Author: Scalesolutions

REPUTATION MANAGEMENT

The first and most important PR function is image management of a brand. PR serves the function of ensuring the perception of a brand in the eyes of others is exceptional and positive which means that whatever questions the public may have regarding the brand- the PR firm communicates accordingly. A positive reputation of a brand is closely linked with its success in sales and therefore the better your reputation, the better your leads, conversion rates as well as your client interaction.

Brand reputation management centers around influencing perceptions linked to the brand and often various practices are upheld and they include; responding to customer reviews and rating their experiences, damage control by removing any online negative articles regarding your brand and also leveraging on influencer marketing in a bid to build positive brand publicity.     

BUILDING A NARRATIVE

BUILDING TRUST & CREDIBILITY

Naturally, people are more inclined to doing business or approaching a business only if they can tether your brand to familiarity- they want to ultimately buy your service or product because they’ve heard about you before or know of the value your brand provides firsthand. Credibility goes hand in hand with feelings and opinions of others making it important to familiarize your brand with your target audience. It also influences patterns and behavior of consumers and therefore PR ensures customer accessibility to a personalized service that affirms experiences with your brand. PR pushes your brands name out to the world through media coverage, articles and blogs, social media, etc. and good PR provides an avenue for building credibility for brands for the sake of existing and potential customers.

Also, when it comes to visual design is crucial in branding and marketing. The first impression a brand creates on viewers can stay with them for a long time and influence their perception of your organization positively or negatively. Designers occasionally concentrate on branding itself, but other times they are primarily concerned with creating a form of material used to advertise to specific audiences. Marketing, art directors, content and copywriters, and designers all work daily in a complicated and varied process. However, no matter how wonderful a concept may be, if it doesn’t look attractive, it probably won’t work.

Moreover, marketing design is a subject in which graphic designers collaborate with marketing experts to produce visual information and design elements. In addition to a predetermined set of rules and criteria that form a brand identity, they base their products on design principles.

By using consistent messaging and visual language, marketing design aims to draw people while also reinforcing the brand identity. This is accomplished by creating various marketing materials and initiatives. A marketing campaign’s call to action will be strengthened by good design, and the excellent design will encourage your audience to heed that call.

However, It may be challenging to simply refer to marketing design because it spans so many various industries and tasks. From marketing agencies to software firms to small businesses, different graphic designers with a focus on marketing operate in various businesses across various industries.

Any form of created assets that a business intends to utilise in its marketing materials must be consistent with the overall brand identity design, which is a set of standardised principles and aesthetic rules that the content marketing team uses to engage with customers.

The design may be compelling psychologically and elicit strong emotions. Because it was utilised to produce the colours, customisation, and consistency that contribute to recognition, it is a crucial component of your branding.

An end user of a marketing campaign must be considered when designing for them. Consider your target audience when designing. Consider elements including age, internet connection, responsiveness, color contrast, and readability. The need for global reach because the design must be inclusive, not exclusive. Overall, when need to create a designs that are relatable to your audience and be able to understand what clients want.

• Builds Brand Awareness

Media Relations is a fundamental part of building and achieving brand awareness. Even though old media platforms may seem to have been taken over by the new media, people still regard the old media platforms as extremely reliable. This is because new media which are the social media platforms have been manipulated by con artists who may pose an organization which does not exist so that they are able to manipulate people who may approach them for service provision. It is not an easy thing to register an organization to the old media unless you reveal the right credentials and therefore people know it may be difficult for a con to advertise a non-existent organization in, say, a newspaper or TV.

• Establish Credibility

Having a good journalist by your side is important because they will always try to give a good name for your organization. Journalists influence a large number of people and are believed to be trustworthy because these are people that handle matters communication that affect many audiences. Members of the public usually trust what journalists present to them because they are certain it has been verified and is credible.

• Establish Media Relationships

When an organization gets fond of having constant communication with the media, the media regards them as family and therefore will always give un upper hand in the running of things. Say if you have a Press Release, they may decide to cover it at a cheaper price and for longer than they would for other organizations.

• Helps control crises

During times of crises, there may be many different kinds of information making its way from members of the public to the journalist or media house. If there is a media personnel who knows the organization, they will refrain from posting the information that has reached them in order to give time to the organization to draft a good explanation to the situation that will not injure their reputation in the eyes of stakeholders or consumers.

Also, the journalist may advise how to handle the situation right because they have been in the practice for a while and know how best to settle a crisis because they have experience in so doing.

• By Miriam Vanessa Otieno

Businesses not leveraging on artificial intelligence in their social media marketing are in for a big shock because their competitors will be having an edge over them because AI enables real time analysis of user experience and customer satisfaction. Artificial intelligence more robust compared to the use of human resource in marketing ,this is because artificial intelligence not only is able to track quantifiable data sets but also qualitative ones. This is an aspect that has eluded humans for a long time in the event of running marketing campaigns.

Where AI Is Applicable

Artificial intelligence is not only limited to marketing and social media management for businesses and brands. AI tools have been used expansively in many business sectors. Taking Netflix for instance, AI is being used to suggest shows that a viewer is more likely to enjoy. This arrived at when AI collects the users history  analyzes it and arrives at a conclusion on what the individual might love to see not only as a poster, but also the preview of the show or film. This has been a game changer for the company because of the Success it has had with the AI tools.

Optimizing The Benefits Of AI In Digital Marketing

First the business must select the right AI for the organization. This will ensure real time marketing decisions are made.

The tool chosen must be passed through rigorous testing to ensure it does not violate its boundaries like in user privacy and data collection, the curated Ads should not be made to look like an intrusion and the tool must meet the regulation and requirements of your government.

• By Edwin Mwema Ogeto