Author Archives: yhc352

Creating WOW Experiences

Wow Nowadays, every company and brand has its own official website as well as consumers surf and shop on the Internet anytime anywhere, so website might be the most important interface that people could actually make impression on the brand. However, there are tons of websites or application online, how to make consumer impressive and even create a “WOW Experience” is a critical element to build up the brand image.

For example, companies can create exclusive YouTube Channel and make consumers get to know their products and service better as well as engage to their brand stories.

Acer Youtube

Another typical way to create WOW Experiences to consumers would the website design that changes differently along with holiday seasons.

Target website

Even more common way is to deliver a creative commercial to drive people’s curiosity and make the video goes viral. Here is the one of the best commercials in 2012 from a TV company.

In general, every brand just need to utilize some Wow experiences to get consumers’ attentions and leave an deeper impression on people’s mind, not necessary boost the sales but reenforce the brand for sure.

A short sharing, hope you like it.

Y.C. Dec.09, 2012

Leave a comment

Posted by on December 9, 2012 in Digital Marketing


Digital Solutions For a Brand

digital-solutions-bannerA brand is a specific combination of logo, words, type font, design, colors, personality, price, service, etc. In this advancing digital world, how do we use some digital techniques to help a brand to build up its awareness, equity, images, and increase online effectiveness by driving new visitors to the site and ensuring a greater proportion of these visits resulted in conversions to sale. The following sentences are some digital solutions:

  • Hugo Boss websiteA innovative website design: Create a new look and feel to the brand’s digital presence to ensure the journey through the site both engaged users and improved conversion. This revolutionized the website with a clean, modern and sophisticated look and feel, which encompassed clear calls to action.
  • content-marketing-wheelContent marketing: The messaging and content are the core elements for the brand, which need to be updated to correspond with the current design, which again improved the conversion journey with clear signposts and consistent communication. This was an essential element to get right in order to improve the calls to action and maximize conversion.

  • seo-search-engine-optimization-services-bannerSEO (search engine optimization): It is the process of getting traffic from the free, organic, editorial or natural listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Companies have to work to provide increased engagement onsite through the introduction of a blog which provides rich content and attracts repeat visitors, as well as providing SEO benefits. For instance, every brand kicks their SEO into high gear before Black Friday and Cyber Monday, then they sleep on where the real money is made. Consumers are starting to form their opinions of your business now, and they’ll carry those emotions with them into 2013, and for the rest of their lives. However, a few upset customers now can destroy thousands of future sales, as most studies show a few negative reviews will cost you a potential customer.

  • Digital Channels: Social media presence by managing cross-channel design through Facebook and social-media-solutions1Twitter, and implementing YouTube video content through the company’s channel and integrating it within the main site. For example, marketers can utilize YouTube to host the ‘how to’ video which would also boost the awareness of the brand as well as a video tutorial to explain the product’s features. This multi-media integration is the newest trend that drives consumers engagement to the brand.
  • Keep tracking and reviewing: Finally, to underpin the whole revamp, some tools, like custom Google Analytics, can ensure the accurate collection of data to track results and highlight new opportunities for the brand.

3 elements

In general, the easiest and the most common way of digital solution is to create a great site, provide something people need and are looking for and share your site with other great sites and you’ll quickly start to see your website traffic increase so as the branding.

Hope you like my sharing, see you soon.

Y.C. Dec.03, 2012

Leave a comment

Posted by on December 3, 2012 in Content Marleting, Digital Marketing


Challenges & Approaches to Collaboration in Digital

Even though the usage of Digital Marketing is increasing year by year, there are still some vital challenges that marketers must leverage to overcome in the future. The following sentences are the main challenges that I found are very critical:

  • Budget allocation: More and more marketers are making the transition to digital and allocating more spend to digital. However, many brands are still struggling with getting enough funds allocated to digital due to the lack of a clear path from dollar invested to sales. In traditional media, there is precedent that suggests spending this much extra should lead to this much lift in sales. In digital, few such precedents exist yet. So it’s even more important that the brand manager needs to articulate a clear path to sales growth.
  • Measurement & Performance: In digital world, the new metrics to measure performance is based on actual users’ actions, such as cost per thousand (CPM) or cost per click (CPC), rather than the actual audience sizes. Namely, marketers are using circulation, impression, visitor, and Likes on pages as well as response rate, email leads and conversion rate to estimate consumers’ actions. However, what’s a good CPM or CPC? What kind of return should we be expecting and what should we do if we are not getting it? It’s one of the toughest questions while doing digital marketing.
  • Integration old and new media: How do we unify and integrate within digital and also with traditional media channels. Marketers are looking for ways to make digital and traditional marketing tactics work better together and drive real and longer business return.

 We still can overcome these challenges or at least relieve the uncertainties by using some tools and processes:

  • Creating lasting impact: All advertising campaigns are over once you turn them off. The large spike in traffic to the website evaporates once the media supporting the campaign is stopped. In digital and social media, however, brands must think of building relationships with customers. This is centered on earning their trust; and this takes time. So companies that used to think in terms of ad campaigns need to now think about digital and social media commitments – long term. When you build a dialog and relationships with customers you can’t just turn it off. One way of building lasting value while still on campaign-based budgets is by spending the money to simulate the desirable social actions like “sharing” or “discussing” or “reviewing” instead of just buying “likes” where the users never come back after the campaign is over.
  • Speed and innovation: In digital channels, marketing can happen in real time. Once you put a campaign in market, you can immediately see user actions and reactions to it. No longer does it take months to compile data and write performance reports. With this comes the ability to optimize in real time as well. But too often, the companies don’t have processes in place to enable the quick reaction to problems or opportunities. A way to address this is to identify a few scenarios of how customers may react and then pre-plan actions to respond. This will allow the company to innovate the message, the marketing, or even the product or service in question to take advantage of the speed of feedback.
  • Integrated Marketing Mix: In order to make the employees, consumers, and clients believe what digital marketing is doing to result in the right direction, we can share the information or files with them by using, collaboration tools, like dropbox, digital asset management tools, as well as Presentation Artifacts, such as Wireframes, Featuresets, and Mockups. Moreover, finding the right marketing mix to allocate budget across channels. Historically, if the brand has been TV advertising-driven, the main metrics had to do with reach and frequency, which drove awareness of the product and therefore sales.

Generally, the real challenge is more organizational within companies, as many are still siloed between channels.  Leaders at the top of marketing organizations want to see the holistic pic­ture and ulti­mately need to organize internally to align goals.

Brands that can create engagement experiences are incredibly powerful.  However, equal effort needs to be applied to minimizing brands getting the experience wrong.  An untargeted, unsolicited message can ultimately really damage a brand. The use of data and real-time optimization can help mitigate this risk.

With a continuous focus on business impact and ROI, you can and should always ask the hard questions when something new and shiny gets pitched at you. And you should test and learn to quickly figure out what works best for your brand, product, company, and industry.

Hope you like my sharing, see you soon.

Y.C. Nov.26, 2012

Leave a comment

Posted by on November 26, 2012 in Uncategorized


Augmented Reality

If people could see a view of the physical, real-world environment or even interact with it, will it make consumers much more engaged and feel more likely to purchase the products or services?

Thanks to more and more people owning smartphones and new technology development, Augmented Reality (AR) has grown in popularity over the last twelve months. AR brings a whole new experience in digital world and personalizes the in-store shopping experience. It is new trend that many brands are trying to use AR to create a visual view of the physical, real-world environment whose elements are augmented by computer generated sensory input such as sound, video, graphics or GPS data, which interacts in brand new way with consumers as well as builds deeper relationships with the consumers.

There are more and more people have downloaded Mobile augmented reality apps now. AR apps let users take an alternative look at the world around them through their mobile device’s camera enhanced with a digital overlay. Retailers could use these to let customers virtually try on an item of clothing in-store or find out more about a product simply by pointing their phone at it. Some developers also combine physical toys with games on smartphones and tablets by using AR technology.

In fact, the job of AR is to make shopping more fun and accessible. For example, a German shoes company created AR technology in store that let people to try out shoes in real-time. The point was to allow people to see what the shoes would look like so if they liked it, they could purchase it directly; if they need others’ opinions, they can snap shot the image and upload to Facebook. Moreover, print media also can a great channel to drive readers to AR world. For example, many fashion companies add AR to a magazine and encourage readers to download and try it. This is a great way of educating consumers about what AR as well as making them to buy the items immediately.

However, there are still a lot of barriers we need to overcome to make AR more useful and prevalent. Here are some tips for us to think about before making AR:

  • Consumer Awareness: Raising consumer awareness is key to the success of the mobile augmented reality industry. Most of people should be educated in what mobile augmented reality can do for them.
  • Immediacy: The nature of AR as a technology poses a significant time hurdle to marketers trying to engage hurried audiences. For AR to work, it must be fast and easy.
  • Content: For AR to work, audiences have to be willing to purposefully request a brand’s content. Therefore, the content has to be exponentially more compelling than that of other channels and more useful.
  • Emotion/ Entertainment: This approach to AR is best suited for marketing strategies that demand a more evocative and sensory connection with customers.

If AR apps can be enabled to allow users to make purchases after viewing AR advertising content, this could become a key revenue stream for the mobile AR industry. In addition, the companies can measure exactly how each person interacts with their products and services, when they do it and where; all hugely valuable information when it comes to analyzing which locations and designs are working for them and even which demographics, too.

In general, the goal of AR is to create an emotional connection between what the buyer is searching for and what the product can offer. That is, it gives the product a personal feel and experience when consumers can picture it in their own world no matter in-store or out-store.

Looking forward to seeing the progress of AR applications.

Y.C. Nov.18, 2012

Leave a comment

Posted by on November 18, 2012 in Digital Marketing


UX – Impact on Brand Perception

As a digital marketer, you should know there are some important considerations when designing the website or application, including computer display and mobile device.

  • Define the Purpose of your website or application and prioritize all of your business and marketing considerations first. Then determine the solution that will best address those needs now and into the future.
  • Define the Goal and think about the development and distribution to expose your product and service as much as possible.
  • Define the likely Audience that is going to visit the website or use this mobile application as well as the classic use cases that would inspire them to use it. Also think about how frequently these people engage with your brand or business.
  • In order to reach a broader audience, you have to think about the Budget. Developing individual mobile apps for multiple operating systems or devices can be expensive and resource-intensive.
  • User Experience (UX) is the most important consideration to every website and application. Imagine how users will feel or interact with your website or application. This may be the single biggest thing that determines whether a mobile app or a website is appropriate. Even more, it could have a huge impact on your Brand Perception.

UX is made up of four interdependent elements- Branding, Usability, Content, and Functionality.

However, sometimes, consumers would find that the website does not work or they could not find the product or service they want online. Here are some typical problems when we browsing online.

  • Overwhelming designs, pictures, or content
  • Lots of animation
  • Too much pop-out pages
  • Files are too big
  • Do not load properly on the mobile device

Fortunately, there are more and more methods to fix or prevent the problems

The key points to provide better UX are do not overwhelm the content and monitor your social feedback channels as well as put the mobile navigation as important as the website. Remember that people tend to surf websites and download apps for things they do regularly or for things that tie into their lifestyle. Therefore, every brand definitely should use better UX to improve the brand perception.

Hope you like my sharing, see you soon.

Y.C. Nov.12, 2012

Leave a comment

Posted by on November 12, 2012 in Content Marleting, Digital Marketing


Persuasive Thinking and Presenting

Today, brand marketers often employ segmentation models that are based more on attitude, lifestyle and behaviors, as some media outlets play catch-up to present its audience for brands’ considerations beyond traditional demographics.

As a result, as a natural evolution, the next generation is to link attitudinal information to the demographics of the usage of digital.  That leaves us where most brands are today, participating in digital platforms where their identified customers are going.

Persuasion, Emotion and Trust (PET) are the most important elements in Digital Marketing. Especially persuasion is the goal of digital marketing. Digital persuasion marketing encourages visitors/ consumers to engage and follow a journey to conversion. That is, persuasion is an approach to designing marketing strategies, which put the emphasis on delivering the message to achieving the marketing objectives of the products or services. It is based on understanding user motivations and psychology and then developing the persuasion to influence users. So understanding user psychology and knowing the persuasion principles is very helpful.

  • Reciprocity – give something away. When you give something away you create a natural imbalance and most people feel like to even things out.
  • Likeness/ Affinity – reflect the target market. This goes beyond just defining your target market to actually try to reflect how they look and how they act. People buy from people that they connect with and like.
  • Social Proof – show that others like you. The new social media widgets that you can embed in your website pages are a good example of this.
  • Authority – show reviews/testimonials. Use reviews and testimonials to demonstrate how good you are and get other people to talk about you.
  • Commitment/ Consistency – ask people to be consistent. People generally do what they say they will do, so the more times you can ask people to confirm their intentions the better.
  • Scarcity – develop a sense of urgency. This is one of the oldest tricks in the book. There are lots of different ways to create scarcity; you can limit time, quantities, invitations etc.

Leveraging these six methods to encourage personal interactions are essential for digital marketers to create more traffic as well as improve more bonding with consumers.

Take TOMS, the shoes company, Persuasion in Digital Marketing for example

  • Social proof = reviews, quotes, Likes. In TOMS website, visitors can easily find the reviews and rating for each product, which really push consumers to buy the item.

  • Conditioning (Connecting the brand to good feelings / emotions) If customers purchase a pair of shoes and TOMS gives a new shoes to children in need. “One for One” is the tagline of the campaign.

  • Scarcity– Driving the perception that there something is in limited supply or a limited time offer. In TOMS website, we can see there is a “Last chance” section, which provides the hottest products and almost sold-out items. In addition, TOMS also designed “Campus Classics” styles for different schools.

Using a story, persuasion, emotional words or pictures to engage people’s brains as well as influence their behaviors and attitudes is the new trend for branding and marketing.

Hope you like my sharing, see you soon.

Y.C. Nov.5, 2012

Leave a comment

Posted by on November 5, 2012 in Digital Marketing


Brand Digital Innovation

As technology continually changes the consumer communication landscape, mechanism to communicate with customers, and allow customers to engage in conversations about your brand continue to evolve. Many brands use emerging media and technology to accelerate marketing efficiencies and create relevant consumer conversations as well as deliver value for our customers in a meaningful and innovative way.

However, how to provide our customer with a unique brand experience through many different media channels is an ultimate goal that every brand pursuing.

Digital and interactive are not one channel, but rather a collection of platforms and experiences that appeal not only to different people, but also to different states of mind. Not only do you have to ask who your audience is, but also what your customers are looking for when you connect with them. As a marketer, we really need to think about when and where people need the info that you have to offer. We need to help them discover things. We need to figure out what’s meaningful and relevant and then can really create value.

The new Burberry London flagship store was unveiled on Regent Street, and the building is older than the Burberry brand itself. The brand created an environment that replicates the same experience as online, in a physical environment. Burberry is taking the multichannel retail experience to a new level. There’s a digital screen in the store that tells the history and heritage of the clothes. Consumers can use iPads in-store to make a custom-made trench coat. In addition, the Burberry fashion show in Taipei this year was a breakthrough experience. It designed a custom cylindrical space that brought to life the Burberry worlds of British Heritage, Fashion, Music and Weather to celebrate the opening of the Burberry Taiwan flagship store at Taipei 101. Combining an eight part 360 degree film, a live musical performance and digital weather experience. This multi sensory experience is the first to blur the physical and digital dimensions of the brand.

Another great example is Getty Images ad, “From Love To Bingo In 873 Images”, flashes 15 images per second, a pace fast enough to create the sensation of the story of a long marriage unfolding in a minute. Yes it’s an ad made of pictures, but it feels more like a film. This ad contents a lot of emotional engagement, which boosts our memories.

Digital marketing brings In-store shopping, TV commercials, and even fashion shows into a higher level of experience. Every brand and company now has a whole new opportunity to tell a story and deliver brand value to consumers in an innovative way through multi-media channels.

Y.C. Oct. 21, 2012

Leave a comment

Posted by on October 21, 2012 in Uncategorized


Value Proposition – L’Oreal Paris

Every woman, no matter what age she is, mostly view her hair as one of the most important part on the body.

This is the source of our beauty, charm, and confidence.

As one of the biggest hair product companies, L’Oreal Paris should reinforce its mobile application with special and unique functions to provide better value propositions to customers.

  • Hair quality and type diagnosis

People usually want to know what is your hair type? It’s oily hair, dry hair, sensitive hair type. Also how is your hair quality? It’s normal hair, damaged hair, or resistant hair.

Customers can upload their hair photos into the application, about 30 seconds, there will be a personal hair quality and type diagnosis identified by L’Oreal professional team.

After diagnosing customer’s hair condition, L’Oreal will recommend the suitable hair care products to them.

This function usually cannot be executed only if people go to a professional hair salon and might need to pay for it. Now, if L’Oreal creates this feature, customers must find it very useful and easy-to-use.

  • Shampoo/ Conditioner tracker & reminder

It would be very annoying when people run out of shampoo and conditioner and you forgot to refill it.

L’Oreal creates an application function that can track customers’ hair care products usage amount, purchase frequency, and remind  customers it’s about time to purchase the new one. Moreover, it will tell you what’s promotional products or new hair care products for customers’ references.

  • Personal Hairstylist

People usually want to change a new hair style but don’t know is it suitable or not, or sometimes just cannot decide which style is better.

As a result, L’Oreal provides a function that customers can use their own photos and match with different hair style and color. That is, there are a lot of hottest hair styles and color, includes some celebrities’ hair look,  in the application for people to choose, play with it, and even share with friends by uploading the pictures into Facebook or Instagram.

I believe consumers will find these new features in mobile application very useful, entertaining and easy to use whenever dealing with their hair issues.

Y.C. Oct.o7, 2012

Leave a comment

Posted by on October 7, 2012 in Mobile Marketing


The Impact of Digital on Working Methods & Practices – Part II

There are more contents and tools about working methodologies and practices digitally, all of them are very useful when we are doing briefing and presentation about our ideas.

  • Ideation

Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic element of thought that can be visual, concrete, or abstract. Ideation is all stages of a thought cycle, from innovation, to development, to actualization. As a result, it is an essential part of the design process, both in education and practice. In design thinking process, ideation is a very important step to visualize the goals and come to an agreement.

  • Iteration

Iterations in a project context may refer to the technique of developing and delivering incremental components of business functionality, product development or process design. This is most often associated with agile software development, but could potentially be any material. A single iteration results in one or more bite-sized but complete packages of project work that can perform some tangible business function. Multiple iterations recur to create a fully integrated product. That is, iteration is a process for arriving at a decision or a desired result by repeating rounds of analysis or a cycle of operations. The objective is to bring the desired decision or result closer to discovery with each repetition. The iterative process can be used where the decision is not easily revocable or where the consequences of revocation could be costly.

  • Wire Framing

A wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website or application, created by User Experience professionals called Interaction Designers. The purpose of wire framing is usually being informed by a business objective and a creative idea. The wireframe depicts the page layout or arrangement of the website’s content, including interface elements and navigational systems, and how they work together.

The wireframe usually lacks typographic style, color, or graphics, since the main focus lies in functionality, behavior, and priority of content. In other words, it focuses on what a screen does, not what it looks like. Wireframes can be pencil drawings or sketches on a whiteboard, or they can be produced by means of a broad array of free or commercial software applications.

As I posted “My Blog Wireframe” last week, I could see that it helps establish functionality, and the relationships between different screen templates of a website. An iterative process, creating wireframes is an effective way to make rapid prototypes of pages, while measuring the practicality of a design concept.

  • The New Agency Models

The agency model of the future is built around the value of ideas and the new agency model has to move the value of our industry away from execution and back to ideas. Ideas, value, talent are the three components of the new agency model. Most importantly, when you put those three things together, what you have is a more engaged, involved, meaningful culture overall, which leads to more involved, more meaningful client relationships, and more involved, more meaningful output. Which is, I believe, exactly what the clients of the future are looking for.

I believe that the new agency model demands a new talent culture, with idea generators valued at all levels across all disciplines but ultimately working together in a way that means that the agency of the future will be structured differently and staffed differently and agency organ-o-grams will look very different to the traditional hierarchies still operating today.

In general, all these concepts have been used prevailingly. Although it is still not easy to utilize accurately every single time, it does help us a lot to visualize our ideas into a visible image successfully.

Hope you like my sharing, see you soon.

Y.C. Oct. 1, 2012

Leave a comment

Posted by on October 1, 2012 in Digital Marketing


The Impact of Digital on Working Methods & Practices – Part I

With the development of science and technology, not only our live have been changed a lot, but also have had a huge impact on digital working methods and practices.

Because of the Digital Marketing class at NYU, I have a great chance to learn more about the workflow of digital marketing and how it helps marketers to interact with consumers as well as to promote the products and services more efficiently.

  • Design thinking- User Experience

The core elements of design thinking are solving problems creatively to provide solutions that put humans and good user experience first, start with an understanding of goals, including customer, user, stakeholder, and business goals and create win-win outcomes are ethical, purposeful, pragmatic, and elegant.

People or companies who get user experience and design will likely create a more successful product than one who does not. It’s not just because a great user experience makes a product more enjoyable and ultimately fun to use. It’s because this type of design thinking and understanding of the customer seeps into every other aspect of the product. For example, the future of social media is about deeper integration into the overall experience someone has with a brand online, this definitely includes everything from the brand’s domain to customer service calls and online communication, to sharing in social networks and offline events. For professionals in the industry, this will mean learning to dig deeper than simply “joining the conversation” to developing the necessary skills to guide web processes and strategies that accrue to achieving real business goals. This means creating processes and workflows and creating cross-functional teams to create truly integrated projects and programs.

Therefore, I believe that design should be based on the solid user experience research including audience analysis, usability testing, focus group, online research, competitive analysis, and data analysis gathered from sales reporting, web analytics, user feedback, etc.

  • Marketing as Service

Marketing as a Service (MaaS) is a unique organization that is built to align perfectly with the growing organizations of today. MaaS provides an entire marketing function for each of its customers. Business marketing is changing rapidly becoming more complex and sophisticated, creating both chaos and opportunity.

The social media and marketing agency that helps clients make more out of less by transforming communications into “Marketing as Service”. Actually, The idea of marketing as a service is not new, it has nonetheless recently been attracting the attention of marketers where creative technologies are being increasingly used.

The core idea of this concept is that “Action speaks louder than words”, providing services with added value are far more effective than speech alone. Nowadays, the development of technology, especially digital technology makes it easier to turn creative ideas into real services. There are a few examples of this previously such as “go running” clock by Nike, or a very useful widget by UPS.

As a result, the relationship of marketing to technology is quite clearly shifting. Technologies that used to be solely creative tools for marketing campaigns or mediums for delivering marketing campaigns are now becoming the core of marketing itself.

  • Agile and scrum methods

The agile methodology is a direct response to the dominant project management paradigm, waterfall, and borrows many principles from lean manufacturing. Of all the agile methodologies, Scrum is unique because it introduced the idea of “empirical process control.” That is, Scrum uses the real-world progress of a project, not a best guess or uninformed forecast — to plan and schedule releases. Scrum is an agile framework for completing complex projects. Scrum originally was formalized for software development projects, but works well for any complex, innovative scope of work. The possibilities are endless. The Scrum framework is deceptively simple. In Scrum, projects are divided into succinct work cadences, known as sprints, which are typically one week, two weeks, or three weeks in duration. At the end of each sprint, stakeholders and team members meet to assess the progress of a project and plan its next steps. This allows a project’s direction to be adjusted or reoriented based on completed work, not speculation or predictions.

Philosophically, this emphasis on an ongoing assessment of completed work is largely responsible for its popularity with managers and developers alike. But what allows the Scrum methodology to really work is a set of roles, responsibilities, and meetings that never change. If Scrum’s capacity for adaption and flexibility makes it an appealing option, the stability of its practices give teams something to lean on when development gets chaotic.

Generally, Agile development or adaptive development methods are designed for people who are focused on achieving customer satisfaction through the development of an entirely functional software application throughout its production process. Scrum is an iterative and incremental agile software development method for managing software projects and product or application development. Scrum has not only reinforced the interest in project management, but also challenged the conventional ideas about such management. Scrum focuses on project management institutions where it is difficult to plan ahead.

There are more contents about the impact of digital on working methods and practices, to be continued…

Leave a comment

Posted by on October 1, 2012 in Digital Marketing