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September -2011 OME meet



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45 Tools Online Marketers Use & How you can Use it too..

OME Community September Meet up brought to you by Web Marketing Academy
Come join our monthly meet ups in Christ University, where we share tips, tricks and how to’s of Online Marketing. Over 450 active online marketing enthusiasts discuss and share tips
OME Face book page
Pictures of September Meetup :
1.       Welcome note: Swati
2.       Introduction: Suresh Babu, Founder WMA, OME Community
3.       35 Tools Online Marketers Use & how you can use these tools: Suresh Babu
4.       11 more tools: Shartaj
5.       Questions – Answers
6.       Visibility magazine goes to top participants
7.       Group picture & Adios!


Q: How are Google Insight & Google Trends different from an average Google search?
A: Google only gives results in form of websites with those keywords. The others help analyze, research & gain additional knowledge.
Q: Does Google Insight give demographic data?
A: Yes it does. If the domain name is given under the website option, then demographics are shown.
Q: How reliable are the Google tools?
A: They are close to accurate; It takes data used by users who have entered their details
Q: Can I customize my Ads, as per my requirements?
A: Yes. Exactly as per requirement depending on product, timing, geographical location, revenue, discounts & target market.
Q: What is the customer psyche on seeing same ads in separate websites? Can I use this technique for my Ads?
A: Trying & testing on different websites needs to be done to see how the Ad performs in separate sites. Tools like website optimizer or A/B testing could be used.
Q: During retargeting, or offering something on a discount can I enable/customize it based on time or give it a time limit
A: yes. It can be done
Q: Can we us Google Insights with filters of the type of Muck Rack?
A: Yes
Q: Isn’t Spy Fu an infringement?
A: No. It takes data that websites offer openly
Q: From where does get the data? What is its source of income?
A: They have internal archives & libraries
Q: Google Trends Vs Google Insights?
A: Google trends: day to day activity; exact data; has data for 3 countries-US, UK & India
Google insights: overall analysis

Online Groceries in India – Behind the Scene Research on Podcast

Posted by on Oct 13, 2015 in Podcast, Resources/Guides | 0 comments

Unorganized retail (friendly neighborhood stores) still constitutes 98% of the country’s grocery sales. Online grocery stores are very nascent.

India is the sixth largest grocery market in the world and one of the fastest growing markets for online groceries. According to industry estimates, of the $500 billion-plus retail market in the country, food and groceries account for the biggest chunk with around 70% market share. Of this, organized food and groceries is estimated to be around $12 billion and growing at a compound annual growth rate of around 30%. Research firm IGD predicts that by 2016, the Indian grocery market would have overtaken Japan to become the third largest. 

Meanwhile, India’s online grocery market, which is estimated to be less than $100 million at present, is expected to be worth billions in the coming years. “We anticipate it to cross $20 billion by 2020,” says Hari Menon, BigBasket’s cofounder and CEO.  Source: Wharton Upenn Edu

Keyword Research for "online groceries" & related terms in India

Keyword Research for “online groceries” & related terms in India

Triggers behind the change

  • Cheap labor
  • Rapid urbanization
  • Booming smartphone ownership
  • Cash on delivery model
  • Access to large variety including imported goods
  • Accessibility to niche categories – organic, etc.
  • Convenience – changing lifestyles of Gen X, Y and Z

Findings from Nielson Report, April 2015

  • On a global scale, one-quarter of online respondents say they order grocery products online, and more than half (55%) are willing to do so in the future.
  • Willingness to use digital retailing options in the future is highest in Asia-Pacific, Africa/ Middle East and Latin America regions.
  • Use of online or mobile coupons and mobile shopping lists are the most cited forms of in-store digital engagement in use today.
  • Current usage of six e-commerce options (home delivery, in-store pickup, drive-through pickup, curbside pickup, virtual supermarket and automatic subscription) is greatest among the youngest respondents, and they are also the most willing to use all of the e-commerce options in the future. For example, 30% of Millennials (ages 21-34) and 28% of Generation Z (ages 15-20) respondents say they’re ordering groceries online for home delivery, compared with 22% of Generation X (ages 35-49), 17% of Baby Boomers (ages 50- 64) and 9% of Silent Generation (ages 65+) respondents.
  • More than one-third (37%) of Asia-Pacific respondents, and even more in China (46%), say they use an online ordering and delivery service. Adoption levels for online automatic subscriptions are also particularly high in this region (22% vs. 14% globally), with China once again leading the way (30%).

 Popular online grocery stores in India

  • PepperTap

Trends & innovation

  • Online grocery stores are moving to non-metros as well. There’s CartMeal in Chandigarh, SatvaCart in Gurgaon, Salt n Soap in Kolkata, and PinkCityKirana in Jaipur.
  • Ecommerce is slowing going hyperlocal.
  • Partnerships with kirana stores. For example, LocalBanya, PepperTap, Amazon’s Kirana Now. (PepperTap that currently operates in Gurgaon and West Delhi, has partnered with selected kirana stores in certain pockets. A PepperTap employee stationed at the store helps list the store’s products on its app, receives orders, packs the items and hands them over to a delivery man.)
  • On-demand model versus warehouse storage.
  • Godrej Nature’s Basket tied up with Snapdeal in January 2015.
  • Investments are pouring into online groceries this year:
    • PepperTap mopped up $10 million funding from SAIF Partners and Sequoia Capital
    • Grofers raised $35 million funding from Sequoia Capital and Tiger Global
    • ZopNow raised $10 million from Dragoneer Investment Group, Accel Partners, Qual-Comm Ventures and Times Internet

Are we heading to a complete digitalized grocery experience?

No, not anytime soon. Indians still love their grocery shopping. They want to touch, smell and feel their food and staples.

Local stores are now delivery at home, for free and within an hour. Larger brands are unable to manage this yet so they are not a good fit for immediate needs.

What do online grocery stores need to worry about to succeed?

Those who have succeeded in the online grocery market offer suggestions to enter the field – focus on:

  • On time delivery
  • Reducing time to delivery
  • Offering a wide range of products
  • Overcoming sourcing challenges in fresh provisions
  • building an on-demand model to stay agile & profitable
  • quality products and service as a single rotten carrot can spoil the customer relationship
  • aligning to local fulfillment

Are offline stores trying to win back their share?

Yes, Big Bazaar is working on a mobile app and a price match strategy. Future Groups is also investing heavily on data science and data analytics get its 28 million loyalty club customers to increase their spend to at least 100,000 rupees ($1,600) a year at his stores.

Kishore Biyani, founder & CEO of Future Group is taking the battle further into e-commerce territory by countering online discount offers with his own ‘price match’ offer. “If we are more expensive than online retailers, the difference will directly get credited to customers’ wallets,” says Biyani.

Opportunities of improvement for traditional grocery outlets

There is a lot of scope in improving the in-store experience at large malls as it is largely impersonal and detached. Improving those aspects would retain customers and make them brand advocates.

  • Enable QR code scanning in product aisles for customers to get more details, comparison charts, offers, etc.
  • Enable in-store Wi-Fi in large outlets for customers to get info on offers, product ranges, etc.
  • Launch a mobile application.
  • Offer competitive pricing.

About Monica

Monica is a digital marketer, blogger and technical writer. She’s helped small businesses with content strategy and development since 6+ years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA. Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

1853-2015 The Indian Railways Journey. Wi-fi in Railways Stations

Posted by on Oct 6, 2015 in Podcast, Resources/Guides | 0 comments

Digital India PodcastStartup cities in India, Big billion day Flipkart

Here is a warm welcome to the 18th episode of Digital India Podcast on FIR Podcast Network. This show is ‘weekly updates’ brought to you by staff and students of Web Marketing Academy This show gives you the latest updates in the digital marketing world in India

The race to be India’s next Bangalore.  In this story we look at some of the startup cities in India that are making waves.  Of course, Bangalore is well ahead in the race, it always has been.


Flip kart revs up engine ahead of its Big Billion Day Flip kart 2015.  Last year’s Big Billion Day was a disaster for Flip kart.  Are they well prepared this time, to check out what’s in the pipeline, this podcast gives you some insights.



History of Railways in India, Google providing wi-fi at railway stations and how it will effect Digital India.

In this discussion we look at one of the largest modes of transportation in India – Railways.  Google’s plans to provide wifi at the railway stations is going to take Digital India to the next level, and how!

Japan has agreed to modernise 400 railway stations across the country while participating in Indian Railways’ USD 140 billion investment over the next five years.
Modernising the railway stations.
Japan will assist Indian Railways in achieving its zero-accident mission.
They will also help in solving the issue of sanitation by working on the development of waterless and odourless toilets in trains and station.
They will provide assistance in development of a legal framework for high speed railways in India as well.
Google has announced plans to bring high-speed Wi-Fi to 100 of the country’s busiest stations by the end of 2016, and it hopes to eventually bring connectivity to 400 stations in total. Those 100 initial stations serve over 10 million riders a day, according to the search company.
The effort is part of Google’s well-publicized goal of connecting the “next billion” users to the internet. Other than providing a vital service, connecting more people online dovetails with Google’s ad business.

Thanks for listening folks, this is Digital India Podcast for FIR Podcast Network, brought to you by Students and Staff at Web Marketing Academy. We would love to get your feedback, you can mail your opinions and views through email at You can follow us on our WebMarketingAcademy on Facebook and on twitter @wmaindia.

Please do share your inputs and rate us on iTunes!

This is Manjunath along with Editor Bharani signing off…until next time, have a good one!

National Encryption Policy India (Podcast): Behind the Scene Research

Posted by on Oct 4, 2015 in Podcast, Resources/Guides | 0 comments

Draft National Encryption policy plays a damper on Digital India

Good old homing pigeons – the new Whatsapp

Before we start, there is something that needs to be said. Laws restricting internet freedom are prevalent around the world. So while the current topic focuses on India, internet freedom or the lack of it is a problem plaguing numerous countries.

In fact, as per the report ‘Freedom on the Net 2014′ from the Freedom House, an independent watchdog organization dedicated to the expansion of freedom and democracy around the world, India register the biggest improvement in Internet freedom that year compared to its global counterparts. It rose from position 47 to 42. This happened when authorities relaxed restrictions on access and content that had been imposed in 2013 to help quell rioting in north- eastern states. On a global scale, internet freedom actually declined for the fourth consecutive year!

On the side

Last month, Google has finally spoken in the matter of net neutrality in India and it seems to be a stern no. It has asked Internet and Mobile Association of India (IAMAI), which regulates Internet companies, to oppose zero rating. Zero Rating is a plan conceived by (cash rich) Internet operators in collaboration with telecom providers to offer apps and websites for free.

Draft National Encryption Policy – what is it?

On September 21, 2015, the government let out a draft National Encryption Policy that mandates people as well as businesses to keep a record of their Whatsapp or Google Hangout or Apple’s iMessage for 90 days (not delete) and hand them over when asked for security reasons

The Department of Electronics and Information Technology (DeitY) which comes under the union ministry of communications and information technology offered the draft to introduce the New Encryption Policy under section 84A of Information Technology Act 2000. This section was introduced through amendment in 2008.

Online businesses too would need to keep your sensitive information including passwords in plain text for the same period of time, thus exposing your information to potential hacking attacks.

If this policy becomes active, government will have access to all kinds of encrypted information – personal emails, chats, SMS, etc., used by all messaging services – FB chat, BBM, SMS, etc.

What happened to the draft policy?

The government had published a draft of the policy document online to seek feedback from citizens and organizations. And they got a lot of it – mostly bad and fiery!

Check tweets with #mylibertymyright , #myprivacymyright, #ModiDon’tReadMyWhatsApp, #NationalEncryptionPolicy.

On September 22, 2015, Union Minister for Communications and IT Ravi Shankar Prasad announced that the Government would withdraw the ‘Draft National Encryption Policy.’

DEITY issued an addendum to the draft encryption policy stating that mass encryption products currently used in web applications, social media sites and apps like Whatsapp, Facebook, Twitter were exempt from the purview of the draft policy.

Mass use products like SSL/TLS that are used for financial transactions are exempted from registration.

Speaking to the press, Ravi Shankar Prasad distanced the government from the draft saying that, “I wish to make it clear that it is just a draft and not a view of the government.” The minister added that citizens’ concerns were noted that he had written to DEITY to withdraw the draft.

What was wrong with the National Encryption Policy draft?

According to the draft, citizens may use encryption technology for storage and communication. However, encryption algorithms and key sizes will be prescribed by the government through Notification from time to time. This means that the government will determine the encryption standards for all and entities like Google and WhatsApp will have to follow the encryption standards prescribed by the Indian government.

This will lead to more bureaucratic processes, lack of transparency, and corruption. Furthermore, the red tape and lag will kill innovation, cause undue lags and reduce business agility.

What’s bizarre is that the draft listed specific guidelines for all citizens who use encryption services including instructions that individuals should store plain text versions of communication for 90 days.

Nowhere in the world is the onus on citizens so that governments can track what private messages husbands are sending wives and friends are sending each other. In other words, the government is saying we don’t have the technology to unencrypt your messages, therefore we want you to keep it in unscrambled text form for us to snoop on. – Zakka Jacob, IBN Live.

With online businesses having to keep your sensitive information including passwords in plain text for the same period of time, it would expose your information to potential hacking attacks.

For service providers located within and outside India, using encryption technology, the government will designate an appropriate agency for entering into such an agreement with the service provider located within and outside India.

This means more bureaucratic and roadblocks for app providers to circumvent before taking their product or service to market.

More loopholes

Other problems with the draft that worry us (and a large percentage of the country):

  • The draft has contradictory implications for Digital India
  • It’s an invasion of privacy
  • The whole idea of encryption is to prevent hacking of network messages. When you have everything out there in plain text, it’s pretty much like locking your house and then giving away the key.
  • E-commerce websites will have to keep a plain-text copy of user details leaving their information vulnerable to hackers. What is the point of encryption?
  • B2B businesses would need to keep a lot of information in text as well as risk customer data.
  • What about apps like Snapchat? Or Periscope? These apps have self-destructive content. Would these need plain text versions as well? And if so, how?
  • The draft uses vague language & conflicting messages – will Whatsapp usage even be legal because it uses end-to-end encryption?
  • Let’s say you want to avail some service – say run an email campaign- and the provider is based out of India and does not use the same encryption policy as that defined by the government of India, you can’t use it, never mind how popular it is across the globe.
  • Mass use products like SSL/TLS that are used for financial transactions are exempted from registration. However, users in India are allowed to use only the products registered in India. So using a service not registered with the government will be illegal.

Public slammers of the draft policy

  • Internet Service Provider Association Of India (ISPAI) President Rajesh Chharia said putting responsibility on customers is not acceptable.
  • Details on encryption and loop holes in this policy explained by Pranesh Prakash, Policy Director at the Centre for Internet and Society.
  • Derek O Brien on Twitter: First you issue a draft encryption policy. Then you realize it is a daft encryption
  • Much more across digital media – just do a Google Search

Send feedback to DeiTY

All citizens can send their comments on the draft policy to by October 16 and give suggestions.

History of internet freedom chokes in India

About Monica

Monica is a digital marketer, blogger and technical writer. She’s helped small businesses with content strategy and development since 6+ years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA. Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

Videos and Live streaming to rule the content marketing strategy – Weekly Digital Marketing FIR Podcast

Posted by on Oct 3, 2015 in Resources/Guides | 0 comments

This Write up is from the FIR podcast Episode 15th brought to you by staff and students of WMA

Cross post from FIR Podcast Network . To listen to the podcast click HERE

Videos and Live streaming to rule the content marketing strategy

How is video content disrupting the landscape of content marketing?

We all know ‘Content is King’. Over-time people have consumed content in different ways. Some like to read, some like to listen and some like to watch videos. Content itself has evolved with various forms: text, images, infographics, podcasts and videos.

Content which is an ancient topic and second nature to us suddenly seems different because of the various forms new media available. We have been generating content in the form of narratives, stories etc. That conversation you have with your colleagues in your tea break is content. The photo you showed of your child to your friend is also content. Content simply put, is story-telling.

Ever since the birth of Internet we have begun consuming content differently. In the early years of the Internet it was directory based search engines until Google stepped in. The main job of Google was to organize the content of the World Wide Web. In the early 2000’s there was blogging, the first interactive content platform. We then moved towards audio blogs, podcasts, videos, and social media websites etc.

According to the salesforce report: 74% of all Internet traffic in the year 2017 will be videos.

Every mobile phone in the market today comes with a camera. This makes it extremely easy and portable to generate content in the form of videos. Apps like Periscope, Blab has made it effortless to shoot one’s video without the need for editing.  In addition to this Wine, Snapchat, Instagram and YouTube will also see massive growth.

Nearly all social media platforms today allow users to watch videos directly on them. Some platforms have gone one step ahead to factor in on the fact that the attention span of people today is short. Thus, Instagram allows only 15 seconds videos on its platform.

YouTube offline is another great feature started by Google to encourage people to consume video content without the access of Internet. This feature is time-bound i.e. it stores the video on the account for a certain period of time before deleting it.

Videos carry a higher emotional value. Faster Internet, more Wifi stations only indicates the rise of video content in the near future.

Topic of Discussion:

Story 1: Checkout your shopping cart from Facebook

Story 2: Surge of Apple in the Indian Market


Story 1: Checkout your shopping cart from Facebook

Facebook has become more than just a social media platform today. It is the most preferred cradle for a lot of small businesses. It helps small businesses; create its brand presence online. The two major challenges faced by small business are:-

  1. More Reach
  2. Shopping directly from Facebook.

India is the second largest populace on Facebook after the US. Inspite of this only a small portion of Facebook’s revenue comes from India. Facebook sees a huge untapped potential of E-commerce in India.

Facebook on September 11, 2015 tied up with Tooki Taki an Indian Digital Advertising Agency with headquaters in Singapore. Toki taki’s patent pending technology and cutting edge machine learning algorithms helps identify relationships between consumer behavioral journey and impact on the business results. Toki Taki’s main expertise lies in the mobile space and other areas and the key industries including e-commerce. It has partnered with it to help   e-commerce business in both digital marketing and advertising. Facebook is looking to partner with more Indian companies to help e-commerce brands using social networking sites such as Facebook and Instagram.

Facebook India’s preferred marketing manager Kiran Ragavan and his two member team are working very closely with the sales team in India to identify more of such firms.

To ensure hassle free shopping according to the Geek wire article dated July 15th, 2015; Facebook is testing online store fronts. This move will put Facebook eye to eye with the e-commerce giants such as Flipkart, Amazon, and Ebay.


Story 2: Surge of Apple in the Indian Market

From wearing Indian clothes to eating free meals in the Hare Rama Hare Krishna temple Apple’s founder Steve Jobs has expressed his love for India in various interviews. India was his canvas of inspiration. But despite that he did not see value for Apple in the Indian market. The ipad was launched in India nearly 9 months after its launch in the US. By then the US already had the ipad 2.

Apple’s products are expensive and are a major deterrent for Indians. That does not stop many die-hard fans of Apple from buying the product. According to Statistic just over 62% of Indians use android phones. Apple has a tiny share of 1.74% only in the Indian market.

That does not kill the buzz for some. According to the Economic Times, iphone lovers will be able to get their latest apple iphones in the grey market. The phone will be available within two days of its launch in the US (scheduled September 25th) at a premium price.  The latest rose gold variant is in high demand and is commanding a premium.  The grey market can earn its profits only for a short span (nearly a week) because in a sign of India’s growing importance as an iphone market; Apple is officially going to start selling the new devices by October 2015 in India.

Grey Market sellers in Mumbai’s Heera Panna and Crawford Market, Dallas Gaffaw market and Kolkata’s Air conditioned market and Fancy market said there have been several enquiries about the Apple iphone 6s an 6s plus. Some of them have already started taking pre-bookings.

The average price at the grey market shops will be Rs. 70,000 to 80,000 for iphone 6s and Rs. 80,000 to 90,000 for 6s plus. The rose gold variant will be available at an additional premium of Rs. 10,000 to 15,000.

Six sellers of the grey market have said that their agents in the US will queue up their booking when the pre-bookings open and will ensure the first lot of the gadgets reaches India within two days of its launch.

One seller from Kolkata’s Air Conditioned Market has said, “The Rose Gold variant will be commanding a premium due the huge demand but the limited supply of the phone.”

Apple launched its iphone in 2007, but for a long time it ignored the Indian market. In the past few years the company has increased its focus on the country and in the last quarter iphone’s sales grew by 93% in India. Absolute sales volume however remained low; the company sold one million handsets compared to 13 to 14 million in China.  In the past Apple used to launch its iphone in India months later. But this gap is getting smaller and smaller with time.  It is estimated that the latest iphone will be launched 15 to 20 days in the Indian market post its global launch.  The iphone 6s, 16gb will cost Rs. 65,000 and 6s plus, 16gb will cost around Rs.70,000 to Rs.72,000. The company however is yet to announce the price in the Indian market and its launch date.

The iphone frenzy doesn’t stop at the Indian market. According to Business Today, two Chinese men are selling their kidneys in China to buy the iphone 6 and 6s .

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This show is brought to you by Students & Staff of Web Marketing Academy for FIR Podcast Network.


Host : Suresh

Panel: Staff & Students


Bharani Dharan

Special Thanks to Mohak & Shahnawaz for the Content

India New Land of Opportunities, Mumbai dabbawalas & Anti-Privacy!

Posted by on Sep 29, 2015 in Podcast, Resources/Guides | 0 comments

India New Land of Opportunities, Mumbai dabbawalas & Anti-Privacy!

Cross post from FIR Podcast Network and listen to the podcast here:

For US Internet companies, India is the next China.  India is the new land of opportunties.  What do I mean by this…listen to the podcast!

Prime Minister Modi’s overall message to Silicon Valley who regularly posts on Twitter and Facebook: Help India become Internet Powerhouse.

Thanks to


Online tiffin services: A threat to Mumbai dabbawalas?

Dabbawalas, literally meaning ‘box carriers’, have been plying Mumbai’s streets for well over a century.

But now many of the meals inside the tin containers that clatter against each other as they hang from the dabbawalas’ rickety bicycles are handpicked on the Internet by busy professionals enjoying a wealth of choice.

The New York Times reported in 2007 that the 125-year-old dabbawala industry continues to grow at a rate of 5–10% per year.  Is that about to change?  Listen to the podcast to know more…



Recent anti-privacy social media policy (now being reworked)

The reasons on why Government came up with this, pros and cons along with possible impact on Digital India.

Thanks for listening folks, this is Digital India Podcast for FIR Podcast Network, brought to you by Students and Staff at Web Marketing Academy.

We would love to get your feedback, you can mail your opinions and views through email at

You can follow us on our WebMarketingAcademy on Facebook and on twitter @wmaindia

This is Manjunath along with Editor Bharani signing off…until next time, have a good one!


On September 21, 2015, the government let out a draft National Encryption Policy that mandates people as well as businesses to keep a record of their Whatsapp or Google Hangout or Apple’s iMessage for 90 days (not delete) and hand them over when asked for security reasons.   

On September 22, 2015, Union Minister Ravi Shankar Prasad  announced that the Government would withdraw the ‘Draft National Encryption Policy.’

DEITY issued an addendum to the draft encryption policy stating that mass encryption products currently used in web applications, social media sites and apps like Whatsapp, Facebook, Twitter were exempt from the purview of the draft policy.

Speaking to the press, Union Minister for Communications and IT, Ravi Shankar Prasad distanced the government from the draft saying that, “I wish to make it clear that it is just a draft and not a view of the government.” The minister added that citizens’ concerns were noted that he had written to DEITY to withdraw the draft.


Nowhere in the world is the onus on citizens so that governments can track what private messages . (

This policy does not support Digital India –       More bureaucratic, lack of transparency, corruption, kills innovation, causes lags, reduce business agility.

What about apps like Snapchat? Or Periscope?

Vague language & conflicting messages – will What’s app usage be legal because it used end-to-end encryption (

Send feedback

All citizens can send their comments on the draft policy to by October 16 and give suggestions

20 Steps To Becoming A Modern Digital Marketer

Posted by on Sep 25, 2015 in Careers in Digital Marketing, Resources/Guides, WMA Alumni, WMA Students | 0 comments


The world as we know it has changed in the last 10-15 years – for digital marketers as much as anyone else. When I started my career in 2002 things were different. Now, there are plenty of tools and channels. Earlier, we needed to work for the simplest things – for example, learning WordPress and basic HTML to implement simple SEO stuff. Now it’s easier, with plugins for every need.

Take any element in a digital marketer’s toolkit – platform, strategy, tools, technological support, perspective or skill – everything’s gotten a facelift. The role of a digital marketer has evolved and expanded and no modern digital marketer can escape that.

It’s a mad rush in the marketing world and you’ve got to stay in shape! I’ve found a few ways to keep pace. That’s what I’m sharing with you. I’m going to follow this up with a detailed step-by-step guide so stay tuned.

1. Learn to adapt.

Jump on to latest technologies and tools to be a modern digital marketer

Experiment with latest digital marketing tools

Adapt to the latest trends. Don’t be afraid to try the newest marketing tools and platforms. Never mind if you fail in your initial attempts; learn from your mistakes and correct the course. Find a way to use latest trending platforms to your and your customers’ advantage.

2. Surround yourself with smart people.

As someone real smart said, if you’re the smartest in your company, move out. Associating with smart people has an induction effect – some of their skills and energy rubs off on you and you find greater momentum for your ideas and thoughts. It’s synergetic, bouncing ideas off a group of smart people who’re not afraid to experiment, be bizarre or just plain, silly. At the same time, there’s a method in the madness!

Learn from the smartest people around the world as well through videos, podcasts, blogs, webinars, workshops, Periscope, Blab and more. That’s the gold of the internet age – no boundaries to learning

3. Don’t rely on any one channel alone.

Never ever put all your eggs in one basket. And don’t get too comfortable. What’s working today may break tomorrow. Keep an open mind and jump onto newest platforms used by your target audience. If it works for them, you need to ramp up as well. At the same time, let go of what’s not getting you any ROI.

Use multiple marketing channels to get your customer’s attention. Use email, social, mobile, meeting, conducting events – whatever it takes to deliver value, build loyalty and achieve your business objectives.

4. Build loyal fans on your own property.

Keep in mind that there’s a difference between a rented place and home. You got great engagement going on your Facebook, Google+, YouTube, Twitter, Snapchat, Pinterest, Instagram … (the list could get endless) social pages? That’s great. But they’re rented places at the mercy of the landlords. What happened to your Google + strategy?

Your website/blog is your home. That’s where you need to focus – get the visitors there, convert leads, engage, nurture, retain and delight – all on your website.

5. Build your plans and campaigns on solid data.

Embrace web analytics as your best friend. No digital marketer is any good till he or she has grasped the true essence of analytical tools. Web analytics is not clickstream alone, its intelligence delivered via platforms you need to master and derive sense from.

Your marketing campaigns will help you achieve business objectives better if you understand the driving forces on your website, the behavior of your customers, the acquisition patterns on online and offline campaigns, and of course, the end ROI – cost versus revenue – all of which will come from digital analytics.

6. Create content for a highly targeted audience.

Not every piece of content needs to serve the whole of your target audience. In fact, if you want higher returns on your content marketing strategy, segment your customers and build content for niche groups.

For example, we run a training academy for digital marketers but we published a blog post on travel advice for people attending events in India. That got a lot of eyeballs and generated traffic to our website, and leads.

Create content for segmented audiences

Create content for segmented audiences

7. Invest your time and effort towards long-term goals.

It’s tempting to take shortcuts to achieve short-term goals. Skip the edit and publish that article on time to meet the weekly goal. Use black hat SEO to get the needed traffic and show the client your effort got results!


Taking shortcuts is a waste of time and money. Not to mention, the potential blot on your hard-earned reputation! Why take that risk? Instead, focus on long-term goals, work on a long-term strategy and plan, and then execute the plan meticulously.

8. Train and mentor others.

We like to think we’re indispensable but a true leader is one who can make his team function just as well in his absence. Train others to take on responsibilities and execute tasks with complete ownership. Be a support and guide but don’t hand hold.

Train and mentor - build more leaders

Train and mentor – build more leaders

9. Ignore the haters. Be open minded about the criticism.

In the age of social networking, haters and trolls find it only too easy to be spiteful and negative. Ignore it. This is the negative side of the internet. Don’t give it attention and focus on the positives.

If you receive negative feedback and criticism, analyze it objectively. If there is a grain of truth in the criticism, accept your mistake, address the problem, improve and keep going forward.

10. Don’t ever complain – in online or offline mode.

Never mind how disappointed, angry or hurt you are, don’t let it out as a grouse – on online or offline media. Present your case calmly and in a positive manner, whether it’s to your senior or junior. Complaining is finger pointing. That’s negative. It creates a perception of your character.

Be the problem solver or the problem manager, never the grouse.

11. Keep your cool in critical situations.

Unpredictable things can and will happen. The Wi-Fi network, during your workshop, won’t work. The mike you requested won’t be available. This is the perfect time for you not to hit the panic button.

Recently, we had arranged for a conference at a large company. About 100 people were expected to arrive. At the last minute, the company could not make the conference room available. The presenters were at a loss. When they called, I asked them to look at the nearest hotels and find space. Meanwhile, take the few people who had arrived out for coffee and get them to network.

When you panic, your brain freezes. A critical situation is the worst time for that to happen!

A modern digital marketer keeps cool in crisis

Building a crisis management plan

12. Have long-term objectives but be flexible with short-term strategies.

My long-term plan for the year was to evangelize digital marketing and get more students on board. I had considered a number of strategies to achieve these goals. We had a plan set out.

Three months back, I got onto Periscope. Before I knew it, Periscope became the channel for me to spread awareness about digital marketing – which in turn brought more students into WMA as well. We also began podcasting actively, something we hadn’t really considered at the beginning of the year.

Our long-term objective remains unchanged but our short-term plans have been readjusted. And that’s fine!

13. Cut the emotion out of decisions.

I know how hard this can be. Sometimes, situations can get really tough. Whenever people get together, tricky situations are bound to arise. You may be riled about something yourself. But how do you deal with it?

My advice: First and foremost, accept your own emotional state. Understand that you need a breather. Where possible, take a timeout. Gather information from multiple sources and analyze the data without emotion. When a timeout is not possible, take a deep breath and be as objective as possible. You’ll get better with experience, no shortcuts here.

14. Be empathetic.

Never forget the other person’s position. Remember how it feels to sit on the other side of the table. Take off your shoes and put on someone else’s, well, not literally but you get my point. Be a listener, be approachable, be willing to help, and be fair.

In return, you’ll get loyalty, honesty and commitment.

Empathsizing and listening are critical skills for a modern digital marketer

Digital marketers must be listeners

15. Show the way and then get out of it.

The best way to train others is to get your own hands dirty. Make mistakes, play with concepts, tech or strategies – thrash it out as much as you can. Show your team what is possible, set standards, and then let them get on with it. Don’t micro-manage and ruin the innovation that could come out of their professional freedom.

16. Don’t be a hypocrite.

Don’t preach what you don’t practice. That’s never really worked for anyone in the past but in the age of the millennial generation, it’s the fastest way to lose respect. You’re not perfect so don’t pretend to be. Be yourself, with your shortcomings. That doesn’t mean you don’t work on your weaknesses. You do and you also help others work on theirs. Just don’t patronize.

17. Be ready to break the rules.

Rules are made to improve performance, streamline workflows, and enhance productivity. When a rule starts hindering rather than helping, it’s time to let it go. Keep your rules relevant and useful – that’s the key to ensure they’re followed willingly. Revisit rules often.

18. Be a good communicator.

It is extremely important for marketers to communicate, and communicate well. Never mind whether it is internal or external communication. Never mind the format of the communication – email, meetings, public address, etc., marketers must know how to communicate clearly, succinctly, and comprehensively.

If communication is your weakness, get help. Join a class, find a mentor, read self-help books, practice privately or before friends – do whatever it takes to improve. This is priority. More resources coming up … stay tuned!

Communication skills are key to digital marketing

Communication skills are key to digital marketing

19. Take ownership of your mistakes.

Everyone makes mistakes. That’s OK. The important thing is to learn from the mistakes. And to do that, you first need to take ownership of your own errors. It’s embarrassing, excruciatingly so sometimes. But if you want to get back on your feet, there’s no way around it!

20. Learn to tell your story in your own style

We all have heard about story telling. Tell your story in your own way, give specific details.

What do you do to keep pace with digital marketing changes? Share your thoughts. We’ll be sharing the eBook on a hands-on guide to become a modern digital marketer soon. Will keep you posted!

About: Hi, this Suresh Babu, Founder & CEO of Web Marketing Academy, Bangalore. Thank you for taking the time to read the article. I would love to have a chat with you. My number is + 91 9731388721 & my email is I started my career in Digital Marketing in 2002. Over the years, I’ve seen a lot of changes in the way digital marketing has evolved. Thought this would be good time to share some of my learning with you. One of my passions is to experiment with new tools and channels which helps me keep up-to-late. That is what made me come up with this article.

Are you a Modern Digital Marketer yet?

If you think, this article can be useful for others please do share.

You can connect with me on LinkedIn or Twitter.  Thank you Monica for putting all the ideas together. Monica is Faculty & Speaker, at Web Marketing Academy. She coaches on LinkedIn, Twitter, SEO, Content; she is great writer who helps me and WMA with content. You can connect with Monica on LinkedIn.

Family Business in India. (Podcast) Deep Dive & Behind the Scene Research

Posted by on Sep 23, 2015 in Podcast, Resources/Guides | 0 comments

A lot of research goes into the Digital India Podcast and Web Marketing Academy’s FIR podcast show. If we got into all of it on the podcast, we could go on and on for hours. However, that does not mean that you should not have access to all the rich resources we unearth in the research process. So we thought, why not share the research with you – give you the opportunity to learn more?

Going forward, we’re gFamily Business in Indiaoing to do is list down all the resources we’ve used to build the podcast on the WMA blog. And you can take it from there.

Here goes – all the research behind the content for Podcast Episode #016: Family Businesses Continue To Woo India Inc

In this episode, we talked about family businesses in India, their contribution to the country’s economy and start-up culture, the good and bad of running family owned businesses, the uniqueness of such a business, employment generation, wealth creation, need for corporate governance, and lots more.

Listen to the podcast to get it all.

History of family owned businesses in India

Deep rooted cultural values, a joint-family structure; so many reasons make India the bedrock of family owned businesses. Right from the Indus Valley Civilization to modern times, family businesses in India are thriving and growing at an aggressive rate. Do you know that the world’s oldest family owned business comes from India – House of Mewar? It was founded in 734AD and has been unbroken for 76 generations! Check out The Raja’s Rules: Timeless Continuity Tips from the World’s Oldest Family Business for more.

Also read about India’s 10 oldest family businesses.

Some stats on Indian family businesses

According to the Private and Entrepreneurial (P&E) Client’s Family Business Survey 2012 by PriceWaterHouseCoopers Pvt. Ltd. (PwC):

  • 27% of the sales today are global and are expected to rise to 34% in the next five years
  • 78% family enterprises support community initiatives
  • 78% go out of their way to help and retain staff in bad conditions
  • 80% enable employments in the area of operation
  • 96% of the Indian family businesses have non-family members on their board as compared to the global average of 64%
  • 64% have non-family staff owning shares, as compared to the global average of 31%

Contribution of family businesses to India’s economy

Family businesses account for almost 85% of businesses in the country; they contribute nearly 60-70% of GDP (Boston Consulting Group). Two out of every three listed company in India is family owned. In fact, India has the largest block of family owned businesses in Asia.

According to the CII’s Family Business Network (India chapter), the gross output of these family-run businesses accounts for 90% of India’s industrial output, 79% of organized private sector employment, and 27% of overall employment, superseded only by the government and Public Sector Undertakings, companies in which the government own the majority of the equity.

Read up on PwC’s Family Business Survey 2012-13 for case studies on DB Corp and other large businesses. And there’s this great article on The Hindu Business Line – Family Managed Businesses are the Unsung Heroes of the Indian Economy – with Adi Godrej, Chairman, Godrej Group’s say on the matter.

Family owned businesses are also investing in Indian start-ups in a big way. So far this year, Indian family offices, led by PremjiInvest, have already invested about $200 million across stages, according to Venture Intelligence.

Read more on this:

Unique advantages of family run businesses – for owners, employees and customers

Running a family business is far from easy. You need the right balance of professional–familial skills and capabilities. Yet, family run businesses strike a chord with employees and customers. That’s because family businesses are (typically):

  • driven by passion and strong values
  • free of nepotism and bureaucracy
  • agile decision makers
  • employee friendly and secure (very low attrition rate)
  • united in the goal to preserve and grow the family name
  • built on customer relationships
  • very focused on local customer needs
  • guided by the deep industry insight of seniors
  • enriched by the disparate ideas that come from at least two generations
  • focused on the long-term
  • frugal in good and bad times

Read up:

Challenges faced by family owned companies

From little or no financial support from the government to family splits and squabbles, family businesses have their own set of challenges, such as:

  • lack of corporate governance
  • lack of innovation – 56% face this
  • proper succession planning
  • attracting the right skills and talent
  • addressing the need for new technologies
  • conflict management

Some of these issues are being addressed by family businesses with a Family Constitution – a written document which specifies the rights, responsibilities and norms for working as well as non-working family members. The constitution protects the interests of the family in the long term. This requires conscious decisions to beat increased complexities and competition which did not exist some ten years ago.

Community & Support for family businesses

There is a wealth of resources and help available to family owned businesses – education, community forums, and support groups. Here are some:

  • Family businesses reaching out to professionals for help
  • Consulting firm McKinsey is looking to offer in India its knowledge and expertise in family businesses.
  • KPMG Family Business Community (blog & social network started in August 2013) shares insight, experience, research, and point of views on what matters to family enterprises in the day-to-day running of their business. They cover topics including governance, assurance, succession and next generation, exit strategies, wealth preservation, philanthropy and growth.
  • FMBLinks, an initiative of Center for Family Managed Business (FMB).
  • CII’s FBN India Chapter – association of family-owned companies in India. The association was founded in 2005 and is the Indian chapter of the Family Business Network International (FBN International). FBN is a global network of family-owned companies headquartered in Switzerland, with local chapters in over 40 countries.
  • Parampara Family Business institute, a GAAR social initiative that’s committed make a difference to family owned business community especially the small and medium business enterprises.
  • Certificate programs & courses for family run businesses – BFF (Business Family Foundation), FFI Global Network (Famliy Business Advicing), EDI (Entrepreneurship Development and Training in India & the globe).
  • The Welingkar Institute of Management in Mumbai runs an 18 month course for those who own companies.

Future of family businesses in India

According to McKinsey, family firms in emerging countries with annual revenues exceeding $1 billion will rise to 37% in 2025 from what was 16% in 2010.

There are excellent job opportunities in the field as well:

  • Certified Family Business Associates – there’s a big gap in demand and supply
  • Professional assistance for family governance

Tools for startup small & medium family businesses

Here are some tools to get family businesses going in the digital world:

Some more references

Here’s some more digging for you:

Enjoy the journey! Till the next post!

About Monica

Monica is a digital marketer, blogger and technical writer. She’s helped small businesses with content strategy and development since 6+ years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA. Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

MOBILE USER BEHAVIOR IN INDIA – Weekly Digital Marketing Podcast

Posted by on Sep 22, 2015 in Podcast, Resources/Guides | 0 comments

MOBILE USER BEHAVIOR IN INDIA – Weekly Digital Marketing Podcast


Weekly updates from staff and students of WMA.

Listen to the podcast here from below FIR link :

Cross post from FIR Podcast Network:

This write up is brought to you by amazing staff and students of WMA from the episode 13th recorded on 1st september, to hear them out click here!

Mobile User behaviour in India


Onions won’t make you cry any longer!


You can now go online to buy onions at half the price. Localbanya, Meragrocer and others online stores offering onions at 40-69 rs a KG. Stores like freshfalsabzi, localbanya, Meracgrocer, grocermax and bigbasket are selling not just onions but a lot of vegetables at a price cheaper than the market rates. So this tells us we are going to get fruits and vegetables at our doorstep at cheaper rates and which is in turn going to make lives easier for us. You can read more about it- Click me


Broadband Growth largely happening in rural areas!


Yes you heard it right! The rural is getting tapped and it is Airtel which claims that they have stepped up their focus on 3G penetration in rural market and is seeing an incremental growth in it this sector.  


Dear Startups, start saving!


It is not as flashy as it looks and I was always a believer of tech bubble that is still around with a few startups who think raising money is easy and thinking if they do they will be able to scale at the speed of light. Days of easy money are ending as investors are looking into the statistics of startups and asking them the way all of the money is going to be allocated. Flipkart has been unable to close a deal since march and snapdeal settled for a valuation lesser than the initial tap.


Ironic! E-commerce players bet on offline presence.


This is as ironic as it gets, online stores betting on offline presence and I guess it is so because of the need of the hour. Pepperfry leased a 1800 sq feet and Firstcry is expanding the store count too. This is going to be a trend for survival soon and will play a major factor for online stores to understand their customers and give them a better analytics. Want to read more? Go here


 Mobile user behavior in India


The mobile market is growing four fold and is about to reach at  its peak in the next five years. So how are marketers going to ruin this opportunity? Though the way users consume content is different and some pop up ads can irritate and also give false stats for the company and the analytics of consumer behaviour that experts study can just be different from the actual reality.


Is mobile advertising really impactful?


So, smartphone users have increased four fold but does that mean the marketing impact is similar to the massive penetration of smartphones?

These days people are checking everything on mobile for example emails are read more on the phone rather than laptops. So, marketing can be impactful given that you do not interrupt the user but interest him.


The price factor!


Users have increased but there has to be a reason behind it. India is a price conscious market and brands like lava,micromax and many more have come up with amazing phones with an affordable price tag which has really acted as a catalyst for this monumental increase in smartphone users in India. The Government of India is also supporting make in India which has allowed foreign manufacturers to set up their manufacturing units in India and bring down their costs and in turn helping them understand the Indian consumers. This is also giving competition to major brands as they have to compete in a price conscious market.


Touch Tap Go!


The touch factor which smartphones have brought has revolutionised the way we see and treat phones  and also the way we consume all of the content.Everything can be obtained with a touch, want to order food? Groceries? Clothes? just about anything will come to your doorstep with a touch on that screen. A single tap and you can see a person miles away from you! Apple in this sense has played a major role in bringing this tech to life and making it amazing for the end user making it an ecstatic experience for the same.


Innovative Innovations!


This is always a crucial factor in the way users behave and get in sync with new tech. Companies like Samsung, Apple, Micromax and many more are always investing on studying the Indian consumer and innovate and constantly keep up with the need of the hour and roll out features which have pinned a point that tech innovations are here to stay.

Micromax in the very initial stage came up with a cell phone with a battery stamina of a month. They really understood the demands of rural problems of electricity availability.


Application of Applications.


Apps Apps Apps! You see a new app every microsecond and it is hard to digest but some of the apps are really addictive and some of them are extremely useful and play a vital role in our day to day lives,  

Apps like Foodpanda, Swiggy, Tinyowl make it easy for you to order a meal for yourself and this is handy when it comes to ordering something quickly.

Then there are Apps like Bigbasket, Grofers and a few more which make life so much more easier by letting you get groceries delivered to your place which is making it hassle free for the user and at the same time making him lazy as well.


Instant connect!

Well, this is self explanatory but it is really amazing how this has transformed the way we communicate. Whatsapp in this regard has disrupted the way we communicate and connect with our peers. Just the ease of communicating has made all the difference. The speed at which you can send images and instantly leave a message without any hassle.

So why does it make this great a difference? Remember the days when SMS was the only text exchange tool and was not free unless you had a plan? So, such Apps have disrupted due to the cost factor as welll and not just the user friendly experience.

For mind gymnasium and knowledge rich content-

Follow us on Facebook, FIR ( International Podcasts ) and DIP ( Podcast website for India )

This show is brought to you by Students & Staff of Web Marketing Academy for FIR Podcast Network:



Host : Suresh



Bharani Dharan

Special Thanks to Mohak & Shahnawaz for the Content


Baidu in India, Advertising spend in India 2015, IoT – Weekly Digital Marketing Podcast

Posted by on Sep 22, 2015 in Podcast, Resources/Guides | 0 comments

Baidu in India, Advertising spend in India 2015, IoT – Weekly Digital Marketing Podcast

cross post from FIR Podcast Network
Listen to the podcast here:

This podcast preview is from Ep. 14 FIR Podcast brought you by the all time amazing students and staff of Web Marketing Academy, and to hear the fascinating podcast click here . The excerpts are taken from beautifully written articles by Economic Times.

POdcast In this write up we are throwing some light on the following updates and discussions:

  • Baidu’s investment intent in India
  • Diwali a big bet for marketers and E-commerce
  • Internet of things observes a hockey stick growth
  • Popular search engines in India and how they impact users and businesses

Diwali as an opportunity?

Diwali is here and going by facts advertisers are spending an arm and a leg to get that big piece of cake. Apparently, advertisers have already spent 300 million dollars including blocking advertising inventory. Ad campaigns having an emotional intelligence of diwali are predicted to roll out to capture smiles and tears towards a product eventually driving the consumer towards their brand.

It is also expected to rope in celebs to make ads and woo the Indian viewer. Almost all advertising inventory is blocked by cash-rich players like flipkart snapdeal and amazon and even small players.Though the shift is expected to drive from television ads to digital and print. Though Television might enjoy a majority of bgi cash but companies are spending more on digital marketing relatively.

The Beautiful Internet of things 

  • The internet of things is seeing a hockey stick growth in India and is becoming an innovation hub for many startups.
  • There have been around 190 IOT startups as of june 2015 and also the Government is pushing the IOT sector with initiatives to support the birth of more IOT leaders. Companies like Infosys and Wipro are also establishing an IOT vertical.
  • Also it is seeing a lot of investments from India and around the world.

Read more

POdcast copy

Popular search engines in India and the Impact on users

  • There are a lot of popular search engines in India like Justdial, zomato, sulekha and a lot more. These search engines are proving to be of a lot of worth to users and also businesses of varied interest. These applications have made it easy for the user to search a contact or a restaurant or even a manufacturer in any area.
  • Users have a one stop solution for their query and these apps are here to stay as they solve a major problem of a user to have instant local result.
  • There are upcoming startups which are service based value offering which are helping to get services at your doorstep which are a few clicks away.
  • This is helping the busy or to say the lazy ones to get work done without having to go out and spend a lot of time on it.
  • It is also helping individuals with a specific skill set like a photographer or even a small business to reach out to a wide array of people and offer their products or services to a majority of potential customers.

Speculation of Baidu betting big on India.

China’s search engine Baidu is expected to invest in India and is scouting for startups that are potentially going to be profitable for the big investment basket that will follow. Unlike alibaba which invested majorly in e-commerce, Baidu and fosun are looking to invest in diverse sectors across India and it is more likely also a result of the markets saturating in China which is provoking stuck capital to convert it into growth capital and India seems to be very promising for growth capital hacks given that the funds are rightly placed.

In my opinion these three things will benefit India if these foreign funds are invested in India.

  1. Greener grass

For obvious reasons, if they invest in startups in India there is going to be a major opportunity for already existing startups to scale up and for startups who have just ventured to acquire their seed round. This points out that these funds will act as a catalyst for companies to score a high on leveraging by acquiring those  funds.

  1.  Approach cluster


The Chinese will obviously demand a skin in the game for the funds they invest, they have a very different way of looking at things in terms of business operations, technology and manpower management. It will be interesting how two different frames of work culture come together towards hacking business growth.

  1. Work opportunities

Of everything else, India still sees a major job hungry section of people and it will not completely heal it but with the heavy funds flowing in, hiring of talented people is bound to take place in order to attain a hockey stick growth for any company which in a one liner means that it is going to provide employment opportunities in India.

To know more. Tap here

For gaining an upper hand in the world of digital marketing-
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This show is brought to you by Students & Staff of Web Marketing Academy for FIR Podcast Network:

Host : Manjunath, Staff, WMA


  • Monica
  • Sumedha
  • Sejal
  • Suresh


Bharani Dharan

Special Thanks to Mohak & Shahnawaz for the Content

5 Tips for LinkedIn Pulse Blog Post

Posted by on Sep 22, 2015 in Resources/Guides | 0 comments

5 LinkedIn Pulse Tips from LinkedIn Class at Web Marketing Academy

Thank you Sejal for the wonderful session