Category: Blog

Create a website that meets the user’s expectations

Posted on July 25, 2018 by

Creating a good website starts with having a certain consistency. This consistency is fundamental for the cognitive load of the visitor of a web.

When you have a consistent design, it is easy to use the web; it has intuitive and simple navigation.

However, when it is not, the user has to make an extra effort, and this is what you have to avoid when creating websites that meet the expectations of users.

Consequently, consistency does not mean doing the same thing over and over again. In some areas, more effort is needed to make a coherent website, while other parts of the web are more accessible to create. It is also very annoying to always do the same and deliver dull and uniform designs.

Let me tell you what consistency and coherence mean in web design, why it is essential and what it implies that fits the expectations of users.

Why consistency is so remarkable in web design

The astounding plan to acquire communications depends on the learning limit of the framework. To put it just, when a UI functions admirably, it ends up unsurprising. This implies the client sees how to utilize particular capacities naturally, with no direction. Believe that a safe and unsurprising UI prompts the best possible working of the last item – to a reliable web. Then again, when a UI isn’t, it obstructs the procedure and causes a terrible client encounter. The outcome, the client, won’t return to the web.

The Principle of Minimal Surprise

When you are not sure how to design your site, it is better to go to the beginning of minimum surprise. The design rule must be respected. Videos should not be confused with images; the buttons must be readily identifiable, labeled with a clear message, and so on. It is always good to see the final result from a user’s point of view.

The coherence in web design can be divided into two areas, internal and external consistency. The external consistency implies comparisons with other products and surfaces while the internal consistency is focused on the project itself. The external consistency compares with similar websites.

In summary, it can be said that external consistency implies meeting the expectations of users. To do this, compare your work with others to see if it is acceptable from the user’s point of view.

Make a design Recognizable, clear, structured and intuitive

The most important things in the design can be summarized in one sentence. That does not mean everyone should always be the same. It only says that the essential elements must still be where the user knows they are. A menu at the top of the visible and attractive web, the search box, and a clickable logo that redirects us to the home.

A website should not be overloaded. Less is more. Clear structures are necessary. Calls to action should call attention instantly.

Natural implies that everything can be discovered where you would search for it.

Social Media Strategies B2B vs B2C (I)

Posted on July 25, 2018 by

When we talk about marketing in social networks, the segmentation we make of the public is critical. But as with any element of a digital marketing strategy, there is no single solution to achieve the objectives with the use of social networks. If your company is B2B or a B2C business, it is crucial to know how to correctly and effectively use the different social channels.

Different tactics for different audiences
We might think that the same tactics in social media for one brand can work just as well for another, but, friend, nothing is further from the truth. There are differences between B2B and B2C companies, not only at an operational level but also when doing social media marketing.

For marketing professionals, it is essential to know how the sales cycle works for both cases, which will help to understand how to adapt the messages to direct them to your potential client.

For B2B companies, the sales cycle is longer with more agents involved, since the contact is not the one who makes the decisions, or because several negotiations are required before approving a purchase. Therefore, it is necessary to define more audiences and focus on a specific target.

On the other hand, B2C companies speak directly with the consumer, who is the one who makes the decision. Its sales cycle is much shorter, and the purchase occurs almost immediately when making the decision. Therefore, B2C companies have more room to maneuver when talking about content and social media to reach their audience.

The basis of any B2B social media strategy is to know the audience, and, being a longer sales cycle, getting to reach those users through social channels starts with understanding your niche and knowing how to earn it.

To start, consider your social channels as lead nurturing tools. You want to guide your potential customers through each step of the funnel, and these channels can help you, but it’s up to you to focus on the right metrics. Lead nurturing is one of the main factors that B2B companies must pay attention to when it comes to social media.

Do my channels enable me to draw in clients? What number of potential customers of informal organizations are changing over? The responses to these inquiries will give us thought of ​​how well you are focusing on your social gathering of people.

Now think about your content. For B2B brands it is important to become the industry leader by educating potential customers, you must reach a goal with social networks. To achieve this, the goal is to share not only your blog but the relevant content of others.

Your voice is also an important factor, both in the content you distribute and in your social presence. B2B companies are often considered “boring,” but more and more brands are changing their language and tone. Showing the culture of the company and the positioning of your brand have given more flexibility when developing a voice in social networks. However, keep in mind that your target audience may or may not respond well to specific approaches, so make sure you choose the right voice.

Introducing New 360 Degree Video Ads

Posted on July 19, 2018 by

The amount of video content that an average internet user consumes daily from multiple devices is high, and we expect to see this rising trend continue throughout the next 5 – 10 years especially here in Africa where we still have a lot of catching up to do regarding smartphone penetration and affordability of data.

Google has however introduced a much more fun and engaging new way for users to consume video content in 360 degrees!. The new mobile-first video ad product allows viewers to explore every angle of a video by just dragging the mouse or moving the phone to shift the POV 360 degrees – up, down, left or right. This new feature offers viewers the ability to seamlessly transfer their phones and be able to see different parts of the video

Youtube video producers and some major brands such as Coca-Cola & Nike are said to have tried out the new video format and have seen massive uplifts regarding engagement, video views and shares.

Imperative Things To Know About 360 Degree Ads

360-degree video ads are available in Chrome and the YouTube app on Android and iOS
These ads are Compatible with YouTube HTML5 Rich Media Mastheads, TrueView in-stream & In-Display units
To create 360-degree video ads, you will need access to one of the following 360-degree cameras: Ricoh Theta, Kodak SP360, Giroptic 360cam, or IC Real Tech Allie.
360-degree video ads have a lot of potentials to unlock new opportunities for brands to interact and engage with their target audience.

Top 8 Marketing Trends That Will Define 2018

Posted on July 19, 2018 by

At its centre, advertising is speaking with shoppers with expectations of offering them an item or administration. In any case, it’s regularly a muddled move of finding new and energising approaches to lure clients.

In this internet-based life ruled world, the movement is progressively conscientious and cutting edge. It’s for this very reason the most potent messages stay human-driven.

The most significant trends of 2017 will help marketers engage consumers more directly by circumventing distractions and increasing their marketing reach. These tactics appeal to fundamental aspects of human nature. As such, they can help marketers create carefully coordinated campaigns and conversations where brands and consumers coalesce into a shared experience.

1. Go native or go home

Joe Pulizzi, a self-announced substance promoting evangelist, calls local publicising the “entryway medicate” to content showcasing. In case you’re brilliant, you’ll bounce on the local promoting train. Local promoting is relied upon to grow over various online stages.

Advertisers love this type of paid media since it fits naturally. Local publicising doesn’t upset the client encounter, so clients can’t separate between what is paid to promote and what is a piece of the site.

The content usually is useful, interesting and targeted to a specific audience -all of which makes it one of the best platforms to launch any marketing campaign.

2. Grasp content advertising

Content advertising now and then is mistaken for local showcasing. Even though the two frequently go as one, content showcasing is its monster.

Native marketing is merely another way for marketers to distribute content. Content marketing is a strategic-marketing technique to create and disseminate relevant information to attract a target audience. It’s not a paid-and-done transaction, like placing a native ad. Instead, it’s a progressing procedure that is best coordinated into a general showcasing system.

It can fill in as the foundation for almost any promoting arrangement and works for a wide range of brands because everybody utilises it unexpectedly. The key is to be steady, remaining in character for your image. If that brand voice is keen, engaging or exciting, your intended interest group can’t resist the urge to be locked in.

3. Discover your real influencer

We’re by and by in the midst of an influencer-publicising dash for incomprehensible riches. While “influencers” continuously have been a primary part in advancing, they’re quickly getting the opportunity to be a champion among the best ways to deal with accomplish customers and clients. That is especially legitimate using online systems administration media.

Influencer promoting gives marks the chance to make informal buzz through identities whom buyers as of now take after and appreciate. These identities exhibit a universe of likely outcomes for any advertiser sufficiently canny to channel their capacity. At the point when influencers are utilised successfully, they make conventional approaches to allure an intended interest group.

4. Try different things with live gushing video and visual narrating

Video associates promptly to the watcher, passing on feeling and a message that regularly is much more noteworthy than static words in a newsfeed.

Live streaming video allows you to do this all on the fly. Consider the popularity of video-sharing sites such as YouTube. More than 1 billion people use YouTube on a regular basis, a number that has increased by about 40 per cent since March 2014.

Facebook got into the exhibit bigly in April when it impelled Facebook Live. The gadget puts impart capacities at the fingertips of everyone who uses the world’s most noteworthy web-based life mastermind. In October, Facebook made up for lost time with a worldwide commercial fight to help expose issues of how the new component capacities. Most of the fight’s substance was shot using Facebook Live and a phone. The show was an exceedingly reasonable way to deal with show off how the new component empowers anyone to make content, from in every way that matters wherever.

5. Figure out how chatbots are changing our discussions.

Chatbots are a substantial distinct advantage that enhances ongoing, 24-hour commitment with purchasers. Advances in human-made consciousness and programming empower chatbots to answer clients’ questions. The reactions bode well since they’re all together in light of information on how the human cerebrum functions. A chatbot is a business relate who never dozes and dependably is prepared with a provoking answer.

In case you guarantee an iPhone, you have a chatbot in your pocket: Siri. Apple’s standard chatbot utilises voice acknowledgement, a preset content and profound learning neural systems to react to clients’ inquiries and proclamations precisely.

6. Give your social content expiration date.
Snapchat fans know something is alluring and even addicting about sending content that will self-destruct within a specific timeframe. Generation Z’s decreasing attention span will make expiring social content even more crucial. The element of urgency cuts through online noise and clutter, instantly capturing the user’s attention.

The premise is simple: Look now, or lose your chance forever. While this makes the content compelling and authentic, it also can prove challenging for marketers to use. Those brands savvy enough to harness its potential are finding it has fantastic upside. Influencers who are deft at this form of communication can help marketers organically integrate expiring social content into an overall strategy.

7. Make personalisation a need

A day by day measurements of data over-burden has made individuals more impervious to publicising. The present buyers can spot clear attempts to sell something or advertising come-ons, and anything they see as more racket kills them. Focusing on buyers on an individual level enable advertisers to slice through the deluge of jolts.

To capture a distracted customer’s attention, marketers must reach him or her with personalised, relevant content. It’s all about creating marketing tactics that home in on exactly what consumers are looking for or thinking about.

Tracking consumers’ habits, interests and browsing histories are crucial to creating strategies that get them to close the sale or purchase the service.

8. Computerize your endeavours

Showcasing computerisation is developing at a fantastic rate, with 71 for each penny of organisations as of now utilising this tech. Showcasing robotisation does precisely what the name recommends, employing programming stages intended to put monotonous undertakings on autopilot. This toolbox incorporates answers for email showcasing, internet-based life promoting, SMS and electronic advertisements.

Applications, for example, Marketo and Hubspot are getting to be more quick-witted, more natural and more reasonable. That makes them fundamental for any aggressive advertiser. 91 for every penny of the best advertisers concur that showcasing mechanisation is “basic” to the general achievement of their promoting crosswise over channels.

Even though some may see reason-driven substance showcasing as the “kumbaya” of the promoting scene, there’s no denying its capacity to draw in the gathering of people at a more elevated amount and drive them to take an interest. Brands that need to transcend the rest are discovering this kind of substance enables them to bond with their purchasers. It pervades brands with a higher mission and makes open enthusiasm for supporting a noble purpose. It additionally could draw in more youthful buyers who want to be a piece of something more significant and help improve the world.

What digital marketing investments you need to make next year

Posted on July 19, 2018 by

Tech mammoths, for example, Uber have extended their offering with the dispatch of UberEats, and some broadly online-just brands have influenced a U-to turn and set up physical stores, take Amazon opening bookshops for instance.

The business changes these brands have experienced in this present year should influence advertisers to address what is appropriate for their own organisation’s technique. Would it be a good idea for them to try different things with new advancements?

Are there new markets that they ought to consider? Numerous may even be addressing whether the world is moving in an online-just course.

However, as marketers look ahead to 2017 and begin planning for the New Year, there a few essential tips that they should keep in mind to ensure that they are making the right investments in digital, and set the right customer experience strategies for a prosperous future.

Mobile sites must be king

36% of businesses don’t have a mobile site. With over four out of five adults now owning a smartphone, this can’t be the case moving into 2017.

Ensuring that it is a successful mobile website is the next challenge, but one that is easily overcome. For those who do have a mobile site, this is also the time to check that it has all of the features that the end-user requires.

First and foremost, the mobile site is an extension of your website and is a powerful online channel – it’s an indicator of the level of service that your customers can expect.

It must be user-friendly and must encompass all of the features that the user would find on a desktop. To achieve this, it needs to be uncluttered – use scrollable menus, icons and toolbars that are visually striking and easy to understand.

Make it intuitive with a logical layout and concise language. The visuals should also be crisp, but equally, must be able to load quickly for smartphone users on the go.

Don’t jump on tech bandwagons

As mentioned, recent advancements in technology have made marketers question whether this is a technology that they should be investing in. However, it’s important not to jump on the bandwagon and invest in technology for technology’s sake.

While 36% of marketers feel that their business needs to invest more money in innovation, it’s essential to establish that they will be spending it for the right reasons, rather than just for the sake of it.

Having found that 53% of marketers find it challenging to use marketing automation software beyond the initial investment, businesses risk wasting money on new technology if their staff don’t have the skills or training to use it effectively.

Every new system or tool is a high cost to pay out, so marketers need to know that they will be able to enhance customer experience with it. Collaborating with the IT team will be vital to ensure tech investments are made wisely. Also, it has to be a technology that your customers want.

By following these principles though, planning to achieve this should become a less daunting task.

Think customer first

This leads on to the following imperative pointer. Advertisers must think client, and substance, first. Each venture must be produced using an end-client point of view – what content do your clients need, and how would they need it to be served?

The best organisations are those that take a gander at how they can empower their clients to interface with the organisation better. Each venture and headway made by a company ought to advance the client’s understanding of cooperating with them, and the substance they are served ought to be significant to their relationship to the brand at that given minute.

This is critical to building a positive client relationship and permits the exchange between the two gatherings to end up substantially more agreeable.

This is a crucial time for marketers, but putting strategies in place now can lead to success in the short and long term. With industry advancements being made all the time, following the latest industry trend should not distract businesses.

They need to invest in long-term customer experience strategies that will enhance their customer relationships.

By following these principles though, planning to achieve this should become a less daunting task, and marketers can ensure that every decision they make will be to the benefit of the customer, and ultimately, the business’ balance sheet.