The importance of Below the Line (BTL) activities in any rural marketing effort can never be underestimated. The need for focused communication aimed at specific target audiences, with varying traditions, cultures, languages and dialects.The traditional belief is that mass media does not reach everyone in rural India. Today, the rural market is a vast area with around 895 million people in over 664,000 villages. It is estimated that this population will increase by 1.7% by 2022. All BTL activities are aimed at generating word of mouth publicity for the product or service being promoted among the target audience, in a specific geographical location using specially developed communication packages. I would include any non-media activity or roadshow which takes the route of either one on one or group communication using different delivery mechanisms. For expensive consumer durables or services, where promotional efforts have to build in the ‘touch & feel’ or demonstration aspects,...

It doesn’t matter if you run a small local shop or a big national company. Social media is more than just a trend. It is an essential piece of your business marketing strategy. But by itself, social media is not enough to drive business growth. Social platforms can help you connect with your customers, increase awareness about your brand, and boost your leads and sales. But you need to start with an always on mindset and a solid content marketing strategy. Here are six things you can try out yourself to realise that social media is a wise business move. 1. Get Attention and Build Awareness If people don’t know about your business, they can’t become your customers. Social media boosts your visibility among potential customers, letting you reach a wide audience by using a large amount of time and effort. And it’s free to create a business profile on all the major...

Experiential marketing is a surefire way to build brand awareness and brand affinity, boost brand recognition, attract new customers, and have current customers come back for more. It is the perfect catalyst for word-of-mouth since people love sharing their positive customer experiences.It is defined as live events where audiences interact with products or brand face-to-face. Experiential marketing works. In addition to helping brands differentiate themselves in a crowded market, experiential marketing is a marketing tactic which aligns precisely with what consumers today desire: experiences. Data has revealed that consumers are 4x more likely to invest in experiences and that the value attributed to an ‘experience purchase’ increases over time. Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", or "special events" is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Engagement...

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses emails to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships and keeping customers engaged between purchases through different types of marketing emails.    Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it could be considered a form of email marketing. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, and more.    The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a string of numbers and letters, but it...

Today’s generation is more active on Social Media than in the "Real World". People usually spend most of their days interacting with others online, be it regarding their work, or during their leisure time, the world has completely shifted to the online society. As a result, traditional marketing techniques which were used earlier are slowly taking a back seat. Businesses need to cope up with this situation, brainstorm new ideas and are required to come up with new innovative techniques to market their services online. This has given birth to one of the most popular forms of new age marketing i.e. Social Media Marketing.  Social media has changed the way we function as a society, including the way we connect with one another. As soon as platforms like Facebook, Twitter, and Instagram took off, businesses also took notice. They began to use these sites to further their interests through social media...

How Video Marketing works?  If a photo’s worth a thousand words, then how much more valuable should a video be? Video marketing refers to the use of video to market or promote your brand or offering on digital channels. In simple terms, when you use video to market your brand, product or service, engage on social media channels, educate your target audience or customers, and interact with them, you’re said to be using video marketing. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events and deliver viral content.  Video marketing: The Numbers  76% of the businesses which use video marketing believe that it results in good ROI.  93% of businesses believe that it increases user understanding of their product or service.  72% of businesses believe that it has improved the conversion rate of their website. ● Email subject lines that include the...

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It is the process of taking steps to help a website or piece of content rank higher on Google. It is used by businesses and individuals to maximize the visibility of their websites and content, to boost traffic and grow the business.  The key difference between SEO and paid advertising is that SEO involves “organic” ranking, which means you don’t pay to be in that position. To make it a bit simpler, search engine optimization involves taking a piece of online content and optimizing it so search engines like Google show it towards the top of the page when someone searches for something. For example you wrote an article about Digital Marketing, now when someone searches "Digital Marketing article" on Google, you want them to...

Every marketer knows that Brand management is important, but not everyone agrees on the reasons. That’s because the strength of your brand is dependent on customer perception, and influencing how you’re perceived by a market is extremely complicated. To build a brand that customers choose over competitors, you need to start with a clearly defined brand vision, organizational self-reflection, and company-wide discipline.  What is Brand management?  In marketing terms, brand management is a series of techniques used to increase the perceived value of a product or service. Effective brand management builds loyal customers through positive brand association and has a positive effect on your bottom line. Additionally, strategic brand management can help companies improve brand recognition, boost revenue, and achieve long-term business goals. Brand management encompasses more than just the aesthetics of a brand. It involves management of an organization’s brand identity, or “all elements that a company creates to portray the...

Traditional marketing is becoming less and less effective nowadays and as a forward-thinking marketeer, you might wonder if there is a better way. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.  Instead of pitching your products or services you are providing truly relevant and useful content to your prospects and customers to help them solve their issues. The key word here is “valuable.” It’s what changes this definition. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out and if people want to consume it, rather than avoid it.    An annual research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations in...

Instagram is a popular social media platform that serves as a medium for brands, especially nowadays, to express themselves to potential customers. Owing to the popularity of instagram (1.074 billion users), brands have set up pages to promote themselves and their products to the large audience on social media. With the right marketing strategy, brands can establish themselves, get engagements, promote their services, and increase sales using instagram. Keeping this in mind, Instagram has also launched a variety of features on its platform to help brands bring more engagements. And one such feature is Instagram Stories.  Stories were launched in 2016, and now more than 500 million instagrammers use stories daily. It is one of Instagram’s most popular features and has attracted many brands to exploit it. "Small businesses should leverage Instagram Stories to market their products and services, getting their messages to followers that otherwise might not see regular Instagram...