Trending November 2023 # 4 Easy Steps To Mindful Digital Marketing # Suggested December 2023 # Top 14 Popular

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In mindful practices like yoga, with every pose, we bring our mind, body, and breath in alignment to stretch out of our comfort zones.

The process of continuous improvement in yoga is rooted in objective introspection rather than a focus on the external.

The focus is on finding purpose, staying positive, building empathy, and expanding perspective.

The same principles can be applied to excel in digital marketing.

1. Finding Purpose

Pratyahara is the process of consciously going inward to focus the mind on self-knowledge rather than the external sensory world.

Pratyahara empowers us to find purpose by aligning with our core values and beliefs rather than external pressures. This principle, when applied to marketing strategy, enables inside-out thinking.

Our most inspiring leaders like Martin Luther King Jr. and Steve Jobs practiced inside-out thinking.

They led with their sense of purpose. They inspired with the power of their beliefs that in turn challenged us to excel and overcome.

Very often as digital marketers we focus on the what rather than the why.

We focus on the cool features our products and services offer rather than the ultimate value we wish to provide to our customers.

Pratyahara can help facilitate starting with Why to create messages that resonate and compel your audience. It also teaches continuous improvement.

It requires constant self-motivation to stretch our physical bodies, focus our minds, and harmonize the breath.

Apple’s Think Different campaign is the best example of purposeful marketing in action.

Think Different marked Steve Job’s return to Apple and cemented Apple’s renaissance as a tech superpower.

However, finding brand purpose requires lasting commitment and sustained follow-through.

Nike’s recent Dream Crazy campaign showed us that standing for something, no matter how polarizing, can help boost sales in the short-term but needs to come alive as marketing or product truths for lasting trust and long-term loyalty.

2. Staying Positive

Santosha refers to contentment, acceptance of others, and circumstances as they are in order to overcome or change them.

As marketing managers, we are often at the center of several customer-driven activities. When juggling multiple conversations, it’s easy to get caught up in execution.

Taking the time to visualize the best outcome at the onset can help drive better responses and decisions along the way. This also helps ensure that we handle mistakes with humility and humor.

The recent example of Tesla’s truck botched debut is a great example of humor in action driving viral conversations and subsequently sales.

Staying positive requires constant reflection, flexibility, and resilience but produces lasting dividends. Positive marketing helps build emotional connections with your customers.

Another evergreen example is McDonald’s #Imlovinit24 campaign. In March 2023, after their worst sales in over a decade, McDonald’s launched a new version of their popular “I’m lovin’ it” campaign.

The original campaign showcased some of the happiest user stories while dining at McDonald’s.

The #Imlovinit24 campaign took this one step further, bringing new and unexpected “moments of joy” to 24 cities all around the world.

It was hugely successful in rebuilding the McDonald’s brand and helping customers associate feelings of joy and trust with McDonald’s.

Staying positive also infuses compassion – from loving ourselves to loving our community.

It helps us practice empathy, as well as understand the world and the landscape in which we operate.

3. Developing Empathy

Karuna is the Sanksrit word for empathy and compassion. Any good marketing strategy is rooted in seamless experiences that speak to customer pain-points and ways to overcome them.

By practicing Karuna, we can effortlessly uncover the unique goals and motivations of our target audience to guide them through the marketing funnel.

We can then determine the most optimal message for each persona or even personalize it down to the individual.

For example, if we find that customers are increasingly searching for ways to stay healthy, we may launch Thanksgiving exclusives focused on lean and low-calorie alternatives.

The best examples of empathetic marketing are LUSH and Home Depot.

LUSH delights its customers by featuring videos with colorful details on its beauty products that have natural and ethically sourced ingredients.

Home Depot delights the ardent DIY-er with world-class customer service and growing body of DIY ideas and inspiration – presenting a human face promotes peace of mind and fosters repeat connections.

4. Expanding Perspective

Pratipaksha Bhavana is an effective technique used to build perspective by aligning to goodness and positive energy.

It starts by seeing the opposite point of view in every situation to find harmony and balance. When we gain perspective, we build humility.

Practicing humility is table stakes as search and social media have made it easier than ever for consumers to observe brands and their messages.

Satya, the Sanksrit word for “truthfulness”, when combined with empathy can elevate our brands to new heights. The same humility and truthfulness can be carried over into our marketing strategy.

For example, before an important launch, we can assess our customer journey from an omnichannel perspective:

How good is product selection?

How diverse is the showroom experience?

What is the quality of social conversations?

Disney is perhaps the best example of omnichannel marketing in action.

Starting with mobile-friendly ticket-booking sites all the way through to wait-optimized mobile apps to help navigate the parks, Disney nails even the tiniest details.

Disney’s innovative marketing experience goes well beyond the parks themselves, with a cohesive and concerted set of memorabilia products and cadence of movies to support constant innovation and fandom through the ages.

The Takeaway

When we embody empathy, humility, and truthfulness at all levels of the organization, from pre-sales, through customer service representatives, all the way to the C-suite, we can truly delight audiences and provide long-term value.

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How To Do Digital Marketing From Home

COVID-19 has given us the much-needed push to utilize the digital infrastructure in place. Before COVID-19, we had an online working system, an online payment system, an online shopping system, an online education system, an online marketing system, and others, but they were not much developed because consumers were reluctant to change. There was much hesitation and trust issues regarding the online medium. Consumers preferred being physically present while conducting different activities. However, the pandemic forced us to change our perception. The days of marketing through traditional channels are long gone. We are neck-deep in online mediums, so it is very important to understand digital marketing and how it can be done.

In this article, we will be diving deep into what digital marketing is, how one can easily practice it at home, and what other courses one can opt for to become better at what one does.

The Concept of Digital Marketing

Companies today are using online mediums to market their products, brands, or services, interact with potential consumers, and nurture their relationships with existing ones. “Digital marketing” means interacting with consumers through online mediums. Various channels through which companies can interact with their consumers include:

Social media platforms − this includes Instagram, LinkedIn, Facebook, WhatsApp, Hike, Snapchat, YouTube, and others.

Email marketing − This marketing method costs the least amount to the company and brings in sales for the company. Here, the company creates an email with a catchy subject line and an appropriate body, always calling for action at the end. The company sends an email to the consumers’ personal email addresses, which they can read at their leisure.

How to Practice Digital Marketing at Home

After understanding what digital marketing is and what the mediums are through which we can do digital marketing, let us understand how one can do digital marketing at home.

SEO marketing (Search Engine Optimization) − it is a form of digital marketing where digital marketers share content that has a lot of keywords, relevant backlinks, hashtags, the correct headings (H1, H2, H3), and others. There could be different types of SEO.

Technical SEO − In this section, we target technical keywords such as Java, Python, BlockChain, C#,.NET, Aria, VoiceBake, TalkOver, and others.

Content SEO − this includes keywords in various articles published by the company.

On-page SEO − These keywords are visible on the page.

Off-page SEO − Their keywords are hidden on the page or are not visible.

Local SEO − When you want to make your content local and generic, then you can use the relevant keywords; for example, sentences like “the best place to be in Howrah,” “the best coffee shop in Howrah,” “the best movie theatre in Howrah,” and others.

Content marketing − For being good at SEO, on social media, in email marketing, or on your website, it is integral for you to create good content. You need to have good communication skills and the ability to write catchy phrases that can attract and retain viewers. There are various courses that you can apply to that will teach you how to create good content. Various sites that you can use to learn the same thing are Tutorialspoint, Udemy, Coursera, Upgrad, Great Learning, Misho, and others. For example, opening your articles with questions, writing them in a form that feels like communication, using simple English and not a high vocabulary, making short and simple sentences, using relevant proverbs and phrases, and making short and crisp content are just some of the tips.

Email marketing − this involves sending emails to your database at regular intervals, with catchy subject lines and interesting mail bodies. For example, receiving special discounts on your birthdays, anniversaries, or other special occasions in the form of personalized emails

Doing digital marketing today is not an expensive proposition. Some tips and tricks can easily do wonders with the right target audience, good content, and appealing images. Even targeting particular keywords on browsers and social media is not expensive. You can find a myriad of content available on YouTube as well as follow people on social media who are ready to share their tips and tricks with you. You can obtain knowledge as well as degrees through various online platforms before running into the digital marketing world. Today, all you need is the desire to succeed in the creator economy. Today, digital marketing is the future.

Marketing In A Downturn: 3 Steps To Thrive

If you’re anything like most other humans in the world right now, you’ve probably been affected financially by the COVID-19 crisis.

As we see in every slowdown, a large percentage of people have drastically reduced or even stopped buying many products and services. (Well, maybe except for alcohol and cannabis.)

This has hurt most businesses, and as a result, marketing expenditures have been cut, which has hurt the marketing industry.

Nearly all of the marketers I know, from giant agencies all the way down to independent freelancers, are feeling the pain.

So in this article, I’m going to outline three components to marketing in a downturn.

1. Develop & Follow a Plan

It can be tempting to start throwing ideas at the wall in hopes that something sticks, but now is the absolute worst time to be wasting time, energy, and resources.

Instead, invest an afternoon carefully deciding exactly what you want to accomplish, and then devise a plan to do exactly that. Don’t put anything into other areas.

The first step – figuring out what you want to accomplish – is the most important because it will determine what tactics are necessary to accomplish your goal.

For example, acquiring new agency clients for a done-for-you service will require a very different approach than selling a course or consulting services. So plan with the end in mind.

Once you’ve determined your goal, figure out exactly what you need to do to get there.

If you want to land new clients, then you need to demonstrate that you’re capable of delivering the results prospective clients need, figure out how to reach them, and then engage them in some way.

It’s important to remember – what you try probably isn’t going to work at first, so you’ll have to keep adjusting your tactics, but remain focused on your goals.

This is where most people go wrong by changing their goals when things don’t work out the first time.

Here are a few articles I wrote that you may find useful in planning:

2. Invest Where Competitors Pull Out

Right now, traffic online is higher than it’s ever been, and ad costs are lower than we’ve seen in a long time.

It’s a simple equation – demand is down, so the price is down.

And along the way, this will give you a cost-effective way to quickly build a larger audience that you can get engaged with your brand and continue to market to in the future.

Ideally, you want to invest specifically in channels where your competitors have pulled out because this approach is the most likely to have the best ROI thanks to the reduced cost and increased exposure.

But if you can afford to invest in other channels, it’s wise to leverage them as well.

Here are a few articles I wrote that you may find useful in increasing your marketing without spending a ton of money:

3. Focus on Building a Brand

It’s tempting to focus on generating more sales, and that’s definitely something worth pursuing, but it should not be your primary focus right now.

Right now, you should be focused on building your brand.

The key here is to leverage this content to enable you to continue marketing to your audience well into the future with social media, remarketing/retargeting, and email.

This way, you don’t have to hope and pray that they convert the first time they see your content –because, in all reality, they probably won’t.

But if you build an email list and an audience on social media, the first time they see your content is exactly that – just the first of many interactions they’ll have with your brand.

Here’s the thing about building a brand that most people either don’t know or ignore…

In order to give some people (the right people) a reason to be passionate about your brand, you will also give other people (the wrong people) a reason to be disinterested in, or even hate your brand.

And that’s OK.

You want to attract your ideal customers and repel to people who aren’t a good fit.

I know it can be tempting, especially right now, to try to close everyone, but the reality is that the wrong customers will actually cause you to lose money because they become a time suck.

When you align with the right customers, you can produce better results for them and actually enjoy the working relationship.

Here are a few articles I wrote that you may find useful in building your brand:

You Can Survive, and Even Thrive, Through These Times

If you’re willing to pivot your business to adapt to the lockdown (or any other slowdown) and put in the work that others aren’t, you will likely survive, and possibly even thrive when others are struggling.

I encourage you to connect with others, expand your network, and continue to check out the awesome content here on Search Engine Journal.

Between the staff and other writers, there’s a ton of useful content being published that will give you endless ideas to improve your business.

We’ll all get through this together!

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Image Credits

Featured Image: Modified by author, April 2023

Benchmarking Your Digital Marketing Capability

Using capability maturity models to audit your digital maturity and set targets to improve digital marketing effectiveness

We’ve been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology and to set targets to improve their results from digital marketing.

We have collected these visuals together in a single download so that you can easily review them and print the most relevant for you. We’ve designed them So members can use them for different scales of business and roles. There are more than 10 templates which cover:

Digital marketing for small and medium businesses using our RACE framework

Digital transformation for larger businesses

Digital channel marketing activities including SEO, Social media, email and content marketing

You can see one example, which I designed for reviewing digital marketing effectiveness with senior leaders in small and medium or larger businesses. The other templates are more granular looking at specific digital marketing activities using our RACE framework.

Free member download – Digital Marketing Maturity Benchmarking Template

Score your business on this simple five-point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, social media, email marketing and conversion rate optimization.

Access the Free digital marketing maturity benchmarking templates

Members can also use our Capability graders, which are free, interactive versions enabling you to compare your score to other members (anonymously) and get recommendations on which resources can help you improve your score.

Of course, capability graders and improvement recommendations are most useful to businesses that are actively trying to improve their digital marketing strategies. If you’re still looking for buy-in for digital marketing activities or optimization, you could start by reading up on ’10 reasons why you need a digital marketing strategy’.

What is the 5 point benchmarking scale based on?

In this article I’ll explain the background to these capability reviews – I have to go back a while since I first became aware of the benefits of doing this type of process benchmarking back in the early 1990s!

Do you know the Carnegie Mellon Capability Maturity model (CMM)? That’s where my inspiration for benchmarking businesses for digital marketing originally came from. It’s likely that you don’t, if you work in marketing, unless your background is similar to mine.

I used to manage software development back in the day, before the web, yes that long ago…

Back then I used to manage small teams to create packaged software used by thousands of engineers worldwide, so it was important that we minimized defects when we shipped a new release. Of course, every major bug irritates customers and generates support and rework.

So the team leaders and I worked hard to implement a quality management system process for creating new software updates to minimise bugs – many who are involved with managing updates to web and E-commerce sites will be familiar with requirements specs, prototypes and testing schedules, although this was before Agile and Scrum.

As part of trying to improve our development processes, we used to find it useful to apply capability maturity models to benchmark against competitors. They help you be more objective about your capabilities and know where improvements are needed. In the classic CMM model there are 5 or 6 clearly defined stages as shown in this Maturity model example:

The story behind developing these digital marketing maturity benchmark tools

When I switched from software development to marketing to lecturing in the business school in the University of Derby around 1995, the web was in its infancy and there were a lot more problems with managing site performance and content than there are today. Remember those quaint “under construction” signs. Laughable now!

Many managing the adoption of digital technologies by their companies were based with a similar problem to the software developers. They needed to develop a robust, repeatable process that would enable them to deliver a service that was effective both for their customers and their commercial goals. Many still do. So this is where reviewing your capabilities can help.

If you’re new to digital marketing, don’t forget to check our top 18 recommended digital marketing techniques by asking ‘what is digital marketing?’.

Using benchmarking or scoring of your digital maturity can help:

1 Audit current approaches to digital marketing to identify areas for improvement;

2 Benchmark against competitors who are in the same market sector;

4 Set targets and develop strategies and roadmaps for improving capabilities through time;

5 Communicate the current situation to colleagues budget holders and highlight investment priorities in for different activities.

This need for well-managed processes is still the case, particularly with ongoing developments in the technology for delivering customer experiences across mobile and desktop and the need to integrate content and social media from multiple sources. Given that digital marketing is “Always-on”, it makes sense to benchmark the overall capability of digital marketing using a simple scoring system.

I used to participate in Workshops at Cranfield School of Management where capability models developed by Professor Hugh Wilson were reviewed with companies participating in a benchmarking group. This rang a bell, so it gave me the idea to apply what I had learned of CMM for software development and apply it.

Benchmarking frameworks for Smart Insights Business Members

A version of this was referenced later in the Econsultancy Managing E-commerce Teams reports I worked on in 2005 and 2008 and more recently have updated them to the Smart Insights Digital marketing strategy audit which is structured around the RACE Planning framework – it’s where we recommend Expert members start their improvements to digital marketing.

We also have an online retail capability benchmarking audit by Chris Jones. I got in touch with Chris since I admired the auditing approach in his Multichannel Retail Handbook and we arranged to share it with Smart Insights members.

Free Interactive Benchmarking tool

That’s what our interactive digital strategy benchmarking tool does. By scoring your business capabilities across all areas of the RACE planning framework you will be given a score and recommended resources and e-learning models to help you improve your business capability to use digital marketing effectively.

Free member download – Digital Marketing Benchmarking Template

Access the Free digital marketing maturity benchmarking templates

Digital Marketing For Financial Services

Marketers face their own particular challenges when it comes to digital marketing for financial services

It’s not exactly considered the sexiest of industries but digital marketing for financial services is a necessity – your customers are living in a digital world, so that’s where you need to be as well. The question is, how do you compete as a finance firm against influencers, funny viral videos, memes? How do you engage your audience and keep them interested?

It can sometimes be difficult to know where to start, so, in this blog post, I’m going to share my top tips for financial services digital marketing.

Before you get started with digital marketing though, make sure that your firm is in compliance with any online promotion laws; whether there are special regulations for running a contest on social media or for data collection, it’s always best to check and protect yourself.

And now, let’s get into those tips:

Start with an omnichannel plan

Particularly for financial services digital marketing, where your online customer journeys are crucial to success, it pays to tie together your digital marketing goals, objectives and activity through omnichannel marketing planning.

Our RACE Framework is a practical framework designed for marketers to manage and improve digital marketing across all key channels. Ultimately, it’s about using a data-driven approach, applying web analytics and recommended best practices to get more commercial value from your investments in digital marketing.

RACE is customer-centric, focussing on the customer journey through Reach, Act, Convert and Engage (after your all-important planning phase!). That’s why it’s our number one recommended go-to planning framework for all marketers planning their digital marketing for financial services.

You can find out more about the RACE Framework and other strategic marketing tools, proven to boost ROI from digital marketing, in our dedicated RACE Practical Digital Strategy Learning Path.

Leverage social listening and monitoring strategy

Learning more about your audience: social media provides a wealth of interesting data about your customers – not in an invasive way but rather more about their needs and interests as a whole, and other relevant information like where they spend most of their time online, what channels they prefer, and what kinds of content they like. This then helps you choose the right social network and shows you how you can better engage your audience through content

But just because you don’t see these mentions, that doesn’t mean they don’t exist – and, in fact, could potentially be damaging your reputation. Social listening allows you to catch any mention of your brand as soon as it happens so that you can respond as soon as possible.

Recommended social media marketing next steps

To ensure you stay on top of your social media strategy, we recommend utilizing our dedicated Social Media Marketing Learning Path which is structured with tools and training to optimize how you use social media to acquire more customers. With modules such as:

Social listening

Customer service and success

Influencer marketing

Is your Financial Services business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get started now

It’s not all business communications, all the time

Every company has its own set of brand guidelines – some more serious, others cheekier – but it’s important to remember that a very big part of communication is keeping your customers engaged.

Whether that’s being occasionally funny, or getting a little personal, or sharing some behind-the-scenes shots, it’s completely up to you and your guidelines what’s appropriate and what isn’t.

For example, on the American Express Instagram account you’ll often see photos of delicious meals:

Or, they take pictures of American Express cards and beautiful places all over the world:

Use these types of communications to help humanize your brand and to entertain your followers; for example:

Behind the scenes images and videos from your offices, events, company meals, and so on

Images of foods, drinks, etc. from a company meeting, event, or lunch

Photos of beautiful landscapes or sceneries

Memes that are relevant to the finance industry

Photos and videos of participating in fun Internet challenges

Recommended content marketing next steps

Whether it’s social media, SEO, email, or print, your distribution is pointless if you don’t have strong content to persuade your customer to make that all-important purchase.

We recommend utilizing our dedicated Content Marketing Learning Path, which is structured with tools and training to optimize how you use social media to acquire more customers, with modules such as:

Understanding consumer keyword behavior

Make the case for investment in content marketing

Building cornerstone content

Is your Financial Services business competing online?

With so much competition, you need to stand out. Use the RACE Growth Process to win more customers

Get started now

Get personal: leverage your customers for awesome digital marketing for financial services

Earlier, we covered types of content that aren’t exactly business-related, but oh-so-popular on social media.

But what about when you need to get a little more serious? It can’t be all fun all the time, but it can also be difficult to come up with engaging digital marketing that is relevant to financial services.

Plus, you want to be able to promote your business too. One of the ways you can do this is to tell a story – in this case, a story about your customers:

Take a photo of your customers or what they achieved (like a new home, for example) and then write a text update – or a short blog post – where you share their (preferably happy) story

Take a video of your customers talking about their story; for example, how they are saving money or how your business helped them, and so on

Create a series: alternatively, you can even build a whole series of images and videos following some of your customers. For example, it could be their journey to saving enough money for a particular project they want

User content will help humanize your brand and will show your fans and followers how your company can help them to improve their life and their lifestyle. Critically, these options are just one example of how your financial services company can expand your reach and convert more customers using digital marketing. The options are endless, and we have solutions to help you find the right path to achieve your vision.

Digital marketing for your financial services business

But, by utilizing omnichannel digital marketing tools and techniques effectively, you have unprecedented opportunities to connect with your audience in a more meaningful way, engage them, and grow their trust in your business.

Want to win more customers?

Fix Xbox One Error 0X87Dd001E With These Easy Steps

Fix Xbox One error 0x87dd001e with these easy steps

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A number of people have reported seeing the Xbox One error 0x87dd001e after the console lost its axes to wireless. If you’re also experiencing this issue, you’re no doubt very frustrated. But don’t worry, it can be fixed.

Before moving forward and trying repair solutions that work in situations where the problem occurs locally, make sure you aren’t facing a temporary issue with the Xbox server. Once this option is ruled out, network status glitches and corrupted temporary folders step in as potential culprits.

Therefore, waste no more time and use the following solutions to resolve this problem.

What can I do when getting Xbox One error 0x87dd001e? 1. Perform a full power cycle of your console

Firstly, you should power cycle your console. This procedure will successfully help you to eliminate the majority of temporary files that might cause this sort of issue, so you know what you have to do.

Immediately hold the Power button on the console for 10 seconds or until the power shuts down completely. Unplug the power cord from the back of the console. Plug the power cord back in after waiting around 5 minutes to ensure that the procedure is successful, then restart the console.

Do so by pressing the Xbox button on your console to turn it on and you should now see the green boot-up animation.

2. Reset the alternate MAC address

Press the Xbox button to bring up the guide overlay.

Choose All Settings from the context menu.

Once you manage to get inside the Settings menu, go to Network settings.

From the Network menu, move to the Advanced Settings menu on the left-hand side.

With the Advanced settings menu selected, choose the Alternate MAC address from the list of available options.

Don’t hesitate to hit the Clear button.

Up next, hit the Restart button to apply the changes.

At the next startup sequence, log-in with your account once again and see if the error persists.

So, if you still get the Xbox One error 0x87dd001e, then we strongly recommend that you clear the alternate MAC address from the Xbox One settings menu. This solution is effective if the ISP that’s being used is providing a dynamic IP.

You can’t open Xbox One guide? Take a look at this step-by-step procedure to find a solution.

3. Factory reset your Xbox One

Press the home button on your Xbox One controller.

Navigate to the System Menu and select Settings.

Select Reset console next.

At this point, you have the option to either Reset and remove everything or Reset and keep my games & apps (you may also cancel and back out if you’re undecided).

Select the Reset and keep my games & apps section.

Hit the X button to start the procedure.

Once you’ve selected that, the console will proceed with erasing content, which could take several minutes.

Your console will eventually restart automatically.

We have also managed to identify several user reports in which a factory reset resolved the issue entirely. The best part is that Microsoft makes this very easy to do, whether you want to keep your games and apps installed, or give your console a fresh start.

Anyway, if you choose to keep them installed, note that the procedure will still remove all personal files and associations from the console. All your saved games, achievements, settings, and accounts are though synced up with Xbox Live.

Still experiencing troubles? Fix them with this tool: