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Category: Brand Building

  • Data Analytics and Business Intelligence: How to Make their Best Combinational Use?

    Technology is ever-growing. Years ago, if you stood by the industrial trend then, it does not imply that you need not redefine it further. Being stuck with a single technology for years would exemplify stagnation.

    Picture this

    You are a meal kit company. Impressed by the benefits laid by BI solutions, you redirected all your business marketing campaigns using business intelligence services. And since then, you have hardly made any changes in your business strategies.

    Now that technology has taken a steep rise and their bundle of new players, your business is not experiencing steady growth as it was. You are all dusted up. Tried all different ways to lure customers but still, there is something that you are missing out. 

    How about adding the method of predictive analytics to craft users purchase pattern and then strive to attract them towards similar products?  

    With more than 6 million connected devices generating a vast amount of data, integrating data analytic solutions to your business would do nothing but good. 

    Let’s see how.

    Business Intelligence: Data Analytics – Clearing the Clutter 

    Now, before we head towards mapping Business Intelligence Services with Data Analytics Solutions, let’s have a quick recall as to what these two terms ideally mean –

     Business Intelligence

     Business Intelligence is the combination of technologies, tools, and methods to collect, integrate and analyze data. The sole purpose of the analysis is to convert raw data into something meaningful which can further be used by business enterprises to make better decisions. Business Intelligence services are primarily fact-based and lay a tremendous impact on the organization’s decision making the process both strategically and tactically. 

    Prime Areas of Implementation:

    • Data visualization
    • Online Data Processing
    • Data Warehouse 

    Data Analytics

    As the term suggests, data analytics is all about analyzing data sets, study them effectively and based on these, help organizations enhance their business productivity. Such data is primarily used to draw conclusions which further lead to the well-determined trends and tracking dependencies. Data analytics solutions are based on quantitative as well as qualitative processes and techniques. 

    Major Implementation Includes:

    • Data Mining
    • Predictive Analytics 
    • Big Data 

    Why Data Analytics? – Trends That Would Leave You Amazed 

    Post the symmetrical wave of Business intelligence solutions, the digital industry was exposed to yet another digital transformation as Data Analytics. The technology has been in motion since then. According to a survey, the adoption rate of data analytics has risen from 17% in 2015 to 53% in 2018. No, doubt the technical world is on the face of digital of revolution with Data Analytics being a major player.

    From big data to predictive analytics, augmented analysis and IoT integration, Data analytics trends remains a topic of discussion. Shedding some light on the same, let’s see what’s in store for your organization! 

    Machine Learning-Based Artificial Intelligence

     Analyzing customer’s data just because the technology demands it, is not the idea behind digital transformation. When we say, the revolution we suggest that things would travel beyond boundaries to help your business propel in all situations. 

    As a matter of fact, data analytics solutions are an ideal way to engage with your existing customers and also create a new one. Machine learning algorithms are capable of detecting a change in users’ behavior and using artificial intelligence techniques, identify customers who are on the verge to leave your business.

    Now, if you have been using BI tools, you would never have an idea that you were about to lose your customers. But, with data analytics solutions, tracking customers’ activity is an excellent way to reduce the customers churn rate. 

    Knowing data of the past is helpful but not insightful. Like, what would you do just by knowing what was the trend of purchase past year? No doubt, you can assume things but how about getting to know the would-be trend of this year? 

     Here is where we should use predictive analysis.

    It helps analysts keep track of previous data and then draft assumptions and predictions on future behavior. Forecasting trends is an efficient way to target customers and drives sales. Consider – customer purchasing footwear every winter. Now, knowing that winters are arriving, there is a possibility that the customer would again want to make a purchase. This information can be used by marketers to provide attractive offers and lure customers to pay a visit to the store. 

    With rising technological modifications, there also rises competition and in order to stay one step ahead, you need to make the most of the technology. Where data analytics solutions draw conclusions to aid decision making, big data deals on a broad scale. It helps scientists keep track of an enormous amount of data and then gain specific insights to help business organization drive traffic and further leverage sales. More or less, big data is the extension of business intelligence and data analytics. 

    Integrating Business Intelligence Services with Data Analytics Solutions

    While the aftermath of the application of data analytics solutions does seem fascinating, the methods and algorithms used to back the same aren’t that eye-catching. It involves a range of complex functions and statistical calculations, which of course isn’t readable by all. However, there are few techniques which facilitate the integration of Business intelligence solutions with data analytics. 

    Regression Analysis

    Given a statistical model, regression analysis deal with mapping variables based on a significant relationship. In simple words, this method allows the analyst to draft a relationship between two or more variables. It further determines the data dependency that helps organizations take a better decision. 

    Cohort Analysis

    Practically the subset of behavioral analytics, cohort analysis integrates data in separate chunks. For instance, if there is a manufacturing company, users’ data is divided based on geographic location, time of purchase and other relevant aspects. This form of analysis does not seek data as a single unit, instead, segregate them into different groups and then analyze each group separately to further target them. Division of groups is based on similar characteristics or purchase behavior. This leads to dissecting customers effectively, analyze their patterns and then direct marketing tactics to leverage sales. 

    Time Series Analysis

    This is more of a graphical, representation of data against time. In order to predict future sales, you need to first trace the previous year’s sales pattern with data against time. This helps analyst get a better view of purchase patterns of users, see when does the graph shows the maximum decline and then plan accordingly. 

    Closure

    Where Business intelligence solutions focus on interpreting the past data, Data analytics is all about assessing the past data to predict the future. Combination of both would be like they are completing each other. Sure, your business would have created records after BI solution integration but this does not suggest you halt there. It’s always a good idea to keep track of technological advancement and upgrade your business, at all possible times. 

  • Creating a Strong Brand Identity: A Synthesis of David Aaker’s Model and the Role of AI

    David Aaker’s Model for Creating Brand Identity with AI

    David Aaker‘s model for creating brand identity is a four-perspectives framework that helps businesses to understand and manage their brand. The four perspectives are:

    • Brand as product: This perspective focuses on the physical characteristics of the brand, such as its product features, benefits, and quality.
    • Brand as organization: This perspective focuses on the company or organization behind the brand, including its culture, values, and reputation.
    • Brand as person: This perspective focuses on the personality and relationship that the brand has with its customers.
    • Brand as symbol: This perspective focuses on the visual and verbal symbols that represent the brand, such as its logo, tagline, and brand colors.

    How to use Aaker’s model to create a brand identity

    To use Aaker’s model to create a brand identity, businesses need to consider each of the four perspectives and develop a clear understanding of what their brand stands for.

    Brand as product

    When considering the brand as product, businesses should ask themselves the following questions:

    • What are the physical characteristics of my brand?
    • What are the benefits that my brand offers to customers?
    • What is the quality of my brand?
    • How does my brand compare to other brands in the market?

    Brand as organization

    When considering the brand as organization, businesses should ask themselves the following questions:

    • What are the values and culture of my company?
    • What is my company’s reputation?
    • What do customers think of my company?
    • How is my company different from other companies in the market?

    Brand as person

    When considering the brand as person, businesses should ask themselves the following questions:

    • What is the personality of my brand?
    • What kind of relationship does my brand have with its customers?
    • How does my brand make customers feel?
    • How is my brand different from other brands in terms of its personality and relationship with customers?

    Brand as symbol

    When considering the brand as symbol, businesses should ask themselves the following questions:

    • What are the visual and verbal symbols that represent my brand?
    • What do these symbols mean to customers?
    • How are these symbols different from the symbols of other brands in the market?

    Once businesses have a clear understanding of what their brand stands for from each of the four perspectives, they can start to develop a brand identity that is consistent and authentic.

    How AI can be used to create a brand identity

    AI can be used in a number of ways to create a brand identity. For example, AI can be used to:

    • Analyze customer data to identify the characteristics and values that are most important to customers.
    • Generate creative ideas for brand names, logos, and taglines.
    • Test different branding elements with customers to see what resonates most.
    • Monitor social media and other online channels to track customer feedback on the brand.

    Example of using AI to create a brand identity

    One example of how AI can be used to create an identity is the company Brand24. Brand24 is a social media monitoring platform that helps businesses to track and analyze customer feedback. Brand24 also offers a tool called “Brand Identity” that uses AI to help businesses to develop their identity.

    The Brand Identity tool analyzes customer data from a variety of sources, such as social media, customer reviews, and surveys. The tool then identifies the key characteristics and values that are most important to customers. Based on this analysis, the tool generates a list of creative ideas for brand names, logos, and taglines.

    Read more blogs on AI

    Businesses can then test the different branding elements with customers to see what resonates most. The Brand Identity tool also provides businesses with a dashboard where they can track customer feedback on their brand over time.

    Conclusion

    David Aaker’s model for creating brand identity is a valuable tool for businesses of all sizes. By understanding the four perspectives of brand identity, businesses can develop a brand that is consistent, authentic, and resonates with their target customers.

    AI can be used to enhance and accelerate the brand identity creation process. By using AI to analyze customer data, generate creative ideas, and test branding elements, businesses can develop a brand identity that is more likely to be successful.

    Additional thoughts on using AI in brand identity creation

    AI can be used in a number of other ways to create and manage a brand identity, including:

    • Creating and managing brand personas: AI can be used to create and manage detailed brand personas, which are fictional representations of the brand’s ideal customers. Brand personas can help businesses to better understand their target customers and develop branding that is more relevant and appealing to them.
    • Developing brand voice and tone: AI can be used to develop a consistent brand voice and tone across all communication channels. This helps businesses to create a more cohesive and unified brand experience for their customers

  • The Framing Effect: Unveiling Psychological Nuances in Brand Strategy

    In the ever-evolving landscape of marketing and brand strategy, understanding human psychology plays a pivotal role in crafting effective campaigns and resonating with target audiences. One psychological phenomenon that has garnered significant attention from brand strategists is the Framing Effect. Rooted in behavioral economics and cognitive psychology, the Framing Effect highlights the powerful influence of presentation and context on decision-making. In this exploration, we delve into the nuances of the Framing Effect, its various manifestations; and why it holds immense importance for brand strategists in shaping consumer perceptions and driving successful marketing campaigns.

    Unveiling the Framing Effect: A Cognitive Lens

    At its core, the Framing Effect underscores the principle that the way information is presented or “framed” can significantly impact individuals’ judgments and decisions. This phenomenon arises from the cognitive biases and heuristics that individuals employ when processing information. Psychologists Daniel Kahneman and Amos Tversky are often credited with pioneering the study of cognitive biases; including the Framing Effect, through their groundbreaking research on prospect theory.

    Prospect theory suggests that individuals evaluate potential outcomes relative to a reference point, often influenced by the presentation of information. In the context of decision-making, people are more sensitive to potential losses than gains, leading to a bias known as loss aversion. This bias is particularly significant in the Framing Effect; where the presentation of options as gains or losses can dramatically alter individuals’ preferences and choices.

    Manifestations of the Framing Effect

    The Framing Effect manifests in various ways, each shedding light on the intricate interplay between cognition and decision-making. Some of the most notable manifestations include:

    1. Positive vs. Negative Framing: The classic example of the Framing Effect involves the presentation of a medical procedure’s success rate as either a survival rate or a mortality rate. When the procedure is presented as having a 90% survival rate, individuals are more likely to opt for it than when it is presented as having a 10% mortality rate. This showcases the impact of positive and negative framing on risk perception and decision-making.
    2. Attribute Framing: The way attributes or features of a product are framed can significantly influence consumer preferences. For instance, a beverage labeled as “90% fat-free” might be more appealing than the same beverage labeled as “10% fat.”
    3. Temporal Framing: The temporal context in which information is presented can shape decisions. When choices are framed in the short-term, individuals might prioritize immediate gratification, while framing choices in the long-term can encourage more future-oriented decision-making.
    4. Goal Framing: Presenting information in a way that aligns with individuals’ goals can sway their decisions. For example, positioning a fitness tracker as a tool to “achieve a healthier lifestyle” appeals to consumers focused on wellness goals.
    5. Comparative Framing: Comparing options side by side can influence perceptions. A sale that offers “Buy one, get 50% off on the second” might be perceived differently from “Buy two and save 50% on the second.”
    6. Numerical Framing: The presentation of numerical data can impact perceptions of magnitude. A product priced at $199 might be perceived as significantly cheaper than the same product priced at $200, despite the marginal difference.

    Why the Framing Effect Matters to Brand Strategists

    Brand strategists operate in a dynamic environment where consumer perceptions and decision-making are paramount. The Framing Effect holds crucial implications for their work:

    1. Influencing Perceived Value: How a brand’s offerings are framed can shape consumers’ perceived value. By strategically highlighting positive attributes and framing offerings in a way that aligns with consumer goals, brand strategists can enhance perceived value and drive purchase intent.
    2. Managing Risk Perception: The Framing Effect’s influence on risk perception can guide brand strategists in mitigating perceived risks associated with products or services. Effective communication can reframe potential drawbacks into positive attributes, reducing consumer hesitancy.
    3. Guiding Pricing Strategies: Numerical framing directly impacts pricing perceptions. Brand strategists can employ pricing tactics that leverage this effect, making products appear more affordable or justifying premium pricing through effective framing.
    4. Creating Emotional Resonance: Framing narratives around brand stories can evoke specific emotional responses. By choosing the right framing, brand strategists can connect with consumers on a deeper level and foster brand loyalty.
    5. Differentiating in a Crowded Market: In saturated markets, differentiation is key. Attribute framing allows brand strategists to highlight unique features and position offerings distinctively, aiding in brand differentiation.
    6. Empowering Decision-Making: By understanding temporal and goal framing, strategists can empower consumers to make decisions that align with their aspirations, ultimately enhancing the overall customer experience.
    7. Crafting Compelling Campaigns: Framing can determine the success of marketing campaigns. Whether it’s positive framing to highlight benefits or comparative framing to showcase superiority over competitors, effective framing enhances the persuasive impact of campaigns.

    Navigating Ethical Considerations

    While the Framing Effect is a powerful tool in the hands of brand strategists, it raises ethical considerations. Manipulative framing that exploits cognitive biases can erode consumer trust and tarnish a brand’s reputation. Brand strategists must prioritize transparency, authenticity, and a genuine concern for consumer well-being. Ethical framing involves presenting information accurately and responsibly, enabling consumers to make informed decisions aligned with their best interests.

    Conclusion

    In the ever-evolving realm of brand strategy, the Framing Effect emerges as a psychological phenomenon with profound implications. Understanding how individuals perceive and process information allows brand strategists to craft campaigns that resonate, inspire, and drive desired behaviors. By leveraging various framing techniques and navigating ethical considerations; brand strategists can harness the power of the Framing Effect to create meaningful connections with consumers, differentiate their brands; and thrive in a competitive marketplace shaped by cognitive biases and decision-making nuances. As the field of marketing continues to evolve; embracing the insights offered by the Framing Effect becomes not just an option, but a necessity for those seeking to master the art of persuasion and influence in the minds of their target audiences.

  • Six data-driven SEO strategies that optimize conversion rates

    Studies show that companies using data driven strategies experience five to eight times higher ROI. Rate of conversion optimization is a process that largely depends upon data. The main focus of most CRO strategies is to utilize consumer data to make their client journey smoother and experience better. With search engines also increasing focus on the user experience; we find a point where Search engine optimization strategies begin to complement CRO strategies. But your Search engine optimization tactics can really boost your CRO efforts when driven by data.

    In this article, I share six data driven Search engine optimization strategies to supplement your CRO efforts. From content audit to website personalization; read till the end to find out how you can increase your internet search engine rankings and conversions altogether! Data driven Search engine optimization strategies to supplement CRO. Data driven strategies are on-line marketing tactics based on consumer data. Unlike traditional marketing strategies, data driven strategies are based on data backed hypotheses as opposed to assumptions. This reliance on solid data makes such strategies the star of the modern marketing world.

    Here are six data driven Search engine optimization strategies to make your CRO efforts more promising:

    Website analysis and optimization

    Website analysis is a process by which you test different elements of your site. It analyzes the overall performance of your website and highlights regions of improvement. The elements that web analysis takes into account include the website’s on page optimization and technical Search engine optimization; finding out about the keywords it ranks for, and what rank it’s for different keywords. Using various web analytics tools, this process also uncovers the sources where your website receives traffic from; highlights the flaws in your website’s usability and UX; and provides the basis for the website’s load speed optimization.

    Through any of those elements, it helps in enhancing your website’s overall user experience and contributes towards rate of conversion optimization. In addition, it also offers your web traffic’s demographics and interest data; enabling you to optimize the website for a more relevant user experience. Google Analytics is the most complete and reliable tool to support your website analysis and optimization efforts. It integrates with your website and tracks all the data you need to optimize your website for enhanced user experience. A leading marketing automation software company experienced 10x higher conversion rates when they integrated their native real time personalization tool with Google Analytics to use the personalization data.

    This has been paired with the Google Analytics info to serve personalized remarketing advertisements through AdWords. Not only did they experience higher conversion rates, but also with the effective use of web analytics data, such as demographics and behaviour info, they also experienced a 107 percent YoY increase in qualified leads.

    Content Analysis and Optimization

    Content analysis is comparable to website analysis, but instead of testing your website’s technical elements, it analyzes your website’s content and overall content strategy to uncover regions of improvement. Rate of conversions are almost six times higher for companies that invest in content marketing. But results like this manifest only when your website brims with optimised content.

    The purpose of your content is to compel users to take the desired action, or simply put, convert.

    Content analysis finds out how well it serves this purpose.

    You can uncover various metrics with content analysis, like which content type is the most famous among your audience, which content is bringing you closer to your marketing objectives, and which needs more work.

    For instance, a marketing optimization software company can have blogs and case studies in its content strategy. Their web analytics might uncover that case studies drive more conversions while blogs get the most social shares.

    With its content advertising objective being increased conversions, content analysis will assist them concentrate more on publishing more case studies.

    A highly effective content analysis will also uncover whether your content matches the search intent of your target search queries. And for that reason, whether or not you need to find new Search engine optimization keywords and re-optimize. In case your content doesn’t match the search intent perfectly, even when it gets traffic, those users won’t convert.

    Therefore, in essence, content analysis will assist increase conversions by helping you create content that’s proven to drive results. It’ll also help save time and resources from being spent on less-profitable strategies.

    Here’s a case study discussing how changing content on your website may reflect a spike in revenue.

    Brookdaleliving.com, an internet site offering community living solutions for older people, had a unsatisfactory website rate of conversion. But then, their website had nothing that would drive conversions.

    The digital online marketing experts they hired revamped their website and tested two different content types on their landing web page – an image and a testimonial video – to see which one performs better.

    Ironically, the webpage with an image drove 3.92 percent higher conversions than the original page. This might seem like a small increment, however it resulted in additional revenue of $106,000.

    Website Design Optimization

    Tests like usability testing and A/B testing provide the data that drives website design optimization to improve an internet site’s design and enhance its user experience.

    The purpose of CRO is to make the user journey smoother and experience better.

    Website design optimization supports CRO by removing frictions in the buyer’s journey and making it simpler for them to accomplish their goals.

    But there are a number of best practices the website design must comply with to ensure that it really contributes to your CRO efforts.

    The design should be simple and somewhat comparable to what the users are accustomed to.

    The navigation bar should be designed intuitively with the user’s search intent in mind; so that they can rapidly find what they came looking for

    The content arrangement should follow proven design techniques that enhance content readability and value delivery.

    To your website design to truly serve your company, you’ll have to continue to test various combinations of website elements, their placements, and designs.

    Irrespective of how you go about your website design, making the target audience’s journey easier should be at the heart of all of your efforts. Trucker Reports, the trucker community that can help truck drivers find jobs, have struggled with low conversion. The CRO experts they hired performed a website design audit and found many opportunities. Based on these opportunities, they tested different hypotheses. They tested 3 different designs against the original ones in their final test and found that the final design had 79.3 percent higher conversions.

    Do you know why?

    Since this last design had the least friction and made it simpler for the users to convert.

    Audience analysis

    Audience analysis, commonly known as audience research, is the process by which you dig up details about your prospects so that you can develop targeted marketing campaigns. Since user experience is an enormous part of Search engine optimization and CROs alike; audience analysis holds an essential place as a data driven Search engine optimization strategy for rate of conversion optimization. This process uncovers a broad range of data from core demographics info such as age, gender, marital status, income, education, etc. to online behaviour, external and internal challenges, and more.

    Audience analysis makes it possible to develop a buyer persona, which then becomes the basis of an extremely targeted advertising campaign. Audience analysis is a core element of a successful CRO campaign because it can make your website relevant to the users. You find out about their pain points and struggles and are better equipped to address them through your content. This demonstrates that you care about your clients and unavoidably build trust between your brand and its prospects. Given that the modern client prioritize their connection with the brand when making a purchase decision, this bond of trust and credibility results in higher conversions.

    Data backed audience analysis also allows you to segment your audience based on their demographics info and interest. With this level of segmentation, you spend your efforts and resources on individuals you know important for your company. This is why research indicates a 56% reduction in marketing costs for companies which use audience analysis as the basis for all of their marketing efforts.

    Testing and optimization

    Testing is the life of rate of conversion optimization. You put samples of your content and design arrangements to test to see which one performs better and optimize utilizing the results of those tests.

    These tests are all data driven, that’s, they’re based on assumptions generated from existing data and provides insight into how valid the hypothesis is. For instance, data might show a higher rate of conversion on websites with explainer videos. This forms the hypothesis of your test. Therefore, you develop two different squeeze pages, one with a video and another with an image; to see which performs better. In case the videos result in higher conversions, you know exactly what to continue optimizing with! You can perform different types of tests when optimizing websites for conversions. Two of the popular ones include usability testing and A/B or split testing.

    Search engines also recommend A/B and multivariate testing for SEO as it improves user experience, which search engines pursue in the websites they index. NatureAir performed A/B testing on their landing page to increase conversions. Among the samples had CTA on the side, whilst the other had a CTA visibly placed in the content area. After the test results were in, they found that placing a CTA in the content area increases conversions by 591 percent! That’s how potent A\B tests can be!

    Website personalization

    According to Google, 90% of marketers believe that personalization results in business profitability.

    And why should not it? In an era with so many comparable websites, a webpage which offers a customized experience deserves to make better revenue. Website personalization is a relatively complex process by which you can serve a unique experience to each visitor. These experiences are designed based on consumer data, including their demographics data, interests, search history, and online behavior.

    75 % of consumers prefer that on-line sellers use personal info to enhance shopping experiences. People want you to make shopping easier for them; adding personalized product recommendation on your website will assist improve your user experience and could increase sales.

    They do not want to go out and look for what they want. They want you to know exactly what they really need and bring it to them. And that is what website personalization empowers you to make. It improves overall website experience, lowers bounce rates, boosts Search engine optimization, and of course, increase conversions. Serving dynamic content makes the customer experience more intuitive and relevant. It allows you to extract the content that interests them the most and therefore, contributes to better revenue.

    Conclusion

    The goal of a Search engine optimization and a CRO campaign became somewhat comparable ever since search engines have started giving value to user experience. There are various Search engine optimization strategies focused on improving UX. And these strategies, when backed by data, might leads to increased conversion rate.

    Consequently, I’ve discussed a few of the most promising data driven Search engine optimization strategies that may drive conversions in this article. However the real results of a strategy depend on how well you implement it.

    Therefore, ramp up your data analysis game, derive insights, implement them, and optimize your strategies for much better results.

  • The Marketing Metamorphosis

    In today’s world, every one of us is bombarded with marketing messages in any moment, any place, and on any device. This poses a big question to entrepreneurs: “How do we make our campaign stick out from the masses? ” Here are the definitive top 5 tendencies all CMOs must know before changing their marketing and trade.

    Individualization

    As consumers and businesses are subjected to so much advertising on a regular basisthey no longer connect with conventional messaging. Today, it is not enough to simply segment the market based on age and sex; success depends upon targeting an audience of one. In reality, a latest research study showed that only around a 3rd of consumers believe that firms consistently offer you personalized experiences across multiple stations.

    To attain personalized marketing, enterprises will need to consolidate all customer data from multiple sources and systems. This creates a single source of truth and the basis for a reliable, 360-degree view of the consumer.

    Mobile

    Mobile trade now accounts for around 30 percent of all ecommerce sales in the United States, and this figure carries on to rise. From mobile phones to tablets, businesses will need to be where their existing and prospective customers are. And as mobile marketing is often where the consumer’s journey begins, it is particularly important to direct the consumer to the upcoming phases! From surfing on a smartphone to receiving personalized email supplies to checkout and purchase.

    Social

    People today spend a large portion of their time on-line using social network! Around 1.3 times per day, according to global studies. But social network is not just relevant for Business-to-consumer marketing; it may additionally be a fantastic spot to target decision makers. In reality, 57 percent of Business-to-business info technology buyers use social networks as part of their purchasing decision.

    Additionally, individuals use these programs to share their opinions on businesses, products, and solutions. Social network is therefore home to a wealth of data. With the proper tools, such as social analytics or listening, enterprises can glean valuable insights into the personal personal preferences, desires, and behaviour of consumers, allowing them to deliver exceptionally personalized contextual marketing.

    Contextualization

    Successful marketing means attaining your customers wherever they’re. However in addition, it needs the right timing. By assessing where, when, and how a person engages with a brand, enterprises can provide their customers exactly what they want. That is a extremely efficient means to make a product or brand discovered.

    Consistency

    With numerous distinct stations, it may be hard to figure out how customers are engaging with a brand. This is why it’s significant to make a smooth experience across all touchpoints. On one hand, customers benefit from consistency and familiarity. And on the other, enterprises have relevant info through the sales process–whether it is by telephone, mobile phone, or in person.

    By adopting an omnichannel marketing plan, enterprises can leverage these tendencies. Cloud software, such as SAP Hybris solutions or SAP Cloud for Earnings, provides the key. It helps businesses to Create leads, gain a complete view of customers, offer the right products and services at the right time, and increase customer retention.

  • Brand communication trends that will define 2021

    2020 has been nothing short of a train wreck. We’ve been throughout the unthinkable and surely, this can be an event which will be spoken about for hundreds of years hereafter. This has been a year of several recalibrations — placing the concentrate on health, family, environment, psychological well-being and more to the point, remote working.

    Until the year is finished, we may’t say the same about the outbreak; and therefore the sentiments of this year will reverberate through 2021 as well. Be it on social network or mainline advertising, here are some themes that we see continuing in communications within the following year.

    Care

    Facebook dropped a whole new button around ‘care’ to allow users to show empathy and service towards each other. Rather than blatantly talking of their goods, brands are promoting the encounter that the goods can offer to make these tough times seem better. From grooming videos to home workout videos, brands are helping consumers look after their physical and psychological health. This was a judgment theme for 2020 and will continue to take centre stage. Brands will probably form their communication to display increased empathy and could do well to build in more personal touch in their service and delivery model.

    Read more Blogs on Branding

    Family bonds

    The start of the pandemic saw people spend more time and have greater shared experience with their immediate family; while also re-establishing connections with their relatives. Nevertheless, the prolonged work from your home civilization has started showing its effects. From missing your family back home to being with them 24×7 is a change that feels just like mixed blessings. There are plenty of ways that narratives may be constructed around this change which range from emotional to feel good to funny; each hitting home and establishing an authentic connection with the audience. We anticipate a good deal of stories around this theme.

    Nostalgia

    Millennials have been charged with being too obsessed with the past, but let’s face it who isn’t? In case the heavy influx of period dramas and movies on OTT platforms isn’t any indicator; nostalgia and neighborhood, earthy stories are what rule the roost. Looking back, one thing that’s really hitting home is the increasing lack of human connection and the older way of life. Nostalgia around the latest past and the previous decades would unquestionably be a theme for 2021. Whether it’s user created content or brand communication, nostalgia is a flavour to savor.

    Discovery

    Hospitality took a big turn when Airbnb changed its story to concentrate on experiences around us. With constraints on traveling and socializing avenues, finding all things digital and local has become the the newest trend. Individuals are also increasingly finding new interests and hobbies with their time indoors. While Zoom fatigue is a real thing, individuals are making the vast majority of their time to indulge in something new. We see that as an important theme for conversations on-line.

    Reinvent

    The WHO has warned that pandemics could get way more common and dangerous if we continue destroying our planet. Consumers are getting very vocal about what they require and what they care about. With rising concern for the environment and therefore the future, consumers want brands to adopt more sustainable means of doing business. Few products on ecommerce giant Amazon.com have already embraced reduced packaging. Brands which will take the leap to project themselves as environmentally conscious are bound to earn more brownie points with the buyer.

    With these broad indications, 2021 surely appears like a year to observe out for. Let’s stay glued to ascertain what comes up next!

  • Digital Marketing in the new normal

    The pandemic had a substantial impact on business and how they’re now communicating with their clients. Functioning in the new normal has compelled us to reestablish and reassess; what might easily be termed as the previous ways of doing things. As everything around carries on to evolve; the best that brands may do is to adapt and cater to the emerging tendencies; while keeping a strong connect with consumers. It’s no secret that the environment around us has changed. Functioning in the new normal has compelled us to reestablish and reassess what might easily be termed as the previous ways of doing things.

    As everything around evolves; the best that brands may do is to adapt and cater to the emerging tendencies; while keeping a strong connect with consumers. Marketing approaches have undergone a significant makeover. At a time when social distancing carries on being practiced, traditional touch-points like printing, ATL; and outdoor have transitioned to digital and mobile advertising. To enable smart marketing from the current scenario, let us look at five tips that brands must embrace

    Digital is the way to go

    A greater thrust must be placed on leveraging technology to induce consumer participation when enhancing engagement with consumers will continue to be a priority for brands; our approach requires constant innovation.

    Incorporating distinctive digital initiatives will key as on ground activities will continue to take a back seat; at least in the not too distant future. Connecting digitally with a whole set of consumers from around the globe will be the best way for brands to bring into a semblance of normalcy to promotion initiatives along with supplying a much-desired healthy moment in the current situation.

    Adopt the world of virtual events

    Even though people continue to remain socially distant,; bring offline adventures online will ensure that they continue to connect with the brands they identify with. Adoption of technology including Augmented Reality and Virtual Reality will totally change the way brands communicate; launching new products and engage with consumers, all whilst ensuring the security of consumers isn’t compromised.

    Better Together

    The pandemic is a serious crisis and brands need to be aware of how they connect with consumers. As we continue to respond to new challenges every single day; forging partnerships and capitalizing on synergies at a strategic way will give great results in this competitive and complex market ecosystem. Working closely with community members also will help strengthen trust and brand ethos with a widespread audience.

    Identify and use the right tools

    for efficient message delivery, it’s imperative to identify intriguing formats to further improve engagement with customers. Be it brand new product introductions or regular marketing initiatives by brands might need to continue taking an electronic first approach; and using the right platforms and tools to create meaningful experiences.

    Transparency is of the essence

    In these uncertain times, transparent communication is essential to building trust amongst consumers. When creating desire and demand for the item is very important; addressing disasters, and acknowledging challenges are equally applicable to build a stronger connection with consumers

    There is no fixed date as to when things will return to normalcy. Until then, as brand custodians; we will have to rethink traditional ways of engagement and understand that transparency, adaptability, and agility are going to be more important than ever. As we continue to move forward in this new journey; we need to constantly monitor changing consumer preferences and engage with our users using differentiated approaches and formats that best resonate with them.

  • Why You Should Follow Your Competitors On Social Media

    With lots of popular niches available to make content for; it is unavoidable that you’ll see yourself with an adequate number of competitors. In contrary to what you may think, competition is not always a bad thing. As soon as it’s almost always a fantastic idea to concentrate on one’s own content and not get bogged down in creating toxicity competitive behaviours; knowing the on-line habits of your competitors is essential if you would like to produce a strong foundation for your brand. Not only should you be looking to your opponents for content tendencies and consumer opinions, but you ought to be monitoring their social networking presence as well.

    Whether they’re Twitter or Insta famous concentrated; knowing the way your competitor is currently interacting with their very own fanbase is a crucial component in learning how to interact with yours. In case you were not already convinced; we set up reasons on why you ought to be following your competitors on social websites; and what to keep a look out for whenever you do. Let us get started!

    Knowing What Works

    Not only is social websites a way to see stay in touch with your favourite brands; but it’s also a great way to keep your eye on your competitors.

    Through routine observation; you are able to quickly determine what’s working for your competitors so that you are able to implement their effective practice and improve your own brand quality. For example, let’s say your YouTube station is constituted of vlogs that concentrate on budget traveling. You’ve built up a foundation, but you notice that others stations with similar content are gaining greater amounts of subscribers, views, and are being featured on YouTube’s trending page.

    So what are they doing this you are not? . Take a look at these essential Areas and see how the competitor’s practices and your own compare:

    The quality of the content

    It is the content the best quality it could be. Are your videos or articles too short? Too long? Is the audio or picture clear enough? Is there a theme in what you post or do you randomly produce whatever you feel like? .

    Branding

    Does your channles or social networking profile have a clear mark behind it? Is your profile or logo picture is a full representative of what you make and stand for? Is your feed consistent, or is all cluttered?

    Relationships

    Do you react to criticism and all comments? In that case, are you commenting in a friendly and fair manner? Do you listen to your follower’s opinions and create the content that they need as opposed to simply what you would like?

    Promotion

    Are you currently sharing your content frequently? If so, what platforms are you using? Once you have determined where you are able to improve, make a listing of the measures you may take to create changes and get started!

    Knowing What Doesn’t Work

    Additionally, it is important to know exactly what doesn’t work. Maybe your opponents are popular on Instagram, however, they have been unsuccessful on Twitter. Even more precisely, you can look within each platform to see what areas are underperforming.  For instance, you might see their travel InstaStories may do good and result in high degrees of engagement; however, their video posts may be lacking opinions, views, or likes. Keep a close eye on their platforms and campaigns and also refer to the previous check-list to see whether they are maintaining appropriate practices. If they’re, their lack of success on one platform may be a hint the content niche just doesn’t work well there. You may also have a look at the content they’re producing to see what areas you should steer clear of. If vlogs are doing good however Q&A videos are underperforming in a big way; it’s a fantastic idea to change your focus elsewhere so as to avoid the exact same fate.

    Utilizing this info, you can save precious time and energy!

    Content Quality

    At a rut with regards to your creative flow. Not sure what video you should shoot next. Have a look at what’s been performing on your competitors and put a twist on this. Be cautious not to copy their exact content or style. You should be using their content and approaches as inspiration only. You may do that by shifting the specifics to suit your very own content style and personality. The more you can be, the greater your followers will appreciate your imagination and energy.

    Do not forget to listen to your followers

    Should you recreate a video which you thought would do nicely; but your followers just are not engaged or are vocalizing their dislike. It is time to recalibrate and do some more brainstorming. You may create a survey asking what individuals would like to see in the future; or maybe recreate some of your old popular content to improve its quality and bring it up to date. Get creative and do not be discouraged.

    The Bottom Line

    Competition is negative and your competitors may offer you a fantastic plan on what works and what does not work. From cautionary tales to inspiration and everything else; your competitors are a goldmine of advertising info. You simply need to know exactly what to search! Building a professional relationship is also possible by reaching out to competitors. You never know when someone is going to want to collaborate and share your work with their very own follower base. By keeping things professional, original, and creative; you can save yourself a fantastic quantity of effort and time as you work difficult to build your brand.

    Read Other Blogs of Rohit N Shetty

  • 5 ways Short videos can help you build your brand

    With Instagram Reels and YouTube Shorts, the reach of short videos on international systems is increasing by the day. While creators are first in line to make the most of such opportunities; brands too have a great deal to gain if they were to start Implementing such touchpoints.

    While Stories are utilized for a more spontaneous storytelling; the Reels are somewhat on the curation facet of the content creation process. It is snackable although not ephemeral, making it very different experience/product from Facebook. Iam seeing plenty of content around music/lip sync, comedy sketches, food and tutorials.

    A few likely YouTube Shorts use cases we discovered it might be best used to place up educational content; which explains real life conditions that may be resolved by the mark in question. Announcements, giveaways, content and brand involvement activities might also be planned with the aid of such brief videos. Shorts may be utilized to make swift adjustments to brand voice and persona.

    Show your human side

    Your brand is composed of individuals, that each has a story and a reason to be part of your company. A number of those videos are certain to be such that they help your consumers/customers feel close to your brand’s ethos.

    You can give space to your visitors to tell their stories and interact with your followers. To portray a slightly candid and yet strong presence on Instagram; Mumbai Police had put a Reel constituting a masked police officer wearing spectacles from the background of a Singham song. It helped add a coating of infotainment to the communication; whilst making sure the message got through in a palatable manner. The imagery of a real cop was key to it.

    short videos

    Collaborate for content

    Getting influencers on board to make short videos could work well, particularly whether you’ve a particular reason at the time.

    It might be about a product an advocacy campaign where you invite relevant people to be your voice. In case they’re going to share content on their personal profiles as well; ensure you make two separate pieces to maximise the impact.

    Educate your followers

    Virtually every business comes into presence attempting to address a problem. In several cases, individuals have to even be told about the problem’s existence in the first location. This is where short videos might help a brand assert their importance without being overbearing about the subject available. You may add a subtle CTA to push conversions.

    A number of brands have been going the Do it yourself way to maintain the attention of their users. Such videos normally have soft background music and describe a task being completed in a simple fashion. They either feature hands or use the stop motion technique to emphasize the stages of said task. Lately, Byju’s had shared a Reel to show a very simple way to make marbled milk newspaper.

    Campaigns

    Reporting and running campaigns through short videos can assist brands. Its a great way to draw clients attention. This can work very well on account of effective discussions where individuals are as of now keen on knowing more and are likely looking for the equivalent. So notwithstanding actually being a push, it can fill in as a force.

    Get found

    Short recordings can possibly drive commitment without the individual on the less than desirable end contributing an excess of time or exertion. The correspondence is quick and simple to devour. On their part; stages are pushing for an ever increasing number of individuals to make and devour such pieces. Hence possibly helping brands get found through short recordings.

  • LinkedIn to Prevent Users From Spamming Page Follow Invites

    LinkedIn is taking steps to ensure users cannot spam their connections with invites to follow their company page.

    LinkedIn is making its platform less noisy by cracking down on the number of invites page admins can send out each month.

    Page follow invitation spam has been such a problem in the past that LinkedIn previously removed the ability to invite connections to follow company pages.

    The ability to do this was only brought back in November of last year. Now, LinkedIn is introducing new safeguards to prevent abuse.

    LinkedIn Page Invitation Credits

    LinkedIn is giving page admins 100 credits per month that can be used to invite connections to follow their page.

    One invite equals one credit.

    If invites are accepted Credits are returned if invites are accepted. So, in theory, admins can send more than 100 invites per month as long as some of their invites are accepted.

    If a key part of your audience building strategy has been inviting connections to follow your page, then you should strongly consider using these invites up each month.

    Why? Because there’s no benefit to not using them.

    Credits do not roll over from month to month. That means you can’t, for example, bank up hundreds of credits and go on a mass-invite spree.

    If credits are not used then they’re essentially wasted. And 100 credits is a reasonable amount if you’re sending these invites out to people who are likely to accept them.

    It’s worth clarifying if a page has multiple admins, the 100 credits are to be split amongst everyone. LinkedIn is not giving out 100 credits per admin per month.

    A page’s invitation credit limit renews on the first day of every month.

    LinkedIn’s change to a credit system for page follow invites is even more strict than previous measures it had in place.

    Page admins used to be able to send 50 invites per day. If admins reached that limit every day they’d be sending roughly 1,500 invites per month.

    Needless to say, that limit has been considerably reduced.

    On top of this new credit limit, LinkedIn page admins still have to abide by the existing restrictions in place for sending page follow invites.

    Other Restrictions on LinkedIn Page Follow Invitations

    Here’s a refresher on the other restrictions LinkedIn has in place to limit who can send page follow invites.

    • Only admins of pages with less than 100,000 followers can invite their connections to follow.
    • If an admin has less than 3 connections, they won’t have the option to send page follow invites.
    • Only one invite per member can be sent.

    There used to be an option for page admins with less than 500 connections to send invites to all of their connections at once. That option has obviously been removed.

    With all of these restrictions in place, LinkedIn users can still opt out of receiving page follow invitations from their account settings.

    Source: LinkedIn Help Page

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