Importance of vlogs, GIFs and short videos in digital marketing

With the increasing popularity of the internet, people have access to content like never before in human history. But with so much content at people’s disposal, it is difficult to keep them engaged to your content for long. In their fast-paced and busy lives, people don’t always have the time to read lengthy articles or even watch a 3-5 minutes advertisement. And pictures aren’t as effective. So, with the time, content sharing platforms have also evolved. Content creators and advertisers have realized that people, who use the internet, have a relatively shorter attention span. That is where the real importance of shorter videos came in the forefront. Interacting with customers or potential customers by using videos, GIFs and vlogs has become an important part of almost every digital marketing strategy.

The evolution of social media platforms has been a blessing for all content creators to reach their target audience with ease. Social media platforms have welcomed and incorporated quite a few changes to make sharing of the video even simpler. In a study by Facebook, it was found that shorter videos garner more complete views. Shorter videos attract the attention of viewers, but it doesn’t go on till the viewer loses his or her interest. JOBS (2013) became the first movie to release its trailer on Instagram. This tells how far short videos have come in this day and age.

New formats like GIFs have also gained popularity lately. GIFs are a series of static images or animation or soundless video that will loop continuously. GIFs were considered childish and unprofessional at first; they have spread on the internet like wildfire since the start of this decade. So much so, that GIF was announced as the word of the year by Oxford Dictionary in 2012. The short and looping quality of this format makes it more catchy and engaging. Quite a few advertisers and companies have started incorporating intelligent and light-hearted GIFs in their digital marketing strategies.

Influencers in the world of marketing have been used for quite some time now. With the progress in advertising on social media platforms, advertisers have started using influencers, who are video content creators. They are called vloggers, it is an amalgamation of the words ‘video and bloggers’. Vlogging has been growing in popularity as it is used to talk about different topics and products. Vloggers are influencers with a huge following on social media platforms. They are sometimes paid and sometimes not to review a product and share the video with their followers. One thing is for sure, vlogging is here to stay.

Clearly, video and GIFs have become necessary from a marketing point of view. But this is just the initial part of the video revolution in the advertising space. We are sure to see more creative ways advertisers will use videos to target their prospective customers.

Simple tips to increase traffic to websites

In this day and age, the first form of interaction that businesses have with their customers is over the internet. Websites are integral to communicate with future customers as they help customers get an idea of the business and influence their buying decisions. But for quite a few businesses the initial challenge is driving traffic, i.e. bringing their prospective customers to their websites. This is a problem, which if solved, sales can shoot up. And if not solved, it can lead to a business’s demise.

So, by looking at the importance of a website in this digital age, it would not be wrong to say that every business should have an active and well-functioning website. Today we are going to give you a few simple tips and tricks to help you increase traffic to your website without investing too much money into marketing. Using these tips can get people to notice your website, and it may benefit your business.

• Nothing irritates people more than an unresponsive, misleading and sluggish website. Make sure to hire a skilled web designer to create a website that is welcoming, beautiful, and interactive. The website should have qualities and features that can give people reasons to stay longer on it.

• An intriguing headline is vital for making something go viral. Clickbait has become a popular exercise in the recent years. Urban Dictionary defines clickbait as, ‘an eye-catching link or a headline on a website which encourages people to read on.’ This is a neat trick for driving traffic to a specific webpage.

• You may use interesting headlines, but keep your content simple. Be clear and straightforward about whatever you write or display. Your website content should be something that makes an impact on everyone visiting your website. The content should capture the attention of the potential customers.

• Take help of all the social media platforms including Facebook, Twitter, Instagram, etc to spread your content over the internet. Use search engine optimization and keywords in your content to make your content or website more suitable to today’s search engines.

• Before launching your website, always decide what is your USP or Unique Selling Proposition. It is the USP that will get site visitors interested and compel them to visit your website repeatedly.

• Always analyze your competition before taking any decision regarding your business. Look at what your competitors have been doing to drive traffic, as their business approach will be a good opportunity for you to learn. Try to make a different strategy because that will intrigue customers or else they will end up going to the websites they are familiar with.

There are many more things you can do to drive traffic to your websites. But for now, by using these tips and tricks you can grow your business by converting traffic into clientele.

5 Most Important Elements of Digital Marketing

In the last 10 years, the number of active internet users in the world has almost tripled. With almost half the Earth’s population going online, the internet has become a great space for marketing. And marketers have taken this in their stride by developing innovative digital marketing strategies. To make a successful digital marketing strategy, it is important to be well-versed with its different elements. So, let’s dig in.

• Website

Statistics have shown that less than 3% of website visitors make purchasing decisions the first time they browse to a website. So, a beautifully designed and engaging website can help you mobilize your business. It is crucial to make sure that the website is in synergy with the overall branding and it should communicate your company’s ethos up-front. The website should be attractive, responsive, relevant, customer-friendly and up-to-date.

• Organic Search

In today’s world, consumers get their desired information about products and services through a variety of methods; the most notable is the search engine results. An intelligently implemented strategy will increase the website’s visibility and improve traffic. In turn that will result in the increase of positive opportunities and online revenue. Using relevant keywords in your website content can make it easier for your target customers to reach you.

• Email Marketing

Marketing research shows that over 65% of consumers are likely to make a purchase of a product, which has a well-planned email campaign. Email marketing can increase sales, build credibility and keep your customers involved with your brand. It is a good tool for interacting and educating potential customers about your product, and it can also help in driving the traffic to specific parts of your website. With the increasing demand for smartphones and instant notifications, email marketing can become the most productive tool of all.

• Social Media Marketing

This element of digital marketing has come in the limelight in the last few years with companies realizing the potential of connecting with prospective customers on social media platforms. It is a dynamic tool for sharing content and information about the products and services directly to potential customers. Being active on these platforms and interacting with customers can help you polish your brand image as well.

• Content Marketing

Almost all the elements of digital marketing depend on incredible content to make them a success. You need creative and engaging content to send out in your emails, social media posts and even on your website. Through correct content marketing, you can increase your website visitors and user engagement, which is better for the business in the long run. It is also vital to fill your content with keywords and title tags to make it more suitable for SEO.

Though there are a few other elements of digital marketing strategy like paid ads, mobile marketing, etc that we haven’t discussed but, giving emphasis to the points discussed above can help your business get much-needed traction to stand out from your peers.

How useful is digital marketing?

Having a business and not telling people about it would help none. So let the world know who you are and what you do to get the business. Today the entire world is connected via social media. So marketing on the digital platform is again an obvious thing to do. Reaching out to the virtual world in the right way can bring you the following benefits:

Crowd connect
People of different age groups belonging to different regions use social media. So with the right content, you can connect with your target audience and convey your message. You can also give them personal attention, interact with them and help them.

Growth notification
Promoting a brand on social media helps in pulling traffic on the website. Increased awareness and visibility would then lead to conversion rate optimization. Interesting virtual identity keeps clientele engaged and connected to the brand.

Know your audience
With the help of digital marketing, you can be in regular contact with your clientele and get their feedback and review, which can help you to learn a lot about the quality of services provided by you and their level of satisfaction.

Digital marketing is considerably cheaper than tradition marketing. Besides, it offers larger reach that too in a shorter span of time. Also, you can get access to real-time facts and statistics that can help you improve.

Have a look at the following case studies to get a clearer understanding of its benefits:



VarmoraGranito Pvt. Ltd. was started in the 1994 with the clear vision of becoming a leader in the world of ceramics. After more than 2 decades, Varmora has established itself as one of the biggest and most trusted ceramics, vitrified and porcelain manufacturers. We strategized and executed quite a few social media campaigns on behalf of Varmora. Campaigns like Cool Summer Stories, Reflect What You Love and interactive quiz contests helped capture the attention of the audiences.

Concept 1:
Concept1 Proactive Fitness is a fitness gym based in Vadodara, Gujarat. It opened its doors to fitness freaks in September of 2016. Since then, Project1 Proactive Fitness has garnered quite a few fans and created a niche for itself in the health and fitness sector. Our fitness related digital marketing campaigns for Concept1 became quite popular over the social media.

Branding is not only for products

Branding is derived from the word, “Brandr” which means to burn. Back in the history, objects were given a special mark through burning a bit of its part to depict the ownership. Over the years, it became a tool reflecting the proud ownership of the products and then now it is used as a factor to boost the sales of the product. However, today it is not limited to products only.
Branding is an open-mouthed arena having multiple opportunities. Here, anything and everything can be turned into a label if pitched well. Be it food, clothes, services or people, real time market has the “brand” for all of it.
The wide world of branding could be easily understood if perceived as psychology rather than an as ideology. It is not a thesis or a theory, it is an invisible attitude that an object or a person or a service possesses. Once the process of ingesting attitude is completed, a brand is obtained, a brand that denotes the perception of the owner and the requirements of the market.

A brand- products, services or people have to be updated time and again to address the shifting trends. Say for example back in the time Jeep Cherokee was in vogue but then today this model is not manufactured anymore; in fact, they have understood the current requirement of the market and devised a new model- Jeep Compass. It is vital to notice that the brand Jeep has kept its ethos stable but has modified the product line.

Similarly in the service palette, in the past the banks or the insurance companies used to use limited tools to sell their services. But today, even they have expanded their service portfolio and they also use innovative methods to barter their services in exchange of your trust.

Lastly, the people- the breathing brands, even they have changed their approach towards branding themselves. Like in the past, artists would be seen doing their work and may be some endorsements, but today, they are involved in social media campaigns, various social events to be seen on a regular basis and in turn fueling their brand value.

Let us now talk about the aspects associated with branding for a service and branding for a person. See services are delivered; they are not created. While you are performing branding for a service, you have to understand that the clients would be buying experiences. So you just can’t throw up USP’s at them, you have to express the benefits of the experience you have to offer. As far as branding for a person is to be conducted, keep in mind that you are promoting a human being or rather a living emotion. So make sure it is likable and relatable, otherwise it won’t be able to get much attention.

At the end of the day, branding should encourage the clients to take that leap of faith.

Advertising V/s publicity

“Within every brand is a product but not every product is a brand”, says David Ogilvy (founder of Ogilvy & Mather). This transition from being a product to a branded product hits a creation when it is being pitched well. This can be done through several tools and because there is versatility here, misunderstanding also finds a room for itself. So allow me to clear one of the most common confusions relating to spoken arena; difference between advertising and publicity.



Origin: call for attention Origin: from public
You pay to get the space for your product You attract space for your product
Convince customers that the product is the best Spread information about the product
Increase product sales and consumption Build credibility and brand awareness
Is in control of the company Company has a loose control over it
Helps in creating market position Helps in development of alliances
Can be repeated Can’t be repeated

This basic set of difference between the two speaks volumes about their purpose and benefits. However, it is important to note that the end result of the both is same and that is to benefit the business. The common platforms for advertising and publicity are; print media, electronic media and social media. All 3 can be used as per the need and want. Advertisement is comparatively expensive but it is developed by the company, they customize it and display it in a desired format. Publicity on the other hand is cheaper as the company doesn’t have to pay for it directly. You focus or invest in the event or the activity you want to conduct and if it good enough to capture media attention, they will give you space and hence positive publicity would be earned. Negative publicity also has a part to play and it also has a tendency to affect the company or the brand negatively. Having said that I would also like to add that; even advertisements can fall flat if irrelevant or boring formats are adopted. For any to work, it has to connect with the target audience and has to be so powerful and effective that it is able to carve a mark for the product or the brand.

Besides that, advertisement ideas are created and publicity elements are presented. So when advertisement concepts are brought to life, the major focus is kept on the USP of the product. Say for example when we had to develop an ad for Concept1 (a Baroda based gym), we used a loud picture having a strong image and equally impactful content so as to create a strong image of the gym in people’s mind. Talking about the publicity aspect; India Mondo published an article about Concept 1’s architecture and ambiance. It gave a good boost to the gym’s popularity.

All in all, advertising or publicity are two sides of the same coin and work on the same line of agenda.

Effects of Branding

Branding has become a fundamental part of almost every business, irrespective of its size and field. Without branding, not one company can survive under the current pressures of the market. Branding conveys your ideas and views to the world and helps you connect with the potential customers. A strong brand can affect more and more people, and that can convert your efforts into greater success and growth.
Branding as a whole affects the business as well as the consumers and their purchasing behavior. So, let’s find out what effects does branding have on them. Let’s start with the effects on a business.
• A clear branding strategy makes it easy for you to convey the brand message and image to your prospective customers, and create a better perception of your brand in their minds.
• A differentiating and appropriate brand for your business can improve response rates, boost sales, market share and revenue.
• When done right, branding will make your brand more recognizable by making it stand out from its competitors.
• A branding strategy can be called successful if it increases customer’s loyalty towards the product or service.
• A strong and ideally positioned brand can help extend the life of your business by giving it the freedom to venture into other product categories.
• A well-integrated brand image and message on all platforms will help your brand to create synergy, making it easier for people to remember.
• A compelling brand has the capability to lure and retain excellent employees over the years. A brand’s image in the market also affects the motivation and focus of the employees.
These were some points that make it clear why branding is necessary for businesses. Now, let’s see how branding affects the consumer’s purchasing decisions.
• A brand is as good as the customers perceive it to be. The effect of having a clear brand message can help the customers personalize the message and relate closely to the brand. It is this is that creates a brand’s image.
• Branding strategy that creates a strong brand can directly affect a customer’s purchasing decision. Brands that have back stories related to them, build trust among their customers over time and they end up becoming loyal to one brand.
• Advertising, packaging and media presence of a brand contribute to creating brand image and identity. Consumers are more likely to make their purchasing decisions based on the brand image and not based on the product itself.
• Consumers see established and reputable brands in a different light because brands create aspirations in the mind of the buyers. This gives those brands the ability to charge their customers a premium.
• A consumer more often trusts a brand and its products that are trusted by his or her family and friends. So, a strong brand identity can influence customers buying decision due to peer influence.
To maximize the positive effects of branding on your business, it is important to listen to your customers. Incorporating their feedback into your strategy is vital as branding direct affects the business and consumers.

Choose your branding strategies carefully

For every firm in this world, brand recognition is extremely important. For attracting potential customers a well-thought-out and creative brand strategy needs to be implemented by businesses. Today we will discuss certain points that you need to consider while creating such strategies for any brand.

  • The first move should always be; understanding the target audience of your product or service when deciding a proper branding strategy. Every field has its unique set of challenges and that is where research becomes important. Identifying these challenges with respect to your target audience helps you plan your strategy that specifically caters the group of people that can become your future customers.
  • Customers tend to respond to brands which are not solely focused on profit-making, the product should connect to them on an emotional level as well.

002 Macsy

If we talk about Macsy Foods, their mission says, ‘To be a preferred brand with assurance of quality, price and taste when it comes to healthy snacking.’ Macsy’s mission isn’t just selling its products, but it is also to be a brand that can be trusted. This approach appeals to its potential customers, as it shows Macsy’s devotion to providing satisfaction beyond sales.

  • While planning a branding strategy never miss an opportunity to feature the rand’s logo, name, social media channels, websites and phone numbers. Brand positioning should be given importance in all the communication tools of the firm.
  • A vital point to consider is interlinking all of your strategies to maximize your brand’s exposure. For example, your brand’s advertising should be in sync with your social media strategy. This consistency on your branding helps brand recognition, which in turn improves brand loyalty.

Following these steps, we developed a strategy for Lil Crunch Popcorn that was consistent throughout. From their catalogues to their social media posts, all the branding material followed one constant theme.

  • Always choose a clever USP or Unique Selling Proposition for your brand as this helps your brand distinguish itself from others. But never exaggerate your USP just because you think that is what your customers want to hear. Try staying true to your business’s ideology and choose what suits your business.
  • While focusing on potential customers is necessary, internal branding shouldn’t be ignored. The firm’s employees should also feel attached to the brand. Proper internal brand promotion keeps the spirits of employees at their peak,which results in better performance and efficiency.
  • In this world everything is unpredictable, so your branding strategy should also be flexible that can be modified when needed because market conditions never remain consistent. A business should always be open to change to maximize its profits.

Ultimately, effective branding strategies are those which escalate brand exposure and image.Hopefully, these points would have sparked new branding ideas that can help you develop strategies which are better suited to your business.

Difference between Brand and Branding

In this era of cut throat competition where each and every entity is attempting to become or rather convert itself into a brand, it is vital for all of us to know the basic differences between brand and branding. It might sound even new to few that brand and branding are two different things and ideologies. Well, let us have a look at some basic factors differentiating the two.

Brand Branding
It works on “Who” It works on “How”
It is the output It is the effort
It is an emotion It is an experience
It stays stable It is flexible
It is the identity It is the marketing tool
It evolves It is devised


The above table speaks about the basic difference between the two. However there are many myths surrounding the two. Say for example, many people think that a logo defines a brand. However, it is not the case. A logo is just the face of a brand. While some think that branding is advertising. Advertising is promoting but branding is a process of creating the brand.

Kotler & Keller defined branding as, ‘It is endowing products and services with the power of a brand.’ It is quite convincing and comprehensive in its own way. It also takes us to, “Product and Services”.  A company may give all it has to convert itself into a brand, but if its products and services are not up to the mark, all the efforts would go in vain. On the other hand there are times when a company offers great quality products or services but it fails to create a mark for itself in the market due to lack of branding and hence, it fails to become a brand.

In simple words, a product is what you sell, a brand is the perceived image of the product you sell, and branding is the strategy to create that image. So if you sell good products and use right branding strategies, a good brand is created.

Another important factor related to the term “Brand” is the market identity. Market identity is basically an image of a company that it is able to create for itself. Now this identity can’t be created over night. Each brand has worked for years to create an individual presence for itself. This is created through ace league products and services that are pitched well in to the market through appropriate branding practices.  Let us take an example of Apple. Apple started off as a small venture in a garage. Through innovative ideas, genuine efforts and impeccable branding, today it is a brand worth of $900 Billion. It is worth noting that in the year 2015, Apple had spent $1.8 billion on branding.

So all in all, it can be said that a brand is a story, a story that stays stable and is converted into a profitable equity through apt narration of the story- done by branding.



Can a work of art be a building ?

ARCHIST is a playful interpretation of the expressive language and aesthetic of some of the most popular artists.

There is a Symbiotic Relationship an implicit partnership between Architecture and Art, different art branches meet in many fields. Art and architecture are disciplines that speak and lightly touch each other, the definition and function of the architecture are changing constantly with the development of contemporary art.

In this exercise of style I took pleasure imagining architecture steeped of art, designed and constructed through the interpretation of an artist’s language. Art, architecture and sculpture are historically linked by an unbreakable thread, we find examples of paintings and sculptures having a direct influence on architectural design. It is easy to find the art hidden behind an architectural shape or see reflected a geometry of a building painted on a canvas. It is impossible to conceive of the history of art in exclusion from that of architecture.
Painting sculpture and architecture have always been complementary disciplines that influence each other and feed to grow and develop along common paths. A sculpture is like a micro-architecture, a facade can become like a painted canvas and a building can be shaped as in the hands of a skilled sculptor. I like finding the hidden architecture in parallel universes, in this sense, the illustration helps me to explore alternative languages. I tried to imagine how it would have been a house designed by Dali or a museum designed by Miró. These images represent an imaginary and imagined world of shapes that uses the brush to paint architecture.