by Miriam Hara | Jun 9, 2023 | Communications, Content, Marketing, Social Media
In the realm of digital communication, the old saying, “a picture is worth a thousand words,” has never been more pertinent. It’s not about replacing words with visuals, but rather about merging these elements to create compelling visual storytelling that resonates with your audience. And in today’s world, visual storytelling does not only refer to images…but videos! True, this is nothing new. Motion pictures…commercials, they’ve been always been around for decades however, videos are now a media that is available and accessible for all brands, regardless of the budget, and industry!
According to a study by Wyzowl’s 2022 State of Video Marketing Report, 86% of businesses use video as a marketing tool, up from 63% in 2017. This uptake in video use isn’t accidental. The same report indicates that 96% of people have watched an explainer video to learn more about a product or service, and 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
These figures underscore the power of visual content in influencing consumer behaviour and decision-making.We all consume so many videos on a daily basis I shudder to really think how many videos I watch on my feeds and in my day to day life! We’ve all personally seen how video content has taken over social media platforms. Regardless of how many videos are offered up to us on a daily basis the fact remains that this the preferred form of communications today. And that mean brands need to get on board in the right way.
From a brand’s perspective, it’s crucial to know how to go about creating compelling visual narratives. Here are some insights I’d like to share with you:
Understand Your Audience: Knowing who you’re communicating with is the first step in creating effective visual content. Understand your audience’s preferences, interests, and pain points to create content that resonates with them.
Tell a Story: Us Humans, we love stories!. They evoke emotions and create connections. Make your visual content more than just an image or a video. Use it to tell a story that speaks to your brand values and mission.
Quality Matters: Go high resolution!. High-quality images and videos not only look professional, but they also communicate your brand’s quality. Remember, a brand is the sum of all it’s communications and that includes the production value of the communications.
Keep it Simple: Be focused! Creating engaging and dynamic content, doesn’t mean you can do it all in one … Don’t overcomplicate your visuals. Single focus can and is often be more impactful. Aim for clear, clean, and concise visual narratives.
Embrace Authenticity: Authenticity…even though it’s the most overused word of the decade, it is imperative. Resonating with audiences can only be achieved by being authentic. Don’t be afraid to create genuine connections with audiences by using real-life scenarios, customer testimonials, or behind-the-scenes peeks into your business.
One great example of a brand effectively harnessing the power of visual storytelling is Nike. This world recognized campaign always features high-quality videos telling emotional stories of athletes (professional and not) overcoming obstacles, aligning perfectly with their tagline, “Just Do It.”
Ultimately, visual storytelling needs to be way more than a pretty picture. It’s today’s method to communicate a brand’s identity, values, and message in a way that connects with and engages audience.
So, are you ready to unleash the power of visual storytelling for your brand?
Visual storytelling is a powerful way to connect, engage, and create lasting relationships with audiences especially on social properties (Instagram, Facebook, Tim Tok) The narratives you create reflect your brand’s identity, mission, and values. Invest the time to know and empathize with your audience, create authentic stories, and show them off!
Your brand’s audience is out there, waiting for your brand’s stories to be told. So, what are you waiting for? Start your journey in visual storytelling today. Craft narratives that resonate. Speak volumes without writing a word. As Nike has shown us, ‘Just Do It’. Your audience is ready, are you?
Remember, in the realm of digital communication, a picture could be worth a thousand engagements. So, take the leap and start harnessing the power of visual storytelling now!
by Miriam Hara | Jun 9, 2023 | Advertising, Branding, Business Success
In the spirit of transparency, this is a rework of a brand building strategies blog with the same title I wrote close to a decade ago! This is one of my favourite sayings and the structure of article, I believe is still solid. My original article was written when brand building was primarily built on the pillars of packaging and advertising. This only involved one-way dialogues and communications. Even with this one way communication stream, some brands were launched…and were still left winking in the dark!
Today’s Complexities
When you market or launch a brand or corporation with little to no deployed communication plan, you will be essentially winking in the dark. No one can see you winking in the dark …no one can see your brand. You know your brand is available…but no one else does.
Today, brand building takes place in a much more complex landscape, where the digital environment and the variety of channels available offer endless possibilities. Platforms such as Google AdWords and YouTube campaigns, app advertising, and social media properties (Twitter, Facebook, Pinterest, LinkedIn, Instagram, TikTok, etc.) are essential for modern brand building. The rise of smartphones and on-the-go searches has opened up huge opportunities for brands to stay relevant and visible to consumers when they’re actively searching. And we won’t discuss omni-channel marketing here or the use of data collection for crafting personalized content…seamlessly, and yes effortlessly(that’s for another blog!).
The Same Yet Different
Amidst the ever-changing digital landscape, basic marketing protocols still hold true. Resonating with the target audience is only possible with a clear and emotive message which now needs to be identified beyond rigid demographic lines. Strategies must not only be focused but diverse.
Over a decade ago, brand building hinged on packaging and advertising. It was a one-way dialogue. No more! Times have dramatically changed. Brand building today taps into platforms like YouTube, social media, and influencers, which are key to a brand’s success.
Brand building strategies today requires integration and high exposure. Traditional (print and broadcast) media advertising, though still relevant, needs to complement digital and new streaming channels. Brands must strive for seamless communication across all platforms.
Community building and leveraging social influencers are an integral in brand building. A brand becomes a community hub, inviting consumers to share their stories. This paves the way for converting potential consumers into brand ambassadors.
Aligning with the right influencers can help brands reach new audiences and generate buzz. Understanding consumer expectations and leveraging the reasons why consumers can trust brands is paramount. Failing to engage and striking the right cord by aligning values with their target will increase the risk of brands being overlooked.
Brand building now thrives in a dynamic landscape that includes websites, social media, content marketing, search optimization, and mobile accessibility. It’s about creating a platform for discussion and consumer participation to build and achieve brand trust and love.
How is your brand building going? Are there any challenges needing help? Please share your thoughts and experiences below. I may need it to write another blog update for the next version of this blog in the next decade!
by Miriam Hara | Jun 1, 2023 | Agency, Business Success, Marketing
We’ve all shared the collective exhaustion of discussing a post-COVID world ad nauseam, and yet, it remains an unavoidable topic. The pandemic’s sweeping effects have transformed our lives drastically and, indeed, irreversibly. The old marketing playbook was thrown out of the window overnight, and we had to quickly adapt to an unprecedented environment. So what does post-pandemic marketing look like?
We’ve all witnessed and experienced how a global pandemic has reshaped our reality and , we’ve all witnessed how a global pandemic has reshaped our reality. Now as we’re gradually moving towards the tail end of this crisis, a pressing question emerges: What’s next for marketing in the post-pandemic world?
The first thing we all need to realize is that the need for post-pandemic marketing ..is here and now. And the what’s next, is not next month or tomorrow it’s today.
For one, we can’t expect to go back to the way things were. The pandemic has undeniably accelerated certain trends and created new ones. It has transformed consumer behaviour, purchasing habits, and engagement preferences. We’ve seen a greater reliance on digital platforms, an increased demand for authenticity and value, and a heightened focus on social responsibility. These are not just temporary shifts; they’re here to stay.
The digital revolution has taken centre stage during the pandemic, fast-forwarding us into the future. As we embrace the post-pandemic world, we can expect even more digital disruptions. From virtual reality shopping experiences to AI-powered customer service, technology will continue to reshape the marketing landscape. This is what post-pandemic marketing looks like and will will continue to gain traction, ex·po·nen·tial·ly!
Simultaneously, the demand for authenticity and value has never been higher. Consumers, having faced a crisis of global proportions, are now more discerning about where they spend their money. They seek brands that not only provide high-quality products or services but also align with their values and contribute positively to society.
In this scenario, brand storytelling will play a pivotal role. It’s no longer about selling a product; it’s about conveying your brand’s purpose, the ‘why’ behind what you do. How does your brand make a difference in the world? How do you add value to your customers’ lives? Answering these questions authentically will be key to resonating with the post-pandemic consumer.
Furthermore, the concept of community has been redefined during the pandemic. Now, it’s not just about geographical proximity but shared experiences, values, and interests. Marketers will need to tap into these digital communities, fostering relationships and engaging in meaningful conversations.
Finally, let’s not forget the increased focus on social responsibility. The post-pandemic consumer is socially conscious, seeking brands that not only do no harm but actively work towards creating a positive impact. Sustainability, ethical practices, and social justice will be front and center in the consumers’ minds, and brands will need to step up.
So, what’s the next step for marketers in the post-pandemic world? It’s time to revisit your marketing strategy, align it with these new trends, and prepare for a future that’s already here. Remember, it’s not just about surviving; it’s about thriving and leading the way forward.
Now, I turn the conversation over to you. How have you prepared for the post-pandemic world? What strategies are you implementing to stay ahead of the curve? I look forward to hearing your insights and experiences.
by Miriam Hara | May 26, 2023 | Agency, Branding, Communications, Marketing
In my 35-years at 3H, I’ve grown quite fond of an expression I use quite frequently in strategy sessions and yes, even in brainstorming sessions. The expression: – “we are talking to ourselves.” It’s an amusing acknowledgment of a trap we marketers often fall into. We’re so involved with our brand’s world that we sometimes forget our audience isn’t. This awareness has consistently guided my commitment to audience-centric marketing, reminding me to always consider the creative, communication, and positioning from the viewpoint of our target audience
The Impact of Self-Talk.
It creates an echo chamber, amplifying our own assumptions and drowning out the voice of our consumers. We believe that they’re as familiar with our brand as we are. The result? A communication gap. We’re talking, but not necessarily to our audience.
That’s what I refer to as the Self-Talk Syndrome. This self-talk results in a marketing echo chamber. We assume our consumers have the same brand intimacy as we do, creating a detrimental communication gap. We’re in conversation, but are our consumers truly part of it? Our clever taglines and plays on words or even how to express the need and use of our brand to consumers , so clear to us, may not resonate with those unfamiliar with our brand’s intimate details.
Remember this, our target markets, and by default, our consumers are not part of our internal dialogues. They see our brand quite differently from how we see it.
The Antidote to Self-Talk….Audience-centric Marketing!
So, what’s the solution? A perspective shift. We need to step outside our self-talk bubble and see through our consumers’ eyes. The goal isn’t brand familiarity, but effective, engaging communication.
Keep is simple. Keep it Clear.
The heart of audience-centric messaging is simplicity and clarity. It’s not about diluting our message, but making it more accessible – a counter to the complexity often bred in self-talk. Consumers care about benefits, value, and practicality – these should be the focus, not intricate product details.
Let’s Open Dialogue!
It’s also time to turn our self-talk into an open dialogue. Embrace feedback. Listening to our consumers lets us adapt our approach to align with their needs and expectations, ensuring that our self-talk doesn’t drown out their voices.
Bridge the gap.
Escaping the echo chamber of self-talk brings immense benefits. Clear, relatable messages. A bridge between brand and audience. An engaged consumer who appreciates our brand. By focusing on the audience, we foster stronger, deeper connections.
Break free from the cycle of self-talk and embrace audience-centric communication. Examine your marketing strategy. Is it a product of self-talk, or is it truly resonating with your audience?
Always keep in mind, the conversation we need to have isn’t with ourselves, but with our audience. It’s about making our brand not just known, but understood and valued. We don’t just want to talk – we want to engage, resonate, and build relationships. The most meaningful conversations are those we share with others, not the ones we have in our self-talk echo chamber. For that, let’s step out and tune into the frequency of our audience. Ready to sing along?
by Miriam Hara | Jan 10, 2017 | Advertising, Communications, Content, Marketing, Social Media
[Guest Post from Skilled.co]
The proliferation of smartphones has brought about a new trend in consumer buying behavior called mobile commerce. According to recent research the mobile commerce trend is expected to continue to grow globally in the years to come. Business owners who have developed a viable long-term mobile commerce strategy will profit from this trend the most. Mapping out an effective strategy can be challenging if it is unclear what the target audience expects from an m-commerce service. The best way to overcome this is to talk to the the customers directly.
![10 Must Do Steps to Improve Your Mobile Commerce Strategy [Infographic]](https://skilled.co/wp-content/uploads/2016/11/FINAL_Improve-Your-Mobile-commerce-strategy.png)
Presented by Skilled.co
Below are 10 easy-to-follow tips for devising a successful mobile commerce strategy. The tips are based on data obtained from 2016 Smartphone User Behavior Report and a survey which polled 2000 US millennials. This is the demographic group with the highest rate of smartphone ownership and usage. The millennials who took part in the survey were asked to answer a series of questions regarding their mobile commerce habits.
1. Target Millennials
Millennials and their smartphones are rarely separated, this is supported by the data collected that reported that 28% of Millennials in the US prefer to shop on their smartphones. According to the survey results millennials are invested in mobile commerce and they consider the prospect of online shopping to be one of the top three advantages to being a smartphone owner. Mobile shopping is also huge with high school students and millennials on maternity and paternity leave. Owners of online retail business should keep in mind that women in this age group are twice as likely to spend money on clothes via their smartphone compared to men.
2. Don’t Waste Any Time
Mobile commerce is yet to become the number one shopping method for US millennials. It was reported that 72% of US millennials currently prefer shopping on their desktop. There is room for growth within mobile commerce for businesses targeting millennials.The highest potential for mobile commerce expansion is within services like hotel booking, flight tickets and fashion stores. These were ranked as the three lowest priorities in terms of spending money via smartphones according to the 2016 Smartphone User Behavior Report.
3. Focus on Social Advertising
Millennials and social media are inseparable. It was reported that approximately 82% of young adults in the US check their smartphones within an hour of getting up and 73% go to sleep with their smartphones by their bed. To keep up to date with current events in the world Millennials prefer to use social media. The data collected showed that 68% of millennials choose to use Facebook as the social media network of choice for news consumption. Twitter is the second most popular source of news for this demographic group with 21% reporting use the microblogging site to find out about current events. It has been reported that 41% of millennials check and update their social media as soon as they wake up in the morning therefore, targeting young adults through social media marketing should be an integral part of every great mobile commerce strategy.
4.Know Your Target Audience
In order to come up with a unique and effective strategy to implement mobile commerce, there must first be a complete understanding of the needs and preferences of the target audience. For example business owners looking to target millennial consumers might be interested to know that, 40% of those polled in the survey spend more on flowers when shopping via mobile than on any other product. Millennials also use their smartphones to order a taxi and book various services. Young entrepreneurs are fond of ordering transport services like Uber via their smartphones while high school students are more likely to use their devices to order food. Young parents and full-time employees normally use their phones for online banking and bill-paying services.
5.Encourage Sharing
1 out 4 millennials reported suffering from the ‘fear of missing out’. This is where millennials develop anxiety that someone is having a great time without them. This phenomenon is particularly common among 18 to 22-year-olds who suffer from the fear of missing out marginally more than other millennials. For millennials sharing is one of the most popular features on social media platforms. The survey highlighted that 1 out of 2 millennials ranks sharing life moments with friends and family as the key advantage to owning a smartphone.For business owners who wish to develop an innovative approach to m-commerce they should encourage their millennial customers to share online content.
6.Include Health Information
Millennials are often accused of being overly confident about their lifestyle choices and irresponsible in regard to their health. This does not mean that young adults are not interested in learning about different ways to lead a healthier lifestyle. Out of the millennials polled in the 2016 Smartphone User Behavior survey, 46% ranked the opportunity to find health information online as the key advantage to owning a smartphone. One good example of mobile commerce done well is the app called ShopWell. This app offers nutrition facts and healthy eating tips based on the supermarket receipt scans, courtesy of a team of diet experts.
7.Make Security Your Top Priority
Online business owners who want to plan out an effective m-commerce strategy should always keep customer safety at the top of their priority. The survey results show that 25 to 30-year-olds feel the safest paying for products and services with their smartphones. Approximately half of the surveyed millennials reported that they feel unsafe paying with their smartphones. This is the same for high school students. The data collected reported that 1 out of 3 feel unsafe shopping on smartphones. The popularity of mobile wallets is slowly increasing, with 12% opting to use a mobile wallet.
8.Make Use of Notifications & Alerts
Millennials are not just the largest group of smartphone owners but they are also the most obsessive checkers. One in every three millennial checks their phone at least twice an hour while 2 out of 10 confess that they check their devices up to 10 times an hour. It was reported that 43% of millennials admit that they do not go to the toilet without their smartphone. The assumption can be made that the chances of a millennial missing a notification on their phone are small to none. This is why every great mobile commerce strategy should include an app that sends regular notifications and alerts to millennial customers.
9.Help Your Customers Find You
Recent research of mobile shopping trends shows that millennials often use smartphones to find the location of a store. This indicates that millennials are increasingly reliant on their smartphones and even ranked the location feature as one of the top 3 advantages of owning a mobile device. College students and full-time employees are most likely to use their smartphones to find information about their location. For Business owners adding a location feature to their m-commerce will assist in their targeted millennial audience to find their store.
10.Use Games & Giveaways
Mobile games and free giveaways are popular with millennials. Almost 7 out of 10 millennials say that playing games is one of their favorite thing to do on their smartphones. An easy for for business owners planning on mobile commerce expansions is to include millennial-focused games and product or service giveaways. Heinz, one of the most recognizable condiment brands recently upgraded its e-commerce strategy by including game features, QR codes and other engagement methods.
The collected data indicates that the mobile commerce trend is not only here to stay but is going to increase steadily in popularity.It was reported that many young adults are still a little hesitant to switch from desktop to mobile shopping due to safety concerns. This means that there is room for growth for business owners looking to expand their e-commerce. The infographic below highlights the top 10 tips for successful mobile commerce strategy. The data used in the infographic is up-to-date and obtained from trusted sources to support business in implementing these tips into their m-commerce plan.
