If you check your website speed on Google PageSpeed Insights, it is more likely that the mobile scores are lower than desktop scores. In this post, we shall cover the details of why is mobile usually lower than desktop on scores. There are three main factors for this difference in Mobile vs. Desktop scores Google …
Continue reading Why are mobile pagespeed scores always lower than that of desktop?
If you heard about SEO and you've done a little bit of it, then chances are that you heard about these three animals. Sure, they're very important for our earth's ecology, but they're the most important Google algorithms for SEO ranking and hence for marketers. In its basic sense, Google's ranking algorithm started as a …
Continue reading Panda, Penguin and Hummingbird are important animals for marketers!
Traditionally, Google Ads had two major issues from advertisers: 1). that broad match is really really broad and Google wastes money on a lot of irrelevant clicks and 2). the bidding process has to be really a full-time job of one person monitoring the account, and only if you really monitor closely can you get …
Continue reading How Google Ads is changing with AI/ML Learning?
Search Engine Marketing is a powerful platform to push your products in the search-engine listings. The grand-daddies in the "search" business are Google and Amazon with billions in revenue. With millions of products listed and huge amount of search inventory with Google and Amazon, all advertisers and sellers compete to get their products on top …
Online Furniture & Appliance rentals have gained a lot of popularity in India especially in the big metros. The market is dominated with top players such as Furlenco, Rentomojo, Rentickle, Fabrento, CityFurnish, and others. But, what is the exact total addressable market size of this industry in the medium-term and long-term? Let's cut to the …
Continue reading Online Furniture Rental Market Size in India (2600 Crores – Top 15 cities)
We are going to talk about the relation between Campaign Budget and CTR in CPC digital advertising, even though budget shouldn’t affect CTRs in an ideal world. The above data is for a CPC campaign. The details of the campaign metrics are mentioned in the table above. If you observe in the above data, the …
Continue reading CPC Campaigns – Relation between Budget and CTRs
Demand Generation is a set of activities that communicates relevant messages to appropriate audience and get them excited and interested about a company's products and services with an intention to convert the prospect into a qualified lead and then into a customer. The goal of demand generation is to develop the key prospect or customer …
Rarely will a buyer click your advertisement, fill in the details, read a blog post, then purchase your product in one single continuous journey; the journey is just not that linear. Customers evolve w.r.t. their awareness, trial, usage and brand/product loyalty across time and across devices and platforms. Therefore, how you want to develop a touchpoint …
Continue reading E-commerce Marketing Touchpoints, Channels, Funnels and Attribution
In any industry, customer acquisition and customer retention don't increase indefinitely as marketing spend continues to increase. One hits a ceiling (depending on industry to industry) even though marketing spends continue to increase. This brings an entrepreneur or a marketing leader to an important question: how can one determine the optimal way to split marketing …
I spent time on Friday helping a client update spreadsheets and Excel reports that used an incorrect formula to calculate the margin on bids for construction jobs. While this particular client was looking for a margin of 25%, he was actually getting one closer to 20%. On a $100,000.00 bid, that can be the difference …
Continue reading Are You Losing Money By Calculating Margins Wrong?
This is a post that is written on gyaanokplease.blogspot.com and the link to the original article is here. I just cannot emphasize enough about how well this article has been written and hence I've included even some of the comments. Thanks to gyaanokplease for this post. So probably the first thing that your distributor/dealer/stockist is …
Economic value to the customer is simply the purchase price that customers should be willing to pay for your product, given the price they are currently paying for the reference product and the added functionality and diminished costs provided by your product. Start with the purchase price of the reference product and then add improvements …
The marketing budget of an FMCG brand typically comprises of the following elements: 1. Above The Line (ATL) budget 2. Below The Line (BTL) budget The ATL budget broadly comprises of two components: the media budget and the production budget. Media budget is the actual money that is spent on advertising the brand in conventional …
Continue reading Overview of the Marketing Budget of a Brand
One of the most important aspects in designing a market research (MR) questionnaire is the sequence of the questions. Each question that you ask poses a potential danger to sensitize or condition the respondent, and thereby bias the respondent in the subsequent questions. One example is that asking a question like ‘Have you heard of Brand …
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At any period of time, the consumer base of a brand is comprised of two sets of buyers: New Triers, and Repeat Purchasers. The terms are self-explanatory. To put it simply, Repeat Purchasers are consumers (or households) who repeated the purchase of the brand, and New Triers are consumers (or households) who bought the brand …
Continue reading Analysis of New Triers, Repeaters, and Lapsers of a Brand – ecommerce and fmcg
Wikipedia defines price undercutting as: 'Price cutting, or undercutting, is a sales technique that reduces the retail prices to a level low enough to eliminate competition'. It is obvious that price under-cutting happens mostly to boost volume sales. This article is about how undercutting works in the context of Indian FMCG. Brief Overview of the …
Continue reading How Price Undercutting happens via Wholesale Trade?
As I mentioned in earlier blog posts, to communicate something to a recipient one has to command the recipient’s attention and then be relevant to the recipient. Communication: Command Attention (Clutter breaking) -> Be Relevant This holds true even for communication among two individuals or two groups of people or for television commercials (TVCs). For the …
Choice based Conjoint Choice based Conjoint (CBC) is a research technique based on the observation that consumers always choose products among a set of products in the marketplace, and a simulation of it is the closest to the real consumer behaviour. CBC is a technique wherein the respondent is shown a set of concepts (with …
Continue reading Choice based Conjoint (CBC) and Brand Price TradeOff (BPTO)
With increased exposure to global brands, latest internet communications, and desire for better lifestyle, the consumers today are looking to use the global, trendy, life-style oriented products and are demanding more in terms of the shopping experience, simplicity, quality products, and value. The evolution of Modern Trade is just meeting the demands of these consumers …
Wholesellers are none but middlemen who buy products from distributors (wholesale/retail) and sell them to retailers. In most cases, the retailers come to the wholesellers to buy products to replenish their stock. However, wholesellers may also sell to end consumers, but such sales are minimal. In the Indian FMCG market, we have broadly two types of wholesellers: 1. …
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