Digital Marketing Weekly Roundup EP29
Digital Marketing EP29

Digital Marketing Weekly Roundup EP29

By  |  February 13, 2020  |  Content Marketing, Digital Marketing Weekly Roundup, Search Engine Optimization, Social Media, Video Marketing  |  No Comments

Digital Marketing Weekly Roundup EP29

Digital Marketing Weekly Roundup EP29 – In this article, we look at some of the most interesting topics trending this week.

Firstly, let’s look at Coronavirus and how it will impact the digital marketing space. This epidemic creates a massive opportunity for business especially in the medical field.

As most of them are selling medical related products – there seems to be no stopping this trend. Although sad to say, that some businesses are currently slowing down due to the epidemic like tourism – still there are ways to improve any small business’ online presence.

Second, we look at digital marketing approach to Home Care. While Home Care is considered as reputation-based approach when it comes to online marketing, we can find there are more ways to effectively market the industry.

You, our readers will surely benefit from these information. Why you need to sort out your reutation management. Why online reviews is one of the best ways to promote your business? And how will it directly and indirectly impact your business.

Third, we look at a case study of CloudMellow, a digital marketing agency. There early struggle, what they are doing differently today … and what is instore for the future.

This will benefit you mostly on ideas on how to start and maintain a business online.

Not a moment to lose, let’s dive in …

The Impact Of Coronavirus On Digital Marketing In Asia

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The Coronavirus continues to dominate headlines in Asia since January 2020. I decided to analyze the effects of the virus on digital marketing in Asia — particularly on neighboring markets such as Japan, South Korea, Hong Kong and Taiwan — with a focus on paid search, looking at topics such as audience search query and advertising trends as well as recommended actions to take.

1. Audience Search Query Trends

Across four markets, big spikes in search interest are seen for the keyword “coronavirus” in the searcher’s respective language. Google Trends shows the searches reach as high as 100 across all markets — an increase that began in the third week of January 2020 and peaked in the last week of the same month.

2. Advertising Trends

The increase in interest around the keyword “coronavirus” created an opportunity for businesses in the medical vertical offering related services, so let’s look at the search engine results pages for the keyword query across search engines in Asia.

In Japan, advertisers are present on Google Ads but not on Yahoo Japan Sponsored Search. One possible reason is the advertising guidelines of the search engines. Advertisers could run ads in Yahoo Japan, they were not present when I searched. This may be due to budget limits.

It’s also important to know that the audience is interested in simply understanding more about the coronavirus.

Some who search on the keyword may not be potential customers. In this case, we need to optimize keyword match types and negatives accordingly to gain the highest return on advertising spend.

Businesses in the related vertical that do not consider Coronavirus to be a a significant opportunity need to carefully monitor daily spend because broad-match keywords may trigger incremental traffic potentially from the search query term.

For example, for South Korea, an advertiser was found on Naver — the most commonly used search engine in the region — when I conducted a search, but the site does not seem to be related specifically to Coronavirus.

For example, for South Korea, an advertiser was found on Naver — the most commonly used search engine in the region — when I conducted a search, but the site does not seem to be related specifically to Coronavirus.

3. Recommended Actions

Businesses that are interested in taking full advantage of this opportunity should:

— Regularly review search query reports, make a list of search queries that are only consuming cost but not leading to the fulfillment of the objective, and make a judgment on whether to pause the keywords, add negatives etc..

— Optimize bids to ensure the performing keywords have sufficient impression share for solid presence in order to continue to drive results.

Businesses that are not interested in making the most of this opportunity should:

— Review search query reports regularly to ensure that unwanted traffic is not being driven to the site. If this is taking place, add related keywords as negatives.

— Pay careful attention if campaigns cover a variety of topics because your target is the general mass audience.

Since medical solutions to this virus can further shift and impact the search demands, businesses should:

— Monitor the news regarding the virus on a regular basis to understand the potential demands.

Recently, search interest for the keyword “mask” has drastically risen in Japan and South Korea as a result from information that masks are an important factor in protecting people from the virus. The increase in search interest is not as high in Taiwan and Hong Kong for the same keyword, which could be because masks were already used as part of their daily necessities.

Common Mistakes Home Care Providers Makes When Establishing an Online Presence

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Image by hamonazaryan1 from Pixabay

Despite being a largely reputation-based business, home care companies sometimes fall short when it comes to maintaining a strong online presence.

“Reputation and trust are very important,” Karina Tama-Rutigliano, digital marketing strategist and founder of Rutigliano Marketing, told Home Health Care News. “Trying to find an agency to provide a caregiver to take care of my mom isn’t the same as buying a pair of shoes. It’s a very complicated decision, and people want to be sure they are making the right one.”

Tama-Rutigliano is all too familiar with the senior care space, having previously served as the digital marketing advisor for Senior Care Networks, an online resource for elder care. She also previously served as the digital marketing manager for Caring People, a West Palm Beach, Florida-based home health agency that provides services in New York, New Jersey and Florida.

Home care, as an industry, tends to lag behind when it comes to having a strong online presence, according to Tama-Rutigliano.

“This is because the home care industry, for the longest time, has used traditional marketing,” she said. “Digital marketing is still something that’s new for the home care industry. Most companies know that they have the need, but they don’t know where to begin, and sometimes the smaller companies don’t have the budget for this.”

When it comes to home care companies, roughly 20% of people say they read reviews, according to research from BrightLocal.

“As a digital marketer, I can say that most people leave reviews when they are upset about something,” Tama-Rutigliano said. “Very few people leave reviews because they are happy, and it can be very difficult for this industry to collect reviews.”

Home care companies can adopt a number of methods to address their online perception. Specifically, investing in reputation management tools and having a strong email marketing strategy can help.

While smaller home care agencies are more likely to make these mistakes due to budget constraints and a smaller team, larger companies aren’t immune, according to Tama-Rutigliano.

“I’ve seen big companies where the SEO isn’t well done,” she said. “Plus, since this a niche area, sometimes they’ll hire someone who knows marketing but doesn’t understand home care.”

From Eluru to Dallas, how digital marketing startup CloudMellow scaled its business

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Vijay CM isn’t your usual startup founder. He neither has a background with startups, nor does he come from a top management or engineering institute.

Vijay hails from a family that has, for generations, been into agriculture. But in 2014, he started Dallas-based digital marketing startup CloudMellow to offer a suite of solutions, including website design and development, search engine marketing, brand development, social media marketing, ecommerce development, and reputation management.

The early days

A computer science and engineering graduate from Anna University, Chennai, Vijay did his post-graduation in Dallas, Texas, in 2013.

At that point in time, he felt it was a great opportunity to start something and spent long hours with his friends to work out a proof of concept. But, unfortunately, the client turned down the project and moved it in-house.

But Vijay remained undeterred.

Sure that a need existed in the market, he started CloudMellow as a web development agency that built websites from leads received from his network of friends and well wishers.

Setting up CloudMellow

The team initially worked out of a garage-turned-office with infrastructure that cost less than Rs 30,000.

Soon, realising the importance of the digital space and how marketing and advertising were evolving, the startup transitioned from a web development company to a leading global digital marketing solutions provider.

Today, CloudMellow is a team of 70+ employees and three regional offices in India in Eluru, Hyderabad, and Bengaluru. They are delivering to a client base of 150+ in the US, India, Canada, Dubai, and UK with state-of-the-art infrastructure.

“Our strategy was always to be in a space that is scalable and competitive. We aim to understand and identify our clients’ needs and solve the problems they are facing,” Vijay says.

“We have been recognised by Andhra Pradesh Government specifically for creating jobs in rural regions with delivery excellence,” he says.

The business and future

A Dentsu Aegis report says the digital advertising industry in India is set to be valued at Rs 19,000 crore by 2020, at a growth rate of 32 percent CAGR.

CloudMellow refused to share names of clients, but Vijay says the startup has a client base in the US, Canada, and India, and is expanding to the UK and Australia.

The focus is on small and medium businesses and the enterprise client base, and the startup says it has clients in healthcare, hospitality, F&B, IT Services, retail, wholesale, education, security, products, and many more sectors.

CloudMellow isn’t the only startup operating in this space. Small companies like OnePage, Insomniacs, and larger agencies like Denstu and others are also vying for a share of the digital marketing pie.

Currently bootstrapped, CloudMellow is looking to scale up to 100 members in India, and focus more on strategic acquisitions and growing the business.

Final Thoughts

We look at trends and we see an opportunity. This is entrepreneural thinking. Although there is nothing wrong with this.

But, can we see the impact at some future point? Our trending this week lights of ideas with how we will take advantage of what we must do to improve our business.

Out article also shows us some ways to improve our reputation and why does it matter.

We also see another case study of a digital marketing agency – how they started and their visions of the future.

There you have it for thsi week. I hope you enjoyed our issue for this weekend. On the next artciles, we will continue all about traffic, a topic which we all struggle for.

Read more on this page …

What I’m Doing This Week

I have been doing a lot of lead generation stuff this week for clients. Some of them includes landing pages, funnels and email marketing.

I’m also patching up the roof because it is raining quite a bit here in England. My bin just went off because of the strong winds really annoying you see. Ah well, better sort this out before my wife comes home.

OK, that’s all for now this week and I’ll see ya later aligator …

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