EFFECTIVE MARKETING

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...

World over number of small business is much higher than the big business. They are able to raise capital, build their website but how will they raise awareness about their products among the consumers. With a fiercely competitive market, it would be very hard for the small business entrepreneurs to stand against them. Raising awareness of your business and product and promoting it are essential for ensuring your success. Thanks to Social Media, today raising awareness about any product and promoting it is not a big and difficult task.  With an estimate 78% of Indian population is now on social media. These sites have become a top source for the entrepreneurs looking to engage with customers to promote their business and products. Social network not only help the entrepreneur target the right audience at right place for relatively less money but new opportunity for business to promote themselves are also developing all the time. This is the reason why social media adve...

As a Search Engine Optimisation (SEO) service provider, Kaavin Communications understands Search Engine Optimization as a series of activities carried out to ensure a website can be found in search engines for words and phrases relevant to what the site is offering. In many respects it implies more about quality control for websites in terms of content and visuals. However, SEO is the most misunderstood concept by both the clients and the agencies. Optimization of a given website for different search engines like Google, Yahoo and Bing does improve visibility of the website in search engine result pages. There are tools and techniques to achieve the same. Google aims to make relevant content search easy for users. This prime understanding goes into doing correct SEO. Google keeps updating its algorithm to achieve twin adjectives of: 1. Ensuring only technically correct practices are implemented for SEO 2. Making Google a knowledge and information center users. So, if we l...

There have been enough studies explaining what brands and agencies should be doing to make their brand socially acceptable and measure the effectiveness of social media marketing. There is no denying the fact that investing in digital and social media marketing is becoming more and more prominent and adv isable by marketing experts. As part of the marketing mix strategy, social media is placed at the top and given high priority when it comes to create a stronger bond with the audience. Social media marketing or SMM is a form of digital marketing that utilizes social networking domains as a branding and communications medium. The aim is to produce content, promote the brand indirectly, attract and engage audience and help increase brand visibility by broadening audience reach. This is also termed at content marketing, a new age marketing approach that is much better and much quicker. One of the key components of social media marketing or content marketing is a strategy...

Hiring a right fit digital agency is a tricky area for any company or organization. Before beginning the process first question that crops up is whether to hire a big agency, may be an MNC with hundreds of personnel or a small and sleek agency. Well the conventional wisdom weighs in favor of a lean and small agency. Let’s examine some of the reasons: 1.      Top management attention  Most big agencies will appoint an account manager as the point of contact, who has to handle other clients in the group. They are answerable to several such clients for small and big work. Turnaround time remains slow. In a leaner agency, turnaround time typically remains better and you also get to interact with the team members for the resolution of your specific queries. 2.    Experience and skillful team Most small agencies hire top grade staff as they have to prove themselves. Secondly, the staff will have broader understanding of the field with their cross e...