Month: May 2019

Client feedback is very important to us, and to measure customer feedback, we try to implement NPS (Net Promoter Score) in all our projects and engagements. We have received several queries about this methodology and in this blog we attempt to explain the same.

What is NPS?

NPS is a management system that measures customer feedback. More precisely, it tries to measure customer loyalty, and whether the customers are likely to promote your business / services / products or discourage others to use them. The tool has enjoyed widespread acceptance as more than two-thirds of Fortune 1000 companies use it.

The survey consists of one basic question – an 11 point scale (0 to 10) that seeks an answer to the question “ “How likely are you to recommend this business / product / service to a friend or colleague?”

The Promoters

As shown in the graphic, customers who answer 9 and 10 are marked as promoters. Promoters are people who are not only likely to use your service / product again, but also influence / recommend their friends, family and colleagues to use your products / services.

In customer satisfaction terms, these customers are the ones who were delighted by your offering.

The Detractors

Customers who give a score of 6 or less are detractors. These are customers who did not have a good experience with your offering. It is likely that these customers will be a source negative “word-of-mouth” and spread the bad experiences to their circle of influence.

This will hence detract their friends or family to use your products and services.

The Passives

The people who answer 7 and 8 had an okay experience and are not really likely to have an opinion (good or bad) about the brand, and hence, do not really influence the promoter score of our offering.

The Score

To calculate NPS, we subtract net percentage of detractors from the net percentage of promoters. NPS scores can vary from -100% (all customers are detractors) to 100% (all customers are promoters). A positive NPS is what all brands should strive to have. It is also a good practice to know what the industry standard NPS score is.

Are you planning to implement an NPS feedback system in your organization?

Give us a call today at 9801136042 or fill out this form to book a FREE 1 hour consultation with our expert consultants.

As more and more businesses understand and realize that customers are no longer being reached on traditional marketing channels, the focus is on digital tools and channels like never before.

This has led to a rapid growth in the “digital marketing” industry, with new companies opening up every other day.

With this, the competition has become heated on two fronts:

1. Between the new age digital marketing companies (i.e. the “cool” growth hackers) and the traditional creative / publishing / PR agencies.
2. Between the digital marketing companies which, without understanding the value and market, proceeded to compete on prices.

While both of these races have helped clients choose from a wide array of services, it has also built a rather narrow view of what marketing in the digital age entails. Furthermore, as traditional agencies realized that business was being taken away from them, a defensive approach meant that they discredited any need or reason to go digital.

“Digital (Facebook) is a complete waste of time and money, it adds ZERO value to a client,” said one of the owners of a leading creative agency.

Similarly, the “new age growth hackers” have positioned themselves as a “cheap” alternative to any businesses to run their marketing campaigns. Without recognizing that marketing actually implies to understand a need, create value to deliver that need and then communicate that value, the collective voice was (and still is) that digital is cheaper, just on the basis of advertisement spend.

The added pressure to be trendy and current actually adds to the creative costs many times when a business engages to leverage a digital platform for their communication.

So what happened next?

As businesses followed other businesses (mostly because of FOMO, fear of missing out), the misconception spread like wildfire, and for most business professionals, Digital Marketing starts and ends with Facebook posts (the more the better) and boosts (the cheaper the better).

This means that when we (i.e. ACT360) propose to review an organization’s marketing, and hence the digital strategy at the start of new engagements, we are almost always questioned about its necessity. Such is the narrow view on marketing on digital platforms that we are often asked questions like, “How many posts will you do?” which, to be honest, is irrelevant.

So what does matter?

This narrow view has the potential to not only be ineffective but actually harm existing brand equity that age-old agencies might have had built for the brand. The reason being that with most of these “Facebook marketing”, no strategic vision for marketing is formulated.

This precedent defeats one of the many benefits the marketers get from the digital world – a consistent feedback loop (through several metrics) of where their marketing strategy and implementation is heading. After all, if you do not know what you are doing, you will not know what to measure and hence whatever you are doing will be irrelevant.

In cases when the business professionals do track metrics, these often are, what has come to be known in digital marketing lingo as, vanity metrics. These include things like page likes, number of likes on posts, number of people sharing your post, and more.

While these all sound good to your ears, do they tell you anything about how effective your marketing campaign was?

Very few professionals actually look beyond these vanity metrics and compare the marketing efforts to real business metrics such as acquisition cost, lifetime value of a single customer, etc.

Points to consider

Another important issue to note is that all social platforms are what we call “rented” platforms.

Businesses do not own 100% of these platforms, so any change in how they decide to behave will have an adverse effect on your whole marketing program. For e.g., organic reach in Facebook is close to zero now as Facebook works to show more content for private digital spaces. Google+ also recently shut down so any marketing effort on that platform any business had done would be of no value now.

As you can see, it is more important to spend at least some of your digital marketing budget to build content in the digital assets you own. These include websites, apps, discussion boards, and forums. And this brings us to a point why businesses still might need to work with creative agencies who will probably have better resources to create communications that stick.

Digital marketing companies can then help businesses curate this content in different platforms (both owned and rented) which requires a different skill set, expertise, and resources altogether.

Regardless of how marketing workflow is set up in your firm, you may work with one single agency (either traditional or digital) or with multiple agencies, to make marketing work in the digital world, we recommend you always remember that “Digital marketing is not limited to Facebook Advertising.”

Planning to run your amazing marketing campaign in the digital world?

Call us or fill out this form today to book a free 1 hour consultation with our experts.

For most Digital Marketing professionals, Content Writing is a great place to start your journey into the world of Digital Marketing. Usually, new hires start writing content, and work on to other responsibilities such as handling social media or copywriting (for ads) and end up managing teams of Content Writers, Designers and more.

Do the youth here know that Content Writing is a valid entry point into a long term career in Digital Marketing?

Sumina Subba is a Human Rights and Cultural Diversity postgraduate from the University of Essex. Over the course of her career, she has held various human rights and communication positions. Sumina has also experienced a taste of content writing when she worked as a Content Writer in a Digital Marketing company.

We asked her for a few words about her writing job and her experiences so far.

A career change

I was looking for a change in my professional career, something to help me learn new things. One day, a friend encouraged me to apply for the position of a digital content writer for a marketing company. Thrilled and curious, I took it as a chance and it was perfect.

When I applied, I did not know what it was or what it would be like for me. I was given tasks to write blogs, posts, Q&A forums and other kinds of articles. I was introduced to various forms of content writing. At the time, I was mostly discovering and learning new things relevant to content.

While exploring the content writing job, I stumbled onto things like Search Engine Optimization (SEO) and website traffic. One interesting thing that I encountered was keywords, and how using them properly could attract target audience towards the website. This was the key element in building traffic towards the site of the company.

It was definitely a challenge at first but I could see myself improving every day. I had previously worked in a media house, this gave me some help with my writing skills. However, being a content writer introduced me to a vast range of topics, all of which challenged me to write credibly about a variety of subjects, and in a range of different styles.

I had to be particularly concerned about keywords. Eventually, I got the hang of it with a generous amount of help from my colleagues and a bit of hard work from my side.

Content writing as a career in Nepal

The concept of content writing is basically creating content for a particular website or for a specific client’s / company’s website. Content writing is a “niche” career, as you will be working within a specific circle for your target audience.

Since most of the businesses today want to increase their online presence, there is a growing demand for good content writers. Online businesses are always hungry for quality content because good content will always attract genuine customers.

To become a content writer, you need two things — a good command over English and an appetite for learning. If you think you are not proficient in written English, then practice is a must. The digital marketing industry is evolving into a competitive sector, so put more effort into improving your language skills. All it takes is the desire to take initiative and eagerness to learn more.

Moreover, most companies within the digital marketing industry have flexible working hours. You don’t have to stress over long office hours like a strict 9 – 5 regimen.

Being a creative field, everyone has realistic deadlines, plenty of information and invaluable support. I liked that it pushed me away from my comfort zone and polished my skills for a different platform.

I would encourage anyone to go for it! It is fun and learning never stops. Whether you’re an amateur writer looking to turn your writing skills into a career, or a professional writer looking for additional projects, content writing for the digital marketing industry is a great place to start. Do keep in mind though, just like any other job; you also need to be serious and committed. Always be prepared to be a team player – this is not a one-man show!

Finally, there are endless things to learn in this field – it is limitless. Above all, WORK HARD !! — because there is no substitute for diligence. You can do it!

Although I only worked as a Digital Content Writer for five months, the experience was worth it.

Sumina currently works as a Customer Service Manager for an online company. She has previously worked with Save the Children as the Media and Communication Officer for the Nepal Earthquake Response Program based in Gorkha.

In her free time, Sumina keeps herself occupied by reading books and writing poems. She’s also an avid photographer, food fanatic, and aspiring wine and tea aficionado.

Looking to start your journey in the digital marketing industry?

If you think you have what it takes to be a great content writer and a part of our family of superstars, apply now!