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YouTube’s vast and engaged user base makes it central to firms’ digital marketing effort. With extant studies focusing on viewers’ post-view engagement behavior we know how using YouTube motivated people. But accordingly research into what motivates viewers to click on and watch YouTube videos is scarce.  Furthermore There are a plethora of benefits that video marketing on YouTube:

Statistics

With YouTube’s expanding role in firms’ digital marketing mix, greater research attention is being devoted to YouTube marketing. As well as examining its various facets including the virality of YouTube videos. Here are a few statistics taken from a recent research done by Columbia University on how video marketing is affecting people:

1. 70% of consumers say that they have shared a brand’s video.

2. 72% of businesses say video has improved their conversion rate.

3. 52% of consumers say that watching product videos makes them more confident in online purchase decisions.

4. 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.

Visually appealing

Firms implement customer engagement initiatives to extract resource contributions from customers defined customer engagement initiatives as “a firm’s deliberate effort to motivate, empower, and measure a customer’s voluntary contribution to the firm’s marketing functions beyond the core, economic transaction” discussed customer engagement in terms of explicit firm strategies that foster online customer participation: “for example, by asking customers to share a viral marketing campaign, to ‘like’ the brand on Facebook, or to engage in a firm-sponsored online community”.

Easy to use

From the customers’ perspective, customer engagement has been viewed as customers’ favorable behavior toward a brand  eventually provided a comprehensive framework of customers’ engagement practices that included viewing, liking and sharing online brand content. Creating user-generated content, such as blog posts, product reviews and brand-related videos; and participating in brand communities. Customers participate in these practices because they find them intrinsically motivating or derive social and utilitarian values out of them.

Digitalization is continuously forming our daily lives and routines. It offers us not only new and fascinating
opportunities as consumers. But also creates possibilities unavailable to companies. Digital marketing as a new medium in various business contexts has received much attention among researchers and practitioners. There are a few perceptions that people have about digital marketing that tend to be misleading.

Digital marketing costs more

Cos efficiency is one of the factors that determines your marketing strategy. There exists a myth that digital marketing has more money involved than traditional marketing. Eventually if a person understands the concept of digital marketing, it becomes obvious that it has benefits in the long run.

Digital marketing is not beneficial for micro-enterprises

A lot of people believe that digital marketing is only meant for big companies. Small scale business and micro enterprises should not indulge in it. Well the reality is that digital marketing helps small scale business the most. It ensures that they can reach their rightful audience without any haphazard actions. Eventually Digital marketing has a huge impact on the functioning of small scale business.

It does not create a brand name

When examining the new micro-enterprises’ objectives for digital marketing, new customer acquisition, maintenance and development of customer relationships, and brand creation are the ones that stand out. These findings correspond to previous studies’ perceptions about the possibilities of digital marketing and its tools in terms of building customer relationships and brands.

It is time consuming

If done properly, digital marketing requires a steady yet less time. Traditional marketing can increase costs and the capabilities in targeting also tend to vary when considering different channels. Additionally, banner advertising is perceived as more suitable for the B2C market than the B2B market. All this makes traditional marketing quite cumbersome and less efficient.

The information technology improvements and broad band internet service spreading has lead to speed of access to websites and other digital resources. Because of these changes, companies unavoidably have entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave have been replaced by digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. There are a lot of benefits that digital marketing has over traditional marketing viz:

Reaching a wide variety of audience

One of the biggest benefits of digital marketing is to be able to reach the target audience by using ınteractive media. Digital marketing has certain models developed to have the most efficient results . Customer loyalty is achieved when the demands and needs of the customer are heard.

Mutual communication

Researches show that companies efficiently using online marketing cares deeply about mutual communication in an aim of increasing customer loyalty and commitment. Eventually addition to all these, digital media provides advantage in competition, decreases personnel expanse and advertising cost.

Easy access to information

Nowadays, customers have all the information they need about the products or services at their feet thanks to the Internet. As a result of this fact, they can easily compare products and services and therefore reach a quick decision about which ads to purchase. Search engines like Google, Yahoo, Bing and Ask are available 24/7.

Status quo

Furthermore, basic problems such as distribution, storage, payment and security have been overcome now. Infrastructure investments has lead to a better delivery system. Shipping and cargo transactions are now being handled smoothly.

Easy promotions

the process of decision making in purchasing has become much less difficult for promotional videos and comments about the products help customers decide.

The quality of a Web-based customer support system involves the information it supplies, the service it provides. And characteristics of the system itself. Eventually satisfaction of users determines the effectiveness of a business. Customer loyalty fosters success in E-commerce. Consequently businesses that deliver superior value derived from excellent services and quality products are likely to win customer loyalty. Here are 3 reasons to have a strong customer support:

Redressal system

A proper redressal system is what ensures that your customers also get a voice. Besides The more frequently and easily your customers can address their concerns, more stratified they are likely to be. This can directly translate into a increased amount of sales. Customer Relationship Management (CRM) plays an indispensable role in success of any organization. Furthermore as it represents the way customer’s expectations are met and adopted the more effective and efficient practices of achieving the prime organizational goal of customer excellence

Customer loyalty

The high cost of attracting new customers on the Internet and the relative difficulty in retaining them make customer loyalty an essential asset for many online vendors. In the non-Internet marketplace customer loyalty is primarily the product of superior service quality and the trust that such service entails. Studies examine the same applies with online vendors even though their service is provided by a website interface notably without a human service provider.

CLTV inprovemnt

CLTV (customer lifetime value) reveals the amount of money a customer potentially brings to a company over the course of their engagement. It correlates directly with revenue. Eventually A highly engaged customer refers to one who reads your emails, follows you on social media. And interacts with customer support. A good customer service team is involved in all of these mediums. Better customer service means higher engagement, which leads to more dollars spent.

Recently, social media has become a potentially new way for businesses to disseminate and evaluate their profit outputs. Eventually enterprises have started promoting their products to a wide range of audiences via social media platforms. Here are few ways by which you can monitor your social media presence:

1. Brand awareness

The popularity of your brand is directly proportional to the amount of promotions and activeness you show on social media. The ultimate goal of most businesses is to increase sales and income. Gradually, you want to
attract new customers to your products and encourage repeat purchases. Through out this process your presence on social media determines how efficiently you increase your sales. Therefore brand awareness is a very virtuous tool to determine social media presence

2. E-commerce

A key challenge for e-commerce organizations is to understand customer requirements and to develop their
Web presence and back-office operations accordingly. An organization with a Web site that is difficult to use and
interact with will project a poor image on the Internet and weaken the organizations position. It is therefore
important that an organization be able to make an assessment of the quality of their e-commerce offering, as
perceived by their customers and in the context of the industry. In doing so, organizations can improve their
offerings over time and benchmark against competitors and best practice in any industry.

3. customer support

Customer support, such as equipment maintenance and repair, is an essential element in the successful marketing of a wide range of products, from computer systems to domestic appliances. Consequently, companies need to establish and maintain appropriate channels for high‐quality customer support; either as a part of their own operations or through third parties. 

4. Engagement with audience

Finally the last way to determine your social presence is by calculating and monitoring your audience engagement. This could be in various forms such as number of likes, comments, Direct messages etc.

The study and practice of marketing purpose have broadened considerably. From an emphasis on marketing as a functional management issue. To a wider focus on the strategic role of marketing in overall corporate strategy. This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Managers around the globe are recognizing the increasing importance for the firm to develop marketing strategies. Eventually to compete effectively in worldwide markets. The emergence of a more open world economy, the globalization of consumers’ tastes. And the development of a worldwide commercial web all have increased the interdependency and interconnections of markets across the globe.

Sales and/or revenue

Depending upon your sales and the amount of revenue generation that you have, you can decide what type of marketing strategy you want to go forward with. Eventually as your sales and revenue increases, there will be a considerable change in your marketing strategies as well. The entire budget allocation depends upon the fact that how much money you generate during the tenure of your business.

Target audience

In a business, you market your product for your audience to see it. If your marketing technique does not cater to your niche of audience, there is absolutely no use of it. Therefore knowing your audience is a very crucial step in determining the purpose of your marketing strategy. For example if you cater to an audience that predominantly uses television but you still decide to market your product using newspapers and hoardings, you are more likely to not receive any benefit out of it.

Who are your stakeholders?

A majoritarian chunk of your marketing purpose depends on who your stakeholders are. While marketing research has mainly focused unsingle stakeholder relationships, the idea of multiple stakeholder relationships to achieve maximum firm performance has been evolving slowly over the last decade.

Goal setting is an immensely popular concept in work planning and assessment. And useful as a fundamental component of organizational management in general. Even though it is a common practice of many organizations in virtually all sectors of human endeavor, available evidence suggests that not every employee, educator, manager organization knows how to do it or do it well. But why is goal setting so important in digital marketing?

Helps manage and organize

Benchmarking or goal setting generally helps in organizing better. If an organization knows what they exactly want they can pre plan the methods of work and even devise strategies for their working procedure. It is no secret that strategizing before you make a business move is highly necessary. If one goes ahead with an unplanned move, they are most likely to get into a bit of unconventional situation.

Helps monitor your input and output

Profits and business satisfaction is the ultimate goal for every person who enters the realm of business. If you do not set a benchmark or a designated goal it becomes tedious to monitor the input and output of your investment and business work. For example If I start a small scale business without any concise as to what my goal is, I am most likely to not get a proper input to output ratio. Extreme conditions can also lead to debt trap and even business failure.

Know your audience

Planning before hand and achieving desired goals also has another important outcome. And that is that it helps a person understand their niche of audience. Often this this is the less discussed or ignored aspect of goal setting. Setting up goals makes it more conventional for a person to understand their desired audience. If you benchmark certain aspirations, you are more likely to find out ways to achieve it. In the midst of this the unknown repercussion comes out as you understanding and knowing the niche of your audience well.

The vast majority of seniors today are using the Internet . At least once a week to check email, pay bills online and keep in touch via social media. But all that time online puts them at risk for scams and hacks, such as tax fraud.

Reality check

In fact, a new survey by Home Instead, Inc., f, found that 67 percent of surveyed older adults have been the victim of an online scam or hack.
Encouraging seniors to practice cyber security can go a long way toward protecting their identity. And sensitive financial information. Home Instead collaborated with the National Cyber Security Alliance to create Protect Seniors Online, to create a detailed information website. This website contains information as to how seniors can prevent themselves from falling into scams.

Steps to remember

Older adults can take the following steps now to protect themselves online:

1. Password protect and secure devices, accounts. Lock all devices (including computers, tablets and smartphones) with secure passwords in case devices are lost or stolen.
2. Think before clicking. When faced with an urgent request — like emails asking for money — think before clicking or get a second opinion. Clicking on links is often how scammers get personal information. When in doubt, trash an unusual message.

3. Share with care. More than half (51 percent) of seniors surveyed by Home Instead use social media to stay connected. Use care when sharing personal information, adjust privacy settings to limit who can see your information, and turn off location sharing.
4. Use security software. Install anti-virus and anti-spyware software and program it to run regularly. And be wary of pop-up ads or emails, many of which contain malware that can infect computers.
5. Log out. When finished using you should log out from the apps. Leaving apps and websites open on computer screens could make you vulnerable to security and privacy risks.
6. Recommend support. Older adults who live alone may need help from a trusted source — such as a family member, tech-savvy friend or professional caregiver –to serve as a second set of eyes.

The arrival of the new year means new decisions for students planning their futures. Although the ongoing Covid-19 pandemic has thrown many students’ career plans for a loop, the increased time at home allows students and parents to reflect and explore opportunities they might not have considered. One place to start is by discovering a student’s learning style. Accordingly everyone has a learning style. Some people are visual learners, some learn best by listening, and some are hands-on — they learn by doing.

How does it happen?

For these hands-on learners, a career in a hands-on field. Such as the high-tech transportation industry, not only suits their strengths, but also brings them satisfaction and security. As many parents spend more time observing their children’s learning in a virtual school environment. Eventually they are developing an appreciation for different learning styles. Many hands-on learners struggle in traditional learning environments. However, these children and teens thrive when they engage in educational opportunities that support their strengths, and can put them on the road to successful careers.

The Tech force

The Tech Force Foundation, a nonprofit organization that promotes the potential of professional technician careers, provides resources. And encourages parents, teachers, and other influential figures to recognize and support technical careers that may be a good fit for hands-on learners. “For too long, we’ve accepted as truth that a college degree is the only way to get ahead . And therefore we’ve overlooked the gifts, talents and significant contributions of students who don’t fit the four-year mold,” says Jennifer Maher, CEO & Executive Director of the Tech Force Foundation.

“For students who are mechanically minded, and learn best when they’re in action. A quality technical or vocational education can be the path to success. “As part of its ongoing “Be a Pathfinder” campaign, the Tech Force Foundation offers a free online assessment to help students (and adults) identify their learning styles. And participants can receive a detailed report with educational and career advice based on their style — visual, auditory, or kinetic. The campaign encourages students to be “pathfinders” by helping them discover. And understand their unique strengths and use that knowledge to choose educational and career paths.

When it comes to managing your money, your financial needs must come first. You want to be confident that any financial advice you receive presents the best options for you. Considering your goals, risk tolerance, and unique circumstances.
If you are working with a financial planner, how do you make sure they have your best interest in mind? By focusing on this important word: fiduciary.

Who is a fiduciary?

A fiduciary is someone who advises another person . And they always put that person’s best interest ahead of his or her own. If, for example, a financial planner is evaluating two investment options for a client. A more expensive, high-commission product and a lower cost, no-commission fund — they would be required to recommend the less expensive fund, assuming the two options are otherwise equal.

CERTIFIED FINANCIAL PLANNERTM

Not all financial advisors act in their clients’ best interests. but CERTIFIED FINANCIAL PLANNERTM professionals are. In fact, acting as a fiduciary — at all times — when providing financial advice is an obligation of CFP® professionals’ certification.

Essentials to keep in mind

Here are four other things to know about fiduciary financial advisors:
1. The highest standard in terms of advisory only lies with professionals . Advisors who are not fiduciaries are held to the lower suitability standard, which requires only that their recommendations are suitable for a client. That means the advisor could recommend financial options that are not necessarily in your best interest (such as the pricier, high-commission investment product in the example above).

2. Fiduciary financial planners must fully disclose any potential or existing conflicts of interest that could affect their recommendations.
3. Financial planners must also disclose their compensation method upfront. This means you will always know if the financial advisor is paid through fees only or if some or all their compensation is tied to a specific product or recommendation.
4. If a financial planner practicing as a fiduciary does not act in your best interest, they may have their professional certifications and licenses revoked or face legal penalties, among other consequences.