Artificial intelligence as a marketing and sales tool

in digital-strategies / Marketing by Brandesign 20 February, 201924 April, 2019 0 comments

Artificial intelligence as a marketing and sales tool

In marketing, increasingly innovative techniques are used with the aim of offering more personalized advertisements every time.

Companies try to know more exactly what kind of customer they have to know how to create a need for them to purchase their products. Logically, the same strategies will not be used to attract one type of client than another.

According to an analysis by McKinsey, many jobs consist of tasks that can be automated. For example, workers engaged in financial activities spend 43% of their time doing tasks that can be automated. If these activities were automated the company would achieve greater agility in the procedures and therefore a greater number of benefits.

There is concern that artificial intelligence will end up with many jobs but in reality what it will do is introduce changes in the way of working of employees. Workers who are dedicated to sales should make greater use of their analytical skills so that people who are not yet customers become them. The computer programs that imitate human behavior, known as bots, will be in charge of having a first deal with the client.

One of the most effective techniques of artificial intelligence is to ensure that there is greater segmentation and in this way each person is possessing the information they need at all times. If for example in the chats of the websites that offer articles we are able to derive the client to the department that needs we will be saving time and money.

We also have to take into account the people who subscribe to our website and offer us their data. Each time a person subscribes, a lead is generated and consists of a first approach to a sale. On our website we can set up chats to capture leads and it would also be useful to offer the person who subscribes something in return, such as an e-book or a free subscription to a specific service. This will provide you with value.

Another advantage of artificial intelligence in marketing is that it is able to detect if when a user visits our website at that moment has an interaction with another human. At that time there are high chances that you can become a customer and therefore a person dedicated to sales will inform the person through the web of what you need. The system will notify us of the great probability that a sale will take place.

We can not miss all the opportunities that artificial intelligence offers us since they will translate into benefits for our business.

How brands make their customers fall in love by transforming them into BrandLovers

in branding by Brandesign 1 January, 201924 April, 2019 1 comments

As known as: Branding makes you in love. #BrandLovers

Branding is the integral strategy that defines a brand through the intelligent and active management of all the differentiating elements that compose it. Is added to what the name or logo does in order to maximize intangible values and qualities that differentiate it from the competition. All this helps you to position the brand within its market and the consumer’s mind.

How to fall in love?

Branding increases a brand’s value and its brand philosophy can generate such a strong empathy in the lifestyle or experience that transforms potential customers into what is called brand lovers or brand ambassadors.

Brand lovers are people who have developed an emotional bond with a particular brand and are identified with its culture. The relationship of a brand lover with a brand goes far beyond of buying its products. Brand lovers are like fans of a football team, they will speak well about our brand, recommend our products to their friends and share everything related to it in their social networks. If we make someone to become a brand lover of our brand, we will have the best ambassador possible.

For any company, brand lovers importance is very high because the comments they make either supporting or recommending our brand and products are useful to increase the diffusion and visibility of our business. On the other hand, brand lovers will also help us to increase our reputation and corporate image.

What are the means to create and improve the interactions between brands and their brand lovers?

Choosing the right communication channels to interact with brand lovers is fundamental to maintain their loyalty towards the brand. Here we detail some of these communication channels.

Web design. A website with a modern and attractive design that is informative, intuitive and easy to use is a great way to interact with our customers.

Social Networks. Nowadays, social networks are fundamental for enterprises. Not only to advertise our products, but also to communicate with our customers. Establishing personal relationships with brand lovers, answering their questions or simply thanking a positive comment they have made, will increase their satisfaction.

Retail Experience. Analyzing the behavior of our customers will help us in the future to find the best way to communicate with them and improve their experience as a client of our business

Packaging. A careful and attractive packaging will attract new customers and serves as a communication window for the consumer. The way we present a product, how we sell it, its packaging and the way we deliver it is just as important as the product itself.

Newsletters. Emailed newsletters are another great way to communicate with our customers and brand lovers. We must ensure that these emails transmit something valuable for the client; creativity and imagination must be our hallmark.

Tools needed to reach our brand lovers

In order to reach brand lovers hearts we must offer them appropriate and quality services. Among the things we must keep in mind when it comes to generating brand lovers we have:

Give a good first impression. A careful and clean design of our logo, our products or our website will attract more customers.

Maintain a loyalty strategy over time. Study your clients very well, give importance to their birthday, find what are the basic needs through which they come to you, how they do it, and how and who recommends you. Create an ATL or BTL communication strategy to make them know they have your brand’s support, from pre-sale to post –sale service. Make them feel special, different and part of something bigger than just one product.

Generate quality content. Any post or advertisement that we make through social networks or any other channel must be of quality and add value to our customers.

Share values with customers. Brand values must be communicated in order to connect with customers.
To serve the customer well. Both the pre-sale and post-sales services must be of good quality.
Be accessible. We must facilitate our clients the possibility of contacting us by telephone, email or chat.

To reach these goals we must use a series of tools among which are:

CRM. Customer Relationship Management systems are a set of tools that allow us to gather information about our consumers. Doing this we will be able to design customized, creative and attractive contents. Using these tools we will improve our customer’s experience and our interaction with them.

Strategy in social networks. A good, useful and attractive strategy in social networks that mixes both advertising and information content about our business sector is fundamental to interact with our customers. At this point, to have a good Community Manager is essential to convey our company’s values in every message and make each of these messages easily shareable.

Blogs. Creating a blog is another perfect way to communicate with our customers. Having an editor who knows how to create interesting content and fit our customers profile is another tool that has a lot of potential. In our blog we can talk not only about our products, but how we can use them or encourage our consumers to talk about their experiences.

At Brandesign we design brands that connect with people. We also connect with brands, using creativity and ingenuity that are the best resources of all. Make your brand have an emotional connection with your customers:

In Brandesign we design labels, containers, boxes, cases and packaging with a creative sense, with technical knowledge and with Branding values to make you stand out from the first moment: there, in the shelf at the point of sale (retail) or from the Web.

Brandesign is a branding firm and a design studio with strong expertise in branding, creating strong engagement between brands and its consumers through creativity

Color is the most important asset of your visual branding strategy

in branding / digital-strategies by Brandesign 6 October, 20149 January, 2019 2 comments

Color is Value.

Color, what an easy subject, isn’t it? Maybe the first we learn when we begin with the school. So many people will remember things they painted and filled with color to then look in the home fridge. However, years later the signature returns in the design career, but in this occasion with another character totally different, recognize the cognitive and sensorial values which represent the colors. How they make us feel and how brands (globals and locals) invest amounts of money to ensure that their color is unique on their market or in the entire world.

We are surrounded by colors and although each person interprets colors in a different way (based on their individual experiences) the psychologists of perception have years working on universal principles which align experiences to color patterns, and based on this “universal accords” which exist in each society, there are thousands of quizzes to buyers who bring theories and strategies of branding for the color to add a value to the product, or identify you better within your range (product line up)

Color is the first visual value to study the strategy of Brand Equity. And not only for the single distinction to recognize which product you usually buy (First point: ID) or multiple experiences that color can bring you (Second Point: Values). Color is the first thing that our mind shape when we mention a brand or product; the 1st data of information to read, our intellect or thought thinks firstly about the color and then in nano-seconds the figures appears (graphics or contours) of the logo and letters which form the name.

1. BY IDENTIFICATION:

When I was preparing for managing brand diapers “Pampers” asked us to study multiple product identification stories looking for those special cases where you have to guide buyers to quickly identify the product in store only giving the minimum keys. One of my favorites was the practice of listening as a woman asked her husband to pass by the pharmacy or convenience store to look for a specific product, we had to be guided by phone and could only give 2 data … ((and as nowadays one brand may contain as many colors as varied is its family of products, made it even more difficult).
The two most relevant data on the results were first supply No. 1The color and No. 2 THE BRAND… Indications “buy a Pampers orange package ” were the most effective in the task of identifying the product on the shelf. The color becomes so important at the point of sale, that manufacturers of mass consumption products spend almost 15% of its production budget of packaging to establish not only a color code, but in the actual production of color within a company that guarantees them that color is unique and global. Much more complex than assigning a hue Pantone, hire specialized companies such as Sun Chemical, Siegwer, Flint Group for R & D (research and development) of unique pigments to achieve a specific color. Once they get produce that color is patented. This is how brands such as Ariel get their color “green Ariel” is unique and registered. There can be no other product in the same market category with “that” color. Colors to charters

2. BY ITS SENSORIAL / EMOTIONAL VALUES

A color can lead you to an emotional or rational mood in a flash. That’s a fact, (you can ask it to Enzo Ferrari). Colors lead to emotional and behavior moods; can motivate you to participate, to buy, to consume or simply value something in a scale of a percentage of quality. I am not going to talk about how Canadians learnt that painting their jails in pink, calmed their prisoners, I talk about that brands just like McDonald’s has posed a change so rotund in its strategy about the color (from red to green) to point to a European market with more environmental awareness and with this measure is achieving its goals better (that European consumers value more its restaurant’s as an option to eat healthy and responsible with the environment), that has spent all the money on information campaigns about the origin of the hamburger’s meat. Just a color change has achieved more advances on its European market than previous crossmedia campaigns that have had sown awareness.

In several marketing quiz about the color they comment that the first judgment that we establish to a person, brand or unknown product are valued in a 90% by its color in a subconscious way. In this quiz made by Xerox in 20013 the interviewed experimented:

92% believes that the color gives value to a product.
90% feels that the color attracted them in a positive way.
90% reminds the color immediately.
83% believes that the color makes them more successful.
81% value the color as a competitive differential.

A color can shape emotions, invoke you a memory to make you feel a smell or taste. Color can make your customers, consumers or users react actively or passively. On display campaigns (banners) color on a button can encourage your answer or registration. It can help to build a value, y something almost every low cost/basic line” products are supported in the combination. But “yellow+red” and the “Premium/top line” use the garnet/violet/gold. To support its communication. But these are mere clichés. The strategy of colors is deeper, it has to be logical and universal, and in many, many occasions they are given by your own consumers. It is a social factor.

QUESTION:

¿which is your brand favorite color?// which brand do you think it does not match its color? Or, which color will you dress in order to assist to your next work interview?

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