2014 is all about ENGAGEMENT

Relationships serve as foundation of everything, whether is traditional or new media. They help building and connecting communities who are prepared to stand up for your brand. Here are 5 steps that will not only engage your audience but also bring success to your marketing efforts.

Source: www.marketo.com/ebooks/how-to-choose-the-right-solution-to-nurture-leads-and-customers/

 Attacking the social networks

Until recently, business presence in social networks was limited to activity on Facebook, LinkedIn and Twitter. However, today social networks seem to multiply every day, urging big names to interact with the audience in all possible channels and ways.

For example, Pinterest, Google+, Tumblr, Vine and Instagram have been preferred communication platforms, providing an opportunity to generate and publish content in various forms of media, engaging consumers more than ever through multiple channels. As consequence of this successful trend, in 2014 you should experiment with various social networks to reach maximum potential customers.

Smart phones and tablets

The wide and fast growing consumption of tablets and “smart” phones sets a tendency for creating content available for them. In other words, talking about providing alternative mobile version of the website or the so called “responsive design” that automatically adapts to the device.

So if your site is still not available for these devices – 2014 is your deadline. Otherwise, you can easily lose customers who will switch to your smart competitors, who already benefited from the “migration” from desktops and laptops to smart phones and tablets.

Interactive content

Since the Internet audience is exposed every day to ads, paid placement, illuminated banners, etc., it is vital for successful business message to be available and easily perceived. Significantly, Buzzfeed and Pinterest are gaining popularity because they provide users with opportunity for an interactively oriented content.

Infographics are a successful example of the skilful combination and interactive presentation of qualitative information: standard statistics or survey data, but represented by a maximum and a minimum of text images.

Quality and unique content

When we talk about optimizing content, you never exactly know in what manner. However, catchy, interesting and unique content continues to be fashionable in 2014. The more online consumers like, share, and comment on, the more Google will like you. And to stimulate Internet audience to interact constantly with the content on your site, do not forget about the so-called “social share plugins”.

Source: blog.fotogress.com/need-know-facts-small-business-digital-marketing/

Less will mean more

When you hear Apple or Google, what is the first thing that pops in your mind? Simple, simple and simple again. Logo, message, design … everything! The work of the two giants is described, as completely and accurately, with the word “simplicity”. Big part of the success of Pinterest is due to the clean, uncluttered and minimalist aesthetic that it offers to its users. So forget about the complex messages – users understand best the simplified marketing messages.

Most importantly, be brave and experiment because when we talk about digital marketing trends today, tomorrow they are already practices of the past.

Guerrilla Marketing or does it have grounds in Bulgaria?

First, let us introduce you to the meaning of Guerrilla Marketing – it uses similar tactics like guerrilla warfare in the peaceful urban areas and it reaches effectively your targeted consumers…

The term was first defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). This unconventional method of advertising relies mainly on time, energy and imagination rather than a big budget. Usually those campaigns are unexpected and unconventional, potentially interactive, and consumers are engaged in unexpected places.

Over the past few decades we have seen numerous examples of guerrilla marketing that came from all over the world and involved diverse array of big and small brands. From the very creative Paris invasion of Pandas in 2008 by WWF, to rather spectacular bus levitation in London by Pepsi, we have been engaged and our minds have been captivated…

/Source: Citizenside.com/  

/Source: Telegraph.co.uk/

In the last few years, the Bulgarian customer has become sick of ads in the traditional sense of the word, so it became harder for the advertisers to develop more reaching and effective campaigns. This was mostly due to the fact that there is too much of it, too many companies are interrupting the consumers and the air is overfilled with noise.

That is why the concept of guerrilla marketing became so successful and attention grabbing to the Bulgarian customer. It incorporated principles that, if followed properly, would shift the skills and creativity needed to create an advertising strategy with little money and a relatively high rate of return. So in the times of economic stagnation and financial crisis we started seeing more and more of those creative campaigns in Bulgaria. A recent example of this is Sachi’s campaign “For Bulgaria with Less salt” in 2012. The company marked the beginning of a cause by placing a giant salt box in front of the Ministry of Health. It represented the quantity of salt Bulgarians could save if they eat less salt for one day. The results were collected through their Facebook page and the salt box was getting filled in real-time.

 

 

 

 

 

 

 

 

 

 

 

/Source:Bella.bg/

Maybe the Bulgarian brands started catching up with the trend or understood that they can target consumers more efficiently and with lower- budgets, guerrilla marketing has become an undeniable fact and has provoked the attention of the public. A good example of such low-budget campaign is the recent video of Zagorka called “Action at the supermarket”. It takes place in a supermarket and as soon as a client touches one of the beers of Zagorka a heist takes place in front of their very eyes, where the supposed robbers start robing the whole stand of beers, later the SWAT team arrives to stop them. See the video here:

Finally, we can safely conclude that the advertising market in Bulgaria is developing and has turned its attention on customer engagement and attention grabbing ads. Hopefully we will continue to witness more density and creativity of guerrilla marketing campaigns…

Here are some other campaigns from Bulgaria, which could be interesting to you:

 

The latest study of the Bulgarian advertising market suggests: “Relocate your resources to improve efficiency”

Sofia, 31st of July 2013 Havas Worldwide Digital Sofia has announced the results of its “Bulgaria’s digital advertising market” study, analysing a dozen of researches in order to explain the behaviour of the Bulgarian advertisers.

According to it, although brands in Bulgaria have improved their web presence, they are still ‘far away’ from their customers’ habits.
Indeed, while Bulgarians are particularly active and reactive online, the top 20 advertisers in Bulgaria are spending on average only 2% of their total advertising budget for digital campaigns, compared to a European average of 24% /Source: IAB/.
But with a smart reallocation of resources, this new “advertising gap” could even be turned into an advantage.

Investigating the behaviour of the Bulgarian online population, Havas has found that while 78% are on Facebook, only half of the biggest 10 banks are active on the biggest social network. Despite of the fact that brands in Bulgaria have amended more and more their strategy in the direction of new media, they still seem to be too far from building a relationship with their customers. The findings show that while 61% of Bulgarians are inclined to find out more about a product they’ve seen advertised online, most of the companies in Bulgaria are not eager to promote through the web /Source: Ipsos Bulgaria/

“This research shows that the best option for the companies to create an influential advertising strategy is to form a dialogue with their customers. The special relationship that Bulgarian users are requesting could easily be delivered through the digital channels. The report shows that Bulgarian users are very active and engaged with online advertisements, so it is up to the advertisers to play their part” commented Alexandre Glas, head of Arena Media Bulgaria, media agency, specialised in digital media presence and digital content.

To carry out its analysis, Havas has combined the data from reputable sources /Mediascope, IAB, Ipsos, Thinkdigital, International Telecommunication Union, The World Bank/ with the information of an own survey.

The results of the analysis in the form of infographic:

 


About Havas Worldwide Digital Sofia:

Part of one of the biggest advertising and communications groups globally, Havas Worldwide Digital Sofia has been working with some of the biggest brands on the local market for the past 3 years. Advising on a wide range of services – from internet marketing campaigns and social media management to digital business solutions and digital PR, it has turned into one of the fastest developing agencies on the local market.

Web Design Trends for 2013

The fast paced world, we live in now, demands high speed development of information technologies, innovative online presence and 100% effort. More and more, companies have started paying attention to their web page content and outlook, so they could remain interesting to their public. That is why ignoring the technological revolution could be crucial for any of you, if you want to succeed among those competitive innovative websites.

However, sometimes finding the right information to keep up with the updates is hard. Thus, creative companies, like Visually, gather all the information available and latest trends and make it accessible and understandable to online business owners.

Visually is vibrant community of more than 35,000 designers. They deal with the creation of data visualizations and infographics. Here is a great infographic assembled by them on the topic of innovative web design trends for 2013. Enjoy reading!

Source of infographic: www.wedgeim.ca

Pinalize!! Pinterest with a web analytics platform

Picture source: Pinterest Blog

As we all know, since last week (March 12), Pinterest has introduced and enhanced its own web analytics platform. The so called “Pinterest Web Analytics” allow the owners of websites to track the interaction of their pins within the social platform and beyond. In that way brands can measure the performance of their pins and track what is the best content for generating re-pins, sales, click, imprеssions, and traffic. This new analytics feature is available only for Pinterest owners.

The newly presented feature of this social media platform could help marketers answer the foreseeable question– “how is Pinterest helping my website?” Other thеn that, website owners will be able to discover the usability of their pins on the platform and can find out in what way this pin is interacting within the user’s likings.

Another curious insight of the new tool is that it provides with information on how and where consumers get your content. For instance, if you have a verified website, you can observe the life-cycle of you pin by tracking how many users have seen and clicked on it on each board, etc. You will also manage to know how many people visited your site from Pinterest, the total impressions and reach on the network.

The analytics provide website owners with a full report. It is a pretty simple platform, and doesn’t need a great mind to handle it.

Interested? Follow those simple steps:

  1.        Get the new Pinterest look – “Switch to The New Look.”
  2.        Verify your website
  3.        Add a “Pin It” button to your website
  4.        See Analytics Once Verified

Now, you’re ready to pin. For more information, take a look at the Pinterest Web Analytics.

Happy pinalyzing!

 

(English) New logo – success or failure?

If you haven’t heard yet Starbucks will change its logo for their 40 year anniversary in March 2011.The logo will no longer include the company name. The outer green circle with the inscription of “Starbucks Coffee” will be removed and the focus will be set on the sirene that fills the center. This will be given a publicity  via global print and digital campaigns.

In a video on the Starbucks Web site, CEO of the company – Howard Schultz explained the idea and reason to change the logo on the 40th anniversary of the company:

“Even though we have been and always will be a coffee company and retailer, it’s possible that we’ll have other products with our name on it but no coffee in it.”

I agree the new logo corresponds to the company’s plans to expand its activities in sectors such as the sale of tea and ice cream in supermarkets but I don’t see the case why  they have to remove the name of the brand.  If they want to change it because it might be used on non-coffee items, they can just expand “Starbucks” and remove “Coffee”.

Actually I’ve always liked the siren icon, but I am wondering how you can have the brand without the brand name.  Did someone thought that “Starbucks” on each cup is free advertising every single day all over the world? Personally the new logo doesn’t mean “Starbucks” for me as it’s seems plain and unexciting.

In general this activity has an impact on a variety of feedbacks but  most of them turn out to be negative. The Facebook fan page of the brand which have 19 069 596 fans is dominated by negative comments and the fans give as example the failure of GAP logo since Octomber 2010. Indeed there are many facebook groups supporting the idea of keeping the old logo.

“If the strategic reason was to broaden beyond coffee, I understand that, but I would not necessarily have dropped the word Starbucks,” quoted David Srere, president and CEO of brand strategists Siegel and Gale.

In addition people share  that the word “Starbucks” make them happy . For some  it subconsciously affects more than the product itself.                                                                                                                                                           I understand dropping the „coffee” but the brand of “Starbucks” is the name itself and no image is going to replace that. For example most of my friends are not coffee enthusiasts  but they are  “Starbucks” enthusiasts . They don’t ask me to meet for coffee but  ask me to meet at “Starbucks”.

However, several brand experts have criticised the move explaining that very few brands can go without their name. “Starbucks is certainly well known, but it is not Nike,” David Srere added.

Let’s see if they will push through or we will witness just another case of GAP new logo where GAP finally retains back their original logo.

Now that the majority of people are using social media, the best solution isn’t it to make an opinion poll (survey) with fans before to take decision?”. Companies understand the interest of interacting with customers on social media, it’s a great step however I strongly believe that companies need now to enter in the next step : the web democratic.

Concrete video

 

This is very concrete blog post! 

It is clear how important video content is and that it produces great results online if people like it. We also made some good videos for clients this year, check out the one for BACB Plus.

Another popular topic is how internet changes TV. Well, this is one way!

This is “Concrete with prof. Donev” made  by art company Shvargalo. It is fun, well made and has good potential to go viral.

So we are going to be very concrete on this one: Well done!

 

To Paris and back with Galardo Real Estate

We love combining facts with creativity and we believe that is a winning combination in marketing.

So we know for fact:

  • people these days just love taking photos
  • Paris is among the most beautiful cities in the world

Combining these we started a photo contest the Galardo Real Estate – a French real estate agency that operates in Sofia. We are also happy to partner with Air France on this one.

The rules are simple:

You send us 10 photos of Sofia, the jury chooses a winner and the winner wins a ticket to Paris and take pictures of France’s famous capital. And a second winner will receive a travel bag from Air France.

So get your cameras and star shooting!

Also don’t forget to tell all you friends, a win always taste sweeter if there is more competition!

For more information on the contest and the rules check our this page.

 

Journey through Istanbul

So we came back from Istanbul last week and after we managed to catch up with some work at the office we are now ready to tell you about this wonderful city, WebIt 2012 and our team looking for a hotel after 1am for about an hour!

Istanbul is wonderful, there is no doubt about it, we all loved it! It is big, crazy, vivid but very welcoming. We enjoyed as much of the food, the view, the people and the sun as we could, but two days are never enough!

WebIt 2012

We also managed to get to WebIt for which we need to thank our friends from ThinkDigital. We could not tweet because there was a problem with the wifi but this just gave us chance to listen more carefully. A short summary of the two days of marketing lectures would sound something like that:

 

CREATE STORIES

MOBILE IS CHANGING THE WORLD

SO WHAT?

FAIL FAST!

The best thing of course was all the networking since there were over 6 000 people from 72 countries. We saw some wonderful ideas and lots of Bulgarian friends, companies and partners.

You can now find all presentations here.

The  Team-building

This trip was also a team building and trust me not many things build a team like wandering around Taksim for over an hour trying to find you hotel! But this is where the story continues in pictures:

are we really lost?

no, we found wifi!

but the boss said: no phones while we eat!

 Girls, lets do some business!

and now: pose!

and the boys too!

enough!