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My App – My Audience (How to own my audience?)

The average smart phone today has + 50 apps and having a life of 72 days. Not to overlook, there are more than a million apps in the market that want to sit on a customer’s phone. Apps are at war with each other and competing for that valuable screen space of a customer’s mobile or tab. Thus it is easy to visualize why some companies are pursuing paid advertising to get their name across. By spending modest monies, companies are hoping their brand will take center stage on the most popular websites and social media platforms. While there is no question that new users will come from such clicks on Facebook, Twitter, etc., the real question is “for how long and at what cost?”

Paid advertising is but paid advertising and in the long run costly. It does broadcast the name/ app onto all the top online platforms for that cash burning period only. And so when spending stops, so will all the traffic you got from it. Rendering it loud and clear that ypou don’t really own your audience. The big learning being that blowing money on advertising that fails to build or establish an audience is a but ineffective marketing as one has no control on the actual campaign, now real customer franchisee and no brand connect.

Imagine such an option for a sme’s/ startups having shoestring budgets who need cheaper and cost effective methods for owning their own communication channels: Mobile app can be the solution whence, investing in emails, text messaging, app notifications and other personalized methods will not only offer more control, but will also create a lifelong relationship with users. Key is to integrate the app into customers regular mobile behavior.

Find out how best to own your audience. Develop your moble app with My Digital DNA



Digital marketing trends 2016

The global online marketing industry is volatile, uncertain, complex and ambiguous. However is also varied, up-surging, creative and advancing, for anybody who keeps up on modern trends. Technology and Marketing have become lead drivers for same as new hardware, new software, new companies, and new user logics are dynamically dictating the sweeping changes. Businesses and brands are either adopting or failing to grasp these changes. Tech savvy and early adopters are moving forward and appeal better to new customers and markets, and emerging as brand and business leaders. While those who got left behind are missing out on growth and/ or are losing out (if not fading away).

2016 it looks will be more dynamic than ever. New and renewed digital marketing-technology trends will likely have more than just business impact. So it seems. To elaborate:

Apps will become the new digital fulcrum. They will decide whether you own your audience or not.

Apps will likely get more streamlined and rated and with App indexing as a solution (that Google proffers) it would lead to an explosion and competition amongst app players.

The advantages of a dedicated app are far many - both for brand and business. Recall recently MYNTRA in India became a app only channel. Apps are expected to replace mobile optimized site as they appeal better to the mobile crow. Apps are more convenient, more intuitive and can be accessed to an anytime anywhere logic.

Video marketing will be the new normal. Video will become the single largest driver of brand engagement and brand salience.

Social channels such as you tube, face book, whatsapp, Bing etc, are all dedicating themselves to hosting billions of videos and advertising platforms And above all Google is getting ready to enable SERP video advertising. Apropos we can expect to see more video ads in more places.

Mobile marketing continues to be the growth engine as mobile will entrenches to become the new desktop.

World over mobile, tabs and other connected devices have crossed over desktops. Mobile version is now a must, including in emerging markets. Desktop traffic and growth indices will start complementing mobile.

Online marketing is the new norm, with SEO and PPC as its Digital Assistants for ensuring superior brand optimization.

Search engine optimization (SEO) and pay-per-click (PPC) advertising will be the two lead strategies for driving traffic to sites - bringing thousands (if not millions) of previously unknown visitors. And the rise of digital assistants will driver new kinds of optimization that will likely integrate business/ marketing functions and digital technologies - for an anywhere, anytime and anyplace information access or product/ service transactions or experience.

Virtual reality (VR) will emerge as the pulse of the new reality, as customer’s appetite for sensory and experiential marketing is all set to go up exponentially.

Many and varied virtual reality devices are set to be released over the next few years – notable among them Oculus Rift set for Q1 2016 release. Given the millions of dollars of funding into this category, these devices are expected to introduce an entire new medium of online advertising that would easily integrate to popular social media platforms, video channels, and direct messaging apps.

Wearable technology and the Internet of Things (IoT) will be the new playbooks.

The emerging marketing areas will blur the lines between ‘online’ marketing and ‘real’ marketing even more as wearable “smart” devices start to gain more traction. The unveiling Apple Watch is just the tip, as is a first-generation smart watch. But advanced smart watches and wearable devices would start emerging soon. These devices will fully change the landscape of local marketing and drive it towards more advanced digital technologies.

Advertising demand will likely surge for the new technology led market connects.

The online marketing world will continue to increase and pervade all spheres reaching more customers globally. Arguable while the program costs may increase, the reach cost/ million would likely come down, suggesting digital marketing to be getting more and more efficient for large companies. And for smaller companies there would be options to choose their own digital marketing box.

Of course these are trends based on anticipation and consumer behavior. A lot really depends on consumer adoption, and if past trends oare any indication then it is best to get a head start on this roller coaster journey.

Find out how best to enhance your online presence. Develop your competitive digital marketing strategy with My Digital DNA



Tactics to improve email marketing effectiveness?

Lets first start with a basic question why an email marketing strategy?

A key point of an email marketing program is to ensure strong linkages between the larger marketing strategy and the subsequent actions that are required. With email marketing as a channel medium the chances for potential success increase significantly.

  • Email marketing offers a wide reach. It puts the message vividly in front of a lot of people
  • It is easy to start. And one can start small
  • Email marketing scales easily - Effort to send one or 100.000 messages is just about same.
  • Email marketing allows to target and segment messages at an individual level
  • There are minimal risks. The costs are relatively low and potential for upside is big.
  • Overall, marketers have greater flexibility in how they can handle their email programs

Ergo, putting the development of an effective email marketing strategy at the top of the agenda is a no-brainer.

Why is an effective email marketing strategy so important? It builds brand and business

An email marketing strategy is part of the overall marketing strategy and business plan. It helps market products and services with the use of the email channel. The objectives being, maximize conversion goals and to make a profit. That is because any effective email marketing strategy takes into consideration what your target customers are, their preferences and benefits they are looking for as well as your products services and industry and which email marketing messages are most effective.

What does an effective email marketing strategy do? It transforms ideas into actions

It’s important first to define business goals and brand aspirations, specifically with regards to email marketing,

And then 3 actions as follows:

Email marketing strategy: How does it help to achieve those goals.
Email marketing tactics: How you are going to achieving them in quickly and effectively.
Execute plans: To deliver on tactics, and the fulfillment of the overall email marketing strategy

This helps the email marketing program to have a strong bond between strategy and the actions required.

Find out how best to enhance your online presence. Develop your competitive email marketing strategy with My Digital DNA



Gaining Insights From Social Analytics

Social media in today’s world acts as a barometer of brand awareness and has become a reflection of voice of consumer (voc). Accordingly one can ascertain which brands on top in terms of social media buzz and perceived as value laden or old fashioned. Thus social media data has become a popular and trending topic. However like with any data, it is useful only when it’s meaningful, i.e., if one can gain insights and ascertain intelligence from it. Applying analytics to social media data is quite simple, as long as one has the right tools. The process is still complex and an inexact science.

News and trends associated with social media monitoring

Companies in various industries are starting to recognize the potential value of managing their social media presence and engaging in social listening. The news and trends stories in this section offer insights from organizations such as SAS, Xerox and the Red Cross on the important role that social media analytics tools are playing in their business operations

Find out how best to enhance your social media monitoring. Develop your analytics and digital marketing strategy with My Digital DNA



Digitizing the consumer decision journey

In today’s marketing landscape the the physical and virtual terrains are fast converging. Companies are required to meet consumer needs 24x7, 365 days – to an anytime, anywhere logic. How does one deal with the numerous cross channel experiences to deliver in time product or service in a seamless and effective manner, lest the quest for digital marketing become complex and void.

To get ahead one must understand all the phases a consumer goes through: That is starting from the stage of awareness, consideration, trial, buy, use, billing, help, support, crm and discontinuation. This helps to decide on tools and participate better in all transactions with relevant devices of digital channels while improving the cross platform marketing efforts

Find out how best to enhance your digitization journey. Develop your cross channel experience and multi marketing platform with My Digital DNA



Make your Video the numero uno creative route for the digital world

More people are now watching videos more than ever before as multi screens has grown exponentially. Video Viewing (specifically of 16-35 years age segments) on digital is now more than the time spent watching tv. However ad receptivity in digital world is still an open question as there are targeting and creative challenges. Only new gen marketers are adroit to address same and to provide opportunities for driving video creative effectiveness and success:

In this it is critical to ensure targeting (not stalking), context and content to ensure quality receptiveness by driving interest based targeting and effective click quotients. As a precursor it is required to address:

  • How are videos viewed by screen – and for how long?
  • What do people think of video ads by screen?
  • How to create ads that consumers won't skip?

Find out how best to enhance your digitization journey. Develop your cross channel experience and multi marketing platform with My Digital DNA



Why go Digital?

Is there a choice? Name a good business today that does not have a facebook, twitter, website, or a blog, There probably isn’t any. Going digital is a convenient and effective marketing strategy because of its low start-up costs, extensive reach and popularity.

Here is why you should go Digital to ‘Live Digital’

  • Digital allows you to target consumers accurately
  • Digital allows you to track progress and measure results easily
  • Digital allows you to meet your market via a sustained and continuous online market presence
  • Digital gives you speed and velocity with actions and interactions at all times
  • Digital is not messy and follows a structured template that allows you to determine rights for sharing, printing and saving - for 24x7 access and confidentiality
  • Going Digital is not expensive/ easily affordable and contributes to profits
  • Going Digital allows your content/ brand / company to Live Digital

The influence of the Internet and digital media is undeniable. By going digital brands, business or companies provides their customers diverse and varied interactive experiences. Their digital content typically contains banners, audio, videos, links, visuals and other multimedia. Companies can engage using the platform/ box that suits them best.

Help your customers find you, help them appreciate what you do, let them talk to you, and make the experience quick and easy.

Find out how best to Go Digital. Develop your Digital Marketing Strategy and deployment Plans with My Digital DNA



What is Digital and what is Digital Marketing?

Digital Marketing is the promotion of products or brands via one or more forms of digital (/ electronic) media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.

Digital marketers live mostly on mobile and internet. They monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. Other activities closely associated with digital marketing include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic ooh adverts, digital television, radio channels, you tube, etc.

Digital Marketing has become not only important but has become indispensable. For reasons as follows;

Digital media has become very widespread and pervasive. Consumers have access to information any time and any place they want it.

Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know.

Digital media is an ever-growing source of entertainment, news, shopping and social interaction. Consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they actively seek such info as are more likely to believe such reviews. Suggesting that consumers want brands they can trust, from companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences

Further, in todays digital world, it’s not enough to just know your customers; one must know them better than anybody else, to be able to communicate with them anywhere and anyhow. This requires a consolidated view of customer preferences and behavior across all channels – Web, social media, mobile, direct mail, pos, etc.

Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.

Find out how engage customers in lucrative interactions. Develop your customer engagement digital Strategy and marketing plans with My Digital DNA