How to Avoid Brand Fatigue

How To Avoid Brand Fatigue in an Increasingly Noisy World

By | digital marketing | No Comments

 We’ve all been there. We’re jamming to some tunes in the car, and suddenly, the radio cuts to a tourism authority commercial . . .  the same one you’ve already heard at least five previous times that day, not to mention the tens of times you’ve heard it within the past month. Or better yet: Having that intense Hulu marathon of 11.22.63 be constantly interrupted by a pesky insurance commercial. The last thing on your mind when sleuthing through this riveting sci-fi thriller is getting a great deal on insurance, but that’s a little beside the point.

Two Words . . . Brand Fatigue

The reason your blood boils and annoyance threshold is crossed when these things happen can probably be attributed to one thing: brand fatigue. Brand fatigue is the marketing phenomenon of being inundated with too many promotional messages at once.

Simply put, we tune out when brands bombard us with too much sales talk. As we’ve seen, getting consumers on your side today involves more than just pushing products on them. As a brand, you should instead be focused on forging personal and sustainable relationships. And doing so means cutting through all the marketing clutter (a.k.a. brand fatigue).

According to The Huffington Post United Kingdom, people are exposed to anywhere from 250 to 3,000 ads a day. That’s quite a lot, even for a digital marketer like myself. So what can we do to avoid all of this brand fatigue?

  1. Focus your messages- 

    One of the big reasons people tune out when we try to reach them is because they don’t feel special. Customize your brand’s message—make it seem like you’re in the room with the other person and talking to them one-on-one. Make it personal, and make it relatable. Don’t just send out the same content to everyone. You know the creepy guy at the club that uses the same cheesy one-liner on every woman he talks to? Don’t be that guy.

  2. Give the consumers what they want, not what you think they want- 

    Another big thing that consumers look for in brands is active listening. If they know that we, as marketers, are listening to and pandering to their every need, they will be more likely to not only trust our brand but want to engage with it, as well. If they want to be entertained, put a couple tongue-in-cheek jokes into your message. If they want to be educated, include a couple facts or statistics. Give them something of value.

  3. Use brevity and irregularity to your advantage- 

    A big problem with some brands is that they think that constantly repeating the same things over and over again will not only get their messages across but win people over. This is probably the biggest contributor to brand fatigue. While exposure is good, conversion is better. In marketing, less really is more. The old adage of “Quality over quantity” could not be any truer in this situation. Make each and every promotional message a special and unexpected moment.

  4. Don’t be disruptive- 

    If your message is one that interrupts the flow of someone’s day, chances are they’re just going to avoid it and be irritated. The goal is to find consumers in their most comfortable and open states, and that means reaching them where they want to be reached (ahem, which probably doesn’t include intermissions between scenes of 11.22.63).

So, what can we take away from all this talk about clutter and brand fatigue? Just don’t be annoying. Instead, be engaging. Provide value and benefit to your consumers. Shake things up, make things exciting and don’t be afraid to jazz it up a little. Great marketing defeats brand fatigue, and here at Digital Operative, marketing is our middle name (not really, but it is one of our many fortés). If you’re concerned that people may be getting tired of your brand, reach out to us, and we’ll try to inject life back into your marketing efforts!

Welcome to the team

Meet and Greet with Scott Smith

By | agency life | No Comments

Meet Scott Smith:

Scott is one of Digital Operative’s Senior Visual Designers and since nobody know’s Scott quite like he knows himself, we’re going to let him tell you a little bit about himself. Take it away, Scott!

Hello everyone. My name is Scott Smith and I am excited to be here at DO. I have been designing for the last 8 years and am still incredibly excited by it.

A long time ago I was born near Pasadena in a small town called Temple City. I have an older hippy sister who lives in San Francisco and retired parents who spend most of their time sending me pictures of the awesome things they are doing while traveling throughout the south west. I lived in Temple City until I moved to San Diego to attend SDSU in 2006 and do not see myself leaving any time soon.

I love being outside and being active. I have a strange obsession with nutrition and human physiology. Although, I have done two Ironmans and one 50 mile trail running race, I am still a little fat kid at heart. I love pizza and “Little League Nachos” (fake orange cheese). I have a cat named Richard Parker (after the tiger in Life of Pi) who could really care less if I existed. I am always down for an adventure. So, if anyone is planning one, let me know.

Let’s get to know Scott a little better with RAPID FIRE:

  • Website You Visit The Most: Forbes.com… Alright fine, Facebook
  • iPhone or Android: iPhone for life!
  • Favorite Phone App: Headspace and Freedom
  • Favorite Industry related Website: Friends of Type
  • If you could only visit one website for the rest of your life, what site would that be? giphy.com for sure
  • Something you say frequently: “…and it was so funny.” Usually after I tell a story that really wasn’t that funny.
  • First thing you do when you get to the office: Compliment Cody on his hair
  • If you could have any job in the world, what would it be: Acclaimed Pizza Critic and Lazyboy Tester
  • How Do you take your coffee: In a large cup 
  • Fun Fact about yourself: I have a titanium cheek
  • Favorite thing to do on a SaturdayGo cycling
Leveraging Brand Success with Snapchat

Three Ways Marketers Can Leverage Brand Success with Snapchat

By | social media | No Comments

Snapchat is the latest social media trend sweeping the nation. Behind Facebook and Instagram, it is the most used social media platform by millennials. Almost everyone and their mother is on Facebook and Instagram (seriously, though). The same can’t be said for Snapchat, which boasts the youngest user base out of all the major social media platforms. However, because it is the newest, it is also the least understood. It’s fleeting and self-destructive nature has created a challenge for marketers. Furthermore, 87% of Snapchat users never buy things they see on Snapchat. So how is it possible for us as marketers grab their attention in 10 seconds or less, especially when attention spans are at an all-time low? Here are some ways we can go about doing just that:

1) Tell a story

Literally. Thanks to Snapchat’s Story feature, users can post multiple “snaps” in a single sequence, which all of their followers can watch as many times as they want for 24 hours. This is an interesting concept for marketers, as it lets users add a narrative flow to their snaps. It humanizes the brand and makes it more relatable. This casual form of social media posting allows brands to get more personal with their brand advocates and is more easily consumable than other intrusive forms of promotion, such as display ads.

2) Go viral

Today, virality is something that is highly sought-after yet increasingly difficult to attain from a marketing standpoint. Yet, as difficult as it is, it’s not impossible. Take DJ Khaled, for example. Prior to the latter part of 2015, DJ Khaled was a musician hanging on the edge of obscurity. He was known mostly for yelling his name over popular rap songs. However, that all changed once he picked up his phone and started recording videos on Snapchat. Since then, DJ Khaled has completely blown up and become an overnight media sensation. But his virality was no accident. With a slew of inspirational musings and endless selfies, DJ Khaled has reminded marketers that social media is not about sales but about being memorable and forming genuine relationships with your brand advocates.

3) Create branded geotags

Unlike the invasive display ads seen in Snapchat’s Discover feature, there are other more organic ways to get your brand name out there and interact with your audience. Depending on a user’s location, Snapchat has different geotag filters. It also has geotags for important holidays and dates. Brands have already capitalized on this capability by creating brand-centric geotags. Most recently, this was seen with the release of Star Wars: The Force Awakens back in December. With this method, brands don’t have to advertise themselves—the users do it for them. And with 65% of Snapchat’s user base churning out content on a regular basis, that’s practically a goldmine of brand exposure.

There’s a reason Snapchat is in Facebook and Instagram’s rear view mirrors. With an arsenal of communication methods at its disposal, Snapchat is gaining on the social media heavyweights, and at a blindingly fast speed. Need help keeping up with these social media developments? Social is one of the many things we do best. Feel free to reach out anytime and contact us for more information. 

Moving to Magento 2

Moving to Magento 2

By | development | No Comments

We are asked on a daily basis, from new clients and existing, if they should move to Magento 2.0. The short answer is yes, but it is important to do your homework and create a detailed plan. Below are the top things we consider when making recommendations on upgrading and replatforming to Magento 2.0.

3rd Party Integrations

Almost all magento projects have some kind of integration with 3rd parties for email marketing, order management, inventory, shipping, taxes, 3PL, etc. The good news is that many of those major service providers already have modules ready for Magento 2.0 including MailChimp, Bronto, ShipperHQ, ShipStation and Alavara. Contact your account manager to find out if there is a Magento 2 module and if not when they plan to release it. If there isn’t a Magento 2.0 module in the works then it will need to be custom built.

Commercial Modules

Like 3rd party integrations, all projects have multiple modules. Some provide nice to have functionality that enhance UX while others are critical to the operation of your business. Whether you are evaluating moving to Magento or upgrading, we recommend taking the following approach:

  1. Identify the business and technical requirements
  2. Determine if there are existing modules that meet these requirements (Magento 1 or Magento 2).
  3. If something does not fit 100%, try to find a module that does 80% of the requirements – we can customize and build the other 20%
  4. If you need a Magento 1 module that doesn’t offer a M2 version, contact the developer to find out the timeline for release
  5. Compare the module release/development timeline relative to the overall project timeline to ensure they align

Custom Modules

If you are upgrading from Magento 1, moving over custom modules can be a much larger undertaking. We recommend going through a similar process of determining technical and functional requirements. Once you have all the details documented, investigate if the custom module can be replaced with either an existing module or check to see if it is now part of Magento 2. If not, the module will need to be either migrated or rebuilt.

Time and Energy

While managing a Magento 2 store is very similar to Magento 1, there  still needs to be dedicated time and effort to learning the ins and outs and getting your team ramped up. Moving to Magento 2 is a replatform and requires a detailed migration plan, regardless if you are already on Magento 1. Review your current infrastructure and hosting as they will require adjustments to support new versions of technology. Coordinate with technology, operations, merchandising and marketing to review the new platform so that everyone knows how to effectively do their job moving forward.

Make the move, Magento 2 is here and adds a lot of new features and benefits. Making the move can be a daunting task, but if you have a detailed plan that aligns with your business needs you can make the move as painless as possible. If you need help identifying, planning or executing the steps above, contact us to see how we can partner together for a successful Magento 2 launch.

Social Media in 2016

How Are We Reinventing Social in 2016?

By | social media | No Comments

Even though we’re only about a month-and-a-half into 2016, we’ve already seen an absolute explosion on social media, and we’re not talking about Kanye’s frequent Twitter outbursts. Several trends from 2015 carried into the new year along with some new features that brands and marketers alike can capitalize on. Without further ado, here are three ways the social media landscape has transformed in 2016.

Interactive Videos Are On the Rise

If a picture really is worth a thousand words, then a video is worth at least double that. That much is evident with Facebook’s launch of 360° videos last year. 360° videos were first introduced on YouTube but didn’t really gain traction until Facebook rolled them out last September. They not only allow viewers to watch a video but to actually experience it from every angle.

So what does this development mean for marketers? They can now (metaphorically-speaking) break their users’ screens and pull them into the action. Rather than merely being observers, viewers can now be a character in an ad or promotional piece. In this era of relationship marketing, it is imperative for marketers to talk with consumers as opposed to talking to them—to make them an integral part of the brand story—and this feature makes that process much simpler.

Live Streaming Is the New Social Media Frontier

And speaking of pulling users into the experience, there’s no better way to have them be there without actually being there than with live streaming. Meerkat and Periscope, two relative newcomers to the social media arena, have completely revolutionized the way we watch videos by allowing users to share them in real-time. By putting a link to your live stream on Twitter, any individual who sees it can join your room and watch your live stream. Essentially, it’s like Facetiming, except with hundreds—if not thousands—of people.

This makes the viewing experience intimate, interactive and authentic. Like 360° videos, Meerkat and Periscope’s live streaming capabilities allow users to see everything in first-person. And because it’s a live continuous video, everything seen is unedited and uncut. This makes for a genuine and spontaneous viewing experience, because anything can happen at any time. Marketers can leverage this to add credibility and trustworthiness to their brands, because (ideally) nothing is staged or planned.

Social Commerce Slowly Overtaking eCommerce?

Last year, Facebook; Pinterest and YouTube added a new and more convenient facet to online shopping: social commerce. Rather than linking to ecommerce sites, these social media titans added Buy buttons to their sites to make online purchasing a quick, one-step process. By clicking these Buy buttons, consumers can purchase a product directly without hassle. Easy enough, right? Say goodbye to scrolling through dozens of pages to find that perfect product and say hello to simplicity. Thanks, social commerce.

It’s obvious that social media is taking over the world at a staggering rate. With these revolutionary innovations, it’ll be interesting to see the next big thing in social. Social media brain implants, perhaps? Okay, maybe not. But with these new technologies, somehow that doesn’t seem so farfetched. Have questions or want to chat about how we can aid in your social media efforts? Contact us anytime- here.

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