There are certain ways in which leaders can possess greater popularity on social media. They must have some beliefs and work towards them and this must reflect on their digital posts. Integrity is essential and one must not create a make-believe social persona.Business research on the case of Ms. Sheryl Sandberg’s Facebook profile post her husband’s demise, shows that putting up an honest human persona of being vulnerable to grief boosts leader’s social media popularity. One has to manage this personal side with the fact that anything leaders post online reverberate across the world as company speech. Thus one must voice one’s opinions yet must respect others’ rights to have theirs. Location ‘check-ins’ on Foursquare and fitness trackers however must be avoided at all costs.   

The Operating System (OS) of the digital era has got to be varied from earlier times to keep up with the challenges. It must be agile so products can be delivered faster but at lower costs. They must be adaptable to deal with possible mergers and acquisitions. They must also be aligned with the needs of different stakeholders such as customers, shareholders and the society at large. These steps must be ensured to gain advantage over competitors and not just grab a meager slice of the market.

Skyline is the leading specialist from India, offering digital & internet marketing courses.

In the present scenario of the business world, social media forms an integral part linking the brand with a portion of customers. And like individuals, even firms use multiple social media channels to connect. According to a study conducted by Pew, more than 90% of selected brands are using multiple social media outlets. The figure rises to 100% when one closely studies the home goods category while the apparel sector is best connected with maximum percentage using all 5 social media channels studied. Facebook tops the usage chart while Instagram has largest follower base. Some learnings emerge out of this study. With promotion across forums, costs can be well scaled. Two-way communication increases due to social media connect. Target audience can be better mapped. Content to be posted must be pertinent and trending. One must gauge which channel is being best used for particular aspects.

Some mobile phone app categories exist which are sure to boost running of business operations. Twitter is one app that has revolutionized customer interaction, especially for SMEs. Receipt Bank &Debtor Daddy enable speedy extraction of financial data and payment due status respectively. WordPress has provided firms with a cost effective marketing tool. Evernote allows users to manage text on the move and thus accelerating productivity. Tunnel Bear meanwhile is one app which enables professionals to connect to office network using their personal phones or tablets irrespective of location thus ensuring time and space sharing. 

The digital marketing playbook involves the aspects any firm wishes to incorporate in its digital strategy. However, the playbook differs from one firm to another depending on the stage of growth it finds itself in. For an ‘early stage company’, the focus is on earned media which are not paid but where one can gain exposure and cognizance through press releases, SEO, content marketing etc. The separation between marketing and sales at this stage is miniscule and free trial packages are usually fruitful. At ‘high growth companies’, there is a recognized product fit. At this phase international growth is common. Deeper technical skills will now be needed in lieu of more all-round skills at earlier stage. The ‘market leader’ on the other hand, will involve frequent sales development reports. Brand and demand fuel each other. The HR plays a very crucial role at this stage.      

There are a number of websites which run over hundreds, maybe thousands of pages. Yet it is a few crucial pages which make or break majority of deals for the firms. It could be frequently the ‘about us’ or ‘contact us’ pages. Even when internet traffic is diverted, certain landing pages are specially created or assigned from existing ones. There are four types of landing pages based on how they are used. There is the basic landing page which redirects traffic usually to the home page. Then as the name suggests, there are video landing pages. There is the webinar landing page which lands on particular webinar company wants to broadcast. Finally the most common one is the sales landing page which directly takes viewer to the catalogue and information centre.

There are some features which every mobile CRM must possess. It must include an integrated analytics and marketing package. Then there must be an acquisition tracking package. Real time analytics using the right metrics must be tapped into. User segmentation must be easy to be put to use. There must include an application which can collect data from within and outside on areas such as interest categories, static data plus channel attributes. An app oriented messaging service plus e-mail is essential. Automation is necessary in order to schedule targeted marketing without continuous manual intervention. The overall process must be implementable without too much fuss. Thus there must exist a constantdrive towards innovation.