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Showing posts from May, 2015

Importance of utilizing Live Chat as an online marketing tool

Live Chat is one of the easy to implement tool that help a business in providing a personalized experience to visitors of it's website. In the jargon world, it is a tool helping in conversion optimization!
Who doesn't like getting the information directly in a chat instantly. When you install a chat application in your website, you are not imposing anything  on your visitors - they don't have to install the messenger nor do they have to compulsorily chat. Of course implementation of live chat depends on how mature the organization and how much can you invest in the sales force. For example a real estate firm may be able to handle it with just one operator while an e commerce firm may need to increase its work-force depending on the traffic. Also how long at least one operator is available to answer questions is also important; since the website is live 24X7; there is always a chance that you may get a query in non-official hours.
Main advantages of implementing a live chat…

A quick note on online ad serving

We are living in a world in which advertisements are uniquely customized for each of us. In the past, a marketer wasn't diving into all the nitty-gritties and optimization of ad campaigns; however with the advent of technology, a (online) marketer is equipped with a plethora of options in how to reach to a prospective customer. Ad servers play a pivoting role in this workflow.
Ad serving is essentially the method by which online advertisements are shown to a specific user at a specific time taking into account factors like target segment, and consumer behavior. Before understanding how an ad server works, we have to understand two sides of the ecosystem - supply side and demand side. By supply side, I mean publishers (like New York Times) who have good websites and willing to lend out ad locations in their web pages. Demand side represent those who want to advertise their offerings (For example McDonald's).
When the internet ecosystem was small; the workflow was simple with pu…

A bird's eye view of display advertising

What is Display Advertising?
Display Advertising is perhaps the oldest form of online advertising. Simply put, its nothing but the ads - banner ad, image based ads that you see often. Presently, it extends to other forms such as rich media. Thus unlike a text based ad, these improve both the attractiveness and interaction capabilities of an ad.First image based ad was from AT&T that appeared in Wired magazine website in 1994. Since then, online display advertising has grown a lot. Here is a good video from IAB on the evolution of display advertising.


If you are in the online advertising field, I am sure you would have come across at least once the lumascapes. If you look at the latest Display landscape lumascape, you can how evolved the ecosystem has become with hundreds of niche players and complex offerings. From a core display advertising vendor perspective (aka what you need to know if you are an SMB), is that there are essentially four or five platforms that you need to consid…

Three free tools to understand cookies and online privacy

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In the last post, we tried to understand about cookies and pixel tags. Today, let's see some of the free tools available that will help you understand who are tracking you and how each of the market players in the online advertising ecosystem get access to your basic details using cookies - Ghostery, WASP and Cookiepedia.
Ghostery It's one of the most used browser extension that helps an user about privacy. It detects web bugs installed in a website being visited. The beauty of the this extension is that it allows users to block individual bugs on the fly. An user can also re-enable those bugs. Ghostery is available for all major web browsers as extensions or plugins. For example, let's visit The Wall Street Journal . As per this extension, they have implemented around 50 trackers.



As you can see some are for advertising purposes, some for analytics and so on. Hence once you visit the website; a plethora of other players like Doubleclick, Chitka, Turn, Twitter Advertising,…

Building a vibrant online community for your business

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Online Community Manager is one of the latest and hottest job roles in the online marketing world since last couple of years. Going by the most common job descriptions, an online community manager is responsible for building and managing online communities of users, followers or prospects of a brand, product or firm.From an online marketing perspective, building an online community is of utmost importance from the following perspectives - Building Loyalty. Having a vibrant community of users is what any marketer/business will be eager to have. It shows loyalty, and in turn benefits a business from network effectsMarket Research. A vibrant online community can be considered literally a test bed. Research, surveys, prototypes all will have better reach if a business has vibrant community.Improving Engagement. Customer/Prospect engagement is the most suggested success mantra for any business. Social media and online channels have made that effort easier to achieve.Creating a Knowledge-bas…

Cookies and Pixel Tags - Foundation stones of Online Advertising

What are cookies? A search would give you hundreds of articles about cookies. If we look at the trend of cookies as the search keyword, we can see that the coverage has gained interest especially in the context of privacy issues.
A cookie is essentially a small piece of code or text file (depending on the browser that you use) that is created once you visit a website. This file helps to identify you and some information about you when you visit later the same website.Real life applications of cookies could be as simple as saving your login credentials to the whole gamut of online advertising. Here is a short video that crisply explains what a cookie is in the internet world.Usually the cookies won't have any significant data that will help one identify the personal details.


Here is a cheat-sheet about how you can see all the cookies stored in various browsers. Only Internet Explorer stores cookies in text file format. Other browsers like Firefox or Chrome stores in SQLite format. …

How to make your content fly? - Here are the two known-secrets you need to re-learn

As you might have thought while reading the headline - there are no unknown secrets to making your content fly.Put it in plain vanilla words - it needs to be what your reader will consider valuable. Here are the two such secrets that you should keep in mind while writing anything in your blog or website - Relevance and Share-ability. As I mentioned earlier in a post, a reader comes to your site to gain some value - whether it is knowledge or entertainment. Thus the content needs to be relevant for her. How do you ensure the content is relevant? Here are three questions that you can ask yourself -
1. Is your content focused for a specific group? It's quite natural that one expects the content of a blog post or website to be specific rather than generic - are you writing the content for a beginner or a professional? are your writing it for an engineer or a decision maker? are you writing it for a kid or a teenager? Thus keeping in mind your target reader's demographics is really…

Three critical factors that decide how successful your blog is?

For any blogger, the question - how successful is your blog is a tough one to answer. I believe there may more than 200 million blogs as of today.A quick look at the wordpress.com stats that it publishes indicate that close to 45 million new posts are created each month. In this context, making your blog successful is a tiresome job; Well, it may not be as much if you consider these three factors - Technology, Content and Consistency.
Technology This is by far the easiest factor one can take into account because of the fact that the usage has become very simple even for kids. However the catch here is to find out the critical must-dos to be covered in this. By technology, I mean aspects like the platform you use to host your blog, how much sophisticated you get to measure your performance and the likes. Platforms like wordpress with its huge ecosystem of contributors through plugins has made the part of technology the easiest and fastest aspect one can tackle. I would consider this as…

Three steps to consider before you start blogging

Getting started with blogging has become easier than anyone can even imagine. At one end, blogging can be at zero cost (of course keeping apart the intellectual effort ;)) or it could be a costlier effort (when you consider hosting, premium themes, plugins, writing resources and so on). As I mentioned earlier, creating a successful blog is a tough job and it depends essentially on three factors - technology, content and consistency. In this post, let us discuss further about the technology aspects - these are the three foundational steps that you do to have a head start.
Step 1 - Choosing the right blogging platform
There are plenty of platforms available for you to start blogging - blogspot, wordpress, tumblr on the free platform sides to wordpress.org and custom designed hosting on the other end. If you are inclined towards creating a website cum blog, we have platforms like weebly, wix and the likes apart from wordpress.org. Obviously thus two questions arise 1. Whether to go for a …