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In the beginning, there was the web. It grew. Sometime later, it exploded. Why should you care? Business is increasingly done online as a million websites and a billion articles will tell you. Most marketers have been in search of the silver bullet, and there is no single answer.
Visit aglaiainteractive.com Diversification (marketing strategy) (Photo credit: Wikipedia)
A lot of corporate speak tends to neglect the real nuts-and-bolts world, and gives us grand visions that most of us do not connect with. Also, organizations have to actively work leads. In the contemporary world, older, more traditional sources of lead generation are not effective. Direct mailers, trade magazines, and telemarketing have been increasingly replaced by the online medium. This is not to undermine the old, but describe the changing landscape of marketing and business.
The central hub for these activities is the information search. Most prospects: consumer and business search online for every conceivable need. A logically coherent website along with sophisticated customer intelligence can assist business ROI. Prospects are usually looking for differentiation, and the most basic human driver, self-interest.
One of the most important things is to tweak messages and maximize conversion. One of the ways to optimize engagement with the brand is thought leadership. Webinars are an effective method of subtle marketing along with something most consumers in the sector are consistently looking for. A typical presentation consists of the introduction, the actual meat (the main context), the question and answer session, and the final closing section.
Hunting Prospects
As attention spans become shorter, and the world increasingly relies on technology, there is a critical need to create a comprehensive strategy. After suitable diligence in lead scoring: analyzing the prospect, strategic marketing has to include elements such as whitepapers, newsletters, events/conferences as well as one-to-one meetings.
The ambit of integrated lead generation is increasingly evolving. It is a win-win situation for the buyer and the seller. Service-oriented business can thoughtfully consider ideas to enhance mindshare. Another interesting facet that still has not been explored is the one-to-one meeting; a personal interaction to generate more interest in company products and services. Prospects look for value in B2B terms when any collateral helps them with problems they are currently facing.
The Lead Business
Cold calling or telesales is one of the oldest methods of marketing. It can be effective over the long-term. In an integrated lead generation setup, every approach can be potentially useful. Trade shows are partially useful if they are specific. As a lead generation tool, it has mixed benefits.
With most people opting to read newsletters online, it is one of the best ways to make a marketing pitch. Thousands of potential clients and email addresses are available to corporates. The business that leverages this effectively can make a sustained long-term impact. Practically every interest group has a dedicated online newsletter these days and you can find any topic under the sun.
Frequently using webinars can result in increased traction. Agencies need to use a complete turn-key marketing program using multiple tactics to generate long-term response. Creating a perception of the brand and delivering the right target message to relevant groups is vital in the development of a successful marketing strategy.
Businesses are increasingly tapping the social network to find pockets of interested users. Multiple marketing methods including diversification into traditional channels can help the sales staff achieve long-term visibility. In the final analysis, test a few methods at a time and then create a relevant strategy.
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The publishing industry today is in the throes of a massive change. We know that it is time to accelerate web strategy, redefine content marketing, and clarify customer engagement. For busy executives, the challenge is to create and deliver highly optimized and contextual experiences for an increasing online audience.
In an action-packed 24×7 world, most publishing or media firms need an instant connect with their global fan base. There is a multiplicity of channels available, yet the wisdom to selectively discriminate and manage ideas for a mass audience is understandably difficult. With many companies pitching their own brand of nirvana, customers have to identify internal, external and hidden costs of the current system.
Aglaia Interactive’s extensive research reveals that there are usually seven stages in a typical web content lifecycle; organization, creation, storage, workflow, versioning, publishing and archival. As an industry veteran, we lay great emphasis on building customized solutions for clients. Increasingly complexity in content governance means that there is no simple answer in sight. Professionals know that sometimes technology is very frustrating.
Lack of clarity, absence of well defined roles, and unclear process governance metrics can wreak havoc in the steadiest setup. The publishing industry is now at a very interesting crossroads. Closing the loop when it comes to content strategy depends on a multitude of factors including converging, integrating, componentizing, recombining and syndication.
Dynamic Systems
Emerging, dynamic markets are facing a real dilemma; an increasingly tech-savvy audience, bridging the digital divide and revamping their legacy solutions. The onus of creating a niche in the domain is a topic of heated debate in boardrooms.
As a trusted partner, Aglaia Interactive understands that systems are usually specific and organic. We understand the bigger picture; implementing strategies to follow a repeatable system that governs content throughout its lifecycle.
In a typical publishing scenario, content publishing is only the first stage in a vast iterative process. Typical artifacts in this stage include workflow models, setting transformation guidelines, and instituting review and retention phases.
Many developing multi-lingual countries also face the problem of non-homogeneity. In some countries, literacy is also an added consideration. Making publishing accessible to the vast majority is a matter of wise erudition, and vision. With new capabilities and applications being built in new solutions, the publishing industry globally is looking at added functionalities, greater analysis and faster time-to-market.
The Viral Network
With ideas going viral instantly on social networks, vendors need to provide for a “publish once, view anywhere” approach, and provide tools for stakeholders to obtain “first-mover” advantage.
The sales funnel has clearly shifted, with a marked emphasis on rapid landing page development. Innovative content and production tools can assist in altering the equation. As website authoring, collaboration and administration becomes more a part of the work psyche, there is a need for even more dynamic real-time tools. Web content management became a part of the IT lexicon in the late 90s and now it is more focused on user experience.
In simple words, the lifecycle is about creating, editing and deploying web pages. In emerging markets, the sheer energy of an exploding industry makes the potential market attractive to the global sales force. Consolidation, an aging demographic can be a hindrance elsewhere. More established markets however have guidelines to more effectively streamline solutions. There is no simple answer when it comes to a democratic debate on the implications of strategic WCM for the publishing industry. The reader takes it all.
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Personal website of Mr Sunil Kumar, President- Aglaia Interactive
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Visit aglaiainteractive.com Robert Cailliau, Jean-François Abramatic and Tim Berners-Lee at the 10th aniversary of the WWW Consortium. (Photo credit: Wikipedia)
Customers are always aware of effective, sufficiently visible, and attractive ads. Establishing global standards and subject-specific special interest groups can help define and shape the future of the marketing profession.
Targeting customers in more specific, focused ways is effective in planning strategy. As the whole spectrum evolves, mobile, special and interactive ideas will increasingly become more widespread. Intuition, experience are necessary skillsets along with bland data. A diverse group of people with genuine insight into human nature can help see possibilities where other people potentially advocate problems.
Get involved in discussion forums based on the latest marketing issues, as well as specialist interest areas. Digital marketing groups are based on multiple parameters including market research, analytics, user experience design, teleservices, measuring campaign parameters etc.
Multichannel Marketing Efforts
In the future, there are going to be multiple data collection points from various multichannel marketing efforts, both online as well as offline. Engaging with the customer requires a concerted effort to transition from traditional modes to more interactive, interesting reference points.
These groups can generate targeted learning opportunities for professionals. As awareness and understanding of relevant marketing channels increases, there is a specific need to intellectually decipher the underlying technology and ensure provisioning of appropriate communication.
Digital marketing needs to be fluid and flexible. For any organization, leveraging any information artifacts including the intranet, CRM solutions, or other web properties is essential when it comes to enhancing business processes. Buying and commissioning digital media products and services does not need to be painful. Connecting with people working in the field can be a veritable goldmine.
Constructive sharing of knowledge along with opportunities to share experiences is essential. Whether digital marketers have a social conscience is debatable. Most media practitioners take the middle path and diverse interest groups can look at the implications of interactive media in traditional or unconventional spaces.
Evolving Digital Brand Landscape
Social media marketing spend is now becoming big business. As the digital brand landscape becomes more complex, channelizing the right ideas can be a potential minefield. As with any industry, analyse what the competition is doing, look at industries with similar business models, and define your digital footprint.
The brand universe can be judged on multiple parameters including social, informational, transactional, and engagement variables. The millions of customers online represent a paradigm shift from the past when the primary method of interacting with people was through traditional, insipid non-linear methodologies.
The Online Storm
When Tim-Berners Lee invented the World Wide Web in 1995, he may not have realized the vast potential for ground-breaking change. The first banner ad in HotWired for AT&T was just the beginning of the e-commerce storm.
Broadband now increasingly impacts user behavior. As consumers are increasingly multidimensional, multi-tasking is common and most media is competing for attention. The interactive space today is a huge spectrum comprising of diverse and complimentary services including microsite development, Search Engine Marketing, branded entertainment, CRM applications and website development among others.
Generating Traction
For the consummate digital marketing professional, there is a need to constantly create value. Retention and growth are clearly baseline parameters. With millions of internet egotists, there is a clear fight to get to the top. The blogosphere has now extended to become part and parcel of our daily lives.
With a surfeit of information, the digital marketer has to sift through the clutter and redefine basic priorities. Real-time streams, search, and expectations are critical in today’s technology landscape.
All of us are now contributors to the great mass of online opinions. As consumer trends become increasingly specific, evolution in internet group interaction can aid the astute marketer in achieving his core objectives.
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