David and Goliath.
The Wicked Witch and Snow White.
Love and Fear.
To err is human, to forgive divine.
Every epic story creates an unforgettable antithesis that builds a powerful opposition or contrast to the centrality of the narrative. Without the antithesis, there is minimal conflict, which leaves very little reason for the story to be told.
When it comes to coffee, the first name that comes to mind is Starbucks. The company has diehard fans and supporters. One of the reasons for this is the brand has been successful in forging personalized relationships with its customers and suppliers. It makes each customer feel special and this has won it fan-following throughout the world and not just in the U.S. The brand strives hard to make relationships central to content by forming partnering with consumers, vendors and suppliers. One can say this is the secret behind its success.
Doing e-commerce online is different from the sales dynamics seen in brick-and-mortar locations.
Stores provide an overwhelming sensory experience to customers as soon as they walk inside, with a variety of colors, scents, and product options.
Some stores have a complex layout, while others are minimalistic; in either case, you need to determine how you will convert the sale. Oh, and that conversion point is usually a long line at the counter – something that is not going to work for customers that are used to the convenience of shopping online.
This year is the year of the emoji. These tiny images of faces, animals, and everyday objects have begun taking over text messages and social media posts and have quickly spread to brand marketing. Emojis are the newest trend in communication and are widely used by mobile and social media users, the majority being under the age of 30. However, these symbols are not just for fun – their power can be harnessed to create engaging and clever marketing campaigns.
In the ever-changing world of marketing, brand ambassadors are the people who represent and promote brands via their social networking activities and other online endeavors. These individuals usually have an appeal all of their own and thus, having them affirm the validity of brand images allows companies to capitalize on the good names that they have already built for themselves. With the right strategies, companies and ambassadors can reap the rewards of long-lasting, symbiotic relationships.
Technology connects people in ways that yesterday’s marketers could only dream of. Today’s audiences are engaged by mobile applications that turn events into multimedia galas complete with interactivity, gamification, and networking. With the help of smartphones, tablets, and computers, marketers have the power to conduct surveys and examine analytics to find out how successful their event has been. This way, they can refine their events marketing to really drive profits home. If they think smart, they can often achieve a viral campaign that fills every chair.
Over time, consumers have become weary of banner and traditional display advertising. With research showing that native ads are viewed 53% more often than display ads, it is worth considering native advertising as part of a long-term marketing strategy to promote brand awareness.
The New York Times is a classic case study which demonstrates the potential for native advertising. In 2014, it introduced its first native ad for Dell computers. By August 2015, they plan to set up a London unit which would focus specifically on creating native ads for an international market. Clearly, native advertising has proved to be a win-win for The New York Times and its advertising clients.
In 2010 when Warby Parker opened their e-commerce eyewear store, few would have predicted the major disruption it would cause to this highly monopolistic industry with its $16 million annual turnover. An inspiration for startups everywhere, the company was featured in GQ and Vogue magazines at the time of launch. Within three months, Warby Parker had run out of its initial inventory. As with all success stories, hard work, planning and innovation have been key factors. Warby Parker’s clear focus on brand and execution sets an example for all new startups.
With millennials spending more time online and feeling connected, sharing and viewing videos, companies have to turn towards mobile marketing as a way to connect with this section of the population. Rosetta Stone decided to use YouTube as a medium to connect with its target audience and boost its brand online. This led to the birth of Boring Bill and a campaign that shows the target audience how Rosetta Stone has been instrumental in changing the lives of its customers. This campaign was hailed as being innovative and creative by online marketing gurus as it achieved what it was meant to.
Just this year, we went ahead to survey 200 professionals from the top performing multi-national organizations to gather information about the marketing trends for the annual plans. We were interested to find out where the budgets are going to be allocated, and what tactics are working best for these organizations. Let’s take a look at the results so you can figure out what direction you will move in to remain competitive and up to pace with the trends.