2018 is looking to be a busy year for digital marketing, with brands searching for new ways to reach their customers and drive engagement. 2018 is also set to be a great year for superheroes and a film I’m looking forward to seeing is Avengers: Infinity War. Before I let my inner fanboy take over, […]
How to Fix a Broken Content Strategy written by John Jantsch read more at Duct Tape Marketing Many businesses out there spend the last few months of the year planning their content strategy for the year ahead. 1,104 more words
Brick-and-Mortar storefronts don’t fear a challenge as they take on the age of digitalization. Seeking a hands on experience, consumers look for ways to combine in-store shopping with the convenience of online shopping.
Take a look at how Kate Spade revolutionized window shopping. In their Kate Spade Saturday campaign, they employed digital window shops where customers could shop without ever stepping foot in a store. Talk about fashionable. Follow in the footsteps of brands like Kate Spade with our top five visual merchandising trends of 2018.
1. Dynamic Lighting
Turn on the lights! Lighting has a powerful impact with one fourth of consumers making an unplanned purchase because of it. Dynamic lighting involves the color of the light, the intensity, direction, and even movement that turns shoppers into customers.
To feature a product, place a brighter light on it. Using an incandescent lamp – which is sharper and brighter – can highlight its details and importance. Keep surrounding areas dim to focus attention. Bright lights in general tend to exude a positive vibe that can increase purchases. When using colored lights, match the colors of your packaging or product to a light in the same color family such as a hunter green package with a light green light or a deep red with a pink light. This will avoid unpleasant color clashing. Color also influences our mood. Remember that colors in the blue family will have more of a calming effect where reds tend to excite and stimulate.
2. Interactive Merchandising
On average, people spend 5-8 minutes in the fitting room. But what if you never have to step foot in a dressing room again? The use of virtual reality, coding technology, and motion sensors make shopping more interactive and digital.
Mac Cosmetics recently launched their “Virtual Try-on Mirror” that lets customers try different makeup styles without ever putting a drop of makeup on their skin. Meanwhile, UGG Australia’s touch screen displays allows customers to customize, order, and research products within the store. The lesson here? Get customers involved. Whether it be incorporating tablets for use on displays, in store demos, or digital kiosks, boost your strategy by offering opportunities for shoppers to engage.
Neuromarketing addresses the psychology behind buying habits and preferences.The field of is still young, but initial research can reveal how cues, like color, visuals, audio frequency, light, and smell influence the buying experience on a neurological level.
Although it may hard to get your hands on some of this groundbreaking research, it can be helpful to analyze the psychology of buying until further developments are made. Getting to know the overall ambience of your store from the type of music to the warmth of lighting can cue shoppers to make a purchase. There are also options such as tracking consumer’s eye movements and psychological tricks like removing the dollar sign from price tags that might be more accessible than the more advanced EEG and fMRI s
4. Augmented Reality
Virtual reality helps consumers conceptualize a product in a way that was impossible before modern tech. Now, they can see products in action before ever making a purchase.
TopShop currently gives virtual reality glasses to shoppers so that they can feel like they are front seat by the runway, seeing the clothes be worn and real time and helping them visualize how they could incorporate the clothes into their own wardrobe. These augmented reality applications provide customers the chance to “try on clothes” or other products in a totally new way! You can get virtual reality glasses that put your shoppers into the right mindset or environment with videos and images that communicate your story and mission.
Keep it simple. Distractions are at an all time high, so it can be a refreshing change to clear the sensory clutter fogging our focus. Flashy decorations and displays are good attention grabbers, but they can ultimately distract from the true vision of a product.
Some retailers have manufactured entire spaces to reflect clean lines, sharp edges, and bright spaces. These kinds of setups allow you to showcase your product instead of hiding it. Use clearly defined lines which can be crafted from metal space that refines otherwise soft spaces. Neutral colors also contribute to the minimalist aesthetic and allow your product to pop. While you may not have control of your entire retail space, you can reflect the minimalist spirit in your displays using open space, whites and beiges, and avoiding overcrowding.
All five trends display a certain level of consumer centrism. The tools work to provide shoppers with an environment focused on them. The styles, technology, and techniques prime the shopper while also ramping up energy and excitement with cool features.
Inserting keywords for Website SEO requires you to understand how SEO works. There are places in your website where you can insert keywords in order to optimising your website.
Source: Shochu and coke
For the first time in its 125-year history, drinks giant Coca Cola is introducing an alcopop-style product.
Described as a ‘modest experiment for a specific slice of our market’, Coca Cola is trialling its first ever alcoholic drink in Japan only, inspired by the country’s growing demand for Chu-Hi, sparkling canned drinks mixed with local spirit shochu.
Typically between 3-8%, the drink is already being produced by beverage giants Kirin, Suntory and Asahi in a range of flavours, with grapefruit and lemon among the most popular.
Jorge Garduno, Coca-Cola’s Japan president, explained: ‘We haven’t experimented in the low alcohol category before, but it’s an example of how we continue to explore opportunities outside our core areas.’
Although the drink is unlikely to reach Western markets, it shows a continuing diversification of Coca Cola’s offering, as younger consumers have become more health conscious, the brand has been buying water and tea brands.
I literally dig for eye opening content in the morning and I stopped at this one.
Every time I think I am getting closer to knowing what the whole content game is, more amazing stuff comes around. It may sound frustrating but really it amazes me as to how much each word, order of words, color palette and even your choice of bullets can actually make or break the deal. And that to me is sheer power! power of compelling action using just the right content…wow.
If you think the intro is too over the top (like that thought never crossed my mind) then this will help your belief system – “Copywriting isn’t that mysterious. We’ve got over 100 years of data on tested and true tactics that always work when you want more people to buy or take some form of action.”
In this post I’d like to share a study material (along with the above mentioned quote) from one of my ongoing courses on Coursera – The Strategy of Content Marketing by Sonia Simone, Chief Content Officer, Rainmaker Digital, LLC. The material is light and easy to digest, especially for beginners, and it leaves you with some very basic pointers that will come in handy when trying to create effective content (print, audio or video).
Here is a link to the booklet: www.flipsnack.com/5Papproachtocontent/the-5-p-approach-to-copy-that-crushes-it.html
Here are my key takeaways from it:
- Winning Premise – this is the foundation to what your content will be for your customers. will it be just another ad in the noisy prime time section or will it something your consumers will relate to. Establishing a groundbreaking premise determines the reaction/action of your target audience. The premise holds in it the core emotion or message that the customer will live with for days to come. Remember how Coca Cola has been selling happiness.
- Premise is not always the USP – i will go back to Coca Cola for this one. take a moment to realize that the product is a fizzy drink that might go very well with a pizza but there are no earth shattering aspects to a carbonated drink. And then there is competition which is selling more or less the same stuff. So the premise of your content should not rely on USP that might not always be unique or the selling proposition that your customers are looking for.
- Research and more research – so now that we know that obvious is not obvious when it comes to content marketing, go out there and find answers. Content is the king because customers make it the king. A thorough understanding of your target audience, their requirements, expectations and emotions is probably the step before step 1 of content marketing.
- Broader picture – Do Not Forget the Broader Picture! All the words, sounds and visuals are there for a reason which is to make the customer act. Having a clear selling proposition and call to action allows the customer to react to your content. It happens more often than you think, you start with a winning concept, jazz it up with the keywords but lose track of what the customer is supposed to do when they come across this content.
- Keep it simpler than simple – and i couldn’t agree more with the example given in this course material. Nike has given you the success mantra of life in just 3 simple words – Just Do it. As a marketer I cannot even begin to express how overwhelming all the product or company information could be to begin with, because let’s face it every company thinks they are the best and their product unbeatable. The process of boiling all that information down to a phrase that has literally shaped many a lives is beyond genius. And it is part of content marketing to simplify things and present to the customers the most refined version of your thoughts.
I know what you are thinking…what are the 5 Ps to Content Marketing? well that you will find in the link mentioned above and honestly it is what you NOW already know. My attempt was to build a **drumrolls** PREMISE and that starts with a P 😀
Thanks for stopping by and let me know your thoughts…