SWOT Analysis for a Great Marketing Campaign

Posted by on Sep 24 2012 | branding, Social Media

It would be just relevant to talk about SWOT at a time when brands are flooding in the digital space to leverage on the online customer base. For every business with its online presence, it is important that it is making the best use of the social media space. In case, if things are not looking up, then, it is time to sit back and do the SWOT analysis.

Strengths:

  • Efficient media planning to work out the social media campaigns are in place. This allows the management to assess the situation and then go ahead with the launch.
  • Deep market reach is crucial. The number of customers who are actively involved with the social media platform will help boost the business.
  • Thorough understanding of the media tools and the metrics to measure the success of campaigns are acquired.

Weaknesses:

  • The problem with not having the right resources which help build the analytics behind a campaign can be a major problem.
  • Another hindrance could be with maintaining the effectiveness of the campaign on the networking site. If the right impact is not made, the campaign loses its grip.
  • Not having the support of the collaborative team on the subject of social media campaign can be a hurdle too.

Opportunities:

  • Moving out of the comfort zone and interacting more on the digital space is important. It acts like food for thought for business to connect on different platforms like Facebook, Twitter or Linkedin.
  • Exploring the customer base is another option to go for. Promotional offers help grab attention and drive traffic to the source.
  • It becomes absolutely essential to have partners for sponsorships or shared spaces on the digital medium. This gives campaign a broader coverage.

Threats:

  • It is important to question the strategy before taking the plunge. Is the campaign going to benefit the existing company profile?
  • Though trying to make a mark in the space, the unavoidable threat remains from an established player. So, check if you are better equipped to take on the counter attack?
  • Campaign sustainability is a big issue. The slightest of fault in message strategy will take the toll on the brand.

Image courtesy www.activegarage.com

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Serving an Ad in a Coffee Cup

Posted by on Sep 20 2012 | Advertising

Advertisers and marketers have absolutely no qualms testing with a new idea. Places don’t matter till the time it is sure to reach out to the audience intended. Thus, marketers landed on to the coffee cup. After all, it is a tool which is there in the prospective consumer’s hand while the coffee lasts. This gives the latter enough time to read out the brand message written on the cup and the work of the marketer is almost done. Here’s how the purpose is achieved:

Penetrating the segment: The marketer gets to penetrate a larger segment of the population with coffee cup advertising. Being present on the coffee cups for a fortnight can give enough coverage than it would through any other form of visual marketing.

Covering more venues: A marketer can cover more spots in a city or across a region by collaborating with a chain of coffee outlets. There have been successful media and technology campaigns over such collaborations. This has benefitted both the parties equally.

More visual impact: There is no doubt that the business advertising on the coffee cup would result in a deeper impact. The coffee cup is carried by individuals to workplaces, meeting halls, conferences, which are all business hubs and turn potential consumers.

Saving on cost: A company saves a lot on taking the move for advertising on coffee cups. Playing on a strip around the coffee cup costs less while done in bulk. However, it would not fail in putting out a strong message.

In totality, taking on the move to be present on the coffee cup may sound like a frugal idea. But at the same time it also pushes the brand into more exposure and that is all that they need.

Image courtesy www.eatmedia.com.au

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5 Tips for a Healthy ‘Brand’ life

Posted by on Sep 18 2012 | Advertising, branding

A business plan with a dream to take on the world by storm sounds mighty but it is totally accomplishable, if we have to say so. All we need to do is to get the basics right. The practice and success will always lie with the initiator.

Can’t do without it: There are some bare minimums of everything in this world. So, it is with a brand. The brand offering a product or service must connect with the consumer on the very bottom-line of ‘need’. If the consumer cannot do without this product, it is launched right.

The cherry on the cake: Everyone loves the cake but it is always nicer with a dressing. The consumer likes to see the added ‘value’ with the product. If the brand has to survive, it needs to keep exploring on the benefits apart from the offerings of the product.

Engage and shoot: Not literally. But don’t lose the sight. The consumer is a tricky being. If the business would not engage and talk, the former tends to move. So, keep them kicking with campaigns offline and online.

Change is the only constant: It is better to adapt than be late and forgotten. In the age where people are rushing in with their labels, it is good to keep the brand updated every once in a while. This can be done by product innovation, advance strategy of advertising and promotions.

Miles to go: The consumer–brand relationship should be fostered keeping in mind that a satisfied consumer always talks in favor of the brand and help build more. Social networking sites are turning out to be the best platform for consumer interaction spot. It is also working as the grievance redress cell.

Image courtesy www.goldenmedias.wordpress.com

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Changing Trends in Advertising in India

Posted by on Sep 12 2012 | Advertising, branding

The Indian landscape is certainly one of the most diverse and abundant in the whole world. Here, the old intermingles with the new with an innate harmony. While India has underwent rapid urbanization, a majority of population still lives in rural and semi urban areas. In accord with these changes, advertising has also evolved to cater to the unique India demographic.

The Feel Good Factor: Ads that simply purported to the various the benefits of the product are fairly outdated. Now, people enjoy advertisements and seek for an entertainment value out of them. The advertisements are not focussed around the features of the product but how that product adds value to your life. The shift of emphasis has been from people’s mind to their heart.

Brand Value: Advertisers are not satisfied with the consumers making a single purchase; they are more interested in getting them to buy again and again. The centre-stage attraction of advertising is not the product now but the brand. Brand building has emerged as the foremost aspect of advertising.

The New Media: Internet is well on its way of becoming fairly ubiquitous throughout India. The sheer popularity of social media among the Indian youth has given advertisers a platform to effectively connect with a segment possessing a formidable purchasing power. Naturally, the share of online advertising in the overall advertising budget has augmented significantly. Social networking websites and video sharing websites have also emerged as test platforms for large advertising campaigns.

Targeted Approach: Advertisers now can’t afford to the stick to the “one for all” approach.  Ads are now specifically aimed at a key demographic rather than at the whole masses. Ad campaigns now consistently tap on niche markets to better establish the brand and more dedicated brand following.

Advertising has become more challenging than ever as the Indian consumer is now inundated with multifarious brands and products. As India moves towards becoming a more consumerist society, advertising also adopts to the change with innovation and creativity.

Image courtesy Winning Business Online

 

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Social Media on a Multinational Platform

Posted by on Aug 17 2012 | digital marketing, SMO

We are social.

Global? May be.

Globally on the same level? Not at the present.

It is surprising overwhelming that one of thebiggest challenges before social media is to become a “multinational platform”. Otherwise, it is failing to be an efficient channel of communication. However, becoming truly multinational is easier said than done. Look at it this way: Your business has multiple networks, a number of profiles in various languages. But, how do you exercise maximum control on each and every aspect of social media? Managing cross-cultural issues can be extremely tricky and challenging. But is there a way out? Yes, there is.

Since the problem of Multinational Social Media lies in its vast reach, its solution lies in defining the audience. And, then all you need to do is treat YOUR audience like YOUR universe.

Setting a “Social Style Guide” will prove to be of great help. So if your business is contemplating setting up Social Media on a Multinational platform, work on a social style guide to be adhered to by your audience. However, this doesn’t mean that you curb the freedom of those accessing the platform. Instead introduce tactic that bring in flexibility, while at the same time, covey uniformity.

As a Social Platform of business it is important that your brand and business both speak the same language. In other words, the social profiles of your business should exhibit you as you are. Not just the facts, figures and essential detail should be true, but, the style in which you present yourself should reflect your identity.

List Your Priorities and handle them first. As a multinational, it is extremely important that you prioritize your social media activities. This way you can manage the most critical of activities in the shortest span on time. Proceed logically, and systematically. On a multinational platform, you will also need to synchronize your priorities. Don’t leave any thread loose and remain connected.

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