Social Media is a great tool for starting any given marketing activity both for veteran organizations and completely new start-ups. While big organizations do not have great financial constraints to enter any given marketing platform, Social Media is a powerful tool to give startups a chance to advertise their products on an equal footing with the big fishes out there due to its cost effectiveness.
Wednesday, 16 November 2016
Tuesday, 25 October 2016
Although Traditional PR and the third party ink will always remain highly important for any given business until the newspapers go out of print, yet adopting the newer form of PR approaches has become inevitable. The online world has grown as never before and being invisible on the digital platform may make you invisible to opportunities.
The concept of making other influencing channels talk about you to derive benefit for your brand image is core methodology of PR, but the tactics to achieve this have changed. The role of the journalists has been taken over by bloggers and influencers. Subject matter expects are the new luminaries. And this modern trend has been capitalized upon well by smart marketers.
It is probably very wise to say that a lot of businesses have an online presence, but is that presence really worthwhile? Unless, the mediums are used well, and strategies are conceived properly, no benefits can be sought from this presence. The presence of you company on the web can be viewed from three angles; Owned Media, Earned Media and the Paid Media. Out of these three, the Earned Media is what we are more interested in from the PR perspective.
After you set up your digital destinations across channels, which forms your owned media, it is not of use unless people are directed to it. Search engines play an important role in getting traffic, but to really make an appeal to the consumer, something different is needed. The audience will not listen to you speak about yourself. People would need other bloggers, influencers and critics speak about you. Now to motivate them is the real deal!
Your Public Relations activities should revolve around strategizing communications that would interest bloggers and influencers who are not interested in cold e-mailed press releases pitching to cover your brands and products. Bloggers often times do not write about what doesn’t interest them, so unless you are able to create that interest and sensation around your company or events, modern day PR might not be your cup of tea. In that case most of the marketers cover their inefficiency by asking influencers and bloggers to cover them by paying hefty amounts of money, and in such cases it is not PR despite getting a 3rd party endorser.
Saturday, 15 October 2016
Last week while going down through my LinkedIn profile, I found an informative post by Oglivy. The post was about brands and colors. It associated different colors that brands have used over a period of time, to the creation of certain feelings around them. I wondered if that really was the case. For me personally, brand is a perception on its own. Whatever associates with it, is associated with the initial feelings about the brand. So, feelings about the brands may not be influenced by the colors, but the feelings about a certain color may be changed or rather manipulated by their association with these brands.
Well, my perception about the brand might not be as is yours, but there is a certain general perception that would be very similar. With this in mind, I would agree with the post to some extent and say that, yes to a certain degree a color may influence a brand image. For me products make and crush brands and products create the feel of a brand. Well whatever be the case; let’s see what Oligvy believe are the colors that are used for creating certain emotions.
Red: They are used by brands to create a sense of urgency. Brands that want to present them as powerful, passionate and exciting use this color.
Blue: Calm, honest, caring, trustworthy and logical are the strings attached to this color. Brands seem to have capitalized well on the feelings it pushes forth.
Yellow: When a brand is fun, friendly, optimistic and confident, they opt for the color yellow. It is also used to grab attention or to warn.
Green: It is shown to portray youthfulness, refreshment, care for the environment, and growth. Sometimes it is also used as a call to action.
Orange: Do you want to energize your audience, go orange! It is also used to create a sense of haste and seem affordable.
Pink: From sweetness to sexiness, you can depict various emotions all depending on the shade used.
Brown: It depicts warmth and dependability.
Purple: Create feelings of warmth, richness, luxury, creativity as well as producing nostalgic feelings.
Black: This signifies luxury, exclusivity, sophistication, authority and encourages impulse based purchases.
White: Constantly used to signify purity, cleanliness, simplicity and freedom.