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Showing posts from June, 2015

Zero Moment of Truth

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Recently, I started doing a MOOC in Coursera on Digital Analytics for Marketing Professionals: Marketing Analytics in Theory. The first topic of discussion was about Zero Moments of Truths. Hearing the team Moments of Truth sailed me back to the MBA classes on Services Marketing. I believe at that time, even the term - Zero Moment of Truth was not coined :) I thought of refreshing my memory on this topic.



Moment of Truth
So what is a moment of truth? It is nothing but an handshake between the customer and an organization in a manner that customer forms an opinion about the organization's service/product  offering. It can also be considered as the instance that gives and opportunity to the organization or customer to change the opinion of the service. An example I could think is - say you are entering the hotel reception after a long tiring journey and the staff  asks to wait in the lobby since the room is not yet ready; think what will be the perception formed especially if you h…

Social bookmarking as an online marketing tool

A little bit of history to start with!
We know, social bookmarking for personal use is an effective tool to bookmark, and get to know about high quality resources. The purpose behind starting such concept was itself knowledge sharing. But later it came under the attack of spamming :) and as a link building tool. As we discussed previously, thus the concepts like nofollow became more important.
With updates to search algorithms and social media becoming an important factor; social bookmarking are once again becoming an important tool to share resources and also to build traffic. While there could be two opposite schools of thought on whether social bookmarking helps in search engine results; it definitely add value to building traffic (for example you don't get any PageRank benefits for reddit backlinks since they follow nofollow policy)
Ok, now let's get into understand what is social bookmarking? Social bookmarking is nothing but bookmarking something you like and feel useful …

Creating a social media policy for organizations - a primer

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Social media usage is rampant.Most of us use at least one of the social media channels, be it Facebook, Twitter, LinkedIn etc. We use it during while at home, during office hours or even while traveling. We share updates about personal, official, social - you name it. From an organization's perspective, it is literally impossible to keep an eye on what's being share by its employees in social media channels. Thus it is important to develop guidelines for its employees on what to and how to share in social media channels. Of course it may sound completely against the rationale of social media - share freely anything you like; but it is important that the employee is sharing relevant, accurate and appropriate information in the channels. From an online marketing perspective, it is important that your employees are sharing consistent messages regarding your firm, they are having a professional conduct and so on.


One should be very careful in drafting the social media policies, si…

Understanding online ad networks

Ad networks are the first set that came into existence when the online advertising ecosystem started evolving. When the number of websites and high quality websites started increasing, it became difficult for both advertisers and publishing websites to optimally and individually take care of advertising contracts. Advertising Networks connected these two parties. The main function of an ad network is to aggregate ad space supply from publishers and sell/match it to advertisers' demands. The unique proposition of ad networks was to provide advertisers, a single platform to reach a large online audience with high targeting capabilities; at the same time having a low-cost inventory.
Most of the ad networks have a unique set of websites for each domain category they cater to (Eg: Real estate, fashion, small business, B2B segments etc.). Even with the advent of ad networks, significant amount of the transactions used to be personal in nature involving a sales team.Examples of ad netwo…