July 2014

Tuesday 29 July 2014

Global Trends in the Transportation & Automotive Industry


Technology continually serves as the underlying factor in the changes that occur in different industries. For the transportation and automotive industry, technology has continued to push innovations in efficiency, lightweight materials, connectivity, and energy. Companies within the industry notice trends resulting from these improvements for future automotive developments. 

Global Trends in the Transportation & Automotive Industry
Global Trends in the Transportation & Automotive Industry


The North American automotive industry is not only the biggest market, but it is also the technological leader across the globe with some of the biggest names in the industry. With the market recovering since the recession, the next five years are expected prompt major changes that will impact the way cars are manufactured and used.

Environmentally Friendly Car 

With more companies focusing on being more environmentally friendly and pushing the green initiative, developments for cars that reduce emissions of harmful green house gases are becoming more popular. According to MarketsandMarkets, a market research publishing company, demand for automotive sensors in all cars has increased due to changes in government standards and demand by end users. Development of new automotive sensors for pressure, temperature, magnetic, oxygen, and level/position will continue as environmental regulations evolve.

The exhaust systems for cars are also changing because of emission regulations. The new regulations have reduced the volume of allowed emissions from automobile exhaust systems which have pushed research and development of exhausts to meet new guidelines.

Smart Efficiency Car


The concept of smart efficiency for cars has been driven by the capability to build engines that are smaller, yet have improved performance such as stability and improved aerodynamics. This also includes using energy-efficient and environmentally-friendly products during production. An example is the new use of LED lights in automobiles to reduce the amount of energy consumption for vehicles. Other examples include using different materials, such as aluminum, carbon fibre, or material-mix, as weight savers, which also helps improve efficiency. 

Digital Intelligence

As with our phones and tablets, drivers are demanding a new level of connectivity in their driving experience. According to a report by MarketsandMarkets, the global connected car market shipments are expected to reach 59.86 million units and likely to reach $98.42 billion by 2018. 

The need for mobile connection in our cars to use for content, information, and services is going to drive the implementation of LTE technologies in vehicles as a connectivity solution. As this demand becomes a norm for all automobiles, tech companies, such as Apple, Google, and Microsoft, will compete to play large parts as third party developers for the major automotive industry leaders.

Autonomous Cars

Ever since the video release of Google’s self-driving car in 2011, the idea of autonomous cars has become increasingly popular. Near-autonomous cars already exist and are on the road, such as the cars that parallel park themselves or slow down when the car’s computer senses danger on the road. The main purpose of near-autonomous and autonomous cars is to assist in preventing car accidents. 

Because driver error is the most common reason for accidents, and in 2013 there were 1.24 million deaths due to road accidents, governments and automobile manufacturers are focusing on the use of artificial intelligence combined with mechanical, electrical, control, and computer systems to drive our vehicles.  Other benefits of near-autonomous or autonomous vehicles include: better fuel efficiency, fewer green house gas emissions, increased road safety, and decreased traffic congestion.

As technological developments continue in the automotive industry, manufacturers will take advantage of the improvements to implement in their vehicles to create the most desired automobile for consumers. Industry leaders will be implementing most of these trends in their automobiles to ensure they stay up to date with consumer demands.

Written By :- Caitlin Stewart, Marketing Intern

Pulpit rock{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Tips for More Efficient Profound Usage


Tips for More Efficient Profound Usage

The term “life hacking” has been around for a while now. For the uninitiated this refers to any trick, shortcut, skill or novelty that increases productivity and efficiency in all walks of life. In 2014, as time continues to remain such a precious commodity, any way of reducing time spent on tasks is very much welcomed. 

From making a natural alternative to fabric conditioner using salt to editing Google docs, there is a hack available. As the time and pressure for results is paramount to any business, and I am sure that demand will only increase in the coming years, finding the right market research as quickly as possible is imperative. 

MarketResearch.com's Profound solution provides users with numerous tools and capabilities to help streamline your search for reports.

1. What’s your preference?

Ever been into My Preferences or even thought about checking it out?  Well, you should. In your preferences, you can pre-set the default charge back code, your sort preference (relevance, price or published date newest to oldest) as well as other valuable customization features—features that you can personalise to ensure Profound is working the way you want it to.

2. Find it faster.  
If you spend much time constructing your search, hack straight to Profound's Advanced Search feature. You can use the extra fields to laser in on the single most relevant report containing the data you need. This may require some training, which is a great investment for the future and will save you time in the long term. Remember, there are search tips available on all the search-related pages, use them.

3. Get trained.
I have spent many hours training sales people, and a common response I often here is “I used to do that” or “I’d forgotten that.” Over time and through familiarity with a product or technique, things just get lost sometimes. Whether you are a new user or have used Profound for a period of time, an investment in training will highlight ways you can become more efficient and thorough. All users of Profound have access to free training, take us up on that.

4. Distribute content straight from Profound.
This saves time as you are not required to save files to your desktop, switch application to email, attach the files etc. Simply select (tick) the report(s) of interest from the results page and click on email. Here, you have preferences to include costs or keyword in context (KWIC), and you can add your personal notes for the recipient. You can also do this from any table of contents page.

5. Use all the resources available to you.
As a Profound user, you have access to the wealth of knowledge and experience via your Account Manager and our helpdesk. Contact details can be found on the "Contact Us" page via Profound or save our number in the speed dial option on your phone. Call us or drop us an email; we are here to assist in all research-related matters.

For anyone who is interested in fabric conditioner, TechNavio say in their 2014 report Global Fabric Conditioner Market 2014-2018 that, due to increased competition and the emergence of private labels in the market, vendors are under pressure not only to retain, but also to increase their customer base. Watch out Henkel, Unilever and Colgate-Palmolive, the market could be reshaped if the homemade natural alternative using salt and essential oils hack takes off. You were warned!

Thanks for reading!
Written by :- Jason Ward, MarketResearch.com


Pulpit rock{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Wednesday 16 July 2014

Important Ten Questions to Ask Your Digital Marketing Partner


The Top Ten Questions to Ask Your Digital Marketing Partner - Max Starkov & Mariana Mechoso Safer


It's challenging to find a good digital marketing partner these days. As more and more companies join the market as 'experts in hotel website design and digital marketing,' hoteliers are faced with a difficult decision. 

1. Do you consider yourself my property's digital marketing partner or vendor?

To achieve the highest long-term success rate, the hotelier-agency relationship must be based on trust and the client's best interests must be at the heart of everything the agency does. What does it mean to be a partner vs. a vendor?

Your digital marketing agency consistently offers proactive recommendations vs. simply "taking orders." Is your agency just an "order-taking" outfit or do they come up with consistent recommendations on how to tackle your occupancy, seasonal and other business needs? If you find yourself making all the effort to communicate with your agency first, you are working with a vendor.

Your digital marketing agency is an extension of your property's sales and marketing team. Are your agency's recommendations based on what's best for your property's business needs and what will generate the highest ROAS (Return-on-ad-spend)? Or are these recommendations based on how high a commission the agency receives? You'll need to do your research to find this out.

Your agency's company values are aligned with your values. If your partner has not identified any brand values, it has not clearly positioned itself in the marketplace. A team that stands behind its values strives to provide excellent customer service and produces better results for its clients. Aligned goals build authenticity and trust between a digital marketing agency and its clients.

2. Are you utilizing any proprietary digital marketing technology?

Digital marketing is becoming increasingly complex, especially compared to what it was just over 3-4 years ago. In this day and age, there is a complete convergence between digital marketing and digital technology. Crucial revenue-generating initiatives such as Meta Search Marketing, Dynamic Rate Marketing, and Content Management Systems equipped with personalized marketing capabilities are an equal part technology and marketing.

Today, you should choose a partner that has both digital technology and digital marketing capabilities under one roof to help you keep up with the rapid development and marketing opportunities available in the industry.

In this multi-device world we live in, hoteliers must meet the needs of their guests on each device. This means investing in technology that allows for the best user experience on the three screens: desktop, mobile and tablet, which many hoteliers find hard to do due to their website's antiquated Content Management System (CMS) technology.

Your digital marketing partner should be able to develop technology in-house that you can benefit from. Examples include a CMS with functionality developed specifically for the hospitality industry, interactive marketing applications, social media applications, dynamic rate marketing technology, and meta search marketing enablement technology.

3. What percentage of your total business is dedicated to providing digital marketing and web services?

A company that has too many 'core competencies' often finds itself not excelling in any of them. Giant global companies like Sony claim to have only two core competencies. Ask your marketing firm what percentage of their business is dedicated to digital marketing and web services. If you are working with a firm where these services constitute only a small part of their overall service offerings, you are taking a risk that your business will not be as important to them. There is also the chance that the team dedicated to your account, if you do have a dedicated team and not a general 'client services department contact email/phone number,' also has other responsibilities that can take them away from providing your account the attention it deserves.

4. What percentage of your clients are in the hospitality space?

The answer to this one should be close to 100% because of the uniqueness, complexity, and fast moving dynamics of the industry. Hoteliers need customized, expert advice that is specific to their needs.

This multi-billion hospitality industry is so large and dynamic that specialization in hospitality provides a unique and competitive advantage to mixed-industry and GDS-focused companies that are late and inexperienced to the online hospitality channel.

5. Do you offer full-service digital marketing?

Managing multiple vendor relationships is a job in itself. By partnering with an agency that offers full-service digital marketing, your team can stay efficient and focused. Does you agency offer the full spectrum of digital marketing initiatives such as website design and CMS technology to SEO, SEM, online media and retargeting, dynamic rate marketing, meta search marketing, social media, mobile marketing, and email marketing?

Additionally, the more vendors involved, the higher the chance for mistakes, campaigns that do not produce, and communication struggles.

For digital marketing campaigns to generate the highest ROIs possible, goals and teams need to be fully aligned. For instance, Paid Search and SEO go hand in hand. Google updates its search algorithm 500 times each year, and the Panda and Hummingbird updates directly affected how Google indexes and values the underlying website landing pages. With Google constantly updating its algorithm, paid search professionals must treat search dynamically. SEM should align with the site's SEO in order to maintain a high Quality Index. Managing your SEO strategy should include a business analysis, comp set analysis, keyword analysis, etc., and having another company manage paid search, which includes exactly the same business analysis, comp set analysis, and keyword analysis, translates to double the work and double the cost.

6. Is multi-channel marketing part of the overall strategy for each client?

In today's multi-device, multi-touch world, digital marketing must be handled in a multi-channel campaign fashion to reach consumers at every touch point. All three screens (desktop, mobile and tablet) must be integrated in the hotel's multi-channel marketing strategy. These campaigns utilize the right combination of online channels effectively (paid search, email marketing, SEO, online media, social media, etc.) to promote one campaign theme. This strategy is the most effective way to increase reach and boost revenues for a need period.

7. Do you offer Dynamic Rate Marketing?

Today's always-connected traveler demands instantaneous hotel information with real-time pricing and resents any type of price promotion that feels like bait and switch.

The latest digital technology and marketing innovation available to hoteliers, Dynamic Rate Marketing, enables marketing campaigns featuring the property's real-time availability and rates. DRM is a next-generation direct-response marketing category, which allows real-time hotel inventory availability and pricing to be inserted in various marketing initiatives: from meta search to banner advertising, paid search to email marketing.

Does your agency utilize the technology needed to support Dynamic Rate Marketing? Dynamic Rate Marketing offers a multitude of benefits for both the travel consumer and hotelier. By combining online advertising and marketing campaigns with real-time hotel inventory availability and pricing, hoteliers can satisfy travelers' demands for instant and truthful hotel pricing information, as well as respond in real time to changing market conditions and comp set behavior. The main benefit here is that advertised rates in ad campaigns (banners, meta search, email, etc.) change automatically when the hotel changes their rates in the PMS or CRS.

The results? DRM dramatically increases campaign effectiveness, boosts conversion rates, and increases direct online bookings
.
8. What percentage of the work on my account is handled in-house?

In-house services translates to total control over the quality of the work as well as the ability to offer services at more competitive prices. If your partner is outsourcing any or most of the business, you may be charged a higher commission than you realize and you will not have direct communication with the people who are handling your account. More services done in-house means less room for error, more intelligence surrounding the status of your marketing initiatives, and quicker turnaround times.

9. How many people work at your firm?

A team of 60-70 people is the absolute minimum for a digital technology+marketing firm to be able to handle all of the complexities of today's digital world: from SEO and Paid Search, online media and retargeting, social media and mobile marketing, dynamic rate marketing and meta search, website design and CMS technologies, dynamic content personalization, and more. Smaller and "one-man-team" agencies simply cannot handle today's complexities and there is a high likelihood of outsourcing or not having the resources you need available to drive the online revenues your property is capable of producing.

10. Are your employees considered industry though leaders and experts?

The management and employees of many digital marketing agencies that offer their services to the industry have no hospitality experience. They don't understand the needs of the hotelier, do not speak their language, and are incapable of providing the consulting and strategy services needed to grow the direct online channel.

Are employees published authors on hot industry topics and best practices related to online distribution and marketing? Also, ask your agency if their principals and experts are frequent guest speakers at major hospitality and digital marketing industry events and conferences. A company that employs team members who are frequently asked to share their expertise at major industry events every year is a company made up of thought leaders. The wider the variety of subjects they are asked to speak about, the better.

A company that is passionate about what it does also wants to stay ahead of the curve, creating products and services that will benefit the marketplace and its clients. In the highly competitive hospitality industry, this is a must. Hotels that fail to work with innovative digital marketing partners run the risk of losing market share, operating inefficiently and running campaigns with decreasing ROIs.

Important Ten Questions to Ask Your Digital Marketing Partner

When choosing your digital marketing partner, look at the web as the most critical and fastest growing revenue stream for the property. You should not settle for anything less than the best, a firm that will lead your property in achieving maximum revenue from the property website/direct online channel.

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Monday 14 July 2014

Learn How To Maximize Lead Generation - Market Leader


Learn How To Maximize Lead Generation - Reachforce


Anyone with a blog can call themselves a thought leader – but how do you find the real deal?


If you’re lucky, you meet Ruth P. Stevens (her incredibly impressive bio is at the end of the article).  And if you’re extra lucky, she agrees to an interview drawn from her new book “Maximizing Lead Generation.”


What are the biggest challenges for marketer to generate the number of leads they need currently? Budget? Technique? Lack of alignment?

Lead Generation Best Practices defined


Learn the key framework from Ruth Stevens to create a lead process and generate more qualified B to B leads.
My view is that the biggest challenge is process.  This is not necessarily the most exciting part of lead generation, but it’s where the most leverage lies.  The company that puts a solid process in place, and executes consistently, is the one that wins.  The most important process areas to focus on are lead qualification and lead nurturing, although most marketers focus on inquiry generation.

What are the best performing lead sources currently? (eg Website organic, website PPC, retargeting ads, Iinkedin sponsored posts, etc).

You’re going to kill me, but the truthful answer is: It depends.  There are just too many variables involved.  So marketers should test all of these, as well as traditional media like telephone and postal mail.

But, I would also add to the list your own website (beyond search), which, if done correctly, can be a source of your cheapest and best leads.

What B2B marketers need to do is add an offer, a call to action and a dedicated landing page to the website, to motivate visitors to leave behind their contact information, for ongoing communications.  Plus, add IP address identification software, to “de-anonymize” the visit, and then consider an outbound call to the visiting company, to discuss their needs.

What activities are falsely classified as lead generation and how does this impact marketing?

To me, the big offender is list vendors, who present their products as “lead lists.”  This is ridiculous, and perpetuates the myth that contact names are leads.

How important is awareness to driving ultimate downstream lead generation or supplier preference?

Awareness is very helpful, of course.  The problem with awareness as a marketing goal is that it’s hard to measure.  I prefer to focus on response-oriented communications, where you generate not only awareness, but also action.  As the great copywriter Bob Bly notes, “In B-to-B, all marketing is direct marketing.”

What new lead generation tactics have you heard of that are gaining traction / performing well; and what previously high performing tactics are on the wane?

Direct mail is undervalued today by lead generation marketers. It is still extremely effective, when used properly.  Part of the reason is the abundance of well-targeted prospecting lists.

Another reason is that business people still read their mail, and their physical inboxes are a whole lot less cluttered than their email inboxes.

What’s the easiest way to waste a significant part of your lead generation budget?
Two glaring points:

  • By not systematically qualifying and nurturing inquiries.
  • By exhibiting at a trade show without a well-considered data capture and inquiry follow-up plan (and training booth staff to engage with passers-by).
  • What percentage of B2B companies these days have true alignment between sales and marketing? Is the percentage growing or stagnant?
I don’t have a number.  In my observation, the best alignment potential comes from the top, when the heads of sales and marketing like, trust and respect each other.

What are the most important factors to rapidly move marketing leads to sales ready prospects – and how much elapsed time / marketing touches are needed to get those leads really ready?

There are no shortcuts, really, because you are dependent on what’s happening at the prospect’s end, and you have limited influence there.  But 45% of inquirers eventually buy in the category.  So a company without a process for lead qualification and nurturing is going to lose that sale to the competition.  I know I sound like a broken record by now, but this is where I see companies fall down on the job.  It’s often the basic blocking and tackling that is missing.

You noted that social channels are delivering less than 5% of leads from all social channels. Will any technique or technology push social out of the 5% box?

Social can be put to good use in lead generation, but its best applications are misunderstood today.  Like PR, social cannot be viewed as a scalable, reliable media channel for lead generation.  You can’t build a quota-fulfilling revenue plan on it.

What you can do is:

Add an irresistibly titled content offer to social media messages, linked to a dedicated landing page where you capture contact information, and then nurture that relationship until it is ready to hand to a sales rep.

Use social media touches as part of your ongoing lead generation and nurturing programs.

If you are just starting to re-build your B2B lead program, what are the first 3 critical steps?

Plan your process, from inquiry-generating campaigns, to lead management, to results analysis and reporting. Invest in data management and hygiene.

Communicate the value of a lead to everyone in your company. This is a real point of opportunity.   The value of a lead can be explained in two ways:

  • The cost per lead, meaning the investment the company makes in generating a lead.
  • The revenue value of a lead, meaning the average order size of a closed lead.  If everyone in the firm is aware of these numbers, they are more likely to treat the lead with the respect it deserves.


{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Tips For Promoting Your Business Page On Facebook - Prabhakar


Tips For Promoting Your Business Page On Facebook – B2B Marketing And Sales Tip 


Written by Ellie Mirman, blogger at the HubSpot Internet Marketing Blog and Inbound Marketer at Internet Marketing company HubSpot.



So you’ve got a Facebook Business Page… Now what? Building a Business Page is one of the best ways to increase your presence and engage more potential customers on Facebook, but it’s more than just clicking “Create Page”. As you venture out into the social media world, here are a few tips to help you promote your Page and reach more of the 100 million Facebook users.

Create a Facebook Business Page worth becoming a fan of.

To quote David Meerman Scott, nobody cares about your products and services (except you). People care about how you can help them solve their problems. To extend that thought to Facebook, don’t use your Facebook Page to talk about your products all the time. People aren’t interested. Instead, create some interesting, useful content that people want to receive. This could be blog posts, whitepapers, or simply discussions.

Take advantage of the viral nature of Facebook.

Facebook provides great opportunities for viral marketing. Facebook creates a “News Feed” of your friends’ activities on Facebook, like posting photos, changing statuses, or becoming fans of a Page. What this means is that every time someone interacts with your Page in some way, that action is published across all of their friends’ News Feeds, giving you exposure to that person’s entire network. The best way to take advantage of this is to engage your users and give them more opportunities to interact with your Page, for example, by fostering discussions, inviting them to events, allowing them to post links. Leveraging the power of the News Feed is a critical part of establishing your presence on Facebook and building a fan base for spreading your messages.

Don’t forget to draw on your network.

All promotion does not need to take place within Facebook. Feel free to email your opt-in e-mail list, blog about your Page, and post a link to your Page on your company website. The best people to help you build up your fan base for your Business Page on Facebook are those people already subscribed to your blog or engaged with you in some way.

Optimize your Page for Facebook – and public – search.

Another way to get found and build your fan base is through Facebook’s search. Facebook – like all other search engines (Facebook was noted the most used people search engine) – has an undisclosed algorithm that ranks search results in a way that aims to return relevant and useful results to the searcher. The best think you can do to show up higher in these search results is to build a large following of your existing fans, because entities with a larger network tend to show up higher in search results. Also note that Facebook Business Pages are public and indexable by search engines. This potentially gives you exposure to those searching in broader search engines like Google. To make the most of this, start lots of engaging discussion threads on your Page, so that if someone is searching in Google on that very topic, they can stumble upon your Facebook Page and discussion thread.

Get an extra push with Facebook Ads.

If you want to give your Business Page an extra push at the beginning, you can also buy some advertising slots. Note that Facebook ads are much less effective than the viral marketing options on Facebook, and the click through rate for Facebook ads is notoriously low. Facebook advertisements show up on the sidebar as users browse through their friends’ profiles, groups, and so on. When you set up your ad, be sure to include “social ads” – these draw on a users’ network to see who in their network has already engaged with your Page and shows, for example, “Jim Smith is a fan of Company ABC” next to your ad, potentially improving your click through rate. Also, make sure that you give viewers a relevant reason to click on your ad by inviting them to connect with industry peers or offering a free whitepaper, for example. Also in this vein, note that you can target your ads by age, gender, interests, geography, and other factors, to reach users who may be more interested in your Business Page.

Bonus Tip: Measure your results.

Once you’ve built up your Facebook Page it’s good to measure what you’re actually getting out of your social media program. Some metrics you may want to measure are:  number of fans, page views, and unique users. Facebook’s “Insights” provide some of these metrics, including demographic data. You’ll also want to track actions beyond your Facebook Page, namely, website traffic, leads, and sales that come from Facebook. Hopefully some of these tips will help you get your Facebook Business Page off the ground and build it into a valuable channel for reaching your potential customers.

All this said, social media, including Facebook, is by no means static. It is constantly changing and we, as marketers, are constantly learning the right way to leverage these channels for marketing. If you want to see what we at HubSpot have done, you can become a fan of our Page at http://facebook.hubspot.com. And, if you’re looking to network with other marketers on Facebook, you may be interested in the Facebook Pro Marketers group, a group for marketers passionate about marketing. Perhaps there we can continue discussing ideas for marketing on Facebook.


{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Tuesday 8 July 2014

how many Italian are really needed Data center


Data center, how many are needed really to the Italian?


The Agency for Digital Italy has started to rationalize the regional level. But it opens the debate, two national Ced in Rome and Milan will be sufficient to ensure greater efficiency and cost cutting?

Luke Beltramino, Managing Director TelecityGroup Italy

If the premise is positive, the declination is negative. The Italian state, according to the orientations of the ' Digital Agency Italy - Agid, wants to streamline and optimize the system in the data center of the central public administration (PAC) and the PA in general. Protagonists and perpetrators of this - needed - the revolution will be the regions. In essence, they will be created from scratch in each of the 20 different Ced Italian regions. This means the creation of 21 local agencies if we consider the two autonomous provinces of Trento and Bolzano.

As pointed out by the "Courier Communications" on June 9, in the regions of ICT professionals working fine. Nevertheless, the wealth of data centers of the PA is estimated to amount to 1,033 units in the Pac-only, to go up to 4000 considering all the PA (Agid position paper "Guidelines for the rationalization of the ICT infrastructure of the PA").

According Assinform, the annual expenditure on ICT in the public administration would amount to about five and a half billion Euros and 30% of this is due to the data center management (2011 data). Among the data center of the CAP and the local PA (Regions, Local Authorities, Health), would be used more than 20 thousand people. Most of the organizations and industry observers agree that the current assets in the data center is inherited from the past, policies and guidelines for energy efficiency are inadequate, human resources often poorly trained and motivated people.

 Faced with this scenario, you need a radical change. What to do? The solution, in my opinion, is to centralize the data center, as it is indeed taking place in other advanced countries. As for Italy, I think the PA would require only two data centers, one in Rome and one in Milan, a city that already hosts two major national Internet nodes.

Centralization I wished he historical evidence. A data center is more efficient as it is larger and more modern in their security systems and energy efficiency. Building one / two / three or even more depending on the size Ced territorial in each region would simply lead to a proliferation of diseconomies of scale. Instead, the data center of the PA should be made in the most strategic points of convergence and connectivity of electrical infrastructure, features that are missing in the majority at the time of the Italian regions.

The government's plan defines, from a somewhat questionable, enhancement of DC national and regional portals of local autonomies and municipalities. All this will undoubtedly lead to the creation or use of obsolete structures. These will be positioned to come in areas with poor services and Internet bandwidth to be achieved and will require investments that can be used for this purpose. What sense does it build a data center in those areas where there is no connection to broadband? Failing that, it is important to remember, currently covers 12% of the entire Italian territory.

The data center model relies heavily on a centralized ICT scheme. In this system, the centralization of infrastructure in a single location can be supplemented by a second location of the backup conjunction with the development of the entire national territory of the broadband data transport services and Pac and PA in general: in this way all the country should enjoy the efficient distribution of services.

The centralization of data centers is even more motivated by the desire to apply the model to the cloud services of Public Administration. The European Union has placed at the center of its Digital Agenda for the spread of cloud computing. The EU is thus estimated to reach 2.5 million new jobs by 2020 and an increase in GDP of 160 billion Euros, or about 1% of European GDP. The model first Cloud has the advantage of being centralized in a main data center that is then subjected to operation of backup in mirror in a structure appropriately distant.

Cloud enables abroad already evolved forms of shared services . In many parts of the world have been set up projects by central governments as well as provide services to the decentralized bodies. And 'this is the case, for example, of solid experience in Australia and Singapore. Several government to promote foreign countries for some years now initiatives to cloud-based shared services , ie develop application components and portals where the government can procure services in decentralized mode self-service on-demand . And suffice it to mention the Federal Cloud Computing Initiative in the U.S. or the G-Cloud Marketplace in the United Kingdom.

The investment in data center should be done at the central level in locations well served by broadband, with the presence of multiple operators TLC, where there is plenty of power and space available for future growth. The savings in the proliferation of data centers could be used for investment in infrastructure bandwidth, and ultra-wide, to enable the population to have access to the services of the PA from all over the country. Avoiding construction of dozens of new data centers in the country and building only two, it would save more than five billion euro, which could be used just to the spread of broadband and ultra.

The centralization of data centers, finally, should be fully in the direction of what is making the government led by Matteo Renzi , based on principles of centralization, rationalization and simplification of processes, with a view to spending review. The regionalization of ownernship data center probably arises from a misconception: that of Federalism at all costs (and not coincidentally the Senate reform is based on a federalist logic). If it is true, overt and accepted by all the principle that services should be "close" and paid where the consignee is the final user, the data center industry, paradoxically, provides the opposite of that possibility: the services will be much closer to the citizens as the data will be managed and will transit in centralized data centers that is modern, efficient and safe.

corrierecomunicazioni.it - ALL RIGHTS RESERVED


{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Italy Telecom Data Center-SHELTER THE CLOUD - start tomorrow the exhibition


 From 8 to 31 July in the space TIM4Expo Triennale (Milan, viale Alemagna 6) will host the photographic exhibition "Italy Telecom Data Center - SHELTER THE CLOUD", made in collaboration with Magnum Photos and Expo 2015


 The project was born from the idea of ​​enhancing the intangible reality of cloud computing through images and videos of Telecom Data Center Rozzano Italy to give visibility and aesthetic dignity to the "central nervous system" of the Digital Expo and All Digital Smart City Expo Milano , 2015.



 In fact, all of the technological infrastructure of the Universal is based on Cloud Computing and resources will be physically allocated at the Data Center Rozzano, in a special area dedicated to enable full security in the processes of interaction with the Expo "virtual" and with the innovative services available in the exhibition area.



 "Telecom Italian Data Center - SHELTER THE CLOUD" represents a journey into the world of Cloud Computing, Digital Expo and the Digital Smart City Expo Milano 2015. A journey that takes the form of a photo shoot made by three of the most important photographers international agency Magnum Photos: Paolo Pellegrin, Peter Marlow and Harry Gruyaert. Through different points of view were given a personal representation of technology and innovative services at the base of our daily digital life.



The exhibition will be open from Tuesday to Saturday from 10:30 to 13:00 and from 14:00 to 19:00.

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Monday 7 July 2014

Dont make tricky campaign in Email Marketing for Business ROI


Don't make tricky campaign in Email Marketing for Business ROI

Email promoting has been around since the Internet was invented. Although some spam filters have been able to remove unwanted messages from going into an individual’s inbox, when marketing via email is done right, it is helpful for the recipient and the sender. The solid advice, below, will show you how to earn more and keep your customers happy, at the same time.

Do not continuously insist that your subscribers “Buy Now.” People can recognize this kind of approach easily. If you do so, your work looks like spam. Trust me, all of them know you are trying to sell a product or service; however, you will realize greater success if you first build a relationship with them and then promote both yourself and what you are offering, professionally. Your customers will appreciate you not doing this, and this will increase the odds of them purchasing one of your products.

Don’t email people that you do not know. Otherwise, you risk being known as a spammer. People will not recognize your brand and will not trust you at all. They will just send your email to their spam folder, and it will be a huge waste of your time.

Any content you intend on emailing out should be proofread and edited. Accuracy is important in all forms of correspondence, including emails and newsletters. Before you ever hit “send,” test your email layout to ensure your satisfaction with the way it looks. If you have put any links in your emails, make sure they are able to be clicked.

Make sure that email formats are tested. Put your important information and any new offers near the beginning of your messages. But you should try different formats to see which one gives you the most responses. When you find one that works, stick to it. When you do this all of your customers know where they need to look for when searching for information they are interested in reading.

Continue learning about email marketing techniques through all the resources available to you. You will find a lot of helpful books or websites. You should also try to attend local email marketing classes and workshops.

Your marketing emails should contain rich content to complement the request for business. Information that is useful to readers and can’t be found on your site is particularly appreciated. Also give your valued subscribers some exclusive offers only available for people on your mailing list. Send greetings for holidays or a personalized message for birthdays for instance.

Test a variety of different formats for your emails. Your email should be like a funnel, with the most important items at the top and the least important items at the bottom. But keep trying new formats and ideas until you discover the one or ones that provide you with the greatest number of responses. When you determine what works, continually use it. This will ensure your customers will know what they are getting from your emails and where to go when they need more information.

In order to ensure that every single customer on your list has given their permission for you to email them, you should have customers opt-in to your list twice before you send the first email. While it may seem like overkill, it is a great way to guarantee that your customers actually want emails from you, which could save you from future trouble.

It’s a great idea that you require people to double opt in if they’re wanting to receive emails from you. This may appear like an unnecessary extra feature, but this can, in fact, ensure that only those who sign up who are genuinely interested and this eliminates trouble for your company.

Branding is something that extends throughout your business, even down to marketing via email. For this reason, you should be careful to develop a well-designed template for your marketing materials. Make sure to include your company logo, with color complimentary backgrounds, and professional fonts that are an accurate reflection of your brand. This will enable your customers to quickly recognize the source of the email.

Keep in mind that major holidays are not the best time to send out important emails. This is because people are usually out of their office and not next to their computers, so they won’t notice your emails. There are always exceptions, though! This may include emails regarding things like Black Friday and other sales or specials that go on.

Don’t use images for important information in marketing with email. A lot of email clients do not display images right away. This could possibly make for ugly messages or ones that are unreadable if they rely too much on images. Make sure that the most crucial information is readable and that images have alt tags.

Be certain that every recipient of your email messages has indicated a willingness to accept them. Skipping this step may not only cost you subscribers, but they may talk to others, which can further damage your business’s reputation. Some ISPs and web hosts will also refuse to do business with you, which isn’t exactly good for a business that relies on the internet for survival.

It is a legal requirement to get someone’s permission before adding them to your mailing list. If you do not, your emails will be viewed as spam. You will quickly lose subscribers and be banished to the junk mail pile. If your ISP gets many complaints, they could block you from sending emails because you can be viewed as a spammer.

Your opt-in should have a field for customers’ first names at the very least. This allows you to personalize the message to each subscriber. This will help build customer relationships.

Use email previewers to your advantage when using preheaders. Simply put, a preheader is the highlighted first line of email text. Email providers such as Gmail put this section of text right after the subject of the message, and therefore it is easy attract the attention of your reader.

It is important to only target people who have agreed to be contacted with your email marketing campaign. The people you add will be left angry, leading them to report your email and cause you a headache. Also, it is possible that the host of your e-mail service will remove your account.

Directly Opted

Be certain your email marketing plan has an option for unsubscribing or opting out. There is a cost to sending email, even if it is small. Furthermore, the negative publicity and blowback from being seen as an aggressive spammer is not only bad for business, but can result in blocks and black listings online.

Stay away from including emails on your emailing database that have not been directly opted-in by the specific subscriber. Padding your list with subscribers who have not directly opted into receiving your marketing via email can build ill will towards you by both the email owner and your potential clients. Additionally, ISPs and web hosts won’t hesitate to cancel spammers’ accounts.

To increase the size of your mailing list, include simple ways for potential customers to opt in to receiving your emails. This can be done on your website by making a link that subscribes to your newsletter.

Try testing the layouts of your messages on various platforms. Once you have perfected your materials, test them using all major browsers, various email clients and different operating systems, including Linux. A message in Hotmail may look entirely different from a message opened in Gmail.

Grabbing the reader’s attention is key in a successful email marketing campaign. You might have to tweak things a bit before everything falls into place. Changing components that aren’t working is key. Test out new techniques continuously so you can stay on top of marketing.

In order for your subscribers to feel special, try to personalize the emails you send them any way you possibly can. If it feels more like a form letter to them, they are more likely to just delete it or block it from receiving any more. Adding in their first name is very easy, but take it step further. For instance, you should have information that tells you when and where a reader subscribed, as well as why they did so. This information can be used in your emails.

Your marketing emails should be reasonably short. Your language should be as direct as possible. This will demonstrate your respect for the value of your readers’ time. This will also prompt most readers to take in the full message. Remember the importance of this, as your important links and content will probably be near the end of the email.

If you are doing it properly, your marketing with email efforts won’t even seem like a sales pitch to your readers. If you make your emails interesting and informative, a reader might actually look foward to seeing them in their inbox. This is beneficial to more than just your brand. It also might bring you customers who are more than willing to purchase your products and offerings. Use these tips to take your email promoting campaign to the next level.

Use social networking sites, such as Facebook, Twitter and YouTube, to help expand your email marketing efforts. These networks make it easier for customers to share your information with others, and you can grow your mailing list organically by interacting with visitors at your social networking sites, drumming up interest for your content.

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

How much Email Marketing ROI Good Enough for Business


How much Email Marketing ROI Good Enough for Business

Look no further than email marketing to find the answer to what will generate a 4000%+ ROI (Return on Investment). Hands down, email marketing is the most cost effective and efficient marketing channel at your disposal. So you ask yourself, “Why aren’t I making a 4000% ROI on my email campaigns”? The answer is simple, mobile. That’s right mobile – a smartphone is killing your chances of garnering the huge ROI numbers you should. Let’s look at what you’re doing wrong or not doing at all.

Consider these statistics; 58% of all US adults own a smartphone. Here’s the breakdown by age groups:
  • 18-29     83%
  • 30-49     74%
  • 50-64     49%
  • 65+         19%


Now consider that 66% of emails are opened on mobile devices and of that, 38% are opened on an iPhone. More people open their email on an iPhone versus a PC as a whole, which is 34%. Personal and business lives are melding together into one device and everyone, including your competitors, are competing for attention.Optimizing your emails for mobile devices is a sure way to get ahead of the curve with studies showing that only 11% of emails are optimized for mobile. 

Lack of mobile optimization is stopping you from converting readers into leads and leads into sales.While 69% of smartphone users will quickly delete an email that is not optimized for mobile, 61% of smartphone users will immediately leave a website that is not mobile friendly. An email marketing campaign is only as successful as the revenue it generates.The 5 most relevant and important steps to take moving forward are:Design for mobile users. Ensure you design your email creatives to be responsive.

The majority of mobile email clients, including the iPhone’s native mail application, have images enabled by default. Can a user go into their settings and turn them off? Sure, but most people don’t take the time or extra step to do so.Make sure your call to action is clear and in their face. Make it a bold, obvious statement. This is an important step and not just for mobile email campaigns.Make sure your unsubscribe link is not to close to your call to action. Making this critical error can cause your loyal customer to opt-out.Ensure the email addresses in your list are valid and deliverable. 

Sending to dead or undelivered email addresses is nothing more than a waste of time and can irreparably damage your IP reputation. Be sure to clean and validate your email list at least twice per year.The best advice I can give is test your email creatives to your own smartphone. Be sure it is appearing correctly and displaying properly on both iPhone and Android devices. After you have tested your responsive email design and you are sure it looks right and displays properly, then and only then you can deploy it to your newsletter or customer list. If you have followed these basic steps, you should see a big jump in your open and click rate as well as conversions and ROI.

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Thursday 3 July 2014

Metrics for E-commerce Retailer with Content Marketing


Online retail marketers spend a significant amount of time and money attracting visitors to their stores, converting these visitors to customers and retaining them as customers over time. Content marketing helps at each stage of the marketing funnel.

Right at the top of the funnel, content marketing in the form of blogging, visuals, videos, guides, articles and media engagement all work to drive relevant traffic through to a store as well as kick off brand awareness. When visitors start to browse through products in your store, content marketing in the form of product videos, quality reviews (user generated content), FAQs, product description and images come to play with converting traffic to sales. Finally, customer loyalty efforts geared to generating more repeat customers are largely fueled by an email marketing strategy that imperatively connects with your brands overarching content marketing strategy.

It is vital to measure the effectiveness of these measures as a guide to future efforts. 

The word “metrics” is on everyone’s lips in the content marketing world, as metrics are a gauge on the effectiveness of marketing spend. There is, however, a slew of different metrics available to marketers. Which ones merit scrutiny?

1. Returning visitors

This is an important metric from a content marketing viewpoint because visitors who return to your site directly — who aren’t funnelled there by other marketing channels — are a guide to how useful people found content from your site the last time they came.  In other words, it’s a measure of how good your content is!

The quality of your content matters because it increases the “stickiness” of your site, and because it increases the likelihood of turning visitors into customers. Furthermore, high quality content that delivers return visitors is one of the means by which you can build relationships with your “top 1 percent” customers.

Ideally, what you want is your top 1 percent customers returning often, rather than many “bottom 90 percent” customers returning once or twice. That’s about targeted content and fragmented phased-out content that stimulates audience suspense similar to TV sitcoms.

2. Pages per visit

The average number of pages a visitor looks at during a browsing session. This figure provides some indication of site engagement in broad terms. If visitors read only one page, it indicates they aren’t finding the site very useful. If they stay and read 10 pages, they’re obviously seeing value in what your site has to offer. In e-commerce, this is a vital metric because visitors are most likely “window-shopping” on your site. The longer a visitor spends on your site, the more engaged they are and more likely they are to buying.

A vital part of this is bounce rate – how many visitors simply bounce right off the site after viewing only one page? Factors known to increase bounce rate include page load times, as well as a poor connection between content marketing and site content. If your content marketing attracts visitors who are basically uninterested in what you do, they’ll bounce. This is worth looking at in isolation as well as part of the whole picture provided by pages per visit metrics.

3. Time on site

Time on site indicates the amount of time a visitor spent doing anything at all on your site. As such, it indicates interest, engagement and likely purchase. As a general indicator of site performance, this is key. It’s also important because more engaged customers are usually better customers. Comparatively high time on site is an indicator of commitment to your brand – a feature of the “top 1 percent” customer. You can break down the time on site figures to see which people are spending more time with you, allowing you to optimize your content for the customers who make the biggest difference to your company.

4. Increased traffic

Increased traffic is the basic aim of content marketers. From social media to your blog to your sales pages, good content marketing should increase your traffic.

For e-commerce, more people coming in through the door means more sales and more revenue. Again though, it’s wise to differentiate between more traffic and more useful traffic. More visitors who display lower secondary conversion, lower pages per visit and so on, are not necessarily what you should be looking for. Boosting traffic should be seen as a way to increase the number of potential top 1 percent and top 10 percent customers coming to your e-commerce store. That’s about targeted content.

Engagement Metrics

5. Sharing content

How much of your content gets shared across social networks? That’s a key metric for content marketers in any sphere: it’s a measurement of how many people think your material is good enough to show their friends or pass on to professional contacts. It also feeds into your social marketing strategy: knowing which channels your content is shared on lets you know which channels to concentrate on, and which to optimize your content for.

From an e-commerce standpoint, sharing content is another indicator of the engagement of your top 1 percent customers. Higher engagement from this group is disproportionately rewarding in terms of sales and per-sale revenue. called “comments per post,” and it measures the number of times visitors post responses, feedback, reviews or any other form of commentary. This is a key metric for content marketing because it’s a measurement of engagement. This can provide insight into the topics that customers want to engage with.

Specifically for e-commerce, a reviews section provides an important guide for future customers. Customers and prospective customers take reviews extremely seriously, and they make a major difference to sales. From personal experience buying running shoes online, I value reviews from customers in specialist running online stores against reviews from behemoths such as Amazon or eBay because my inclination is that specialist store customers would be more discerning and knowledgeable. Online retailers should create a stimulating experience that encourages reviews and user-generated content in general — there is so much value to be had here.

7. Time

Most social media management tools offer metrics that let you find out what time of day and which days your posts see the most engagement. Obviously, you’d expect different demographics to have different engagement profiles – if you sell products aimed at middle-aged fishermen you’d expect to see a lot less action at 2 a.m. than if you sold concert tickets to youth-oriented events, for instance. Checking out when your audience is active lets you build your posting schedule around those times. You can take that information and measure it against your conversions at your store.

Suppose you get the most social media engagement at 9 a.m. on Thursdays, and most of your sales are at 9:30 on Thursdays. A link that fast seems unlikely to be causal. But what about secondary conversions? A spike in social engagement, followed by a spike in traffic, followed by a spike in sign-ups, all suggests that your social and other content marketing is working extremely effectively.

Business Metrics

8. Conversion rate

In online retail, sales are primary conversion metrics. Drawing a direct link between content that you create at each stage of the marketing funnel and your sales can be tricky, but multi-attribution modeling helps establish a link to sales conversions more easily. Also consider measuring “secondary conversions” such as email list subscriptions, buyer guide downloads and any form of engagement that requires commitment on the part of the visitor. Growing an email list is a vital conversion metric to measure.

It is a vital metric because it indicates a wider spread of visitors who might not be buying yet, but they’re interested enough to download material, to sign up or to otherwise indicate their interest. Additionally, higher engagement is a characteristic of the top 1 percent of your customers – the ones who actually contribute the most to your success.

9. Customer Lifetime Value (CLV)

Customer lifetime value is a measure of how much a customer is worth to your company overall, across the time of their association with your company. The average customer is going to make around two purchases throughout their association with you. The top 1 percent of your customers will, measured across their CLV, be worth around 30 times more than the average – reason enough to concentrate on these high-value customers.

Analyzing customer lifetime value lets you see whether you’re getting the customers you want. It’s actually more efficient to appeal strongly to a smaller number of customers than to appeal weakly to a larger number of less engaged, less interested customers who will, ultimately, spend far less with you. If you’re appealing to high value customers, your content marketing strategy is working!

10. Revenue

Finally, what it’s all about. Revenue is the most important metric, for obvious reasons: you can’t pay your employees with click-through, or make a house payment with secondary conversions. But how do we look at revenue from a content marketing perspective?

One way is to track purchases through the whole process, and see what content they viewed prior to the purchase decision. If a visitor viewed three pieces of content on your website and then made a €90 purchase, each piece of content is worth €30, right? Sort of. But that’s too simplistic for such a complex picture. It doesn’t take into account social marketing, or repeat customers – in their case, you’d need to factor in the content they looked at last time too. Use purchase value/pieces of content viewed as a rule of thumb, but remember how vague it is. It will give you an average at best.

Another way of looking at revenue is to measure conversion value. It’s a broader approach that looks at all the costs involved against the sales value and it usually means looking at the mass of sales.

Conclusion

The most useful metric for tracking success overall is customer lifetime value measured against the aggregate cost of customer acquisition. Customer acquisition costs include all marketing costs, not just content marketing. But content marketing costs will be significantly reduced per customer if those customers have high lifetime value, because high lifetime value customers are interested in more of your content, so less of it “misses.”

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}

Backlink Profile Monitoring with Majestic SEO


Are you monitoring your back-link profile?

It is no secret Google have become very aggressive when it comes to links and link building strategies: highly optimized anchor text links have suddenly become toxic as they are unnatural. So perhaps branding is the way to go and people are thinking twice before placing questionable links on their money sites.

While link building is still an essential part of your SEO strategy, there is another aspect you need to consider as an everyday part of your optimization efforts: Monitoring your backlink profile.

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Backlink profile monitoring should be an integral part of your ongoing SEO activities. You need to know who is linking out to you, and if there are any suspicious activities, in order to react in real time and avoid a disruptive, (or devastating), penalty.

How you can use Majestic SEO to monitor your backlink profile?

Majestic SEO offers 2 different ways to monitor your backlink profile:

Via a Tracking Report. The link tracking report from Majestic SEO offers a view of Trust Flow, Citation Flow, and other link quality characteristics such as external backlinks, referring IPs, referring domains, and referring subnets: link quality characteristics of any URL or website over time, updated on a daily basis. This report is useful in 2 ways:

It allows you to follow the link quality of a URL and see if there is any correlation between a change in a URLs position and whether the change was caused by an increase in good (or bad) links. These flow metrics start calculating many link iterations away from the URL you are tracking – meaning there does not have to be a change to the pages that physically link to you, for there to be a change in the page’s fortunes on the web.

It offers an overview on the rate of growth of your Inbound Links (IBLs). The daily report offered by the tracking report offers strategic insights on a day-to-day basis which you can use to understand what is happening:

  • There has been a spike in new IBLs, where are they coming from?
  • Are they related in any way to a viral activity performed by the Social media Team?
  • Was a link picked up and passed along on Twitter?
  • Did the R&D team publish a white paper?
  • Was a newsletter published offering a download?
  • If the answer to any of these questions was YES, then you are safe and should be ready to bet those links are all legitimate.


But what if the answers to all these questions was NO – nobody did anything of the sort; there were no Social Media initiatives, no newsletters, none of your content went viral – then where are these links coming from?

Spikes in the IBL profile should be looked at with suspicion – they could be coming from a site which has nothing to do with us and could have dropped a run of site link in their navigation bar or footer… this deserves your immediate attention. 

In this case we can see there is a certain trend in backlink profile, then a sudden significant growth over a few days; (in this case the IBLs shot up from just under 12.000 to 24.000). These links were found to be coming all from the same site, a very big portal with thousands of pages that had placed a link in the sidebar.

In very competitive markets competitors can organize a negative link building campaign to discredit you by adding thousands of low quality links, and then by doing so, impacting your trust flow, and boosting your citation flow. The tracking report will keep you up to date and in a matter of days you will be informed of the presence of these undesired and hostile links.

Tracking reports offer top level numbers and information but not the actual links; (they can be found in the Site Explorer under the New tab):

Inbound Links Discovery with Majestic SEO

You can see the spike noted in the previous screenshot taken from the tracking report. By hovering over the dates Majestic will reveal total number of backlinks identified and date of discovery; (which is not necessarily the date of creation).

Inbound Link Analysis using Search Explorer by Majestic SEO

Clicking on the date will retrieve the links and allow a detailed analysis. If the links are legitimate you keep them, if they are not your only option is to disavow them: by doing so you are telling Google you have nothing to do with that inbound linking activity and are taking appropriate action to distance yourself from them; (and by doing so renouncing to any link equity coming from them). The disavow will feed into your link profile and these links will be removed from your link graph. In this way you are preventing any retaliation on behalf of Google when the day of reckoning will come … prevention is better than curing.

{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B., Founder & Digital Manager (SEO,SEM,SMO) }}