8 Tips for Success in Online Marketing

I recently had the pleasure of presenting to a bunch of enthusiastic students of Internet marketing. I reflected on my experience and came up with 8 tips for success in online marketing

1. Know what you want to achieve

If you don’t know where you are going, any road will take you there.  Unless you know what you want to achieve, you will not know how to achieve it.  Set your goals for internet marketing.

2. Understand your customers

This is true for internet marketing as much as it is true for traditional marketing.  You must understand who your customers are, what they need, how they behave and where do they spend their time online (and offline).  Once you understand your customers and their behaviour, you can devise a plan to target them more effectively.

3. Select appropriate media mix.

It is important to use the right combination of online and offline media to reach your target audience.  An integrated marketing campaign is far more effective than a campaign which relies on one medium only. If you are a small business, you may not have the luxury of spending on offline media like Television but it is still worthwhile to consider all online options you have.

4. Optimize the conversion funnel

The conversion funnel starts from the time a visitor sees your banner till the time they perform a desired action on your site for example, a registration or a payment (although some marketers star the process from a visit).  For the same marketing spend, if you can optimize and improve your conversion by 10%, you have 10% more registrations or orders without having to pay 10% more.  Optimize your creatives, optimize the home page / landing pages, revisit the registration pages, look at your visitor behaviour using an analytics software like Google Analytics.  Keep testing (do A/B or multivariate testing) and keep improving.  This is a continuous process but one which is sure to get you results

5. Unpaid Traffic is always good

Any traffic that you don’t have to pay for is always good. Invest time and effort in keyword research, optimizing your site and developing effective inbound links.  Look at what your competitors are doing and do it better than them.

6.  Monitor and Analyze data

Look at your key metrics on a regular basis to see if you are on track with your goals.  Analyse trends and improve continuously.  Take corrective action as necessary.

7. Experiment

Do not be afraid to experiment.  Keep trying new things.  If you fail, learn from them and move on.  If you are successful, incorporate the learnings

8. Adapt

Things change everyday in the online world.  Understand how the online space is changing and adapt quickly.

Passengers revolt against Indigo flight delay, demand apology and compensation

I witnessed an interesting incident while transiting through the Rajiv Gandhi International Airport at Shamshabad in Hyderabad today.  Indigo flight 6E 319 scheduled to take off at 6:00 am for Mumbai had not taken off till 10:30 am.  The passengers revolted against the cavalier attitude of the staff and extremely poor customer service and demanded an apology and a written confirmation that they will be compensated accordingly.

Passengers gheraoed Indigo airline staff demanding an apology and compensation for the severe delay


Indigo Flight Captain trying to pacify the customers


Indigo flight 6E 319 which could not take off atleast till 10:30 am as the passengers refused to board

I had to leave at 10:30 to board my connecting flight but will be keen to know what happened after that.

Sports Betting to be legalised in India

This is the news punters in India have been waiting for a long time.  It finally looks like sports betting will be legalised in India.  The Indian government is looking at a proposal to legalise sports betting and is carefully studying UK and US laws regarding sports betting.

Needless to say, this will have several benefits

1. There is currently a multi million dollar underground sports betting already happening in India (remember the scandal Azharuddin was involved in about a decade back  and the Pakistani trio more recently).  Legalising sports betting will make it easier for people to bet legally and will curb illegal sports betting.

2. Tackle Money laundering – a lot of money is laundered through illegal sports betting.  Money such laundered often finds its way into terrorism and other criminal activities or could even be the proceeds of such activities.

3. This is a huge source of revenue for the government.  Just like Cigarettes and Alcohol, there is a taboo regarding sports betting in India and the government can impose a “sin tax” profiting from this multi-million dollar industry.

4. Future Development – Money collected in taxes from sports betting can be used in general for the development of the country or specifically speaking, this could be used to develop state of the art sports facilities

These are early days but I believe that the Indian government is thinking in the right direction.  It will be very important to ensure that the government considers all aspects of sports betting and only isssues licenses to responsible operators.

London to Mumbai

I couldn’t update my blog for almost 3 months as I was busy …. Relocating from London, UK to Mumbai, India.  A new country, a new city, a new job and a new challenge.

We always wanted to get back to India and after almost ten years in the UK, it was time for action.  When I was a child, we always moved cities every 3-4 years as my father was in a transferable central government job.  Little did I appreciate at that time how difficult the process could be.

We cleared 10 years of clutter, packed, shipped and somehow managed to get ourselves back to India. We landed at the Delhi Airport on Independence Day ( a coincidence?)  on our way to Chennai but did manage to take a small break in UK before we returned.  There were places in UK we hadn’t visited and we took this opportunity to hit the road for 10 days.  It was great fun and as time would tell, a complete contrast to the surprises that lay in store for us back here.

Mumbai, the city of dreams, is quite different when you are not dreaming.  Relocation wasn’t going to be easy and I managed to reach Mumbai in the thick of monsoon.  It has virtually been pouring every day since I landed here.  The worst day ofcourse was last monday when Mumbai cab drivers decided to go on a strike.  I took virtually every imaginable mode of transport to get to work.  I must have looked like a character out of a bollywood rain song when I finally reached work, completely drenched.  Only the heroine was missing!

Life was comfortable back there in London as we had gotten used to things,  It is now completely disrupted.  It reminds me of the second law of thermodynamics – the entropy (or disorder) of an isolated system not in equilibrium will tend to increase over time. Which is what is happening right now.  I can only hope that the equilibrium will be reached soon

Please wish me luck.

(p.s. – please don’t reason technically that my life is not an isolated system, that’s all the more reason for higher entropy)

I Could Have Died!

3rd December 1984. Bhopal. 7 am.

It was a chilly Monday morning. The school bus, which was actually an improvised Shaktiman truck, was parked in its usual place in Sultania Infantry Lines.  The kids, including me, had boarded the bus and it was ready to go.   The driver counted the number of school kids who had boarded, quickly checked his list and closed the door.  It was just another day with the school bus heading towards Kendriya Vidyalaya near Flour Mills.

…except it wasn’t just another day. This was different.  There was nobody on the streets, not even one person.  It was cold but it was unusual not to see anybody at all.  After a while, I saw a cow sleeping on the pavement.  And then another one.  But not a single human soul.  The bus kept going and reached our school.  We all got down from the bus only to be told that the school was closed.  We didn’t know why but there was a sense of childish euphoria about it.  Indira Gandhi, the then Prime Minister of India had been assassinated only a  few weeks ago and the school was closed for a couple of weeks before it was reopened.  Nobody complained about another day off though.  It was always welcome.

We were all huddled back into the bus and were brought back home and I saw a bunch of parents discussing something seriously. I was told that there was a gas leak in the night. It didn’t make much sense immediately but within a few hours, TV and radio stations were abuzz with talk about the Bhopal Gas Tragedy.  The Union Carbide factory leaked Methyl Isocyanate gas overnight which led to over 15,000 deaths and hundreds of thousands of people were affected ( see this ).  It was the biggest industrial catastrophe mankind had ever seen.

Thousands died.  Several others were suffocating, vomiting, had burning eyes or even went blind.  Trains coming into Bhopal station were bringing dead bodies as the passengers had died.  It was hell.

Fast forward 26 years.  June 7, 2010.

Seven ex-employees including the former chairman of Union Carbide India were convicted in Bhopal of causing death by negligence and sentenced to two years imprisonment each.  They were all released on bail within a few hours.  Reacting to the judgment, the U.S.-based company said neither it nor its officials were subject to the jurisdiction of the Indian court as they were not involved in the operation of the plant, which was owned and operated by the Union Carbide India Limited.  Warren Anderson, chairman of the U.S.-based Union Carbide group, who was named an ‘accused’ in the tragedy, was absconding throughout the trial period. Interestingly, the court did not mention his name on Monday.

I almost cried as it brought back memories from 26 years ago.  People are still suffering in the streets of Bhopal from the aftermath of the disaster. What kind of justice is this?  Would the judgment have been the same if this had happened in USA?  Why is the cost of a life in India considered so cheap?

My thoughts are with all those who lost a loved one.

I realized that the cows on the pavement were actually not sleeping.  They had died.  I lived only a mile away from the Union Carbide factory.  I could have died!

Raajneeti – Victory at any Cost

“Raajneeti mein murde kabhi gaade nahi jaate. Unhe zindaa rakha jaata hai …. taaki time aane par woh bolein”

I saw the latest Bollywood thriller Raajneeti yesterday at Safari cinema in Harrow.  It’s a “heavy” movie but I thoroughly enjoyed it.  It was fast paced and action packed with solid performances by most of the actors.

As I watched the movie, I could see characters from Mahabharat come alive in a modern setting.  There’s Kunti who gets pregnant before marriage and her son is disposed off in a boat  (Karna = Ajay Devgan) to be picked up by a Dalit couple.  There’s Arjun (Arjun Rampal) who is encouraged by Nana Patekar (=Krishna) to kill unarmed Karna (Devgan) citing how Arjun’s father was not killed in a battlefield but mercilessly murdered while he was unarmed. There are several more but I will leave it to you to figure out.

Raajneeti is a story not only about state politics but also about politics in the family.  There is only one truth in Raajneeti – victory at any cost.  As it turns out, the cost is a bitter and violent fight that disintegrates the whole family and leads to the loss of several lives. It makes you wonder if all this was really worth it.  The ultimate prize goes to Katrina Kaif who was forced into the battlefield due to circumstances.  It was a pleasant surprise, though, to watch her speak Hindi without her usual accent.

If you haven’t already seen it, I’d encourage you to go and watch it.  It is definitely “paisa vasool”. This one’s sure to bag several awards. Here’s the official trailer


UK Elections

I have received more election leaflets in the last one month slipped under my door than pizza delivery leaflets in the last one year. It is no surprise then that the reason is that they all want my vote on the 6th of May.

There’s David Cameron on a glossy pamphlet urging me to vote for Conservatives to help change Britain. “We can’t go on like this”, says David. There’s this interesting smear campaign projecting David Cameron as two faced.


Then there’s Gordon Brown’s message about how his leadership will get us through these tough times. Conservatives have launched a marketing campaign surprisingly with Gordon Brown as the primary face. See below

With elections just a week away now and the third and final prime ministerial debate going on Telly right now, I am scared that one of these clowns will be the Prime Minister come next Friday. God Save Britain.

But then, there’s a scenario even worse than that – a hung parliament!


Is iPad Just an iFad?

Everybody’s talking about the iPad which has just launched in the US. The product definitely looks great. Apple says that the iPad will revolutionise the way people browse the internet, check email, run apps and read books. To me, it looks like an oversized iPhone without the ability to make phone calls or take pictures. There is no video on the iPad yet which is also very disappointing. At $499, the basic entry level model sounds expensive too considering the fact that you need to fork out another $200 for a 3G modem. It is also a challenge to work on spreadsheets and powerpoint presentations and without the ability to multitask and no enterprise level security features, it will not be an enterprise solution in its current form. The iPad could potentially find some uses in presentations which require a rich multimedia experience.

When the iPhone was launched, we were told that this was the only device we would ever need! Now we have an iPad which apparently fills the gap between the iPhone and the MacBook. There is a long queue of people waiting to lay their hands on the iPad but I am in no hurry. I will just wait and watch till the product goes through a couple of rounds of improvements before I make up my mind.

Google, China and the Freedom of Speech

Google is planning to pull out of China if the Chinese government doesn’t allow Google to display uncensored results. When Google launched in China in Jan 2006, it did agree to censor the results as per the rules put down by the Chinese government. So is this pulling out of China just a drama or is there any meat in it?

Google has a 43% market share in China compared to Baidu’s 56% ( see this ) and China is the largest country in the world in terms of Internet Penetration. So what does this mean for Google? Google is taking its fight for freedom of speech head-on with the Chinese government and there are really only 2 options – 1) The Chinese government comes under intense pressure from the world and agrees to let Google display results without censorship or 2) Google loses the battle and pulls out of China.

The biggest social networking sites like Twitter, Facebook and even YouTube are already banned in China. Although foreign news websites like BBC and CNN are no longer restricted, they have been subject to more controls. It looks unlikely that China will let Google get away with its uncensored results although I would like to be proved wrong on this. Google has reviewed its operations and it appears from their official blog that they are willing to continue their operations in China only if they are allowed to operate an unfiltered search engine.

Google does stand to lose financially but it has taken the right stance. Yahoo and Bing have an insignificant share in the Chinese market and it would be interesting to see if they support Google in this crusade or use the opportunity to grab market share in China.

As far as the average Chinese Internet user is concerned, I can only wish them luck !

BTW, there is an interesting case of a small company in Mumbai apparently inspired by Google which sells “Golas” or slush puppies. Their logo is not only a cheeky spin on the Google logo, they also use a gmail address. I wonder if Google is doing anything about this?


Solar Eclipse on 15 Jan 2010

I predicted that the period between 1st Jan and 15th Jan would be turbulent. There were cold waves and unprecedented snow in UK. Average temperatures recorded were one of the lowest since records began. This was also the case in several countries around the world.

An earthquake of magnitude 7.3 on the Richter scale struck Haiti devastating the capital Port-au-Prince. Upto 200,000 people are feared dead. If you would like to donate, please do so at the Red Cross website

Earlier on this month, a suicide bomber was responsible for the killing of over 100 people in Pakistan.

And to top it all, Gordon Brown launched his election campaign and UK started the year with a budget deficit of £178 Billion. I wonder how many zeroes that has !

I also said earlier this month that Mercury goes forward on 15th January on the day of the solar eclipse. Here is an interesting video on the solar eclipse.

This indicates new beginnings and improved communications. If you haven’t made your new year resolutions, now would definitely be a good time to make them as you are more likely to be able to stick to them.

I have an eye on the stock market and will come back with an update later.