Insights Success is bringing its readers, the stories which belong to the Indian digital space. In this issue of ‘The 10 Most Prominent Google Partners to look at in 2019,’ the magazine is showcasing exemplary work done by some of the best Google Partners in the country. On the cover, we have featured CGS Infotech Solutions Pvt. Ltd.

1. CGSC SC SGGC SG 2019 | VOL 12 | ISSUE 5

4. The digital paradigm has opened
new avenues for professionals
and businesses to explore their
reach, beyond the clouds of traditional
marketing solutions. Reaching out to
the right crowd has never been easier
for businesses since the emergence of
various digital platforms. These
platforms facilitate a palette of options
that a business can opt for, to
particularly market its products &
services uniquely.
The digital marketing space has
redefined the way that portrays a
business’ potential of delivering the
right message to the right customer by
providing on-point solutions with a
click of a button. On top of that, digital
marketing does not only limit to the
business organizations and its users. It
has also cultivating various
employment opportunities. For
individuals who are looking for
exciting job opportunities, it is availing
professionals to be digitally smart. This
is enabling these professionals in
contributing towards an efficient and
effective way of educating the
customers about the services their
client business organizations are
providing, in a dynamic process. The
role not only includes being digitally
proficient but it also derives one’s
ability to deliver the appropriate
solutions as per the clients’
requirements.
The most important question now
arises is, how to obtain the proper
business solutions provider in terms of
digital marketing? The answer to this
question is to look for a certified
Google partner! The Google Partner
program, also known as Google
Partners is a training and certification
program. This program is for
advertising agencies, digital marketing
professionals, and various consultants
who manage online accounts for
Google Ads. The professionals or an
agency is rewarded with a Google
partner badge, once they pass the
Google Ads product certification
exams and get up to date with the latest
product knowledge.
Once Google recognizes you or your
company as a partner; you can add it to
Google Partners -
Facilitating Trusted
Digital Marketing Solutions
Editor
Darshan Parmar

5. EDITOR’s
NOTEyour websites, business cards, and
marketing materials. A company can
display its Google partner badge in-
order to validate its authenticity as a
trusted solution provider. Google
partners help potential clients in
comparing agencies and marketing
professionals in deciding the
appropriate course of action when it
comes to meeting their business needs.
These partners are allowed to
specialize in Google Ads product areas
such as search advertising, mobile
advertising, video advertising, display
advertising, and shopping advertising.
This month, Insights Success is
bringing its readers, the stories which
belong to the Indian digital space. In
this issue of ‘The 10 Most Prominent
Google Partners to look at in 2019,’
the magazine is showcasing exemplary
work done by some of the best Google
Partners in the country.
On the cover, we have featured CGS
Infotech Solutions Pvt. Ltd. It is an
authorized partner for Google G Suite,
Google Trusted Street View Agency for
VR, and the pioneering partner in India
for Google AdWords.
This month’s issue has brought a
cluster of stories which begins with a
tale of a company called Acodez. It is
a firm that provides services in
segments like digital marketing,
website development, software
development, and mobile application
development. Acodez also acts as a
creative agency for other organizations.
Incepted in 2008, Centum
Darshan Parmar
Technologies is a company that strives
to provide value-based web-presence
solutions to its clients. It has a team of
Google certified professionals taking
care of its clientele’s business needs.
Another company in this month’s
cluster is Whitelake Technology
Solutions (WLTS). The company
offers its clients, initial consultation to
understand their business goals and
existing marketing solutions to deliver
optimum results and satisfactory
services.
The CXO standpoint column in this
issue features Umesh Ahirrao. He is
the Founder & Managing Director at
Osumare, a leading digital marketing
company in India. Umesh through the
featured CXO is educating us about the
Google BERT Update and its working
process in entirety. Another CXO
standpoint showcases the different
ways to be safe online on a black
Friday. The piece is authored by Zakir
Hussain Rangwala, Director of BD
Software Distribution Pvt. Ltd. The
firm is one of the leading IT security
distributors which offer industry-
leading and enterprise-level consumer
solutions in the Indian market.
In the interview with Insights Success,
the two companies that have been
featured are IS Global Web and Savit
Interactive. So, the readers are
requested to dive into the ocean of
digital revolution that these companies
are striving to bring through their
stories. Happy reading!

6. COVERSTORY INTERVIEW WITH INSIGHTS SUCCESS
IS GLOBAL WEB
Enhancing the Digital Presence
SAVIT INTERACTIVE
Delivering Innovative
Solutions Smartly
16 28
08
COVER STORY
C O N T E N T S

7. CXO
TECH UPDATE
Google BERT Update
20
SOCIAL MEDIA KNOW-
HOW : Tips on Social
Media Videos
40
CYBER SENSE
How to Stay Safe
Online on Black Friday
46
ACODEZ
Your One-Stop Solution
for all Digital Marketing
Needs!
24
CENTUM TECHNOLOGIES
Simplifying Complexities
with Proficiency
34
WHITELAKE TECHNOLOGY
SOLUTIONS : Leader in the
Internet Space For More
Than a Decade
44
ARTICLES
SEARCHING ONLINE
Google Search and Our
Dynamics with it!
50
ONLINE ADVERTISING
Advertise Your Business
Online Creatively
36

8. SME-SMO Executive Uma
Circulation Manager Tanaji
Digital Marketing Manager Prashant Chevale
Technical Specialist Amar Sawant
Co-designer
Deepanjali JenaArt & Picture Editor
Asha Bange
Art & Design Head Amol Kamble
Associate Designer Poonam Mahajan
Copyright © 2019 Insights Success Media and Technology Pvt. Ltd., All rights reserved. The content and images used in this magazine should not be reproduced or
transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success Media and Technology Pvt. Ltd.
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December, 2019
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Editor-in-Chief Pooja M. Bansal
Managing Editor
Vishal, SnehaContributing Writers
RNI NUMBER: MAHENG/2018/75953
Technical Head Pratiksha Patil
Business Development Lead Ashwini Pahurkar
Business Development Executive Snehalata Lad
Darshan Parmar
Business Development Manager Megha Mishra

10. COVERSTORY
Hiten Bhuta
Founder & CEO

11. CGSC SG
Any business owner can
approach us to receive free
guidance and coaching
on web-hosting, email-hosting,
domains, cloud-computing,
back-up, etc. We will provide
free support, training,
and guidance to anyone
“
“

12. The digital paradigm in India has always been in
constant flux. The ever-changing business
environment has affected the nature of operations
on a timely basis. Various technological advancements and
dynamic processes have influenced businesses on a core
level. The digital industry in India has shown tremendous
growth over the past few years and is currently on a path of
attaining greater heights. Even with the new horizons
expanding, newer set of the markets are being created and
the influence of these markets has become crucial for the
industry’s overall survival as the internal competition has
become fierce. There are only a few organizations
prevailing in such critical circumstances and have been
making its mark in the industry for a while now. Forging its
path ahead is one such company, CGS Infotech Solutions
Pvt. Ltd.
It is an authorized partner of Google for G Suite, Google
Trusted Street View Agency for VR, and first partner
Google AdWords in India. Google invited CGS to be its
partner as it noticed very strong business transactions taking
place. “We kept buying thousands of G Suite account from
Google for our customers,” claims the team of CGS.
Google team keeps track of increased billing for any
specific customer. When the team notices a significant
improvement in billing, it directly approaches the customer
with the motive to provide better services. When google
identified consistent improvement in CGS’s billing and
sales, its respective account management approached the
company with the idea of partnership and intent in helping
the firm to scale up and grow. Google has provided
innovative ideas and tools to enhance the partnership
further.
Since 1995, CGS is providing web hosting, web design,
digital marketing, and software services to clients
worldwide. The company is currently managing domain,
hosting, and email solutions for more than 10,000 clients.
CGS’s key customers include Holiday Inn, Tata Group,
Reliance, Raheja Group apart from thousands of small and
medium-sized companies. It also has a team of almost 100
Our clients have achieved
amazing results that simply
aren’t possible any other way
““

13. Our G Suite clients enjoy 24×7 immediate
phone support, thorough training, excellent
account management & billing support
“
“

14. With our ofces
in India,
USA, Dubai,
Canada and
cutting-edge
online tools
like Skype &
Hangout,
we make it easy
for our customers
to connect
with us. From
email-hosting,
website hosting,
and domain
name registration,
we handle
everything –
anytime,
anywhere
full-time technocrat staff members and
over 600 committed contractors
delivering result-oriented digital
branding and other technology
solutions to the customers with
unmatched effectiveness and
reliability.
Leading Differently
Hiten Bhuta is the Founder and
CEO of CGS Infotech. After pursuing
his B.E. in electronics from K. J.
Somaiya College of Engineering in
1992, he completed his post-graduate
program from IIT-Bombay.
In Sept 2014, Hiten received a
Certificate of Appreciation from
Consulate General of the United
States for the contribution he made to
India-US trade and technology
transfer. He is also serving as National
Committee Member for IT for India’s
Premier Chamber of Commerce
FICCI. He provides leadership for
FICCI’s efforts towards the Indo-Gulf
trade. In May 2012, Hiten was invited
to represent India and speak at
Prestigious event, the Indo-Arab
Convention which was attended by
foreign ministers and business leaders
of Top-10 Arab nations. He is a
founder and mentor for Sakar Trust
which has facilitated over twelve
senior citizen entertainment programs
and donated resources to several
NGOs for the mid-day meal, child girl
education, and healthcare
improvement. Sakar Trust has had a
positive impact on the lives of almost
100,000 people.
Digitally Empowering Partners
Google Partners offer distinct and
unique value to customers. Google
provides continuous training,
feedback, and support to its partners.
The partners are aggressive, result-
oriented and very keen to serve the
customers due to the backing by the
tech-giant. Most Google Partners are
led by dynamic entrepreneurs and
strong teams. The companies are
focused on customer acquisition and
building sales. At times, Google
Partners are competing with the same
set of customers in a geographical
area. “Google also competes with its
direct selling team with partners in
reaching out to customers
concurrently,” shares Hiten.
“We primarily start with education
and training. Our focus is on
creating outstanding value through
training, support, and value-added
migration service,” describes Hiten.
For some customers, the company
provides G Suite for free. Likewise,
for many other customers the actual
cost of buying G Suite from the firm
becomes relatively low from the rest
of the competition. The organization
comprehends the customer’s business
model and its needs. It has a team of
members that are capable of
designing special G Suite Apps. The
proprietary G-suite apps of the
company make a profound
contribution to customers and help
them automate the tasks undertaken
and save money. “We have created
proprietary G Suite training videos
in Indian languages,” says Hiten.
On-point Customer Service
The biggest difficulty faced by the
firm is unfair and predatory pricing
by some of the competitors. Some
companies don’t focus on training,
support or value-addition. They
adopt unfair, corrupt, and fraudulent
means to gain customer’s business
which creates an unhealthy situation.
“Our clients gain tremendously
through our long experience in the
industry, 24×7 support, lowest
possible pricing, a strong team, and
tremendous knowledge,” claims
Hiten. The company collaborates
with its clients to give an
extraordinary experience and tries to
add value in its services at every
“
“
10
THE
To Look At in 2019
Most Prominent

15. possible stage. It also gives a free trial, on-site training, and
support for the projects. The engineers stay at client’s place to
configure, support and train users if the need arises. “We also
provide quick turn-around in migration and back-up,” he
further adds.
In competitive fields like these, the new partners have to be
patient. New partners will have to discover and create new
markets. Unless the emerging partners have any unique value
proposition, the industry might not treat them nicely as most
of the clients know that Google provides discounts to its
partners. Hence, the clients also want to share these said
discounts which makes the business more rigid and highly
competitive.
The Grand Plan
Email, Back-Up, Online Document and Spreadsheet will
continue to be in demand. Every company will need it in the
future. The key challenge is to train and educate customers.
“Our company will continue to provide leadership in
responsible, value-added and innovative technology
solutions,” addresses Hiten. CGS will provide new ideas,
innovation and insights to its customers with an intent to make
a real difference in their business. The company will not focus
on Google or Technology per se, but will work directly
towards fulfilling customer’s needs.
We have two decades
of experience performing
essential and valuable
search engine optimization
services, web design and
web hosting services
and providing software
solutions for the clients
“
“

18. Digital Marketing is so powerful in today’s context,
that if your business isn’t on the digital platforms,
it simply doesn’t exist. But even if you are present,
you need to be seen and heard by the target audience you
are trying to reach. It might seem like a simple process, but
it isn’t. That is why Digital experts and Goggle Partners like
IS Global Web has forayed into the market to redeem the
businesses, digitally.
In the following interview with Insights Success, Nikhil
Agrawal, Director, IS Global Web, speaks about his
company, the industry, being a Google Partner and more.
Brief us about the journey of your company– origin,
inception, early issues, success stories, and major
milestones, to name a few.
Our firm was founded in the year 2009. Since then we are
growing continuously and proving ourselves better than our
competitors. We offer services in advanced level and
implementation of all skills to revive our clients from many
crucial issues. We have written many success stories by
turning our clients into brands with the help of highly
skilled professionals & experts, and their co-related
extensive support. “Benham and Reeves UK”, one of my
clients, was previously being promoted by one of UK
digital agency. This client had been struggling for a long
time with Google penalty issues. We were able to diagnose
the problem and rescue the website from the penalty and
made it worth capable to generate traffic, keywords ranking
and online leads for the client using Organic & paid digital
marketing techniques. One of the other clients “Holiday
Inn, Dubai” was facing thin content and unnatural link
problems. We executed and implemented one of the finest
link building and content marketing strategy and saved it
from any further penalty cases. Being Google partner, we
always opt for the White Hat technique for digital
marketing which gives us an edge over others. There are
many other clients for whom we have designed top-level
digital marketing strategies including organic & paid and
their successful implementation really supported us for
bringing company revenue at a higher level.
Brief us about your role in the company.
I, Nikhil Agrawal, am the Director of IS Global Web, a
leading digital marketing agency that provides high-quality
services in search engine marketing and web & application
development. I am known as an innovative, dynamic,
versatile, and result-driven digital marketing professional
with extensive experience across digital marketing verticals
for over the past 11 years. I have assisted many businesses
in their search traffic, paid traffic, conversion optimization,
product launches and have improved their online search
rankings & revenue significantly.
Kindly talk about the exclusive products or services
offered by your company. How does it distinguish you
from your competitors?
We deliver high-quality services to our clients that include
SEO, PPC, email marketing, social media & paid
advertising, CRO, mobile App & website development and
website design. Our Core features such as customer
handling and relationship management make us stand out
among our competitors as herein IS Global Web we believe
in customer satisfaction and that’s why we offer high-
quality services to retain them for a longer period of time.
We always prefer and recommended the White Hat
technique to our client for long term & stable results and
this is the reason we have clients since inception!
What is the vision and mission of your company?
Our mission is to help organizations grow digitally. We
learn, implement and deliver. By this technique, our goal is
to go bigger globally as the best Digital Marketing Partner.
Optimizing performance is our key, and our vision resides
in giving the best results to the clients. We maintain a close
long-term relationship with our existing and past patrons in
the hunt for new opportunities.
What kind of challenges has the company faced
industry-wise?
We would like to brief about the core challenges and
hindrance which each and every organization faces during
IS Global WebEnhancing the Digital Presence
December 2019|16

19. INTERVIEW WITH INSIGHTS SUCCESS
Nikhil Agrawal
Director
December 2019| 17

20. there in the market. And, it was very tough to influence any
new clients for our company. So we started cold calling, but
it’s extremely difficult to sell services using that method. In
business, you need to meet people who have some
connection to you, no matter how slight. That’s why we
started contacting every possible connection on my phone
list including my friends and known corporate colleagues,
had a conversation and successfully
converted them into clients. Further,
we started promoting my firm by
sending offers to all prospective and
potential customers. In the end, we
got success in grabbing a new client’s
inquiry for our business and got a
satisfactory initial revenue of approx.
40 to 50 lacs per annum.
Another major challenge we faced
was with companies providing
similar services at a cheaper cost. We
analyzed their target was just to make
money and they were not having long
term relationship goals. When we
started our journey, most of the
companies were using Black hat &
Grey hat techniques and were making
wrong promises to the clients and
were giving them a guarantee to rank
them on top position within 1 month
or so. Being White Hat Google
partner, we were aware it is not
possible to give a guarantee and as
we were putting huge resources and
time so our cost was on the higher
side. But gradually, we were able to
convince potential customers and we
got success in converting them and
they are now with us since inception.
How have technological
advancements and innovation in
the industry affected your
business?
Technological advancements helped
us as we're always on top of it. It is
really supportive, lucrative in order
to create a fast working environment
and hence generate efficient results
for our clients within a particular
timeline. There has been an evolution
of many digital marketing tools and
its growing year. As we all know the initial phase for any
start-up is usually tough and filled with many
entrepreneurial ambitions & associated business objectives.
Startups have some unique struggles, especially in regard to
financing. It had been absolutely challenging for us just
because many well existing service providers were already
December 2019|18

21. channels through which it has become very easy to acquire
new leads/clients. Various digital marketing automated tools
have provided all features in order to make the process
speedy and accurate.
How Digital Marketing is changing the face of
businesses in India?
The golden age of digital marketing in India is yet to arrive.
Here in India, small and medium-sized businesses are
gaining roots. Digital marketing can help them to achieve
their target at a lower budget and it is the beauty of Digital
Marketing that is not affected by your organization size. So
even if you have a small organization you can steal
customers from bigger and better-known competitors by
indulging in right digital marketing. Digital marketing is
providing a fast track way to promote business through its
vast technologies and skills. It has been offered channels
like social media, paid advertising, online PR and media
promotion, Email marketing and distinctive approaches in
order to deliver effective results and revenue at all business
levels. The digitalized business has given new wings to
reach its services on a vast level by sitting in one place. A
business that is well digitally nurtured helping
optimistically through the entire society and across the
nation.
How do you portray the future of your company in the
next decade?
We definitely hope that our company shines, rises and
expands in the coming years. As far as the next ten years
are concerned, the organization will focus its expansion in
terms of revenue, technologies and obviously employee
strength. Future markets will be shifting very fast from
traditional approaches to the digital approach of marketing.
From purchase to payment, pick to drop, Ticket to travel
and many more services which all will be served online
hence there would be a high demand to promote business
online. Small and Medium-scale Enterprise is the backbone
of this industry and plays a key role to attract digital
marketing services for many years.
How Google Partners are creating its legacy in the
Indian economy?
Basically, working with a Google Partner can enable any
business to advance beyond its rivals. India being the
under-developing economy, where small business/
entrepreneur flourishes every now and then can compete
with the world’s best brands by following Google’s highest
standard and best practices and are worthy of being
mentioned in the same breath. Being a Google Partner, we
can easily work with international clients and gain their
trust to invest or to outsource their business promotion to
India. Getting more such projects will help to generate more
jobs and thus contributing to national revenue. The blue and
red Google partner badge symbolize Google Partner
companies which is proof of the fact that they fulfill all the
guidelines to become Google Partner. This badge also
symbolizes that partners have the opportunity to grab
international business and to contribute their part in the
nation’s economy.
How start-ups are benefiting from digital marketing
rather than traditional marketing?
The main reason to use digital marketing is that it is a low-
cost way to reach more potential buyers and prospective
clients. Digital marketing allows startups to reach new
clients and develop relationships at a fraction of the cost of
traditional marketing. Some of the core advantages of
digital marketing are boost visibility online, develop brand
awareness, increase online conversion rates, improve
customer engagements, and influence purchasing decision
and many more just in fewer packages. These days, all
SME’s are majorly based on digital marketing skills
because of their low budgets or some financial challenges.
Traditional marketing has gone on second priority just
because of online marketing efficient performance and
hence, one of the main reasons why many startups fail is
that they do not have a proper digital marketing plan.
What advice would you give to the aspiring google
partners looking to enter the industry?
The program offers free exams that the aspirant can apply
and they also provide free study material. So my only
advice is to study their resources, attend online events and
training, make a habit to read industry research, product
updates, and daily walk through Google Partners
Community where they discuss issues with live campaigns.
Explain in detail the various steps involved in making
an SEO friendly Ad.
In the past, getting a website on the first page was an easy
task, but in today’s scenario, it is getting tough with Google
updating its algorithms and declining all spam activities,
penalizing the website for adopting irrelevant methods to
rank. However, as per current trend, Technical SEO is in
demand, which refers to website and server optimizations
apart from that keyword optimization, playing around with
Metas, content optimization, contextual link helps us in
gaining authority of a website.
December 2019| 19

22. “Google BERT Update Understands Even Better The
User’s Search Intent”
G
oogle BERT Update, the massive change in
Google’s algorithm for five years, affecting one
in ten search queries. With this update, Google
aims to enhance the interpretation of complex search
queries and display and display only relevant search
results. Google has greatly improved with this update.
What Does BERT Mean?
The ‘BERT’ stands for Bidirectional Encoder
Representation from Transformers and refers to an
algorithm model that is rooted in neural networks with
the help of Natural Language Processing (NLP).
In a simple term; Google uses BERT to have a clear
understanding of the context of the search query and
more accurately justify the meaning of every word
search. This is set on mathematical models which are
known as Transformers. These analyses the word
associated with all the other words in the sentence. This
is specifically useful when interpreting the meaning of
preposition and position of individual words within a
search query.
Why BERT Update Is So Important For Google?
As per Google, approximately 15 percent of all search
queries are new - that means they are being searched for
the very first time. Another factor is the increasing length
of search queries - today, 70% of searches can be
considered long tail. Nowadays, users turn to Google
with fully-formulated questions, and expect precise
answers in a fraction of a second - BERT now makes up
an essential part of the technology that makes this
possible.
From the past decade’s works on neural networks that
can correctly respond to new search queries and enhance
the interpretation of content:
• Hummingbird: In the year of 2013, Hummingbird was
incorporated in the Google Algorithm. This update
made it convenient for entire search queries, rather
than just searching for the one on one words within the
same query.
• RankBrain: In the year of 2015, RankBrain became
part of Google’s algorithm and was considered to be
the third-most important google ranking factor. This
made it possible to process search terms with various
implications, or generally complex inquiries that go
beyond the ordinary long-tail search.
• Panda: This google algorithm was rewarding with
quantity over the quality. The Panda salient update
affected strategies where low - quality content was
published to the content farms with the link to the
business website attached to the keyword recurring
throughout the article.
• Penguin: This update was focussed primarily on the
way to evaluate the algorithm. The authority of links
as well as the sincerity of their implementation in the
website content was crucial. However, this meant that
if another website posted a link to yours in a spammy
or manipulative way, it will negatively affect your
search rankings. This meant that webmasters and SEO-
focussed businesses required to make use of a disavow
tool to inform Google what inbound links they
approve.
How Does The BERT Algorithm Affect SEO?
It is very important to understand that BERT analyzes
search queries, not the content available on a page. Now
Google gets better at understanding natural language
evoke the actual meaning and context behind its many
GOOGLE BERT UPDATE
December 2019|20

23. Umesh Ahirrao is the Founder & Managing Director at Osumare, a leading Digital
Marketing Company in India. In a very short period of time, Osumare has become one
of the leading companies in its segment. The company was recently awarded as ‘Best
Digital Marketing Company in India’ at the huge platform of India Icon Awards 2019.
Umesh is a highly qualified person with titles like BE (IT), MBA in Marketing and Ph.D.
inCSR.Umeshhasbeenleadingthecompanysinceitsinception.
Umesh has a contribution in vivid initiatives like providing Free Consultation to
budding entrepreneurs and job preference to women encouraging women
empowerment program. Also, he provides free internship training programs to the
children of farmers with a vision to build their career helping them in securing their
futureinreturn.
ABOUT THE AUTHOR
Umesh Ahirrao
Founder & Managing Director
Tech Update
December 2019| 21

24. search queries, it will also get better at finding the pages
that best suits those queries.
The main objective of creating content geared towards
the actual question your audience is asking and
expecting the valid answers. As far as concerned about
featured snippets, marking up pages with FAQ, How-to
and Q&A schema is recommended for increasing your
page longevity.
On-Page SEO
An SEO expert can breathe a collective sigh of relief
because the Google BERT update is not designed to
penalize websites only improves the way the search
engine understands and interprets search queries.
Websites that have a lot of informative ‘how-to’ guides
and other in-depth content designed to benefit users are
going to get the most from Google BERT. This means
businesses that aren’t implementing a thorough content
strategy are likely to fall behind the curve.
However, because the search algorithm is better at
understanding nuances in language, it means websites
with higher-quality written content are going to be more
discoverable. The BERT update follows Google’s long-
running trend of the trend of trying to improve the ability
of its search algorithm to accurately serve conversational
search queries.
Now Its time to Amend your SEO strategy
Usually, there are three types of queries user may ask
while performing a search:
1. Informational based
2. Navigational based
3. Transactional based
Does Google BERT Affect Content Marketing?
Yes, Google asserted that content plays an even more
important role, therefore one should focus their full
attention on representing relevant content for the user.
Content Marketing implies creating relevant, valuable
and consistent content to attract and sustain a clearly
defined audience. Google featured snippet seems to
endorse that. As Google understands better natural
language, focusing on longer tail keywords and on
featured snippets, it is clearly showing the big
opportunities for content writers to serve their readers
with content written more genuinely that answers a
searchers’ question as fast as possible and provides much
value.
What is Google BERT Targeting?
The analysis report of Google, BERT will affect 10% of
all queries. That's a tremendous percentage, but it might
not have caused a visible splash by SEO community
standards. That is most likely because the update focuses
on longer, more conversational queries, whereas these
longer queries are queries that SEO’s don’t target as
much.
By applying the BERT models to both rankings and
featured snippets in search, google pretends to be able to
do a much better job, helping users find useful
information. In fact, when it comes to ranking results,
BERT will help search better understand in 10 searches
and we’ll bring this to more languages.
Identify and Optimize for the Users’ Search Intent
Search or keyword intent is the reason why a user
conducts a particular search. What and Why they are
searching? Are they really trying to figure out the answer
to a question or do they just want to reach a specific
website?
In this era there is a use of mobile and voice search
increasing day by day, where people prefer fast and
contextual answers to their questions, that is the reason
Google tries to become more and more able to determine
the search intent of the user.
December 2019|22

26. Digital Marketing has been transforming businesses
into something easily accessible may it be
seamless services, products, or a combination of
both. Creating awareness and educating a consumer has
never been so easy, but various campaigns involved in
digital marketing has made a lot of things possible. Be it
customers, interested buyers or the business/organization
itself, digital marketing is paving the way for growth in a
new light.
Similar to this notion, Acodez is a company that provides
services in verticals like digital marketing, website
development, software development, and mobile
application development along with acting as a creative
agency. The organization was incorporated in 2011 and its
name was derived from three words: Ads, Codes, and
Dezigns. Hence, the name Acodez was coined in this way.
It is awarded as one of the top digital agencies in the
country by different business magazines and review
websites. The firm handles all the requirements of the
clients pertaining to online advertising, programming, and
software developing as it has an in-house creative team that
focuses on creating brand identities.
Acodez envisions of becoming a one-stop solution provider
for any company. May it be a start-up or a corporate giant;
the company can offer customized solutions as per their
individual and collective needs. The firm is focused on
maintaining a long-term business relationship with its
clients, by taking care of every aspect related to their web
and digital marketing requirements.
A Class Apart
The things which make Acodez stand apart in the market is
its strength and belief in versatility. While promoting
versatility, the company ensures that it stays strong in each
and every part of the services that are being facilitated to
the clients without compromise in the quality aspects of it.
If it is catering to a tech-based company and it requires
some assistance in designing or vice-versa, the in-house
creative and web-design team is apt in providing on-point
solutions to the clients with more than proficient results.
The firm has worked with clients in more than 80 countries
and has won 14 International awards for some of the
creative work carried out by its excellent team. The quality
of work has been a major factor that had been
differentiating Acodez from the rest of its competitors.
Basically, Google Partners help other businesses in setting
up campaigns and add value to their operational activities
digitally. Acodez is. Google Partner since 2013 and has
helped various organizations, which includes companies
like Panasonic India, Axis Bank, Anchor Electricals,
Agarwal Packers & Movers, etc. It has also helped many
start-up companies which were fairly new to the concept of
Google Ads; yet the company has created the whole digital
marketing campaign on the client’s behalf. By analyzing
different variables, the company finds appropriate mediums
to enhance the ROI of the client organization and comes up
with a solution suitable for them.
Acodez’s function of providing the right solutions at the
right time helps in optimizing the campaign of the
customers. This process enables the clients in acquiring
more traffic on the website and other media platforms while
keeping the cost low at every level. Sometimes, when a
client has an existing campaign running, Acodez helps such
customers in streamlining various aspects of the campaign
like the keyword research, campaign setup, AB testing and
Conversion Rate Optimization (CRO) and UX consultation
on the issues on landing pages, etc and thereby improving
the conversions and also reducing the ad cost. Hence, a
Google Partner makes a difference in areas where one is
lacking. The firm assists other organizations to be digitally
proficient in a seamless manner while formulating proper
strategies for them. For the clients who are planning for a
digital marketing campaign, Acodez can add value by
reducing their initial cost of the same campaign, or at the
same spend, it can help in bringing in more traffic and
conversions. “In this way, a Google Partner can bring that
sort of value addition to the clients,” conveys Rithesh
Raghvan - Director of Acodez (Sales & Marketing).
Leading by Creating Identities
Acodez is a market leader in creating digital brand
AcodezYour One-Stop Solution for all Digital Marketing Needs!
December 2019|24

27. identities for businesses. The company has adopted this
quality of building identities from its distinguished leader
Rithesh, who has a rich experience of more than 16 years
into marketing out of which more than 12 years are
specifically into Digital Marketing. Currently, he handles
the Strategy and Marketing operations at Acodez. He has
incorporated his exceptional marketing skills in the
company and has positioned its growth where it is right
now - growing from a 2 people company to a 100+ member
team with 6 offices across India.
Rithesh explains how traditional marketing is different than
digital marketing and its dynamics that are affecting the
Indian business paradigm as a whole. The marketing
practices are very different from method-to-method and
when it is compared with the existing channels, digital
marketing has a game way different than others. It is
completely customizable and the campaigns can be set up
from anywhere as per the clients’ consideration without
their physical presence involved. Developing the right
solution becomes way too convenient and the clients get
appropriate or even more than expected ROIs with this
process. Evidently, digital marketing has made customer
identification, acquisition and retention much easier than
traditional methods. Google Partners like Acodez is
facilitating the right options or services in a way where the
beneficiaries are getting effective and efficient digital
marketing campaigns targeted towards the right audience.
“Reaching the right target audience is a huge advantage of
digital marketing,” states Rithesh.
As part of future endeavors, the company has already
started an overseas branch in Canada and is very keen on
the idea of going global. “We are trying to catch-up with
International trends as part of our growth prospectus,” says
Rithesh in a conclusive statement.
Aviv Digital – A venture to train and nurture new talents
One major challenge that Acodez, like any other company,
faced is finding the right talent for the jobs. There were a lot
of job seekers, but finding the resources who were
passionate about their jobs was very hard. This led to the
formation of Aviv Digital, the digital marketing training
institute. This was initially started as an in-house training
center for Acodez, where students were given personalized
training on various digital technologies. However, in 2018,
it was incorporated as a full-fledged digital marketing
institute, under the name Acodez Educational and
Consulting solutions Pvt Ltd which functions in the brand
name - Aviv Digital. In the past one year, Aviv Digital has
grown into one of the leading digital marketing institutes in
South India with more than 300 students successfully
completing their courses.
Whatever may your
requirement be, from
simple website design,
a complex data-driven web
application development,
an e-commerce website,
and native or cross-platform
mobile app development,
a logo and brand identity design,
video production or a
full-edged digital marketing
campaign - we have
a solution for you!
“
“
10
THE
To Look At in 2019
Most Prominent
Rithesh Raghavan
Director - Sales & Marketing
December 2019| 25

30. INTERVIEWWITHINSIGHTSSUCCESS
Bhavin Thakkar
Founder and Director
December 2019|28

31. Every journey is derived from the perseverance. The
capabilities and strategies goes hand in hand when it
comes to doing business. Driving with similar
sense, given below are the thoughts of an organization
striving for success in its industry paving new ground in
this digital world.
1. Brief us about the journey of your company– origin,
inception, early issues, success stories and major
milestones, to name a few.
Savit Interactive was founded in 2004 as an Internet
marketing company. Today, we are an ISO 9001:2008
certified SEO company offering various services in the
digital marketing arena. The company was conceived with
the core purpose of helping SMEs and corporates to pursue
their digital marketing needs. We aim to help them leverage
the platform in the most effective manner. We have 1700+
SME clients whom we work with day and night to help
them generate constant digital inquiries, establishing their
digital presence globally. However, it was not always all
this rosy.
Initially, we faced ample of hiccups when we were trying to
set the company up. We got into the world of digital
marketing at the very beginning of the digital era. We were
almost as new as the industry which was evolving rapidly.
Back in the day, there wasn’t a clear classification of the
different entities that the marketing budgets could be used
for. There was a period of trial and error and daily
experimentation. We were trying to learn from Google and
Google was probably trying to learn from agencies like us
by observing the varied ideas we were implementing for
our clients. But our never-give-up attitude helped.
Eventually, we could identify the various streams of digital
marketing we wanted to offer and identified the right teams
for the job.
In our decade and a half of existence, we have serviced
hundreds of happy clients, received numerous testimonies,
were featured in multiple print & digital magazines and
have won multiple awards & accolades.
2. Brief us about the CEO/Founder of your company.
Bhavin Thakkar, the founder-director of Savit Interactive
holds a degree in MBA Marketing. He started Savit
Interactive with the sole aim to help clients unlock the
unlimited potential of the Internet. His goal is to accelerate
the growth of the company and our clients by expanding
their market reach, help them in generating maximum
business leads, and convert bigger sales numbers. His in-
depth understanding and experience in the subjects of
Marketing and Technology have further helped the
company get positive results in the area of Internet
Marketing.
Our company provides solutions across a spectrum of
technology services like website, design and development,
search engine optimization (SEO), search engine marketing
(SEM), pay per click (PPC), domain plus web hosting, and
other related products.
Bhavin’s unflinching belief in providing services of the
highest quality with true value to our patrons has given our
company an extremely illustrious client list consisting of
many esteemed organizations in India and oversees.
3. Kindly talk about the exclusive products or services
offered by your company. How does it distinguishes you
from your competitors?
Although we deal in an array of services, our exclusive
services remain SEO and SEM. This leads to the question
that, ‘With so many SEO and SEM agencies in the market,
how are we different?’
Well, we are different because we have a result-driven
approach with a dedicated focus on generating positive ROI
for our clients. Our entire strategy is designed in such a way
SAVITI N T E R A C T I V E
DELIVERING INNOVATIVE SOLUTIONS SMARTLY
December 2019| 29

32. that the media used to post content on behalf of our clients
giving maximum positive ROI and meets the clients’
business objectives phase by phase.
Another feather in our hat is our years of experience and the
number of projects we’ve managed so far. This helps us
arrive at winning strategies for our clients, something that
we’ve perfected over the past decade and a half.
4. What is the vision and mission of your company?
Savit Interactive has a clear vision. We aspire to become the
world’s most preferred company in the field of Internet
Marketing and SEO. Our mission is to attain our vision by
constantly offering innovative solutions in the said fields.
5. What kind of challenges has the company faced
industry-wise?
Any company that is growing faces a number of challenges
over time. But one of the ongoing challenges we’ve been
facing since our conception is the constantly changing
algorithms of Google for SEO. With innovative products,
new launches and constant upgrades in SEM too by the
various digital entities like Google Adwords (which
returned 10 years ago), Facebook, LinkedIn, etc., keeping
up with every new nuance of the industry can be difficult.
New and relevant social media platforms are coming up
now and then; the social media scene is also constantly
changing. So, adapting to new digital channels & platforms
and training in-house teams to consistently match SEO &
SEM requirements, remains our topmost need and some of
our biggest & recurring challenges over the years.
6. How has technological advancements and innovation
in the industry affected your business?
We are in the business of technology!
Hence, every advancement and innovation affects our
business in a big way. Everything from automated reports to
automated audit reports, understanding Google Analytics,
figuring out the relevant dashboards made by various
companies that aids our day-to-day business, and many
more, affects our business.
The use of the Internet and technology has expanded in a
big way. This has led to big, technological changes in the
geo-economical scenarios. A lot of new users are going
digital with their business daily, making digital marketing a
very successful and relevant industry.
We are technology! It keeps evolving and we evolve with it.
This helps us continuously improve our business,
productivity and cost-efficiency.
7. How Digital Marketing is changing the face of
businesses in India?
Digital marketing is changing the face of Indian businesses
in a big way. Most companies, today, allot their initial
marketing spends on digital marketing only rather than
going the traditional way. It has helped start-ups and SMEs
take a heads-on approach alongside big, multinational
companies.
The best part about our business is that it is no longer the
case that the more you spend, the more the reach is. In fact,
if you spend smartly with digital marketing, come up with
engaging strategies and engage in viral content, you can
make it extremely cost-effective for your clients too. This
has turned the tables and allowed a fair competition in
today’s economic scenario.
8. How do you portray the future of your company in
the next decade?
The next decade seems quite exciting and challenging as
well. In the coming 10 years, we are going to witness lots
of new social media platforms and there are going to be
many, many changes in the digital marketing industry.
Artificial intelligence is going to become a key factor. We
are going to see new tools take over ‘search’ with voice
search becoming the key search tool. This trend is a sure
shot game changer with the way voice search is increasing
day by day.
The future looks pretty exciting with so many impending
innovations. The digital marketing agency that can
successfully adapt to all the technological advancements is
going to be the winning team.
And, we’re ready for that change! We are all geared and
charged up.
9. How Google Partners are creating its legacy in the
Indian economy?
Almost every digital marketing and SEO agency out there
wants to call itself a proven agency. How then can a
potential client differentiate between two agencies and
identify the one they should trust? I’ll say that you should
trust someone, who Google does. Savit Interactive received
a Google Gold Partner Badge in the year 2007. Since then,
we have been an official Google partner and helped
hundreds of brands make their mark in the world of
business. A partner badge is a differentiator between a
premium digital marketing agency and a freelancer or start-
up in our domain.
That said, we, as Google partners, contribute to the Indian
December 2019|30

33. economy by empowering our client’s businesses. Being a
trusted partner of the world’s largest or most popular search
engine works in the interest of our clients. They
acknowledge that they’re being serviced by an agency with
a proven track record of generating a sizable ROI for their
marketing spends and that trust helps us build our legacy.
We use the latest tech and keep ourselves updated with
every new trend in the industry. We also constantly train our
teams with the best industry practices. By doing so, we
ensure that our clients’ brands receive the best service and
care.
10. How start-ups are benefiting from digital marketing
rather than traditional marketing?
Digital marketing and traditional marketing are different
from one another in far too many ways. It is not an
exaggeration to say that digital marketing is a boon for
start-ups. Think about the start-up ecosystem without the
backing of digital media and marketing. I believe that start-
ups would never survive if we lacked agencies that focused
on non-traditional marketing. Digital marketing has boosted
young companies in a variety of ways. It works for start-ups
because digital marketing spends can be measured and
controlled. Not only that, with digital spends, you can
always expect them to generate returns on the spends
almost immediately. There have been so many cases, where
we have seen results in the first month itself. With digital
and social platforms like Google, Facebook and LinkedIn, it
is also possible to design, customised marketing plans to
suit a start-up’s target audience.
Traditional marketing may not have lost complete relevance
but they are almost obsolete for young companies with a
more tech-savvy target audience.
11. What advice would you give to the aspiring google
partners looking to enter the industry?
My advice to all aspiring agencies trying to earn google
partner badges would be to work in the interest of your
clients. Although your end motive is to earn money through
your business, putting your clients’ interest before yours is a
sure shot way to earn their respect and help them trust you.
Another thing, young companies and new entrants must
keep in mind is that a well-trained team leads to your
success. Do what’s right for your client and give your
employees the scope to keep upgraded and updated, and
people will notice you. As you continue on that path,
Google too will notice you and, voila! You’ll receive your
Google Partner badge.
December 2019| 31

36. The new-age mobile devices are changing the
overall scenario of the web design and
development industry in an era where social
media is impacting the business world like never before.
The past decade has witnessed revolutionary changes
across this industry where companies are outshining
static websites and embracing the dynamic ones.
Websites that were built in HTML and meant for desktop
viewing are now becoming responsive and customer-
centric. Various companies are coming up with
intelligent and scalable web solutions for the betterment
of its customers.
Founded in 2008, Centum Technologies Pvt. Ltd. is
one such company striving to provide value-based web
presence solutions to its customers. Headquartered in
Bengaluru with a team of Google certified professionals,
the company puts its best foot forward in assisting
customers in all aspects of Google Apps journey. Since
inception, the company is empowering organizations to
break all the traditional shackles and reach beyond their
potential in their digital transformation journey with
utmost excellence.
Aligning with organizations and accelerating their
transition into the digital space is a serious business at
Centum. It consistently focuses on boosting
organizations with productivity and helping them reach
the epitome of success. Its association with one of the
best cloud service providers – Google, adds an extra plus
to its brand identity. The company’s expertise in
deploying Google’s G Suite solution for SMEs is
impeccable. Backed by one of the most preferred CMS
solutions – WordPress, it stands tall in rolling out state-
of-the-art design and development solutions to its
customers.
Meet the ‘Hands-on’ Professional
Neelesh Shukla is the Founder and Director of Centum
Technologies Pvt. Ltd. He has completed his Masters in
Computer Applications. He has wide-ranging experience
in cloud servers and ceaselessly hones his skills of
understanding the intricacies of the hosting business.
Being at the helm of operations, Neelesh considers
offering cost-effective web hosting solutions to the SMEs
as his top-most priority. His decade-old journey has seen
him driving Centum towards becoming a preferred
o
partner for a 360 web presence for an organisation.
More About Centum
By closely observing the potential opportunities that
Digital Marketing provides in targeting the right
audience, it offers services including Search Engine
Optimization (SEO), Search Engine Marketing (SEM),
Social Media Management (SMM), etc. to various
organisations. It aims to leverage the power of Digital
Space and scaling their business to the next level.
Centum is well-equipped with experts from diversified
fields like graphic design, software development, user
experience, customer relations and project management.
This helps in getting detailed insights to customer
perspectives, thereby quenching their need to the core.
Besides, delivering customized solutions is the
Centum Technologies
Simplifying Complexities with Prociency
December 2019|34

37. company’s forte. It follows the World Wide Web
Consortium (W3C) design principles and standards. Its
security audit team leaves no stone unturned in fixing
issues related to a website within stipulated timelines.
Centum stands amongst the very few web design
companies that follow a Quality Assurance process for
website development.
The Company’sTake on the DigitalEra
The Google partner ecosystem proves powerful in
reaching out to potential customers. It creates a win-win
situation for all the concerned parties. The customer gets
the best solutions and an experienced partner to assist
them during the transition and throughout their Digital
journey.
Startups generally have issues reaching a larger customer
base, budgetary constraints and acquiring & retaining
customers. This is where Digital Marketing steps in with
its cost-effective solutions and fits well with any small
business or startup.
On the Toes
As per a recent survey, data consumed on a handheld
device has surpassed data consumption on laptops and
desktops. With the advent of cloud solutions, mobility
will play a key role in the solutions Centum provides to
its clientele. The company is all set to surmount this
challenge with its team of professionals working on the
mobility solutions that will effectively complement its
web presence solutions. It’s endeavouring to be a
preferred cloud and mobility solutions partner across the
market and help clients in climbing the success ladder.
We suit your
requirements into
our technology to
give you an edge
over your
competitors
“
“
10
THE
To Look At in 2019
Most Prominent
Neelesh Shukla
Founder & Director
December 2019| 35

38. Digital is the new analog not because it’s simple
but simply because it’s all-pervasive, in your
face, and not in a condition to move away
anytime soon. With practically every aspect of
communication going the digital way, you are ‘online’
whether you like it or not and whether you want it or not.
Online you shall be. Advertising there though is entirely
upon one’s needs and initiatives. Also, where you have
made up your mind to advertise your business online,
you ought to, among other things, do the following
diligently and intelligently:
1.Find yourself a niche!
If you don’t have a niche, you could just be ambling in
cyberspace without a clue as to what to do? It would then
not be marketing but simply put, a waste of time! If you
think you don’t have a niche or can’t have a niche, try
picking up something that people want all the time such
as graphic designing, writing, blogging. Anything where
you could be of help to others. Read a lot and establish a
measure of understanding of the field such that your
would-be clients consider you a sort of authority and
give you business without having doubts about your
abilities. THIS TAKES TIME, BUT IT IS BETTER
THAN WASTING TIME JUST AMBLING ON
SOCIAL MEDIA SITES!
2.Write blogs & have that published/ linked to Quora
One of the best ways to show one’s prowess in a subject
is to write authoritative blogs and articles. The former
ADVERTISE YOUR
BUSINESS ONLINE
CREATIVELY
December 2019|36

39. Online Advertising
December 2019| 37

40. can go to one’s website and social media pages while the
latter can go to LinkedIn and Quora. Both of which are
known to publish serious articles which have the ability to
garner good readership
3.Write SEO stuff with correct information and details
Writing interesting blogs is one thing and writing it with the
intent of attracting the search engine’s attention is quite
another. But if one has done the exercise of getting the right
keywords, the issue can be considered all but solved.
Organic readership takes time and there is nothing against
keyword-related SEO searches. That being the case, it
makes immense sense to select the right keywords and use
them efficiently.
4.Use WhatsApp Business
WhatsApp Business has additional features as compared to
the standard WhatsApp like giving complete details of
one’s business besides inviting prospective parties to
contact you with easily-usable links. In any case, it’s for
free and there are lots of those who use WhatsApp
extensively. Make relevant tags and see your business
grow!
5.Use the services of influencers
If your product is good and serves people’s needs, there’s
nothing better than the services of influencers who act as
the perfect salesperson. They can sell ‘you’ without anyone
noticing. They sell your identity in a very subtle manner.
Given their influence in their social-media circle where they
may be considered someone with authority, a business
going online can expect good publicity and connects. Good,
known influencers are known to do wonders for a product’s
reputation and standing. It’s like standing in the company of
a known specialist in the field in whom people believe.
Your doors open WIDE!
6.Use you-tube judiciously
Whether you need videos or not, you need videos. And that
is so because there’s nothing like moving and conversing to
influence an idea. It’s the essential difference between a
book and a movie made from the book. In parts, the book
may seem good, but in most others, the book is no
comparison to the movie. In the same way, whatever you do
to earn people’s attention, never neglect the influence of
movies, videos and moving pictures.
7.Create your own WhatsApp and email group
A dedicated WhatsApp group is an asset- unless they plan
to leave! To keep their interest intact, keep sending
interesting articles so that they don’t get bored and depart
subsequently. A WhatsApp group, in fact, can establish
one’s credentials as a thought leader.
8.Check out specific groups on Facebook and LinkedIn,
and engage them with meaningful content
As with the WhatsApp group, the same strategy of
communicating meaningful content ought to be done on
specified forums online, be it on Facebook and LinkedIn.
Select forums carefully and so too the content you intend to
post. Do not cut & paste stuff, as the same may be deemed
spam and instead of gaining traction, you just may get
chucked out of the group itself. Be clear and be careful
because one wrong post, will make all of your hard work
could be gone for good.
9.Engage with people offline as well on the right forums
On average, it takes a minimum of 6 months to convince
people online of one’s credentials. During that time, it
makes sense to interact with people offline as well. Going to
the right forums, being seen with the right set of people,
and engaging them constructively can be a great way to
advertise and increase business online. Though not strictly
in the realms of online business, it nevertheless helps as you
may unexpectedly find a connect which may open your
doors in the right places.
10.List on google local BUT post something every now
and then
Google local is a great way to advertise for free in the local
area. But as is the case with anything that comes free, the
entire world and its grandfather are already there doing the
same things. With so much competition to advertise and
sell, one has to work extra and work very hard, keep
sending & posting interesting stuff every now and then.
11.Complete your contact details on Google search and
on other search engines and if possible, include a QR
code and testimonials
In the heat of the moment or sometimes out of sheer
forgetfulness we do not complete our profile on important
websites and search engines like google. Despite being a
free service, the correct information sometimes doesn’t get
reflected at the right place and time simply because the
same has not been completed. Take time, think and then put
information in the correct places. Also remember, the same
information goes to a lot of people both right and wrong.
You ought to be ready to deal with the latter types-
effectively!
December 2019|38

42. Mounika Devi is an experienced Digital Marketer with a handful of experience in
reaching the stars with her innovative tactics. She has a flair for presentation, a knack
for social media and a way for digital marketing. Succeeded in online advertising
campaigns that produced tremendous media buzz and built an influential online
reputation for many substantial brands. Always up-to-date with the latest trends and
bestpracticesinonlinemarketing.Shecraftstop-notchcontentthatcomeswithinher
to solve the queries and assists the brands to scale up. Her blogging skills are just
banged on to enthusiastic digital marketing learners. Rank Evolve is a tech-driven
digitalagency,oneoftheinitialinvadersofthedigitalmarketingindustryinHyderabad,
we’veworkedwiththefinestofbrands.
ABOUT THE AUTHOR
Mounika Devi
Digital Marketer
December 2019|40

43. Videos are a great medium to increase your brand
awareness. You can tell stories about it. In this
way, you increase your involvement and you
promote sharing the videos with others. The condition is
that the video appeals to your target group in the right
way. Otherwise, it is a waste of time and money. We are
happy to give you proven tips.
Videos on social media channels such as Facebook,
Instagram, and LinkedIn are usually much shorter than
videos on YouTube. On average, videos on YouTube last
less than a minute compared to five minutes or more on
other social media. Shorter videos require a different
approach, with different designs and content.
• Differences between video channels
There are many more contrasts between recordings on
Facebook, Instagram and LinkedIn compared with
YouTube. The most significant distinction lies in the
way video is seen. People more often than not
intentionally look for explicit recordings on YouTube,
while finding the recordings in their channel on
Facebook, Instagram, and LinkedIn. The substance of
those recordings is additionally founded more on a
particular story or thought rather than clarification
recordings or introductions. YouTube has installed
connections to different recordings on YouTube that
enable peoples to take a gander at different recordings,
different channels don't offer that probability. The
timeframe of the realistic usability of recordings on
YouTube is any longer than on different channels,
which are increasingly unpredictable.
• The video mainly via mobile devices
More than 65% of video playback on social media is
via mobile devices.
While numerous people still watch YouTube on their
PCs or televisions, the bigger screen upgrades the
video experience. For advertisers, this implies
YouTube substance must be reformatted before it is
transferred to Facebook.
• Small but important differences
There are likewise some little yet significant
differences between Facebook, LinkedIn, and
Instagram recordings. While LinkedIn recordings have
a base width of 256 pixels and Facebook 400 pixels,
Instagram recordings require in any event 600 pixels
to be shown in client channels. Instagram recordings
can't be longer than 60 seconds and LinkedIn 10
minutes. Conversely, Facebook recordings can take as
long as 240 minutes. Facebook limits the captions to
the furthest reaches of 125 characters, while Instagram
permits a limit of 2200 characters.
• Handy: optimize for multiple formats
Despite the differences, Facebook, LinkedIn, and
Instagram has similar video formats and requirements.
So smart marketers can optimize for both formats at
the same time.
• Lots of competition
Whether it’s Facebook, LinkedIn or Instagram: quality
is important. Every video must be well filmed, edited
and captivating from the start. Facebook users watch
more than 100 million hours of videos every day, so
there is a lot of competition.
Ways to stand out effectively
These are the most effective ways to make your video
stand out on Facebook, LinkedIn, and Instagram:
• Grab attention quickly
Don’t give your target group time to lose interest;
TIPS ON
SOCIAL MEDIA VIDEOS
Social Media Know-how
December 2019| 41

44. catch your video from the start. You can do this with
visual elements that attract attention, or you can start
your video with a question, fact or statement that appeals
to your target audience.
• The first three seconds of the video are the most
important.
Because telling stories for social media videos works
differently than conversations you have with someone
one-on-one. And if your video is not played for at least
three seconds, the provider does not record “display”
in your engagement statistics. These are important to
make your video appear on the timeline of a larger
number of people.
• An active story arc is the best choice
Start with a striking visual, followed by subtle
corporate identity elements that you add to the video.
Your target group can easily recognize this because the
brain processes image 60,000 times faster than text.
• Choose a striking preview image (thumbnail)
The amount of video content on social media is huge.
But what makes people look or not? A special preview
image helps you make the difference. This is the static
image that you see when the video is not being played.
Sometimes the first frame of the video is already a
good image. At other times you will notice that the last
frames show what the video is about.
• Choose the preview image with care
The most important thing here is to select this image
with care and not just to use the random image that is
automatically selected by the social media channel
itself during the upload of the video.
• Make sure your videos work without sound
Videos on Facebook, LinkedIn and Instagram are
automatically played without sound. 85% of the videos
on Facebook are viewed without sound and most
people do not switch on the sound, even if it is
available. So keep in mind that your video is usually
viewed without sound. So let your message be
conveyed with visuals, text, and subtitles.
• Keep your video short
Video involvement on Facebook, LinkedIn, and
Instagram usually decreases as the length of the video
increases. In general: the shorter the video, the better it
works.
• The optimum length: one minute
The optimal length of the video to stimulate
engagement shared content and brand awareness on
Facebook and LinkedIn is one minute, according to
HubSpot. It is about 30 seconds on Instagram and
videos that generate the most responses are no longer
than 26 seconds. Aim for a video that lasts no longer
than two minutes. You can also try creating videos that
only take a few seconds, especially for video ads.
• Choose the right call-to-action for more response
Utilize the implicit capacity in the video uploader to
add a source of inspiration to every one of your videos,
paying little mind to whether they are commercials or
are a piece of your substance advertising. Take a stab at
something more imaginative than clear articulations,
for example, “Request now” or “More information”.
Great call-to-action buttons increment social inclusion
and ensure more change.
• Upload your video directly instead of sharing a link
Don’t just share your videos via YouTube, Vimeo or
other video sites. Native videos are videos that are
uploaded directly to Facebook, LinkedIn, and
Instagram itself. These are played automatically when
you scroll over them. In addition, native videos are
easier to find and generate more involvement.
December 2019|42

46. As a Google solution provider, what clients expect
from them is that their needs for digital marketing
solutions should be taken care of completely.
Functions like auditing the existing website, ad campaigns
if any and providing them with better solutions are part of a
solution provider’s tasks. Google Partners is growing
significantly. It has been observed that most marketers in
India are spending more than two-thirds of their digital
budgets on Google, which is proving to be a good sign.
With new brands getting launched each day, it is tough for a
start-up to compete with long-standing companies and
millions of marketing campaigns. The desire of any startup
is to be successful in its marketing and perform better than
any existing marketing leader. Usually, the startups have a
limited budget allocated for their marketing. It means they
have to make the most of their available limited finances in
reaching out to the customers. In this case, digital
marketing can be done at a much lower rate than a
traditional marketing method, which might cost only a few
hundred dollars.
The Enabler
“We offer an initial consultation to understand their
business goals and existing marketing strategies,” says the
team of Whitelake Technology Solutions Pvt. Ltd.
(WLTS)
The firm analyzes the client’s pain points, strength,
competition, market and then come up with a strategic plan
that is within their budget. All the consultations with the
clients are done by industry experts, technical persons over
Google Hangouts, phone or face to face free of charge. “We
then assign a panel of experts to work on their campaigns,”
adds the WLTS team. The company tests the campaigns on
several channels like Search, Display, Video, Call Only,
Re-Marketing, etc. and identifies the best performing
channel for maximum Return on Investment (ROI). The
organization claims of having its cost per conversions to be
the best in the industry and has a Client Retention Ratio
(CRR) of 85%.
WLTS was established in 2002, Nagercoil Tamil Nadu -
India. Later, it launched SubmitINme, a worldwide SEO
provider with just four members consisting of the
workforce. The growth of the company has been substantial
since then. It also formed a subsidiary firm called Whitelake
Organics, that emphasized on Research Interests like
Diabetes (DiaTea), and Dermatology in 2008. WLTS
became the google partner in 2014 and established a retail
chain, establishing business operations at Chennai.
Intuitively Talented
Bringing the digital experience to the table, Gunaseelan
Nadar - CEO of WLTS is disrupting the industry. He
completed his engineering and has worked with NEPC and
Baron Power for a while. Then, he has worked as a
programmer in ASP, Dubai. In-between, Gunaseelan met
the CEO of a MNC in 2001. The CEO requested
Gunaseelan to perform some SEO for his website, in order
to bring more visitors to his website. Along with that, he
wanted to make them available the purchase option online
for his products. On this request, Gunaseelan simply did his
homework and initiated implementing everything he
learned and what was best according to him. Due to his
efforts, the sales of the CEO’s company tripled in a month!
This performance motivated Gunaseelan a lot. Ultimately,
he went on to set up a firm in India and promote his website
with more workforce. That’s how WLTS was born. Apart
from his interests in digital marketing, he has planted and
grown over 1000 trees. He mostly spends his time on
agriculture, fishing and a little bit of shooting.
Dynamics of Digital World
Being a Google premier partner WLTS is among the very
few agencies in the world having access to Google’s latest
tools and data. Google engineers provide the resources first
before rolling out the operations. The company also enables
the following attributes in its business:
• Delivering optimum results via Learn, Plan, Execute,
Measure & Maximize - a never-ending research process.
WHITELAKE TECHNOLOGY SOLUTIONS
Leader in the Internet Space For More Than a Decade
December 2019|44

47. • Smart and creative solutions to tackle any challenging
situation.
• More than 15 years of experience in the global market
since Digital Marketing Evolution.
• Google Certified Professionals and Analytically
Engineered workforce.
• Providing services only to one client per location on the
market vertical to ensure no conflicts of interest.
• Expertise as a Google Premium Partner, NASSCOM
Member, ISO 9001:2008 Certified Company.
“Our rates are the best in the Industry that any premier
Google partner agency can offer without any hidden
charges and unpleasant surprises,” tells Gunaseelan.
Over the years of service, the company has managed
thousands of industries across different verticals and has
been continuing to do so. It has organized the data (big
data) in a combination of keywords, location,
demographics, clicks, conversions, and various other
factors.
“We use the TensorFlow platform with logistic regression to
predict patterns from our existing data and the emerging
trends,” describes Gunaseelan. The firm has direct access to
valuable industry data and insights from Google, as well as
Google-hosted training seminars and other events, ensuring
that WLTS is always able to apply the latest tactics and
innovations to the clients' campaigns. “We also conduct
events from time to time along with Google, inviting clients
for a better understanding of their business; providing them
with tips and tangible actions,” states the WLTS team. The
major solutions offered by WLTS are:
• Pay Per Click Management (PPC) - Google Ads
Management, FB Ads Management, Bing Ads
Management, Amazon Sponsored Ads Service.
• Search Engine Optimization (SEO)
• Social Media Marketing Engine Marketing (SEM)
• Search (SMM)
• SMO, PR Marketing and Video creation services
• Website Design & Development Services
The company always learns and discovers the latest trends
in the industry and work it out accordingly for the clients by
grabbing the maximum share of conversions before any
competitors could do so.
“We update ourselves to the latest trends. So, we’ve not
been hit by any technological advancements yet,” claims
Gunaseelan.
The most
important
among our
value set
is being
ethical
“
“
10
THE
To Look At in 2019
Most Prominent
Gunaseelan Nadar
CEO
December 2019| 45

48. When the Black Friday craze engulfs the planet,
people often throw caution aside for a good
deal, opening a door for all sorts of cyber-
criminals. But staying safe online is not difficult if you
follow a few simple rules.
Six times more spam emails are sent than legitimate emails
each day, and about 75% of these emails, land in people’s
inboxes. Around one in 10 spam emails is malicious, so it’s
easy to see just how dangerous the online landscape really
is.
The Black Friday event adds even more problems as the
number of spam increases, and people are more likely to
open emails and links they shouldn’t. Suddenly, social
networks and emails are flooded with amazing sales that
seem to be too good to be true, which is usually the case.
Ideally, installing a Software protection solution on mobile
devices and PCs is recommended, but not everybody has
one. To reduce the risk of falling for a phishing attempt or
getting your credit card stolen, see the following advice:
Stick to known websites. The best deals sometimes come
from shops you’ve never heard of, and that’s for a good
reason. For example, the company behind the website might
not exist, and all the details you provide are now in the
hands of a third party who might try to access your online
accounts.
Use only websites with HTTPS in their address. Shopping
online usually involves sharing sensitive information with
the websites, and data sent over HTTP is not encrypted. An
attacker can steal your data if the online store is not secure.
Be very careful of links in emails and social networks.
Phishing is the most common way to obtain personal
information from people, and criminals use websites that
look a lot like the one you’re looking for.
Stay connected to secure networks. Unprotected Wi-Fi
connections are a treasure trove for attackers who want to
intercept traffic. Even if you’re shopping on a secure
website, you’re still sending a lot of data through an
unknown Wi-Fi network. If you really need to use such as
connection, at least employ a VPN.
Use two-factor authentication for accounts and financial
transactions. Multi-factor authentication (MFA) and two-
factor authentication (2FA) are great ways to secure an
account. Even if someone has your credentials for a service,
they would also need access to your phone or emails.
Protecting financial transactions with MFA is just as
important.
Robust passwords are always a good idea. Even if you’re
tired of this advice, you should consider complex
passwords, especially for online stores. And please, don’t
use the same password on multiple websites.
Set up alerts on your credit cards. If you don’t already
have this service, consider getting it. Most banks offer this
feature, sometimes for free. When a stolen credit card is
used, people get immediate notifications, which makes it
much easier to stop thieves in their tracks.
Keep an eye out for phishing. Companies and
organizations never ask for personal details or financial data
over the Internet. An online service that claims to need this
type of information is most likely a phishing scam.
Black Friday should be an enjoyable experience, and you
can keep it that way if you respect these simple rules. And
remember, if a deal is too good to be true, it probably is.
HOW TO
STAY SAFE ONLINE
ON BLACK FRIDAY
Cyber Sense
December 2019|46

49. ABOUT THE AUTHOR
Zakir Hussain Rangwala is the Director of BD Software Distribution Pvt. Ltd. He has a
Bachelor’s Degree in Business Administration from Jaipur National University. Zakir has extensive
experience in IT, Channel Sales and Management since 1989. His total experience in all the
verticals exceeds more than twenty years. His palette of skills and experiences include managing
distributors, running schemes and incentive plans, business planning, and managing Distributor
Sales Metrics. His other roles and responsibilities in the firm included recruiting essential partners
and retailers, appoint wholesalers and stockists under the distributors to enhance the product
reach. Also, building an OEM and retail or Large Format Retailer (LFR) network with different
product offerings was one of the activities undertaken by Zakir.
BD Software Distribution (BD Software) is one of the leading IT security distributor offering
industry-leading and enterprise-level consumer solutions in the Indian market. The brand aims to
focus on bridging the comprehensive protection from malware and Cyber Threats to
government and educational facilities, businesses and consumers, altogether with its channel
partners.
Zakir Hussain Rangwala
Director
December 2019| 47

52. Search and Our Dynamics with it!
December 2019|50

53. When was the last time you tried to recall phone numbers?
When was the last time you googled to get details for your knowledge or specific projects?
Do you do any kind of research offline so as to complete projects or is it all online?
The answer to these questions shall show us just one thing. That we are heavily in love with
technology to learn and are slowly losing our ability to store information within us.
Is that good or is that bad?
Science is vertically split on the issue with one side vehemently opposing it and the other
mentioning that the same was always around! Let’s see for ourselves!
Those who hold that going online and depending upon technology is bad in the long run point to
the fact that easy availability of information at our fingertips without much effort is making us a
race that loves consumption and not research. With hardly any research taking place to understand
even the basics we just may have a generation whose feet are always in the air. Not many of us
favor rote learning but, not many understand that the same to an extent is needed to keep things in
our long-term memory. Without mugging even basics, we would perennially be dependent upon
aids and machines to make us remember things. What we have today is a situation which
promotes ‘cursory reading, hurried and distracted thinking, and superficial learning,’ (as per
Nicholas Carr, author of What the internet is doing to our brains) which comes in the way of
imbibing wisdom and knowledge- essential to the growth of humankind the way we see it today.
Those who hold opposite views say that this ‘outsourcing of remembering’ has always been there
from the time humans started to draw and write. Writing, painting, carving, and chiseling are ways
by which information is transferred to an external medium and is almost the same as looking up
the net every once in a while. Pure, authentic and original research and knowledge in any case
was never the forte of the entire population. It was always done by a select few with the rest just
using the same for their advantage. In fact, what digitization, googling and the internet have done,
as per this group, is to free the mind for ‘higher’ abilities which, as per scientists, we are yet to
discover. Rote learning and memory, in fact, are a small part of our brain’s ability though it seems
to occupy an awful space when it comes to using our time and patience!
The jury is out on this one, and can safely be put down to one’s own individual preferences. What
though needs to be done is to restrict gadget time so that addiction is kept at bay.
Searching Online
December 2019| 51