In the previous century, marketing strategists have developed and categorized several branches based on their applications. The terms like B2B, B2C, P2P etc have helped us understand the DNA of business. Sweta Kumar explains to Adly Creative a new and arguably better class of marketing strategy. As we are living in the digital age, where our lives are enthralled everyday with big – data, AI, VR, innovation, advanced and continuous process improvement for modernization, each moment we observe change, which becomes the only constant thing surrounding us. For every activity of a newly developed product, we always try to become customer centric to fulfil the complete need for that particular product. Even while marketing has also gone digital for maximizing the output, there, we are slowly working on revival through individual – centric – thinking, which is a gradual shift towards outfitting to each individual with intensive care, empathy, emotions which mean a human touch to scale the product and growth of the business. So, now, we need to understand why there is a shift? What is the need, where is the gap? Many organisations spend huge to capture the market and try to engage with customers, but what they are missing is to get the answer or feedback from what the customer actually feels after they intermingle with that product or service. As we can never avoid this essential part of that feeling of liking, disliking, mixed feelings, how much trust they build in the product to repurchase or not willing to purchase. In order to truly penetrate the market in today’s world, we must first understand the actual human’s thoughts, feelings, and interactions with the world. Business to Human (B2H) is becoming a form of marketing gradually that aims the Human behind the scene and emphases on what exactly an individual needs and building trust at individual length than marketing just to specific segments of customers. However, I think this is the time to re-think, re-organize ourselves on where to start. Sharing few thoughts here below – Re-think & re-consider the traditional ways for both B2B / B2C products / services – Most of the brands surely act expressively or sometimes differently, but, how much it is accessible to human, to an individual! With an evolving customer base that needs an attention, thoughtful personalization and the continuous rising of forward- thinking competitors, being boring or un-inspired doesn’t work anymore. It is the high time to understand that faces of B2B & B2C both buyers are getting younger and expectations are also different accordingly in both segments. Owners of the Brands and Products must be willing to take risks with creative decision making so that brands and products vibrates before the buyers now and for the Generation Z buyers too. The situation is becoming different day by day; buyers are having the tendency to run research before purchasing any product. Hence, today education trumps the promotion of brands. Here, unless you are able to touch the human properly, you won’t be the winner in the market. Preparing content for humans is necessary today. It is time to start telling creative, powerful stories with amiable and expressive videos, quiz formats, and eye-catching designs in order to draw attention to brands and capture the attention of target audiences. To sum up, we need to start working on a human touch strategy, i.e., B2H or H2H, as it doesn’t replace the concept of B2B or B2C, but instead enhances the entire flavour. It takes them above. We need to focus on establishing an individual relationship to grow instead of making a standard business-client relationship that adds complexity and depth that isn’t strictly assessable. A food process may call for a lemon, but it can’t tell you how much it is required to add the sour and flavour to make it perfect or how much sweetener needs to be added to it to avoid the sour taste. That comes with experience and personal taste. Actually, nothing is more healing than a Human Touch. Sweta Kumar | Routevisor Bay2Bay Services Pvt. Ltd., +91 – 9330550655, www.rbay2bay.com

When the big brands all over the world are losing their value by whopping numbers, medium and small business are not far behind in this brand erosion. The coronavirus (COVID-19) pandemic has killed over 450000 people and sickened many more around the globe. Obviously, this has majorly hit the business sectors.

However, it is not absolute doom and gloom. There is hope. Brands too are struggling for recovery in every possible way. And many of them got success already. Here is how the diagnosis and recovery process work.

• Noticing the symptoms
• Diagnosis
• Following guidelines
• Medication

(1)  Now what are the symptoms when it comes to brands!

• Unable to reach its audience
• Spends more than it earns
• Diverts from its own brand statement
• Fails to maintain the brand’s personality
• Left unnoticed, unrecognized and forgotten

(2) As the symptoms are prominent the diagnosis becomes important!

• Study of the relevant audit report
• Finding the loopholes
• Checking the brand image
• Checking potency of the message it conveys
• Checking the core value
• Checking its relationship with the audience

(3) Diagnosed positive, it is important for the brand to follow the suggestions!

As there is no proven cure for this clueless situation, it is advised to empower the brand’s immune system. A strong system ensures

• Proper communication among the vital factors of the brand
• A strong and reliable personality of the brand
• Maximum reach of the brand through alternative mediums
• A consistent relationship with its audience
• Identification and neutralization of the negative factors
• An empowered sense of trust in and outside the brand
• A loyal customer base over time
• A good, presentable health

So if your brand is showing the primary symptoms of sickness, take a professional help immediately. Do not wait for a ‘good time’ to come. Do not believe in the soothsayers and charlatans. Help your brand come out of this pandemic safe and sound.  

Adly Creative | Bangalore, India

 

Through Social media marketing we use the platforms to connect with the target audience to build a brand, increase sales, and drive website traffic. This activity involves publishing content on social media profiles, engaging the followers, analyzing results, and running social media advertisements.

In India the major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest and YouTube. 

Through strategic management,  adlycreative.com  tries to get the most out of the platforms mentioned above.

“We want to know our top performing posts for the year, we want to know what content was in those posts, so that way we can build a better model moving forward of content that generates more engagement.

Because as we know, the more engagement we can get online, the more that’s going to translate to a possible sale or somebody walking through our doors, or checking out our website and maybe making a purchase that way”

-Justin Ozanick (Marketing Associate, Foster Coffee Co.)

“We use Facebook ads, Pinterest ads, and other social media ads to increase our brand awareness and engagement on the respective social media platforms. Many other companies also use social media ads to drive leads and sales.”

-Alfred Lua (Content Crafter, Buffer)

Social media marketing for small and medium businesses usually start with having a consistent presence on social media. Billions of  people use social media. By being present on social media platforms, you give your brand an opportunity to be discovered by your existing and future customers. We being a creative branding agency, we want to plan the content ahead of time instead of creating and publishing it spontaneously. 

If you want to get the most out of your social media marketing efforts, it’s crucial that you focus on increasing brand loyalty. You can enhance brand loyalty on social media by,

• Having a Solid Social Media Strategy
• Sharing Value-Oriented Content
• Being Consistent
• Responding to Queries

Remember, ‘social media marketing’ is no longer a matter of choice if you want to succeed. Your business needs it. Every business needs it. It is now more prominent than ever.

Adly Creative | Bangalore, India

 

Nothing is happening if Sale is not happening. Businesses struggle to survive in one way or the other, especially during the dark period of war or unrest. There are socio economic adversities, political turmoil, government policies and above all a nasty competitive market, brands face. So it is more than important to prove oneself the fittest for survival.

Real Estate is no exception. Property marketing is a tough job and we see great property marketing campaigns every day. There are brands that set the bar and own their market segments. How do they do that? We being a creative branding agency, have the answer for the property brands in India.

There are many considerations when planning how to market a property effectively. But we follow the basic and proven methods. We offer superior value to our clients by developing the most effective marketing materials. These are the touch points that turn a prospective buyer on.

• Strong brand positioning:

To stand-out from the other hundreds of competitors targeting the buyers’ attention, the core value of the brand is reflected in the visual identity, brochure, outdoor, copywriting, imagery and merchandise effectively.

• Carrying the brand through all the materials:

Each media/medium is treated individually, and with much care.

• A unique brochure with concise and sufficient information:

Luxury, quality, friendly, affordable, modern, city, country, architecturally designed etc.… could be conveyed in different ways by a good brochure. How you treat your brochure directly affects your sales.

• A development website:

Today, the secret to building powerful sales and marketing campaigns is combining traditional and digital techniques. Social media search, mobile and content can now capture and convert lookers to buyers. Obviously a friendly website plays an important role. 

• Photo realistic CGI:

CGIs help create multiple versions of the property even before the construction is complete, so you can start marketing your property nice and early. Buyers today pay special importance on design and style of the apartment, and CGI presents it in all possible creative way.

• Highlighting the best features:

It’s key to grab attention by showcasing the best features in an easy to consume and eye-catching way, both in traditional and digital media.

• Floor plans and location maps:

It is stupid not to consider every item as an opportunity to sell the dream. Well presented 2D floor plans, location maps and site plans matter a lot in this regard. 

• Developing significant content:

Content developed specifically to meet buyers information needs, help attract the traffic to the website. And well planned content turns visitors to leads.

• Strategic use of marketing channels:

Property marketing is not just about having good media and visual representations. It’s about connecting with the audience on the channels they are on.

We work closely with every client to understand the unique selling points, brand and goals of their property campaign. Once the requirements are well defined and understood, we work to create distinct brochure designs, effective website, powerful social media activities, CGI, animations etc. that fit perfectly with each element of effective property marketing.

Adly Creative | Bangalore, India

 

Startups usually do not have an extensive performance track record, their brand credibility and brand capital are typically a combination of their promoters’ personality, product ideas, and founding vision. This constitutes their credibility, trustworthiness and reputation.

A strong brand supports startups and their founders through the difficult times. Mainly during the initial formative years when the brand personality is yet to be established and in a flux. To build a brand, the marketer has to understand the attitudes, ideas, and performances of the brand (for startups read founders) and position it clearly and distinctly in the market. And for startups these formative attributes are closely linked to founders and their vision. Hence instead of defining the brands through the outer shell and promoting it through social media marketing, the founders need to introspect and understand their core philosophy to build the strategic foundation of their brand.

Anyone familiar with startup ecosystem, particularly the early stage ones, knows that they thrive on the stories and anecdotes of their founders, their heroics, sacrifices and game changing ideas and not on stories of already tried and tested success formulas or ‘copycat’ social media marketing approaches. When the founders meet the angel investors and early stage VCs, they don’t have the backing of proven sales figures or efficiency gains, but rely heavily on their conviction, belief and hope on their talents, skillset, ideas and overall team effort. There are multiple examples where the founders’ persona, ideas and vision not only support the brand image formation but also fuel the exorbitant(?) valuations during the early phase.

Once the brand persona is identified as described above, the next step is building the brand around that ‘persona’ in a clearly defined manner. Here the challenge is translating the ‘abstract persona’ into clearly defined attributes. Startups  are not required to resort to social media marketing blitzkrieg for effective brand building but need right attitude and supporting performances. 

A real brand is built when the founders represent a clear attitude and are passionately committed to a common vision they want to turn into a reality – as most of the successful Startup founders did in India and abroad. And it’s not done overnight; it takes time to build a brand, supported by consistent performances over time. This can’t be replaced by social media bombardment but can only be complimented by showcasing the accomplishment of performance milestones in a consistent manner.

Hence “brand building” ideally means delivering superior performances, identifying the value proposition behind them, and clearly  communicating them through consistent messages to the target audiences. In today’s world artificial intelligence and consumer analytics play a major role in defining the strategy road map to achieve that objective in a structured manner.

 

Arindam Ghosh | An IIM Calcutta alumnus. Worked at the CXO level with Indian and Global  organizations. Closely mentored multiple startups including sirosa.co.in