The fact that they are using these products can create enough word of mouth and promote it.
Purpose of Stealth Marketing
Every marketing strategy has a goal or object. The primary objectives are brand awareness, increasing conversions, boost sales, etc. Stealth Marketing is quite different from other marketing strategies. It indirectly aims to create awareness among the viewers. The purposes of stealth marketing are:
Word of mouth
Any brand needs to generate word of mouth. This strategy can make your customers your salespeople and promoters. Whenever a customer is exposed to Stealth Marketing, then he/she is likely to talk about it. It creates conversations about the product and spread awareness.
Customer perception to the advertisement
The purpose of any Stealth Marketing can also be to create a perception about any brand before he/she watches an advertisement of the same. For example, an individual watches a series wherein a scene the protagonist drinks Pepsi. After watching the glimpse, the individual becomes more receptive to the advertisement.
Generate interest and excitement
Any individual exposed to Stealth Marketing strategy is likely to be more interested in it. Customers find it enticing to see what products the movie stars are using. It is more effective to show the products in such movies or series rather than advertising first. It generates interest in the customer for the product they see in Stealth Marketing.
How is Stealth Marketing different?
Stealth marketing is often related to many other marketing strategies. Some of these strategies are Buzz Marketing and Guerrilla Marketing. These two strategies are closely related to Stealth Marketing but are still different concepts of marketing.
In Buzz Marketing, the companies generate buzz or conversation around any product by making videos related to humorous or controversial content. The content is the part that creates buzz and increases social media shares, and people talk about the product more.
It is an unconventional form of marketing that creates brand awareness among large audience. It aims to attract the attention of the people and, at the same time, present the brand or product. Few examples of Guerrilla Marketing are graffiti on walls, creative billboards, stickers, flash mobs, etc.
These strategies are confused with Stealth Marketing, but they have a different approach and media.
Product Placement in Stealth Marketing
Remember the time you’re watching a movie and notice the actor is using any product. You can see the brand name, logo, and what the product is. The actor doesn’t say its name or talk about the features of the product, but only he is seen using it or, it might just be lying in the frame. It is the time you’re exposed to Stealth Marketing. There are many instances where you notice brands in movies or series even you can recall some right now. The concept is Product Placement that is part of Stealth marketing.
Product Placement is a practice where businesses feature their product in any movie or series to gain exposure and create awareness.
Top 10 instances when you were exposed to Stealth Marketing:
Stranger Things: Coke
In this famous science fiction series, there are many scenes where Coca Cola can is visible clearly. In many scenes, a can is lying on a table, or actors are consuming it. Product Placement is very evident, and viewers cannot ignore it.
Top Gun: Ray-Ban
In the movie Top Gun, the lead star Tom Cruise wore the Ray-Ban Aviator sunglasses in most of the scenes. The product became a big hit after the release of the movie. Also, the sales of RayBan increased by up to 50% after the movie release.
Transformers: The Age of Extinction: 55 Brands
This movie is the best example of Product Placement. It even won 4 prizes for Product Placement in movies. By featuring almost 55 brands like Indian Motorcycles, CNN News Channel, Budweiser, Sparco, etc. Also, it became the franchise to show the most number of brands.
2 States: Sunsilk
2 States is a Bollywood movie based on Chetan Bhagat’s novel. In the movie, a few glimpses of Sunsilk are visible. The main protagonist gets a job as a brand manager in Sunsilk, and the brand’s logo is visible in a few scenes. It is a smart way of placement of brand Sunsilk in the movie.
Yeh Jawani hai Deewani: Make My Trip
In this Bollywood movie, the brand name is perfectly placed by the company. Make My Trip is a brand recognized for making travelling easy and fun. The trekking trip in the movie is organized by Make My Trip. In a scene where the lead actress looks at the ticket, the Make My Trip logo is visible. It is a perfect placement of the brand in the movie.
Night at the Museum: Apple PowerBook
In the 2006 movie Night at the Museum, the actor Ben Stiller is seen using an Apple PowerBook laptop in a scene. Showcasing a brand in any scene creates conversation around it. For the brand Apple, the buzz starts just with a glimpse of its logo.
F.R.I.E.N.D.S. : Nike, Oreo, Sprite, In Style, etc.
So when it comes to this series, you must have noticed all the characters, and cherished them all. But there are many instances where many brands are visible in the show. Not just one but many. The beverage brands like Coca-Cola, Sprite, 7 Up are visible in many scenes. Other than this, in a scene, a character is reading In Style magazine. Also, the characters wearing Nike’s clothes, having a Porsche car, and Oreo’s poster in the background is visible in a few scenes. Well, you will notice them the next time.
Hasee Toh Phasee: Kurkure
This Bollywood movie has a perfect fitting for the snack Kurkure. It is an Indian snack developed by PepsiCo India. There are few scenes where the actress is visible eating from a pack of Kurkure in her hand. Also, the brand matches well with the personality of the main character in the movie, which is fun and quirky.
The Matrix: Nokia
The Matrix was a 1999 release. In the movie, the lead actor Keanu Reeves is evident using Nokia 8110 banana phone. It is the most famous Nokia phone. Not only the lead character Neo but the Nokia phone too became famous after the movie release. The mobile phone popularity and demand was so high after the release of the movie that it became the leading mobile phone supplier at that time.
Zindagi Na Milegi Dobara: Mountain Dew
In the 2011 Bollywood movie, the product Mountain Dew coldrink is visible in many scenes. The idea of presenting the brand is perfect because the movie includes adventure sports that suit the brand. The brand philosophy is to overcome fear to achieve victory. In addition to product placement in a sequence, one actor is saying the tagline ” Dar ke aage Jeet hai” of the brand that goes well with the scene.
Stealth Marketing is a way by which a company can create brand awareness most efficiently. The audience finds the product more reliable when they see it in the movies or series. This strategy can give better reach and create buzz around the brand. So, the next time you spot a brand, you can tell what just happened, Stealth Marketing, of course.
Digital Marketing is one of the most buzzing words in the market. Everyone is talking about it, but what exactly is it? In this article, we will cover all your questions in the most simple language to make you understand the fundamentals of digital marketing. This article will be like a beginner’s guide to digital marketing.
What is Digital Marketing?
Firstly, we will discuss what digital marketing is and how it evolved. Using digital platforms like search pages, social media, websites, and email to promote your product or service. A person may use all platforms or select some according to the industry of business.
A person offering customized gifts will be much more interested in marketing over Facebook and Instagram rather than LinkedIn. The fundamentals of digital marketing consist of all the platforms, tools, and ways of marketing online.
History of Digital Marketing
The digital age took off in the year 1990 when the term Digital Marketing was used for the very first time. In the same era, we found that the internet and Web 1.0 platforms came into existence. The 1993 year is marked as the beginning of the transition to the digital era of marketing because in the same year Yahoo was launched and also Jerry’s online marketing guide to the World Wide Web received 1 million hits. Google was born in 1998 and there was a launch of some other search engines like- Alexa, HotBot, etc.
Soon Social media sites were popping up into the market and opening new doors of opportunities for everyone. This is how the concept fundamentals of digital marketing came into existence.
Different Intentions of Digital Marketing
Not all marketing efforts are done with the same intentions. Different intentions will require different strategies to adopt.
- Awareness– For a person who just started with a business and wants to increase awareness about the product or service offered. Generally, companies launching a new product or entering a new segment market have this intention.
- Relationship– Brands use digital marketing to build a relationship with the customer that leads to increased customer loyalty and reduced churn rate.
- Lead Generation- Companies often engage with the audience through various means like social media pages, emails, blogs to generate leads. Leads are prospective customers.
- Sentiment Analysis- Companies monitor your feedback or comments over their content and do sentiment analysis. Sentiment analysis tells the overall reaction of the public over their content.
- Sales- Companies do sell their products and services online, and for this, they require digital marketing.
How Digital Marketing works?
Before jumping to any fundamentals of digital marketing, one should know how digital marketing works. Digital Marketing works by using several different strategies. By integrating with various digital channels and marketing techniques like Search Engine Optimisation, Social Media Marketing, Pay Per Click, and Email marketing Techniques to attract target audience and then convert them to customers.
A well-structured campaign may use any combination of many different strategies. Marketers can use SEO and PPC campaigns to attract the target audience on the website and also capture leads or encourage them to buy. One can use Social Media to build their brand online and create business awareness.
Digital Marketing Strategies
For understanding the fundamentals of digital marketing, it is crucial to know what all marketing strategies are there that a marketer can use:
- Search Engine Marketing – It is a type of Internet Marketing where you increase your Search Engine Result pages through paid advertising methods. Also, you can use Google Ads and Search/Display Ads.
- Local Search Marketing – It is all about putting up your business on the map in local searches. When customers are searching for a store in their nearby areas, then your business shows up in relevant local searches.
- Inbound Marketing – In this digital marketing strategy, the purpose is to attract customers and prospects in products and services by creating valuable content and experiences as per their needs.
- Remarketing – This digital marketing strategy is very cost-efficient. In this strategy, you will target only those consumers who have visited your website or used your mobile app.
- Email Marketing – This strategy focuses on sending emails and also, to develop a healthy relationship between prospects and customers.
Digital Marketing VS Traditional Marketing
- Digital Marketing is done over electronic devices, whereas this is not the case with Traditional Marketing.
- The results of Digital Marketing are measurable, whereas you can’t measure the results of Traditional Marketing.
- Digital Marketing is cost-effective as compared to Traditional Marketing.
- In Digital Marketing, there is two-way communication between the seller and prospective buyers, whereas 1-way communication in Traditional Marketing.
- The reach of Digital Marketing is mainly limited to urban areas, whereas there is no such limitation with Traditional Marketing.
Digital Marketing Assets
There are 3 types of assets that a company can own through digital marketing.
Owned Assets are controlled and managed by the company. Such assets include a website, social media profiles, blogs, and other content. Also, these are social media handles where you can control your brand.
Earned Assets are those a company acquires while running a business. These are Undoubtedly the hardest to gain and work best in favor of the company. In addition to this, These include customer reviews, media coverage word of mouth.
Paid Assets are company bought assets which are directly proportional to money spent. These include paid advertisements(banner ads, video ads, search engine ads, etc.). Furthermore, paid assets work best to acquire quality leads and prospective.
The 4P’s of Digital marketing
Similar to 4P’s traditional marketing, digital marketing also has 4P’s
Product is what you as a company offer in the market. A product can be tangible or intangible(service). Also, the product must be as per the demand in the market. The product is everything from a keyboard to a home cleaning service.
The place is where you are looking for your customers and placing the right product at the right place at the right time is extremely important to fetch sales. What will happen if you market baby apparel over LinkedIn? You are subsequently reducing your chance of finding your customers.
Setting the right price is always a challenge. Establishing a low price can cut your margins but increase sales. Setting a high price can decrease your sales, but it can cover the cost. In today’s era, where the rates of all competitors are available with a click, setting a competitive price is a must.
Finally, the promotion step begins that involves all activities or actions that the marketers undertake to sell or advertise the product digitally. This medium assists marketer to directly engage/communicate with the user.
Collectively all 4P’s of digital marketing is known as Marketing Mix. A correct marketing mix can turn fortune for a company.
Digital Marketing Tips
Below mentioned is a list of the Digital Marketing tricks that you should consider in your business:
- Firstly, you should know all the Digital Marketing terms to understand the process of Digital Marketing optimization.
- Maintain a strong presence on relevant social media platforms
- Understand the buyer journey thoroughly to reach more effectively to all end users.
- You must understand the power of all digital marketing strategies and choose wisely.
- Use infographics to make your content attractive and creative.
- You should know who is your target audience and how you are going to cater to them.
- Lastly, you must keep track of your conversions by using Google Analytics.
Why do we need Digital Marketing?
- It will allow your business and website to target new markets and consumers who trade globally with a small investment.
- One of the crucial factors of using digital marketing is that you can track, measure, and analyse your results with web analytics and other tools.
- Digital Marketing allows you to communicate with the customers through your website content by allowing them to add messages, comments, and review social media posts.
- It also allows you to target your ideal buyers as most of the people are starting their buyer’s journey online.
- SEO and Local SEO will help you to bring more targeted traffic to your site and which will increase your conversion rate.
Digital Marketing Tools to help you grow
Here are the best Digital Marketing Tools that every marketer should use:
Analytics and Data Tools
It is essential to keep an eye on the data about your website and consumers that take place on the website from clicks to conversions. You can use the following tools for measuring Analytics:
Blog Content Tools
There are various tools that you can use to perform Keyword Research and these tools also tell you about readability percentage.
Social Media Tools
The power of social media is far beyond organic reach. Paid platforms can get your brand in front of large groups of active users:
Email Marketing Tools
It is through Email Marketing you can convert website visitors with smart popups, send personalized emails, text messages, etc.
What Terminology do we use in Digital Marketing?
When you want to know something, you go to Google and type your query or what you want to search that represents your intention. It is a critical aspect of the fundamentals of digital marketing. Including that intention or that word in the text of website, blog, article, ad, video title, etc. will help Search Engines to know that your content is relevant to what the user is looking for and will present it as a result of your search query.
E.g., you search for Digital Marketing over Google, what results from Google you’ll get?
Are results shown randomly or specifically about Digital Marketing?
2. Search Engine Optimization(SEO)
Now, we have included the keywords in our text and the users are searching for those keywords, but the question is, only our content carries those keywords?
The answer is probably NO. So what logic does Google uses to rank the search results?
The answer is SEO, where we optimize our keywords to rank higher. Using the same keyword multiple times in a text may increase your chances of getting ranked higher up to a certain limit. But after that limit the Search Engine starts penalizing.
3. Search Engine Marketing(SEM)
Ever searched something on Google and the first three results have a tag of AD, which is Search Engine Marketing.
But do you see the same results all over the world if you search the same thing?
NO, you might see an ad in India, but different in China. Also, you may see an ad display in Delhi but not in any region outside Delhi. This called Geographic Fencing. Another essential aspect is the bid amount or the price you’re ready to pay as an advertiser.
4. Social Media Marketing
Brands maintain their social media pages and find innovative ways not just to fit there to the occasion but also smartly place their product in there. Also, brands use Social Media Marketing to form a two-way communication and to be in the subconscious mind of their target audience.
5. Content Marketing
Ever thought why websites of brands have a section named as “BLOG”?
The reason is to bring in more audience by optimizing their content that will rank on the Search Engine. In content, bloggers add relevant keywords, perform SEO, and of course, the relevant information which becomes part of the buyer journey.
6. Affiliate Marketing
Around 80% of brands worldwide run their affiliate programs, and people who make sales through this program will get their commission. Generally, the blogs which provide you a list of products under the titles like ‘top mobile phone brands’, ‘top-rated cosmetics’ etc.
In addition to this, Instagram is a platform where your favorites stars promote a product and ask you to buy by swiping-up.
Digital Marketing is taking your marketing efforts over electronic devices and compete with your rivals to outperform them smartly and gaining the top spot in search query results. In addition to this, it increases the probability of being successful and in achieving your intended goals. By understanding these fundamentals of digital marketing can undoubtedly give your business new heights.
The first step before starting Marketing, whether Traditional or Digital, is to create your Marketing Mix, deciding on your goals (which is not always directly sales but may ultimately lead to it), and then forming a strategy for it.
In the following articles, you will learn more about Digital Marketing.
SEO Basics: Introduction
Today, everything is happening online. From booking a cab to buying a sofa, the search engines are the first mechanism where you can search for the information you need. Here comes SEO in the picture. The search engine is the art of getting pages to rank higher in search engines such as Google. SEO basics can increase your visibility organically.
In simple terms, Search Engine Optimization is the method of improving the visibility of the website by increasing the ranking in the Search Engine Result Page. It is a way of creating the website much more search engine friendly, thus obtaining a higher position in the organic search result. By understanding the SEO basics you can kickstart your business and rule the search engines.
Role of the Search engines in and its working?
A search engine is a program designed in a way to extract or retrieve information on the web. The search results that you get in a list of pages are known as SERP. Whenever any user searches for something on Google or any search engine, the order by which results appear on SERPs is based on complex algorithms.
To decide which webpage will appear at the top, the algorithms of the search engine take into consideration various factors. So to appear SERPs, your content needs to be noticeable to search engines. That is why it is the most crucial part of SEO. SEO is not a static process but it is a framework with rules and processes. SEO basics can also help your business to reach more audiences.
How does Search Engine work for SEO?
Search engine work by getting a list of known URLs. So, when you search for something in Google then, its search engines return associated pages and rank them by relevance.
Let’s drill down deeper into the mechanism of Search Engine and make sure we understand how they work. The search engine performs the following activities for SEO basics:
1. Web Crawling
It refers to looking for the content availability on the web. Automated bots or spiders or crawlers crawl the websites, and also they explore new content frequently by re-crawling established pages where new links often get added over time.
It is a process where search engines index the data i.e. classification of pages into categories. The index contains a huge database of all the content that the search engine discovers are stored.
This step begins when a user’s search request comes. Here, the search engine compares the search query with the indexed pages in the database.
4. Calculating Relevancy
Search results show more than one page that contains the search query, so the search engine starts calculating the relevance of each of the pages in its index.
5. Retrieving Results
Finally it is the retrieving of results. This is the last step in the process. In this, the search engine retrieves all those pages that have a high relevance score and display them in the browser.
Stages for SEO Basics
SEO establishes a web presence and gives visibility so that website gets quality traffic that can help the business to grow. SEO basics steps can be broken down into four stages:
2. On-Page SEO
3. Off-Page SEO
4. Technical SEO
At first, the emphasis is laid on Content. All information, whether it is text, audio, video, hyperlinks, images, and animation that any webpage contains is the content. The topmost priority of the website developer regardless of website type is to improve the quality of the content. If you want organic search visibility, rankings, and traffic, you have to commit yourself to optimized content.
Following are some elements that one should consider while writing content for their product, blog articles, about page, services, or anything else considering SEO basics:
The site’s content should be different, new, unique, and should add worth to the target audience. One should keep in mind to create the content in a way to not only give visitors a good user experience but also to rank well in the search engine. Providing specific and high-quality content compels users to stay on your pages, building trust and familiarity.
Google’s Search Quality Evaluator Guidelines:
1. Firstly, Informational content should be reliable, comprehensive, authentic, and professionally presented.
2. Secondly, Artistic content should be fresh, different, and carry a high level of skill.
3. Lastly, the News content should be well-cited, in-depth, reliable, and include original recording.
● Keyword Research
After writing high-quality content, the next step is to find the keywords that people may use to find your content. It is the most significant part of SEO basics after generating quality content. Keyword research helps you to provide insights about your audience’s needs, whether it’s a navigational, informational, or transactional need.
Few things to keep in mind when choosing keywords:
1. Focus on Long-tail Keywords
2. Avoid high competitive keywords
3. Take help from Keyword Research Tool
4. Match your topic to your keyword
● Outline and format of your content
As we all know that online readers have a short attention span. Because of that, they are not going to stick around if your article is just a big paragraph. It’s best to stick with sections that have 3-4 short sentences. Also, use sub-headers or visuals after every 150-300 words. With better formatting, the author can increase visitors’ average time. In addition to this, readability is crucial for better engagement.
After settling on the outline and format, the next step is to optimize your multimedia. Focus to use appealing formats like images, video, animations, infographics, audio, etc. in content because it attracts your audience and set you apart from competitors.
Never go overboard, though. Too much of a good thing can be damaging, which eventually works against your purpose.
2. On-Page SEO
On-page SEO involves all the on-site techniques that one can use to make sure that the webpage will rank on SERP. In addition to this, several on-page factors affect Google search rankings.
Let us discuss the factors:
● Site Performance
It relates to the total time that a page takes to load. In simple terms, it refers to page loading speed. Furthermore, the slow loading pages tend to have high bounce rates. It is tough to hold a visitor on a website that takes a lot of time to load. The benchmark should be 2 seconds.
The following are the factors that one should consider:
1. Enable compression by minifying HTML, JS, CSS.
2. Enabling Image compression
3. Reduce Redirects
4. Prioritizing above the fold content loading
● Meta Tags
Meta tags are snippets of text that describe a page content; the meta tags don’t appear on the page but appear in the page source code.
The three types are:
1. Meta Keywords Attribute
This is a series of keywords you consider relevant to the page in question. Using keywords in HTML and Meta Tags is the best practice. But the search engine penalizes for abusing its use.
2. Title Tag
It is the text visible at the top of the browser. Search engines identify this text as the title of your page. Each title tags has to be unique, descriptive, and optimized under 60 characters limit.
3. Meta Description Attribute
It is a short description of the page. It describes a webpage and gives the search engine a summary of that page. Ideally, it should be within the 150-character limit.
● URL Structure
URL forms the first impression in the mind of users of the webpage before they visit the other pages on the website. Use keywords in your URLs, if possible. Also, use hyphens (-) to separate words. Underscore(_) is not preferred because the search engine takes it as one word.
● Headings (H1)
Headings are usually the longest words on the page, and due to this, search engines provide them a little more weight than the other page copy. Adding the target keywords into the headings of each web page is a great practice. Also, always make sure to reflect the page’s great content accurately. The H1s should limit to one per page, and other headers are H2 or H3.
● Alt text
It provides search engines with more information about an image. It is the description of the pictures for visitors. As such, the alt text should be specific and descriptive of the visual content, 125 characters or less, and optimized with a keyword or phrase only if appropriate.
● Internal Linking
Linking internally with other pages on your website is valuable to visitors, and also for search engines. While attaching internal links, make sure to have suitable anchor text. It is the clickable text in a hyperlink, and it is usually symbolized by blue font colour and underline. Furthermore to optimize the anchor text, check the relevancy of selected words or phrases to the linking page.
Keywords are the words and phrases that assist the users in finding any website by using search engines. Choosing the right kind of keywords requires thorough research. Use synonyms or related keywords because it helps search engines to know better about your website.
Points to be kept in mind while choosing keywords are:
1. Long-tail and Short Tail Keywords
Short tail keywords are general keywords. They have high traffic, but conversions are low because these are generic. On the other hand, long-tail keywords are a specific brand or product-related queries by users. Search volume on long-tail is few hundred searches. But they lead to more conversion.
2. Keyword Density
It indicates the frequency of a keyword that appears on a webpage. The ideal keyword density is between 0.5-2.5%.
As discussed earlier, the use of synonyms and related keywords assists search engines to understand better about your page and keywords. It also helps with using words that have various meanings.
The keywords research tools that can assist you in selecting keywords are:
3. OFF- Page SEO
Off-page SEO concentrates on improving the authority of your domain by acquiring links from other websites. “Domain Authority” is the score that determines the authenticity of your website by comparing it to other sites. The most vital off-page SEO factor is undoubtedly the quality and number of backlinks to your website. It not only focuses on quantity but also on the quality of links.
Some ways of building links to your website are:
It is a process of getting hyperlinks not owned by a brand but from external pages that are link to a webpage of their website. By creating backlinks, one can increase the Domain Authority of their website. The following points should be noted to gain backlinks:
- Firstly, create excellent content that other sites want to link to because it is worth it.
- Secondly, create social media shares of your content that ultimately generate links.
- Thirdly, link with influencers from your industry by outreaching e-mails.
- Lastly, create Guest blogs on sites relevant to yours. Such guest posts comprise of links back to your website.
● Press Release
It is a way to spread organizational news and information to the news media. Also, one can create a backlink from these sites to the company’s site, which will boost their SEO.
These are like a database that has a list of websites in defined divisions. It’s like a search engine where users could find websites related to a category.
SEO used to believe that buying links was the right way to link building; however, Google now penalizes for buying links to manipulate page rank. Also, there are penalties for submitting your links to link directories whose sole purpose is to increase your domain authority. When it comes to building connections, the quality surpasses the number of links.
4. Technical SEO
Traditionally, Technical SEO referred to optimizing a website for crawling and indexing. It can also add any technical method intended to enhance search visibility.
Technical SEO Checklist
A checklist of essential steps you can practice to ensure that your technical SEO is up to mark is listed below. It can also ensure that your site’s security and structure meet the expectation of search engine algorithms. By practicing this, your website gets rewarded in SERPs.
Following is the Technical SEO basics checklist:
- Install the SSL certificate on your website to make it secure.
- Create a Mobile-friendly website.
- Fix duplicate content issues
- Speed your site up
- Add structured Data Markup to your website.
- Get Registered with your with Bing Webmaster Tools and also with Google Search Console.
SEO not only increase your online visibility but also helps in gaining more profits. It is undoubtedly the best practice to ensure that your website appears in search results. Today most of the people, be it businesses or bloggers, are adopting and practicing SEO basics. Because of its various benefits, it has become popular, and no website can survive without practicing SEO. By understanding and proper practicing, you can master the art of SEO and indeed make your website rank at the top in SERPs.