How Much Is Too Much When It Comes To Creativity

OUT OF THE BOX COMMUNICATION:

With the help of the box communication, branding agency, and creative freedom, clients should foster a holistic view that is not overly demanding but realistic.

Ever since marketing was recognised as an essential tool, agencies and the creative industry are often burdened with the catchphrase of doing something unconventional, in other words, out-of-the-box. While we all respect that distinct flavors and individuality need to be added to the client’s branding & campaigns, there is also a need to understand the thought that goes behind. Going out-of-the-box isn’t always required, especially where straight and direct communication can have a better impact. There are many advertisements that emphasize the need to go direct so as to avoid the entire read-between-lines communication.

Branding Agency

Hence, while agency people are always told, “We need something creative”, “This is too run-of-the-mill”, “There is nothing new in this” there is something that goes amiss quite often - the message. While the process of ideating behind a product has high importance and helps us push our boundaries, it is just as important to focus on the direct communication of the message.

THE ART OF DETAILING:

There is no value that can be put to an artist’s labor, but there is a currency that runs the world. Estimated costs and money go behind creating successful campaigns and making them stand out. While the industry standards keep varying, how do we price creativity? How do we price the processing time that goes behind? How do we price the hard work and labor that a designer or writer puts behind creating out-of-the-box content? The answer lies in ‘detailing’. Often underestimated, the art of detailing often doesn’t get due respect because of lack of ‘behind the scene’ know-how. We, at Decode Mediacom, truly believe that perfectionism can never get too much, detailing can never get too much, creativity can never get too much, if only we learn to value it.

Branding Agency

CREATIVE FREEDOM:

The art of creativity and curating relevant content in the field of communication requires synergy, teamwork, and a whole lot of brainstorming. While agencies are designed to translate & transform the client’s vision, the subtleties of the creatives & brand collateral start fading if due ‘creative freedom’ is compromised. For successful marketing campaigns, it is essential that the boundaries of creative experts be respected with trust, faith, and constructive feedback. No amount of creative freedom is too much if the message is signed, sealed, and delivered as per the client’s vision.

Branding Agency

While there are many constraints that agencies are bound with, understanding how to walk the fine line and maintaining a balance is an art that is essential to master. But more importantly, clients should foster a balanced and holistic view that is not overly demanding but is rather realistic.


Brand Building: An Analogy Away

Boost brand building in an analogy way by using concepts like SEO, User Experience, Email Marketing, Social Media, Analytics tools, and Paid Advertising

Are you puzzled by conspicuous acronyms like SEO, SMO, UX, UI, and various others which seem to have clouded the branding domain? Well, this article will help you understand the meaning and crux of these concepts through some interesting analogies.

But, a question might arise in your head as to why is it necessary for you to know their meaning? Why should you bother?

If you are looking for an easy and sure-shot method to boost your brand, then these concepts are like your holy grail. They will improve and evolve your branding strategies to a whole new level that will instantly show results with minimal and intelligent investments.

So, let’s DECODE these concepts:

SEO is like personal training

Just like personal training, SEO trains you and directs you towards a healthier and stronger brand image. To achieve a good physique and healthy body, you need to work on it yourself. You can’t pay someone else to exercise for you. The responsibility and duty to improve your health is on you.

Similarly, Search Engine Optimization is one’s efforts to improve the digital footprint of their company. No matter if it’s a big organization or a startup, all entrepreneurs need to diligently invest in their time in SEO. But remember, it’s a relentless process that will require a lot of time. You won’t see those changes overnight, but eventually, you will observe your rankings improve.

However, some businesses try to take shortcuts, similar to how athletes take steroids. Often referred to as ‘spamdexing’ or ‘Black Hat SEO,’ these shortcuts include deliberate manipulation of search engine indexes, content automation, and unnecessarily stuffing content with keywords to solely boost their content on search engines. Such practices can get your website banned from Google and other search engines.

Hence, there is no substitute for hard work and a diligent work schedule when it comes to SEO. Only then will you be able to improve your brand image.

User Experience is the road beyond designs

Following the principle of User Experience will make you reach your goal faster than a merely attractive design. While a cool and esthetically appealing design will capture your audience’s attention, it is the User Experience that will determine whether they will stay on your website/app or leave.

In today’s market, everything boils down to convenience and how effortlessly you can tend to your customer’s needs. People can’t just be charmed with beautiful stuff and flowery language anymore. Your design should be easy for your customers to follow while providing for all the possible needs that they might have.

With an intuitive and customer-friendly design, you will see changes in your traffic and lead conversion instantaneously.

Email Marketing is like Financial Investment

Consider investing in emails as any other financial investment. As a marketer, you should not underestimate the power of emails. It will provide you the highest click-through rate than any other medium.

In the initial phase, you might have to start with a small group, maybe just restricted to your family and peers. But gradually, as they start to forward your emails to their social groups, you will find your brand awareness to be increasing.

Also, emails are the best way to remind your connection of your presence and build trust amongst them. So, no matter how much time it takes for you to reap its rewards, keep a consistent and constant emailing regime in your marketing plan.

Social Media is like Planting a tree.

A young and infant plant requires to be nurtured periodically with proper amounts of minerals and fertilizers to grow healthily. Similarly, an entrepreneur enters the social media market as a young competitor, so he/she has to start from the very basic level, with regular and planned posts.

It is also a persistent task to grow a tree. You need to do it systematically and diligently every day for the plant to grow healthily. In the same manner, one needs to be persistent when it comes to social media marketing.

And lastly, growing a tree is a lengthy process. It takes years for a tree to fully grow and reap delicious fruits. And so goes for social media marketing. It is a slow process and takes years to fully develop. But when it does, you can evidently see the change in your brand image.

Analytics tools are like Fertilizers.

If a garden is personified by social media marketing, then fertilizers are like analytics tools. Fertilizers give the plants proper nourishment and help them grow consistently and steadily. They prevent wild weeds and unnecessary organisms from growing around the plant, which can harm them.

In the same manner, analytics tools help you direct your content and social media strategy in the right direction, which can improve the company’s virtual presence. They give you an opportunity to utilize your resources to the optimal level. It guides you through the dense and confusing digital market and prevents you from derailing in the wrong direction.

Paid Advertising is like an oriental plant.

The way paid advertisements are used in social media marketing can be compared with oriental plants in a garden. You decorate your garden with a few vibrant and fresh-looking plants to attract people’s attention to it. And once their eyes are locked in on them, they get more interested in the garden.

Similarly, paid advertisements are relatively low-cost investments that entrepreneurs make to attract potential clients to their company. They provide quick and immediate responses rather than social media projects and search engine optimization.

Oriental plants don’t live forever, just like paid advertisements. You leverage your growth with advertisements in the initial phase, and then you can reduce it once the business has risen to a good stature.

Hope these analogies have helped you understand the long-used tools marketers have been employing to conquer the digital world. If you think that these ideas can be better understood by other similes or disagree with ours, feel free to drop us a mail.

Until next time, when we DECODE yet another facet of the complex and dynamic world of marketing.


Content Vs Design

The Age old feud between Copywriters & Designers and How you can resolve them

In a marketing or advertising agency, copywriters and designers are two sides of a coin. They jointly come up with advertisements and social media posts.

In a marketing or advertising agency, copywriters and designers are like two sides of the same coin. They collaboratively come up with advertisements and social media posts that are quintessential for propagating and increasing the sales of your goods or services. But, unfortunately, these content creators are often found quarrelling amongst each other.

While designers find it difficult to work with long and wordy texts, writers get irritated when designers ask to compromise on texts to fit their creatives. And, often, this becomes the main reason for delays in submissions and a long email from client expressing their dissatisfaction. 

If only these changes could be made in a few seconds, there would not have been a reason to write this blog. But, unfortunately, both the designers and writers have gone through extensive filtration and re-editing of ideas to come up with their respective works.

 It is important to realize that the collaborated efforts of both are necessary to bring out a coherent and effective creatives.  A text fails to convey the message if the creative designed does not elicit the essence of it, or, a design can’t appeal to your viewers if the copy is not meaningful.

To help you tackle such a situation at your office, here are a few ways by which you can improve the relation between your designers and copywriters:

First and foremost thing – COMMUNICATE:

The misunderstandings that might arise between the two content creators are understandable as both have distinct ways of thinking. Writers are more concerned about the word choices and verbal expression of their ideas, whereas, designers think about the visual appeal of the final creative. Sometimes designers fail to understand what a copy is trying to convey and sometimes writers cannot comprehend why their texts are too long to fit.

To bridge this gap of misunderstanding, both need to meet at the middle. Rather than imposing each others’ ideas, you should work towards making each other understand their professional view point.

Moreover, how you communicate also makes a big difference. Rather than making statements that have no room for suggestions and honest opinions, you should use statements like ‘I think it will be better if…’ or ‘In my suggestion…’.

Learn to compromise:

Problems in a creative arise because either the design is not appropriate or the copy does not match the layout. Many a times, both of them can be individually impressive but they just don’t go along very well. In such situations, rather than sticking to your egos and clashing amongst each other, you should learn to compromise.

It is best to have an unbiased authority above the two who can evaluate the design and copy after weighing priorities and end user experience.

The main focus should be on the CLIENT:

Sometimes, writers and designers are caught in a feud of creativity and forget about the end user, a.k.a. the client. Often, creators get emotionally invested into their creations and are stubborn to inculcate changes.

What stands above your individual priorities is what the client wants. Hence, it is best to keep them in the loop and update them on write-ups and designs as they are created. Let them be the tie breakers of what goes and what doesn’t, since they are the end users.

While we have solved one problem that you might face in an office, if you are willing to DECODE more such conundrums, check out our website.

Advertising Agency

Advertising Agency


4 Key elements to improve your brand positioning

While the will to start a company is one’s own, its success depends on the response of the market. If you fail to create a good brand image in the eyes of your target audience, all your hardwork and investments that you have put in may go to waste.

To liberate your business from a constrained market and make it enter the big leagues, you need to carefully strategise its brand positioning. This can effectively help improve your brand image. There are many ways that help you accomplish spectacular results in a short-time frame. Here are 5 of them!

Get a professional on board

Brand positioning is a task best left to professionals. Sadly, in the era of digital marketing, many entities think that branding is nothing more than creating content and posting on social media platforms. This myth leads to a shoddy job that, instead of elevating an entity’s brand value, diminishes it! Hence, it is imperative that you set aside a budget for marketing and brand positioning, and have an opportunity to enjoy a wonderful ROI.
However, it is important to do a thorough research before handing over the responsibility of your company’s goodwill. An ideal company would be one who not only understands their client’s requirements, but tries to provide more with their creativity and expertise.

Have a clear brand vision and communicate it well

Your mission and vision communicates the purpose of your existence, as well as, narrates what is most important to your company. These factors play a major role in crafting a clear brand image that not only communicates, but also directly connects with your audience. The lack of clarity on the other hand rarely brings sustainable results.

Set aside a decent marketing budget

In a competitive market, where online platforms are flooded with ads run by industry leaders, it is important to make your presence felt effectively. Securing partnership with a renowned agency goes a long way in this regard. A good agency will help you balance your online and offline marketing and will adopt a holistic approach to ensure all your communication is in sync.

Find and track your competitors

Evaluating your competitors’ progress can help you analyze their product developments and subsequent effects on their target market. This will ensure that you remain updated and evolve well with time. This will also help you remain relevant.

These are some of the sure shot strategies that successful enterprises have adopted in the past which might prove fruitful for you too. And if you are looking for a reliable brand manager, we at Decode Mediacom have a staggering experience of over a decade. Take the next step into the encoded world of marketing with Decoders.


5 Books That Every Advertising Person Should Read

The advertising world is an intricate web of understanding behavioral psychology and creative tactics of propaganda; getting into this complex universe with a guide would really be wonderful. And if this guidance comes from people who have dedicated their lives to the industry, one would ask for nothing more. So, here are 5 books that embody the experiences of certain legends of the advertising industry, that you must read if you are a part of, or are fascinated with, the advertising industry.

The Tipping Point – Malcolm Gladwell

Like Gladwell’s previous works, The Tipping Point gives you a detailed analysis of a community’s psyche. With this incredibly insightful book, Gladwell explores ideas, trends, and social behaviors that manage to cross a tipping point and spread like wildfire. It also elicits the importance of connecting with market influencers and how there are people who are natural instigators of new ideas & trends. He also speaks about those who create a phenomenon with the power of word of mouth.

Confessions of an Advertising Man – David Ogilvy

Confessions of an Advertising Man is a consolidated document that has captured all the concepts, tactics, tricks, and techniques used by David Ogilvy, the 'Father of Advertising.' Considered as mandatory reading by various prominent advertising schools, the book is a thorough advertising guide that educates you on each and every frontier of the industry. From how to manage an advertising agency to tips on being a good client, this book is all you need to step into the competitive world of advertising.

The 22 Immutable Laws of Branding – Al & Laura Ries

This considerably pocket-sized book encapsulates the secrets of establishing a World-Class Brand. Authored by the father-daughter team of Al Ries and Laura Ries, The 22 Immutable Laws of Branding is a consolidated list of various mandates that have proven, across versatile industries, to be quintessential in making your brand an icon. With insights into ways to get an insight into your brand's customer behavior and designing schemes, the book is a quick and entertaining read that you should definitely check out.

ZAG – Marty Neumeier

When everybody zigs, you ZAG. As simple as it may sound, this is the groundbreaking idea of this book, making it a must-read. ZAG explores the concept of harnessing the power of differentiation and raising the brand's stature with its individuality. With a straight-to-the-point tonality, the book gives you 17 steps to radically differentiate your brand from the mass.

Hey, Whipple, Squeeze This – Luke Sullivan

This fascinating book helps you walk on the thin line between creativity and sales promotion, offering you a guide to making the best advertisements. Luke Sullivan masterfully charts out the history of advertising, the industry's current situation, and examines the perplexing phenomenon of how sometimes bad ads work and great ads fail.
So what are the books that you love and we missed? Tell us in the comments section.