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Multilingual content marketing refers to the process of content marketing done in more than one language. It is considered to be a difficult task especially with the difference in cultural beliefs and expectations coming into play. As per the Common Sense Advisory study in the year 2012, it takes 12 languages to reach at least 80% of the total Internet users. In multilingual content marketing, content is not only produced in English but also in different languages like French, German, Korean and so on to reach untapped customers in regions where these languages are native. This type of marketing does not have a content marketing strategy but follows the one used for content marketing itself with a cohesive message that resonated with your customers in any selected languages. Before starting off with multilingual content marketing, first, conduct a thorough research to understand your market in accordance to the local preferences. Then, create content that goes along with y...

Marketing Attribution is defined as the process of identifying a set of user actions known as events or touchpoints that contribute in some way to achieve the desired output. Each of these actions is later assigned a value. These events or touchpoints include any branded interaction caused from a TV commercial to a promotional email offer. Marketing attribution is a strong tool for those individuals who can uncover various inner workings of their efforts and to use this knowledge in creating game-changing marketing strategies. By using this tool, marketers understand their customer and touchpoints with highest engagements to create effective marketing strategies. They also use it to understand the value of the customer and looks into the campaign to get insights on how to creatively solve the problems faced by the company and its customers. The common types of marketing attribution models are First-Touch Attribution, Last-Touch Attribution and Multi-Touch Attribution....

Crowdsourcing is a practice of approaching a body of people to obtain needed knowledge, goods or service. It is a combination of two words – crowds and outsourcing, coined in the year 2006 by Jeff Howe in his article “The Rise of Crowdsourcing”. Crowdsourcing involves obtaining information, word or opinion from a group of people who submit data through online platforms like social media and smartphone apps. These people involve in Crowdsourcing works as paid freelancers or on a voluntary basis. For example, an app involved in reporting traffic updates to its users encourages drivers and the public to report any cases of accidents and roadway incidents. The advantages of this practice is its cost savings feature, speed and the ability to work with people of all skill sets which may not be possible with the in-house team. If a particular task takes about one week to complete by an employee, it can be broken down by the business and completed in a much faster time period....

Permission marketing is a marketing approach to sell goods and services in which the intended audience i.e., the consumers receive promotional messages upon consent from them. First coined by Seth Godin in one of his books later became constantly used in Internet marketing tactics. Opt-in email is a good example of permission marketing where users sign up in advance to a website’s information about certain brand’s product/service. Permission marketing is considered to be an effective approach as the project is more receptive to a message, requested in advance. It is also more cost-efficient as the prospect or target audience is easily identified and targeted. With digital platforms like email and social network a direct access to consumers is possible removing many overhead costs. Subscription to SMS, newsletters, RSS feed, blogs or loyalty cards are opportunities for permission marketing. The process of permission marketing begins with the business offering something va...

Affiliate marketing is an advertising model where an online retailer pays a commission amount to an external website for generating traffic or sales from its referrals. It is one of the most popular ways by which a party partners with a business to make money by referring visitors or users to a business’s page/product/service. The parties involved in affiliate marketing are the merchant or the creator/seller/brand that creates the product. These merchants need not be actively involved in this process but should have a product to sell. The second party is the affiliate or publisher who promotes one or more affiliate products to attract potential customers to buy merchant’s products. For example, a person submitting a review blog on the merchant’s product can paste a unique link for that particular affiliate product. When a user clicks on that link to purchase the product, the affiliate receives a fixed commission on that sale. The final party is the consumer or the user who r...

Scope creep in project management refers to continuous or uncontrolled changes/growth in a project’s scope, after the project begins. This takes place when the scope of a project is not defined, documented or controlled properly, considered to be a harmful process. It starts with small adjustments and the project ends up taking a longer duration to complete or even fails before completion. Score creep can occur due to lack of clarity of the project and its objectives, changing market conditions, poor communication between the team, poorly defined initial requirements, etc. To avoid such kinds of scope creeps, the project leader/manager should consider minute adjustments to the original project scope carefully to make only those necessary changes and ensure it does not go beyond the limits of the project’s scope. For example, ‘A’ assigns an ad campaign to Team B with a fixed budget, schedule and requirements. Once the team starts with the project, B takes up new requireme...

A Service Level Agreement ( SLA ) is a contract defining the level of service expected by the end user from the service provider. It is output-based where its purpose is to define what service the customer will receive from the service provider. For example, Internet service providers commonly include service level agreements within the terms of their contracts with customers to define the level of service being offered, in simple language. SLA helps service providers to manage customer expectations and define the circumstances when they will not liable for any performance issues. It also benefits customers as they can compare the performance characteristics of one vendor with other. SLA is considered as one of the two foundational agreements the service provider has with its customers. The basic content in SLA includes a statement of objectives, a list of services to be covered as per the agreement, monitoring process and service level reporting, steps for reporting iss...

Earnings Before Interest, Tax, Depreciation and Amortization (EBITDA) is a metric for measuring a company’s operating performance. It is an alternative method for evaluating a company’s performance without factoring in financial, accounting or tax decisions. EBITDA= Earnings before Interest and Tax (EBIT) OR Operating Profit + Depreciation + Amortization OR EBITDA= Net Income + Interest + Taxes + Depreciation + Amortization EBITDA is used to analyze and compare the profitability among different companies and industries which is calculated from the information found in a company’s financial statements. The earnings, tax and interest values are found in the income statement while depreciation and amortization values in the notes to operating profit or in cash flow statement. Companies tend to highlight their EBITDA value when their Net Income is not impressive. It can be sometimes used to distract investors from showing a company’s lack of profitability. Certai...

Net Promoter Score (NPS), an index ranging from -100 to 100 measures a customer’s willingness to recommend a brand’s products/services to others. It also helps in understanding a customer’s overall satisfaction with the brand’s product/service and their loyalty towards the brand. This metric predicts business growth and helps in customer experience management programs. NPS is calculated using 0-10 scale as the answer to key questions. Based on the response, it is classified into Promoters, Passives and Detractors. Promoters fall under a score of 9-10 indicating the loyalty of customers who will keep buying and referring to a brand’s product/service to others thereby boosting a brand’s growth. Passives fall under a score of 7-8 which means customers are satisfied but are enthusiastic about the brand’s offerings. These customers tend to choose over the brand’s competitors’ products/services. Detractors are customers who provide a score of 0-6 because they are unhappy with a b...

Bottom of the funnel strategies aims at providing prospects with a definite offer and explicit reasons to buy. These prospects have conducted their research and learnt about your brand but now need a taste of the final product. Bottom of the Funnel is the result of a response to the activities conducted in top and middle of the funnel stages. It refers to the purchase stage where prospects are provided with offers and reasons to buy the product/service. The prospect has done research and is ready to be the company’s new customer. Therefore, sales representatives should contact the “lead” directly highlighting the product to build trust between the prospect and product. The content used in the bottom of the funnel should prove the value of the purchase to the prospect. But a different level of engagement is required to convince them about their decision to purchase by initiating a sense of urgency and immediate need for the product. Activities like free trials, live demo, f...