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Google rolled out today some of the best new search tools ever. My favorites are the “Wonder Wheel” and the “Timeline.” I’ll save my over-enthusiastic gushing about these features for another column. Instead, I’d like to address the many comparisons being made between Google’s new “Recent results” feature and the search function of Twitter.
Is Google’s better than Twitters? The answer is no… and yes. It depends on what you’re searching for.
In reality, Google’s “Recent results” isn’t nearly as new as some of the other features. It essentially extends to non-news items the timeliness of Google News searches, which can be atomized to the most recent hour.
The problem with “Recent results” as a competitor to Twitter Search is that it doesn’t at all provide the “real-time searches” Twitter does. While Twitter shows you every single “hit” on your search measured in seconds or minutes, Google’s “Recent results” feature shows you a small percentage of hits with a freshness of minutes, hours and days.
To illustrate the point, I entered my own name into the “Recent results” feature, and I got back a recent blog posting of mine, followed by a Twitter post from yesterday, followed by my main page on Twitter. My column from last week showed up near the bottom of the first page. The results felt to me to be based on some weird combination of relevance, recency, popularity and random chance.
For example, it picked up a blog post from yesterday, but what about the post I did four hours ago? I post about 10 to 15 Twitter tweets per day — why did it select this one over the others? No way to know.
The good thing — and the bad — about Google’s “Recent results” feature is that results are heavily vetted. You’re not getting everything — not even close. And it’s not all that timely, either. It’s just more timely than regular Google search results.
So if you want to learn more about a prominent person before meeting them, or want to know more about a company or just get a well-rounded understanding of something, Google’s “Recent results” will give you a nice snapshot that’s pretty timely.
If something is truly new — breaking news (say, an earthquake hit Los Angeles 30 seconds ago) or public events (the playoffs are live on TV now), Google can’t touch Twitter.
However, if you’re searching for something that everyone is talking about, Twitter can be a nightmare of irrelevant chatter. Google “Recent results” will do a much better job of filtering out the noise.
Stated another way: If you want to know what happened today, use Google’s “Recent results.” If you want to know what happened in the past ten minutes – and are willing to sort through a lot of crap — use Twitter Search.
Here’s Palm Pre on Google Recent results. Here’s Palm Pre on Twitter.
None of this matters to the average user, however. The vast majority of people will search by going to the Google home page, entering in their search and accepting whatever results pop up – ignoring both the “Show Options” link and the idea of trying Twitter Search.
That would bring real-time search to the masses, and drive Twitter awareness and usage to Facebook or Wikipedia levels (because posting on Twitter would provide Google exposure).
Best of all for us lazy power searchers, it would enable one-stop shopping for real-time search. Until that happens, however, I recommend both Google’s “Recent results” feature and Twitter Search to everyone who wants more timely searches, depending on what you’re searching for.
In the meantime, ignore the pundits who suggest Google “Recent results” in any way competes with Twitter. It doesn’t. They’re very different. They’re both necessary. And they complete each other.
C’mon, Google: Acquire Twitter already!
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Effectiveness: You may recover your deleted or lost files
Price: Starting from $79.95/year
Ease of Use: Clean design, helpful text instructions
Support: Available via email with prompt response
Recoverit is a simple-to-use data recovery program available for both Windows and Mac. The program scans your drives for deleted files of any type and tries to retrieve them. Whether due to a corrupted hard drive or permanent deletion from the recycle bin, this program will try and get the files back for you.
Not very likely. The chances to fully retrieve your files don’t just rely on the data recovery software itself, but also whether your files have already been overwritten or not.
Yes, it’s safe to use. We installed the program on a Windows 10 PC and a MacBook Pro, scanned it with various antivirus programs, and didn’t find any problems with it.
Also, since the software works with files already deleted or inaccessible, none of your other files will be affected. However, this program could use a decent amount of your disk’s reading and writing speeds which might affect other programs you’re simultaneously using. I recommend closing all your running programs first before using Recoverit.
No, it’s not. Wondershare offers a trial version that has all the features of the paid version. The only limitation is that you’ll only be able to recover up to 100MB of files. Prices start at $79.95 for a one-year license. You can also add $10 to that price for a lifetime license.
When you delete files from your computer, whether on Windows or Mac, those files aren’t necessarily deleted. Only the path to that file is deleted, and it’s kept there until another file overwrites it. Recoverit can then scan your drives for these deleted files and try to recover them before they are overwritten.
Note that files that have just been recently deleted are more likely to be recovered than files that were deleted a couple of years ago.
Scan time mainly depends on your hard drive’s read speed and the number of files to be scanned. The faster your read speed is and the fewer files there are to be scanned, the faster the scanning will be.
For example, a quick scan of my PC’s Recycle Bin took around five minutes. It found 70 GB of files. The Deep Scan, on the other hand, took around two hours to finish. Note: your results will vary depending on the number of files to be scanned and the speed of your hard drive.
Why Trust Me for This Recoverit Review?
My name is Victor Corda. I’m the type of guy who likes to tinker with technology. My curiosity for hardware and software brings me to the very core of the products. There are times when my curiosity gets the best of me and I end up making things worse than they were before I started. I’ve corrupted hard drives and lost tons of files.
The great thing is that I was able to try out a number of data recovery tools (Windows, Mac) and have ample knowledge of what I want from them. I’ve been using Recoverit for a few days and tested it according to some scenarios I’ve encountered before. To assess the file recovery quality of the program, we even purchased the software and I was able to activate the full version and access all its features.
Also, before I wrote this Recoverit review I reached out to the Wondershare customer support team for questions. Below is a screenshot of our conversations. I think this is a great way to better understand the software, as well as evaluate the helpfulness of their support.
In this Recoverit review, I’m going to share what works, what doesn’t, and what could be improved based on my experience with other similar software products. I will guide you through how to recover files that you’ve deleted using this program. Along with that, I’ll highlight what it does best and the problems I had with it along the way.
Recoverit Review: Performance Tests & Guides
Disclaimer: Data backup and recovery is a complicated business as it involves tons of technical knowledge. Therefore, it’s very unlikely that I could test every feature Wondershare claims to offer. The performance tests designed below are merely surface reviews of this popular recovery software, based on common data loss scenarios that I wanted to mimic. Your results and efforts may vary, depending on your specific situation.
For our tests, I chose a variety of files that are often used (DOCX, XLSX, PPTX, PDF, JPG, PNG, MP3, MP4, MKV, and MOV). I’ll save them to a USB flash drive and My Documents (on my Windows PC) which is where I’ll be deleting them “permanently”. Let’s find out if Recoverit can fully retrieve all the deleted files.
Note that I’m giving the program the best possible chance of retrieving these files. Immediately after the files have been deleted, I’ll start the recovery program to keep the files from being overwritten. The USB flash drive that I’m also using has only been used twice which should make the files easily recoverable. My PC hard drive has been in use for many years, which might make it more difficult to recover files from — but that probably also applies to you, right?
Test 1: Recovering Files from a USB Flash Drive
First, I’ll start with the USB flash drive. All the files are already inside and I’ve formatted it, supposedly deleting all the files.
I then started the recovery software and chose the types of files I was looking for. I suggest you choose the specific file types you need. Choosing all file types might give you too many files and make it difficult to find the files you’re looking for.
Since the Quick scan didn’t find any files, I can try the Deep scan and see if it can find the files.
The deep scan takes much longer. Scanning a 16GB flash drive took me 21 minutes to finish. The remaining time indicator isn’t accurate either. The first section showed 45 minutes remaining time but only took 11 minutes, and the second section showed a whopping 70 hours of the remaining time. In reality, it only took 10 minutes.
The deep scan actually found a lot of files! You can choose whether you want to search using the Files View (sorted by the types of files), or Tree View (sorted by location).
One problem I found is that all the names of the files have been changed to numbers. I can only guess what files they are by looking at their sizes. Since there aren’t a lot of files, I chose to restore all of them.
A pop-up window will appear where you can choose the recovery location. It is recommended to choose a different drive to restore your files to. Choosing the same drive might overwrite the files you’re trying to recover. (I also noticed that they misspelled the word “folder”.)
The remaining time seems to be more accurate now. It only took approximately 3 minutes to recover 4.17GB of files.
The folder where the recovered files are will pop up once it’s finished. They’ll be organized depending on how it was found on Wondershare Recoverit.
Here’s a comparison of the original files and the recovered files. There’s quite a big difference between the two. The files recovered are DOCX, PNG, PDF, MOV, and MP4. The MKV turned into M4V and M4A files. Missing files are JPG, XLSX, MP3, and PPT. Now, let’s check the content of the recovered files.
We were able to recover the PNG file perfectly. Sadly, all the other files had already been corrupted and are unusable. The DOCX file gives an error on Microsoft Word and the video files wouldn’t play.
Although the PDF file was perfectly intact, it wasn’t the PDF file we needed for the test. Rather, it was the manual of the USB flash drive. Sadly, the PDF for the test was not recovered.
Despite all the lost files, we have somehow fully recovered 15 JPG files that were previously saved in the USB flash drive and were deleted prior to the test.
Test 2: Recovering Files from “My Documents” on PC
For the next test, I’ll be doing something similar. The only difference is that the files will come from My Documents, which is inside an old hard drive. The steps will be the same as how it was done with the USB flash drive. For this part, I’ll start after the Quick Scan has finished.
The quick scan only took a minute to finish but didn’t find anything of use. It only found a DOCX file, not the one that I needed. I did notice that unlike the files found in the USB flash drive, these files have additional data such as the path, created date, modified date, and status. The status shows whether the file is in good shape or not.
The Deep Scan scanned a total of 42.52GB in 3,878 files. That’s quite a lot of files to dig through just to find the ten test files.
One thing I did notice that I wasn’t able to point out in the previous test is the column for previews. You can see a small preview of images found where you can quickly notice whether they’re recoverable or not. Images that have been corrupted show either gray parts or no preview at all.
Sadly, I only found a screenshot that I recently deleted. I tried searching again without any filters to no avail.
One nuisance I found was that there is no back button in the program after searching. If you want to see all the files found again, you have to empty the search bar and press enter. It’s not a huge problem, but the way to go back to the files isn’t very intuitive.
Since I can’t look through all 3,000+ files, I decided to use the tree view to find the files in their location. You can check the files which still have their locations and check if they’re still there. Sadly, all the test files didn’t have their locations anymore.
I instead chose all the matching file types without paths, except for JPG and PNG, where there were 861 and 1,435 files respectively. This brought the number of files I needed to look at to 165.
The recovery of the files took about one hour to finish. Please do note that when you’re going to recover files, you need to transfer them to a different drive. Recovering them to the same drive might overwrite the files you’re trying to recover.
I looked through every file, which took me about 30 minutes to finish. The painstaking process of looking through each file was tiring. A handful of the files had already been corrupted and thus were useless. Sadly, the only file I was able to recover was the PDF file. Although I wasn’t able to look through all the image files, I did notice that my image files dating from last year were still intact. This gives hope that our image test file might have survived.
Testing Recoverit for Mac
My main test was done on a Windows computer, but I know some of you who read this review are using Mac machines. So I tried out its Mac version as well for the purpose of this review. With the same files, I only scanned the USB flash drive. The entire process was the same. It found the same files that were found on the Windows PC.
The biggest difference between the two versions is the ease of use. The Home button for the Windows version is a Back button on Mac (you may have noticed that from the two screenshots above).
The files found were deselected after the scan, unlike in Windows, where they were all selected. I also noticed that the “remaining time” on the Mac version was more accurate than the one in Windows. Besides these little differences, the functionality of the program is exactly the same.
Surprisingly, when JP was reviewing the Mac version, he encountered an issue: app freezes. He attempted to scan the Mac Trash, and the app froze when it came to the 20% stage.
Reasons Behind My Review Ratings
Wondershare Recoverit was able to scan my PC and flash drive and recover lots of files. Most pictures were recovered successfully without a hitch. The Deep Scan mode found more items than the Quick Scan mode did. What I also like about the program is that it wasn’t as heavy on the resources as I thought it would be.
On the downside, many of the files that I deleted for the test weren’t actually recovered. Besides the PNG and PDF files, all other files were either corrupted or couldn’t be found. I’m not sure whether this is a one-time issue or a known bug. More benchmark tests are needed to make this conclusion.
I think the pricing structure is reasonable. It starts at $79.95 for a one-year license. Adding $10 grants you lifetime access to the program with free updates. Compared to the value of those lost photos, videos, and documents (they are priceless, many times), Wondershare is an affordable solution.
Ease of Use: 4/5
The design was minimalistic and I was able to easily navigate my way around the program. I also like the self-explanatory text instructions provided in the program. Data recovery is sophisticated work. It’s good that Wondershare standardizes the recovery process, but it wasn’t as intuitive as I wanted it to be.
Before starting the initial review, I tried the program for a while, and there was a problem when I would run a Deep Scan of the Recycle Bin on my PC. I sent them an email detailing the problem and it was promised that they would reply between 12-24 hours. I sent the email at 12:30 pm and got a response by 6:30 pm on the same day. Thumbs up to their support team!
Wondershare Recoverit Alternatives
Time Machine: For Mac users, a built-in program called Time Machine can help you restore your files. Time Machine must have made a backup of your files beforehand in order to restore them. Check it out if you haven’t done so yet!
Stellar Data Recovery: Also available for both Windows and Mac. It works pretty well. It’s a bit more expensive but it’s worth the money. We reviewed the Mac version and you can check it out here.
Recuva: Recuva is only available for Windows. The program is widely considered to be the usual go-to program for file retrieval. The best thing about it is that it’s completely free for personal use.
PhotoRec: Another free file recovery tool available for Windows, Mac, and Linux. It’s a very powerful program and is regularly updated, although it uses a command-line interface that might make it difficult to use.
Backup your files: Data rescue programs can only do so much until your deleted files are overwritten. They are the last resort to recovering your important files, and we hope that you won’t need to go through the struggle of recovering deleted files. That’s why we always make a copy of important files to a different drive or use a cloud backup service. Backing up your data should be a mandatory practice.
Wondershare Recoverit was able to find a lot of deleted files, even from up to two years ago. However, this program might take quite some time in deep scanning of your disk drive, especially if you plan to scan your entire hard drive.
For example, it took around 30 minutes to fully scan my 16GB flash drive, and two hours to completely scan my HDD-based PC. Therefore, I recommend this program if you need to recover files coming from small external storage devices such as memory cards or USB flash drives. You can still use this for bigger volume hard drives, but you’d better allocate more time.
It’s also one of the cheaper options compared to the competition. During the tests, I found the program great for recovering images. Therefore, it’s a tool worth storing in the rescue toolbox for photographers and designers. I was also able to recover a few music and document files, but it didn’t work as well as it did with images. The company’s customer service was also quick to respond when I had a few problems.
Here’s my final verdict: Recoverit does what it claims to do – try to bring files back from the dead. Just don’t expect it to recover all of your files! It wouldn’t hurt to give it a try because the program is safe to use and only performs read-only procedures to your disk.
Microsoft has a blind spot that prevents the company from succeeding in mobile: It tends to put the right operating system on the wrong device.
For years, Microsoft shoehorned Windows CE, and then Windows Mobile, into mobile phones. The operating system’s user interface was all wrong for a phone. It required a stylus, and involved off-putting user interface elements like a Windows-style Start button with cascading menus.
The user interface would have much better on a tablet device, and the performance would’ve been great. However, Microsoft insisted that partners install full-fledged Windows on tablets.
As a result of this mismatch, both the phones and the tablets failed in the market year after year.
When Microsoft led the whole Ultra-Mobile PC initiative, the company correctly foresaw the coming importance of mobile devices. But by insisting on Windows Vista as the operating system, rather than a cell phone operating system, Microsoft assured failure once again.
Then consumers gravitated to netbooks. At first Microsoft tried to cram (again) an operating system that was too big for the platform: Windows Vista. But netbook buyers insisted on “lite” software, preferring Linux and then Windows XP.
Windows CE and Windows mobile would have enabled pen-based tablets and ultra-mobile PCs to succeed far more than they have done.
Microsoft finally has a right-sized operating system: Windows Phone 7. It’s right enough for phones, but even righter for tablets.Why “Tablets Are Cannibalizing Netbooks”
A Microsoft executive admitted this week that “tablets are cannibalizing netbooks.” This is euphemistic corporate spin.
Let me translate: Apple is destroying Microsoft in mobile. “Tablets” is code for iPad, which owns 95% of a rapidly growing market. The netbook market, which is rapidly dying, is dominated by Windows.
The iPad is winning for many reasons, but one of them is that its iOS is right-sized for the platform. The iPad has a netbook-sized screen, but runs what is essentially a cell phone operating system. By downsizing the OS and the hardware, Apple was able to achieve a low-enough-but-profitable price, zippy performance and amazing battery life.
Had Apple followed the Microsoft approach, it would have launched the iPad with OS X running on it. It would have touted the ability of the device to run desktop OS X apps. But it would have cost $1,800, gotten three hours of battery life, weighed three pounds and it would have been slow.
Google will also succeed in tablets in part because Android is also essentially a cell phone operating system.
There is absolutely no question that for a tablet to compete, it must run a cell phone operating system.
If — despite overwhelming, inescapable evidence and proof for this most basic fact of today’s mobile market — Microsoft fails to put its Windows Phone 7 OS on tablets, then we can safely write off Microsoft in the mobile market.
We can finally say: Microsoft has a fatal blind spot and that it will not and cannot succeed in mobile.
But I don’t think that’s going to happen.What Ballmer Said About Tablets
In a recent interview with Ars Technica, Microsoft CEO Steve Ballmer hinted that Windows Phone 7-based tablets are in the works. In a discussion about tablets, Ballmer said: “You’ll see some things as you move Windows Phone along.”
Ballmer’s vague statement is vaguely encouraging. But the company will have to do more than just slap Windows Phone 7 on tablets. First, it has to be willing to compete with Android on price.
Second, Microsoft has to be willing to cannibalize existing businesses in mobile operating systems, tablet operating systems and applications. It needs to get behind the mobile tablet business with all its resources, cultivate massive development on these platforms and offer a compelling line of its own applications — sorry “apps.”
As an initiative in data science education, many universities are expanding their data science courses and upskill offerings, in recent years
India has one of the most extensive education systems in the world. Though the spending in the education sector in the domestic circuit is not at par with that of developed nations like the USA, UK, Germany, Japan, and China, the country is slowly catching up to the race. The Modi government, along with several government educational institutes, has taken significant steps to ensure tech-skilling in artificial intelligence and big data. Many universities and organizations are expanding their data science courses and upskill offerings, in recent years. The government’s announcement to create data center parks throughout India has been acknowledged as a much welcome move under Union Budget 2023. As data science continues to integrate entirely into the core business functions of the organizations, the demand for relevant skills and expertise will rise in the coming years.
Under the Big Data Initiative, the Indian government plans to carry out a gap analysis in terms of skills levels and policy framework. It also plans to develop a strategic road map and action plan clearly defining the roles of various stakeholders like government, industry, academia, industry associations, and others with clear timelines and outcomes for the next ten years, and carry out market landscape surveys to assess the future opportunities and demand for skill levels in the same period. For this the Indian government is trying to understand the present status of the industry in terms of market size, different players providing services across sectors/ functions, opportunities, SWOT of industry, policy framework (if any), present skill levels available, etc.
In the meantime, several government institutes have launched numerous educational and skilling programs for their student mass. Even the state government of Karnataka, Maharashtra, Telangana, etc, have come forward to enhance the big data talent pool in their respective states.
In April, the Indian Institute of Technology (IIT), Kanpur started free statistics courses which included regression analysis, sampling theory, design of experiment and analysis of variance, linear regression analysis and forecasting, introduction to R software, and more. Later, IIT Roorkee teamed up with TSW, the Executive Education Division of Times Professional Learning to launch a PG Certificate Program in Data Science and Machine Learning. Around October, IIT Jodhpur already launched a chúng tôi program in artificial intelligence and data science from the academic session 2023-21. And most other IITs have joined to enhance data science and artificial intelligence education among tech aspirants.
IIT Madras also took an initiative in data science skills by offering affordable courses on Data Science through their platform ‘PadhAI.’ This five-month online self-paced course on Foundations of Data Science, ranges from beginners’ level to the mathematical and programming skills required for a Data Scientist.
Even IISc (Indian Institute of Science), in collaboration with TalentSprint, started a ten-month Advanced Program in Computational Data Science, as the first cohort commenced in Jan 2023. The Computational Data Science course also comprises a case study on the analysis of how the industry today uses computational data science in real-world use cases. The broader curriculum of the course includes the mathematics of data science, neural networks, machine learning, data engineering, and business analytics.
Moreover, IIT Kanpur is offering two free online courses on Data Science, on the National Program on Technology Enhanced Learning (NPTEL) online learning platform in India.
International Institute of Information Technology- Hyderabad collaborated with Great Learning to offer an 8-month extended postgraduate certificate in software engineering for data science. The program aims at helping learners to acquire skills in software and data science, especially technology leaders and managers who are looking to lead data science and AI implementations in the organization.
The Central Board of Secondary Education (CBSE) has also announced the integration of Artificial Intelligence (AI) in the high school curriculum for the academic year (2023 – 2023), as other private schools continue to integrate artificial intelligence to carry out educational purposes. Targeting approximately 200 schools for Grade XI and XII, across the states Delhi-NCR, Karnataka, Tamil Nadu, Orissa, Kerala, West Bengal, Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Uttar Pradesh, Rajasthan, and Punjab, this curriculum has been developed in collaboration with IBM and will be a part of CBSE’s Social Empowerment through Work Education and Action (SEWA) program. The course will focus on teaching the basics and application of AI, and help with skilling in computational thinking, data fluency, and critical thinking.
In July 2023, the Additional Skill Acquisition Program of the Higher Education Department in Kerala introduced an AI Course of 776-hours, aiming to create skilled professionals who can fill the demand in areas of data science, artificial intelligence and Machine Learning.
In November, Telangana Academy for Skill and Knowledge (TASK) and Telangana State Council of Higher Education (TSCHE) partnered with Microsoft and NASSCOM to provide skills to 30,000 youths from Telangana state in Artificial Intelligence under the ‘March to Million’ initiative. With an objective to enhance students’ employability by acquiring the skills required in the industry, the AI Classroom Series course introduces students to the concepts of Artificial Intelligence, Machine Learning, and Data Science.
You have a great product or service, and your potential customers are spread out worldwide.
You might literally have customers in every country on the planet.
Filled with unwavering optimism, you kick off your SEO strategy, but you’re hitting wall after wall.
Your site has no technical issues, you have the best content out there, and you’ve gained quite a few backlinks… but you’re still not winning.
It sounds like you’ve picked the wrong fights.
It’s likely you picked a highly competitive market to cater to. And you don’t have the authority to win – not yet.
You’re competing with big brands that are spending millions of dollars a month on digital marketing and have been going at it for over a decade.
Can you beat them?
Yes, but not with this strategy.
You need to rethink it.
They’re Goliath, and you’re David. And you don’t have a slingshot yet.
You need to pick battles you can actually win, and you need to go into battle prepared.
OK, so how do you go about that?
Let’s start at the beginning, and look at some of the weaknesses these big brands have.Big Brands Aren’t Perfect
First some good news: big brands aren’t perfect.
Speaking from experience, here are some of the weaknesses I often see with big brands:
They have a slow decision-making process, because they need to get approval from a variety of stakeholders.
They’re not great at executing SEO- and content-marketing strategies due to internal politics and the number of people involved.
Their sites are running on legacy platforms, and sometimes they’re even dealing with prolonged code freezes.Play to Your Strengths
Gait: you’re fast and flexible; you don’t have to get your ideas approved by many layers of management. If you come up with a great idea, you can have it online the same day.
Grit: it’s likely that your determination to beat these bigger brands is much stronger than the other way around, as these bigger brands are already in a comfortable position. A smaller brand has little to lose and everything to gain.
Guts: you don’t have to get legal sign-off for every campaign you’re going to run. You can run much more provocative campaigns.
In summary, smaller brands have everything to gain, can run daring campaigns, and can execute much faster than bigger brands because there’s nothing holding them back.Find Topics to Rank for in Markets with Strong Competition
Even within markets where you’re facing strong competition, you can find topics to rank for that haven’t yet been covered by your competition.
Disregard all the “usual suspects” and aim to find long-tail topics that are easily missed because they seem not to be worth pursuing.
Google Trends is highly useful here. Use it to keep an eye on emerging trends within your space and, as soon as you spot a trend, publish content around that topic.
See how that content performs. If you find it getting a lot of traction, write some more.Creating a High Barrier to Entry
When you find low-competition topics that you can rank for, make sure your content is the best out there.
That is: make sure it looks awesome, it’s complete, and you have all your bases covered.Look Beyond Your Domestic Market
In markets where big brands don’t have a strong presence, it’s a level playing field, and you actually have a good chance at beating them.
I’d always recommend that smaller brands first create a business case as well to justify entering certain markets, but as a smaller brand, you can go through this process 10 times faster than bigger brands. That also means you can exit it quickly.
Find markets that are accessible to you where the competition doesn’t have a strong presence, and test the waters. If you see potential, invest more and take it from there.
In low-competition markets, you can enjoy exceptionally high growth.
You can grow unnoticed, as competitors are all busy fighting each other for that massive market everyone’s pursuing.
You can take the competition head-on at a later time after you’ve built up enough authority and momentum, if you choose to.
Low-competition markets sound interesting, but how do you find them?
By doing old-fashioned desk research, and by using the data you already have.Finding High-Potential Markets Through Desk Research
Map out all the markets you can cater to, and research the competition within those markets.
If the competition from big brands is low, then look further: are there lots of successful local players you don’t have an edge over?
If so, leave that market. If not, put it on your list.
Here’s an example of my own:
I work at an SEO platform called ContentKing. Worldwide, there are hundreds of SEO platforms, but in the Netherlands, there’s literally only a handful of them.
And none of the big players have localized their platforms into Dutch. It doesn’t make sense for them to do that, and that gives us an edge.
Is the Netherlands easily accessible to us? Yes (part of our team is Dutch).
Is it a massive market? No.
Is it big enough to make it worth our while? For sure!Finding High-Potential Markets Based on Real Data
Look within your analytics platform to see what markets convert well, and investigate whether you can grab a bigger market share there.
Example: one of our ContentKing customers, a bicycle seller, saw they were getting a lot of orders from Australia for certain bicycle types.
After some research, they found these customers preferred Dutch bicycles over any other bicycles and would gladly pay the extra shipping fee. They increased their focus on this market, and it turned into a real money-maker.Finding Topics to Rank for Within These High-Potential Markets
I’ve found that simply creating localized versions of the same content that works well in highly-competitive markets goes a long way in these high potential markets.
This lets you rank quickly as there’s less competition, and because there’s less competition, having the best content is quickly within your grasp.Conclusion
As a smaller player, you stand a chance against bigger brands if you pick your battles wisely.
Focus on ranking for topics that others aren’t focused on, and look beyond your domestic market.
Using the 4Ps of the marketing mix to give context to decision makers
Most web analytics departments in large companies are now using data to report on their online marketing performance. Navigational patterns, conversion funnels, and marketing channels have come to be the focus of most of these reports.
But what happens after these analyses are distributed? “Analytics ninjas” may comprehensively understand what is happening with their website, but do other organizational members? Who is viewing these analyses and do they have the propensity to act on the data insights?
Producing analytics reports is not a simple process, but involves numerous company resources. From technical departments for the implementation and deployment of web analytics to different levels of marketing management to adapt reports to business objectives, the whole process is undertaken whilst dealing with multiple assets and data sources.
Such big investment is always undertaken with the objective of reporting financial growth, but it is sometimes difficult to see the effect of this investment on Profit & Loss statements.How can we use analytics to create a direct impact on marketing performance?
Fortunately, online analytics is robust and flexible enough to allow companies to employ high level metrics that are not only actionable at an executive level, but present an accurate picture of company performance. In this post, I’ll show how you can use the 4Ps of the marketing mix framework to provide a familiar context to managers for reporting:
From the diagram you can see how important metrics arise as the analysts see what is happening within the website, and then these metrics become integrated into the marketing mix strategy that drives action within the company. So how does online data relate to the 4 Ps of the marketing mix. Let’s now look at each element of the mix in more detail.
Price: decision making on pricing is affected by different elements such as finding the right balance between marginal profit and competitiveness. Knowledge of the following factors can greatly improve our price making decision capabilities:
Rank of products with most searches sorted by price, knowing their conversion rate
Average yield for customer profile
Product: Product engineers aim to design products which will meet the expectations of their users. To achieve this objective they need to know:
What are the norms of customer behavior when buying a date-related product?
How should we target customers with complementary or ancillary products to increase cross sales? Which products are successfully sold together, where is the appropriate place/when is the appropriate stage to start cross promotion?
Promotion: finding our target audience at an appropriate cost will make the difference between a positive and a negative ROI. Therefore it is important to know:
How do we segment our audience?
What is the cost of reaching them?
What kind of content shall we offer to each segment?
And what do we expect from each of them?
Placement: Appropriate distribution of products increases customer satisfaction and reduces inefficient expenditures. Therefore to ensure optimized placement, we should ask:
Are we using our online assets to drive sales?
Are we optimizing performance capabilities of each online asset to drive sales?
Are we successfully adapting the different channels to the different audience and different products available- are we correctly targeting each of our predefined segments?
Data-driven decision making
It is clear that there are many questions that need to be asked to determine the success of an online business. Online data is vital in accurately answering them.
Therefore, it is critical to align KPIs with business objectives, whether they are financial or non-financial, and customize them so that they accurately represent performance in your organisation.
These are but a few examples of key metrics that web analytics tools can produce, and which can be supplemented with economic information to enhance their capabilities as tools of performance management. When managed and observed effectively, these key metrics can encourage data based decision making, leading to actions which can optimize your financial results.
Finally, I will leave the last word to Google evangelist Avinash Kaushik:
“Without data, you are just another person with an opinion.”
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