Industry Best Practices – #23 Website Tips (Part 1)

Website Tips (Part 1)

  1. If you haven’t updated your website in the last 3 years, do it now. A clean, modern design is key in digital marketing, plus it ensures that you meet today’s best practices and Web standards.
  2. Make your website mobile-friendly! Studies indicate that nearly 80% of local mobile searches end in a purchase. This is a big audience you shouldn’t ignore.
  3. Accurately complete your site’s metadata (title tags, descriptions, alt text, etc.). Not doing so can negatively impact your visibility on SERPs.

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Regular Entries open until 31st August 2017

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Industry Best Practices – #51 Search Advertising Tips (Part 3)

Search Advertising Tips (Part 3)

  1. Do capitalize the first letter of major words in your ad. Don’t (read “NEVER”) go crazy with all caps.
  2. Should you use correct punctuation in text ads? Yes! It just makes good sense.
  3. Using trademarks in text ad copy is a no-no unless, of course, you own them. You can, however, bid on terms relevant to your business.
  4. DUUA (don’t use unknown abbreviations). While it could pique the interest of a few searchers, why take that chance?

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Industry Best Practices – #50 Search Advertising Tips (Part 2)

Search Advertising Tips (Part 2)

  1. Write strong calls to action for your search ads that directly state what you want consumers to do. For example “Contact for a Free Estimate” or “Get a 50% Coupon.”
  2. When using a click-to-call extension, consider using a tracking number so that you can identify and measure which ads perform the best.
  3. Don’t spend precious text ad character count on your business name. It should already be in your optimized URL.

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INKSPELL – Case Study of the Week (Social Media Marketing)

Best Social Media Marketing Campaign 2016

Ariel – Dads Share the Load

The Campaign

In a category of 30+ brands and half a billion consumers, Ariel wanted to launch a new Matic Pack and hit sales growth. The big challenge that lay ahead for Ariel was to beat the Goliath brand Surf Excel by driving highest awareness and superiority. No matter how successful Indian women are professionally, at home, doing household chores is completely their responsibility. This age old thinking has been passed from generation to generation, by example since kids grow up watching their mothers do laundry, and fathers watching TV. The brand challenge was to make one of the most mundane household chores – laundry, a point of conversation and Ariel the conversation starter. The core task was to help ease the life of consumer – the woman of the household and convince her that Ariel understood her, appreciated her and cared about her as much as about the clothes she washed.

The Idea

According to a Nielsen survey, 78% of girls in India agree that they need to learn laundry, as they will have to do it when they grow up. Ariel took up the task to end the cycle of household inequality against women at home. Ariel wanted to involve dads in setting the right example for their children, especially for their little girls. We recognized that Dads are the ultimate hero for children and we wanted to remind dads that with great adoration comes great responsibility. Thus was born a powerful video communication that would tug the heartstrings of mothers and fathers #DadsSharetheload.

The Results

  • Sales went up by 76%
  • Consumer engagement increased 4.6 times
  • Sheryl Sandberg and Melinda Gates endorsed our campaign, giving an Indian-based phenomenon, a Global recognition
  • On Women’s day #ShareTheLoad trended at No.1
  • 1 million Men pledged to #ShareTheLoad
  • 2 billion earned Impressions
  • For every rupee spent on Facebook, we reached 3 unique young parents with the message of #DadSharetheLoad

The campaign didn’t just achieve business results but also became the voice of the world. Most importantly, Ariel has helped remind Dads around the world that by sharing the load, they are helping not just their wives but also their children wash away the stain of inequality.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

 

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