How to Improve Google Click-Through Rate (CTR)

Posted May 31, 2018 by admedia @ 11:43 pm

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Generic Search results can do wonder for your website. Not only will it increase the chances of upping your rank on the Google SERP but also the Click-Through Rate (CTR). So, if you run a website, you would definitely want it to top the ranks and charts and expect more visitors coming to your site pages. But how would you improve Google Click-Through Rate for your websites? In the secrecy that Google maintains, what is your secret recipe? Check out the blog to know more here –

How does Google Measure the Site optimization?

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Google uses a specific search engine algorithm to mark sites who complete the necessities to be ranked first on the SERP. It is a mathematical formula which dissects, ranks and displays every website and webpage on the Internet. The algorithm changes regularly and Google releases updates very frequently. In that line, the company unveiled its latest algorithm recently in April 2018. The only way to fit the content with that of the requirements of Google is to focus on high-quality writing with utmost relativity. While formulating this content, the marketers and the brands must keep in mind that they are writing or producing content for the general public who would want the simplest of the data. While on the other hand, the companies want better CTR and conversions. To get both of this together, here are some of the ways to improve Google Click-Through Rate (CTR).

Ways to improve Google Click-Through Rate (CTR) –

To increase the resulting visibility as well as to greet audiences with great content, here are some of the ways which can be used to improve the Google Click-Through Rate (CTR). But do not depend on various ways shown in various blogs and books. We have compiled some best formulas from Rand Fishkin’s blog and Google’s Search Engine Optimization Starter Guide. Learn these to rank your website and increase the CTR as well as purchase value.

Platform and Themes of the Websites

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Google gives utmost priority to the platforms on which the websites have been designed. You can always use WordPress to design your site from scratch. Here you will also be able to select a pre-designed theme which matches with the industry you are looking for. Almost 25% of the sites have been built on the platform. Google prefers such sites because of their simplicity and yet they are diverse in nature. They are maintained and can host data in a varied format. This is a very impressive method to Improve Google Click-Through Rate (CTR).

High Quality and Relevant Content

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For any person or website or a blogger or a small local business or big e-commerce portal, content proves to be the most important aspect. Here as a blogger or content provider, the utmost duty should be to provide relative content. You must aim to be treated as an expert on the topics that you write about or the products or services that your sale. Hence, you must fill the pages of your site with such relevant content. This should be interesting, unique and helpful to most people in order to Improve Google Click-Through Rate (CTR).

Use of Direct and Indirect Ranking Factors

There are some direct and indirect ranking factors also which prove to be a great factor for Google SERP. While the direct factors are those which the Google’s Algorithm looks for, the indirect factors include the things directing traffic to your site. Direct Ranking factors include backlinks, page load time and Keyword density. The Indirect ranking factors include Facebook Shares, Pinterest Pins, Retweets as well as celebrity and influencers engagement. Increases traffic leads to the generation of high CTR.

SEO friendly and Optimizable Content for CTR

SEOs play a vital role in optimizing the sites and ranking factors as well. It is important that content is SEO friendly and has all the ingredients such as a page title, description, user reviews, location, inventory, and Author descriptions as well. If the content is structured properly, it will be easy for the Google’s bots to categorize and optimize it for display on the SERP.

Filed under: Advertising,Brand Marketing

Basic Tips to Start Running Ads on Facebook – Know Them

Posted by admedia @ 3:53 am

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Facebook is one such platform which has robust paid payment platform. Most of the brands and the marketers run brilliant campaigns across the industries with a staggering 93% running ads. Almost everyone, all the influencers and the brands alike want to run ads on Facebook. Facebook makes running ads on it pretty simple through awesome creative features and the ability to target specific demographics. Some creative ads on Facebook like the Carousel tend to get more clicks but apart from all these the ad features on Facebook have some pressing issues as well. With the updated Facebook Algorithm and the GDPR laws in practice, competition in the ad space is only going to continue to ramp up. So, check out the ways in which you can start running ads on Facebook in some simple ways.

Innovative ways to start Running Ads on Facebook

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With such harsh restrictions in place, running ads on Facebook can become a daunting task. Because of this, Brands and Marketers need to make each of their ads spent count. Therefore, the need of the hour is better targeting, compelling creative features, and the fantastic work. The subtlest aspects of the ads will impact the click potential and the visibility of the Ads on Facebook. So, if you are already running ads on Facebook and your ad performance is pretty low, here is what you need to do. Check out some ways in which you can start running ads on Facebook in the best ways. There are some basic rules which have been broken down to get maximum reach and engagement.

Audience Targeting Should be Priority to Start Running Ads on Facebook

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For ad placement and running on Facebook, targeting should be the major priority. Proper targeting and knowing the audience well can reduce your CPC vs Ads that sort of guess at who will be most interested in your content. For that, you must know your target audience and personas in a broader aspect. But “broader” doesn’t mean better in terms of ad clicks. They run the risk of underperformance because of their proximity. Filling in the blanks of your demographics is a solid starting point, but only if you’re filling in the details of people most likely to interact with your business. Of course, the best way to refine your audience is by creating a Custom Audience as they tend to produce best ROI for ads on Facebook.

Power of Remarketing

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For performing better on Facebook, Remarketing is the Key to all. It is because people crave personalized messages if they have interacted with your business in the Past. 63% of consumers noted that they’re “annoyed” by generic marketing and that same percentage gives props to brands that craft messages that speak to them. Couple this with the fact that the more positive impressions you make on your leads, the more likely they are to eventually convert. Through effective remarketing, you can make those impressions count.

Facebook Profile Creation

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For brands, it is very necessary that the brands have a full on the creative platform and profile is awesome. Facebook funnels have become integral to many brands’ overall marketing strategies, but not all ads on Facebook are created equal. In terms of creatives and messaging, consider the following pointers for the types of ads that will encourage people to actually convert when the time comes.

How to get Started with Instagram Business Profile?

Posted May 30, 2018 by admedia @ 5:09 am

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Since the launch of the Instagram Business Profile in the year 2016, everybody has been thinking to switch on to it sooner and later. For most influencers and organizations who had a lot of following, converting their account into the business profile was an easy decision. Currently, there are around 25 million Instagram Business Profiles active now. While for most this decision was easy, many are still wondering the time to shift into the Instagram Business mode. This indecision of activating the Business profile is because they are concerned about the impacts it will have on their profile and whether they will see a drop in their engagement after switching.

Why do people suspect to convert into Instagram Business Profile?

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With Facebook bringing a complete shift in their algorithm and content prioritization, the shift to such changes is visible on Instagram too. And this is the reason why people think twice when they make the decision to shift their profile into the Instagram Business Profile. However, all the evidence suggests that switching to a business account will only help you. With access to analytics and other features unavailable to personal accounts, it’s all upside. So, it’s no wonder why Instagram is nudging brands to switch. Let us find out the time when you should switch your Instagram profile to Instagram Business Profile and when you do, how should you do it?

Difference between a Personal Instagram Account and Instagram Business Profile

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One of the most important differences in a Personal Instagram Account and an Instagram Business Profile is the access to business features like Instagram insights, contact information, and Instagram Ads. But how did the brands manage to connect business before the release of Instagram Business Profile? There are tactics like pack their bio with all their contact information or make assumptions about who’s their target audience. But when you switch to a business profile, that’s all taken care of.

How to start with the Instagram Business Profile?

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To start with the Instagram Business Profile and verification, here is what you need to do –

  • Log in to your Instagram account and go to settings.
  • Tap “Switch to Business Profile”.
  • Switch to Instagram business profile. Once you click on this, Instagram will release a pop up to connect to a Facebook Business Page.

Note: You need to have Admin access to the Facebook page in order to convert to an Instagram Business Profile.

  • Connect Instagram profile to Facebook.
  • Choose a category for your profile/business.
  • Choose a category for your profile
  • Fill out your contact details (email address, phone number, and address). You need to fill out at least one of these.
  • Setup your Instagram business profile contact information.

Once you complete all of this information, your Instagram Business Profile is good to go. Instagram will show a video walkthrough to support the business account.

How to convert an Instagram Business Profile to a Normal Profile?

  • Log in to your Instagram account and go into settings.
  • In the “Business Settings” section, tap “Switch Back to Personal Account”.
  • switch back to personal account Instagram
  • Instagram will give you a prompt to make sure you want to switch to a personal account. Tap “Switch Back” to confirm.
  • switch back to personal account notification

Some Social Media Promotion Ideas for Innovating Marketing

Posted May 29, 2018 by admedia @ 3:54 am

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At times you would find your social media not working on the expected lines after you have registered and published your social accounts. Why is it that there is the lesser impact? How do you spread the word about your pages? Where do you spend your time promoting this? So, you have the right place to kickstart your social media promotions. There are some basics of social media marketing that you must check out. All the spaces provided in the setting pages should be your first priority. Here are some of the Social Media Promotion Ideas which are innovative in marketing your social media pages.

Why do you need Special Social Media Promotion Ideas?

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Social Media Marketing has quickly become the most important place for marketing for brands. With billions of traffic and raw data flowing through it, Social Media has become the place for the brand marketing. hence, to optimize your social media, you need to have some special social media promotion ideas. These will not only make your profile special, they will help you to get audiences who are worth for your business. Check out the innovative ideas here –

Profile Should be fully Updated –

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While making the social media profiles, you should maintain that your Facebook’s page is completely filled out. You will start to miss out on various things. So, unless you are going for an ultra-minimalistic look, you must be completely okay with your Facebook profile. You should add a regular and monthly check-in to your social media checklist to explore new features. In the About tab, you will have links to add to other social network’s profiles. The story section will allow you to give information about your company in a storytelling format. Some sites use the About section to let customers know where to find them.

Your Branded Hashtag Should be Your Priority

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Some Media Sites such as Instagram and Facebook have added the features of hashtags to the bio. Originally, people had to make do with memorizing the hashtags or creatively using an emoji. Now, you can use the space to promote other location-specific accounts and add hashtags. These hashtags can be your standard branded ones or special hashtags, like for a contest. Dave’s Coffee makes use of their bio space with both location account tags and their branded hashtag. Followers are easily directed to their account and to explore their other pages.

Promote Your Profile across various Channels

One of the most important things for spreading the word about your site is promoting your profile across various channels. Some of the easiest cross-promotion for cross channels is occasionally reminding your followers that you have other social media accounts. It can look like a link to the social media page accompanied by a call-to-action asking people to follow the account. For a subtler approach on cross-promotion, use space in your bio to mention that you’re on other networks. For Snapchat-heavy users, a profile photo change to their Snap code works well.

Unique and Branded Social Icons on the Website

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If customers are searching for you, your website is usually the first to pop up in the search results. Make it simple for them to find the social networks that you’re on. Many website themes now incorporate social media icons that you can easily fill out. Take the icons a step further by adding your brand’s graphics or colors to it. Some websites use short banners while others are happy with changing the color.

Promote Your Social Accounts in Newsletters & Email Signatures

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If you’re sending newsletters out on a recurring basis, add the social icons at the base. It’s another subtle reminder to the recipients that you’re there if they need to find you. For a more direct approach to promoting your social media accounts in your newsletter, add a fan section where you showcase a photo from the community. Most newsletter services allow for embeds. But if yours doesn’t, a photo upload with an account link will do. If your company often emails externally, like to potential sales clients, add links to your email signature.

Transform Customer Experience through Cognitive Engagement

Posted May 28, 2018 by admedia @ 4:12 am

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Data protection is the order of the day following the European Union’s release of General Data Protection Regulations (GDPR) on May 25th. The data protection furor arose with the breach of data by Facebook and Cambridge Analytica who mostly used those data to interfere and influence the user behavior. But data is not only helpful for manipulating the consumer behavior but also acts as a first step towards a customer-centric marketing as well. Once this data gets under control, a world of cognitive-enabled insights and engagement opportunities become available. For general customer experience, cognitive engagement becomes highly productive.

What is Cognitive Engagement to enhance customer experience?

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Cognitive Engagement can be understood as the next era of marketing where the marketers and businesses are introduced with precision levels. These capabilities reduce the time and efforts necessary to draw critical insights on current customers. It can also be valid for the potential customers as well. Marketers have increasingly powerful tools at their fingertips to execute personalized, contextual interactions at the scale and with the speed needed to meet the ever-increasing expectations of customers. Cognitive Engagement can open enormous opportunity for the marketers while improving customer experience also.

How can the Cognitive Engagement open marketing avenues?

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A recent survey covering 3100 global executives reveal that less than 10 percent were investing in cognitive technologies and machine learning.  Building these capabilities takes time, so investing now will pay off as a differentiator for many years to come. But when the opportunities and data sources are practically endless, where do you start? And how do you set yourself up for success in this emerging frontier of cognitive insights and engagement? Here are some of the Keys to a successful cognitive engagement program for better customer engagement –

Start the Cognitive Engagement Program Now

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Success really depends on gaining experience and building internal capabilities. That includes helping management understand what these technologies are and what the best use cases are for early returns. Marketing organizations may be plagued by countless data platforms and analytics tools, so start by understanding what data exists, what platforms exist, and what grassroots efforts are underway, so you can collaborate.

Smart Cognitive Engagement Program

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Pick attainable and worthwhile projects that are going to have an ROI without significant investment in the short-term. High-impact projects don’t need to be expensive or complex. So start with a set of use cases that can become relatively quickly. Try and demonstrate the possibilities of wider adoption. It’s also critical to select the right vendors and partners who really understand how these technologies can function.

Innovation -A key for Cognitive Program

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Cognitive engagement technologies do not have to be “greenfield.” Identify opportunities to make existing platforms more impactful and existing products more personalized and enhance existing business processes. A traditional retail sales channel, for example, can be transformed by empowering reps with data such as customer purchase history, product preferences, social media interactions, and customized recommendations. Cognitive should focus on innovation that will drive top-line and bottom-line growth.

Re-invest your short-term wins

You can understand the impact of cognitive engagement can quickly, with real value to the organization. Align with leaders on your ambition for value creation, assessing strategic, financial and organizational impact. Use early financial savings to continue to innovate through larger transformation efforts. Architect the appropriate transformation based on your ambition, with more extensive platform modernization or integration potentially required over time.


New Political Advertisement Rules by Twitter Shows Strictness in Affairs

Posted May 25, 2018 by admedia @ 2:25 am

With American Mid Term elections due in time, Twitter has rolled out stricter regulations for Political Advertising. The stricter regulations have been released in advance to let the users and the political administrations to understand its transparency norms. With Facebook under fire for its alleged involvement in US and UK election, Twitter’s bid to time out their stricter advertisement rules would serve new parameters for other social networking sites. In order to curb the manipulation of the franchise, Twitter has allowed certain changes from its previous stints. Let us check out the New Political Advertisement rules by Twitter which has sought attention from all sides.

Why was the need for such harsh regulation under ‘New Political Advertisement Rules by Twitter’?

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The major motive for bringing out such rules is to not let any foreign nationals target political ads. After the revelation that Russia meddled into the US elections in 2016 has forced the social media sites to bring forth innovative methods to refrain the US citizens from getting any manipulated search result. Twitter has also banned the Russian State Media accounts from buying any ads in the US. The channel will soon create a ‘Transparency Center’ to show the amount of political campaign spends on the advertising. It will also find the identity of the organizations funding the campaign and the demographics they have been targeting.

What are the Proposed changes in New Political Advertisement Rules by Twitter?

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As mentioned above, the Social media giant has tried to live with the rage that surmounted the American population post the discovery of allegiance from Facebook in Trump Campaign. Twitter did add extra features to secure any such manipulation by the Political leaders to the electorates which can further lead to voter mind change. Here are some of the changes in the New Political Advertisement Rules by Twitter:

  • Twitter will now require its advertisers who run for Political parties during the Midterm elections to identify themselves with a certification that they live in the States. The company will not allow those to advertise political campaign ads for federal elections outside of the vicinity of the US.
  • The Candidates and their campaign committees will require providing their Federal Election Identification to run the advertisement.
  • The FEC registered organizations will require submitting a notary form giving due information.

How many challenges can get sorted with such Stricter Policies?

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With such harsh regulations in place, it will impact many social demographics of the US. Almost all the political leaders and their campaign managers use the Social Media Twitter. Their participation in the election will directly impact with the incoming of such stricter norms. However, with such norms, it will only be addressing part of overseas interference during the election. The reason for that is the remaining bots and automated accounts or demography-based AIs working on Twitter.

For this particular problem, Twitter has planned to add a visual badge and disclaimer information. This will be applicable to promoted content from other certified accounts. Twitter will be able to track down the person or the agency sponsoring the campaign. It will also label the Twitter Campaign accounts of the candidates running in the election. It will be valid for state governors, US Senate or US House of Representatives also. As per a Twitter newsletter –

These labels contain relevant information about a political candidate, including the office the candidate is running for, the state the office is located in, district number (when applicable). It will clearly be identifiable with a small icon of a government building,”


Filed under: Advertising,Company Headlines

How Would GDPR impact the Social Media? – Analyzing Pros and Cons

Posted May 22, 2018 by admedia @ 11:55 pm

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The increasing impacts of social media in our lives had made it obvious for the authorities to pass tougher legislation containing its use. With Facebook’s breach of user data, it became evident that the law pending the clearance in the European Union would soon be passed. This legislature seems like a breather in the swamps of social media, the medium which is nothing about relationships, engagement, and interactivity and rather has become a tool for business with user data. Multiple instances of data breaches by smaller and bigger corporation have only added pressure.

So, it was near the time that we need something to carry ourselves with. The EU General Data Protection Regulation is in effect now and that’s the breather we required. So, how would the newly passed GDPR Impact on the social media? Will it be able to conceal our data? Or will it be the tool to protect the social media? Let’s find out.

What is GDPR?

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The European Union passed the General Data Protection Regulation (GDPR) recently. It will come under effect from 25th May 2018 and will be applicable to all 28-member states of EU. The UK Government, in process of divorce from the EU, did prepare similar Draft Data Protection Bill close to the lines of GDPR. The EU is calling this privacy policy as “the most important change in data privacy regulation in 20 years”. The Data Protocol will be effective on all corporations including those registered in the U.S. as well and does business anywhere in the world.  Thus, the GDPR impact on the social media will be huge.

What are the Major Features of GDPR?

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The GDPR impact on social media will be a measure of how these rules are applicable to the organizations from outside the EU. Some of the features of GDPR are as follows:

  • The most important of that is the requirement of ‘Privacy by design’ property which requires the organizations to properly plan for safety and management of personal data. It must maintain a proper clarity over the passage of data through various organizations.
  • Article 35 of the GDPR requires that the organizations have clear path to protect any data like personal data for HR purposes, payment card data for online transactions, or medical records used by a doctor’s surgery.
  • GDPR requires that one of six categories of “legal basis for the processing of personal data” are in place. Two of these are as follows:
  1. Consent of the data subject.  By this, we mean customer, potential customer, influencer, effectively anyone not within the data processing organization.
  2. Necessary for the performance of a contract with the data subject.  An auditable agreement between the organization which explains the acceptable use of their personal data.

What is GDPR Impact on the Social Media?

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To measure the GDPR impact on the social media, we must first understand the link between the GDPR and the social media. The marketers use the social media channels such as Facebook, LinkedIn, Twitter, Pinterest, WhatsApp, Snapchat or Instagram to effectively reach to their clients. Most people use either of these social media channels these days. Hence, the indirect supply of data from these social media channels benefit the marketers. But are these companies using our data with our consent? Most people do not tend to read the user agreement. And like it or not, you have indirectly consented to such use.

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But with the implementation of GDPR, the companies will now be covered by the terms and conditions to forward privacy notices for use of the data.  Due to existing legislation is known as EU-US Privacy Shield, US organizations (including social media application providers) can self-certify and commit to this framework agreement which underpins their protection of EU citizen data entrusted to them. The GDPR will require these establishments to have an accountable EU representative to have compliance for the GDPR approval.

What must you learn from this to minimize the data breach?

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While you can relieve a bit due to the GDPR, here are some aspects which you must learn to protect yourself from any breach henceforth:

  1. The Blue Tick before the Applications or websites open – Read Privacy norms in clearer terms before you sign up anywhere.
  2. The T&Cs – These are important data and we tend to not adhere to them. Understand them before use.

Disclaimer: All the images have original attributions unless otherwise stated so.

Why Did Amazon and Google Loss on Market of Smart Speaker with Voice Assistant?

Posted May 21, 2018 by admedia @ 3:31 am

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Amazon was the first player to have entered the Smart Speaker Market with Amazon Alexa. Alexa then got renamed to Echo. Google then entered the market with the stupendous technological marvel called the ‘Google Home’. The device was powered by Google Assistant which has gone through significant changes. Alibaba and Xiaomi to have now entered the race of superiority for the Smart Speakers with Voice Assistant.  While there can be various players, Amazon had a nearly a 3-year head start over its competitors. Amazon and Google had a firm grip on the market, but the recent statistics suggest that Amazon and Google had a strong grip on the voice-controlled device market until they started to decline.

What are a market prospect for Amazon and Google in Smart Speaker with Voice Assistant?

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As per a new report, some of the analytics suggest that Amazon has manufactured more than 4 million smart Speakers with voice assistant in the first quarter of 2018 accounting for 43 percent of the market. Google, on the other hand, shipped around 2.4 million units being a number 2 on the competition. Alibaba comes at number 3 with 700,000 units while Apple comes in at fourth position with 600,000 with Xiaomi, the latest entrant at fifth spot with 200,000 units. This means that Amazon’s global market share has been cut nearly in half since the same period last year. But despite some debacles, 2017 was the best year to date for hardware sales. But Amazon had a nearly three-year head start over some competitors. And it may be time to ask whether it can maintain its lead.

How is the competition from Alibaba in China?

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Despite having a three-year lead over its competitors, Amazon and Google faced fresh competition and the toughest of it from Apple’s ‘HomePod’ in the first quarter. At the same time, their market Xiaomi and Alibaba cut their business in China. With Alibaba’s ‘Tmall Genie’ Smart Speaker with voice assistant coming in the market, Amazon was losing its grip in the East and South East Asian regions. Another variant of Tmall Genie was launched by AliGenie which understood Mandarin. People can understand Chinese Mandarin throughout the world. (Alexa can recognize five variations of English, as well as German and Japanese. A rep said she will speak French later this year. And Google Assistant will be available in 30 languages—including English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Portuguese and Spanish—by the end of 2018.)

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Alibaba has replicated Alexa in its Smart Speakers with Voice Assistant facilities. It also boasts of a visual recognition capability which allows it to identify various objects. This includes children’s books as well as medicine making it a formidable object.

Competition from Xiaomi

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Xiaomi too announced its Mi AI Speaker in the year 2017 in China. It became an instant competition to Amazon and Google there. The device costs half than that to Echo and Google Home. Xiaomi later announced Smart Speaker with Voice Assistant from Google. This feature will allow the users to control products through a smart speaker like Google Home or Amazon Echo.

What future do the Smart Speakers with Voice Assistant Facility have?

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As per David Watkins, Director at Strategy Analytics, “Amazon and Google accounted for a dominant 70 percent share of global smart speaker shipments in Q1 2018, although their combined share has fallen from 84 percent in Q4 2017 and 94 percent in the year-ago quarter. This is partly because of strong growth in the Chinese market for smart speakers where both Amazon and Google are currently absent. Alibaba and Xiaomi are leading the way in China and their strength in the domestic market alone is proving enough to propel them into the global top five.” Global smart speaker shipments rose 278 percent since last year in the first quarter of 2018, indicating voice-enabled devices are more than a trend.

Filed under: Advertising,Company Headlines

Learn to Humanize Your Customer Experience Through Understanding Their Demands

Posted May 18, 2018 by admedia @ 4:24 am

In this present age, everything seems to be data driven and Customer relations have eventually turned out to be the same. The brands have long forgotten the value of customer experience and they remain not more than a set of metrics and numbers on a campaign dashboard. This is something which has downgraded the customer importance for the brands. In this fast-paced world, focusing on real people have become an outdated idea. So, how should markets evolve from their custom dashboard and hit them where they actually feel? How do they connect with the real people who would actually understand their demands?

Why do brands not give impetus to real customer Experience?

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With plenty and large amounts of data being generated today, the brands have all information for actions leading to high customer loyalty down to each customer level. It will require evaluating customer interactions, both monetary to non-monetary which means engaging via social media. The key is measuring individual intent and engagement in real time—what we call a customer’s “pulse.” Once that’s understood, there are ways to activate your outreach based on that unique pulse, as well as how to monitor and maintain a positive feedback loop.

With so much data available with the brands, they tend to neglect the support of real people. They go for the data available with them to expand their reach. Hence, they do not give much impetus to real customer experience. The individual intent and engagement in real time is often given less impetus and priority as compared to the data which is readily available. This individual intent is called a customer’s ‘pulse’

What exactly is a Customer Pulse as per the Customer Experience?

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Often, the customer indicates their value and engage themselves on their brand usage based on the varying needs and situations. If the brand is good, they would increase the level of engagement over time determining their loyalty.  They would thus increase the value for business.  If you think of your relationship with a customer as a system which functions on investments and returns, the Pulse of the customer can be understood as a simple equation:

Pulse = Investments + Returns – Relationship Decay.

What level of Investment are we talking about?

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The Investment includes personal outreach, relevant social content, exclusive or early access, rewards and incentives and all the time and energy which is put into creating it. The Returns come in the form of engagement: content sharing, repeat usage of a product, or a new purchase. In between investments and return is Relationship Decay, the reality that customers will gradually forget about their past experiences. Then the engagements when your brand is not top of mind becomes absolute.

How a customer’s pulse informs decision making?

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Success is traditionally measured by purchases. But given the increasing interaction consumers have with brands via non-purchase activities, this needs to change. It’s not just a matter of changing the way interactions are measured, but these non-purchase interactions drive value. After all, even when purchases are infrequent, engagement with your brand over time holds immense value. For example, in the airline industry, studies show that when a tweet is answered in five minutes or less, the customer is willing to pay $20 or more for a ticket on that airline in the future.

3 Steps To Improve Your Ecommerce Experience

Posted May 11, 2018 by admedia @ 5:59 am

E-commerce has leveled the playing field in a lot of ways. Smaller online businesses now have access to the same sprawling, the international customer base that established retailers enjoy. While established retailers may already have a strong foothold in the e-commerce space, smaller merchants often go through some trial and error in perfecting the online shopping experience. E-commerce optimization is fluid, evolving, and complex. The ability to perfect every area of an online shop can be both daunting and expensive for smaller online businesses. Despite this, there are certain areas on which merchants need to focus if they expect to be profitable at all online. So, here are three big ways to improve the e-commerce experience today. Do read to unfold the ways. 

Ways To  Improve Your Ecommerce Experience

Enable Frictionless Payments

Enable Frictionless Payments

Consumers want to get from point A to point B in as few clicks as possible. Your payments process should enable them to do this. Avoid redirecting customers away from your branded site to an external payment gateway, as this disrupts the flow. Instead, choose a gateway provider that integrates seamlessly with your e-commerce site or mobile app.

Include a progress bar at the top of checkout screens so users can see how far along they are in the checkout process. This can help move customers along in the process while reassuring them that there’s not much further to go.

Avoid requiring users to register before completing a purchase. It’s a major point of friction in the checkout process and can increase cart abandonment rates quite a bit. Instead, allow customers to proceed to checkout as a guest and give them the option to register later after they have completed their purchase.

Boost Security and Fraud prevention

Boost Security and Fraud prevention Boost Security and Fraud prevention

Boost Security and Fraud prevention

The rising amount of online fraud and data breaches has made shoppers wary of entering personal details online. It’s estimated that roughly one-fifth of cart abandonments occur when customers cannot trust you with their credit card details.

In addition to providing adequate security assurance, you should boost customer confidence by safeguarding the entire checkout process. Many merchants use Address Verification Service (AVS) to verify the address of a person claiming to own a credit card. Card Verification Value (CVV) is another security protocol, which asks the cardholder for the 3 digit security number on the back of a Visa or MasterCard card. While these tools increase security, they also boost customer confidence that your brand takes security seriously.

Cater to Consumers’ Omnichannel Preferences

Cater to Consumers’ Omnichannel Preferences

Omnichannel optimization is more important than ever. Increasingly, merchants are seeing customers begin shopping on a desktop, visiting the store to see and touch items, and then complete the purchase on a mobile device. The cross-channel combinations are endless, but the bottom line remains the same: consumers want a consistent experience across devices and channels.

Again, working with a reputable payment services provider can streamline omnichannel success. A great provider will be able to facilitate omnichannel payments across the board, including broad payment types, high-level security, and fraud prevention tools.


While e-commerce and online shopping have opened up a world of opportunity for merchants to sell to new audiences, taking advantage of that opportunity requires best practice implementation and the ability to pivot with evolving consumer preferences. Successful online merchants will prioritize customer experience, security, and the omnichannel experience. As the framework upon which great e-commerce experiences are built, merchants that optimize these areas will be best positioned for growth.

Filed under: Company Headlines,E-commerce
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