Category Archives: Uncategorized

When colors decide first impressions

Colors have always played a huge role in brand identity and marketing communications. With the increasing number of brands, it is imperative to understand the basic emotions tied to certain colors and how it can be used to create the right identity for your brand.

In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).

The following infographic from Marketo is a handy guide to understand colors. Click on the image below for a higher resolution.

true-colors1

 

Lead Generation through Social Media

Initially Social media marketing started as an approach to create brand identity and generate awareness. Facebook and Twitter were used as platforms to build a community around a brand by simply posting and tweeting about the brand. With the changing social media behavior of people; posting photos, articles and discussion on current events have become outdated methods to generate leads. People are on the move 24×7 and so the challenge here is to create a unique and engaging content so that people not only share and like particular posts but rather turn into your potential client/customers.

The most important part is to identify which is the best platform to generate leads for your business. If you have a B2C business model, leads can be generated via all the available social media platforms but if it’s the B2B business model you follow, you will need to be careful in selecting the platforms you want to focus on.

Let us list all the possible social media platforms through which you can generate leads:

 

FACEBOOK

 Business owners are obsessed on getting more likes on their Facebook page, what they always ignore or forget is that they can actually generate a good amount of leads through their page. A lead generated via social media can be anything ranging from an email-id/phone number, right down to a FB profile of a prospect.

One of the most common and effective strategy being used today is, hosting a contest on the Facebook business page. Everyone likes to win something and get recognition on social media platforms. You can run ads for the contest so as to increase the visibility. Plus if the giveaway is something unique, people won’t mind sharing their personal details via a form.

Apart from the regular contest ad you can craft an ad that will grab Facebook users’ attention in the news feed. You can target fans, friends of fans etc. based on the type of service and products you require to promote. Also make sure that the ad is linked to a landing page with form-gated content and a clear call to action.

With the above suggestion it is needless to say that the content on the Facebook should be flawless and should be user friendly.

 

TWITTER

 The Lead generation cards helps advertisers find and connect with users outside of Twitter who might be interested in their message. This allows you, the company owner; to put a call to action button within the tweet, and then all a user needs to do is expand your tweet, click this button, and then share their email id and name with your company all without having to leave Twitter.

The tv ad targeting feature. This helps marketers connect with those who have seen their ads on TV. According to the announcement, it works by using fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV.

Promoted accounts in timelines this new feature Twitter displays account recommendations on the timeline of mobile phones for users to connect with.

Plus Twitter has come up with availability of TV ad targeting on Twitter. TV ad targeting is currently available in beta for the U.S. market only, and only for customers running U.S. national TV ad campaigns.

Check the video out by following the link for more info on the same:  http://bit.ly/1cyEHLU

 

LINKEDIN

LinkedIn is mostly used by B2B firms to generate leads and recruit new employees. It is also used to scan a new employee’s profile for verification purposes. If your business is ignoring LinkedIn groups, chances are it is killing your B2B lead generation efforts. Let’s take a look at a few ways your business can use groups to your advantage.

First step is to create a LinkedIn group with all the relevant information; it should mention all the services and products your business has to offers. Once your LinkedIn group is created the second part is to join an existing group, the benefit is that they have an established user base. Someone has already done the legwork for you and created a community of users who have a common interest. For example if your company is in Health care supply chain, you can join communities where people discuss about supply chain and health IT.

Apart from above basic prerequisites you can create polls on the group just to engage the members and get to know what content will work on LinkedIn. Apart from this you can always run LinkedIn ads to approach the right people. But the main question comes especially from the business development side as to how one can build a business relationship?

One of the many powerful aspects of LinkedIn is that it tells you how closely connected you are to your prospective client. The dominant thing about LinkedIn is that it shows you “who you know” who might know someone at the company. You can work through your own network to get in touch with the company on your target list without having to go through the awkwardness that comes with when you make a cold call.

BLOGGING: Apart from all the above platforms blogging is also a great way to generate leads. A blog assists as a core part of social media vehicle for building and maintaining customer engagement from providing information regarding products and service to closing the sale. A blog can help one identify eligible prospects and customers for a business, regardless of whether it’s a B2B or B2C based business.

Which social media platforms do you consider best for lead generation?

Digital marketing campaigns for Hindi movies

Last year the Hindi Film Industry better known as Bollywood  completed 100 glorious years in 2013.In these 100 years Bollywood has come a long way from the release of India’s first silent feature film Raja Harishchandra which was released with just 4 prints to 2014 where movies are releasing with 3500+ odd prints.

Bollywood is one of the biggest film Industry in the world with over 200 movies releasing each year. It’s obvious that with increase in number of releases each year and with growing movie options for cinemagoers, people now need to spend more on the marketing and communication  than they had to 60 years. It’s not just about posters and radio now, to tap your targeted audience you need to be around them 360 degree so that they can’t ignore you.

Digital and social media marketing have revolutionized the marketing of hindi movies. Even a low budget movie like Gangs of Wasseypur which was made on a shoestring budget of Rs. 9.2 crore exploited this medium immensely to use it for its advantage.

But it’s not just the low budget movies that are   making use of this medium even big budget movies are also spending loads of money to get audience to the nearest theatres. One of the earliest films to join this bandwagon was Red Chillies Entertainment’s Ra.One released in 2012.

According to a report in Business Today, Rs. 15 crores were allotted to the digital campaign alone, which made it evident that Shah Rukh Khan wanted to impress the technology and social media enthusiasts.

The film didn’t do well as expected but its digital campaign back in 2012 was the most discussed case study in Industry. Let’s look in detail the different social media platforms Ra.One utilized to reach its audience.

The Major spent was done by the brands associated with RA.One, more than 20 brands were associated with the movie and  each brand associated with movie spent around 2 crores.

Facebook: 187,288 + Fans

With so many people on Facebook it was obvious to market a movie on Facebook to reach the youth. But it was not just boring videos and photos from the movie’s promos and trailers, the Facebook campaign encouraged users to create their own pages, based on the first name of their alphabets, in the Name Alphabet(dot) one pages. Live streaming content & quizzes were introduced on page to keep the engagement level high.

The Facebook strategy also used the concept of creating privileged users, with their G.One Squad, a select community of G.One fans. The official Ra.One page also contains an embedded playlist and a link to the merchandise store.

Apart from the Ra.One Playstation game, they also released a social game to be released for Facebook, iPad, iPhone, and other platforms. The game was made by Indiagames with a development budget of Rs 4.5 crore.

 Twitter: 30,000 + Followers

Ra.One’s official Twitter page is hard to find   there’s so many! (All with official-looking tweets about the movie, with followers ranging in the hundreds to a few thousand).

Only over 2500 tweets old, the official page, @RaOneFanClub, had crossed 30,000 followers, said to be the most for any Bollywood movie.

Following the leak of Ra.One’s Chammak Challo’s rough version (which I think was intentional), even the song was trending on Twitter.

Youtube: +2,45,000 views

Ra.One,  wanted to leverage the full potential of digital media and create an experience on YouTube and Google+ that has never been done for any Indian film. The Ra.One team personally worked with the Google team to create a destination where their fans can enjoy from anywhere in the world.

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Ra.One didn’t only post trailers on Youtube  It bought space on the world’s biggest video sharing site which is not available now, it was loaded with videos created exclusively for social sharing, SRK’s podcasts and trailers.

The Ra.One video page featured SRK in a VFX-enhanced Youtube video.There is a video on how the channel looked back then.

http://www.youtube.com/watch?v=XpTrTG0b-Cw

Google Plus:62 friends

Engaging audiences on Google Plus is another first for Bollywood, even as Shah Rukh Khan  become the first verified Indian celebrity on Google+. But the Google Plus search didn’t make it easy to find Ra.One, and there’s only the 62 friends. Yet, they organized a live video chat with fans before the release of the movie.

MySpace:54 friends

Myspace? Yes they did try to reach Indian audience. No

Orkut:253 friends

Orkut’s static functionality and boring interface doesn’t make for the best of Fans.

133 ‘scraps’ and 253 friends.

Nokia:Near Field Communication smartphones

The Symbian Belle OS Nokia phones were bundled with Ra.One content on their near field communications (NFC), a data-transfer technology. For Ra.One, that meant that over 400 Nokia priority outlets and partner multiplexes with NFC-tagged movie posters can deliver content straight to the phones – this includes songs from the Ra.One soundtrack, free of cost.

Apart from this various huge offline marketing campaigns were done like releasing the first teaser during India vs Australia quaterdinal during 2011 cricket world cup.

Well Ra.One team touched most of the relevant as well as irrelevant digital platforms to reach its audience.Well the movie didn’t fare well at the box office but Ra.One set the benchmark  in the field of Digital marketing for others to follow and till date no movie has even come closer to Ra.One.

Dynamics of In Game Advertising

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IN GAME ADVERTISING

Wikipedia defines In-game advertising or IGA as advertising in computer and video games. We all agree that Advertising is everywhere and it’s in your face from the billboards, newspapers, websites to public transports, movies etc. and with huge money being pumped into developing games , now even games have become a significant part of the advertising realm.

Some have enough product placements to put our entire Hindi film industry to shame. But how do they get there? Can they sometimes make a game more true to life?

The IGA industry is large and growing. In 2009, spending on IGA was estimated to reach $699 million USD and as of 2014 its stands around $1 billion. It is predicted that in-game ad spending will double from $3.1B to $7.2B by 2016, a mere four years from now. That goes to show how quickly the medium is growing, but also how anxious advertisers are for new revenue paths.

There are several brands that have utilized the gaming platform to reach out to their potential customers. Games like FIFA, Grand Theft Auto, Need for Speed, Battlefield are a big hit among the gamers so it’s not a surprise that these games are also popular among the advertisers. These games provide a real world scenario so it makes sense to utilize the space in game for advertising purposes.

For eg: EA sports game FIFA promotes brands like Adidas, Nike, MasterCard and Sony over pitch side hoardings. Need for speed and Burnout were paid huge amounts to promote Obama during his presidential campaign. Obama images were placed on various hoarding within the game. You could also notice Burger King joints and logos within the game.

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As long as the promotion doesn’t hinder the gameplay, it’s ok to advertise at any level. But the biggest challenge lies with advertisers to churn out more ways to promote their brand through games. With most of the existing hit games based around medieval period (Assassins Creed, Skyrim), it’s getting tough for advertisers to use the games as a platform to promote.

But there is no denying that in game advertising has a huge scope some gamers specified that the product placement in a video game provides realism, suggesting that the environment can bring value to game experience. The researches about consumer’s attitude on product placement on other media channel showed that, in general, consumers are positive to the technique of placing product than to traditional advertising types.

With so much of IGA happening in games  these days, don’t be surprised if you may soon find a Coca Cola bottle being used as a health aid in games.

 

 

 

This is why we love Chrome

Among the huge collection of browsers, Google Chrome is the one which is the fastest. Websites open in a flash, and the designs look flawless, just like the way the coder had imagined it while writing the codes. For example, you open our website, in Chrome and then in earlier versions of Internet Explorer and you can see the difference yourselves.

<In case you have a solution to this compatibility issue, please contact us.>

Watch this brilliant video from 1st Avenue Machine to realise the power of Chrome.

https://www.youtube.com/watch?v=nCgQDjiotG0

232000000 Websites Vs Your Website: How SEO can help?

In the early stages of any business, it is accepted that people will know about you either through google search or word of mouth. ‘Word of mouth’ is an effective yet inconsistent method. On top of  that, if one of your customer is unhappy with your service or product, it can generate negative feedback which over shadows any positive ‘word of mouth’.

Search Engine Optimization is a process, which includes methods (and sometimes tricks) to make sure  that your website gets a higher page ranking, so that it shows up in the first page of any search engine result on the internet. With the every growing internet and countless websites coming up every day, SEO along with the SEM, is gaining more relevance than ever.

As these process is complex, due to the several guidelines from Google itself  (regarding valid methods and malpractices) and continues innovations in using keywords, deep linking and content, it is always advisable to take the help of an agency who knows the inside working of the SEO process. Now-a-days, you will come across many advertising agencies as well as design agencies, offering SEO services in its roster. Many specialized agencies are also present who devote their total skill and human resource into improving your page ranking.

If you are unaware of what Search Engine Optimization is, this Wikipedia article, is a good place to start.

- Subhadip

How Your Social Media Plans Can Fail?

Here are some tips to fail at Social Marketing….

1. Using the word “Media”: And treating it like “Media”. It is not. It doesn’t follow the rules of a media, and thus how you use it,  doesn’t follow how you use other medias.

2. Forgetting it’s “Social”: There are different ways of getting noticed, talked about, respected and “followed” in a social circle. No matter how big you are, if you are not social, with a helpful heart, and interesting conversations you just won’t cut it.

3. Believing it’s free: Now really? Think about this. How will people know about your great online campaign? You need advertising to promote your social efforts. And hiring people with little or no experience to handle your social “media” initiative just because they spend time on Facebook and Twitter is a terrible idea. Follow it and you will agree.

4. Only Facebook and Twitter and Youtube: The biggest is not always the best.Your business, your product and your consumers will decide the social platforms to work on. There are countless of options out there. Finding the right combination is a lot easier said than done.

5. It’s about sales: It is. But not definitely not directly. People won’t ‘follow’ or ‘like’ a sales pitch. You need to use the online social platforms for other disciplines of your business – customer service, product development etc. which in turn will drive your sales. Have a look at the image:

6. “It’s a chore!”: Treat it like a chore and it will show. Soon you will have a “boring” feel and in our experience at Year Zero Designs, have found a truth which never changes – Boring people sucks.

- Souvik

“Free Software” Vs “Open Source Software”

These two terms have been used around so much in the last five years, that they have become almost synonymous. Even worse, most people think that both are essentially the same thing, with different monikers.

It’s not.

Compared to “Open Source Software”, “Free Software” was coined a long time back in 1984, by Richard Stallman, who is associated with the Free Software Foundation. “OpenSource Software” is the result of Open Source Initiative, an ex-fraction of Free Software Foundation, who felt that “Open Source” explains the software in a much better way and has the power to convince manufacturers to release their software as Open Source. The termed was coined by Eric Raymond.

The biggest difference, it seems, is the way they treat “Proprietary Softwares”. Though “Proprietary Softwares” is the common enemy, Free Software Foundation considers it as a barrier to freedom, while Open Source Initiative finds it under-tested and incomplete.

Thus, open-source softwares give you the chance to improve on the source code, to experiment on the software, to enhance its features or efficiency. That is not possible with Free Softwares. On the other hand, many people complain, that some of the Open-source softwares are free to use, many of their features are only open to paid users.

Richard Stallman, in this article, offers an in-depth analyses in the difference between these two kinds of softwares, and even makes it’s stands clear, on why they don’t want to be clubbed with the recent surge in the “Open-Source” hype.

- Subhadip

The Irony of SEO

Currently, I am reading this book “The Google Story” by David A. Vise. Well researched and written, the book is gripping from the word go, and considering my respect for Google, and my interest to know the real story behind their growth, the book immediately has taken almost 4 hours a day.

What intrigues me the most while reading it is, the whole concept of SEO, or Search Engine Optimization, is in itself against the reason why Google came into being. Larry Page and Sergey Brin were unsatisfied with the search engines of the day, like Yahoo, AskJeeves, Altavista, Inktomi etc. The results were not relevant, the database were not updated regularly and what is worse, companies and people had the option of paying these search engines and getting higher ranks.

Obviously, their frustration was shared by millions of other users, and that is one of the basic reasons for the growth of Google. Google provides relevant results because of the backlink theory. In simple terms, the more sites and pages have a link to your page, the higher your page will be shown in the results. There are also countless other variants used by Google in the formula, which keeps changing to beat the smartheads who want to crack the formula. But the backlinks remain important.

From the moment Danny Sullivan started spreading the methods how to get your website more visibility on the results, SEO was born. One of the basic trick of SEO is to create relevant backlinks, and this is where the irony lies.

Though, SEO is one of the services offered at Year Zero Designs, I can’t help wondering, isn’t this in direct contrast to the “relevant results” of Google? Of course, Google has a list of white and black practices of SEOSEO. Google should know it by itself. Isn’t it? and it makes the irony even more interesting. When the website is really important and relevant, it shouldn’t need

* If I miss anything, please do comment on that.

- Subhadip

Analyzing Tomorrow’s Advertising

The buzz about Smart TV has been there for quite some time. Every big player in the market is launching their own version of the Smart TV. Google has come out with Google TVApple is out with Apple TVTivo has already made its mark and now even Sony has entered the picture.

Our quest to be omnipresent and omniscient has propelled us to reach newer heights in multitasking. Consider these statistics:

  •  42% of American consumers surf the internet while watching the television (Deloitte).
  • 86% of US mobile Internet users are using their mobile devices at the same time as watching TV (Yahoo!/Nielsen).
  • 72% of under 25 mobile internet users in the UK post comments on TV shows using Twitter, and 56% do it on Facebook (Digital Clarity).

While it might not be correct to infer that the people want to be in touch with everything through a TV, we can definitely deduce that people are increasingly trying to be stay in touch with everything, including the TV.

And now that TV and socializing will go hand in hand, advertising will also take a new form. Here are the changes we can expect:

  • Target Advertising: While we are already seeing a sea change in the way target advertising is done, the scope of target advertisement will also increase massively. For instance, during advertisement breaks you and I might see ads of Tata Cars whereas the Ambanis might be viewing a Mercedes ad at the same time. Along the same lines, ads will be made with respect to the preference of the person or his social status, family background and not to forget religion. For instance, a person who is obsessed with porn might be shown a sleazy version of the ad whereas a family man with interest in books and Shakespeare might be viewing a much more refined ad which can be viewed by the entire family without raising any eyebrows.
  •  Interactive advertisement: Increasing efforts will be made to induce an immediatepositive response from a consumer. Ads with “push the button and get free home delivery” messages will flood the Smart TV. At present there is a huge gap between advertisement and sales and this will sure be step to bridge the gap.
  •  Action oriented advertisement: The “see it and forget it” method of advertisement will soon be overthrown by more action oriented advertisement. Action oriented advertising can be of two types: a)  The advertising might ease the way a consumer buys a product. For instance, “add to basket” has the power to drive viewers straight from TV to supermarket; and b)  The consumer might himself be the central part of an advertisement, rather than the product, which would not only increase the time the consumer views the advertisement but will also enable the consumer to know more about the product.

Advertising agencies prepared for such changes and take steps accordingly. One though will wonder how well and how fast the Indian advertising agencies respond to such changes

- Sridip