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Agility is the key to staying at the cutting edge of a changing industry

We live in a world full of ever-evolving technology. Marketers don’t have the luxury of relying on a single technique for very long. Things change quickly, from new products to innovative technology to customer expectations.

The days of keeping the same marketing techniques for years are over.

It’s a new era for businesses across all industries, and you must adapt quickly to survive the shifting ecosystem.

That’s where agile marketing comes into play.

What is Agile Digital Marketing?

The definition of agile digital marketing is notoriously hard to pin down, but Jim Ewel of chúng tôi this definition:

Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and that values

Collaboration over silos and hierarchy

Essentially, agile digital marketing is a way of managing your marketing department, projects and campaigns that helps you deal with fluctuating priorities, the evolving needs of the customer and new technological developments.

Agile marketing makes this possible through:

●      Allowing a rapid response to industry developments.

●      Using adaptive strategic planning.

●      Communicating in an honest, transparent way.

●      Working in iterations.

In the past, large corporations avoided this type of marketing. They would hide behind policies, systems and rules. But we now live in a social era that demands honesty and transparency. Companies just can’t get by with their old habits.

An agile marketing plan embraces the unexpected by listening, responding and adapting to the demands of both the customers and the industry.

Bonus Tip: Use the 70:20:10 Rule

I realize that the definition I gave above for agile digital marketing may seem a bit abstract.

    70% should be your planned, marketing as usual activity.

    20% should be automated, programmatic marketing.

    10% should come from agile marketing efforts.

I’ve found that many find the concept of rapid response and adaptation quite overwhelming. (And it can certainly get overwhelming!) That’s why I like this breakdown. It keeps the agile responsibilities at a minimum, which can make things much less stressful for companies that are new to this paradigm.

Oreo: An Example of Agile Done Right

Before we learn how to implement agile, I want to show you what it looks like in practice. And what better example than from everyone’s favorite group of agile marketers?

The creative team at Oreo produces masterful agile content on a regular basis. A few of my favorites include:

     The Daily Twist – A 100-day campaign centered around cultural happenings and calendar events to celebrate their 100th anniversary.

    An Elvis-shaped Oreo to recognise the King.

    A red Oreo as Mars to mark the Mars Rover landing.

   The milk bottle and Oreo to commemorate the birth of Prince George

Each of these prepared the team for what has become the ultimate example of agile marketing. You know the story. The lights go out at the 2013 Superbowl, and in the midst of the darkness Oreo took the moment to shine.

Each of these examples from this brilliant company can teach us a few different things:

Your agile marketing should always stay on-brand.

Don’t be afraid to add a bit of wit and humor to the conversation.

Great agile marketing shows your humanity and skyrockets engagement.

If you’re looking for a source of inspiration, look no further than this world-class example.

How to Implement Agile Digital Marketing

Now, on to the really good stuff. How to implement agile digital marketing for your business…

You understand the basic components of agile and have seen a couple of great campaigns in action. But what does it really take to implement an agile strategy?

Before I answer that, I’d like to point out something very important: businesses of all sizes can utilize this methodology. You don’t need a huge team to start using agile strategies in your business. All it requires is a bit of creativity and a ton of dedication.

Once you have those things, you’re good to go. Then, it’s just a matter of setting up the system.

Setup a System for Listening

An agile strategy starts when you embrace listening. If you’re not keeping an ear to the ground, you’ll miss great opportunities to make an impact. How you listen depends on your preferences, but I’ve outlined a couple of different options here.

Social Media

Social media is the perfect platform for agile listening. I like using a combination of Reddit and Twitter to get the jump on breaking news. Facebook is becoming a decent competitor for this need as well.

Pro tip: Invest in a social listening dashboard like Hootsuite or Sprout Social which will make keeping up with trends, keywords and accounts much easier.

Google Alerts

Create a Google Alert for relevant keywords and phrases to your company. Set the frequency to email you as it happens. Just make sure to only pick keywords that reflect breaking news; otherwise, you’ll end up with a very crowded inbox.

Pro tip: Use Warble Alerts as well. It’s a tool designed for Twitter that functions similarly to Google Alerts. You can track keywords, phrases, #hashtags and @mentions.

Prepare to Respond Quickly

Meanwhile, corporations often need to jump through hoops of lawyers and policies. And unless you can afford a 24/7 lawyer retainer with a 5-minute turnaround, it’s just not feasible. Small businesses can avoid this hurdle.

The quicker you respond, the better. Oreo’s dunk in the dark image made an impact because it happened in real-time. If the company would have waited a few hours, it may have still been funny, but it wouldn’t have changed the way we look at digital marketing like it did.

If you want to go agile, you have to go quick

Follow an Iterative Process

Most marketing strategies you see use a waterfall methodology, which reflects the idea of going through a development process that relies on completing rigorous steps in sequential order.

Don’t get me wrong, these strategies still have their place. But they make real-time, agile marketing difficult for a few reasons:

It’s expensive and challenging to refine your strategy (and forget iterating in the moment).

Long development cycles make the campaign outdated by the time of release.

There’s a longer response time, given the steps and hurdles.

Instead, try to follow an iterative process in your marketing efforts. This means that you take an approach that includes:

Testing the hypothesis (i.e. marketing concept) in a small environment.

Quickly assessing the results of the campaign.

Refining and adjusting your strategy to accommodate new findings.

Agile Marketing Resources

If you’d like to learn more about agile digital marketing, I’ve compiled a list of helpful resources. Use them to get a deeper understanding on the topic and how you can apply it to your business.

Are you using agile marketing in your business? Do you have any future plans for incorporating agile into your marketing strategy?

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What Is Proactive Customer Service And How To Implement It?

Customers today have higher expectations of businesses than ever before. They select brands that invest in their requirements and are dedicated to providing the best possible service. Customers can afford to have high expectations because if one firm fails to meet their demands, they may switch to another that will go above and beyond.

Reactive customer service is when you sit still and wait for consumers to come to you for assistance. In reality, there’s nothing wrong with taking the first step as the second. Consider, though, the dread of missing out. If you use a different approach, such as taking the initiative first, you’ll see immediate results: higher client loyalty, more sales, and better communication.

What is proactive customer service?

Proactive customer service is a method of devising solutions for problems that consumers may encounter in the future. This strategy may be characterized as a proactive endeavor to detect and handle customers’ problems before they become aware of them.

This customer-centric approach to great service will not only increase customer happiness and turn them into long-term loyal customers, but it will also increase the value of your company’s brand. Your company will be known for providing exceptional customer service and constantly striving to provide unique value to its clients.

How Can Proactive Customer Support Be Implemented?

A proactive customer service strategy gives you plenty of chances to exceed consumer expectations and improve client relationships. It aids your company in increasing consumer value and providing an outstanding experience. A solid customer experience strategy, as well as an investment in new technology, are typically required to implement a proactive approach.

For a successful proactive customer service approach, here is a list of recommendations and best practices to follow.

With Live Chat, you can provide faster assistance.

Co-browsing assistance in real-time

With video chat, you may get help right away.

Establish a Knowledge Base

Product Knowledge Training for Your Team

Create a customer service strategy that spans all channels.

Request feedback from customers.

Introduce a Recommendation Feature by clearly defining the internal process.

What methods may be used to provide proactive assistance?

Remember that you may use numerous communication channels to go from reactive to proactive customer service −

Live chat for proactive customer service − Live chat is a useful tool for reaching out to consumers in a proactive manner. When used correctly, live chat may increase revenue, improve customer satisfaction, and free up customer service personnel. You can engage prospects, upsell to existing customers, encourage self-service, and gain vital feedback to improve your business with such an effective solution.

Proactive customer care via email − Emails may assist you in reaching out to consumers in a variety of ways. For example, if a consumer adds an item to their basket and then abandons it, you may send them a personalized email to demonstrate that you go out of your way to provide a pleasant shopping experience.

When a new sign-up occurs, you may also send an on boarding email. Its primary goals are to get to know users and demonstrate the value you bring to the table. Include instructional resources or how-to videos in your on boarding email to explain how your product may improve their life.

While proactive customer service via the phone is becoming less popular, it can still be beneficial. You may, for example, follow up with poor customer satisfaction survey results. Remember to apologize profusely first and then give a solution. Reaching out to a client who leaves excellent feedback is another case when proactive customer care by phone is suitable. This is an opportunity to increase sales by offering a discount or anything else. You can show clients you care by taking the initiative to provide superior service.

Customer service that is proactive and has a knowledge base − A database like this often holds corporate information, FAQs, and other related subjects. Given that 40% of clients increasingly choose self-service developing a knowledge base may be a wise decision. Customers may use it to get useful information at any time of day or night without having to wait for a support professional to respond.

What Is Domain Authority (Da) In Digital Marketing?

Companies are embracing the digital world, and as a result, the four Ps of marketing are becoming digital. The Place of the 4 Ps of Marketing is now no longer a physical marketplace where the sellers and the buyers come together and negotiate upon the selling agreements; it has turned into a website. Companies today are fighting with their teeth to develop a good website and fight the competition. For consumers, the website of the brand matters as much as the products and services it offers. Good websites not only ensure that websites are visible to consumers but also build an unspeakable bond of trust and genuineness.

With this thought in mind, it has become critical for us to now understand how we can check the ranking of our website or the Domain Authority (DA) of a website and how we can improve the ranking of our website compared to the competitor’s website.

How to Calculate Your Domain Authority? The Concept of Domain Authority (DA)

Domain authority (DA) refers to how well the website is performing in comparison with the other websites fighting with it on the search engine results page (SERP). With a strong DA, a company can ensure ranking at the top of the SERP, resulting in higher website traffic and a higher conversion ratio for the company. For example, if a certain keyword is entered into the search bar of Google and Site A appears on top of Site B in Google’s SERP, it means that Site A has a stronger DA than Site B.

DA gives the website a ranking score. The score is in the range of 1–100, where being on the higher side of the scale means better performance. DA was created by the company MOZ to understand the performance of a website on the SERP. While calculating the DA of a particular website, MOZ takes 40 critical factors into account. These 40 factors each have their own weight and aid the AI in understanding the website’s performance. Some of these factors for calculating DA could be −

The quality of your website content

The number of backlinks the website has

The number of links that the website supports that are going to enrich the customer experience

Other SEO tools will also help the company rank higher.

The market demand for the search and others

It is easy for you to jump from 20 to 30, but it is difficult for you to jump from 70 to 80. It means that the number of efforts you took to increase your DA from 20 to 30 will not be the same for you to increase your DA from 70 to 80. This happens because DA works on percentile systems, and it is difficult when you work on the higher side of the scale.

DA is calculated not only on the internal factors or the controllable factors of the website but also on the external factors. It is kind of a percentile system. To put it another way, your website’s performance will be compared to the performance of the top website in the keyword search. Generally, they are big giants like Twitter, Facebook, Amazon, and others. So, if today Facebook does something to improve its page, then your ranking in the DA will automatically see a downward trend, irrespective of your efforts.

The companies will always share their best practices and what steps they should avoid for better rankings, but in reality, they will never reveal the factors that they are considering to decide upon the ranking of a page. One valid reason for this non-transparency of data could be that we are all aware of how there are imposters trying to find the shortcut and hampering others. It is kind of a safety measure adopted by MOZ or Google to be fair with others.

Best Practices That Will Help You Rank Better on the SERP or Have a Stronger DA

Importance of backlinks − backlinks, in simple terms, mean that other websites that are selling complementary products are attaching your website’s link to help the consumer navigate between the different brands and make the consumer journey easy. Many academic pages can also add your website’s link as a reference. Your DA drastically increases if you have good websites using your website’s link as the backlink. You can keep a check on that through different tools available on Google.

Search engine friendliness − you should have a customer-friendly website structure that is easy to navigate for the users. This will not only boost your DA but will also ensure that you do not lose customers in the middle of their purchasing journeys.

Avoid spammy links and also add relevant links on your website − You should also act like a website that is helping other websites grow by adding their link to your website. You can do these for the complimentary products. The agenda here is to create an ecosystem in which all are growing together. This will not only bring traffic to your website but also add credibility to your account and improve your customers’ user journey.

The aim out here should not be to have a very high DA because the external factors are not in our control and we are competing with very large websites. Instead,  the aim should be to be on par with or better than your competitors. If you are a medium-sized or small firm, then it is more than enough for you, and you can focus your energy on the other parameters. However, if you are the leader of the industry, you can devote more of your time here to get better results. It is time that we weigh the pros and cons of every action of ours and the goal that we are setting for ourselves instead of blindly running in the race.

What Is Inbound Marketing? How Will It Help Your Business?

blog / Sales and Marketing Is Inbound Marketing the Strategy You Need to Boost Sales?

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As businesses go digital, a variety of marketing avenues and techniques continue to emerge. Among them, inbound marketing takes a content-intensive approach to attract customers. It blends content marketing, social media marketing, search engine optimization (SEO), and branding. While traditional marketing methods chase customers, inbound marketing allows customers to approach businesses by gradually establishing a thought-leadership position, unique brand image, and authentic brand voice. The article below is a comprehensive overview of this technique that is slowly but surely becoming a hit among marketers across industries.

What is Inbound Marketing? Inbound Marketing Examples

These examples can give us a clearer idea of the concept, most of which is content that we encounter and interact with regularly on the Internet.

Blogs

E-books

E-books usually reach customers via email or when they visit the business’s website. Packed with concise but useful information, they are a powerful promotional tool used to raise brand awareness and reputation.

Interactive Email Signup

Email sign-ups lead to high ROI and pave the path for effective email marketing. They are an interactive element designed to attract customers through various means, such as discounts and free subscriptions in exchange for signing up.

Infographics

Infographics present important information in a format that is accessible as well as visually striking. This goes a long way in attracting and retaining customers’ attention, instilling a sense of curiosity, and ultimately leading them to the business.

YouTube Videos

Types of Inbound Marketing

Content Creation

Content creation begins with a common vision where the company decides what position it wants to establish within the target audience. Global digitization has resulted in a huge demand for compelling online content, with the content marketing industry set to double its revenue by 2026, from $66 billion in 2023. When it comes to creating brand authority and driving sales, very few methods are as effective as in today’s day and age.

SEO

What are the Benefits of Inbound Marketing?

There are several benefits given its unique combination of various elements: 

It is a cost-effective marketing strategy, especially suited to small- and mid-sized businesses.

Today’s customers are more tech-savvy than ever and spend much time on the internet, which allows inbound marketing to gain more traction.

It is sustainable and has long-term value, both in terms of revenue and building successful business relationships.

Trust is essential to a good business and one of the key tenets of inbound marketing is establishing the same via authentic and actionable content, thus making it a successful, future-forward marketing technique.

Pros and Cons of Inbound Marketing

There are various unique ways in which inbound marketing helps businesses thrive in a dynamic and competitive market. However, there are also certain downsides to the technique. 

Pros of Inbound Marketing

Solution-oriented:

The information conveyed through inbound marketing is oriented toward solving specific customer problems.

Interactivity:

Being content-intensive, inbound marketing allows for active interaction with the customer rather than bombarding them with unnecessary information. The marketing messages, thus, are more personalized and actionable.

Non-invasive:

Inbound marketing is less aggressive as compared to conventional methods, which gives customers the time to engage with the content and make informed choices.

Cons of Inbound Marketing

Inbound marketing is time-intensive and takes longer to deliver results.

As the strategies and content are deployed via various platforms, inbound marketing risks integration issues in terms of purchase and implementation.

Inbound marketing necessitates expertise in specific domains, such as SEO and content creation, which can be difficult to scale for companies.

How Can Inbound Marketing Drive Business Growth?

Furthermore, it cuts company costs by prioritizing quality over quantity, which ultimately drives growth with a higher ROI. Last but not the least, businesses grow by connecting with people; this, perhaps, is inbound marketing’s greatest USP. As a long-term marketing solution, its strategies are grounded in establishing a brand rather than a product, fostering customer trust rather than pushing them to make a purchase. In this regard, this form of marketing boosts fiscal gains by simply engaging meaningfully with customers and ensuring growth in the longer run. 

Conclusion

While the world races towards immediate gratification, inbound marketing comes to us with the promise of long-term rewards. Think of it as a marathon instead of a sprint and apply the analogy to business. That’s inbound marketing in a nutshell, where more and more businesses now look to humanize their brands. So if you’re interested in a lucrative marketing career, head over to Emeritus and check out the available courses. Good luck!

By Deyasini Chatterjee

Write to us at [email protected] 

What Is Overfitting And How To Avoid It?

Introduction

In statistics, the phrase “overfitting” is used to describe a modeling error that happens when a function correlates too tightly to a certain set of data. As a result, overfitting could not be able to fit new data, which could reduce the precision of forecasting future observations.

Examining validation measures like accuracy and loss might show overfitting. The validation measures frequently increase until a point at which they level out or start to drop when the model is affected by overfitting. During an upward trend, the model looks for a good match, and once it finds one, the movement starts to turn down or stagnate.

Overfitting is a modeling issue when the model is biased because it is too closely related to the data set.

Ensembling, data augmentation, data simplification, and cross-validation are a few techniques used to avoid overfitting.

How to Detect Overfitting?

Before testing the data, it is nearly hard to detect overfitting. It can benefit in addressing overfitting’s incapacity to generalize data sets, which is one of its unique features. As a result, it may be possible to split the data up into several subsets to make training and testing easier. A training set and a test set are the two main categories into which the data is split.

About 80% of the total amount of data is represented in the training set, which is also used to train the model. About 20% of the total data set is made up of the test set, which is used to assess the correctness of data that has never been utilized before. We may assess the model’s performance on each piece of data to identify overfitting when it occurs and to observe how the training process functions by segmenting the dataset.

The accuracy observed across both data sets might be used to assess performance and establish the presence or absence of overfitting. The model is obviously overfitting if it outperforms the training set and the test set.

How to Prevent Overfitting? Training with More Data

Using extra data during training is one technique to avoid overfitting. With this setting, algorithms can more easily recognize patterns and reduce errors. The model will become unable to overfit all the samples as the user adds additional training data, forcing it to generalize in order to produce results.

Users should continue to gather more data in order to improve the model’s accuracy. Users should make sure that the data being utilized is accurate and relevant because this approach is pricey.

Data Augmentation

Data augmentation, which is less expensive than training with extra data, is an option. If you’re unable to keep gathering new data, you might look diversified by using the data sets that are already accessible.

Every time the model processes a sample of data, data augmentation causes a minor change in the sample’s appearance. The method stops the model from learning the properties of the data sets while giving each data set the appearance of being unique to the model.

The addition of noise to the input and output data is another technique that functions similarly to data augmentation. While adding noise to the output results in more diverse data, adding noise to the input makes the model more stable without compromising data quality or privacy. However, noise addition should be used sparingly so that the amount of noise does not affect the data’s accuracy or consistency too much.

Data Simplification

A model’s complex nature can cause overfitting when the model succeeds to overfit the training dataset despite having access to huge amounts of data. The model’s complexity is lowered using the data simplification technique, making the model appropriately basic to prevent overfitting.

Pruning a decision tree, lowering the number of parameters in a neural network, and applying dropout on a neutral network are a few examples of the activities that may be put into practice. The model can run more quickly and be lighter if it is simplified.

Ensembling

A machine learning approach called assembling combines predictions from two or more different models. The two most common assembling techniques are bagging and boosting.

Boosting works by employing straightforward base models to raise the total complexity of the models. It instructs plenty of weak learners in sequential order so that each learner in the sequence gains knowledge from the errors of the learner before it.

Boosting brings out one strong learner by combining all the weak learners in the sequence. The alternative to boosting is the ensembling technique known as bagging. In order to maximize predictions, a large number of strong learners are trained in parallel and then combined. This is how bagging works.

Conclusion

Overfitting is the inability of a computer program to generalize data sets. To avoid overfitting, it may be possible to break up the data into training and testing subsets. Users should continue to gather more data in order to improve the model’s accuracy. Data augmentation adds noise to the data to give each data set a unique appearance. Noise addition should be used sparingly so that it does not affect the data’s accuracy or consistency too much.

What Is The Role That Psychology Plays In Digital Marketing?

Scope of Psychology in Digital Marketing The quandary of preference

According to research, providing consumers with too many alternatives can cause buyer stress and “consumer buying loss of consciousness.” The customer has now become concerned so whatever decision they start making would be incorrect, which is why as a direct consequence, they decide not to purchase anything at all. To counteract this, avoid providing your buyers with an excess of options.

Assure your requests for action are obvious and that you merely give prospective buyers one or two alternatives to pick from, and whether you divide your items into obvious, basic categories and utilize separate marketing efforts to promote each group.

Advertising using emotion

Much research shows that we frequently make decisions on the basis of feelings so instead of reasonable information. Many indications of the quality emotions message to get their client to pay attention when they are speaking. This strategy entails appealing to a certain emotion, like pleasure, wrath, or terror, in hope of eliciting a feeling from the user, resulting in a transaction and retention of customers.

Because once developing your approach to content marketing, consider what kind of material would encourage and elicit joy in your core demographic. Create a tale about your business that is approachable and real.

Social evidence

The theory of social confirmation is founded on the notion that individuals like to hear other people’s opinions about your goods or services that are valid and of top quality. Visitors could indeed communicate with the public all that you only need about your wonderful items or services, but it is clear evidence from many other consumers that truly makes people believe. Consider any store or eatery you’ve ever gone looking for on a Search engine: 99% of something like the time, you’ll go with the one with the best ratings on Customer feedback.

Furthermore, according to studies, 84% of individuals trust internet evaluations far more than a genuine referral from an acquaintance. As a result, gathering reviews and ratings, product ratings, and viewer content ought to constitute an important aspect of any digital marketing plan. Consider engaging marketing automation for product involvement or publicity stunts to supplement you’re based on the appropriate campaign.

The hypothesis of scarcity Social Existence

This tendency is commonly observed in shopping marketplaces, as several consumers race into a store or snack booth. Many customers are apprehensive about purchasing anything new.

They frequently adhere to the judgments of all other purchasers. A relatively similar physiological idea applies to views, favorites, and replies for any internet streaming or media platforms post in the context of digital business.

Be kind rather than Demanding

Those same squeezes are cleverly designed to display on the first page of a page, enhancing their accessibility because the user must view them when dismissing the screen. The pop-up ad ought to provide valuable knowledge and be pertinent to the company. This would assist to boost sales even more.

Test or special giveaways

A business plan that includes free or trial offerings is unlikely to fail. The phrase ‘free’ has the ability to draw rapid attention. Human purchasing mentality demonstrates that consumers are drawn to things and amenities that do not require them to make a single payment. As a result, many businesses provide a trial period for nothing to entice new consumers.

Yet, the most difficult problem for digital marketers is converting trial pack consumers into regular purchasers. Businesses must create a sense of need amongst people. The quality of the product is important in this.

If the grade of your offering meets the user’s expectations, the likelihood of buying increases significantly.

Advertisers must employ innovative and original concepts to create this performance. the result.

Accuracy in AI application

Acquiring clients is only the start; keeping regularity is critical. Entrepreneurs are working hard these days to comprehend all of the aspects that influence customers’ purchasing behavior. AI can do a deep assessment of these parameters.

It also assists marketing in identifying the catalysts that might induce a client to purchase a certain service or product. AI solutions also assist businesses in prioritizing consumers depending on their likelihood of conversion.

With numerous AI techniques, one can readily find nearly everything relevant to a company’s purchasing behavior, such as sites frequented by the person, favorites on media platforms, latest purchases, preferred means of payments, and so on.

Conclusion

We can tailor our efforts to the correct individuals with customer knowledge, boosting the probability of participation and success. Psychologists must also grasp their target to guarantee that their results are not influenced. In contrast, research has demonstrated gender inequalities cognitively, because if a collection is entirely female, the outcomes of the study may be impacted.

Logic may occasionally suffocate originality as people are not at all fundamentally logical beings; we are, at most, behavior-driven beings, and psychology dictates the majority of human judgments.

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