AMP: 15 Things That Get the Boost

Accelerated Mobile Pages often abbreviated as AMP are HTML pages stripped of many features that can hinder speed of the pages. They can also be described as a diet version of existing HTML website pages. Websites can offer AMP pages by implementing the rel=amphtml tag into their HTML. Pages with AMP code get stepped up with a three step AMP configuration.

HTML: Stripped down HTML copy with unique tags and markup

Java Script: Used to fetch resources and removed of unnecessary features

CDN: An optimized network to cache pages and adopt AMP code immediately

The effect of all these shows in webpage loading time. The webpage loads almost a second earlier as Google also promotes this functionality by preloading AMP documents through a single iFrame.

Researchers have found that AMP made Pinterest load 43% faster. Here are the 15 things that got the boost:

  1. The critical rendering path gets a better flow 
  2. AMP users had fewer requests, especially images
  3. AMP is designed to cope with Java Script failure
  4. AMP makes Javascript asynchronous to avoid render-blocking
  5. Extensions and embeds work well without thwarting render
  6. Java script from outside not allowed yet 
  7. All CSS things are made to incline with HTML. No requests for external .css files are made to avoid round trip
  8. CSS is limited to 50 kilobytes, only 50,000 characters allowed 
  9. Lazy loading activated and prefetches lazy loaded resources
  10. Runs only GSU-accelerated CSS animations
  11. Fonts have no https requests
  12. AMP decides the position of the resources in advance according to preset sizes 
  13. Optimizes downloads in a way that resources download first
  14. Uses extensive resource hinting
  15. Google AMP cache validates AMP things in advance

Now that you know how AMP accelerates things, the question arises whether you should opt for it or not. Well! The answer to this question is never easy, same as the implementation of AMP. 

First of all, AMP is served only when user clicks on AMP webpage and 77% of the time it doesn’t happen according to research. Second, AMP takes away many of the UX features from your webpage which may hamper the creativity you showed on it. 

AMP is designed for one and only one thing, that is speed. If you want to accelerate your mobile pages to catch the user first simply with content then AMP is the right choice for you. And in case you need expert advice, you can always contact us on www.ninegrapes.com or call: 01128521030.

Voice Search Optimisation: Listen to your Customer NOW

As the era of writing ended with the advent of computers, we are experiencing a similar extinction of typing with the invention of voice search on mobiles. The trend has begun with big online businesses like Google, Amazon, Microsoft already having voice assistants serve us on a regular basis. 

The modern technology user has no problems with the accent that is required to be heard and in my experience if you want to spend money, you will be heard. With time and experience, our devices are also becoming smart. Now Google assistant can understand most of the prominent languages in the world and we all are happy about it. 

Voice search makes the user experience much more easy and intriguing. You want to search a place while driving, just tell it to your voice assistant. You want to look up a recipe while doing dishes, just ask your voice assistant and tadda! You are already getting directions or listening to the steps and ingredients required to prepare it. 

According to a Forbes report, till the year 2020, half of the google searches will be via voice and that is why Google is investing a lot to make Voice Search Optimisation work for the businesses that rely on Google rankings. The best digital marketing agencies in the world are working diligently on VSO to let their clients reap the benefits in the longer run.

Now, Voice Search Optimisation is not exactly the same as the traditional SEO. And if you are a digital marketer out their or a business person who wants to optimise Voice Search for your business, we have a few tiny points to be considered. 

Typically when a user voice searches a thing, they are looking to complete an action. As we considered before, it is either a service or a product they are seeking and your help to get this action closed can be very helpful in the longer run:

1. Make your website the quickest to load

Just like the traditional SEO, it is important to make a website that loads quickly to be on Google top voice rankings. Ensure that:

  • Your server responds quickly
  • All files are compressed
  • Images are optimised 
  • Website is optimised for mobile
  • You use cache wisely etc.

2. Your website should speak to the user

Write content for your website the way you will speak to the user if he/she is in front of you. When a person types, they mostly use bulleted words like “best digital agency” but when they actually speak it would sound more like, “Which are the best digital marketing agencies in Delhi”. So, you need to optimise your website content for both the occasions.

3. Create featured content block on website

An average voice search answer is about 29 words long. But in practicality we all understand that short answers work better. On your website create featured blocks that have the whole gist of the website read out to the user for better positioning. Always place your long tail keywords in this gist and use H-tags, bullets and listings that Google can read better.

4. Give larger weight to local searches

It is noted that one fourth of the voice searches are for locally based businesses and their services. Hence, try to use phrases like near me in the content to rank better.

Investing is Voice Search Optimisation is going to give a push to your brand image locally and universally. It will become a dominant force till the year 2022. You need to optimise your voice searches now to be far ahead in the game when others start. For more information or any queries, you can visit us at www.ninegrapes.com and we will be delighted to direct you in the right direction.

Did Copy Really Die?

As heartbreaking as it sounds, the truth about the death of copy writing is being gradually accepted in the advertising powerhouses too. Once considered superior than silly content, it actually succumbed to the mountains of content availability on the internet.
Content is King is an accepted notion throughout the advertising circles but is it really responsible for the death of copy?
A simple answer won’t suffice this discussion and yet we need to analyse this situation to look after the future of marketing agencies. So, let’s start with arguments put up by people:

First and foremost, the millennials hate advertising. They want to buy a product not on the basis of what punchline a celebrity promotes for a particular brand. They want to conduct proper research online before pulling out their credit cards. There is an increased awareness due to internet that if you research better in a particular span of time, you can get the best deal within the best price for it. They want to make informed decisions and we can’t really blame them for it.
A good copy might help to bring them to their desired article but it won’t exactly sell the product.

Second, content as we know it, is not limited to the written word. Some of the major buckets of content are:

Blogs
Articles
Videos
Content marketing
Games and many more multimedia forms

They are creative, informative and don’t ask the customer to trust the brand rather provides a neutral review of the products available to let them choose or let’s say they create an illusion that the customer is choosing by manipulating them through a series of content development.

Now those who defend copywriting have a very different say on the topic. According to them every title, every punchline that makes a consumer read the content online is a copy, then how is it dead. Advertising minds who understand copywriting better state that anyone can write content but writing a copy is an art that only a few possess and that is why it is getting out of the business. According to them, people are now focusing more on visuals because that’s easy and you have got several tools.

As a digital marketing company, we have seen both sides of this story. We are seeing everyday how brands are moving from traditional copy ads to content options. They want a blog on website, a page on Quora to back their marketing campaigns. They understand that a plethora of content is required behind their punchline to sell a product. And yet they don’t hate a beautifully crafted line. 

Hence, the copy didn’t die rather it expanded. Copywriting is now not just the punchline, it is a package backed by equally interesting and informing content to make the sales happen. 

Please share you views on the same because at the end it is all about ‘Pehle istemaal karen fir vishwas karen’. That’s all today from Grapegyan.

Got 99 Problems? Your Website Shouldn’t Be One.

What’s your numero uno networking tool?

Is it your resume? 

No. Too formal.

Is it your social media accounts?

Never. Too informal.

Then what? The simple answer to this question is your personal website that portrays your dynamic personality in beautiful designs and bold fonts. 

Whether you’re a student or a professional, having a website talks tons about you being serious about your research and work. Websites are just opposite of your boring resume. Every career expert recommends a one-page resume in Times Roman 11 font black without any photograph. Our simple question stands that then how are going to distinguish yourself, especially if you’re in a field where networking is an important aspect. 

Adding to this, after a certain time, your resume becomes static, you can not update it on a daily basis. Once you have submitted it, it remains the same while your experiences and qualifications increase by the hour.

If we have to give you four bullets about why your website shouldn’t be a problem in your network they will somewhat be these:

  1. In this ever-changing world your website will be updated to the last mile. Anyone can access it from any part of the world without having to rely on your resume email. You can update its link on job portals to spread the word faster and to take an edge over other candidates.
  2. Entailing to the first reason, having a website will make you more findable. It will increase your job opportunities by highlighting a personal brand that you are. Especially, if you like to freelance, your website will be a proof of your excellence.
  3. Not everyone is tapping website’s potential yet. Majority of students and professionals still rely on old-age resume system and hence you can be the thought leader who brought a desired change in the corporate culture.
  4. You gain some new skills. To create a website of your own, you don’t have to be a coder that works on php or Java languages. Find a suitable free tutorial online for yourself on how to create a website on WordPress and you will be home.

In an era when everything is going online, we recommend you should digitize your persona too. It will be useful in the larger scheme of things and there is no better way to achieve it than having a website. And hey! There are no side effects to it. That’s all from Grape Gyaan today. See you soon.

Har Har Amazon. Ghar Ghar Flipkart.

As Internet spreads its wings in every corner of India, tier II and III cities are helping Amazon and Flipkart to have the biggest shopping season of 2019. The Great Indian Festival and The Big Billion Days recorded best ever first day sales with both the parties claiming 60% to 70% of market share.

Kalyan Krishnamurthy, CEO, Flipkart Group also claimed a new customer base of 50 to 60 % mostly from tier II and III cities. The logic is once again the same. Good pricing, accessibility and seamless marketing is luring the Indian middle class to create new heights of shopping Euphoria.

But what kind of marketing is really working here? From TV ads, print media to digital mediums, both the sales overwhelmed the average Indian customer with ads. Now, on televised, radio and print the marketing still remained push marketing, where you can just show your ad but there is no guarantee or space for a response. The customer may or may not get affected. But such is not the case with digital marketing. Once a customer visited these ecommerce giants to see the products they PROBABILY wanted, they targeted them like anything. Everywhere they went afterwards, Facebook or Google, the remarketing ads followed them. The brands made sure that the hammering was done in such a manner that customer becomes anxious on whether to buy the product finally or not. And this is the stage where finally credit cards come out.

The strategy here is opposite of push marketing. Here the customer is lured in or pulled to make the final purchase. In the marketing world, these two types of marketing are strictly known as inbound and outbound marketing.

Inbound marketing involves targeting those people with interests and Amazon and flipkart has managed to acquire a huge number of sales through this method, rather than push marketing where number of ads are run in front of non targeted audiences just to create awareness.

Push marketing is also an important factor to create awareness but all marketing efforts will go in vain if inbound marketing is not in place, as the customers don’t convert on their first visit. A brand or a company has to frequently hammer the audience through remarketing and other marketing efforts to make their Campaigns success just like Amazon and Flipkart.

September Meme Fest

Meme marketing is all the talk these days. Brands have been trying to woo the meme savvy audiences and so far September looked like a meme fest and brands left no stone unturned to showcase their creativity. Some of the topics and occasion that were latched by big brands were: #Justlikethat, Instagram music, #culturalimpact and occasion of F.R.I.E.N.D.S hitting silver Jubilee.

#Justlikethat

This topical trend was first created by thefakeadco which influenced and inspired many brands that led to a #Justlikethat wave on Instagram. Soon brands were seen posting creatives with two arrows and a message to be decoded by the audience. This creative trend was latched by many to name a few: Zomato, BMW, Inox movies, Cello writing, Eclipse and so on.

https://www.instagram.com/p/B2gXdwuH7D9/?utm_source=ig_web_copy_link

Instagram Music

Instagram music is an infamous feature that was kept away from India and was recently added by Instagram for Indian Audiences. As they say “You should use the platform’s new features to gain the most” and brands were quick enough to latch upon this new feature. Some of the brands that showed creativity were JBL, Dunzo, Sodexo, and Swiggy. Swiggy went ahead of the other brands and nailed it by showcasing food ordering journey of a user in a musically way. 

https://www.instagram.com/p/B2lpqMkBDmS/?utm_source=ig_web_copy_link

 #Culturalimpact

The Cultural impact was a trend which represented 2 subjects and one having more impact than the other.

This format recently gained popularity and was used by brands for a meme format. Many brands altered the format but few brands like feviwik India, Pepe Jeans India, Bookmyshow managed to stand out.

https://www.instagram.com/p/B2mZD0KhUmB/?utm_source=ig_web_copy_link

F.R.I.E.N.D.S

Recently F.R.I.E.N.D.S completed 25 years and brands to woo the millennial and Gen Z they knew that this show is well watched by their audience and was quick enough to latch on this topic.

McDonald’s, Fevikwik India, SBI, Godrej are to name a few that stand out with their creative’s.

https://www.instagram.com/p/B2oEsF4lUMx/?utm_source=ig_web_copy_link

Memes are creating a new kind of literature all over the world and it is as popular as comic strips of 1960s. Everyone is enjoying them either with a cracker of laughter or sarcastic sneer and we at digital media appreciate the popularity it has gained us over the years.

Millennials & Economy: A Digital Perspective

On September 10, current Finance Minister Shri. Nirmala Sitharaman kicked a storm after blaming millennials’ mindset for slump in automobile industry. She stated and we quote “The automobile and components industry has been affected by…the mindset of millennials who prefer to use ride-hailing services such as Ola and Uber…”. 

It’s a fact that millennials prefer access over ownership, but we can’t solely blame them for such a steep drop in sales. There are many other factors that contribute to it. Such as, high GST on automobiles, unemployment, rural slowdown and overall downward trend in the economy.

Blame-game apart, the things analysed doesn’t always show the whole picture. Let us consider this whole point of view from some other sectors. Ecommerce in India is showing tremendous growth and potential, which affects offline sales in the market. Millenials no more want to visit stores, just click a button and order whatever they want. But the point which must be taken into consideration is, websites like Amazon and Flipkart procure most of the items from these markets only, where people previously visited to buy the item. If you book an order for books and stationery in Delhi NCR, there is a 90% chance that it will be picked up from Daryaganj, the historical market for books in Old Delhi.

Similarly the food joints that people visited earlier, are now delivering food via app. And the fascinating thing is that they are selling twice, thrice the amount they used to due to improved accessibility through apps like Swiggy and Zomato.

Similarly, apps like Ola and Uber has made it easier for the youth to access hassle-free transportation without the ownership of a vehicle that requires regular maintenance and validation. Car is no more a status symbol but rather a liability for which you have to find parking space wherever you go. But on the flip side, if the demand of app-based transportation is so much, why aren’t they procuring larger car orders to boost the car sales? Tricky right?

Well! Even though we are not sure what’s the root cause of this downward trend in the economy. Yet, one thing is certain, millennials’ mindset can’t be the only reason behind it.

Social Media News Round Up

Facebook Dating App, YouTube Changes and More

Social Media is constantly evolving and the tech giants are always looking for improving there platforms. Here are the updates of September 2019 on Social platforms so far:

1. LinkedIn introduces auto- generation of image alt-text

LinkedIn has introduced adding alt text to your images automatically LinkedIn now automatically adds alt-text to images that don’t have it and will alert you if alt-text has been missing and will give you a message “We automatically added alternative text to your photo. Previously the alt text had to be added manually to an image before sharing a post on LinkedIn. Alt text in images would give searchability in LinkedIn and would allow posting to get more reach.  This feature is only available for desktop and you won’t be alerted in the mobile device.

2. YouTube introduces new section under trending : Fashion

YouTube Fashion Section

YouTube just added a new section called “Fashion” making it 5th section under the trending list. Apart from Music, Games, News, Movies, the fashion section will be dedicated to the fashion industry. From makeup tutorials from influencers and celebrities to Fashion shows by brands like Armani and Chanel will be shown in this section for all the fashion enthusiasts out there.

3. Facebook Launches Facebook Dating App

Facebook Dating App

Yes, you heard it right, Facebook launches dating app as if Facebook, Instagram, even LinkedIn and dating apps like Tinder and Bumblebee weren’t enough. Facebook was already a platform for the majority of youngsters to find others for friendships and relationships. Indian boys from messaging b**bs, vegana to girls and girls blocking them anyways we know how these social media platforms are being exploited by some.

As far now, the dating app is available in the US and other 19 countries: Argentina, Brazil, Canada, Bolivia and more. For now, the app is not available in India and is unknown so far.

The Facebook dating app will also give you the ability to link your Instagram posts directly into the dating app.

You will also be given the ability to add your Instagram followers into your Secret Crush list in addition to Facebook friends.

These were some updates till Sep’10 2019. Stay tuned for more!!

Diwali Is Coming: Are Your Social Fireworks Ready?

Every year the festival of Diwali steers the festival season in India. We observe a lot of festivals around it and the whole country remains in a celebratory mood till New Year.

It becomes an occasion for consumers to buy their favourite products, as the time is considered auspicious. Still various families remember the age of their appliances/products by counting how many Diwali has gone since they purchased it.

This unwritten rule of buying things on Diwali ends up into brand wars everywhere. From hoardings to TV, from Google to Facebook, every ad position is on fire to catch the eyeballs. So, how ready are you with your social media marketing plans to tap this festival of opportunities?

Our advice to you will be to do a bit of a research on what happened in the yesteryear to be inspired for the upcoming season of festivities. Here are a few most effective social media marketing acts that made an impact last year:

The #GiftOfInsurance campaign from Coverfox upheld the baton among the most noble causes of advertising where the contemporary insurance firm asked people to gift security, direction, a sense of belongingness for the people who work for them. The firm empathized on the burning issue of covering people’s life who led down their lives for our comfort and convenience. They are not able to do it for themselves for variety of reasons and therefor a #GiftOfInsurance could be the best thing this Diwali.

https://www.facebook.com/Coverfox.Insurance/posts/648106755367546

The feeling of patriotism has always swept India off its feet and something very similar happened when Asus tried to tap this potential on Social Media. They launched a campaign for our brave soldiers called #LightUpLOC, where they urged people to light up every part of LOC that is 724 KMS longand extends from Kutch to Siachen. They accomplished the mission and ended up gaining a lot of praise and brand value for this thoughtful gesture.

https://www.facebook.com/AsusIndia/photos/a.173647212669518/1343390965695131/?type=3&theater

Last but not the least, Organic India wished everyone a happy Diwali with a twist. In the post, a mother is teaching her son how to make rangoli with organic colours rather than playing with the harmful and polluting firecrackers that are secluded on one corner with the same message. The mother figure inspired millions of parents to keep their children away from the firecrackers. Whereas, the brand emphasized on its organic values with a brilliant masterstroke. It also broke the stereotypical boundaries of what sons are suppose to do on Diwalis. Overall, it deserves a big applaud for such an innovative thought.

So, what are you still waiting for? Lead your brand war from front with innovative social media posts and campaigns to emerge out as a champion this festive season. If you need any kind of help with that, don’t forget to reach us out at ninegrapes.com. Happy Diwali in advance.

The “60+” Marketing Idea

Swiggy, PhonePe and Paytm milking the senior cash cow in India

 

The world has gone digital and similar is the case in India. Thanks to data providers that happily transitioned our lives from 1.5Gb data/month to 1.5Gb data/day. Considering Tier 2,3 and Tier 4 cities,internet service providers came with dirt-cheap data tariffs and with some push from our Prime Minister Narendra Modi’s “Digital India campaign, India saw an exponential jump in its Internet user base.

Out of 1.3 billion people, India currently has over 560 million Internet users and by 2021 it is projected to increase to 650 million (Source: Statista). With the rise in internet users, brands and advertisers have left no stones unturned and are looking for every possible way to appeal to the new internet-savvy users.

The younger generation (less than 25 years) that is preoccupied and have less money to spend have lead the advertisers to turn their boat to the less touched land – “the senior zone”. Advertisers and marketers have found that there is life in aged and aging. The elderly have more time, they need more comfort, their purchasing power is optimal and they are willing to spend more money. Thus, the seniors have become the new target for advertisers and marketers.

PhonePe, Swiggy and Paytm were some of the brands that accommodated senior characters in their latest ad campaigns. Having an elderly acting like a child touches an emotional chord and is perceived as endearing.

PhonePe came with the short yet communicative campaign “Daddu and Gublu” in which Aamir khan impersonated a genial Grandfather who answers all the queries of his talkative grandson Gublu. Campaigns aim was to convey the brand as the only app for all the transactions easily and conveniently. With a blend of fun and quirkiness, the campaign also took a dig at its competition “Paytm” making it look obsolete and not so user-friendly app.

PhonPe Daddu and Gublu campaign

Paytm’s campaign with the tagline “Kisi ki life ka Paytm bano” target seniors too. With youngsters giving a helping hand to older men and women to do small daily task through the app in an easy way making their life simpler.

Paytm campign kisi ki life ka paytm bano

Swiggy’s campaign came up during IPL season which showed seniors undying love for cricket and food in a fun and relatable manner. The campaign was a hit among the masses as it showed seniors in a chuckle some manner.

Swiggy ipl campaign

In the earlier phase of digital growth, youngsters were the power beneath the mobile apps but now tables have turned and both young and seniors are relevant.

Indian advertising is surely making a shift by accommodating senior characters and actors beyond life insurance and banking adverts. The new commercials are knitted around elderly and product/services like music apps, air conditioner, e commerce with well-woven stories.

With the rise of new internet users and more affordable internet plans, advertisers have got the opportunity to woo the newly internet savvy users- “seniors” by showcasing how convenient and easy it is to use their products/services.

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