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Author: Team Position Squared

Are You Directing Your Visitors To The Right Channel?
A visitor today can be your prospect tomorrow with personalization!

The importance of knowing your visitors, be it unknown, and their behavior is now a priority across industries, organizations, and individuals. It doesn’t matter if they are personal (visitors at home), professional (clients) or online visitors (web visitors). They are always important and expect that special and personalized attention.

Attention to visitors on personal and professional front has always been there but what about your online visitors? Who are they? What is their line of business: B2B, or B2C? Do you give them that personal attention and experience as well? Do they get what they want, when they visit your website? Are you giving them your personalized messaging so they feel unique and important? Are you directing them through the right channel by understanding their intent and interests?

These are some of the many questions that need to be addressed. The more the marketers are aware about their web visitors’ needs, behavior, persona and demographics, the easier it is to educate or engage with them to make a personalized buyer journey.

So, what’s this web personalization in digital marketing all about?

To answer – It’s all about personalization and not just personalization but Real Time Personalization (RTP) and that’s the digital mantra and strategy for today’s marketers.

Welcome to the world of Real Time Personalization – that creates a unique and personalized experience for your web visitors. Real time personalization gives organizations the power to create individualized experience for their website visitors, based upon various factors such as search terms, demographics and industry. This experience helps to boost their movement through the sales funnel.

“If the user experience is good, the reputation of the website will be even better”

Real Time Personalization uses behavioral data collected from web visitors. Using this, marketers can segment and modify messaging and content in real time to boost engagement with prospects.

Marketers are catching on!

According to Forrester Research, 92% of marketers say their interest in personalization has increased and 83% say it is critical to their company’s success.

There are numerous ways to implement real-time personalization. Let’s take a look at few of them:
- In-depth identification of buyer personas
- Developing content that appeals to each type of buyer persona
- Using big data processes to understand who the visitor is, and what they are looking for
- Building a site that responds to the broad categories the visitor falls into (such as “region” or the “source” they arrived from)
- Using machine learning techniques to customize, as per the individual
- Customization beyond the website
With real-time personalization, marketers can now concentrate on being found, and establish relationships with buyers. With so much valuable information about visitors, marketers can understand their audience better, present much more relevant content and hence drive more sales.

By Swet Kshitiz
July 28, 2016
The Impending Digital Era
This week’s hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

The Impending Digital Era

Research indicates a 5.5 percent compound annual growth rate for TV advertising compared with 10.7 percent for the internet, suggesting the latter will pass the former by the end of the decade.

Content Marketing: What Not To Do

Are you making these fundamental content marketing mistakes? Understanding the basics can help you to gain traction quickly, without alienating your audience.

Top Stories of the week
Our Creative Showcase

Compelling creative assets play a major role in the success of your Paid Customer Acquisition program. At Position², we combine creative thinking and best practices for each channel to develop engaging and effective assets to enhance your brand.

If you are reading this blog post via a RSS reader, please click here to subscribe.
July 15, 2016
Content Marketing: What Not To Do
There’s no shortage of content marketing guides on the internet. They cover all the tactics you should be using. But unless you understand the things you should not do, you don’t have a complete content marketing strategy. And for true success, you need to be flexible and continually adapt your approach.

Here are key points to avoid developing a content marketing strategy.
1. Don’t be too general when building a strategy: To build a successful content marketing strategy, you need firm foundations. Defining goals from day one is essential. A strategy that worked for one business may prove to be a failure for another, even if the two businesses are part of the same industry. Content needs to be specific to your target audience, and it needs to target that audience precisely. This is applicable to global businesses, but it is equally important for local businesses. A local audience can have cultural differences, so similar content strategies may not have a similar impact.
2. Don’t confine your content: Content should not be confined to a particular vertical or a product line. Content is bigger than marketing: make sure you get it the right way around. For any marketing strategy to be successful, trust has to be established by bringing customers into the fold and engaging them. User-generated content is critical; any form of customer interaction should be used, whether it is reviews, feedbacks, tweets or comments. Content marketing strategies should be based on user-generated content, which can make the readers emotionally invested in a brand.
  
  Power of Content
3. Don’t try too hard to go viral: Content works best when it engages a reader. This doesn’t necessarily mean it has to go viral. Look at the long game, and treat your strategy as a process of building momentum. Over time, you should aim to build trust in the reader, and engage the audiences. Once you have the groundwork in place, it’s much easier to get content to go viral. Brands must plan for the bigger picture rather than focusing on short-term traffic.
Finally, remember: content is not a sales pitch. Stop trying to sell things with the content you create. It’s a turn off for readers, and it cheapens the information you’re putting onto your site. Instead, design your content marketing strategies in such a way that the product or service fits the consumer and sells itself.

With over a decade of expertise, Position² is a digital marketing agency that accelerates demand for fast growing companies. With a dedicated team for Content Marketing, our in-house subject matter experts understand how to build successful content strategies, elevating your brand’s visibility while promoting increased engagement.

By Divyansh Sharma
July 12, 2016
Key Takeaways From SiriusDecisions Summit 2016
This week’s hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

Key Takeaways From SiriusDecisions Summit 2016

Continuing the momentum from the biggest marketing event of the year – SiriusDecisions, here are the most popular highlights perfectly aligned with our Demand Acceleration services.

SEO is Going Mobile. Is Your Business Ready?

With over a decade of expertise, Position² is a digital marketing agency that accelerates demand for fast growing technology companies. ROI-driven solutions integrate paid acquisition, content marketing and marketing technology..

Top Stories of the week
Our Creative Showcase

Compelling creative assets play a major role in the success of your Paid Customer Acquisition program. At Position², we combine creative thinking and best practices for each channel to develop engaging and effective assets to enhance your brand.

If you are reading this blog post via a RSS reader, please click here to subscribe.
July 8, 2016
The Impending Digital Era

In 2011, Peter Drucker said that “the aim of marketing is to know and understand the customer so well, the product or service fits him, and sells itself.” Traditional marketing with a push strategy was never able to reach this objective, but digital marketing with a pull strategy – and client focus – has realized this aim.

PwC’s 15th annual report reveals that TV advertising generated $173.7 billion worldwide in 2014 and will grow to $214.7 billion by 2018. During the same period, internet advertising will grow from $133 billion to $194.5 billion. Research indicates a 5.5 percent compound annual growth rate for TV advertising compared with 10.7 percent for the internet, suggesting the latter will pass the former by the end of the decade. (Source PWC)

In the constantly changing world of digital marketing, it is hard to predict what the future has in store for us, whether as a marketer or a consumer. Just like technology, consumer behavior will evolve exponentially and unpredictably. To anticipate upcoming developments in digital, we have to look at it from both the consumer’s and the marketer’s perspective.

As a Consumer: The consumer will be at the epicenter of all strategic decisions. Most marketing and branding content will soon come from consumers. Social media has already empowered consumers to influence the branding and marketing strategies of multi-billion dollar companies by simply writing reviews and providing feedback. On one hand, a single review, comment or tweet can spread like wildfire and have a catastrophic effect on a brand. On the other hand, positive reviews and feedback can take a brand to new heights, and have the same impact as a multi-million dollar advertising campaign. Consumers will not only influence strategic decisions, but will have the power to make these decisions for brands. User generated content will be increasingly prevalent, and brands will have to be authentic to stay relevant. Popular culture will only gain importance in the years to come. Brands that change in accordance with culture will reign supreme and brands that do not give culture the required attention will eventually cease to exist.

Being a Marketer: Noah Brier (the co-founder of Percolate) said that “the complexity of modern marketing is only going to keep increasing.” Being a marketer will become much more different and challenging in the years to come. Marketers will soon have vast amounts of data on consumer behavior, available at the click of a button. They will have the power to know exactly why a product or service is more successful, and which factors influence a buying decision. Organizations will have enough data to attribute a specific set of strategies to various stages of the buyer’s journey, ultimately leading to a conversion. Marketers constantly learn what to do; that will not change. What will change is that the marketers will have the resources and technology to know what not to do, and this could save a brand millions of dollars in expenditure which otherwise would have been in vain.

The Funeral of the ‘Funnel’

It is getting harder to predict consumer behavior in a constantly changing digital environment. As no two consumers are the same, the steps they take to convert into a client will also differ. The traditional funnel will no longer be relevant as consumers become more aware, and enhancements in technology will enable consumers to skip or add a few steps in the journey towards conversion.

Mobility of Things

Mobile devices and the Internet of Things (IoT) will lead the way to a much more user-friendly future. The majority of digital spends are going to be on mobile internet by decade’s end. Mobile marketing reach will be nearing 60 percent penetration, which will propel the digital advertising share to about 40 percent of all advertising spends by the end of the decade.

Total Advertising Internet Mobile

CAGR 4.4 % 10.7 % 21.5 %

The Underdogs

Developing countries will power the future of digital marketing. Markets such as China, India, Brazil, Russia, Mexico, South Africa, Turkey, Argentina, and Indonesia are collectively forecast to account for more than 25 percent of all global entertainment and media revenue by the end of the decade.

More than a decade ago, C.K. Prahalad said that the “Fortune is at the bottom of the pyramid.” Developing countries of the world constitute the bottom of the pyramid, which holds the most potential, and soon every organization will want a piece of this pie. These countries are the potential gold mines of the future. As far as digital marketing is concerned, the term ‘population’ will soon be replaced by ‘economies of scale’.

Organizations, marketers and agencies who master synthesis, community and creativity will be the winners, but the biggest winner of all, without a speck of doubt, will be the ‘consumer’. The consumer will be on the highest podium, around which the Internet of Things is going to revolve.

With over a decade of expertise, Position² is a digital marketing agency that accelerates demand for fast growing technology companies. ROI-driven solutions integrate paid acquisition, content marketing and marketing technology.

By Divyansh Sharma

June 30, 2016
SEO is Going Mobile. Is Your Business Ready?

If you’re looking for information about optimizing your site for search, the web is bursting with examples. In the past, when people spoke about website optimization, the first thing that came to mind would be optimization for a desktop.

But times are changing.

Yes, in today’s digital era, optimizing for the desktop is critical. But additionally, we now have to recognize that people are using mobile devices for many more tasks than they used to. If you ignore these mobile users, you could miss critical opportunities and capture an ever smaller segment of the market.

Mobile Optimization Cannot be Ignored

When you’re optimizing your website, it makes sense to tackle desktop first. But when you review your analytics, you’ll realize how many people search on mobile platforms. Research and reports have shown that the percentage of mobile users browsing the web is increasing by the day. Google has even made mobile friendliness a factor that can boost your search ranking.

According to research, the number of smartphone users will continue to rise in the coming years. And with the digital explosion meeting the Internet of Things (IoT), people are now more mobile than ever. The graph shown below depicts the growth of mobile users in United States, and the predicted figures for the next three years.

If you don’t want to lose a large chunk of traffic, you need to cater for these mobile users today. Checking mobile-readability is simple: use this tool provided by Google.

Looking Ahead to Further Optimization

OK. Now you know how friendly your website is for mobile users. Google’s tool shows you a range of factors: mobile friendliness, mobile speed, and even the desktop speed. Page load time – or page speed – is an important factor that needs attention. But while the Google tool gives you a lot of great information, it can’t tell you what to do next.

Getting a website optimized properly requires a lot of work behind the scenes. From the on-page optimization to off-page activities, online visibility establishment to technical checks, all of these factors are hidden – until you know what to look for. Only an expert provider has the experience and agility to tackle mobile and desktop at the same time.

Here at Position², we take care of optimization for businesses, and help them to leverage their online presence on an ongoing basis. Now, with our content marketing service, we can handle every aspect of your optimization project. We’ll create content as often as it’s needed, optimize the content for search, build online visibility and optimize the structure and usability of content. Our dedicated SEO service complements this, by ensuring the whole website is optimized fully for desktop and mobile searches.

Contact Position² today, to optimize your website for mobile and desktop search.

Contributed by:
John Bosco
Link to G+: https://plus.google.com/u/0/114994015003691371841/posts

June 24, 2016
Key Takeaways From SiriusDecisions Summit 2016
This week’s hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

Key Takeaways From SiriusDecisions Summit 2016

Continuing the momentum from the biggest marketing event of the year – SiriusDecisions, here are the most popular highlights perfectly aligned with our Demand Acceleration services.

Improve Visibility With Content Syndication

Let’s look at content syndication and how it can help you develop your brand reputation and online visibility.

Top Stories of the week
White Paper: The Rapidly Changing World of SEO

Get a head start in your quest for search engine optimization through this insightful white paper.

Download this White Paper to know:

How important SEO is and why it should concern you

Various ways in which you can deploy SEO

How to combine Social Media with SEO

SEO best practices and a roadmap to getting there

DOWNLOAD WHITE PAPER
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June 20, 2016
Key Takeaways From SiriusDecisions Summit 2016
We took the excitement and enthusiasm of Marketo Marketing Nation Summit and made our way to SiriusDecisions for some more stimulating sessions and inspiring keynotes at Nashville. We have to say, SiriusDecisions Summit not only lived up to the excitement but took it up a notch. The event was bursting with – pioneering research, networking opportunities and over 50 analyst sessions and 100 practitioner case studies.

We learned, ‘Adopt’, ‘Operationalize’ and ‘Optimize’- 3 key steps that lead us to a future where Art and Science come together to transform the way businesses should and will be done in the future.

Most talked about topics at the Summit:
- The Art and Science of Intelligent Growth – blending the art of innovative story telling with the science focused on new models and methods to support it
- The Position² case study with a global wi-fi infrastructure leader demonstrated how efficient tracking enabled us to perform Deep Funnel Optimization with great results
- Personalization is crucial to marketers
- Account-Based Marketing – one size doesn’t fit all, today’s technology has come a long way in terms of supporting Account-Based Marketing
- The key to the future: Predictive Technologies
Consistent with this year’s theme – The Art and Science of Intelligent Growth, one of the crucial topics discussed was art and science melding together today, more than ever before. And on the same note Position², proud platinum sponsors for SiriusDecisions, presented a case study on the success of Deep Funnel Optimization. A three-prong approach that involves the blending of AdTech, MarTech and Tracking & Optimization.

To learn more about Deep Funnel Optimization, reach out to us or drop by our office in the heart of Silicon Valley, California.
June 17, 2016
Improve Visibility With Content Syndication

Just as SEO has transformed over the years, Content Marketing is evolving too. Along with optimization for search, certain online activities are here to stay, even as digital marketing gradually changes.

Let’s look at content syndication and how it can help you develop your brand reputation and online visibility.

How will Content Syndication benefit you?

Content syndication helps you reach a wider audience and provides exposure to another website’s audience. Exposure to a larger audience helps you build your reputation and brand recognition while boosting visibility.

Syndicate your content to sites that have an audience that is relevant to your services or products. Another thing to note is that you should only syndicate to sites that are of higher authority than your site. A site with good authority will then reflect on your website authority too.

Great! So do I syndicate whatever content I have?

It is best to syndicate content that is attractive and has the potential to bring visitors to your site. You should not syndicate all of your content; else there would be no new information left for them to discover.

First, carefully select and syndicate content that is relevant to your core business and your audience.

Second, syndicate some of your best content to build a reputation on a higher authority site. This will help you improve visibility.

Third, if you are just starting out your business, aggressive content syndication would be the best idea. This will help you boost your visibility and presence, and build your brand. If you are an established business, sparingly choose content that attracts your target audience.

Content syndication, when done correctly, can actually make a huge impact on brand reputation and online visibility. It can improve search visibility, website traffic, lead generation, and eventually increase conversion and revenue.

Ready to leverage your content marketing and optimization?

Contact Position² and let us help you build a reputation and online visibility with our Demand Acceleration and Content Syndication efforts.

Contributed by:
John Bosco
Link to G+: https://live-p2-headless.pantheonsite.io/

June 8, 2016
Key Takeaways From Marketo Marketing Nation Summit 2016
Marketo Marketing Nation 2016 was enthralling to say the least. The plethora of speakers was something marketers only dream of. The sessions were just amazing with meaningful insights. Exciting is just one way of describing the experience.

As proud sponsors of Marketo Marketing Nation Summit for the past three years, we not only attended the event this year, but also had an engaging exhibitor booth!

Here are some of the key takeaways we captured at the summit:
- Keynote speaker Will Smith emphasized the power of being authentic, “In today’s world – we are out in the open, so the best bet to succeed is be true.”
- Jon Miller of Engagio highlighted that, “75% of marketing executives read unsolicited content if it’s relevant.”
- Jeriad Zoghby of Accenture explained that, “Personalization is making it easier for consumers to buy and consume what they want, how/when they want.”
- Strategy trumps creative in email marketing campaigns. Most successful campaigns spend more time on strategy.
- Gen Z form 30% of the global population, are age 18 and younger, digital dependent and control $200B in spending annually. So your long term marketing plans need to influence this group who will soon (if not already) be your primary target audience.
- The Facebook community – with 1.65B people on Facebook, 400M on Instagram, 1B on WhatsApp and 900M on Messenger – is turning out to be the world’s largest ecosystem. Facebook should be part of every Marketer’s digital plan.
With stimulating sessions and inspiring keynotes, Marketo Marketing Nation Summit was abuzz with activity. A great opportunity to showcase our proprietary approach, Demand Acceleration. A three-pronged approach that leverages content marketing, paid acquisition and marketing technology to give your digital marketing endeavour a big boost. As a certified Marketo partner and the preferred agency for many high-tech B2B and B2C companies, we believe that Demand Acceleration can help resolve your immediate as well as long term revenue challenges.

To learn more, reach out to us or better yet, come see us at our office in the heart of Silicon Valley, California.
May 30, 2016