EFFECTIVE MARKETING

Videos are the latest tool in the hands of savvy marketers, out to grab consumer eyeballs and engagement. Television as the only medium to run video ads is a past. Cinema screens are offering much cheaper rates to run video advertisements to a captive audience. Today most social channels with substantial user base are making their video features better by the day including Facebook, Instagram, and Twitter. Needless to mention Youtube, Vimeo and Dailymotion are already the videos based popular social channels. Across the devices and media platforms, videos are already dominating. Even WhatsApp is being used to make a video go viral. Mobile devices are certainly fuelling the video content. So, irrespective of the primary social channels used for promotional and engagement activities, videos are going to dominate as the format of content. Some years from now, people will spend more time watching than reading. They are getting habituated to consuming rich content in terms of a com...

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...