The Creative Digital

Viral marketing is about inspiring people to spread the message for you. By creating awareness through social media, entertainment and sharing. A successful viral marketing campaign will have a much greater impact than a non-viral campaign. Crafting a successful viral marketing campaign is extremely difficult and requires heavy planning, research and resources. The campaign must target consumers entertainment needs and challenge and respond to popular opinions.

Examples of great viral videos:

source

source

So, what can help you to go viral?

Have an opinion and get emotional: Viral marketing is all about emotions, you will not please everyone and you should never aim to do so. It is important to have an opinion that will inspire strong emotions. You want people to either hate you or love you. This will get people excited and prompt them to share and respond. Take action!

Do the unexpected: Seriously, do something crazy!! If you want people to notice you, you will have to do something that is unexpected. Don’t be like everyone else and promote the product to look “cool”. If the campaign offers something different consumers will be more interested and exited by your product promoting them to show others.

Don’t make traditional advertisements: Viral marketing isn’t just about people sharing advertisements. Marketers must focus on creating a story,  something that consumers can get involved in. Business promotion should be subtle and never the focal point.

If they like it, make more!: When consumers have seen you campaign and then like it make a sequel while you still have their attention. Keep giving them more of what they want and then introduce your brand.

Promote sharing: Sharing is what viral marketing is all about. Make it easy for consumers to share and comment on the campaign. Allow people to download the content via email or publish to their social networks.

Encourage comments and communication: the connection with your audience is a vital part of viral campaigns. Respond and share user generated comments and questions. Encourage communication between the audience.

What do you think makes a campaign go viral? and What are some of the best viral marketing campaigns? Comment below!

Cartoon

 

As a Visual Artist i am always looking to improve my digital marketing strategy. The internet is allowing for great growth and change in the art market. In 2013 online art sales made up only 1.6% of total global sales. However, this is changing as more investments are made into online art sites such as Amazon art and arttoart (Australia). This has also been enhanced by technological innovations, virtual galleries as well as the rise in creative social media and blogs. This will change the way art is sold, what art is bought, why it is bought and by whom. With the ability to monitor analytics provides much potential for artists in the field.

The internet has truly changed the way artists communicate with their audience. When Michelangelo painted the Sistine Chapel he would never have imagined that his work would be viewed on Facebook by viewers all around the world. Corporate and government funding is stagnating in Australia. Artists of today must think carefully about their marketing strategy to build an online presence.

o-IHEART-facebook-799x423[1].jpg

source

Tips for marketing visual art online:

Artist should set up a website/blog. A blog is a great way to show off their knowledge about their medium or subject are share it with the world. On top of this artists can upload artworks and sell them from there. This will build a strong connection with the blog posts, process and the buying of artwork. There is great potential to build global audience and attract new buyers from all over the world.

Humans are highly visual and respond well to this format. Most art forms lend itself to visual displays. Artists should also consider promoting themselves on social media platforms such as Facebook, Pinterest, Instagram and Youtube. These platforms are all visual in nature. Artists must promote their work from an artistic voice in a compelling and creative way.

Artwork must be presented on the website in a clear, professional way. It must be optimised for mobile, with high quality images and good scrolling features. If this is implemented buyers can take you seriously as a professional and reputable artist. The purchase process has to be easy and seamless.

Good example of Art website: Artspace

Instagram plays a highly important role in many artists digital strategy. Instagram is now not just seen as a photo sharing platform but an integral part of businesses marketing. Artists can now credibly use the platform to sell art and direct viewers to other online sites. For artists the focus of Instagram is to upload high quality images of artwork, work progression, experiences at art exhibitions and any other images that represent them as an artist. It is important to be proactive about finding the right audience and follow and engaging with other artists to build connections.

JR-Instagram[1]

source

How should creatives promote themselves online? Comment below.

Cartoon

So, what exactly is a search engine?.. A search engine is a web-based tool that enables users to locate information on the internet such as Google, Bing, Yahoo and Baidu (China). Google dominates the search engine market with desktop users at 71.35% and mobile, tablet users at 94.71%. It will be interesting to see if the google dominated market will change in the future.

Search Engine Optimisation (SEO) Consists of 3 basic components:
1 A crawler spider, bot, algorithm: that searches indexes for pages that are available. The crawler finds things that are available for your search and delivers the SERP (search engine results page). 2 A ranking algorithmWhat pages that will be delivered in a search will be determined by googles algorithms. This has to do with location and frequency of key words on the pageContent:  In order to achieve a high ranking on the results page the content on a site must be of high quality and relevance. This is also influenced by the number of other sites linking to the page and the number of clicks generated by searches.

Search engine marketing (SEM) is the promotion of an organisation through search engines to meet its objective, delivering relevant content in the search listing and encouraging consumers to click through to a destination. Marketers must Promote, engage, optimise and measure. Using search engines to promote the organisation and to encourage users to click and use the website. There are two key SEM techniques. Search engine optimisation (SEO) which is to do with natural organic listings and paid search marketing that involves sponsored listings pay per click (PPC). SEO is a structured approach used to increase the position of a company or its products in a search engine. To deliver natural or organic results listings with the aim to get as high as possible on the results page.

Advantages:
-Significant traffic driver if it’s successfully implemented.
-Highly targeted, this means that viewers who are actively searching for a term have high intent to purchase
Potential low cost, no media costs or click through costs only optimisation costs
-Updates and new content are reflected quickly

Disadvantages:
-Lack of predictability
-It takes time for results to be implemented
-We don’t know the whole algorithm
-Ongoing investment
-Poor for developing brand awareness (compared with other media channels)
-Part of the rankings related to the number of click throughs you are getting

Approaches to SEO
Index submission and analytics monitoring: Submit your website to the google index and ensure all pages are listed including sub pages. Monitor analytic’s data for your url or site. Check where traffic is coming from, what pages they click, what time and for how long. This will help you to target your audience appropriately, what content needs improving and understand where to direct customers to and from your site.

13242066_10208407347638564_389513580_o.png

source

Key phrase analytics: Think about what terms your customers are searching for and have a look at google Ad-words. Think about what fits in your particular business and use this to get a result. Search terms could include: comparison/quality, adjectives, intended use, product type, vendor, location or an action request. Once this is known you can use these phrases and embed them into your content.

On page optimisationThis is about what you actually write on your page. Search engine spamming will reduce ranking. Google considers over 200 criteria when ranking your site including: frequency occurrence in headings, occurrence in anchor test of hyperlinks, markup such as bold, density (number of times) and the proximity of a phrase to start of document. Not all of criteria is known. Google uses a page rank system to asses the importance in accordance to the number of links with relevant content, partner sites and high quality sites.

SEO is all about content marketing and having genuine, high quality content that customers want. Utilising social media and providing true value. Sites must also be optimised for mobile. So, why not give it a go! For any questions please send me an email at hinz.sophie@gmail.com or comment below. 

Cartoon: source

Let’s talk Smart technology and the Internet of things. I’m not going to pretend that i’m an expert on this topic. In fact 87% of consumers don’t know what the internet of things is nor have they heard of the term. We will be the last generation to know what privacy is. So it is important to explore and understand the possibilities in order to take control and get the best value in our lives. Because this is happening, embrace it.

What is the Internet of things?
The Internet of things allows for virtually endless opportunities and connections to take place, many of which we can’t even think of or fully understand the impact of today. However, it opens the door to many challenges as well. There are many examples for what this might look like or what the potential value might be.  Nest which is owned by google, makes smart home devices like learning thermostats and smoke alarms with the goal of creating a conscious home. It also collects a lot of data. As everyday objects in our homes, cars, and general lives start to connect, this has the potential to bring tremendous utility for us. For marketers, it provides insight into and access to individual consumers.

nest_thermostat_insteon-800x420.jpg

source

What I personally find most exciting is the future of “smart cities” which will help us reduce waste and improve efficiency for things such as energy use. This will help us understand and improve how we work and live. It will completely change society as we know it.

smart city.png

source

Challenges:
Security seems to be the largest issue and most often brought up by consumers. With billions of devices being connected together, what can people do to make sure that their information stays secure? Will someone be able to hack into one device and control your whole network? Then there is the issue of privacy and data sharing.

Companies will be faced with massive amounts of data that all of these devices are going to produce. Companies must figure out a way to store, track, analyse and to make sense of the vast amounts of data that will be generated.

The Internet of Things has the capacity to separate society into two well defined groups. The Haves and the Have Nots. The cost of Smart technology may be too high for the lower and middle class. All devises will come with a high price price tag especially in the earlier stages. Older generations may not be able to use or understand these devises. Some consumers may be disadvantaged because of this. However, new technology always comes along with associated problems and the products will eventually become more affordable.

Marketing Implications:
It is important for marketers to advertise smart products effectively to help consumers understand how to use them and so they become familiar with them. Then these products will eventually become the norm. Without awareness consumers may become scared of smart devises because they don’t know how to use them or for security reasons. If consumers are properly targeted they will gain more awareness through exposure and then liking.

The technology must also be capable and safe to use. Consumers must be made to feel comfortable with putting their whole lives on the internet and get used to this process. They want to feel safe and the data to be safe on the internet. So there needs to unbreakable security and trust between the consumer and the company. I feel like this technology is not quite there yet especially considering that some of these devices use wifi which is not secure. And god forbid the whole system crashes! Most importantly these Smart devises have to be of benefit to the consumer, or they just wont use it. Marketing 101, create that value, because if they don’t are they really smart?

What are you most excited for in smart technology innovations? Are you worried about any security issues? Comment below!

Cartoon: source

My mobile phone is an extension of my body, as it for so many. There it is, sitting next to me right now. It is not surprising that 77% of us do not leave the house without some kind of mobile device. And that the average person checks their device nearly 85 times a day, spending a total of five hours browsing the web and using apps.

We are increasingly relying on our mobile devices to provide information and make decisions in our professional and everyday lives. Google refers to these times as micro-moments. When users will look to their mobile device and set out to “go, do, buy, learn, and watch”.This poses many opportunities and challenges for marketers today. Understanding users intentions, context and their expectations will help marketers more effectively reach and target consumers.

26283_1_hilarious_new_love_story_details_a_man_and_his_love_for_his_personal_assistant_siri

source

So how do companies connect with consumers in micro-moments?
Companies must be aware of all associated challenges. Mobile social media is a powerful tool and offers two pieces of information not available through any other channel. That is data on the consumer’s time and place. Which makes it possible to see individual consumers in a completely different light. This as a consumer is terrifying yet exciting at the same time.

Micro-moments are now a common part of life, but consumers are not always looking to engage with brands at these times. And If a brand tries to come in with a distracting or irrelevant message, cya later!! Thanks for coming, swipe. That is why new mobile information is helpful. These I want to know, go, buy, do moments are loaded with intent, context, and immediacy. And are critical within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Companies must be there, be useful and be quick in order to catch the consumer in a micro-moment.

Be There: 
Companies must anticipate these brief moments for users and then commit to being there to help when those moments occur. Being there on mobile can drive big results and build a competitive edge for a brand. Here is why: 90% of smartphone users are not certain of the specific brand they want to buy when they begin looking for information online. 1 in 3 smartphone users have purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it. Studies have also shown that brand awareness can increase by showing up in mobile search results.

Marketers must involve consumers in the conversation much like Twitter. The real-time response capabilities of mobile devices, combined with the potential for geo-localisation, allows for the creation of highly engaging conversations. The most effective mobile social media campaigns therefore often involve the user in some form of interactive story or game to create a shared experience between the company, the user, and possibly the user’s own social network.

Be Useful:
Information must be relevant to consumers needs in the moment and must connect them to the answers they’re looking for. With mobile, marketers are able to add a rich understanding of context to consumer’s underlying intent. This provides critical insights into consumer behaviour, providing clues on how to be most relevant and useful for consumers in their moments of need. 90% of smartphone users say they’ve used their phone to make progress toward a long-term goal or multi-step process while “out and about.”Smartphone users will most likely to buy from companies whose mobile sites or apps customises information to their location.

Companies must integrate their service into users life, avoid nuisance, build useful activities. As privacy is key in the area of mobile social media, companies should avoid disturbing their customers at all cost. Mobile devices serve primarily to communicate with friends. When a customer installs an application, or checks in at a location companies should avoid abusing this trust.

Be Quick:
Our mobile experience has to be fast and frictionless. Consumers want immediate gratification, and  are making decisions faster than ever before. 29% of smartphone users will immediately switch to another site if they cant easily find the information or it’s too slow. Mobile sites and apps must be effective and quick.

Three ways to be quick are: eliminate Steps, anticipate needs and load like lightning. Customers expect instant access to the internet. I say this now as Australian mobile phone companies are not listening to users. Consumers want more data not calls. They want to use apps and the internet and are willing to pay more for it. Online transactions also need to be easy and pain free.

Other things to consider:
Consumers move seamlessly across many devices en route to conversion, so credit can’t just be given to the device in use when the “buy” button was clicked. That undervalues mobile’s role in the big picture. It is vital that desktop websites move existing services to smaller screens.  In fact if the website is not mobile friendly google with will move it lower in the search engine page. For a website to work on mobile the layout needs to be changed: icons, words, etc need to made bigger and simplified.

What do you think makes a mobile friendly website?
Have you had an invasive experience with mobile marketing?
Comment below!

Cartoon: Source