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Digital Marketing Trends

While SEO helps in generating long term growth of your digital brand, paid media helps achieve quick growth - Google Ads, Display Ads, PPC and others help super charge awareness of your brand. However, as the name indicates, these are ‘paid media’ and depend on the budget / ad spend

We increasingly observe that in addition to SEO, SEM, and paid media, the channels of engaging with the customer have expanded - from the website to mobile, to chats, messages, notifications, and many other avenues. Multi-channel marketing was the need of the hour a few years ago. This is evolving into omnichannel marketing. Multi-channel marketing relied on specific marketing strategies and plans per channel, while omnichannel marketing, converges data from various channels - both online and offline, and automates marketing plans across channels. i.e. a consumer is browsing a product online on a company’s website, saves it to the cart, and moves on. Later that week, the consumer goes to the brand’s retail shop to buy a variety of products. A notification alerting the consumer of a sale in the store for the specific type of product he/she had saved in the cart earlier that week, offering her/him additional information to solidify the purchase decision is an example of omnichannel marketing. This is useful both for the marketer and the consumer, as the message for the consumer is hyper-relevant. It helps with the better engagement of the consumer with the brand.

This is further facilitated by obtaining preference data or zero-party data from consumers. Consumers are asked a variety of simple questions about their preferences. If the consumers provide responses, then they expect that the data will be worked on to their benefit. With increasing regulation on consumer privacy and the type of cookie data that can be gathered, preference data helps with providing relevant and useful information for consumers when they need it and further strengthens the bond between the consumer and the brand.