Comparing Traditional and Digital Marketing

Digital Marketing versus Traditional Marketing is one of the most heated new age debates that we often come across. While on one hand the tech heads give you the most obvious justification of fast paced digitization as to why digital marketing clearly surpasses traditional marketing. Corporate Executives, on the other hand, functioning in conventions, would more obviously than not justify traditional marketing. Before we ponder on this debate further,let us first understand what essentially distinguishes the two.What is Traditional Marketing?Traditional Marketing refers to the conventional methods of promoting a brand. This includes newspaper ads, magazine ads, billboards, brochures, hoardings etc. Traditional marketing also includes network marketing. In its most basic sense, Traditional marketing refers to a structured effort on endorsing one’s brand but without any reliance on online methodologies. Traditional offline media are often the channels that brands incorporate when it comes brand promotion.The tools for Traditional Marketing are:1.Print Marketing
2. Broadcast Marketing
3. Referral Marketing
4. Outdoor Marketing
5. Publication MarketingLet us Look at a few examples of Traditional Marketing:A. Vicks, a prominent brand in India came up with a campaign called Touch of Care. The ad film showcased a a daughter’s relationship with her transgender mother. This ad film that went viral because of how it truly the touched a chord with the sentimentality of the audience.B. Dove, around mid 2000s came up with the idea of giving away free samples with morning newspapers. This strategy truly helped the brand popularize itself. This brand strategy completely worked in the brand’s favour.What is Digital Marketing?Digital Marketing as the name suggests refers to the marketing efforts of a brand using online channels. It refers to how a brand handles it online reputation. Optimizing your brand forms the backbone in this case. The biggest channel definitely is the Internet. The sub channels include websites, blogs, Social media platforms etc. Digital Marketing includes a step of intricate procedures.The tools include:1. Facebook Marketing
2. Digital Campaigns
3. Search Engine Optimization
4. Content Marketing
5. Influencer MarketingLet us Look at a few examples of Digital Marketing:A. Kitkat hit it big with their influencer marketing strategy. Their challenge on Musical.ly which involved participants lip syncing to the new jingle was quite a rage. It brought great popularity to the brand image of Kitkat.B. Kellogg’s launched their digital campaign using Stranger Things on Netflix. We saw in the series how Eleven was obsessed with Kellogg’s Eggo waffles. This online promotion that incorporated storytelling elements really brought about a string of desirable effects for the brand.Which one Should you go for?The market conditions are reflective of the cut throat competition that prevails currently. In a situation like this both offline and online presence count. While it is extremely important to maintain effective optimization and an impressive online reputation, it is equally vital to maintain a strong offline presence.Despite having different channels,both traditional and digital marketing run on similar strategies. The Marketing Mix, the backbone of any marketing strategy, consisting of Price,Product, Place and Promotion,is essentially what goes into both traditional as well as digital marketing. Therefore a perfect marketing strategy should be the right blend of traditional and digital marketing.While SEO, SMM, etc are great ways of reaching people’s computer screens but there exists a world beyond that which can be reached through the facets of traditional marketing.As you saw, Marketing can be quite a fix. They are services that call for expert advice and professional help. If done right, Marketing can have a sweeping influence which will bring about a string of beneficial outcomes for your ambitious brand.

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Building A Unique Brand Identity

What is a brand?A brand is a name, term, symbol, design or a combination of these used by an organisation to identify it or its products as unique from others. It acts as an identity and signal, communicating many messages to the market.Therefore, brand identity is its ‘personality’ in context of your target market. In other words, it’s a brand’s characteristics as sees by the market. Every business has one, although some are more subtle and others are very in-your-face.It’s very important for a brand’s success to have a solid, well supported identity as it allows the target market to relate to it. People are emotional beings and this comes across in their buyer behaviour, so therefore, if a business wants their product to appeal to a certain customer, the identity of the brand must offer a relevant characteristic that is pleasing and favourable to them.For example, popular cola soft drinks run intensive branding campaigns with their product on the beach with people enjoying summer, with the intention that their brand will become associated with ‘fun times’ and ‘enjoyable experiences with friends’. This trait, which is an element of brand identity, means that customers will recognise a relatable characteristic, and associate their happy emotions with a product that naturally lends itself to that situation.Five Dimensions Of Brand PersonalityResearch into the marketing and psychological aspects of branding date back to the 60s, 70s and 80s, and identify five main brand personality traits, known as ‘The Big Five’, which encapsulate the main categories of identity.How a consumer interprets all brand messaging is how a brand identity is defined, and the definition tends to focus on one of the following traits.(1) SincerityDown-to-earth, genuine, honest, and comfortable.(2) ExcitementExhilaration, adrenaline, fun, stimulating and sporting.(3) CompetenceReliable, trustworthy, successful and intelligent.(4) SophisticationUpper class, cultured, charming and posh.(5) RuggednessOutdoorsy, tough and strong.Regardless of which category, a brand identity can significantly impact a customer’s interaction and emotional connection with a specific product or organisation.How To Develop A Brand IdentityAn identity of a business, a product or brand functions very similarly to that of a person. When you think of a person, you can list off all of the qualities they have that come across to you when you interact with them. For example, witty, smart, fun, outgoing, frustrating, and so on. These qualities can be both negative and positive, and the way you were able to come to the conclusion of these adjectives lies in how you’ve interpreted the signals they projected through their actions. For example, you would label someone as fun, because they shared an experience with you that you enjoyed, or label someone as frustrating because they were difficult to get along with.It works the same with a brand. The best way to establish, uncover and promote a brand identity is to begin describing the traits and characteristics that come to mind. Then you (as the owner of that brand) must leverage messages and actions which act as signals to the target consumers to allow them to discover and interpret those characteristics and relate your brand to those traits.Branding ElementsBranding elements are the physical identifiers of a brand, such as design, images, colours, font, name, shaping, spacing and so on. Consistency is key here: once you establish your traits, as discussed above, the way your brand physically exists must be consistent with the characteristics you wish to portray.For example, if you want a sporty, exciting brand, you may lean towards brighter colours, modern fonts and trendy logos, as opposed to, say, a conservative fashion brand which may choose a more formal name, a cleaner font, a more conservative colour palette, etc.Customers are very intuitive, and therefore, brand identity and the associated branding elements must be planned very carefully to ensure that they both sync in such a way that the correct messages are being successfully and easily interpreted by the market.Using A VoiceA ‘voice’ in this branding context refers to the entire suite of communication tools used to promote the brand identity and elements, above, to the market. Basically, it’s how you speak and interact with your audience and how they relate to this.This can be the colouring, layout and words used on a website, the music and sound on a radio commercial, or the images featured on a print advert.Again, consistency is very important here. It’s very essential that the voice matches the characteristics and traits originally established for the brand, so that the audience isn’t the victim of mixed or conflicting messages.Write A Branding Guidelines DocumentA ‘branding guidelines’ is a document where all of the branding elements, identity and voice are clearly written out in detail. It provides the ‘go-to’ guide regarding everything about a brand, from design, exact colours, tone, images, sizing, backgrounds, tag lines and correct use.As mentioned above, for a successful brand and strong identity, consistency is paramount so that the audiences are not receiving mixed messages or incorrect signals. The market is already cluttered with noise, and so it’s very important that a business sharpens their message to be so specific that when a customer interacts, they interpret the message positively and correctly.A branding guidelines document ensures that all of the branding is used correctly so that the entire marketing effort is heading in one, uniform direction effectively. Making this document easily accessible internally within a business ensures that everyone working on promoting the brand is doing so in the correct manner.Every business has, or should have, a distinct and unique identity which makes it appealing to their customers, and it lies in a solid branding program to ensuring your brand’s personality stands out from the crowd.

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Managing People in Small Business – 7 Issues the Books and Training Courses Ignore

A small business manager has limited resources, major time pressures and a vast number of “balls to keep in the air”. It’s far more difficult managing a small business with 20 employees than managing the same number in a large business. The principles may be the same. But the practice is quite different.ExposureAs a small business manager, you’re far more exposed than your big business counterpart. Your behaviour is readily observable. If you don’t “do what you say” almost everyone knows. Be composed and positive no matter how worried you feel.Staff RelianceAs a small business manager you depend on your staff entirely. If your staff miss deadlines, upset customers or simply do shoddy work, you’re often left to “sort it out”. Try to anticipate problems before they occur and teach your staff to do the same. Resolve staff differences very quickly. Have plans in place so that unexpected staff absences aren’t too disruptive.Management Co-operationYour management team must co-operate very closely. Small business is no place for “turf wars”. When staff observe friction between small business managers morale plummets quickly. All managers must ultimately agree on business philosophy and systems and be seen to do so by staff.Staff VersatilitySmall business can’t afford many staff who are narrow specialists. Tradespeople must also be salespeople. Accountants must be competent in customer service. Drivers must be schedulers. Look for staff who are willing to help outside their specialist areas and who enjoy variety in their work.Instructions and SystemsManagers have lots of demands on their time merely because the business is small. To get maximum value for effort you must give very clear and accurate instructions. Develop and implement systems that staff can use effectively to enable them to succeed with minimum management help.InformalityYou may be a Vice President or a Director. But you can’t expect much formal recognition of your status as you would in a large business. Flexibility and adaptability are features of successful small business. There’s no time for acknowledging status or “standing on ceremony”.LivelihoodYour employees depend for their livelihood on the success of the business. If the business fails, they’re out of a job. They can’t “transfer to another department” as in big business. And because the business is small, it’s more vulnerable to market forces. Let staff know that you acknowledge these concerns and ensure they understand what you’re doing and why.ConclusionAs a small business manager you already know that good people management is essential. But because your business is small, your staff can “make or break it” more readily than in large business. Keep them well informed, establish good and workable systems, give them genuinely rewarding work and responsibility and they’ll respond positively. But don’t expect to learn about how to do it in the formal courses and books.

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Keep These 5 Rules in Mind for Successful Commercial Designing

Who doesn’t want an excellent commercial design? Excellent commercial design is important to maintain the reputation and brand image of the company. As it is said, the first impression is the last impression, a good impression always attracts potential customers. It’s obvious no one would ever love to walk in a congested environment with bad lighting.

Bad design and interiors deteriorate the productivity of the employees. It can be a confusing task when planning a commercial designing project for the first time, hiring expert Commercial Architects Melbourne can be the best option to know about the latest trends and perfect matching designs.

This blog is about some basic rules to consider for making the commercial project successful.
Keep structures versatile

When it comes to transforming any commercial space, focusing on convertibility and keeping office interior decor versatile can be the best option. It can be done by implementing a versatile structure to spaces such as cafeterias, offices, and many more. Everyone gives preference to comfort hence, focusing on spatial and versatile design will help to complete commercial designing projects in an optimal way.

Consider the latest technology implementations

Technology plays a supportive role to enhance the commercial designing project. Moving forward with the latest technology is important to execute any business smoothly because technologies make the work much easier and comfortable for the employee as well as organizations. Implementing centralized and decentralized digital control is much needed in any commercial design.

Keep office aesthetics updated

Good aesthetics and interiors impact the overall representation of the office and make the place functional and attractive. Hire a reputed designer for modern d├ęcor and furniture ideas. Hiring a designer reduces half of the project stress and helps to meet the contemporary fashion and latest trends. They can help to choose the perfect theme that blends well with the office decor, atmosphere, and colour.

Provide personalized space to prevent congestion

Majority of customer prefers personalized space such as different seating to seat comfortably and do the personal work. Personalized space is one of the crucial factors for customer-based service offices such as hotels and cafeterias to provide an ambient and comfortable place.

Always keep safety first

Safety is the central feature of every construction and designing project. Hence, it’s the high-priority factor to keep the aesthetic and functional safety at the working place. It can be compromised for interior decoration and design purposes but it’s not at all affordable to compromise for safety purposes.

Following the above useful ideas can easily help in the successful completion of a commercial designing project in a safe and pleasing way. In today’s, modern construction, reliability, and comfort is also an equally important factor.

Final words,

It’s important to hire the experienced Building designer Melbourne to make the commercial designing project worthy. Hope the above rules helped you to scale up your interior designing projects with a better outcome. Follow the above tips for any renovation or remodelling project and surely you will get award-winning and achieve a better office experience.

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How Long Should A Laptop Battery Last And How To Increase the Battery Life

No matter how expensive your laptop is, its battery won’t last more than four years. According to experts, a new laptop battery gives you as many as 1,000 cycles. In other words, you can charge and recharge the battery up to 1000 times. However, many factors play their role to increase or decrease the lifespan of a laptop battery. For instance, the material used for producing the battery substance. So, if you want to ensure that your battery stands the test of time, given below are some of the tips that can help.

1. Install a good battery monitor

If you are looking for an alternative, you can choose from tons of third-party utilities. Basically, the software programs help you monitor your laptop battery. These programs have no compatibility issues with any type of laptop.

Using these tools, you can find out which programs are using most of the battery power. You can then close the unwanted programs to save battery power.

2. Install maintenance apps

You can use some manufacturer-recommended maintenance tools for maintaining your laptop battery. Based on the type of your battery, you will receive different suggestions. Apart from this, your operating system will come with a built-in utility that can help you keep an eye on your battery condition.

3. Maintain your device temperature

You should try your level best to ensure your laptop maintains its temperature. In summer, electronic devices tend to heat up, which negatively impacts the life of the battery packs.

Therefore, you should make sure that there is a little bit of space between the bottom of the device and the table you have placed your device on. Besides, the ventilation system of your device should be working properly. For this purpose, regular cleaning of your device is quite important.

4. Don’t use maximum brightness

When your screen brightness is at maximum level, your device will use the maximum power. So, turning down the brightness is the first thing you can do to save power. Also, it is not a good idea to keep the brightness at max level as it can have a negative impact on your eyesight.

So, by following these simple tips, it will be easier for you to extend the life of your laptop battery.

5. Change the power-saving settings

Before you do anything, go into the power options of your laptop. If you are using Windows operating system, you can go to the control panel to access the power options. The control panel can be accessed from the Start Menu.

Some users have MacOS. If you are one of them, you need to access Energy Saver, which is found in the System Preferences. If these values are set to default, your computer will use the least amount of power.

So, what you need to do is make small changes to the settings so that you achieve a balance between power and performance. For best performance, there is always the choice to connect your device to the AC outlet.

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