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Vertical search engines are more useful than Google

According to an MDR research study, teachers spend over 7 hours searching for learning resources and another 5 hours creating something on their own! It is not due to lack of information. On the contrary, it takes more time because there is too much information and general purpose search engines such as Google and Bing fail to understand the intent behind an educator’s search.
Vertical search engines that have a razor sharp focus on their users need help solve this problem. For example, Lumos EdSearch is designed to help educators find standards aligned learning resources. It is a directory of learning resources as well as educational organizations and events. Teachers can easily discover thousands of grade and standards appropriate questions, videos, mobile applications, worksheets, and lessons. It also provides information about their school, libraries and educational conferences.

One of the distinguishing features of vertical search engines such as EdSearch is that they can help users consume the information in a meaningful manner. i.e. They go beyond the discovery. For example, Lumos EdSearch allows a teacher to easily create a resource kit and assign it to their students.

To explore edSearch click here.

Thinking Outside the Box to Connect with Customers


Marketing to a target audience is no longer as easy as it once was. With the rise of the number of online consumers combined with internet security and safety blocking access to personal information, it is often more difficult to identify your target audience based solely off demographics and other key information. So how do marketers reach their audience and turn them into clients?

It’s time to start thinking out of the box! Marketers can no longer afford to simply be writers of great content who know how to reach customers and keep them engaged; they must now begin to think like publishers as well.

When an author submits a manuscript to a publisher, his job is to review the content and be able to predict the potential success of the manuscript in a very short amount of time. Years of experience, understanding the market and the audience, and having a hunch of what will be the next best thing are all tools the publisher uses to predict that level of success.

Unfortunately, marketers do not have years to shift their paradigm and begin thinking this way; the time is now. In 2013, eMarketer estimated that while “digital ad spending passed the $100 billion mark for the first time [in 2012].and will increase by a further 15.1% in 2013 to $118.4 billion,” which will put “online and mobile advertising on track…to account for more than one-quarter of all add spending by 2016.” With this level of spending, and the need to reach customers more important than ever, marketers must begin thinking like publishers now.

And the time has never been more exciting to make this shift in paradigm than now. Recently, a group of researchers at Stony Brook University analyzed thousands of volumes of literary work, and realized that by breaking the manuscripts into the lexical components, they could predict with 84% accuracy which would become best-sellers.

Imagine then, applying that concept to marketing collaterals. If marketers no longer have to worry about reaching their target audience through demographic data that may not be accurate, but instead can do it through great written copy that has been predicted to show success, the results could be outstanding. And copy that has been predicted for success through a real time, HANA based process, will be a better use of those marketing dollars.

MimosaSoft’s new tApp, MimoLex, allows marketers to do just that. Explore more at

Getting People to Read Informative Content



You’ve spent valuable time researching the topic that’s supposed to solve a painful problem. And several hours writing and editing it to make it perfect. Your brain is overworked trying to come up with the right phrases. You’ve gone through it several times to make sure that you’ve covered it all. Finally you are ready to publish it. You post it on your blog and share it over the social networks. You want everybody to read your post. You want to attract the right audience.

So what happens? Absolutely nothing! There are no tweets, zero comments, and no shares.

It can be very depressing for the writer. Where did you go wrong?

The truth is that, this isn’t really a stray incident. It’s happening to most writers out there. Tell me more

Who’s the Target Audience?



Every entrepreneur knows the importance of targeting the right people. But still, many of them make the critical mistake of assuming that they know what their target market is. For instance, car accessory retailers would often assume that their target market is “people who own a car”. Yes, it’s a fact that car owners are more likely to purchase car accessories. But that’s not a target market. The targeting cannot be so unfocused and broad. The business wouldn’t be able to tailor a strategy for specific types of car owners. So you see, targeting may not be so easy after all.

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Quality Content: The Spark to Ignite

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Ask any successful marketer what should be the backbone of a successful digital marketing campaign; the person is likely to tell you that it is content. It’s the essential spark that can ignite your marketing strategy.

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Harness the Power of Real Time Marketing

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There was a time when marketing, and even getting feedback from consumers was so much more difficult. Businesses had to spend millions of dollars in advertising money to reach the customers and potentials. Then they had to spend almost as much to gather market data and feedback. Market research firms were making a killing, helping the businesses gather information.


Social media has changed all that. It’s allowing business to reach out, connect with, and finally engage with people from everywhere in new ways. Social media is allowing everyone to feel connected, to become a part of one big movement. Sure enough, it started off as a source of popular entertainment. But social media is much more than that now. Businesses are able to reach their customers for much less money. But more importantly, they are able to keep them engaged in all kinds of ways, and by doing this, the brands are keeping their prospects in the revenue loop.

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Work Smarter, Not Harder on Marketing Content




Automation is the key to business today. If you are in business, you’ll realize soon enough, that there’s always so much to do that it becomes almost impossible to manage the show. Most marketers you’ll meet feel overwhelmed. They will often work long hours, just to keep the show going. They will crank out one project after another, send email after email. The end is never in sight. The most seasoned marketer too is bound to feel scatterbrained soon enough.

There’s just one way to stop this madness.

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Infographic: Cost of Unhappy Customers

This post about your UNHAPPY customers is quite interesting and eye opening. I read this post on

Unhappy customers are more influential than you may think. American business lost $537 billion due to unhappy customers. The good news is that there are many tools out there that will help you use data to build a loyal and happy customerbase.


About MimoLex:

MimoLex mines and captures information from sites where your company may be mentioned, then takes it through a unique processing to provide you alerts and simple to use and easy to read reports. It goes beyond sentiment analysis to help you write best selling marketing content. It employs the latest research in Linguistic and sentiment analysis to help you build predictive models for website engagement metrics such as time spent and exit %. It provides you the opportunity to conduct A/B experiments for engagement metrics as well as comparison of your site content to competitor web pages.

About MimosaSoft:

MimosaSoft develops business process templates that help companies reduce project implementation time and complexity in rolling out enterprise solutions. Its template applications (tApps) provide out-of-the-box solutions that help solve specific business problems by combing the power of your ERP applications with process best practices leading to accelerated return on IT investments and business insights. Current offerings include SwiftConnect and MimoLex.

Getting People to Read Your Mobile Content


Getting people to read content on anything other than traditional medium, like books, magazines and newspapers is always a challenge. Those who publish content online, and website owners and webmasters have known this for a while. But now there’s a new challenge – mobile devices.

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Why Good Writing Matters



Content is King


Website owners and webmasters will often focus on the technological aspect of digital marketing even for the content they post. For instance, they will go deep into coding the copy to make it easy for people to find it from search. They make one critical mistake. Your content could be very well optimized. But when your visitors arrive, they are going to look for well written, interesting, and mostly non-promotional copy that they can read and share, and not some optimized text. In fact, it’s going to turn them off.


It’s all very well to have a crisp, clean and well-designed website. You have thousands of back links – great job. But if your copy isn’t well written, then you’ll get nowhere.


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Beyond The Buzzword – The New Age of Content Marketing for Businesses

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Just do it – Nike. Impossible is Nothing – Adidas. Solutions for a smart planet – IBM. The happiest place on earth – Disneyland. Have it your way – Burger King. These are some of the most famous marketing slogans of our times. Then there are the marketing buzzwords too – Epic, ROI, Value, Thought Leadership, Hot Tip, and so many others. Advertisers and marketers have been bombing consumers with them for ages now, with mixed results.

It’s often said that the success of a brand depends largely on the slogan’s effectiveness, use of buzzwords, and how effectively a campaign is designed. But that’s just part of the story. Tell me more

Accentuate the Positive in Your Marketing Copy

Negativity often creeps into marketing copy or content to promote a product or brand. This is a problem because using words or phrases that your audience might react to negatively can turn off their attention. Writers don’t usually intent to be negative, but keeping negative sentiment from copy is surprisingly difficult.


Here are some negativity traps I’ve seen copywriters and content authors fall into over the years:

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Connect With Your Customers Emotionally


Modern day marketing is storytelling at its best, so in essence, marketers need to start thinking like publishers and authors and figure out how to write the best sellers. But, this is all easier said than done. Content and marketing managers have day jobs, and often they lack skills and experience needed to create engaging content (that is what authors do!). Therefore, what they need are intelligent tools, powered by superior technology, that can take their business documents and turn them into engaging blogs, web pages, product listings, press releases or social media posts.

MimoLex allows marketers to transform the way they author their content by allowing them to use the power of lexical, sentiment, and predictive analytics tools, to hone their content and perfectly match their customer’s tastes, all in real-time. This should also help marketers increase lead conversion rates and get actionable insights into their customers’ intentions, needs and behavior.

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What Marketers and Writers Need to Know about Lexical Analysis



On the surface, lexical analysis seems like something only a literary academic would love. It breaks down textual content into its basic components–e.g., verbs, nouns, adverbs, adjectives, or compounds–and provides an analysis of the usage of those components. While interesting, marketers and writers might see no obvious practical application for their trades.
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IBM: US$83 Billion Lost Yearly in Marketing Due to Poor Customer Experience

This study sheds light on several key issues faced by marketers and advertisers. $83 billion is a big number, but it is not hard to see. Here is a back of the envelope type explanation.

10000 Adwords clicks – About $10,000. If the conversion is 1%, it translates to 100 customers.

If you increase conversion by a small 2%, you will acquire 300 customers.

If you had to acquire 300 customers at 1% conversion rate, you will spend $30,000! So, increasing engagement, even by a small percentage, could have a significant impact on the business!

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Using technology to listen to reader feedback and write marketing bestsellers

Writing a story that connects with readers is an art. Story writers have used a number of successful techniques to engage and entertain their readers over the centuries.

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