Apple has recently released an update to its iPhone’s operating system which consists of app tracking transparency. It is said to have affected Facebook’s business model. Let’s look at what exactly is app transparency and the new update which can be accessed by the Apple users across the globe.
Apple has rolled out a new update to its iPhone users operating system – iOS 14.5. The update features a new batch of emojis according to the current requirement. Other than the emojis the main highlight of the update is the introduction of app transparency in the apps.
This new update is considered very significant for some users whereas less fun for others. This new feature is considered to be a guide of privacy which is user-oriented in the new era.
Not everyone is happy with the new update which is rolled out by Apple especially Facebook. The social media giant’s business model completely depends on tracking the user’s data in order to sell personalized and targeted ads.
The new update provides you with an option to choose whether the mobile applications can track your online habits or not.
Apple’s iPhone is well known for its privacy features in the market. The new update is another step taken by Apple to be recognized globally as the platform for privacy. The new feature which is rolled out by Apple will display a notification that will pop up on the screen.
Apple App Tracking Transparency
The notification will explain what data the mobile application wants to collect from your device and what it intends to do with the collected information. In order to gain the access to the new feature, the users will have to just keep their phone updated and install the new iOS update. On most of the devices, the new feature will get updated automatically.
Once the new feature is updated, the already installed mobile application will display an option on whether you would want to opt in or opt out of the new feature.
How does App Transparency Work
Apple has provided an explanation which says the new update on tracking the transparency of the apps is through an API (Application Programming Interface). The developers use this as a set of programming commands in order to interact with the operating system.
The API will provide the software developers a few functions that is preprocessed. This will allow the developers to request authorization for tracking or check the status of authorization using tracking managers for every single mobile application.
This feature also means that the operating system will have a base location that will store and check on what permissions have been granted to all the applications on the device. The downside of this feature is that there is no physical mechanism that will stop the tracking of a user by the apps.
The transparency of the tracking of apps is a framework of just a pop-up box.
If you choose the option app not to track and if the specified mobile app is using legitimate advertising identifiers on the device then when you choose the option no, the application will set the identifiers of advertising into zero. The apps that honor Apple’s tracking policy will reduce the capabilities of tracking.
But if a mobile app does not honor the tracking policy of apple and is determined to track the user’s activities then they could use different techniques which will help them track the user’s data. This will make it difficult for Apple to detect or prevent the mobile app from tracking the data of the users.
Apple is likely to find out and make it hard for the mobile app developers who would not play by the rules set by Apple. Apple had updated its Guidelines for its App Store recently which is completely concentrated on the developers.
According to the new Guidelines the app developers should receive clear permissions from the users through Apple’s API for tracking the transparency of apps to track the activity of the users.
Why is Facebook objecting it
Facebook has an objection regarding the new operating system update that is rolled out by Apple. Facebook’s major revenue is through the data it collects from its users. The new feature is a threat to the social media giant’s revenue generation as the company’s main source of revenue is through the sales of targeted ads. The revenue Facebook generated through advertisements during the year 2020 was more than USD 80 billion.
FAQ
What is app tracking transparency?
App tracking ensures that any app must ask you for permission before tracking your activity outside of its own app.
What is going on with Facebook and Apple?
Facebook says Apple is attempting to push free apps, which often sweep data up and feed it to advertisers, to move to subscription models.
How will iOS 14 affect Facebook?
Apple’s iOS 14 will affect the way you use Facebook Ads. Going forward, the SKAdNetwork API will be used by Facebook for app advertising on all iOS 14 devices, and this will either restrict, aggregate, or delay all app event data.
Conclusion
Apple’s step is well positioned to delivering the privacy required for its users. However, the feature is optional and the users will have the choice to opt in or out of it. This can not be considered as an end to the advertising of the digital world as we receive free access to all the services because of their advertisements.
For a business to set up a social media presence it needs to market on famous websites. Facebook is the best choice to start marketing on social media. It helps businesses to generate leads and boost sales in any niche. On average more than 2.8 Billion people use Facebook every single day. Some may use it once and some multiple times.
With the help of Facebook ads manager advertising on Facebook has become easier and more efficient. This makes Facebook a platform where one can find a potential customer and convert them. The positive point is that the user might be connected to his friends and family all over Facebook. The user may be looking for a company for business. Hence, Facebook is a platform that helps people meet.
This growth of Facebook name in the business world is in return a marketing example by the company itself.
Strategies for Facebook Marketing
With Facebook providing easy to manage and highly targeted advertising you will need a solid marketing strategy. It will connect your business with a specific customer group and increase ROI. Following trends and engaging an audience will help you in achieving a target.
Facebook ads strategy
Growing brand audience and loyalty is a long process. One needs to be very consistent and up to date to earn this. But with Facebook this can be achieved with fewer efforts. Facebook ads manager and Facebook ads manager support make it simpler. Facebook makes it simpler but not easier. To grow audience and loyalty towards your brand you would have to effectively build your brand and advertise correctly.
Social media integration
Use all your social media handles for sharing. After rising of digital marketing social media has emerged to be the mightiest marketing tool. Facebook dominates social media and shares your social profile everywhere. A business is likely to get more leads from Facebook.
Facebook community engagement
It is the best way to get attention on social media. The more you engage your community, the more are the chances of converting them to your customers. Posting images, videos and hosting interactive sessions will gain you good Facebook community engagement. Videos have proven to be best means to attract and keep people’s attention. Interacting with users and continuing conversation is also a good means of getting engagement.
Understand your Niche
Understand intent and behavior of people following your page. Understanding current user breakdown will help you to plan Facebook marketing strategies. Try to address their problem and provide a solution.
Study the demographics and plan accordingly
Facebook is the biggest social media platform and also the difficult one to use for organic content. Posting content at the right time increases reach and engagement. One needs to schedule posts and post right time and date as content creation and curation are very important components of social media marketing strategy.
Marketing By Facebook
Reshuffling of content
Facebook is a platform that uses online services to orient its content. A specific feature of Facebook reshuffles its content. Due to this a user gets to see a new page and gets in touch with a different content every time they use the services offered by the company. Facebook takes a lot of care of the overall experience of the user.
Facebook has a popularity far more than companies competing with it. Facebook is known and always the first option. This is due to the positive awareness towards the company. According to a brand evaluation Facebook stood with a value of $147 billion but had a 7% decline in value in the year 2020
Reason behind the Brand Name
The market in which the company operates is a highly competitive one. This sector is not new to everyday changes. The only mantra to sustain here is to innovate or else perish. Many companies fight daily on an average to emerge as an innovator. Facebook has already achieved this status which gives it its Brand Name.
BCG Matrix is used by companies to analyze the growth and performance of their products. Every method is a question to some answer. The question that the BCG Matrix answers is “Which product to put in the money and which to withdraw from”. Basic points to understand are:
Cash Cows–most profitable
Stars– high competition
Question marks– uncertainty
Dogs– can be less profitable or may even be negative profitability
Facebook and BCG Matrix
Every product that is offered by Facebook is a star in the BCG Matrix. This is something very noticeable. All these products have brought a lot of popularity since their beginning. Facebook is a major Market Share itself. But it has competition from companies like LinkedIn and Twitter. Instagram faces competition from Snapchat. But Whatsapp is a clear winner due to its worldwide deep reach.
Facebook’s main competitor
Instagram the photo sharing application is the biggest competition of Facebook. It is very odd to say this as Facebook bought Instagram. The deal was confirmed in 2010 for just $1 Billion. Instagram has a net worth of more than $100 Billion. So, Facebook is at a huge profit.
Mark Zuckerberg
LinkedIn is another website that is aimed mostly at Professionals. Microsoft bought it in 2016 for $126 per share. LinkedIn had an annual revenue of about $6.8 billion at the end of 2019.
Twitter was started in 2006 by Jack Dorsey, Noah Glass, Blitz Stone, and Evan Williams. Twitter relies mostly on advertisements for revenue. The company had an annual revenue of about $3.45 Billion at the end of 2019.
Facebook made $17.44 billion through ad revenues. This makes up the lion’s share of its revenue growth. The Company’s hardware business Portal and Oculus, grew 80% year-over-year to $297 million.
Facebook Revenue growth rate
Marketing on Facebook
Facebook Marketing also can be taken as individuals marketing their products on the social media platform. A user can create a Facebook page to advertise a product. Facebook provides these services to the users for free. Users can create individual profiles or business pages for companies. One can also create a page for any group trying to develop a fan base for a product, service, or brand.
Sectors which benefit the most
Brands. Food, electronics, home goods, restaurants — nearly any kind of item or company can be promoted through Facebook. This can turn passive customers into active fans. People then would follow news of promotions and developments. They would then share it with their own friends.
Local businesses. A business family-owned, or a franchise both can benefit from this. A Facebook page basically helps to turn a customer base from local to a fan base.
Personalities. Musicians, celebrities, authors, syndicated columnists are mostly people who want to be known. They make money by interacting with more and more people.
Non-profit organizations.NGOs such as Charities, political groups, and public service campaigns come under this. These can use all the people connecting abilities of the social media platform for their use.
WhatsApp is not just for staring at memes, chats and watching stories of your contacts. You can use WhatsApp for a better reasons. Back in the old days, entrepreneurs used their personal WhatsApp for engaging with their customers.
Seeing this, WhatsApp launched its dedicated version of WhatsApp business and now they are coming with WhatsApp Ads for its business application. Therefore, here in this post, we are going to evaluate everything about WhatsApp Business account and WhatsApp Ads.
WhatsApp to Rollout WhatsApp Ads for its Business Application
WhatsApp Story Ads
WhatsApp users could soon notice a big change creeping into the most popular Android and iOS chat app with ’WhatsApp Ads for Business’. It is considered to be the world’s most popular chat app, with over 1.5 billion users each month. A controversial change is coming to the Facebook-owned Android and iOS chat app. Unlike the other widely popular social networking apps like Facebook and Instagram, WhatsApp has so far remained an ad-free programme. However, a drastic change is about to happen to the people-friendly application. It will feature a landing page where WhatsApp Ads can take the potential buyers to the requisite business with an Ad Manager to manage ads for target customers.
In September 2017, WhatsApp announced a forthcoming business platform that will enable companies to provide customer service to users at scale.
The proposal was to enable larger companies, not only small businesses, to integrate a new API [application programming interface]. And Facebook’s Vice President of messaging products, David Marcus, has said WhatsApp will be more open to advertisers.
Due to the difference of opinion on ad-based revenue and data targeting Jan Koum, the Founder of WhatsApp left Facebook. Jan has explicitly explained the reasons behind keeping the app free of ads.
Rumours have started to spread about the role adverts will play in the future of WhatsApp since the executive’s departure. Consequently, speculation started to grow all around after his withdrawal leaving a controversy behind him.
The Story Behind The Speculation
The freeware and cross-platform messaging app was a paid-for service from when it was launched in 2009. The founders Jan Koum and Brian Acton started WhatsApp to create an advertisement-free application.
The founders spent their time building a service people wanted to use because it worked and saved them money and made their lives better in a small way.
WhatsApp was created to chat and interact with people. It was all about exciting people every day the very morning till they make their bed. By making them stay in touch with their loved ones. Their entire day revolves around their own set of people and their emotions. No one likes to wakes up excited to see more advertising, no one goes to sleep thinking about the ads they’ll see tomorrow. It is a more emotionally connected encrypted app.
No one jumps up from a nap and runs to see an advertisement. Evidently, WhatsApp was found with an intention to be opened every morning only to connect with people.
After 5 years the messaging was purchased by the social networking giant, Facebook back in 2014 for $1.5 billion. Later on, Voice calls and video calling was introduced. Status updates in WhatsApp became very popular amongst WhatsApp addicts.
Jan realized WhatsApp was starting to find more ways than he could have imagined with Facebook’s acquisition. He believed team to be stronger than ever and it’ll continue to do amazing things. Consequently, he left the social media giant, Facebook. WhatsApp is more likely to show adverts in the wake of Koum’s departure.
WhatsApp’s high number of fervent daily users in India which is about 9 million.
Many small business owners use the WhatsApp platform to handle orders, address customer service inquiries, and manage customer relationships. However, the process can be tiresome through a personal account.
WhatsApp Business allows us to personalize the business brand on the platform and stop using a personal phone number to communicate with your customers. Firstly, WhatsApp Business crept in Indonesia, Italy, Mexico, the UK, and the U.S. and is now accessible in many more countries.
The app is Facebook’s maiden attempt to help small- and medium-sized businesses improve their customer service on WhatsApp. Business people can create a business profile with relevant information for the customers such as contact information, a description, a business category, and more. They can also do automatic messaging and create custom labels to monitor conversations. Check out the features below.
Features of WhatsApp Business
QuickReplies: As an entrepreneur, you are always busy. You can set some basic replies which will help you to reply quickly.
AutoReplies: Not just a quick reply, you can even automate some messages to save time. Some basic greeting messages, sorry messages and others can be automated.
Analytics: Analytics is a big part of business these days. You can check the performance of your WhatsApp Business in the app itself. It will let you know about the sent, delivered, seen and received messages.
ProfileInfo: You can customize your profile which your customers will see. You can set the opening and closing time, your social media or website link, description of your business and the address and location of your office or shop.
LandlineNumber: This is the best feature by far. You don’t have to get a new business number if you have a business’s landline number. Whatsapp lets you easily register your landline number. Furthermore, you can also use the mobile number, of course.
Uses of WhatsApp Business
CustomerService: Certainly, the most obvious and important use of WhatsApp Business is its ability to serve customers. You can solve your customer’s problems. Also, as you can send images, videos, docs, etc. it becomes easy to help them.
Review: You can take the reviews of your product from the customers. It becomes easy as many people use WhatsApp daily, so they will remember about you if you are on their chat list.
Promotion: Every business runs more on marketing than the capital. You can promote your upcoming products, offers, events, etc. on WhatsApp.
OrderUpdates: You can send the order tracking link through WhatsApp to the customers. Moreover, you can simply update them with the text message too.
How to Register Landline Number on WhatsApp Business?
If you use a landline number for your business, you can still use the WhatsApp Business app in your phone using the landline number. You just need to follow this easy instruction:
Download WhatsApp Business from in your Smartphone.
Insert your landline number (or business mobile number).
As you cannot receive verification message on the landline, you can choose to get a confirmation through the call on the landline. Receive the call and listen carefully to the code number they will give you.
Set up your profile according to your need.
A Foothold to Monetize The Application
These days companies know literally everything about you, your friends, your interests, and they use it all to sell ads. Facebook and WhatsApp previously disagreed on how to monetize the messaging app. It’s likely that WhatsApp will start using ads now that its founder has left Facebook. Likely, the influx of ads for WhatsApp ads could greatly benefit Facebook’s impressive growth.
While the future of WhatsApp’s business model is still unclear, the app’s high number of daily active users and strong engagement could increase Facebook’s overall impression growth significantly with WhatsApp ads.
Conclusion
WhatsApp has become an important part of our daily life. Why not make it a part of your business too? You can reach a big amount of people at once if you connect with them on the phone. Let them know about the new dish you got in your restaurant or the new collection of clothes in your store or maybe the antique’s collection you just got. The more you update your audience, the more they will come to you.
A great person once said, “If you are on their phone, you are probably in their mind”. This might be a very hypothetical thing to commit and may not be relatable to But it’s still true that if you are in their chat list, they will see you again and again. So, download the WhatsApp Business app now and create a profile. Do you use WhatsApp Business? What changes did you observe in your business? Share this post with all your friends.
WhatsApp Business is free to download app available on Android and iPhone and was built with the small business owner in mind. WhatsApp Business makes interacting with customers easy by providing tools to automate, sort, and quickly respond to messages. Messaging tools to quickly respond to customers.
Is WhatsApp business free?
WhatsApp Business is free to download and was built with the small business owner in mind. WhatsApp can also help medium and large businesses provide customer support and deliver important notifications to customers.
How WhatsApp works?
WhatsApp uses your phone’s cellular or Wi-Fi connection to facilitate messaging and voice calling to nearly anyone on the planet, alone or in a group and is especially nice for families and small collaborative workgroups. The app lets you make calls, and send and receive messages, documents, photos, and videos.
How to create WhatsApp business account?
To get started, simply download the WhatsApp Business app from the Google Play Store.
Sign up using your mobile phone number.
Create your profile by entering your business details under Settings > Business Settings > Profile.
What is the difference between WhatsApp and WhatsApp business account?
WhatsApp has officially launched a new app, called WhatsApp Business. It’s completely separate to the standard version of WhatsApp, but it works in much the same manner – only its purpose is connecting businesses and customers, rather than friends and family. The app is aimed at small business owners.
How to Use WhatsApp to Generate More Leads and Queries?
Using WhatsApp for Lead Generation: Without any doubt, WhatsApp is rated as a diverse platform that allows businesses to establish one to one connection with customers. This instant messaging platform can lead to conversational marketing, and it helps to boost lead generation opportunities.
How do I advertise on WhatsApp?
Under Ad Type, select Click to Message. In the Messaging Apps section, select WhatsApp. Choose your Audience, Placements, Budget, and Schedule and click Next. Select your ad format and complete your ad setup.
Is WhatsApp business free to use?
WhatsApp Business is free to download and was built with the small business owner in mind. WhatsApp can also help medium and large businesses provide customer support and deliver important notifications to customers.
What is business model of WhatsApp?
The way WhatsApp used to make money was through a subscription model. It cost $1 to download and then $1 a year going forward. Potential revenue for WhatsApp is estimated to be $5 billion and the average revenue per user to be $4 in 2020.
Can I use a landline for WhatsApp business?
You can also sign up using your WhatsApp business with landline, which means you can keep your existing personal WhatsApp account, and run a WhatsApp Business account on the same device.
When you start with a business, one of the most important factors is marketing. Without proper marketing, the survival of your business is impossible. Proper marketing can take your business to the top. Marketing is a lengthy process and it is divided into several parts. One of them is advertising.
Advertising is a crucial part of marketing. Advertising is a purpose to inform consumers about your product. There are many Advertising platforms, including Google Ad, LinkedIn and Facebook. Lately, Quora has also entered this market. Quora now offers cheap Ads on Cost per click basis. You can employ Quoraadvertising to reach a bigger audience who are already looking for answers to questions that relate to your business or industry. In this article, we will talk about how you can advertise on Quora in just 5 steps.
What is Quora Advertising?
Quora Ads, which is a self-service platform allows you to create ads and target the audience who are using Quora. Anyone who is interested can run ads with the help of Quora Ads. The platform uses mainly uses behavioural targeting, which means the browsing habits of individuals are used to target the audience for the ads. Any kind of text or image-based ads can be formed.
To get started with advertising you need to visit Quora.com/business and click on Start now. After you click on start now, you will be asked to log into your account. After you sign in to your account fill in your business details and click on the option of creating an account. Your Quora advertising account will be created.
Create a Campaign
Once you create your advertising account, the Ads Manager page will be displayed. Now You are all set to create your first campaign. To create your first ad campaign Click on Create Campaign. Fill in the details like the Name of your campaign, objective, budget and Schedule. You can either prefer to start your campaign immediately or can set a starting and ending date.
Create an Ad Set
Once you are done with setting up the campaign, you have to create an Ad Set. Ad Set is the Audience you targeting and how much you will bid for it. Add a name to your ad set. There are two types of targeting topic targeting and audience targeting.
Topic targeting- You can use topic targeting to reach your target audience with Topics relevant to your business. Topic targeting is widely used for targeting on Quora Ads.
Audience targeting- You can use audience targeting to target who or the type of user, that sees your ad on Quora.
You can choose to show your ads on mobile or desktop. You can also Exclude certain locations where you don’t want to target the audience. Set a bid on Cost per Click Bid. Cost-per-click (CPC) bidding means that you pay for each click on your ads.
Now you have to create the ad of your choice. Add all the details that are required for the creation of the ad. On the right side, after the completion of your ad, you can see your Ad preview.
Review your Ads
Review your Ad and Add a suitable payment method. Once you add the Payment method just hit complete order and your campaign will start.
You can manage and Review your Ads using Ads manager.
Manage your Ads
Quora Advertising Cost
The advertising cost on Quora is different than other advertising platforms. Quora Ads are priced on a cost-per-click (CPC) basis, so the cost you pay for an ad is determined by your CPC bid(highest bids gets priority) and other factors.
When you first start running ads on Quora, you will be charged when you hit your billing threshold, or on the first day of the following month. The billing threshold is 25$, so as you hit 25$ you will be charged by Quora. If your account spends 20$ in a month nothing is charged to the account and you will be charged on the first day of the following month.
Advertising on Quora is not as effective compared to other advertising platforms, Linked in or Facebook. The cost of the Ads on Quora is also much cheaper than other advertising platforms. Quora Ads are priced on a cost-per-click (CPC) basis which is quite affordable than other advertising platforms.
Quora ads manager is a platform where we can create, run and manage our ads on Quora to reach millions of people who are already looking for answers to questions that relate to your business or industry.
In your Quora Ads dashboard, click Create Campaign. Then type in your campaign name and select your campaign objective. Currently, you can choose from four objectives: Conversions, App Installs, Traffic, and Awareness. You’ll also need to set your campaign budget and schedule.
How much do Quora ads cost?
Clicks (CPC) – Optimize your ad delivery for traffic to your website or landing page. The minimum bid for a click is $0.01. Impressions (CPM) – Optimize your ad delivery to show your ad to as many people as possible. The minimum bid for a click is $0.20.
How do I get paid on Quora?
Quora is linked with Stripe, and nothing else. You can’t get paid by check or Paypal, Stripe is the only option. You don’t have to link up an account right away, but once you have earned $5 from your questions, you’ll be given the option to do so.
Marketing is an area where every company owner will have to look at, regardless of what part of the business they are at. There are many options available in the market. One of the most common of these for the past few decades is newspaper advertising. The ads can do a lot more than just advertise one item or one sale. They are a good way to reach large numbers of people, especially those aged 45-plus age group who tend to read the paper while younger groups tend to get their news from television.
Like all form of advertising the print ad depend on lots of things the size of ad(s), name of the publication(s), at what section of the paper the ads in, the frequency of adds run, and whether color use in ads or not. When we look at the newspaper is divided into columns. The newspaper ads are sized according to a very set formula which is a certain number of columns wide and a certain number of inches long. Multiplying these two numbers will give the number of “column inches” of the ad, which determine the ad’s cost.
What is Newspaper Advertisement?
Newspaper display advertising is a form of newspaper advertisement. A Newspaper advertisement is the longest-running form of advertising available for business to market their products and service. In terms of small readership, companies will be target a specific group of people that may be interested in their products and service. As the name suggests that involve running an ad for business in any publication.
Types of Newspaper Advertisement
To start with a newspaper advertisement it is very much essential to know the types of newspaper advertisement i.e. Text Classified Ad, Classified Display Ad, and Display Ad. Let’s discuss these types of ads.
1.Text Classified Ad
These ads are an economical way to go about a newspaper advertisement. It has only texts classified section of the newspaper. These types of ads are commonly used by some job openings, matrimony, name change, lost, and found.
2.Classified Display Ad
These are the short text messages that contain different destination information. Mostly the ads are private-label information. This ad type of format has no limit of text or words or characters. This category of advertisements is an impressive and eye-catchy way of advertising.
3.Display Ad
Display advertising is defined by ads(graphic, or text) that appear in specifically designated areas of the newspaper. Display ads can take various forms including banners, images, buttons, videos, rich media, and more.
Indian media companies
Advantages of Newspaper Advertising
There are many advantages of newspaper advertising. Below are some advantages:
1.Better Reach
The printed media like newspapers and magazines are the most inclined to pay attention to more extended periods of time.
Almost 70-80 % of the citizen in a country read newspapers every month. This shows that print advertising has massive potential to reach the message to the readers and encouraging them to act.
2.More Focused on Targeting
Depending on the types of publications, many newspapers offer ways in which businesses can target particular audience groups. Another way for getting more focused is by using a niche population to target a specific demographic.
3. Affordability
Newspaper advertising costs vary and can get expensive if don’t do it in the right way. When done well newspaper advertising costs less per thousands of readers.
4. Flexibility
There are many types of newspaper ads like classified, inserts, and boxes. Also , inserts vary in several ways like catalogs, cards, single sheets, and more.
Then each of these is further customized to come in large or small formats. The ads publishers have the flexibility to choose the exact size, location, and design of the ad. More newspapers have a lot of team of designers who are work with the client to create the ads.
5. Better Engagement
It is similar to better reach, the majority of newspaper readers are much more engaged with newspapers because they value the news more Whether it’s print or digital, newspaper readers are highly engaged and super attentive.
6. Inspires Action
A lot of people take action after seeing a newspaper ad especially the insert- in a study, 30% of the users went online or to go to the store to acquire more information.
7.Bridges the Gap Between Online and Offline
Even the newspapers are print still in this digital age 34 % of the consumers trust print advertisements more than search engine ads.
Newspaper advertising cost depends on many factor. Following are the list of factors:
Size of the ad itself- Newspaper ads are sold in column inch, so larger ones which require more print or digital real estate is going to cost more than the smaller ones.
Ad placement- putting the ad on the front page is more costly than the back page or any other page. Also, the position of the ad is very much an important factor.
Frequency of ad running- Daily running the ad in the newspaper or running the ad in monthly and weekly is a factor. Daily newspapers cost more than the monthly or weekly, but more the ad run it will cost less over time. In the world of newspaper advertisement more a person willing to buy that person will get more discounts.
Ad types- Different types of add have different rates. For example, the Service classified add cost less than box ad on an editorial page.
Circulation- The higher circulation of the newspaper more spending on advertising will be profitable. The national newspapers ad have more cost than an ad in local newspapers.
Grab the Reader’s Attention – Newspaper advertisements are easy to miss if the ads don’t stand out. Normally readers look at the current news and events; in this, if you grab the reader’s attention with the ad, there is a higher chance that the readers will respond.
Focus on Flow – An effective ad layout must flow together. Most readers skip the body of the advertisement if their eyes do not flow automatically to the title. Factors that affect this are the amount of whitespace, the size and location of the logo, and the placement of the copy. Following points keep in mind:
The largest part of the advertisement is a picture that must be 60% to 70% of the ads space.
People read from top to bottom and left to right so you must place the body copy below the main picture which is 15% of the ads space.
In the bottom right corner of the page, you should place the company logo which is 5% of the page.
Choose Simple, Readable Fonts – The fonts you choose are central to your design and layout. Never use fonts that are difficult to read; instead, choose ones that are easily picked up but by the eye.
Keep Font Sizes Consistent- Be consistent. Instead of using large fonts within your text, use it for your call to action or your title. Random large words have impact on readers and it will be visually distracting.
Minimalist Designs – One more important tip is that when creating your newspaper ad is to choose a minimalist design. Don’t let your ad will look too crowded or busy if possible make use of the white space where you can.
Color Schemes- Color have the effectiveness of the ad. Too many colors make the ad messy and disorganized. Find that color which will be well suitable.
Choose the Flat Look- When developing the ad avoid the 3-D effects, too many shadows. These type of ads are popular before 10 years ago. Now days flat ads are more impactful to the readers.
Pay Attention to Alignment- If the ad is aligned well it will look more superior and professional compared to those around it. Since a newspaper is aligned with columns, pictures, titles, horizontal and vertical spacing, and picture aspect ratios, your ad should follow this system.
Manage Free Space with Care- White space is important to making the ad more crisp and well arranged but too much empty space create a problem. Large holes and more spaces makes the ad unprofessional. The white space should be in such way it stands out and looks fresh and elegant.
Tanishq, a well-known jewelry brand in India, and a division of the Titan Company, owned by the Tata Group has recently been at the center of an advertisement controversy following vicious trolling on social media and #BoycottTanishq trending on Twitter. The 45-second advertisement video was later pulled off air by Tanishq.
Following the ruckus over social media, the jewelry brand released a statement, and said that had withdrawn the advertisement, “Keeping in mind the hurt sentiments and well-being of our employees, partners and store staff.”
What is the controversy all about?
Ahead of the festive season in the country, Tanishq company released an advertisement featuring a baby shower organised by a Muslim family for their Hindu daughter-in-law. The advertisement portraying interfaith ceremony was targeted by a section of people on social media who called it out to be promoting love jihad. The 45-second advertisement was created to promote the new jewelry line called ‘Ekatvam’.
However, the concept and execution of the advertisement received all kinds of reactions from the people. Whereas some opined that the company should have been careful with promoting such sensitive content, on the other hand, some supported the message depicted in the advertisement and said that the company should have stood its ground.
As Hindus we need to be absolutely conscious of what these creative terrorists are injecting in to our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation #tanishq
The advertisement received severe backlash on Twitter and other social media platforms on the grounds that it allegedly promoted ‘fake secularism’ and ‘love jihad’ ( a term used by some people to describe interfaith relationships). Some brand experts also encouraged the company by saying that Tanishq had done some bold job.
The problem I have with the #Tanishq issue isn't about Hindu-Muslim or Muslim-Hindu. It's that we're now objecting to fiction because it's going against some cultural narrative. If fiction dies, stories die. When stories die, imagination dies. When imagination dies, societies die
Towards the end of the video, the pregnant woman asks her mother-in-law that organising a baby shower ceremony is not a part of their culture. “Isn’t it a tradition for every home to keep their daughters happy?” the mother-in-law replied.
Tanishq spokesperson reacting to the uproar over social media said that “The idea behind the Ekatvam campaign is to celebrate the coming together of people from different walks of life, local communities and families during these challenging times and celebrate the beauty of oneness. This film has stimulated divergent and severe reactions, contrary to its very objective.”
Amid the criticism, Titan Company Ltd shares fell by 2.18% or Rs, 27.35 per share on the BSE, to close at Rs 1,229.75 per share.
Tanishq Advertisement Campaigns
In the year 2018, Tanishq launched the #Womenof Gold advertisement campaign which was conceptualised by Lowe Lintas Agency. The advertisement film tells the story of a woman who breaks stereotypes and societal norms. The woman despite being the CEO of a successful company decides to follow her heart and change the course of her life by joining college. She restarts her life and starts learning film making along with teenagers in the college.
This campaign was launched in 2019 in order to take sincere and proactive measures to support and uplift the lives of its Karigars (workers) and to build an environment-friendly system. Through these campaigns, Tanishq brand highlighted its duty towards society by presenting such path-breaking ideas and the sense of giving back to society.
The Remarriage Advertisement
Tanishq and Lowe Lintas’ have collaborated multiple times and resulted in some amazing work over the years. In 2013, The Remarriage Ad was also the most talked-about among the Brands. According to Tanishq, the central idea of the campaign was to highlight the conversation around gender bias, gender inequality, and bashing orthodox norms of the society.
Such advertisements help in breaking the social stigma around the second marriage and the brand has taken a strong step towards normalizing second marriage. Brand experts also said that the Remarriage Advertisement was a path breaker in the advertising narrative of Tanishq.
Tanishq Rakshabandhan Campaign
Tanishq had also come up with a fresh perspective on the festival of Raksha Bandhan in the year 2016. Tanishq’s Rakshabandhan campaign celebrated the bond between sisters and did not restrict itself to celebrating the bond between brothers and sisters. The ad film saw strong traction with 20,000 shares on Facebook.
Another advertisement that represented the brand’s USP was when a father urges his daughter to get married and the girl refuses to do so. However, after entering the Tanishq showroom, the girl was mesmerized by the jewelry designs. Over the years, Tanishq has also entangled its customers through regional emotions and highlighting India’s diversity by showing the festivals and weddings of different regions and cultures in India.
Breaking Stereotypes
The Tanishq group launched the sub-brand called Mia in 2011 for working women with the insight that 40% of the Indian women are working. Tanishq has been weaving path-breaking stories and communication under the sub-brand since.
Progressive Approach
Speaking of path-breaking advertisements, Tanishq had also risen to the occasion of supporting the LGBTQ community after the Supreme Court of India recriminalised homosexuality in 2013. Tanishq created advertisements supporting the community by saying: “Two of a kind always make a beautiful pair.”
Popular celebrities from Karishma Kapoor to Diya Mirza, Deepika Padukone, Asin, Amitabh Bachchan-Jaya Bachchan, Sridevi to Tisca Chopra and Neena Gupta, Tanishq have advertised for Tanishq.
On the 20th anniversary of Tanishq in 2017, the brand invited people to share their most memorable moments with the brand. With the help of influencers, Tanishq further asked people to share their Tanishq story using the hashtag #20YearsOfTanishq.
Thus, Tanishq had always tried to incorporate societal subjects and used the advertising strategies to give back to the society. However, there are times when the advertisement campaigns are surrounded by controversies and are well capable of bouncing back.
Every small startup requires has needed an opportunity that benefits them in the long term. Every startup needs to utilize any resources that they have in order to get more exposure and attract more customers to their businesses online. Similarly, Yelp is known to be a brand of its own and was created to enable people to access more businesses online. Yelp has been recognized as a verified and accountable entity in which people can place their trust and access good local businesses.
Company Name
Yelp
Headquaters
San Francisco, California, USA
Founded On
2004
CEO
Jeremy Stoppelman
Employees
6030 (as of 2018)
Annual Revenue
$942 Million (as of 2018)
Products & Services
Yelp Deals, Home Services, Beauty & Spa services, Food, Health and Medical
Yelp users can not only search and review businesses but can also create a profile or become friends other users, chat on different online forums and can go for meet ups offline. According to a report by the wall street journal, Yelp has set a price for their IPO which will sell at 7.15 million shares at a price of $12 to $14. That would value the company at $838.6 million at the high end of that range. The company has known grown because of getting users to write reviews of businesses, engaging them through social networking features and through search engine traffic.
The logo of Yelp
Yelp is now known to have 66 million different monthly visitors and more than 5.7 million mobile devices and has collected a total of 25 million reviews since it came out in 2004. As of Dec 31, 2018, Yelp has a total of 177.4 million reviews of local businesses.It also generates almost all of its revenue from advertisements like for example in the year of 2011, 91.4% of its revenue came from advertising.
Not only that, it generates its revenue from two different kinds off advertising. First is the local advertising from businesses that want to be featured on yelp which is 76.8% of total revenue and the second one being Brand advertising that displays ads on yelp.com in order to get more traffic from search engine.
Yelp has an average of 28 million mobile application visitors, 74 million unique mobile web visitors and 83 million unique desktop visitors. The yelp business model is something you should definitely be aware of because it is online business directory which lists and makes local businesses visible to users it also differentiates itself with the crowd sourced reviews of those businesses on its platform. Furthermore the company has expanded its business model by adding reservation services and food delivery and take out services. The business model includes factors like:
Customers prefer to use yelp to find local businesses
Customers of Yelp
Yelp has 3 customer segments or target audience which include Local business, user and content creators/contributors:
Local businesses are segmented on the basis of Location, Type of service, Restaurant Cuisine, Price point, hours of operations, food delivery and takeout.
Users are divided into demographics, location, interests and spending profile.
Content contributors include the community of active reviewers that are constantly engaged in fun social exchanges.
The different ways Yelp helps a customers along with the local businesses
Value preposition of Yelp
Local businesses – when it comes to local business yelp is a trusted platform because it gives them the opportunity to engage with a large audience and increases their visibility while also sourcing their target audience. It gives the businesses an opportunity to increase their revenue, provide them business data and take care of reservation and wait list management.
Users – the platform helps uses by giving them an opportunity to browse local businesses, discover new places, save time and money, see pictures and videos, compare prices, read reviews and make better choices.
For the content creators – Yelp invests a lot in engaging and fun content which makes it easier for the users and businesses to interact with each other but when it comes to content creators it company offers them recognition in yelp elite and they can also get invited to special events and more.
Customer service done by Yelp
The high quality customer service is also one of the reasons why Yep business model is so successful as it offers services like:
Self-service platform, which makes it possible for its users to serve themselves anytime easily and effectively.
Yelp is also transparent when it comes to reviews, rating, tips, photos and ensuring that it is always easily accessible to its customers online.
Build a brand reputation for your local businesses and also makes considerable efforts in managing their brand image.
Yelp allows its users to place food orders directly without leaving the platform.
Yelp allows businesses to interact with their customers in a friendly and approachable manner with features like Request A Quote, a direct response to reviews, Yelp reservation, etc.
Yelp is successful when it comes to establishing a flourishing community of users, content contributors and other local business that interact with each other.
The company makes most of its money through service programs which can be both self-service and full service. The other money making strategy is invested in its advertising and profile enhancement services that benefit the businesses greatly. The categories are as follows:
Advertisement
Yelp provides businesses with both paid and free advertising products. It also utilizes its website and mobile app to deliver targeted search advertising to a broader audience. In 2018, 97% of its revenue was generated because it was dependent on advertisement. All the advertising products sold by their partners and business listings are recognized as yelp advertising revenue. It offers services that come under the umbrella of advertising, which are:
The breakdown of Yelp Reviews
Enhanced – The purpose of this product is in order to prevent other business ads from appearing on the business listing pages of enhanced profile business customers.
Branded Profile – This feature is a business’s purchase a branded profile program to ensure that they are provided with premium features to increase their business listings. This allows the businesses to choose their preferred method advertising done by videos or images which are best suited to portray their portray their slideshow feature or simply updating their listing information.
Yelp verified license – In this feature the yelp business listing page offers a paid upgrade license which appears like a badge. It is specifically only for the licensed advertisers and their local or home services category.
Ad Re-sales – Yelp can also resell some of its advertising products to generate more revenue and is done through their partnership with certain agencies like DexYP. It has also launched its yelp ads certified partners programs in 2018 to allow its collaborative agencies so they can manage to sell ad campaigns at the behalf of their business clients.
Transaction revenue
Yelp has come with other tools and features such as ensuring transactions between their consumers and businesses which are facilitated appropriately. This features accounts to 1% of yelps total revenue. These include services like:
Revenue
Dec 2018 (in million)
% of revenue
Advertising
$907.49
97%
Transactions
$13.69
1%
Other Servives
$21.59
2%
Total Revenue
$942.77
100%
Yelp Platform – Through partner integration, the company enables its consumers to proceed with their transactions on the yelp website or app. Consumer can order any products they want in the ranging from show tickets to flowers.
Grubhub Partnership – The Company generates substantial revenue from their yelp Eat24 business. They did this by placing their orders through yelp Eat24 in which restaurants own arrangements with respective business and are paid a commission percentage fee. Yelp sold this platform in 2018 and now offer the user to select from a wide range of restaurants.
Yelp Deals – This product has now created a large revenue for yelp especially when it allows the business owners to promote its services and products on the platform but at discounted rates.
Gift Certificates – The business owners can now sell gift certificates at a full price to the consumers that have yelp gift certificate products. The cost of this service however ranges from $10 up to $500.
Yelp Full service program provide all Yelp free tools and self-service program tools plus targeted Yelp ads, upgraded business page features and dedicated support. The business who buy full service program get:
All the free tools – all the tools of the free suite to showcase the business and connect with the yelp community.
Video Production and hosting – Yelp sends a videographer to produce a professional video for the yelp business page on which businesses buy full service program.
All the self service program tools – it includes online shopping, reservations, profile enhancements and the deals and gift certificate
Dedicated Support – businesses which buy full service program are entitled to dedicate support by yelp staff.
LinkedIn is known as one of the most prominent social networking site for the professionals around the world. These facts and statistics based on LinkedIn will guide you to successfully use the site for your benefits. The users of this platform can create online resume, list out their current and previous job roles, and most importantly their skills and education. This site connects the LinkedIn members to the jobs available based on their criteria. The LinkedIn website also allows its users to be endorsed by other users for their individual skills.
The members can also further join professional groups that are relevant to their interests. LinkedIn also allows business to create their companies profiles and put out their current vacancies. Giving the members an opportunity to apply for these positions directly through its interface. It also provides a platform for publishing with the thought of facilitating leadership in the business world.
Demographics are further divided based on sex, age and geographical location
The LinkedIn user distribution worldwide.
Age:
37% of the users are from the age group of 30 to 49 years old, 28% of them are 18 to 29 years old and 24% of them are 50 to 64 years old while 11% of them are above 65 years old and above.
While marketers can only reach 12% of people aged 18 years or older with the help of adverts on LinkedIn.
37% of the American adults and 51% of US college graduate are on LinkedIn.
Out of the 2 billion millennial globally, 87 million millennial are on LinkedIn with 11 million in decision making positions.
Sex:
57% of the overall users are males and 43% of the overall users are female.
29%of LinkedIn users are males and 24% of the users are females in an average session.
43% the LinkedIn ads audience is female while 57% of their LinkedIn audience is male.
Geographical location:
LinkedIn is spread out to more than 200 countries while representing 30 companies from all over the world by 2019.
33% of the users come from urban areas while 30% are from suburban and 10% from the rural areas.
The countries with the greatest reach are: USA (167,000,000), India (64,000,000), China (50,000,000), Brazil (41,000,000) and UK (28,000,000).
More than 70% of LinkedIn users are from outside the USA.
LinkedIn has an overall of 675 million users from all over the world, while 310 million of them are monthly active users. 38.6% of the LinkedIn traffic comes from the countries like US with 38.6% and India with 16.8%.
Other facts based on the users of LinkedIn
Out of those 4% of them engage on a daily basis. While most user only spend 17 minutes on LinkedIn per month.
According to the study done by Pew Research Center 2018 Social Media Use study, LinkedIn is popular among youth as 50% of the college graduates in the USA are LinkedIn users.
44% of the LinkedIn users in the US take home more than $75,000 per year which about their national medium.
Although the US has most LinkedIn users at 167 million, 70% of the LinkedIn users come from outside the US.
Linked in has 2 new members every second, but their goal is to reach 3 billion users and also to be the hub for every job posting across the estimated 70 million companies worldwide.
LinkedIn profiles that have photos get 21 times more views and 36 times more messages.
LinkedIn users spend an average of 10 to 20 minutes on the site regularly; visiting 8 to 9 pages.
122 million users have been invited to an interview through LinkedIn, with 35.5% million getting a job through someone with whom they are connected.
In 2016, Microsoft acquired the company for $26.2 Billion after recognizing the value of LinkedIn. Since its acquisition, LinkedIn’s Financial have been consolidated with Microsoft’s. However, unlike other social media platform that rely on advertisements for revenue. LinkedIn services are something that users are willing to pay.
The annual revenue amounted to almost 6.8 billion U.S dollars.
In 2018, it contributed $5.3 billion in revenue. In 2019, revenue increased by 27%.
Linked generates more than $454.000 per employee.
Most of LinkedIn Revenue is generated from three of its main major services
Talent solutions:
Before the acquisition of the company in 2016, 65% of third quarter revenue, totaling $960 million which came from recruitment services called Talent solutions. This service helped companies in hiring employees and learning and development (L&D) to the existing employees of the company.
Marketing solutions:
This solution provides a platform for the companies to advertise to LinkedIn users. In 2016, it accounted for 18% of the total revenue or $109 million from the combination of advertising to the online marketers and the sale of sponsored updates posted to a target audiences within the members of the LinkedIn feed.
LinkedIn Premium:
The four tiers of LinkedIn Premium
A total of LinkedIn users pay for LinkedIn Premium which now has four price tiers:
Premium Career – meant for those looking for job opportunities in any field. It includes in mail messages per month and in demand videos, as well as the ability to see who viewed your profile. The monthly subscription fee is $29.99/month and INR 1400 per month.
Premium Business – This service gives you additional information about business and unlimited people searches. The business owners, MSME and Startups prefer this as it’s pretty much a pocket friendly option for them. The monthly subscription fee is $59.99/month and INR 1900 per month.
Sales Navigator pro – This allows the user advanced search filters, access to different sales tools and the ability to make notes on the user profiles. It is mostly chosen by the companies who lookout for some good quality leads through LinkedIn products. The subscription fee is $79.99/month and INR 3900 per month.
Recruiter Lite – This service suggests them the top recruiters especially associated with the MNC’s go for this plan. The main purpose for them is to get a good amount of job application for the opportunities they have. The subscription fee is $119.95/month and INR 5000 per month.
LinkedIn is the No. 1 B2B marketer because it distributes content at 94%. It makes up more than 50% of all social traffic to B2B websites and blogs. Only 3 million users share content on weekly basis, while 1 million users publish an article on LinkedIn.
Content marketing done by LinkedIn
97% of B2B marketers utilizes it for their content marketing efforts.
The professional content posted gets 15x more content impressions than job postings with 57% consuming content on mobile.
280 billion feed updates are viewers annually.
92% of the B2B marketers includes LinkedIn in their digital marketing mix.
If the posts are split into 5, 7 or 9 headings perform the best on the site.
The articles titles between 40 to 49 characters perform the best on LinkedIn.
The articles perform better without video than compared to the ones that contain a video in them.
45% of marketers have gained customers by using this platform, 65% of the B2B companies have LinkedIn paid ads services to acquire customers
80% of the B2B leads come from LinkedIn then compared to 13% from Twitter and 7% from Facebook.
In LinkedIn the content that gets the most shared are the long form of content.
It is an effective platform for lead generator and customer acquisition. It is even 277% more effective than Facebook in generating leads.
Last but not the least LinkedIn is the most top rated paid social media platform with 76% of B2B content marketers using it.
There is a lack of access to digital marketing for small businesses looking for ways to grow their business. Big agencies don’t really work for the SMEs and people/agencies that work for SMEs are not effective at making them profitable from online ads spend. Biplab Poddar started Oxedent with the mantra to make them profitable, not just maintain the digital presence. The company has created an online advertising strategy exclusively for SMEs that turn their Online Ads into a profit center.
Read this article about Oxedent, how it works, founder, tagline, business model, challenges, growth, and future plans.
Oxedent deals with Pay per click (PPC) management which includes Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads campaigns setup, and management.
The company has been successful in executing 250+ projects since the last year across 54+ countries with the maximum clients from the UK and EU Countries.
“We ensured that our clients get the maximum of the ads spent. Our average client sees a 6.5x ROI, meaning every $1 they spend on ads we gave them a sale of $6.5. We want to expand to a 50 people team and expand our reach to the Australian market.”, says Biplab Poddar, Founder, and CEO of Oxedent.
The company is working on building a SaaS app which won’t just automate the campaign setup and optimization but also make the campaigns profitable for eCommerce businesses. E-commerce business owners will be able to tell the app their advertising goals and the system will choose the audience, ad platform channels, placements to get the most out of their ads spend and increase store revenue.
Oxedent – Target Market Size
There are an estimated 20 million – 24 million e-commerce sites across the entire globe, with more and more being created every single day. Only about 2M of them generate $1000 per month in sales. On the other hand there are 2.05 Billion active people shopping online. So there is clearly a gap or limitation in the way e-commerce businesses advertising online.
Biplab Poddar, the owner of Oxedent, pursued a B.Tech Degree from Kalyani Government College in Electronics. Like all other parents, it was expected from him too, to get a 9-5 job in an MNC and get his life settled. But it was way too different from what he thought.
Biplab started doing paid internships right from 3rd year of his college and helped many startups with their digital marketing who were just starting up and can’t afford full-time employees. Going forward he started learning advanced techniques and tools of Digital marketing.
“I read an interview of a freelancer making $30000 per annum from consulting on digital marketing to foreign clients, then I learned about freelancing platforms like PeoplePerHour and UpWork. I created a profile immediately, got my first job in about a few weeks. It was a London based Law firm, I helped them create Google AdWords campaigns, and they are still my client”, recalls the Oxedent founder.
This was the turning point of his life and since then, he never looked back and was making a handsome sum of money every month in the final year of his engineering days. Poddar never wanted to join a full-time job but was unable to convince his parents and had to join a full-time role as Digital marketing manager in a real estate company.
The founder paralleled freelancing with his job and continued like this for 3 months after college. More companies were inquiring for his services and single-handedly he couldn’t deliver.
“Then finally the fire in me made me quit my job to be on the crest on a wave and hired more digital marketing enthusiasts, trained them, and made them a part of my team. It was September 2017, I registered Oxedent as a Pvt. Ltd company”, says Biplab.
Oxedent – Product/Services
The company is into PPC management services and the biggest USPs are:
They’re ROI & Focused
One of the few Google Partners
They only do PPC unlike other agencies that do everything from social media management to SEO, email marketing etc.
They are a 9 person team at the minute. They maintain a very friendly environment in the office, all of the team members are under 30 so there is a lot of work and a lot of parties.
Hiring: It doesn’t matter if the candidate has a college degree or not as long as he/she knows what he does (PPC) and how to make campaigns generate sales.
Oxedent – Name, Tagline, and Logo
Oxedent has its name derived from the term “Oxygen” for the company acts like oxygen to the brands who are suffering due to online absence and who need a complete transformation in the digital sphere.
Oxedent Logo
The company has a distinct clear vision to break through the clutters of internet marketing agencies, hence the name Oxedent, far unique than the typical “solutions”, “info” in the names of most marketing agencies.
The company has a very simple flat fee business model based on your marketing budget. This is a list of ad spend vs company price:
Ad Spend (INR)
Oxedent’s Fee (INR)
70K-100K
20K
100K-150K
25K
150K-200K
30K
200K-250K
35K
250K-300K
40K
300K-350K
45K
350K-400K
50K
400K-450K
55K
450K-500K
60K
Oxedent – User Acquisition
Biplab already had a client base and a strong portfolio since he was doing freelancing for 2 years before he started the company. The company has got its first 100 clients organically through the website. They also have an amazing blog where they share how-to, strategy and step by step articles on Google Ads, Facebook Ads, conversion rate optimization(CRO).
“As I mentioned earlier most of our clients are SMEs and they try to run ads of their own and look for help online and found through our blog and we help them get maximum ROI from their ads spend”, says Biplab Poddar, owner of Oxedent.
The team hasn’t spent a single Rupee on ads in the first one and half years but focused on creating content that helps business owners utilize the Online Ads to scale their business/sales. They have 100+ amazing articles on their blog that brings them 80% of the website traffic.
They also have tie-ups with UK and USA based digital marketing agencies and offer white label PPC services to their clients.
Hiring the right talent was/is a challenge in Kolkata for a very niche service (PPC management). When Poddar was managing clients’ ad campaigns single-handedly, he ensured all of them are profitable (made sure they get at least $4 in sales for each $1 they spend on ads). While growing the client base it was his main concern that the quality of his works is the same and clients get maximum ROI.
Biplab Poddar initiated a training program called ‘oxedent mini’ where he teaches PPC & CRO to candidates with digital marketing experience and then hire them, to maintain the quality of his service and highest ROI for the clients.
Oxedent – Growth
Operating locations: The majority of the clients are from the UK, EU Countries, Middle East, and the USA.
Revenue: About 1 crore
Profit: 25-30 Lacs
Userbase/Client base: The team has worked with 250+ clients so far. They are currently working with 18 clients.
Notable clients: Tata Housing, UNICEF Ireland, Boy London.
The revenue of Oxedent has grown from 22 Lacs in the first year to 47 Lacs in the second year to 1 Crore in the third year.
There are an estimated 20 million – 24 million e-commerce sites across the entire globe, with more and more being created every single day. Only about 2M of them generate $1000 per month in sales. On the other hand, 2.05 Billion active people are shopping online. So there is clearly a gap or limitation in the way e-commerce businesses advertising online.
Oxedent is building a SaaS platform where the e-commerce business owners can reach engaged shoppers with buying intent and only spend on ads channels and audiences that are likely to generate sales and revenue. The platform will automatically suggest the best advertising channels, keywords, ad copies by scanning their website, and products.
Digital marketing is not just a trend now, it’s one of the most essential mediums to drive sales for the company. To optimize this process and to provide the best MarTech products in the market, Kuldeep Chaudhary launched ADOHM in 2017.
ADOHM is a platform that uses the power of big data and incorporates machine learning techniques, applied propensity models, predictive analysis and other AI applications to deliver highly personalized communication across multiple devices and channels. Built from scratch using AI, ADOHM is an autonomous machine that requires little or no human intervention and can execute ad campaigns seamlessly across different paid channels, including mobile, social, video and display. ADOHM comprises a Marketing Suite, Sales CRM, Chatbot and Google My Business Dashboard.
ADOHM is an Artificial Intelligence-powered platform that automates the entire advertising process by uniting ad campaigns from various platforms such as Google, Facebook, Instagram, and Taboola and offers an end-to-end solution for all digital marketing needs of brands and businesses. Beginning with a marketing suite for advertising, a sales CRM for lead management and automation, Google My Business for managing business location listings, auto-replies and an in-built chatbot, ADOHM is a truly autonomous machine that delivers impactful campaigns with little or no human intervention.
The main idea at ADOHM is to build products using more futuristic technology like Facial Recognition, Augmented Reality, Virtual Reality and the biggest pool of data consisting of patterns combined with facial information. The core belief is to build an original product from scratch in MarTech and rather than copying similar techniques.
According to the State of Marketing Report, India, the MarTech Industry is being adopted in India in a big way. Digital Media is getting expensive due to competition and brands are looking to derive greater advertisement returns and a connected view with the marketing technologies. This industry is expected to grow at a CAGR of 44% for the next 5 years. India as a country has a projected opportunity of $250-300 million. The idea is to grow and expand in India and the European and US Market.
ADOHM – Founders and Team
The founders of ADOHM are Kuldeep Chaudhary, Sandeep Chaudhary, and Nishant Chaudhary.
The roles of the co-founders are divided as follows:
Kuldeep is the CEO of the company and heads the management of the company
Sandeep is the mind behind the innovation and strategies of the companies and the clients
Nishant is the conceptual mind behind the smallest details behind the quality of work that the company produces.
ADOHM currently is working with 30 employees
ADOHM – How did it start?
ADOHM, as a concept germinated when the trio Nishant, Kuldeep and Sandeep, the three brothers working at Nikulsan Digital Agency (parent company) understood their clients/manufacturers’ requirements of high ROIs and seamless optimization of their businesses’ digital campaigns in a cost-effective manner. This led them to develop the AI-powered product which is poised at helping businesses optimize their digital campaigns, use ad budgets effectively and generate leads at an affordable price. “The initial people that we talked to were our clients which helped us understand what problems they are facing in real-time.” Says Kuldeep Chaudhary.
ADOHM – Name, Tagline, and Logo
The name ADOHM is a combination of AD + OHM. Ohm is the unit of resistance, the idea here was to remove any resistance that came in between while running ads and marketing campaigns. Hence, the name ADOHM. The idea was to convey that ADOHM makes running marketing campaigns as easy as using a smartphone powered by Artificial Intelligence.
ADOHM – Startup Launch
The techniques that worked the best for the ADOHM team were cold calling and Google Ads. These two techniques helped them gain a lot of traction and created a lot of buzz in the market through which they got a good number of clients.
The revenue model of ADOHM is based on a license per user for the Sales CRM and the Google My Business Dashboard. The Marketing Suite runs on Pay as you use, a model where the user can recharge a sum of money for their marketing campaigns and 5% is charged as platform fees for that out of the amount that is recharged. The licenses have 4 different plans – Free, Standard, Premium and Enterprise. The price of the licenses is based on the number of features required by the customer.
ADOHM – Startup Challenges
The most challenging part for ADOHM was to explain to the consumers that they are facing a problem and creating a need for a solution that will help them with their end to end marketing. “In the beginning, it was very difficult to make people understand what solutions we were offering and how it will solve most of their marketing challenges.” Added Kuldeep Chaudhary.
Another challenge for this venture was to manage the attrition rate of the employees as it was a fast-paced growing industry and the churn of employees was very high.
ADOHM – Growth
ADOHM is currently working out of Bangalore, London, and New York. Some of its notable clients are – Sobha Developers, Apollo Hospitals, Puravankara, Brigade Group, Barbeque Nation.
ADOHM – Awards and Recognition
The awards and recognitions received by ADOHM are:
Digital Startup of the Year – Global Marketing Awards
The best campaign in Healthcare and pharmaceutical – Indian Marketing Awards
AI platform of the year – Zendesk
Best AI Platform – Realty Proptech Summit
ADOHM – Future Plans
The future plans for ADOHM are to expand in the European and North American markets.
Alan Joseph
