tag:blogger.com,1999:blog-57717571143825041362024-02-07T05:24:10.817-08:00Maneesh ChoudharyThis is my personal blog. I like to write about 'Digital marketing' and 'Physical therapy' related topics.Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.comBlogger26125tag:blogger.com,1999:blog-5771757114382504136.post-66132605826406170112021-04-18T09:02:00.003-07:002021-04-18T09:02:35.881-07:00Why Understanding your Customer’s Pain Point is Crucial in ABM Strategy?<p><span style="font-family: times;"> In my <a href="https://maneesh2u.blogspot.com/2021/04/importance-of-content-in-account-based.html">last post around account based marketing</a> (#ABM), I talked about importance of
content and how can one measure it. In this post, I intend to take a step back
and discuss about how crucial understanding your customer’s or prospect’s pain
points is for your ABM strategy.</span></p><p class="MsoNormal"><span style="font-family: times;"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: times;">For our messages to be relevant, it must literally shout out
the solution to the pain points or problem statement that the respective
account is facing. So, now the question is - How would you know the problem
statements or pain points for your target accounts?<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: times;">For existing accounts, talk to the customer success manager
or account manager who interacts with the client on a timely basis. A good
account manager would list down what’s bugging the client – it could be issue
in the product or process or SLAs/ delay in service or cost etc. It’d also be
wise to refer customer satisfaction survey reports too. If you were to cross-sell
to an unhappy client, then know that any promise about the product might not go
well with them unless you solve for existing issues.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: times;">For new accounts, this information is with sales, inside
sales and marketing team who do prospecting, account mining and secondary
research activities. They know what product/ solution that account is already
using and for how long, issues that they might have faced with existing service
provider. Social profiling of key decision makers in the account would reveal
any issues that client was vocal about, it might also provide clues to key
drivers for the decision makers in the account.<o:p></o:p></span></p>
<span style="line-height: 107%;"><span style="font-family: times;">For practical ease, below template can help
document things to create appropriate ABM strategy:</span></span><div><span style="line-height: 107%;"><span style="font-family: times;"><br /></span></span></div><div><span style="line-height: 107%;"><span style="font-family: times;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTM4sVWII42fEHJeHERh8pce3g16T27uPD3HCLbrOBXhyphenhyphen6niJ7FvRZugXthvU9Btt4S4to7YhugkVJxaQsn6r6HY8MiWMvxOnvM1XvG5Yn5zpHE4Sxp_vs-OsqLwpzEmDvP9i_u3HOTcva/" style="margin-left: 1em; margin-right: 1em;"><img alt="" data-original-height="314" data-original-width="1104" height="140" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTM4sVWII42fEHJeHERh8pce3g16T27uPD3HCLbrOBXhyphenhyphen6niJ7FvRZugXthvU9Btt4S4to7YhugkVJxaQsn6r6HY8MiWMvxOnvM1XvG5Yn5zpHE4Sxp_vs-OsqLwpzEmDvP9i_u3HOTcva/w492-h140/image.png" width="492" /></a></div><br /><p class="MsoNormal">While some problem statements could be generic, some could
be very unique. Solutions to unique problem statements can best be done in one
on one conversation by one to one email, phone call, message etc.<o:p></o:p></p>
<p class="MsoNormal">Broad problem statements for all decision makers can be
grouped at an account level and should be used in your account based marketing
promotions and campaigns on appropriate channels for that respective account.
Since you’re talking about solutions to your prospect’s pain points in your ads
and content, it’s bound to do well as compared to generic messages. Why? Because
they see you as a problem solver instead of a company that always talks about
itself.<o:p></o:p></p>
<p class="MsoNormal">If you don’t know the customer’s pain points, then you’re
missing a key aspect of ABM strategy and then you’re limited to traditional approach
which is to advertise your product’s best features and problems it solves for
in account based marketing campaigns. <o:p></o:p></p>Hope you find this post useful !</span></span></div>Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-25499260173411638272021-04-04T01:03:00.000-07:002021-04-04T01:03:13.326-07:00Importance of "Content" in Account Based Marketing & Why utm_content is NOT optional<p class="MsoNormal"><span style="font-family: helvetica;">#Content is undoubtedly the most under-rated area in
#marketing. Its importance is felt very strongly in areas such as account based
marketing or #ABM & search engine optimization or #SEO.</span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">My post would be limited to #ABM.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">During my learning days, I remember a statement by a wise
man – ‘You need to write down the content strategy on a piece of paper, no
matter how good your memory skills are’. And, it is so apt!<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">In Account based marketing where personalization is the key,
we look for industry specific content to make our message more relevant. There could be 2 scenarios, either
there’s too much content or there’s too little. Where we have too much content,
we can decide on the basis of created date or past performance. In case of too
little, we need to identify the gaps or areas that require content. In fact, in
both cases, mapping the content with buying stage can help streamline &
prioritize. A simple 2X2 grid can perhaps explain in a better way:<o:p></o:p></span></p>
<table border="1" cellpadding="0" cellspacing="0" class="MsoTableGrid" style="border-collapse: collapse; border: none; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-yfti-tbllook: 1184; width: 648px;">
<tbody><tr>
<td style="border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 89.75pt;" valign="top" width="120">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
<td style="border-left: none; border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 112.5pt;" valign="top" width="150">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Awareness<o:p></o:p></span></b></p>
</td>
<td style="border-left: none; border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 153.0pt;" valign="top" width="204">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Consideration<o:p></o:p></span></b></p>
</td>
<td style="border-left: none; border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 130.5pt;" valign="top" width="174">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Action<o:p></o:p></span></b></p>
</td>
</tr>
<tr>
<td style="border-top: none; border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 89.75pt;" valign="top" width="120">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;"><b>Industry 1 </b><i>(eg. Healthcare)</i><b><o:p></o:p></b></span></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 112.5pt;" valign="top" width="150">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><i><span style="font-family: helvetica;">Eg. Healthcare solution video;
Healthcare solution infographic etc.<o:p></o:p></span></i></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 153.0pt;" valign="top" width="204">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><i><span style="font-family: helvetica;">Eg. Healthcare Client case
study1 (April 2019)<o:p></o:p></span></i></p>
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><i><span style="font-family: helvetica;">Healthcare Client case study2
(Dec 2020)<o:p></o:p></span></i></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 130.5pt;" valign="top" width="174">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><i><span style="font-family: helvetica;">Eg. Comparison sheet with other
Healthcare solution providers;<o:p></o:p></span></i></p>
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><i><span style="font-family: helvetica;">Personalized proposals / offers
related etc.<o:p></o:p></span></i></p>
</td>
</tr>
<tr>
<td style="border-top: none; border: solid windowtext 1.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 89.75pt;" valign="top" width="120">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Industry 2<o:p></o:p></span></b></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 112.5pt;" valign="top" width="150">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 153.0pt;" valign="top" width="204">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 130.5pt;" valign="top" width="174">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
</tr>
</tbody></table>
<p class="MsoNormal"><span style="font-family: helvetica;"><br />It’s quite normal to have blank cells in above grid &
the onus to fill blank cells is not just on content team, it’s equally divided
between:</span></p><p class="MsoNormal"></p><ol style="text-align: left;"><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Solutions/ Product Team:</b> Because they’re domain experts
& know much more than anyone else, its strength/ weakness etc.</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Sales Team:</b> Because they understand the client
like no one else does, they know client is not looking for rhetoric & most
importantly any customized proposal going from them would have higher chances
of deal closure.</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Customer Success Team:</b> Because they know what’s
bugging a client and they’re your friends to get client approved customer
testimonials and success stories.</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Content Team:</b> Because they’re the experts in how
to write the content in the most impactful way</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Digital Team: </b>Because they know what type of
content might work well across different channels</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>Design Team:</b> Because they know how best can they
complement a powerful message in such a way that it leaves an impact in the
minds of the customer. A good content may go waste if not presented well!</span></span></li><li><span style="text-indent: -0.25in;"><span style="font-family: helvetica;"><b>PR/Communications Team:</b> Because they’d help in
the press releases around deal wins, new offerings and more branding around it.</span></span></li></ol><p></p>
<p class="MsoNormal"><span style="font-family: helvetica;">Now that we know where it is difficult to push a
personalized messaging in account based marketing, you identify what do I have.
Again, it’s a 2X2 grid that can help:<o:p></o:p></span></p>
<div align="center">
<table border="1" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="border-collapse: collapse; border: none; mso-border-alt: solid windowtext .5pt; mso-border-insideh: .5pt solid windowtext; mso-border-insidev: .5pt solid windowtext; mso-padding-alt: 0in 5.4pt 0in 5.4pt; mso-yfti-tbllook: 1184; width: 330px;">
<tbody><tr style="height: 15.0pt; mso-yfti-firstrow: yes; mso-yfti-irow: 0;">
<td nowrap="" style="border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="top" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">FORMAT<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-left: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Solution 1<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-left: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Solution 2<o:p></o:p></span></b></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 1;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="top" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Custom Proposal<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 2;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Whitepaper<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 3;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Case Study<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 4;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Online Brochure<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 5;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Physical Brochure<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><o:p><span style="font-family: helvetica;"> </span></o:p></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 6;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">PowerPoint<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 7;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Blog<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 8;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Q&A<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 9;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Article<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 10;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Report<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 11;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Email<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 12;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Social Media Post<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 13;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Video<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 14;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Image Ad<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x</span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 15;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Text Ad<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;"><b><span style="font-family: helvetica;"> </span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x</span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 16;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Infographic<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x<o:p></o:p></span></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x</span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 17;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Website Landing Page<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90"></td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 18;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Webinar<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x</span></p>
</td>
</tr>
<tr style="height: 15.0pt; mso-yfti-irow: 19; mso-yfti-lastrow: yes;">
<td nowrap="" style="border-top: none; border: solid windowtext 1.0pt; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 116.75pt;" valign="bottom" width="156">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b><span style="font-family: helvetica;">Podcast<o:p></o:p></span></b></p>
</td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 63.0pt;" valign="bottom" width="84"></td>
<td nowrap="" style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 15.0pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 67.5pt;" valign="bottom" width="90">
<p class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span style="font-family: helvetica;">x</span></p>
</td>
</tr>
</tbody></table>
</div>
<p class="MsoNormal"><span style="font-family: helvetica;">Note that depending upon the company & industry there
could be more content format types too (eg. a whatsapp text/ 6-sec clip / .gif
around product features and so on).</span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">So far, we talked about checking content readiness but what
if we’ve everything with us and we’re doing account based marketing campaigns.
How do we track if it’s and what’s working?<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">The analytical side of my brain always wondered why do we
usually not care about tracking a content performance. Is it difficult? Or Is
it not necessary? When I learnt google analytics during early part of my
career, I got fascinated by the fact that we’ve technologies that can track no.
of times a page is viewed, which device & browser was used, what was the
location and so on. Then later as I learnt I found that it is also possible to
track the visit history of known (& opt in) prospects and have a timeline
of what content was viewed, downloaded & shared. We can even score/ rate a
prospect basis content. Finally, see how much money a content type has got us.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;">Yes, you CAN quantify a content performance!<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;"><b>utm_content</b> is your #friend and it’s NOT optional. I prefer
and highly recommend using utm_content in all URLs of the company’s website
because then you can see which type of content lead to most business for your
organization.<o:p></o:p></span></p>
<p class="MsoNormal"></p><ul style="text-align: left;"><li><span style="font-family: helvetica;">Use <b>web analytics tools</b> such as Google analytics to see
visit analytics. Social platforms such as LinkedIn also allow you to see how
much viral a content is.</span></li><li><span style="font-family: helvetica;">Use your <b>marketing automation platforms</b> to see what content
a #CIO or a #CFO clicked on before converting/ submitting the lead</span></li><li><span style="font-family: helvetica;">Use your <b>CRM</b> to see how much business a particular content
has generated; whether videos gave more business or it was the physical
brochure, you can track it all.</span></li></ul><p></p>
<p class="MsoNormal"><span style="font-family: helvetica;">Yes, it’s that easy! But it requires a #disciplined approach.
Quite often it gets missed because of either #urgency to post/ launch or a #lackadaisical
attitude of people concerned. Rule of thumb is – whenever you’re loaded with
work and there’s an urgency, just #pause for a moment and re-check all points
in the checklist before you use that landing page link anywhere. Involving your
marketing analytics colleague in the process would be a good idea too.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family: helvetica;"><o:p></o:p></span></p><p><span style="font-family: helvetica;">Hope you find this post useful !</span></p>Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-22712904801342040362020-02-29T07:05:00.002-08:002020-02-29T07:15:17.856-08:00Website Page Load Time: Factors impacting and Tips to improve<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
In today’s digital age, a website (whether B2B or B2C) is an
indispensable part of any organization.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Your website is nothing but a sales person. The better it
is, the more business it can give. An informative website, a fast website is akin
to a knowledgeable and responsive sales person.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Often businesses invest a lot of time and efforts in
building a good looking website with great content but neglect paying too much
attention to speed at which it should load. If your website takes ages to load
then it’s imperative to attract too much bounce. And an impatient millennial
might just switch to your competitor’s website without even the quality of
content and offer your website might be running. <u><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">As a result you lose
potential revenue.</span></u><br />
<br />
Acc. to Google (<a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/">https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/</a>),
the probability of bounce increases 32% as the page loads from 1 to 3 sec.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
Not just bounce rate, page speed is one of the most
important ranking factor by Google.<o:p></o:p><br />
<br />
Studies show that:<br />
<ul style="text-align: left;">
<li>A one-second delay in page load time yields: a) 11% fewer page views b) 16% decrease in customer satisfaction & c) 7% loss in conversions (Link: https://www.crazyegg.com/blog/speed-up-your-website/ </li>
<li>47% of consumers expect websites to load in two seconds or less — and 40% will abandon a page that takes three or more seconds (Link: https://blog.kissmetrics.com/loading-time/ )</li>
<li>79% of customers said they would not return to a site with poor performance (Link: https://blog.kissmetrics.com/speed-is-a-killer/ ). In this same survey, 52% of shoppers said that quick page loading is important to their site loyalty and 44% said they tell their friends about poor site experiences</li>
<li>53% of mobile users leave a site that takes longer than three seconds to load (Link: https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/ )</li>
<li>Page load time is one of the key ranking factors as well, google penalizes those sites that take too much time to load thereby leading to loss in our keyword ranks which means our website link might not even show up on the first page of search results. (Link: https://www.wordstream.com/blog/ws/2018/01/22/google-speed-update )</li>
</ul>
</div>
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Let’s look at some of the factors that affects page load:</div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li><b style="text-indent: -0.25in;">How heavy
your page is:</b><span style="text-indent: -0.25in;"> The more files you have to load on a page, the longer it will
take to load</span></li>
<li><b style="text-indent: -0.25in;">No. of
plugins or third party scripts you’ve added in your website:</b><span style="text-indent: -0.25in;"> If your
website is on wordpress then you must be using plugins for various
functionalities. The plugins that make a lot of database queries and require a
lot of assets to load will slow down your load time.</span></li>
<li><b style="text-indent: -0.25in;">Whether
your website is hosted on a dedicated or shared server:</b><span style="text-indent: -0.25in;"> A shared server can
cost you less but will lead to high load time as it has to accommodate for all
other websites too. A server dedicated to your website will have a complete
control of your resources and will load your site quicker.</span></li>
<li><b style="text-indent: -0.25in;">Server
location:</b><span style="text-indent: -0.25in;"> In an overseas server, the connection must go through many
different open networks, so they should consume more time to access</span></li>
<li><b style="mso-bidi-font-weight: normal;">Browser version:</b>
Older browser versions might not be compatible with new features or assets that
you modern website has so they may take time to load eventually leading to high
page load time</li>
</ul>
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<o:p></o:p></div>
<div class="MsoNormal">
<u><b>How can you improve website load time</b></u></div>
<div class="MsoNormal">
</div>
<ol style="text-align: left;">
<li>Optimize your website images</li>
<li>Remove unnecessary or unused third party codes & plugins</li>
<li>If possible, go for dedicated hosting</li>
<li>Use CDN (content delivery network) - A CDN (Content Delivery Network) is a highly-distributed platform of servers that helps minimize delays in loading web page content by reducing the physical distance between the server and the user. This. helps users around the world view the same high-quality content without slow loading time (source: https://www.akamai.com/us/en/cdn/what-is-a-cdn.jsp)</li>
<li>Prefer local country host providers</li>
</ol>
<div class="MsoNormal">
Remember, your goal should be to achieve load time of 0.5
seconds or less.</div>
<div class="MsoNormal">
<o:p></o:p></div>
<br />
<div>
Keep optimizing !</div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-30938629453864766852017-09-10T07:11:00.003-07:002017-09-10T07:11:55.644-07:00Digital Marketing Strategies for Start-ups<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. A big part of marketing strategy is digital. Any business can compete with any competitor regardless of size with a solid digital marketing strategy.</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">As a starting point, here are some research activities to get you started with your small business digital marketing plan:</span></div>
<div style="text-align: justify;">
<ol>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b>Customer profiles (or personas)</b> – which types of customers visit your site and then convert to lead or sale? How does this differ compared to other traditional channels? We believe that businesses of all sizes should have target personas or “pen portraits” of 2 to 3 customer types.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b>Customer search behaviour research</b> – determine how your prospects search as explored in the Reach section – understanding the volume and type of customer intent is vital where you are looking to grab more share of search when people search for your products or services</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b>Competitor research</b> – You can run a profitable site without considering competitors, but a review as part of planning will definitely give you ideas and is essential to spot weaknesses and opportunities as part of SWOT analysis. </span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b>Influencer, partner and intermediary research</b> – which types of people and other sites will influence your audience as they look for your type or product and service? This is often neglected, but partnerships and certain types of influencers6 can be a great source of low cost, quality traffic.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b>Current business effectiveness</b> – mine your sales data</span></li>
</ol>
</div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Consumers and businesses alike are almost always online and to be able to reach them and observe their behaviour where they spend the most time digital marketing strategy comes handy. It’s the series of actions that are going to help to achieve goal(s) using online marketing. </span></div>
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<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Several low cost digital marketing strategies for the start-ups are listed below:</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">A.<span style="white-space: pre;"> </span><u>SEARCH MARKETING</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Search engine optimization (SEO) is a key to every website. The start-ups must know the keywords where the website must rank on top 3 organic results. In case it’s an e-commerce, it will require paid search marketing activities to bring product in front of the consumers.</span></div>
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<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">B.<span style="white-space: pre;"> </span><u>MARKETING FUNNEL CREATION</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Conversion rate optimisation (CRO) should be used for understanding why visitors are not ‘converting’ into customers, and then improving messaging or value proposition to increase this rate of conversions which can be done by understanding visitors and their objections.</span></div>
<div style="text-align: justify;">
<ul>
<li><span style="font-family: Georgia, Times New Roman, serif;">The most successful businesses have an effective marketing funnel in place. This includes mapping out a customer’s journey from a complete stranger to a lead, and then putting certain strategies in place that will encourage them to move through this funnel.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b><i>Landing Page Optimization:</i></b> The landing page of any startup is one of the crucial factors in generating the lead about the product and then ultimately making the business out of it by selling those products. Landing page must be good enough to compel visitors to get converted into customers.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><b><i>Internal Pages Optimization:</i></b> There are free and cheaper solutions for optimizing internal pages for conversion. Free plugins can be used for capturing emails and then leveraging affordable services like MailChimp for drip campaigns. </span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;">Using free tools like <i>Google Analytics</i> to monitor visitor’s paths to the website and once they are on it, finding opportunities to create a more user-friendly experience. Optimizing forms on website to build a stronger inbound lead funnel. Finding cheap and reliable cart services to sell products directly through site. </span></li>
</ul>
</div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">C.<span style="white-space: pre;"> </span><u>CONTENT MARKETING</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Content marketing is one of the most overlooked investments in launching a startup, which can be done by engaging in industry research and formulating unique selling propositions. </span></div>
<div style="text-align: justify;">
<ul>
<li><span style="font-family: Georgia, Times New Roman, serif;">Visually stimulating content, with appealing imagery and minimal words score a lot when it comes to websites. However, that cannot diminish the power of captivating words, and they are as good as the pictures.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;">One of the most important steps to an effective content marketing strategy is the content promotion. Amplify it as much as possible. Leverage social media profiles, email industry experts, reach out to LinkedIn groups or industry forums, and contribute to other popular sites that target consumers might visit. </span></li>
</ul>
</div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">D.<span style="white-space: pre;"> </span><u>E-MAIL MARKETING</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">E-mail marketing is now becoming one of the best digital marketing weapons which will not only help startup to promote its brand but will also help in generating lead to make business for the brand.</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">E.<span style="white-space: pre;"> </span><u>SOCIAL MEDIA MARKETING</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, "Times New Roman", serif;">Social media is one of the most cost effective ways to market startup. In addition to providing a platform for growing brand, it offers an easy medium for promotion and customer service opportunities. It is a way to build brand voice. This can be done on a frequent and consistent pace. Find and share customer related information. </span></div>
<div style="text-align: justify;">
<ul>
<li><span style="font-family: Georgia, Times New Roman, serif;">Many social media platforms and search engines have the feature of showing paid ads on their platform which any start-up can easily afford as most of these paid ads starts with a minimum budget of $10. You can also further increase the budget according to requirement to gain much better reach among target audience.</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;">There are a number of different social opportunities that one can invest in all of which have merit depending on the industry and unique selling proposition.</span> </li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><i>Facebook </i>is steadily becoming a pay-to-play platform, and to see any engagement, investment on Facebook posts promotion can be done. </span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;">While <i>Twitter</i> still provides a good amount of organic engagement, the microblogging platform also has paid solutions for businesses, with one being sponsored tweet. By providing a sponsored tweet, higher engagement will most likely occur with followers (and others).</span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;"><i>LinkedIn</i> has a number of extremely valuable paid features, including a Sales Navigator that makes finding leads and contacts seamless. </span></li>
<li><span style="font-family: Georgia, Times New Roman, serif;">One of the biggest benefits of social media for business is using it to increase website traffic. Not only does social media help direct people to website, but the more social media shares received, the higher search ranking will be. </span></li>
</ul>
</div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">F.<span style="white-space: pre;"> </span><u>MULTI-CHANNEL STRATEGY</u></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">A digital marketing strategy should always be multi channelled in nature, to track and analyse every channel. It helps in covering every possible segment of your target audience. Blogs give interest and opinion for viewers, hence helping them choose between alternatives. YouTube podcasts help consumers by informing them about the products.</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Running a startup on a shoestring budget is hard enough. Keeping marketing costs down while capitalizing on successful digital opportunities, one will be able to improve brands visibility without sacrificing a large budget.</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia, Times New Roman, serif;">Hope you find it useful !</span></div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-24360875137952679452017-09-10T00:32:00.003-07:002017-09-10T00:32:33.552-07:00ACCOUNT BASED MARKETING - A DIGITAL PERSPECTIVE<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
Account-based marketing (ABM) is a B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalised campaigns designed to resonate with each account & its key decision makers to achieve mutually agreed business goals and objectives.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Please note that my post would be limited to digital medium only from execution perspective. However, the ABM concept broadly remains same & offline ABM activities that you might be doing already can be added in step 3. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b><u>5 Step approach for ABM:</u></b></div>
<div style="text-align: justify;">
<br /></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgW2W_QQof_5sLctJpZoJ_jQLf9bYh7nisSrTPMOL_vMNWFjObF8wN2H5R_UNMgU1CXxxq6m4EyMkSGSWRIbJFNu9aEnbadvC_xv4eTBjxNgGRc457bBZ_E_aaCR1ZfyMmn1bUQB6oSBm2v/s1600/5-Step-Approach-ABM.PNG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="five-step-abm-approach" border="0" data-original-height="277" data-original-width="1205" height="145" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgW2W_QQof_5sLctJpZoJ_jQLf9bYh7nisSrTPMOL_vMNWFjObF8wN2H5R_UNMgU1CXxxq6m4EyMkSGSWRIbJFNu9aEnbadvC_xv4eTBjxNgGRc457bBZ_E_aaCR1ZfyMmn1bUQB6oSBm2v/s640/5-Step-Approach-ABM.PNG" title="five-step-abm-approach" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">5 Step Approach for ABM</td></tr>
</tbody></table>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>STEP 1: Select Target Accounts</b></div>
<div style="text-align: justify;">
The primary step is to find out who exactly you would like to reach out to. This steps requires an elaborate discussion between sales and marketing teams. Some could be high worth accounts, existing accounts, strategic accounts and so on. The step not only includes identifying target accounts for your business but also the exact departments (job function & seniority) and decision makers within those departments.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>STEP 2: Define Objective (or goals)</b></div>
<div style="text-align: justify;">
If you would like to avoid any confrontation with the CEO in future then make sure the objectives/ goals are identified & mutually discussed with the top management well before initiating any account specific outreach activity. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<u>The objectives can be as follows:</u></div>
<div style="text-align: justify;">
a. Secure more meetings with senior management</div>
<div style="text-align: justify;">
b. Close a higher percentage of large deals</div>
<div style="text-align: justify;">
c. Drive faster sales cycle time</div>
<div style="text-align: justify;">
d. Grow revenue within existing accounts</div>
<div style="text-align: justify;">
e. Promote higher customer loyalty</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>STEP 3: Identify Digital Channels</b></div>
<div style="text-align: justify;">
Well, here i am only focusing on digital channels but please make sure all your offline activities are in sync with digital promotions (eg. physical meeting after a digital campaign; geo-targeted ads before physical events etc.). </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Identifying right digital channels is a no-brainer, some of the key channels that can be leveraged are: </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<i>a. <a href="https://business.linkedin.com/marketing-solutions">LinkedIn</a> (obviously the best)</i> - There're plethora of options available such as LinkedIn ABM, LinkedIn Remarketing, LinkedIn Sponsored InMails, Spotlight and Text ads. Do make use of new features such as 1 click lead gen, LinkedIn contact retargeting & website retargeting. Do not forget to integrate <a href="https://www.oracle.com/marketingcloud/products/marketing-automation/index.html">Eloqua </a>(if you've Eloqua as marketing automation platform) with LinkedIn.</div>
<div style="text-align: justify;">
<i><br /></i></div>
<div style="text-align: justify;">
<i>b. Email (the cheapest)</i> - This requires database or list of email addresses of contacts within your target accounts.</div>
<div style="text-align: justify;">
<i><br /></i></div>
<div style="text-align: justify;">
<i>c. Account targeted display ads on ad networks</i> (may require high investments but can be targeted to account and job-seniority levels). Key service providers are: <a href="https://www.demandbase.com/b2b-marketing-cloud/advertising-solutions/account-based-advertising/">Demandbase</a>, <a href="http://vendemore.com/account-based-marketing/">Vendemore</a>, <a href="https://6sense.com/">6 Sense</a>, <a href="http://www.kwanzoo.com/cms/toplevel-solutions/account-based-marketing/">Kwanzoo</a>, DMPs such as <a href="https://www.oracle.com/marketingcloud/products/data-management-platform/index.html">Oracle Bluekai</a> etc.</div>
<div style="text-align: justify;">
<i><br /></i></div>
<div style="text-align: justify;">
<i>d. DMPs</i> (the costlier but more targeted) - Create segments and reach out to them via search, display, email, mobile etc.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<i>e. Account re-targeting:</i> Reach out to accounts who've been to your website again & to opt-in contacts (make sure they're double opt-in for specific geos such as Canada & European region). Most of the service providers mentioned in point c. have the account remarketing capabilities as well. Specifically for contact level retargeting, you can use <a href="https://www.adroll.com/product/crm">AdRoll CRM re-targeting</a>, <a href="https://support.google.com/adwords/answer/6379332?hl=en">Google customer match</a>, <a href="https://business.twitter.com/en/targeting/tailored-audiences.html">Twitter tailored audience</a> & <a href="https://www.facebook.com/business/a/custom-audiences-new">Facebook custom audience</a>.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>STEP 4: Personalise Content</b></div>
<div style="text-align: justify;">
Leverage IP based and cookie based personalization technologies to serve relevant and appropriate content to your target audience & (or accounts). It is not wise (esp. in today's world) to serve same content to all website visitors. Segment visitors on the basis of company name or a particular action taken in your website and make the experience more personalized. Example, audience spending more than x minutes on a particular section of the website or downloading content about specific products and services can be shown a more relevant content. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
You can make use of <a href="https://www.demandbase.com/b2b-marketing-cloud/marketing-solutions/website-personalization/">Demandbase</a>, <a href="https://www.oracle.com/marketingcloud/products/testing-and-optimization/index.html">Oracle Maxymiser</a>, <a href="https://www.google.com/analytics/optimize/">Google optimize</a> etc. to serve personalized content across website (Demandbase & Kwanzoo can also help personalize banner ads served on ad networks to specific accounts/ industries). There's a rise in Artificial intelligence based website personalization as well (eg. Demandbase site customization). It'll be interesting to see how advertisers can leverage AI based personalization with ABM.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>STEP 5: Enable Sales</b></div>
<div style="text-align: justify;">
Whatever ABM activities you've taken up, make sure all of them are aligned to objectives discussed in step 2. Enable sales team by showing results of all ABM activities by preparing an account level pre & post type of reporting. It's vital to have a strong analytics platform within your organization to get to this type of reporting. <a href="https://www.google.com/analytics">Google</a> & <a href="http://www.adobe.com/data-analytics-cloud/analytics.html">Adobe analytics</a> are two most widely used platforms, recently there's a rise in predictive intelligence based analytics tools as well (eg. <a href="https://6sense.com/">6Sense</a>). </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Marketing team should ensure that sales receive timely website activity report done both at an account level and at individual level along with campaign specific reporting. Some organizations prefer to show a dashboard (instead of excel report) using <a href="http://www.qlik.com/">Qlik</a>, Google data studio, <a href="http://www.qlik.com/">Klipfolio </a>etc. </div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Well that's it ! Make sure you've a project plan with timelines before you initiate any of the above.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<b>Benefits of ABM</b></div>
<div style="text-align: justify;">
It won't be apt for me to say the rhetoric that ABM will get you: Better & Clear ROI; Tight & Close alignment between sales & marketing; Optimise spends & Efficient tracking of goals. My advise is - Do it and find out how ABM is working for your company.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
Happy ABMing !!</div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-36704617946275947692017-01-08T05:31:00.000-08:002017-01-08T05:31:07.721-08:00Buyer Journey: Mapping Digital Channels & Metrics<div dir="ltr" style="text-align: left;" trbidi="on">
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My previous post on "<a href="https://maneesh2u.blogspot.in/2016/12/measuring-effectiveness-of-paid-digital.html">Measuring the effectiveness of paid digital campaigns</a>" inspired me to write this post. In fact, i encounter this question from my colleagues a lot that - What is an ideal channel mix for a digital campaign? Well, my answer to them is that it all depends on the campaign objective & the attributes of your target audience. It may not be necessary that all individuals in your target audience are in same phase of their buyer journey or not all might be progressing in a similar way. Some of them might be already aware of your brand, some might be considering other brand options just because they read a negative review about your brand and a fraction of your target audience could be on the verge of buying from your brand and are waiting for that final trigger. And hence, it may not be appropriate to just consider one or two ad units/channels for your digital campaign.</div>
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To answer the question on an ideal channel mix for a digital campaign, one should have the capability to segment the audience on the basis of where they're in their respective buying journey & then map various digital channels and their respective ad formats to those segments. On the basis of my experience & learning, i've created an illustration that maps channels & their respective formats with various phases of customer buying journey (Awareness, Consideration, Purchase & Engage).</div>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVEmPaRJ8PFdhx7Bl5wxhPPGI3fzaq95yKH-4y4y-jfjga8LQmMsdKqp4Qi9oWhW9xCY-Kc-SRVTHYJw7tTzqcR_0SCv_yO47kPirguONXMJvlp4TrAIIO2pQOCkXpp2AzejgsHiaaEjPX/s1600/digital-channels-buying-cycle.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="digital channels mapped with buyer journey" border="0" height="171" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVEmPaRJ8PFdhx7Bl5wxhPPGI3fzaq95yKH-4y4y-jfjga8LQmMsdKqp4Qi9oWhW9xCY-Kc-SRVTHYJw7tTzqcR_0SCv_yO47kPirguONXMJvlp4TrAIIO2pQOCkXpp2AzejgsHiaaEjPX/s640/digital-channels-buying-cycle.png" title="digital channels mapped with buyer journey" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Digital Channels: Buyer journey</td></tr>
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NOTE: You may use channels mentioned in 'Purchase' phase in 'Consideration' phase as well, the illustration above is a subjective view on what formats work best in which phase. Regardless of the channel, the messaging used on these channels plays a crucial role & must align with users in respective phases for eg. a discount code migh work well for audience in consideration & purchase phase.</div>
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Now, once the campaign is over you might want to measure its performance. In my previous post - <a href="https://maneesh2u.blogspot.in/2016/12/measuring-effectiveness-of-paid-digital.html">Measuring the effectiveness of paid digital campaigns</a> i mentioned key metrics that should be considered for measuring the overall success of a digital campaign. In addition to that you might also be required to report digital metrics for customer buying phases. I prepared below table that lists down channel wise key metrics for each buying phase:</div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: justify;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDjpJ0A_o9QRra40OVQAHfMjr4U-UU5dKS8eVscA6XMt47cKQXUYEHSz0PFgGGP1RBCkPxo6-1CDm3NN0pObJ1GZEYtccGkH_edxZ38jcxxYNh_tHKHJzEdsen0-2GZPXHDQwMIa1h9Dk4/s1600/Digital-metrics-buying-cycle.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="digital-metrics-buying-cycle" border="0" height="246" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDjpJ0A_o9QRra40OVQAHfMjr4U-UU5dKS8eVscA6XMt47cKQXUYEHSz0PFgGGP1RBCkPxo6-1CDm3NN0pObJ1GZEYtccGkH_edxZ38jcxxYNh_tHKHJzEdsen0-2GZPXHDQwMIa1h9Dk4/s640/Digital-metrics-buying-cycle.JPG" title="digital-metrics-buying-cycle" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Digital Metrics: Buying cycle</td></tr>
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Hope you find this information useful. i will look forward for your feedbacks in comments section below.</div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com1tag:blogger.com,1999:blog-5771757114382504136.post-47986060421584342942016-12-19T18:40:00.000-08:002016-12-19T18:40:02.275-08:00Measuring the Effectiveness of Paid Digital Campaigns<div dir="ltr" style="text-align: left;" trbidi="on">
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How do you measure the effectiveness of a digital campaign? Is it sufficient to evaluate campaign performance on the basis of campaign metrics alone?</div>
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We often boast about no. of impressions served & video views garnered but when it comes to measuring the effectiveness of any digital campaign, digital marketers need to don sales hat. Why? Because every impression cost advertisers a good amount of money and it is unfair as well as illogical if we fail to report the return on ad spend (ROAS).</div>
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A successful digital campaign not only depends on efficient targeting and optimization but also on good quality content, conversion friendly page and efficient tracking. Hence, it's important that an end of the campaign report contains both digital campaign metrics as well as content performance metrics (such as avg. time on page & bounce rate). In order to evaluate campaign performance, it's absolutely critical that marketing and sales tools talk with each other. There are plethora of campaign metrics available for advertisers to report but according to me two key metrics that really matter are sales & impressions per sales (or impressions per profit) & this is applicable for awareness and lead generation type campaigns. </div>
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While many may contest that a brand awareness campaign should not have sales as a metric but just pause on that thought and think - <u>Would you not like to know how many ad impressions resulted in $1 profit in my business? </u>An awareness driven or engagement driven campaign ultimately impact the bottom line of your company. </div>
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I prepared a sample template that can be used to measure effectiveness of any paid digital campaign:</div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimotLvHg8raWas_PFrO786NgrwEwMTe8-phxja2j-L0UBA4EXFSVcgdaQ-qoafgnWE4xO7GyFEM0gvc1gadunqVH841DRGGzzH6tubDeSzl9wrIp3ISKSzyHzUaR7VCtjsaNPxqDrHnHOD/s1600/paid-campaigns-analysis.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Paid-Campaign-Analysis-Template" border="0" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimotLvHg8raWas_PFrO786NgrwEwMTe8-phxja2j-L0UBA4EXFSVcgdaQ-qoafgnWE4xO7GyFEM0gvc1gadunqVH841DRGGzzH6tubDeSzl9wrIp3ISKSzyHzUaR7VCtjsaNPxqDrHnHOD/s640/paid-campaigns-analysis.JPG" title="Paid-Campaign-Analysis-Template" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Paid-Campaign-Analysis-Template</td></tr>
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Please note that i have knowingly not added various optimization related metrics such as cost per click, cpm, cost per lead etc., simply because we need to track them on a daily basis - this above template is more ideal for an end of the campaign reporting (however, you can still calculate these metrics using this template). Also, if you know the Profit margins of sales achieved through this campaign i would urge you to also report <b>Impressions per profit </b>figure for your respective products.</div>
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Feel free to add / tweak this template as per your business needs. I would love to get your feedback in the comments section.</div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-42082093459767894092016-08-07T02:23:00.000-07:002016-08-07T02:23:50.532-07:00How to create a Push notification strategy for B2B audience?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In a B2B business where sales cycles run long, it becomes all the more important for businesses to nurture their audience with relevant messaging over a period of time. Most of it is typically done by sending emails containing right mix of content (or offers in case of B2C). Over past few years, advertisers have also started investing in social nurturing i.e. running a re-marketing campaign by showing ads on prospect's social network feeds. Push notifications is yet another medium to remind or engage prospects with your brand. Push notifications may or may not be used for sending promotional offers alone, they're a great medium to notify users about an upcoming event or webinar as well. B2B businesses can make use of Push notifications to various ways.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Push notifications aren't new. Typically mobile apps send push notifications to users so that the users visit and perform the intended action. B2B businesses that do not have a mobile app can still send these notifications by putting a JavaScript code in all pages of their website (including blogs & business pages) & nurture the website visitors with relevant content until they convert (or give business). The most important question that requires brainstorming is - What is an ideal push notification strategy? </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Every business is different. <i>"One size fits all"</i> may not work when it comes to creating a push notification strategy however, there're few basic concepts that are common to B2B businesses and below strategies may help:</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>a. Blogs Section Visitors:</b> Have a Blog? Send push notifications to all blog subscribers whenever a new blog post is created. You can also create segments basis blog categories/tags and blogger profiles & send relevant notifications to relevant audience.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>b. Business Pages Visitors:</b> Send push notifications to all users who browse business content in your website - Users who're returning often to a particular section of your website show they're are in 'Interest' phase of AIDA framework and should be nurtured with content related to that particular section/ service.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>c. Engagement:</b> Identify users who engages with your content the most i.e. spend more than X minutes or engages with more than Y events on the page (click links, watch video, download pdfs etc.). Such users have progressed to "Desire" phase and advertisers may want to send them a push notification about providing them some incentives (some % off on premium services, free event passes, extended services etc.).</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>d. Lead Form Aborts:</b> Users who visit lead form/ subscription page but leave without purchase or form submission -These are those advanced users who're on the verge of converting (or giving business/ purchase your services). Push notifications to them must contain a strong incentive so that they come back and finish the purchase.</span></div>
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<b><u><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">IMPORTANT POINTS TO CONSIDER</span></u></b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>A/B Test:</b> B2B businesses must A/B test various content pieces sent as push notifications and capture user engagement on them to decide which one is working and which isn't. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Frequency & Timing:</b> Please refrain from spamming or sending too many push notifications to your subscribers otherwise they will unsubscribe and whole strategy may go for a toss. While many advertisers send push notifications on a daily basis, my personal opinion is to keep it to 3-4 times a week only.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Targeting:</b> Push notifications can be targeted to a particular user segment. Various audience segmentation can be made such as segmenting users basis content consumed, time spend, website engagement, geography, returning v/s new visitors etc.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Browser Compatibility, UTM Tagging & Secure Websites (HTTPS):</b> Push notifications may not work on all browsers however, it does work on Google chrome & Firefox. The links that you promote must be properly tagged with UTM parameters (so that you can track the traffic easily in google analytics). Non-secure websites require double opt-in hence, it's recommended to have a secure URL (HTTPS) so that you increase opt-in subscriber base easily.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Integration with Marketing automation platforms:</b> Various push notification providers do integrate with automation platforms such as Eloqua etc. Subscriber ID can be mapped with user's unique identifier (such as phone, email address etc.) and advertisers can then take the push notification strategy to a whole new level. Mapping subscriber IDs would allow advertisers to send personalized notifications.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Remember, the sole objective of nurturing audience is to assist conversion or get business for your organization. So, if it's via email, social, sms, push notification or an integrated approach all that's required is a strong strategy, efficient targeting, interesting content (to drive user action) and impeccable optimization.</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">All you need is a "push" !</span></div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-31990853950648836632016-07-16T09:25:00.000-07:002016-07-16T09:25:13.210-07:00Dark Social<div dir="ltr" style="text-align: left;" trbidi="on">
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According to <a href="http://info.radiumone.com/rs/radiumone/images/RadiumOne_DarkSocial.pdf">RadiumOne report</a>, globally almost 70% of social shares are dark. For France, it's as high as 81%.</div>
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNqCTrp9xncku6sseX8T391FRMN6UEwtiNEOUVlXCBoSQVwZ3dr6gs6SQG_FMBguKksaGN72sDu222_JR6jl0MTAyGWzGuddh47g8-gErAR5Y8bEK0Jiayb8siZbEceSMAxmOGR3PzO6XJ/s1600/dark-social-share-geo.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="dark-social-share-global" border="0" height="347" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNqCTrp9xncku6sseX8T391FRMN6UEwtiNEOUVlXCBoSQVwZ3dr6gs6SQG_FMBguKksaGN72sDu222_JR6jl0MTAyGWzGuddh47g8-gErAR5Y8bEK0Jiayb8siZbEceSMAxmOGR3PzO6XJ/s640/dark-social-share-geo.png" title="dark-social-share-global" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">% of Shares - Dark Social</td></tr>
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<b><span style="font-size: large;">What is "Dark Social?</span></b></div>
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Dark social refers to the social sharing of content that occurs outside of what a web analytics program can measure or track & attribute it to social (or right channel).</div>
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Analytics will report this traffic as a 'Direct Traffic' ! So, if you're a social media lead for your organization then this is a definite cause of worry for you.</div>
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<b><span style="font-size: large;">Why this happens?</span></b></div>
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If a certain type of web traffic fails to pass referral information on to your analytics programs (such as Google analytics), the analytics will not be able to report these visits as a referral from a particular website & hence these visits will be reported as "Direct visits" in analytics. It can happen because of following reasons:</div>
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a. <u>Traffic from Native mobile apps</u> (such as Facebook, Instagram etc.) opening an in-app browser of force mobile browsers to open the the URL clicked - in both cases the browser itself is going to directly to the site and thus it looks like direct traffic in Google analytics. </div>
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b. <u>Traffic from Messaging apps</u> such as Whatsapp, Facebook messenger etc. - these chats clients do not pass the referrer information (unless you tag the URLs)</div>
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c. <u>Traffic from a secure to non-secure website</u>: The referrer information is not passed to analytics when you click a HTTP link from a HTTPS link (please note - social channels use secure browsing).</div>
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d. <u>Traffic from Email</u>: We know traffic from emails are reported as direct unless you tag the URLs in your email marketing programs. This is typically mentioned under Dark social rather than calling it as 'Dark email'.</div>
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There're terms such as 'Dark Search' & 'Dark Mobile' as well however they're no different, it's just a segmentation of traffic that lacks any link in attribution into 3 categories viz. Dark Search, Dark Social & Dark Mobile. (Recommended read in this aspect is this <a href="http://searchengineland.com/dark-search-dark-social-everything-246652">Search Engline Land Post</a>).</div>
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<b><span style="font-size: large;">How do i Measure it?</span></b></div>
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See, it's very difficult for someone to remember a long URL of any website (unless you're Sherlock Holmes !), it's highly unlikely that someone is going to type a long link in the browser to open a page deep inside your website. </div>
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Also, not many people click on bookmarked links so, if we're able to find all direct visits after excluding home page & section fonts - we can make some estimation for 'Dark social' traffic coming to our website.</div>
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<b><span style="font-size: large;">How to Reduce it?</span></b></div>
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Just use Google UTM URL while putting up your website's link in any of social & email channels. Use correct source so that Google identify the visit & attribute it to right source instead of direct.</div>
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Here's the link for <a href="https://support.google.com/analytics/answer/1033867?hl=en">Google UTM URL builder</a>.</div>
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Let's move outside of Dark !</div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-36635669369630804812016-07-09T08:18:00.002-07:002016-07-09T08:18:56.349-07:00Will Bots Be New Customer Service Agents?<div dir="ltr" style="text-align: left;" trbidi="on">
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If you're a reader in 2020 then this post might be redundant for you.</div>
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If not, then go on.. read this post to know how bots might make take over as new service agents and replace humans employed in various job functions.</div>
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Bot fever is taking over the world eg. Apple Siri, Microsoft's Cortana, Amazon's Alexa bot, Facebook’s artificially intelligent smartphone assistant M, mobile app such as Haptik etc. They're becoming more than simple personal assistants. Springbot in Facebook messenger, a shopping concierge bot that provides tailored shopping options to your price range. </div>
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Bot's aren't limited to social media, they're also find a place in multinational companies as well. RBS, for instance, will deploy a virtual assistant called Luvo to deal with day-to-day customer problems from lost or stolen bank cards to forgotten pin numbers. American fast food chain Taco Bell announced the TacoBot, which you can text via the Slack messaging app. You can order Domino’s pizza through Amazon’s AI assistant Echo and multinationals like Unilever and BMW use a simple Q&A bot that can answer any question a customer services employee would. </div>
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But the bigger question is can they match the human experience?</div>
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Imagine you say - I would like to buy a thin crust Domino's vegetable extravaganza & within 5 minutes you've a drone with your pizza & a message that the amount is deducted from your online wallet.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: center;">
Checkout Amazon Echo video:</div>
<div style="text-align: center;">
<br /></div>
</div>
</div>
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/EwVzgRfPoU8" width="560"></iframe></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<i>(Amazon Echo is designed around your voice. Hands-free and always on, Echo connects to Alexa, a cloud-based voice service, to instantly provide information, answer questions, play music, read the news, check sports scores or the weather, and even explain what a snack stadium is.)</i></div>
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<br /></div>
<div style="text-align: justify;">
Watch out! the future is coming.</div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-34873403862649294522016-06-26T04:50:00.003-07:002016-07-09T06:49:02.166-07:00WEBSITE PERSONALIZATION<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Imagine you go to shop to buy something and the only thing you see there is exactly what you were looking for or variants of the same of products related to them. Wouldn't you buy the items? Of course you will. Wouldn't it save time for you? Of course it will. Wouldn't you buy more related item that were complementary to what you were looking for? Of course you will and not only that you were also able to find the cheapest option as per your needs & why is that? Because you got products personalized for your needs.</span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Ques. What problem has Personalization solved for you & the shopkeeper?</span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Ans.</span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">FOR YOU</span></div>
<ul style="text-align: left;">
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Gave you what you were looking for; </span></li>
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Gave more discounted options; </span></li>
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Gave option to buy related products that you might have needed in future; </span></li>
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Saved Time for you (a lot of time that you might have wasted in searching for the product)</span></li>
</ul>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">FOR SHOPKEEPER</span></div>
<ul style="text-align: left;">
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Instant purchase</span></li>
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Cross sell</span></li>
<li style="text-align: justify;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">More footfalls (because you'll have a high tendency to go there to purchase because of good shopping experience in the past)</span></li>
</ul>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Now just replicate this into an online world.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Website personalization according to various user attributes not only impacts the conversions and increase no. of visits and engagement but also provide a good user experience. Website can be personalized according to various attributes, some of them are:</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b>Geography (basis IP addresses from where the visit is being done) -</b> You might want to show Delhi region specific deals in your website to users who're browsing your website from Delhi.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b>Past user behavior -</b> In case of returning visitors, personalization logic can be build by tracking their past browsing behavior such as which pages they view the most, which events they engaged with the most, do they see more of product demo videos or download product specification sheets etc. This data will be more accurate for logged-in users as compared with non-logged-in users (but both type can be personalized) - Do not confuse this with Remarketing advertisement.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b>Industry/ Company specific attributes -</b> Some companies such as Demandbase can personalize website content basis visits made by users belonging to a particular Industry. This is more valid for B2B organizations who cater to multiple industries. Some of the other tools that can assist organizations in personalization are: <a href="http://www.coremetrics.com/solutions/cross-sell-up-sell-recommendations.php" target="_blank">Coremetrics Intelligent Offer</a>; <a href="http://www.omniture.com/en/products/conversion/testandtarget" target="_blank">Adobe Test and Target</a><span style="background-color: white; color: #333333; line-height: 20px;"> etc.. The list of all tools can be accessed <a href="http://www.smartinsights.com/ecommerce/web-personalisation/web-personalization-software/" target="_blank">here</a>. </span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b>Others -</b> There are various other attributes as well by which website content can be personalized. some of the important ones are: Device, Source & medium of the visit, Visitor type, URL etc. </span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">There're studies that validate how important website personalization has become is today's age.</span></div>
<div style="text-align: justify;">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"></span><br />
<ul><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
<li>According to <a href="http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/" target="_blank">Janrain</a>, nearly three-fourths (74%) of online consumers get frustrated with websites when content appears that has nothing to do with their interests. </li>
</span></ul>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
</span>
<br />
<ul><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
<li>After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors.</li>
</span></ul>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
</span>
<ul><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
<li>A 2013 <a href="http://monetate.com/2013/05/the-tipping-point-for-personalized-website-experiences/" target="_blank">Monetate/eConsultancy Study</a> found that in-house marketers who are personalizing their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales. </li>
</span></ul>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">
<div>
Below mind-map shows a simple website personalization logic for a B2B organization:<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2AfLmpK_j1EwzyvC47A70odmE-1XjsrCS9PIY5f3vpBolix4RdqXyFGkuoZ3hXyluETzqABlCQAdebjvf78NztpSced0WFGUU-o7eA9Dly1lyRz2UfbNDFHo-5DbwvnY3-PUiJE31v0vV/s1600/website-personalization-mind-map.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="b2b-website-personalization" border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2AfLmpK_j1EwzyvC47A70odmE-1XjsrCS9PIY5f3vpBolix4RdqXyFGkuoZ3hXyluETzqABlCQAdebjvf78NztpSced0WFGUU-o7eA9Dly1lyRz2UfbNDFHo-5DbwvnY3-PUiJE31v0vV/s640/website-personalization-mind-map.png" title="b2b-website-personalization" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">B2B website personalization</td></tr>
</tbody></table>
<br />
<br />
In order to succeed, be relevant and stay ahead of competition businesses around the world need to have a proper website personalization strategy.</div>
<div>
<br /></div>
<div>
Happy reading !</div>
</span></div>
<div>
</div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-10042936080305593982015-12-30T07:13:00.000-08:002015-12-30T07:13:27.056-08:00How to Target Specific Individuals using Digital Channels?<div dir="ltr" style="text-align: left;" trbidi="on">
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Well, this post wasn't planned at all. A call from work on same topic encouraged me to write a blog post on this. It may or may not be often that businesses around the world feel this need of targeting only specific individuals for promotions. I work for a B2B company and for us, it's almost essential to be very frugal in our spends and ensure whatever little we spend, they are very focused and restricted to our target set of audience only.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
There're various ways (paid and non-paid) which allows advertisers to target either set of individuals or audience who exhibits similar characteristics. Please note that advertising methods on all channels require a customer's opt-in which means if someone has not opted in to receive email newsletters or facebook ads then they will not receive any of your promotional messages on respective channels. However, if they're opt-in individuals then you may send promotional ads to them digitally from following ways:</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
A) EMAIL MARKETING </div>
<div style="text-align: justify;">
If you know the email ids of your target audience then the best possible way is to send them an email with compelling & attractive headline. You may devise a strategy to nurture your audience with series of emails scheduled on a timely basis. Email marketing is still considered to be the best & cheapest way to reach out to your target audience and evoke response or influence conversions.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
B) LINKEDIN INMAILS</div>
<div style="text-align: justify;">
Engage with them on LinkedIn via <a href="https://www.linkedin.com/static?key=about_inmail" target="_blank">InMails</a>. With InMails 2.0, dynamic delivery allows high open rates and increased probability of conversions/ engagement. Individuals who wish to send InMails to target individuals may purchase InMails credits themselves and send InMails instantly.<br /> </div>
<div style="text-align: justify;">
C) CUSTOM AUDIENCE</div>
<div style="text-align: justify;">
A Custom audience list can be created in <a href="https://support.google.com/adwords/answer/2549111?hl=en" target="_blank">Google Adwords</a>, <a href="https://www.facebook.com/business/help/341425252616329" target="_blank">Facebook </a>& <a href="https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences" target="_blank">Twitter </a>by uploading a list of target email addresses (when in doubt, use both personal & professional emails). The audience can then be segmented & targeted digitally on respective channels. Advertisers can also leverage similar audience feature on these platforms that allow them to reach out to individuals who’re similar to their target contacts.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
D) TAGGING & DIRECT MESSAGE</div>
<div style="text-align: justify;">
If you and your target audience are following each other on Twitter & Facebook then you may write a tweet & post respectively, mentioning their handles or tagging them on the post. A notification will go to them and they can read the content they’re tagged on and may engage with you directly over there on respective platforms.<br /> </div>
<div style="text-align: justify;">
E) ADROLL CRM RE-TARGETING</div>
<div style="text-align: justify;">
Adroll has a feature of <a href="https://www.adroll.com/product/crm" target="_blank">CRM re-targeting</a> which works similar to custom audiences in Google, Facebook & Twitter. The advertiser needs to upload a list of email ids/ directly import from CRM in the Adroll dashboard and the tool will then show them banner ads/ facebook/ twitter ads to these audience. Adroll can also target similar audiences who exhibits characteristics similar to your target audience.</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
F) ONLINE GROUPS & DISCUSSION FORUMS</div>
<div style="text-align: justify;">
Identify groups related to your service/ expertise and start a topic/ discussion. Before doing this, make sure that their target audience is a part of that group. If you’ve your own group/ community to which your target audience has already subscribed for then you may engage with them directly over there or they can receive content/topic in regular email newsletters. </div>
<div style="text-align: justify;">
</div>
<div style="text-align: justify;">
</div>
<div style="text-align: justify;">
<br />Hope you'll find this info useful. </div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-25728973254501467992015-09-26T00:33:00.000-07:002016-07-09T06:59:15.295-07:00B2B REMARKETING<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 115%;">Remarketing
is a form of online advertisement that enables advertisers to show ads on
various digital channels (Web, Social etc.) to users who have already visited
their website.</span></span></span><br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-Vk4-gZJeDE14yiybKd84jOXajBWYL3hPj5m62hK8pQmW_6iz1S0-692p5dTWQwE7PGVYADREfK31vV4AIPTBcR1dtX_F82o-WaF0EhvovBwOfmlETrzxV4-9wAyCQT4DfptNpzuvwLPH/s1600/remarketing-process.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="remarketing-process" border="0" height="313" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-Vk4-gZJeDE14yiybKd84jOXajBWYL3hPj5m62hK8pQmW_6iz1S0-692p5dTWQwE7PGVYADREfK31vV4AIPTBcR1dtX_F82o-WaF0EhvovBwOfmlETrzxV4-9wAyCQT4DfptNpzuvwLPH/s640/remarketing-process.png" title="Remarketing Process" width="640" /></a><br />
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 115%;"></span><br />
<div style="text-align: center;">
<span style="font-size: x-small;"><span style="font-family: "trebuchet ms" , sans-serif;"><i>(Remarketing process)</i></span></span></div>
<br />
<div style="text-align: left;">
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<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">A remarketing campaign execution starts with an analysis of the remarketing
capabilities of various service providers (<a href="http://www.adroll.com/" target="_blank">Adroll</a>, <a href="https://business.linkedin.com/marketing-solutions/products/lead-nurturing" target="_blank">LinkedIn Lead Accelerator</a>, <a href="https://support.google.com/adwords/answer/2453998?hl=en" target="_blank">Google remarketing</a> etc.). </span></span><span style="font-family: "trebuchet ms" , sans-serif;">B2B remarketing campaign planning and execution broadly include following steps:</span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">STEP
1:</span></u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> The primary step is to analyze website analytics including website
conversion rate, bounce rate, average time on page etc. </span></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">STEP
2:</span></u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> Audience is then segmented primarily on the basis of the type of the
content browsed by them. Remarketing lists should be created on the basis of parameters like pages viewed, source/medium, geography etc. With <a href="https://business.linkedin.com/marketing-solutions/products/lead-nurturing" target="_blank">LinkedIn Lead Accelerator</a>, audience can also be segmented on the basis of Industry they belong to. </span></span></span></div>
<div class="MsoNormal" style="background: white; line-height: 15.75pt; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span></div>
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<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">STEP
3:</span></u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> In addition to business pages, a separate remarketing list should also be created
for all home page & lead form abandoners. It is important to generate desire to bring them back to the corporate website so that they
can browse pages or fill up the lead form.</span></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">STEP
4:</span></u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> The next step is to create tailored ads for each remarketing lists and
serve remarketing ads on various platforms such web/ content network</span><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">,
LinkedIn sponsored updates, Facebook newsfeed, Facebook right hand column ads
and on Twitter as promoted tweets </span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify; vertical-align: baseline;">
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">STEP
5:</span></u><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> The campaign is set up in the dashboards of various remarketing
service providers and optimized on timely basis. Campaign reports must be analyzed
for optimizations.</span></span></span><br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjioH5mlTdCsQF-XyYocezaNuC8JL63k3F5vi2pF1HpvsulZ0nw3EgxaBWTIPqsDhoq7qab_Bhk6xpJVQYegvsXVfgGK5NHH11C0SdhLIoBDlsYMUcaCFa_PPdaWN_wE5S7NYXmF0C63Q6_/s1600/steps-b-2-b-remarketing-process.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="steps-involved-in-a-B2B-remarketing-process" border="0" height="271" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjioH5mlTdCsQF-XyYocezaNuC8JL63k3F5vi2pF1HpvsulZ0nw3EgxaBWTIPqsDhoq7qab_Bhk6xpJVQYegvsXVfgGK5NHH11C0SdhLIoBDlsYMUcaCFa_PPdaWN_wE5S7NYXmF0C63Q6_/s640/steps-b-2-b-remarketing-process.png" title="Steps involved in a B2B remarketing process" width="640" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: center;">
<span style="font-size: x-small;"><span style="font-family: "trebuchet ms" , sans-serif;"><i>(Steps involved in a B2B remarketing process)</i></span></span></div>
<br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">The objectives of doing a remarketing campaign are:</span></span><br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">
</span></span>
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">a. Lower the cost per lead,</span></span><br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">
</span></span>
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">b. Bring quality audience (& new audience in case of targeting
similar audience) to your website again where you can show them more
relevant offer</span></span><br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">
</span></span>
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">c. Nurture your own audience in a controlled way over a long period of time with different messages.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: "trebuchet ms" , sans-serif;">Remarketing could be very annoying to your users. Marketers need to be very careful of not spamming their audience with same messaging everyday. Hence, do not be very persuasive in your banner or ad copy content, Schedule campaign wisely and optimize your remarketing campaigns on timely basis.</span></span></div>
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</span><span style="color: #7030a0; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"></span></div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com2tag:blogger.com,1999:blog-5771757114382504136.post-46384370328094960602015-09-25T23:10:00.003-07:002015-09-25T23:50:37.971-07:00Apple iOS 9 Ad-Blocking: What it is and How will it affect Publishers?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">Safari in iOS 9 will come with a content blocker,
that can stop images, scripts and other content from loading in the devices. It will not only block
advertisements, cookies and pop-ups but will also disable tracking scripts and malware
domains.</span> A<span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">cc. to
September 2014 <a href="http://blog.pagefair.com/2015/ad-blocking-report" target="_blank">report </a>from PageFair and Adobe - the number of ad-block
users around 200 million worldwide.</span> T<span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">he increase is even more pronounced on the Mac, with
the number of Safari users running ad blocking extensions rising 71 percent to
9 million.</span></span></div>
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<br /></div>
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<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">There are a number of benefits for the user with content blocking:</span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">a. User privacy protection, </span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">b. Reduce data usage</span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">c. Preserve up
to 20% of the battery life</span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">d. Improves page load time. </span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">e. The new iOS 9 web view,
which can be used in many third-party apps, like Twitter and Facebook, would
make external links faster to load. </span></span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">NOTE: Safari in iOS 9 will, however include a
feature that lets you long-press on the reload button to load the site again
without the content blocker running.</span></span></div>
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<br /></div>
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<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">Reports say - The change will costs publishers more than $20 billion
per year. Content blocking in iOS 9 is going to screw up way more than just ads.
These new applications, which are mostly used to block ads, block JavaScript
code from loading on websites based on a list that specifies which sources are
disallowed. Advertisers may not be able to use tools such Google Analytics (for website analytics), Optimizely (A/B Testing tool for websites), Remarketing advertisements etc. to their fullest potential.</span></span></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">The publishers will likely lean toward different types
of advertisements that aren’t as easily stopped – like native ads, IP based
targeting ads etc. </span></span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">Publishers will also be driven to Apple’s forthcoming News app arriving
in iOS 9, where Apple can generate revenue via its own advertising system, iAd.</span>
<span style="line-height: 115%; mso-bidi-font-size: 10.0pt;"> </span></span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;">A Nieman Lab report
noted that Apple’s News app will rely on iAd, an OS-level ad platform that
can’t be vanquished or bypassed with ad-block software. Publishers who see
declining mobile ad revenue might be persuaded to sign on with News, where
Apple reportedly could take a 30 percent cut of ads that iAd sells on behalf of the
publisher.</span></span></div>
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<span style="font-family: Georgia,"Times New Roman",serif;"><span style="line-height: 115%; mso-bidi-font-size: 10.0pt;"><i>(the views are crowd-sourced from various websites and is solely for information purpose only)</i> </span></span></div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-50785644132125761582015-06-20T07:34:00.004-07:002015-06-20T07:34:43.318-07:00TEDx | Vineet Nayar | Employees First, Customers Second<div dir="ltr" style="text-align: left;" trbidi="on">
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Employees First, Customers second. Really?<br />
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What do you first make out from this headline? Isn't it insane? Well it's not. </div>
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For those who are aware of this phrase would instantly think of "<a href="https://twitter.com/vineetnayar" target="_blank">Vineet Nayar</a>" ex-CEO of <a href="http://www.hcltech.com/" target="_blank">HCL Technologies</a>. </div>
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Vineet Nayar always advocate businesses to put Employees first. The rationale is simple, if you put your employees first, employees would by default put "Customer first". A simple philosophy yet most powerful for businesses around the world.</div>
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The philosophy not only transformed HCL by tripling its revenue to $4.2 Billion dollars in 5 years but also motivated many like me.</div>
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Employees First, Customers Second case study was taught at Harvards. You can buy the case study <a href="https://hbr.org/product/hcl-technologies-employee-first-customer-second/UV1085-PDF-ENG" target="_blank">here</a>. You can also buy the book <a href="http://www.amazon.in/Employees-First-Customers-Second-Conventional-ebook/dp/B004OC07KS" target="_blank">here</a>.</div>
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I watched his recent thoughtful, inspiring and motivating speech at <a href="http://tedxtalks.ted.com/video/Employees-first-customers-secon" target="_blank">TEDx Aix</a>.</div>
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You must definitely spare your 18 minutes, it will provide you learning of lifetime. Watch the man in action here:</div>
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<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/cCdu67s_C5E" width="560"></iframe></div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-15983756169914633692014-11-08T22:21:00.000-08:002014-11-08T22:21:15.078-08:00An Introduction to Search Engine Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "Trebuchet MS",sans-serif;">Search engines are widely used these days. Marketers, hence have found a
new love in 'Search engine marketing'. They track & target the
target audience by employing techniques like text ads, display ads,
video advertising, social ads, remarketing, etc. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">The presentation below talks
about how can one enable these ads using google adwords platform. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Here goes the presentation, hope you will like it: </span><br />
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<span style="font-family: "Trebuchet MS",sans-serif;"><iframe allowfullscreen="" frameborder="0" height="485" marginheight="0" marginwidth="0" scrolling="no" src="//www.slideshare.net/slideshow/embed_code/41307725" style="border-width: 1px; border: 1px solid #CCC; margin-bottom: 5px; max-width: 100%;" width="595"> </iframe></span> <br />
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<span style="font-family: "Trebuchet MS",sans-serif;"><b> <a href="https://www.slideshare.net/maneesh2u/an-introduction-to-search-engine-marketing" target="_blank" title="An Introduction to Search Engine Marketing">An Introduction to Search Engine Marketing</a> </b> from <b><a href="https://www.slideshare.net/maneesh2u" target="_blank">Maneesh Choudhary</a></b></span> </div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-82860953216825449942014-08-16T23:06:00.004-07:002015-09-25T22:40:24.036-07:00The Power of Follow Ups<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "Courier New",Courier,monospace;">If you're a sales person, you would know how powerful follow ups are. But, if you're on the other side you would know how irritating they can be. We, human beings are designed in such a way that we conveniently ignore things that are of least importance to us. Most of times, we tend to assume that if some one is not responding that means they are ignoring us. This may or may not be correct.</span></div>
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<span style="font-family: "Courier New",Courier,monospace;"><b>Follow Ups are POWERFUL! </b></span></div>
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<span style="font-family: "Courier New",Courier,monospace;">Let me give you an example, consider yourself being a part of a marketing department & you did a marketing campaign generated X number of leads for your business. You shared them with your sales team & sales team grabbed them with both hands & you thought the job is done. Actually, its NOT !! How are you going to justify the money spent in your campaigns unless you know how much revenue they generated? To calculate return on ad spend (ROAS) you need to follow up with sales to record the revenue outcome of your efforts. So, if you invested $500 in your campaign/ event but generated only $100 in return that means it wasn't a successful one. You either need to optimize your campaign or switch investing in profitable ones.</span></div>
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<span style="font-family: "Courier New",Courier,monospace;">Remember, you took this business decision only when you followed up with sales. Usually large organizations have a marketing automation tool that can automate the process but in follow ups you always need that flexibility that a tool may not provide. The sales process is too complex (esp. in a B2B context) that you would always feel the need to speak to your sales directly to know the outcome of leads rather that relaying solely on your marketing automation tools.</span></div>
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<span style="font-family: "Courier New",Courier,monospace;">Lets take another example: Lets say you did a cold call to customers, unless you've a strategic follow up plan you would find it challenging to convert those prospective customer into your clients. Please note that i am not suggesting to spam your customers by sending them too many emails & calling them on every alternate day. There need to be a proper, well defined lead nurturing plan in order to convert more & more customers into your clients & you MUST have an efficient follow up strategy in your lead nurturing plan. In case of email nurturing programs after sending a welcome email, you might want to send a follow up email describing the services/ product features in detail (within a fortnight after sending welcome email). Even for customers who have purchased from you, you might want to cross-sell after a month.</span></div>
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<span style="font-family: "Courier New",Courier,monospace;">Don't be cruel in your follow up plans, be sensitive and practical while following up. Annoying your customers with your continuous follow ups (calls, emails, newsletters, remarketing etc.) would be the last thing you would want. Having said that, you also can not afford to NOT have a follow up strategy. It's that fine balance that you need to maintain while creating a follow up strategy. </span><br />
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<span style="font-family: "Courier New",Courier,monospace;">One type of follow up strategy could be:</span><br />
<span style="font-family: "Courier New",Courier,monospace;">a. <u>Marketing following up with sales:</u> 1st follow up - Next day; 2nd follow up - After 3 days; 3rd follow up - Either on the basis of response from sales or after a week. There may or not be subsequent follow ups and it becomes highly subjective at this point.</span><br />
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<span style="font-family: "Courier New",Courier,monospace;">b. <u>Sales following up with prospect:</u> Following up with the prospects must have a flexible strategy. The first meeting decides the buying stage the prospect is in and defines how aggressive follow up strategy could be. If the customer is at Awareness stage yet, you might want to nurture them by sending monthly newsletters.</span><br />
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<span style="font-family: "Courier New",Courier,monospace;">Please do not take this post too seriously if you plan to devise a follow up strategy with your friends :-) </span><br />
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<span style="font-family: "Courier New",Courier,monospace;">A tactful persuasion, polite content and flexible approach is all what is required.</span></div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-30204267012565034232014-05-11T08:29:00.003-07:002014-05-11T08:31:56.997-07:00Digital Transformation<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Georgia,"Times New Roman",serif;">This is a nice read.</span><br />
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<span style="font-family: Georgia,"Times New Roman",serif;">The author - Ashley Friedlein, CEO, Econsultancy has very neatly described how brands can benefit from incorporating digital strategy in their businesses & why "Digital Transformation" is essential for any business.</span><br />
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<iframe allowfullscreen="" frameborder="0" height="356" marginheight="0" marginwidth="0" scrolling="no" src="https://www.slideshare.net/slideshow/embed_code/27168267" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px; max-width: 100%;" width="427"> </iframe> <br />
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<span style="font-family: Georgia,"Times New Roman",serif;">Keep learning ! </span></div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-72472472019203052282014-04-08T12:27:00.002-07:002014-04-08T12:27:26.483-07:00An Introduction to Google Analytics<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Verdana,sans-serif;">I was given this task at my job to take a Google analytics session for my entire brand team colleagues. I've been using this application for quite some time now & i totally love it.</span><br />
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<span style="font-family: Verdana,sans-serif;">Being a google analytics certified professional, i was entrusted with this task & hence, i prepared few slides for introductory session which was then followed by demo of the google analytics wherein i showed key aspects of google analytics & how my colleagues can use it to measure their online campaign effectiveness.</span><br />
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<span style="font-family: Verdana,sans-serif;">Google analytics is free to use & i certainly recommend this to every website owner. </span><br />
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<span style="font-family: Verdana,sans-serif;">Here goes the presentation:</span><br />
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<iframe allowfullscreen="" frameborder="0" height="470px" marginheight="0" marginwidth="0" mozallowfullscreen="" scrolling="no" src="http://www.slideshare.net/maneesh2u/slideshelf" style="border: none;" webkitallowfullscreen="" width="615px"></iframe></div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-37962062025478798032014-01-18T22:36:00.001-08:002014-01-18T23:18:15.815-08:00Coolest Interview Ever<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Verdana,sans-serif;">It's time to bid adieu to those boring, nervous, behind closed rooms interviews. </span><br />
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<span style="font-family: Verdana,sans-serif;">It's time for <a href="http://www.coolestinterviewever.com/" rel="nofollow" target="_blank">'Coolest Interview Ever'</a>.</span><br />
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<span style="font-family: Verdana,sans-serif;">The campaign is all about hiring that ONE special candidate from a series on interviews conducted solely on <a href="https://twitter.com/search?src=typd&q=%23coolestinterviewever" target="_blank">Twitter</a>. Yes, you heard it right - Twitter is our battleground & the one who chooses his/her characters wisely, one who has the expertise, skills & required knowledge will move away with the prize money - which is a HELL LOT OF MONEY !!!!! </span><br />
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<span style="font-family: Verdana,sans-serif;">Enjoy our teasers:</span></div>
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<span style="font-family: Verdana,sans-serif;">Enjoy ! Like ! Share ! </span><br />
<span style="font-family: Verdana,sans-serif;">For more, click - <a href="http://www.coolestinterviewever.com/" rel="nofollow" target="_blank">'Coolest Interview Ever'</a>. </span><br />
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<span style="font-family: Verdana,sans-serif;">Oops, missed mentioning about the campaigns creatives. Check out for yourselves:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjR_Y_zHghb4_6wOJFOgNhQAhM810HO6sJigkcChaZDye8ITnUvGWu95kCAnjyEVnFQ6nIatC1-7tgfLY-wlP2D7MzTGmmDebmMj9Iinb0kVLvMTSC5nJuvpRDFfP3Da3XrNgWFs4d2w54R/s1600/Coolest+Interview+Ever+(2).jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Coolest Interview Ever" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjR_Y_zHghb4_6wOJFOgNhQAhM810HO6sJigkcChaZDye8ITnUvGWu95kCAnjyEVnFQ6nIatC1-7tgfLY-wlP2D7MzTGmmDebmMj9Iinb0kVLvMTSC5nJuvpRDFfP3Da3XrNgWFs4d2w54R/s1600/Coolest+Interview+Ever+(2).jpg" height="200" title="Coolest Interview Ever" width="128" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIHrNmjEHE7xR22P8Xnpq1K866bvVYU8a7dbCm6RKsXzleLvjEAcv8XDd_4CTE3hMrjKwBm4o64bFpD1pM-XIHK4G8naFDWKvTgkPCLV0Baq3erocuFWv_fw3gFOwm3BIQ1abhqJDy2LgN/s1600/Coolest+Interview+Ever+(3).jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Coolest Interview Ever" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIHrNmjEHE7xR22P8Xnpq1K866bvVYU8a7dbCm6RKsXzleLvjEAcv8XDd_4CTE3hMrjKwBm4o64bFpD1pM-XIHK4G8naFDWKvTgkPCLV0Baq3erocuFWv_fw3gFOwm3BIQ1abhqJDy2LgN/s1600/Coolest+Interview+Ever+(3).jpg" height="200" title="Coolest Interview Ever" width="128" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiD3SxnDmdNsaDzIwaGGg0GN2dUwgejOZgoG1NvYap9ZS8OCm9DpBwzIj917tSL1Em5-DjHB8cXBnrctCJkqIwxxZCA99wm4degOq0DY1824SDTmW0x5d4c35xFHiFNgUbwbrktabdx2bFJ/s1600/Coolest+Interview+Ever+(1).jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Coolest Interview Ever" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiD3SxnDmdNsaDzIwaGGg0GN2dUwgejOZgoG1NvYap9ZS8OCm9DpBwzIj917tSL1Em5-DjHB8cXBnrctCJkqIwxxZCA99wm4degOq0DY1824SDTmW0x5d4c35xFHiFNgUbwbrktabdx2bFJ/s1600/Coolest+Interview+Ever+(1).jpg" height="200" title="Coolest Interview Ever" width="128" /></a></div>
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Tweet tweet tweet tweet !</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-49127716707841426922013-08-24T01:24:00.000-07:002013-08-24T01:28:44.408-07:00Spinal Nerves Functions<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "Trebuchet MS",sans-serif;">The nervous system controls and coordinates all organs & structures of our human body. In this post, i will focus only on 'Spinal Nerves'. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Human body has spine at the back which is also called as 'Backbone' or 'Vertebral column'. Our human spine contains 33 small bones which we call 'Vertebrae'.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">There are 7 cervical (neck region & represented as C), 12 thoracic (chest or upper back region & represented as T), 5 lumbar (low back region & represented as L), 5 sacral (triangular shared fused 5 bones & represented as S) and 4 coccygeal vertebrae (they are also fused bones).</span></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS9Ev4zw6a6yB3heFn9GOho43GB1a9i9BB3F11aGKPMgW7_qCR06sCe2-GEypEmP-DJpRLh4HSKvEJroh2hoqb7Zlu7rHdiecrL1c9e_fb-Z-QxRbg7AOldViSZS-6HZMj05wrySELC5Pk/s1600/vertebral_column.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Human Vertebral Column" border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS9Ev4zw6a6yB3heFn9GOho43GB1a9i9BB3F11aGKPMgW7_qCR06sCe2-GEypEmP-DJpRLh4HSKvEJroh2hoqb7Zlu7rHdiecrL1c9e_fb-Z-QxRbg7AOldViSZS-6HZMj05wrySELC5Pk/s400/vertebral_column.jpg" title="Human Vertebral Column" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "Trebuchet MS",sans-serif;">Human Vertebral Column</span></td></tr>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: xx-small;">[Source for image: Wikipedia]</span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">The average length of human vertebral column is about 71cm in males (cervical part's length is 12.5 cm., the thoracic part measures 28 cm., the lumbar 18 cm., and the sacrum and coccyx 12.5 cm) & about 61cm in females. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">The vertebral column protects 'Spinal cord' which contains 31 pairs of spinal nerves that control & coordinates various human parts. The Spinal Cord has a diameter of about human finger & is connected to the brain at the top.</span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">There are 31 pairs of spinal nerves - 8 pair of cervical nerves (numbered C1-C8), 12 pair of thoracic nerves (numbered T1-T12), 5 pairs of lumbar nerves (numbered L1-L5), 5 pairs of sacral nerves (numbered S1-S5) & one pair of coccygeal nerves. </span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;">Following image would help identify the relation of various spinal nerves with respective human organs:</span></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0PC3Y3yuwq707e0vN6wKSanim1rWDO1tom5uv-GGPC9ZOYitbzE__ZqDU72h5Jb4Gi4j1JiliiwDmiam1BK3cxdyGc6vQ6TViAFom2HcHxF7vbU6ypEItF__fCwkJKJw3l0yluubRoEnU/s1600/spinal_nerve_function.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Spinal Nerves Functions" border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0PC3Y3yuwq707e0vN6wKSanim1rWDO1tom5uv-GGPC9ZOYitbzE__ZqDU72h5Jb4Gi4j1JiliiwDmiam1BK3cxdyGc6vQ6TViAFom2HcHxF7vbU6ypEItF__fCwkJKJw3l0yluubRoEnU/s640/spinal_nerve_function.JPG" title="Spinal Nerves Functions" width="526" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "Trebuchet MS",sans-serif;">Spinal Nerves Functions</span></td></tr>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: xx-small;">[Source for image: http://www.concordnhchiropractor.com/spinal_nerve.htm ]</span></span> </div>
<div style="text-align: center;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;">Have an informed living !</span></div>
</div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-783807199259813862013-07-30T09:52:00.001-07:002013-07-30T09:58:49.875-07:00Can Colors Influence Purchase Decisions?<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Georgia,"Times New Roman",serif;">Do you really believe that colors influence purchase decisions no matter how good or bad actual product is?</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Right from our childhood, we develop a sense of liking for some colors. Our society also plays a major role in developing or influencing our liking to a particular set of colors. Be it social or physiological, we, human beings have a subconscious connection with colors. Successful marketers exploit this connection by carefully examining the science behind this. </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<b><span style="font-family: Georgia,"Times New Roman",serif;">How do we see things?</span></b><br />
<span style="font-family: Georgia,"Times New Roman",serif;">One of the 5 senses in human body is that of "Vision". Our Human Eye has retina which contains photoreceptors (sensors which convert light into electric signals). The electric signals are sent to brain for processing via 'Optic nerve'. Brain then make sense of the object & identify it's identity.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br />NOTE: Image is formed on retina. The image will only form when the object reflects light thrown upon it. </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmtJpYsDJ_1PDyFapHB7N_91k4iiVlrbe0I5fne27dgqrtAQM24Qq1XmHo1er7UXtRdx77cFb6Z2VYoTDVO1cy1p5YNs-z3Y-3TMknP16inowT-vN8696thevHh27HlLz0ZgR6bPlpeUlP/s1600/How+image+is+formed+on+retina.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="How image is formed on retina" border="0" height="190" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmtJpYsDJ_1PDyFapHB7N_91k4iiVlrbe0I5fne27dgqrtAQM24Qq1XmHo1er7UXtRdx77cFb6Z2VYoTDVO1cy1p5YNs-z3Y-3TMknP16inowT-vN8696thevHh27HlLz0ZgR6bPlpeUlP/s320/How+image+is+formed+on+retina.jpg" title="How image is formed on retina" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">How image is formed on retina</span></td></tr>
</tbody></table>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX6ziy2G5ABjyvemLEmNS1_xEDXw5qNEtZ0m4IzXZjXp_iGuCWdrVz6qxh416r9Y-2PJXV4hphKhvdkwFjagFjTGWtyCoT63gv8qrB7P_mxXMFnte3Bc7wWmdCF0bMkG0_giCuD_UxO8ul/s1600/How+we+recognize+the+object.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="How we recognize the object" border="0" height="201" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX6ziy2G5ABjyvemLEmNS1_xEDXw5qNEtZ0m4IzXZjXp_iGuCWdrVz6qxh416r9Y-2PJXV4hphKhvdkwFjagFjTGWtyCoT63gv8qrB7P_mxXMFnte3Bc7wWmdCF0bMkG0_giCuD_UxO8ul/s320/How+we+recognize+the+object.jpg" title="How we recognize the object" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">How we recognize the object</span></td></tr>
</tbody></table>
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: xx-small;"><i> [Source for this image: http://www.childrensuniversity.manchester.ac.uk]</i></span></span><br />
<br />
<b><span style="font-family: Georgia,"Times New Roman",serif;">How color is determined?</span></b><br />
<span style="font-family: Georgia,"Times New Roman",serif;">Retina contains millions of photoreceptor cells called as rods & cones. Rods cells contain a protein called as 'rhodopsin' which is responsible for our night vision. Cones cells forms basis for our color vision. There are basically 3 types of cones cells. L-type is tuned to perceive long wavelength (Red), M-cones are tuned to perceive middle wavelength (Green) & S-cones are tuned to perceive short wavelength (Blue).</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">NOTE: Visible light that a human eye can detect consists of wavelengths ranging from approximately 780 nanometer down to 390 nanometer.</span><br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisxDhnrks5Fistllem6Tshm986lx3sIDOm1ghhzRUlN4M2rXIdK78G9BGwoOwdXgbNU9nSuMSW8rS7kAkAWDIrlTj69Q5zsDmmz2U6Ulj16m-tzkvA-EM9UWS0-HrWED0cdHvIbdAh43A5/s1600/Visible+Light+Spectrum.gif" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Visible Light Spectrum" border="0" height="103" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisxDhnrks5Fistllem6Tshm986lx3sIDOm1ghhzRUlN4M2rXIdK78G9BGwoOwdXgbNU9nSuMSW8rS7kAkAWDIrlTj69Q5zsDmmz2U6Ulj16m-tzkvA-EM9UWS0-HrWED0cdHvIbdAh43A5/s320/Visible+Light+Spectrum.gif" title="Visible Light Spectrum" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">Visible Light Spectrum</span></td></tr>
</tbody></table>
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: xx-small;"><i>[Source for this image: www.physicsclassroom.com]</i></span></span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<b><span style="font-family: Georgia,"Times New Roman",serif;"> So what it is in there for marketers?</span></b><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">The answer lies in Colors & their associated qualities or emotions. </span><br />
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Red: excitement, strength, sex, passion, speed, danger.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Blue (most popular color): trust, reliability, belonging, coolness.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Yellow: warmth, sunshine, cheer, happiness</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Orange: playfulness, warmth, vibrant</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Green: nature, fresh, cool, growth, abundance</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Purple: royal, spirituality, dignity</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Pink: soft, sweet, nurture, security</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">White: pure, virginal, clean, youthful, mild.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Black: sophistication, elegant, seductive, mystery</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Gold: prestige, expensive</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Georgia,"Times New Roman",serif;">Silver: prestige, cold, scientific</span></li>
</ul>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Following infographic from <a href="http://www.kissmetrics.com/" target="_blank">Kissmetrics</a> is the most popular infographic in this context:</span><br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi933xVhc2sfsutuqPWlTbBHqLF60idrdipO6zSDohPI-uiU9_qGArAcnkPWukXKDGepCVJdEPKJBx4FWqpqCxM2-PwF5PwPcxgL6zbKuUuyckbqIhJO8YepdT0NYGjAZrUkfPkgog0Qo-S/s1600/How+Colors+Influence+Purchase.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="How do colors affect purchase?" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi933xVhc2sfsutuqPWlTbBHqLF60idrdipO6zSDohPI-uiU9_qGArAcnkPWukXKDGepCVJdEPKJBx4FWqpqCxM2-PwF5PwPcxgL6zbKuUuyckbqIhJO8YepdT0NYGjAZrUkfPkgog0Qo-S/s1600/How+Colors+Influence+Purchase.png" title="How do colors affect purchase?" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">How do colors affect purchase?</span></td></tr>
</tbody></table>
<span style="font-family: Georgia,"Times New Roman",serif;">A marketer must read its target audience well. A decision on brand color
can be a crucial one & should not be done subjectively or on a hit
and trial basis. It could turn out to be a make or break decision in the long run.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Happy Selling !</span></div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-1524288925107692512013-07-21T05:52:00.002-07:002013-07-21T05:52:55.655-07:00R.I.C.E. Therapy<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Georgia,"Times New Roman",serif;">Well, i must be fair & give due credit to that last push up gone bad which has forced me to write this blog post. Ouch ! </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">R.I.C.E. is a basic level of first aid which is extensively used by healthcare practitioners around the world <span style="font-size: small;">in </span>acute soft tissue injury cases.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">R = Rest</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;">I = Ice</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;">C = Compression</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;">E = Elevation</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Be it a muscular strain or a sprain around joint, RICE therapy is absolutely critical to bring the pain down instantly & control the long term deleterious effects of swelling. An acute trauma to soft tissues may cause instant swelling & unbearable pain around the affected area of body. The causes of trauma can be numerous - you fell from a table, smashed your thumb by hammer or any object, injured while playing sports, fight with your peers, roadside accident etc.</span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;">1. REST - Avoid moving the affected region. So, if it's a smashed finger then just don't move your fingers. Keep them immobile. Movement in pain can lead to increase in the inflammation or swelling.</span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;">2. ICE - This is critical & very important. Apply ice-packs on & around the affected region. Ice or a cold environment helps decrease the swelling. If swelling persists, it may lead to stiffness which may in turn reduce movements in future. Hence, it is important to reduce swelling as early as possible else, your physiotherapy sessions may increase. </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;">If you don't have ice packs, just put crushed ice in a plastic bag & seal it to avoid leakage.</span><br />
<br />
<span style="font-family: Georgia,"Times New Roman",serif;"><i>How to apply ice packs:</i> Don't just put ice pack or crushed ice as is. Soak a towel in water & place that wet towel on the affected area. On top of that wet towel put ice packs. Wet towel will ensure that the affected area is not exposed to too much of cold temperature. (Caution: too much cold can also damage tissues). </span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">3. COMPRESSION - Compression also targets at reducing the swelling around the affected area. But this should only be done by trained healthcare professional because compression done wrongly can actually increase the pain & swelling in that region.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">4. ELEVATION - By elevating the part, we're not allowing the fluid to accumulate at one place. Elevation aids in the movement of the fluid & helps reduce swelling eventually. Hence, if you've a sprained ankle, it's advisable to lie on your back and elevate the affected leg by putting a pillow under the leg. </span><br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcgOQxgekl-KKlRg8zmlsajJfaVIYP3TJ8H6bxy64FCgHytAWdxfl05QDehvnh02Ec5RB4fbRbxrMNjW0J06SLTS_L1-r-82p7yDQJaUWIkJvYnjJTizmIcpK64QNr3GaK3FXff8tuNoVM/s1600/R.I.C.E.+Therapy.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="An illustration of Rice, Icing, Compression & Elevation therapy for Knee Sprain" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcgOQxgekl-KKlRg8zmlsajJfaVIYP3TJ8H6bxy64FCgHytAWdxfl05QDehvnh02Ec5RB4fbRbxrMNjW0J06SLTS_L1-r-82p7yDQJaUWIkJvYnjJTizmIcpK64QNr3GaK3FXff8tuNoVM/s1600/R.I.C.E.+Therapy.jpg" title="R.I.C.E. Therapy for Knee Sprain" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">RICE Therapy for Knee Sprain</td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
</tbody></table>
<div style="text-align: center;">
<span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: x-small;"><i> (Image source: orthoinfo.aaos.org) </i></span></span></div>
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">By and large, you would have noticed that all these methods aim at reducing the swelling around the affected area.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Pain killers (medicines/sprays) along with RICE Therapy can significantly reduce pain & swelling.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Note: RICE therapy is beneficial only in cases of acute injury & not when it's chronic.</span><br />
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span>
<span style="font-family: Georgia,"Times New Roman",serif;">Have a Healthy Living !</span></div>
Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0tag:blogger.com,1999:blog-5771757114382504136.post-82320646642476004972013-07-13T10:07:00.001-07:002013-07-13T23:44:02.185-07:00Low Back Pain<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: justify;">
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<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">Blame it on our lifestyle or call it a price of living in a modern world. The fact remains - We're not FIT. I believe, it would be more apt to say that we're rather evolving. Evolving to some kind of a species with a twisted posture.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">Newton's first law says it all. Most of us find ourselves in this comfort zone that we've build around us. We live like what we feel is the more comfortable way of living. Of course, there's no harm in living a comfortable life. The only price that we're paying is our life expectancy & to some extent passing it to our next generation.</span></div>
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<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">Oops, i think i got too emotional. i always get carried away :D</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">The topic i intended to write about is 'Low Back Pain'. And when i say low back pain, i refer to pain due to intervertebral disc bulge. It's also called as disc prolapse. If untreated, it may lead to sciatica or even paralysis of lower limb (pelvic area & legs).</span></div>
<div style="text-align: justify;">
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<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">We all must have some experienced that itch at the low back. I've myself treated most patients of low back pain than any other musculoskeletal disorder in my career. It just happens, that snap, that jerk, during weightlifting in the gym, while coughing or sneezing. Some of us are more prone to it (tall individuals, drivers, genetic etc.). </span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">REASON: Disc bulge can happen whenever intradiscal pressue gets increased (any sudden jerk in lower back can do that). </span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: left;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEia0VaP6zr_c7VQfa3a1dOM0N_VE98xoE7fMC2eXX4lPu009gp04u2Vzfy6lxqNAm7IQplX8kTcEH9qthp0TFZMcxs-X02SqZdNuJIR5QuGV1woSksrGWJtbHQtbVFPlKsM5mEYSwVcy5lN/s1600/disc+bulge.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Disc Bulge" border="0" height="222" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEia0VaP6zr_c7VQfa3a1dOM0N_VE98xoE7fMC2eXX4lPu009gp04u2Vzfy6lxqNAm7IQplX8kTcEH9qthp0TFZMcxs-X02SqZdNuJIR5QuGV1woSksrGWJtbHQtbVFPlKsM5mEYSwVcy5lN/s320/disc+bulge.jpg" title="Jelly like substance within the disc coming out because of increased intradiscal pressure" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">Disc Bulge</span></td></tr>
</tbody></table>
<div style="text-align: justify;">
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<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">WHAT IT DOES: As the pressure on disc increases, a jelly like substance from within the disc comes out which presses upon the spinal nerves (that carry sensations to our lower body or that provide strength to our lower body). Prolonged pressure on spinal nerves may damage them (this may lead to loss of sensations in the lower body, weakness, tingling, electric current like pain at the back of leg, localized pain at the centre of low back etc.).</span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">WHAT TO DO: First - Visit your physiotherapist. Second - Have rest. Third - Complete treatment. Fourth - Take precautions.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">EXERCISES: When there's no pain, following exercises</span><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-family: Georgia,"Times New Roman",serif;"></span></span> are beneficial in cases of low back pain </span><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-family: Georgia,"Times New Roman",serif;">(</span><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-family: Georgia,"Times New Roman",serif;">'Bridging' is a key exercise)</span></span></span>: </span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: left;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqGGJ_r2LgsE9O6EHeUd2r09SBnUD1wNgZ6JZazF618vncLSCMd-20X3NZUoeSEyvJ680Zmpz0UHrEeGh08gWmDSMmaM1S6mK0CFaSgPos-CJB5TwH4bEOvBFbaNEZfdJ-1v8QfRMJ1cuc/s1600/Low+Back+Exercises.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Low back exercises" border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqGGJ_r2LgsE9O6EHeUd2r09SBnUD1wNgZ6JZazF618vncLSCMd-20X3NZUoeSEyvJ680Zmpz0UHrEeGh08gWmDSMmaM1S6mK0CFaSgPos-CJB5TwH4bEOvBFbaNEZfdJ-1v8QfRMJ1cuc/s640/Low+Back+Exercises.jpg" title="Low back exercises" width="548" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Georgia,"Times New Roman",serif;">Low Back Exercises (Source for this image: www.spinalsurgeon.com) </span></td></tr>
</tbody></table>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">PLEASE NOTE: This post is for information only & should not be used for self treatment. </span></div>
<div style="text-align: justify;">
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<div style="text-align: justify;">
<span style="font-family: Georgia,"Times New Roman",serif;">Have a Healthy Living :-) </span></div>
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com1tag:blogger.com,1999:blog-5771757114382504136.post-22788191461040596732013-07-06T11:57:00.000-07:002013-07-06T11:57:01.339-07:00Hitman Absolution<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Verdana,sans-serif;">I recently finished playing '<a href="http://asia.gamespot.com/hitman-absolution" target="_blank">Hitman Absolution</a>' on my PC. The last time i played a hitman was approximately 8 years ago & i must agree the game play has improved significantly. </span><br />
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<span style="font-family: Verdana,sans-serif;">I started this game after finishing Max Payne 3 & Black Ops2 & i was wondering what next !! Considering my liking for fast paced action type games & my awful past experiences with hitman series, i had my own set of fears before starting this one.</span><br />
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<span style="font-family: Verdana,sans-serif;">But, when i started the game, i got engaged with the story, game play & pace. Overall, it's a nice game with brilliant graphics & great background score. A must have game for those who like stealth type action games & a bald assassin with a tattoo at the back of head :D </span><br />
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<span style="font-family: Verdana,sans-serif;"><b>My Score:</b> 7.5/10</span><br />
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<span style="font-family: Verdana,sans-serif;">See for yourself.</span><br />
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Maneesh Choudharyhttp://www.blogger.com/profile/06803702650281315345noreply@blogger.com0