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06 February, 2016
10 Tips to Increase Data base and one to not do
Very often our clients ask us how to improve their subscriber list. Of course the size is important! A large Data Base list allows us to make a deeper and more accurate analysis. However, the quality of those contacts is important as well. What everyone wants is to share our message with a lot of people interested in our brand or products.
The truth is we also prefer clients with a larger data base! It is always hard for beginners. Let’s see what we can do:
1. Website: Include in your website a subscription box. Also in your blog, right after an interesting article you can add a call-to-action to subscribe to your newsletter, catching the reader attention. ‘Receive more article like this directly in your mail box’.
2. Social media: Social network like Facebook allows you to have a special tag for subscription in your newsletter data base, for example.
3. Adwords: Create a specific campaign to increase the number of members in your list. A promotion will always help you to attract new subscribers.
4. Download documents: Sometimes, articles or whitepapers are only available on demand. Usually, people have to submit contact information to access the information. We are talking about an exchange of contact details with valuable information.
5. Register: To access a private area of the website, make a purchase or enter in a website you must register first. Some ‘shopping clubs’ like Vente-privee, an exclusive shopping club in Europe, use this strategy as well as some online newspapers.
In this example, Mei.com in China offers a coupon for new registers. ‘Register and get 50RMB off and twice free shipping’
6. Third party: do you have any partner?
Partners are usually related to our own industry and products. This is a dedicated strategy. The subscribers of your partners might take our information as a spam. S, to avoid this we must take into consideration content relevance.
7. Games!
When you enjoy, when you engage, you don’t care about sharing your contact details.
In this example Royal Caribbean Cruise in China launched a game for their audience in Social Media. Their goal was to compile the contact details of all these people who were following them in social media but weren’t subscribers.
Do you also have an offline place and presence? Use it!
8. Wi-Fi: One of the techniques that always works is when you offer something in return. Or, in other words, customers’ contact details are their payment method. For example, K11, a shopping mall in Shanghai, offers free Wi-Fi to their guest in exchange for their email address or phone number.
9. Register for an event: Doesn’t matter if the event registration process is online or offline. Only ask registers for their contact information that you will use to provide them with more details or reminders regarding the event.
10. Lucky draw
When Lacoste arrived China, they had buyers in their stores but no data base. In order to collect their buyer’s data base, they did a campaign in their stores. Participate and win a trip to Sanya! Lacoste gave away 3 tickets for all-included trip to a paradisiac Island.
Only a few lucky people could win, but Lacoste increase their data base in China by over 30%.
Don’t do it:
1. Never, never, never, buy an emailing list! It’s bad for all.
The first thing you need to keep in mind is you are bothering people who don’t want to receive your information, so you are damaging your branding and your corporate image. Second, people will mark your email as a Spam, and you will have bad reputation for the rest of your email campaigns. And last but not least, you will feed the idea of spam = email and you will lose effectiveness.
Do you need help with your data base, to understand your subscribers or to create email campaigns? Contact Us! intmkt@webpowerchina.com
Teresa Marin, International Marketing Manager, Webpower China. Teresa@webpowerchina.com www.webpowerasia.com
21 December, 2015
6 mistakes to avoid in E-Commerce in China
The E-commerce industry
in China will be worth over 700 billion dollars by the end of
2015 with a staggering 243 million e-shoppers purchasing online. E-commerce is rapidly increasing in
China with online customers not only seeking interesting deals, but also an
excellent checkout process and a high quality service. With increasing
competition from a number of different online platforms one mistake in the
process can lead to consumers abandoning their online purchases.
It is thus very important to improve
your website to provide a top quality shopping experience and market yourself
effectively.
Not utilizing the power of social
media
93% of online searches in China are done on search engines like
Baidu and 68% of customers look for companies on social media before buying.
SEO is important to maximize your exposure on Baidu whilst a
comprehensive marketing strategy on social media platforms is very important to
increase the size of one’s customer base, encourage loyalty and generate brand
awareness. Companies’ posts that are popular and trending on social media have
a strong influence on consumers’ decisions with individuals wanting to keep
abreast of the latest consumer trends. The Chinese increasingly turn to their
social network online for recommendations and advice, your posts being shared
amongst user’s networks can directly lead to more sales, especially if you seek
to engage and communicate with customers. Customers also want answers on social
media and use it for feedback quickly. Many e-commerce companies now have an
option on their WeChat to submit a query, users can then receive a reply
directly from an agent seeking to resolve an issue.
It goes without saying that a high level of Chinese is necessary
for social networking here, Mandarin specialists ‘Tailor Made Chinese’
have emphasized the need to learn and understand the local nuances of the
language and ensure you have local expertise on hand.
Not engaging in SEO for E-Commerce
websites.
It’s very important to optimize websites for Chinese search
engines like Baidu to increase its sales. If your website isn’t showing up when
people search on a search engine, nobody will buy your products, it’s important
to optimize your website on key search engines.
It’s important to make sure that the structure of your website
is well done, and that the content is relevant. Key words are very important,
you want to focus on increasing your profile when a certain series of keywords
are entered on Baidu, generating a buzz about an e-commerce website with other
articles referencing you is an effective way to increase your ranking.
Not adapting a website for mobile
Mcommerce is increasing rapidly in China with large numbers of
consumers using the plethora of apps and mobile functions to buy online via their
Smartphone’s. Mobile e-commerce represents 15 billion dollars globally and by
2017, this figure is estimated to more than double, to 31 billion dollars.
The websites aesthetic design and functionality is important and
a necessity. You have to optimize your website for a smaller screen size and
for a better user experience on the Smartphone. Statistics suggest that 78% of Chinese
users think that the websites aesthetic image on a mobile has a huge impact on
their buying decision. E-Commerce websites who are not optimized for mobile
will surely lose potential clients.
Not retargeting your visitors
In China, e-commerce customers often don’t buy on their first
visit. Companies have to improve by personalizing the offer for the consumer,
make the offers as attractive as possible and emphasize the limited time scope
products and prices are available for. It is also important to re-target
visitors who have purchased before, the Chinese will re-use websites they trust
and feel they have a relationship with. Send out regular newsletters, members
offers and have a strong presence on social media to encourage repeat
purchases.
Not leveraging the power of visuals
Visuals are very important for Ecommerce websites. The Chinese
customer cannot physically experience the product online, thus providing high
quality pictures and videos to give this sense of interacting with the product
has become essential. A comScore study revealed that when a product has a
presentation video, 64% of the visitors are more likely to buy, they also stay
on the website for an average of two more minutes longer, thus increasing the
likelihood of browsing other products.
For most of e-commerce sites in China, providing a video
for each product is impossible, but there are other solutions like a 360 degree
view of the product that prove popular amongst consumers.
Product page design
The product page is a vital aspect it plays an important role in
terms of the consumer’s buying decision. Well designed pages will improve the
customers visit, and will give them important information, it’s key to explain
why it’s better to buy your product and not competitors. Avoid simply copying
and pasting the product’s description without including detailed information,
customers appreciate sites to go the extra mile in terms of the description and
the page must be clear and accessible.
Explore different online
business models in China
There are a whole host of different approaches to e-commerce in
China. The subscription model is gaining popularity currently. Websites such as
the ‘French Cellar’
are delivering (in this case premium wines) on a monthly basis to customers who
subscribe, the consumer subscribes and has the wine selected by Nicholas Rebut,
a reputable French sommelier. This business model could be adapted for many
other types of western product; it is exciting and spontaneous for the Chinese consumer
who trusts a specialist to select products they are less familiar with.
Benji specializes in digital marketing, e-commerce and
social networking in China. He has lived in Shanghai for 5 years and is
passionate about finding digital solutions for western firms looking to enter
the Chinese market. For more information see his website and blog here: http://seoagencychina.com/
30 November, 2015
Teaching All Staff to Contribute to Solid SEO
Most businesses aren’t fluent in the “language of SEO and HTML” and, quite frankly, unless they’re in the Internet marketing industry, there’s no need for them to be. However, because driving traffic to your website is so critical, it is important that you—and your staff members—know some simple things that you should be doing on a regular basis to ensure that people are finding your site, learning about what you have to offer, and making positive and proactive purchase decisions.
Even if you’re outsourcing your website development and SEO
work to a vendor, it’s still important that you understand the basics. Main Street ROI has organized some
key SEO tips into four easy to remember categories: Research, Relevance,
Reputation and Revenue. Let’s take a look at some of the top items in each
category that can help your staff ensure that your efforts are serving you
well.
Research
The first step in effective SEO is understanding the word
and phrases that your target audience is likely using when they’re searching
for businesses like yours. SEO can be “scary” for some but it’s really a very
basic, very intuitive process. Here’s what you need to do:
Brainstorm the words and phrases you think
people are likely to be using
- Find out what the real search volume is for these words and phrases using a (free) tool like Google’s AdWords planner.
- Check out what your competition is up to by looking at their title tags, and keywords. You’ll find some great tips for doing that here.
- Organize your keywords into categories.
- Prioritize your keywords based on search volume and your own goals and objectives.
- Test your keywords with pay-per-click (PPC) to see if they work.
It’s
not a difficult process but, yes, it does take time. It’s important that you
set aside the time to think carefully about your audience, and your
competition, as you determine which keywords are likely to perform best for
you. Remember it’s about how they are
likely to be searching for businesses like yours and not about the “buzzwords”
that people on the inside tend to use.
Relevance
Once you’ve identified the keywords that are likely to work
best for you, the next step is using those keywords on your website. You’ll
want to make sure that your keywords are used throughout your website in a
variety of places: title tags, meta description, body copy, headers, your URL
and images.
Keeping your content up-to-date and refreshing it regularly
can definitely help with SEO. One
relatively easy way to do this, while keeping content top-of-mind is by adding
a blog to your website. WordPress is a great tool to use here; get into the
habit of updating your blog at least once a month (once a week is best).
Finally, create a Google+ local profile, verify your listing
and make sure to incorporate your keyword into Google+.
Reputation
Reputation in the world of online search is all about
links—when other reputable Internet sites have links to your content that’s a
signal that you have something of value to offer. The highest quality links
come from trusted websites that have used “editorial discretion” in their
selection of sites to link to. Try to get links from domains that are related
to your business, that come from a wide range of other domains and that link to
multiple places on your website—not just your homepage. Directories are a good
starting point for attaining links. Submit your website to major national
business directories, local directories and industry-specific directories.
Social media is a great way to get links back to your site.
Consider which channels (e.g. Facebook, LinkedIn, Google+, Twitter, and others)
make the most sense for you based on your target audience. Then develop a
presence by creating an account, reaching out to potential followers and
publishing content that is useful to that audience.
Revenue
When it comes to effective online marketing, generating
revenue is what it’s all about. Once you’ve taken steps to get ranked in Google
so that people can easily find you online, you need to make sure that those
clicks turn into customers. That requires a combination of developing
compelling copy that results in some desired action and carefully evaluating what’s
happening online so you can continually improve your results.
When writing content focus on these seven key factors:
1.
Attention-getting headlines
2.
Customer-focused copy (it’s about them, not
about you)
3.
Unique selling proposition (what makes you different,
and better?)
4.
Irresistible offers
5.
A clear call-to-action (what do they need to do
to buy your product?)
6.
Social proof (testimonials and endorsements)
7.
Credibility indicators
Track results through tools like Google Analytics, Google
Webmaster Tools and Firefox RankChecker. Effective SEO is an ongoing process of
continually trying new things, determining what works and making improvements
on an ongoing basis. The beauty of online marketing is that it is so
measurable. There’s no reason you shouldn’t be constantly discovering new ways
to boost traffic, engagement and, ultimately, sales.
Finally, one important consideration: choose your Internet
marketing vendors carefully. There are many out there; some are very good,
some—unfortunately—are very bad.
06 November, 2015
Managing Website SEO and User Experience
One generally comes through a common phrase when designing a website i.e. don’t focus on search engines while designing the website, instead the focus should be on delivering a great user experience. Very few people have a clear idea about the difference between the two. The general question that is raised is – can a good user experience as well as effective SEO strategy be implemented at the same time for the betterment of the website? Providing answer for it is difficult for any one as there is very thick line between both of these essential qualities a website must equipped with.
The answer for the question is – YES, but there are some restrictions which have to be taken care of. The website’s navigation should be proper so that users can easily navigate within the website and it becomes easy for them to locate what they are looking for. The most importantly, we should try that they keep coming back repeatedly. A website when provide more and more comfort to its users became their favourite as it ease their task of decision making.
Here I am sharing 4 Best ways to balance SEO and User Experience what we are applying with our CloudBooks and getting positive response.
- Avoid Repetitive Use of Keywords
Using a keyword is important in order to increase the ranking of a website in the search results algorithm. But be careful, the Google search algorithm is tough enough to detect that the keywords are being stuffed or being used in a natural way. Google’s updates such as Panda and Penguin always have an eye on website quality and penalize websites that do not adhere to their guidelines and use irrelevant keywords in order to rank better.
The best alternative option can be to use it in title tags, ALT tags of the images, and defining URL related to the keyword being used. Having keywords 2-3 times in a natural way makes sense. This let Google assume that the content is focused on the keyword which is being stressed 2-3 times and thus helps to boost ranking for search terms related to that keyword.
- Updating Website at regular Interval
Changing a website from scratch at regular interval is not possible, but one can regularly publish new articles or update the existing ones so that the website keeps on indexing at regular interval in search engines. Initiating regular research work on what the audience is looking for and then catering their requirements through the website content can be a lot beneficial. Giving new information about the service or product provide a good reason for the users to keep coming back and checking the latest offerings and updates.
- Simplify Navigation
Users generally land on a website page to find solutions to their problems and get their requirements at ease. If they don’t find it, they can move to another website. Therefore, navigation becomes important in order to serve the audience in a proper way. One should study and understand the requirements of the audience and then use that information to ease the navigation process. The title of the path should be clear so that users have a clear understanding about the page they are going to. Studies have shown that sometime highlighting or changing the font of navigation link helps in more purchase and increase in the conversion rate of the website.
- Incorporate Responsive Designing
Google and other search engines have realised the importance of having mobile friendly website and have considered it as a ranking factor in mobile and other devices search results. Website optimized for mobile now directly has the impact on search presence. Responsive designing have been the best solution for most of professional IT firms as it adapts itself on desktops, laptops tablets and phones. This also eases the way website adapts itself to certain changes in devices and provides the comfort of navigation on any of them.
There are several other ways by which one can keep a balance between user experience and SEO, the only thing one should focus is giving comfort to visitors so that they enjoy navigating the website and love to visit it in future. These 2 are very important features for any website and cannot be neglected at any cost. The only thing is it have to be incorporated in best possible way so as to yield good profitable result.
Author Bio : Monesh Shrivastava is content marketing manager at CloudBooks. He holds a Bachelor degree MBA in marketing from TMU, Moradabad. He loves to read & write about, SEO, Social Media, and Small business.
31 October, 2015
10 tips for success on social media in China
The Chinese
are addicted to social media with netizens spending on average 25
hours per week on social networks. Up to 400 million people in China are using
social networks presenting a huge opportunity for marketers.
Many are wondering how to break into the Chinese market by
using social media so here is some advice on how to
optimize the success of your social media campaign.
Build your own knowledge
In order to be successful on social in China, you have to be
aware of all the social media that exists and understand how these networks
operate, can be utilized and are influencing the Chinese market.
Social media targeting
Each different social media platform in China attract
different types of target audiences and operates in unique ways. WeChat
can be compared to WhatsApp, QQ can be compared to Skype, Weibo is a
micro-blogging site and may be seen as the Chinese equivalent of Facebook or
Twitter.
These platforms are also unique and tailoring a marketing
campaign for each platform and different user demographic is key.
Be active
It is essential to be really active on the social media
platforms. The Chinese greatly appreciate direct interaction and in such a
crowded market place active engagement and fresh content are a
necessity. You have to be aware of all the new functions and the new
trends emerging on social media.
What is your identity on social media?
You have to think about your brand identity and what you are
trying to communicate on social networks, ensure you have a coherent style and
stand out from the crowd.
E reputation
Build the e reputation of your company and ensure your
brand has a positive image. Managing your reputation on social media
should also be combined with community management on Chinese forums as these
are a key source of information in the mysterious orient. You have to think
carefully of what kind of image you want to create.
Understand your consumer’s expectations
Chinese consumers tend to be more “digital” than in other
countries. They are really active online and aware of mobile technologies.
What is interesting to point out is that Chinese users will usually create
whole series of different social media accounts and be active on a range
of different platforms, thus it is important to market effectively on a range
of Chinese social media.
Optimize the content
Your style of writing, what are you expressing? your choice
of words…Before uploading content one has to think carefully. The goal is to
succeed by emotionally and intellectually engaging consumers through
language, imagery, video and other relevant content.
Use Co-Branding
In order to increase your social reputation significantly,
it can be vital to be partner with another company (particularly and
established Chinese entity) in order to raise your reputation and to win a
larger market share.
Understand your competition
It is essential to understand how your own market is going on
the Chinese social Medias.
You can check how the others competitors communicate on their
social medias and how do they proceed. This may give you an idea of what it
does works and what it doesn’t works.
Use the key opinion leader
KOL’s can be really useful to optimize your social media
campaign. They already have a large number of followers and are well known and
reputable online. By recruiting a KOL to represent your brand you can reach
thousands if not millions of potential Chinese consumers.
Benji is a
social media specialist based in Shanghai, China. He is passionate about
finding digital solutions for western firms looking to enter China. For more
information see his blog/website here.
18 September, 2015
WeChat and social media in China
Social media in China is a unique
proposition; due to state censorship the traditional social networks that we
know in the west have not been able to establish themselves here. As a result
social networks in China are mostly domestic, home grown platforms that
are catering for the Chinese market in a unique and specialized way.
WeChat is now the most important
platform for marketers and businesses to be engaged with in China. It is the
number one social networking platform with over 500 million users. There has
been a social networking revolution in China with more people than any other
nation on the planet now using social media.
The Chinese are incredibly active on
platforms such as WeChat. Chinese internet users spend about 40% of their 25 hours/week online on
social networks’. More time
on social networks leads to more exposure to content and a higher number
of interactions. The Chinese are avid consumers so knowing how to market
yourself on social media, particularly WeChat is of paramount importance.
WeChat is a fully integrated
platform which serves as an instant messaging service (written,
videos or sound bites), a wallet (it is linked to Alipay), and now a taxi
ordering application.
Here
is some top advice for western brands looking to market themselves on WeChat:
1) Create an official subscription
account.
Users
can follow subscription accounts to receive updates and content that you post.
On WeChat users can only see posts by those they are following so it is vital
to build a following; your marketing endeavors will inevitably fail
otherwise. Consumers appreciate discounts and promotions that are offered
exclusively to subscribers, the Chinese like unique offers so provide these as an
incentive to increase your following.
2)
Utiize the Key Opinion Leader (KOL)
The
KOL is an interesting phenomenon in China, these are personalities whom already
have a large following on WeChat. They are considered 'experts' on particular
subjects. You need to find the KOL that is relevant to your brand and seek to
recruit them to post positive content on behalf of your company. You can access
thousands if not millions of potential consumers in this way. Users are very
influenced by the KOL's thoughts and opinions.
3) QR Codes
QR Codes have exploded in Asia, they are much
more popular than in the west. Ensure that in all your advertising there are QR
codes prominently embedded so that users can easily scan them, this will then
directly link them to your WeChat account. This is an effective way of linking
your online marketing with offline marketing, QR codes are often now included
on physical products such as Starbucks coffee cups or bottles of water in
China.
4) The Chinese are strongly influenced by
their social circle
Engage with consumers, you will need to
translate your posts and content into mandarin, but people will really
appreciate direct communication. Users like to feel involved with and part of a
brand. The key is that Chinese consumers are strongly influenced by their
immediate social circle, they often turn to social media for information
because they increasingly distrust traditional media sources. It is therefore
vital that you are engaging with consumers and their social circle, create
promotional offers that the whole family can benefit from. The Chinese place
real trust in other users comments and experiences regarding a brand so
cultivate relationships with consumers in order to influence others.
5) Create interesting, shareable content
There is a high degree of legitimacy in what
other users post. Chinese consumers look to share interesting content. The
Chinese particularly love video animations or humorous clips, associating your
brand with this type of content is key. What a user shares amongst their
network can have a profound effect. A certain style of cartoon animal graphics
are very popular in the middle kingdom currently.
6) Do not neglect Weibo
Weibo (akin to Twitter) is China's second
largest social network with 400 million users. It is a micro-blogging
platform that is more 'open' than WeChat. Users can see posts from anyone, even
if they are not connected. Lots of Chinese internet users will be on multiple
platforms so cross promotion is key. You can embed WeChat QR codes into content
posted on Weibo to increase your following.
With over 500 million users
increasingly relying on WeChat for their information it is important to be seen
on this platform, if not you are largely invisible in China.
Benji is a digital marketing specialist at Gentlemen Agency. He is passionate about social media, e-commerce and digital solutions
for western firms operating in China.
26 August, 2015
What are the Most in Demand Digital Marketing Skills?
In the era of start-ups and entrepreneurs,
digital marketing is one core solution that every marketer needs for a better
performance of their organization. If you are one of those associated with a
start-up or in any organization and are in the line of digital marketing, then
are a specific set of skills that can help you improve your stand in the world
of digital marketing. Here we discuss what are the most in demand skills
required for a digital marketer and some other information associated with it.
Who is a digital marketer? The one who has
the ability to understand the nuances of the new web paradigms and how they
interact. It is about knowing every digital channel and their operations and
interactions. So if you had a myth, that digital marketing limits itself to
social media, then you got to understand that as a person associated with
digital marketing, you should have in-depth knowledge about a lot of different
areas that compile to make one known as digital marketing.
So, what skills make you a better digital
marketer? Here is a list of some of the most in demand skills in the field of
digital marketing.
Analytics
Analysing web behavior is the first of the
many tasks digital marketing has. Analytical marketers are supposed to leverage
web behavior, device engagement, purchase history, and grow traffic and leads.
Someone with a bent towards data analysis is considered as a hot commodity in
this section.
Social
Media
Social Media Marketing, an important part
of digital marketing requires a digital marketer to have an understanding of different
platforms and improve social strategies to add new networks. Staying on the
edge help creating a trend that is a lot beneficial than following one.
Visualizing
Data
It is a fact that the visuals are more
shareable and increase traffic on the website. Digitals marketers are supposed to
create interesting and unique visual content that drives more traffic to their
website. The images that they create should excite people to share.
Copywriting
Content is and remains the king of digital
marketing. So someone who can write interesting and engaging content can see a
bright future in the field of digital marketing.
Technical
Skills
The earlier phase of digital marketing may
not define as technical skills as a must criteria for this field, but today with
everyday changing technologies a knowledge about the technical side acts as an
added advantage. Today two out of four new hires are expected to have technical
knowledge.
SEO
Another most important part of digital
marketing, SEO makes a prominent part of digital marketing. After social media,
SEO is the most sought after skill here. According to a research by Moz andFractl SEO makes about 16% of the total job listings in digital marketing.
Mobile
Marketing
The increasing trend of mobile internet is
forcing the organizations to focus more on mobile marketing. In fact, in 2015
the access through mobile has witnessed significant increase. This demands more
expertise in the area of mobile marketing.
Today, organizations and businesses are
looking for professionals who can help them stand out from others especially in
this field. Hence if you are thinking of making a career in digital marketing
you have to be sure that your resume flaunts each of these skill to the
employer.
Job
Titles You Can Look For
There are a number of job titles that you
can look for when you looking for a job in the field of digital marketing. The
most common job titles in this field are:
·
Digital Marketing Manager
·
Marketing Manager
·
SEO Specialist
·
Social Media Manager
·
SEO Manager
·
Content Strategist
·
Content Developer
·
Digital Marketing Analyst
The following graph shows the 20 most
common job titles:
You could create jobalerts for these titles if you are planning to be a part of digital
marketing industry.
Some
More about Digital Marketing
There is one thing constant about digital
marketing that is it changes all the time. Hence, keeping an update about every
change is a prime responsibility of a person associated with digital marketing.
Some of the latest trends in the field of digital marketing are:
·
Digital Marketing is not about
sales
·
This year, have an increased
focus on mobile
·
Have a social media strategy
that is interactive and exciting
·
Increase use of visuals
These trends may be trending at the moment,
but you cannot be certain what rules the internet in the coming six months. The
future for sure is bright for the ones who have the skills and determination to
work. Communication skills and a good personality adds on to the skills
required to become a digital marketing person.
Author Bio
Akansha Arora is a professional writer
and blogger who loves to pen down her views on a number of topics that interest
a reader. She writes keeping in mind the current scenarios and wishes to keep
her readers well informed. You can follow her on google.com/+AkanshaArora2112