Festive Ads – The More the Merrier

Come festivals and celebrations marketers hijack print, television and digital media with all that they have got. Be it major Indian festivals including, diwali, holi or celebration of special days viz, Independence day, women’s day, children’s day etc, every brand wants to do ‘something different’ to promote themselves.

Done-to-death:

From colourful ‘holi’ ads, ‘bright and dhamakedaar’ diwali emailers, ‘proud’ Independence Day & Republic Day ads or ‘joy-filled’ Christmas ads; newspapers and emails are filled with such ‘done-to-death’ marketing material. Instead of doing something different, most of them end up being a part of the clutter.

This ad by Toyoto sums up what I am trying to point out here…

You could argue that print medium has its restrictions and hence the lack of creativity, but then here are few examples of brands that got it right and how!

Force-fit:

I guess most of the brands suffer from FOMO (Fear Of Missing Out) and hence they wish to be everywhere… whether 0na Independence day ad is relevant or irrelevant, doesn’t matter…

Just link the words ‘relevant’ to the occasion to the brand and you are sorted, or so you thought…

Not all force-fit ads are bad though. Thanks to the social media and the viral videos, many brands use the ‘emotional’ tool to get a thumbs-up.

Rajnigandha Pearls played it rather well with its teacher’s day campaign #teachernebolatha. The brand’s product and the occasion have nothing to do with each other. It’s just the stories weaved in carefully with emotions that grabs the eyeballs. But then again, this story could have been told with any other brand in picture or without any brand and it would still work just as fine.

Follow the herd:

You already know it, when one brand announces a ‘Big’ Sale the others follow the foot-steps with a ‘Great’ sale. When a particular brand proposes ‘noise-less’ or green Diwali, all the other brands don the ‘save the environment’ cape as well; whether or not they believe in it is a different question. For all you know they are the ones lighting up the sky on Diwali with those spectacular fireworks.

When people do not follow the herd and take their own stand, they truly stand-out. Take for example these two brands that instead of ‘save water ‘proposal, this brand caught on to ‘eve teasing’ that is so prevalent during Holi.

On any given day not just the mail box, but the text box and WhatsApp also are spammed with numerous marketing messages wishing me Happy diwali, eid, teacher’s day, mother’s day, father’s day, chocolate day, rose day and many days I never knew existed. It seems the day isn’t far when every day will be a celebration, literally. Till then, Happy Blog Day. Look, I just invented one!

6 Hacks to Keep Your Web Design Forever Young for Corporate Branding

Website aging is analogous to human aging. As you need to take good care of yourself, so does you need to keep your business site in excellent condition? Keep it refurbishing on contemporary standards. After all, this is from where you get money.

Every web design project, big or small, comes with specific considerations and contemplations. With the passage of time it starts appearing like an old chimney that needs renovation. The drastic consequences of not keeping your site updated are decreased user engagement, declined potential leads and, eventually, depleted conversion rate.

Make Your Corporate Identity Your Web Design Guideline

Often online retailers think once developed, websites will keep on rolling prospective users in the wake of a building of a loyal consumer base. It’s not true. You need consistent support from your hired web design agency in UK to keep your website a permanent source of revenue generation. Here you need to make the maximum benefit of your corporate business identity.

In the following, I bring you significant hacks to make your website design appear youthful with evergreen functionality.

1. Discard Data Junk & Profitless Content:

Don’t ignore data junk, dead files and also content that’s no more beneficial for your business growth and development. Regardless of your project size and whether or not your website is growing organically, remove abandoned content and data junk. The good reason to do this is to keep up with the excellent visual appeal and performance of the website.

2. Find & Fix the Outdated Functions:

To keep your site forever young, find and fix all the old functions. Abandon all unclear coding blocks that are different types of snippets present on the website for various reasons. If you want your site to work at a glance, then take good care of coding standards. For instance, you built a site in PHP and added responsible code snippets, but now they are the part of obsolete language versions which you should not continue anymore.

3. Defective External Links:

Over the years, you may find hundreds of broken links. Either close them forever or fix them. No matter what SEO potential you invest in brand marketing and sales, if you fail in dealing with this problem, you will be going to destroy everything you built – sooner or later. There is no second opinion in it. External links once get defective will leave a negative impact on your Google ranks. If you do not want to experience this suffering, then don’t delay in fixing the problematic links.

4. Broken Internal Links:

You cannot afford to ignore this problem as well. If you don’t pay attention and deal with side effects of broken links or 404 errors, it will hurt your business to the core. It may put you out of the competition because if not detected and resolved timely then it will affect your site’s ranking resulting in decreased search engine visibility.

5. Improvise CMS Nomenclature:

A robust content management system is the cornerstone of business sites. You can upgrade it whenever there is a new update. But, often you may not clear about updating the CMS or not. Today, it as a standard thing to do. Continues blending of different platforms is a plus.

Don’t allow your CMS turn wild; it usually happens when site’s clear structures turned into a maze. For example, if you want to add a database query and developer doesn’t know how to do that in the current CMS and flange-mount HTML coded website allied with an external MySQL database to deliver the required information. I doubt if it’s not going to trouble you while submitting your offer.

6. Go Latest with Mobile-First Index:

It’s good to stick to well-established web design trends such as responsiveness, parallax interaction, noticeable CTAs, convenient checkout process, and easy navigation, etc. But, as a web designer, avoid going through a wrong door. It means make well-informed technological principle decisions.

All businesses need barrier-free website designs since the year dot. Therefore, they should have sites that work properly on all types of mobile devices. But, at the same time, no business can afford missing out any trend such as Google’s recently introduced mobile-first index feature.

Verdict:

If you need a forever attractive, young and productive website, then keep its design overhauled at regular intervals – ensuring seamless user interface leading to the exceptional user experience. Keep your web design simplistic and responsive while supporting all devices, browsers and digital marketing platforms for boosted conversions and staying in the business lead.

3 Surprising Ways Artificial Intelligence Can Push Marketing and Advertising to the Next Level

Artificial intelligence is going to change everything we do in advertising and marketing, but not in the way we think. The truth is that if used correctly, RPA software and intelligent machine learning can give companies and agencies the power to provide extraordinary experiences for customers. The kind of campaigns that move the customer on an emotional level.

After all, that is the key to a loyal customer base. The people who come back again and again because they know on a gut level that a business understands them. Steve Jobs saw this after a calligraphy class inspired his design for the iconic mac fonts. Creativity and intelligent automation seem like the furthest concepts from one another, but in fact, they are intrinsically connected.

We are currently drowning in a sea of data. This data contains valuable information about consumer preferences, their likes, and dislikes. The key to creating something that consumers truly want. Even giants, such as holding companies dedicate a massive amount of resources to crunching the numbers.

Combining AI with creativity can open up a whole new field of marketing and advertising. There are three ways this can take shape, and they are all interconnected.

Targeted Experiences – when you add AI to the marketing mix, it opens up a whole new category in the funnel. This means curated experiences for every different type of customer in the market. Capturing Millenials and Baby Boomers with the same campaign, using powerful messaging that appeal to each group. This isn’t the stuff of tomorrow. Many agencies are already deploying AI technologies to their advantage and producing creative that works across the board. According to Entrepreneur, AI will help companies target customers more accurately and place budget dollars where they belong.

Tighter Budgets – speaking of dollars, the analytical power of AI software will help solve one of the most age-old problems in advertising. Funding campaigns that deliver on ROI and help companies take calculated risks that pay off. Marketing and creative wants the budgets to be higher, and businesses want to cut costs. There is no “right” or “wrong” party here. A large part of advertising is trial and error, but that means wasted money. However, when businesses and agencies use intelligent machine learning software to analyze customer data, a lot of the guesswork goes out the window. This creates a positive feedback loop, where money can flow to the projects that need it and build richer marketing experiences.

A Marriage of Creative and Data – any marketing manager worth their salt knows that the best creative is made possible by data and analytics. Machine learning algorithms are making this symbiotic loop stronger. They perform elaborate functions without slowing down the customer experience. This allows creative teams to get fast feedback, giving businesses time to change their approach and become agile. Instead of waiting for analysis to determine if a campaign is resonating, with MLA’s, companies can get results almost in real time.