It all started with the arrival of the internet. The transformation took an immediate effect, making the world became a digital village overnight. Everyone is connected, and information is instantly shared and discussed. It has open doors of opportunities that for ages were just theories and hypothesis. With the internet, ideas are shared, and new platforms are being set up, making ways for new avenues that are shaping the world around us. With the entry of social media, the playground is widened up, and more games are introduced, keeping everybody connected and informed. Meanwhile, not far away, brands and their marketing strategists made the best use of these platforms to construct bridges between them and their consumers, making way for a new branch of marketing platform – digital advertising.
You know the content you have published is good when it drives engagement and brings in a bag full of quality leads, and ROI. Everything that you publish from a text post to a video series says all about your brand. So what are you conveying? Here’s a little guide to generate good content, which consists of not just eye-catching designs but also relevant content in the form of regular updates, informative articles, interactive blogs, interesting videos and much more.
All through 2015, keeping your focus on some key content types to create a buzz about your brand and content in the digital universe will keep you ahead of competition. Videos should definitely be an essential part of your strategy this year. Even the facts say so. An average website user spends 88% more time on a website if it has a video and visitors who watch video are 85% more likely to buy your products than visitors who don’t. Also, 46% users say that they are more likely to search about a product if they watch a video. That’s the kind of impact of video on your consumers! Studies also tell that 74% of all internet traffic will be video centric by 2017. Statistics indicate 52% of marketing professionals worldwide say that video content brings in the best ROI. Clearly, videos are essential to reach the masses.
The brand activation of a product through marketing across multiple channels creates a lot of data base. However organizing and activating the right data assets to maximize cross-channel performance is a challenge. In order to better understand the target audiences, optimize sales and minimize marketing wastes, it is mandatory for a brand today to align with digital activation and reporting.
The ever evolving world of marketing is over flooded with too many channels which poses a hindrance to proper brand messaging. Bearing this in mind the smart consumers today demand conversations or experience that they can connect with. The best way to activate a brand-consumer relationship is integrated experience infused with technology. The surge in the ever evolving digital platforms, technologies, channels and media properties has created a digital ecosystem for the consumers to live in. The marketers can now initiate a dialogue and navigate through the complexities aided by the best of the digital marketing solutions coupled with accountability, conversations and adoption driven measurability. However, to be a success amongst the Indian audiences, a combination of digital and offline channels is advisable.
Is a bad website experience taking away good business from you? A study by Compuware states that 57% users will not recommend your website with a bad mobile site experience, while a 40% chunk of them will switch to a competitor’s website after a bad mobile experience, a lowly 23% adults curse their phones when the site doesn’t work! So here’s the question again, are you constantly losing business because of a poor website experience?
With a rise in the number of mobile users, the use of internet through mobile phones has also increased, creating a necessity of upgrading your websites to cater to the needs of mobile users. While mobile sites are an expensive way to solve this problem, a better and more refined way to deal with it is creating a responsive website – designed to have the capability to adjust the layout as per the screen size and resolution. Responsive web designing offers great benefits to everybody, from web developers to end users.
All of us know that Facebook has revamped its algorithm to become more user-friendly, while toning down its role as a powerful marketing platform. Here’s a little recap of why this change took place followed by how you can still get maximum returns by grabbing a space and engaging your consumers using their Facebook News Feed.
According to a survey conducted by Facebook, the organic posts that are too promotional – posts that solely push people to buy a product or install an app or ask them to enter promotions and sweepstakes with no real context, or the ones that reuse the same content – will have less visibility once the new guidelines come into effect. Having said that, the question that arises is ‘has Facebook taken away a lot of clout that could be wielded by businesses in a potential marketing platform?’ The answer is NO!
The visibility of your Page could definitely be limited, not because of the new Facebook guidelines but because your approach to reach potential people through this powerful socio-marketing platform may be lacking. Facebook pages are a free and easy-to-maintain online medium for people to discover and know all about a business. Since Facebook works well on most devices, it is also a medium that is handy and make allowances for creating a whole gamut of content (photos, videos, stories, events etc.) that defines the story of a business and adds life to it.
Youth marketingis about building conversations as opposed to delivering messages; it’s about co creating experiences and not delivering experiences!
In a light conversation with some campus kids post a GD in Social Media for personal branding I asked them what makes you delete a friend from your friends list? One young lady answered “if I haven’t talked to them for a month then they are cluttering my list.”OUCH! Harsh as it may seem but this is the blunt decisiveness of youth.
Gone are the days of experiential entailing mostly “give the T-shirt, he will wear it to campus, we will get branding; give them a topic for a story the parents will read it, let’s do a fashion show in the fresher’s party, people will buy the candy.” Today youth reject any thing that is not interesting to them and they will be quick to remember the fashion show but forget the brand. There is just too much else happening in their lives, the chatter of marketing is deafening and one cannot hope to gain any mind share out of these trendsetters by being boring or frivolous or god forbid a “me too.”
When starting to develop their brand, many companies spend a lot of time choosing colors and hiring graphic designers but overlook their written content. No matter where you’re sharing content – on your blog, social media, or other websites – you want to develop a voice that helps you maintain your relationship with current clients and generate new business.
But how do you do that? Here’s a step-by-step guide to help you get started.
Get guidance from your visual branding. Start by looking to other materials you’ve developed – logos, business cards, company photographs, and even your office or store décor. Write down words you would use to describe them. Are they bright, colourful, and fun? Or are they more straightforward and professional? Do you tend to share humour, or does your brand seem more sentimental and flowery? The tone of your written content should similarly share these qualities.
David and Goliath; one of the biblical stories I love. For those of you who may not be familiar with the story, it is simply a story of how a little shepherd boy defeated a famous fully armed giant warrior. An inspiring story of how a boy rose from nothingness to become one of the greatest warrior kings.
A couple of years ago the weather around the industry changed. Whatever I did, wherever I interacted with them, marketers truly believed that experiential marketing was fast becoming a necessity and the solution to a host of consumer outreach dilemmas. The shift was dramatic; the demand was for better faster stronger brand centric solutions. The disappointment of marketers was also more frequent with stories of disconnected or force fit solutions, sharing of excited “look what my company did for this launch in the EU”! It wasn’t impossible in-fact could be done more in sync with the local flavour, cute, effective, socially connected delightful engagements which delivered. BUT I was already the Goliath who had been David once. The David whose heart I sacrificed to scale burying is deep where one could barely hear its beat.
How often will kids click on that mobile ad banner? will mothers? Are apps for your young audience a part of your 2015 mobile plan?
Some working parents may well see this as a snippet of their story
India is witnessing a revolution in mobile data and uptake of smart devices. Marketers in India are yet to harness the power of apps to engage consumers and increase salience for the brand.
Increasingly, younger children* are embracing smart devices for entertainment and educational purposes. This rapidly growing market provides benefits for app users of all ages and presents an unprecedented opportunity for marketers to engage and build some brand love in younger audience in India. Kids are spending an Increasing % of time on mobile with gaming and learning apps being accepted and promoted by parents.
Background – Ambika Sharma, Managing Director and CEO, Pulp Strategy, was one of the earliest to have stormed in on the Marketing Activation space and has since then, established herself as an opinion leader. She has been on the PMAA & the MAA Globes Jury panel since the year 2008. She was recognized as Young Achiever and Marketing Professional of the Year 2011 at the CMO Asia Awards for Excellence in Branding and Marketing. A biking enthusiast, her expertise lies in strategic planning and communication, new/alternate media, and creative communication. In an exclusive chat with Brijj.com, Ms. Sharma talks about her journey, her most challenging and rewarding assignments and more.
A few academic sessions ago, while conducting a focus group session with the budding engineers from one of India’s premier institutes, I was treated to a deluge of marketing jargon explaining why brands want to market to them and it took about five minutes to understand that this group had long since become disillusioned with the bombardment of brands branding their campus.
“Brands are here every week, we have five festivals in a year,” they shared. When I probed and asked why do you participate? They very quickly said, “The gifts are cool!” They recall something! Unfortunately the next set of responses was not so heartening.