Is your website responsive ? What is the difference between a static and a responsive website ? The key difference is that static websites show the same thing on mobiles and desktop devices. This means that a small thumbnail on the desktop is reduced to an invisible speck on a smartphone. Had the site been responsive it would have treated the thumbnail differently, showing it on one corner, or making minor tweaks with the size without sacrificing visibility.
A recent survey in India shows that as much as 75% searches happen on mobile devices. So its absolutely essential to have a fully responsive site. Ask your developer about what kind of site upgrades you require or do a site yourself.
It pays to be responsive.
Startups are the latest buzzword. Everyone seems to be talking about starting a new venture. And why not? With so much happening on the digital space and with a prolonged period of global gloom around, young men and women are seeking, exploring and discovering ideas and opportunities with a great degree of perspicacity than ever before.
Opportunities abound in the almost unexplored digital space. From grocery shopping to restaurant dining, from taxi hailing to ticket booking, from fashion jewellery to home cleaning services, startups are coming up everywhere.
But the big ticket question that lurks in the minds of would be start up planners is 'how do I begin ?'. The following is an attempt at unraveling the mystery of the new beginning and to enumerate, in the order of importance, a checklist of do's and don'ts for start up businesses. This is the first part of a series of posts. We hope readers find these useful:
But remember, just because you cook well does not necessarily mean that you can be a good restaurateur. The skills that are required in running a restaurant are different from the skills that are required in cooking excellent food. So think deep and think well. Consult your well wishers and supporters. Heed their advice but take your own call. Remember, your advisors may not be experts in starting new businesses so they won’t know it all. But they care for you enough to provide you their best advice.
In a move that completely took the industry and everyone else by surprise, Google yesterday announced a new holding company called Alphabet.
Over the past few months or years, Google has been investing resources into many new applications and platforms - things that include driverless cars, the 'smart-home' nicknamed Nest, investments into future research, forays into new space applications and such stuff.
It appears that the time is ripe for Google to roll out many of the fruits of their innovation forays.
According to Google, the new Google will focus on their current core areas such as search, maps, streaming videos and apps. The new and emerging opportunities will become part of the new holding company Alphabet Inc.
It is hard to understand the exact reason for the move, but one gets the feeling that over time, the current core businesses will become a small part of the overall A-Z alphabet of the company's offering and the future Google will be a small portion of the total entity.
Here are some head scratching facts about Digital Marketing in India and the shape it ought to take in the years to come :
Designing a Logo is a great element and a starting point of any branding exercise. But how does one create a logo which stands apart in a crowded marketplace ? This becomes all the more challenging in view of the fact that design trends change but your logo remains the same for a considerable period of time. So the big idea is one which stands the test of time and faces the world with all its dynamics, looking fresh and new and relevant each and every time.
Anecdotal evidence suggest that logos which try hard to ‘get in the groove’, imparting the very latest trends, quickly get ‘out of sync’ when such trends change. This is not an exacting rule or law like a scientific theorem but there is sufficient evidence to suggest that brands which have steered clear of being very trendy have actually survived the test of time better that the others.
This anecdotal evidence prompts us to believe that the classic approach to logo design is not only simpler to adopt but is also more effective in creating a distinctive brand identity. Here are some classic logo design styles :
· Black and White – the classic monochrome never goes out of style. But creating a logo in black and white which has a quick recall and a lasting impact is easier said than done. So when in doubt it is always safer to resort to a simple font styling and for a bit of extra breadth add a dash of colour.
· Geometry – Whether done in monochrome or colour, use of simple, geometric shapes tell a story like no other. However, the big trick is to create a perfect visual balance between the shape and the typography.
· Multiple Colours – for brands which cater to a wide cross section, use of multiple colours generate passion. Each to his own theory at work !
This writing is only a summary of key influences that are currently driving websites, but is in no way an exhaustive list. It tries to capture the essential elements that are being used and also extrapolates from the hundreds of very well designed websites, some emerging trends. The reader is free to add to this list :
- Parallax Design : This is fast becoming the most popular element of website design and is seen as an overriding trend. Further innovations in design enable refinements on the 2013 Parallax format allowing one, two or even 3 level scrolling possibilities. We believe that the trend is only gaining momentum because of its sheer visual appeal.
- Innovative Full Screen Sliders : This is another emerging trend, although very few websites are currently featuring this, but 2014 may see this gaining ground. Some websites are taking full screen sliders to the next level, adding full screen background videos as part of the Parallax layout. However, this trend may not see its full manifestation simply because of size and bandwidth restrictions.
- Simpler the Better : Another trend which we believe is here to stay. Simple layouts, columns and tables neatly laid out. No more of that quirky flash balloon hiding the links to the next content and so on. In fact this minimalistic look is also driving the popularity of single page website designs where all content is laid out one after the other and all the visitor has to do is scroll down or click a button.
- Perfect Images : in this age of HD, UHD and 4K this is just going to be the norm.
- Classic Fonts are Out : More and more designers are forgetting Arial, Tahoma, Georgia and Trebuchet. They are yesterday. New age fonts like Folks Light and Cantarell are now becoming a style standard. Handwriting fonts are also seeing an emergence.
Well, the answer is a resounding yes. E Mail marketing, although still larger than social spends, is being seriously challenged. Why ? That’s because, in spite of the one to one connect that it offers, more and more customers are treating them with a lot less respect and more as a spam generator.
Social content on the other hand is less intrusive. And yet, if the message is right, the offer is really good and if the customer is in the right mood, chances are that the message might get shared. More the shares, more is the chance of building a community for the brand.
More and more brands are realizing that the way they need to view social media ought to be quite different from the way they view their efforts in traditional media. But social media’s ability to silently creep into the customers’ minds and build a deep and far reaching connect with them indeed has no parallel. Especially if one were to consider that social media is still relatively inexpensive as compared to traditional. Although, that is something that could change over time.
2013 has been a significant year. A year of social and political changes and upheavals. A year of economic reversals and of course, a year of great learning for business and industry.
What then is the forecast outlook for 2014 ? What are the head and tailwinds for businesses and economies ? How will the global market shape up ? Tough questions, all of them....
However, one must say that globally things are looking up. Economic data released in the US showed the number of Americans applying for unemployment benefits fell 42,000 last week, the biggest drop since November 2012. The US GDP data is showing remarkable improvement, albeit ably aided by the shopping season buoyancy. A similar story in the UK and many EU countries. Japan, thanks to a wholesomely weaker Yen is showing best-ever-in-a-very-long-time level of activity.
However, countries like India, China are not looking as glossy. India stares at 4% and China targets a 7.5% growth. So the least that one can predict about 2014 is that the once depressed economies will rise and shine. The concomitant impact of this surge will be probably felt around the third quarter of 2014 and later. By that time a new government in India will be well in place with 100 plus days in office. Hence, in India, one sees a plethora of opportunities in the last quarter of 2014. Having been in the dumps for quite some time, one expects a trend reversal, renewed interest in consumer spends, infrastructure and everything in between. The learnings of 2013 is expected to play a role in politics and polity alike. Things are expected to look up significantly from 2013..
The advertising industry, a lag indicator, will continue to lie low and languish throughout 2014 and revival is expected only in the first half of 2015. Till then marketers will have to bide time with more innovation, tighter budgets and resources.
All of us should recognise that the social platform is used primarily for people to people contact and communication. Over time, things have matured to the extent of shaping and building social messages and opinions through social media page.s. However, it still remains a predominantly personal bastion and is not an ideal place for hawking, direct selling or e-commerce.. Yet the distinct advantages of social media and the support and insight it could provide a marketer are many. Hence, social spends have become an integral part of the marketing budgets for most companies.
However, in spite of all the power of the social platform, smart marketers understand the need for a more subtle and broad based social strategy as opposed to the one that is direct and in-your-face.. In fact, many studies reveal that being direct is actually more of a put off. The real trick is to adopt a line of communication that naturally and progressively involves the audience and subtly attract them to the brand.