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How video content is shaping consumer behavior

How video content is shaping consumer behavior

It is 2022, and data is the King of the Internet. We are all a part of statistics, consuming more information and content than we have ever done. How is this information affecting consumer behavior? Does the video content we watch have a subconscious effect on our decisions? Let’s take a look. 

Video advertising and marketing

Video advertising is the newest addition to the advertisement and marketing class. It can be defined as advertisements through videos; that’s it.

All promotional videos that play after streaming Content or even before streaming Content falls under this category. And as everything must grow, it has started to incorporate display ads with video content as part of the video advertising sphere.

These include videos and gifs that play when you hover your cursor over them and also native videos ads that you find on a digital network like YouTube.

Video advertising’s popularity is slowly on the rise, and it’s going to be the next big thing in the marketing ecosystem. And with the improvements in technology, it is a great way to reach audiences.

It is a great strategy to invest in. The trick here is to provide the viewer with video ads that seem relevant and compelling. If you do not meet this criterion, the ad simply annoys and frustrates the viewer rather than spiking his or her interest. Think about unskippable Youtube ads you hate.

Types of Video Advertisements

Marketers may choose from a variety of eggs in the video advertising basket. They can do market research and analysis to determine the form of video advertisement most suited to their demands or the one that seems most promising and consistent with their objectives. These are the different types of video advertisements:

  •    Ads that appear in the middle of the video

They are also known as In-stream ads. These are the most common types of video advertisements; you’ve seen them on YouTube or before you stream a video. They are short videos that appear before, during, or after video content that feature promotional Content. Some are interactive, and they persuade the viewer to click on a link or take advantage of an offer.

  •  Non-linear advertisements

This refers to advertisements that appear outside of the main video. When the user clicks on them, the video they are now watching is paused. They aren’t linked to external websites or platforms, so they can just scroll down if the user does not want to see them.

  • Advertisement with rewards

This advertisement is mostly aimed at gamers. In exchange for watching the video ad, it offers consumers specific incentives and benefits. These benefits might include things like an additional life or a bonus tool, among other things.

  • Native autoplay advertisements

These ads are played at the end of any content, and it might be an article or a video. They are often relevant to the Content the user just explored, increasing their effectiveness.

  • Shoppable video ad

These ads are used to convince consumers to buy a specific product after watching the ad. When the ad is finished, a link appears to lead the viewer to buy the product. This ad is not limited to one app and can be found in any app that supports these ads

  •  Native video

This is a far more sophisticated type of video advertisement. It allows viewers to opt-in and takes charge of their viewing experience.

Because of the positive results of video ads, advertising strategies are becoming more popular, and the future of advertising will include video advertising maneuvers. According to eMarketer, US online video ads will continue to grow faster than TV advertisements by the end of 2020, and this has proven true in the first quarter of 2022.

How video content is shaping consumer behavior

You can’t deny that video content plays a major role in shaping consumer behavior, especially among youths and young adults. This is the smartphone era, a revolution that birthed platforms like youtube and Instagram, which completely changed the game. 

Purchasing decisions that once relied on local and family recommendations, newspaper ads, TV commercials, or reviews from trusted publications have all turned to the internet and online marketing. According to a recent study from Google, 50% of all internet users look for videos related to a product or service before visiting a store. Since people can’t hold it in their hands yet, they rush to see it on video.

Today’s videos can be categorized into three:

1.    Branded Content and ads:

It doesn’t matter what you do; if you are a mechanic or a clothing brand, it doesn’t matter. People need to know what you do; they can’t know this if you don’t have creative, informative advertising and branded Content shared across all video platforms. This means you need to be loud, heard, and consistent on Facebook, Youtube, or TV campaigns.

2.    Influencers:

Anybody can be an influencer, from the dad who makes 30-sec grill videos to the kid who plays video games. Suppose you have noticed the trend on social media recently. In that case, there’s been a steady rise in the number of influencers, and it’s not a mistake that big brands have been carefully creating a relationship with the most-watched influencers on the net. By advertising through the most popular people on the web.

3.    Product-specific:

In the era of video, this is where traditional PR strategy falls short. To create a captivating piece of Content, the greatest reviewers need your product, as well as any extra materials they may require. These reviews can convince other people that their products are amazing and urge them to go out and get them.

Although the lines are blurred, a marketing plan must consider these three options. It’s no longer enough just to hire a public relations firm to promote your goods to the media. Another recent Google study claims that 98% of 18 to 34 year-olds use their smartphone to watch videos on an average day. Consumers want to be impressed by commercials and marketing and to have their favorite influencers endear them to a product.

 Top video content trend

Here are some stats that prove video advertising is working and is the way to go

1.    Online videos will account for more than 82 percent of all consumer internet traffic by 2022, a 15-fold increase from 2017.

2.    As of 2020, 83.3% of internet users in the US accessed digital video content.

3.    Every week, 78 percent of people watch internet videos, and 55 percent watch them every day. 54% of customers say they want to see more video content this year.

4.    Studies show that 54% of consumers want to see more video content from a brand or business they support

5.    Customers like to learn about a product or service through video 72 percent of the time. 84 percent of customers believe that seeing a brand’s video influenced them to buy a product or service.

6.    Additionally, 79% of people say they’ve been convinced to buy or download a piece of software by watching a video.

Conclusion

They say bad company corrupts good manners and vice versa. It could also be said that video content affects consumer behavior by encouraging them to pick their favorite brands and explore new ones. Businesses can stay on consumers ‘ minds through influencers, ads, and brand placements.

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Top 5 Marketing and Branding Companies in Nigeria 

Top 5 Marketing and Branding Companies in Nigeria 

Many companies all over the world have become famous today with their products and services reaching every corner of the continents around the world. If you ever wonder why Apple, Google or Facebook are some of the most popular brands in the world, then you’ll know that it’s not magic. It’s the art of branding and marketing. 

Branding and marketing agencies are the wands with a mix of science and psychology that make brands become relevant. These agencies create a unique symbol and meaning for brands in a highly competitive market. Without branding, no business can communicate its brand values with customers or create trusting relationships with them. 

In this piece, we have curated a list of the best branding companies in Nigeria and why you should work with a branding company. 

Top 5 Reasons to Work With Branding Companies in Nigeria

1. Help Define Your Niche and Target Market

First, a branding company in Nigeria can help you establish a unique business designed for specific demographics of consumers. Defining your niche is very important if you want to thrive in the modern business world. You don’t want just any company trying hard to stay afloat in the sea of other competing brands. 

Furthermore, defining your niche will also help your company identify your target market. These are the consumers who will most likely want or need your products and services..

2. Stand Apart from your Competitors

Every company existing or about to exist wants to be different from the rest. You want your brand to have a spark that pulls customers to it. Branding companies in Nigeria have the necessary tools and techniques to help your brand be differentiated from the industry competitors by uniquely positioning your brand and what it stands for. 

3. Developing a Marketing Strategy

Once all of the elements of your brand are in place, you will be able to develop the best marketing strategy possible. Using content, social media and video are essential if you want to reach the widest audience possible. 

4. Access to Cross-Industry Experience & Expertise

Branding companies in Nigeria allows your brand to be handled by a group of people that have cross-industrye knowledge which will help your brand grow. With the years of experience, a branding agency has, you can tap into that fountain of knowledge to be more than just a generic brand. 

5. Boosts Business Value 

Branding agencies help build business value for investors and collaborators. This also brings in more ROI and increases the business’s value in the eyes of consumers.

Top 5 Branding Companies in Nigeria 

1. Printipy Agency: Printipy is a top-notch Nigerian branding agency that is poised to sustain the cultural value of African businesses through branding by leveraging time-relevant branding techniques. With a keen understanding of branding, Printipy helps clients establish a sustainable brand while ensuring their end users attain brand resonance. Furthermore, they are armed with the right professionals to help reposition your brand by making informed decisions. They have a great clientele including Chipper Cash, Watu, Seamfix, House of Chi among others.

2. State of the Arts Agency: State of the Arts Agency has the reputation and extensive industry experience to partner with and reposition its clients. Notably, State of the Art Agency employs world-class designs and brand strategies to enhance the competitiveness of brands under their portfolio.

3. DODO Design Agency: This Lagos based design agency offers branding, market research, UX/UI design, and web and mobile app development services.

4. Brand Envoy Africa: Founded in 2015, Brand Envoy is a creative marketing agency located in Lekki, Nigeria. The team of 8 specializes in advertising, branding, and market research.

5. Nelson Reids: This marketing and PR agency based in Lagos, Nigeria provides advertising, branding, PR, social media marketing, and email marketing services to small and midmarket companies.

Conclusion 

Branding is crucial to any company’s success and hiring professional branding strategists to increase brand awareness is as important, especially if the company’s goal includes more sales and conversions. Printipy is a world-class branding agency created with years of experience and expertise in order to give companies an edge in the Nigerian market operating in any sector.

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Importance of Out of Home Advertising for corporate branding

Importance of Out of Home Advertising for corporate branding

For over centuries in advertising history, OOH advertising has maintained its relevance in the marketing media mix. There are many explanations as to why this is so, one of which is the fact that you can not undervalue the level of intrigue and engagement that brands are able to create with this media channel when used creatively to communicate brand messages. 

Talk about Spotify’s “Hearing You” OOH campaign. 

Medium: Spotify “Hearing You” OOH campaign

The copies were great. The idea of juxtaposing feelings and opposing actions was totally brilliant and the visual direction – was simple, yet flawless. However, the strategic outdoor placement remains the icing on the cake that throws in the awe element, makes the ad more engaging, and leaves you with an indelible memory regardless of if you gazed or merely glanced at it.

Spotify Turns Memes Into Billboards To Prove That Its Playlists Are  Relatable AF - DesignTAXI.com | Cartazes de campanha, Redação publicitária,  Ideias para cartazSpotify Turns Memes Into Billboards To Prove That Its Playlists Are  Relatable AF - DesignTAXI.com | Cartazes de campanha, Redação publicitária,  Ideias para cartaz
Pinterest: Spotify “Hearinng You” OOH campaign

Here’s another great example of an OOH ad that’s burnt in my memory and will very likely be burned in yours from here on out. 

Say hello to “Smart Cities” by IBM

Campaignlive: “Smart Cities OOH campaign by IBM
Campaignlive: “Smart Cities OOH campaign by IBM

In this brilliant ad, IBM is able to create a whole experience for their audience. They created brand assets that potential targets can engage with while the brand communicates a strong message that’s capable of provoking their audience to respond to their clear call to action. 

Now let’s address the elephant in the room: the question that still lingers after the proofs of OOH advertising excellence and results that I’ve provided thus far. Why is OOH advertising still relevant in this digital age where millions of people can be reached online. Why has OOH not been replaced by digital advertising? 

I’d love to get into it, but first, let’s lay some foundations around the concept of OOH. 

What is OOH

OOH Meaning “Out of Home” is a type of advertising that is set up outside of a consumer’s home. Yes, you probably guessed that right. Contrary to some opinions, out of home is not just a substitute name for billboard advertising. OOH covers the entire gamut of outdoor ad placement including, billboards, bus shelters, lamposts, benches, walls, and everything in between.  

OOH, advertising helps brands connect with their target audience in a wide variety of outdoor scenarios. For a lot of creative agencies, it’s an interesting channel to explore. A whole world of advertising all by itself. 

OOH, advertising is visual in nature. It could include static creative content deployed on a series of available options or it could be deployed as motion graphics on different outdoor channels. However, the major types of OOH include; 

Types of OOH

  1. Billboards (traditional or LED) 
  2. Street furniture
  3. Lampost 
  4. Bus  shelter 
  5. Kiosk 
  6. Posters 
  7. Wallscapes, and more. 

All of these platforms have been used by several brands are still being used to interact with consumers in very interesting ways. 

Now, back to our elephant in the room. 

Why has OOH not been replaced by digital advertising? 

Digital advertising has become the rave of the age. Many CEOs are coercing their marketing leads into pumping their entire marketing budget into the development and execution of digital marketing strategies like SEO, social media marketing, and more.  Nevertheless, some marketing professionals have continued to explore outdoor channels creatively and are still recording great results. 

From a global perspective, KFC’s award-winning coronavirus campaign against finger lickin’ leveraged  OOH advertising to a high degree even during the lockdown. 

BBC: KFC’s award-winning coronavirus OOH campaign against finger lickin’

And in one of African’s leading economies, Nigeria, MTN – a telecommunication agency – largely leveraged outdoor advertising for its “Wear it for me” COVID 19 campaign which went viral. 

Mugibson: MTN’s “Wear it for me” OOH campaign to encourage use of nose mask

These examples underline the relevance and effectiveness of OOH advertising until this day. 

Contrary to popular expectations, OOH advertising and Digital advertising are not designed to be mutually exclusive. Both advertising channels can play complementary functions during campaigns. The resurgence of OOH advertising is driven by technology and with its advancements, marketing, and advertising professionals have been given a wider range of opportunities to explore creativity. 

Why is OOH Advertising important for corporate branding

Advertising plays a major role in corporate branding. Here are some of the reasons why it is esteemed important. 

  1. Broad Reach 

OOH, advertising is almost inevitable, especially when placed strategically and deployed creatively, just like some of the examples above. 

With thousands of people commuting daily, OOH has the potential of reaching a very broad audience. The audience can be very specific when reaching residents and it can also be very dynamic when reaching travelers, visitors, and other groups. 

  1. Increase Brand Recognitions/ TOMA (Top of mind awareness)

With OOH advertisement being almost inevitable, it is able to drive awareness and recognition among a specific group of audience. Brand messages and elements like logos can be displayed prominently to consumers. 

  1. Affordability 

When executing awareness campaigns with major objectives identified as reaching as many eyeballs as possible, OOH advertising could guarantee the highest ROI. Think about how many times you’ve seen that FMCG Brand ad in the past month and imagine its impact on many more people especially if it was a really creative ad that communicated a strong and clear message. There. Now you have an idea of how impactful and yet comparatively affordable OOH ad deployments can be.

  1. Drive Engagement 

Ads like Spotify’s “Hearing You” or IBM’s “Smart Cities”  are sure to garner engagement from their target audience and even propel word-of-mouth advertising. OOH also supports online marketing efforts by helping to drive brand or campaign recall which in turn could increase consumers’ likelihood of following the call to action. 

  1.  Boost sales
    Create continuous advertising for current and prospective customers and increase sales opportunities.  User behavior has shown that people who tend to see a brand’s ad repeatedly are more likely to buy the brand’s product. On another hand, out-of-home advertising helps to pique the interest of new customers who can get intrigued by the ads showcasing products services a brand. 

Conclusion

Creating exciting experiences for existing and potential customers is an integral part of marketing and advertising although many brands still blatantly ignore its importance.  Although sad, it puts you at an advantage if you are ready to commit to exploring its possibilities. 

Printipy at Printipyagency.com  is helping many brands create such experiences. You can be the next. We’d love to meet you. Say hello, let’s start the journey from there. 

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Content Marketing strategy for startups – The Ultimate Guide

Content Marketing strategy for startups – The Ultimate Guide

Content marketing is an essential tool in marketing strategy in this age and it plays a huge part in how brands get traction and impressions for their business. As a result of the huge followings on various social media platforms. There is a need for brands to create engaging and relevant articles, videos, or social media content that will engage and promote brand awareness.

Every business needs content marketing, be it a startup or an already established business and this approach helps create top of mind awareness for the business when it is time for the consumer to buy what you sell.

What is Content Marketing?

Content marketing is the development and distribution of relevant content which can be in the form of blogs, social media posts, white papers, newsletters, emails, videos, radio jingles, and all sorts to current and potential customers alike. This content conveys expertise and relevant information intending to engage and gain clients’ attention and this makes it clear that a company values the people to whom it sells and attracts new clients with its content.

The consistent use of content marketing nurtures relationships with prospective and existing customers. A brand that consistently churns out content on their social media platforms will make the audience interested in the continuous success of such brands and they are more likely to choose you when it’s time to buy.

Content Marketing for startups

Startups need to adopt content marketing as a huge part of their marketing strategy. The advantage it entails can only do such a business a world of good. The awareness, impression, and publicity it gives the business is a huge boost to the bottom line of the startup company.

Content marketing is a go-to tactic that is proven to work and it also provides a competitive advantage over other competitors in the industry one operates. Several data show the several advantages of content marketing.

 47% of buyers view 3 to 5 pieces of content online before engaging with a sales representative. Business with blogs and social media content tends to get 67% more leads than other companies.

Also, 72% of business to business(B2B), business to consumers(B2C) say content marketing helps increase engagement and the number of leads they generate. Companies that use content marketing see approximately 30% higher growth rates than businesses not using it. There are a myriad of advantages to content marketing and it is only advisable for startups to jump on the bandwagon.

How to create a content marketing strategy for start-ups

The fastest way for a business to get publicity, generate leads, and get engagement is through content marketing. Startups can use content marketing to attract leads, it speaks for your product or services when someone is making research on what to buy and can also help you close sales.

The 12-Month Content Marketing Strategy for Startups - Marketing Insider  GroupThe 12-Month Content Marketing Strategy for Startups - Marketing Insider  Group
Marketing Insider: A team crafting a content marketing strategy for Startup

For a startup to make use of content marketing effectively, there is a need to deliver the right content.

Here are how startups can create an adequate content marketing strategy to engage the audience and sell their product or service.

  1. Identify your audience: To create content for a particular audience, you need to have a clear idea of their priorities, challenges, and preferences. This helps tailor the content to suit their needs. This makes it easier to appeal to and engage the audience.
  2. Align your content with your business model: Understand where your business is now, where you want to be, and define realistic objectives.
  3. Choose your keywords. Research your keywords and make sure you are reaching the right audience.
  4. Get creative with your content ideas. Get content ideas from the customer-facing teams.
  5. Help your audience achieve its goals. Content should be goal-driven, focus on value, and address audience pain points with advice and solutions.
  6. Decide on your distribution channels. Go where your audience is. Make sure your focus is on the right channels at the right time.
  7. Repurpose your content. Squeeze every drop of your creative juice and churn out valuable content at all times. Treat content as a product.
  8. Find the right tools. Take advantage of the content planning, collaboration, and SEO research tools.

Stages of Content Marketing

Awareness Stage

At the first stage, your content should focus on the top concerns of your target audience, it all starts with identifying a need and then writing about their pain points, challenges and asking questions gives you the best chance of engaging with them. Content at the awareness stage should be educational and identify a gap in the market.

Best contents for this stage include articles, blog posts, e-books, videos, newsletters, etc.

An example of this is a restaurant that writes a blog post or social media post about how to plan a menu for a graduation party.

Carmine Mastropeierro: Stages of content marketinng

Consideration stage

In this stage, content should offer a hybrid of helpful information and marketing. This stage should educate the readers about what features or functions to look for and how such features or functions address their needs. 

Likewise, this stage should contain solution-solving tips as this shows that after identifying a need, there is a ready-made solution to address such a challenge. An example of this is a catering company case study of successful events highlighting the benefits they offer such as a post on “How to accommodate food allergies in your event”

Closing stage

At this stage, you can focus your content on closing out a sale, as long as you continue to make your content entail why you are the best choice rather than just how great your products or services are.

Your content here should be about your expertise, knowledge, and the differentiating benefits that set you aside from other competitors. This content can include product video, buyer’s guide, user-generated content.

Elements of content marketing strategy

Startups can begin to shoot for gold if the above content marketing strategy is followed to the letter. Listed below are five essential elements inspired by the best content marketing strategies.

  1. Have a clearly defined audience. An essential part of good content marketing should entail a clearly defined target audience. Targeting a group of people makes it easy to align your branding and marketing budget with the target audience.
  2. Content marketing with SMART goals. Setting goals that are smart, measurable, attainable, realistic, and timely helps generate leads and enhance user engagements.
  3. Clear value proposition. This explains how your product solves customers’ problems or improves their situation, delivers specific benefits, and tells the ideal customers why they should buy from you and not your competition.
  4. Branding. Establishing a strong brand identity will play a major part in achieving marketing goals. This includes establishing an identity online by taking visuals, taglines, logos, web designs, etc.
  5. Metric for Success. Metrics are a marker for success and alert you to where your efforts are lacking. This lets you know what is working and what needs to change.

Printipy makes it easy

With Content marketing, there is so much to consider. Content marketing strategy is enough to make any startup founder head spin.

This is where Printipy comes in. Printipy is willing to bear your content marketing burden as we have the expertise in crafting marketing strategies that will suit your marketing objectives tailored to reach, engage and convert your target audience.

Content marketing is simplified with Printipy at the forefront for your startup.

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Digital Marketing and Its Boundless Influence on Corporate Brands

Digital Marketing and Its Boundless Influence on Corporate Brands

Marketing is essential to a company’s ability to raise awareness of its products and services, which often than not, leads to sales. It’s all about connecting people to the products and services that brands have to offer at the right time and in the appropriate place.

With the advent and mainstream adoption of social media, marketing has become more accessible than ever before. Everyone is online these days, and businesses have figured out ways to use this to their advantage. Notably, one of these ways is by providing content that is interesting as much as have the capacity to generate leads for their business.

An essential way to establish a presence on the internet and social media (which data has suggested boasts about 4 billion users) is through the use of digital marketing. The influence digital marketing has on businesses that adopt it is endless.

What is Digital Marketing

The curation of all marketing activities carried out in the digital space to advertise a product or service is referred to as digital marketing.  This employs the use of the internet and electronic devices to promote and generate engagement for the business. 

The Winning Formula For Successful Digital Marketing in 2018 – Multichannel  MerchantThe Winning Formula For Successful Digital Marketing in 2018 – Multichannel  Merchant
Multichannel Merchant: Digital marketing phases

Digital marketing can be further described as a way to disseminate the brand message, advertisement and also measure brand impact in the market space. It takes advantage of the audience in the internet space and connects brands and their product to the available customers online.

Importance of Digital Marketing

Digital marketing is not just here to stay but to set its root as the evolution that has happened in the marketing space. Everyone is online and basically, all information flows through the internet. This makes digital marketing the best way for businesses to gain publicity and generate more revenue.

Only digital marketing can provide targeted and personalized advertising based on the preferences and tastes of individual customers.

Types of Digital Marketing

Digital marketing encompasses five important digital marketing types that play a crucial role in any business. It is important to not just focus on just one type of digital marketing technique as they all play different roles in the continued success of a brand.

The types of digital marketing include:

Content Marketing

This forms the very backbone of digital marketing as it can be used to transform passive websites or social media pages into active customers. Content marketing is the art of using a storyline with valuable information that translates to brand building and awareness among the target audience. An effective content marketing strategy is essential for building relationships with the target audience and providing value with content.

Search Engine Optimization (SEO)

Search Engine Optimization or SEO is amongst the most important types of digital marketing for your business. This helps to ensure that your articles, social media content, and web pages are at the top of the search results of search engines like google. This is actualized by focusing on keywords or phrases within your content that suit popular trends and what consumers are searching for. The channels that benefit more from SEO include websites, blogs, and infographics.

Although SEO is essential for brand top-of-mind awareness, one mustn’t go overboard with the use of keywords. Forcing keywords can make the copy seem unnatural causing the quality of the content to drop and become less appealing to the consumers of such content.

If you want to reach mass people online and boost sales, SEO is a business priority.

Social Media Marketing

Almost every one of differing demographics is on social media. Social media plays a crucial role in the digital marketing strategy of every organization. Through the promotion of products and services on various social media channels such as Twitter, Instagram, YouTube. You tend to boost traffic to your social media pages, websites, generate leads and also increase brand awareness.

Social media marketing works hand in hand with other types of digital marketing as one cannot function without the other.

Email Marketing

Another type of digital marketing is Email Marketing. This entails sending emails to existing and potential client bases to promote the business. An essential way to build email marketing is through the use of newsletters. This is achieved by asking people to sign up for the newsletters when they sign up on your website and then use the opportunity to send them regular updates about your products and services.

Affiliate Marketing

This is a type of digital marketing that helps a business promote sales. This helps businesses partner up with another business and promote it on their website/app. Affiliate marketers help sell other people’s products through the use of various marketing strategies and in return will receive a commission when a lead is generated. This is a way for businesses to expand their reach and grow more organically.

Digital Marketing scope keeps spanning as we keep entering into the world of digitization and businesses need to keep on taking advantage of the benefit it brings.

Influence of Digital Marketing on Corporate Brands

The entire world is almost digital, information is available almost everywhere online. There is no surprise as to the impact of digital marketing on corporate brands and startups alike.

Brands have adopted the use of digital marketing to help drive sales, generate leads, and gain brand awareness. The influence of digital marketing is unparalleled as it offers myriad options for corporate brands. Some of the influences are:

  • Connecting with Customers Online

It is easy for corporate brands to reach a wider span of global audiences with digital marketing with their online presence. Unlike traditional marketing which is marred with geographical restrictions. Corporate brands online presence transcends beyond any location restraints

  • Digital Marketing helps Brands Save Money

The cost of reaching a global audience with the use of traditional marketing can be draining financially. Digital marketing rights this wrong, with a social media platform or digital platform it is possible for corporate brands to reach the target audience without much fuss.

  • Improves Customer Service

Digital Marketing provides the brand with adequate information by providing detailed data and reports that help assess the campaign’s performance. This information helps brands improve their marketing. The use of google analytics and social media analytics helps brands fix up on their lapses and properly meet the needs of their target.

Explore the world of digital marketing with Printipy

Although Digital Marketing comes with boundless opportunities, so many brands cannot navigate its complexities. Why not leave it to a brand that is renowned for her expertise at building brand experiences, crafting strategies that in turn generate leads and create top of mind awareness for your brand. Printipy lets you focus on your work and bear the brand’s marketing burden. Put your brand on the map with the help of Printipy.

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Top 8 Marketing strategies for your business in 2022

Top 8 Marketing strategies for your business in 2022

In a world filled with competitors and brands that will go the extra mile to get customers to patronize them. There is a need for brands/companies to come up with ways to scale ahead in the unforgiving and fast-paced market.

Hence, there is a need for brands to go back to the drawing board and brainstorm on how to create a marketing strategy that will not only push them to the stratosphere but also help gain the traction the business needs.

Especially in an age where social media is king and all brands rely on the demographics and audience, it helps to make headway in their business. There is a need that should be filled with the help of a sound marketing strategy.

What is Marketing Strategy?

According to Investopedia, Marketing strategy refers to the business’s overall game plan for reaching prospective consumers and turning them into customers of their products or services. A marketing strategy contains the company’s value proposition, key brand messaging, data on target customers’ demographics, and other high-level elements.

10 Digital Marketing Tips and Tricks from Top Brands - Marketing Insider  Group10 Digital Marketing Tips and Tricks from Top Brands - Marketing Insider  Group
Marketing Insider: Brainstorming session for digital marketing strategies

In layman’s terms, this succinctly means the plan created by the business to bring customers to patronize their products or services. This can involve a series of advertising through the use of social media promotions, PR campaigns, market research, price discounts to achieve this feat.

The ultimate aim of a marketing strategy is majorly to achieve a sustainable competitive advantage over rivals in the same industry by understanding the needs and wants of its customers.

Creating a Marketing Strategy

For a business to have a marketing strategy, the following has to be identified

* The business has to identify its business goals using the SMART method. This includes increasing awareness for the products and services. A simple criterion for setting goals is using the SMART method. This is setting goals that are specific, measurable, achievable, relevant, and timebound.

* Have clearly stated marketing goals. Define a specific set of marketing goals based on the business goals. This will guide and motivate the team to keep track of their success. Examples of marketing goals include increased market penetration (selling existing products to existing customers) or market developments (selling existing products to new target markets).

* Market research should be conducted. This is essential as it helps gather information about the size, growth, social trends, demographics, and need of the market.

* Profile your customers. The use of market research will help identify the needs of the customers you are targeting. This will help identify their buying pattern, this will show what they buy, where they buy, and how they buy.

* Profile your competitors. To create a sound marketing strategy. It is essential that brands also create a profile on their competitors by identifying their products and marketing tactics. This will surely give brands a nudge ahead of their competitors

* Develop strategies to support marketing goals. This can be achieved by listing your target markets and devising ways to attract and retain them. Goals can be either to devise strategies to increase social media presence by posting frequently on all social media platforms or increasing brand popularity or awareness amongst young people.

* Use the 4 Ps of Marketing. A thorough marketing strategy covers the four P’s” of marketing. “Product, price, place, and promotion”. The 4 P’s are essentially useful when planning a new venture or evaluating an existing offer or promoting a new sale within a target audience. This means a brand marketing strategy can only do the job if the product on offer is of good quality, the price is competitive and fair, the place (location) is easily accessible to the target audience, and offers good promotion that increases their publicity.

Following all the listed can help brands adopt a good marketing strategy that will meet their customer’s needs.

Executing Marketing strategy by startups

Creating a good marketing strategy isn’t a means to an end. The brand has to set up a marketing execution plan that turns the marketing strategy into action. Without a marketing execution plan, the brand will end up wasting time creating a marketing strategy that hasn’t been properly adopted and in turn fall short on their goals, customers, and revenues.

How then can one execute a good marketing strategy?

Marketing execution is the process of turning a marketing strategy into action. This turns strategy into real-life action by delivering the right content to the right people also, at the right time.

Marketing strategy execution can be achieved with the help of the following steps:

  1. Define which team members that need to work on a certain project
  2. Start Marketing projects with a creative brief.
  3. Set timelines for tasks to be done.
  4. Put projects on your marketing calendar
  5. Map out tasks into a checklist
  6. Plan checklist into management software or day-to-day workflow
  7. Ship project and hit deadlines

Top Marketing Strategies for businesses in 2022

To help brands improve on their customer base, gain more traction and also generate more revenues in 2022. Here are 8 marketing strategies for brands to adopt this year.

Invest in Online business

Online events such as webinars, seminars, or product launches are always a great way to spread the word about your brand, drive traffic, increase engagements for your existing clients and also potential new ones. Online events may not generate massive revenue immediately but will undoubtedly help the business grow in the long term.

Own Your Audience

It is essential in business to own your audience even though in reality, social media networks own your audience it is necessary to start ensuring that you create a follower base for your business as this will ensure your message gets to them as this ensures metrics and algorithm works in your favor and your message gets to the right audience.

Invest Time and Money in Building a Strong Brand Image

Image is everything as this shows how the market will relate to you. To have a strong brand image, you need to choose the right words and the right way of communicating. Organically growing the brand image will inadvertently raise brand awareness.

Content may be King, but Simplicity is Golden

There are several contents on the internet but not all of them do the job it was set out to do and that is because they lack simplicity and clarity. Consumers have become more interested in high-quality and unique content. Therefore, content should be more educational and to the point as they are excellent tools for strong SEO and thought leadership.

Embrace Personalization

Each brand should have a unique way to communicate with their customers to engage them in their message. Brands should create more channels for customers to consume marketing content through the use of videos, online articles, podcasts, etc.

Adopt Market Automation

In 2022, Brands should create more data-driven marketing campaigns. Adding marketing automation to your digital marketing strategy will make it more efficient and effective as it will make marketers automate their workflows and spend less time on repetitive tasks.

Become a Storyteller

Every brand needs to be able to tell its story, deliver engaging messages in a way that tells stories about its products and services. Customers don’t want to hear about how fantastic your product or service is but what they want to know is how your product solved a specific problem. In 2022, all brands should be storytellers.

Think Outside the Box

The brand needs to know that nothing is set in stone. What works today, may not work tomorrow. Brands should keep on exploring, listen to reviews, go back to the drawing board and always look for new trends, and how to keep moving the business forward.

Bottom Line

2022 will bring so many fundamental changes to the way we market and it won’t be ideal to be left behind. This is why we at Printipy have decided to saddle your marketing strategy problem and provide you with a top-notch marketing strategy that will improve engagements, generate leads, and in turn increase revenue in 2022.

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How to generate more leads for your brand: Five media buying approaches

How to generate more leads for your brand: Five media buying approaches

Great copies and captivating visuals go a long way in getting brand messages across to their target audience and leading prospects towards taking a defined course of action. But that’s not all that there is to marketing and lead generation. 

Imagine placing a Gucci or Swarovsky ad right in the heart of an inner-city slum with the expectation of driving sales within the community, or placing a hamburger ad in the middle of a gym. It’d be a miracle if any of those advertising or marketing efforts yield any result and only a matter of time before whoever had the “initiative” to deploy those ads in those locations loses their job if they keep going in that direction. 

In marketing, having the right ad placement is just as important as having the right messages. This is because it’s the only way to guarantee that these ads reach their intended audience and by extension the only way to ensure that marketing objectives are achieved. This is why media buying is a very important part of marketing and lead generation strategies. 

What is Media Buying? 

Media buying involves securing the right locations, placements, and times to run ads in order to ensure that they appear in the faces of the right audience and are effective.

media buying company - Shura Advertising Blogmedia buying company - Shura Advertising Blog
Shura Advertising: Types of media buying

Think of it as placing an ad or communication material in a place where it will be seen by a very high number of the most interested people in order to achieve the lowest cost per action. 

Now that we’ve established that, let’s take a look at Lead Generation before we tie it in. 

Who is a lead? 

In marketing, a lead is a prospect; anyone who shows interest in purchasing a brand’s product, enjoying a brand’s service, or performing an action in favour of the brand. 

What is lead generation? 

From the definition above we can derive that lead generation involves the process of creating interest in the mind of an intended audience, either to purchase a brand’s product or carry out a defined action in favor of the brand. 

The initial point of interaction in the lead generation journey usually starts from interaction with communication materials created by the brands. This could be a billboard, newspaper or social media ad, or even an email or online survey. 

This initial point is usually the basis for future conversations. At this point, marketers are able to collect the contact details of prospects in exchange for an offer or experience or any form of bait. 

Securing the right media placement helps to make this first step as well as other steps taken further down the sales funnel very seamless. 

Lead generation in Media Buying

Imagine that you own a startup and your core practice is to help investors or aspiring investors manage their investment portfolio and you’re currently looking to onboard new clients. Here’s how an understanding of your consumer behaviour could inform your media buying approach and help you meet your lead generation target. 

Aspiring investors or active investors will, very likely, be in search of resources to help them with understanding investment and making wise investment decisions. As a result, they’d account for the majority of the traffic on investment websites/blogs. With this insight, it’s strategic to purchase a slot for ad placement on such websites and target visitors with an ad informing them of your services and the advantage it affords them.

You can also create an ebook explaining the basics of investment and promote it using the procured media slots. Interested visitors will provide their emails whilst downloading the ebook, thus creating an opportunity to further engage prospects and open sales conversations. 

Now that’s a typical example of media buying for lead generation. 

Top five media buying approaches to achieve lead generation

1. Know your audience 

As illustrated in the scenario above, an accurate understanding of your target audience and their user behaviour contributes positively to the effectiveness of your media buying strategy and lead generation objectives.

What is a Target Audience? | DirectiveWhat is a Target Audience? | Directive
Directive Consulting: Audience segmentation

To ensure the maximum ROI on your media buying efforts, you will need to ask the following questions; 

  1. Who is my target audience (age, personas)
  2. What are their interests 
  3. Where can I find them 
  4. At what time can I find them in item c above.

With accurate answers provided to the above questions, media buying can yield tremendous results in terms of lead generation.

2. Set clear objectives

It’s important to measure the results of media buying efforts. This helps with knowing what modifications need to be made whether in terms of ad placements or content restructuring. Without objectives, it’d be impossible to ascertain ROI and understand what truly works for your brand or campaign. 

Objectives could range from securing downloads, to high open rates, or purchases. Set the objectives and measure for effectiveness. 

3. Always be testing 

Testing is an integral part of media buying. One small tweak could be all the magic you need. The only way to determine what works and what doesn’t is by testing. 

Testing also helps with managing the media buying budget and ensuring higher ROI. This is because of the insight drawn and the opportunity to optimize that testing affords. 

Here are a few things that you might want to test; 

  1. Test the ad copy:  Create a few options and see which works best (same applies to email content and other forms of written content)
  2. Test content formats: In some cases, a motion graphic is all you need to command the right amount of attention. In other cases, it might just be too much and a still ad could do the trick. 
  3. Test placements: Positions, platforms, time of placement, etc. 

4. Plan your budget 

Invest in an adequate amount of research to ensure that you understand how to spend. The most important part of media buying is achieving the best result at optimal cost. This again underlines the importance of testing in media buying. 

5. Be flexible

What yields amazing results today can tank tomorrow. Hence, it’s important to maintain a learning posture and continue monitoring in order to know how to respond to changes in user behaviour or other factors. 

Printipy’s team of marketing professionals has a bank of data on consumer behaviour that could help with your media buying efforts. You can book a consultation session by Saying hell. Leading brands like Chipper and Shago have been beneficiaries of Printipy’s wealth of marketing expertise and you too can be next. 

Find out more about Printipy at https://printipyagency.com/ 

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Top 5 best SEO companies in Lagos Nigeria

Top 5 best SEO companies in Lagos Nigeria

For any business, being right where potential consumers are is a key ingredient for success. While there’s no guarantee that getting into prospect faces will always translate directly into sales and revenue generation, it’s a good way to slowly and subtly infuse yourself into the minds of your target audience and gradually encourage the trial of your product or service.  

Why is SEO such a big deal?

SEO has become such a huge deal because it’s the best way to be in front of consumers who are actively looking for what you have to offer. From a user perspective, your appearance before them is totally organic which makes you sound more credible than you would on a TV commercial or an obtrusive pop-up ad that was clearly designed with the intent of “manipulating” them into believing that your brand provides a more authentic solution to their problems. 

With SEO, brands can target important keywords used by their potential customers when searching for information on search engines and optimize their website content with respect to this keyword in order to ensure that they come out on top of the list of results for this search query. 

What is SEO

Search Engine Optimization is the process of improving both the content of a website and the website itself to help search engines recognize it as resourceful and recommend its content to users when they search for information on search engines. 

As covered in one of our recent articles, there are three types of SEO and they include; 

  1. On-page SEO
  2. Technical SEO, and 
  3. Off-page SEO.

Benefits of SEO

Search engine optimization holds several benefits for new or long-existing brands. A few of those benefits include; 

  1. Increasing brand visibility 

With a properly executed SEO strategy, brands can create more online presence and gain more recognition. This also helps consumers when attempting to confirm the credibility of a brand at the point of engagement. Having a significant digital footprint will help to bolster the confidence of potential consumers in the brand. 

  1. Increasing TOMA (Top of Mind Awareness) for brands 

Top of Mind Awareness, often referred to as TOMA by marketing professionals (P.s; i used to hate the abbreviation but it grew on me as well. So don’t worry, if you are just like I was, it’s only a matter of time) is quite similar to brand visibility. However, TOMA speaks more to not only being known in a general sense but being at the forefront of consumers’ consideration. For instance, Netflix being the first streaming platform you’d think about if you wanted to stream an Episode of the Witcher. That wouldn’t mean you don’t know about other streaming platforms. It only means it’s the first you’d most likely consider when you think about that niche or service. Now, that’s top of mind awareness. 

  1. Influencing customers’ purchase decision 

Just as I established in point number one, SEO could play a major role in influencing consumers’ purchase decisions. From positioning you favourably at the point of search or considerations to providing consumers with a receipt of credibility by showing your digital footprint. All of these things contribute to nudging prospects towards becoming active customers. 

  1. Improving engagement

With SEO, brands can increase their website visits which in turn could affect their email sign-ups and create a basis for other engagements like content downloads. The higher brands show up on the search result list for keywords related to them, the better their chances of securing these engagements that could translate into sales opportunities in the long run. 

It’s okay if all of this still sounds a little too much for you to throw into the mix of your current work routine or deliverables. You don’t always have to do it all by yourself. If you are looking for some assistance, we’ve got the right sidekicks for you. 

Here’s a list of the top 5 best SEO companies in Lagos, Nigeria. 

Top 5 SEO best SEO companies in Lagos, Nigeria 

  1. SEO Nigeria 
  2. Webclick 
  3. Printipy 
  4. Wild Fusion 
  5. Rocks View Digital Hub.

Printipy is one of the favourites of all five companies and that is because of their unique approach towards search engine optimization and how they have driven results for some of Nigerians newest startups in a very short time. Contact any of these agencies. Grow your ranking on search results today and monitor its effect on your business. 

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The importance of SEO in digital marketing strategy: a complete guide

The importance of SEO in digital marketing strategy: a complete guide

What is SEO? What is the importance of SEO in digital marketing strategy? Now those are very weird but important questions to ask in a digitally-led age like this. I’d explain. It’s weird because the acronym/phrase has become a cliche in the world of “everything” and as such, you’d expect that everyone – tech or non-tech enthusiast – would have some form of understanding of the term.

On the other hand, it’s important because so much is dependent on the efficient use of it and several million dollar companies owe their fortune to its advent and that’s probably why you’re reading this article today. Gotcha! 

If you’re reading this article on “The importance of SEO in digital marketing strategy” then two things are very likely. Firstly, you’re a little late for the party.

But not to worry, we’ve reserved a few shots to get you into that party spirit. By the end of this read, you too would be at the center of the SEO party, rocking this lit SEO jam and you’d hopefully be singing its praises out loud in a few weeks or months from now.

Secondly, you most likely got pulled into this article as a result of the influence of SEO. So, yeah! It really does work like magic and you’re about to wield some compulsive power after this read. Without further ado, let’s get into it. 

The very beginning of the SEO journey  

Understanding the core idea behind SEO puts you at an advantage over folks who are only acquainted with the scholarly definition of the phrase as it gives you more context into why and how it really works. 

Search Engine Optimization (SEO) became a prevalent marketing technique as a result of the growth of search engines and an understanding of user behaviour as users began to respond to this growth.

As search engines developed, they became the biggest libraries in the world. Containing answers to an infinite range of questions and hosting solutions to innumerable problems; all answers being sourced from the myriad of existing websites and blogs. This made search -engines the first stop for every user in search of information of any sort. They largely replaced dictionaries, cookbooks, textbooks, product manuals, and everything in between.  

Remember the last time you were actively looking to enrol at a gym and didn’t know anyone around or the last time your system needed an upgrade and you wanted to DIY. You most likely went to a search engine like Google and entered a query like “where can I find a gym near me?” or better, “gym near me”, or “how to upgrade Window OS”. This led you to a number of results from which you clicked and found the information you required. 

By understanding the user journey/ behaviour of searching, scheming results, clicking and engaging, experts have been able to drive traffic to websites. This, they do by ensuring that they create contents that provide answers to popular search queries. Subsequently, search engines like Google can show these contents at the top of the list of results presented to users when they are actively searching for such information. 

This way,  users’ natural engagement with search engines brings them directly to your doorstep. Now, that’s the story behind the great SEO. 

What is SEO

Now that you have some background understanding, let’s serve you up with that scholarly definition that everyone has echoed over the years but with a bit more simplicity. 

Search Engine Optimization is the process of improving both the content of a website and the website itself. Notably, SEO help search engines recognize the content as resourceful and recommend its content to users when they search for information on search engines. 

Three types of SEO 

Search Engine Optimization can be broken down into three parts. All three parts are important to your overall digital strategy and they include; 

  1. On-page SEO
  2. Technical SEO, and 
  3. Off-page SEO.

On-page SEO 

As the name implies, this relates to optimization that takes place on a website page. This optimization helps search engines understand content uploaded to the website and see them as valuable resources that users would want to find. 

The requirements for on-page SEO are; 

  1. Keyword research; This involves understanding what your intended audience are searching for online and the keywords they use during these searches. 
  2. Content reation; Creating and publishing resourceful contents based on relevant keywords discovered during keyword research.
  3. Keyword optimization; This involves the intelligent placement of relevant keywords within the created contents. Ideally, keywords should be used in headings, introductions, sub headings and for a defined amount of time within the body of contents. 

Technical SEO 

This zooms out of content optimization and focuses more on the optimization of the website itself. 

This optimization helps increase the website’s readability and improves the user experience. 

During this optimization, experts focus on improving the following 

  1. Site speed or load time
  2. Mobile frindliness 
  3. Security 
  4. User friendliness 
  5. Navigation 

Off-site SEO 

Off-site SEO helps with building relationships with other websites. This is important because it helps search engines perceive websites as reliable when they establish connections with other reputable sites. 

At the core of off-site SEO is backlinking. This refers to a third-party website pointing visitors to your site using integrated links.  You can do this by having featured stories on other websites that point back to your website. You can also achieve this by having part of your content quoted on another website with the provision that the link to the original article on your website from which the quote was taken is embedded in the third-party publication. 

Role of SEO in Digital Marketing Strategy

In answering the question of ‘what is the importance of SEO in digital marketing strategy?’ it is important to start by saying SEO plays the invaluable role of placing brands in front of users. These users are actively in search of the products and services that such brands offer and thus, they are very likely to make a purchase decision. 

Benefits of SEO

There are many benefits of search engine optimization, however, a few of them include; 

  1. Increasing brand visibility 
  2. Increasing TOMA (Top of Mind Awareness) for brands 
  3. Influencing customers’ purchase decision 
  4. Improving engagement (web visits, email sign-ups, downloads, etc.)

Top 3 SEO tools 

Below is a list of SEO tools that you will find helpful in your SEO adventure; 

  1. Google Keyword Planner 

Remember when we talked about keyword research earlier? Now here’s a tool that can help with that. With Google Keyword Planner, you can get insight into industry or product-specific keywords that can influence your overall SEO content strategy. 

  1. Google Analytics 

Google Analytics gives you insight into your website data so that you can better understand your user behaviour and optimize web performance to create a better experience for all visitors. With Google Analytics, you can get information on traffic source, user device, web load time and more.

  1. SEMRush

Semrush is an all-in-one tool suite for improving online visibility and discovering marketing insights. A free version of the tool is available online with limited functionality. Users can unluck more of the tool’s functions, following a subscription. 

Conclusion

SEO presents brands with a great opportunity to increase their awareness and revenue channel. But, what’s better than that is the possibility of having all of these optimization processes fully managed while you focus on other high-priority business demands. 

Our team of SEO professionals at Printipyagency.com is currently offering free SEO audits for interested businesses and we’d love to meet your brand. Say hello in less than a minute.

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The Ultimate Guide to Media Buying and Planning – PRINTIPY

The Ultimate Guide to Media Buying and Planning – PRINTIPY

A lot has changed in advertising and branding since the advent of digital marketing and social media. There were only the traditional platforms such as radio, print, and TV. Today, placing ads haphazardly doesn’t in any way help a brand grow. 

Brand growth is influenced by strategic media planning and reaching a large spectrum of audiences with a unified message across several platforms. Moreover, there are now more nuanced audiences than ever before, with a large percentage online than offline. 

Digital marketing worldwide amounted to 378.16 billion U.S. dollars in 2020, increasing and not contracting versus the 2019 figure. Brands worldwide make calculated decisions when it comes to sharing their message with their target audience. To achieve this, brands employ both media buying and media planning to arrive at their advertising goals effectively. 

In this piece, we take you on a simple trip to understanding media building and planning, what they are, how they work, and more. 

What is Media Buying and Planning?

First off, let’s understand exactly what media buying and media planning are. Media buying means pretty much like its name, but more strategy and alignment with advertising goals. 

Media buying is the process of purchasing advertising space and time on digital and offline platforms, such as websites, YouTube, radio, and TV, in line with set media plans. Whether the target audience is watching a TV program or browsing through a website, media buyers ensure that they get brands seen by the target audience. 

On the other hand, media planning is how media planners determine where, when, and how often they will advertise to maximize engagements and ROI. This means a media planner identifies and selects media outlets such as newspapers, websites, TV, radio stations, and outdoor placement – which would be best to place paid advertisements and get across to the target audience of brands. 

How does Media Buying and Planning Work in Marketing? 

The media buying and planning process works to achieve advertising goals. In marketing, media planning must come first before media buying. Once planning is finished, media buying steps in to execute that plan. 

The media planning process in marketing operates thus: Conduct market research, state media planning objectives, determine your media planning templates. Implement a media plan and lastly evaluate success.

Once media planning, buying goes into play with three phases in the media buying process:

1. Pre-Launch: In this phase, the media buyer analyzes relevant media decisions. To make decisions, the media buyer identifies the target audience, researches the target market, sets marketing objectives, negotiates media prices, and launches the campaign. 

2. Launch: In this phase, the buyer ensures effective media delivery. He makes sure the campaign is executed as per the media plan.

3. Post-Launch: In this phase, the buyer analyzes the campaign’s result and makes adjustments as needed.

Types of Media Buying (and Their Role in Digital Marketing)

There are different types of media buying where ads can be placed across all channels. Traditional channels include:

1. TV ads

2. Print ads in newspapers and magazines

3. Radio ads

4. Classic Out Of Home (OOH) ads and anything digital.  

However, with the advent of social media, digital advertising channels cover a much broader and more versatile range of ad opportunities, including:

1. Display ads

2. Social media ads

3. Paid search

4. Mobile ads

5. Video ads

6. Digital OOH ads (DOOH)

Based on the advertising goals, marketers combine both media buying platforms to reach their audience. In digital marketing, marketers can picture precisely what revenue they are creating through their media spending. ‍Digital ad placements allow for more targeted campaigns, while traditional ads work better for awareness plays. The right one for any campaign will depend on the goals, budget, and audience. 

Conclusion 

Media buying and planning are highly nuanced, with a lot of pressure on acquiring the optimal ad placement for customer experience and conversion. With digital marketing in the mix, marketers can now easily tailor their messages to any set demographic and monitor feedback. 

Marketing Agencies like Printipy are well poised to craft strategies around the brand’s marketing objectives to reach, engage and convert their target audience. Printipy offers marketing services based on industry analysis and research, which comes very handy in media planning. They have a deep understanding of branding and aim to help clients establish a sustainable brand while ensuring their end users attain brand resonance.

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