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Setup ad targeting with personas

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In the realm of marketing, the concept of “persona” is akin to crafting a fictional character that embodies the attributes and traits of a specific segment of your target audience. This invaluable tool allows marketers to delve deeper into understanding their audience, offering a more personalised and effective approach to ad targeting. In this comprehensive exploration, we’ll venture into the world of personas, deciphering why they are a necessity, the intricacies of creating them, and how to harness their potential for more precise ad targeting.

dices with user graphic

What Exactly Is a Persona?

A persona in marketing is essentially a fictional representation of a group within your target audience who share common characteristics, behaviours, and interests. This fictitious character serves as a symbolic embodiment of a particular segment of your audience. While the persona itself is not real, the data and insights used to create it are derived from real-world research and analysis.

The Critical Role of Persona in Advertising

Why, you might ask, is a persona such a pivotal element in the realm of advertising? There are several compelling reasons why personas are indispensable in modern marketing strategies.

Enhanced Understanding: Personas allows marketers to gain a more profound comprehension of their audience beyond standard demographics. By delving into the motivations, pain points, goals, and habits of these personas, marketers can tailor their messaging to resonate on a deeper level.

Targeting Parameters: In situations where conventional targeting parameters may be limited or have reached a point of saturation, personas provide an alternative avenue. They open doors to a wealth of targeting possibilities by focusing on the psychological and behavioural aspects of your audience.

Personalization: With personas, personalization becomes not just a buzzword but a practical reality. You can craft ads that feel tailor-made for your audience’s specific needs and desires, leading to increased engagement and conversion rates.

Content Relevance: Personas guide content creation by shedding light on the type of content that will most likely resonate with your target segments. This, in turn, helps in crafting compelling ad campaigns.

persona

Constructing a Persona: The Art and Science

Creating a persona is a meticulous process that involves gathering and analysing data to paint a vivid picture of your target audience segment. Here’s a closer look at how to craft a persona effectively:

1. Name and Basics: A persona usually starts with a name and basic demographic information, including age, gender, location, and occupation. These details lay the foundation for your character.

2. Background Story: Dive deeper into the persona’s background by exploring their personal history, education, and family life. This adds depth to your character and helps you understand their perspective better.

3. Goals and Motivations: What drives your persona? What are their aspirations and motivations? Identifying these aspects enables you to align your advertising with their objectives.

4. Frustrations and Pain Points: Understanding what irks your persona and their pain points is equally crucial. These insights help you address their challenges and position your product or service as a solution.

5. Social Media Use: Explore their digital habits, such as preferred social media platforms and online behaviour. This data informs your ad placement decisions.

6. Interests and Habits: Delve into their interests, hobbies, and daily routines. These details offer valuable clues for crafting content and messaging that resonate.

Putting Persona to Work: A Real-Life Scenario

To illustrate the practical application of personas, let’s take the example of Elena, a fictional persona:

Name: Elena Thompson

Age: 32

Background: Marketing professional with a Master’s degree, passionate about cosmetics.

Goals: Aspires to become a recognized beauty influencer, seeking opportunities to collaborate with cosmetics brands.

Motivations: Driven by her love for cosmetics and the desire to share her knowledge and experiences with others.

Frustrations and Pain Points: Struggles with gaining visibility as an influencer and finding suitable brand partnerships.
Social Media Use: Active on Instagram, YouTube, and beauty forums, where she shares makeup tutorials and product reviews.

Interests and Habits: Enjoys attending beauty events, testing new products, and keeping up with the latest cosmetic trends.

Now, with Elena as our persona, let’s explore how businesses can leverage this information for more effective ad targeting:

Business Networking Platform: A platform designed for business networking can use Elena’s persona to target individuals who share her aspirations. They can create ad campaigns tailored to helping users like Elena find valuable connections and opportunities.

Influencer Platform: An influencer marketing platform can aim to attract individuals like Elena to join their network. By showcasing success stories of beauty influencers, they can entice users who aspire to follow a similar path.

woman posing in front of wall

A Glimpse of the Persona Landscape

So, what does a persona actually look like in practice? Imagine Elena, the persona described above, as a real person. Picture a 32-year-old marketing professional who spends her evenings creating makeup tutorials and meticulously reviewing beauty products on her YouTube channel. She’s passionate about cosmetics, and her goal is to build her influencer brand in the beauty industry. Elena is active on Instagram, where she posts captivating makeup looks and engages with her followers by sharing her beauty journey. Her frustrations stem from the challenges of breaking through as an influencer and securing partnerships with cosmetics brands. Understanding Elena in this way allows businesses to tailor their strategies to address her specific needs and preferences.

In essence, personas provide a human touch to the vast sea of data and statistics, making it easier to relate to and connect with your target audience on a personal level.

Harnessing the Persona Advantage: Moving Forward

Incorporating personas into your ad targeting strategy can be a game-changer. As you dive into the depths of your audience’s motivations, pain points, and interests, you gain the ability to create highly relevant and engaging advertising campaigns. Whether you’re in the realm of B2B or B2C marketing, personas provide invaluable insights that lead to more effective messaging and better results.

In a digital landscape where personalization and relevance reign supreme, personas serve as your guiding stars, illuminating the path to meaningful connections and successful ad campaigns. By understanding and leveraging the power of personas, you’re not just reaching an audience—you’re connecting with individuals on a deeper, more personal level.

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Blog eCommerce Social Media

Essential Knowledge For Marketers: The Social Media Algorithm

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In the ever-evolving world of social media, understanding the algorithms that power platforms like Instagram is paramount for creators and businesses alike. Instagram CEO, Adam Mosseri, recently shed light on how the platform suggests content to its users, revealing that multiple algorithms work in tandem to personalise each user’s experience. In this comprehensive exploration, we’ll delve deeper into these algorithms, deciphering how they shape the content users see across Stories, Feed, Reels, and Explore. Additionally, we’ll provide valuable insights on how to grow your audience and stay ahead of algorithmic changes.

instagram stories

Algorithm of Stories: Personalised Moments

Instagram’s Stories algorithm is designed to anticipate which Stories users are most likely to engage with. It takes into account factors such as the frequency of a user viewing Stories from a particular author and the frequency of interactions with those Stories. The ultimate goal is to prioritise Stories from the people and accounts that matter most to the user.

This algorithmic approach ensures that users are presented with Stories that align with their interests and connections, enhancing the overall Instagram experience. As a creator or brand, consistently engaging with your audience through Stories can help maintain a prominent position in your followers’ Stories feed.

Algorithm of Feed: A Complex Content Mix

The home page feed algorithm on Instagram is notably more complex, primarily because it curates content not only from accounts users follow but also from accounts they might find interesting. Key signals influencing the feed’s order include:

History of Interactions: The algorithm considers your past interactions with specific accounts and the content you engage with the most.

Popularity of Posts: Posts that garner high levels of engagement, such as likes, comments, and shares, are more likely to appear in your feed.

Author Information: Information about the author, including their profile, content, and engagement history, plays a significant role.

Frequency of Interaction: How often you engage with posts from a particular author can influence the feed’s content.

This multifaceted approach ensures that users are exposed to a diverse range of content while still prioritising posts from accounts they actively engage with.

instagram feeds

Algorithm of Reels: Discovering the Unknown

Reels, Instagram’s short-form video feature, introduces an algorithm aimed at suggesting videos from accounts users may not be familiar with, keeping users entertained and engaged. The Reels algorithm takes into account:

Past Interactions: Your history of interactions with users’ content, even those you may not follow.

Likelihood of Completion: The algorithm predicts which videos you are likely to watch until the end, indicating a high level of interest.

Sharing and Profile Visits: The likelihood of you sharing a Reel or visiting the creator’s profile can influence content suggestions.

This algorithmic approach drives discovery and allows users to stumble upon exciting content beyond their immediate network.

Algorithm of Explore: A World of Possibilities

Instagram’s Explore page shares a common goal with Reels—to present content from accounts users might be interested in but aren’t following. The Explore algorithm predicts which posts you’re likely to like, save, or share based on factors such as:

Post Popularity: The engagement and popularity of a post play a significant role in its appearance on Explore.

Relevant Topics: The algorithm considers the topics and themes you’ve shown interest in through your interactions and content consumption.

Author Insights: The history of interactions with a particular author and their content is taken into account.

The Explore page acts as a gateway to discovering new accounts and content, broadening users’ horizons and interests.

How to Grow Your Audience on Instagram

To effectively grow your audience on Instagram, adopting a strategic and adaptive approach is crucial. This involves a combination of experimentation, engagement, trend leveraging, collaborations, and a focus on original content.

Experiment and Engage: Experimenting with different types of content and formats can help you understand what truly resonates with your target audience. This process of trial and error, coupled with an active engagement strategy—such as responding to comments and interacting with followers—can foster a strong sense of community around your brand.

Leverage Trends: Staying attuned to current trends and incorporating them into your content strategy can also significantly boost your visibility and attract new followers. Trend-related content often performs well because it taps into the immediate interests and conversations of the Instagram community.

Collaborate with Creators: Collaborating with other creators or influencers in your niche is another effective strategy for audience growth. Such partnerships allow you to tap into each other’s audiences, introducing your content to potential followers who have a demonstrated interest in your niche.

Create Original Content: Prioritizing the creation of original content is key. While curating content can add value, originality sets your brand apart and is more likely to engage users and be favored by Instagram’s algorithms. By focusing on producing unique and compelling content, you position your account as a valuable and distinctive presence on the platform.

instagram profile

Staying Ahead of Algorithm Changes

As Instagram’s algorithms evolve, staying informed and adapting your strategies is crucial for sustained success. Many businesses and creators choose to collaborate with marketing agencies to navigate algorithm changes effectively. Marketing agencies are often at the forefront of industry trends and have direct access to official news on algorithm updates.

Working with an agency can provide you with valuable insights and strategies tailored to the latest algorithmic shifts. These agencies can help you optimise your content, engagement tactics, and posting schedule to align with Instagram’s algorithms, ensuring that your content remains visible and engaging.

Summary

Understanding Instagram’s algorithms is essential for anyone looking to thrive on the platform. By deciphering how Stories, Feed, Reels, and Explore are curated, you can strategically tailor your content and engagement efforts to reach your target audience effectively. To grow your audience and adapt to algorithm changes, consider seeking guidance from marketing agencies that specialise in navigating the ever-changing landscape of social media.

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Blog Branding Content Marketing Search Engine Advertising Social Media

6 New Creative Tools For YouTube Shorts

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YouTube Shorts, the platform’s rapidly growing short-form video feature, has been making waves in the world of content creation. With over 2 billion logged-in users watching monthly, it’s no surprise that YouTube is continuously innovating to make short video creation more accessible and enjoyable. In this exploration, we delve deeper into the six new features introduced by YouTube to empower creators and simplify the process of crafting engaging short videos.

shooting video on street

Feature 1: Collab – Fostering Creative Partnerships

At the heart of YouTube Shorts is the spirit of collaboration, and the introduction of the “Collab” feature takes this concept to the next level. Creators can now record in a split-screen format within short videos, sharing the stage with other YouTube or Shorts videos. This side-by-side layout opens up a world of possibilities for remixing and integrating existing content into new short videos. Whether it’s reacting to viral trends, collaborating with fellow creators, or reimagining popular videos, Collab offers greater creative freedom and flexibility.

The ability to seamlessly blend and interact with other content within a short video not only enhances creativity but also fosters a sense of community among creators. It encourages the sharing of ideas and the co-creation of content, making the YouTube Shorts ecosystem more vibrant than ever.

Feature 2: New Effects and Stickers – Elevating Engagement

One of the hallmarks of YouTube Shorts is its dynamic and engaging content. To keep creators and viewers enthralled, YouTube continuously introduces new effects and stickers. These elements add depth and interactivity to short videos, allowing creators to captivate their audience in innovative ways.

An upcoming feature that creators can look forward to is the Q&A sticker, which facilitates direct interaction with viewers. Creators can pose questions to their audience, and viewers can respond in the comments, fostering meaningful engagement and dialogue. This interactive sticker empowers creators to connect with their audience on a deeper level, making the viewing experience more enjoyable and participatory.

editing video

Feature 3: Live Discovery on Shorts – Expanding Reach

Live streaming has become an integral part of online content creation, and YouTube is making it even more accessible through Shorts. The platform is currently testing a vertical live-streaming feature that allows live streamers to be discovered directly within the YouTube Shorts feed. This move aims to provide live-streaming creators with new avenues to reach audiences and grow their communities.

By enhancing the discoverability of live streams, YouTube Shorts bridges the gap between short-form video content and live interaction. Creators can connect with viewers across different parts of YouTube, expanding their reach and creating dynamic live experiences that resonate with their audience.

Feature 4: Creation Suggestions – Inspiring Innovation

Inspiration can strike in unexpected ways, and YouTube Shorts is making it easier for creators to find it within their community. The “Creation Suggestions” feature is designed to spark creativity by enabling creators to draw inspiration from the work of their peers.

This feature streamlines the process of building upon existing Shorts content. It automatically packages the audio and effects from a Short that’s being remixed, simplifying the creative journey. Creators can leverage this tool to reimagine and remix content, fostering a culture of innovation and artistic exploration within the YouTube Shorts community.

Feature 5: Shorts Playlists – Organizing Inspiration

Organisation is key to effective content creation, and YouTube Shorts recognizes the importance of keeping creators’ ideas in order. The introduction of Shorts playlists allows users to save Shorts videos directly from the Shorts feed to curated playlists.

This feature empowers creators to conveniently collect and organise the content they enjoy watching. These curated playlists of liked Shorts serve as a wellspring of inspiration for creators, making it easy for them to reference and brainstorm ideas for their own Shorts. It’s a practical tool that enhances the creative process and encourages creators to explore new horizons.

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Feature 6: Recomposition Tools – Transforming Long Videos into Shorts

Sometimes, the best content originates from longer videos. Recognizing this, YouTube is set to introduce new editing tools that enable video creators to transform their landscape or horizontal videos into engaging vertical Shorts. These recomposition tools empower creators to readjust framing, zoom, crop, and split their existing long videos.

The goal is to create more visually captivating vertical Shorts while preserving the essential visual elements from longer videos. Creators can reuse key segments, highlight critical moments, and repurpose content in a format that resonates with the YouTube Shorts audience. This not only saves time but also allows creators to maximise the potential of their existing video library.

Summary

YouTube Shorts is on a mission to democratise short-form video creation and empower creators with a rich set of features. From collaboration opportunities with Collab to interactive engagement through stickers and live streaming discovery, YouTube Shorts is a dynamic platform that encourages creativity and innovation. With Creation Suggestions inspiring fresh ideas and Shorts playlists organising inspiration, creators have the tools they need to thrive in the world of short-form content. Finally, recomposition tools offer a bridge between long-form and short-form content, allowing creators to repurpose and breathe new life into their videos. As YouTube Shorts continues to evolve, it promises to be a playground for creativity and a source of inspiration for creators around the world.

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Blog Branding

Barbie’s Pink Publicity

barbie doll

The release of the Barbie movie has sent shockwaves across the marketing world. As Barbie takes centre stage in theatres worldwide, brands everywhere are seizing the opportunity to ride the wave of Barbie’s popularity. From a vibrant fuchsia Xbox to a stylish Balmain cropped hoodie, and even a chance to stay at a real-life Barbie Dreamhouse courtesy of Airbnb in Malibu, businesses are vying for a piece of the Barbie hype.

Josh Goldstine, the president of global marketing at Warner Bros., remarked that from the moment the Barbie movie was announced, it garnered immense love from the public. However, it was during the shooting of the movie in Santa Monica that the marketing team truly felt the excitement and attention surrounding this cinematic event.

At the heart of the Barbie movie’s marketing campaign is the iconic Barbie Pink, a colour that perfectly embodies the movie’s girl-power message. What began as a marketing choice soon evolved into a full-blown trend, as Barbie Pink became a sensation from the movie’s announcement and continued to dominate the promotional period.

barbie doll

Mixed Marketing Approaches: The Recipe for Barbie’s Success

The marketing strategy employed for the Barbie movie is a brilliant fusion of different approaches, combining elements of earned media, such as social media buzz, with paid media, including trailer placements. This approach, often referred to as a breadcrumb strategy, strategically offers the public tantalising glimpses of the movie, stoking curiosity and sparking conversations.

What sets this marketing strategy apart is its ability to optimise budget allocation. By fostering discussion about the movie and enticing product partnerships, the Barbie movie achieved remarkable awareness at a fraction of the original cost. Some brands even proactively integrated their products into the movie’s colour scheme and narrative, resulting in a marketing campaign that transcended mere promotion and evolved into a cultural movement.

Social media played a pivotal role in what has been dubbed the “Barbenheimer” phenomenon. Through a series of engaging conversations, the release weekend of the Barbie movie surpassed expectations, outperforming blockbusters like “Avatar: Way of Water” and “Mission Impossible.”

bunch of barbie dolls

Barbie’s Chanel Collection: Marketing Beyond Advertising

Barbie’s collaboration with fashion powerhouse Chanel offers a prime example of how marketing extends far beyond conventional advertising. Margot Robbie, who portrays Barbie in the film, noted how the concept of Barbie aligns seamlessly with Chanel’s extensive array of accessories. This collaboration allowed Robbie to truly immerse herself in her character, enhancing the film’s authenticity.

Virginie Viard, Chanel’s creative director, threw her enthusiastic support behind the Barbie movie. She contributed outfits from Chanel’s Ready-to-Wear, COCO BEACH, and COCO NEIGE collections, with five featured silhouettes ultimately making it into the film. Notably, one of the outfits was a vintage Chanel tweed skirt and jacket from the 1990s, originally worn by supermodel Claudia Schiffer. The suit arrived on set still bearing a label that read “Claudia,” adding a touch of fashion history to the film.

Another standout moment in the movie features a custom-made pink heart-shaped handbag adorned with a white Chanel logo. The handbag became an object of desire for every woman on set, underlining the power of fashion in driving consumer interest.

Chanel’s involvement in the promotion of the Barbie movie, both within and outside the film, has significantly bolstered awareness of its Ready-to-Wear collection. This collaboration underscores a valuable lesson for marketers – digital advertising is just one facet of marketing. By participating in projects that align with brand values and narratives, companies can reshape their brand image and enhance the value of their iconic logos.

barbie shoes

Barbie Collaborations Down Under: Brands That Jumped on the Bandwagon

In Australia, several brands hopped aboard the Barbie hype train, leveraging the power of the iconic pink trend to boost their own sales and visibility.

Cotton On Group: As one of the primary partners of the Barbie movie, the Cotton On Group, encompassing brands like Cotton On, Cotton On Body, and Typo, released a range of Barbie-themed products, including hoodies, t-shirts, and robes. The group’s youthful customer base dovetailed perfectly with the Barbie movie’s audience, and affordable price points translated into robust sales.

Oodie: Adelaide-based brand Oodie capitalised on the pink trend by introducing Barbie Oodies. Featuring the Barbie logo on Oodie’s signature comfy pink materials, these Oodies became the go-to loungewear for cosy movie nights.

Glasshouse: Australian luxury candle company Glasshouse unveiled a special edition Barbie Dreamhouse candle with the enticing fragrance of “strawberry and dream.” The scent transported customers back to the thrill of unwrapping a new Barbie doll, reinforcing the power of nostalgia in marketing.

Mermade Hair: Hair tool brand Mermade Hair launched two Barbie-themed products – The Barbie Blow Out Kit and the Wavy Kit. Collaborating with Mattel, these kits allowed users to recreate the fabulous hairstyles of Barbie. This partnership showcases the potential for collaboration between established brands and niche markets.

Impala: Given the iconic scene in the movie featuring Barbie skating on the beach, it’s no surprise that a roller skate partnership was in the cards. Impala delivered with bright yellow and pink roller skates, accompanied by a range of safety products, including wrist guards and knee pads.

While not every brand could secure official partnered products, many joined the pink trend and launched pink-themed items to capitalise on the Barbie craze. These brands recognized the importance of staying attuned to market trends and responded with relevant products. Collaboration with marketing agencies often played a pivotal role in identifying market trends and realigning marketing goals for long-term growth.

Summary

The Barbie movie has not only captivated audiences on the silver screen but has also created a marketing phenomenon that extends far beyond the confines of traditional advertising. The success of the movie’s marketing campaign lies in its mixed approach, blending earned and paid media to optimise budget allocation. The collaboration with Chanel and other Australian brands showcases the power of partnerships in reshaping brand narratives. As the Barbie movie continues to make waves, it serves as a testament to the multifaceted nature of modern marketing and the enduring appeal of an iconic brand.

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Blog Branding Content Marketing Marketing Automation Search Engine Advertising Search Engine Optimisation Social Media

Unlocking the Power of Agile Marketing: A Deeper Dive

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Change is the only constant in the world of digital marketing. Gone are the days when marketers could compartmentalise their efforts into separate silos for search, video, and social media. The introduction of artificial intelligence (AI) has ushered in a new era of marketing, one that thrives on agility and adaptability. In this series, we will delve deeper into the world of agile marketing, drawing insights from the experiences of 2,400 marketers. Let’s explore three key principles that can transform your marketing strategy and elevate your brand in this dynamic digital age.

cheerful meeting

Plan Strong, Hold Loose: The Agile Marketing Approach

The core tenet of agile marketing is not about discarding planning; rather, it’s about embracing adaptable planning. Agile marketers understand the importance of structure and strategy. They dedicate time each month to review performance metrics and set goals for the short term (monthly), medium term (3-month and 6-month), and long term (yearly). A well-crafted marketing strategy encompasses more than just selecting marketing channels and allocating budgets. It involves crafting a cross-channel marketing strategy that builds a comprehensive marketing funnel.

However, what sets agile marketing apart is the readiness to pivot when necessary. In the agile world, advertising budgets are not set in stone. Weekly amendments to budgets are a common practice. These changes may be channel-specific or, at times, cross-platform, driven by the need to optimise performance and achieve marketing objectives.

Consumer behaviours and preferences change rapidly in today’s digital landscape. Trends shift with each passing news headline. Agile marketers are keenly attuned to these shifts and respond promptly to maintain peak performance. For instance, when consumer behaviour transitions from casual browsing to active purchasing, this shift is reflected in search volumes and social media click-through rates. Agile marketers are quick to reallocate budgets to capitalise on these trends.

The results speak for themselves: 48% of marketers have reported that agile marketing has exceeded their expectations, compared to just 33% of marketers who adhere to fixed marketing budgets. Furthermore, 58% of agile marketers have successfully created more cross-channel touchpoints, amplifying their brand presence and engagement.

typing on laptop

Invest in Specialisation without Sacrificing Collaboration

Agile marketing necessitates specialisation in specific marketing channels. Marketers who hone their expertise in particular channels can significantly enhance channel performance and maximise return on investment. Many companies opt to partner with marketing agencies to tap into specialised knowledge.

While specialisation is crucial, agile marketing also underscores the importance of collaboration among specialised marketers. To extract maximum value from different marketing channels at various stages of a campaign, marketers must work in close coordination. Agile marketing teams are twice as likely to describe their cross-channel efforts as “very tightly integrated.”

Marketing agencies, with their wealth of experience and creative acumen, can play a pivotal role in fostering agile marketing methodologies within companies. In fact, 42% of agile marketers credit their agency partners with pushing them toward a results-first approach, leading to improved collaboration and outcomes.

A case in point is L’Oréal Vietnam, which harnessed agile marketing to broaden its customer base during peak sales seasons and boost online sales. During the 12.12 mega sales campaign, the adoption of agile marketing principles led to a remarkable fourfold increase in return on investment.

discussion between three people

Build Experimentation into Business as Usual: The Agile Mindset

In today’s fast-paced and ever-changing marketing landscape, the ability to strike a delicate balance between investing in proven strategies and funding experiments that unearth new opportunities is a hallmark of agile marketing success. Marketers who can strike this balance are well-positioned for long-term growth.

In times of uncertainty, the natural inclination for many businesses is to tighten their belts and reduce marketing budgets. However, agile organisations often take a different approach. They use data analytics to inform their marketing investment decisions and, in the face of uncertainty, they may even increase their marketing spending. This calculated move enables them to seize market share while competitors scale back their efforts.

When formulating marketing strategies with their teams, forward-thinking businesses allocate a contingency budget. This financial cushion provides the flexibility to capitalise on emerging opportunities, which, in turn, can yield superior performance.

Summary

Agile marketing is not a mere buzzword; it’s a strategic approach that has reshaped the digital marketing landscape. By striking a balance between structured planning and adaptability, investing in specialisation while fostering collaboration, and integrating experimentation into their core operations, businesses can harness the full potential of agile marketing. The era of digital marketing is dynamic, and agile marketing is the compass that guides brands to navigate this ever-evolving terrain successfully.

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Blog Branding

The Kardashians – the fashion family with great influence

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The Kardashian-Jenner clan, comprising some of the most iconic names in the world of entertainment, fashion, and beauty, has dominated headlines and pop culture conversations for over a decade. It all began in 2007 when the reality show “Keeping Up with the Kardashians” made its debut, offering viewers an intimate glimpse into the lives of this affluent family. While the show initially attracted attention for its sensational drama and controversies, it also inadvertently became a masterclass in the art of staying relevant in the ever-evolving world of entertainment and fashion.

surprised old couple

The Hype Behind the Reality Show

From the moment “Keeping Up with the Kardashians” graced television screens, it was clear that this was not just another reality show. It was a cultural phenomenon, a window into the lives of the Kardashian-Jenner family, a captivating blend of drama, humour, and authenticity. But what fueled the relentless hype surrounding the show, and how did the Kardashians manage to maintain their status as fashion leaders and cultural influencers?

Staying Unique and Relatable

One of the key ingredients in the Kardashian recipe for success has been their unwavering commitment to authenticity. Despite their larger-than-life personas and extravagant lifestyles, the family has managed to remain remarkably relatable to their audience. This authenticity, stemming from their willingness to showcase both their triumphs and vulnerabilities on screen, has endeared them to millions.

In the world of reality television, it’s not uncommon for stars to adopt personas or exaggerate certain aspects of their lives for the sake of entertainment. However, the Kardashians chose a different path. They allowed their audience to witness the raw and unfiltered moments of their lives, whether it was the joys of childbirth, the challenges of relationships, or the struggles with body image. This openness created a sense of genuine connection between the Kardashians and their viewers, who saw them as real people navigating the same trials and tribulations as anyone else.

The family also demonstrated a remarkable ability to leverage public discussions and controversies to their advantage. Take, for instance, Kim Kardashian’s foray into the beauty industry. Despite facing initial scepticism and scrutiny, Kim used her makeup products to address issues like inclusivity and diversity, earning her a dedicated following. Similarly, Kylie Jenner’s lip kits, which ignited a viral sensation, capitalised on public interest and discussion about her lips, turning curiosity into a lucrative business.

watching tv

While staying authentic has been a cornerstone of their success, the Kardashians have also excelled at setting trends rather than merely following them. Their unique blend of style, fashion-forward choices, and fearless self-expression have made them fashion icons in their own right. But it’s not just about wearing the latest designer pieces; it’s about shaping the fashion landscape and dictating what’s in vogue.

By staying true to their authentic selves, the Kardashians attracted fans who resonated with their style, values, and outlook on life. This deep connection with their audience allowed them to gain profound insights into their fans’ desires and preferences. Armed with this knowledge, they ventured into the world of fashion and beauty with a deep understanding of what their fans truly wanted.

For example, Kim Kardashian’s iconic hourglass figure and fashion-forward outfits sparked envy and admiration among fans. Recognizing this, Kim launched SKIMS, an undergarment and loungewear brand that not only celebrated diverse body types but also provided women with the tools to achieve the coveted Kardashian silhouette. The brand’s success wasn’t just about selling products; it was about empowering women and embracing their unique bodies.

hold remote control on sofa

The Kardashians are no strangers to controversy and criticism. Throughout their journey to global stardom, they have weathered their fair share of negative comments and backlash. However, what sets them apart is their unwavering commitment to their authentic selves. They have learned that haters are going to hate, but changing someone who dislikes you into a fan is a formidable task.

In the realm of digital marketing, where the reach is vast, negative comments are an unfortunate but inevitable consequence. Yet, the Kardashians have shown that sincerity and transparency can be powerful tools in managing these situations. Instead of succumbing to pressure or attempting to please everyone, they have maintained their authenticity even in the face of criticism. This authenticity has not only preserved their fan base but also garnered respect from many quarters.

The Kardashians’ journey from a reality show to global cultural icons is a testament to the enduring power of authenticity, unique style, and a keen understanding of their audience. By staying true to themselves, setting trends, and using controversies to their advantage, they have mastered the art of staying relevant in an ever-changing world. The Kardashian phenomenon is not merely about fame and fortune; it’s a case study of how authenticity can forge deep connections and sustain long-term success in the world of entertainment and fashion.

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Blog Content Marketing eCommerce Influencer Marketing Marketing Automation Search Engine Advertising Search Engine Optimisation Social Media Social Media Advertising

Marketing towards Gen Z

gen z taking selfie

Marketing to Generation Z, or Gen Z, presents a unique set of challenges and opportunities for businesses. Born between 1997 and 2012, Gen Z is the first generation to grow up in a world dominated by the internet, social media, and smartphones. Their distinctive characteristics and digital upbringing require a tailored approach to marketing. In this comprehensive guide, we will delve deeper into understanding Gen Z, their social media habits, and effective marketing strategies to capture their attention and loyalty.

holding phones

Understanding Gen Z: A Digital-First Generation

Understanding Gen Z—a digital-first generation—is crucial for crafting effective marketing strategies that resonate with their unique values, behaviors, and preferences. As digital natives, Gen Z has grown up immersed in the internet and technology, making them highly adept at navigating the online world. This proficiency shapes their consumer habits, preferences, and the ways in which they engage with brands and content online.

Digital Natives

For Gen Z, the internet and digital platforms are not just tools but integral parts of their daily lives. Their comfort and fluency with technology position them as a key audience for digital marketing initiatives.

Social Media Pioneers

Social media isn’t just a pastime for Gen Z; it’s a crucial component of their social lives and how they consume information and entertainment. With an average of four hours spent on social media daily, platforms like Instagram, TikTok, and Snapchat are vital channels for engaging with this generation.

Authenticity Matters

Gen Z values genuine interactions and is more likely to engage with brands that demonstrate authenticity and transparency in their communications. This generation is skeptical of traditional advertising and looks for brands that can align with their values authentically.

Reluctance to Traditional Independence

Marked by a reluctance to rush into traditional markers of independence, many in Gen Z prefer living with their parents longer to save money. This pragmatism extends to their spending habits, indicating a focus on value and practicality in their purchasing decisions.

Influence of Social Media

A significant 80% of Gen Z has been influenced to make purchases based on social media recommendations. While influencer marketing is effective with this cohort, there’s a strong preference for genuine recommendations over overt advertising.

To effectively market to Gen Z, brands need to leverage digital platforms creatively and authentically. Engaging content, transparent communication, and alignment with their values and concerns will resonate more with this generation. Additionally, recognizing their financial pragmatism and preference for authentic, value-driven interactions can help brands build lasting relationships with Gen Z consumers.

woman holding a card with word, gen z

Effective Marketing Strategies for Gen Z

Now that we have a deeper understanding of Gen Z’s characteristics, it’s time to explore strategies that can help businesses effectively market to this generation.

Authentic Influencer Collaboration

Gen Z has a keen awareness of influencer marketing tactics. To engage this generation successfully, brands should focus on authentic influencer partnerships. Rather than having products as the sole focus of scripted content, integrate them seamlessly into a larger, genuine narrative. Highlight real experiences and benefits to resonate with Gen Z’s preference for authenticity.

Brand Persona on Social Media

Gen Z has ushered in the trend of brands having their own distinct persona on social media. Many companies are now hiring creators or hosts to represent their brands on these platforms. To mitigate the risk of relying solely on one brand personality, businesses should consider developing multiple brand personas, each catering to different aspects of their target audience.

Emphasis on Engagement

Gen Z tends to be less brand loyal than previous generations. To capture their attention and loyalty, brands should prioritise engagement. Encourage active participation, feedback, and user-generated content. Providing employees with the freedom to create content that resonates with their friends and families can also help foster engagement.

Leverage Trends

Staying up to date with in-the-moment trends on social media is essential for connecting with Gen Z. Brands should be agile and ready to act swiftly to capitalise on trending topics. Simplicity and relevance are key when participating in trending conversations.

Authenticity and Values

Authenticity remains the cornerstone of successful marketing to Gen Z. Brands should align with values that resonate with this generation, such as sustainability, social responsibility, and inclusivity. Demonstrating a genuine commitment to these values in actions and messaging can establish a strong connection with Gen Z consumers.

woman holding a cake

Conclusion

Marketing to Gen Z requires a nuanced approach that embraces their digital-first lifestyle, values authenticity, and prioritises engagement. Brands that understand the unique characteristics of Gen Z and adapt their marketing strategies accordingly will be better positioned to capture the attention and loyalty of this influential generation. By staying authentic, embracing trends, and fostering engagement, businesses can thrive in an era where Gen Z wields considerable consumer power.

Marketing is our business, so we have these techniques embedded in our social media. You may realise we love to engage with you, whether it’s a poll or comments. You may also find we have posted about BlackPink and Taylor Swift when they are touring. This strategy was formed before we started our profiles because we know content about marketing techniques does not allow us to ride the waves of trends. This is why we are different from other marketing agencies.

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Blog Branding

Change a colour and change a mind

colourful building

Colour psychology is a fascinating field that explores the intricate relationship between colours and human emotions and behaviours. When harnessed effectively, the power of colours can be a valuable tool in marketing, influencing customer behaviour and perception. Let’s delve deeper into the world of colour psychology, examining the emotional impact of different colours, and understanding how businesses can use this knowledge to their advantage.

colourful house

Colour and Emotions: The Intricate Connection

Each colour has its own unique set of emotional associations, making it a versatile tool for marketers to convey specific messages and elicit desired responses from their audience. Here’s a closer look at some key colours and the emotions they are often associated with:

Red

The colour red is known for evoking excitement, energy, and passion. It’s often associated with love, making it a popular choice for romantic contexts. Red also conveys a sense of adventure and can grab attention effectively.

Example: Think about the iconic red heart used to symbolise love and affection, particularly on Valentine’s Day. Brands like Coca-Cola use red to create a sense of excitement and vibrancy in their marketing campaigns.

Pink

Pink represents femininity, creativity, and a gentle form of love. It’s often seen as a nurturing and compassionate colour, making it suitable for brands targeting a female audience or those promoting creativity and innovation.

Example: Breast cancer awareness campaigns frequently use pink to convey hope, support, and compassion. Cosmetic brands often incorporate pink into their packaging and branding to appeal to a female demographic.

Purple

Purple is a colour associated with art, spirituality, and creativity. It’s often linked to notions of justice and fairness and has historical connections to royalty and luxury.

Example: Cadbury, a well-known chocolate brand, uses purple in its branding to evoke a sense of luxury and indulgence, emphasising the premium quality of its products.

Blue

Blue is a colour of trustworthiness, success, and reliability. It conveys confidence and power, making it an excellent choice for businesses aiming to establish a sense of security and authority.

Example: Facebook uses blue in its logo and interface, fostering trust and reliability among its massive user base. Financial institutions often use blue to convey stability and professionalism.

Green

Green is closely associated with nature, symbolising growth, luck, and health. It’s often used to promote environmentally friendly initiatives and products and is linked to feelings of loyalty and harmony.

Example: The Starbucks logo prominently features green, aligning the brand with sustainability and nature. Companies that emphasise eco-friendliness often incorporate green into their branding.

Yellow

Yellow radiates joy, positivity, and warmth. It’s a colour that can evoke curiosity and playfulness, making it suitable for brands that want to create a cheerful and optimistic image.

Example: The yellow smiley face symbolises happiness and is often used in marketing to convey friendliness and approachability. Fast-food chains like McDonald’s use yellow in their branding to create a lively and inviting atmosphere.

Orange

Orange is associated with originality, youthfulness, optimism, and enthusiasm. It’s a vibrant colour that can energise and excite viewers.

Example: The Home Depot uses orange in its branding to convey a sense of DIY creativity and enthusiasm for home improvement projects. Nickelodeon, a children’s television network, incorporates orange into its logo to appeal to a youthful audience.

colourful paint on hands

How to Use Colour Psychology: Strategies for Marketers

Understanding the emotional impact of different colours is just the beginning. To effectively leverage colour psychology in marketing, businesses can adopt several strategic approaches:

1. Decide Your Marketing Goal and Choose a Colour

Start by defining your marketing objective. Are you aiming to create a sense of trust and reliability, or do you want to evoke excitement and passion? Once you have a clear goal, choose a colour that aligns with that objective. For example, if you want to convey trustworthiness, blue may be your colour of choice.

2. Get Inspired by Other Brands

Study successful brands in your industry or those with similar target audiences. Analyse their use of colour in branding and marketing. While it’s essential to stand out, observing what works for others can provide valuable insights.

3. Keep colours Consistent

Consistency is key when using colour psychology in marketing. Ensure that your chosen colour is consistently used across all your branding materials, from logos to advertisements and packaging. Consistency builds brand recognition and reinforces emotional associations with your brand.

4. Create a Brand Colour Palette

Establish a comprehensive colour palette that includes primary and secondary colours. This palette should guide your design choices and maintain visual coherence across various marketing channels.

5. Use Blue When Uncertain

If you’re unsure about which colour to use, blue is often a safe and versatile choice. It appeals to a broad range of emotions, from trust and reliability to confidence and success. Many global brands use blue as a primary or secondary colour in their branding.

6. Run Colour Tests

Conduct A/B tests or surveys to gauge the impact of different colours on your target audience. This data-driven approach can help you fine-tune your colour choices for optimal results.

colour pencil

Conclusion

Colour psychology is a potent tool that can significantly impact consumer behaviour and perception. By understanding the emotional associations of different colours and applying strategic approaches, businesses can harness the power of colour to convey their desired messages and foster strong connections with their audience. Whether you aim to create trust, excitement, or positivity, the right use of colour can make a world of difference in your marketing efforts.

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Blog Branding

3 Formula 1 concepts an aerodynamicist used to create “Lune Croissanterie” – the best croissant in world

croissants

In the world of gastronomy, few culinary delights evoke as much passion and admiration as a perfectly crafted croissant. Crispy, golden layers that shatter upon the first bite, revealing a buttery, flaky interior—this iconic pastry is more than a breakfast staple; it’s an art form. While many bakeries aspire to create exceptional croissants, there’s one establishment that stands head and shoulders above the rest: Lune Croissanterie. Renowned for crafting what many consider the best croissants in the world, Lune Croissanterie owes its success to a surprising source of inspiration—Formula 1. Yes, you read that correctly. The same principles that drive the speed and precision of Formula 1 racing have been applied to the art of croissant-making, resulting in a culinary masterpiece. In this article, we’ll explore three key approaches from Formula 1 that have helped Lune Croissanterie achieve croissant perfection.

croissants

1. Reverse Engineering: Uncovering the Secrets of Perfection

Kate Reid, the founder of Lune Croissanterie, has a unique background that played a pivotal role in the creation of her exceptional croissants. Prior to her foray into the world of baking, she worked in the high-octane, high-tech environment of Formula 1. In Formula 1, teams often engage in a practice known as reverse engineering. This involves studying the designs and innovations of rival teams, dissecting their successes, and then applying these insights to one’s own racing cars.

Kate Reid applied the principles of reverse engineering to croissant-making. She embarked on a mission to deconstruct and analyse croissants from other bakeries, aiming to uncover the secrets of their texture, flavour, and appearance. Much like an F1 engineer scrutinising a rival car’s aerodynamics, Kate meticulously studied every aspect of croissant craftsmanship. Her objective was to discern the perfect ratio between dough and butter—the Holy Grail of croissant creation.

In the world of business, reverse engineering is a constant and vital activity. By successfully replicating existing products or processes, a business can gain ownership of the intellectual property, eliminating competitive disadvantages. Beyond product development, this principle extends to marketing, where businesses often study their competitors’ strategies to create more advanced and effective marketing plans. Much like Formula 1 teams analysing rival designs, successful businesses use reverse engineering to understand their competitors’ strategies and adapt accordingly.

croissants

2. It’s All About the Details: Precision That Sets Lune Apart

One glance at a Lune croissant is enough to appreciate the level of detail that goes into its creation. From using butter sourced exclusively from a farm in Normandy to measuring the dough with millimetre precision, Lune Croissanterie leaves no room for error. The company’s unwavering commitment to precision is the linchpin of its success.

Attention to detail is often the differentiator between being successful and being extraordinarily successful. In the world of marketing, similar principles apply. While some may view delving into intricate details as a time-consuming exercise, these details can be the defining line between a good campaign and an exceptional one.

When marketing professionals make strategic decisions—whether it’s choosing between social media platforms, determining the most effective targeting parameters, or debating the merits of focusing on Melbourne over Sydney—they are essentially navigating a labyrinth of details. The choices made in these nuances can be the deciding factor between a campaign that merely sells and one that sizzles. Just as Lune’s meticulous approach ensures consistency in its croissants, marketers who sweat the details can achieve consistency and excellence in their campaigns.

croissants

3. Partnering for Success: Recognizing the Power of Collaboration

Kate Reid’s journey to croissant supremacy was not a solitary one. Rather than attempting to master every aspect of her business herself, she recognized the value of partnerships, especially with individuals possessing skills that complemented her own. While some small business owners may fall into the trap of trying to do it all, Kate’s approach was to seek out collaborators who could bring specialised expertise to the table.

In the realm of marketing, this approach aligns with the concept of strategic partnerships. The field of marketing encompasses a broad spectrum of disciplines, from social media management and SEO to website development and influencer marketing. Attempting to become a master of all trades is a Herculean task. Instead, savvy marketers understand the importance of leveraging partnerships with experts in specific domains. These specialists possess a wealth of knowledge and experience that can greatly benefit a marketing campaign.

The ultimate goal in both business and marketing is success. If forming strategic partnerships can help achieve that goal more effectively, it’s a strategy worth pursuing. By collaborating with individuals or organisations that excel in areas where your expertise may be limited, you can harness the power of collective knowledge and capabilities, ultimately driving success for your clients or your business.

Conclusion

The story of Lune Croissanterie’s journey to creating the world’s best croissants is a testament to the universal applicability of principles from unexpected sources, in this case, Formula 1. By embracing reverse engineering, obsessing over details, and recognizing the value of strategic partnerships, Kate Reid and her team at Lune Croissanterie have crafted an extraordinary success story—one that can inspire and inform endeavours in any field, including the ever-evolving world of marketing.

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Blog Branding Content Marketing

5 Marketing Lessons From Taylor Swift

singer on stage

In the dynamic and ever-evolving world of marketing, valuable insights can be found in the most unexpected places. One such source of marketing wisdom is the illustrious career of Taylor Swift. Beyond her chart-topping hits and global fame, Taylor Swift offers a treasure trove of marketing lessons that resonate with businesses of all sizes. Let’s delve deeper into these lessons, each one a gem that can transform marketing strategies.

singer on stage

1. Great Products Redefine Markets

RCA Records and the Country Music Paradox

Taylor Swift’s journey to superstardom began when RCA Records discovered her talent. However, the initial plan was to mould her into a singer of other people’s songs. Taylor’s refusal to conform to this vision proved to be a pivotal moment. RCA had underestimated the potential of country music, assuming it had a limited listenership. Taylor, on the other hand, believed in her talent and the genre’s appeal. Her insistence on creating great, authentic country music not only revitalised the genre but also expanded its reach, ultimately reshaping the music industry.

Uber’s Market Disruption

Uber, a disruptor in the transportation industry, faced a similar challenge. A professor at New York University had estimated Uber’s market opportunity using the global taxi and car service market as a reference. However, this estimation failed to consider the transformative nature of Uber’s product—it was ten times better than traditional taxis. Over the years, Uber not only exceeded taxi ridership in New York City but also created a market larger than that of taxis. The lesson here is clear: great products have the potential to redefine and expand markets, often in unexpected ways.

2. Community as a Cornerstone

Taylor Swift’s Social Media Engagement

Since her debut, Taylor Swift has been a trailblazer in using social media to interact with her fans worldwide. Her active presence on platforms like Instagram and Twitter includes liking, commenting, and sharing fan-generated content. She recognized that her fans were online, and that’s where she met and nurtured her community. This commitment to building a loyal online fanbase has been a cornerstone of her success.

Startups Harnessing the Power of Communities

In the startup world, many companies are embracing the concept of communities to enhance their marketing efforts. For instance, Figma recently revamped its Figma Community, allowing users to explore templates created by other community members. A closely-knitted community often translates into powerful word-of-mouth marketing, a strategy known for its high conversion rates.

exciting fans

3. The Art of Brand Building

Authenticity and Vulnerability

Taylor Swift’s brand is built on authenticity and vulnerability, setting her apart in the highly competitive music industry. Unlike some artists who distance themselves from their lyrics, Taylor embraces her personal experiences and values, infusing them into her music. This approach resonates with her audience and reinforces her distinct identity.

Brand Consistency Breeds Loyalty

In the corporate world, brands that maintain consistency in their messaging and values tend to foster higher levels of loyalty. Consumers who perceive brands as steadfast in maintaining their image expect the product characteristics to remain consistent. For example, Disney movies consistently deliver a magical ending, while wearing Nike shoes signifies an athlete’s commitment to performance.

4. The Power of Product Velocity

Taylor Swift’s Prolific Output

Taylor Swift’s recent musical output has been nothing short of prolific. Between 2019 and 2022, she released a staggering 125 songs across six albums. What’s even more remarkable is how she tied this musical output to product variations. For instance, her “Midnight” album offers four different vinyl versions that, when collected, form a clock.

Continuous Product Development

This approach resonates with the corporate world, where continuous product development and expansion are keys to sustained growth. Consider Square, a financial technology company. In 2009, it had just one product. By 2013, the product count had risen to a mere eight. However, by 2020, Square offered a total of 25 different products and services, demonstrating the power of continuous innovation and expansion.

heart sign

5. Rewarding Top Fans and Superfans

Taylor Swift’s Gratitude to Superfans

Taylor Swift has a well-deserved reputation for going above and beyond to reward her superfans. Initiatives like “Secret Sessions,” where fans can visit her home and listen to her new album, exemplify her appreciation. In return, these superfans have reciprocated by driving remarkable sales. In 2022, one out of every 25 vinyl records sold in North America was a Taylor Swift album.

Superfans in the Corporate Landscape

Superfans aren’t limited to the realm of entertainment; they exist in the corporate world as well. These are the customers who not only spend the most but also engage the most and exhibit unwavering loyalty. Consider Snapchat, a social media platform that introduced “Streaks” to reward users for maintaining ongoing engagement. Such initiatives acknowledge and reinforce the value of superfans.

Taylor Swift’s marketing legacy transcends the music industry. Her journey from a budding artist to a global icon offers invaluable insights for businesses of all sizes. As we navigate the ever-changing landscape of marketing, we can draw inspiration from these lessons to craft strategies that resonate with audiences and drive success. Whether we’re redefining markets, nurturing communities, building brands, innovating products, or rewarding our most dedicated supporters, Taylor Swift’s marketing wisdom serves as a guiding star in our pursuit of excellence.