Top 5 digital trends that will shape 2018

The amount of people using the internet currently is over 3.7 billion people. These netizens roughly generate 2.5 quintillion bytes per day. When such numbers are taken into context, you can realise the immense potential of digital marketing. Let us see the top trends that will shape 2018 for businesses.

Video Logs or video content: Video content is fast becoming a popular source of information and entertainment. From Snapchat, Instagram, YouTube and Facebook, most major platforms have made the feature of live to short videos available. With shorter attention spans of people, from news to trends, people prefer watching videos. Livestream has reported live videos have an annual ad growth rate of 113%. From 10 seconds video advertisements to creative long duration videos, video ads have a wider reach compared to written content. Invodo, a US based company known for high quality video content recently said that 92% of mobile video viewers share the video with others. With Netflix and Amazon Prime promoting binge watching, video ads will definitely be a major digital marketing tool.


Social Media Influencers: Social Media influencers will be pivotal to digital marketing in 2018. These people have over million followers on YouTube, Instagram and Twitter, and their blogs and reviews often determine the outcomes of hotels, gadgets, restaurant, fitness products and fashion among others. From Chiarra Ferregini in Fashion to Chris Kelley in travelling, there are companies running algorithms for Fortune top 100 companies to get them the right influencer. Further the fact that a lot of people aspire to be influencers or manage it along with routine work will allow more people to be influencers and dominate the digital marketing realm. Availability of high quality cameras, with fast internet speed allows influencers to keep creating quality content without much hassle.


Data driven marketing: With the amount of data generated and the multiple touchpoints available for brands, data driven content will be a major factor in 2018. Predictive algorithms are already having a huge impact in e-commerce, and now with data sharing among multiple apps, customised content and advertisement will be much more successful over random, unwanted content. Further, with the involvement of artificial intelligence, many brands will segment their consumer base and use data to determine the products offered, their prices, the timing of when to push advertisements and developing chatbots/virtual assistance.

Storytelling: While many of you might consider this as a part of video content, but stories here refer to the brief videos which disappear after a short duration. While Snapchat was behind the original concept, now Facebook, Instagram and even WhatsApp offer the option of stories. With Youtube also joining the fray with introduction of Reels, stories will be an effective digital marketing tool, especially for events and tourism industries.

Online Payments: This might be a little bit surprising, but with a push towards a more digital economy, online wallets are seeing a major growth in number of users. With major banks getting involved to WhatsApp launching the payment feature, this is a great potential area for digital marketing. Most of the wallets offer rewards, cashbacks and vouchers, and this could be a good way for many companies to acquire customers.

They say if you don’t move fast enough with the trend, you become a dinosaur. Eggfirst will help you ensure that you’re always in sync with the latest trends and using them to optimize your business. So stay ahead of the curve, and set the trend by being with Eggfirst.

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Digital Marketing Is The Next Revolution For Brands

Manchester United is one of the richest clubs in world football. With a fanbase of millions of fans around the world, their merchandising and image rights revenue touches half a million annually. This club recently launched their YouTube channel, after joining Twitter a few years ago. It says a lot that one of the most prestigious clubs in world football has looked to digital media platforms for their brand expansion and revenues. While this might be brushed aside as sporting example, the trend is prevalent across industries and different tiers of business.

Branding or brand building is a conscious exercise that requires a coherent message that is communicated for a considerable duration. Television and print media, require considerable amount of investments and do not have direct parameters of measuring impact, while BTL activities require a lot of effort and the time they occupy in customer minds is short lived. Digital marketing is the bridge in this data driven world, that gives most companies direct and regular access to the customer, via multiple touch points. The advantage of digital marketing is how major channels do not operate as silos but can be integrated to give a complete 360’ degree view, with defined metrics to measure the impact or success of the platform. A great example would be the platform of Tripoto. It was launched in early 2014, with the idea of getting travellers around the globe to share their stories and harnessing the traveller community. With targeted digital push that often gave consumers unique content from crowd sourced stories, the company experienced regular traffic on its webpage and is currently one of the best travel apps on both android and iOS stores. The impact is direct and much more relevant, since the user is driving this campaign, based on his choices, compared to other ATL campaigns, which are tailored to be more generic.

Further, consumers these days like to feel more connected to brands they chose or services they use. Getting access to fresh content via a mailing chain or Facebook updates keeps the user engaged and allows you to build brand loyalty. Fitness and sports brands such as Nike and Adidas regularly churn out motivational videos promoting fit lifestyle, exercise routines or sporting techniques which allows their user base to see them as more than just a fitness brand. Zomato launching Zomato Gold for its users and Makemytrip launching MMT Black as exclusive programs have allowed these brands to reduce relapsed users for their products. Both programs heavily focus on digital marketing to target the right customers. Even educational institutes such as London Business School or Indian School of Business leverage digital marketing to target students in particular age groups by sharing success stories via multiple platforms and creating content via expertise magazines and case studies to engage potential students and attract them.

There is an old English prover which goes, “Out of sight, out of mind.” Digital marketing is the revolution which will allow brands to remain in the minds of consumers in an efficient and creative manner.

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How Digital Marketing Is Important To Grow Your Businesses In 2018

It was roughly estimated that by the end of 2017, there would be approximately 300 million smartphone users in India. And going by the numbers released by Telecom Regulatory Authority of India, there are roughly 500 million mobile subscribers in rural India, out of which roughly 109 million users own smartphones. This is almost 1/3rd of the entire smartphone user base in India. While these might seem significant and promising statistics for the smartphone industry in India, they should be of higher significance for marketing agencies in the country. With a conscious push towards a Digital India, better penetration of accessible internet in remote areas and affordable costs, courtesy Jio, digital marketing needs to be a primary focus for growing businesses in 2018.

There are multiple factors which should increase the importance of digital marketing channels. One of the major advantages of digital marketing is the return on investment factor. A simple boost campaign on Facebook starts as low as 50 bucks. This too can be customised based on demographics, like target group age, geography, gender, etc. Further, these can be easily tracked via multiple metrics such as reach, impressions, calls to action among other things. Compare this to getting a print ad in the newspaper. It will be costlier and will have generic targeting. A lot of the intended customers might not even see it, and there are no defined parameters to see the success of this campaign. The importance of digital marketing can be further highlighted by the fact that most political parties too now have a social media cell, apart from presence on most social media portals. With the ease of integration of technology, wherein you can link multiple social media accounts to a single site or page to direct traffic towards it, digital marketing becomes a dominant tool, especially for small and medium scale enterprises. Good examples for these would be the men’s shaving brand Ustraa, which primarily uses Instagram to target urban customers. Digital marketing allows companies to locate niches in the market, target them and successfully generate revenue from them. Industries like edu-tech, fin-tech, food and beverage and fashion industry can leverage digital media for regular touchpoints with the customer and keep them engaged.

Active presence on social media gives customers the impression of a brand doing well as online presence has become more like a certificate of authenticity. Further, the constant movement of people across major towns and cities created the need for lots of services that need to be mobile and scalable, i.e. services based on the internet. Thus, it becomes really important for brands to tap into these customers via digital marketing platforms. The feature of live streaming, across multiple platforms can be leveraged for interactive discussions with consumers. Starting online trends or movements using innovative hashtags allows consumers to be involved in the process of marketing itself. Digital marketing has opened up a whole new world of potential for businesses and the successful ones have already adapted themselves and are reaping its rewards.

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How Content Marketing Can Increase Your Organic Search?

David Ogilvy famously said, “What you say in advertising is more important than how you say it.” One of the pioneers of advertising and marketing, he said this in a time that hadn’t seen the power and reach of the internet. Yet, this holds true in every sense for online marketing channels too. One of the key aspects of online marketing is content marketing, which generally involves creation of content in the form of blogs, videos and images to generate interest around a brand or a service. It is also used to generate new leads and increase customer engagement. Most importantly, it affects the overall traffic on your page and correspondingly your organic reach.

When we think of content marketing and organic search, we first need to understand a few technical aspects. Firstly, organic search is the traffic your brand or service pulls by itself, without advertisement. A simple example is how many people search for your site by themselves compared to how many people end up on your site via ads. Thus, organic searches are a very good indicator of brand recall and brand reach. To connect this with content marketing, we need to understand the famous PageRank algorithm of google, as most other search engines employ almost in similar algorithms. It says that among many factors that determine the rank of your website for a given search, the number and the quality of links that end up to your page is very important. In layman terms, the content that exists on your page should be relevant to the search, and there must be multiple sites that get linked to yours because of your content. Thus, content marketing plays a pivotal role in increasing your organic search.Bill Gates in a 1996 essay highlighted the importance of content, with the essay titled “Content is King.” To understand content marketing, you need to understand SEO and keyword optimization. SEO or Search Engine Optimization is where most search engines use relevant phrases and words and links to your page to rank it in their results, above the paid ads.

There are multiple online tools available to find out what are the keywords related to a particular industry segment or a business. Incorporating highly used and searched keywords, which are called primary keywords, in your headings increases the chances of your site being ranked higher. Further, there are a lot of secondary keywords, which should be a part of your phrases and core body to further increase your rank. Further, the content must be unique, well researched and relevant, which will allow other pages to put up links to it. A very example of content marketing is Zomato. In their initial phase, they relied on paid ads to increase traffic to their site, but now using primary keywords and secondary keywords heavily into their content, you’ll find Zomato among the top searches almost every time you search for either restaurants or cuisines. The fact that multiple sites also backtrack to Zomato ratings and reviews, increases the organic traffic, and consolidates its position as the go to place in food and beverage sector. All of this is possible because the content on Zomato is highly accurate, regularly refreshed and very relevant to the people looking for dining out or ordering food.

The second aspect and probably the more important one is the creation of relevant content. The aim here is to produce a message or a story that resonates with your brand. Paperboat campaigns are a brilliant example of this. The brand’s story is to invoke childhood memories and nostalgia. You might or might not remember the brand’s name, but you remember its message, and the product names like “Jaljeera” and “Aam-panna.” To be successful in this era, brands need to create content that resonates with the customers, and effectively use technology to make it reach the right audience.

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The Cornerstones Of Performance Marketing

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In an ever-evolving market, consumers are becoming increasingly aware. Marketing strategies can be cost-intensive with no guaranteed returns. In such scenarios, performance-based marketing offers a sense of security to consumers. Performance marketing refers to online marketing programs in which results are driven by pre-meditated actions. It is carried out with the objective of fulfilling specific goals. Generally, the payment for campaigns are only made upon the achievement of certain targets; such as sales, leads or clicks.

How is performance marketing different from the rest?
Performance marketing has seamlessly overturned convention by allowing investments to follow results. It is the surest metric for a cause and effect relationship between the ad and the consumer. It facilitates campaign optimization based on near-real time performance. Only successful executions and transactions are grounds for fulfilling determined investments. It is an ideal technique for smaller business and for those looking to avoid high marketing costs. However, that being said, it envelops a wide bracket of payment scales. Campaigns are designed in a manner that both retailers and affiliates benefit from it. The return on investment (ROI) is easy to measure and can be tracked conveniently through various tools.

Which consumer segment does it cater to?
Largely online in character, performance marketing is ideal for those who want to run their campaigns over the internet. Companies can range from small scale e-commerce websites, retailers, dealers, to corporates dealing with FMCGs, and everything between. It is especially essential when a consumer wishes to focus on inspiring action over creating awareness. The measurability of advertisements aids this even further. Along with offering a unique proposition to both the parties involved, performance marketing boosts the development and use of mobile applications, content marketing, social media marketing and niche marketing. There are various types of performance marketing which can be easily tailored to meet the requirements of the consumers. Cost per Thousand (CPM), Cost per Click (CPC), Cost per Sale (CPS) and Cost per Acquisition (CPA) are some examples of the same.

How should the campaigns be designed?
Filled with creativity and inadvertent fun, performance marketing campaigns are led by defined marketing goals. The campaign is the sole driver for result and success of both, the advertiser and the consumer. Innovative and unique, it has to be highly engaging and set apart from the rest. However, the campaign needs to align to the goals perfectly. Progressively, each action step within the campaign must contribute to the fulfilment of targets. It also needs to set tone for future campaigns and credibility, and by extension, for the overall business. Social media outreach and website traffic are the most convenient ways in which the success of the campaign can be monitored.

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