Today’s consumers are working their way through drastically evolving, ongoing process of the web on their smartphones. Each step they take, lead them towards the “Buy now” button. And consumers’ approach sounds like “I want it Now”.
Being a marketer, you would be knowing this change. But do you know there is an official name for it? Google describes these steps as “Micro Moments”, and it is a quite important aspect of the digital world.
What are Micro-Moments?
Think With Google defines micro-moments as, “critical touch points within today’s consumer journey.”
Micro-Moments are becoming trending, so it is time for the business to take them seriously. Implementing a business strategy according to users’ behaviour will ensure your brand provides competitive offers and seamless purchase experience.
Every year on 7th April, World Health Day celebrated as global health awareness day. So, on this, we are going to highlight the impacts of e-commerce on the health and wellness industry.
A new life in the healthcare sector
The e-commerce and wellness sector is experiencing a new lease of life. It is the period of quick delivery, and it doesn’t stop only at retail. The rise of e-commerce marketing is sweeping across all industries, and this includes the health and wellness business.
As an increasing number of people across the world show interest in digital marketing and products that will improve their health and fitness, it becomes essential to measure the success and benefits associated with e-commerce in the health and wellness sector.
The influential drive of e-commerce in the health and wellness industry
It is no longer a secret that the global online healthcare scene has grown tremendously due to the increase rate of e-commerce via internet penetration and a hike in the usage of mobile/internet apps. The health and wellness industry is witnessing extensive medical applications like telemedicine, medical consultation, and care giving services are some of the innovations influenced by e-commerce in the health and wellness industry in many nations across the globe.
According to Goldman Sachs, the health and wellness industry as driven by e-commerce online store is prepared to spend about $32billion on e-commerce and related web service technology every year. That is five times greater than the $6 billion online retailers spend yearly on all types of e-commerce services.
The retail spending of consumers for durable medical equipment such as hearing aids and eyeglasses is now up to $48.5 billion—a 4% increase from the previous when measured to 2016.
2016 is a year that saw consumer spending about $322.7 billion at chain/independent pharmacies, including the use of e-commerce online store, and from every indication, this growing trend for prescription delivery is not going to slow down, even in 2019 and beyond.
Thanks to the powerful drive of e-commerce and the satisfaction it present for a growing desire for convenience, many companies in the health and wellness sector stand a great chance of breaking into the e-commerce business.
How e-commerce impact the state of health and wellness in the US?
The healthcare system in the United States is a vast market that is worth $3.2 billion if broken down into different segments including health and hospital system, physician groups, insurance companies, insurance companies, drug, and medical tools, etc.
Today, about 68% of businesses are seriously considering getting into the health and wellness market. Popular businesses like CVS and Walgreens are transforming their e-commerce operations into digital delivery platforms that will provide for consumers with a variety of service. Such digital marking drive is because of how e-commerce is shaping the health and wellness industry, particularly in the US.
“The healthcare industry is digitizing quickly, and the consumers are getting comfortable in going online to source for their healthcare needs by researching on symptoms, specific doctors, buying products, paying bills, and getting more educated about their health option,” said, Amy Madonna, Principal Founder of Madonna.
There is a great e-commerce opportunity open for niche web merchant and consumers to gain from it.
Below are some essential ways e-commerce impact the health and wellness industry
Unrestraint Access to Information: One of the key benefits of e-commerce marketing in the health and wellness industry is that it offers an immediate release of information to healthcare providers (hospitals), insurers, and clients/patients. The most important aspect of this is visible in some parts of the world where access to healthcare is limited.
Open Channel Communication: Another area in which e-commerce platforms impact the health and wellness industry is the provision of a unique opportunity that seeks to improve communication among hospitals, doctors, and of most important, between healthcare providers their different patients.
Improved Outcomes and Convenience: E-commerce makes it possible for healthcare providers to connect with patients, assisting them in the area of medical regimen compliance, chronic disease management, and answering general questions, all of which helps in keeping people healthier and increasingly engaged in managing their overall health needs. Services offered through e-commerce online store also goes a long way in removing or reducing inconvenience related to health and wellness shopping. Gone are the days when you need to purchase and transport about large healthcare items like milk feeds, diapers, and more. With online digital marketing, you can easily buy larger items and get them easily delivered quickly to your doorsteps. In addition, you can make purchases 24 hours o the day and at any time you want.
Efficiency: E-commerce use of technology helps to reduce time-consuming and redundant activities most medical professionals, and healthcare providers have to undertake to render their services. With increased technology, it is easier to spot and purchase a wide variety of products under a more transparent price regime. The use of e-commerce in the health and wellness sector offers lower prices and discounts. The ability to leave feedback and previews, plus replacement and refund policies make e-commerce in the health and wellness industry efficient and effective.
Technology-driven e-commerce has disrupted the US retail market and the rest of the world. It is something that is revolutionizing the way traditional stores offers healthcare products and services while dramatically cost as well as improving customer services.
You can’t afford to miss out in this newly established trends
Domain Authority, also known as DA, is a relative metric for search engines. It was developed by MOZ to assign websites a score, between 1 and 100. The higher the number assigned, the bigger are the chances that the website will pop out on Google or Bing. In short, the higher DA reflect a higher success level of your website.
How Domain Authority Calculated?
Using over 40 different ranking signals and interconnecting the total links and age of domains, Moz’s formulated their update upon machine learning calculations. Where the problem lies is that a tougher and complex keyword requires the DA to align. And the fact that it’s not an absolute metric, it’s comparative.
With high DA your website becomes more trustworthy and believed to provide high-quality contents. To increase DA, you should constantly provide high-quality, search engine friendly contents. They must refer to trustworthy sources and external links. Your website can go from 40 to 50 DA really quick, but it takes time to get DA 70 or above.
Why MOZ Domain Authority Updated?
Although the DA was supposed to be a fail-proof system, it seems that there were a few black hat methods that could interfere with the accuracy of a website’s DA. This meant that the DA could no longer be an accurate measuring tool.
Since the latest Google Algorithms update rolled out, a lot of criticism has been directed at Moz. As the DA was unable to cope with some of the new features that Google used. In light of that, they created an update to their Domain Authority tailored to enhance the discoverability of ‘black hat’ techniques and link sellers.
What are the key improvements in DA2.0?
With an inextricable link to SERPs and the dynamic for link manipulation, MOZ’s new Domain Authority update seeks to bring something new that is different from its competitors. Furthermore, MOZ grounded its new DA metric and this bolstered and enhanced their machine learning model. It now recognizes and utilizes a number of new factors for determining a website’s DA scores.
The Training Set
MOZ improvised its machine learning model and made significant improvements to its data sets, which enhances its predictions ability. As a result, this upgrade shows a more efficient data set able to comprehend and classify websites without any rank for keywords. This newly enhanced training set aims to closely align a website with its actual performance in a Google SERP.
The Training Algorithm
MOZ has streamlined its model for accuracy and switched to a neural network from the generic complex linear model. The neural network is the leading technology in the field as it is modeled based on the human brain and the nervous system. The benefits of this revolutionary model bring a host of new possibilities, especially how it’s able to detect link manipulation which makes DA scores more accurate.
The Model Factors
The DA has broadened its scope in evaluating a ranking score, which now also factors in spam and link quality. This enhances accuracy and presents a precise specification of a website’s results. With this update, the ranking scores have been immensely improved.
The Link Index
Finally, the link index has been upgraded and this empowers the link with more precision in evaluating significant information. The Domain Authority is also on a new level having more link data, a myriad of links, and highly efficient ways of evaluating links and giving a specific result. With over 32 trillion links on MOZ’s index, a website’s DA now score has unparalleled accuracy.
Is MOZ Domain Authority 2.0 better?
In a simplistic way, it is. Apparently, the update is able to detect all the black hat methods of faking the DA and prevent them from having any effect. It works precisely, even with the update of the Google algorithm.
Since DA 2.0 launched, we could see a high fluctuation in DA of websites. We still don’t know if it is just something temporary due to the update, or the DA of the websites will be unstable. Thanks to the new features.
Is DA important for the digital marketing campaign?
Not necessarily. What matters the most is the DA of your competitors, and if fluctuates at the same time as yours. You may see that your DA is going down by a few points for no apparent reasons. This is due to the fluctuation of the algorithm and probably your competitor’s DA is also going down.
However, if their DA is constantly higher than yours, their website will pop up before yours on Google. This can be a real problem for your digital marketing campaign.
Is the DA a reflection of my website’s success?
We wouldn’t say so. Of course, it is ideal to take the DA on your website into consideration when you establish your digital marketing plan. But there are other metrics too, that needs consideration. We won’t know how the update will affect the relevance of the DA on the long term, so you shouldn’t put all your effort into increasing your website’s DA just yet.
Have you ever shopped something online? Duh! Is that even a question these days? Of course, you, me and everyone else do it too. Back in 2017, an estimated 1.66 billion people worldwide used e-commerce websites for shopping. Incredible! Isn’t it? In 2016, Asia Pacific region reflected an e-commerce sales growth of 12.1 percent, knocking down other regions including Western Europe, North America and more.
If e-commerce businesses are soon going to be the next global domination in the world, then it is important to optimize the website being an e-commerce platform owner yourself. One of the best tools you can use to drive traffic to your site and help boost sales is Google Shopping. Yes, you heard it right. If you run an online store, you should definitely include Google Shopping as one of your key e-commerce marketing strategies. Let’s run you through what is Google Shopping, why is it essential and some of the most spectacular benefits of this tool that can help your e-commerce business become the next giant in the market.
What Is Google Shopping?
Firstly, before even diving into how could this tool benefit your e-commerce platform, it is essential to know what exactly Google Shopping is? Well, Google Shopping is a platform essentially powered by AdWords and Google Merchant Center. It mainly takes care of queries that trigger your ads. To begin with, you need to make an account on Google Merchant Center, wherein you fill in all your details regarding the products you wish to advertise on the platform. To make the ads more customized, sellers are required to add high-resolution images, the name of the product, prices and the link to their website.
AdWords is where your shopping campaigns go live, and you can easily set your budget, regulate your bids, gain proper insights, and make required optimizations based on the performance. The success of Google Shopping basically mounts on these essential things- Feed Creation, Biding, Monitoring, and Optimization. Such campaigns offer retailers the opportunity to advertise their products in front of millions and to drive quality traffic to their website. Putting it in more simpler words, when a buyer clicks on a product link, they’re directed to the retailer’s site to make the final purchase, and hence that’s how the concept of Google shopping functions.
Benefits Of Google Shopping?
Google Shopping enables users to receive instant information about the products they’ve been searching for. And that’s how they constitute high-quality traffic to your online platform. This tool is best known for boosting the conversion rate of potential visitors into customers on your site. Adwords interface manages the ads efficiently on their own. Another important feature that makes this tool different from text ads is that it does not require time-consuming management of keywords.
It gives you the flexibility to decide how much bids you wish to set for a single product, brands, or even product categories, and separating traffic having negative keywords and campaign priorities become super convenient. It further lets you make tailored strategies as per your business goals.
Several studies have proved that Google Shopping delivers promising results. As per the 2017 Digital Marketing report, PLAs produced nearly 53% of retail Google Search ad clicks along with a 30% boost conversion rate.
Want to know what challenges Google Shopping can face and how can you overcome them effortlessly? More on that in the next blog, for sure. So, STAY TUNED.
Every business kick starts with a motive of not only earning profit but also to reach out to a wide spectrum of people through their products and services. In order to be capable enough to do that, any business or a company first strengthen their marketing sector. Basically, marketing means successfully putting yourself out there to the buyers and rest of the population or clearly just making your business visible to attract more customers. Marketing can fetch you short-lived customers but right marketing can fetch you long time sustainable customers.
Over the year, the concept of marketing has undergone several changes and subject experts introduced new and advanced concepts of marketing such as –
Database Marketing and many more
The concept of digital marketing has picked up a significant pace over the last few years and many companies have successfully adopted it to witness growth and betterment in their business. First, let us know what exactly is digital marketing then its functioning and segments and what makes it a top choice for many business houses.
What is Digital Marketing?
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time online. In layman terms, digital marketing is a type of practice that includes all marketing efforts that use an electronic device or the internet. Several business houses leverage digital channels such as search engines, social media, email, and websites to connect with current and prospective customers.
There is no surprise as to how much the number of online users are escalating due to high-speed internet access. According to research, constant internet usage among adults increased by 5% in just the last three years. The way people shop and buy really has changed a lot and thus offline marketing isn’t as impressive as it used to be back then. Marketing has always been about bridging with your audience in the right place and at the right time. Nowadays, all you need is internet access. The frequency of business houses carrying out offline marketing campaigns has declined.
A perfect example of digital marketing can be –
A content writer can write a series of creative and attracting blog posts that serve to generate leads. The company’s social media marketer will then help promote and advertise these blog posts via paid and organic posts on the business’s social media accounts like Instagram, facebook or twitter. Since there are several individuals who use these platforms on an everyday basis, in fact, every hour, could come across these blogs. The way content writer and the social media marketer makes a connection with the visitors and turning them into potential customers using these online platforms is what digital marketing all about.
What are the most frequently used digital marketing tactics?
1) Search Engine Marketing ( SEM )
Search Engine Marketing (SEM) is one of the most fundamental types of Digital Marketing that help businesses gain market online via Ads on search engines such as Google, Bing or Yahoo. It further includes two segments – SEO ( Search Engine Optimization ) and PPC ( Pay Per Click ) –
Search Engine Optimization ( SEO )
SEO is the process of optimizing the business website to rank higher in search engine results pages to foster a higher rate of activity, awareness, traffic, branding, generating leads, and conversions, thereby increasing the amount of free or unpaid traffic towards your website. Websites, blogs, and infographics are greatly benefited by this segment. SEO works well around some of the well-characterized set of standards such as inserting specific Keywords and directing links from several sites that also use similar types of keywords.
Pay Per Click ( PPC )
PPC is one of the prompt types of Digital Marketing channels that diverts focused traffic to the web pages and related services. PPC can be widely understood as purchasing traffic from paid search listings that support marketers in attracting more web traffic through desktop and web searches via mobile. It is an Online Advertising System for diverting online traffic to client’s websites by paying a certain price to the publisher whenever their paid Ad is clicked.
2) Social Media Marketing ( SMM )
Social Media Marketing is one of the most popular and significant types of digital marketing that help marketers excel their image in the market in the most compelling and trendy way possible. Creating and distributing quality content in a well-focused manner is the foundation of successful SMM campaigns. There are 12 important and significant steps to succeed in social media marketing –
Brainstorm to know your audience well
Choose your preferred social platform
Choose your Key performance indicators
Write a social media plan to wish to formulate and how
Align the company as per your formulated plan
Upload scheduled posts and main uploading consistency
Create a content bank
Post ONLY relevant content
Look after all social media platforms separately
Assign someone as CSR
3) Email Marketing
is one of the most aged form of digital marketing tactics that is still highly modern and successful. Marketers use emails for maintaining and developing contact with their potential and existing customers that help them with lead generation. Marketing via email is the best way to establish deeper and stronger relationships with a bigger chunk of audience at a fairly nominal cost than the total cost incurred on traditional media. Diverting new signups for specific products and services and creating new and powerful leads for the sales team are one of the important goals of email marketing.
Affiliate marketing is an e-commerce process of selecting affiliates with similar interest by the product or company owners. These affiliates are required to advertise or promote the owner’s upcoming products and services on their own websites or pages and in return earn some commission and rewards could also include discounts, gift cards, and freebies. This type of marketing is important because it is much effortless than starting your own company from a scratch and creating your own products because there are more efforts involved in opening a business than just simply advertising and promoting other people or company’s products. Affiliates can be anyone from a single individual to entire companies. An affiliate marketing business can make hundreds of dollars in commissions every month.
Thus, Digital Marketing is a wide and a whole new area inside marketing. Not every tactic would suit your business model and so you might want to check all the tactics and see which suit the best for your company and brings out the maximum and positive results.
Email marketing is one of the most aged form of digital marketing tactics that is still highly modern and successful. Marketers use emails for maintaining and developing contact with their potential and existing customers that help them with lead generation. Marketing via email is the best way to establish deeper and stronger relationships with a bigger chunk of audience at a fairly nominal cost than the total cost incurred on traditional media. Diverting new signups for specific products and services and creating new and powerful leads for the sales team are one of the important goals of email marketing.