Three Main Reasons for your Digital Display Campaign

There are three main reasons for the digital display campaign

  1. Awareness: If your company is less focused on direct sales through digital channels then a Digital display campaign will play a big part in your conversion journey. High volumes of online sales results in you having to play in a highly competitive market, therefore, resulting in a need for awareness advertising. E.g., an estate agent.
  2. Direct response prospecting: If your company is focused on sales and you are targeting the right customers at the right time with the right message. Direct response is suitable if you are trying to maximize your sales volume to the full potential but aiming for it at the lowest cost possible.
  3. Retargeting: They highly target customers by chasing users with reminders of the products and prices they have been previously quoted. It can be highly effective in ensuring that your conversion rate is optimized even after the user has disappeared out of the picture. It can be very popular in retail and travel sectors where people shop for similar products.

Two Main Methods of Search Engine Marketing: Search Engine Optimization and Search Engine Advertising

Search Engine Marketing
This consists of enhancing the visibility of a website when someone searches something using a keyword/term on a search engine like Google. It consists of two main methods: Search Engine Optimization (SEO) and Search Engine Advertising (SEA).

Search Engine Optimization (SEO)
This is the process of bringing traffic to a website through organic search engine results. It has 2 factors of ranking: Content and Backlinks. An SEO has 3 elements: Title Tag, URL, and meta-description.
Search Engine Results on google
-How to configure these 3 elements?
• Title tag
• 50-70 characters
• Company name is specified.
• Attractive to click.
Domain Name is not the URL. A domain should be made up of keywords and be easy to read.
• The Domain name should be as short as possible in order to make it memorable and understandable. It should be pertinent catchy and should be a description of the activity.
• Meta description should be a short eye-catching description of the website.
• Content that is more engaged with will be more successful i.e. if someone cites or links your website it will go to a higher position on google.
• Back-links or entering links are separate links to your website for different sectors.
The popularity of a Website:
Three elements are used to measure the popularity/ rating of a website:

1)The number of links

2)Quality of website

3)Context of the link.

Social media do not have a direct impact on SEO. However, there is an indirect impact on SEO.

Search Engine Advertising (SEA)
SEA stands for Search Engine Advertising, which is also referred to as PPC or Pay-Per-Click. It is advertising directly on a search engine. It shows ad results (sponsored) at the top.
Quality Ads
• Define the reason you are doing the ad.
• Make an attractive description.
• Adapt your landing page according to your advertisement.

What are the future tendencies in the mobile app development industry

Mobile app development: what lies ahead for the industry

Can you believe there were just 500 apps on the Apple store’s offer back in 2008? Much has changed since then, didn’t it?

Mobile app development has revolutionized business operations with an impeccable app that streamlines the processes involved in various aspects of the business. For effective mobile app development, it needs to be done in a series of steps that various mobile app development services have to follow. Let’s take a look at how to structure your app development process.

Mobile app development market growth

Lately, smartphones and apps have gone from nice-to-haves to absolute essentials for many consumers and businesses. Case in point, in 2017 there were almost 4 billion connected mobile devices generating 178 billion annual app downloads and more than $81 billion in in-app store consumer spending.

According to Q2 202 Statista report, users downloaded about 28 billion apps from Google Play Store and about 7.9 million from the App Store. Additionally, by the end of 2022, US consumers will spend around $34 billion and even more on apps via the app stores. 

As recorded in 2021, worldwide, there are about 7.1 billion app users. Every smartphone user has installed about 35 and more apps on their devices. Out of those, they uninstall some because of some issues like performance. Still, nothing has stopped the growth of the mobile app development industry. The global app revenue of about $581 billion in 2020 is expected to reach nearly $808 billion in 2022. 

Noticing the hike in these stats, more and more startups and enterprises are emerging to develop mobile app ideas for their business. Besides, this increased the competition in the mobile app development industry.

Voice-enabled technologies

Voice-enabled technologies allow users to communicate with their apps without touching their phones. At this point, it is still not possible to have complete conversations with voice assistants. However, phone owners can use voice controls to get their apps to perform specific functions. While the technology is imperfect, it is improving rapidly.

The use of voice-enabled technology can offer the option of hands-free app use to anyone. This option is something that all smartphone users may soon come to expect from their apps.

5G technology

Why is there so much buzz about 5G? 5G technology may radically change the way people use mobile apps. It will reduce latency and increase data-sharing speeds for mobile phones. The environment will encourage the exchange of massive amounts of data between apps and services, and make the benefits of cloud computing even more accessible for all kinds of devices. This development could open up new app markets.

Not only will developers need to create apps that can keep up with this amount of data, but they will be racing to be the first to develop apps that can take advantage of real-time data to create new and more useful apps.


With the rise of the Internet of Things (IoT), the number of devices with embedded computer hardware is increasing by the day. The IoT covers a vast array of systems.

Many users may already be familiar with home internet-connected systems — smart home technology — that control lights and heating. The IoT also connects medical device monitors, auto information centers, smart refrigerators, and automated manufacturing equipment controls.

More and more consumers will expect to monitor their devices from mobile phones and get operational data and warnings of malfunctions. Healthcare and manufacturing are two industries that will expect apps that can monitor patients and production, respectively.


Payments via mobile wallets, such as Google Wallet and Apple Pay, continue to grow in popularity. Companies want to offer consumers the option of cashless and cardless payments, and the trend toward mobile commerce, in general, is leading to new app development.

Existing companies, including those with brick-and-mortar locations, want to offer mobile payment and shopping options, and newer businesses can start with lower overhead by using mobile commerce solutions.

Augmented and virtual reality

In 2021, the AR, VR, and mixed reality market will likely reach $30.7 billion and catch up with about $300 billion by 2024. Augmented reality mobile apps have the feature to simulate products in actual size in virtual trial rooms, which is giving customers a virtual in-store experience.

In the retail sector, AR mobile apps can allow users to try on clothes by using virtual fitting rooms, saving time and effort. The apps that use augmented reality can also enable the store to showcase more stock than they can physically manage. Augmented reality examples of such apps are Converse, Sephora, and L’Oréal.

The viral Pokemon Go app was an early example of the possibilities of augmented reality. Both Google and Apple have augmented reality frameworks for app developers to use.

The real estate industry is taking maximum advantage of augmented reality business applications. Realtors and real estate agents are using the AR app to sell the benefits of the property. AR is embedded in the mobile app to give potential buyers or tenants a 3D experience of the apartment or flat.


As per the predictions, the global blockchain revenues will grow in the future by about $39 billion by 2025. Blockchain integration solutions will change the way the apps are developed and deployed. 

Initially, blockchain technology was famous for the stable functioning of all cryptocurrencies. Now it’s used as a database that one can use for almost every app like a fintech app, retail app, health app, and more. 

Final thoughts

As we move forward, the mobile app development industry also advances over time. This is the main technological aspect that will surely make the development of mobile applications more advanced. And over time, new technologies will emerge to open up new possibilities and develop applications.

Other emerging technologies like blockchain are quickly becoming mainstream in mobile app development. We will also see how mobile app security will reach new heights with a higher-level user experience. To reach a balance between pricing and quality, consider hiring an experienced mobile app development company to help you build an outstanding mobile product that fully meets your business objectives.

Author’s Bio: 

Alex Kulitski is Founder and CEO of Smart IT and is the co-founder and executive CTO at MEDvidi. Being a serial entrepreneur, he is a keen investor in technology startups and runs several successful side projects besides Smart IT and MEDvidi.

Understanding Different Touchpoints and Customer Journey for your Digital Marketing Strategy

Brand-owned Touchpoints

  • These are the interactions of customers with an organization that are solely controlled by the organization,
  • Examples of these are all brand-owned media platforms, also brand-controlled elements of the marketing mix for example the packaging or the attributes of the product itself.

Partner-owned Touchpoints

  • The touchpoints are the customer interactions that involve an experience that is created by the firm itself and one or more partners of said firm.
  • The partners involved can be marketing agencies and communication channel partners.
  • An example would be apps developed by a firm but are available on the Apple App Store.

Customer-owned Touchpoints

  • These customer interactions refer to ones which the brand or partners or others have no control over it is purely based on customers’ own experience.
  • Customers decide on what their own needs are during the need recognition phase of the buying process.
  • The customer’s choice of payment is a good example of a customer-owned touchpoint.
  • The time at which customer touchpoints are most recognizable is during the post-purchase stage of the buying process. Here they are able to figure out for themselves if they are happy or disappointed with their purchases.

Social/External and Independent Touchpoints

  • These touchpoints recognize the important roles of others in the customer experience.
  • There are many external touchpoints that can influence a customer during their buying process, for example, other customers, peer reviews, independent information sources such as TripAdvisor, or social media influencers.

We also need to understand the consumer journey to understand the impact of different touchpoints on our digital marketing strategy.

The Customer Journey consists of three stages:

  1. Pre-Purchase
  2. Purchase
  3. Post-Purchase

Each touchpoint mentioned above is prevalent in each stage of the customer journey. It is important for companies to get information from these touchpoints and then feed it back into previous experiences of each part of the customer journey this information can then be combined to help predict what the future experience of the customers will be in regard to your brand and can also help with the development of strategies to help ensure that these future experiences are greater than ones previous.

3 Things to Consider to Plan your Digital Marketing Strategy

3 Things to Consider to Plan your Digital Marketing Strategy

  1. Where are we now? – (A) this can be understood by doing some research about your company through data collection or viewing insights.
  2. Where do we want to get to? (B)-this can be understood from your mission statements and vision statements.
  3. How do we get there? – This is where strategy comes into place to get from A-B. you first chose a desirable goal/outcome for your organization.

This goal is then broken down into further objectives or milestones which can be shaped around a model like SMART (Specific, Measurable, Attainable, Relevant, Time-based). Each objective then requires a strategy to be implemented in order to complete the said objective. The chosen strategy needs an action plan to help break down the strategy into smaller more detailed individual tasks which in turn will lead to the implementation of the strategy.

Barriers, and Consideration for your digital marketing strategy

The following barriers, and considerations you need to consider for your digital marketing strategies:


  • You can buy technology and it does not have to be built (outsourcing)
  • Every program that you roll out needs a rollback plan


  • People can be brought into the company via recruitment to do tasks that require certain skills that the recruited employees will possess.
  • Instead of recruiting new people to do jobs try to upskill current employees by training as these people understand aspects of the business such as organizational culture.

Budget and Resources

  • Restrictions on expenditure such as salary caps can cause growth to become somewhat stagnant.
  • The external environment may give rise to poor economic conditions which hamper the improvement of the Digital Marketing section of a business as this requires lots of funding.
  • Trying to impose a new method of work into the organization can be very time-consuming and causes stress on employees, leading to poor productivity (time=money).

Business Priorities:

  • A new competitor enters the market
  • New rules and regulations put into place
  • An Economic crisis
  • New top management employed with a different style
  • All of these factors can mean that the business has to move focus and thus resources to the new priority which then takes away from the expansion of the Digital Marketing strategy

POEM model for your Digital Marketing Strategy

The POEM Model represents three types of advertising and marketing that can be carried out through social media and online content. It stands for (Paid, Owned, Earned, Media).

Paid media can be carried out through google ads, content networks, retargeting networks, and display networks.

Owned media can be carried out alone through websites, Mobile apps, Blogs, Social Media, and Email.

Finally Earned Media is free and is gained through the performance of the product or service leaving a well-founded lasting review on the consumer such as Influencers, social sharing, journalists, and Bloggers.

Three effects that make up a digital ecosystem

A digital ecosystem system is a gathering of interconnected data innovation assets that can work as a unit. Digital ecosystems are comprised of providers, clients, exchanging accomplices, applications, outsider information specialist co-ops, and every separate innovation.

There are three effects that make up a digital ecosystem

Brand and proposition effect

The organization’s brand and propositions should always be reflected in everything they do. The organization’s brand is affected by its individual performance, positive and negative PR systems, customer service performance, and finally pricing.

The halo effect

The halo effect is a term used to describe the uplift you see across your channels as a result of above-the-line advertising. For example, a broad media campaign should increase the brand search on Google with SEO and PPC (pay per click).

The billboard effect

Is usually used by organizations like hotels listed on the likes of online travel agencies or The billboard effect is a phenomenon that happens when inns see extra direct appointments on their own site in the wake of posting on an online travel service (OTA). This is on the grounds that potential clients initially find the posting on an OTA, and afterward visit the property’s own site to straightforwardly book their outing.

Different technology solutions, and analytic tools available for your Digital Marketing

DMP-(Data Management Platform), Social Media Listening Vendors, Social Media Content, Email Marketing Platform, Data Visualization Tools, and Chatbot Solutions are the essential technology solutions available for your digital marketing.

Data Management Platform – DMP:   contains methods for the organization to organize data so that plans and techniques can be created. Oracle Data Management Platform is an example of a DMP.

Social Media Listening Vendors: becoming increasingly relevant in the business world as machine learning is implemented. The Talkwalker, for example, has excellent data coverage, strong image recognition, a specific virality map, and a trending ranking.

Social Media Content:  In recent years, marketing through social media platforms such as Facebook, Twitter, and Instagram has developed rapidly. In recent years, it has become an important marketing tool.

Email Marketing Platform:  Has the opportunity to send out notifications about new items, among other things. Newsletters are a clear example of this. A newsletter is appealing to consumers and provides valuable information that a buyer should know before buying, such as appealing names, a connection to the product featured in the newsletter, a recommendation for an external link to imagine the product online, contact information, and social media.

Chatbot Solutions:  Take a look at Facebook’s chatbot solution, for example. It is thought that using a chat box solution would increase revenue, lower costs, and automate support on Facebook. There are three forms of subscriptions available, ranging from free to Pro to premium, each with improved benefits as you go up in price. Customers will engage in live chat with the chat boxes. It optimizes conversions, boosts efficiency, and increases customer satisfaction, and while doing so it personalizes your brand.

Data Visualization software:  Contains charts and other information through technology such as Google Charts, Tableau, and Domo. These technology tools are simple to use and provide a range of visualization types. Small businesses should use resources like Domo and Tableau since they are easily available.

Marketing and Retailing will be impacted across three key areas due to new and contemporary advancements in technology

Marketing and retailing will be impacted across three key areas due to new and contemporary advancements in technology. The future of marketing and retailing will transform dramatically as a result. These three areas of change or ‘pillars of change’ include:

  1. Marketing and competitor intelligence
  2. Customer assistance
  3. In-store social interactions

1. Marketing and competitor intelligence

Marketing and competitor intelligence aims to have a good understanding of consumers and their consuming behaviors, better than their competitors, in order to gain a competitive advantage. In digital marketing, companies gain a competitive edge by having a vast insight into competitors’ digital marketing and social media strategies, etc.

Consumer-generated content helps in marketing strategy decisions. Consumer ratings, reviews, videos, and images can be used to get a clearer picture of the competitor’s situation and what decisions to make. Additionally, social network data provides a wealth of data collected from social media revealing how consumers respond to a company’s brand, product, or service, i.e. liking, sharing, or commenting on social media platforms. It shows consumers’ interest in the company’s brand/product/service and informs the company of the progress of their competitor. The likes of Google Cloud and Microsoft Azure (external service providers) offer big data analytic services to gain consumer insights.

Consumer-generated content was done traditionally by conducting surveys with small sample size. Results from that small sample were intended to be an accurate representation of the general public. Nowadays, more accurate representations are extracted from consumers through Facebook, Instagram, Twitter, etc. this way getting mass consumer-generated data.

 ‘Twitter monitoring’ helps marketers in understanding their consumers e.g. over 18,000 tweets can be collected (coronavirus-related) and analyzed using text-mining software to generate a map that showed what people were tweeting/talking about and certain feelings that were expressed (i.e. sadness and fear) towards a situation/event (coronavirus pandemic). It is more common for people to openly express feelings through social media platforms.

Image and video analysis is another development in AI which scans images and videos uploaded by consumers or competitors on social media. This helps companies in choosing appropriate marketing strategies and understanding the competitor better. Image recognition software is a type of machine vision that can identify objects, people, places, actions, and writing/text from image scanning. Tools like eye-tracking capture facial expressions, eye movement, electrodermal activity, etc from videos in order to retrieve more data based on consumer behavior (e.g. iMotions software to carry out human behavior research).

2. Customer Assistance

Automation, self-servicing, AR and VR, robotic technologies, and rational technologies (i.e. AI) are new technologies with the ability to improve efficiency, adequately fulfill customer satisfaction and easily assist and interact with consumers. These technologies give companies competitive edges over their competitors as every company is trying to be the most efficient.

Virtual agents or virtual assistants (e.g. chat-bots) are being integrated into more organizations as it provides consumers with real-life interactive experiences by mimicking human conversations and languages. Some luxury retailers have started using chatbots – Ted Baker’s ‘Seemore’ and Victoria Beckham’s Messenger Experience’ – via Facebook providing help or inspiration to customers. Also, Maynooth University’s Dr Rajibul Hasan uses a Smart bot to easily interact and assist with students who have queries.

Similarly, voice-assisted AI like Siri and Alexa makes customer interaction as realistic to human interactions as possible (e.g. shop online from Amazon using Alexa, check the weather with Siri, Siri reading out messages or emails while you are driving, etc). Augmented reality (AR)  and virtual reality (VR) are other technologies that are becoming more prevalent in marketing and offer value to customers. AR lets consumers experience the real world which has been digitally rendered or augmented (e.g. AR-enabled on iPhone camera, wearables and smart glasses, AR headsets). Contrastingly, VR provides the consumer with a completely immersive and simulated 3-D experience that shuts out the physical real world (e.g. virtual 360-degree tours of college campuses from faraway, architects or design professionals’ 3-D drawings of buildings/houses prior to any changes, Coca Cola’s ‘sleigh ride’ VR experience, Marriot ‘Teleporter’ VR experience, and Michelle Obama ‘the Verge VR video’).

3. In-store social interaction

Social media sites (e.g. Facebook or Pinterest) are interfering with in-store shopping experiences by offering more information on products and how to use products etc (e.g. Elverys providing click and collect option post-lockdown ). Studies found that young people actively use social networks instore which support and empower the shopping experience, guide the purchasing decision, and also shift relationships from consumer-to-employee toward consumer-to-consumer. As a result, retailers embed social media in-store as much as possible to enhance consumers’ shopping experience. Therefore creating a good store and retailer reputation and having a  loyal customer base, often through positive word-of-mouth or having a strong social media presence.