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‘Delhi Metro Cruelly Killed my ‘Achhe Din” : Here is why Passengers are dumping the popular mode of travel

The author shares her take on shifting to Delhi from Kolkata and her experience with the Delhi Metro

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Delhi Metro
Delhi Metro. Wikimedia

– By Somrita Ghosh

New Delhi, November 5, 2017 : Delhi Metro cruelly killed my “acche din”.

Metro fares have been doubled in just four months, forcing me to give up my favorite mode of transport and take to crowded DTC buses.

Besides putting the new fares beyond my budget, I have also been stripped off the safety of travelling in the Metro. And I am not the only one.

My biggest shock came two days after the latest Metro fare hike. I commute daily between Green Park in south Delhi and Noida Sector 16 where I work.

As I punched my smart card while leaving the Sector 16 station, my heart skipped a beat — Rs 37 had been deducted from my card.

By the time I reached my office, the mental calculation was already done. I realized every month I would have to spend double of what I was shelling out only five months ago if I wanted to use the Delhi Metro.

When the year began, I was spending Rs 18 on my Metro ride — one way. The Metro then hiked the fares and my one-way cost shot up to Rs 27. The latest hike had taken it to Rs 37!

This was hard for me to digest. The sudden hike of almost Rs 20, that too one way, was surely going to painfully pinch my wallet.

When I landed in Delhi five years ago, my friends advised me to avail the Metro, not just because it is safe for women but comfortable too, never mind the crushing rush during peak hours.

Most important, as I realized very soon, the Metro was affordable. It was so cheap that while an auto-rickshaw would charge me a minimum of Rs 25 from my home to the nearest Metro station, the Metro charged me only Rs 18 all the way from south Delhi to Noida in Uttar Pradesh. This was too good to be true.

Since I came from Kolkata, where the minimum Metro fare was only Rs 4 and the maximum Rs 12, Delhi Metro initially seemed costly.

But I realized the full story in no time once I started using the Delhi Metro. The infrastructure, service and overall facilities provided by Delhi Metro were far better compared to Kolkata.

Delhi Metro offers free WiFi, its stations have coffee shops and the bigger ones even host fast food chains. Travel is hassle-free despite the odd technical snags that hit the Blue Line that I use.

But suddenly charging a salaried person like me Rs 40 more, or Rs 1,200 a month, just because the Metro needs to finance itself better is something I cannot appreciate.

Like numerous others, I have changed my mode of transport. It is now the DTC buses. The DTC’s frequency may not match the Metro’s and DTC rides can be bumpy too, not to talk of unending traffic jams. But do I have a choice?

(Editorial note : This article has been written by Somrita Ghosh of IANS. She can be contacted at somrita.g@ians.in)

Next Story

How To Protect Your Ad Spend From Irrelevant Traffic

Here are ways to prevent irrelevant traffic for you ad spend

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Digital Marketing
Digital marketing is very cost-effective when it comes to advertisments.

Digital marketing is indeed something to be excited about as it’s instant, relatively easy and when it comes to advertising it’s really cost-effective.  However, many businesses are still struggling to achieve digital marketing and social media success and in the process are spending way too much money on their ads from irrelevant traffic.

Why do some brands have resounding success with their digital marketing ads and others fall flat?

Does this question sound familiar? Do you need to put active plans in place to protect your ad spend from irrelevant traffic?

Unfortunately, your digital marketing campaign can go way over budget and your business can be left no better off for the spend.  The days of creating a digital marketing campaign and then posting it all over the internet only to let it run unchecked are gone.  Nowadays every business spending money on digital ads need to have measures in place to protect their spend in order to get the best results possible.

Set a realistic digital advertising budget

It all starts with setting a realistic digital ad budget that suits your objectives and your budget.  Oftentimes, when business embark for the first time on their digital marketing strategy they’re over optimistic and this can lead to costs skyrocketing.

Start by setting a very realistic ad campaign budget and more importantly, make sure you stick to it before analysing its success or failure.  Only after this are you able to adequately protect your ad spend from irrelevant traffic in the future.

Digital advertising
It all starts with setting a realistic digital ad budget that suits your objectives and your budget. Pixabay

What is cost per click?

Paid advertising on the internet has become a must for business and is no longer a ‘nice-to-have’ element of marketing.  With billions of people active on the world wide web every day, your business is quite a simply destined to fail if you don’t use pay-per-click advertising.

So, what does the ‘cost’ for pay-per-click advertising all boil down to?

Well, it’s quite simple.  Basically, the cost is calculated every time someone clicks on your ad and this is the price you pay to Google for hosting your ad.  Make sure you have a good understanding of how this cost is calculated through Google’s bidding strategy to get the most out of your pay-per-click advertising.

But don’t let its simplicity fool you as costs can very quickly spiral out of control if your pay-per-click advertising isn’t adequately monitored and analysed regularly.

Do you know who is clicking on your ads?

It’s imperative to protect your ad spend from irrelevant traffic as your ad could receive clicks from your competitors, unrelated searches or even bot traffic.  This is absolutely what you don’t want to happen, as this type of scenario can easily send your pay-per-click budget through the roof.

Digital content
Nowadays every business spending money on digital ads need to have measures in place to protect their ad spend. Pixabay

Here are some benefits of taking active measures to protect your ad spend from irrelevant traffic.

  • Get legitimate clicks
  • Increase real engagement
  • Improve interaction with potential customers
  • Convert visitors to customers

Tips on how to reduce your ad spend with Google Ads

Your business will benefit from monitoring and protecting your ad spend – there’s no doubt about it.  But how do you put plans in place to achieve this?

Also Read- Total Mobile Data Traffic Expected To Triple In India By 2025

Let’s take a look at some of these tips to apply to your digital marketing ads and pay-per-click advertising.

  • Low bid keywords – It’s really effective to target keywords that have low bids as these keywords will have a lower cost attached to them.  Certain keywords carry a higher cost as they are associated with an extremely competitive industry.
  • Use long tail keywords – Long tail keywords tend to have a lower search rate and they’re much more effective than single keywords as the search engines can clearly identify them.
  • Negative keywords can be positive – Believe it or not negative keywords can have a really positive affect on the cost of your pay-per-click advertising.  They work by preventing your ads from showing up in irrelevant searches.
  • Quality over quantity – Rather focus on quality of clicks than quantity.  This is a good way to make sure your ad receives clicks from users who are genuinely interested in your product or service.
  • Schedule your ads – This is a great PPC ad feature that shouldn’t be overlooked as displaying your ads around the clock can be a costly affair.