Marketers, What You Need to Know About Facebook’s Updated Business Tool Terms

Written by Pooja Mehra
on April 18, 2018

The updates are largely guided by GDPR and go into effect May 25, 2018.

Written By  on April 12, 2018

As Facebook CEO Mark Zuckerberg faced Senate and House committees in Washington, DC, this week, the platform introduced new terms around the use of customer data, tracking and measurement. Zuckerberg reiterated to lawmakers that Facebook will, in effect, apply the EU’s General Data Protection Regulation (GDPR) standards to its business globally. Not surprisingly, the Terms changes are timed to go into effect on May 25, 2018, the same date the GDPR’s sweeping set of rules governing the handling of consumer data will go into effect.

A new “Facebook Business Tools Terms” consolidates the “Conversion Tracking, Custom Audiences From Your Website, and Custom Audiences From Your Mobile App Terms” and “Offline Conversion Terms,” and the Custom Audience Terms have been updated. Here’s a rundown of the key changes to the terms that apply to any website owner, publisher, developer, advertiser, business partner (and their customers) and any other entity that integrates with, uses and exchanges information with Facebook. Note that Facebook Business Tools encompass a lot: APIs and SDKs, the Facebook Pixel, social plugins such as the Like and Share buttons, Facebook Login and Account Kit, as well as other platform integrations, plugins, code, specifications, documentation, technology and services.

New terms for GDPR compliance

In section 5.1 of the Facebook Business Tools Terms, a note to EU and Swiss data controllers specifically on GDPR states:

To the extent the Customer Data contain personal data which you process subject to the General Data Protection Regulation (Regulation (EU) 2016/679) (the “GDPR”), the parties acknowledge and agree that for purposes of providing matching, measurement, and analytics services described in Paragraphs 2.1 and 2.2 above, that you are the data controller in respect of such personal data, and you have instructed Facebook Ireland Limited to process such personal data on your behalf as your data processor pursuant to these terms and Facebook’s Data Processing Terms, which are incorporated herein by reference. “Personal data,” “data controller,” and “data processor” in this paragraph have the meanings set out in the Data Processing Terms.

What this means: This section clarifies that the Facebook Marketers are considered data controllers from a GDPR standpoint and Facebook the data processor. A third-party data processor is an entity that processes personally identifiable information (PII) on behalf of a controller. A controller is defined by the GDPR as an entity that determines how that data will be processed and for what reason. Both controllers and processors must comply with the EU regulation.

The Terms for using Facebook Pixels and SDKs have also been updated for GDPR. Section 3.3 states:

In jurisdictions that require informed consent for the storing and accessing of cookies or other information on an end user’s device (such as but not limited to the European Union), you must ensure, in a verifiable manner, that an end user provides the necessary consent before you use Facebook Business Tools to enable us to store and access cookies or other information on the end user’s device. (For suggestions on implementing consent mechanisms, visit Facebook’s Cookie Consent Guide for Sites and Apps.)

What this means: Site and app owners must obtain and manage user consent for Facebook to access, gather and store their data. This is a critical piece of GDPR that pertains to any company controlling or processing data on EU citizens, regardless of where they reside.

Requirement to notify Facebook of any actual or ‘threatened’ complaints about personal data

Another important change in the terms that marketers need to be aware of is in section 1.5. The provision states:

You will notify us promptly in writing of any actual or threatened complaint or challenge related to the use of personal data under these Business Tools Terms and will cooperate with us in responding to such complaint or challenge.

What this means: Advertisers must take any user’s complaint (even threatened) about the use of personal data seriously. You must be prepared to report to Facebook, in writing, any suggestion of a complaint or challenge over the handling or use of personal data when you’re made aware of it.

Keep reporting internal

Want to share a case study about your Facebook ad campaign? Think again. Section 2.2.2 of the Facebook Business Tools Terms explicitly states that advertisers are not allowed to share Campaign Reports or Analytics unless they have Facebook’s written consent:

We grant to you a non-exclusive and non-transferable license to use the Campaign Reports and Analytics for your internal business purposes only and solely on an aggregated and anonymous basis for measurement purposes. You will not disclose the Campaign Reports or Analytics, or any portion thereof, to any third party, unless otherwise agreed to in writing by us. We will not disclose the Campaign Reports or Analytics, or any portion thereof, to any third party without your permission, unless (i) they have been combined with Campaigns Reports and Analytics from numerous other third parties and (ii) your identifying information is removed from the combined Campaign Reports and Analytics.

What this means: All Campaign Reports and Analytics need to stay internal and include only anonymized, aggregated data. Keep screen shots and charts out of presentations, case studies and social media unless you have permission from Facebook. However, Facebook retains the right to use your unidentified reporting data when aggregated with that of other advertisers

No pixel sharing

This is a change. Section 3.1 of the Facebook Business Tools Terms states:

You (or partners acting on your behalf) may not place pixels associated with your business manager or ad account on websites that you do not own without our written permission

What this meansYou may not gather data for ad targeting or measurement by placing your or your clients’ pixels on other sites you may have access to or any other site unless Facebook OKs it. This has been a not-so-secret Facebook marketing tactic for some time. If you currently have pixels on other sites, it’s time to revisit those placements and either get Facebook’s permission or remove them to stay in compliance with the Terms.

Facebook Business Tools Terms

Some of the terminology has also changed with this update. As of May 25, 2018:

  • “Sales Data” now is called “Customer Data.”
  • “User Information” now means “Contact Information.”
  • “Sales Transaction Data” now is “Event Data.”
  • “Matched Data” now means Event Data that is combined with Matched User IDs.
  • “Unmatched Data” now means Event Data that is not combined with Matched User IDs.
  • “Reports” is now “Campaign Reports.”
  • “OC” is now referred to as “Offline Conversions.”

Those are the main takeaways that we pulled from the updated terms. There are other changes, but they don’t appear to impact the day-to-day of marketers as much as the above. If you have any other items that stood out, please let us know on social media.

Important note: I am not a lawyer. This article is meant to uncover various changes from the perspective of a marketer. Please take the time to read through the updated product terms for yourself.

Thank you to Greg Finn and Marketing Land for this article

View the Article at Marketing Land Here:

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17*24? Ask this from your Website’s Visitor & You have Cooked A Recipe to Lose a Customer.

Written by Pooja Mehra
on February 13, 2018

Ask this from your website’s visitor & you have cooked a recipe to lose a customer.
Confused. Read below.

Think about answering 17*24.

No matter how good you are in math, still you will feel some mental strain while thinking about the answer. Unless there is a clearly declared incentive for you to answer this, you will ignore to do this simple math.

Amount of strain that your mind felt just now while answering 17*24, is the maximum amount of mental strain that your website’s visitor is willing to suffer to find & read an information on your website.

That’s why, most Consumer Behavior experts say, keep it simple. But then question is, How Simple?

Now try not to answer: 2 + 2.

What I said, try not to answer. But the answer to this question is so simple and you have done it so many times, no matter how hard you control your brain, you can’t resist answering it in your mind.

As per Daniel Kahneman, Nobel Laureate’s research on how humans take decisions, this is how simple your website or ad copy should be. Make it so simple for the target market that it becomes hard not to engage with it.

This is why, good marketers do lot of research on your target market to create your customer’s profiles. If you speak in your customer’s language, they won’t be able to resist and will engage with your brand & hence your brand awareness increases.

For Accountant, day to day accounting terms is 2+2 & “Strategic Marketing Objectives” is 24*17.
For Lawyers, term “new case files” term is 2+2 & “Inbound Marketing” is 17*24.
For Contractors, “new job lead” is 2+2 & “Google Adwords phrase campaign” is 17*24.
For Sales Person, “hot leads” is 2+2. & so forth…

Talk to your potential customers in their 2+2 language and not in 17*24 language.

Oh, by the way, we will give you a closure. 17*24 is 408.

Message us now to discuss how Ismoip experts can help you reach more customers.

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1,000+ leads worth $1.2 million in value for Insurance Broker

Written by Harman Bajwa
on February 5, 2018

1,000+ leads worth $1.2 million in value for Insurance Broker & on road to achieve target of 10,000 leads much faster than original timelines.

We are sharing 5 valuable insights from this digital marketing success.

Read time for this post: approx. 4 mins.

Why are we sharing this success story?

It was one of our online meeting with Google’s Agency Representative that prompted us to share this success story.

In Google’s Agency Representative’s own words:

Your campaign account is very well done. Your conversions are really good. I don’t think I can give any tips on this campaign”. No doubt this statement made us feel good once again like many times before.

Having worked with more than 500 clients we know that marketing agency’s growth is all about trust and results. If we keep producing results, our clients will scale their budgets and hence we don’t need to worry about sharing our strategies in open.

If you can benefit from our strategies, that will make us happy.

Here is a bit of background on our client.

One Plus Insurance is an Insurance Brokerage by brokers with 30+ years of experience. All these years they never proactively tried to grow their business with active online marketing. Thanks to our Business Development Manager, we convinced them to do a small trial campaign and hence One Plus Insurance was born. Results didn’t only beat client’s expectations but they surpassed our internal expectations too.

In Numbers:

  • 31% conversion rate.
  • 1,000+ genuine and hot leads already in the bag.
  • After success of Home Insurance campaign, we launched Commercial insurance campaign, which is also off to a mouth watering start.
  • Client seeing the results, is now investing to scale his online systems & take the campaign to whole new level. From 1 province, we are now seriously discussing nationwide strategy with goal of generating 10,000 ready to buy leads in given time frame & keep going further.

Now let’s get into what we believe led to this success. These points can help you in your own marketing efforts too.

1. It all starts from what value you can offer to your customers.

We analyzed One Plus’s offerings and figured out
a) They have very competitive insurance rates for certain types of homeowners. Almost every 3rd Insurance quote they do is much below what customer was paying previously. b) They provide personalized service. i.e Customers get their own Insurance Support Manager & whenever they call the customer service, they will be connected to their dedicated Insurance Support Manager.

In the world of machines, this personalized human touch and familiarity is gold from customer service perspective. We built our campaigns around these values.

Every company has its strengths and limitations. Find your strengths and weaknesses with proper SWOT analysis and then build the campaign around your strengths.


2. Big brands are elephants, they will be super slow to adapt to change.

Don’t be scared to compete with big brands.
One Plus Insurance’s competitors who spend Millions of Dollars on online ad campaigns are large multi billion dollar corporations. Royal Bank of Canada, TD Insurance, BCAA are the ones we were going to compete with. We looked at their landing pages & how their campaigns were structured. Hardly anything to worry about. We get lots of leads from people who previously had Home Insurance with these brands and conversion rate in fact is 34% for such leads.

People may know large brands but they are not married to them for life. While they are negotiating their insurance, if they find better offer, they will take it. So we made sure that our campaign reaches out to insurance customers of large brands. We reached and we won.


3. Target the right audience but don’t get carried away.

When campaign budgets are much smaller compared to competitors, you need to target the right audience: Low hanging fruits.
But in doing so, don’t squeeze yourself to such a small niche that your economies of scale benefits goes out of the window.

We targeted the niche, defined the most relevant audience but still pushed our boundaries to open up the unlocked potential. We structured campaign on 80:20 rule. 80% of budget is spent on very specific target market where we are certain to generate high conversion leads & 20% budget is spent in slightly untested waters. This is how campaign expansion happened from Home to Commercial Insurance. We are generating leads not only from Google but also from Facebook & display network.

Push your comfort zones and don’t limit to just 1 channel of marketing.


4. Don’t reinvent the wheel when its rolling well.

From day 1, we told One Plus Insurance exactly what we should be doing on their website’s landing pages and how we should project their value prepositions. Our team has collective experience of 8,000+ hours.
Last year itself we generated more than 150,000 hot leads for our clients ranging from lawyers, chimney repair experts, medical professionals, lawyers, b2b companies, fashion, consulting, loans and what not. So we understand how the psychology of online service buyer works. What type of content works best and what should be your call to actions. Client agreed to our recommendations. Results are there to see. If we would have reinvented the wheel and would have tried to do something fancy, end results may not have been so good.

If you are convinced with your strategies, be bold enough to convince your client. Take the responsibility.


5. Work with a client who gets the point about long term vision.

Marketing is first physcology of understanding consumer behaviour and then tactics. This is how we work. So if we get a new client who may be right but is thinking too short term, its better to say no. No point in working only to make few quick bucks. Work on projects where clients share your vision and both sides work together passionately to generate long term value. For us, marketing campaigns are not just work and money is by product of our efforts which anyways will come. We make sure that we enjoy working and so does our client. That’s where the magic happens.

Takeaway (last but not the least):
Magic in marketing happens when agency and client work together with a vision.

There were many more details we wanted to share but post was getting too long. Hence we will conclude for now but will be back with another experience-sharing story.

Hope we triggered some thoughts in your mind. Do not hesitate to share in comments below.

Message us right now to discuss your marketing challenge & see how we can help.

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Revisiting Sun Tzu’s – THE ART OF WAR to compile 10 Digital Marketing Lessons

Written by Pooja Mehra
on January 15, 2018

Imagine the motivation of a famished army, combating on its last legs in the midst of fire and ashes, hollering vengeful battle cries that sends shivers down the spines of their enemies, a couple of millenniums ago (that’s when this book was written).

Sun Tzu’s classic has not only inspired dynasties, military generals, strategists, tacticians, business leaders, politicians, sports persons and managers (fighting boardroom battles everyday)  across the globe, but has also lent them inspiration to surge ahead despite any circumstances.

Here’s a collection of 10 invaluable gems from The Art of War, from a Digital marketing standpoint-:

1) When Able, Feign Inability …

“ The Way of War is A way of deception
When Able,
Feign Inability,

When Deploying troops
Appear Not to be. ”

Inference : In digital marketing, the best way to market is by not appearing to market at all. Engage with your audience in the most natural manner. When you seem most ordinary, should be the time when you really engage in subtle marketing techniques.

2) If Victory is slow, Men tire, Morale sags

“ In War
Victory should be Swift.
If Victory is slow,
Men tire, Morale sags,
Sieges exhaust strength;
Protracted campaigns strain the public treasury.”

Image Credit :

Inference :In digital marketing targets must be achieved in a definite time frame. Because morale, like sand, will slip out of your hands unless you achieve your goal in time. Take quantifiable steps in the beginning, like email marketing campaigns, vigorous online advertising and PPC campaigns, assess the results.

Be quick in diversifying. Save protracted techniques for later use; your procrastinations will only make your competitors stronger.

3) The highest form of warfare Is to attack Strategy itself

“ Ultimate Excellence lies
Not in winning every battle
But in defeating the enemy
Without ever fighting.
The highest form of warfare
Is to attack
Strategy itself  ”

Inference :  Sometimes just the trailer of a movie can sell out tickets for the entire show.  Likewise, on a Digital marketing turf start with giving your potential clients a flavor of what you can do for them. If you’re convincing enough, half the battle is won. Aggressive branding techniques via social media advertising and display advertising will come in handy. When they arrive at your site, give them something free, like an ebook/how-to guide,

4) Five essentials for Victory

“Know when to fight
And when not to fight;
Understand how to deploy
Large and small Numbers;

Have officers and men who share a single will;
Be ready for the unexpected

Have a capable general,
Unhampered by his sovereign.”

Image Credit

Inference : Apart from what—when, when not to and how, should be the questions on your mind while crafting a strategy. Choose your target audience wisely. Your whole team should be on the same page with you. A campaign can hit the bull’s eye or can turn into an eyesore, be ready for surprises. As a leader, you’re expected to use your diligence. Cut your teammates and your strategies some slack at times. Breaks can make it blossom!

5) Difference between the victorious and the defeated army…

“ The victorious army
Is victorious first
And seeks battle later;
The defeated army
Does battle first
And seeks victory later. ”

Inference :  To be in winners shoes, do what winners do. Devise a foolproof digital strategy first (work out all the permutations and combinations), so there are no chances of faltering. Be ready with your arsenal of Online Marketing Campaigns, Online Advertising, PPC, Display Advertising Services, Social Media Advertising, Email Marketing, Conversion. Success is a mindset, achieve it before going into the battle. It helps to foresee.

6) The warrior skilled in Indirect warfare is Infinite…

In the 5th chapter ‘Potential Energy’, Master Sun says

“ The warrior skilled In indirect warfare
Is infinite As Heaven and Earth
Inexhaustible As river and sea,
He ends and begins again Like Sun and Moon,
Dies and is born again
Like the Four Seasons ”

Inference :  Digital marketing and branding exercises, pursued indirectly (not so blatantly) and at irregular intervals by deploying diverse tactics is the best way to go about it. For instance, concentrating on Paid Ads, followed by a lull, then a bombardment of highly targeted Email marketing campaign can take your consumers by surprise.
It’s like a Guerrilla warfare—your power and strength will remain infinite, if you concentrate on the diversity w.r.t time and techniques.

7) Skillfully deployed soldiers are like round boulders Rolling down A mighty mountain… 

“ The Skillful Warrior

Exploits The potential energy;
He does not hold his men Responsible

He deploys his men To their best
But Relies on The potential energy.

He sends his men into battle like a man Rolling logs or boulders.
Skillfully deployed soldiers are like round boulders
Rolling down A mighty mountain ” 

Inference: More than the strategy, it’s the timing and positioning that determines your success. In digital marketing, unleashing your efforts at the opportune moment from a strategic standpoint can bring you the right gains.

For instance, if your firm’s already an established brand. To gain further lead over your competitors you may become a thought leader in your field, especially if you’re running a professional practice, selling a pioneering product It could be done with effective Content marketing, Infographics, etc.

8) There are roads not to take. There are armies Not to attack…

“ There are-
Roads Not to Take
Armies, Not to attack
Towns Not to besiege
Terrains Not to contest
Orders Not to obey ”

Inference: Not every strategy or tactic is meant for you. It might serve your competitors beautifully, but be futile for you.
Someone might need PPC, more than content marketing, since their biggest concern is to get more and more leads. Different strokes for different folks!
In fact, indulging in ineffective activities will not only make you squander your resources, but risk your service or product’s future.

9) In killing an individual, It’s necessary to know him beforehand…

“ In striking an army,
In attacking a city,
In killing an individual
It is necessary to know beforehand
The names of the general,
And of his attendants,
His aides,
His doorkeepers,
His bodyguards.
Our spies must be instructed
To discover all of these
In detail. ”

Inference :  Before you set out to unleash your ultimate marketing missile, it’s best to get acquainted with all its elements (pros and cons) so you’re able to predict your audiences’ response. What would happen if you strike the bulls eye, what would happen if you don’t. You should be aware of every little detail. In digital marketing if you’re considering remarketing campaigns, you should be as accurate as possible in predicting how your audience will respond.


10) Attack according to the soldier’s spirit

“ The soldier’s spirit
Is keenest In the morning;
By noon It has dulled;
By evening He has begun To think of home

The skillful Warrior
Avoids the keen spirit,
Attacks the dull
And the homesick;
This is Mastery of spirit ”

Inference : Have a go at your target when he’s most vulnerable, not when he’s most alert and strong, otherwise you’ll end up wasting your resources. Your natural proximity to your target would matter highly. It will allow you time to strike with precision.

For example, if you’re concentrating on social media marketing and the target appears too tough to achieve, no need to go at it hammer and tongs. Wait for the right time.

Wrapping Up

Whether it’s a marketing or digital marketing strategy, a clear understanding between; what’s achievable, what’s not; what’s worth going for, what not; what’s near, what’s far; is indispensable for charting out a victory path.

In the past, strategies have been essential for sieges, now they’re needed for clutching projects and leading in the market. If you’ve understood the above principles, it’s time to implement them. Because just as war, in marketing too you have to offer baits to lure the consumer.


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Checklist to see if someone sold you a tactic in the name of a Marketing Strategy!

Written by Harman Bajwa
on December 20, 2017

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

― Sun Tzu, ‘The Art of War’

Though both strategy and tactics have been pivotal to warfare, it’s the former that encompasses the latter. For instance, a commanding officer may employ guerrilla warfare as a tactical move to distract the enemy and gain control over a territory (a strategic move).

Put differently, a tactic is several chunks of a Plan of Action; whereas ‘strategy’ is the larger framework, that’ll eventually lead you to the desired result.

The rules are no different, be it an administrative work taken up by a city Mayor, a game of chess or a Digital Marketing strategy.

Here’s a 5 point checklist to separate the wheat from the chaff and find someone who can offer you a strategy, not a tactic in Digital marketing.

1)    Is your Strategist paying heed to your Target Audience?

It’s vital that your Digital strategist understands what your target audience wants as lucidly as you do (if not better). You would be surprised to know how similar the first meetings of most strategy providers go with a variety of clients. Even Doctors don’t  prescribe the same medicines to all their patients, especially if they have different illnesses.

If someones suggests you to do what they have advised others (even if that’s shown favorable results), get to the bottom of it. It’s most likely a tactic, as had it been a strategy, no two cases should have been similar. Even if it’s a coincidence; then coincidences don’t occur too often!

Rethink it: If they keep egging you on going for Search Engine Optimization or Google Adwords in the first meeting, chances are that’s what you’d likely get since it preoccupies their minds already. This might work for you in the short term, but that’s  NOT a Customized Strategy for long term gains.


2)    Can your Strategist offer your customers a compelling reason to buy your product?

Does your strategist know how to motivate your customers to buy your product? How well do they understand your product? Is it meant for businesses or end users? Can it be promoted as a new infrastructure (in offices, residences), can it fix problems or does it offer a superior value over an existing similar product while having no potential risks. These things have to be clear in your strategist’s mind, as it will serve as the premise behind charting out a communication plan for your potential buyers.

If  your strategy provider understands these things only on the surface, then they won’t be able to go far. Their efforts would be reduced to fostering your existing selling drive, as a tactical move. This can be a big marketing mistake which will eventually affect your bottom line. In contrast, a strategy would be to internalize the want for your product and create a new need for the buyers. Can the strategist do that?

Rethink it: Nobody knows your product like you do, so delve deeper into how they perceive it as a buying option. Put yourself into the shoes of the buyer of your own product, you’ll understand how persuasive their plans are.

3)    Does your Strategist care about your Competitors’marketing strategy?

Is knowing your competitors a priority for your strategist? Understanding them better can offer you a yardstick. It should be a part of your strategist’s research and must be done meticulously. It can also give you peek into your competitors’ market spend, and conversely their budget. If your digital strategy provider urges you to take your competitors seriously, it’s only for you to be at an advantage before you start allocating your millions.

But if a strategy provider stresses a lot over what your competitors are doing, it can be a tactic (to emulate their ways). In contrast, taking it as a starting point and building on it to move ahead could count as a strategy.

Rethink it: If a strategy provider is harping way too much over studying your competitors, it can be because of their shallow understanding of your product or business. You’ll smell the rat when it happens.

4)    Is  your Strategist stressing on revenue on a micro level instead of talking about CSFs , KPIs, metrics, leading up to a larger Goal?

A smart strategist, even before opening a discussion around data or tools, will have a well-defined goal for your digital marketing strategy. If your strategist can’t distinguish  between your Goal, Key Performance Indicators (KPIs), Critical Success Factors (CSFs) etc., it’s already a botched up affair. Goals for one, are above your commercial metrics or marketing performance indicators. All your effort and use of metrics must ensure you’re inching towards it. An example of a goal could be- to offer the best customer service in your industry.

If your strategist leans towards tools, metrics and data it might be a tactic for offering you a quick ROI, but the longevity of it remains questionable. On the other hand a strategy would be to work around defining your (in a descending order of priority), Vision -> Goals -> Objectives -> CSFs and KPIS -> Metrics and Measures. 

Rethink it: If your strategy provider doesn’t speak to you in the aforesaid language, either they’re deliberately doing so or they’re incapable of it. And both the cases are hazardous for your brand/product. Apart from growing your sales, the idea should be to focus on engagement with your potential customers and creating an awareness for the new visitors. It would all lead to REVENUE only, eventually.

5)    Picking the right Tactics, to build  your strategy, is the real McCoy!

It’s no mean feat to decide upon the tactics your strategy will have. Whether your strategy needs Email marketing, SEO, Display advertisements, Adwords, Video marketing, Social media advertising (on Facebook, Twitter, LinkedIn, etc.), or Content marketing.; it would need analysis.  For instance, if you think Television was the best bet to pursue 18-34 year olds in the United States, you might be luckier in reaching them through YouTube.

If your strategist is going hammer and tongs after one (or two) such tactic(s), s/he is only trying to untangle the last part of the puzzle. A strategy, on the contrary will be about engaging your customers in a holistic manner, spreading a good word about you while meeting the surrounding issues head-on.

Rethink it: A digital strategy works best with a top-down approach. If your strategist’s starting points are any of these marketing tactics, they are taking the bottom up approach; which is fundamentally INCORRECT.

Wrapping Up

Look a little deeper, and you’ll realize why a strategist is trying hard to promote one or two tactics. They either hold an expertise in it or they have seen success because of those.

However, it’s nothing short of blatant maneuvering. But it gets worse when those ill chosen tactics starts meddling with the positioning of your brand and underestimating your customers.

What if your Digital strategist was a highway motorist whose lone skill is to put the pedal to the metal, with no destination plan, no gas and no time limit to reach―you might surely get somewhere.

Or,would you rather rely on luck or hand over the keys to a DIGITAL MARKETING expert who possesses a foresight?

The ball is in your court!

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Inspire to Inspire your Customers

Written by Harman Bajwa
on October 29, 2017

With over a million websites operating today, what makes your website different? How do you stand out amongst your competitors?

The technique is to inspire and connect with your users.

At Ismoip, we believe that creativity and innovation is the key to bridge that connect.

Simon Sinek, a renowned leadership expert in one of his sessions said, “All great and inspiring leaders and organizations – whether it is Apple or King Martin Luther or Wright brothers – all think, communicate and act the same way. And it’s the complete opposite to everyone else.”


For instance, Apple believes in challenging the status quo by making products that are beautifully designed, simple to use and user friendly. But they also inspire us with their passion to roll out with the most innovative products for their customers; Of course they happen to make great computers as well, but their ability to inspire others through their products is what distinguishes them from the rest.

In a similar fashion to attract and retain your customers’ attention on your website, you need to inspire them with an interesting landing page. A complete idea or amalgamation of multiple elements of the site, each has a distinct identity and function that can impact on how your visitor relates to you.

Attractive Headers

Attractive headers are the first thing that comes to your visitors notice. A unique choice of artistic and creative headers will not only capture visitor’s attention but will also impact what you’re trying to achieve. The focus here is not on call-to-action features, rather the motive is to intrigue the visitors and get them to read further. In addition, interactive features such as Carousels can help offer more information in a slide show format on the website.

Highlighting Relevant Sections

Highlighting relevant sections of your services or products on the homepage is another way to entice your visitors. With use of strong colors, call-out boxes, illustrated characters and portfolio screenshots, infographics, all that can talk to your customers.

Social Media Integration

With the exponential growth of users on social media sites such as Facebook, Twitter, LinkedIn, Pinterest and so on, more and more organizations prefer to have social media connectivity integrated on their websites. Designing websites that help visitors connect easily with the organization’s social media initiatives also gives them the power to promote your organization using social media to the outside world.

People like to do business with those who can connect and understand their audience and at Ismoip, we deliver your beliefs through design. So it’s not actually just the website design, we also believe in helping our customers define their approach and offerings in a way that it not only highlights the purpose, belief and cause of the organization, but also rather why the organization exists and what makes it unique.

Simon Sinek in his best seller book “Start With Why” said, “People don’t buy what you do; people buy WHY you do it.” And we can help you identify, understand and execute the WHY element in your product.

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LinkedIn invites you to the club extraordinaire : Be an ‘Influencer’!

Written by Pooja Mehra
on February 26, 2014

Now LinkedIn intends to catapult all the followers’ into the league of followed, by letting them share the platform with opinion makers like Barrack Obama, Bill Gates, Meg Whitman, Sir Richard Branson, etc.

Simply put, LinkedIn is extending the access of its publishing platform to all its existing users.

Having approx. 227 million users (and growing), with 2 new members joining every second, covering a Geographical reach of 200 nations and territories, available in 20 languageswhat LinkedIn’s witnessed is no short of a big bang, in just over a decade’s existence.

And this announcement comes as a defining moment in its evolution.

The Beginnings!

On 29th April, 2010, LinkedIn allowed its users to follow companies’ profiles and receive real-time alerts on their activities; a close replica of following someone on Twitter or becoming someone’s fan on Facebook.

After approximately two years of this, a major development surfaced.

At a time when Google was going hammer and tongs about original content production, admonishing malpractices, imposing penalties on spammers for hoodwinking the average Internet user; LinkedIn cracked the code to a path breaking invention. It got the most renowned thought leaders of the world on its Network to share their ideas and thoughts through long form content, and allowed all the LinkedIn members to follow their posts.

The announcement was made on 2ndOct, 2012 and included the likes of none other than, President Barack Obama, Deepak Chopra, Tony Robbins, Arianna Huffington, Richard Branson, Governor Mitt RomneyDavid Cameron, Bill Gates, etc.This elite category of contributors was christened‘Influencers’.These Influencers then began sharing their exceptional knowledge and insights with LinkedIn members. Initially they were 150 in strength, later on they became 500.


The phenomenal success of the Influencer program saw an average post receive 80-plus comments, 250 likes and 31,000 views; which egged on LinkedIn to extend the service to 25,000 members for now. It would be extended to all its members in the following weeks and months.

The idea is to disseminate the valuable experiences, knowledge and expertise of all its users that haven’t been captured as yet.

Moreover,  if a member publishes a post on LinkedIn, their unique content would be considered as a part of their professional profile and would be shared within their network.

Likewise, members will receive content according to their interests, profile and their network.

Members will also be allowed to follow those who are not in their network as well as create their own group of followers. This will include, sharing images, posts, videos on Slideshare too.

Ryan Roslansky, the Head of Content Products at LinkedIn told USA Today that,”We want LinkedIn to be a place members come to be more effective and successful, not just when they are looking for a job or looking for people. We believe that content is a way to do that.” 

Yes, there are advantages, Something for EVERYONE

The long form content has been around for quite some time to target niche audiences and drive a high level of engagement.

Google’s Indepth Articles is a case in point. It stresses on the creation of elaborate, content on broader topics.

LinkedIn’s publishing platform is also to do with knowledge sharing, but it has a  different perspective.

1)     Everyone gets to share the stage– By putting a pen in everyone’s hand, LinkedIn has truly empowered all its users to contribute, discuss, share their views on a serious platform (unlike Facebook or Twitter). Here’s an overview to LinkedIn’s Publishing platform.

2)     A shot in the arm for the HR – This one goes without saying. LinkendIn draws 55% of its revenue formTalent solutions. HR leaders throughout the globe can now scrutinize the content produced by their prospective employees’ to comprehend them better. As for LinkedIn, it’ll greatly help in growing its revenue.

3)     A surefire way to reach out – Many a times even after producing the right content, things go awry at the publishing stage, as it fails to reach the right audience.With LinkedIn’s stepping in, serving up the content to the right audience gets addressed due to its various distribution channels.

4)     Access to the Analytics – Move over Google’s analytics, Linkedin’s analytics shows you everything (in the form of charts, graphs, etc.) about your followers, on parameters of industries, seniority, regions et. al. This way you’ll able to see how your content is communicating with your audience, to guide you in the right direction.

Final Thoughts

Having started by roping in the big guns, LinkedIn has undoubtedly positioned itself as a niche content contributor on the web. The content running so far on LinkedIn has got rave reviews primarily because it comes from the crème de la crème, heading Industries (and nations).

On the other hand, there are apprehensions about dilution of this rich quality due to an influx of less useful, low quality, self promotional content; an issue Google is still grappling with. To think that all its 277 million users would provide value sure seems like wishful thinking.

But, LinkedIn seems to have one thing going for itsince the produced content would be attached to the professional identity of every user, it’d inspire the members to bring the best out of them.

“When words are scarce they are seldom spent in vain.”

—Shakespeare (Richard II)

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Google Helpouts: Real Time help transformed-Forever!

Written by Pooja Mehra
on January 14, 2014

How Google Helpout helping small businessmen to find out Customers

It is literally true that you can succeed best and quickest by helping others to succeed.
–Napoleon Hill

Looking for a quick rescue from a ‘chocolate making-gone gooey’ situation, tinkering with your forlorn grandfather Piano for the right notes, gearing up for the most effective lower abdominal workout or if it’s about grasping the subtext of an English classic–with a mantra,‘real help from real people in real time’, Google Helpouts is all set to get you sorted.

Call it an avatar of what Google is already known for (providing information), the step is a giant leap in answering people’s queries and guiding them in the right direction.
Udi Manber, the VP of Engineering at Google, broke the news on their official blog on 4th Nov 2013. Google Helpouts is reportedly a unique synthesis of Google Wallet and Hangouts. Simply put, the platform has its roots in video chatting, a la Google Hangouts. It currently lists over 1,000 experts for 8 broad categories namely Cooking, Computers and Electronics, Arts and Music, Fitness and Nutrition, Health, Fashion and Beauty, Home and Garden, Education and Careers.

What it’s got  

Users will get to converse with individuals who’ll sort out their doubts, but for a price. Secondly, you get to pick and choose whose help you wish to take based on their ratings, price, reviews and availability.

Five aspects pivotal to the service are–

a) To easily find individuals having the right expertise, that users need the instant they require it.

b) To be able to book schedules easily and readily depending on the user’s schedule.

c) To have flexibility in the prices, so users can take their pick out of a per minute or a flat fee.

d) To allow users to go over past Helpouts and get notifications for the upcoming ones.

e) To let users share their experiences with friends and other people through Google+.

How it Works 

a) For Users

Helpouts is being projected as a suggestions bazaar for users, where the USP of the product is customized real-time advice/solutions. Therefore, as opposed to ineffective (inexact) suggestions of friends over phone /social networking sites/video chats and unlike one sided video tutorials, you’d get precise solutions.

The service is accompanied with a ‘Satisfaction Guarantee’ policy. If the users aren’t happy with the help they get, their money would be refunded.

Users can offer feedbacks to rate the service they get. This will influence the visibility of the provider, the best ones’ will appear on the top of the lists. Stringent safety measures are in place, so users can stop the video if they find something abusive or harassing. You can watch an introductory clip  and start right away if you’ve got a Google account. Till now it’s only available for Android and Desktop PCs.

b) For Service Providers

The over 1,000 providers are not only individuals, but small/medium/large businesses who have dedicated teams for all the listings.

These listings would vary in cost which is set by the provider of the particular service. The payment can be made according to the task, by minutes or for a set period of time.
The providers’ prominence will largely depend on the quality of service they provide.

All of them are carefully examined by Google and have been included by invitation only.
Service providers in the healthcare section, have been authenticated by a 3rd party. Some of the providers already on board are- Sephora, Rosetta Stone,Weight Watchers, Red Beacon, Home Advisor, One Medical.

It’s also open to providers who are willing to share their expertise for free.

c) For Google

Google will charge a 20% cut for every successful service provided. As of now the payment can be made only through Google Wallet.

It’s also worth mentioning that the Google’s 20% charge does not apply for the health care category due to the complexity of the service, since it involves counseling on a number of things like nutrition, psychology etc., which are apparently immeasurable services.

Google’s also saying that their Healthcare service is in agreement with HIPAA, but is being extra cautious in its dealings due to privacy concerns. Till now no insurance coverage is in place, but Google feels it might become a part of  their healthcare service in future.

Can it withstand the test of time?   

There’s no denying that the platform will have to stand stiff competition from all the free help available to users. Social networking sites, help from personal friends, YouTube tutorials (they have the strongest hold), forums,Yahoo answers, etc. If you are a Twitter/ Facebook user, you’re probably used to taking suggestions from your followers/ friends.

Apart from that, video chatting will heavily depend on your Internet connectivity, i.e., your data rate transfer. Likewise, help, in an outdoor situation will solely depend on your phone Internet speed, which won’t be up to the mark in all the places you’d go to.
We’ve all had our share of Skype and Hangout sessions–once gone bad, forever abandoned.

Also you need a device that can be transferred between the rooms. People don’t keep home PC’s in their kitchens. All these factors can severely cripple its reach and usability.

On the brighter side, it can bring in an unprecedented change, since it places professional help at your beck and call, from the best talent. Secondly, people many a times are reluctant to seek help from their best of friends, relatives or acquaintances out of being embarrassed or judged. Here nobody would judge you, since they don’t know you, but they do know what you’re looking for, quite precisely. Google has been there and done that. It can do it again.

Final Thoughts

If you see the readers’ comments under Google’s official blog where the announcement first surfaced, you’ll see that people are quite elated already.

Quite surely, the aspect of sales must be of concern to Google, but it is definitely not desperate to mint money. The product is seemingly people oriented, targeted towards focused learning.

Most importantly, there is a whole new window of opportunity for those who stay in far flung areas and want to learn something not offered near them.
But, its most unbeatable feature remains the two way interaction, an unstated admission by Google that real help can’t be served only wrapped in search algorithms!

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Google’s In Depth Articles:Can you leverage from the change?

Written by Pooja Mehra
on October 16, 2013

At a time when short, punchy content, laden with crispy one liners (private only to copywriters earlier) was charming the readers, boosting their web appetite; Google turned over anew leaf on 6thAug 2013.

Away from all the earlier modifications to bring out search results, this time Google unearthed in-depth articles which it felt users were feeling deprived of. These in-depth article results are restricted to only broader topics and themes for now and available only on (i.e., only in the U.S, not in any other country).

How Search Engines changed !

The first week saw a slew of good quality content from top brands and publishers making it to the 1st page of the searches. We ran a small experiment on five keywords.

KEYWORDS  In Depth Articles
1)     Microsoft Vanity Fair, The Verge, Business Week
2)     New York, ,The New York Times
3)     Family Planning The Daily Beast, The New York Times,Mother Jones
4)     Pyramids BBC, Discover Magazine,
5)     Advertising Fast Company, The Economist, Harvard Business Review

Three in depth articles emerged at the bottom of every search page under the heading-In-Depth Articles. All of them shared the same attributes. Most were news publications, which meant they were original, non-commercial, thoughtful and thoroughly researched. Besides, most of the content was considerably elaborate i.e., no less than 2000 words.

It is the 10th search result, listed after the 9th organic result (apart from the news).

Even though Google had declared that the results would also contain good articles from lesser known blogs and publishers, it’s mostly the big names ruling the roost until now.

What’s in store for Businesses?

Put the word ‘Business’ in the search field, you’d get three In-depth articles

In-depth articles

The results aren’t too inspiring. For someone who really doesn’t know the meaning of the term, the results may lead him/her into multiple directions.

If you refine the search and make it- ‘Business Strategy or ‘Business Plan’, there are no In-depth articles. Does that mean none exists on these topics? Of course not!

One guess could be that Google’s semantic search for broader terms is supposed to work this way only. Since the person searching does not point in a specific direction, Google takes it upon itself and gives a direction to the search. It might also mean that something is underway.

So, if you’re writing elaborate articles as a part of your content marketing strategy, it’s nothing to be discouraged of. Who knows in time, In-depth articles may be available for long tail keywords too.

You can still take a shot! Here’s how

In months or a couple of years from now, it is going to become a very competitive spot.

Sure a lot will depend on your Page Rank and Brand name, but even if you are a smaller publication, a powerful in-depth content can showcase your prowess in the field of content generation.

The main qualifier for the game seems to be the content length (no less than 2,000 words). Secondly, while you follow the usual rules of engagement, try to include a strong Schema markup into your plan.

The markup assists Google in comprehending the elements of your page and pick out particular elements to use in‘Search Engine Result Pages’ or on other platforms like G+.

In fact, Google itself suggests using the following to better your prospects for the coveted position-

  • Headline
  • AlternativeHeadline
  • Image (should be crawlable)
  • Description
  • DatePublished
  • ArticleBody 

Not just good content, but TimelessContent

The hoopla around content generation isn’t a cliché yet, but has definitely gotten very close to it. However, the key to entering the In-depth article slot is timeless, effective storytelling.

Your aim should be to create content that has a long life, that can stay relevant till at least a couple of years.

Compared  to news based or  trend based content, this kind of content is a risk free endeavor. So, even if you miss the slot on Google search page, it can still be beneficial to get you quality traffic over time.

Support your created content with the omnipresent Google suggestion tool, Adwords to see what terms are being searched for. Also, Google trends will help you get acquainted with some hot topics.

Besides, you can always gauge which post of yours is gaining how much popularity on Google Analytics.

Final Thoughts

In 2012, Google had attempted a low-key experiment to shape the future of searches. It was christened the Daily Information Need Study and was centered on digging out information that mostly went ‘unGoogled’.

It was found out that at least ten percent of people wanted more than just fast info. This laid the foundation of including In-depth articles in searches.

Currently, around 60% of results in In-depth articles are 6 months to 2 years old, indicating that Google is favoring those who can withstand the test of time.

Our final tip-create great content and length does affect rankings and conversions. Think like a philanthropist; disseminating good information won’t harm you.

Your readers are ubiquitous. And you have a duty towards them. They’ll be there before your brand becomes a Brand and after it.

It’s all connected!

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