All Posts in Social Media/Digital Marketing
October 23, 2015 - Comments Off on Limited Edition Packaging Design
We love the way our premium packaging for Savar's Rosehip Ultra Brightening Serum turned out. The gold foil and embossed logo looks so classy and sophisticated. Check out the other products we designed at www.savaronline.co.nz!
October 8, 2015 - Comments Off on We manage and create captivating social media content!
A responsive/mobilised website changes its appearance and layout based on the size of the screen the website is displayed on. The web page “responds to” the users screen requirements whether it be a desktop monitor, a tablet, or a smartphone screen, with the text and image content resizing for total legibility and usability on whichever platform.
Responsive/mobilised web design is a massive growing trend which is being mainly driven by the growth of smartphones and other mobile devices. With mobile recently overtaking desktop sales, and mobile internet usage predicted to overtake desktop internet usage by 2014, a responsive/mobilised website is a fast becoming a necessity for any serious business.
So if you’re looking to mobilise your website, give us a call, and let’s discuss how we can help you.
In this age of social media madness, the smartphone is fast becoming a perpetual companion to consumers and provides constant access to the digital world. It also poses an opportunity for brands to engage with their consumers on a deeper level by creating branded apps. However, brands should not invest in apps without first developing a solid strategy behind it.
A successful app is one that is personalized and easy to use, and should be seamless across all platforms and devices. Here are a few basic tips to ensure you create a successful app that consumers will want to download, allowing you to build a stronger relationship with them.
Identify the Strategy
Ask yourself what you hope to achieve with this app. How can an app contribute toward your brand’s overall strategy? Identifying this will help you build an app with a solid purpose that is specific to the market you are targeting.
Have a Purpose
When consumers download an app onto their device, they are inviting that brand into their personal space. Remember, your brand is now a guest in the consumer’s home, so act accordingly – do not bombard them with sales pitches. Make your app relevant to the consumer.
An example is Countdown’s new app which is designed to make grocery shopping easier by organizing lists based on the location of the products in-store, while helping consumers save money on their favorite items. It is currently in the Top 25 Free Apps.
Another example is the app we designed and developed for Paint Aids Ltd (PAL) offering painting tips and guidelines. It also helps determine what paintbrush and roller you need for any specific job.
Whatever category you decide to build an app in, make sure it’s a believable extension of your brand. It should serve a relevant purpose to the targeted consumer while being appropriate to the brand.
Market the App
Your app is a tool to market your brand, but it is also a product in itself that needs to be promoted. A great way is to promote the app on all brand touch points, including packaging, brochures, online and advertising. Sponsorship is a proven marketing strategy for branded apps. It not only promotes your app, but also allows for wider relevance as well as seamless integration.
Redfire can help develop a digital media strategy and integrate this into your marketing plan. Redfire is an Apple IOS accredited agency, which means we have the ability to upload apps onto the iTunes store and are recognized as a professional provider.
A digital strategy will consist of a number of aims and objectives both tangible and non-tangible that were aligned with one or more ideas.
Value deals purely in terms of bottom line returns either through purchases, savings or lead generation. The aims of a digital strategy are often unequal when aligned to brand strategy, and worth repositions the idea against how well it matches the digital strategy aims.
Key performance indicators are the metrics by which ROI and performance can start to be estimated and eventually measured.
• Page views • Actions completed • Visitors • Total purchases
Tangible idea returns
The easiest returns to measure and evaluate are tangible website statistics and actions.
Examples of these would be:
• Sales through the site • Audience downloading application • Leads generated through contact forms • Audience forwarding viral videos
Each of these actions can be given a simple estimate value for each idea, to be mapped directly into the aims of the digital strategy.
Non-tangible idea returns
Non-tangible returns are somewhat harder to derive.
Examples of these would be:
• Brand awareness • Presence • Reputation / impression • Education
Each of these may map directly against an expressed aim, but they are not directly measurable.
The key elements for developing an effective digital strategy includes; Planning, Creation, Deployment and Evaluation.
Each of these stages overlap into the next to deliver a coherent digital campaign. Combined, they deliver an ongoing digital strategy as the audience and brand perception evolves.
The planning of a digital strategy involves analysing the following:
• The initial aims and expected returns, both tangible and non-tangible.
• The background of the brand, present positioning and perception
• The audience – broken down into key segments
• Audience locations and value of each audience segment against initial aims
The planning stage deals purely in the analysis and identification of focus areas.
The creation stage is purely focused around campaign formalisation. This involves:
• Planning campaign elements based upon previous analysis
• Creating key performance indicators per channel and estimating expected return per channel
• Design and build of campaign elements / channels
• Planning and establishing deployment routes, communication flows and expectations
The creation stage for each channel finishes on the launch of each channel.
The deployment stage focuses on the delivery of the campaign, including:
• Building the engagement timeline
• Engaging with the audience through the engagement loop
• Sampling progress through a campaign and optimising the campaign message
• Recording salient information through each campaign step for evaluation
The deployment stage runs as a microcosm of the strategy as a whole and relies on rapid responses to tune the strategy.
The evaluation of a digital strategy is imperative to learn the lessons of the campaign, including:
• Evaluating KPIs and fiscal achievement
• Reviewing engagement and unexpected longer term benefits
• Taking lessons on board to build stronger future campaigns
• Scoring the strategy and the benefits that it has given
Evaluation improves the effectiveness of future campaigns and strategies by becoming the key building block in planning them.
March 11, 2015 - Comments Off on A Digital Strategy Engagement Path
AWARENESS > EVALUATION > USE > CONVERSION > ENGAGEMENT
The initial steps involve the audience being aware of the brand or promotion and one or more elements of the campaign. A specific idea could be solely focused on stimulating awareness of other elements of the digital strategy, e.g. a PPC advert linking to a microsite.
Evaluation is the equivalent of dipping a toe in the water. This may involve limited exposure to a further reaching idea, a light weight approach to a deeper idea using progressive disclosure or potentially a walk-through of a more advanced idea. The evaluation step encourages the audience to move through to the next stage in the engagement path without setting up the barrier to commit.
To achieve the aims of the digital strategy, at some point the audience will be expected to use one of the tools within the campaign, hopefully repetitively. Use should not raise the barrier of conversion, e.g. the user being forced to expend excessive time and/or money.
An idea that reaches the conversion stage of the engagement path will be meeting the short term aims of the digital strategy,e.g. making a single purchase through a site.
Engagement involves entering into long term dialogue with the audience over an idea. Ideas that reach the engagement stage can result in repeat conversion and the transition of the audience from being inactive participants to active advocates.
In a nutshell, digital media is about promoting a brand or service, through electronic connected media. This could be online on the web, through specialist website applications, or through mobile phone applications. Digital campaigns can also cross over into traditional media , either as traditional first – bringing an audience into a digital campaign, or traditional last -by using an existing digital audience as content generators.
Digital Media is the great relationship builder. Humans by their very nature are communicative and inquisitive, and digital channels allow brands to interact with their audience on both levels. The level of involvement required by the audience to engage with a brand, in many cases a simple click of the mouse, shrinks the gulf between interaction and offline brand perception.
The greatest benefit of digital media lies in its ability to forge individual relationships with the audience. Unlike any other broadcast medium, digital channels allow direct engagement with each member of the audience creating dialogue instead of the monologue one way blasts of traditional media.
Digital media offers brands new opportunities that traditional communication methods cannot easily match:
• Digital Media does not obey the line
• Digital Media should be cost efficient
• Digital Media can be broadcast and personalised
• Digital Media should always prove returns
• Digital Media can be reactive as well as proactive