The year has started and all marketing heads will be allocating the budget for the year. Digital Marketing is definitely one of the key channels for the Brands and the Companies. Before putting your budget blindly into channels, lets see what will be the good approach to allocate your budget in Digital in 2016.

There are a lot of articles on this topic on internet and I am not the new one who is talking about it. But definitely there is a commonality based on the insights published through various resources that where is 2016 heading to.

Lets See the various areas in digital where we should focus in 2016

People Based Marketing –

In simple words “I want to show my product to a person who will be willing to buy it or will consider buying”. Today we do not want heavy traffic to come on website rather we want the right traffic . We want to show our products to people and not machines, cookies and gadgets. As the average number of devices per person are exploding , we have to start measuring data based on “person” basis.

One of the step taken by facebook was to tie up with Atlas.

As cited in an article  –

 Facebook Atlas demonstrates that there is a simpler way to enable marketers to reach people that does not involve using pixels. Atlas represents the two foundations of people-based marketing: allowing consumers to establish their identity through opt-in/log-in and accounting for consumer cross-device and cross-channel activity. Brands and agencies, with Atlas, can measure ad campaigns across screens and solve the cookie issue, targeting real people across mobile and the Web. Atlas uses Facebook’s ID (rather than a cookie) to follow a user’s journey from mobile to desktop and back.

Read full article here –

Similarly Programmatic platform Rocket Fuel has also announced a new default for its software, what it calls “people-based marketing.”

Read full article here

The staggering growth of personal gadgets have created multiple profiles of the same person in the online sphere. It is time to combine the disparate profiles into one single profile and start measuring.

Gather first party data


Collect as much data possible from your consumer to make your own data. Its evident that facebook advertising is becoming more convincing to the marketers based on their ability to provide first party data in advertising. Start collecting your own data as well based on consumer interactions to your brand. There are several tools which can help you in collecting first party data. You can check tools with Hootsuite for sure. The more customized and personlized message you can give to your audience , the more it creates a difference to your campaigns.


Instagram 15 sec videos, Animated GIFs, Branded Video Content, Live Stream, Customer Testimonials, Tutorial/Demonstration Videos are among the most hyped video content  on social media and web. Videos have become an integral part of Digital Marketing. There should be a separate budget and video strategy for the brands.

The other question which comes into picture is short vs long videos. Short videos definitely lead over the long videos. Definitely the consumer does not watch big videos because they are in a hurry to see more things in less time. So keep the videos shorter, engaging and have viral content (which will be covered in coming blogs).

Below are few steps to implement video strategy

  • Create a video calendar for the 6 months
  • Figure out what stories you want to tell with a concept for every month
  • Make high quality videos and compatible in various social media platforms
  • Dedicate creative and analytics people in team to video concept creation
  • Measure and Analyze the videos

Ad Blocking

ad block

Ad blocking is the new normal. Consumers want to see real thing and they block what they feel is not relevant or blocks their view.  Native Ads are important set of ads which so far has proven efficient ads and prevents to an extend ad blocking by users. Though they are considered as expensive ads. For a brand to run a native ad campaign on a site like CNN or The Atlantic, it costs as much as $40 for every thousand views. Source .

As these ads are more natural ads coming in-feed , they have more visibility than standard banner ads. Examples can be seen as Facebook News Feed Ads, Instagram Ads etc. Hence the ads get more attention(in terms on purchase intent or visit to a page) and have less probability to be blocked by people.

Ad blocking is one big issue which has been and will be be seen in 2016 for all publishers and marketers. So we have to smarter in assigning budget and targeting ads.


One of the highly predicted strategy for 2015 (worked well also) will continue to be in 2016 also. Today smartphones are most talked (literally) medium for people. Being always connected online users spend a good amount of time on this medium. Even all the websites get more than 60% to 70% percent traffic from mobile.

You should marry all your strategies either SEO,SEM,SMM keeping mobiles in mind . You cannot afford to succeed in online mediums if you do not think MOBILE FIRST.

Have a look into your 2016 strategies and let me know which of the above strategies have started working well for you.




Social Media ROI

One of the most compelling challenges for the companies/clients which enter in social media is to calculate the ROI. Most of the time the agencies are speechless to their clients and the clients to their CEOs.

When it comes to numbers, Facebook, Twitter and Instagram all of them have huge metrics available to measure, but still when it comes to ROI the same metrics seem to be less important to figure out the right numbers in excel for the clients and CEOs. We are happy to say “Yay we have got 100,000 fans” and this becomes our success metrics. This indeed is not a great measure of success but still lots of people consider it as a great ROI metric when they compare their spending to increase Likes(so called unreachable/paid fans).

What is ROI?


How to calculate your return?

To calculate your return it is very important that we are first aware of our goals. What are you looking as the output from your campaign on social media.

Goals are not necessarily an online sale on the website but can be categorize into several things

  • Filling out a lead generation form
  • Signing up a newsletter
  • Social Interaction(A comment or a share)
  • Views on a Video
  • Time Spent on a Webpage
  • Reach a specific page on website
  • Traverse minimum number of pages on website
  • Post reach to a specific number of people

The goals are set up by the marketing team and senior managers, and should be fixed at the beginning of the campaign. Please note it is important to have specific goals from the campaign initially so that you can clearly map your results to that.

Social Media has 2 perspectives to it as they are shared Media –

Social Media Perspectives

Perspective 1

How to add a value to your goals on social media metrics

Social Media ROI perspective 1

Perspective 2

Macro vs Micro Conversions

In simple terms there can be many micro conversions on page level but there will be one ultimate goal of your owned property(like website , blog etc) which is your MACRO Conversion.

Macro Conversions

Facebook launched conversion measurement protocol which will help to optimize your adverts. Simply follow the steps in below link to create facebook conversion pixels

Once you have set the pixels, start tracking your GA (Google Analytics). You can also see the results on Facebook tool.

It is always recommended to track your conversions from one tool (GA preferred) or if you are a tool freak here is the list –

You cannot keep tracking different medium conversions on different tools. In worst case put all your tools data at a common point under common metrics. (Will cover this in detail in my coming blogs)

The other way to go ahead on this is to create trackable links for different social medium-

This will help you create trackable links by giving in details the Source, Medium, Campaign Name and other details. This can directly give you the conversions made by your social media separately. Make sure the links you are sharing on posts or ads are trackable to have a clear idea on all the details

Now when you see your analytics you can clearly see the number of Macro Conversions that you have made using ‘social’ in your reports

social media perspective 2

After analyzing the data from both perspectives (it is not ‘either or’ it is both) you can check out the marketing/advertising spend.

The total spend on the campaign will include your advertising spend on the different medium to increase reach, tools cost and time invested(if you want to include the hourly cost of your manager)

Make an excel for your company putting all the fields in detail, assign values and see the dollars which you or your marketing team is generating from Online Medium.

The final table will look like as below

Micor Macro social media conversions

Take spend into account for each of the channels and calculate the ROI. These figures will definitely give you a closer look to your social media channels in terms of spending.

Incorporate this exercise in your Social Media Reports to calculate and track the ROI. Do not forget to share this with your friends. I have to track my social media ROI too 😊