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Web Strategy

Okay, for a minute, pause reading and answer this question: What are the two most important expectations a consumer has from a brand? If you answered anything other than Trust & Competence, I can point you to numerous studies that have been conducted zillion of times, and the end result always remains the same. If you were managing a brand that lacks either of these, the association your consumers have with your brand won’t be long lasting. Brand loyalty is a direct result of establishing...

In the past, gossip and hearsay was at worst what a company could fear from a disgruntled employee or an unsatisfied customer. In extreme cases, there may have been an occasional public rally or an infamous lawsuit (McDonalds coffee episode). However, as digital platforms become increasingly accessible and easier to navigate, these complaints are now going public to an arena that draws the largest audience- they are going online. More significant, perhaps, is the manner by which such information can spread,...

Since you are reading this article, chances are that you are an online marketer, using one or the other form of tools such as Google CPC, Banner Placements, or Email Marketing. You either design your own ad creatives and copy, or you hire an external agency to do this for you. In either of these two scenarios, what’s your single most important objective at the back of your mind? Conversion, right? From your visitors’ point of view, however, they are on this...

Most important questions for small business owners to succeed in today’s multi-dimensional Internet ecosystem Website design and development has come a long way since the early days of Internet.  What was once invented as a simple network of interconnected documents has now evolved in a complex web of pages, sites, blogs and apps. A website is no longer an online representation of corporate information, nor is it intended to serve the purpose of solely being an online storefront.  With the advent of...

Dunkin Donuts recently launched a new campaign that rewards offline activities, with online presence. It’s not often that an interesting mix is created between the two, but this campaign looks like it’s set to rock. Basically, in relaunching some flavors of their immensely popular Coolatta range (which incidentally is a summer drink) they ask you to simply take your picture with your favorite coolatta beverage in hand. Post it on the fans page on facebook, and add it to your profile...

Facebook now offers a unique interactive feature on its advertising messages. If you are promoting a facebook page or group or an event, the viewers have the option of signing up as a fan/join the group/RSVP with a single click, within the ad. I have yet to log in to this system to make my ads interactive, but my view is that this will offer higher revenue streams to facebook with similar ad placements because an opt-in for an offer is...

There are over 200  million blogs vying for attention from visitors of all age, creed, color, sex, nationality. What started off as an innocous way of publishing “what am I doing” has become one of the biggest strategic milestones in the execution of a successful online marketing plan. What is it then, that makes a blog popular or successful than others in relative terms? India, the largest democracy in the world, recently witnessed a nearly 2-month long election process. 2 months,...