CROSS-MEDIA = One story, many channels.

The expression “Cross-Media” is frequently clarified as something that incorporates the dispersion of substance (e.g. music, pictures, video, and so on.) among various media. One every now and again utilised mix is TV, daily papers/magazines cell phones and the Internet. (Cambridge.org 2017)

Crossmedia is normally observed as the utilisation of customary media along each other in a creative way. In any case, the term can be utilised as a part of an assortment of ways; cross-average ideas are not just shaped utilising a business reason (counting showcasing efforts and broadcasting courses of action) additionally rely on upon the individual existences of customers. In the present media scene, purchasers control the utilisation of media; they choose when and where they wish to get to particular media and substance. The cross-media division itself characterises the term as takes after:

“The crosswise over media-part gives sight and sound items and administrations by utilising radio, TV, the Internet, cell phones, print and occasions all the while along each other.”

This suggests the collaboration amongst organisations and authorities is a piece of the idea of cross-media also.

Technology vs. Communicative Goal:

In a few parts, cross-media is related to advancement and strategy. Distributors, for instance, utilise the word cross media for database distributing; articles, intended for magazines, appropriated among other media like CD or e-paper. This procedure of disseminating a similar substance through various channels is likewise called multi-directing.

The present propensity among creation organisations and broadcasting companies, be that as it may, is to some degree diverse. More substance is created to start with, and changed a while later, to suit diverse media. Cases of this are podcasts and vodcasts. This substance can be downloaded to, for instance, an iPod, and saw or tuned in at any coveted time. Clients can rate the substance, and extra related things can be prescribed to them by different clients.

This last case demonstrates that a cross-media idea does not need to be connected to a specialised idea. It demonstrates that cross-media can be utilised as an instrument to accomplish an informative objective (For this situation giving a supposition about a podcast). As it were, the term cross-media is utilised to infer the open objective of an idea.

Narrating

Another meaning of cross-media is given by Crossmedia-master Monique de Haas:

“Crossmedia is a specialised device including a story that urges you to change starting with one medium then onto the next, and back.”

The outcome has enhanced the idea in two courses: from one perspective, the profundity of the story expands (which prompts more advantages for the client), while despite what might be expected, the shot of making a traverse to another medium is expanded because of the intriguing story.

Another essential advantage of a decent story is the developing plausibility of useful informal promoting (buzz); along these lines, the speculation of a decent showcasing story can bring about a large measure of benefits, inside a brief time-traverse.

Advertising

Cross average advertising includes the utilisation of various media, in light of their particular qualities. The principle reason for this blend is to build the area of a battle. As such: the media mix needs to serve the crusade idea, so as to boost effect on the objective gathering.

The utilisation of various media does not actually prompt a cross-average idea. In any case, if the distinctive media are utilised as a part of such a path, to the point that their qualities are utilised without limitations, and the likelihood of support for the objective gathering is available, one could call it a cross-average idea.

The cross-average appropriation of substance is a productive approach to building mark mindfulness. Mark mindfulness is utilised to strengthen the client encounter, for example by putting the item into various settings. A decent case of this is a case of LEGO joined to an arrangement of batteries. A site page on the bundle urges customers to visit the site and purchase more LEGO.

References:

  1. Dictionary, c. (2017). cross-media Meaning in the Cambridge English Dictionary. [online] Dictionary.cambridge.org. Available at: http://dictionary.cambridge.org/dictionary/english/cross-media [Accessed 26 May 2017].

  2. Gutenberg, P. (2017). | Project Gutenberg Self-Publishing – eBooks | Read eBooks online. [online] Self.gutenberg.org. Available at: http://self.gutenberg.org/articles/eng/Cross-media_marketing [Accessed 27 May 2017].

  3. Press.etc.cmu.edu. (2017). Cross-Media Communications: an Introduction to the Art of Creating Integrated Media Experiences | ETC Press. [online] Available at: http://press.etc.cmu.edu/content/cross-media-communications-br-introduction-art-creating-integrated-media-experiences [Accessed 27 May 2017].

  4. Transmedia Journalism. (2014). Multimedia, Crossmedia, Transmedia… What’s in a name?. [online] Available at https://transmediajournalism.org/2014/04/21/multimedia-crossmedia-transmedia-whats-in-a-name/ [Accessed 28 May 2017].

  5. Smallbusiness.chron.com. (2017). What Is Cross-Media Advertising?. [online] Available at: http://smallbusiness.chron.com/crossmedia-advertising-22546.html [Accessed 28 May 2017].

The Power of Social Media for Nonprofit Organisations

A few years ago, Social Media was an evolving technology praised more for its technical virtues than its capability to request to the people. For a log time, there was a significant change in the way masses participate in social media and make use of it to humanise the interactions between organisations and the community. When the use of social networking websites began to increase rapidly, businesses took notice. Those shrewd companies realised about reaching out to people in social media gave them the opportunity to cast a broad net in the target route.

For instance, companies could place ads targeted towards women in popular fashion blogs and gaining thousands of their attention per day. The change happened when businesses or corporations recognised the key to success lay in interaction, for example, giving target people the ability to have a two-way conversation. Moreover, this is not long before non-profit organisations followed suit.

To get the most benefit from adding social media to our marketing plan, it should be a part of the complete business strategy. All the applied tactics must directly support the organisation’s objectives and goals. As there are so many social media platforms available, which platform and tactics are most applicable? The answer depends on:

  1. The time we have to devote to social media each week?
  2. What will be the main objectives and goals?
  3. How do this social media help to meet the goals?
  4. Which are platform audience engaged more?

Here are the most popular websites and tools:

  1. FACEBOOK helps in communicating softer news and helps in building community.
  2. TWITTER contributes to getting connected to followers by sending updates which are timely and exciting.
  3. FLICKR helps in managing photos and graphic images while sharing with the target. (Photos of events and activities for Non-profits)
  4. LINKEDIN contributes to getting introduced to and collaborate with professionals.
  5. YOUTUBE helps in uploading and sharing video clips to the public.
  6. BLOGS contributes to exchange ideas in greater depth and lets us share tips and expertise related to the goal.
  7. PODCASTS helps in educating the audience with recorded news and information framed by current events data about the organisation.

Other than creating social media campaign, non-profits should participate in other groups in the social media like commenting on blogs, join on FB fan pages.

The non-profits should try to incorporate a mix of messaging objectives targeted towards users in social media. Proper brand awareness helps in engaging in social media and keep our organisation at the forefront of the user’s minds. We should ensure each of the platforms is clearly branded. Branding contributes to reinforcing who the non-profit is and what it stands for.  Education or provide the information to the users about the issues our organisation addresses. Eg, share news links or case studies. Social media is a great tool for mobilising groups of people to volunteer or attend events. The helps in the times of disasters and war. In 2009, a worldwide Twitter event named “Twestival” launched in Uganda, Ethiopia and India. The goal of this event was to provide clean drinking water, and as a result, the event raised a fund more than $250,00 US dollar.

References:

MOTION CAPTURE SENSOR SYSTEMS

Motion Capture is also known as Motion Tracking, or Mocap for short is 3D Animation. Motion Capture is a process in which recordings of human movement are translated into a digital code by filming sensors or every pivot point on characters body. One the video is captured it is then translated onto a 3D Model. (Oxford Dictionary, 2017)

Motion Capture technology has developed significantly since 1970. Performance capture is the term referred to when Motion tracking animates small features like figures, expressions and facial gestures. To portray, all this features more sensors hast to be used, and this makes motion capture process time-consuming. For example, the movie “Avatar” took 15 years to create. The whole purpose of this film was to record the performance of the characters and translate it into digital form.

avatar_mocap_1.png

avatar_mocap1.png

making-of-avatar-14-640x360

Here I am embedding a behind the scene video of the famous movie “Avatar”, which I found while researching Motion Capture.

Mechanical Motion Capture:

product_mocaptrack_animazoo_gypsy5_2.jpg

This Motion Capture is a process by which the actors wear structured skeleton suit called as an exoskeleton capture system to track human joints and angles. This capturing system is the popular type of Performance capture and this because of the lowest price and availability in the field.

Electromagnetic Motion Capture:

gollum.gif

This is the most specific type of the movement capture system relying on transmitters and receivers to track the body movement. An actor would wear a suit with several magnetic receivers in which transmitters would monitor and calculate body movements.  The 20th-century Fox movie ‘The Lord of Rings’  used this technology for one of the lead roles of the creature “Gollum”.

Optical Motion Capture:

lo_lorna_mocap.jpg

Optical Motion Capture system requires actors to wear reflective sensors over a tight Motion capture suit or their own clothes if they wish. The actor is asked to act while several cameras track the reflective pads. When cameras have the desired number of footage, it is then shared each other and translated to digital form.

History:

The system for capturing motion was first developed in the late 70’s, however, it was not recognised as a revolutionary animation technique till mid 80’s when it was eventually used for entertainment purpose. Inspired by Rotoscoping or Rotoscopy an ancient time-consuming technique was developed from early 90’s in which the animator will trace the movement frame by frame. Motion capturing technique was originally tested by the air force to track head movements of the fighter pilots by electromagnetic motion capture.

Below is the typical Rotoscope invented by Max and Dave Fleischer animators from 90’s who used rotoscoping infamous cartoons such as Betty Boop and Gullivers Travels.

rotoscope

 Where is Performance capture or Motion Capture used?

Nowadays motion capture serves a broad range of purposes like pilot’s head movement tracking in the military, tracking of athletes in sports, determining injuries and how to treat them in medical applications, building human-like characters in animation, cartoon, games and films for entertainment and advertisement purpose.

For example, motion capture is used by worldwide car manufacturer Ford to help in developing a better product. Ford is the only company uses the same Motion capture software in its virtual engineering laps as Hollywood to create such motion pictures as Lord of Rings, Avatar and Polar Express.

“Like in Hollywood movies, Ford hooks people with sensors to monitor how they move or react when they are interacting with the machines,” said Gary Strumolo, manager, Ford research and engineering. “Once we capture the motion, we create virtual human models that can use to run hundreds of tests that helps in understanding how people of all sizes and shapes interact with all vehicle designs. This is an efficient way of tomorrow’s engineering vehicles.” (Company, F 2017).

References:

  1. Company, F. (2017). Ford Uses Hollywood Motion-Capture Software Behind ‘Avatar’ to Improve Vehicle Designs. [online] Prnewswire.com. Available at: http://www.prnewswire.com/news-releases/ford-uses-hollywood-motion-capture-software-behind-avatar-to-improve-vehicle-designs-79912032.html [Accessed 11 May 2017].

  2. AZoSensors.com. (2012). Motion Capture Sensor Systems. [online] Available at: http://www.azosensors.com/article.aspx?ArticleID=43 [Accessed 11 May 2017].

  3. The Hollywood Reporter. (2017). ‘Avatar’ house is motion-capture Giant. [online] Available at: http://www.hollywoodreporter.com/news/avatar-house-is-motion-capture-86549 [Accessed 11 May 2017].

  4. Coldewey, D. (2014). Interview: Reuben Langdon, motion capture artist for Avatar. [online] TechCrunch. Available at: https://techcrunch.com/2009/06/23/interview-reuben-langdon-motion-capture-artist-for-avatar/ [Accessed 12 May 2017].

  5. Hand, R. and Hand, R. (2009). The Art of Motion Capture in Avatar |. [online] VizWorld.com. Available at: https://vizworld.com/2009/12/art-motion-capture-avatar/ [Accessed 12 May 2017].

  6. Sagar Lonkar. (2014). Types Of Motion Capture. [online] Available at: https://sagarlonkar.com/about-2/motion-capture/types-of-motion-capture/ [Accessed 12 May 2017].

  7. Ranga (2013). Motion capture technology. [online] Slideshare.net. Available at: https://www.slideshare.net/anveshranga/motion-capture-technology-15980853 [Accessed 11 May 2017].

TAXI DRIVER – Travis asks Betsy out

The ‘Taxi Driver’ is the most existential film by Martin Scorsese, even before “After Hours”. Scorsese tells stories through his characters, the main plot is derived from a handful of perspectives, but taxi driver often clings on to Travis’ mind, no one else. In this scene where Travis asks Betsy out, it’s quietly visible. The selected scene involves the protagonist Travis going into Betsy’s office and insisting her to go on a date. What the protagonist says can be described in two ways; the first one, he is describing and reflecting himself onto her. On the other hand, he could be describing Betsy. The cinematographer used some pretty claustrophobic camera shots in this scene to zero in on protagonist’s world and get his perspective and camera work dishing out Travis vision in detail and reality.

The scene starts with a close-up of Travis sitting in his Taxi and looking at Betsy, cut to, Travis walks into the office where the camera tracks sideways of the street, from the suggestion of the cab, where a big space in the frame is empty, showing his isolation and loneliness, and towards the end of the tracking shot, camera zooms onto Travis. Both of the shots take us into the perspective of Travis even before the scene starts.

 2.gif

Inside the office, a tracking outshot where Travis walks towards the frame, fast. These three shots close our thoughts around the character of Travis. The whole scene is told from the perspective of Travis, apart from a couple of lingering close-ups of Betsy’s reactions, most of the time we see Travis or his perception of the moment. After this, Scorsese cuts into the POV of Travis, where we see Betsy and her flirty colleague look into the approaching camera, thus to Travis. The shot tracks into a mid close up of  Betsy.

3.gif

When he reaches her table and tells that he needs to volunteer to her, and when the colleague hesitatingly leave, we see a couple of middle shots, with slight movements of tracking in and sideways, showing a really fast and vague vision of the office, which leaves the audience with less details, just like Travis.

  8.gif

Visually this scene saturates our thinking process in and around Travis until Betsy is introduced. When Travis compliments her we see her close up, and thus the conversation continues, he uses the mid-close track into lock ourselves into the main characters, the only time the camera grabs a wider view to show her colleague spying on them and an aerial shot of her desk.

7.gif

5.gif

When Travis tells her how he thinks of her as a lonely person and he wants to befriend her, the suggestion shots starts to track out slowly, and when she accepts his invitation, we are left out with somewhat of a third person perspective and these characters isolated from their surroundings and connected to each other.

6.gif

References:

  1. Scorsese, M., (2017). Taxi Driver (1976). [online] IMDb. Available at: http://www.imdb.com/title/tt0075314/ [Accessed 9 May 2017].

MUST HAVES FOR A SUCCESSFUL MOBILE APPLICATION

 

The development of a successful application begins with a solid foundation of planning. In 2016 the App Store made a shattering record and didn’t show any sign of slowing down soon.

The total number of Mobile application downloaded worldwide:

BlogPhoto-WhyAppsFail2Source: Statista

Mobile applications are progressively becoming the go-to resource for communication technology, shopping, productivity, entertainment and lot more.  In turn, the time users spend in applications has exploded over the recent years. There is continuous growth in the number of companies that are adopting the mobile-first attitude and realising that mobile is no longer an optional asset, rather an inevitability. However, with lots of selection in application market, customers aren’t expected to give an application a second chance when they lost interest in it. In fact, around 35% of mobile applications engagements less than a minute, suggesting users do not take long to find a mobile application that delivers them with more worth. (Marketwatch.com, 2017)

Must haves for a mobile application:

  1. Research Market and Target audience:

At present, there are 2.2 million mobile applications available in the App Store, and there’s plenty of choice for smartphone users, so we need to make sure that users want or need our app. The final decision to launch a product in the market should be research driven. Once the target segment is chosen, we need to examine the users in greater detail, i.e., we need to understand why our target audience will want our product or service. Most of the users searching for a solution that would solve a problem they are undergoing in life, whether that is faulty mobile checkout or troublesomeness in personal banking experience. This kind of problem points motivates the users to find a solution which would resolve this issue. Identifying the user’s problem points is the most significant step during product discovery, else we would end up wasting money and time developing an app.

The applications can be validated in many ways such as user acceptance testing, soft launching or focus groups. Putting our applications through one of the tests will demonstrate precisely how our product will perform.

  1. Marketing Strategies and User Acquisition Plan:

Many developers often underestimate the time, resources and efforts needed for an application awareness and achievement both before and after introduction the application. Our user acquisition is going to vary based on the nature of our application, target audience and many other aspects. Certain areas we need to consider while creating a customer acquisition and marketing strategy include early outreach, teasers, early access offers, collaterals, beta list, app store optimisation and discovery., The user acquisition involves ongoing marketing efforts, like appealing users for any other business, does.

  1. All-in-one User Experience:

Even though there are lots of components involved in developing an app with seamless user experience, basest level our need is to be intuitive. If an app user is struggling to do basic functions on our app and could not able to figure out main functionalities easily, the outcome is destitute usability. For instance, app performances issues like lagging or slow, long load times, lengthy registration processes and features that are difficult to access are some examples of poor user experience.

  1. Proper Testing:

Testing is the most critical step in an app development. It’s estimated that the user finds 44% of the defects, 24% from feedback and other 20% from reviews in the app store. (perfectmobile.com, 2017) Everytime application crashes or lags, all other mobile applications metrics will be affected as a result. Because of this, it’s very significant to track front end and back end functionality to get an understanding of how good our app is functioning.

References:

  1. PremiumPremium statistics Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access. Read moreNumber of mobile app downloads worldwide in 2016, r. (2017). Annual number of mobile app downloads worldwide by region 2021 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/266488/forecast-of-mobile-app-downloads/ [Accessed 1 May 2017].
  2. MarketWatch. (2017). One-Third of Mobile App Engagements Last Less Than One Minute. [online] Available at: http://www.marketwatch.com/story/one-third-of-mobile-app-engagements-last-less-than-one-minute-2014-07-17 [Accessed 4 May 2017].
  3. Mobile, C. (2017). App Store Submission & Optimization Guide. [online] Info.clearbridgemobile.com. Available at: http://info.clearbridgemobile.com/app-store-submission-optimization-guide [Accessed 4 May 2017].
  4. App Annie Content. (2017). App Monetization: Store, Ads to Deliver $189B by 2020. [online] Available at: https://www.appannie.com/en/insights/market-data/app-monetization-report-2016/ [Accessed 1 May 2017].
  5. Clearbridge Mobile. (2016). The Step-By-Step Guide To Product Discovery | Clearbridge Mobile App Development Company. [online] Available at: https://clearbridgemobile.com/the-step-by-step-guide-to-product-discovery/ [Accessed 2 May 2017].
  6. Perfecto Mobile Helps You Perfect the Digital Experiences that Define Your Brand. (2015). Failure to Launch. [online] Available at: https://www.perfectomobile.com/why-apps-fail-survey [Accessed 4 May 2017].
  7. Foreman, R. (2017). Mobile Application Development Blog By Apptology |. [online] Apptology.com. Available at: http://apptology.com/blog/ [Accessed 4 May 2017].
  8. Clearbridge Mobile. (2016). 4 Strategies For Product Validation | Clearbridge Mobile. [online] Available at: https://clearbridgemobile.com/4-strategies-for-product-validation/ [Accessed 4 May 2017].

Why Conduct Website Usability Testing?

To improve the performance of your site, you need to recognise how people are consuming it. Usability testing helps in assessing how a user can accomplish a given task on a device. During a usability test, a user is asked to complete certain tasks, usually while being observed by a researcher, to reveal possible user problems. Usability is defined as how smooth an object is to use. The object can be almost anything, like a machine, tool, process, book, software application or website. (Nielsen 1990) During usability testing, a subject is asked to talk through the thought process while completing the task. Thus, the researcher can understand the action of the subject. The researcher sensibly watches the subject’s activities and attends to the speech.

Once, Margaret Mead, a famous scientist said, “What people say, what people do, and what they say they do are entirely different things.”

In my opinion usability testing is especially significant for websites. A full websites performance would be entirely determined in part by its usability. The users should be able to navigate to websites’ conversion pages easily. So, people will enjoy using sites that are intuitive and easy to browse, however, they stop scrolling if the sites are confusing.

From my research, I have paraphrased few guidelines to evaluate my own website. Firstly, Keep information which is relevant and needed. Display only important visual elements and text – no more or no less. All unnecessary additions compete with visitors’ attention. When a change is made on, provide feedback to the user, the changes can be like icon animation or image showing the visitor that their task was successful. Try to use words, phrases, and ideas that are familiar to the user, and avoid buzz words that few really understand.

The website should be consistent, follow well-known conventions when possible. Don’t confuse users whether different words or ideas means the same thing. Action and options should be visible to the users, so they don’t have to remember from one point to other. Don’t make the visitors think because most of them are busy, distracted and much less invested in our sites. If a user unknowingly gets redirected to a wrong page, be sure there are easy ways to go back and start over and continue through a different way. The website should be accessible for novice users, but also measure to speed up the involvement for expert users; ideally in a way that are invisible to the new visitors. Give guests the freedom to customise as they browse through, in a way it flows with experience naturally. We should run at least one user study per week because it’s worth building a dedicated usability laboratory.

Remember, testing occurs at every stage of the process to keep the goal and the user in focus. If it comes down to a choice, please don’t sacrifice usability but reduce the scope of the website instead. The site will be fully implemented and navigable as long as we can close the door to keep out distractions.

References:

1. Usabilitygeek.com. (2017). [online] Available at: http://usabilitygeek.com/an-introduction-to-website-usability-testing/ [Accessed 17 Apr. 2017].

2. Molich, R., and Nielsen, J. (1990). Improving a human-computer dialogue, Communications of the ACM 33, 3 (March), 330-350.

3. Nngroup.com. (2017). 10 Heuristics for User Interface Design: Article by Jakob Nielsen. [online] Available at: https://www.nngroup.com/articles/ten-usability-heuristics/ [Accessed 18 Apr. 2017].

4. Nielsen, J., and Molich, R. (1990). Heuristic evaluation of user interfaces, Proc. ACM CHI’90 Conf. (Seattle, WA, 1-5 April), 249-260.

5. Nielsen, J. (1994b). Heuristic evaluation. In Nielsen, J., and Mack, R.L. (Eds.), Usability Inspection Methods, John Wiley & Sons, New York, NY.

6. Usabilityfirst.com. (2017). Usability First – About Usability – Website Design | Usability First. [online] Available at: http://www.usabilityfirst.com/about-usability/website-design/ [Accessed 18 Apr. 2017].

7. Nngroup.com. (2017). Usability 101: Introduction to Usability. [online] Available at: https://www.nngroup.com/articles/usability-101-introduction-to-usability/ [Accessed 19 Apr. 2017].

My Start To Minimalism – Digital Story Proposal

Music is the greatest language in the world, people can understand the feeling or mood of the music while listening even though they don’t know the meaning. (Patel 2008) “Is music a universal language or not?”, This is the question to be proved through our reaction video. We should be able to communicate our idea to everyone in the audience equally with our Musicorum project, which is one of our goals to create a real fusion of multicultural idioms, without sacrificing anything.

My duty is to take care of the website, posters, editing and visual effects. The first challenge I faced in the assignment was to create the layout. I have tried almost all the default theme in Wix.com, but I wasn’t satisfied. And then I decided to make my own design with the minimalistic approach. I have experience creating minimalistic posters for few commercial films in India. With a minimal design, we thought we don’t have room to play loose. All the elements in the website will be deliberate, and elements serve the purpose. So we are forced to choose what’s absolutely required and reinforces idea consciously. The second thought was about the space, white space and breathing space. A good site that uses whitespace efficiently bears that sense of calm and authority.  In my opinion with the minimalistic idea navigation became much easier. The minimalist agenda to reduce the disorder also holds for the navigation menu.

For our background image, I thought of bringing a dark minimalistic touch to it. The whole website is created in a black contrast, and the texts and pictures are placed based on the background. Then we thought of the need of a logo. So I came up with a name which suits our assignment, i.e., “Muiscorum” which is the Latin word for music. In our logo, I tried to input our theme of cultural diversity and also the music is a universal language. The great challenge then comes with posters, I was completely blank. Putting our theme and idea into a minimal poster was very challenging, like what colour should be used, where the logo and text to be placed, etc.

Logo:

MUSICORUM

My classmate Wizing Han expressed the same problem. His approach was also through the minimalistic idea and in my opinion, he succeeds in his design.  Brujo Owoh is a Web designer who faced a similar issue with setting up the website layout. He describes it on his blog and how to get rid of it and other problems which can be arisen while designing a website. His suggestions are to create enough white space between the text and images using margins. Then to compare colour scheme of most major sites and notice how colours improve readability. He also suggests using a Sans serif typeface as it allows for easy reading on the web. Details from his blog helped me to make website’s layout better without the clutters, and with additional white space, it became much better in appearance.

Posters:

This slideshow requires JavaScript.

Background:

POSTER VOCALS.jpg

Link to our proposal website:

https://cmwpass2.wixsite.com/musicorum

References:

  1. Patel, A. D. (2008). Music, language, and the brain. Oxford, UK: Oxford University Press.
  2. Slevc, L. R., Okada, B. M. (2015). Processing structure in language and music: a case for shared reliance on cognitivePsychonomic Bulletin & Review, 22, 637-652.
  3. Tan, S.-L., Pfordresher, P., & Harré, R. (2010). Psychology of music: from sound to significance. New York, NY: Psychology Press.
  4. The Art Story. (2017). Minimalism Movement, Artists and Major Works. [online] Available at: http://www.theartstory.org/movement-minimalism.htm [Accessed 10 Apr. 2017].
  5. (2015). When Less is More – Why Minimalism STILL Rules the Web — SitePoint. [online] Available at: https://www.sitepoint.com/less-minimalist-websites-still-rule/ [Accessed 10 Apr. 2017].
  6. Owoh, B. (2017). 11 Common Web Design Mistakes (Blunders). [online] HKDC. Available at: http://www.hongkiat.com/blog/11-common-mistakes-blunders-in-web-design/ [Accessed 11 Apr. 2017].

How do FACEBOOK ads work

Nowadays advertising on Facebook seems to be one of the most immediate ways to power the reach of our content.  As an ordinary social networker, we might think no one clicks on Facebook ads, but it’s a mistake because at present Facebook is on track to make 4  billion dollars in this year from advertising alone. Now there are many varieties of Facebook ads. The user can promote his page, post on his page or his website itself. (Stelzner 2010) Facebook advertisements are always targeted to users based on location, demographics and users profile details. All these options are available on Facebook ad manager. As soon as the ads are created user can set a budget and bid for each and every click or impressions that the ad will get. Other users see the ad on Facebook.com, i.e., on the sidebar. In my opinion, Facebook ads are more like display ads than search ads. In Facebook ads should be used to produce demand, not to achieve it. Facebook users are on the site to connect with their friends, not to shop or find products.

If a user visits the advertised website, he won’t be looking for a product, he might have clicked the ad on a whim.  The main mistake most advertisers would make with Facebook ads is not targeting the audience correctly. There are many target options namely location, age, gender, etc. There are also other broad categories including ‘Away from hometown’, ‘Has a birthday in one week.’etc. This kind of broad interests would be very efficient to reach a larger audience. (Chan 2011)  Facebook, the ad manager, has an interesting list of interests to target from Marvel comics to scuba diving. The most difficult part comes selecting the best target.

Social media knew a whole lot more things about us like whether we spent more time in Criminal Case or Super Mario.  Facebook probably knows everything about us like getting married soon, reading a detective novel, taking medication, etc. All these details give advertisers the power to reach us beyond the expectation. While deciding on an ad Facebook shows us the number of profiles we can target to each and every subcategory based on our interests and desires.

The most famous speciality of Facebook ads is the power to layer targeting options on one another, and gradually making users more and more accurate. One exciting example of the power of hyper-targeting which got from research is of was featured in AdWeek last year. In it, a marketing person targeted his roommate with ads so specific the poor guy thought he was cyber stalked.

Example to target a specific audience: If a car manufacturing company wants to put up a special discount offer for the aged people or senior citizens, he can layer particular detail, like finding people who is between the age of 60 and 65, and brought a house in the last few months. So, he might be needing a car soon. Realising whom to be targeted will help one to the most efficient ad targeting tool and easy routes to get to the target.

References:

  1. Stelzner, Michael. “Facebook Ads Strategy: How Marketers Need To Alter Their Techniques: Social Media Examiner”. com. N.p., 2017. Web. 5 Apr. 2017. http://www.socialmediaexaminer.com/facebook-ads-strategy-how-marketers-need-to-alter-their-techniques/
  2. Chan, C., 2011. Using online advertising to increase the impact of a library Facebook page.Library Management, 32(4/5), pp.361-370.
  3. Dehghani, M. and Tumer, M., 2015. A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers.Computers in Human Behavior, 49, pp.597-600.
  4. “Defining Your Facebook Advertising Strategy | Mailchimp”. MailChimp. N.p., 2017. Web. 5 Apr. 2017. : https://mailchimp.com/resources/guides/defining-your-facebook-advertising-strategy/html/

Digital Marketing

Marketing of products or services through online digital media and which differs from old traditional marketing in that involves the methods and networks which help an organisation to analyse marketing operations and understand the working and what is not in real time is known as Digital marketing.  (Ryan 2016) Digital Marketers can monitor things like what is being viewed, for how long and how frequent, sales conversions, which content works and which did not work. Technology has supported most major milestones in the history of online marketing since its inception.

Nowadays digital platforms are increasingly united in marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more widespread and resourceful.  There are many digital marketing techniques namely Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Campaign marketing, etc. Digital marketing provides the consumer with a previously unbelievable quality and quantity of information in an easily accessible form. (Wind 2002) At present customers can sort products or goods based on their desires like price, brand, value, rating, and also a combination of this attributes.

The tremendous advance in technology is shattering walls between industries as well, shifting the balance of power to empowered consumers and creating what information technology expert Colin Crook has called the emergence of a global grid. This global grid is a network of users, portals and servers offering free communication, scalability for even smallest corporations, total connectivity and universal digitalization. Let’s discuss latest developments and strategies in marketing:

Behavioural advertising is a marketing idea where information about the user is collected based on the online activity with the help of a particular device and across different, unrelated sites, to deliver marketing advertisements personalised to that user’s interests and preferences. Users generate a lot of data in every step they choose in their journey of a customer, and the brands can use that data to activate their known audience with data-driven programmatic media buying. This Data-driven advertising is empowering advertising companies to find their customers in their audience and help in delivering in real time a much more personal communication. (Chaffey 2012) Online promotion activity is still growing across the world according to the headline global marketing index. Digital media continues to increase rapidly; while the marketing finances are expanding, old media is declining (World Economics, 2015).

Sending a great user experience and gaining the associated benefits is complex and there is a lot to consider, and I have only really touched the surface in this blog.

Reference:

  1. Ryan, D., 2016.Understanding digital marketing strategies for engaging the digital generation. Kogan Page
  2. Chaffey, D. and Ellis-Chadwick, F., 2012.Digital marketing. Pearson Higher Ed.
  3. Chaffey, D., Smith, P.R. and Smith, P.R., 2012.eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  4. Wind, Y.J. and Mahajan, V., 2002.Digital marketing: global strategies from the world’s leading experts. John Wiley & Sons.