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Identifying Consumer Intent: Sentiment Analysis and NLP in Social Media | Analytics Insight, 06 sep 2020
eCRM: Everything You Need To Know! | Digital Market News, 06 sep 2020
Centre finalising guidelines for companies, brand ambassadors to prevent misleading ads | The Hindu, 06 sep 2020
Marketing in the Age of Resistance | Harvard Business Review, 04 sep 2020
The Elements of Branding and Why They Matter | Influencive, 04 sep 2020
8 Habits You Should Have for Quality Content Marketing | Content Marketing Institute, 03 sep 2020
The Conversational Style Of Marketing: Engaging, Empathetic And Attentive | Forbes, 03 sep 2020
Advertising for Cavemen: Exploring the Psychology of PPC Ad Copy | Search Engine Journal, 31 aug 2020
Why Digital Transformation Always Needs To Start With Customers First | Forbes, 30 aug 2020
10 Ways to Get Global PR Exposure | Entrepreneur, 12 aug 2020
Mohammad Anas Wahaj | 31 aug 2020
COVID-19 has brought about new challenges for brands and businesses. Changing consumer behavior, excessive use of social media, prevalence of fake news, fast spread of public opinion through internet etc has exacerbated the problems that businesses are facing. The large amount of content that is generated at this time is filled with mixed emotions - happiness, anger, fear, and disgust. Anubhav Mishra, professor of marketing at the Indian Institute of Management Ranchi, provides a solution for brands to follow to manoeuver through the current marketing challenges - a simple LAC Model - that stands for Listen, Act, and Communicate. He explains - (1) LISTEN: 'Social media listening is the first step, which most of the brands regularly do as part of their digital marketing strategy. Brands collect information and do a sentiment analysis to understand the emotions hidden in those tweets or Facebook posts. Sentiment analysis reflects what consumers are feeling about that brand. A careful filtering of the information should reveal consumer's expectations and challenges from the brand.' (2) ACT: 'The next step is to act on the information collected in the listening process...Brands should find innovative ways to act on the information to ease the pains of consumers.' (3) COMMUNICATE: 'A critical aspect of communication is to gather free media and support from consumers...A firm must resist the temptation to chest thumping which can severely backfire. Many people are dying globally and there is a general atmosphere of fear and mistrust...Consumers are showing signs of distrust and skepticism toward any communication. In such scenario, content must be created to show feelings of concerns towards the severe spread. Brands should reflect that they care for their consumers in these testing times.' Read on...
Mohammad Anas Wahaj | 25 aug 2020
Timing, as in most things in business and elsewhere, is the key to get the most effective and valuable outcome. Public relations for organizations and brands is no different in this regard. When and how much PR is needed requires diligent research and assessment. To avoid costly PR mistakes, April White, founder of Trust Relations, suggests ways to evaluate PR-readiness of a brand. She emphasises that both clients and PR professionals should assess the PR requirement for optimum results. She says, 'A brand is PR-ready when it has a great product, service or story to tell - and assets to support them.' Following are the 10 tips - (1) Professional website providing sufficient information is a must for credibility. (2) Clear brand positioning with defined mission statement, core values, SWOT analysis, competitive landscape etc. (3) Identified target audience to achieve business and marketing goals. (4) Expertise or thought leadership of executives running the company and their credibility to provide industry commentary and insight. (5) Professionally designed packaging to match with the stories brand wants to tell. (6) Supportive research about the product or service like market data, white paper on industry topic, survey regarding demand etc. (7) Dedicated and trained spokesperson to handle queries and interviews. (8) A client representative with the capacity to effectively manage a PR team and be a communication link. (9) Relevant and compelling content in the form of professional images, videos etc to share with the media. (10) Brand's ability to scale to meet the demand after the PR efforts are done for long-term value. Read on...
Mohammad Anas Wahaj | 25 jun 2020
User-Generated Content (UGC) is getting more prominence for charity marketing and communications in the COVID-19 pandemic turbulence. Charities are struggling with funds and resources and have substantially reduced marketing and advertising spends. UGC helps charities in creating content to promote their brand, do fundraising, and advertise their accomplishments. Content created by those who were directly supported by charities is more authentic and relatable. When users share their stories they connect better with potential supporters. Following are the ways UGC benefits charities - (1) Marketing budgets are shrinking and UGC can provide a practical, cost-effective solution amid cuts, through users becoming charities' ambassadors online through videos, blogs, podcasts and social media posts. Hiring marketing agency is costly and current social distancing norms are restricting professionals to do location filming. The National Council for Voluntary Organisations (NVCO) has estimated that UK charities lost around £4 billion in the first three months of the COVID-19 crisis. According to COVID-19 Marketing Report by Influencer MarketingHub, more than 2/3 (69%) of brands expect they will reduce their advertising spend in 2020 due to COVID-19. 3/4 say they are posting less on their social media accounts as budgets shrink. (2) Charity's frontline staff, beneficiaries and volunteers are able to enhance their digital skills during lockdown. Charities are certainly keen to empower their workforce to support users in creating content. The 2020 Charity Digital Skills Report found that half of charities would welcome guidance on helping their staff adjust to change and stay motivated and productive amid the pandemic. (3) UGC is more authentic and relatable. Last year's Stackla survey found that the public believes UGC is 2.4 times more authentic compared to brand created content. However, too often the power of UGC is not being realised by marketers. The survey showed that marketers are 2.1 times more likely to believe that brand created content is more authentic compared to UGC. Read on...
How and why User-Generated Content is changing charity marketing
Author: Joe Lepper
Mohammad Anas Wahaj | 20 apr 2020
Fake news at the time of crisis like the current COVID-19 pandemic is a double whammy that further adds to confusion and creates panic. Propagation of false and misleading information through social media and other tech platforms has multiplied. It not only exploits the emotional vulnerability of common public but also impedes and hinders the efforts to collectively and scientifically fight the pandemic and minimize its socio-ecomic effects. But an evergrowing group of Indian scientists have come together to create 'Indian Scientists' Response to COVID-19 (ISRC)' that is working to fight false information. It is a pan-India voluntary effort with more than 400 scientists across more than twenty scientific and research institutes in the country. It counts among its volunteers astrophysicists, animal behaviourists, computer scientists, mathematicians, engineers, chemists, biologist, doctors, social scientists and others. The purpose of the group includes analysing all available data and support national, state and local governments for evidence-based action, in addition to verifying and communicating information. There are sub-groups working on - mathematical modelling of disease spread and transmission, outreach and communication in simple terms for the public and media, translating basic resources in local languages, developing hardware solutions and apps. Aniket Sule, a science communicator with the Homi Bhabha Centre for Science Education in Mumbai, says, 'Since science communication is my area of interest, I volunteered to be a part of this effort. In this crisis, everyone has a role and each person can contribute by doing what they know best.' R. Ramanujam, a theoretical computer science professor at the Institute of Mathematical Sciences (IMSc) in Chennai, says, 'While people in the medical and healthcare community are doing their work, we thought, what about others like us, what can we do?' Rahul Siddharthan, a computational biologist at the IMSc, says, 'How an individual gets infected is definitely a biology problem, but what we are looking at is how an infection spreads in society, and we are dealing with large numbers of people. Physicists have a lot of experience in dealing with dynamical systems modelling, differential equations, and computer/data scientists can analyse the data that is available. It has to be an interdisciplinary approach and we need people to be talking and on the same platform.' T. V. Venkateshwaran, senior scientist at Vigyan Prasar, says, 'In a situation like this it's important to do two things, one is communicating to people that they need to be alert, not alarmed...The other thing is falling for wrongly circulated remedies and rumours. We need to counter all the misinformation going around so people feel at ease.' The group is putting together links, videos and articles in Indian languages and also working on translating others. Anindita Bhadra, an animal behaviourist and associate professor at IISER Kolkata, says, 'I am not an expert in virology or epidemiology or modelling, but I am interested in science communication so I thought I should help with that as well as translation. You need people who can transmit all this to the public.' Read on...
World Economic Forum:
How 300 Indian scientists are fighting fake news about COVID-19
Author: Bhavya Dore
Mohammad Anas Wahaj | 29 mar 2020
Global COVID-19 crisis has made content marketing vital for lead generation as all events and roundtables have been cancelled. According to the CMO Council's latest report 'Making Content Marketing Convert', only 21% of marketers are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs, and most view their content marketing process as ad hoc, decentralised, and driven by internal stakeholder, rather than customer, interests. CMO Council's another report 'Better Lead Yield in the Content Marketing Field', highlighted the critical need for marketing organisations to bring more discipline and strategic thinking to content specification, delivery, and analytics. Donovan Neale-May, executive director of CMO Council, says, 'Marketers must act quickly and decisively to increase the impact, scope, reach and return of their content marketing investments in 2020.' The report said good content is vital in the selection of vendors, and peer-powered organizations are the most trusted and valued sources of online content - 67% of respondents named research and whitepapers from professional organisations among the most trusted content sources. The report recommends the following top 10 essentials for effective authority leadership-driven content marketing - (1) Partner with credible and trusted sources. (2) Produce relevant and compelling strategic insights. (3) Add customer-contributed views and validation. (4) Present authoritative, newsworthy and enriched content. (5) Engage qualified, verified and predisposed audiences. (6) Target the whole influencer, specifier and buyer ecosystem. (7) Embrace multi-channel distribution, promotion + syndication. (8) Authenticate content consumption and buyer engagement. (9) Ensure lead legitimacy and compliance. (10) Cultivate, activate and convert prospect flow. Read on...
Mohammad Anas Wahaj | 26 sep 2019
Utilizing technology to connect with audience & customers is effective and efficient. But, bringing the human element with personalization & customization, and engaging with them to build long-term relationships is even better. Best organizations often try to do that. Gabe Cooper, tech entrepreneur and nonprofit consultant, have suggestions for nonprofit organizations to build personalized communication strategies and making full use of automation technologies available. He says, 'When it comes to marketing software, in particular, nonprofits have long tried to make square pegs fit in round holes, getting locked into software and marketing practices that are fundamentally designed for for-profit marketing or that are based on legacy fundraising practices. This has resulted in mass marketing efforts that make your donors feel like 'sales opportunities' rather than crucial stakeholders in your cause.' Fundraising is an important activity for nonprofits and considering that they lack resources, it becomes even more crucial to be done right. He says, 'In our modern world, impersonal fundraising is a wet blanket on generosity, and that's a problem when you consider that nearly three-quarters of people who give a single gift never give again. They simply don't feel appreciated. That's where personalization through marketing automation comes in. Personalization allows each and every donor feel as though you're talking directly to them...Great personalization provides every donor with the right message at the right time based on their individual passions, capacity and relationship to your organization. Personalization, in this way, creates extreme loyalty.' He advocates a 3 point approach to apply personalization in nonprofit fundraising efforts - Know; Automate; Amplify. (1) KNOW: Gather as much information about your donors as is possible. (2) AUTOMATE: Use marketing automation software to send tailored messages - at the right time - based on what you know about each donor. (3) AMPLIFY: Use data analytics to understand what the right 'ask' should be. He also provides other ways to personalize marketing efforts: Keep the new donor campaigns running to engage them, and make them repeat donors; Use persona segmentation and apply the personalized content to connect with them; Utilize personalization technology/marketing automation that is designed specifically fo nonprofits. Mr. Cooper concludes, 'Taking a more personalized approach to your nonprofit fundraising efforts can result in more donor engagement, higher average gifts, big increases in donor loyalty, and most importantly, you donors will feel that they're part of your cause.' Read on...
Personalization Is the Engine That Drives Today's Givers
Author: Gabe Cooper
Mohammad Anas Wahaj | 24 sep 2019
Jeff Bradford, PR expert and President & CEO of Bradford Group, suggests that now it is imperative to think about business-to-business (B2B) marketing strategy the same way as thinking about building relationships. He says, 'We expect to gain something from our friendships or relationships. Potential customers have the same expectations. You need to prove your value. Tactics like targeted media exposure contributed content, influencer relations, social media, speaking engagements and website downloads invite potential customers into your company story as friends versus onlookers. A strategic B2B marketing approach builds a relationship with the customer by providing valuable, relevant and consistent content.' He provides 3 ways to build lasting customer relationships - (1) Get Social: According to GlobalWebIndex's latest report on social media trends 2019, more than one in three internet users revealed that they go to social networks when trying to find out more information about a brand, company or product; Share recent company news, media coverage and industry articles to keep a steady stream of content; Add CSR initiatives, videos and behind-the-scenes photos to enable deeper customer exploration of brand; Aim to win customer engagement and share content that encourages dialogue; Implement gated content. (2) Tell Your Story: Have a compelling story to reveal to potential customers, just as in new friendships; Each piece of content should invite customer to the brand; Highlight CSR efforts on social media and website; Welcome new faces to your brand by proving you have a clear vision and showing how they can be a part of it; Make sure to honor customer's time by using your social media, website and media exposure to explain how you can help solve your customer's problem, not simply sell your services. (3) Renew And Recycle: Extend value of content by updating and resharing to reach wider audience; Repurposing a blog post into a series of social media posts linking back to the blog, a YouTube video, an infographic or a pitch for a bylined article; Strike a balance between quantity and quality of content; Existing content can be a foundation to build more content. With all this done right will make marketing to businesses simple, making them brand friends and customers for life. Read on...
Mohammad Anas Wahaj | 19 jul 2019
Good content is essential for every content marketing strategy. But, getting requisite return on investment (ROI) defines it's business success. Steven van Vessum, co-founder & VP of Community at ContentKing, suggests ways to maximize the chances of success of content marketng strategy - (1) Best Content Is Not Equal To Most Successful Content: Be selective and start small; Assess competitor's weaknesses and know your strengths and leverage that; Put together a content promotion strategy that works for you. (2) Create Multi-Purpose Content: As lot of research and resources are used to create content, leverage it to create other types of content to get better ROI; An evergreen content piece can be partically repurposed as a conference talk, a support article, a podcast topic or a guest post. (3) Creating the Best Content Is Not That Hard, It's Just Hard Work: Focus on creating content that provides most value to the visitors and fulfils their search intent; Create a content piece that makes you think not to give it for free. (4) Core Content Is the Key to ROI: Core content is content that your target audience is interested in, and that's close to your products and/or services. Helps in transition to soft sale; Create core content, and build related content around that. (5) Control & Protect Your Investment: Social media and content platforms are easy to use and have large audience reach but they provide limited control. Moreover, they may shut down or modify their terms of service as per their convenience; External platforms often don't support adding Call-To-Action boxes or newsletter signup forms. This results in questionable or reduced ROI; Better option is to publish a summary or introduction on these platforms and link it back to the detailed or full content on your own website. Read on...
Search Engine Journal:
Content Marketing: The 5 Most Important Things You Need to Know
Author: Steven van Vessum
Mohammad Anas Wahaj | 26 nov 2018
In today's businesses, digital is one of the critical component that defines their growth and success. With digital and related analytics, organizations can easily track and create insights to better understand consumer behavior for their benefits. Gabriel Shaoolian, founder of DesignRush, provides valuable statistics in marketing, website design and branding for efficient online strategy and subsequent online success - (1) By 2021, mobile e-commerce will account for 54% of all online sales. (2) 38% of users will stop interacting with a website if the layout is unattractive. (3) Long landing pages generate up to 220% more leads than above-the-fold calls to action. (4) Color improves brand recognition by up to 80%. (5) Consistent brand presentation across all platforms increases revenue by up to 23%. (6) 64% of consumers say that shared values help them create a trusted relationship with a brand. (7) Content marketing efforts receive three times the leads per dollar spent than paid search receives. (8) 64% of consumers make a purchase after viewing a branded social video. (9) Facebook Ad revenue in the US will surpass total print ad spending by 2019. (10) Email has a median return on investment of 122%. Moreover, he suggests the following key points to be noted for digital strategy - Create an easy-to-use website that works on all platforms and devices; Design a memorable brand identity that communicates well with consumers; Maintain an honest and transparent relationship with customers; Invest in content marketing and social media advertisements; Test video marketing campaigns to engage users; Don't forget about the power of email marketing. Read on...
Mohammad Anas Wahaj | 29 oct 2018
Voters have to apply different standards to political advertising and take them with a pinch of salt. According to Prof. Jonathan Rose, Dept. of Political Studies at Queen's University (Canada), says, 'Political ads aren't subject to the same rules as other kinds of advertising. The Advertising Standards Council is a the professional regulatory body that regulates truth in advertising so I cannot say a nonfactual claim in an ad...But that truth-in-advertising doesn't apply at all to political advertising, so, literally, there's no method of enforcing truth-in-advertising.' Even though there can be limits on spending by political parties and by third parties, but it is hard to enforce the limit on online campaigns as the message can be spread for little to no expense and with virtually no oversight. Prof. Rose says, 'A lot of advertising is priming...priming is putting an item high on the public agenda by way of reinforcing a message...Priming is putting the ballot question in the minds of voters.' There are other tricks that third parties can utilize, for example portraying them as amateurish and create a perception of being a grassroots movement but in reality has been backed by big money. He advises people to be aware of political advertising in any form and be critical and do research about the accuracy of the content. He also suggests, 'At least use the ads to have a conversation with family and friends about the claims they're hearing. If you use an advertisement as a sort of a talking point to thinking about these issues then that’s at least better than accepting them without question.' Read on...
Mohammad Anas Wahaj | 30 aug 2018
It's critical for the marketers to understand the collective habits of the customers of a particular segment they want to sell. Engineers are one such segment that B2B marketers have to deal with while pursuing their campaigns. Patrick D. Mahoney, President and CEO of IEEE GlobalSpec, explains the IEEE GlobalSpec's '2018 Pulse of Engineering Survey - The Changing Work Environment for Engineers Today' and how industrial marketers can utilize the insights to formulate their marketing strategy. The survey of 2236 engineers and professionals was designed to gather measurable and actionable insight on what they think about their industries and work environments. The survey also includes exclusive analysis on two key segments of the engineering workforce: millennials and technical professionals in the electronics industry. Highlights from the research - PRESSURES: 55% of engineers say the pace of engineering is increasing; 53% are required to do more with less; 40% say that pressure to meet deadlines is putting product quality/rework at risk; Majority also say that designs are becoming more sophisticated and that design cycles are shrinking, while time-to-market pressures are increasing; 44% of companies have increased design involvement from external partners and vendors. MILLENNIALS: Marked differences between mindset of younger engineers vs veterans regarding information. Millennials are information hungry. Concerning information access, 24% of surveyed millennials say they are more likely to use video for educational purposes compared to a much smaller 14% of veteran engineers; While the majority (53%) of all engineers are willing to register on a website for access to specific documents, only 44% of millennials indicated such willingness; Younger engineers tend to believe all content should be free and openly accessible (52%). Read on...
A Look Into the Mind of the Engineer: For B2B Marketers
Author: Patrick D. Mahoney
Mohammad Anas Wahaj | 28 aug 2018
Nonprofits have to take the cue from their for-profit counterparts for successful implementation of marketing and technology oriented strategy implementations. Content marketing is now a mature field both in B2B and B2C aspects of business. Best practices are available. Gloria Horsley, founder of Open to Hope Foundation, explains the value of effective content for nonprofit organizations to educate, inform and engage with donors, volunteers and those the nonprofits intend to support and help. She shares her mistakes in content marketing in nonprofit realm and the learning from these experiences - (1) Transferring Existing Print Content Online: Offline content is outward-facing and telling rather than sharing or interactive; Written for entire audience and not personalized for specific segments; Online content need to be written in a way to engage audience; Interactive for audience to share their opinions; Utilizes story telling and visual content. (2) Delivering Content That Lacks Educational Value: Merely information and facts are not always valuable content; Specific content that educate different audiences is more valuable; Produce content that answers specific questions; Educational content attracts more supporters, donors and volunteers. (3) Letting Volunteers Run With It: Giving too much control to volunteers for content development risks consistency and integrity; They may create content that is not fully compliant with regulations; Specific rules and guidelines for content must be laid out; Templates and formats must be shared with temporary workers and volunteers; Provide volunteers access to content management system where content is checked and approved before being published. (4) Failing To Focus On High-Quality Writing: Emotion-based writing may not always be the best quality writing; Long sentences, grammatical mistakes, passive voice use etc leads to content exhaustion where audience lose interest; Use online tools like WordPress and Grammarly for appropriate writing; Professional writing techniques need to be adopted. Read on...
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