Squared Online

My learning and perspectives from the Digital Marketing course by Google, Jan Green Cohort - 2014

[shikhaatsquaredonline]

The world of google analytics

The biggest credit that I would give to the Squared Online course was that it helped me open up to the world of analytics. Previously (to my ignorance) - I used to think that Analytics is meant for special type of geeky people, but hell! That's not true. Analytics is for every marketer. We've got to be creative and analytical at the same time. Probably that;'s why their philosophy of being a T-shaped marketer makes so much sense now.

I used to shy away from Analytics, thinking that it is too difficult to understand, but my perspective has changed after doing the Squared course. In fact, this is probably the best take-away for me from this course. As it gives me the power to measure , power to question and means to find solutions. Marketing (after knowing analytics) is not a gut-feeling based marketing any more.

An additional motivation came after doing the assignment during Module 4 which was on Google Analytics and my encouraging performance further piqued my interest in analytics. Thanks to the Squared team for letting me know about the Google Analytics Academy courses and I am on it now!

It's all about being at the right place, at the right time.

[shikhaatsquaredonline]

How digital media transformed the rules of the game in Media and Marketing industry?

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The Infographic Challenge!

Yes, there is much more to it! It isn't just a nicely packed set of beautiful visuals, there's more to it. At Google Squared online, we we are often thrown into challenges. At times, we felt like a non-swimmer squirming in a whale-ridden ocean of data.

So here's a quick 10 step guide for designing an Infographic -

1) Topic - develop a broad-based understanding of the topic, whether it is an industry vertical, a trend, a phenomenon or a process. Develop a broader understanding on the topic by exploring it's history, milestones, current status, key players and future predictions.

2) Audience -

Who are the target audience? What are their demographics, pschycographics and behavioral characteristics?

What could interest them? What would add value to them? Are there any benefits they can draw from this information?

3) Objectives - enlist the answers to the following questions:

What are you trying to communicate to the audience?

Do you want your readers to take a particular action after reading it? What are the key take-aways going to be?

Is this exercise being done for brand engagement, lead generation, general brand awareness or thought leadership?

Tie these goals with your brand's marketing objectives. These should be in sync with the brand's overall marketing strategy and fashion of communication. See where it fits into the bigger integrated communications plan and how you plan to leverage on this.

4) Develop an over-arching theme and message -

This is going to form the headline of your infographic.The overarching message should be -

attention-grabbing, should pique their curiosity

urging the audiences to read more

instigate humanly feelings and hence more sharing in the networks

5) Background research - it can be a daunting task to toll through heaps of information on the web and figure out what you need. So if you have your answers clearly chalked out in steps 1 to 4, it will help you to narrow down your search.

Segregate the data and chapterise the data points into various buckets. Form a logical flow between these chapters and connect them with each other.

6) Wireframe your infographic - based on the chapters and headline, try to create a wireframe of your infographic, connecting chapters with each other in the visual. Try to build a storyline and make sure it flows seamlessly from one chapter to another.

7) Pictorial representation and Sub-headings - use the data-points available in each chapter to prepare a pictorial representation. Build and insight for each such chart/graph/visual - use this insight as a sub-heading for this chapter

8) Designing - Either use mainstream graphic design tools like Illustrator and Photoshop or use Infographic design tools available on the web.

These tools will allow you to set a colour theme, typography, icons for the visual. Follow a consistent pattern through all sections to give it a seamless look. Look up some successful examples of visuals on the web.

While designing you may have to reiterate steps 6 and 7 in order to come up with the most optimum and relevant piece of information.

Prepare a light file, that is easily share-able and upload-able on various content management systems.

9) Feedback - share the finished piece for review with your friends and colleagues for a third-eye check, so that they can point out the obvious gaps that you might have missed.

10) Check-points before release -

Run a spell-check, take print out and check spellings

Proof-read, correct any grammatical errors

Make sure all the dates, icons, milestones seem logically correct and there are no formatting errors

If you have used any images, data points, quotes from the web, make sure you mention their references/sources to avoid any plagiarism issues

Make sure you have fun with your creativity.

[shikhaatsquaredonline]

Another insightful sojourn into big data...

Marketers are now expected to be no less than a statistician or I would rather call it 'Data Scientists'. They are given a healthy mix of ingredients and some context to play around with and guess what, their intelligence lies in understanding what this mixture of ingredients could create - a behavioral pattern, a customer habit, an unseen business revelation, some good stuff and some bad stuff - in a more simplistic sense 'An Insight'.

A more oblivious me always thought - that an Insight is an insight, but no! Only Sqaures understand the difference between a good insight and a worthless insight. In order to generate business value out of your data analysis - it is very important to differentiate between the two. Otherwise, you may end up lost in the quagmire of numbers not talking to you.

Good insight comes from good data. It's imperative to weed out redundant data and analyse those data-points that would make a difference. But the real challenge is - How to identify good data?

Ask the following questions before delving deeper into the data points -

Does it influence product purchase?

A good insight should have a very positive effect on purchase. It must tell you about purchase triggers or timing, or certain conditions, for e.g. referral that triggered the purchase.

Does it tell you where the money is?

          It could be certain markets, segments, product lines or product   extensions that would be revenue generators. Always see whether the data point you are taking into consideration, tell you where the revenue stream is coming strongly and steadily. It may also be worth looking at the weaker areas and try to understand the reasons behind low business volume. But ultimately should always lead to a concluding insight that talks about more revenue potential from those areas.

Does it make your brand more engaging?

The gist of the entire content marketing brouhaha is "Customer engagement". If the data point is not helping you understand your brand's engagement value, then probably it may not lend you any useful business insight.

Will it work across multiple touchpoints?

Understanding "Customer Journey" is now they key to a marketers success. A good marketer / data scientist knows, the path their customers are taking to purchase the product, the ZMoT (Zero Moment of Truth) and the (Ultimate Moment of Truth) of your business should be revealed by good datapoints. A typical consumer now travels seamlessly across various touch-points such as TV, Print, Documentaries, Blogs, Microsites, Social Media , Digital, Experiential etc. Hence it is important to decipher whether the insight spans across these touch-points.

The next step, is then to turn these insights into actions that form your Marketing strategy and tactical marketing plan.

Happy data crunching...and don't forget to munch while you crunch ;) !

[shikhaatsquaredonline]

Module 4 is all about Data!

We had a start to M4 a few days back and we entered into the mad world of data. As we all know 'data' can be intimidating as well as fascinating at the same time.

In our first few sessions, we have been given an overview of Google Analytics & Reporting. The video demos have illustrated topics such as :

Traffic sources analysis

Mobile reporting

Adwords Campaign report

Multi-Channel Funnel Reports

Location analytics

We've been given a real-life assignment where we will be analysing the Sqaured Online website through the analytics lens. We will study these parameters and will recommend solutions based on the reports.

In future sessions, we are going to learn how to read the data. What sort of interpretations can be made, how to look at gaps and how to identify opportunities. Further, using these insights to develop a strategy to optimise our digital activity, derive insights to deliver successful outcomes.

Now that we have access to so much of data and information to play with, why not try our hands on infographics too!

Simon Rogers will then take us through "Data Journalism" and how the world of journalism has changed with digitization.

Then the "Customer Journey" again comes into picture. How a user travels through a website, what sources of information each user looks at before finally getting converting. Understanding those aspects and implementing the learnings to "target" the prospects in a better way. Optimising our targeting strategies and putting things into practice to achieve business goals.

Studying the "mutli-channel funnel reports" becomes even more importance after understanding how various digital assets drive user's purchase. So we will dive deeper into "Multi-Channel Interpretation and Review". This will help us understand how multi-channel activities affect user conversion. Apply attribution models to understand the impact and improve performance.

Marketing is all about numbers and the closer your are to your data, the smarter your marketing tactics become. So don't shy away, learn, grow and apply latest skills to your day to day style of marketing.

Have fun with Data!

[shikhaatsquaredonline]

Jo Baker Video was just AWESOME!

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Started module 3 on Squared programme with a view on Customer Journey

Mike Berry quite interestingly illustrated the meaning of the new age customer journey - "which isn't a funnel anymore" as outlined in traditional marketing books.

Now a consumer goes through a convoluted buying process which is a mix of Online and Offline resources.

An amazing concept of ZMOT introduced by Jim Lecinski at Google.

Stimulus >> ZMOT >> 1st MOT >> 2nd MOT

Stimulus is created in customer's mind by advertising. Then comes the Zero Moment of Truth when the potential consumer researches through the web, reads reviews, takes feedback from friends, researches offline by visiting a store and is able to reveal to himself the product or brand he would be putting under his consideration set.

Then comes the 1st MOT - is when a customer is in the store to purchase a product.

2nd MOT - is when a customer has used a certain product and has experienced it , to form an opinion about it.

A Brand should be able to reach out / be visible / be able to influence and impress a potential customer in the ZMOT stage, in order to be successful.

The new buying process also entails - ROPO

Research Online and Purchase Offline

Research Offline and Purchase Online

Research Offline and Purchase Offline

Research Online and Purchase Online

Very interesting class!

Thanks Mike, Thanks Squared!

[shikhaatsquaredonline]

Looking back at Module 1 & 2

Module 1 was about understanding the Squared ideology. Getting acquainted to the ways and means of being squared. A sort of induction to the program and understanding how it would function. We also learnt how connected the world is, in this era and how important is it for a digital marketer to stay abreast with latest marketing trends.

Module 2 - we worked on an entrepreneurial concept in team. We were introduced to the business model canvas.

Value proposition canvas: We talked about the new version of market value proposition and how is it viewed in light of customer's needs and wants. A product has it's Features, Benefits and Experiences, while a customer has his needs, wants and fears. At the same time substitues or alternative solutions exist in the market. It explains 'how' a product functions, 'why' a customer should use it depending on what benefits does it offer and 'what' sort of experiences it delivers. There is always an inertia flowing in and out of the competitive product space. The customer at the same time juggles with his needs , wants and fears. He tries to rationalise his needs, fulfill his emotiona wants and subside his hidden fears by using these products.

We talked about Disruptive technology, how it drives change in consumer behaviour.

Mobile Marketing

There is a lot of talk about mobile ad spend, expected growth in Mobile marketing and the opportunity that currently exists in this market. Lot of industry thought leaders such as Simon Andrews, Neil Perkins and Jo Baker were brought into picture who highlighted the fact that Mobile is going to be really big in the future.

[shikhaatsquaredonline]

Simon Andrews on Digital and Mobile Marketing

Simon is a digital strategist from Media Agency background. He pointed out various important points in his talk.

Technology is reimagining everything, including Media & Marketing

When IPad/Tablets were introduced in the market, no one knew what are they and how they can be used, consumers are becoming more and more adaptive

The % of Sales expected from Mobile is going to spiral up rapidly in next few years. E-tailers like eBay, Amazon etc. are registering huge growth from Mobile sales

The usage and proliferation of Mobile apps is growing enormously. Now there are more and more apps introduced in the market, who can solve customer's problems.

Google Now is a smart feature in Android phones, that detects your location and provides you with real time data , tries to help you in fulfilling your task. For e.g. If you are close to the airport, Google Now will tell you which Flight has just arrived, or which flight is next to depart.

If you really want to come up with a campaign that stands apart from the crowd, try asking yourself, whether it's a story you would share with your friends?! If you would then probably it's worthwhile. Because we would trust or at least feel influenced or motivated with suggestions given by our friends, more than on advertising messages

John Lewis, M&S, House of Fraser - are investing in strengthening their Mobile and Web offerings, they have already started registering huge amount of Sales from their Mobile Apps

Facebook's Mobile App usage is quite high. The company is still struggling to make money out of it's Mobile app business

Amazon Price Check is an amazing consumer friendly service that Amazon has introduced

Media Spend - Traditional vs. Digital

Most of the investments are still being made on TV, Radio and Outdoor. Brands are being risk averse and media spend on Digital is not as high as that of traditional. Inspite of Mobile and Web showing immense growth opportunity, brands are still making a slow gradual shift in their spending patterns.

% of Time Spent in Media vs. Advertising Spend

Print - 7:25

Radio - 15:11

TV - 43:42

Internet - 26:22

Mobile - 10:1

Growth opportunity in Mobile & Internet media spending is approx. $ 20 Billion (13-14)

Thanks Simon

[shikhaatsquaredonline]

The business model canvas

Something new, slick and exciting - that I learnt in Module 2 is the business model canvas.

Thinking about a new business idea and detailing it out can actually drive you nuts. But with this simple and sexy framework, things were made so easy to take a crack at. The key ingredients of a business plan are laid out in this lean canvas and it gives you a bird's eye view of your business. It's a smart framework that isn't too lengthy to establish and helps you cover all aspects of the business.

Business model canvas consists of the following ingredients:

Problem

Existing alternatives - how these problems are solved today

Solution

Unique value proposition - Single, clear, compelling message that turns an unaware visitor into an interested prospect

Existing alternatives

Unfair advantage - Something that can't be easily copied or bought

Customer Segments

Early Adopters - characteristics of your ideal customers

High level concept - list your X for Y analogy

Key metrics - on how the business is doing

Cost Structure

Revenue Streams

Thank you Squared online, for introducing me to smarter ways of working on big things.

[shikhaatsquaredonline]

My first effort on video ...Shikha's life

A short snapshot of my life before Squared...

[shikhaatsquaredonline]

Module 2 - All things Innovation!

The biggest learning from Module 2 or rather a self-revelation has been, that 'No, I was a bit mistaken about myself, I can think big and new'.

I always used to think innovation is a task of geeks, you need to be an avid reader or an avid thinker or have some hi-speed extraordinary neurons in your grey cells to be able to innovate. But no, when I was thrown into the pool, I realised that innovation comes from the most mundane experiences of life. It comes from our day to day habits. It comes as a motivation to invent something that makes our life easier and helps us do the day to day job with a much-less effort.

Thank you Google Squared. As this has instilled a new wave of entrepreneurial spirit in me, which was dying out in last few years. I feel fresh again. 

[shikhaatsquaredonline]

Reflections from the session on Social Media with Mike Berry (17/02/14)

How to capitalise on the behavioural patterns of social media followers of a brand?

We discussed about various behavioral characteristics of customers on social media. It makes me think from a brand perspective, if I ever want to analyse my followers and segregate them into the mentioned categories and gather intelligent insights from social media to measure that? Wouldn’t it lend immense level of customisation to the brand campaigns depending on the kind of followers a brand possesses! In effect it may even translate followers from one category to another. For example, if a brand has more quiet followers than enthusiastic promoters, then the brand can customise it’s posts in various ways so as to help move them up the funnel. I believe, trial and error across different marketing messages would be the way to achieve it.

Importance of building a social personality for the brand

Again being a client side marketer, by mind tends to think in that way. We talked about how brands converse, react to situations and their tone of messages on Social Media. In a way it portrays to the outer world a brand’s core values and it’s personality. Being conscientious on sensitive matters, being responsive to customer grudges (in a nice or head-on way?!) , not showing desperation, maintaining a humble stance…all these humanly traits lend a strong personality to a brand. It should very much be driven from the central corporate brand team of companies as to what sort of marketing messages can be deemed most appropriate in order to form a palpable, responsive, humble and friendly brand.

Impact of social media on lead generation and B2B space

Social media is so ubiquitous and unavoidable. Still B2B marketers struggle to understand how effective can the lead generation process be, through social channels. Even if it is not direct lead generation, what are the value additions it does to a B2B sales cycle, which spans across months and years. It feels even more imperative to understand what kind of social behaviour B2B buyers could exhibit, is it possible to find enthusiasts, loyal followers and other types on social media.

Currently B2B brands are using social media for reputation management, proliferating content such as White papers, Webcasts, Webinars and to promote interesting networking events and conferences. However all of the above mentioned marketing activities are loosely tied with the lead generation aspect. It would be interesting to thread through the process of social media leading to lead generation through any sort of advanced analytics, CRM data capture or marketing automation systems.

"Image courtesy of [photoraidz] / FreeDigitalPhotos.net".

[shikhaatsquaredonline]

My expectations from the Google squared online course

I am expecting this course to be a magical talisma for my career progression (a bit too much, but yeah!).

10 years back when I did my MBA in Marketing, the Kotlers of the world didn’t include any chapters on Digital Marketing. It was all about marketing frameworks and traditional marketing. But today everything is digital. It’s not a hunch based marketing anymore, it’s the world of measured ROI.  The management teams today rely on trends drawn from the worldwide web and not merely on gut feelings. I want to learn the tricks and traits of being a digital marketer and gain more confidence so that I can change the levers in realtime depending on the tide.

At the end of this course I expect myself to be -

More well informed when conversing about SEO, SEM, Social media marketing, blogging, micro blogging, video, content marketing, website analytics, google analytics and inbound marketing

Be able to think and act digital in my approach and be able to deliver campaign metrics more effectively

Be more knowledgeable about video based content marketing

Be able to come up with ideas and implications of various digital initiatives for any particular brand

Know about reliable resources of knowledge sharing while devising digital strategies

Stay wired with the Squared online classmates and alumnus to keep exchanging thoughts, concepts and find more value-added jobs

And for sure all of the above depends on how much time and energy I can devote to each module. Well, currently I am struggling to keep up with my 6 months old, but hoping for the best.

Thank you for reading folks!

[shikhaatsquaredonline]

Video and Blogging (Module 1)

Interesting class by Nick Watt today. And as he gave this very useful advice of penning my thoughts down after the class so I can come back and refresh my learnings later , is an amazing idea. It's all documented that - Yes I once attended this class on video and blogging.

I loved the fact that I've been uploading loads of videos to You Tube in the past 6 months than ever before, that's because I want to capture each and every special moment of my daughter Maahi and store it in a place which is reliable and can be accessed anytime from anywhere. In terms of user friendliness You Tube has been amazing. So I don't need to keep worrying about memory cards, hard drives, emptying up my space at all. Well that's why I love the cloud.

Now coming to creating a video -- informal stuff...much easier, but marketing related stuff, yeah, I need some expertise there. But now that I've forayed into video-making, I must say, I'm suddenly feeling quite creative and savvy. Thanks to the first assignment that has forced me into it. I'm currently trying my hands on imovie, pretty robust and has voice over feature too. No issues with pictures there, as I have loads of 'my original creations' and for background score I luckily found free background score track on free stock music that I can legally reuse in part/full.

Blogging is fun. Especially for those who love writing and want to be heard. I am probably one of them but need a lot of honing up in my writing skills.

Several questions still stand unanswered about blogging though -

When a brand wants to launch into blogging, what are the do's and don't's to be followed, more importantly, once you take this up as an initiative it has to be an integral and on-going part of your Content Marketing Calendar, and you can't just drop it off due to lack of time and resources. So what sort of preparedness do brands need if they want to capitalise on blogging as a marketing platform?

If 2014 is being called the year of content marketing then blogging is indispensable. Google will love those brands who have genuinely good content and who doesn't want Google to love them. But what about those industries where lead generation is believed to be more relationship-based rather than being web-driven. For example Investment Marketing / Private -Equity. I think it's going to be a tough deal to be able to prove the ROI to decision makers in such cases.

Well I hope lot of these questions will be answered during subsequent modules. Excited to learn more.