SMM does not involve search engines but does play a key role in a website’s exposure and online marketing efforts. Working through social media is relatively cheap and holds the promise of incredibly lucrative growth if done properly, whereas dealing with search engines requires a delicate and constant adjustment of subtle factors (SEO) or costly premiums (SEM).

Having seen the power and reach of viral content, companies have flocked to the Social Web in order to utilize this “online word of mouth” for their own branding efforts. This includes having a corporate presence on:

  • social networks, such as Facebook and Twitter
  • streaming video services, like YouTube
  • location check-ins, like Foursquare
  • image sharing, like Instagram and Pinterest
  • blogs

Social media allows for information to spread exponentially, allowing company advertising efforts to spread very quickly and to like-minded audiences all at the efforts of the viewers themselves. Companies can also utilize social networks and social website components (like comment systems) to establish a more personal engagement with users; increasing the feeling of customer loyalty, brand awareness, and direct customer support.

Social Media Marketing should not be directly confused with social media optimization (SMO), which like SEO utilizes specific techniques, methods, and key terms to promote web traffic and awareness. Whereas SMO works through social media, Search Engine Optimization works through search engines. Successful SMO does impact a website’s search rankings, as positive social feedback in the forms of Likes, Shares etc. can be considered as marks of quality for a website, increasing its search rankings and thereby impacting its SEM.

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Basically the use of email is to promote products and services. Email marketing is the act of sending a commercial message, typically to a group of people, using email.  It is the use of email to develop relationships with potential customers and clients. It is a part of internet marketing, which encloses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email. At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their customers.

It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

Types of Emails

Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications primary purpose must be to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns.

Direct emails

Direct email involves sending an email solely to communicate a promotional message. Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies. Safe mail marketing is also used.

Mobile email marketing

Email marketing develops large amounts of traffic through smartphones and tablets. Marketers are researching ways to advertise to more users and to make them view advertising for longer. However, the rate of delivery is still relatively low due to better filtering-out of advertising and users having multiple email accounts for different purposes. Because emails are generated according to the tracked behavior of consumers, it is possible to send advertising which is based on the recipient’s behavior. Because of this, modern email marketing is perceived more often as a pull strategy rather than a push strategy.


The two big advantages of email marketing are price and ease. Emailing is an inexpensive way to advertise your company and its products and services compared to many other types of marketing. It’s also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.

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While the Digital Age has extremely changed the way that we communicate, whether it is through text, social media, or even email, it has yet to reduce the role that print marketing plays in the overall marketing strategy. Digital marketing has become the modern way of communicating and delivering information. Digital has clear advantages over print, including speed, cost and accessibility. The problem is, it doesn’t extract the same feelings from your audience that print does.

Just imagine receiving a college diploma or even a written birthday card. Would it be as meaningful to you if you received it via email? Studies have shown that print is still a strong influence on consumers. With careful targeting and limited abuse the potential ROI is a great reason to start using print again.

The Rise of Digital

Technological advancements have inhibited the growth of many products throughout history. Digital choice in each industry has forced companies to change their entire playbook. Marketing is an industry that has seen changes due to digital as well. Digital methods of marketing have almost completely eclipsed that of print marketing. . Several marketing services have seen sharp decline since digital. Catalogs, print news, paper surveys and print promotions now all have digital alternatives. News outlets have all come up with web and mobile counterparts to their publications. The digital publications are necessary to keep up with the evolution of industry standards. All for good reason, since digital provides many benefits that print will never be able to. Several studies have observed the differences between print and digital to measure their effectiveness.

The Power of Print

Print is personal. Although digital is here to stay, there are still advantages to print marketing. The most powerful aspect of print marketing is its tangibility. Print marketing is important for brand recognition and customer loyalty. It is important that your print material be of high quality. The material must also speak to your client’s needs, desires and lifestyle.

Using Print to Compliment Digital

Why should you have to choose? Rather than all-digital or all-print, a company should consider an integrated marketing approach that leverages the unique benefits of print with the convenience and accessibility of digital. In the contemporary marketing industry one simply cannot exclude digital tactics in any campaign. The digital landscape is far too valuable. What is possible is an implementation of print based on the findings of the studies above. Since print is more memorable and leads to better brand recall, a combination of the two can help give your prospects what they need to make a purchasing decision.

Here are a few examples of the combination of print and digital campaigns:

 Customized splash pages. Print has a reputation for being difficult when it comes to measuring results. One way around this is to include links (that could be in the form of QR codes) to send people to a specific page on your website. This page on your website will allow you to track specific data about your campaign and then track their behavior on your site (pages visited, how long spent on pages, etc.).

 Use social media to launch direct mail campaigns.

Social media accounts have handy features that let you know a lot about who visits your sites. These analytics pages can be used to create a very specific target audience that you can use to launch a direct mail campaign. Based on the research above, coming up with print material that meet the consumer’s needs and strikes emotion with the audience can be much more effective at creating leads than a paid social media post.

 Retain you Customers.

Considering the emotional aspect of Print material, sending out a card or a customized letter to thank your customers can leave a lasting impression in their minds. Even if someone sees it who is not yet a customer, they may be moved themselves by the action and it gives your company a good reputation. Marketing is an industry that is always evolving and although some practices that were popular may be replaced by what used to be new and unfamiliar, you shouldn’t discount what is in the past. That past practice may be the new edge your company needs, especially with all the clutter of the digital world. No matter of choosing what form of marketing to advertise your brand, print or digital, the most important thing is making sure that keep brand and message steady across all platforms so that it will help to create brand recognition and will allow to communicate clearly with target customers using both print and digital forms.

Crescent Technologies provides Software Testing, SEO, Digital Marketing and Website Design Services.

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Search engine optimization (SEO) and social media optimization (SMO) are two of the bigger concerns for webmasters and bloggers, as they can both have substantial impacts on the amount of traffic a website or blog receives. While SEO does focus on getting links back (including from social media shares), it also focuses on many other areas. SMO can be a part of SEO (and is increasingly becoming a more important part) and has to do with what you, your friends and your family have look at previously online.

SEO has been a common activity of website owners for years now. Although search engine optimization still remains largely a mystery to many webmasters and bloggers, its basic concepts have been, and still are, fairly simple. Social media optimization has only become popular in the past few years as the use of social networking sites has exploded.

When compared with successful SEO, social media traffic is less steady. Although those who use social media effectively can consistently draw traffic with new content, even the best SMO experts experience large peaks and valleys in terms of traffic. But fortunately, the peaks will be very high.

Why Focus on Both?

Search engine algorithms will continue to be updated as technology gets smarter, so both your SEO and SMO strategies will need to evolve over the years. Currently, SMO can bring you a large influx of customers in a short span, and quality SEO increases your search engine rankings and brings you more success in the long run.

The most important factor for both SEO and SMO is quality content. Original, informative, engaging content is valued both by search engines and real life customers. So in the end, it’s important to focus on both. SMO allows you to connect with customers and potential customers on a personal level, while SEO allows your site to remain high in search engine results.

Crescent Technologies provides Software Testing, SEO, Digital Marketing  and Website Design Services.