What impact has the frequent “flux” with organic search traffic (SEO traffic) had on your traffic? How do you keep your website immune to the vagaries of Google algorithm updates?

Plancess website is quoted often by several third-party vendors and affiliates due to the authentic and genuine information it provides. In fact, Plancess was the eLearning website listed by the top career portals on the day of JEE Main 2015 for providing answer keys, text/video solutions and paper analysis.

How important is mobile traffic to you now (and going forward)?
[VT]: Nearly 45% of our website traffic is via mobile and tablet devices- thats close to 10000 visitors on a daily basis! We expect mobile traffic to go further up as we recognize this global trend. So, we have made PlancessJEE.com mobile-compatible / responsive- easy to read and interact on any screen-size and interface.

To enhance the user experience to the fullest, not only have we optimized our website for mobile devices, we also look into the browser and technology being used. Based on a deep understanding of our users and their usage patterns including operating systems, screen resolutions and several other variables, we have identified the exact pain points of users when using our website. We use this understanding to prioritize fixes and enhancements that can help users get the most from the website.

Please describe in more detail how you analyse user behaviour.
[VT]: We do this with A/B testing or multi-variate testing (MVT) using various tools. We look at heat map analysis and in-page analytics to give a leading indicator of what changes would work best. We implement the “challenger-champion” approach. Any new development is first introduced as a challenger to a certain section of the audience- and if the value addition to business as well as user experience via the challenger is more than our champion, only then we make the necessary changes through out. This way, the bulk of our traffic is always having the best experience out there.

Looking ahead, what is your mobile strategy going forward?
[VT]: Going forward, we’re building more products with a mobile-first mindset such that the product itself is designed in a way that can be engaging for mobile users. This is in-line with the overall strategy at Plancess to keep useful content front and centre of our offering. We aim to provide
the best intellectual experience, rather than having a mobile app without top-notch content.

In this regard, we’re building a module based eLearning approach via an Android/iOS application, and an assessment platform to complement the user learning. Further, we’ve identified some really amazing indicators of tracking user behaviour on this mobile app – which is not only customized for the right technology, but will also serve as a personal dashboard. It will provide a completely unique experience for every individual using the app and help them derive genuine value out of the product. We’re going to launch these within the next few months.

What advice would you give to start-ups in relation to quickly scaling up traffic acquisition?
[VT]: Digital marketing is not as easy as it seems to be- and it is not because of the tools that it is based on, but because of whom the marketing is subjected to. At Plancess, we believe that our users are not only intelligent and motivated, but also extremely dynamic. They can judge right from wrong- and are increasingly connected. Best quality content and user experience are critical. A happy customer is worth a lot more in today’s world. I would suggest the following do’s and don’ts for marketers trying to scale up traffic acquisition.

Do
a. Build content – original and authentic information
b. Offer great user experience – customer-centric as opposed to product-centric
c. Provide pre-sales and post-sales service- small gestures go a long way
d. Look for and develop referral/social traffic

Don’t
a. Engage in Black-hat marketing – be it with SEO or making false-claims, etc.
b. Focus on short term gain at the cost of long-term relationship with users – they’ll know (as will Google!)
c. Lead with a sales-driven approach instead of user value addition (counsellor approach)

What are the major challenges you face currently in relation to your online marketing efforts?
[VT]: – Finding new channels that can perform as well as our existing channels
– Going on a commission per sale as against to commission per lead with our affiliate partners
– Reaching newer audiences/ geographies: bulk of our website traffic is from tier 1/tier 2 cities but we really need to penetrate the interiors of the country to become a household name for students preparing for JEE.
– Online merchandising – many of our users still don’t have access to online banking and hence depend on parents. Hence a lot of sales have to be closed offline (COD) as against completing the transaction online.

How do you see online marketing evolve in the next couple of years?
[VT]: With growing Internet penetration, online marketing will undoubtedly provide the vital interface for firms to their target customers. Also, the growth in mobile phone usage enables easier reach to users. From a user perspective, access to information will become much easier and convenient. Users will be more informed, mobile and self-aware.

From a marketing perspective, it is the time for customer centricity overshadowing product centricity. In the eLearning realm, with most academic resources being available online, education is going to become a hot space with companies fighting for large ‘traffic-share’ instead of just having a strong ‘market-share’.

Recognising this, we are betting on providing the best content rather than the best technology – because in the long run, the value that users derive from our product will be the key differentiator critical to our success.

In the first of a two-part article featuring edited excerpts from the interview, Vaibhav attributes their success to a strong content-driven strategy. He also feels that search marketing is still a need-to-have avenue, when compared with social or display advertising that seem to be more of ‘good-to-have’ avenues. Vaibhav also has a slightly contrarian view on the growth/ effectiveness of online display advertising.

What have been the most effective strategies you have employed to grow the traffic to your website? Why do you think they have been effective?
[Vaibhav Tamrakar]: Plancess has always been a content driven company- and we strongly believe in the notion that content is king! We believe we have the best quality content in our preparation material, carefully crafted by our team of in-house experts and Top 100 IITians, whom we call our “Gurus”.

As part of our content strategy, we launched JEE Mag- a blog generated in-house- that serves as a one-stop portal for all news related to JEE, preparation techniques, tips-n-hacks from our Gurus and any other query that a student might have. We continuously strive to put the best resources on our website that have helped thousands of students realize their dreams.

Our sustained efforts at translating students’ dreams to reality have also helped us achieve our own goals. Today, hundreds of thousands of JEE aspirants flock to our website. We hope to keep them engaged with the quality of our content and the latest information pertaining to engineering.

What’s your take on the relative effectiveness of search marketing (both organic and paid-for) when compared social media marketing, other display advertising and offline marketing?
[VT]: Social media marketing: I believe Social is a ‘good-to-have’ platform, from a customer engagement perspective, and to give a potential touch point in case the user has some product related query, or is looking for some information. From a brand recognition perspective, it makes sense to be present where our users spend a lot of their time so that the brand gives an impression that we’re there when you need us.

At the same time, it is not a mission critical platform– i.e. if the social media page is not very active, it doesn’t mean the brand is not doing well. It might well be doing wonders with the product, and yet not really be up-to-date on social.

Search, on the other hand, is a vital ‘need-to-have’ platform. The user is becoming increasingly Internet-savvy. They cannot be coerced to view only one brand- and more often than not, are comparing various offerings via the Internet. Being strategically present there as a brand becomes really important.

Display advertising: A few years ago, display advertising was a really good mechanism to bring to the user product-centric marketing by displaying the best product offering from a company. Users did not actively check out brands on the Internet- and mostly used it as an information portal.

However, as the Internet has blended in with users’ lives, coupled with screen size getting smaller and smaller (read mobile/wearable devices), display advertising is losing its charm. Moreover, as the websites are themselves trying to provide the best UX to users, a lot of advertising gets unnoticed (‘banner blindness’).

On the other hand, search is not just ‘static SEO’ anymore due to personalisation of search results and a host of other factors. As a result, the ads/search experience is heavily customised to what the user wants. Consequently, these targeted search ads tend to yield much better conversion rates compared to display advertising.

Offline marketing: With increased Internet penetration and the proliferation of portable Internet devices- users tend to be always online. The amount of attention to billboards, banners/posters (outdoor advertising) gets has been reduced to minimal.

In fact, the millennials and the generation Z have pretty much taken over from the baby boomers and generation X. This generation likes the flavour of open space, free information and being connected to each other. Hence static marketing like print media/ TV commercials largely go unnoticed when compared to referral, social and online behaviour. Only brands that have a universal appeal – catering to a very diverse range of markets – across cultures, language, ages barrier – look towards these channels owing to their non-targeted approach. And of course, it is quite difficult to monitor ROI from these channels.

- See part 2: Customer-centric marketing, great user experience are key

See more news, views and tips on Search Engine Marketing, Display Advertising and Social Media Marketing, with an Indian context.

Your take on a multi-channel online marketing strategy: what works and what doesn’t?
[Preeti Nirwal]: For online marketing to be successful for you, it’s important to spend time and figure out which mediums and channels are the most effective for your business. Each medium has it’s unique characteristics and reach, and they work differently for different markets/target audiences. It is probably a cliché, but it is an important one- you can’t take a one-size-fits-all approach to digital marketing. Test each channel to see which is right for your business.

How do you go about deciding on online marketing channel over another?
[PN]: A good place to start is to see where your competitors spend their efforts. Most businesses will implement a variety of mediums in order to reach the maximum amount of consumers. This diversification also helps in building brand equity. You should spend time understanding your target audience, who you are trying to sell to, and how they make purchasing decisions. Ultimately it’s all about connecting with your target audience.

What is a common mistake that marketers make?
[PN]: It’s extremely crucial to really understand the product/service you are marketing. I have seen a number of marketing teams that just don’t understand what they are marketing. When such a disconnect occurs, sales will surely suffer.

Could you share some key lessons learnt regarding the various marketing channels you have used?
[PN]:Sure. With pay-per-click search advertising, it is imperative to test keywords, multiple ad creative and landing pages to determine the highest conversion rate. Keyword selection is particularly important as too broad or generic keywords could result in an unprofitable drain on advertising budget. Similarly, check the effectiveness of the ad copy and whether the message is consistent with what is offered on the landing page. A creative may result in a high click through rate, but if the message is not in sync with the landing page, the clicks become unproductive.

E-mail messages are great for promoting / up selling products and services to an existing customer or opt-in prospect base. Ensure that you provide something of value, such as new features or how-to tips to this audience, each time you communicate. Keep the messages simple and have a clear call to action. Avoid multiple calls to action as people tend to get confused and often end up taking no action.

Social media is about what’s happening right now and is the closest you can get to your audience. I say close because you instantly create a mutual ‘public link’ between you and the audience. Be sincere and genuine; if your posts are inaccurate or ignorant you will be called out.

What is your recipe for getting the marketing message across to the audience?
[PN]: Pay very close attention to messaging- a lot of attention. Each word that you use to describe your product/service should be carefully selected. Remember that your target audience will have a short attention span, so you want to use relevant, concise language that will capture their attention. Keep your message clean and simple.

How do you gauge the effectiveness of marketing campaigns and different channels?
[PN]: Have clear end-goals and metrics for each medium you use. Metrics need to be set in order to measure the success of your online marketing campaigns. For example, in some campaigns the goal could be the number of impressions that your message gets, while for several others it may be critical to monitor and track conversion rates. Either way, continuously analyse results and optimize campaigns as needed.

What’s your advice to aspiring and up-and-coming digital marketers?
[PN]: Keep up to date with the latest trends and shifts in online marketing tactics. New channels grow in popularity fairly quickly, so be in tune with the trends to stay ahead of your competition. Explore, experiment, evaluate and execute new options. Ultimately, online marketing is about building trust, understanding your consumer and their preferences, and connecting with them.

International marketing speaker and trainer,Michael Leander

Could you tell us a bit about the nature of your work in digital marketing in India?
[Michael Leander (ML)]: My work in India has been centered around training and speaking at conferences. Since the first digital masterclass took place in New Delhi, I’ve been fortunate to have many of the top Indian brands and marketers attend the Email Marketing Masterclass, Social Media Marketing Masterclass and Digital Marketing Masterclass in Mumbai, Bangalore and New Delhi. All of the masterclasses have been organized by DMAI – Direct Marketing Association of India.

I have a few dates booked for the coming year.

I also consult corporations in the areas of direct marketing, digital marketing and marketing automation. I plan to come to India more often.

Working with Indian managers and marketers has been quite interesting so far. Perhaps one day, I might end up working directly in India. Let’s see what the future brings.

What is your assessment of the current digital marketing spectrum in India? How does it compare with the ‘state-of-the-art’ in say, Europe?

[ML]: Indian marketers are talented, hardworking and seemingly committed to success. But, the devil is often in the detail. It seems to me that marketers in India do not pay enough attention to detail. Flawless execution is crucial for marketing campaigns to meet and exceed objectives. Indian marketers still have some way to go when it comes to execution and – in particular – tying all the different digital and offline marketing assets together to deliver a seamless experience.

On the other hand, there seems to be massive creative talent in the country- creative concepts, platforms and approaches. However, overall, I think India is 4-5 years behind the so-called state of the art in Europe.

I am sure that we’ll see lots of Indian marketers outcompete their European and North American counterparts within the next 10 years.

What are the key opportunities and challenges for digital marketers here?

[ML]: The short term challenge is to bring staff involved in execution up to speed and to ensure that marketing management understands how to establish a winning digital marketing ecosystem. It should be one that is focused on meeting marketing and business objectives.

Opportunities for digital marketers are massive in India. An exceptionally good digital presence can potentially become a positive differentiator. But the challenges in India for many brands is that the rate of internet access adoption differs so much across the country. So you might have one scenario in a tier 1 city, and a completely different scenario in a tier 3 city.

This means that most brands need to maintain a multi-channel approach where traditional channels need to dominate – simply because these channels are the insurance that the brand manage to reach the right audience in large enough numbers. Unfortunately, maintaining a presence in all channels means that more resources need to be invested, and often with the same result.

Balancing the different channels and understanding how to integrate them should be on the agenda for top Indian brands in the years to come.

How do you foresee the adoption of search (both organic and paid-for), display, e-mail and mobile in India? What specific areas will digital marketers have to pay special attention to?

[ML]: When it comes to media channels and tools, I must say that there seems to be tendency towards “instrumentation fanaticism” in India – as there is everywhere else in the world. I am a multi-channel focused person. I believe that the answer to your question begs another question: “which channels are your audience active in, and which channels are best at engaging your audience in different stages of their buying process?”.

Needless to say, search is important; local search even more so. But that doesn’t mean that search is the right area of investment for everybody. All brands have different challenges, and should address the marketing mix based on their unique situation.

Michael Leander delivering one of his popular sessions
on marketing strategy

How do you assess the success of a digital marketing campaign?

[ML]: Being clear on the purpose of a campaign is where it all starts. Once the purpose is clear, deciding on the strategy is important. Once that is done, it is time to look at the tactical elements. For less successful brands, most campaigns begin with someone making decisions about channels. Without a clear purpose or strategy, this approach is usually set up for failure.

Once the tactical elements have been decided, it is time for execution. In this phase it is important to allow enough incubation time to be able to test & tune individual campaign elements. Too often marketers are racing through the motions and don’t afford enough time to dive into the little details that often make or break a campaign.

Finally, measuring the success of the overall campaign as well as individual components on a daily or hourly basis is crucial. Ensuring that reporting is actionable and that the campaign team is equipped with the power to make changes on-the-fly, are also important.

What advice would give to aspiring digital marketers in India?

[ML]: Study like there is no tomorrow. Continue to study and learn your whole career. Teach yourself to take a multi-channel approach. Demand that part of your remuneration package is tied into the results you generate.

Find out more about Michael Leander and his speaking engagements on his website.