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Viden.io- My experience as Campus Ambassador
Manu Kamboj-IMT Ghaziabad Technology has played an important role in improving and expanding education worldwide. Website is one of the technological tools that enable the companies to share the educational data with the rest of the world with much clarity and faster pace. Online education is one of the biggest revolutions in contemporary education which facilitate students in gaining knowledge at any point of time. Viden.io is about creating, sharing and discovering knowledge with people around you. It is an interactive global knowledge repository, where knowledge is created, edited and managed by its community of users. The community include students, teachers, CEOs, bureaucrats; anyone with an area of expertise can publish their knowledge on the platform. Two months back from now, I got the opportunity to work on a live project with Viden.io. I played the role of Brand Manager and Sales Manager among my fellow colleagues and the work included managing and enhancing the presence of Viden.io platform in my institute i.e. IMT Ghaziabad. Some of the responsibilities that I performed during my tenure were User acquisition, Prospect management and Content generation. I, as a Campus ambassador had to promote the platform among my colleagues. This involved the search and analysis of platforms and other resources through which the promotion of the platform could be done. Also, reassurance need to be done whether the promotion and communication was effective in terms of spreading awareness about the platform. I was also required to keep a regular tab on those students who have performed exceptionally well academically or in various competitions. Regular interaction with these students was required as they were the major source of quality content generation for the platform. Also, it was equally important to retain these students for future content generation because it is always convenient to take out content from an already acquired user rather than acquiring a new user. With all these roles and responsibilities, the learning was immense. During the project, I developed my interpersonal skills that help me work under tight deadlines and limited resources. The work also gave me the understanding of several sales and marketing concepts. For example, I started giving incentives to the users who used to create and publish more than two contents per week. Some of the feedbacks that I got from the users of the platform: “It is really good to see that the work that I publish is helping people and benefiting them in their curriculum. Also it is helping me personally to complete my assignments by having a look at the work uploaded by others” - Yuvraj Bhatia, IMT Ghaziabad “Viden.io is a great platform. It helps me the share the knowledge that I gain in the classroom daily. Whenever I need to refer some online material, I now prefer using Viden.io” - Divyam Varshney, IMT Ghaziabad “The thing that I liked the most about the website is whenever I upload some of my work, it is being greeted. I can see my picture on the homepage of the website which gives me a feeling that I am a valuable content creator for the website. - Preet Inder Singh Kahlon, IMT Ghaziabad
Manu Kamboj
Why Digital Marketing is crucial ?
Ask the CMO of any top-tier company about their tips for reaching business goals, and a robust digital marketing strategy will undoubtedly be slotted as number one. Digital marketing is more affordable, flexible, and engaging than traditional marketing methods. Even top-performing small and mid-sized companies are finding better competition, improved best practices, and increased engagement through digital marketing. The digital marketing stream is not reserved for large corporations. Regardless of size, industry or geography, digital is a necessity for growth and business innovation today and beyond. Here are 13 reasons that marketers can use to defend their digital marketing case. 1. Digital Marketing Costs Less Traditional marketing campaigns, including print and television, are more costly because of pricey resources and the difficulty of tracking ROI. Digital marketing uses targeted research and analytics to quickly determine which approaches are working well and which aren’t worth the cost or resources. So, most digital marketing channels tend to be less costly from the start and prevent overspending on underperforming campaigns. 2. Small Businesses are More Competitive Digital marketing closes much of the gap between large, medium, and small companies because it avails each level with many of the same resources. While big companies with larger budgets will be able to spend more on paid ads and advanced software, digital marketing gives SMBs more opportunities to compete, improve brand awareness, and build an audience. 3. ROI Measures Program Results ROI asks the question, “What kind of results do my programs deliver?” While it’s not the easiest marketing measurement to calculate, the finished product is hugely valuable to measuring success. Single attribution (first touch/last touch) is the method of measurement used by nearly half of marketing teams. This method acknowledges the theory that it takes an average of seven touches to convert a cold lead to a sale, and puts the highest value on the first or last touch. When it comes to traditional marketing, it is much more difficult to measure the ROI of a print ad than it is to measure that of a digital ad, because the audience of a print ad is so much broader. With digital marketing, which can target specific audiences, it is easier to determine which ad led to which sale. Other methods of measuring ROI are attribution across multiple programs and people, test and control groups, and market mix modeling. 4. Online Market Share Clarifies Sales Figures Online market share is the percentage of total market sales a company accounts for. This figure is determined by dividing the company’s total sales by online sales and multiplying that number by 100. The benefit? Market share gives sales figures context, allowing the company to view their sales regarding market size. Companies see precisely how they measure up to the competition, which better informs business innovation. 5. Easier A/B Testing Hones Communications One of digital marketing’s best allowances is the ability for a company to experiment with almost every aspect of a marketing campaign. A/B testing the location of an email sign-up CTA, the color of a promotional banner, a subject line, etc., is much easier—and results are available much faster—on digital channels. With some diligence, simple changes can be tracked and used to target customers more effectively. For example, testing can be used to better engage a target audience, improve CTRs, help drive buyers through their journey and more. The results of A/B testing can be used to improve targeting of print ads as well. For example, if a company is targeting the same audience on Google as it is in a print magazine ad, the same language will be effective for both. 6. Mobile Marketing Increases Engagement Did you know many people don’t even own desktop computers anymore? Mobile marketingopens up a whole world of opportunities for increased engagement, from creating a more personalized user experience to reaching new users. According to Global Web Index, more than 80% of internet users own a smartphone, and 90% of the time spent on their smartphone is devoted to apps. Mobile marketing—from email and social ad design to SEO to branded apps—allows you to reach users in their most native environment. 7. Analytics Improve Business Models Measuring digital analytics helps companies make informed decisions about where to invest their resources, improving efficiency. Gathering numbers for traditional marketing channels is a manual process, while most digital platforms, including social media and marketing automation, have built-in analytics dashboards with all of the data automatically available. View reports on dashboards for easy visuals, and map the customer journey, measuring performance metrics at each step. 8. Digital Delivers Personalized Attention Tech-savvy marketplaces have led customers and buyers to expect individual, personalized attention. Click To Tweet Digital marketing eliminates the old “one size fits all” approach to marketing by giving companies better insight into segmentation. Using results from customer behavior tracking to personalize outreach creates the ideal customer experience. A better customer experience means increased trustworthiness and loyalty, more closed accounts, and a growing team of brand advocates. 9. Account-Based Marketing Closes Bigger B2B Accounts Digital channels and tools have enabled a new strategy, account-based marketing, which uses highly personalized messaging to communicate with individual prospect accounts as markets of one. Account-based marketing is extremely targeted, which results in a more efficient use of resources and more significant B2B accounts. 10. Marketing Automation Lets You Grow Bigger Than Ever Many simple, routine marketing tasks—including reporting—can be automated when they’re done digitally, by a robust marketing automation platform. This allows managers and marketing teams to focus on creating effective strategies and measuring meaningful analytics. These systems let marketing and sales teams focus on their expertise, and optimizing strategies, without wasting resources on smaller tasks. 11. Email Marketing Still Communicates Best A good digital marketing strategy should cater to the audience’s preferences. Most people, 72%, in fact, prefer to hear from brands via email, making a strong case for an engaging email marketing strategy. Email marketing puts targeted messaging right in front of customers and potential customers. When automated, trigger emails can even be sent automatically based on customer activity, further personalizing interactions. 12. Social Media Builds Trust A referral from a friend instantly makes a company seem more trustworthy to potential customers. Digital advertising leverages social media to make “likes” and other online reviews visible to friends of customers. Recommendations make a company stand out from the competition, automatically building trust. 13. SEO Puts Your Brand Where The Audience Can Find It Everyone uses Google. In fact, 81% of B2B purchase cycles begin with a web search. That may be why search engine optimization (SEO) has the best ROI of any digital marketing channel. For a company to be seen on Google, it must show up on the search engine’s first page. A solid SEOstrategy is used to improve a company’s Google ranking. Meet Business Goals with Digital Marketing The path to reaching business goals and finding success is through a strong digital marketing strategy. Better cost efficiency, more data to inform better decisions, and building on customer trust are just a few of the advantages to be gained from digital marketing. Start by investigating an email marketing solution. There are a lot of platforms available to help you get started very quickly. If you’re already doing email marketing, consider whether you’re ready to upgrade to a complete automation system. Originally by: Katrina Niemisto
How to create a super audience for your Ads
Building an audience is perhaps the most important aspect of growing a company. And yet, it’s also one of the most elusive. Turning digital advertisements into swaths of new customers is seen as a miracle, a magic trick. The phrase “growth hacking” is spoken in reverent tones as a sport for geniuses. The truth is that audience building will be a mystery until you pin it down by tracking and analyzing it. Instead of relying on risky tricks and luck, turn it into a science. In doing this, suddenly you’re able to predict and control long-term outcomes and do more of the things that work for your particular business. According to stats from the Delhi School of Internet Marketing, 80% of marketers agree that data has a positive effect on advertising campaigns. At the same time, 87% pinpoint data as the most underused asset in their companies. A data-driven testing strategy is the only way to accurately, purposefully grow ROI. It’s not so much growth hacking as growth crafting. Build your audience by setting precise goals, testing tactics, and spotting what pushes the needle. It sounds less exciting than “hacking,” but it actually enables you to be more aggressive and confident in your strategy. Here are five ways to build audiences for your ads safely and sustainably: 1. Build Empathy with Customer Personas If you can understand customers’ current habits, you’ll be better able to predict what will interest them next. Make these habits come to life by creating customer personas. A great persona is a transporting narrative. It brings readers into the mind of the customer by using first-person, detail-rich descriptions. Give your customers a name, a family, and a home. Watch them go about their day and pay attention to how they choose and react to the products they see. Pro tip: Use high-quality photos to make personas come to life even more, and three-dimensionalize the characters that comprise your audience segments. 2. Select Channels to Target Based on Those Personas Using your descriptive customer profile as a starting point, choose channels for your ads that your customer would encounter and engage with during the course of his or her day. Every channel requires a different strategy, so it’s important to select which channel you’re targeting before crafting your ads. Targeting a relevant channel is what fills your audience with the right kind of people—the people who are likely to become your loyal advocates. When you consider that 96% of B2C companies choose Facebook as their main social media platform and 93% of B2B companies choose LinkedIn, you can see how critical platform choicecan be for getting in front of the right people. 3. Leverage Platforms to Grow Audiences Further SEO tools allow you to examine your audience’s search habits and connect more directly with them. Use these tools to find out what interests your audience, and then let that knowledge power your advertising. Google Keyword Planner is a great example. Google’s massive store of data is at your fingertips—use it to discover precisely what your audience is looking for, and deliver it back to them in the form of meaningful keywords. Use Keyword Planner in conjunction with Google’s other audience-building tools (like AdWords and Google Analytics) to test and measure how keywords are performing with your chosen personas. When you pair this knowledge with the right channels, you’ll start carving the internet into your own personal showroom. 4. Build a Lookalike Audience A lookalike audience is a group of your existing, active customers who already love your product. This is a group you can test and examine—and use to attract more of those people who are likely to “get” you. Begin by identifying a list of ideal customers and input this list into Facebook to create a lookalike audience. Let the platform’s algorithm do its work to illuminate the crowds of people with the characteristics you need: the people you should be talking to with your ads. 5. Create a Super Audience Once you’ve mastered the science of creating lookalike audiences, you can level up by layering interests to create a super audience. You’ve proven that certain ideas work well for a particular group of people, so now you can hone in further by testing additional interests that might turn already hot leads into loyal advocates. For one Ladder client, we created a persona targeting people who loved using discounts. By targeting this persona, we built a list of 1,000 emails, fed it to Facebook, and created a lookalike audience of deal lovers. We then layered the “deal-loving” interest on top of that lookalike audience to build a super audience. It earned us record-breaking acquisition numbers. Once you’ve located an audience ripe for your ads, play with your lookalikes. Experiment with how specific the interests should be, test out a new ad on 5% or 10% of your audience, and see what happens. Building a data-driven customer acquisition strategy is not magic—it’s better. It allows you to know exactly how and why your audience-building actions are working. Every part of your strategy, from landing pages to welcome emails, can be fine-tuned for success. Originally by: Jon Brody