Definition

The content that is search-optimised and remains fresh for a very long time is called evergreen content.

Description

When digital marketing came into practice, every piece of content weaved around that became evergreen. Because people continue to research and explore the subject it became evergreen.

Evergreen content refers to content that remains relevant and valuable over time. It is called “evergreen” because it stays fresh and “green” like an evergreen tree rather than becoming outdated and irrelevant, like seasonal or time-sensitive content.

Evergreen content is typically informative, educational, and valuable to the reader or viewer. It can cover various topics and formats, including how-to guides, tutorials, product reviews, industry overviews, and historical retrospectives.

Importance of Evergreen Content

Evergreen content is important for several reasons:

1. Long-term value: Unlike time-sensitive content, evergreen content remains relevant and useful to readers or viewers over a long period. This means it can continue attracting traffic, engagement, and social shares for months or even years after it’s published, providing long-term value to the publisher or content creator.
2. Search engine optimization (SEO): Evergreen content can be optimised for search engines, making it more likely to rank highly in search results over time. This can increase organic traffic to a website or blog and attract new visitors who are interested in the topic.
3. Thought leadership: Creating evergreen content on a specific topic can establish a publisher or creator as a thought leader in their industry or niche. This can build trust, credibility, and authority with their audience and attract new followers or customers.
4. Cost-effective: Evergreen content can be cost-effective over time, as it continues to provide value without constant updates or maintenance.
5. Brand awareness: Creating evergreen content can help to build brand awareness and recognition, as it can be shared on social media, referenced in other content, and discovered by new audiences over time.

How to create evergreen content?

Creating evergreen content requires careful planning, research, and execution. Here are some steps to follow when creating evergreen content:

1. Choose a timeless topic: Evergreen content should focus on a topic that will likely remain relevant over time. Consider issues in which your target audience will always be interested, such as “how-to” guides, educational resources, or historical retrospectives.
2. Conduct thorough research: Before creating your evergreen content, you should conduct thorough research to ensure that the information you present is accurate, up-to-date, and comprehensive. Use reputable sources and data to support your claims and provide value to your audience.
3. Make it easy to read: Evergreen content should be easy to read and digest for your target audience. Use clear, concise language and break up your content with headings, bullet points, and visuals to make it easier to navigate.
4. Use evergreen formats: Certain formats lend themselves well to evergreen content, such as listicles, how-to guides, and tutorials. Use these formats to present your information in a way that will remain relevant and valuable.
5. Optimise for SEO: Evergreen content can be optimised for search engines to increase its visibility and attract organic traffic. Use relevant keywords, meta descriptions, and alt tags to improve your content’s search engine rankings.
6. Update and maintain: While evergreen content is designed to be timeless, it’s still important to update and maintain it over time. Regularly check your content for accuracy and relevance, and make updates as needed to ensure it remains valuable to your audience.

Future Strategies to create Evergreen Content

As the digital landscape continues to evolve, it’s important to have a future strategy for evergreen content to ensure that it remains relevant and valuable to your audience. Here are some future strategies for evergreen content:

1. Update regularly: Even though evergreen content is designed to be timeless, it’s still important to update it regularly to keep it fresh and relevant. Make it a part of your content strategy to review and update your evergreen content on a regular basis.
2. Use multimedia: Evergreen content can be made even more engaging by incorporating multimedia elements such as images, videos, and infographics. This can make your content more visually appealing and increase its shareability on social media.
3. Use interactive content: Interactive content such as quizzes, surveys, and polls can increase engagement with your evergreen content and make it more interactive and shareable. This can also help to gather valuable data and insights from your audience.
4. Personalise the content: Personalising your evergreen content to your audience can make it more relevant and engaging. Use data and analytics to understand your audience’s interests and preferences, and tailor your evergreen content accordingly.
5. Repurpose the content: Evergreen content can be repurposed and reused in different formats and channels. For example, a how-to guide can be turned into a video tutorial or a series of social media posts. This can increase the reach and impact of your evergreen content.

Benefits of Evergreen Content

There are several benefits of creating evergreen content. Here are some of the key benefits:

1. Long-term value: Evergreen content provides long-term value to your audience, as it remains relevant and useful over time. This means it can continue attracting traffic, engagement, and social shares for months or even years after it’s published, providing long-term value to the publisher or content creator.
2. SEO benefits: Evergreen content can be optimized for search engines, making it more likely to rank highly in search results over time. This can increase organic traffic to your website or blog and attract new visitors who are interested in the topic.
3. Establishing thought leadership: Creating evergreen content on a specific topic can establish you as a thought leader in your industry or niche. This can help to build trust, credibility, and authority with your audience and attract new followers or customers.
4. Cost-effective: Evergreen content can be cost-effective over time, as it continues to provide value without constant updates or maintenance.
5. Increased brand awareness: Creating evergreen content can help to build brand awareness and recognition, as it can be shared on social media, referenced in other content, and discovered by new audiences over time.

Example

One brand example that has created evergreen content is Moz, a software company that specialises in search engine optimization (SEO).

Moz has created a vast library of evergreen content, including how-to guides, tutorials, blog posts on SEO best practices, link building, keyword research, and more.

Moz’s evergreen content is designed to be timeless and provides value to its audience over the long term. The content is optimised for search engines, making it more likely to rank highly in search results and attract organic traffic to the Moz website. Moz’s evergreen content has helped establish the company as a thought leader in the SEO industry, building trust and credibility with its audience.

Overall, Moz’s evergreen content has provided long-term value and benefits to the company, making it an important part of its content strategy.

FAQ

What is evergreen content?

Evergreen content is content that remains relevant and valuable to the audience over time. It is not tied to a specific time or date and provides long-term value to the publisher or content creator.

What are some examples of evergreen content?

Examples of evergreen content include how-to guides, educational resources, historical retrospectives, and listicles. Any content that provides timeless value to the audience can be considered evergreen.

How is evergreen content different from trending content?

Trending content is tied to a specific time or event and may lose relevance quickly.

On the other hand, Evergreen content remains relevant and valuable over time and can continue attracting traffic, engagement, and social shares for months or even years after it’s published.

How can I make my content evergreen?

To make your content evergreen, focus on timeless topics, use evergreen formats such as how-to guides or listicles, conduct thorough research, make it easy to read and navigate, and optimize it for search engines.

Regularly update and maintain your evergreen content to remain accurate and relevant.

What are the benefits of creating evergreen content?

The benefits of creating evergreen content include long-term value, SEO benefits, establishing thought leadership, cost-effectiveness, and increased brand awareness.

Evergreen content provides value and benefits to the publisher or creator over time, making it an important part of any content strategy.

Definition

Event tracking refers to monitoring and measuring user interactions or actions on a website or application.

Description

Website owners and marketers must understand how users interact with their websites or applications.

By monitoring and measuring user actions, such as clicks, downloads, and form submissions, they can identify areas for improvement, optimise user experience, and achieve their business goals.

The interactions include clicking a button, submitting a form, downloading a file, watching a video, or any other meaningful action for tracking user engagement and behaviour.

Event tracking typically involves adding search code or tags to the website or application, which allows analytics software to collect data on user behaviour and generate reports on the frequency, duration, and other metrics related to the tracked events.

Event tracking is a critical component of web analytics. It helps website owners and marketers gain insights into user behaviour and optimise their websites or applications to improve user experience and achieve their business goals.

Event tracking can help website owners identify which pages or features are most popular, which conversion points are working effectively, and which areas need improvement.

This information can be used to make data-driven decisions and improve the website or application design, content, and marketing strategies.

Importance of Event Tracking

Event tracking is essential for several reasons:

1. Understanding user behaviour: Event tracking allows website owners and marketers to monitor and measure how users interact with their websites or applications. This information provides valuable insights into user behaviour, preferences, and needs, which can be used to optimise the user experience and improve the website or application design.
2. Measuring performance: By tracking key events such as clicks, downloads, and form submissions, website owners can measure the effectiveness of their marketing campaigns and conversion funnels. This information can be used to identify areas for improvement and optimise a website or application’s performance.
3. Improving user experience: By analysing event tracking data, website owners can identify areas where users are experiencing problems or frustrations and take steps to address these issues. This can lead to improved user satisfaction and loyalty.
4. Making data-driven decisions: Event tracking provides website owners and marketers with valuable data that can be used to make informed, data-driven decisions about the website or application design, content, and marketing strategies.

How to track events on a website?

To track events on a website or application, you can follow these general steps:

1. Define the events you want to track: Start by identifying the actions or interactions on your website or application that are important to follow. For example, you can track clicks on specific buttons or links, form submissions, video views, or downloads.
2. Choose an event tracking tool: There are several event tracking tools available, such as Google Analytics, Mixpanel, and Heap Analytics. Choose the tool that best suits your needs and integrate it with your website or application.
3. Set up event tracking code: Once you have selected your event tracking tool, you must set up a tracking code on your website or application. This code typically involves adding a JavaScript snippet to your web pages to send data to your event tracking tool when users perform the desired actions.
4. Test and validate tracking: After setting up the tracking code, ensure that events are tracked correctly. Use your event tracking tool’s reporting features to confirm that events are being recorded as expected.
5. Analyse event tracking data: Once events are being tracked correctly, use your event tracking tool’s reporting features to analyse the data and gain insights into user behaviour and website performance. Use these insights to optimise your website or application and improve the user experience.

Future Strategies for Event Tracking

The future of event tracking will likely involve several strategies that will continue to enhance the capabilities of web analytics tools and provide deeper insights into user behaviour. Here are some potential future strategy for event tracking:

1. Tracking user engagement with dynamic content: As websites and applications become more dynamic and personalised, event-tracking tools must adapt to capture user engagement with these elements. This may involve tracking interactions with dynamic content such as customised recommendations, live chat, or real-time updates.
2. Integrating machine learning and AI: Machine learning and AI can be used to analyse event tracking data and identify patterns and insights that may not be immediately apparent. For example, AI could automatically segment users based on their behaviour or predict which users will most likely convert.
3. Cross-device tracking: With users accessing websites and applications from multiple devices, event-tracking tools will need to be able to track user behaviour across devices. This will require more advanced tracking methods connecting user activity across devices and platforms.
4. Tracking privacy-compliant data: With the increasing focus on user privacy, event tracking tools must adapt to comply with new regulations such as GDPR and CCPA. This may involve using privacy-focused tracking methods such as differential privacy or giving users more control over their data.
5. Integrating offline and online data: To provide a more complete picture of user behaviour, event tracking tools must incorporate data from both online and offline sources. This could involve tracking user interactions in physical stores or events or integrating data from CRM systems or other offline sources.

Benefits of Event Tracking

Event tracking provides several benefits, including:

1. Insights into user behaviour: Event tracking allows website owners and marketers to gain insights into how users interact with their websites or applications. By monitoring and measuring user actions such as clicks, downloads, and form submissions, they can identify areas for improvement and optimise the user experience.
2. Improved website performance: By tracking key events such as clicks and conversions, website owners can measure the effectiveness of their marketing campaigns and conversion funnels. This information can be used to identify areas for improvement and optimise website performance.
3. Better decision-making: Event tracking provides website owners and marketers with valuable data that can be used to make informed, data-driven decisions about the website or application design, content, and marketing strategies. This can lead to better results and improved ROI.
4. Increased user engagement: By analysing event tracking data, website owners can identify areas where users are experiencing problems or frustrations and take steps to address these issues. This can lead to improved user satisfaction and engagement.

Competitive advantage: By leveraging event tracking data, website owners and marketers can gain a competitive advantage by understanding user behaviour and preferences better than their competitors. This can lead to improved user acquisition and retention rates.

Example

One example of an Indian brand that uses event tracking is Flipkart, a popular e-commerce platform in India.

Flipkart uses event tracking to monitor user behaviour on its website and mobile apps, such as clicks on product images, add-to-cart actions, and purchases.

By tracking these events, Flipkart can analyse user behaviour and optimise its website and app to improve the user experience and increase conversions.

For example, they can identify which products are popular and which are not and adjust their product listings and promotions accordingly.

Flipkart also uses event tracking to track user behaviour during sales and promotional events, such as Big Billion Days.

For example, they can monitor which products are selling the most, which promotions are driving the most traffic, and which pages are experiencing the most traffic.

Overall, event tracking has allowed Flipkart to gain valuable insights into user behaviour and optimise its website and app to improve the user experience and increase conversions.

Definition

Event marketing is the promotion of a brand, product, or service through the organisation or sponsorship of an event.

Description

Event marketing is a marketing strategy that involves promoting a brand, product, or service through the organisation or sponsorship of an event.

This can include many occasions, such as trade shows, conferences, product launches, concerts, and sporting events.

Event marketing aims to create a memorable and engaging experience for attendees while promoting the brand or product being featured. This can be achieved through various tactics, including branded merchandise, interactive displays, demonstrations, and keynote speakers.

Event marketing can effectively reach a targeted audience, generate leads, and build brand awareness. By associating their brand with a well-executed event, businesses can create positive brand associations and establish themselves as thought leaders in their industry.

Importance of Event Marketing

Event marketing is an essential strategy for businesses because it offers several benefits, including:

1. Building brand awareness: By hosting or sponsoring an event, businesses can increase their brand exposure and create a memorable experience for attendees, leading to greater brand recognition and understanding.
2. Generating leads: Events can effectively generate leads and sales by providing a platform to showcase products or services and connect with potential customers face-to-face.
3. Enhancing customer relationships: Events provide an opportunity for businesses to connect with customers in a more personal and engaging way, building stronger relationships and fostering customer loyalty.
4. Establishing thought leadership: By organising or sponsoring events that address industry trends and issues, businesses can establish themselves as thought leaders, enhancing their reputation and credibility.
5. Collecting valuable data: Events provide a platform for businesses to collect valuable data on attendees, including demographics, interests, and preferences, which can inform future marketing strategies.

How To Make Strategy For Event Marketing?

Here are some critical steps to develop a successful event marketing strategy:

1. Define your goals: The first step in creating an event marketing strategy is to define your goals. What do you hope to achieve through the event? Is it to increase brand awareness, generate leads, or promote a new product? Defining your goals will help you determine the target audience, messaging, and metrics for success.
2. Identify your target audience: Knowing your target audience is crucial for developing a successful event marketing strategy. Identify your ideal attendees’ interests, needs, and preferences, and tailor your event messaging and promotion to appeal to them.
3. Choose the correct event format: There are various event formats, such as trade shows, conferences, workshops, or webinars. Choose the design that best aligns with your goals, target audience, and budget.
4. Develop a compelling message: Develop a clear and persuasive message that communicates the benefits of attending the event and resonates with your target audience.
5. Plan event logistics: Plan event logistics such as venue, catering, transportation, and audio-visual equipment. Ensure the event logistics align with your goals, target audience, and message.
6. Promote the event: Develop a comprehensive promotion plan to reach your target audience through various channels, such as social media, email marketing, and paid advertising. Use creative messaging, visuals, and calls to action to encourage attendees to register and attend.
7. Measure and evaluate success: Set measurable goals and track event performance to evaluate the success of your event marketing strategy. Collect feedback from attendees, analyse data, and identify areas for improvement for future events.

The Future of Event Marketing Strategy

The future of event marketing strategy will likely evolve as technology advances, and consumer behaviours change. Here are some potential trends and developments to watch for:

1. Hybrid events: The COVID-19 pandemic has accelerated the adoption of virtual and mixed events, which are likely to continue to grow in popularity. Hybrid events combine in-person and virtual components, offering attendees greater flexibility and accessibility.
2. Personalization: With the help of technology, event organisers can create personalised experiences for attendees, such as customised agendas, tailored content, and targeted networking opportunities.
3. Immersive experiences: To create more engaging and memorable experiences, event organisers will likely incorporate new technologies such as augmented and virtual reality, 3D mapping, and gamification.
4. Sustainability: As environmental concerns become increasingly important, event organisers will likely focus on creating more sustainable and eco-friendly events, such as reducing waste and carbon emissions.
5. Data-driven decision-making: With the help of data analytics, event organisers can measure and evaluate the success of their events, identify areas for improvement, and make data-driven decisions for future events.

Benefits of Event Marketing

Event marketing offers several benefits for businesses, including brand exposure and awareness, lead generation, building customer relationships, establishing thought leadership, collecting valuable data, creating a memorable experience, and networking opportunities.

Event marketing is a powerful strategy for businesses, offering several benefits, including:

1. Brand exposure and awareness: Events offer an opportunity to promote and showcase products or services to a broader audience, generating greater brand exposure and awareness.
2. Generating leads and sales: Events provide a platform to connect with potential customers face-to-face, allowing businesses to generate leads and increase sales.
3. Building customer relationships: Events offer an opportunity to engage with customers more personally and interactively, building stronger relationships and fostering customer loyalty.
4. Establishing thought leadership: By hosting or sponsoring events that address industry trends and issues, businesses can establish themselves as thought leaders, enhancing their reputation and credibility.
5. Collecting valuable data: Events provide a platform to collect valuable data on attendees, such as demographics, interests, and preferences, which can inform future marketing strategies.
6. Creating a memorable experience: Events can create a unique experience for attendees, leading to greater brand recognition and positive word-of-mouth marketing.
7. Networking opportunities: Events allow connecting with other industry professionals, building valuable relationships, and creating new business opportunities.

Brand Example of Event Marketing

One example of a brand that has effectively used event marketing is Red Bull. The company is known for sponsoring extreme sports events, such as the Red Bull Cliff Diving World Series and the Red Bull X-Fighters motocross competition.

These events provide opportunities for Red Bull to promote its products and align with the brand’s image of energy, excitement, and adventure.

In addition, red Bull has also created its own events, such as the Red Bull Air Race, which attracts thousands of spectators and generates significant media coverage.

By leveraging event marketing, Red Bull has built a strong brand identity and established itself as a leader in the energy drink industry.

FAQs

Why is event marketing important?

Event marketing is essential because it allows businesses to connect with potential customers face-to-face, build stronger relationships, generate leads and sales, establish thought leadership, and create memorable experiences.

What types of events can be used for event marketing?

Many types of events can be used for event marketing, including trade shows, conferences, product launches, seminars, webinars, networking events, experiential marketing events, and sponsorship of sporting or cultural events.

How do you measure the success of an event marketing campaign?

The success of an event marketing campaign can be measured in various ways, such as attendance numbers, leads generated, sales made, social media engagement, media coverage, and post-event surveys or feedback.

How can technology be used in event marketing?

Technology can be used in event marketing in various ways, such as creating mobile event apps, using social media and digital advertising to promote events, incorporating augmented or virtual reality experiences, and collecting and analysing data on attendee behaviour and preferences.

What are the challenges of event marketing?

The challenges of event marketing include high costs, competition for attendees, logistical challenges such as venue selection and travel arrangements, and the need to continually create fresh and engaging experiences for attendees.

What are some tips for successful event marketing?

Some tips for successful event marketing include setting clear goals and objectives, understanding your target audience, creating engaging and interactive experiences, leveraging social media and other digital marketing channels, measuring and analysing results, and continually improving your strategies based on feedback and data.

Definition

Engagement rate is a metric used to measure people’s interaction and engagement with a particular piece of content, such as a social media post, advertisement, or website.

Description

Knowing engagement is significant because it helps businesses and organisations understand how their target audience responds to their content.

By measuring the level of engagement businesses can gain insights into the effectiveness of their marketing campaigns and adjust their strategies accordingly.

Engagement Rate= Total number of people who viewed the content/Number of people who engaged with it

Engagement rate is calculated as a percentage of the total number of people who viewed the content and the number of people who engaged with it in some way, such as by liking, sharing, commenting, or clicking through to the website.

A high engagement rate indicates that the content resonates with the audience and effectively encourages them to take action. The high engagement rate can also indicate customer loyalty and brand affinity, leading to increased sales, customer retention, and brand advocacy.

In addition, a high engagement rate can help businesses identify their most valuable customers and target them with personalised messaging and offers.

Importance of Engagement Rate

The engagement rate is essential for several reasons:

1. It helps businesses and organisations measure the effectiveness of their content and marketing campaigns. By tracking the level of interaction and engagement with their content, businesses can gain insights into what resonates with their audience and what doesn’t. They can then use this information to adjust their content strategy and improve their marketing performance.
2. A high engagement rate can indicate customer loyalty and brand affinity. Customers engaging with a brand’s content shows they are interested and invested in its offers. This can lead to increased brand awareness, customer retention, and advocacy.
3. Measuring engagement rates can help businesses identify their most valuable customers. By tracking which customers engage with their content the most, businesses can better understand their target audience and tailor their messaging and offers accordingly.
4. The engagement rate is an important metric for social media platforms. These platforms use engagement rates to prioritise content in users’ feeds. If a business has a high engagement rate, its target audience will likely see its content.

How to increase the engagement rate?

There are several ways to increase the engagement rate:

1. Create high-quality, relevant content: Make sure your content is valuable, informative, and relevant to your target audience. Use engaging visuals, such as images and videos, to capture their attention.
2. Encourage interaction: Ask questions, invite feedback, and create polls or surveys to encourage your audience to engage with your content.
3. Post regularly: Consistency is vital when it comes to social media. Post regularly and at times when your audience is most active to keep them engaged.
4. Use hashtags: Hashtags can help increase the visibility of your content and attract new followers.
5. Collaborate with others: Collaborating with other businesses or influencers can help you reach a wider audience and increase engagement.
6. Run contests and giveaways: Contests and giveaways are a great way to incentivize engagement and increase your following.
7. Respond to comments and messages: Responding to comments and messages shows your audience that you care and value their input. This can lead to increased engagement and loyalty.

Benefits of High Engagement Rate

There are several benefits of having a high engagement rate:

1. Increased brand awareness: When your content receives high engagement, it is more likely to be seen and shared by others, increasing your brand’s visibility and reach.
2. Improved customer loyalty: Customers who engage with your content are interested and invested in your brand. This can lead to increased customer loyalty and retention.
3. Higher conversion rates: Engaged customers are more likely to convert into paying customers. By building a solid relationship with your audience through engagement, you can increase your chances of converting them into loyal customers.
4. Valuable customer insights: Measuring engagement rate can provide valuable insights into your customers’ preferences, behaviours, and interests. This information can be used to improve your content strategy and tailor your messaging and offers to better meet their needs.
5. Increased social proof: When your content receives high engagement, it proves that others trust and value your brand. This can attract new customers and help build a positive brand reputation.

Example

A brand with a high engagement rate is Glossier, a beauty brand that has built a strong social media presence.

Glossier’s engagement rate is consistently high across its social media channels, with thousands of likes, comments, and shares on each post.

One reason for Glossier’s high engagement rate is its focus on user-generated content. For example, Glossier encourages its followers to share their photos and reviews of its products, creating a community of loyal fans who are invested in the brand.

Glossier also uses social media to engage with its followers, responding to comments and messages and sharing behind-the-scenes content to give followers a glimpse into the brand’s personality and values.

Another reason for Glossier’s high engagement rate is its use of visual content. Glossier’s social media feeds are filled with eye-catching photos and videos that showcase its products in a visually appealing way. This has helped the brand stand out in a crowded beauty market and capture the attention of its target audience.

FAQs

What is the engagement rate?

Engagement rate is a metric that measures the level of interaction and engagement with a piece of content, typically on social media. It is calculated by dividing the total number of meetings (likes, comments, shares, etc.) by the total number of impressions and multiplying by 100 to get a percentage.

Why is the engagement rate significant?

Engagement rate is crucial because it helps businesses and organisations measure the effectiveness of their content and marketing campaigns, identify their most valuable customers, and build stronger relationships with their audience.

High engagement can also increase brand awareness, customer loyalty, conversion rates, and social proof.

How can I increase my engagement rate?

Some ways to increase your engagement rate include creating high-quality, relevant content, encouraging interaction, posting regularly, using hashtags, collaborating with others, running contests and giveaways, and responding to comments and messages.

What is a reasonable engagement rate?

The average engagement rate varies depending on the platform and industry, but a reasonable engagement rate is typically between 1% and 5%. However, what is considered a good engagement rate also depends on the size and type of audience.

How can I measure my engagement rate?

To measure your engagement rate, you need to track the number of likes, comments, shares, and other interactions your content receives, as well as the number of impressions (the number of times your content is seen).

You can then calculate your engagement rate by dividing the total number of engagements by the total number of impressions and multiplying by 100 to get a percentage.

Also Read – 

• How To Write Engaging Content For Website?
• 10 Tricks to Increase Your Engagement on Social Media 

Definition

Email marketing is sending commercial messages to your connections, prospect clients, and business professionals via email.

Description

Businesses prosper when you keep the customers aware of the recent development about the existing or the new products.

Though social media poses itself to be the best medium, email marketing still remains a powerful tool to softly educate the audience.

The global market for this is projected to increase to $17.9 billion by 2027 (Source: Statista). In another study quoted in HubSpot, an email ROI is projected at $36 for every $1 spent.

Using emails for marketing purposes to promote business products and services has now been a four decade old technique. The art of email marketing started in 1978. Since then, email marketing guides customers into engaging more with your company.

It is one of the most popular tools that help companies with their marketing campaigns. The powerful marketing channels assists in direct marketing in the age of digital marketing.

Emails have been an easy route to connect with the customers. It plays a major role in brand awareness, lead generation, converting sales, building relationships, or keeping customers engaged.

You can use emails to encourage customers to give in their personal information and leave a scope to connect with them.

Example

The image shows how Grammarly wants to convert the lead by sending an email about the discount offer. Grammarly is a premium software for language and plagiarism checker in any content piece. The brand connects regularly with the receiver and offers a 50% discount on any plan.

Instead of waiting for the user to visit and use the software next time, the grammar checker chose to send email to its customers for further actions.

Email Marketing Highlights

These are the highlights which you should know:

• The number of global email users is four billion and it is expected to grow to 4.6 billion users by the year 2025.
• Approximately 347.3 billion emails are exchanged but not all sent for the purpose of marketing.
• About 87% of marketers use email marketing to promote their content.
• The average email open rate is only 20.81%. This makes it important to have a creative subject line.
• 80% of businesses use email marketing to acquire and retain customers.
• People love to read welcome emails and the open rate for these emails is 82%.
• Emails with personalised subject lines have 50% higher open rates.
• Emails with videos offer better results. And they have higher clicks up to 300%.
• 33% of marketers send weekly emails and 26% send emails more than one time in a month.
• 77% of marketers have valued the increase in engagement over the last 12 months.

Importance of Email Marketing in 2023

Whether the users have shown a variable trend, email marketing is going to stay for long. Over the past few years, the use of email marketing has increased.

Studies have shown that marketing emails influence people’s buying decision and about 50% of people buy from the email marketing list at least once in a month.

These are the reasons why email marketing is important even when it is an old marketing tool:

• Email marketing is cost-effective

Data shows that 80% brands are successful in retaining customers. This alone could have been possible using email marketing. Companies have observed that return on investment is miraculously high from email marketing.

Email marketing works successfully only when you have a long emailing list. And for that you will have to use organic and paid marketing methods to drive traffic to your website. Then convert these visitors into email subscribers and develop them into loyal customers.

• Email marketing helps derive results

Email marketing is data-driven. You have a list of customers whom you approach through emails. This gives you detailed data on prospects that show signs of conversion.

Keeping a track of these metrics can help develop a strategy that is backed by data. For emails you can measure these:

• Clickthrough rates
• Response rates
• Conversion rates
• Email open rates
• Audience engagement
• Cold subscribers
• Number of individuals who unsubscribed.
• Revenue per email
• Lifetime customer value

The analysis can help you establish the facts like the best email sending time, how to engage the cold subscribers again, and see how the audience responds to different types of call to actions.

• Helps in personalization:

There can be millions of subscribers for your email but only a few of them would connect you for long periods of time. Personalization has helped brands to connect deeper with their customers.

The SS of the mail above shows the mail is addressed in the name of the reader giving a touch of personalisation. You can separate your audience and tag them considering these facts:

1. Who purchases the products frequently.
2. Who are the buyers who haven’t made any purchase and left the products in the cart for a long time. Did you know that the conversion rate for these emails is 10%. So if you are not taking an effort you are simply losing this money.
3. Who opens your emails in a while.
4. Personalising emails and subject lines can help to increase the open rates by 82% and increase the sales by 56%. You can personalise an email by adding these names, postal address, transaction history, mobile phones, date of birth, current location, online browsing history and IP address.

• Emails connect you deeper with the subscribers in comparison to followers:

Due to personalisation, the average email open rate is higher than the number of times the followers will see your post. It is because people may follow thousands of brands but they may not likely see all of the posts.

On the other hand, an individual receives about 121 emails on an average. The receivers are more likely to open an email against tracking the brands or influencers on social media.

Actionable Email Marketing Tips

These are the actionable email marketing tips that companies can follow:

• Tip 1: Test every email subject line before sending it. Use tools like CoScheduler to optimise the subject lines.
• Tip 2: Address the email with the real person’s name. Chances of opening a personalised mail is higher.
• Tip 3: Use power words in the subject line. Like “Your items are Back in Stock. Shop before they are gone soon.” Some of the effective power words include: %off, Breaking, Course, Free, Back in Stock, etc.
• Tip 4: Use numbers as these can influence the decision of the buyer. Numbers are concrete; it makes the intent compelling.
• Tip 5: Create curiosity in the readers. Click to know the fastest trick to convert your goals.
• Tip 6: Avoid using all CAPS.
• Tip 7: Experiment with Emojis.
• Tip 8: Keep it small and to the point.
• Tip 9: Include one CTA.
• Tip 10: Follow some writing tips to offer something valuable for the reader.
• Tip 11: Sell benefits and not the features. It gets easier to connect with the readers.
• Tip 12: Add PS if you want to add an extra link to the email.

FAQs on Email Marketing

Which are the best free email marketing tools?

These are the best free email marketing tools:

• HubSpot Email Marketing
• Sender
• Sendinblue
• Omnisend
• SendPulse
• Benchmark Email
• Mailchimp
• MailerLite
• Mailjet
• Moosend

What is the best way to build an email strategy?

You can build an effective email strategy in the following way:

• Step 1: Identify the specific email marketing goals, that is, is it for customer retention or to cross-sell/upsell.
• Step 2: The email marketing strategy should align with digital marketing goals.
• Step 3: Follow a process for continuous improvement.

How can I find that email marketing campaign is successful?

To evaluate whether the email marketing campaign is successful or not, you will have to evaluate certain metrics. Avoid sticking to one metric as that cannot indicate the success of a campaign.

Why is personalisation in email marketing important?

Emails are the connection where you can feel the most personalised experience. Sending messages to the customers pushes them to stay loyal to your brand.The customers pay attention to those who are willing to connect with them for longer hours.

What is the most important way to send email in an email campaign?

Create a pre-check list and proofread the content of the email before you send the hit button.

Also Read – What is Open Rate?

Definition

An editorial calendar is a tool used in content marketing and publishing that helps plan, organise, and schedule content creation and distribution over a set period.

Description

It is a calendar that outlines the topics, themes, and content types to be published, along with their corresponding dates and channels of distribution.

Editorial calendars are used by businesses, organisations, and publishers to ensure that their content is aligned with their overall marketing strategy, relevant to their target audience, and consistent in tone and messaging.

They can cover various types of content, such as blog posts, social media updates, email newsletters, videos, infographics, and other forms of digital media. Editorial calendars can be created in different formats, such as spreadsheets, calendars, or project management software.

In addition, they can be shared among team members to ensure everyone is aligned and working towards the same goals.

Importance of Editorial Calendar

Editorial calendars are essential for content marketing and publishing for several reasons:

1. Planning and organisation:

An editorial calendar helps to plan and organise content creation and distribution over a set period. By having a clear plan, content creators can avoid last-minute rushes, ensure a steady flow of content, and ensure their content is aligned with their overall marketing strategy.

2. Consistency

Consistency is key in content marketing. An editorial calendar ensures that content is published regularly, which can help build audience engagement and trust.

3. Collaboration

Editorial calendars can be shared among team members, making collaborating easier and ensuring that everyone is working towards the same goals.

This helps avoid duplication of efforts, ensures that content is aligned with brand messaging, and allows for cross-promotion across different channels.

4. Flexibility

Editorial calendars can be adjusted as needed, providing flexibility in response to changing market conditions or unexpected events.

5. Metrics and analysis

Editorial calendars can also track content performance over time, allowing content creators to identify trends, analyse metrics, and make data-driven decisions about future content strategy.

How to build an editorial calendar?

Building an editorial calendar involves several steps. Here’s a general process for creating an editorial calendar:

1. Define your content strategy

Before creating an editorial calendar, defining your content strategy is essential. This involves identifying your target audience, goals, messaging, and distribution channels.

2. Determine your content types

Based on your content strategy, determine the types of content that you will be creating, such as blog posts, social media updates, videos, podcasts, or email newsletters.

3. Choose your calendar format

Select a format for your editorial calendar, such as a spreadsheet, a calendar, or a project management tool.

4. Create a content calendar template

Create a template with columns for the content type, title, author, publication date, and distribution channel.

5. Brainstorm content ideas

Brainstorm content ideas based on your content strategy and create a list of topics, themes, and keywords that align with your goals and target audience.

6. Assign tasks and deadlines

Assign functions to content creators, such as writers, designers, and editors, and set deadlines for each task. Make sure that everyone knows their roles and responsibilities.

7. Review and revise

Review and revise the editorial calendar regularly, considering new ideas, changing priorities, and getting feedback from your team and audience.

8. Track performance

Track the performance of your content using metrics such as website traffic, engagement, and conversions. Use this data to refine your content strategy and improve the effectiveness of your editorial calendar.

Future marketing with editorial content

Editorial content will continue to play a significant role in future marketing efforts for several reasons:

1. Building Trust

Editorial content helps build trust with audiences by providing them with valuable information, insights, and perspectives. As consumers increasingly seek out brands that align with their values and interests, editorial content can help brands establish themselves as thought leaders and build meaningful relationships with their audience.

2. Personalization

With advances in data analytics and machine learning, brands can personalise editorial content to better meet the needs and interests of their target audience.

By leveraging data insights, brands can create content that speaks directly to the interests and concerns of their audience, increasing engagement and conversions.

3. Diversification

Editorial content allows brands to diversify their marketing efforts by creating content that appeals to different stages of the buyer’s journey. By creating content that is educational, informative, and entertaining, brands can attract, engage, and convert audiences at different stages of the funnel.

4. Brand Storytelling

Editorial content provides brands with an opportunity to tell their story in a compelling and authentic way. By creating content that reflects their brand values, mission, and personality, brands can differentiate themselves from competitors and build emotional connections with their audience.

5. Search Engine Optimization

Editorial content is also essential for search engine optimization (SEO). By creating high-quality, informative content that is optimised for search engines, brands can improve their search engine rankings and attract more organic traffic to their website.

Components of Editorial Calendar

An editorial calendar provides several benefits for content marketers and publishers:

1. Planning and organisation

An editorial calendar helps to plan and organise content creation and distribution over a set period.

By having a clear plan, content creators can avoid last-minute rushes, ensure a steady flow of content, and ensure their content is aligned with their overall marketing strategy.

2. Consistency

Consistency is key in content marketing. An editorial calendar ensures that content is published regularly, which can help build audience engagement and trust.

3. Collaboration

Editorial calendars can be shared among team members, making collaborating easier and ensuring that everyone is working towards the same goals.

This helps avoid duplication of efforts, ensures that content is aligned with brand messaging, and allows for cross-promotion across different channels.

4. Flexibility

Editorial calendars can be adjusted as needed, providing flexibility in response to changing market conditions or unexpected events.

5. Metrics and analysis

Editorial calendars can also track content performance over time, allowing content creators to identify trends, analyse metrics, and make data-driven decisions about future content strategy.

6. Time-saving

Editorial calendars can save time by allowing content creators to plan their content in advance, avoiding last-minute scrambling for ideas or topics.

7. Efficiency

With a clear plan, content creators can work more efficiently, allowing them to focus on creating high-quality content instead of worrying about what to make next.

Example

Nykaa publishes regular content on its website and social media channels, including blogs, videos, and social media posts.

Nykaa’s editorial calendar typically includes the following components:

• Publication schedule: Nykaa publishes content regularly, with new content released weekly.
• Topics or themes: Nykaa’s content covers a wide range of issues related to beauty and personal care, including skincare, makeup, haircare, and wellness.
• Content format: Nykaa creates a variety of content formats, including articles, product reviews, tutorials, and videos.
• Content titles: Nykaa’s content titles are typically keyword-rich and optimized for search engines, such as “10 Best Sunscreens for Indian Skin,” or “How to Get Rid of Acne: The Ultimate Guide.”
• Author or creator: Nykaa has a team of in-house writers and guest contributors who create content for the brand.
• Publication channel: Nykaa publishes content on its website, as well as on social media channels such as Facebook, Instagram, and YouTube.
• Publication date: Nykaa publishes content regularly, with new content released weekly.
• Promotion plan: Nykaa promotes its content through social media posts, email newsletters, and paid advertising.
• Metrics and analysis: Nykaa tracks the performance of its content using metrics such as page views, engagement, and conversions and uses this data to inform its content strategy.

FAQ

What is an editorial calendar?

An editorial calendar is a tool used by content creators and publishers to plan and organise their content strategy.

It typically includes a schedule of publication dates, topics or themes, content formats, publication channels, promotion plans, and metrics and analysis.

Why is an editorial calendar important?

An editorial calendar helps content creators and publishers stay organised, focused, and on track with their content goals and objectives. It also helps ensure that content is published regularly and consistently and can improve the quality and effectiveness of the content.

Who uses an editorial calendar?

Editorial calendars are used by a wide range of content creators and publishers, including bloggers, social media managers, marketing teams, news organisations, and businesses of all sizes.

How do you create an editorial calendar?

To create an editorial calendar, identify your content goals and objectives, your target audience, and their interests and needs. Then, determine the frequency and timing of your content publication, and brainstorm topics and themes that align with your goals and audience.

From there, create a schedule of publication dates, content formats, channels, promotion plans, metrics, and analysis.

What are some tips for using an editorial calendar effectively?

Some tips for using an editorial calendar effectively include:

• Be flexible and adaptable to changes in your content strategy and audience needs.
• Stay organised and keep your editorial calendar up to date.
• Collaborate with your team members and stakeholders to ensure everyone is aligned on content goals and objectives.
• Use analytics and metrics to track the performance of your content and make adjustments as needed.
• Experiment with different content formats and channels to keep your content fresh and engaging.

Definition

DoubleClick is a digital advertising platform that provides tools for advertisers and publishers to plan, manage, and measure their digital ad campaigns across multiple channels and devices.

Description

In digital advertising, DoubleClick is also the name of a technology platform used for ad management and serving. Advertisers and publishers use DoubleClick to manage their online advertising campaigns, including the delivery of display ads, video ads, mobile ads, and social media ads.

In addition, the platform provides tools for audience targeting, ad campaign optimization, and performance measurement, helping advertisers and publishers efficiently manage and deliver their online advertising campaigns.

It is a digital advertising platform developed by Google. It offers tools for advertisers and publishers to plan, manage, and measure their digital ad campaigns across multiple channels and devices.

Some of the critical features of DoubleClick include the following:

1. Ad serving: It provides a centralised ad-serving platform that allows advertisers to manage and deliver ads across different channels and devices.
2. Audience targeting: It offers various targeting options that allow advertisers to reach specific audiences based on their interests, behaviour, location, and demographics.
3. Ad exchange: It Ad Exchange is a real-time marketplace that connects buyers and sellers of digital advertising inventory, allowing for programmatic buying and selling of ad space.
4. Data management: It provides a platform that allows advertisers to collect, organise, and analyse audience data to improve ad targeting and performance.
5. Reporting and analytics: It provides various reporting and analytics tools that allow advertisers to track ad performance, measure ROI, and optimise their campaigns in real time.

Importance of Doubleclick

The importance of this platform lies in its ability to provide advertisers and publishers with powerful tools to effectively plan, manage, and measure their digital advertising campaigns across multiple channels and devices, enabling them to optimise their ad performance and achieve their business goals.

Its features include ad serving, audience targeting, ad exchange, data management, reporting, and analytics. By leveraging the DoubleClick platform, advertisers and publishers can improve their ROI, reach their target audience more effectively, and drive business growth.

Things to keep in mind while using Doubleclick

Here are some things to keep in mind while using it:

1. Ad quality: It is essential to ensure that the ads served through DoubleClick are high quality and comply with industry standards and guidelines.
2. Audience targeting: Effective audience targeting can help improve ad performance and drive better ROI. It is essential to leverage the targeting capabilities of DoubleClick to reach the right audience.
3. Ad formats: It supports various forms, such as display, video, and mobile ads. Choosing the correct ad format is important based on the campaign objectives and target audience.
4. Budget and bidding strategy: Setting an appropriate budget and bidding process is critical to the success of an ad campaign. Monitoring the campaign performance regularly and adjusting the bidding strategy as needed to maximise ROI is essential.
5. Data privacy: It collects and uses user data for ad targeting and measurement purposes. It is vital to ensure that the data collection and usage comply with applicable laws and regulations related to data privacy.
6. Optimization: Continuous optimization of ad campaigns is critical to improving ad performance and achieving better ROI. It is important to regularly analyse campaign data and adjust targeting, ad creative, and bidding strategy to optimise the campaign.
7. Compliance: It is subject to various industry standards and regulations, such as GDPR and CCPA. It is vital to comply with these regulations and ensure that the ads served through DoubleClick comply with relevant laws and guidelines.

What are some of the best Solutions?

Here are some of the best solutions:

1. DoubleClick for Publishers (DFP): DFP is an ad server that helps publishers manage their ad inventory, deliver ads, and maximise revenue. It allows publishers to manage multiple ad formats, targeting options, and pricing models in one place.
2. DoubleClick Ad Exchange (AdX): AdX is a programmatic ad marketplace that connects publishers and advertisers in real time. It allows publishers to monetize their ad inventory by selling it to a wide range of buyers while enabling advertisers to reach their target audience at scale.
3. DoubleClick Campaign Manager (DCM): An ad management platform that helps advertisers plan, execute, and measure their digital ad campaigns across multiple channels and devices. It provides a centralised dashboard for managing ad creatives, targeting, bidding, and reporting.
4. DoubleClick Bid Manager (DBM): DBM is a programmatic buying platform that allows advertisers to buy ad inventory across multiple ad exchanges and data providers. It provides advanced targeting options, bidding algorithms, and optimization tools to help advertisers achieve their campaign goals.
5. DoubleClick Search (DS): DS is a search management platform that helps advertisers manage their search campaigns across multiple search engines such as Google, Bing, and Yahoo. It provides advanced reporting and optimization tools to help advertisers improve their search ad performance.

Google Analytics 360 + Doubleclick Campaign Manager(DCM)

Google Analytics 360 and DoubleClick Campaign Manager are two Google marketing platforms that work together to provide a complete end-to-end digital marketing solution for advertisers.

Google Analytics 360 is a web analytics platform that provides deep insights into website and app usage. It allows advertisers to track user behaviour, measure the performance of their marketing campaigns, and gain insights into audience segments.

DCM, on the other hand, is an ad management platform that allows advertisers to plan, execute, and measure their digital ad campaigns across multiple channels and devices.

It provides a centralised dashboard for managing ad creatives, targeting, bidding, and reporting.

By integrating Google Analytics 360 with DCM, advertisers can better understand how their digital ad campaigns impact website and app usage and optimise their campaigns accordingly.

This integration also enables advertisers to target specific audience segments based on their behaviour and interests and track the performance of their movements in real-time.

Example

ICICI Bank used DoubleClick Campaign Manager (DCM) to execute and manage its digital ad campaigns across multiple channels and devices.

With the help of DCM, ICICI Bank was able to target specific audiences and optimise its ad performance, resulting in increased engagement and ROI.

Other Indian brands that have used the DoubleClick platform include Flipkart, Ola, Tata Motors, and HDFC Bank.

FAQ

What is the DoubleClick platform?

It is a digital advertising platform that provides tools for advertisers and publishers to plan, manage, and measure their digital ad campaigns across multiple channels and devices.

What are the critical features of the DoubleClick platform?

The key features of this platform include ad serving, audience targeting, ad exchange, data management, and reporting and analytics.

What is DoubleClick for Publishers (DFP)?

DoubleClick for Publishers (DFP) is an ad server that helps publishers manage their ad inventory, deliver ads, and maximise revenue.

What is DoubleClick Ad Exchange (AdX)?

DoubleClick Ad Exchange (AdX) is a programmatic ad marketplace that connects publishers and advertisers in real time.

What is DoubleClick Campaign Manager (DCM)?

DoubleClick Campaign Manager (DCM) is an ad management platform that helps advertisers plan, execute, and measure digital ad campaigns across multiple channels and devices.

What is DoubleClick Bid Manager (DBM)?

DoubleClick Bid Manager (DBM) is a programmatic buying platform that allows advertisers to buy ad inventory across multiple ad exchanges and data providers.

What is DoubleClick Search (DS)?

DoubleClick Search (DS) is a search management platform that helps advertisers manage their search campaigns across multiple search engines.

How can the DoubleClick platform help advertisers and publishers?

This platform can help advertisers and publishers plan, manage, and measure their digital advertising campaigns across multiple channels and devices, enabling them to optimise their ad performance and achieve their business goals.

What are some Indian brands that have used the DoubleClick platform?

Some Indian brands that have used the platform include ICICI Bank, Flipkart, Ola, Tata Motors, and HDFC Bank, among others.

What are some things to keep in mind while using DoubleClick?

Some things to remember while using it include ad quality, audience targeting, ad formats, budget and bidding strategy, data privacy, optimization, and compliance.

Definition

An ad URL refers to the web address or link directing users to an online advertising or promotional material.

Description

Ad URLs are typically included in digital advertising campaigns across various channels, such as display ads, social media ads, email marketing, and search engine marketing.

In addition, ad URLs can be customised to track user engagement, such as clicks and conversions, and can be used to measure the success and effectiveness of an advertising campaign.

Importance of Ad URL

This is why Ad URL is important:

• Ad URLs direct users to a specific landing page or website where they can learn more about a product or service being advertised. This helps to increase brand awareness and drive traffic to the advertiser’s website, ultimately leading to increased sales and revenue.
• Ad URLs can track user engagement with an advertisement. By including unique tracking parameters in the ad URL, advertisers can monitor and measure the success of their campaigns, such as the number of clicks, impressions, and conversions. This data can be used to optimise and refine advertising strategies to maximise ROI and reach the intended target audience.
• Ad URLs can be customised to fit different advertising formats and channels. For example, a social media ad may require a different URL than a website display ad. Customising ad URLs helps to ensure that the ad is optimised for the specific platform and can increase the likelihood of user engagement.

Strategy to design the Ad URL

Designing an effective ad URL requires a thoughtful strategy considering the advertising campaign’s goals and the target audience’s characteristics. Here are some steps to consider when designing an ad URL:

1. Define the goal: The first step in designing an ad URL is to define the purpose of the advertising campaign. Is the objective to drive traffic to a landing page, increase brand awareness, or generate leads? Once the goal is defined, designing an ad URL aligned with the campaign objective will be easier.
2. Consider the target audience: Understanding the target audience’s characteristics is critical when designing an ad URL. Consider demographics, interests, and behaviours to ensure the ad URL resonates with the intended audience.
3. Use clear and concise language: Ad URLs should use clear and concise language that accurately reflects the landing page’s content. Avoid using vague or misleading language that may confuse or mislead users.
4. Include relevant keywords: Including relevant keywords in the ad URL can help to increase visibility and drive traffic to the landing page. Use keywords applicable to the advertised product or service commonly used by the target audience.
5. Customise for different platforms: Customising the ad URL for other platforms can help optimise the ad for each platform. For example, a social media ad may require a shorter URL than a website display ad.
6. Include tracking parameters: Including tracking parameters in the ad URL can help monitor and measure the advertising campaign’s success. Use unique tracking parameters for each ad to identify which ads generate the most clicks and conversions.

Things to keep in mind when designing Ad URL

When designing an ad URL, there are several things to remember to ensure that it is effective and optimised for the intended audience. Here are some key considerations:

1. Keep it short and simple: A long and complicated ad URL can be confusing and difficult for users to remember. Aim to keep the URL fast, simple, and easy to read.
2. Use relevant keywords: Including relevant keywords in the ad URL can help to improve its visibility in search engine results pages (SERPs). Choose keywords applicable to the advertised product or service, and avoid using irrelevant or misleading keywords.
3. Make it memorable: A memorable ad URL can help to increase brand recognition and drive more traffic to the website. Consider using a unique domain name or a catchy phrase that is easy to remember.
4. Avoid special characters: Special characters such as %, &, *, and $ can cause issues with the URL and make it difficult to read. Stick to using letters, numbers, and hyphens.
5. Test the URL: Before launching the ad campaign, test the URL to ensure it works correctly and directs users to the correct landing page. Make any necessary adjustments or corrections before the campaign goes live.
6. Track performance: Include tracking parameters in the ad URL to monitor and measure the ad campaign’s performance. This data can be used to optimise the campaign and improve its effectiveness over time.

Benefits of designing Ad URL

Designing ad URLs can offer several benefits for advertisers, including:

1. Improved tracking and analytics: By designing ad URLs, advertisers can track how many people clicked on their ads, which specific ads drive traffic to their website and other key metrics that help them optimise their campaigns.
2. Increased brand awareness: Ad URLs can be customised to reflect the advertiser’s brand, making it easier for potential customers to remember and recognize the brand when they see it again.
3. Better targeting: Ad URLs can target specific audiences, such as people who have previously visited the advertiser’s website or have shown interest in a particular product or service.
4. Greater control over ad campaigns: By designing ad URLs, advertisers have more control over the appearance and functionality of their ads, which can help them achieve better results and maximise their return on investment.
5. Increased click-through rates: Ad URLs that are clear, concise, and relevant to the ad content are more likely to attract clicks from potential customers, leading to increased traffic and conversions on the advertiser’s website.

Example

Let’s say a popular Indian online shopping site, like Flipkart, is running an ad campaign for Samsung Phones. They might design the ad URL to be something like this:
https://www.flipkart.com/mobiles/samsung~brand/pr?sid=tyy,4io

This URL is concise and straightforward, indicating to potential customers that they will be taken directly to Flipkart’s electronics category when they click on the ad. It also includes the brand name, which can help build brand awareness and recognition.

Additionally, Flipkart could customise the ad URL further to include specific keywords related to mobile category, such as “mobiles,” “smartphones,” This would make the ad URL even more targeted and relevant to users interested in those specific products.

FAQ

Why is Ad URL important?

The ad URL is crucial because it determines where the user will land after clicking on the ad. It can also help in tracking ad performance and optimising ad campaigns.

Can Ad URLs be customised?

Yes, Ad URLs can be customised to reflect the advertiser’s brand, target specific audiences, and include specific keywords related to the product or service being advertised.

How do Ad URLs help in tracking ad performance?

Ad URLs can include tracking parameters that help advertisers track the number of clicks, impressions, and conversions generated by their ads. This data can be used to analyse ad performance and optimise future campaigns.

Are there any best practices for designing Ad URLs?

Some best practices for designing Ad URLs include keeping them concise, relevant, and easy to remember. Advertisers should also use tracking parameters to measure ad performance and optimise campaigns accordingly.

Can Ad URLs be used in offline advertising?

Yes, Ad URLs can be used in offline advertising, such as print ads, billboards, or TV commercials, by including the web address in the ad copy or visual.

How can Ad URLs help in improving user experience?

Ad URLs that lead users to relevant and valuable landing pages can improve user experience and increase the likelihood of conversion.

Advertisers should ensure that the Ad URL leads to a page that aligns with the ad’s messaging and meets the user’s expectations.

Definition

Cost per thousand (CPM) is a metric used in advertising that represents the cost an advertiser pays for one thousand impressions or views of their ad, where an impression is each time the ad is displayed to a user on a webpage or app.

Description

Cost per thousand (CPM) is a standard advertising metric used to measure the cost-effectiveness of an advertising campaign. It refers to the cost an advertiser pays for every thousand impressions of their ad.

An impression is counted when an ad is displayed to a user on a webpage or app.

The CPM model is commonly used for online display advertising, such as banner ads, where advertisers pay for the number of times their ad is shown on a website.

However, it can also be used for other types of advertising, such as television commercials, where advertisers pay for the number of times their commercial is aired.

The formula to calculate CPM is as follows:

CPM = (total cost of the ad campaign / total number of impressions) x 1000

For example, if an advertiser spends $1,000 on an ad campaign that generates 100,000 impressions, the CPM would be $10. This means the advertiser is paying $10 for every 1,000 impressions of their ad.

CPM is a valuable metric for advertisers to evaluate the cost-effectiveness of their campaigns, as it allows them to compare the cost of reaching their target audience across different advertising channels and campaigns.

It is also commonly used in programmatic advertising, where advertisers bid on ad impressions in real-time based on CPM, allowing them to optimise their spending and target specific audiences more effectively.

Importance of Cost Per Thousand (CPM)

Cost Per Thousand is a popular advertising metric used to calculate the cost of displaying an advertisement to a thousand people. It is essential for several reasons:

1. Comparison of advertising costs: It provides an easy way to compare the cost of advertising across different platforms or campaigns. By comparing it for different ads, you can identify which platforms or campaigns provide the best value for your money.
2. Budget optimization: It allows advertisers to optimise their budget by identifying the most cost-effective platforms or campaigns. Advertisers can maximise their ad reach while minimising costs by focusing on platforms or campaigns with the lowest CPM.
3. Planning and forecasting: It helps advertisers plan and forecast their advertising costs. Advertisers can create realistic budgets and set achievable goals by estimating the CPM for different platforms or campaigns.
4. Target audience analysis: It can be used to analyse the effectiveness of targeting specific audiences. By comparing the CPM for different target audiences, advertisers can identify which audiences are most cost-effective and adjust their targeting accordingly.

Future Strategy to Improve Cost Per Thousand

Here are a few strategies that can be implemented to improve Cost Per Thousand in the future:

1. Improve targeting: One of the most effective ways to improve it is to improve targeting. By targeting the right audience, advertisers can increase the likelihood of conversion, which can lower the CPM. To improve targeting, advertisers can use data analytics to understand their audience’s behaviour, preferences, and needs and then tailor their ad campaigns accordingly.
2. Optimise ad creative: Ad creative plays a significant role in determining the CPM. Poor ad creativity can result in lower engagement rates and higher CPM. Advertisers should aim to create visually appealing, relevant, and compelling ad content that resonates with their target audience.
3. Utilise retargeting: Retargeting campaigns effectively reach people who have already shown interest in your product or service. Retargeting can reduce it by increasing the chances of conversion.
4. Test different platforms: Not all advertising platforms perform equally well. Advertisers should test other platforms to determine the best value for money regarding CPM. Facebook, Google, and Instagram are some popular platforms to consider.
5. Monitor and adjust bidding strategies: Advertisers can optimise their bidding strategies to achieve a lower CPM. This can be done by setting bidding rules, using automated bidding strategies, and adjusting bids based on real-time performance data.

How to calculate Cost Per Thousand?

The formula to calculate Cost Per Thousand is:

CPM = (Cost of Ad Campaign / Total Impressions) x 1000

To calculate CPM, you need to know the total cost of the ad campaign and the total number of impressions.

Here’s an example of how to calculate CPM:

Suppose an advertiser spends $1000 on a Facebook ad campaign receiving 100,000 impressions.

CPM = (1000 / 100,000) x 1000 CPM = 10

So, the CPM, in this case, is $10, which means it costs the advertiser $10 to show their ad to one thousand people.

Note that the CPM formula assumes that an ad campaign is measured in impressions, which means the number of times an ad is displayed to a user, regardless of whether they click on it.

Benefits to know Cost Per Thousand

Knowing it can provide several benefits, including:

1. Budget optimization: It helps advertisers optimise their budget by identifying the most cost-effective platforms or campaigns. Advertisers can maximise their ad reach while minimising costs by focusing on platforms or campaigns with the lowest CPM.
2. Comparison of advertising costs: It provides an easy way to compare the cost of advertising across different platforms or campaigns. By comparing the CPM of different ads, you can identify which platforms or campaigns provide the best value for your money.
3. Planning and forecasting: It helps advertisers plan and forecast their advertising costs. Advertisers can create realistic budgets and set achievable goals by estimating the CPM for different platforms or campaigns.
4. Target audience analysis: It can be used to analyze the effectiveness of targeting specific audiences. By comparing the CPM for different target audiences, advertisers can identify which audiences are most cost-effective and adjust their targeting accordingly.
5. ROI measurement: By knowing it, advertisers can calculate their Return on Investment (ROI) for their ad campaigns. ROI is calculated by comparing the cost of the movement to the revenue generated by the campaign.

Example

Let us assume, a brand called “ABC” runs a digital ad campaign on Facebook in India. The campaign has a total budget of INR 50,000 and receives 500,000 impressions.

To compute it for this campaign, we can use the following formula:

CPM = (Cost of Ad Campaign / Total Impressions) x 1000

Plugging in the values, we get:

CPM = (50,000 / 500,000) x 1000 CPM = 100

Therefore, the CPM for this ad campaign is INR 100.

This means that for every thousand impressions of the ad, the brand had to spend INR 100. Knowing that it can help the brand optimise its budget, compare the cost of advertising across different platforms, and plan and forecast its advertising costs.

FAQ

What is Cost Per Thousand (CPM)?

It is a marketing term that refers to the cost incurred by an advertiser for displaying their ad to one thousand users or viewers.

How is CPM calculated?

It is calculated by dividing the total cost of the ad campaign by the total number of impressions and then multiplying the result by 1000.

What is an impression in advertising?

An impression is counted every time an ad is displayed to a user, regardless of whether or not the user interacts with the ad.

Why is CPM critical?

It is critical because it helps advertisers optimise their ad campaigns, reduce costs, and improve their return on investment (ROI).

How can CPM be reduced?

It can be reduced by improving targeting, optimising ad creative, utilising retargeting, testing different platforms, and monitoring and adjusting bidding strategies.

Is a lower CPM always better?

Not necessarily. A lower CPM may indicate that the ad campaign is cost-effective, but it may also mean that the ad needs to be seen by the right audience or that the ad needs to be more engaging. The ultimate goal should be to balance it and ad performance.

Can CPM be used to compare the cost of advertising across different platforms?

Yes, it can be used to compare the cost of advertising across different platforms or campaigns, as long as the measurement method for impressions is consistent.