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The recent trends in the digital marketing space are of embracing modern needs without rejecting the traditional pampering of the customer. With Google and the internet acquiring a different platform in the community life, the consumer approach marketing strategies have to change accordingly. Visual images and customer-friendly strategies develop a trust in the larger audience. The efficiency of the companies to address the issues and the proficient kind of redressal system builds a faith amongst the customers. The digital strategy is actually a blueprint of how one is going to work on their business’s online existence.
There are different tactics that need to be employed to gain a larger audience. Setting of a kind of goal is the first objective to have efficient marketing campaigns. The aim must be very clear then accordingly one can work it out to the target audience. There is a particular age, class, gender-specific groups within the target audience. Hence the key channel to target also becomes clear. One can weed out the unnecessary expenditure and channel it out correctly. For instance, within social media marketing if one has to target a larger audience of say age group above 50, Snapchat may not be a good audience. Then facebook advertisement and sharing of the information via email or SMS becomes a stronger platform. The content plays a consequential role here. It is a driving force to the strategy we are using to boost the profit of the company. Dabur used #Beautiful and Brave ad to create an acceptance about the cancer patients recuperating from the disease bravely. Developing empathies in the consumer is one way to promote the commodity which the company sells. Pinpointing the need of the audience in the content in clear terms is also another way. If there are similar FAQ’s coming about a certain product or service, developing an email drip campaign educating the customers becomes the best channel to address the audience.
Here the Pay-per-click is an efficient strategy. The email drip or the SMS comes only when the audience registers to buy the commodity. But by aforementioned mechanism, the audience can be targeted in many platforms like- Google AdWords (Search & Display Network), Google Shopping, Bing Advertising, YouTube Advertising, Facebook Ads, Instagram Ads, Linkedin Ads, Twitter Ads, Remarketing/Retargeting (across search engines and social platforms). The different versions of the android apps can also promote the desirable commodity, for instance the calendar updates in the recent android act as a reminder to the consumer that the sale in Flipkart is about to start. The customer’s journey to inquire about the commodity also needs to be tracked to figure a more strategic plan of action. To create a market funnel to understand the leads is an important step to have a strong digital marketing campaign. Four factors hence should be kept in mind – awareness, interest, desire, and then action should be in ways in which the target ad has to work.
To gather information about the customer and their choices developing a statistics also helps to work accordingly for an efficient way of digital marketing campaigns. The campaigns should sensitize the audience about the need to take action. For instance the recent Gillette ad seeks to take into its consideration the toxic masculinity campaign, missing its mark and criticism for it diluting the choice of being with the beard has been taken away. It is actually promoting a beard phobia. Therefore there is a failure in the execution of the message they wanted to promote. These are few things which should be kept in mind, while we tend to advertise something. Therefore monitoring and measuring are some of the elements to be taken into consideration. Social responsibility of a company should try to hence figure what the customer demand from their commodity and why would they spend purchasing them.
On this week’s episode of Marketing O’Clock, Facebook Shops make their way to a business page near you, Twitter allows users to limit replies, and more.
Jess Budde, Greg Finn, and Christine “Shep” Zirnheld talk about the new Facebook feature that has small businesses thinking big and the digital marketing news of the week on the Marketing O’Clock podcast.
Introducing Facebook Shops
Businesses will have the ability to sell their products directly through the Facebook and Instagram platforms.
New Twitter conversation settings
Twitter is testing new features that allow users to limit replies to only their followers or only users who are mentioned in the original Tweet.
Shopify updates announced
Shopify announced a slew of updates this week including payment plan options, tipping, gift cards, a new POS design, and much more.
Google ends Gallery Ads beta
Google is phasing out the beta for the swipeable image carousel in search ads. Instead, they’ll be focusing on image extensions moving forward.
Carl Hendy delivers our take of the week, which we might want to save for the next time there is a Google core update.
Then we answer your digital market questions during our lightning round:
Who acquired Giphy for $400 million?
What is Google doing to find a replacement for third-party cookies?
When could you start to see backlogged Google My Business reviews?
Where can you find average frequency metrics on LinkedIn?
Why will recipe publishers love the new Search Console feature?
How can you get your YouTube ads to run on up and coming, niche channels?
If you enjoyed the show, head over to the Marketing O’Clock site to read today’s articles and subscribe!
Thank you to our sponsors!
Ahrefs – An all-in-one SEO toolset that gives you the tools you need to rank your website in Google and get tons of search traffic.
Opteo – Helps Google Ads managers automate time-consuming manual tasks so they can spend more time on high-level strategy and creative work.
Is it possible to stop PageRank from flowing to pages that don’t matter to focus it on the pages that do?
I saw a discussion on Facebook about manipulating website linking patterns to focus PageRank to important pages. The idea was that linking to “useless” pages is a waste of PageRank and a diminution of a website’s ranking power.
SEO 101 – Site Architecture
One of the most fundamental understandings about how to create a website is creating a meaningful site architecture. That means creating a menu and site structure that makes it easy for a site visitor to reach all the important pages of a website.
That’s newbie level SEO but it’s a goodie.
The strategy of stopping PageRank from flowing to “useless pages” is called PageRank Sculpting.
My understanding about PageRank sculpting is that this is something people were talking about in the SEO forums in the mid-2000’s and later popularized on the Moz website to the wider world.
In 2009 Google engineer Matt Cutts said that Google uses nofollowed links as part of the calculation of how much PageRank to send to other pages.
So if a page has ten links and one is nofollowed, the flow of PageRank to the nine normal links is as if there are ten links on the page, regardless if one of those links is nofollowed.
what that means is that there is no benefit to PageRank sculpting by using the nofollow link for that practice.
Cloaking Links Method
Another method to achieve the PageRank sculpting goal is to hide the links from Google. That means showing one page to Google and another page to users.
That’s called cloaking and it can and maybe not lead to problems. What makes cloaking bad, according Google’s Martin Splitt, is the underlying result of deceiving a site visitor who clicks through from Google.Under that definition then cloaking for PR sculpting isn’t spam.
But… My opinion is I would hesitate to roll the dice on the rankings of a well ranking site by splitting hairs about what a Googler said
Nobody can really say at what point they crossed the line until the line was crossed and the site is banned for crossing over it.
And of course there is always that one person who will pop up to say they did the same thing and got away with it.
I get it that it’s good to squeeze maximum performance from a site. But good site architecture, SEO 101, will get your players down the field and within scoring distance to the goal.
From there it’s up to your web pages to score the goal.
It’s not the job of the goalkeeper or the home page to score the goal.
It’s good to link to about us pages. It’s good to link to contact us page (if you have one).
It doesn’t matter if PageRank flows to those pages because it’s up to the individual web pages to rank. It’s not the responsibility of the home page to trickle down PageRank to make inner pages rank.
We used to be able to SEE how much PageRank flows from page to page with Google’s toolbar, so maybe it’s easier for someone like myself to visualize or conceptualize it? It basically just starts at the home page then steps down one point from link to link through the site (on the general scale shown to us by Google).
Except for inner pages that attain links.
The inner pages that attain links have higher PageRank than other pages.
But the idea of the home page being the mother of the all the web pages beneath it, with all the sub-pages sucking on it’s PageRank teat for PageRank nourishment is outdated.
Every web page that matters should attract links from outside the site and stand on its own two feet like a grown up who leaves their parents home and feeds themselves.
Every page that matters will feed itself and stand on its own.
The idea that every page is dependent on the home page for links is outdated.
It comes from the idea that links should point to the home page and trickle down to the inner pages. That doesn’t work anymore.
Worrying about how much PageRank flows to your contact page is like ripping out the back seats of your car in order to make it lighter and save five cents a mile on gas.
The whole idea about manipulating PageRank was settled eleven years ago in 2009.
What should sink in, what’s most important, is that Web pages that tend to attract links are the web pages that rank.
Worrying about how PageRank is flowing is a waste of time that could be better spend creating or promoting web pages.
Matt Cutts put a fork in the idea of manipulating PageRank in 2009. Nobody should be jumping up and down about the idea as if it’s something new in 2020.