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Common Short Code (CSC) is a short telephone number usually consisting of 3-6 digits that is designed to be unique for each operator. CSC aka mobile shortcodes or short numbers is used to address SMS and MMS messages from cellular telephones. CSC is used for additional wireless services like polling, ordering ringtones, television voting, making donations and queries to Google’s SMS search engine. They are typically billed at a much higher rate than ordinary SMS or MMS messages. CSCs are supported by all major carriers and thus they suit a variety of interactive purposes like ordering ringtones and making charity donations as mentioned above. It may be obtained from the Common Short Code Administration (CSCA), Mobile Application Service Providers (MASP) and wireless carriers. Then, a CSC application must be submitted to appropriate wireless carriers for processing. CSC-based campaign development may be accelerated by tapping into MASPs and their knowledge relating to...

Breadcrumb navigation is a tool used in web searches that allow users to retrace each and every step, or otherwise go back to a point in time that relates to their previous search. The name is derived from the fairy tale “Hansel and Gretel” in which the two main characters of the tale used breadcrumb trail to find their way back home. Breadcrumb navigation helps in linking the user back to the prior website page during the overall online route or backtrack through the previous pages. It may also be called as breadcrumb trail or a cookie crumb trail. Breadcrumbs are categorized into three: path breadcrumbs (dynamic breadcrumbs that reveal the path which the user took to arrive at any given page), location breadcrumb (static breadcrumbs showing a given website’s hierarchy relative to the website page’s location) and attribute breadcrumbs (breadcrumbs that provide information that categorizes the current web page). The parent page of the web page is usually displaye...

Next-best-action marketing aka best next action or next best activity or recommended action, is a customer-focused marketing paradigm that considers the various actions that can be taken for a particular customer and then decides on the best one among those actions. It could be an offer, proposition or service which is determined by the customer’s interests and needs on one hand, and the organization’s business objectives and policies on the other hand. Next-best-action marketing strategy is in sharp contrast to traditional marketing methods where a proposition for the product/service is first created and then they make an attempt to find the interested and eligible prospects for that proposition. This practice, typically automated as a campaign management tool, is often product-focused and usually always marketing-focused. This approach requires professionals to collect data about customers using different methods. While this might take the form of simple interactions...

Absorption Costing is an accounting cost method which entails the complete cost of manufacturing or providing a service. It includes not just the cost of labour and materials but also the total manufacturing overheads, either fixed or variable. The cost of each cost center can be direct or indirect and is identified with individual cost centers like accounting, IT, maintenance, etc . Direct cost can be identified with individual cost centers whereas indirect cannot be. The distribution of overheads among each department is called as apportionment. Apportionment can be done in two methods – the primary distribution of overheads and secondary distribution. In primary distribution, the selection of the base on which the overheads are apportioned depends on service or use basis, survey basis and ability to pay basis. Whereas in secondary apportionment the cost of service departments i.e., apportioned overheads along with the values of direct materials, labour and expenses of the...

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...

Search Engine Results Page (SERP) is a list of results displayed on search engines like Google, Bing, Yahoo, etc. in response to a specific query or phrase. The results include a listing of linked web page titles, its URL, a brief description of the contents in that page and at times, points of interest within that website. The term SERP is often used by Search Engine Optimization (SEO) specialists and Search Engine Marketing (SEM) practitioners. It contains two types of content – paid and organic results. Organic results are those pages that are displayed on the pages of SERP as a result of its algorithm. SEO specialists aim at optimizing web content to bring their webpage in the top positions of SERP because it is regarded to be the most useful content pages and as it goes down, it becomes less relevant. Whereas, paid results are ads from brands that are displayed when keywords provided by advertiser matches with the user’s query. Such ads are configured either through sea...

Buyer Persona is a semi-fictional representation of a brand’s ideal customer based on market research. Being a research-based profile it describes who your ideal customers are, their challenges and decision making patterns. This provides a complete structure and insight to determine where a company should focus their time on, guide product development and also allow alignment across the organization. As a result, the company will be successful in attracting more valuable visitors, leads and convert them into their customers. A company should go deep into sources that provide insights into attitudes, concerns and criteria influencing the buying decision. With this data, companies align marketing decisions according to their buyer’s expectations. To collect such data, refer industry articles about the present consumers, conduct online surveys or personal interviews, analytics tools for websites, etc. Buyer Personas guide a company in many ways. Building effective marketin...

The term “Low-Hanging Fruit” is often used in business settings referring to tasks that can be accomplished easily in a particular situation. In sales, it means an easily achievable target like an easy to sell product/service, targeting a prospective client who is very likely to buy the product or a problem that is easy to solve. As time management experts suggest, businessmen should avoid preoccupying on low-hanging fruits and focus on most important priorities to yield the best results. For example, Customers who regularly re-order a product requires less attention than the others. Therefore the sales representative need not arrange for occasional reminders considering their solid interest for the product. Low-hanging fruits are easily handled in the normal course of business by its employees. Businessmen or sales professionals who focus on low-hanging fruits are likely to accomplish their targets faster because they are less in number. They can move on to solve the di...

Isn’t every decision related to some emotion? Be it regarding your business, shopping or personal matters, we tend to believe that our decisions are taken rationally. But they are actually unaware that emotion is always a part of the decision-making process. Emotional sale refers to the process of sellers making an emotional connection between the prospective customer or client and the product he is trying to sell so as to close the sales. You can provide a ton of arguments to convince the prospect about the product’s benefits but until and unless you hit the emotional note to make them buy it, your efforts are invalid.   There are two potential approaches to emotional selling – Positive approach and Negative approach. In a positive approach, the seller highlights the positive features of the product which could cause good things to happen in the future. Whereas in the negative approach the product is presented as a cure or prevention for the prospect’s requirements or...