Investment in Digital Marketing

Investing in SEO vs Investing in SEM: Which is Better?

Investment in Digital Marketing

In digital marketing, gaining web traffic is the main objective when doing investment in the optimization for SEO, web positioning in search engines such as Google, or when launching an advertising campaign in SEM search engines based on the PPC campaigns (Pay Per Click) such as Google Ads. Although both paths lead to gaining visibility of the company in web search engines and take you to the same destination, the scenario to choose between SEO and SEM is different since both SEO and SEM are completely different paths to achieve the same.

Some ingredients are needed to make your investment in an advertising campaign with Google Ads (SEM) that can give you the expected results, but this requires professional experience and techniques. As for SEO, when done with passion and following the rules that the search engines dictate, it can become more economical and effective than the SEM, but it requires much more time and effort. So how to solve this dilemma?

At GSS Webtech IT Solutions, we employ both SEO and SEM techniques to obtain the desired results for our clients. However, as an IT company offering full-fledged IT solutions, we must keep you informed about the optimum strategy that works the best for you. So, SEO or SEM? How to make the best choice? This post will help you understand when to invest in SEO or SEM according to the circumstances of your marketing strategy.

Before we delve deep into discussing which Digital Marketing strategy suits your company better, let us understand what SEO and SEM mean.

Search Engine Optimisation:

Search Engine Optimisation or SEO is the process of getting traffic to your website by optimizing your webpages to such an extent that it pops up on the search engine results which in turn diverts the web traffic to your page. This kind of web traffic is also called as ‘organic traffic’ or ‘natural traffic’.

Climbing the Search Engine Position

The way to optimize a website for its good positioning in web search engines, mainly Google, has been changing in recent years. Fortunately, the rules of the game are clearer than ever and, if we follow the parameters of Google and other search engines, good results are achieved. However, you also have to evaluate the cons when it is urgent to generate organic traffic. Of course, investing in SEO ensures you improve your organic traffic, the one that is not free, but the million-dollar question here is whether this is achieved in the short, medium or long term, and how long the company can afford to wait until receiving those potential customers on your website.

SEO ensures you improve your organic traffic but, before investing in it, you must define your goals and evaluate how much time it takes and if you can wait until you get results. Depending on the plans you have for your business, your objectives and the time available, investing in the SEO optimization of your website could be very useful when it comes to gaining visibility in web search engines such as Google and traffic to your website, at a cost very economical, compared to the costs of advertising in web search engines, such as Google Ads. But, if you can’t afford to wait to get the benefits of the SEO campaign, which can sometimes be up to 12 months, maybe contemplating investing in an intense and fierce advertising campaign with Google Ads will help you gain visibility in a short period.

Search Engine Marketing:

Search Engine Marketing or SEM is a form of digital marketing that involves promoting your website on search engine result pages by shelling out money. When search engines promote a website, it gets a major visibility boost when compared to organic traffic routing and is often a part of paid advertising campaigns. The traffic so obtained is referred to as ‘inorganic traffic’.

Sponsored Listings in SERPs

The practice of marketing a business online using paid advertisements on search engines like Google or Bing is nothing but Search Engine Marketing. Businesses who want to advertise on search engines start bidding on keywords. Keywords are a set of words that internet users enter in search engines when searching/looking for a product or service. Purchasing such frequently typed keywords takes place through a bidding process, after which, businesses advertise their products/services using those keywords. In doing so, their advertisements alongside the results for those search queries. Although an ingenious way to cut short the organic climb, it burns a hole in the pocket.

Advertisement campaigns, also known as pay-per-click ads, come in various sizes and shapes. They can be just text-based advertisements that easily convey vital information or even visual-based advertisements like product listing ads that allow customers to see important information at a glance.

The biggest advantage of SEM is the opportunity it offers the advertisers to display their ads to customers who are motivated to buy a product, especially at the precise moment when they are ready to make a purchase. This facility to influence the decision of a motivated customer at the last moment is extremely powerful and effective. As no other medium provides such an opportunity, SEM plays a very important role in developing businesses.

Bottom line: SEO or SEM?

Regardless of the size of your business, you have to agree to the fact that your business, or any business for that matter, has a unique audience. When it comes to reaching the audience, both SEM and SEO contribute equally to that cause. However, the results are entirely dependent on the marketing and business goals of the business.

For businesses that are not at the liberty of investing money in PPC advertising, SEO makes complete sense. And for other businesses who have no dearth for monetary resources but are running short of time, SEM is a lucrative and beneficial option with PPC campaigns.

No matter what field your business is in, it is very imperative that you plan, analyze and set the goals for your business that can bring about an improvement in your business objectives. By leveraging the right method of online marketing strategy, your business can reach new heights of success.

IT Consulting Companies

8 Ways an IT Consultancy Can Help Transform Your Business

IT Consulting Companies

IT consulting has become an integral part of business transformation in the last decade. These consultants have in turn become an important part of business culture. A consultant can be defined as a person or a set of people who provide expert advice in their concerned field of expertise.

Owing to this, businesses have come to trust them in certain situations when niche expertise or an outside perspective is needed. While this has allowed for businesses to save a lot of time and money, it has also enabled them to increase competitiveness and professionalism.

Off late, Information Technology has taken over the operations of several companies and businesses and has transformed the same. As a result, IT consultants have gained increasing importance in the sector.

For several small-time businesses and start-ups, maintaining a full-time IT department to ensure competitiveness and the smooth functioning of the company can be very expensive. Furthermore, keeping up with the latest trends amidst the ever-changing landscape of technological advancements can be tedious to the extent of hampering the operations of the company.

With the required expertise, an IT consultant can guide businesses and companies to become more efficient by optimising the operations, thus helping increase the return on investment in a cost-effective manner. Given below are 10 benefits of hiring IT consultants for your business.

  1. Focus on core functions

Regardless of any business, industry or sector, employees give their 100% dedication to the work when focusing on their core competencies. It is important to realise that people do best in what they are good at, be it teachers, doctors, lawyers, office managers etc., and should be left to perform the same in order to get maximum productivity. Burdening them with extra work that is not related to their field of expertise might hamper their productivity, thereby reducing work productivity. Especially when it comes to IT-related tasks, the frustrating and distracting task of trying to figure out the same can cost the company dearly. By hiring an IT consultancy, employees can focus their time on their core job and give better results.

  1. Help from a specialist

At times, having an IT department in-house can be great when a computer or software needs fixing. However, an in-house IT team cannot have cloud solutions expertise to help reduce the on-site infrastructure or operational expenses. On the other hand, an IT consultant with the necessary expertise would have handled similar projects and would know the optimum solution to the problem. Hiring IT consultants, who are specialists of IT sector, can increase the likelihood of success and reduce the financial risk. Above all, the fact that your company is being guided by an industry-certified expert can give you peace of mind.

  1. Outside take on your operations

An outside take on a perspective can be entirely different than the conventional opinions. Just because something has been done in a prescribed manner for years together does not mean that it cannot be done in a more efficient and effective way. For the same reason, technology has been regarded as a disrupting factor by conventional method followers. However, an IT consultant can lend a new perspective to the needed reforms for your business based on their experiences and practices which can help your organisation increase growth and improve overall efficiency.

  1. Cost-effective

Hiring IT consultants is not always about saving money and outside perspectives. When you hire a set of talent to set a new IT team, you ought to keep in mind that you are paying for their salary, other employee benefits, their workspace and physical assets, all of which can prove to be extremely unaffordable with minimal business opportunities. Consultants, on the other hand, are hired project wise or on a timeframe and are assigned to tackle a specific problem. This allows for not just cost-saving, but also efficient utilisation of time and resources with a minimised risk factor.

  1. Increased security

Did you know that out of 100% of businesses and companies that get targeted from cyber-attacks, 62% of them are small businesses and start-up companies? Victimised companies that are in their infancy mostly get washed out and get dissolved within six months after the attack. Hiring an IT consultancy can help in the assessment of your company’s network to identify possible vulnerabilities, establish data security protocols and help develop a disaster recovery solution, thus keeping your company protected at all times. They can also train the employees of your company on the virus and other potential malware identification and rectification.

  1. Productivity, efficiency, experience & expertise

IT consultants are technology specialists and their jobs depend on assisting businesses, finding new methods to boost productivity and efficiency for the same. Identifying the steps of your business processes that can be eliminated for effectiveness needs experience with comparable elements from previous projects that IT consultants possess and implement. This way they can suggest a solution that fits your company best; have an understanding of how to best implement the solution and what errors to prevent. They can also train your team on how to best use the latest application.

  1. Access to a vast knowledge

As a small business or a start-up, you acquire access to the very finest knowledge by hiring a consultant without engaging in the long term contracts like employing a full-time worker. Even small companies can tap into economies of scale in this model and take advantage of the very finest advice as the expert is shared among various companies. Furthermore, a consultant enables your business to access expertise outside your regular areas. The best part is that when you don’t need them, you don’t have to pay for their services.

  1. Retain employees

Smaller businesses that are growing rapidly tend to offer more “hats to wear” and duties to their staff as time goes on. This is rarely a sustainable model as employees start to feel the burden of extra workload that they did not sign up to do. This often ends in badly configured IT systems and dissatisfied staff, resulting in downtime and low effectiveness. However, hiring an IT consultant can fix your effectiveness issues by applying the correct alternatives, as well as helping you keep your staff from “moving to the next-door business” that provides them opportunities within their field of concern.


IT sector is a rapidly changing and complex landscape that is often best left for specialists. If advisors never delivered on their commitments, they’d be out of business, so partnering with a reputable advisor with a proven track record is essential. Once that is taken care of, you can expect a new beginning for your company/business with hordes of business opportunities knocking on your doorstep.

Search Engine Optimization for Business

A Brief Introduction to Search Engine Optimization (SEO)

Search Engine Optimization for Business

Alright, let us keep it short, simple, sweet and straight-forward. SEO is brief for Search Engine Optimization. Trust us; there is no real mysticism to it. SEO is a measurable, repetitive method used for sending signals to search engines shown in the Google index on your websites.

In essence, Google employs a complicated mathematical formula called an algorithm to show every website and every Google search engine which site should be the most suitable tool for what individuals want.

For the sake of convenience, assume the algorithm like a collection of empty buckets. While one bucket gives you a score for the quality of your site, another bucket gives you a score for how many sites link to you, and a third bucket gives you a score for how people trust you. Your job is to fill up more buckets in the algorithm than any other website.

There are several methods and ways to affect your website ranking and scores. Your website’s search engine ranking can be affected positively by having the highest score for quality of the website, having the highest score in terms of authority of your website (domain and page) and by having the highest score in terms of visitor’s trust and the redressal available for their queries.

However, there is a brilliant aspect to it. Consider there are a hundred buckets. For every single one of these buckets, these scores that put together in the algorithm to figure out where you rank. Now, that is an opportunity for you to fill it up. As scores fill up, the resultant yield is better ranking. So, to optimise your site for search results actually means obtaining highest scores in as many of these points as you possibly can.

Since we are talking about several buckets for the sake of convenience, we need to also make it clear that there are a few buckets that are way more valuable and worth more than all the others put together. Out of some of them, let us address three buckets for now that aid in building up your search rankings – quality, trust and authority.

  1. Quality

So, keep in mind that Google is always trying to measure the websites by the unique offerings that these websites put forth for the customers. When websites offer products that are valuable and important in a creative sense, Google identifies and displays it for the searchers.

Imagine that you are a seller and are trying to sell a t-shirt online with the same description that every other t-shirt seller is using. In this case, Google considers that you are not offering anything unique and hence does not show it to the searchers/customers.

Despite having cool and trendy t-shirts up for sale, you might be wondering what the problem is. It is the content. Since Google cannot come and verify the genuineness of the quality of the products, you need to describe your product in a more unique and different manner to make it stand out from the rest.

Be more descriptive and try to be as unique as possible. Offer them certain features like t-shirt personalisation, additional offers, stain resistance properties etc. Describing about the perfect occasion to wear the t-shirt also helps Google identify it easily.

In short, don your thinking hats and get creative. Ask for product reviews from the customers and ask a couple of them to share images of the purchased order to check the veracity of the product. Pay a celebrity to wear your t-shirt and get his/her pictures clicked for the advertising campaigns. Do everything in your might to let Google know that you are way better than the competition.

  1. Trust

The second most important bucket that you need to be aware of while filling up the buckets with scores is the trust. Trust factor helps a lot during the website ranking process. Always remember that Google does not want to show any website for the sake of it. It wants to show the best websites among the crowd, the ones that are trustworthy.

In fact, Google has indicated in the past that it likes to penalize sites, stores or enterprises that constantly garner bad reviews. In case your company has been getting bad reviews persistently, Google will figure that in time eventually. And when that happens, Google removes your website from their search results due to your website’s bad track record and also due to the fact that it simply does not allow for poor performers on its search list.

So, prove to Google that your website is worthy enough to be in their top search results. To build that level of trust, get other highly authoritative websites to post a do-follow link to your website on their domain. Get featured in newspaper articles and blogs with links posted to your website. In doing so, you will be able to achieve high credibility and a good trust factor.

  1. Authority

Yet another important bucket to fill the scores with is the authority. Google always wants to display in their results the websites that are most popular. If there is a reputed t-shirt seller online, it denotes that people are searching for their products. Evidently, Google wants to show only such websites in their search results. So, you have to send clear signals to Google that your site is the most popular site for the kind of t-shirts that you sell.

You could do so by building a dedicated customer base on social media. Get them to share your website on their profiles, obtain a couple of testimonials for the quality of your products and create a buzz about your product on the social networking platforms. When people talk about you, that is when Google recognises your authority and that gives you an opportunity to fill your bucket with scores that you want.


In short, Search Engine Optimisation is a fool-proof method to showcase to search engines that your website is the best site, the most unique and interesting, the most trusted and the most authoritative of all the sites that they can offer in their search results. As a result, Google will recognise your website and confidently offer your website to their customers – the searchers. In turn, your page will rank on the first page of Google.

IT Outsourcing Guide for Business

For Starters: IT Outsourcing Guide

IT Outsourcing Guide for Business

Whether you love it or hate it, outsourcing has become a necessary evil for businesses to function smoothly. Handing over non-core operations of a company to lower cost experts can be enticing when companies have set out to search for cheaper and more effective ways of working. Several success stories that have used outsourcing to be able to save operational costs and rid themselves of expensive assets have cemented the reputation for outsourcing.

However, it is worth pausing to consider the risks that come with outsourcing before bringing in the third parties to get the job done. While the success stories might paint a rosy picture, some outsourcing deals have failed dramatically and publicly, falling short on delivering the expected benefits. So how do you avoid the cost, frustration and the pain of a failed deal and become one of those success stories? Let’s find out.

Whilst there is no definitive solution to that, a mere combination of common sense, a well-structured approach and learning from other mistakes and experiences will go a long way in achieving success with outsourcing your IT operations.

What is Outsourcing?

When you contract out a business function that involves the transfer of people, processes and assets to an external supplier, it is known as outsourcing. The term has been mostly associated with the Information Technology (IT) sector, although it is increasingly finding its application in a wide range of business process such as HR, Finance, Customer Service etc.

IT Outsourcing has off late found its footing in the global market regardless of business models. While IT outsourcing has always been a tedious exercise, it has become more of a necessity in the last two decades. When it comes to traditional IT outsourcing, difficulties arise in transferring the staff, formatting and renewing contracts and assessing the impact of selling physical assets financially.

Factors That Drive IT Outsourcing:

Typically, cost reduction and asset-liability reduction are the two major driving factors behind IT outsourcing. However, there are quite a few other factors that play an important role in supplementing the demand for IT outsourcing.

  1. Fast-Paced Development: A new or an existing business/company can utilise the option of outsourcing to implement its key functions much more quickly at reduced costs than opt for an in-house department from scratch.
  2. Adaptability: Outsourcing certain operations that are non-core can provide the flexibility/adaptability for a company/business that needs to keep in sync with the changing demand and business opportunities.
  3. Special Skillsets: IT sector demands extraordinary skillsets that are hard to come across. Attracting, equipping and retaining skilled employees can pose a serious challenge. Outsourcing the same to external agencies can give access to the same.

Circumstances to Consider Before Outsourcing IT:

At this juncture, it is clear that outsourcing IT operations helps companies grow their business and align their focus on its key functions that deliver fast-paced growth and superior client satisfaction. By utilising and maximising the opportunities at hand, businesses/companies can experience an accelerated growth. However, as much as things might seem hunky-dory, it is imperative for companies to be aware of certain things to consider before opting for IT outsourcing.

  1. It is essential that the evaluation of the necessary quality level is carried out. You need to understand precisely what you are looking for, and then you need to see if the supplier can deliver. It is feasible to outsource certain duties that do not really require a high amount of skill in order to cut expenses. Furthermore, you could also outsource a particular job because there is a specialized supplier for the same.
  2. While choosing an IT service partner, finding someone with an effective reporting and communication system is vital. Since there will be frequent interaction between the two enterprises and several teams on either side, a streamlined method to maximize the work output is essential. For all operations and real-time updates on all functions associated, a comprehensive documentation record must be accessible.
  3. When projects are outsourced, many companies go through a dip in mood. Many a staff see job outsourcing as a demoralizing factor. Clarifying the goal of outsourcing tasks and how it fits into the objectives of the company is very essential by the top management of the business/company.
  4. Outsourcing helps to boost the position of a company as it helps to demonstrate a broad spectrum of technical capabilities. Often, however, it may also curb the potential of the enterprise as some functions are not fully owned by them. But it is up to the management to comply tactfully with these instances. To their advantage, there have been many businesses using outsourced IT operations.
  5. Many companies outsource their operations to countries operating in different time zones. This is particularly beneficial as the turnaround moment every day is minimal and helps in the operations. It may be more difficult to handle these resources than one thought. Problems that arise due to variations in communication and language can often lead to mistakes. Technology advancement helps, but there are certain constraints. However, there are many local IT service suppliers who have succeeded in meeting the company partners’ requirements.


You must guarantee that the related costs are justified and that the services directly or indirectly obtained contribute to improved customer satisfaction and operational efficiency. You need to be evident about your requirements and patient with the quest to outsource responsibilities to the right partner.

Digital Marketing vs Traditional Marketing : Advantages and Benefits

Digital Marketing VS Traditional Marketing: Advantages

Digital Marketing vs Traditional Marketing : Advantages and Benefits

Marketing can be described as the act of connecting with customers with an offer to persuade them to purchase a product or subscribe to a service. In any form, marketing is one of the main operations in which every company has to participate, as no company can survive without efficient marketing and advertising.

Digital marketing can be described as any action partaken to promote goods and services using any electronic media. This is primarily an online activity that intends to sell goods or offer valuable services.

With the advent of the digital era, much of the quality time is spent by millions of people poking around digital platforms. Businesses are becoming increasingly aware of this fact and thus taking advantage of these platforms’ popularity to promote their goods and services.

When it comes to marketing, it is all about proper timing. When you connect with the right people at the right place and right time, much of the work is half done. Especially when customers are pondering their time online, then that is where bountiful opportunities await for marketing.

Regardless of the type of the company, be it product-oriented or service-oriented, the benefits of subscribing to digital marketing services are immense. Considering the fact that digital marketing happens in the calculable amount of time (read instantaneously), its advantages over traditional marketing is enormous. Here are some of those benefits that we deem worth mentioning:

Low Cost

The cost of marketing and advertising is one of the biggest financial burdens companies have to bear. While a large business may not have so much difficulty spending millions on marketing and advertising, this may be impossible or an unbearable nightmare for small companies. Marketing via digital platforms offers a more affordable alternative to traditional methods. The impact created by such methods is equivalent yet prove to be cost-effective at the same time.

Transactional or direct emails can be sent to thousands of customers on your list by subscribing to an email marketing provider at just the cost of a few cups of coffee. Seems unbelievable, but it is true.

Return on Investment

For any company, nothing matters more than the return on the investment it makes. On small investments, digital marketing offers a substantial return. When compared to traditional marketing techniques, email marketing or running advertising campaigns on social media platforms cost less considerably.

Calculable Results

It is easy to ascertain the success or otherwise of a digital campaign. Compared to traditional methods where you have to wait weeks or months to evaluate a campaign’s veracity, you can almost immediately know how an ad is performing with a digital campaign.

Several software tools help keep a tab on the ongoing campaigns. Email marketing software keeps a track on the performance of emails, fetching specific results like how many were delivered and how many were read. These tools also learn about email conversion rates.

Another powerful software tool is Google Analytics that measures specific goals to be achieved on a blog or a website. Likewise, there are other software tools like Google AdWords manager that help monitors the performance of advertisements published on Google.

Flexibility & Adjustability

An ad’s performance knowledge will educate a company about how to proceed. It’s easy to invest more in it with just one click for an ad campaign that performs well. But it can be adapted accordingly or stopped completely with ease for an ad that does not deliver as anticipated.

It is more rigid in traditional marketing as a mountain of paperwork has to be signed and in most cases these agreements are long-term or medium-term. So even if a campaign does not perform as expected, subscribers will still have to wait for the agreed period to expire.

Brand Development

Businesses can utilize their digital platforms to develop a brand and their reputation. Some of the ways a business can build its brand include a well-developed website, a blog with quality and useful articles and a highly interactive social media channel.

Specific Targeting

The traditional marketing techniques utilizes the spray and pray technique, where an ad goes over a platform with considerable access, in order to create a favorable strategy for a handful of individuals who enjoy what they see, hear and read. On the other hand, marketing over digital platforms allows for targeted campaigns when advertisements are presented to clients according to their preferences. Take, for example, the transaction e-mails, which will only be sent to customers after their actions to the business (e-mails confirming order, receipt and password restart). This means that customers only get what they want.

Social media platforms often have a very intelligent algorithm to investigate and compile preferences among users. This shows specific ad campaigns only to users with a particular inclination. This helps increase the probability of sales and further reduces marketing costs.

Global Reach

With the aid of digitization, the whole world has come together on a single platform – the internet. Digital marketing makes advertising campaigns available worldwide. This provides small start-ups the rare chance to go worldwide through the huge exposure. The Internet is full of stories about start-ups that, over a small period, were extremely successful thanks to the opportunity that marketing on digital platforms created, thanks to the global nature.

Customer Fragmentation

In addition to the digital marketing, campaigns are aimed at individual customers, customer fragmentation is also possible. Fragmentation is the process in which large groups of customers are further classified into smaller groups of customers. Fragmentation improves the likelihood of sales and reduces costs. However, sufficient information from subscribers must be collected for fragmentation to be effective.


In this highly competitive corporate world, the key to remain relevant and maintaining customers is to ensure continued engagement with your audience. Efficient marketing enables companies to remain competitive and meaningful through various digital media channels with clients. These platforms enable companies to answer customer questions, mitigate misunderstandings and even generate revenues. This is achieved regularly via useful blog posts, newsletters, shows and promotions. The concept is to keep your customers’ attention while creating a reliable reputation as long as possible.

Advantages of Branding | Benefits of Personal Branding

An Introduction to Branding: Why is it Necessary?

Advantages of Branding | Benefits of Personal Branding

To define in simple terms, branding is a marketing practice in which a company makes a name, sign or design which can easily be identified as a part of the company. This allows a product to be identified and distinguished from other services and products. Branding is important not only because it makes a memorable impression on consumers, but also because it allows your customers to know what to expect from your business. This is a way to differentiate yourself from the competition and to make clear the choices it offers. Your brand is designed to represent who you are and how you want to be understood.

There are numerous areas in which a brand can be developed, including publicity, customer service, promotional goods, reputation and logo. All these elements work together to create a single, (hopefully) meticulous profile.

Importance of Branding

Branding is essential to a company due to its overall impact on your company. Brandings can change your brand perception, promote new businesses and increase awareness of your brand.

  1. It Fetches Recognition

The main purpose of branding is because it is how a company is recognized and made known to consumers. In particular, the logo is the most significant branding component, because it is mainly the face of your business. Therefore, a professional logo design should be powerful and easily remembered to give a first-look impression on a person. Printed advertising materials are often the most common means of making this happen.

  1. It Increases the Business Value

In attempting to build future business, branding is significant. A heavily defined brand can boost the value of a business by providing the firm more market leverage. Due to its firm position in the market, it provides an attractive investment opportunity.

  1. It Generates New Customers and New Business

A good brand has no difficulty in pursuing reference companies. In general, strong branding implies that the company has a favourable impression amongst customers, and they can do business with you because it is familiar and reliable to use a name that they can trust. Once a brand is established, word of mouth is the best and most efficient advertising technology for the company.

  1. It Improves Employees’ Pride

If an individual works for a strong company and is genuinely behind the brand, he is more satisfied with his job and is more proud of the work he does. From the perspective of an employee, working for a renowned brand that helps the public show high respect is more pleasant and satisfying. A branded bureau can be created by using promotional goods for your desktop and often helps staff to feel happy and to feel like they are part of the business.

  1. It Creates a Trust in the Market

A professional look and well-strategized branding will help the company build confidence with consumers, potential customers and customers. It is most probable that people do business with a polished and professionally portrayed company. Being correctly branded provides the feeling of being industry specialists and provides the public the feeling of being able to trust your company, the products and services it provides and how it manages its business.

  1. It Supports Advertising

Another component of branding is advertising. Advertising strategies will specifically reflect the company and its intended representation. Advertising methods such as using promotional products from trusted firms make it simple to develop a workable and attractive advertising strategy that fits your branding objectives well.

  1. It Builds Customer Loyalty

If a brand is trusted by clients, they will remain faithful to the brand or the company. For that to happen, the business must be known to outperform customer expectations in order to build a loyal customer base. As a result, it gains customers who will spend more on buying what the business sells but only when the business achieves enormous success.

  1. It Sets Some Baseline Expectations

A reputed brand is bound to create some expectation. When customers buy the product or use the services, they expect something out of it. They can only know what they can expect from the images that get put up before them constantly.

Introduction to Digital Transformation

An Introduction to Digital Transformation

Introduction to Digital Transformation


Ever heard of the term ‘going digital’? The word ‘digital’ has become one of the most used prefixes in the last decade and has become the talk of the town. We hear about digital media, digital processing, digital data, digital marketing, digital education, digital transformation, etc., being used colloquially. Everybody is either going digital or wants to go digital, including companies, businesses, corporations and organisations. So, what is this talk about going digital or going home?

For the sake of not stating the obvious, let us begin with understanding digital transformation. Or digital business transformation as some people would like to term it. It can be defined as the advancement of business processes, activities and competencies along with the business models to influence the available changes and opportunities of digital technologies so that it impacts the business in a strategic and prioritised way. To put it in simple terms, digital transformation is the driving force that moves a business forward.

The strategies, more often than not, are usually helpful in driving the business aspect of transformation in the companies and hence some call it digital business transformation. These transitions are leveraged by several factors like technology innovation, customer behaviour, business demand and other external factors. However, it does not mean that business transformations are always helpful. It usually depends on how the company adapts and uses the applied transformation techniques that prove the worthiness of the entire process. In other words, implementing digital technologies to all walks of business to build more sustainable relationships and better understand the customers are vastly dependent on how the company/business and its employees take to the new methodology.

The Importance of Digital Transformation Strategy

Very well, now that it’s clear, let us look at the logic behind going digital. To begin with, it enhances the interaction with the customer for any business and company thereby improving the customer experience and engagement. In addition to that, opting for digital transformation also helps increase the efficiency of the operations of the organisation and helps improve decision making. Besides, there is a lot of scope for improving the innovation in the company in all teams to help truly transform the business.

Technology has made a significant impact on human lives. Furthermore, digital transformation has transformed how businesses interact with their clients, their e-commerce trading and marketing among other factors. This inevitable advent of digitalisation in every sector of business has had a significant contribution to how the business operates. However, this inevitability has its advantages as it helps businesses gain an edge over their competitors. This has made digital transformation crucial for corporate survival.

In simple terms, going digital for a company could become a key factor in its growth. Off late, potential employees are seeking digitization as one of the main reasons that they consider while joining a company. However, companies going digital without proper planning strategy yields next to nothing. To get caught with the flow and not make strides of improvement with it would be meaningless.

The Need for Digital Transformation

A digital strategy for any company should help transform the business, streamline the working process and make use of the existing technology to better the customer relations and experience. In a private study, it was found that 55% of the start-up companies and businesses adopted digital transformation during their inception while only 38% of the traditional and established companies adopted digital transformation at later stages. Here are some of the reasons that highlight the importance of digital transformation for companies.

  1. Accelerated Growth of Business – With more and more companies opting for digital technologies to ease their task, digital transformation has picked up the pace all over the world. This changeover has resulted in an accelerated growth to businesses that have given them a position of leadership in their respective sectors.
  2. Digital Competition – The era of internet and technological advancements has put an increasing pressure to compete digitally. As a result, long-established business models that involved conventional methods are being disrupted by the start-ups that adopt digitisation from their inception. However, adopting digital transformation aims to overcome digital competition or at the least, hold the ground.
  3. Customer Expectation & Satisfaction – Customers expect a good experience across all products and services. It becomes the duty of the companies to ensure smooth interactions with a seamless experience and exceptional response. Digital transformation helps companies achieve the same with minimal resource expenditure.

Things to Remember

Given below are some quick points to remember when opting for digital transformation.

  1. Quick Implementation of Innovation – As the saying goes, “Change is the only permanent thing.” Refusing to budge or adopting the necessary changes can be detrimental to the growth of the company. Change is the only thing that people can be sure of. Striving for constant innovation and greatness in operation helps in gaining an edge over the competitors.
  2. Accepting the Internet of Things – The advent of the Internet of Things (IoT) has brought about significant and drastic changes. IoT has become a key factor in creating an innovative experience with everyday objects and devices, which has enabled it to create new opportunities for businesses in various sectors. Companies, businesses and customers will only benefit from it in the coming future.
  3. Embrace the New Trends – New trends have taken over businesses in almost every sector. Not surprisingly, they have taken over marketing as well. The invention of digital marketing has slowly decreased the demand for traditional marketing, which will eventually phase out in a couple of years from now. Utilising the new trends will only add to the benefit of the company/business.
  4. Cater to The Needs of The Customer – Ignoring the customers’ needs can result in them ignoring the company. A good product alone cannot suffice the customers, good after-sales service is equally important if not more. Catering to the needs of the customer becomes easier with the implementation of digital transformation due to the availability of tools that help ease the process.
Importance of E-Commerce for Business

An Introduction to E-commerce: Its Importance and Advantages

Importance of E-Commerce for Business

Consumers no longer want to go on elevated streets to purchase goods in a competitive and convenience-driven culture of the present scenario. Instead, customers want to purchase from their own homes at their own ease. This makes e-commerce a flexible alternative for both enterprises and buyers. From start-ups to tiny companies to enormous brands, numerous companies can use their own e-commerce websites to sell their own products or services.

E-commerce relates to internet business operations or commercial transactions. This implies you are engaged in e-commerce when you purchase or sell anything using the Internet. As Wikipedia ( puts it, e-commerce can be defined as ‘a system for the buying and selling of goods and services using the Internet as the main means of exchange.’ It would not be totally wrong to say that e-commerce has become an integral part of a business in the modern world.

Because the definition of e-commerce is so broad, it literally covers just about every sort of purchase or sale of products or services online. As a result, there are many kinds of e-commerce companies that currently exist.

Importance of E-commerce:

To begin with, you get a chance to have your products and services accessible to clients 24 hours a day with the assistance of e-commerce web design. An online store is accessible throughout the day, meaning that your clients can always visit your shop, regardless of their timetable. However, the best part about an e-commerce store is the quick buying option. In addition, it is user-friendly and convenient and has the ability to instantaneously transfer funds online.

  1. It helps you expand your brand.

E-commerce is an optimal way to drive your brand to be innovative and well-loved from a traditional brick and mortar shop. With internet customer service, blogs and social media, you can deliver excellent products 24 hours a day. Your company can be the home of your products with a prominent internet presence, enabling you to fully expand your product ranges without having to worry about shifting places or worry about not being able to grow your company.

  1. Convenient & comfortable.

Your customers can visit your shop at any time, regardless of their schedule, as your website is available throughout the day. Today, increasing numbers of individuals are deciding to shop online to discover the products they want or need. Having said that, nobody can stop you from attracting a broader variety of clients, who all look for a convenient and flexible experience, provided that if your company can offer this to your clients.

  1. It helps increase the reach.

As you understand, millions of individuals today have Internet access; a number of individuals can therefore visit your website at all times. You have many more possibilities for those who want to expand their activities and reach out to a wider crowd. Compare the number of individuals that you can reach via a website to what you can reach by means of a highway shop or by local advertising. If you are looking to improve your reach, there is no reason you should not look at taking your business online.

  1. It is scalable.

As your business progresses, you are very likely to want to expand your variety of products and target audiences and develop your company to satisfy client needs and consumer demand. An e-commerce website can extend your company to include additional lines, additional payment options and even grows when you choose to ship, without having to worry about altering locations or moving into bigger premises as you could with a brick and mortar shop.

Advantages of E-commerce:

  • Online shopping accounts for 80 percent of online consumers
  • Reach more audience
  • E-commerce influences purchasing choices
  • E-commerce offers comfort & convenience
  • Search engines help you get fresh clients
  • Shop promotions with e-commerce become easy
  • You can increase your brand name through e-commerce
  • Capacity to gain when on vacation
  • Conversion rate increases
Digital Transformation Strategy

A Beginner’s Guide to Digital Transformation

Digital Transformation Strategy

Bringing about digital transformation to any company or a business is difficult. However, it is doable considering the fact that it has become inevitable. While a few companies have successfully taken to the transformation, quite a few others have just managed to complete the metamorphosis. That being said, there is no step-by-step process for digitally transforming a company. No rulebook or even a checklist to follow.

A wiser step would be to learn from the competition or learn from the surroundings. It might be from inside the industry or outside the industry. Nonetheless, the goal remains the same – to contemplate and take on the challenges posed by digital transformation, come up with answers by evaluation and devise methods or tools to digitise the company and its operations.

Before stepping in to go about the process, there are a few pertinent questions that need to be cleared. How do you balance the investment for today’s opportunities with the future investment? How do you think your company can adjust to digital transformation? Would your company be successful in finding suitable talent for digitising the operations? How do you drive digital initiatives in the company and its daily operations?

Put some serious thought into this and you are bound to come to a conclusion – all the above questions revolve around four fundamentals of digital transformation:

  1. The direction your company is headed towards – digital strategy.
  2. How well your plans fit the working model of your company/business – business model.
  3. The prerequisites required to attain the goal – the enablers.
  4. The managing criteria that help your company reach its destination – orchestration.

Once these rudiments have been identified, you can take the next step of tending to the problem all the while exploring and learning from the same.

Digital Strategy:

To begin with, assessing and setting digital strategies for your company/business will require addressing three basic questions: Where is the industry/sector of your company headed? What will be your company’s role for it in the future? How best can you create a path that can direct the company to move forward with the ability to adapt to changes and incorporate the same along the way?

Some people easily identify the answers and use them to their benefit but if you did not, you do not need to worry. You just need to remember an important fact – every digital transformation must always include criteria and ideas to pursue the business opportunities that come along the way as well as pursue those that define a new path for the organisation to help its growth in the long run.

Always incorporate dual approaches in your work mode – to work on the existing work and to work on projects that are path breaking and seem extremely difficult. This dual approach is guaranteed to lead you to a clear and a balanced vision for your company/business and helps increase the business engagement with the next generation customers. Furthermore, it keeps the employees motivated thus helping in the success of the transformation.

Business Model:

Always remember, digital transformations are still business transformations and help make the company adapt to new technologies and changes. This aids the company to better face the future prospects. These transformations must be made in such a way that they furnish improved outcomes for the business and also drive real value to the clients or the customers.

Do not opt for digitisation just because everybody is doing it. Installing new technologies for the sake of it and forcing the employees and your business model to adapt to it might put your company/business in jeopardy. Know your business model and check if the digitisation is adaptable to it. If it fits in right, these transformations typically result in better customer experience, faster digital services, and emergence of new economic models with better advancement in operations.


Every digital journey begins with things that serve the purpose and make things happen called enablers. For any company/business transformation, we need key enablers like data and analytics, IT systems, operating model, man power, work ethics and culture. Since digital transformations are all about the incorporation of new technologies and techniques, they are pretty easy to come by and get it right.

If you are of the opinion that accessing new technology is difficult, then you would be pleasantly surprised to find out that you are wrong. You would be amazed at how much success really depends on the organisation, its employees and its work culture instead of the technology. Really, it’s all about the adaptability. The greatest of challenges do not lie in incorporating new technology but in hiring new talent, enhancing the skills of the existing employees and metamorphosing the work culture to be more innovative and adaptable.


As easy as digital transformation might seem, the journey truly might be complicated and often daunting to the management. Like many products and services, you could try digital transformation with closed experimentation – a test with dedicated funding, talented working individuals and strong support from the top brass. Without a doubt, most of the times such experiments turn out to be a success.

However, the true challenge lies in taking the same experiment and scaling it and applying it to the entire company/business. Problems arise when it comes to funding, modifying the behaviour of thousands of people and integrating the IT systems among a few. For the same to taste success, good leadership is critical for communicating priorities, securing the funds and overcoming other obstacles.

Final Thoughts:

Highly performing leaders can take over the mantle and act as digital ambassadors, endorsing the change and motivating the employees to adapt to the new changes. They champion the digital efforts within teams, across teams and the entire company to help change the mind-set of thousands of people.

Once the articulation for the required elements for the digital transformation is done, you can comfortably discuss and chalk the areas that are challenging and need attention and monitor those that are under control. To summarise it all, it is very important for you to evaluate the needs and implications of digital transformation for your company before jumping the gun, no matter how inevitable it might seem. After all, it concerns an enterprise and the careers of innumerable employees.

Inbound and Outbound Lead Generation

A Brief Insight on Inbound and Outbound Lead Generation for Beginners

Inbound and Outbound Lead Generation

Over the last century, marketing has experienced radical changes, driven by advancement in technology, the development and growth of research and the consequent democratization of information. Ten years ago what worked to accomplish in generating leads is hardly as effective now, especially when buyers are much more empowered about their decisions and purchasing processes.

Given that customers now carry out a vast majority in their internet research and seller choice without having to look at advertises, email messages and cold calls to fix issues, the efficacy of these ‘outbound ‘ techniques has decreased dramatically. As a result, inbound techniques instead have been created, that better align with the buyer’s attitude.

Inbound Lead Generation

Inbound lead generation is the development and transformation of contents and campaigns to website visitors. This is done through the discovery of your brand online, on search engines, on social media platforms and using useful material to enable tourists to exchange data-their contact data in return for their understanding, so that continuous communication is accomplished.

The emphasis here is to allow customers to regulate the channel (time and location) of the commitment and to exchange data – whether or not they choose to do that. Value is used to create confidence, to gain attention and to create a connection in the form of the content.

Besides matching purchasers’ preference for time and time, incoming lead generation campaigns are aimed at helping rather than selling. Helping buyers identify, investigate, solve and decide better buying conditions will make it easier to reach buyers at a previous stage in decision-making, build confidence and develop the capacity to impact the buying procedures positively.

You can consider the inbound to provide a trail of information and encouragement to your brand and, hopefully, to the bottom of your funnel. Inbound lead generation makes the most of search engines and social media platforms to connect opportunities to your content. Tactics that can be viewed as inbound include content commercialization, blogging, SEO, lead nurturing, live chat/message and programmatic advertising in some respects.

Outbound Lead Generation

On the other side, outbound lead generation consists of sending or pushing out messages to a target crowd, whether they have requested them or demonstrated an interest in the contents. In this situation, the moment and location of the interaction – called “interruption marketing”– are chosen by you rather than your prospects.

Some of the typical strategies used in B2B marketing include mass email, cold calling, display ads and direct mail, depending on how they are used.

Most of the outbound strategies involve a paid shipping system, adding to any campaign costs. This contributes to the danger and therefore tends to affect the sales and educational campaigns.

Inbound and Outbound Lead Generation – Similarities

These two distinct methods to lead generation seem to actually have only two similarities:

  1. The goal is to create leads or demand.
  2. Both approaches involve a strong knowledge of target audience segmentation.

Inbound and Outbound Lead Generation – Differences

Who controls the time and location of all activities, from content consumption to data exchange, is a basic distinction between inbound and outbound leading methods.

You let prospects decide this stuff mainly in an inbound approach. You let prospects find out when they have the correct time and by how they choose.

In outbound lead generation, it is you and not your prospect, that (try to) decide when you see advertisements, call or mailings, without understanding or attention to the ease of the prospect’s schedule.

The inbound assets are also longer than the outbound ones. Evergreen content can generate leads long after it has initially been produced, for instance. On the other hand, outbound campaigns are usually finite, short and long, primarily because of their greater price and risk profiles.

Typically, the price profile of an outgoing campaign is brief and high. This is partly because you have to handle the danger of failure -you want no successful outbound campaign running for a long time, because the price of the distribution systems used (publicity, postal or telephone job) is comparatively large.

Meanwhile, in inbound method, campaigns typically involve reduced expenses and are distributed over a longer period. There is no obligation to purchase the distribution technique, so the traffic is generated and not purchased. Costs can obviously mount long-term in inbound campaigns. However, with the compound yields provided by reception tactics, the price per lead should be smaller over time. Typically, the price per campaign lead will be the same and can increase even more when the creative ones are not renewed and the target audience is tired of them.

Which Method is Apt?

In general, it is undeniable that the outbound lead generation techniques, particularly in B2B marketing, have become less efficient. While outbound strategies do not go completely dead in the water and continue to be part of the B2B marketing and sales combination, inbound has become a much stronger basis for development. The fact that beginning with inbound lead generation means lower risk and offers a further reduction in the price of composite yields over time.