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Waseem Irshad Hussain - Google Digital Marketing & E-commerce
Posted by Waseem I. Hussain

My Journey to Google Digital Marketing & E-commerce Certification

Business, SEO, Technology

My Journey to Google Digital Marketing & E-commerce Certification

In 2023, I had the privilege of attending a job fair hosted by Westminster Council in London as a student of the University of Westminster. It was a vibrant event buzzing with opportunities, but one desk stood out to me—the Google job desk. My love for Google and its innovative ecosystem drew me in immediately. To my delight, Google was offering the chance to complete its Digital Marketing & E-commerce Certificate via Coursera, completely free of cost. This program, valued at $49 USD per month, typically takes six months to complete, and I couldn’t wait to dive in!

Starting the Journey

With a career rooted in digital marketing, I was eager to upskill further. The course comprises seven modules that explore various facets of digital marketing and e-commerce, designed to be completed at your own pace. The first two modules—“Foundations of Digital Marketing and E-commerce” and “Attract and Engage Customers with Digital Marketing”—felt like a natural extension of my professional expertise. I completed them in just three weeks!

However, the third module, “From Likes to Leads: Interact with Customers Online,” presented a slightly steeper learning curve, taking me about a month to master. It emphasized strategies to convert social media engagement into tangible business outcomes—an area I found fascinating.

Waseem Irshad Hussain - Foundation of Digital Marketing

The Most Memorable Modules

Among the seven courses, the fourth module, “Think Outside the Inbox: Email Marketing,” stood out as my favorite. It deepened my understanding of email marketing, a critical tool for modern businesses. I learned about crafting compelling subject lines, optimizing email campaigns, and improving customer retention rates.

The fifth course, “Assess for Success: Marketing Analytics and Measurement,” was particularly challenging but incredibly rewarding. Mastering analytics helped me develop data-driven marketing strategies and understand customer behavior more effectively.

The last two courses—“Make the Sale: Build, Launch, and Manage E-commerce Stores” and “Satisfaction Guaranteed: Develop Customer Loyalty Online”—added a fun, practical dimension to my learning. Building e-commerce stores and focusing on customer loyalty were skills I could immediately apply to my projects.

A Milestone Achieved

On 14th November 2024, I proudly received my Google Digital Marketing & E-commerce Specialization Certificate. It was a moment of immense pride and gratitude. This achievement wouldn’t have been possible without Google’s initiative to empower individuals to grow their skillsets and unlock new career opportunities.

Here’s a glimpse of my certificate:

Why This Course Stands Out

The Google Digital Marketing & E-commerce course is not just a certification—it’s a holistic learning experience. It equips you with hands-on skills to:

  • Build effective online marketing campaigns.
  • Use tools like Google Ads, Analytics, and Shopify.
  • Optimize e-commerce stores and drive customer loyalty.

Whether you’re a beginner or a seasoned professional, this course adapts to your pace and helps you grow.

Gratitude and Reflection

I’d like to extend my heartfelt thanks to Google for this incredible opportunity and for helping me enhance my career in digital marketing. Special thanks to Coursera for creating an engaging learning platform.

I encourage everyone to explore this program and invest in their professional growth. Let’s grow together and make a difference!

#GrowWithGoogle #DNAVetcare #WaseemSEO

Posted by Waseem I. Hussain

OTT Streaming Services Statistics

Technology

The way we consume content has been evolving over the years, with an increasing number of viewers streaming their favorite shows and movies through OTT platforms. This shift has been accelerated by the accessibility of mobile devices, and today, OTT is a booming industry with fierce competition. From market leaders like Netflix and Amazon to emerging platforms, the battle for subscriber retention is intensifying. Here’s a deep dive into the key statistics shaping the OTT landscape.

Global Streaming Platforms: The Leaders in 2023

As of 2023, the top five global streaming platforms, based on user adoption, are as follows:

  • Netflix: 73%
  • Amazon Prime Video: 67%
  • Hulu: 52%
  • Disney+: 42%
  • Max (formerly HBO Max): 39% (Source: CordCutting)

OTT streaming services have become a household staple in the United States, with a staggering 99% of households subscribing to at least one streaming app in 2024, according to Forbes. On average, Americans juggle 2.9 subscriptions monthly, a clear indicator of how viewers are hopping between services for exclusive content.

Netflix’s Dominance

Netflix remains the largest OTT service in terms of revenue and subscribers, holding a 31% market share in North America. As of 2024, it boasts over 260 million subscribers globally, with Amazon following behind at 200 million. However, with the growing competition, Netflix is feeling the pressure of retaining its user base, especially when exclusive content becomes scarce.

Subscriber Preferences: The Drop Rate

Subscription price increases often lead to users dropping services. According to a 2024 Forbes report:

  • 44% of users would drop Disney+ first if prices increased.
  • Hulu and ESPN+ would also be on the chopping block for 40% and 35% of users, respectively.

OTT Live Streaming: A Growing Market

Live streaming has emerged as a key driver of OTT growth, especially for sports, entertainment, and wellness content. Here are some notable statistics:

  • 50% of live stream viewership comes from mobile apps.
  • Fitness memberships see 30% of live stream views from mobile apps, while faith and spirituality content gets 14% of watch time from TV apps.
  • The US live video audience is expected to hit 164.6 million by 2024 (Source: Statista), and global live streaming revenue could reach $184.27 billion by 2027 (Source: Grand View Research).

OTT TV: Changing Viewing Habits

The shift from traditional TV to OTT is undeniable. While Pay TV subscribers are forecast to hit over 1 billion by 2026, the way people consume content has drastically changed. In 2023:

  • US audiences streamed over 20 million years worth of video, a 21% increase from 2022 (Source: Nielsen).
  • In the UK, SVOD (Subscription Video on Demand) services are expected to surpass traditional TV spending by 2025, with British consumers set to spend £4.2 billion on SVOD services.

OTT Device Usage Trends

Device trends are also shifting, with smart TVs, smartphones, and tablets playing significant roles. Some key device usage statistics include:

  • Smart TVs have the highest penetration in the UK among the 45-54 age group (Source: Statista).
  • 98% of people aged 16-24 in the UK own a smartphone (Source: Uswitch).
  • Global smartphone shipments hit 299.8 million units in Q3 2023 (Source: Counterpoint).

Consumer Behavior: How Audiences Access OTT Content

Understanding consumer behavior is critical for OTT platforms to succeed. Americans, for instance, spend about 21 hours a week streaming digital media, which is nearly equivalent to a part-time job! OTT platforms like Netflix have noted that half of their subscribers access content on mobile devices at least once per month.

  • 72.2% of the US population, or about 245.3 million people, will watch OTT video services at least once a month in 2024 (Source: Insider Intelligence).
  • Uscreen memberships with apps see a 17% increase in logins and 78% of community activity coming from mobile apps.

Conclusion:

The rise of OTT streaming services has dramatically transformed how we consume media, offering viewers more control, convenience, and content variety. With global platforms like Netflix and Amazon Prime dominating the market and niche services rapidly gaining traction, the future of entertainment is undoubtedly digital. The growing popularity of live streaming, increased smartphone usage, and shifting consumer preferences reflect the evolving landscape, where viewers demand flexibility and personalization in their viewing experience.

As OTT continues to grow, businesses and content creators must adapt to these trends to stay competitive. Whether through exclusive content, optimized pricing models, or a focus on mobile and TV apps, understanding the needs of the modern viewer will be crucial to success. With industry forecasts pointing to continued growth, the opportunities within the OTT space are vast, making it an exciting time for both consumers and providers.

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Posted by Waseem I. Hussain

My Journey from Actuarial Science to Digital Marketing: A Story of Perseverance

Business

In 2011, I completed my Master’s degree in Actuarial Science from the University of Punjab. Like many graduates, I had high hopes of finding a job in my field, but soon I realized that the market for actuaries in Pakistan was quite slim at that time. Despite my best efforts, finding a suitable job proved difficult, and I faced mounting pressure from my family to contribute financially. Coming from a middle-class background, I understood the importance of securing a stable income, so I decided to switch my career path.

It took me a few months to transition into the role of a Customer Service Representative (CSR). While this was not what I initially envisioned for myself, I knew that I couldn’t give up. I worked hard and found ways to make a decent living, but deep down, I was always on the lookout for better opportunities.

During this time, I noticed the rapid growth of the IT sector in Pakistan. Many people were pursuing degrees in Computer Science, and it was clear that the field was booming. Unfortunately, I didn’t have the resources to start my education over again, so I decided to take a different route. I enrolled in a few short courses and began learning about digital marketing. It wasn’t easy for me at first—understanding computer languages and coding felt overwhelming. However, I was determined to overcome these challenges because I wanted to provide a better life for my parents.

My journey from working as a CSR at Mobilink Jazz in Pakistan to becoming a Digital Marketing Manager in Tower Dental Clinic, Ataköy Tower, Istanbul took eight long years. It was not an easy path. Along the way, I co-founded two companies in Pakistan WaseemSEO and FishMummy. These ventures allowed me to help hundreds of people establish their digital presence across the world. Looking back, I feel proud of what I achieved.

However, the journey did not come without hardships. After the COVID-19 pandemic, I lost my father. This loss made me reflect deeply on my life and what I wanted to achieve for myself. I realized that my inner desire was to pursue a PhD. Taking a bold step, I secured admission to the University of Westminster in London.

I am fortunate to have met Dane Walker , the Director of DNA Vetcare, one of the UK’s best veterinary companies. After a rigorous interview, he offered me a hands-on role within his company, which operates several clinics across London and Kent. Today, I am proud to announce that I hold two Master’s degrees, one in Actuarial Science and another in Digital Marketing Management. I am currently working as a Marketing Executive at DNA Vetcare Ltd , under one of the best managers I have ever had, alongside an amazing team.

As I look forward, I am eager to do more for DNA Vetcare and to continue growing both professionally and personally. My journey has taught me that no matter how difficult the path may seem, perseverance and determination can lead to success. I am excited for what the future holds and committed to making the most of every opportunity that comes my way.

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Posted by Waseem I. Hussain

Understanding OTT: The Future of Streaming and Advertising

Technology

In today’s digital landscape, the term OTT, which stands for “over-the-top,” has become increasingly common. OTT services refer to technology that delivers streamed content via the internet, bypassing traditional distribution methods like cable or satellite. The rise of OTT has not only transformed how we consume media but also opened new avenues for marketing, especially in the mobile space.

What is OTT Streaming?

OTT streaming refers to any video or audio content that is played over the internet. Unlike traditional TV services that required a cable or satellite connection, OTT allows users to stream content on any internet-connected device—smartphones, tablets, smart TVs, and more.

There are two main types of OTT streaming:

  1. Pay-to-Access – Where users subscribe or pay a fee to access content.
  2. Free-to-Access – Where users can stream content for free, but with ads displayed throughout.

Many OTT platforms now operate on a subscription-based model, though different monetization methods exist.

OTT Monetization Models

OTT platforms use various methods to generate revenue:

  • Ad-Supported: Viewers watch content for free, with advertisements shown during playback.
  • Subscription: Users pay a recurring fee to access the content library.
  • Transactional: Users pay for individual content, such as a movie or specific episode.
  • Premium: This allows early or exclusive access to content for an additional fee.
  • Hybrid: A combination of the above models.

For marketers, OTT advertising can be very lucrative. According to data from leading CTV marketplaces, ad networks usually charge around $18-$21 per thousand impressions (CPM).

OTT vs Live Streaming

While OTT refers to on-demand content delivered via the internet, live streaming refers to content being broadcast in real-time. Platforms like YouTube, Facebook, and Twitch are known for offering live streaming services, whereas OTT services like Netflix and Hulu focus more on on-demand content.

Major OTT Platforms

In the world of video streaming, platforms such as Netflix, Amazon Prime, HBO Max, Disney+, Hulu, and YouTube dominate the OTT space. Meanwhile, platforms like Spotify serve as OTT platforms for music and podcasts.

What is an OTT Aggregator?

As the number of streaming services grows, keeping track of content across multiple platforms can be overwhelming. OTT aggregators simplify this by consolidating content from various services into one interface. Some popular aggregators include Viaccess-Orca, Comviva, and Tata Sky Binge. These platforms allow users to search, browse, and watch content from different OTT providers, making the streaming experience more convenient.

Understanding OTT Attribution

OTT attribution refers to the process of measuring user interactions and conversions within OTT media services. It helps marketers understand how their ads are performing on these platforms. Through OTT attribution, marketers can:

  1. Monitor Engagement – Track how viewers interact with ads and content.
  2. Measure Conversions – Determine which ads are leading to actions, like purchases or app downloads.
  3. Optimize Campaigns – Refine ad strategies based on performance data to reach the right audience.

Why is OTT Important?

OTT advertising offers a fantastic opportunity for marketers to reach specific audiences in a way that traditional media struggles to do. With more users shifting to online-only media consumption, advertising via CTV (Connected TV) OTT is becoming essential. Marketers can use data-driven targeting to serve ads tailored to specific audiences, maximizing engagement and campaign effectiveness.

One unique feature of OTT advertising is ad podding, where multiple ads are delivered consecutively within a single break, enhancing the viewing experience while boosting revenue.

The Future of OTT Advertising

The world of OTT is continually evolving, and advertisers need to stay ahead of the curve. Tools like Adjust’s CTV AdVision offer comprehensive data on OTT campaigns, helping marketers track impressions, click-through rates, and engagement levels. These tools ensure that OTT advertising can deliver measurable outcomes, allowing marketers to understand the true impact of their campaigns.

In conclusion, OTT is reshaping the way we consume media and approach digital marketing. By providing a seamless user experience and offering targeted advertising, OTT platforms have created a new frontier for marketers to explore and capitalize on.

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Posted by Waseem I. Hussain

5 Cost-Effective SEO Strategies for Small Businesses

SEO, Technology
Search engine optimisation (SEO) has become an essential component of any business’s online presence in today’s digital world. However, many small businesses believe that SEO is prohibitively expensive and out of their reach. The truth is that there are numerous low-cost SEO strategies that small businesses can use to boost their search engine rankings and increase traffic to their websites. In this blog post, we’ll go over five low-cost SEO strategies that small businesses can use to boost their online visibility.

Conduct Keyword Research:

The process of identifying the words and phrases that people use to search for information online is known as keyword research. By conducting keyword research, small businesses can identify the most relevant and valuable keywords for their industry and target audience. This can assist them in optimising the content of their website and improving their search engine rankings. Small businesses can conduct keyword research using tools like Google Keyword Planner, SEMrush, or Ahrefs. These tools provide insights into the search volume, competition, and potential traffic for specific keywords. After identifying their target keywords, small businesses should incorporate them into the content of their website, including page titles, meta descriptions, headings, and body copy. However, it is critical to avoid keyword stuffing, as this can result in search engine penalties. If your business is local, you’ll want to use local keywords in your website’s content and title tags. This will help your website to rank higher in local search results. When people search for products or services, they use keywords in their search queries. By optimizing your website for relevant keywords, Small business can increase the chances that their websites will appear in the search results.

Optimize On-Page Elements:

On-page optimisation is the process of improving a website’s search engine rankings by optimising its elements. This includes optimising page titles, meta descriptions, headings, and body copy for the target keywords. Website speed and performance are important factors in SEO, as they can impact your search rankings and user experience. Slow-loading websites can lead to high bounce rates and lower search rankings, while fast-loading websites can improve user engagement. Small businesses can also improve page load speed by optimising their website’s images by adding alt tags and reducing file size. They should also ensure that their website is mobile-friendly and has a quick load time, as these factors are important for both user experience and search engine rankings. With more and more people using mobile devices to browse the internet, optimizing your website for mobile is essential for SEO. Mobile optimization involves making your website responsive, or able to adapt to different screen sizes and devices. This can include optimizing your images and videos, using a mobile-friendly layout, and reducing page load times. To optimize your website for mobile, start by testing your website on different devices and screen sizes. You can use tools like Google’s Mobile-Friendly Test to identify areas where your website may need improvement. You can also consider using a responsive website design or a mobile-specific website template to ensure that your website is optimized for mobile devices.

Build Quality Backlinks:

Backlinks are links from other websites that point to the website of a small business. Backlinks, or links from other websites that point to your website, are an important factor in SEO. However, building backlinks can be time-consuming and expensive, especially for small businesses. The good news is that there are several cost-effective ways to build backlinks. Backlinks are regarded by search engines as a vote of confidence in the authority and relevance of a website. Building quality backlinks can thus assist small businesses in improving their search engine rankings. Small businesses can begin to build quality backlinks by creating valuable, shareable content that others will want to link to. They can also join online communities and write guest posts for other websites in their industry. They can also use local directories and business listings to generate backlinks and improve their local search visibility. Another way to build backlinks is to participate in online communities and forums related to your industry. By providing helpful information and building relationships with other members, you may be able to earn backlinks to your website.

Leverage social media:

While social media is not a direct ranking factor for SEO, it can indirectly impact your search rankings by driving traffic to your website and increasing brand awareness. By sharing high-quality content on social media and engaging with your audience, you can build a following and increase the likelihood that your content will be shared and linked to by others. Small businesses can use social media platforms to connect with their target audience and drive more traffic to their website. Small businesses can build a loyal following and improve their search engine rankings by sharing valuable content and engaging with their followers. To use social media for SEO, small businesses should first determine which platforms their target audience prefers. They should then create useful, shareable content and promote it on social media. They can also join online communities and interact with their followers to build relationships and drive more traffic to their website. To use social media for SEO, start by creating profiles on popular social media platforms like Facebook, Twitter, and Instagram. Be sure to include a link to your website in your profile and regularly share high-quality content that provides value to your audience. You can also engage with your audience by responding to comments and messages, running social media contests and promotions, and partnering with other businesses or influencers in your industry.

Monitor and Analyse Results:

Small businesses should track and analyse their SEO results to see how effective their strategies are. They can track their website’s traffic, rankings, and other metrics using tools like Google Analytics and Google Search Console. Small businesses can identify which strategies are working and which need to be improved by monitoring and analysing their results. They can then make data-driven decisions to improve their search engine rankings and optimise their SEO strategy.

 

Use Google Analytics: Google Analytics is a free tool that can help you track your website’s traffic and performance. You can use Google Analytics to see how many people are visiting your website, what pages they are viewing, and where they are coming from.

Set goals: Before you start tracking your results, it’s important to set goals for your SEO efforts. What do you want to achieve with your SEO? Do you want to increase website traffic? Improve your website’s ranking? Generate more leads? Once you know what you want to achieve, you can start tracking your progress and see if you are on track to meet your goals.

Track the right metrics: Not all metrics are created equal. When you are tracking your SEO results, it’s important to track the metrics that are most important to your business. For example, if you want to increase website traffic, you should track metrics like website visits, page views, and bounce rate. If you want to improve your website’s ranking, you should track metrics like keyword ranking, organic traffic, and click-through rate.

Be patient: SEO is a long-term game. Don’t expect to see results overnight. It takes time and effort to improve your website’s ranking and drive more traffic. Be patient and keep working hard, and you will eventually see results.

In conclusion, SEO does not have to be prohibitively expensive for small businesses. Small businesses can improve their online presence and drive more traffic to their website by implementing these five low-cost SEO strategies. It’s critical to remember that SEO is a continuous process, and small businesses should monitor and analyse their results on a regular basis to optimise their strategy and stay ahead of the competition.

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