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Pushkarraj Mehta

Top 10 Digital Marketing Trends for 2021

Top 10 Digital Marketing Trends for 2021 in India, Post Covid – 19/ Corona Virus world

The new normal life in 2021. There are new Strains of the COVID 19 virus and the vaccines are ready to be given to the masses. Life has been far from normal and we’re here discussing the trends of 2021. While the Corona Virus Pandemic has caused a major change in the digital transformation for all businesses – Competition has also increased and algorithms have gotten smarter. 

Data privacy is on the rise and customers are now realizing they’ve been living is what seems like an episode of “Black Mirror’ – shout out to the guys behind it. If you haven’t watched the show – Please do – NOW!

Food for thought: While having a website and a Facebook/ Instagram page is all you needed to survive, today you need a strategy for each platform. Successful businesses need to be relevant to their audiences across all the digital touch-points. After all, Digital Darwinism is an unforgiving reality.

If you don’t adapt, you’ll surely go extinc………t.

1. Data Privacy  

Apple and Facebook are at WAR. Facebook has stumped itself with the Whatsapp privacy laws to give way to Signal. Performance marketers will tell you about the drop in lookalike audience and drop in the purchases from IoS as Apple privacy laws protect you and facebook’s algorithm wants your data to show you relevant ads. A little too relevant. *Cough BIG BROTHER Cough*
One thing is absolutely certain customers are finally realizing that if a service is available to them for free, they are the product or commodity.

Super glad to see the rise of the search engine Duck Duck Go (Search engine that does not record any data) & Ecosia (They plant a tree for every search)

2. Instagram  (Your new website)

Instagram has disrupted the e-commerce space let alone be a platform for content. It’s meteoric rise has already seen it pass one billion users, an impressive achievement. It is one of the most rapidly growing social media platforms. Most of its audience is especially under 30. Facebook has become the platform for an older demographic.

Influencers recently raised concerns with Instagram recently decided to remove the likes – however for any marketer, the measurable metric should be engagement through shares or comments and or affiliate links that in turn show purchase/ brand lift. While it could lead to an uptick in content quality, many users may drift away from the platform in search of vanity metrics on YouTube and Ticktock.

With Instagram opening doors for shopping to small businesses and Reels getting the shop now feature, Instagram is the place to be for targeting the youth and selling a lot of product.

3. Regional Languages 

Something that India desperately needed and has finally kicked in with all the AI ML advancement. You do a quick google search today, and Skynet happily translates your search query into the language of the state. For Eg. In Maharashtra suggests/ translates the same query in Marathi, in Delhi – Hindi, and so on.

What this means is that Regional SEO is here and the first mover’s advantage is up for the taking.  In a country that has so many languages and dialects, the algorithms have their work cut out for them – but I guess, we’re going vocal for local. 🙂

More power to embracing our mother tongue and reducing the dependency on English.

4. Video (Was and Always will remain KEY to telling your Brand Story)

If your business isn’t already using video marketing, you should get on board this year before you go extinct. In a post corona world where human interaction is going to drop tremendously, text and images don’t stand a chance against video with the growing ADD in customers, especially when it comes to trying to sell products and services online.

Humans are watching more video than ever before, using smartphones to watch and share videos about everything, learning more about brands, and what they have to offer. Think about these stats from ImpactBND:

  • 70% of consumers have shared a brand’s video.
  • 52% of consumers claim that watching product videos makes them more confident and guides their online purchasing decisions.
  • 72% of businesses believe video content has improved their conversion rates.

Live streaming as annoying as it is becoming now, is a powerful method of digital marketing when combined with influencer marketing. Whether it’s the new generation of social media influencers or traditional sources, such as celebrities, athletes, and musicians, having a live stream with an influencer who is interacting directly with comments is a huge draw for an audience.

Twitch has over 15 million daily active users, most of whom tune in just to watch live streaming videos from influencers like Ninja. Arguably the world’s most popular gaming influencer, Ninja, recently signed an exclusive deal with Mixer, which was a power play by the Microsoft-company in recognition of the expected value of live video streaming in the year ahead. Tick tock has surpassed Facebook in the most downloaded app. If this is not proof of video taking over …….. 

5. Good Content Still Matters (and Now Context Matters More!)

Content always was and will remain KING. A content strategy is at the heart of any marketing strategy. Google in 2016 announced micro-moments and mapped customers on different stages of their journey developing a deeper, more sophisticated understanding of online content, and so, marketers must think carefully about their target market and how they can tailor content more precisely in 2020.

BERT was the big update, released on Google in November 2019 which uses intent as a ranking factor, but the major update pushed out on May 17, 2020 due to the corona virus has started impacted some sites more than others. Advice from Google is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.”

Make no mistake. Content marketing is going nowhere.

That being said, Google is getting smarter, and so are algorithms on social media platforms. Remember the last Facebook video you liked and how all of a sudden your newsfeed showed all video in the same genre, category?
Your brand has the power to tell stories and have real conversations and get instant feedback. Original and honest content will breakout from the rest this year. 

5. AI – ML (Artificial Intelligence and Machine Learning) 

These are not buzzwords anymore as much as they are a reality. Smart algorithms are now a part of our everyday life. We have blockchain technologies at the foundation of new business models and the rise of cryptocurrency that is build on AI – ML. Your smart speaker and smartwatch are learning your behavior every day to provide the best customer experience. Sleep tracking, water intake, heart rate monitor, smart homes all these products and services are designed to predict your behavior. Next time you’re confused about what to watch on Netflix and you finally click on a thumbnail – know this, you’ve been served 3/4 options of the same show with a different creative. The very reason you clicked this creative and played that movie/ show will now be stored and analyzed on Netflix’s database to show you similar covers that you are more likely to click on in the future

7. AR/ VR and Interactive Content Will Become Mainstream

Interactive content is anything that people can click on, swipe, or interact with online.  With the lockdowns and WFH protocols, AR and VR will be the driving forces for experiencing brands.

More companies will experiment with interactive content types, such as:

  • Quizzes and polls
  • Augmented reality Videos
  • 360-degree videos

These formats leverage cutting-edge marketing technology, such as augmented reality and video content, to offer people a more immersive, engaging experience. With limitations on travel and human contact and the 5G revolution setting in – AR – VR will definitely be game-changers in this space.

8. Voice

Thanks to Siri, Google, Alexa, and a host of other ‘smart’ devices voice search or communication is continuing to rise. The real lesson for us is that people like to talk and that is a preferred way of interacting. And now, machines are finally catching up to the way people want to search, shop and discover new things.

However, this presents some interesting challenges. This for once changes the SEO logic of keywords. Conducting a voice search, for example, is very different from typing a query, particularly in the results. When a person performs a text-based search, the screen displays the results one page at a time. But when someone asks a device to conduct a search and the device replies verbally, it may only give a few choices at most, and frequently supplies just one choice.

Adopting a voice search strategy isn’t just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.

Marketers targeting voice search users should remember to write in a conversational tone, using keywords that people will speak rather than type. Doing this will help you get the coveted position zero or featured snippets on Google.

9. Chatbots (Will Dominate Customer Service)

Chatbots will evolve with the investments in AI and morph into your virtual “concierge” to get your users to the closest touchpoint where human intervention is needed. Humans are getting used to chatbots and chatbots are learning about humans – its a budding relationship and expect this relationship to only get stronger as we deep dive into data,  marketing funnels, and conversions. With 24-hour support, no cost of salaries and instant responses to customer queries, no need for breaks, vacations, or overtime pay. Facebook pages are helping educate the customers and contact forms have further evolved into chat bots. Chat bots are here to stay.

10. SEO 

We saved the best for last. As a passionate SEO, and everything that’s happening with Google, the rise of regional languages, voice search – SEO or Search Engine Optimization is will be key in unlocking success for brands online. While data privacy is a battle for Google, there are other search engines promising a better tomorrow. Whether is content from blogs or Content from youtube,  SEO will evolve into a discipline that product teams, content teams, UI UX teams, and performance teams will need to integrate with. Regional SEO and logic building will be the driving force for Tier 2 and Tier 3 in India with the JIO revolution and we can only be glad to see the industry grow. While Ads have taken over most of page1 of google, competition and better search engines will force google to relook this strategy.

Setting Up The Instagram Shop /Instagram Store in India in 2021

How to set up the Instagram Store in India in 2020

How to set up the Instagram Store in India in 2021

Instagram Store in India 2021 is the talk of the town. But before we learn how to set up the Instagram store in India / enable Instagram shopping (Ability to tag products in your organic feed) we need to better understand the digital user and their shopping behavior. Let’s deep dive into what Instagram is, what Instagram shopping enables you to do, why you need a solid presence on Instagram, and how to best use all the tools available on the platform to help your brand stay on top of their game while increasing sales.

Why Your Online Business in India Needs Instagram Shop

We’re in 2021, there are 500 million daily active users on Instagram, 80% of these users follow at least one brand, Reels lets you tag products for shopping and your business has still not activated Instagram Shopping? Don’t worry, Talking to Bots’ got your back.

So how do you use Instagram to boost your business?

Ecommerce brands have not been shy to Instagram marketing. Growing your Instagram page and promoting through Instagram is where your money’s at. Instagram Shop is the cherry on top with its immersive shopping experience. It allows you to integrate your product catalog with your Instagram profiles and lets users explore your best products through your organic posts and stories or even have people discover your products in ‘Search & Explore’. Instagram through its Instagram Shop feature, is now a one-stop-shop for your audience to understand your brand through your organic posts and stories, while simultaneously learning about your products without leaving the app. At Talking to Bots, we believe in staying at the top of our game so that your business succeeds, and with the Instagram Shop, we see your business making it to the top.

So how do you build your business online? 

When someone taps a ‘product tag’ on your post or a ‘product sticker’ in your story, they’ll be taken to a product description page where they will see:

  • An image of the product from your post
  • A description of the product
  • How much the product costs
  • A link that takes them directly to your website, where they can purchase the product

The opportunities are endless – more than 130 million users click on a shopping post at least once per month. So, here’s how to set up the Instagram Store in India.

7 easy steps on How to set up Instagram shopping in India in 2021:

 

Turn on Instagram Shopping in the Instagram App

This feature is currently available to approved businesses in these markets.

Before you begin

  • Your account must be approved for Instagram Shopping to feature products in posts and stories.
  • Make sure you have the latest version of the Instagram app.
  • You should already have completed set up for shopping on Instagram before you can enable it from your Instagram App.

Turn on Instagram Shopping in the Instagram App

To enable the ability to feature products from the Instagram App:

  1. Go to your profile and tap 
  2. Tap Settings
  3. Tap Business.
  4. Tap Shopping. Note: The option to tap Shopping is only available to accounts that have been approved for Instagram Shopping.
  5. Tap Continue
  6. Select a product catalog to connect to your professional account.
  7. Tap Done.

Once you’ve signed up for Instagram Shopping, you are ready to post your product catalog through your posts and stories – and there you go, you’re making sales! Promoting through Instagram could not get any easier.

For Instagram posts, upload your photo or video and tap the items you wish to tag. You can tag five products per post. With more than 500 million users watching Instagram Stories every day, Instagram Shopping also allows you to tag one product per story.

Why do we care?

 

Talking to Bots sees Instagram Shop as the next best step for your business. Let us tell you why.

Instagram is turning into an e-commerce powerhouse – from big brands to small local businesses, everyone is on Instagram to promote their products and services. Instagram Shop just gives you that extra boost for your brand accessibility. As we said, e-v-e-r-y-o-n-e is on Instagram. So how do you cut away from all the noise? Instagram Shop makes it easier for users to scroll through your products instead of going back and forth. The user learns about your product through your organic post or story. Have we convinced you that you must set up Instagram Shop? If not, there’s more to what your online business is missing out on. 

Another benefit that Instagram Shop has to offer is that it completely lets you steer away from “link in bio.” Yes, you heard that right – no more “link in bio” for your products, no more affected conversion rates. The Instagram Shop feature allows you to integrate your content with your store. As Instagram explains, “Once a business has a product catalog connected to their account, tagging a product is as simple as tagging a person in a post.”

 

Instagram Shop also allows you to target your audience better and much more efficiently. By tagging your product in a post, your post will be added to Instagram’s Shopping Explore tab. This allows you to have more Instagram engagement which is personalized to your target market based on the user’s interests and past engagements. 

 

Instagram’s idea behind this feature was to continue “efforts to strengthen relationships between people and the brands they love, by creating more opportunities—and simpler ways—to discover and explore products on Instagram.” And that has exactly been our experience with Bombay Shirt Company, who with the help of Talking to Bots set up Instagram Shop in order to boost their marketing sales. 

If you’re a brand or a start-up, a local business, or an industry giant, we at Talking to Bots believe every business has the chance to succeed and boost sales with the right tricks up their sleeves. If you are looking to take your business to the next level with the wonders of Instagram Shop, drop us an email or fill this simple contact form out.

Enjoyed reading our post on – How to set up the Instagram Store in India? Share this article and help spread the word  (:

Google & Google Products are Down today

Google and Google Products are Down (December 14, 2020)

Work is at a standstill again as Google servers are shut down. This includes all of Google Apps and Product including Gmail, Drive, Google Meet, Google Analytics,  including Google.com.

Yes, is true. SKYNET has been hacked that’s our theory anyway.

The Twitter universe joins in

Design Thinking: All you need to know in 2020

What is Design Thinking?

Design Thinking Definition

Design thinking refers to the cognitive, strategic and practical processes by which design concepts (proposals for new products, buildings, machines, etc.) are developed. Many of the key concepts and aspects of design thinking have been identified through studies, across different design domains, of design cognition and design activity in both laboratory and natural contexts. – Wikipedia

Design thinking has a human-centered core. It encourages organizations to focus on the people they’re creating for, which leads to better products, services, and internal processes. When you sit down to create a solution for a business need, the first question should always be what’s the human need behind it?. – IDEO

Design Thinking Phases

Phase 1: Empathise

Empathy provides the critical starting point for Design Thinking. The first stage of the process is spent getting to know the user and understanding their wants, needs and objectives. This means observing and engaging with people in order to understand them on a psychological and emotional level. During this phase, the designer seeks to set aside their assumptions and gather real insights about the user. Learn all about key empathy-building methods here.

Phase 2: Define

The second stage in the Design Thinking process is dedicated to defining the problem. You’ll gather all of your findings from the empathise phase and start to make sense of them: what difficulties and barriers are your users coming up against? What patterns do you observe? What is the big user problem that your team needs to solve? By the end of the define phase, you will have a clear problem statement. The key here is to frame the problem in a user-centered way; rather than saying “We need to…”, frame it in terms of your user: “Retirees in the Bay area need…”

Once you’ve formulated the problem into words, you can start to come up with solutions and ideas — which brings us onto stage three.

Phase 3: Ideate

With a solid understanding of your users and a clear problem statement in mind, it’s time to start working on potential solutions. The third phase in the Design Thinking process is where the creativity happens, and it’s crucial to point out that the ideation stage is a judgement-free zone! Designers will hold ideation sessions in order to come up with as many new angles and ideas as possible. There are many different types of ideation technique that designers might use, from brainstorming and mindmapping to bodystorming (roleplay scenarios) and provocation — an extreme lateral-thinking technique that gets the designer to challenge established beliefs and explore new options and alternatives. Towards the end of the ideation phase, you’ll narrow it down to a few ideas with which to move forward. You can learn about all the most important ideation techniques here.

Phase 4: Prototype

The fourth step in the Design Thinking process is all about experimentation and turning ideas into tangible products. A prototype is basically a scaled-down version of the product which incorporates the potential solutions identified in the previous stages. This step is key in putting each solution to the test and highlighting any constraints and flaws. Throughout the prototype stage, the proposed solutions may be accepted, improved, redesigned or rejected depending on how they fare in prototype form. You can read all about the prototyping stage of Design Thinking in this in-depth guide.

Phase 5: Test

After prototyping comes user testing, but it’s important to note that this is rarely the end of the Design Thinking process. In reality, the results of the testing phase will often lead you back to a previous step, providing the insights you need to redefine the original problem statement or to come up with new ideas you hadn’t thought of before. Learn all about user testing in this guide.

Tim Brown in 2009 says the design profession is preoccupied with creating nifty, fashionable objects — even as pressing questions like clean water access show it has a bigger role to play. He calls for a shift to local, collaborative, participatory “design thinking.”

Here’s his TED Talk

Design Thinking in India

There are some really good design thinking companies in India and I personally had the good fortune of consulting with them. DY Works is a design thinking agency Mumbai that I consulted with, in 2019. Fun fact (I did their SEO and if you google design thinking agencies in Mumbai – they’re still first) Here is a link to that Case Study which won GOLD at the Kamikaze business summit for best use of SEO in a Campaign.

The big 4 have also started setting up shop with the wave of design thinking in India.

Here’s a Google Trends Graph that maps Design thinking on a worldwide scale and in India. An interesting observation here is that back in 2004, India was talking about Design Thinking. we’re picking up the pace again here with the latest buzzword, but yeah, been there. …. …
Design Thinking Trends Worldwide Design Thinking Trends India
The image on the left shows worldwide data and the image on the right shows data from Indian searches. 
*Interest over time
Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means that there was not enough data for this term.

Best UI UX Design Company in Mumbai

Best UI UX Design Company in Mumbai

best UI UX Design Company in Mumbai

We might not be the best UI UX Design Company in Mumbai but we sure as hell strive hard to be the best UI UX Design Company in Mumbai that you delivers business solutions for your brand or website. We place the customer first and your business a close second to ensure while your customers love the digital experience you make some money as well. 🙂

Finding the best UI UX Design Company in Mumbai

How do you find the best UI UX Design Companies in Mumbai? What should you look for? Let’s understand this better

What is UI/ UX?

Simply put UI = User Interface & UX = User Experience.
UI is what customers see on their screens on your website or app.
UX is how the customer navigates/ uses your website or app.

To educate a customer or to help him/ her complete an action on your website/ app – you need to ensure that the customer engages with the page, doesn’t feel restricted by the user journey you want him/ her to take while ensuring you communicate your brand message and guide the user to complete an action i.e sign up for your newsletter, purchase a product, share your content, leave the website/ app with the intention of coming back.

What should a UI UX Company/ Agency do?

The UX (User experience design) ensures a product/ service makes sense to the user by creating a path that logically flows from one step to the next without the user dropping off. The UI (User interface design) ensures that each page visually communicates that path with cues that guide the user to take the desired journey while ensuring the user feels in control of his/ her journey.

Why Talking To Bots (TTB) is the best UI UX Design Company in Mumbai and why you should partner with us

At TTB, We are obsessed with hacking with the philosophies that are set by the very platforms we craft solutions for. We study algorithms and how they work, we decode search patterns & user journeys to better understand the customers. We study analytics and heat maps to better understand drop-offs and hindrances that stop the users to complete their journey. We then apply human-centric design that empowers the user to navigate seamlessly across the website/ app and helps complete the user journey from any page that they start their journey from. We ensure the experience is immersive and engaging. We deep dive into the elements present on each page, the visual cues that make the experience on-site a visual treat while ensuring the user feels they are in control of their journey while we are subconsciously guiding them to complete the desired action.

We find the perfect balance of UI and UX and make beautiful websites that rank on page 1 of google. Here’s a link to our case studies

Our UX Process

Research, Strategy and Content:
Competitor analysis
Customer analysis and user research
Product structure and strategy
User personas
Content development
Google Analytics Research
Heat Map reports
Consumer search patterns and trends

Wireframing and prototyping:
Wireframing
Prototyping
A/B Testing and Iterations
Development planning

Execution and analytics:
Integration with UI designer(s)
Integration with developer(s)
Defining and Tracking goals
Integration into development
Analysis and iteration

Our UI Process

To understand the look and feel of the product:
Customer analysis
Design research
Branding and graphic development
User guides and storylines

Responsiveness and interactivity:
UI prototyping
Interactivity and animation
Adaptation to all device screen sizes
Implementation and integration with code

Execution and analytics:
Ideating with developer(s)
Integration with developer(s)
Tracking and testing user movement
Integration into development

Art, Copy and Code mingle together with mutual respect to help you rank on google, engage the user and funnel them in to make them your customers. We create immersive and intuitive experiences for the user that help you achieve your business goal. We also show up for best UI UX Design Companies in Mumbai and from a landing page experience, we’ve got your attention 🙂

While UI/UX are the new buzzwords in the industry, we have always kept the Customer Journey or Customer Experience at the heart of our process. UI UX has to eventually help achieve 2 parts, give users the information they are looking for, which in turn will help them convert them into customers.

How Google creates human-first mobile experiences

Human first mobile expereinces

How Google creates Human first mobile experiences

Google has started this really cool series called The Update.
In this episode, Natalie Zmuda, global executive editor of Think with Google, talks to Marvin Chow, VP of consumer apps marketing at Google, about how brands can put their customers first and deliver great mobile experiences. They talk about how Google balances data with empathy to deliver relevant, helpful experiences across channels.

A really interesting video for Brand marketing, product marketing, design thinkers and web development and design agencies.

The 3 main pillars according to Google for human first mobile experiences are:

  1. Be human
  2. Be resourceful
  3. Be in it for the long run

We’ve embedded the video as well. Enjoy!

Google mobile first indexing 2020

Google Mobile First Indexing 2020 >> What Google crawls & How to rank successfully on page 1

Google’s John Mueller explains What is mobile Indexing and How to Ace it.

How does Google Mobile-first indexing work in 2020?

Google recently rolled out mobile-first indexing for all websites and also mentioned it was a big algorithm update where it would influence your rankings on google. What this really means is the google bots will first crawl the mobile version of the website and test/ verify if it works and renders properly. It will crawl all your links and code for the meta bit also the touch ports and rendering on the mobile screen. Once it passes this test, it will be considered in for indexing. Data and metrics from the mobile experience will have more dominance in the algorithm and user behavior, while ranking websites on google.

At the Webmaster talk, John Mueller shared a couple of key insights and how businesses need to adapt to Google’s mobile-first indexing. The foundation, simplified answer to what you need to do for Google mobile first indexing in 2020:

  1. Keep your mobile/desktop rendering simple.
  2. If the content doesn’t load on the mobile version of the site, it’s not going to get indexed.

John answers a lot of questions in the talk and here’s what he said for questions on how google treats mobile first indexing in 2020

“With regards to the different versions on different pages, the thing to keep in mind is with mobile first indexing, we will be indexing the mobile version of the page.
So if the mobile version of your page does not use normal URLs for navigation, then we will have trouble indexing your mobile site because we won’t be able to access those non-URLs to get to your content.
So if the whole navigation on the mobile site is really purely JavaScript-based, you’re swapping out different layers on a page, it stays on the same URL, there are no actual links on this page, then we would probably have a lot of trouble being able to crawl and index that site.
And probably we would not shift that site to mobile first indexing at the moment. But at some point we’re going to make the decision and say well, we need to shift everyone over.
And that will mean we’ll shift your site over as well, even if it’s not ready yet for mobile first indexing.
And if really all of the content on your mobile site is not accessible through normal URLs, then we will drop that from the index.

So that content won’t be shown in the search results at all.

And with mobile first indexing it doesn’t mean that it’ll be dropped for mobile users. It’ll be dropped for desktop users as well.
So if that content is not accessible on mobile, we will not be able to index it.”

The solution, The approach to Google Mobile Indexing 2020:

“So it gets really complicated.
My recommendation for this kind of situation is to try to simplify things as much as possible for your website.
And instead of having three different variations of the same page, find a way that you can use some kind of responsive design so that you either just have two versions, maybe kind of like desktop/mobile combined and the AMP version.
Or maybe there is even a way to move to a pure AMP framework where you essentially use AMP for the whole website.
Because AMP is a responsive web framework, so you could theoretically do that for a lot of things as well.”

Google mobile first indexing 2020 >> Our 2 cents:

It makes complete sense. Google has always put the user first. If over  80% of the traffic is accounted by smartphones, the websites will need to load and function seamlessly on smartphones. I’m not saying desktop is dead – but think about it, why would Google rank a great desktop site that doesn’t render/open on mobile when the audience is on mobile devices.

Now throw in another core algorithm the google released recently, called BERT, that places a lot of importance on user intent coupled with the bounce rate/ drop off analytics data and you understand why mobile indexing is so very important.

What is extremely clear is that mobile-first index is going to be harsh for sites that do not adequately test the mobile versions of their websites or ensure that all their URLs get indexed and picked up by the Google bots.

You need to get the mobile site done correctly to ensure you rank on google now.

Finally, designers will have to stop designing desktop first sites and then adapting to half-decent mobile designs. And instead, start to actually design mobile-first sites.

Here’s the complete talk.

If you need help with your business or brand or want to ensure you’re using best practices to rank on page of google or just need a website SEO site audit report , drop us an email and we’ll get back to you  🙂

Google any 3 random numbers + ‘new cases’

What happens when you type any 3 numbers + ‘new cases’ on google

As a Search Engine Optimization consultant and someone that’s obsessed with Data and the workings of google algorithm, I was testing the knowledge graph for the total number of new cases when the recommended searches pointed me to a random number. I decided to explore this and started adding random numbers to the search query with new cases. Each SERP had a Covid-19/ Corona Virus result with that many cases.

Q: What happens when you Type any 3 numbers + ‘new cases’ in google search?
A: You’ll see only articles that are Coronavirus-related articles. Really, we manually tested this with one hundred searches. 

Q: What happens when you Type any 4 numbers + ‘new cases’ in google search?
A: You’ll again, only see articles that are Coronavirus-related articles. We manually tested this with a hundred searches. 

The accuracy for results is way higher for 3 digit numbers as compared to 4 digit numbers + new cases. Almost every 3 digital number + new cases search holds true to this result page. For 4 digit numbers, its at 80%. Whatever the variance, its really interesting that Google’s knowledge graph is doing this and there are news articles to support it – globally.

 

Conspiracy theory, Statistical accuracy, or detailed news reporting – we’ll leave up to you. Tell us what you think in the comments. 🙂

Decoding 75,000 Youtube Campaigns

Youtube ads 2020 >> Look beyond Demographics

This is more decoding what google wants as compared to what is working. 

Google recently published an article asking marketers to look beyond the demographic factors to target and segment your audience where they analysed 75,000 campaigns to check if this worked.

The thought:
The better you understand your audience — knowing that someone is planning a family vacation, in-market for a new mobile phone, developing a passion for extreme sports, looking to eat more plant-based food — the better you can establish whether they might be interested in your product or brand. And if you’re speaking to the right customers, you’d expect your marketing to be more effective.

Here’ s what they found.

Analyzing two years of campaign marketing data

To find out if our instincts were correct, we looked at two years of aggregated and anonymized performance data for 75,000 global YouTube campaigns using Google Brand Lift, which measures how much a video ad affected metrics like brand awareness, ad recall, and consideration. We did this for campaigns across 10 industry verticals — including automotive, retail, and travel.1

Some of those YouTube campaigns used only basic demographics to reach potential customers. For example, perhaps a campaign was aimed at reaching women between ages 25 and 34. Others used a feature available on YouTube called Advanced Audiences.

Advanced Audiences allows marketers to reach people based on things like their interests — whether the videos they watch on YouTube suggest they’re a foodie, a travel buff, or a beauty maven, for example. We call these prebuilt groups affinity audiences. Marketers are also able to create their own groups of audiences based on detailed interests tailored to their brands. Rather than just reaching foodies, a nondairy milk brand might want to reach vegan foodies. We call those custom affinity audiences. With Advanced Audiences, brands can also reach people who are actively researching certain products or services. We call those in-market audiences.

First, we worked out what the benchmark lift was for each metric in each of the industry verticals. For example, on average how much of a lift in brand awareness did the technology campaigns in our sample see?

Then, to understand the effectiveness of using more than just basic marketing demographic data to reach people, we isolated those campaigns that used Advanced Audiences to see what sort of a lift in marketing metrics they had compared to their industry average.

Lessons from 75,000 YouTube campaigns

So what did Google find? The marketing data supported our hypothesis. A richer understanding of the audience you’re trying to reach makes for much more effective marketing campaigns.

Across every industry vertical, campaigns that used Advanced Audiences saw a lift in various marketing objectives. Finance campaigns that used in-market audiences saw a 1.5X lift in consideration, while retail campaigns saw a 1.4X lift in purchase intent. Telecommunications campaigns that used affinity audiences saw a 1.3X lift in ad recall, and food and beverage campaigns that used custom affinity audiences saw a 2X lift in awareness.

Youtube ads Brand lift

Table shows increase in sales lift in 10 marketing industry verticals by marketing objective and audience type. Example: food & beverage custom affinity audiences saw 2X lift in awareness, while telecom affinity audiences saw 1.3X lift in ad recall.

Some of the audiences that saw the biggest lift in marketing objectives across industries seemed pretty obvious. For technology campaigns, people who were already in-market for a computer had a high lift in purchase intent. No surprises there.

Others were more unexpected. For telecommunications campaigns, outdoor enthusiasts and fashionistas were among the affinity audiences with the biggest lift in ad recall. A telecommunications marketer wanting to raise awareness for a new mobile plan might not have thought these people would be especially interested in their offering, missing out on a key communication opportunity with potential customers.

Going beyond marketing demographics

It’s important to keep in mind that these findings are not causal and do not guarantee future campaign performance. But they still offer interesting lessons that marketers can act on immediately.

The first is obvious: Stop relying on marketing demographics alone. With the technologies and tools available today, it’s possible to have a much deeper understanding of your customers and to use those insights to make sure you’re reaching the right people. If you’re launching a YouTube campaign to promote a new fashion line, rather than trying to guess who might be interested based on broad categories, like age and gender, use an existing affinity group like fashionistas.

Your customer base is probably a lot more multifaceted than you might have expected.

The second lesson is that your customer base is probably a lot more multifaceted than you might expect. Who would have thought that an outdoor enthusiast would be particularly receptive to a telecommunications ad? So before you launch a new campaign, try pretesting your creative with groups of audiences you might not have otherwise considered.

And finally, once you’ve mastered the first two lessons, consider customizing even further. For example, if you’re launching a new range of low-sugar snacks on YouTube, create a custom affinity group that goes even more granular than the prebuilt ones and personalize the video creative to this audience.

From this analysis, it is clear that people are far more multidimensional than we, as marketers, have historically given them credit for. It’s time that our advertising campaigns caught up.

TLDR (Too Long Didn’t Read)

  1. The Youtube algorithm is probably the smartest algorithm out there and if used right, can help you reach the right audience.
  2. AI (Artificial Intelligence) and ML (Machine Learning) need data. The more you test, the better the results.
  3. Start broad to not miss out on a psychographic audience set and narrow the audience down to based on sentiment and engagement metrics.
  4. Account for multi-screens and multiple touchpoints to communicate your brand story.
  5. The online audience is ever-changing and might not might into the traditional way of segmenting based on demographic factors.
  6. Target, test, learn and optimize.

If you need help setting up your next campaign or want to partner with us, drop us an email and we’ll get in touch. 🙂

Hacking the LinkedIn Algorithm 2020

Understanding the Linkedin algorithm - pushkarraj mehta

How to hack the LinkedIn Algorithm in 2020

LinkedIn is the most-used social media platform amongst Fortune 500 companies.
A statistic from LinkedIn’s Marketing Solutions Blog that should definitely peak your interest.

According to SimilarWeb, LinkedIn received over 1 billion visits in May 2020.
With an average time on site more than 7:30 mins and an average of 6.93 pages per visit,

I cannot stress enough on the growth trajectory Linkeind is on and this serves as proof that LinkedIn is the place to go to reach your ideal customers and clients.

Let’s take a Step Back. If we really understand how the platform works, we can better understand the algorithm. Start with the why and everything makes sense.
I always like to look at the company’s vision, values, and “why” statement to get a better understanding of their actual workings:

The LinkedIn Algorithm >> How LinkedIn makes decisions:

The values of LinkedIn as mentioned on their website are listed below:

Members first: Without our members, there’s no LinkedIn. Everything we do, we do for them.
Inspire excellence: No challenge is too big. We keep learning, iterating, and improving.
Relationships matter: We’re in the business of building relationships. This includes our workplace.
Take intelligent risks: One of the secrets to LinkedIn’s success. Not every risk works out – but some do.
Be open, honest, and constructive: We strive to communicate clearly and share helpful feedback.
Act like an owner: We make every decision, big or small, with care.

By nature, Linkedin in a social media platform that encourages conversations and prides itself on connecting professionals to better work together and grow their careers/ business.

The LinkedIn Algorithm >> How does LinkedIn make money?

LinkedIn currently has 2 revenue streams. 1. Premium accounts and 2. Ad Manager.

LinkedIn reported revenues of $7.9Billion in the last 12 months.

With over 690+ Million users in over 200 countries,
186M+ from North America, 157M+ from Europe, 185M+ From Asia Pacific, 101M+ from Latin America, 59M+ From the Middle East and Africa

1. Premium Accounts: A user will only pay for a premium account only if there are profiles to be viewed. Profiles will be viewed if the users update their profiles

A total of 39% of LinkedIn users pay for LinkedIn Premium, which has four very useful offerings.

  • Career: ₹1,400.00* / month
  • Business: ₹1,900.00* / month
  • Sales: ₹3,900.00* / month
  • Hiring: ₹5,000.00* /month

*Prices when billed annually

Linkedin premium pricing india

2. Ads: 80% of B2B leads are attributed to Linkedin when compared to all social media channels. Ads on LinkedIn can only be shown to users that are scrolling the app and engage with the ads being served to them either in the feed or their inbox. Quality of ads and their relevance is something LinkedIn has taken very seriously.

Linkedin advertising is super expensive only because of the highly targeted campaigns they offer. Any performance marketeer will talk highly about the targeting and reach of LinkedIn but, will hesitate to add it in the media mix as it will eat up all his/her budget.

The operating majority (of users) or Free users on the platform, around 60% need to be incentivized for using the platform and increase the time and engagement on-site for their followers so that advertisers and premium users can use the services, thereby making sure LinkedIn earns money.

The most important factor for LinkedIn then should be and is the USERS/ Content creators on its platform.

So, what is LinkedIn really selling?

Just like Google, Facebook, Instagram, and every other platform/ market place, YOU are their commodity, you are their product and you drive their sales and revenues. Self-branding is a thing, yes it exists.

So, What’s in it for the FREE User? Why would users willingly want to be exposed to ads? what’s the hook?

The LinkedIn Algorithm >> What it looks like

Linkedin algorithm explained - visual representation - pushkarraj mehta

The LinkedIn Algorithm >> Where do you find content?

The primary driver of users wanting to be on LinkedIn is the shared sense of contributing to the community, exchanging ideas, and better self-branding to communicate your views and insights to the business circles you are or want to be present in.

LinkedIn has evolved into a place where users get information for free and can exchange ideas, build connections with like-minded humans, and reach the right audience: i.e. colleagues, marketing managers, HR managers, or Business owners.

There are 5 main pillars that drive LinkedIn content, add value to the free users which ensure the entire model runs smoothly:

  1. Messages (Inbox)
  2. Newsfeed used for entertainment and staying up to date
  3. Learning from Publishing, information exchange
  4. Groups and Hashtags
  5. Jobs and Opportunities to find businesses

Once we get a grasp on this, the logic behind the algorithm makes sense. This is exactly why LinkedIn lets users post all kinds of content thereby keeping users engaged on the platform for longer.

The LinkedIn Algorithm >> The Secret

If you’re still here, you’ve probably figured it out.

If the number of users signing up and sharing content (ideas and insights) and in private messages goes up, the higher the chances of people paying for premium accounts. The longer you keep users on the platform, the more ads LinkedIn serves its users and the more money it makes.

It’s in LinkedIn’s best interest to show users content that keep them on the app and make them use the platform as much as possible. You become a positive contributor to LinkedIn’s revenue. So how does LinkedIn ensure the quality of content while incentivizing you and ensures the content quality is maintained…

There are 2 main barriers/ filters/ checkpoints to cross the threshold and break out as organic viral content.

  1. Relative content that engages.
  2. Get passed the LinkedIn wall.

The LinkedIn algorithm understands data. What that means to a user is, how relevant your content to the people following you/ engaging with you. What is the percent of engagement and time spent on your post? Once your content is approved by the niche you are in, it then has the potential to reach more audiences.

If you just post something every day and it has no engagement, you’re never going to reach a large set of audiences/ go viral.


LinkedIn needs to ensure that the content in the newsfeed is rich and makes the user come back to the website. A simple and effective way to get passed the LinkedIn wall, is to ask questions or ask people to tag others that would find this piece of content useful. Increase your chances by using a hashtag and you suddenly have a high probability to have a great organic reach.

The LinkedIn Algorithm >> Practical Execution: What to do to increase your reach organically

1. Be Relevant

If content is KING, relevance is the kingdom. To make yourself or your business seen, you’ve got to engage more, post more, share more, and comment more. Think about why would people follow you? What is your edge and what do you want to be known for. Use relevant hashtags (not more than 5) to leverage your content to reach the right audience.

Tag others who are within your industry and more likely to share your content and engage in the conversation.

While text is great, remember the rule book for the algorithm – more time engaging with your post. Posts with images get twice as many comments as text posts, and videos are five times more likely to get comments. Video is the going to be the driver of the majority of the content across all channels. Linkedin has even started Live streams. If this isnt prrof enough – we dont know what is.

2. Go niche versus broad

This tip comes straight from LinkedIn. “We know from our data that members are more interested in going deep on topics they’re interested in,” explains Davies. “Consistently we see better conversation around niche ideas.”

The algorithm is set to first identify niche content based on your profile and interests. It learns and optimizes with every post and interaction. Produce content that adds value to your audience and come back to your page/ profile to learn something, every time you reveal an insight.

This can apply to your entire content strategy, all the way down to the hashtags you use.

3. Encourage engagement

The LinkedIn algorithm rewards *drum roll* engagement — especially posts that inspire conversations. The best way to start a conversation is with a question. Ask your audience to share their opinions or insights with you. Posting the right questions positions your brand as a thought leader and provides an opportunity to learn more about your audience’s interests. This also creates for a content strategy where you can create content on what your followers want to know more of.

Share videos

What else drives engagement? Well, when Mark Zuckerberg said Video is the future, he knew what was up. Videos are the best way to engage any kind of audience. LinkedIn videos do incredibly well in this current algorithm. We’ll let you decide if selfie mode or landscape if your choice of shooting but – we feel that vertical videos do much better.

Rich Media > Text

Use high-quality images to grab your user’s attention. Image posts have 5X the reach as compared to a regular text-based post.

Get a few Comments in the first 40 minutes

Fresh Meat, We mean Fresh content has the highest probability to go viral. Set a process to get 5-10 comments in the first 40 minutes of your post going live. The LinkedIn algorithm really loves comments. And if you can manage to get human’s tagged in the comments, even better.

4. Optimize with LinkedIn Analytics

LinkedIn Analytics lets you play around and better understand which posts are performing better than others. Check the time you posted the content piece or used a specific call-to-action/ hashtag, was it a link to site or about a certain trending topic.