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This zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Today’s question is from one of my friend who is a small restaurant owner. He has just started at the beginning of this year with the current situation all restaurants or dining areas are closed, not even at some deliveries are allowed or not allowed. So he had a question that, moving ahead in this current situation, how do go ahead about the business?
[Trupti] : In the first I’ve advised him to go
1. Online if he has not created his digital presence on social media. Reconnect with customers on social media or WhatsApp.
2. Create content, about the current situation about the food hygiene, what are the food habits in terms of diet? What are his restaurant specialties? Start rolling out on social media platforms.
3. Then create polls, surveys to start interaction with the customer.
[Amod] : That’s interesting Trupti. But since you have said he’s just started. I think his penetration in the market will be pretty low at the moment. So the kind of reconnect that probably what you’re suggesting may not be very effective at the moment. Because he’s looking for new markets. He’s looking for new customers to walk-in. And if he’s a small-time restaurant and probably he may not have adequate measures to capture customer information who had walk-in the first couple of months.
[Trupti] : He said that he had this suggestion book being kept and asking, whoever walk-ins.
[Amod] : So in that regard, he can definitely reconnect. But I guess if it’s a new business, I think it’s a very capital intensive business. He will definitely be wanting to look at returns coming out of it. Right? Hence, I think business also becomes the critical aspect now for him.
1. The first thing that probably can look at is local deliveries. Start promoting his business to the local nearby areas.
2. The second way would be to tie up with the Zomato, Swiggy those kind of things. Promotion through them, they already have their channels, so orders coming in from them will be a good one.
3. The third option get into agreements with industry canteens running now under the essentials act to run their canteens. Those will be the areas where immediate revenue and business generation can happen.
[Trupti] : Need to address one fear that post lock-down , the no.of customers walk-ins happening may not be same, because people are now more concern about hygiene.
[Amod] : It will not happen. It’s 100% sure that it’s not going to happen in atleast in the near future. So that model is as good as I won’t say dead, but it’s on its last legs this is what I can say, because there is going to be lot of fear. And even after the overall crisis ends, there are going to be new regulations. And the fear that has an now creeping into the minds of the common public to go to public places is going to be very high. Therefore, expecting walk-ins and business out of that kind of a model is definitely going to be a risk proposition. Therefore, he’ll have to create models where he’s reaching the customers. And these are some of the examples or suggestions that we have given him in this video for him to try. – Need to look at local deliveries, contracting with cafeteria of industries which are active. – Tie up with a Swiggy, Zomato organizations who have the authority and scale, to run businesses even in this crisis situations, is where he will have to work on for business, not just during lock-downs, but even beyond the lock-downs. Very paradigm shift happening there across a lot of businesses for sure. This is exactly where we are saying digital is the way to go ahead, and that’s where businesses need to now connect with their customers digitally for promotion and reach out and then enable it with local deliveries, create those local ecosystems where they can deliver their products or services into their neighborhoods.
[Amod] : Can he get into food supply? I mean, this is where you need to be radical in thought. Because I heard of a case one of our clients that he had a very thriving restaurant in downtown Pune and since the lock down and lot of capital investment he decided to convert it into a grocery store, grocery store been essential service in the current situation. So this is how businesses will have to realign. Just don’t try to realign the models little bit, models have to be realigned drastically. Please go digital, keep that connect with customers, build your customer base online and then enable your local deliveries to reach out and deliver your services or products to them.
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This zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Talking about the manufacturing industry already we are seeing the market was slow. And currently we get to hear that with the zero GDP and with more than four weeks of lock down there has come a big slowdown in the manufacturing industry. Question : So how can SMBs, especially in the manufacturing industry can turn around this situation?
[Amod] : I mean, the situation seems to be really grim as projected, but I think this could actually be a very good blessing in disguise for our industries. Because the first and foremost thing that is to be looked at is the China factor. Our biggest threat was China and China was absolutely dominating the manufacturing domain. But with this current situation, with corona virus coming out of China, there is a a lot of negative sentiment about China. And I guess the global business community has really understood and identified that focusing only in one market, or depending totally on one market for manufacturing is going to be a big risk, as we have all found out. Yeah. Hence the global community is definitely now going to look at other options to invest or set their basis. This exactly becomes the huge opportunity for India. If we really are able to create that kind of infrastructure, ease of doing business and enable our businesses to function smoothly with manutention and those things team, then this can really be the biggest push that our industry needed. And therefore, instead of looking at this as a painful situation, you should be looking forward to the possibilities that can arise out of this. Again if you are ready.
[Trupti] : Yes Question : How can manufacturing business transform themselves to digital to turn around this situation?
[Amod] : Now moving from these lock-downs then there will be partial lock downs and then there will be a release and this is going to take time, right? So then in such cases, what needs to be done, most businesses will actually look at the digital ways of transforming their businesses in any case, because there are going to be a lot of labor laws coming in. Then lot of position of labor is going to happen. Traveling of labor from one place to another. There will lot of regulations there. This would be a disruption for something there. So for businesses to function smoothly. If they are very labor dependent they are going to face further problems. Therefore with digitization what business can really achieve is a smooth functioning with all the regulations in place, smooth functioning of businesses can happen to digitization.
General trends for manufacturing industry moving ahead: – IOT and AI – for manufacturing processes, production and performance – Digital Automation – for independence and effectiveness – Digital modelling – 3d, AR/VR presentations for marketing – Digital marketing solutions – O2O, Account Based Marketing, integrated CRMs – Remote guided operations.
This is how business can really look at the transforming themselves digitally. It’s a investment upfront, but this investment will definitely pay in the long term. Especially with manufacturing industries in India, which are more labor intensive and with localization of most businesses happening now. That seems to be the way forward to go.
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This zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Almost 9 /10 marketers, feel that marketing campaigns to be delayed since the demand for their brand products or services is falling due to the current COVID-19 crisis situation. So is this advisable?
[Amod] : It’s an interesting one because I feel a drop in demand is basically out of fear and uncertainties rather than real problem. To tell you, we have actually increased our advertising budget by 20 percent.
[Amod] : And there’s a reason for that. But we’ll come to that later. But the real drop in demand seems to be in terms of the fear and uncertainty in the market.
[Trupti] : But in the current situation, few businesses, like deal emergency needs are the must needs like food and medicines these business are still able to sustain. But what about , yesterday one of my friend who’s has an apparel business. And he was saying that it’s almost six weeks, the lock down is continued and it is much affecting his business in the current situation and even post COVID he is having that fear. So you have anything for such businesses? Got it.
[Amod] : So I assume his is a apparel store. Yeah. Walking store, right? And therefore, the footfall has gone to nil. And even beyond lock downs there are going to be lot of restrictions being put up by the government or any public places. Right?
[Amod] : So footfall will be an issue for businesses like these. Oh, yes. I mean, it is it is kind of concerning there. But again, the point is if your business model is relevant, you do not worry. And it’s exactly what we had said in our previous videos, that if your vision is right and if your model is fundamentally very relevant, then this small period of small window where everyone is going to face a bit of a problem, has to be dealt with carefully and then beyond that, success will be there. If we are ready to take certain measures. Right? OK, so I see lot of opportunities for this business in this period. So does he have online store as well?
[Trupti] : Online store not as such, but he is listed on the online shopping portals.
[Amod] : And how’s the business from there? Is there anything happening?
[Trupti] : No. Currently not, since the delivery issues our stop for these goods.
[Amod] : So with that kind of scenario, one of the best thing would now in this part of the period should be BRAND focus on how well he can engage his audience and his customers. This becomes more important and instead of thinking of business in this phase. You should really look at BRANDING in this phase.
[Amod] : Can he come up with some new boutique wear or some new range of clothes, which he can showcase to his customers because everybody’s is online, everybody is on social media today. This is actually a good time to get into the eyes of the customers. So that’s the way you can keep people engaged.
[Amod] : He can probably connect with the customer and people and ask them what they’re looking for? What kind of services? What kind of clothes they will be looking for? Because now people are wearing the same clothes again. And people will be wanting to try new ones. So the idea will be to create that interest on what they would like to wear post lock down.
[Amod] : That would give his business ideas into what people coming up with ones, the lock downs and all those restrictions go away. So it will give his business a bit of an insight. Right now, the time to engage with his audience.
[Amod] : Rather than really focusing on the business part. He can look at engaging his audience. Another aspect to figure out is Can he create a pre-ordering model?
[Trupti] : Possible.
[Amod] : For example, he can create those the new design wear, show it to the audience and the audience can pre-book it at a lower price and they’ll be delivered later to them once the lock downs go. This could be another model that could be worked out for his business. And the idea would be to make sure that the eyeballs are there on the business. And that’s why that engagement part is going to be very, very crucial.
[Amod] : To summarize key points to remember with your marketing (for the current scenario) – Your entry point in the market is relatively easier – Ads and services will be cheaper – Increased viewership will ensure more eye-balls – Sharing new ideas with customers, exploring customer demands and changed requirements. And the best mode at this point is DIGITAL. I think if the steps have not been taken so far to digitize your brand, it’s the best time to start. If you’ve already done some digitization of your business, it’s time to expand.
[Amod] : So footfall will be an issue for businesses like these. Oh, yes. I mean, it is it is kind of concerning there. But again, the point is if your business model is relevant, you do not worry. And it’s exactly what we had said in our previous videos, that if your vision is right and if your model is fundamentally very relevant, then this small period of small window where everyone is going to face a bit of a problem, has to be dealt with carefully and then beyond that, success will be there. If we are ready to take certain measures. Right? OK, so I see lot of opportunities for this business in this period. So does he have online store as well?
[Trupti] : Online store not as such, but he is listed on the online shopping portals.
[Amod] : And how’s the business from there? Is there anything happening?
[Trupti] : No. Currently not, since the delivery issues our stop for these goods.
[Amod] : So with that kind of scenario, one of the best thing would now in this part of the period should be BRAND focus on how well he can engage his audience and his customers. This becomes more important and instead of thinking of business in this phase. You should really look at BRANDING in this phase.
[Amod] : Can he come up with some new boutique wear or some new range of clothes, which he can showcase to his customers because everybody’s is online, everybody is on social media today. This is actually a good time to get into the eyes of the customers. So that’s the way you can keep people engaged.
[Amod] : He can probably connect with the customer and people and ask them what they’re looking for? What kind of services? What kind of clothes they will be looking for? Because now people are wearing the same clothes again. And people will be wanting to try new ones. So the idea will be to create that interest on what they would like to wear post lock down.
[Amod] : That would give his business ideas into what people coming up with ones, the lock downs and all those restrictions go away. So it will give his business a bit of an insight. Right now, the time to engage with his audience.
[Amod] : Rather than really focusing on the business part. He can look at engaging his audience. Another aspect to figure out is Can he create a pre-ordering model?
[Trupti] : Possible.
[Amod] : For example, he can create those the new design wear, show it to the audience and the audience can pre-book it at a lower price and they’ll be delivered later to them once the lock downs go. This could be another model that could be worked out for his business. And the idea would be to make sure that the eyeballs are there on the business. And that’s why that engagement part is going to be very, very crucial.
[Amod] : To summarize key points to remember with your marketing (for the current scenario) – Your entry point in the market is relatively easier – Ads and services will be cheaper – Increased viewership will ensure more eye-balls – Sharing new ideas with customers, exploring customer demands and changed requirements. And the best mode at this point is DIGITAL. I think if the steps have not been taken so far to digitize your brand, it’s the best time to start. If you’ve already done some digitization of your business, it’s time to expand.
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They saw an acute need to provide a platform for farmers and small entrepreneurs from rural India and thus was born the idea of Gaavkhoj.com. Their focus is particularly on , but not restricted to, small and marginal farming communities across India. In this endeavour they are inspired by and partnering with some well know NGOs who are doing some outstanding work in the domain for past several years.
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Hi All As if Corona was not enough for us humans, even websites are being attached by viruses and malware lately. This is due to the tremendous growth in online traffic over last few weeks on account of lockdowns and quarantines.
if you have a WordPress/Magento/Shopify/any CMS based website, please ensure the following: – All security checks/features are in place on the server side – Enable HTTPS on your website for a safe brand experience for your customers – Remove/Inspect open source plugins/themese used on your website – they may be gateway for malware – Schedule scan of your website with your hosting provider (and do this frequently) – Contact your hosting support or tech partner in case you see any abnormal activity on your website or server.
ZoomYourTraffic.com will keep you updated on issues/problems to your digital presence due to the Covid-19 situation from time to time.
With Lockdowns setting in, Online Education/Learning has gained importance and relevance in the changing times. Classroom trainings, conference room learning and personal coaching have been replaced by their virtual version through of VoIP technology by tools like Zoom Meetings, GoToMeetings and Webex. Accordingly, we have enabled customer businesses to adopt eLearning as new business models to complement or enhance their growth.
IFQ Online A training business (Six Sigma and Quality) is specialized in classroom trainings for over 20 years. With the situation came opportunity to move into online training, self learning and short duration courses. Check here: https://www.ifqindia.com
SCube Education A healthcare organization wanted to enable mass virtual learning platforms for their field staff, social workers and executives on the move. Using an integrated VoIP system, their learning system is taking shape.
DM School of Astrology Leading astrologer and psychotherapist, Dolly Manghat, runs her online consulting and coaching business. This period brought opportunities to reach her subscribers and fans via eBooks and eCourses. https://www.dollymanghat.com
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The past
decade has been a decade of dynamic disruption where a number of technologies
came forward and took the center stage. Several organizations also adopted new
age mechanisms to kick start their transformative journey. In the last few
years, digital transformation has become the core for almost all tech-based and
some not too tech-savvy organizations as well. In this digital race, to stay
ahead, they are incorporating numerous tricks and techniques not just to outdo
their contemporaries but to surpass their traditional and uninteresting mode of
business.
As we have entered into a new decade, industry along with
industry experts have started predicting how digital transformation will cause
disruption in 2020 and beyond. Here is the list of top digital transformation
trends that are more likely to shine this year.
• Consumer Experience • Analytics: A Competitive Edge • AI at the Forefront of Digital Transformation • Growing Importance of Mergers and Acquisition Activities • Relevance of APIs in Business Performance
Today’s marketing teams have to be technologically literate, data savvy, and agile
Fast moving technology and changing business models have played a part in disrupting every industry from farming to pharma, but it’s easy to overlook their impact on marketing and communications. How has the profession evolved in the face of potential disruption?
We spoke to Barbara Bates, global CEO of international communications agency Hotwire, to find out.
After growing up in Silicon Valley, working as a television reporter, and then starting a technology PR agency from scratch, Bates is not your average marketer. For 25 years, she ran PR agency, Eastwick until it was acquired by Hotwire in 2016. Following the acquisition, Bates was asked to become the global CEO. Now, she runs the company’s operations across Australia, the US, Europe, and Asia.
“We used to talk about ourselves as a technology communications firm, working with tech companies, but now we work with all different types of companies… Every company wants to be a technology company, or leverage innovation to build value around their brand. That’s something we’re really good at.”
Automating marketing Technology is oiling the wheels of marketing, and according to Bates, most marketers now recognise that disruptive technology will help rather than replace them.
“We’re at a point where people are trying to be smart about leveraging technology that will either automate, or make more efficient, some of the more commoditised parts of our business around data like gathering research and coverage tracking,” she explains. “When it comes to AI, I think people assume that it means replacing humans. Most marketers with any experience realise it’s about augmenting what humans do. It’s a way of making communications more authentic, to automate and get data from AI.”
In many ways, digitalisation has aided in building trust. And, contrary to popular belief, the influx of technology has also catalysed a movement back to the human element.
“One of the observations I’ve made is that with digital transformation and technology, the pendulum swings very far in one direction. We sort of lost the human element, especially when it comes to marketing. I definitely see a big push back towards that. You see brands talking about being more human, and how better to engage. We’re seeing them do that by building an online and offline presence.”
As an example, Bates recalls a magazine pop up event in New York where, instead of handing out purely physical or digital copies, the brand asked authors to present their articles to live audiences. Connecting offline and online experiences in this way has become a valuable tool for building genuine relationships with clients.
Shifting the operating model Marketing teams have also been affected by changing business models. One particularly important shift has been the abandonment of the agency of record (AOR) model, in which businesses rely on a single agency to handle all of their projects, PR, and marketing needs.
“Over the last five years, the big global AOR model has started to fall away,” says Bates. “Brands now purposefully want to work with a variety of agencies. Adobe, for example, works with three different communications firms that might bring different skill sets and creativity. It also means that companies are not locked into one agency and can offer project opportunities to different agencies to see different types of work.”
The willingness of big businesses to dish out project work is one of the reasons for Hotwire’s notable organic growth. Diverse competition helps smaller firms to make a bigger impact, which threatens the multinational agencies used to one-on-one contracts. Projects such as customer events, rebrands, or training programmes aren’t part of Hotwire’s regular work, but they do present an opportunity. Applying a flexible, nimble, mindset to projects enables Hotwire to work with renowned companies, and compete in a more varied market.
New challenges Bates explains, the complexity of the job today…
“To be a marketer today, you have to be really well versed in finance, data, technology, and a wide variety of disciplines. Just look at what percentage of global buying technology budget is now decided by the CMO verses the CIO or CTO. CMOs have bigger budgets than ever before. That’s one of the challenges, not just for marketers, but for agencies. You have to learn new skills as you move up in your career, and even if you’re staying at the same level, the disciplines and skill set required is expanding incredibly.”
On top of the difficult task of creating compelling, meaningful narratives, digitalisation has brought a host of new challenges. For Bates, a major problem for CMOs is the onslaught of cyber crime.
“It is the CMO’s job to protect their company’s image. If there’s a data breach, or phishing – which is a huge issue – you have to deal with that. If you’re a retail bank, let’s say, and all of a sudden your customers are getting false emails from someone who’s phishing, that has a direct impact on the bank’s brand even though they’ve done nothing wrong. That’s why marketers care a lot about cybersecurity because, more and more, it’s easy to steal a brand.”
Cybersecurity also requires marketers to invest in more training and security, which takes time and costs money. Just as CMOs have a responsibility to support cybersecurity initiatives, they have to encourage clean data culture. Suffering a cyber breach is damaging enough, but actively failing to protect client data is entirely the fault of the brand. Another challenge is hiring and retaining the right talent.
“One of the things that I spend a lot of time on is building Hotwire into the best agency you’ll ever work with, and that’s not just for clients, but for employees too. What they want is really challenging creative work, and flexibility. Everyone appreciates flexibility, not just the millennials. If you’re a working mum with an hour and a half commute, then I’d much rather you spend that hour and a half doing great client work.”
Success is simple Agencies and their employees have to contend with more data, more project work, and more competition than ever before. In the face of these demands, Bates’ key piece of advice to the marketing and communications team within any organisation is to simplify.
“There is so much noise and complication in communication and in every consumer buying decision. When you look at the companies who have really done well with their brands, they have a very simple message. I think this is a huge challenge for technology companies who still talk about lots of features and benefits.”
The first example that comes to Bates’ mind is Apple. However, she explains that a lot of the companies that have quickly gone from being little known to well known – think Deliveroo, Slack, and Uber – came up with a simple message that they told consumers over and over again.
“I know a lot of amazing companies with amazing products that just couldn’t launch because they couldn’t create their story in a way that was simple enough to capture people,” she says. “Make it simple, and learn the power of story, because that’s the way people connect.”
This message is part of Hotwire’s own brand, building the capacity to work collaboratively instead of competitively, and with flexibility rather than rigid rules, is what makes small to medium agencies stand out from the crowd.
“We’re trying to set ourselves apart by doing the best thing for the client,” says Bates. “It’s about being fluid. We’ve come from organic growth, for the most part, and Eastwick worked with a lot of startups, so we have a bit of a scrappy persona. Companies are more likely to work with mid sized agencies who have that global reach but are nimble.”
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This case study is of adventure trekking company. So they are in this business for last 30 years. Our analytics team has found, out that 30 to 40 percent of the website visitors are all 50 and 60 age groups visiting our website, spending substantial time but not taking any action, neither booking any treks and this trend continued for few months.
Then our sales team connected with all the audiences from our CRM platform via phone and then ask them for inputs and the feedback on the website and on the treks.
So the two major concerns that came up from this conversation were:
A) They found out that the trek information, mentioned on the website is more relevant to a younger audience. The treks were not applicable or suitable for them. And.
B) The second major concern was online payment. They were worried about whether the transaction is safe and secure.
So with this input, we changed our entire communication strategy online. So trek information was changed in a way where these age groups got to know which treks are suitable for them. And then lots of campaigns were created, via WhatsApp, phone calls, personal meet seminars & events. Where they were educated about how doing online transactions is safe.
So this way and slowly started seeing a lot of online bookings happening, from this age group. So they were happy. They not only refereed treks to their friends but now they are coming up in groups.
This not only helped building relationships but also improve sales.
Tips For Building Relationships.
For the Young Age group Audience:
Consistent connect via Social Media platforms.
For Mid-age group Audience
Focus on “Trust & Security”
Use CRMs for consistent & integrated connect
For Senior age group Audience
Create channels for personal connects
Engage this audience with social meets & events.
Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
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Zoom Meeting – How To Keep Restaurant/QSR Business (SMBs) Going During Lockdown?
/in Online Disruption, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byThis zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Today’s question is from one of my friend who is a small restaurant owner. He has just started at the beginning of this year with the current situation all restaurants or dining areas are closed, not even at some deliveries are allowed or not allowed. So he had a question that, moving ahead in this current situation, how do go ahead about the business?
[Trupti] : In the first I’ve advised him to go
1. Online if he has not created his digital presence on social media. Reconnect with customers on social media or WhatsApp.
2. Create content, about the current situation about the food hygiene, what are the food habits in terms of diet? What are his restaurant specialties? Start rolling out on social media platforms.
3. Then create polls, surveys to start interaction with the customer.
[Amod] : That’s interesting Trupti. But since you have said he’s just started. I think his penetration in the market will be pretty low at the moment. So the kind of reconnect that probably what you’re suggesting may not be very effective at the moment. Because he’s looking for new markets. He’s looking for new customers to walk-in. And if he’s a small-time restaurant and probably he may not have adequate measures to capture customer information who had walk-in the first couple of months.
[Trupti] : He said that he had this suggestion book being kept and asking, whoever walk-ins.
[Amod] : So in that regard, he can definitely reconnect. But I guess if it’s a new business, I think it’s a very capital intensive business. He will definitely be wanting to look at returns coming out of it. Right? Hence, I think business also becomes the critical aspect now for him.
1. The first thing that probably can look at is local deliveries. Start promoting his business to the local nearby areas.
2. The second way would be to tie up with the Zomato, Swiggy those kind of things. Promotion through them, they already have their channels, so orders coming in from them will be a good one.
3. The third option get into agreements with industry canteens running now under the essentials act to run their canteens. Those will be the areas where immediate revenue and business generation can happen.
[Trupti] : Need to address one fear that post lock-down , the no.of customers walk-ins happening may not be same, because people are now more concern about hygiene.
[Amod] : It will not happen. It’s 100% sure that it’s not going to happen in atleast in the near future. So that model is as good as I won’t say dead, but it’s on its last legs this is what I can say, because there is going to be lot of fear. And even after the overall crisis ends, there are going to be new regulations. And the fear that has an now creeping into the minds of the common public to go to public places is going to be very high. Therefore, expecting walk-ins and business out of that kind of a model is definitely going to be a risk proposition. Therefore, he’ll have to create models where he’s reaching the customers. And these are some of the examples or suggestions that we have given him in this video for him to try. – Need to look at local deliveries, contracting with cafeteria of industries which are active. – Tie up with a Swiggy, Zomato organizations who have the authority and scale, to run businesses even in this crisis situations, is where he will have to work on for business, not just during lock-downs, but even beyond the lock-downs. Very paradigm shift happening there across a lot of businesses for sure. This is exactly where we are saying digital is the way to go ahead, and that’s where businesses need to now connect with their customers digitally for promotion and reach out and then enable it with local deliveries, create those local ecosystems where they can deliver their products or services into their neighborhoods.
[Amod] : Can he get into food supply? I mean, this is where you need to be radical in thought. Because I heard of a case one of our clients that he had a very thriving restaurant in downtown Pune and since the lock down and lot of capital investment he decided to convert it into a grocery store, grocery store been essential service in the current situation. So this is how businesses will have to realign. Just don’t try to realign the models little bit, models have to be realigned drastically. Please go digital, keep that connect with customers, build your customer base online and then enable your local deliveries to reach out and deliver your services or products to them.
Zoom Meeting – Is This Crisis Or Opportunity For Manufacturing SMEs?
/in Online Disruption, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byThis zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Talking about the manufacturing industry already we are seeing the market was slow. And currently we get to hear that with the zero GDP and with more than four weeks of lock down there has come a big slowdown in the manufacturing industry. Question : So how can SMBs, especially in the manufacturing industry can turn around this situation?
[Amod] : I mean, the situation seems to be really grim as projected, but I think this could actually be a very good blessing in disguise for our industries. Because the first and foremost thing that is to be looked at is the China factor. Our biggest threat was China and China was absolutely dominating the manufacturing domain. But with this current situation, with corona virus coming out of China, there is a a lot of negative sentiment about China. And I guess the global business community has really understood and identified that focusing only in one market, or depending totally on one market for manufacturing is going to be a big risk, as we have all found out. Yeah. Hence the global community is definitely now going to look at other options to invest or set their basis. This exactly becomes the huge opportunity for India. If we really are able to create that kind of infrastructure, ease of doing business and enable our businesses to function smoothly with manutention and those things team, then this can really be the biggest push that our industry needed. And therefore, instead of looking at this as a painful situation, you should be looking forward to the possibilities that can arise out of this. Again if you are ready.
[Trupti] : Yes Question : How can manufacturing business transform themselves to digital to turn around this situation?
[Amod] : Now moving from these lock-downs then there will be partial lock downs and then there will be a release and this is going to take time, right? So then in such cases, what needs to be done, most businesses will actually look at the digital ways of transforming their businesses in any case, because there are going to be a lot of labor laws coming in. Then lot of position of labor is going to happen. Traveling of labor from one place to another. There will lot of regulations there. This would be a disruption for something there. So for businesses to function smoothly. If they are very labor dependent they are going to face further problems. Therefore with digitization what business can really achieve is a smooth functioning with all the regulations in place, smooth functioning of businesses can happen to digitization.
General trends for manufacturing industry moving ahead:
– IOT and AI – for manufacturing processes, production and performance
– Digital Automation
– for independence and effectiveness
– Digital modelling
– 3d, AR/VR presentations for marketing
– Digital marketing solutions
– O2O, Account Based Marketing, integrated CRMs
– Remote guided operations.
This is how business can really look at the transforming themselves digitally. It’s a investment upfront, but this investment will definitely pay in the long term. Especially with manufacturing industries in India, which are more labor intensive and with localization of most businesses happening now. That seems to be the way forward to go.
Zoom Meeting- Staying Relevant and Connected With Customers During Disruption
/in Online Disruption, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byThis zoom meeting is to discuss and address small business challenges of managing through current global economy crisis.
[Trupti] : Almost 9 /10 marketers, feel that marketing campaigns to be delayed since the demand for their brand products or services is falling due to the current COVID-19 crisis situation. So is this advisable?
[Amod] : It’s an interesting one because I feel a drop in demand is basically out of fear and uncertainties rather than real problem. To tell you, we have actually increased our advertising budget by 20 percent.
[Amod] : And there’s a reason for that. But we’ll come to that later. But the real drop in demand seems to be in terms of the fear and uncertainty in the market.
[Trupti] : But in the current situation, few businesses, like deal emergency needs are the must needs like food and medicines these business are still able to sustain. But what about , yesterday one of my friend who’s has an apparel business. And he was saying that it’s almost six weeks, the lock down is continued and it is much affecting his business in the current situation and even post COVID he is having that fear. So you have anything for such businesses? Got it.
[Amod] : So I assume his is a apparel store. Yeah. Walking store, right? And therefore, the footfall has gone to nil. And even beyond lock downs there are going to be lot of restrictions being put up by the government or any public places. Right?
[Amod] : So footfall will be an issue for businesses like these. Oh, yes. I mean, it is it is kind of concerning there. But again, the point is if your business model is relevant, you do not worry. And it’s exactly what we had said in our previous videos, that if your vision is right and if your model is fundamentally very relevant, then this small period of small window where everyone is going to face a bit of a problem, has to be dealt with carefully and then beyond that, success will be there. If we are ready to take certain measures. Right? OK, so I see lot of opportunities for this business in this period. So does he have online store as well?
[Trupti] : Online store not as such, but he is listed on the online shopping portals.
[Amod] : And how’s the business from there? Is there anything happening?
[Trupti] : No. Currently not, since the delivery issues our stop for these goods.
[Amod] : So with that kind of scenario, one of the best thing would now in this part of the period should be BRAND focus on how well he can engage his audience and his customers. This becomes more important and instead of thinking of business in this phase. You should really look at BRANDING in this phase.
[Amod] : Can he come up with some new boutique wear or some new range of clothes, which he can showcase to his customers because everybody’s is online, everybody is on social media today. This is actually a good time to get into the eyes of the customers. So that’s the way you can keep people engaged.
[Amod] : He can probably connect with the customer and people and ask them what they’re looking for? What kind of services? What kind of clothes they will be looking for? Because now people are wearing the same clothes again. And people will be wanting to try new ones. So the idea will be to create that interest on what they would like to wear post lock down.
[Amod] : That would give his business ideas into what people coming up with ones, the lock downs and all those restrictions go away. So it will give his business a bit of an insight. Right now, the time to engage with his audience.
[Amod] : Rather than really focusing on the business part. He can look at engaging his audience. Another aspect to figure out is Can he create a pre-ordering model?
[Trupti] : Possible.
[Amod] : For example, he can create those the new design wear, show it to the audience and the audience can pre-book it at a lower price and they’ll be delivered later to them once the lock downs go. This could be another model that could be worked out for his business. And the idea would be to make sure that the eyeballs are there on the business. And that’s why that engagement part is going to be very, very crucial.
[Amod] : To summarize key points to remember with your marketing (for the current scenario) – Your entry point in the market is relatively easier – Ads and services will be cheaper – Increased viewership will ensure more eye-balls – Sharing new ideas with customers, exploring customer demands and changed requirements. And the best mode at this point is DIGITAL. I think if the steps have not been taken so far to digitize your brand, it’s the best time to start. If you’ve already done some digitization of your business, it’s time to expand.
[Amod] : So footfall will be an issue for businesses like these. Oh, yes. I mean, it is it is kind of concerning there. But again, the point is if your business model is relevant, you do not worry. And it’s exactly what we had said in our previous videos, that if your vision is right and if your model is fundamentally very relevant, then this small period of small window where everyone is going to face a bit of a problem, has to be dealt with carefully and then beyond that, success will be there. If we are ready to take certain measures. Right? OK, so I see lot of opportunities for this business in this period. So does he have online store as well?
[Trupti] : Online store not as such, but he is listed on the online shopping portals.
[Amod] : And how’s the business from there? Is there anything happening?
[Trupti] : No. Currently not, since the delivery issues our stop for these goods.
[Amod] : So with that kind of scenario, one of the best thing would now in this part of the period should be BRAND focus on how well he can engage his audience and his customers. This becomes more important and instead of thinking of business in this phase. You should really look at BRANDING in this phase.
[Amod] : Can he come up with some new boutique wear or some new range of clothes, which he can showcase to his customers because everybody’s is online, everybody is on social media today. This is actually a good time to get into the eyes of the customers. So that’s the way you can keep people engaged.
[Amod] : He can probably connect with the customer and people and ask them what they’re looking for? What kind of services? What kind of clothes they will be looking for? Because now people are wearing the same clothes again. And people will be wanting to try new ones. So the idea will be to create that interest on what they would like to wear post lock down.
[Amod] : That would give his business ideas into what people coming up with ones, the lock downs and all those restrictions go away. So it will give his business a bit of an insight. Right now, the time to engage with his audience.
[Amod] : Rather than really focusing on the business part. He can look at engaging his audience. Another aspect to figure out is Can he create a pre-ordering model?
[Trupti] : Possible.
[Amod] : For example, he can create those the new design wear, show it to the audience and the audience can pre-book it at a lower price and they’ll be delivered later to them once the lock downs go. This could be another model that could be worked out for his business. And the idea would be to make sure that the eyeballs are there on the business. And that’s why that engagement part is going to be very, very crucial.
[Amod] : To summarize key points to remember with your marketing (for the current scenario) – Your entry point in the market is relatively easier – Ads and services will be cheaper – Increased viewership will ensure more eye-balls – Sharing new ideas with customers, exploring customer demands and changed requirements. And the best mode at this point is DIGITAL. I think if the steps have not been taken so far to digitize your brand, it’s the best time to start. If you’ve already done some digitization of your business, it’s time to expand.
Emergency Veg delivery during crisis program
/in Online Disruption, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byGaavkhoj.com is brought to you by a team of professionals , an optimal mix of young and experienced with deep understanding of online world.
They saw an acute need to provide a platform for farmers and small entrepreneurs from rural India and thus was born the idea of Gaavkhoj.com. Their focus is particularly on , but not restricted to, small and marginal farming communities across India. In this endeavour they are inspired by and partnering with some well know NGOs who are doing some outstanding work in the domain for past several years.
Our association with Gaavkhoj includes powering their online marketing initiatives and objectives over the coming months https://www.gaavkhoj.com
Website Security Important Update
/in Website Malware Protection, WebsiteDevelopment, Zoom Your Traffic, ZoomYourBusiness Online/byHi All
As if Corona was not enough for us humans, even websites are being attached by viruses and malware lately. This is due to the tremendous growth in online traffic over last few weeks on account of lockdowns and quarantines.
if you have a WordPress/Magento/Shopify/any CMS based website, please ensure the following:
– All security checks/features are in place on the server side
– Enable HTTPS on your website for a safe brand experience for your customers
– Remove/Inspect open source plugins/themese used on your website – they may be gateway for malware
– Schedule scan of your website with your hosting provider (and do this frequently)
– Contact your hosting support or tech partner in case you see any abnormal activity on your website or server.
ZoomYourTraffic.com will keep you updated on issues/problems to your digital presence due to the Covid-19 situation from time to time.
Lets stay safe indoors. Lets keep our websites safe too.
Thanks
Team ZoomyourTraffic
http://www.zoomyourtraffic.com
https://www.zoomyourbusiness.online
Online Education Initiatives for Customers
/in Online Marketing, Online Promotion Programs, Technology, Zoom Your Traffic, ZoomYourBusiness Online/byWith Lockdowns setting in, Online Education/Learning has gained importance and relevance in the changing times. Classroom trainings, conference room learning and personal coaching have been replaced by their virtual version through of VoIP technology by tools like Zoom Meetings, GoToMeetings and Webex.
Accordingly, we have enabled customer businesses to adopt eLearning as new business models to complement or enhance their growth.
IFQ Online
A training business (Six Sigma and Quality) is specialized in classroom trainings for over 20 years. With the situation came opportunity to move into online training, self learning and short duration courses. Check here: https://www.ifqindia.com
SCube Education
A healthcare organization wanted to enable mass virtual learning platforms for their field staff, social workers and executives on the move. Using an integrated VoIP system, their learning system is taking shape.
DM School of Astrology
Leading astrologer and psychotherapist, Dolly Manghat, runs her online consulting and coaching business. This period brought opportunities to reach her subscribers and fans via eBooks and eCourses. https://www.dollymanghat.com
Digital Transformation Or Disruption?
/in Disruption, Online Disruption, Online Marketing, SEO, Technology, Zoom Your Traffic, ZoomYourBusiness Online/byThe past decade has been a decade of dynamic disruption where a number of technologies came forward and took the center stage. Several organizations also adopted new age mechanisms to kick start their transformative journey. In the last few years, digital transformation has become the core for almost all tech-based and some not too tech-savvy organizations as well. In this digital race, to stay ahead, they are incorporating numerous tricks and techniques not just to outdo their contemporaries but to surpass their traditional and uninteresting mode of business.
As we have entered into a new decade, industry along with industry experts have started predicting how digital transformation will cause disruption in 2020 and beyond. Here is the list of top digital transformation trends that are more likely to shine this year.
• Consumer Experience
• Analytics: A Competitive Edge
• AI at the Forefront of Digital Transformation
• Growing Importance of Mergers and Acquisition Activities
• Relevance of APIs in Business Performance
Read Full Article
Source: Smriti Srivastava
Disruption leading to O2O
/in Disruption, Online Disruption, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byToday’s marketing teams have to be technologically literate, data savvy, and agile
Fast moving technology and changing business models have played a part in disrupting every industry from farming to pharma, but it’s easy to overlook their impact on marketing and communications. How has the profession evolved in the face of potential disruption?
We spoke to Barbara Bates, global CEO of international communications agency Hotwire, to find out.
After growing up in Silicon Valley, working as a television reporter, and then starting a technology PR agency from scratch, Bates is not your average marketer. For 25 years, she ran PR agency, Eastwick until it was acquired by Hotwire in 2016. Following the acquisition, Bates was asked to become the global CEO. Now, she runs the company’s operations across Australia, the US, Europe, and Asia.
“We used to talk about ourselves as a technology communications firm, working with tech companies, but now we work with all different types of companies… Every company wants to be a technology company, or leverage innovation to build value around their brand. That’s something we’re really good at.”
Automating marketing
Technology is oiling the wheels of marketing, and according to Bates, most marketers now recognise that disruptive technology will help rather than replace them.
“We’re at a point where people are trying to be smart about leveraging technology that will either automate, or make more efficient, some of the more commoditised parts of our business around data like gathering research and coverage tracking,” she explains. “When it comes to AI, I think people assume that it means replacing humans. Most marketers with any experience realise it’s about augmenting what humans do. It’s a way of making communications more authentic, to automate and get data from AI.”
In many ways, digitalisation has aided in building trust. And, contrary to popular belief, the influx of technology has also catalysed a movement back to the human element.
“One of the observations I’ve made is that with digital transformation and technology, the pendulum swings very far in one direction. We sort of lost the human element, especially when it comes to marketing. I definitely see a big push back towards that. You see brands talking about being more human, and how better to engage. We’re seeing them do that by building an online and offline presence.”
As an example, Bates recalls a magazine pop up event in New York where, instead of handing out purely physical or digital copies, the brand asked authors to present their articles to live audiences. Connecting offline and online experiences in this way has become a valuable tool for building genuine relationships with clients.
Shifting the operating model
Marketing teams have also been affected by changing business models. One particularly important shift has been the abandonment of the agency of record (AOR) model, in which businesses rely on a single agency to handle all of their projects, PR, and marketing needs.
“Over the last five years, the big global AOR model has started to fall away,” says Bates. “Brands now purposefully want to work with a variety of agencies. Adobe, for example, works with three different communications firms that might bring different skill sets and creativity. It also means that companies are not locked into one agency and can offer project opportunities to different agencies to see different types of work.”
The willingness of big businesses to dish out project work is one of the reasons for Hotwire’s notable organic growth. Diverse competition helps smaller firms to make a bigger impact, which threatens the multinational agencies used to one-on-one contracts. Projects such as customer events, rebrands, or training programmes aren’t part of Hotwire’s regular work, but they do present an opportunity. Applying a flexible, nimble, mindset to projects enables Hotwire to work with renowned companies, and compete in a more varied market.
New challenges
Bates explains, the complexity of the job today…
“To be a marketer today, you have to be really well versed in finance, data, technology, and a wide variety of disciplines. Just look at what percentage of global buying technology budget is now decided by the CMO verses the CIO or CTO. CMOs have bigger budgets than ever before. That’s one of the challenges, not just for marketers, but for agencies. You have to learn new skills as you move up in your career, and even if you’re staying at the same level, the disciplines and skill set required is expanding incredibly.”
On top of the difficult task of creating compelling, meaningful narratives, digitalisation has brought a host of new challenges. For Bates, a major problem for CMOs is the onslaught of cyber crime.
“It is the CMO’s job to protect their company’s image. If there’s a data breach, or phishing – which is a huge issue – you have to deal with that. If you’re a retail bank, let’s say, and all of a sudden your customers are getting false emails from someone who’s phishing, that has a direct impact on the bank’s brand even though they’ve done nothing wrong. That’s why marketers care a lot about cybersecurity because, more and more, it’s easy to steal a brand.”
Cybersecurity also requires marketers to invest in more training and security, which takes time and costs money. Just as CMOs have a responsibility to support cybersecurity initiatives, they have to encourage clean data culture. Suffering a cyber breach is damaging enough, but actively failing to protect client data is entirely the fault of the brand. Another challenge is hiring and retaining the right talent.
“One of the things that I spend a lot of time on is building Hotwire into the best agency you’ll ever work with, and that’s not just for clients, but for employees too. What they want is really challenging creative work, and flexibility. Everyone appreciates flexibility, not just the millennials. If you’re a working mum with an hour and a half commute, then I’d much rather you spend that hour and a half doing great client work.”
Success is simple
Agencies and their employees have to contend with more data, more project work, and more competition than ever before. In the face of these demands, Bates’ key piece of advice to the marketing and communications team within any organisation is to simplify.
“There is so much noise and complication in communication and in every consumer buying decision. When you look at the companies who have really done well with their brands, they have a very simple message. I think this is a huge challenge for technology companies who still talk about lots of features and benefits.”
The first example that comes to Bates’ mind is Apple. However, she explains that a lot of the companies that have quickly gone from being little known to well known – think Deliveroo, Slack, and Uber – came up with a simple message that they told consumers over and over again.
“I know a lot of amazing companies with amazing products that just couldn’t launch because they couldn’t create their story in a way that was simple enough to capture people,” she says. “Make it simple, and learn the power of story, because that’s the way people connect.”
This message is part of Hotwire’s own brand, building the capacity to work collaboratively instead of competitively, and with flexibility rather than rigid rules, is what makes small to medium agencies stand out from the crowd.
“We’re trying to set ourselves apart by doing the best thing for the client,” says Bates. “It’s about being fluid. We’ve come from organic growth, for the most part, and Eastwick worked with a lot of startups, so we have a bit of a scrappy persona. Companies are more likely to work with mid sized agencies who have that global reach but are nimble.”
Source Laura Cox
2020 Year Of O2O- B2C Industry Case Study How To Build Customer Relationships?
/in B2B Marketing, B2C marketing, Online Marketing, Zoom Your Traffic, ZoomYourBusiness Online/byThis case study is of adventure trekking company. So they are in this business for last 30 years. Our analytics team has found, out that 30 to 40 percent of the website visitors are all 50 and 60 age groups visiting our website, spending substantial time but not taking any action, neither booking any treks and this trend continued for few months.
Then our sales team connected with all the audiences from our CRM platform via phone and then ask them for inputs and the feedback on the website and on the treks.
So the two major concerns that came up from this conversation were:
A) They found out that the trek information, mentioned on the website is more relevant to a younger audience. The treks were not applicable or suitable for them. And.
B) The second major concern was online payment. They were worried about whether the transaction is safe and secure.
So with this input, we changed our entire communication strategy online. So trek information was changed in a way where these age groups got to know which treks are suitable for them. And then lots of campaigns were created, via WhatsApp, phone calls, personal meet seminars & events. Where they were educated about how doing online transactions is safe.
So this way and slowly started seeing a lot of online bookings happening, from this age group. So they were happy. They not only refereed treks to their friends but now they are coming up in groups.
This not only helped building relationships but also improve sales.
Tips For Building Relationships.
For the Young Age group Audience:
For Mid-age group Audience
For Senior age group Audience
Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
To Know About O2O click on this link https://youtu.be/OGQ9CtFAOe4
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