Marketing Maximus e Magazine-4

Pink Lemonade's Marketing Communication Monthly VOLUME 1 | ISSUE 4

Building a Brand for the Ages: 5 Ways to Learn What Your Customers Want Paid Search Campaigns: Your Stairway to Success Why Brands Need Integrated Marketing

Video Marketing: From a Want to a Need THE MAXIMUS STORY

Digitalization in Education: Moving Away from Old-school Practices May 2018 | Marketing Maximus Magazine | 1

Digitalization in Education: Moving Away from Old-school Practices

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6 In the News: The Latest Industry Bites, Served Fresh

Why Brands Need Integrated Marketing

Invest in Your Brand's Visual Identity: Pick a Great Logo

Video Marketing: From a Want to a Need

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20 Facebook Workplace: Connect, Chat, Collaborate!

Designed by: Sachin Uthappa, Nithin Alfred, Dhivya Gopal, Shreyas Bendre, Deepu Narayanan, and Simran Makker 2 | Marketing Maximus Magazine | May 2018

Building a Brand for the Ages: 5 Ways to Learn What Your Customers Want

Paid Search Campaigns: Your Stairway to Success

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s Inside Think Global, Act Local with Geo Targeting

What's Inside Space Design: The Office of the Future is Finally Here

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32 Heights of Clever Hoardings

The Quest for Better Workspaces, Decoded

May 2018 | Marketing Maximus Magazine | 3

In the News The Latest Industry Bites, Served Fresh

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Credibility and authenticity — the two factors behind Vivo’s strategy to sign up Aamir Khan as brand ambassador, says co-founder Kwan Vijay Subramaniam.

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Discovery Networks enters into sports broadcasting in India with the launch of DSport.

Pete Canon sparks controversy on Twitter with his song Bang Bang — featured in the new iPhone X ad — which sounds similar to an RD Burman composition.

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Getty Images launches the ‘No Watermark’ campaign to help people around the world who don’t have access to clean drinking water.

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Netflix launches a custom font — Netflix Sans.

Designer Noah Nathan explains how it could save the company millions in revenue.

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Google is eyeing blockchain technology to integrate into its services and offerings, according to Sridhar Ramaswamy, Head of Advertising.

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World renowned physicist, Stephen Hawking, dies aged 76. Along with helping broaden our understanding of the cosmos, he also appeared in several ads over the years.

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Cannes Lions nominates Philip Thomas as the new Chairman to take over from Terry Savage in June, 2018.

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UK-based fashion brand, Missguided, introduces mannequins with stretch marks to shift body image attitudes.

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Elon Musk joins #DeleteFacebook crusade; deletes Tesla and SpaceX Facebook pages.

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Music listeners on YouTube will be shown more ads to promote its paid services.

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Facebook verifies identities for political ad campaigns to avoid misuse of the platform and data leaks.

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PETA, the animal welfare organization, petitions Vodafone to stop using pugs in its ads.

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YouTube launches a new variant of skippable ads that prioritize reach over views.

May 2018 | Marketing Maximus Magazine | 5

Digitalization in Education: Moving away from old-school practices

By Nikita Shroff

An interview with MANSOOR ALI KHAN Director and Member of Managing Committee Delhi Public School — Bangalore & Mysore

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According to you, which domains have embraced digitalization the most?

Technology has made a remarkable impact across domains. From transportation and tourism to agriculture and defense, its presence is felt everywhere.

In the education sector, digitalization has marked the beginning of a new era of online tools that allow for easy management of the school’s human resources (staff, students, and parents).

Being in the education industry for several years, what are the shifts that you have noticed?

There have been two primary paradigm shifts in this industry, one of them being an increased focus on skill-based education.

We have introduced courses such as IT, retail, and automobile in an effort to move away from traditional knowledge-based learning to a more skill-based approach.

The other major shift I have noticed is the implementation of massive technology infrastructure in the education sector.

The STEM to STEAM movement has been taking root over the past few years to meet the needs of the 21st century economy. This learning approach uses Science, Technology, Engineering, Arts, and Mathematics as access points for guiding inquiry, dialogue, and critical thinking. With smart classes, iPads, and tablets making their way to the 21st century classroom, we have come a long way when it comes to dissemination of knowledge.

Today, learning is aided by photos, maps, images, and animated videos that allow students to establish a strong connect with faculty and drive better outcomes.

How has technology impacted modern day education?

For one, technology has greatly expanded the access to education. Information in the form of books, audio, images, and videos is now available at one’s fingertips — and it’s all because of the Internet! Platforms such as Khan Academy even allow students to enrol in online courses that are available across the world. For students, the walls of a classroom are no longer a barrier because technology has given them the wings to look beyond through new means of learning, communicating, and working.

That’s why, we have introduced Skypeathon — a Microsoft platform that connects our students to others around the globe, and Entrar — a school management software that simplifies our internal operations.

How has the use of digital platforms helped you communicate and interact with parents?

It cannot be denied that digital marketing comes with many advantages. One among these is the ability to generate greater and higher traffic. After all, targeting the right kind of people that deliver the right kind of results is exactly what digital marketing is about.

We use a host of platforms and channels to streamline our interactions with parents.

One such platform is Entrar, which allows parents to stay informed about their child’s progress at school. We use the school website to share the newsletter, information on international programs, and updates on our value-added assessment systems (Olympiads, Cambridge assessments, etc). Our Facebook pages are also always buzzing with school-related updates — from exam news to achievements.

Recently, we introduced a Global Positioning System (GPS), which enables parents to track their kid’s movements, from boarding to de-boarding. These technologies have simplified and improved our interactions with parents, thereby enhancing our interpersonal relationships with them.

This type of marketing approach has previously helped School of India find its very own niche amidst other leading schools in the country.

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How has digitalization helped you connect with candidates?

How do DPS Bangalore and School of India carry forward the vision of Digital India?

Many media platforms, such as LinkedIn, Facebook, and Twitter, allow us to connect easily with candidates, many of whom would otherwise not be reachable through traditional channels. Digitalization has also helped us mentor our students on these very platforms, which can be used by them to build professional careers and learn the basics of social media etiquette.

How can integrated marketing help brands ensure better conversion rates?

Marketers in today’s day and age have plenty of choices when it comes to promoting and advertising their products and services.

From print and web-based advertising to direct and mobile marketing, brands now have endless ways through which they can connect with their target audience. While there is no sure-fire formula to creating a successful integrated marketing campaign, there are a few steps that a brand can take to maximize its conversion rates. Linda Pophal, Marketing Communication Consultant, Strategic Communications, has rightly said,

It's important to clearly identify who your target audience is by both demographic and psychographic (attitudes, interests, and behaviors), to help develop key messages and identify the best communication channels to reach them.

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It is important to remember that the world around us is changing, and so are our children.

But to prepare them for this ever-evolving world, we must change the way we educate them too. In the 21st century, educators must create a curriculum that helps students connect with the world and understand the problems we face.

This becomes even more relevant with the coming of the Digital India initiative.

We ensure our students are digitally connected to their curriculum by providing online information about exams, assignments, and holidays.

We have also taken the Digital India vision forward by providing:

Digital infrastructure

Governance and on-service demand

Digital empowerment

You have journeyed from a brand advocate to a brand champion. Tell us more about this.

Brand advocacy is more than just a policy — it’s a philosophy that reflects across businesses. When people love your brand, they won’t hesitate to pass the word, helping drive revenue and business intelligence, and scale in ways that advertising and traditional marketing simply cannot. And when these very people spread the word and act as influencers, they go from being brand advocates to brand champions.

At our schools, we encourage teachers to be our ambassadors. They are the ones who ultimately uphold the principles of education and know the culture of our school through and through. After all, we grow with our students, teachers, and parents — not just in infrastructure, but in faith and commitment as well.

May 2018 | Marketing Maximus Magazine | 9

Why Brands Need Integrated Marketing

By Madhuri Keta

Today, customers are channel agnostic, the marketing environment is oversaturated, and competition is fierce. There are a variety of communication channels to choose from — digital platforms, mobile apps, radio, print, etc. So, if you want the largest piece of the customer-base pie and want to develop a truly effective brand, you will need Integrated Marketing.

According to a 2014 study, more than 70% of consumers use three or more channels when doing the pre-purchase research for a product or service.

It is clear that users no longer rely on a single channel to learn about a product or follow a defined path through the sales funnel. So, it is all the more important to develop an integrated approach as the foundation of any marketing strategy.

Who Employs Integrated Marketing?

To put it simply, the smart ones do. Strategic integration of a brand’s marketing efforts is not only a super smart move, but also an immensely critical component in maximizing ROI using marketing materials.

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Attracts Strangers

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OWNED MEDIA • Landing pages • Websites • White papers • Email marketing • Online local listings • SEO content/blogs • Online videos • Social channels • Web funds • Mobile apps

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Integrated Marketing (IM) helps achieve consistent brand messaging to present a unified and seamless experience across a multitude of channels and various stages of the customer lifecycle.

PAID MEDIA • Paid endorsements • Paid content promotion • Paid search • Re-marketing • Digital advertising • Video pre-roll • CPC/PPC advertising • Advertorials • Affiliate marketing

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Integrated Marketing (IM) is defined as a strategic approach to integrating communications and interactive experiences to target specific audiences through effective coordination of all aspects of marketing viz., paid media, earned media, and owned media.

AD

What is Integrated Marketing?

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EARNED MEDIA • Social shares/mentions • Online reviews • Inbound site links in content • Articles • Press releases • Media coverage • User-generated content • Editorials • Influencer outreach

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Attracts Fans

Attracts Customers

Are you wondering if Integrated Marketing is right for your business? Ask yourself the following: 1. Do you advertise across multiple channels?

2. Do you target specific audiences?

3. Are you concerned about the data and accountability behind your marketing campaigns?

4. Do you advertise to consumers or to other businesses?

If your answer to two or more questions is yes, IM is for you. But don’t take our word for it. Find out why your brand needs IM and decide for yourself.

Why Does Your Brand Need Integrated Marketing?

Irrespective of your industry, business size, and geographical location, Integrated Marketing is a crucial part of your marketing strategy. The trick is in identifying the Goldilocks of various channels and content mediums. When done right, IM can have a strong and positive impact on your brand presence and business.

According to AdReaction: The Art of Integration, well integrated and customized ad campaigns are known to have boosted effectiveness by 57%. This data is based on extensive research across 45 countries, multichannel copy testing of 12 campaigns and thorough analysis of Kantar Millward Brown databases.

According to the AdReaction survey, while 89% of marketers believe their marketing campaign strategies to be integrated, only 58% of consumers agree. The research further found that integrated campaigns are 31% more effective at building brands, even without customization.

Integrated Marketing and its Impact in an Expanding Digital World When it comes to creating an effective marketing strategy, ‘If it ain't broke, don’t fix it’ isn't really the right philosophy to follow. Outdated and disjointed marketing strategies that worked in the past may not get promising results today. So, even if the strategies don’t ‘seem’ to have a problem on the face of it, replacing them with more time-relevant and technology-enabled integrated marketing strategies is the right thing to do. Here’s how such solutions can bring about a positive and sustainable impact on your business:

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uilds Trust Industry experts opine that ‘trust’ is the holy grail of all marketing strategies. It is the age of trolls and memes and customers will rip brands apart at the slightest hint of mistake. For instance, Indian actor Shraddha Kapoor was recently

trolled for endorsing green tea for weight loss after she posted a ‘body positivity’ photograph of Marilyn Monroe. By efficiently integrating your brand message across all channels and maintaining consistency, you are more likely to build a higher level of trust among your target audience.

Pro Tip: If customers trust you, chances are they will buy from you.

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nhances Brand Visibility Drawing the attention of your potential customers to your brand is usually the first step in most marketing campaigns. If they don’t notice you, you don’t exist for them. That makes Search Engine Marketing (SEM) and Pay Per Click (PPC) advertising the most effective ways to increase visibility among consumers. Integrated marketing solutions can highlight key messages and owned assets of your brand, and help you build rapport with consumers quickly.

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aintains Consistent Messaging for Stronger Branding At the heart of every multi-channel marketing effort is a clear messaging tactic and cohesive strategy. Who knows where your customer is going to encounter your brand? You need to be prepared with a plan of attack for each channel, and an interesting and consistent brand story to minimize the time your potential customers need to become familiar with your brand.

There, we just gave away the secret recipe to a successful IM strategy.

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oosts Cost Saving Creating content, be it text or graphic, involves considerable expense because there is a whole team of writers, editors, designers, proofreaders, developers, and managers involved in the process.

However, when you integrate your campaigns across multiple channels, you successfully eliminate unnecessary duplication. That way you also cut costs that might be incurred due to disjointed and confusing campaigns. And that also means you earn a better ROI.

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akes Integrated Marketing Effective and Efficient Integrating your campaigns across a range of channels helps you communicate consistently and reinforce your key message to a larger audience. There is little to no confusion in the message, and the uniformity in your image improves trust and awareness. For example, as per a Gartner research survey, lead management campaigns that integrate four or more channels outperform single-channel campaigns by around 300%. Besides, IM helps you streamline your process and manage time, resources, and costs more efficiently.

The Four ‘C’s and a Perfect IM Strategy David Pickton and Amanda Broderick are responsible for most of the literature surrounding Integrated Marketing Communication and have distilled the strategy into four ‘C’s.

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Complementary: Every element of your brand communication plan supports the others Continuity: Communications are consistent and connected through all spaces Consistency: Multiple messages within your brand reinforce and support each other Coherence: All communications are logically connected British multinational market research firm, Kantar Millward Brown, strongly propagates the use of integrated marketing and says that when you want consumers to remember your brand, “The more cues used, the better.” The firm further said in a statement, “A strong integrated campaign must be flexible enough to enable novel, complementary content, but familiar enough to link the key campaign elements tightly together.” Kantar Millward Brown also noted that campaigns with a strong central idea performed 64% better across all brand KPIs. The report concluded that such an idea acts as ‘connective tissue’ across all content.

Coca-Cola Life: Digital Screen + Billboards + Social + Point of Sale Coca-Cola is a brand that is often renowned for their marketing efforts. When they launched a campaign for the new Coca-Cola Life drink, they further demonstrated their innovative style by employing a range of inter-connected communication channels, from digital screen solutions and billboards to Point of Sale advertising and social media.

Porsche: Events + Influencers + Social + Video + Radio Porsche followed a multi-channel approach to change the perception that they manufactured expensive sports car that very few could afford. The central idea was clear — change people’s mindsets. The brand used pop-up events, mobile-friendly content, influencers, social media, video, and radio to create urgency, trigger content sharing, and build momentum. Content was delivered to affluent customer smartphones through geotargeting to generate awareness.

Red Bull: Extreme Sports Ownership + Events Red Bull is almost always associated with high-adrenaline adventure and sports.

The tagline “Red Bull gives you wings” has been extensively promoted through endorsements, sponsorships, web, social, TV, etc. But the energy drink brand went one step further with a live event that the media called the ‘Edge of Space’ jump.

Red Bull Stratos’ collaboration with Austrian Skydiver Felix Baumgartner is probably Red Bull’s most powerful marketing effort to date. In this live event, Felix flew into the atmosphere of New York, US, and made a space dive from an exit altitude of approximately 39 kilometers.

The space jump video is extremely popular and drives home the point that Red Bull indeed gives you wings. To sum it up, well-planned and efficiently executed integrated campaigns help you create a unified marketing strategy that delivers incredible benefits. Integrated marketing boosts sales and profits besides sharpening your competitive edge and improving brand loyalty. So, are you convinced yet? If not, reach out to us and we’ll tell you more.

May 2018 | Marketing Maximus Magazine | 13

Building a Brand for the Ages: 5 Ways to Learn What Your Customers Want

By Varun Vibhakar In the quest to make their venture a success, many businesses actively focus on earning profit for profit’s sake. While revenue is an essential part of any commercial endeavor worth its salt, it would be unwise to forget the one element that keeps any company’s cogs moving — the customer. A business’ success — in fact, its very existence — depends on customers repeatedly choosing it over its competitors. But this isn’t as easy as it sounds.

To make sure that your customers keep coming back, it’s important to lend your ears to their wants. Here are the 5 different ways that will help you get to the answer faster.

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FGD — Focus, Grasp, Develop

Invite your audience to Focus Group Discussions (FGD), a traditional market-research method rumored to have been established in the late 1930s. Through this endeavor, you get to hear what your target audience actually thinks of your latest offering — whether it’s something as small as a change in ingredient, or as large as your campaign idea.

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A tip to tap Selecting your participants should not be a random process. Ensure that each of them is your product’s primary consumer, and has a point of view that contributes to the discussion.

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Survey to Stay Ahead

The simplest way you can hear from a larger audience is by carrying out surveys through websites such as SurveyMonkey and Zoho, or just good ol’ Google Forms. These portals use subjective and objective questions to elicit your customers’ feedback or opinions on your brand.

A great example of this is Apple’s ‘Customer Pulse’ team — a group of in-house researchers who conduct surveys and provide insightful consumer analyses to Apple’s famed design team. These designers, in turn, leverage the information to create products that have been credited with reading users’ minds.

A tip to tap The longer the survey, the lesser the participation. Make sure to use short, clear questions that engage with your customers, while keeping the survey brief, so you don’t take up too much of their personal time.

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Interview the Viewer

It’s a no-brainer that conducting face-to-face interviews is your best bet to truly study your audience. This method allows you to communicate directly with your customers and put a finger on their pulse. This also goes a long way in improving your brand image, as interviewed customers feel valued and privileged.

A tip to tap Ask indirect questions. Make sure interviewees don’t feel like you’re invading their privacy by designing questions that allow them to reveal their habits gradually, such as, “How many hours a day are you on Facebook?” in place of, “Are you on Facebook?”

Profit in business comes from repeat customers.

- W Edward Deming

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Boost Your Social Potential

Today, branding is largely represented on social media — making your online footprint as important as your offline one. By asking the right questions in the right manner on the Internet, you can gain more insight into how your customer perceives your brand, if they like the campaigns you are running, or what they feel you should be doing.

These initiatives also help you add new subsets to your existing target audience, and increase your product’s reach.

A tip to tap Engagement = Insights. Create a content strategy that encourages healthy social media interaction with your followers, and use these as opportunities to gauge how your brand is perceived by them. This will help you make a data-backed decision that meets consumer expectations.

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Watch Your Competition

By keeping an eye on what your competition is doing, you can drastically cut down on your research time and save on expensive yet redundant strategies. However, be warned. While performing competitive analyses and market research is healthy, relying wholly on these can prove risky for your brand at times.

For instance, back in the ’70s, Pepsi conducted a campaign called ‘Pepsi Challenge’, where people were asked to taste disguised Pepsi and Coca Cola drinks and pick their favorite. Surprisingly, most preferred Pepsi and consequently, their sales shot up.

Not to be outdone, Coca-Cola mimicked this strategy and challenged people to pick their favorite. Unfortunately for Coca-Cola, most consumers still liked Pepsi — resulting in their sales dipping considerably!

A tip to tap The customer always comes first. Rather than solely focusing on what your competition is doing, make sure your offerings address customer needs as their primary objective.

Every day, a new brand adds to the growing list of competitors vying for your customers’ attention. In the midst of this jumble, what matters most is being aware of how your audience perceives you — which can only be achieved by listening to what they say or don’t say about you. We trust these tricks of the trade will help you build a brand for the ages!

May 2018 | Marketing Maximus Magazine | 15

By Gayathri Vaidyanathan

The core objective of any marketing initiative is conversion, and geo-targeting is the go-to tool to achieve this.

As the name signifies, geo-marketing is the integration of real-time geographical intelligence about a customer into all aspects of marketing. It makes one of the most difficult tasks of marketers — customer segmentation — a wee bit easier.

Because, when you deliver personalized content, you are one step closer to conversion.

Its rise in recent years can be attributed to the heavy use of location-aware devices and apps. However, real-time location need not be the lone criterion for serving modified content to the end user; even historical location can aid in delivering a captivating, relevant ad. An end-user’s behavioral data, such as locations or businesses a customer has visited recently, can also be used to predict interests and intent. Of the many parameters that need to be considered to optimize the website, like end-user browser or screen resolution, user location is by far the most important.

TYPES OF LOCATION-BASED MARKETING Location targeting can be based on an Internet Protocol (IP) address or physical coordinates. The granularity could be as large as a country, or as small as a radius around the business.

While geo-targeting identifies users based on their IP, geofencing is the mobile generation’s answer to traditional webbased geo-targeting. Geo-fencing uses either the precise GPS location or the approximate triangulation method of a mobile device. A more granular targeting approach is the usage of a beacon — a small device that receives location data, via a smartphone’s bluetooth signal, from nearby devices. It is an indoor mapping system that helps track the behavioral data of customers.

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They chose to send 65,000 geo-targeted emails, personalized for customers living in the neighborhood of their stores. The campaign resulted in a 2.5% CTR and a 1% in-store conversion — quite successful for an effort of this magnitude. Imagine running a retail store across the United States, a country so wide that it can experience different types of climates, all at once.

Showing choices based on the local weather of the customer, like sweaters for northerners and beachwear for southerners, is a fine example of location-based targeting.

Each method of location-based targeting has its own advantages and pitfalls. In general, the techniques can be used in a few different ways, such as:

In future, it would not be surprising if businesses use geo-fencing and indoor beacons to provide automatic discounts — in the form of store credit — to users who enter their stores.

GEOMARKETING BY NUMBERS Targeting within a certain distance of a business/promotion Targeting within a certain distance of a competitor’s business Displaying search results based on l ocation The resounding success of Pokemon Go gives us enough evidence to show how mobile location data can be disruptive.

Some compelling stats for location-based targeting are captured below: 50% of visitors to Google Maps do business only with the top 3 listings. It’s not hard to deduce that optimizing business directory listings geographically yields the desired results 60% better ROI is realized by advertisers who employ geo-targeted ads as compared to other modalities 30% higher CTRs were achieved over traditional SEM ads with hyper-local marketing

In short, this tool helps make the best use of the advertising spend, apart from offering marketers with incredible insights into consumer behavior.

However, an important downside to geo-marketing is also the fact that it is easily blocked by mobile users.

While advertisers evolve their targeting techniques, companies like Apple are coming up with new and innovative ways to block location-based ads.

SPOTTING THE OPPORTUNITY A typical application of geo-marketing would be online retail stores, where customers look forward to a personalized shopping experience. Providing offers and displaying localized shipping notifications incentivize customers to make purchases, resulting in reduced cart abandonment. In fact, online targeted ads can help bolster in-store marketing activities as well!

A case in point is True Religion, a jeans company that needed to promote their retail stores.

The coming days might see more information being passed on to marketers along with location data like speed and altitude from the accelerometers and barometers that are now standard features within new smartphones. As the world increasingly becomes home to high-rise, high-density cities, the coordinate data needs to evolve for brands to target consumers.

Using presence technology or location awareness is incontestably an effective tool a marketer can use to create hyper-targeted, location-based ads. Acting local and thinking global is the new way to be as the web gets saturated. So, get started today!

May 2018 | Marketing Maximus Magazine | 17

Paid Search Campaigns — Your Stairway to Success

By Samagnee Baruah & Shamolie Oberoi

E

ver wondered why certain ads show up right on top of search results? This is because businesses pay search engines to give their ads pride of place. It’s done via paid search campaigns, where brands pay these platforms a certain amount each time a visitor clicks on their ad. But, how do they know what their audience is looking for? The answer lies in finding the right keywords. Follow these three easy steps to find your perfect match: • Choose simple keywords • Analyze how popular they are

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PAY PER CLICK (PPC)

Here, the search engine charges a small fee to drive visitors to a brand’s website. Successful PPC campaigns account for a landing page that keeps a paid visitor engaged once they click on the ad — and the search engine rewards the brand by charging less if they create a relevant landing page.

WHAT:

WHY:

HOW:

Internet advertising model

To direct searchers to the website

Advertisers pay a small fee when their ad is clicked

• Look for keywords related to the ones already selected This is a sound investment for any brand since every click reveals vital information about potential consumers, such as their location, gender, and age. Knowing the audience in and out paves the way for effective future campaigns that can be tailored to their tastes and preferences.

Let’s look at five popular paid search campaigns. What holds them together is that businesses pay the search engine every time a customer clicks on their ad or takes an action. However, there are a few aspects that set them apart.

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SALE

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COST PER ACTION (CPA)

An advertiser-centric campaign, Cost Per Acquisition (CPA) requires businesses to pay for a specific action taken by the customer, such as a click, form submission, or a sale.

WHAT:

WHY:

HOW:

Online advertising pricing model

To charge an advertiser only for a specified action taken by the customer

Advertisers can determine the action they want to measure

Search

ADS

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SEARCH ENGINE MARKETING (SEM)

Social Engine Marketing (SEM) promotes a website by ensuring it is noticeable on search engine pages. It places the site on top of search results, and even allows your visitors to quickly glance at prices and reviews of their desired products. All you have to do is bid on the right keywords and make sure your ad appears above your competitors’!

WHAT:

WHY:

HOW:

Internet marketing

To promote websites through paid advertising

By increasing their visibility in the search engine result pages

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COST PER IMPRESSION (CPI)

Technically called Cost Per Mille, Cost Per Impression (CPI) is what you pay every time your ad is displayed on the Internet. This strategy helps assess the profitability of online advertising. It is similar to the approach used in radio, television, or print, which sells ads on the basis of estimated listenership, viewership, or readership!

WHAT:

WHY:

HOW:

Online advertising

Profitability of online advertising

Advertisers pay each time their ad is displayed

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COST PER ORDER (CPO)

This refers to the cost incurred per order placed by a customer. It includes advertisement rates, subscription charges, and obligatory shipping fees.

CPO is determined by dividing marketing expenses by the number of orders your brand prepares. Use it to evaluate the effectiveness of a certain type of marketing, or to check which one works best with your targeted consumer demographic.

WHAT:

WHY:

HOW:

Internet advertising/ marketing

To assess internet advertising

By measuring advertising cost of acquiring an order

A marketer’s desire to increase the scale of his/her business never ends. Ensure you target the right audience, attract them with your advertisement, and give them what they are looking for and you will easily rise above your competitors!

May 2018 | Marketing Maximus Magazine | 19

INVEST IN YOUR BRAND’S VISUAL IDENTITY. PICK A GREAT

By Shamolie Oberoi

Nike, McDonalds, Apple — these brands might be completely different in their offerings, but they have one common thing — brilliant logos. From the swoosh to the bitten apple, these logos are recognizable worldwide, helping the viewer associate with the brand instantly. But what makes such a logo? What makes brand reel in fans with just a symbol? A great logo should convey the intended message about the brand and connect with the target audience, all without much effort. It’s no wonder then that companies spend millions on developing one! Want to know more? Let’s dive right in.

WHAT IS A LOGO? It is a symbol, graphic mark, or emblem adopted by an organization to help the target group identify its products or services. It sounds simple, but in reality coming up with an effective logo is an arduous process — starting from research to draft production.

However, the effort is worthwhile, because good groundwork lays the foundation for a strong logo.

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WHY IS IT IMPORTANT? Apart from being a visual representation of your brand, there are multiple reasons why you should invest time and money in a fantastic logo. Here are a few:

HELPS YOU STAND OUT Your brand’s logo is present on your website, products, and business cards. It is the first thing potential customers notice, and for many, the logo is the brand. It stands for the brand’s values, and can also be representative of something the founder holds dear. In effect, to the outside world, your logo is the visual keystone of your brand and that’s exactly why you should invest in developing a good one.

BRINGS IN NEW CUSTOMERS People are attracted to good design and color, and an effective logo successfully incorporates both. Say there are two big supermarkets on the same street, which one would you go to?

Most likely, you will walk into the one with the most eye-catching logo. Hence, the logo adorning your business cards or storefronts should ideally create curiosity and interest in your product or service. Better yet, it should be good enough to convert that interest into sales.

GIVES YOUR BRAND A UNIQUE IDENTITY There are certain symbols that have come to represent certain industries over time. For example, coffee shops and brands will generally have either coffee beans or a steaming cup of coffee as part of their logo. It certainly gets the message across, but doesn’t stand out among other coffee brands. This is where Starbucks got it right — its iconic Siren/Mermaid logo is unlike that of any other coffee shop, and is hence recognizable worldwide.

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ENSURES BRAND CONSISTENCY A brand’s logo appears on multiple platforms — billboards, automobiles, packaging, and social media, to name a few. If your logo appears inconsistently across these platforms, it can damage your recall value. Ensuring that your brand is represented correctly and clearly everywhere helps you maintain consistency and increase brand loyalty.

Simply put, a logo is a vital aspect of any brand and if you want your logo to instantly connect with your target audience, make sure it incorporates the following 5 features:

SIMPLICITY A simple logo design is easily recognized, while being versatile and memorable. It must be unique, without being overdrawn or complicated. A refined and distilled identity is meant to catch someone’s attention as they drive by, browse store shelves, or when they interact with any other form of brand promotion. Nail this aspect, and your brand’s logo could match the popularity of Apple, McDonald’s, or Nike!

MEMORABILITY A great logo must make a quick and lasting impression — this is especially difficult considering that consumers are bombarded with hundreds of logos every day. So, following from the previous principle, steer clear of overly stylized designs because simple logos are simply easier to remember. Once a person looks at the logo, he/she should be able to describe its basic elements effortlessly. McDonald’s is a great example of a memorable logo — ask anyone what it is, and they’ll tell you about the world-famous golden arches.

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TIMELESSNESS An effective logo is modern as well as timeless.

Steer clear of ‘trendy’ components in your design — trends come and go over time, and if you use them, you run the risk of your brand coming off as a dated one. Integrate contemporary features that will stand the test of time. One of the best examples of a timeless logo is Coca-Cola. Compare it to Pepsi’s logo, and you’ll see that it has undergone only minor changes since 1885! That’s the mark of timelessness — a logo whose essential elements remain constant, with small tweaks if needed.

VERSATILITY A good logo should be suitable for a variety of mediums (t-shirts, pens, billboards etc.) The logo should therefore be designed in vector format so it can be scaled to any size, as well as in horizontal and vertical formats. Logos might also be printed in a single color — so it’s a good idea to work initially in black and white.

Apple’s logo is as versatile as they come — it’s adaptable to different platforms, colors, and sizes.

APPROPRIATENESS The positioning of the logo should be appropriate for its intended purpose. For example, if you are designing a logo for a brand of children’s toys, you should probably use a childlike, youthful font and color scheme. Also, a logo doesn’t need to show the brand’s product or service. For example, car logos don’t need to show cars and computer logos don’t necessarily need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification — it can be subtle, and still communicate what it intends to.

Your brand deserves recognition be it in London, Paris, or Tokyo — so think about its ethos, the message you want it to send, and the services it has to offer. Then, jump right in and go for a timeless logo that expresses exactly that. We promise you, it’ll grab eyeballs, be it on a billboard or a brochure!

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Facebook Workplace: CONNECT, CHAT, COLLABORATE!

By Marian D'Souza

We lived on farms, then we lived in cities, and now we’re going to live on the Internet. ﹘ The Social Network Two things happened in October 2016. A TeamLease World of Work Report revealed that Facebook is a major contributor to loss of productivity at workplaces. At the same time, the social media giant forayed into offices worldwide with its collaborative platform — Facebook Workplace.

its launch, the platform has made its way into over 30,000 workspaces in less than a year — a feat that took Slack, a similar platform, over three years to accomplish.

While Facebook Workplace is certainly making waves, is it truly the future of internal communication?

Workplace has been around for a long time in private beta tests and at Facebook. Since

A super-charged intranet for your office The greatest advantage of Workplace is perhaps the familiar interface, adopted from Facebook itself. This ensures that your employees adapt to the platform quicker and start using it right away.

The newsfeed is central to Workplace, just like on Facebook. It allows your employees to check company updates,

set up one-on-one video calls, and send instant messages via chat. Workplace also allows communication to be centralized and facilitates better teamwork by creating project or department-based groups.

That’s not all. To make things simpler, it seamlessly connects with enterprise applications such as Microsoft Office and Dropbox, allowing users to share documents and make live edits.

Larger organizations can empower external teams as well by integrating third-party tools such as BlueJeans, which allow them to join meetings from any device.

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Exploring the bot ecosystem Bots are among the many new developments to Workplace. The bot ecosystem started evolving when Workplace began working with platforms such as PullString and Converse. These companies provided the much-needed infrastructure to develop bots for Work Chat. Soon after, another upgrade late last year made this facility available to internal IT teams, allowing them to build their own bots.

Bots on Workplace and Work Chat function very differently when compared to other platforms such as Slack or Microsoft Teams. On Workplace, bots can proactively share content on groups and @mention employees to alert them to specific jobs, tasks, or events. The bots can also send direct messages to employees.

While most internal communication tools have the ability to add bots, none of them have the in-built bot functionality that Facebook does.

At the moment, bots on Workplace and Work Chat only offer limited functionality.

However, the amount of interest shown for their development among third-party developers is a game-changer for Facebook.

Is Workplace for everyone?

Using Workplace will feel like second nature to anyone who is a regular Facebook user.

Its interface is quite easy to get used to, even if you have never used Facebook. With a seamless user experience, Workplace allows you to easily share updates and documents. This allows you to collaborate with ease and reduce turnaround time for your projects.

Workplace offers Single Sign-on facilities, allowing users to access multiple enterprise tools with a single

login ID. You can also integrate Workplace using two-factor authentication for added security, without hampering the user experience. That’s not all — on the back-end, IT admins can easily access analytics from an intuitive dashboard that allows them to manage security and control access. While some of these features may be available only with Workplace premium, the free standard version also includes many of these features.

In a nutshell, Workplace is a powerful platform for internal communications that fits perfectly into any organization — be it a global conglomerate or a shoestring startup. It is easily one of the best collaborative tools available today, and is well on its way to redefine the way we communicate at work.

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Video Marketing — From a Want to a Need

By Gayathri Vaidyanathan

Video is like Pizza — when it’s bad it’s still pretty good — Unknown

If a picture speaks a thousand words, imagine what a video can do! We, as visual beings, learn more by the sense of sight and video helps us contextualize and understand information by putting it in a time capsule. With YouTube as the second-largest search engine just behind Google, it’s not hard to drive home the point that video marketing should be the new apple of the marketer’s eye!

better click-through-rate for marketing that uses videos

of the message in a video is retained by a viewer as opposed to 10% of what they read

more conversion in cases of landing pages with videos

of marketing professionals worldwide rate video content as having the best ROI

of people want to see more video content from marketers

of viewers watch more than 3/4 of a video

60%

SHARE OF PHONE VIDEO PLAYS

45% SHARE OF TABLET VIDEO PLAYS

30% SHARE OF PHONE + TABLET VIDEO PLAYS

15% 0% JUL 2013

JAN 2014

JUL 2014

JAN 2015

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JUL 2015

JAN 2016

JUL 2016

SEP 2016

Now, let’s get to the nuts and bolts of Video Marketing, and why it deserves pride of place in a marketing campaign.

What is Video Marketing?

As simple as it sounds, it is using video to promote your business. If good content engages, educates, and incentivizes a user to linger longer on the site, a video does all this and more to help your brand stand out from the crowd.

Which is why it is no longer optional for brands, but highly essential for their online presence — from generating leads and educating them to converting prospects and retaining them through constant engagement.

Why Video Marketing?

Google loves videos, and the pagerank of your site will shoot up by several notches (a whopping 53 times) if you have a video embedded. A video-rich site implicitly means users spend more time on your website. Emails with videos stand a better chance at getting a recipient’s attention than a plain text mail — add a great subject line and watch it boost your email open rates by 19%, click-through rates by 65%, and reduce your unsubscribes by 26%!

Handheld devices have become the de facto computing tool for a majority of people, and more than 33% of them watch about an hour of video on them. It's no wonder then that mobile video engagement has emerged as the preferred strategy for grabbing eyeballs for your business.

As viewers, we prefer a video infographic over a data-laden report, a video testimonial over a customer case study. A huge number of marketers are already using video as a powerful medium to communicate and promote their business, and here’s how.

Video Marketing for the Conversion Funnel A Top of the Funnel (TOFu) video could be a Vlog, brand film, snackable social video or even a DIY video. The intent is to target your audience, make potential customers out of strangers, expand reach, and build trust. Like Joe Chernov rightly said, “Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it.” The perfect recipe for a good TOFu video is to weave a story that helps your audience connect with the brand and its promise. If trust is the foundation of conversions and sales, a carefully thought-out video can do the trick for your business!

Once you have captured the imagination of your audience, the next step is to convert them into customers by nurturing the lead in the Middle of the Funnel (MOFu) stage. Webinars, landing page

promos, tutorial content, and product demos are hugely employed to educate and persuade. What better way to differentiate your offering from your competitor’s than a video! Well-created content is evergreen — it goes beyond facts and figures, and builds a digital relationship with the viewer.

A must-have for the Bottom of the Funnel (BOFu) stage is compelling content that will convince the client to seal the deal. Deep-dive product videos, on-demand webinars, customer testimonials that build confidence in first-time purchasers, and customized videos for targeted audiences with special promos or previews are all powerful BOFu candidates.

A repeat customer provides more business than a new customer — over 33% more! Which is why customer retention is more critical than customer acquisition. However, most marketers ignore customer engagement post sales. A solid retention strategy would ensure you do not burn your bridges with a customer. A thoughtful ‘Thank you’ video, on-boarding videos, and product-usage guides can help transform a customer to a brand advocate or loyalist. A case in point is how Facebook innovates from time to time with their personalized video recaps.

Storyboarding for Success As easy as it may sound, coming up with video content to bolster your marketing strategy involves a lot of groundwork. One-fifth of your viewers will stop watching a video in 10 seconds or less. Storyboarding your campaign to tell a good story is important, but telling it well is even more so. Before embarking on your campaign, do have clear answers to two key questions: How do you want your audience to hear, see, and feel? and What is the North Star of your campaign?

Some tried and tested tips to ace your video campaign are:

1

Use tags and enable embedding on your videos

2

Choose the right keywords for your video description

3

Host the video on your domain before uploading it on social sites

4

Go with a good production company to translate your vision in the best way

And while you are at it, do not forget to add a dash of humor to your content — fun entertaining videos stoke the viewer’s interest and encourage social shares.

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Here’s the thing about hoardings — they’re gigantic, yet easy to miss.

By Isha Garg

The average attention span of a human is 8 seconds — a very small duration in which to notice hoardings in moving traffic. This makes it all the more necessary for them to flaunt neck-turning content; precisely why putting all your information up point blank will do your business no good. Utilizing this space cleverly, on the other hand, can work wonders for a) your product/service itself, and b) your brand identity.

To inspire your advertising decisions, we’ve curated 10 billboards that managed to really rise above the crowd.

As minimalistic as it gets, this hoarding features simple, smart, and powerful copy.

No elaborate visuals or jarring fonts — just a clear message on a clean layout.

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This Pond’s ad with a refreshingly new concept is testament to the fact that billboards aren’t just giant canvases, but spreads of endless possibilities. By using one end of the hoarding itself as an integral part of the design, this one makes for a simple yet effective ad.

Doing full justice to Woodland’s adventurous brand persona, this larger-than-life shoe with a shoelace doubling as a climbing rope is nothing short of genius. Having ads that are consistently relevant to your brand image will ensure it achieves the desired identity.

Coca-Cola’s famous drinkable ads are usually the talk of the town, much like this humongous Coke Zero hoarding. It leads to actual dispensers — making for delightful, interactive billboards.

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Self-explanatory, simple, and clever beyond measure — this one uses the hoarding in its entirety, going beyond the boundaries of rectangular space to promote the service and its exact offerings. It's clear that out-of-the-box concepts are the way to make your brand stand out amid competition.

This billboard interacts with its surroundings, displaying a range of allnatural hair colors . It's so smart that it leaves us in awe. The hoarding makes full use of the background it’s set against to give passers-by a visual treat.

Smart and self-explanatory, this extremely well-thought-out hoarding is a perfect example of how you can make your ad live up to its message.

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Here’s a clever razor ad that utilizes its surrounding landscape in the best possible way. This no-nonsense design with nothing but the product and the logo ensures clear visibility and superior brand recall.

This has to be to be among the most creative milk ads ever made. By using a smartly placed hoarding, the design effortlessly communicates the brand’s message — making kids stronger.

Panasonic’s trimmer hoarding uses this delightfully exaggerated, yet effective, concept where telephone wires represent nose hair. A serious head-turner, this one!

These hoardings make for great examples of unique advertising, giving you a complete view of the landscape that is creative advertising. This is where an ad agency can go a long, long way in supporting the creation of your identity. So, put your money where it matters, sit back, and watch your business grow!

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SPACE DESIGN: The Office of the Future is Finally Here

By Priya Bala

In the last four to five years, we’ve all been focusing on sustainability and the impact technology has in an office,” says Kay Sargent, Director of Workplace Strategies at infrastructure solutions provider Lend Lease. “During this time, we’ve forgotten that we’re designing for people. Now there’s a real focus on trying to maximize human potential, performance, and productivity.

The Game-changer Called Time

In the 18th century, each work day averaged between 10-18 hours — and this was okay because employees back then took on labor-intensive roles. But over the years, and thanks to automation, employees now clock in roughly 8.8 hours a day. The inside story? Out of this 8.8, they actually spend only 2 hours and 53 minutes getting things done.

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Hold Your Horses!

Why have we spied on 2,000 employees to come up with these numbers? Because understanding where and how your employees spend their time gives you the opportunity to cut down on wasted hours and possibly motivate them to get back to work faster.

Now, how can you own these few hours of utmost focus?

And how can you try and push this time limit on productivity?

The answer is Space

1 hr 5 min Reading news websites

44 min

Checking social media

40 min

Discussing non-work-related things

26 min

Searching for new jobs

23 min Taking smoke breaks

18 min

Making calls to partners or friends

17 min

Making hot drinks

14 min

Texting or instant messaging

Design.

8 min

Eating snacks

7 min

Making food in office

What Does it Mean Exactly?

Don’t rack your brains over it.

Simply put, Space Design (or Workplace Design if you want the right search results) involves crafting a space using unique methods to deliver the maximum benefit out of that particular area. It takes into consideration factors like lighting, movement, work behavior, functionality, and

employee well-being to deliver spaces that are able to foster productivity and deeper meaning.

Another way to see it is ‘design that transforms office spaces into constructive environments for employees to excel’. So, a cluster of phone-booths right next to the lift lobby? Well, yes, that counts as Space Design too.

Space for All, All for Space When you plan your office using its principles, you’re talking to everyone who interacts with the space and not just your employees. In fact, you’re putting an aura out there for clients who

visit your workplace too. From the founders’ circle down to your admin — everyone’s tuned into the space, slowly absorbing and reacting to the vibe the design gives off.

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Space Design as a Strategic Tool The trend’s a team: Collaboration Companies are freeing up their employees’ mindspace to tackle bigger challenges that cannot be handled by an algorithm or an app. That said, to make sure the hours spent actually result in practical ideas, companies emphasize on collaboration.

The walls have opinions: Character Apart from giving your employees the much-needed productivity boost, Space Design also helps reflect an organization’s personality. With the right decisions on color, material, and creative style, your office can transform into an entity — complete with attitude

The backend clockwork: Community Your vibe attracts your tribe.

Stemming from our earlier point about culture, Space Design is effective in setting a comfortable and positive work environment within the office premises. When you have a connected workforce,

Brainstorming, soundboarding, or just proposals — these tasks can be nailed in one shot when there are bigger round tables, clusters of beanbags, and corridor seating as a part of the office environment. This way, your employees will thank you for saving their time spent hunting for an empty conference room. and character. The other plus is that you can now communicate organizational culture to your employees by branding the walls with values. That’s why you should think of space as real estate; why would you waste the opportunity to brand it and inform your internal audience of your purpose?

moving together and acting as one, what you’ve essentially created is a strong community.

Employees register the words on the walls as well as the concept of transparency. The deeper these interactions become, the deeper is the sense of belonging — a need to come in to work apart from the work itself.

The Ripple Effect of Space Design

Jon Fredrik Baksaas, the CEO of the Norwegian telecommunications company Telenor, thinks of its headquarters not as real estate but as a communication tool.

That design, he says, improves communication, accelerates decision making, and even creates what he calls “an attacking mindset.”

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Core Areas to Space Out Remember our infamous pie chart at the start?

Well that can come in handy to identify which areas need planning. Space Design isn’t only about making optimum use of the available space by branding it, but also redefining how your office is built in the first place.

Cafeterias, lift lobbies, smoking areas, vending machines — these are all brilliant indicators of where time is most spent, leaving you with the task of including these ‘hot centers’ in your office design for maximum interaction.

When you start a conversation when you’re at the coffee machine, you can quickly sit down after and have a 20-minute meeting,” says Miguel McKelvey, Co-founder and Chief Creative Officer at WeWork.

“If you have to reserve a conference room to finish that conversation, then you lose time. It’s not efficient.

Stepping Into the Right Spaces How do you get started?

First, ask yourself how employees add value to the business — is it through exploration on their own terms or by engagement with intrasocial groups? Are they individual contributors or pro-team? Based on the answer, you’ll know the split of open floors to closed rooms and cubicles.

If you already have a workspace, then go about branding the available areas to achieve the Three ‘C’s we talked about.

Relook at the ‘hot centers’ and see if they can reflect organizational values or drive motivation.

Remember, employees spend most of their waking day here — make sure the message is worth their while.

If you have a blank slate, then here’s a quick checklist you can refer to when you draw up the blueprints:

More nooks around common areas for solo thinking and intimate ideation Open floor plans for chance collisions that spark a conversation ‘Neighborhood’ seating arrangements for a sense of community Sit-stand desks to allow for healthy postures

There is no one-size-fits-all solution here. With various factors like employee strength, building type, and resident weather, you’re bound to go in circles a little. But hack at it, answer only the questions that keep your employee morale high and play some mix-and-match.

‘Open floor plans have destroyed my business’ — said no one ever.

Informal discussion areas for non-work talk

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The QuEST for Better Workspaces, Decoded.

By Nikita Shroff

Workspace branding is what every brand is talking about today. Google, Amazon, and even that office down your street all boast creative, relatable, and eye-catching workplaces that you can’t help but love! When done right, branding your office can help you connect with your employees and customers better.

And that’s exactly what QuEST Global — a pure-play engineering services provider — wanted to achieve when they approached Pink Lemonade to design their newly acquired 7-storey-high workspace.

Corporate Floor What’s the first thing you do when you walk into a new building?

You look around and unconsciously build an impression. The ground floor was QuEST Global’s face to the outside world and comprised their reception, leadership zone, and customer experience center.

That’s why, our communication took on a confident, aspirational, and impactful tone.

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The PL Strategy Seven floors is a lot of area and, for us, it meant a lot more space to showcase the brand’s unique personality.

Although each floor had to tell a different tale, we chose to give our narrative one common plot. To do this and ensure higher brand recall, we chose to bring forth the essence of their tagline — Born to Engineer.

While this resonated loud and clear in the minds of the audience, we delved deeper into the QuEST story to magnify their ethos and evolution. By doing so, we were able to craft stories while still serving a bigger purpose. And that’s how our communication brought out the contrast and made each design speak for itself.

Several brainstorming sessions, cups of coffee, and promising decisions later, we reached the final leg of our journey — execution. Here’s what some of the walls looked like:

Country-specific Floor QuEST Global is also home to many of their Japanese partner brands. As a tribute to their roots and culture, this floor reflected some of the many Japanese traditions, such as Yokoso and the tale of the Koi Dragon, at their best.

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Domain-specific Floors While some floors were country-inspired, others were influenced by the diverse industries that QuEST caters to, including aeronautics.

Which is why, we curated messaging that stood apart and made a mark in the viewers’ minds.

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Others But what’s a workspace with all work and no play? That’s why, some of the common areas across the building reflected a lively vibe through intriguing visuals and light-hearted content!

The sole objective of any branding effort is to reinforce the brand’s core values and ethos. With wall branding, you can do it all in a creative manner that both employees and clients will love!

Here’s what Kishore Rao, Vice President, Global Delivery & Support had to say about it:

"Pink Lemonade really took the effort to understand our brand thoroughly which led to unique, relatable ideas!

Our leadership had a lot of good things to say and even our employees found the space to be positive, friendly, and cheerful!"

You’ve got to admit that sprucing up a workspace can make a remarkable difference to an employee’s attitude and a visitor’s perception. So, are you ready to give your office a makeover?

Then contact us at +91 80304 12990 or mail us at reachus@ pinklemonade.in and let’s talk about how you can transform your office space into a happy place!

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Marketing Maximus Magazine is an initiative of Pink Lemonade that helps professionals stay up-to-date with the latest industry trends and techniques.

Pink Lemonade is a creative agency that specializes in visual and written communication across multiple platforms — be it digital, social, or good ol’ print.

Want to give your brand the Pink Lemonade edge and up your marketing quotient? Then write to us at reachus@pinklemonade.in and we will get in touch with you shortly.

Marketing Maximus Magazine is a property of

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