EFFECTIVE MARKETING

The world of marketing and advertising is witnessing a churn out phase in India and across the globe. I should rather call it a weird phase. Online world has completely transformed the way marketing and advertising worked. In the churn out, print as a medium is facing the maximum heat. Turnovers and margins for the newspapers and magazines are slipping and the marketers are putting up a clueless face. TV has managed to hold its ground. But the real show-stealer is the new media- Digital Media.  Above changes have brought major shift in the operations of the creative agencies. The new realities are giving shape to the following types of creative agencies: 1.     Large format creative agencies with newly formed digital division These large creative agency set-ups, who have the top notch transnational and Indian brands as their clients, have added digital strength as a division within their agency operations. Even now, the planning and ideation for the c...

With the online world catching up fast and fragmentation of media, modern marketing is gradually emerging and taking shape in the format of data-driven consumer engagement. However, creativity in messaging is finding all the more significance in order to grab consumer eye balls. Consumer insights to shape an advertising message that grabs attention and directs the audience to know more platforms where more information, data, and endorsements can be seen is the emerging way forward. So only emotional pitching is not sufficient for the purpose. Scientific data that caters to the consumer need for information is a must have. For every purchase decision, the consumer can easily compare products, brands with their features and prices online. The entire marketing landscape is witnessing a sea change over past decade. Affiliate marketing is gaining significance as consumers are looking at user experiences and trust before trying out a new product or service. Social media influencers a...

HOW TO HIRE A CREATIVE AGENCY FOR YOUR BUSINESS Companies and enterprises have been hiring advertising agency or a digital creative agency in modern day. There are cases where we find client agency relationship lasting for decades. On the other hand we find fragile relationships too. Finding a right fit creative agency is not as simple as it appears. There are several pitfalls in hiring an advertising agency without knowing enough about them.  Here are some clues to help shortlisting at right fit creative agency: Look for some successful case studies: Real case studies will reflect on the advertising agency deliveries. Ask the agency for references against the case studies.  Look for the spark: Look for the people and talent within the agency. Make sure they have the right people to take your business to another level. Look for the personnel and capabilities to work on your goals: Look for the people and talent within the agency. Make sure...

What influence us in making a purchase decision?  Why did we purchase any specific item? Did we ask anyone, any friend or family, for help in our situation? There are number of factors which influence our purchase decision. Before buying any item or before the need to buy any item, there are lots of factors which influence us and our decision. Below are some factors which influence and help a typical consumer make purchase decisions. Needs / Requirements: The first factor which influences any consumer to buy any product is needs or requirement for the same. In this process the customer realizes that he/she has a need for something which the person doesn’t have. The requirement or need can be generated either by internal stimulus or external stimulus. A need can occur immediately and can be a very basic impulse that you experience, such as when we develop hunger pain. This is called an internal stimulus. Secondly, one is affected by outside influences like i...

HOW TO JUDGE ADVERTISING CREATIVE   Advertising is all about communicating with the consumers. Here, audiences would typically pay attention to the advertisement only if it is creative, attractive and provide information about the product which is useful for them.    While creating and formulating the advertising campaign first we need to decide on how we can make it different from other competitor’s advertisement. How creatively we can put the information through content, images, audio and video so that the information will reach to the audiences in a catchy and engaging manner. For this we need to judge our advertising creative so that we can learn how effective it would be to achieve objectives. Judging the advertising creative is not easy. You’ve got to balance the head, the heart and the gut against the good of the brand. Do you love what it can do for your brand? :  If you don’t love the advertisement creative which you have created, how do you ...

WHY STRATEGIC CREATIVE? Advertisement campaign and marketing strategy without creativity is like car without fuel or a job without salary. Advertising can never be effective until it is appealing. If we wish to make an impact of our brand or product on consumer’s mind until we don’t have strategic creative advertisement we won’t be able to do so. There are innumerable players in the market already who advertise their product so there are lots of options available for the consumer to choose. Because there are already many options available in the market consumers won’t give a look towards your campaign unless it is unique, creative and attractive. Creativity carries with it taste, geography, culture, time gender, age etc… for example an advertisement campaign for old age pension program can be appealing to a particular age of people and be annoying to younger generation. Today, digital marketing and advertising is all about SEO, SEM, PPC and SMO but the one thing which they ar...

Why develop advertising strategy and how?  Advertising helps in creating awareness about a product and its advantages. In order to advertise a product and to convince the buyers one has to develop a strategy, an advertising strategy. Developing a campaign to communicate ideas about products and services in the most simple and interesting way to the potential customers is known as advertising strategy. Before developing advertising campaign one needs to think about the campaign in a rational and logical fashion. Developing advertising strategy will also reflect other business considerations like overall budget, brand recognitions efforts and objectives like public image enhancement, market share growth as well.  According to Alexander Hiam and Charles D. Schewe, authors of “Portable MBA in Marketing”, a business’s advertising strategy “determine the character of the company’s public face.” If you have a small business with limited capital and can’t spend much to advertis...