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“By the way if anyone here is in advertising or marketing, kill yourself.”

– Bill Hicks, comedian and social critic

As blunt and abrasively, the late Bill Hicks puts it; he’s not entirely off the mark. Most marketing self-help books, blogs and publishing will tell you that marketing is all about pushing your product down the customer’s throat and compelling and pressuring them into buying your product. This can be done by the means of aggressively bombarding your brand everywhere using different media tools and outlets to a point where the customer has no choice other than to bend. Social media is a prime example of how one can literally hog and clutter the consumer’s mind by running bulk advertisements over, and over and over again, to the point of the consumer just caving in. But does it work? With a stunning array of brands popping up every now and then, does psychological encroachment of the consumer’s head space actually influence him or her to buy your product? Especially when the new-age consumer is smart, informed and ten steps ahead of your worn out tactics, like the old Bill Hicks? It might surprise you, but the most effective marketing is the one that is undetectable. The one that happens spontaneously without the customer catching a whiff of the tremendous amount of work, planning and effort that actually goes into it. Real, powerful, persuasive marketing is like a magic trick, where the product is sold even before the customer realizes how you guessed his or her card. It’s subtle, cool and effortless to the point of seeming invisible.

Invisible marketing is based on inciting behavioral responses, by relaying a message which cannot be seen. It’s subtle, deep and based on every day behaviors and purchasing habits. It’s true for most consumers that they all want to buy, but don’t want to be sold to directly. A good example is Amazon’s Indian campaign, “Aur Dikhao”. Knowing how Indian buyers are price conscious and variety hungry, Amazon managed to imprint an image of endless variety at online discounted prices. Also playing on idle surfing habits of most online customers, Amazon turned its website into a lurking spot for both willful and uncertain buyers without being overtly pushy. “Apni Dukan” took it further by giving a localized and homely touch to the shopping experience and making the experience akin to buying from a physical store.

Take Apple, they elevate their marketing from mere selling into an experience to behold. Every new Apple product launch is an event, not just a piece of hardware up for sale. And customers seem to relish being part of something bigger than themselves—A wave, a trend, a phenomena. That way the product sells itself by making the process greater than just a mere transaction.

Another way invisible marketing works is by letting customers have autonomy over the way they want the product to be marketed to them. Take the brand GoPro whose “video cameras that turn ordinary people into stars of their own self-shot action movies.” By letting users take charge and creating their own videos as content, there’s a level of engagement and participation that can outrival the most large-scale, expensive ad campaigns. With user content, the customers don’t even realize they are being advertised to, to begin with!

So how do you go about doing this? For one, try to involve your customers into the designing process. Give them options, customizations and a chance to participate in making the product itself. They will appreciate you for letting them transform from just a sales figure, into an actual stakeholder. Just listen.

An effective brand is the one which masters storytelling. The more engaged, captivated and attached the customer is to your narrative, the more likely it is he or she will buy it. Try and involve them on a deeper, sentimental level.

Another way is to make the customer feel like he or she is part of a bigger thing than just the product being sold. A way to do this is invest time and effort in creating platforms where they get to have this transformative experience

At Kairo5 Marcom, the focus is not to just mindlessly unload content and digital platforms on our clients without any forethought or good reason. Rather, it’s to work out the best approach which suits them. We firmly believe in combining both reliable, old-school traditional means and real world connection with the best in modern, cutting-edge digital savvy strategies to get long-term results. Every brand comes with a separate set of circumstances, attributes and contexts and we ensure our client’s messaging and subtext is in line with their audience’s tastes and aspirations. We fancy ourselves as match-makers, we pick out the best suitors that we know our clients deserve.

So as a marketer, every time you hear that Bill Hicks indictment, remember that real, authentic marketing is about putting yourself out there and having a unique personality that your customer can latch on to. Don’t try too hard.

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“A man who stops advertising to save money is like a man who stops the clock to save time.”

– Henry Ford

Advertising gets a bad rep from everyone, right from the frustrated consumers who are constantly inundated with them, to the brands themselves, who see it as nothing more than frivolous spending. Advertising is looked upon with mild disdain and sometimes fervent contempt when it doesn’t yield immediate results for the brands or when the consumer is fed up with it due to poor targeting and messaging. The age old question has always remained that if a brand is actually worth its salt, then why would it need advertising? Or why divert so much of precious resources into advertising and marketing when a brand could just invest that much in R&D and improve the product and let the word of mouth take over from there? But what most people don’t realize is that there must be a reason for it to survive and exist and endure all this while, despite the criticisms and censure. If it’s still being put to use by corporations, medium-to-small businesses till this day, it must have an iota of value, surely? The truth is when it’s done with the right planning, budgeting and creative it works in ways that border the fantastical. Some of the “forever” brands like Amul, Fevicol, Dabur, Bajaj are etched into the cultural consciousness just because of effective advertising. Every warm feeling, prized or nostalgic memory you relate to a product experience is because of advertising. Advertising makes inert, inanimate objects come to life and have a personality of their own and they talk to customers on a personal level and enhance their buying experience. Whether it’s real or illusory, one cannot deny its effectiveness.

When times are tough and the chips are down or when the economy is fledgling, brands get tempted to cut back on their advertising spending. And as prudent and practical as that sounds, it ends up damaging short term gains and squandering away long term opportunities. A large majority of consumers perceive healthy advertising by brands as a sign of success. It’s like a job searcher arriving to a job interview in a Porsche in an Armani suit; it makes a strong and indelible impression. When brands advertise they not only make immediate sales but they also end up boosting consumer confidence in the long-term. That ends up carving a bigger market share and inadvertently, leading to profit. Those who spend on marketing and advertising during lean times, end up gaining an edge over their competitors so that when, things do get better, they are in a favorable and opportune position to seize the throne and become a market leader. At Kairos, we constantly endeavor to scout for that “opportune moment” and leverage it to make your brand thrive. More than the money, it’s the belief and vision that sails you through.

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The digital age has progressively blurred the boundaries between advertising and marketing, at least in a traditional sense. Many people swear by the power of social media in getting the message across, but it needs to be used cautiously for advertising purposes. With the advent of search engine marketing and display advertisements, many digital marketers are operating in an online ad space and currently, it’s the most preferred and popular platform for combining advertising and marketing together to reach maximum customers. But this has also given rise to a pushy; more immediate-call-to-action form of advertising that might lead to abuse, mistrust and annoyance arising from the customer’s side in the long run.

To avoid the pitfalls of this, the marketer needs to understand what the customers really want and choose the correct strategy for advertising and marketing. The marketer needs to decide if he or she wants to organically grow an audience with smart, clever and engaging content oriented advertising or the marketer just wants to inundate and annoy the customers with flashy gimmicks.

In order to decide the marketer must also have his or her finger on the pulse of the market, latest trends and most importantly, the target audience themselves. Do they require a digital-only marketing plan or does it have to be holistically blended with traditional forms for maximum impact? Most digital marketers get swept up by trends, but at Kairo5 Marcom, we try to have a full-scale marketing strategy which combines social media with print and television and other traditional forms, seamlessly, to reach, build and develop our client’s brand, holistically. The trick some marketers are missing is by over utilizing and not optimizing their strategies to get the best results and we try to keep it simple.

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The world has moved on and so the advertising and marketing techniques. From the old methods of print and television, the most efficient ways are now shifted over to internet. With more and more people going tech savvy and increased usage of internet, the best and most convenient way to market you is surely digital. Here are eight reasons why digital advertising has an edge over traditional marketing

It’s cost effective:

For businesses with low marketing budgets, digital marketing is a more convenient way to advertise them in the market. Even for big organizations, the shift of budgets from offline to digital has proved more efficient. More than 57% people claim a considerable amount of savings due to shift in marketing budgets to digital platforms.

Easy to calculate results:

The online form of advertising has a boon i.e. every action is countable and measureable in figures. No one can calculate the number of eyeballs that viewed the hoarding but each and every eyeball that sees an advertisement on digital platform is measured and further help in improvisation of the campaign.

Your customers are present there:

It is rightly said that you have to be where your customers are going. And what could be a better place than online platforms. With more than 28% (and still counting) of Indian population having access to internet, digital platforms are surely the best way to market yourself.

Specific targeting makes it relevant:

Another prime feature of digital marketing is targeting and placements. Advertise only to specific audience whom you want your ad to be shown. A perfect segregation of most potential class of customers can be made and ads can be displayed only to them. It’s good that your budgets are utilized in the most favorable targets of your business. Targeting right kind of people will surely deliver right kind of results.

You can be more interactive:

With variety of ad formats available in the digital marketing world, you can be more interactive with your audience and make them see what actually interests them. Interesting Videos, animated GIF’s and attractive visuals are the tools that will make your online presence more interactive.

Quick and easy response:

With various forms of interaction available on digital platforms, it is really easy to respond to the queries received. Also the response time gets reduced as people are mostly online with mobile device and are connected everywhere and anywhere resulting in the real time interaction facility.

More efficient tactics:

Through digital marketing, various tactics can be used to engage the audience. With involvement of various means like funnel creation etc, the customer can be taken over to a step by step journey further leading to conversion.

Your competitors are present there:

And lastly, in this era of cut throat competition, you cannot overlook the presence of your competitors. A competitor having an online presence is surely a step ahead of you and the audience knows them better than you.

 

And we bet the list is not exhaustive but the above mentioned points are the key to understand why digital marketing for your business in necessary. With a lack of online presence, you may surely be losing a good strength of customers and obviously the connection and relation with them.

Go Digital Today!

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The fallacy of saving money by advertising less

“A man who stops advertising to save money is like a man who stops the clock to save time.”
Henry Ford


Advertising gets a bad rep from everyone, right from the frustrated consumers who are constantly inundated with them, to the brands themselves, who see it as nothing more than frivolous spending. Advertising is looked upon with mild disdain and sometimes fervent contempt when it doesn’t yield immediate results for the brands or when the consumer is fed up with it due to poor targeting and messaging. The age old question has always remained that if a brand is actually worth its salt, then why would it need advertising? Or why divert so much of precious resources into advertising and marketing when a brand could just invest that much in R&D and improve the product and let the word of mouth take over from there? But what most people don’t realize is that there must be a reason for it to survive and exist and endure all this while, despite the criticisms and censure. If it’s still being put to use by corporations, medium-to-small businesses till this day, it must have an iota of value, surely? The truth is when it’s done with the right planning, budgeting and creative it works in ways that border the fantastical. Some of the “forever” brands like Amul, Fevicol, Dabur, Bajaj are etched into the cultural consciousness just because of effective advertising. Every warm feeling, prized or nostalgic memory you relate to a product experience is because of advertising. Advertising makes inert, inanimate objects come to life and have a personality of their own and they talk to customers on a personal level and enhance their buying experience. Whether it’s real or illusory, one cannot deny its effectiveness.

When times are tough and the chips are down or when the economy is fledgling, brands get tempted to cut back on their advertising spending. And as prudent and practical as that sounds, it ends up damaging short term gains and squandering away long term opportunities. A large majority of consumers perceive healthy advertising by brands as a sign of success. It’s like a job searcher arriving to a job interview in a Porsche in an Armani suit; it makes a strong and indelible impression. When brands advertise they not only make immediate sales but they also end up boosting consumer confidence in the long-term. That ends up carving a bigger market share and inadvertently, leading to profit. Those who spend on marketing and advertising during lean times, end up gaining an edge over their competitors so that when, things do get better, they are in a favorable and opportune position to seize the throne and become a market leader. At Kairos, we constantly endeavor to scout for that “opportune moment” and leverage it to make your brand thrive. More than the money, it’s the belief and vision that sails you through.

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