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Category Archives: Digital Marketing

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

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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

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

 

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

 
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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

 
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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

 
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Posted by on November 5, 2012 in Digital Marketing

 

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

 
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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

 
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Posted by on October 1, 2012 in Digital Marketing