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Pros and Cons of Controversial Marketing for your brand

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images of Portable performs at AY LIVE Easter Sunday 2022



Should Your Brand Use Controversial Marketing? 

Consistently, controversial marketing campaigns have been rare. All the more as of late, they're turning out to be perpetually well known. Are current purchasers more responsive to mocking informing? Or on the other hand do they simply ridiculous work, when done well!

With businesses putting more spotlight on reach and commitment, making the following moving peculiarity is high up the need rundown of marketing experts across the globe, and what better method for acquiring that range than by making content that is a little near the edge.


Controversial marketing doesn't plan to captivate a group of people. It's an eye-catching method for expressing an assessment, and brands use it to ignite useful discussions about specific virtues. As of late, any position taken on possibly delicate social issues can be thought about in the controversial market.



The Psychology behind Controversial Marketing.



Individuals generally read and offer uncompromising content since it lines up with their own qualities. What's more, by telling the world about their convictions, they can set an optimal picture of themselves inside their social circle and as far as they could tell.

Uncompromising content additionally has a talent for making individuals think and consider different perspectives, which fabricates more steadfast crowds since it can show individuals something new and assist with deeply shaping their viewpoint on life.

In any case, while controversial marketing can create more buzz than different kinds of marketing, whenever executed ineffectively or in a simply performative way, it very well may be unfavourable to your brand.

Making controversial marketing for your brand with a simple business thought process is a one-way pass to getting Kendall Jenner and Pepsi's sort of criticism (we'll cover this later). All in all, it can start unforgiving kickback and terrible exposure rather than a significant exchange.

So how would you keep away from this kind of bad reaction to making a controversial marketing campaign for your brand? 




The Pros and Cons of Controversial Marketing.



Pros of Controversial Marketing



It Gets People Talking

Controversial marketing campaigns are ensured to start a discussion whether it's for the set in stone reasons. This is particularly obvious today, in reality as we know it where we as a whole have various computerized stages to share content (Facebook, Twitter, WhatsApp, Instagram, LinkedIn, TikTok, Snapchat, Tumblr and so on), voice our viewpoints and participate in conversation with others. Assuming your brand delivers a provocative campaign, you can wager that someone will have a remark about it. Thus the far-reaching influence starts. Stunning content is super shareable, so assuming your point is to make brand mindfulness, this may be a reasonable method for achieving that.


It Evokes Emotion

The incredible content allure our feelings. They impact us and subliminally urge us to make a move. Controversial campaigns will quite often take this to the limit. On the off chance that content moves and incites a crowd of people, they're probably going to recall it, alongside your brand. While your campaign may not be guaranteed to cause them to feel all warm and fluffy, it will at any rate have an effect.


It Can Boost Sales

Indeed, even controversial campaigns that are met with outrageous analysis can produce deals. Take, for instance, Sterling Bank's campaign for their Easter special celebration. This started public shock and the brand was blamed for a mischievous and heartless Easter celebration campaign toward Christians.

Sterling Bank confronted a reaction after the organization distributed its Easter message, which contrasted the Resurrection of Jesus Christ with Agege bread.

. Regardless of its inescapable backfire, Sterling Bank figured out how to benefit from the public shock. Hello, there's no such thing as terrible press, isn't that so?




Cons of Controversial Marketing



It tends to Offend

Controversial content, naturally, insults specific gatherings. Assuming a brand rocks the boat or pushes the limits, not every person will be cheerful about it. We additionally face a daily reality such that PC culture is overflowing, and individuals appear to be more delicate than at any time in recent memory. Because of the force of social media marketing, this can have a compounding phenomenon and all of a sudden you're trapped in a torrential slide of incensed tweets, remarks and messages. This can happen regardless of whether the offence was totally accidental. For example, Sterling Bank's Easter Campaign was considered insidious and inhumane by strict gatherings and made some animosity between them and the brand.


It can Damage the Brand's Reputation

A solitary marketing campaign can represent the deciding moment for your brand. Recall Pepsi's heartbreaking Live For Now campaign? The principal video, featuring Kendall Jenner, was blamed for downplaying the Black Lives Matter development, making significant humiliation to the brand. The clasp was satirised many times, and Pepsi turned into the fool of the internet-based world. In no less than 24 hours of delivering the promotion, Pepsi astutely chose to pull the advertisement and make an authority conciliatory sentiment. So before you hop into anything, cautiously think about the expected ramifications for your brand's standing.


It could remove the Attention from the Actual Product

One of the risks of controversial marketing is that it can bring down the item or administration that is, at last, being advanced. Try not to stun for it. Your campaign actually should be thoroughly examined and strategic. Keep in mind, that the campaign ought to put the focus on your brand, and not the reverse way around.

Controversial marketing stunts are surely a bet. In any case, as it's been said in business: the higher the gamble, the higher the award. The mystery is to figure out the perfect balance between being tense and deliberate. You really want to back up your campaign with significance and substance so that you're not inciting individuals inexplicably. Our recommendation is to hold off on any expected outrages until you've laid out your brand as dependable and nice. You will generally pull off more when the general population is your ally.

Don't want to take risks with your marketing strategy? Talk to us at Ikonerx. The team at Ikonerx are expert in results-driven media and interactive content marketing


How to Double Your Business Sales Using Interactive Content Strategy

Contributor

Today, more brands than any other time are making great content, battling to win consideration in an undeniably packed scene. As of 2021, the content marketing industry was relied upon to be worth more than $400 billion. Also with this steady fight to deliver more effective content, client assumptions are rising. They hope for something else and to catch their consideration you'll have to accomplish more.


With the bar set so high for current marketers (97% accept content will be similarly as or more significant than last year in conveying a positive client experience) making extraordinary content that effectively draws in your audience is difficult.


That is the place where interactive content becomes an integral factor.


Interactive content assists span the commitment with gapping by pulling clients straightforwardly into the content by requiring their commitment and giving them something significant consequently. With a little inventive energy, interactive content can have your clients connecting all the more promptly, giving more information, and building bonds with your brand.


Therefore, and that's just the beginning, we can hope to see interactive content assume an inexorably significant part in content activities across ventures before very long.



Top 3 Benefits of Interactive Content



Interactive content will see gigantic development in 2019, partially because most organizations are developing their content spending plans this year.


Note: Interactive content in this sense is characterized by content that effectively requires the support of the client. While a channel like a video could be viewed as interactive, for this article, we're just covering content that effectively calls for input from clients.


A portion of the advantages of interactive content include:


1. Higher Engagement Rate

Indeed, even mid-quality interactive pieces commonly see significant degrees of commitment because of the actual idea of the actual content. However it directs how clients cooperate with the content, it likewise gives the shopper the guiding wheel to drive the association.



2. Increase Data Captured

Interactive content makes it simpler to catch pertinent data from their guests, which has significant ramifications on our capacity to customize marketing efforts and the sales group's capacity to address the possibility's greatest worries.


Consumers are frequently vigilant about giving over information like their email address, wanting to abstain from being overwhelmed with undesirable marketing messages. Also, they're on the right track to be selective with the organizations they permit into their inbox.


That is the reason interactive content frequently offers a notorious treasure toward the finish of the rainbow (the aftereffects of a test, recently mentioned information, consequences of a study or survey), which makes a worth trade among company and shopper. It feels safer to share your email address with a company that has made something genuinely captivating.



3. Further develop Brand Loyalty

Common content can make your brand appear… indeed, normal. Be that as it may, drawing in, interactive content makes your audience a piece of the story. They can utilize and partake in whatever kind of content you distribute whether it's an overview, test, evaluation, or interactive infographic. It makes a common encounter that will be more essential to your audience and assist them with fostering a more profound faithfulness to your brand.


At its generally essential, interactive content is an activity in trust-building. Consumers will get to know your brand on a more profound level, and the positive encounters that you make will shape their view of what your identity is and be a big motivator for you.




Instances of Interactive Content

While there are a couple of sorts of content that are more normal than the others-the incredible thing about interactive content is that imagination can pay off enormously. There are bunches of space to be unique, especially assuming that you bring some brand narrating in with the general mish-mash.


How about we plunge into certain guides to assist you with getting the pinion wheels turning.


1. Interactive Infographics

How about we investigate a model from Optum, a health administration, and innovation company that associates health specialists with patients through their health management frameworks. At the point when the company changed from a charge for administration model to expense for-esteem, they made an interactive infographic that permitted clients to burrow profound and download supplemental content all through the illustrated stages.


Rather than conveying all the information in one spot, this interactive infographic permitted customers to coordinate their instructive excursions.


We should look again at a model from Blackbaud, which needed to ensure new understudies tried out Blackbaud University, a preparation program for philanthropies, knew about its advantages from the beginning.


To do this, they made a microsite that clients were coordinated to during the onboarding system that highlighted contextual investigations and white papers about their administration. They likewise included four bits of interactive content-two calculators, a test, and an overview to enhance their static content and move new clients with results from past customers.


This is an incredible illustration of how conveying significant information through a more interactive and individual medium can assist clients with bettering comprehending the advantages of a product or administration.



2. Polls

Polls and surveys give a dependable strategy for connecting with your customers. Normally, this style of content is utilized to work with input and catch new client data. They can be a fun and intriguing way for consumers to partake in content that your brand has shared while giving your business a demonstrated technique for further developed data catch and commitment.


In this model, a website composition and advancement firm utilized a test programming answer to assist with strolling customers through the most common way of contacting sales.


Not exclusively does this make it unbelievably straightforward for the end purchaser however it likewise assists the company with qualifying leads that come into their framework. If similar inquiries were introduced in a standard web structure, you would be sure to see lower commission rates. By making the most common way of giving this information seriously captivating and fun, you improve the probability that your clients will actually want to give it.



3. Customized Assessments and Quizzes


Ikonerx media as of late involved this strategy as our Content Operations Self-Assessment, a short test that helps prospects benchmark the strength of their content activities against industry guidelines. As well as acquiring a score, the people who complete the test likewise get a bunch of top to bottom assets and proposals given their results.


Taking the test permits a possibility to start pondering their content activity productively, while at the same time permitting our marketing and sales groups to more readily comprehend the development of a specific record. Eventually, the two sides have fostered a superior comprehension of how they may cooperate, which permits us to begin more productive discussions as records move into an arrangement cycle.



4. Interactive White Papers, Reports, and eBooks

Interactive eBooks are a content kind we have seen grab hold in 2019. Any information that could be delivered as an undeniable white paper, report, or eBook can-with a little inventiveness be transformed into something really captivating. eBooks and whitepapers stay probably the best types of content utilized in B2B crusades:


An interactive structure takes these bits of content to a higher level. An extraordinary illustration of an interactive eBook comes from the book Do or Die by Clark Kokich.


The eBook is explicitly worked for the web and contains a few beneficial materials including connections to video interviews, contextual investigations that figure out key ideas, and connections to supplemental information.


Consider how you could apply this idea to the whitepapers, reports, and studies that your company has delivered as of now. There is no great explanation for why you can't deliver both a static rendition of an eBook and an interactive variant.




5. Instruments and Calculators

One more famous type of interactive content comes in the method of calculators and instruments. Useful devices that assist clients with performing muddled conditions or assess their holding some up can be a strong method for getting the attention of your optimal customers.


We should investigate a model from Kaufman Rossin, a CPA, and monetary warning firm. They made a US charge adding machine for unfamiliar possessed enterprises that permitted clients to analyze government charges and those in states with weighty unfamiliar capital speculation.


Clients who answer a progression of inquiries connected with their gross income and costs are given the projected duty rates in the four states:


We should take a gander at a more fundamental model from MTNOnline, a Nigerian telecom company. They dealt with a key issue: They had no basic method for knowing how much data supporters would require when they pursued an arrangement.


Accordingly, the company delivered a straightforward data use mini-computer that permitted customers to enter a few factors (video hours watched, social media utilization, web surfing) to provide them with the best guess of how much data they utilized every month. Consumers utilized this information to pick an arrangement that would be best for them.


The outcome? This basic data use adding machine was shared more than multiple times and turned into a practical piece of the company's new client onboarding process. This straightforward speculation gave a colossal advantage to this little telecom.




More Interaction Means More Leads and Better Customers

Making interactive content leads to greater commitment, more leads, and more dedication from your customers. Customers are more ready to impart their information to organizations that exceed everyone's expectations to deliver content that is truly useful and locking in. The models illustrated in this article should assist you with getting the cogwheels turning in the way in which you can take existing content and data and transform it into something that will get the eyes of your optimal customers.


It's most likely correct that we will see reliable development in interactive content in 2022 and then some so the thing would you say you are sitting tight for?

Everything Event Organizers Need To Know About Vendor Management and it's Benefits

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Benefits of vendor management in Nigeria events


Vendor management is the cycle that engages an association or organization to go to fitting lengths for controlling cost, diminishing potential risks identified with vendors, guaranteeing superb help deliverability, and getting value from vendors over the long haul. This incorporates investigating the best appropriate vendors, sourcing and getting pricing data, checking the nature of work, managing relationships if there should be an occurrence of various vendors, assessing performance by setting organizational principles, and guaranteeing that the payments are constantly made on schedule. 



Advantages of Vendor Management in Nigeria


By having appropriate vendor management set up, an organization can encounter the accompanying advantages: 


(1) Better Selection 


By carrying out a proper vendor management set-up, your organization can profit from a bigger choice of vendors, bringing about more decisions and at last better costs. 


Your organization can profit from an offering battle between vendors while guaranteeing that you get a fair shake. 



(2) Better Contract Management


In a multi-vendor situation, the absence of a vendor management framework lifts the issue of managing agreements, documentation, and other fundamental data in your organization


By executing an appropriate VMS set-up, your organization can profit from a concentrated perspective on the current status, everything being equal, and other helpful data which will empower your organization to accomplish better dynamic abilities and save significant time. 



(3) Better Performance Management


A coordinated perspective on the performance of the relative multitude of vendors can be accomplished through the execution of a vendor management framework


This can give your organization a reasonable comprehension of what is working and what isn't! This at last prompts further developed effectiveness, which thusly works on the general performance of the association. 


(4) Better Vendor Relationship 


It is never simple to deal with numerous vendors simultaneously. While a few vendors might demonstrate true productivity, others may not. However, managing relationship among the vendors is the way to effective venture finishing. 


By getting all vendor-related data in a solitary spot, you advantage from getting all necessary data without a moment's delay and it can impact your dynamic cycle, in this way improving on it! 


(5) Better Value 


At last, the objective of a vendor management framework is to get the most value for your buck. In this way, execution of a vendor management framework, when done appropriately can bring about long-haul investment funds just as further developed income throughout some period. 



Vendor management in Nigeria events




Difficulties in Vendor Management


Even though there are many advantages, a few provoke should be defeated to guarantee the smooth working of the association. 


There are many difficulties that an association might confront if vendor management isn't carried out effectively. They are as per the following: 


(1) Vendor Compliance Risk 


Setting guidelines before managing vendors can save you heaps of time and cash spent. Not all vendors might proceed according to your principles. Pick the right vendor from various vendors, who satisfy your organizational guidelines and models while promising great performance. 


(2) Vendor Reputation Risk 


Managing different vendors is certainly not a simple errand. Likewise, the nature of work must be checked forthright before getting into an agreement, which makes the interaction more confounded. 


While a few vendors might finish your errand all around well, others can endure some horrible showing and toss every one of your cutoff times all worked up. Thus, personal investigations are an absolute necessity 


before any choice is made. This might furnish you with certain bits of knowledge into crucial focuses that you might have missed in any case. 


(3) Lack of Visibility 


While having a concentrated data stockpiling answer for managing vendor data, it likewise helps the association from a brought together to view and further developed permeability, which can prompt better asset designation and further developed effectiveness. 


(4) Vendor Data Storage 


As your association develops, it becomes fundamental to have a vendor data stockpiling arrangement set up. Without a trace of a vendor management framework, putting away and recovering data may end up being truly extreme, considering the way that you might be managing different vendors for quite a long time simultaneously. 


(5) Vendor Payment Risk 


A few vendors might have distinctive installment terms, while some might stick to industry-standard terms. Sorting out the terms and guaranteeing that the installment is constantly made on time is one of the significant issues, particularly while managing various vendors simultaneously. 



Vendor Management Process


Now, we can surmise that having compelling vendor management is pivotal. An association needs to design and execute a cycle to direct how they will draw in with their vendors at each progression. 


While it is beyond the realm of imagination to expect to have one explicit vendor management measure that includes all endeavors and vendors, we can unite the essential advances that underlie an association's beginning to end commitment with its vendors: 



(1) Identification and Establishment of Business Goals


Before the vendor management measure begins, it is significant to distinguish and set up business objectives that require vendor contribution. This aids in understanding the necessities of each business unit and forestalls duplication of endeavors and wastage of assets as far as choosing and contracting with vendors. It likewise helps in the later phases of estimating and assessing vendor performance as these objectives set up proper measurements. 


(2) Establishment of a Vendor Management Team 


After the business objectives are perceived, the subsequent stage ought to be the establishment of a committed vendor management group. This brought together group ought to be gifted in distinguishing business objectives and KPIs for vendor management, choosing important vendors, arranging the contracting system, occasionally surveying the performance of the vendors, and following all exchanges exercises. 


This group is significant as they will go about as a middle person between the business units and the vendors and guarantee collaboration between the two. 


It will likewise forestall the commitment of an excessive number of partners – When vendor management is decentralized to the business units, it brings about countless agreements with similar vendors or dissimilar exchanges with different vendors. This hinders the following and assessment of vendor performance and opens the association to vendor risk. 


(3) Creation of a Database for all Vendor-related Information 


After the business objectives are clear and the vendor management group is going, the subsequent stage ought to be to construct a refreshed and ordered database of every single pertinent vendor and vendor-related data. 


The advantages of this are complex – 


(I) it will coordinate with the necessities of the business units to the right vendor. For instance, the organization can distinguish the significant vendors for office supplies, PC hardware, and so on 


(ii) after the classification of vendors dependent on their sort, the cross-vendor correlation will become simpler for assessment 


(iii) it will smooth out data – dispersed, dissimilar vendor data will be put away in a solitary area and give experiences into the current phase of the vendors, for instance, vendors with contracts set up, vendors that require restorations, and so on and 


(iv) it will empower viable planning – you can undoubtedly perceive the long haul, basic vendors and the present moment, strategic vendors, and survey the financial plan task appropriately. 



(4) Identification of the Selection Criteria for Vendors


When all vendor-related data is smoothed out, refreshed, and sorted, you need to choose the standards dependent on which all important vendors will be picked. 


While cost has been the essential choice model for picking vendors, businesses are progressively taking a gander at different measures to figure out which vendor would best serve their prerequisites – all things considered, the most reduced cost doesn't ensure the most elevated value. A CIO article1 has perceived non-cost factors that should be considered to choose vendors – monetary soundness, past experience in the field of work as the business, modern acknowledgments, the methodology followed by the vendor, economies of scale, and their legitimate/administrative records. Think about all of the previously mentioned standards to have an all-encompassing evaluation of the vendors. 


For acquisition of high value, organizations additionally participate in offering procedures that include RFQs, RFIs, and RFPs before picking the vendor. 


(5) Evaluation and Selection of Vendors 


At this stage, the vendors should be evaluated depending on the choice models and, if material, the offering system. 


The presented recommendations should be completely surveyed to comprehend the pricing structure, extent of work and how the prerequisites will be met, the agreements, expiry and restoration dates, and so on This will guarantee that your association is getting the most extreme value from the vendor. Post for buried reserve funds openings! 


Survey the interior qualities and shortcomings of the vendors and concentrate on what the outside promising circumstances and dangers can mean for your exchange just as the vendor management measure


Whenever you have guaranteed a total beginning to end assessment measure, it's an ideal opportunity to pick your vendor. 


(6) Developing Contracts and Finalizing Vendors 


All things considered, presently you have the divinely selected individual. It's an ideal opportunity to finish the contracting system and get your vendor(s) on board. 


Regularly, the contracting stage is relegated to the legitimate and money group and the senior management associated with the vendors. The remainder of the business units get the agreement and draw in with the vendors after the finishing cycle. This will in general be imperfect over the long haul – the business units are the ones, at last, teaming up with the vendors on an everyday premise and have significant bits of knowledge on the best way to boost the vendors' functional performance. Consequently, every one of the pertinent partners should be involved, basically in the dynamic interaction. 


Vendor management tips in Nigeria




Techniques to Improve your Vendor Management Strategy



You have a vendor management measure most appropriate to your association, set up. Nonetheless, vendor management doesn't simply end once the vendors are picked. There are strategies and 


best practices that supplement your interaction and can make your association's vendor management much more viable. We should investigate: 


(1) Convey your assumptions unmistakably 


While drawing in with vendors, it's important to unmistakably characterize the business objectives of the associations and assumptions from the vendors. Tell the vendors your current and future necessities and how they line up with your association's goals. It will empower you and the vendors to be in total agreement and eventually team up better, even over the long haul. It assists with setting benchmarks, lessens risks identified with vendor performance and consistency, and evaluates the vendors. 



(2) Ensure you set cutoff times that are feasible and reasonable




Given the arrangement of objectives and assumptions you have, set cutoff times that can be met, everything being equal, by the vendors. Setting unimaginable cutoff times blocks vendor performance and value creation as well as expands risk and forestalls significant collaboration. 


(3) Collaborate with your vendors to keep up with long haul relationships 


The word 'collaboration' has come upon a significant number of occasions, hasn't it? All things considered, it is significant because essentially haggling with the vendors about pricing and performance prompts the finishing of an exchange. However, when you work together and include the vendors in planning how to accomplish the objectives and assumptions, it prompts important, long-haul relationship building. Collaboration permits both the undertaking and the vendors to conceptualize imaginative thoughts regarding how value-creation from their association can be amplified. 


(4) Establish KPIs to measure Vendor Performance 


How would we understand if the vendors are conveying according to the putout assumptions and business objectives? We need Key Performance Indicators (KPIs) set up to measure the different aspects of the vendors and to at last know whether the vendor management measure is compelling. 


The KPIs fluctuate as per the associations and in light of what they consider as significant while assessing vendor performance. 


Be that as it may, one more article by CIO on 'Vendor Management: How Do You Measure Value for the Money?'3 has ordered different quantitative and subjective ways of setting up KPIs and measuring vendor ROI: 


* Relationship Management; measured by the vendor's responsibility, adaptability, and advancement, 


* Cost Management; measured limited pricing, request costs, and so forth, 


* Quality; measure by staff skill, request exactness, conformance to prerequisites, guarantees, and so forth, 


* Delivery; measured by on-time conveyance, reaction time to arrange issues and crises, and so forth, and 


* Customer Satisfaction 


(5) Assess Vendor Risks to empower its Minimization 


This is likely quite possibly the main technique that will assist with guaranteeing vendor management conveys what is generally anticipated. 


Risk evaluation of vendor management is certainly not a solitary advance – It begins when you perceive a requirement for a vendor and afterward, it's just progressing. 


There are numerous kinds of risks encompassing vendor management – monetary, installment, functional, consistency,,, and data security to give some examples. You need to occasionally distinguish all vendor-related risks at each progression of the vendor management measure, survey its effect dependent on your risk hunger and plan moderation measures. 


The dangers that posture as risks are persistently changing – guarantee that you are checking the inward and outer climate of the association and survey the controls you have set up, their viability,,, and update them as required. This degree of due industriousness will assist you with limiting vendor-related risks and guarantee vendor performance can fulfill all necessities. 


 Difference between Vendor Management and Vendor Relationship Management 




In numerous situations, the terms 'vendor management' and 'vendor relationship management' are utilized reciprocally. Does one extra word truly make any distinction? Indeed, it does. While vendor management covers the aggregate of a venture's commitment with its vendors, 


Vendor relationship management is a piece of that total that spotlights the 'human part' of vendor management. Toward the day's end, the vendors are addressed by individuals and we have effectively settled how significant vendor relationships are intended for an association. 


Building enduring and significant relationships with vendors, particularly the basic ones, are going up on the rundown of needs for an association managing vendor management. Groups are perceiving the value of synergizing with their vendors – significant, supported collaboration can emphatically affect vendor performance and can likewise assist with limiting vendor risks. To work with this, there are a developing number of VRM devices that empower organizations to adequately deal with their vendor relations. 


In brief...


This blog entry discusses an exceptionally pivotal part of organizational working – vendor management. In the present worldwide economy, where geological and monetary boundaries are continually reducing, associations need to work with various sorts of vendors from one side of the planet to the other. Regardless of whether you are working with a solitary vendor, it is pivotal to have viable vendor management set up because of their performance at last influences your business' performance. Comprehend the advantages and difficulties of vendor management so you can plan a powerful cycle that will direct your commitment to your vendors. Remember to supplement your interaction with vendor management best practices to guarantee that your vendors convey the greatest value to your association or organization.


📷Photos Credit: Pexels/GTCO/WEDDINGS GALORE

Facebook, Whatsapp, and Instagram social media platforms begin to return after the global outage

Contributor





Access to platforms partially restored after an hours-long outage affected millions of users around the world.


Service appears to be restored for some Facebook and Instagram users after a global outage that disabled the social media platforms, owned by Facebook Inc, for nearly six hours.


Facebook-owned WhatsApp messaging app was still experiencing issues late on Monday.


Facebook apologised to users confirmed the partial restoration of access after the outage.


“To the huge community of people and businesses around the world who depend on us: we’re sorry,” Facebook said in a tweet.


“We’ve been working hard to restore access to our apps and services and are happy to report they are coming back online now.”


Outage tracking website Downdetector.com said it had received 10.6 million reports of problems ranging from the United States and Europe to Colombia and Singapore, with trouble first popping up around 15:45 GMT.


Service was not restored until several hours later.  “The Facebook outage continues and has become the largest outage we’ve ever seen,” Downdetector tweeted just after 21:00 GMT.


Earlier in the day, Facebook said on Twitter that it was “aware that some people are having trouble accessing our apps and products”.


We’re working to get things back to normal as quickly as possible, and we apologize for any inconvenience,” the company said, without specifying exactly what had caused the problem. A similar message confirming the outage also was posted on WhatsApp’s Twitter account.



"We’re aware that some people are having trouble accessing our apps and products. We’re working to get things back to normal as quickly as possible, and we apologize for any inconvenience.


Facebook (@Facebook) October 4, 2021"


As a media and content consulting agency, we at Ikonerx could not independently confirm what was affecting the platforms, while Facebook did not immediately respond to requests for comment from the Reuters and AFP news agencies.


WhatsApp was down for more than 35,000 users, Reuters reported on Monday afternoon, and Facebook Messenger was also down for nearly 9,800 users.


This seems like a global outage, and it’s already gone on a lot longer than the 2019 shutdown which lasted for about an hour, which was caused by technical problems, according to WhatsApp then, The error message appearing on Facebook.com throughout the day read: “Sorry, something went wrong. We’re working on it and we’ll get it fixed as soon as we can.”


The message suggested a Domain Name System (DNS) error, Reuters reported.


DNS allows web addresses to take users to their destinations. A similar outage at cloud company Akamai Technologies Inc took down multiple websites in July.


Downdetector, which only tracks outages by collating status reports from a series of sources, including user-submitted errors on its platform, showed there were more than 50,000 incidents of people reporting issues with Facebook and Instagram.


But the outage might be affecting more users.


My guess is that someone pushed a button wrong, or a cord got unplugged, which seems very minor but the reality is that we’ve seen these things before where suddenly something is configured incorrectly and entire swaths of the internet are not available.


The outage comes as Facebook is facing mounting pressure in the US after a leaked internal investigation showed the social media giant was aware of how it is Instagram app harmed the mental health of teenagers.


In a series of articles, the Wall Street Journal (WSJ) newspaper reported that Facebook knew its Instagram platform caused some teenagers, girls in particular, to feel bad about their self-image. The company has rejected the reports as a distortion of the probe’s findings.


“We care deeply about the safety and security of the people on our platform,” Facebook’s Head of Global Security, Antigone Davis, said during a Senate subcommittee hearing last week. “We have put in place multiple protections to create safe and age-appropriate experiences for people between the ages of 13 and 17.”


On Tuesday, former Facebook employee Frances Haugen will testify at another hearing of the Senate Commerce subcommittee about Facebook and Instagram’s impacts on young users.


Democratic Senator Richard Blumenthal, chair of the subcommittee, said the testimony is “critical to understanding what Facebook knew about its platforms’ toxic effects on young users when they knew it, and what they did about it”.


Last week, Instagram announced it was pausing plans to launch a platform for children, saying the move aimed to give the company “critical to understanding what Facebook knew about its platforms’ toxic effects on young users when they knew it, and what they did about it”.


📷Image Credit: Anderson Guerra/Pexels

2021 Black Friday Mega Sales Marketing Strategies for Small Businesses

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2021 Black Friday Mega Sales Marketing Strategies for Small Businesses  in Nigeria


The busiest shopping day of the year is around the corner. According to Shopify, merchants on the platform made over $2.9 billion in revenue all through the shopping weekend last year. 


Black Friday might have had its beginning in the United States, however, it has become very well known in Nigeria and other African countries in recent years. Each year, Black Friday sales reach a new peak as more small businesses and countries are participating in the renowned American style shopping frenzy. 


In 2021, it's simply going to get busier—however in a new and strange way. 


During a worldwide outbreak, numerous physical stores sensibly decided to move Black Friday online. More and more shoppers will currently queue in virtual stores this year to keep away from close contact. 

This means a spike in online Black Friday traffic and a great deal of potential revenue for e-commerce businesses of any size. 

To help you get ready for the strangest Black Friday ever, we gathered a great rundown of high converting Black Friday strategies for small businesses to inspire your upcoming Black Friday campaign





Is Black Friday profitable for Small Businesses?


Black Friday can be profitable for small businesses. A winning Black Friday campaign with offers can lure shoppers to your site and sell more products — hence increasing profits, despite lowered prices. The key is reaching your customers before the huge event and keeping them engaged with your brand. 





When would it be advisable for you to promote Black Friday sales?


The reality is, don't delay until the week before Black Friday to begin promoting your irresistible offer. Begin teasing or hinting that there will be a game-changing offer toward the beginning of November - or sooner. 





What pricing strategy is Black Friday?


High discounts of 20%, 30% or half are exactly the thing customers are expecting on Black Friday. A countdown can be easily implemented, adjusted rapidly, and communicated clearly through your website or utilizing email. However, level rate discounts don't work no matter how you look at it when it comes to turnover or profit, even on Black Friday. Customers react differently to price changes depending on the product, so set differentiated discounts on articles based on their price elasticity. For example, items with excessive cost elasticity ought to be given higher discounts. Your best bet is to limit items that have a high profit margin. 





Benefits of Black Friday for Small Businesses:


Aside from the expected sales increase, there are multiple benefits to participating in Black Friday for private companies. 


(a) Increased traffic and sales due to Black Friday campaigns


(b) Gaining new consumers through offers, social media buzz, giveaways and that's only the tip of the iceberg. 


(c) Incremental sales utilizing promotions, discounts, etc. 


(d) Reduce seasonal inventory, since early shoppers are looking for a great deal. This means they are likely to purchase products from past seasons at a discounted price — the perfect chance for you to move your older inventory items without compromising your brand. 




How do Small Businesses prepare for Black Friday sales? 


1. 2021 will bring the oddest Black Friday of our lives. Small Businesses need to take extra activities in multiple dimensions to inspire consumers to trust them this odd year. 


2. Begin marketing your brand early to reap more sales and engage customers with emails, SMS blasts, blog posts and in-store specials (if blocks and concrete). 


3. Integrate and personalize your Black Friday Marketing campaign to tailor to your targeted audiences. For example, for returning customers, suggest products that are on sale or bundles that other customers with similar interests have purchased. 


4. Set a countdown clock to create urgency for sales that are both starting (to create anticipation and excitement) and for sales that will before long be ending (like an early bird sale, etc) which creates a sense of FOMO. 


5. Use an omnichannel approach. Despite proven benefits, most private ventures today have not adopted omnichannel marketing and selling. This means missing out on sales. 





Great small business Black Friday Marketing ideas 2021:






1. Run an omnichannel Black Friday campaign: 


Numerous consumers prefer to direct their research online and purchase in-store, or vice versa. Smooth progress between online and physical stores, desktop or mobile, is an unquestionable requirement to stay away from customer disappointment and lost sales. 


An example of a brand with a stellar omnichannel occasion campaign is Disney. In the first place, vacationers start on Disney's mobile-friendly website, where visitors can design their uniquely crafted dream occasion plan within the My Disney Experience account. When visitors arrive at the Disney destination, they can link the My Disney Experience account to a brilliant wristband called the 'MagicBand'. It contains a touchpoint sensor and awards visitors directions and access to theme parks, hotels, and attractions that visitors have planned within the trip. 


How: Running an effective omnichannel marketing campaign to work requires a vigorous CRM ability. One that tracks your customers across different stages of their purchase lifecycle, which provides you insight on when to best engage with each customer. A marketing automation platform, like ContactPigeon, centralize all customer interactions (e.g., web behaviours, campaign interactions, eCommerce exchanges, etc) in a single repository. The customer data is captured within the platform to run segmentation and trigger marketing messages consequently. 



2. Create mixed product bundles to increase profit margin: 


Product bundling works because it gives shoppers a sense of getting a great deal. Furthermore, bundled pricing permits private companies to bundle high margin products alongside ones that are low margin to increase profitability. A win-win for the two sides. 


How: Consider which products go well together from your product offerings and create the bundle based on products that are complementary to each other (e.g., matching top and base, products frequently purchased together, etc). 




3. Contact your subscribers every day during the Black Friday week: 


During the days leading up to Black Friday, shoppers are flooded with offers discounts, giveaways and that's just the beginning. To remain relevant, your brand needs to keep up the frequency of the touchpoints and be more creative in your messaging. 


Communicate valuable information about your sales offer early on with clever content to convince consumers to shop from your brand. 


How: Use an automated marketing platform to send personalized emails. You can include countdown tickers for sales beginning and ending, or special early bird deals like presents with a purchase or extra discounts, etc. 



4. Create a special Black Friday themed exit-intent spring up: 


Set up an Exit-Intent Popup and catch customers before they leave! While exit intent works essentially on desktop browsers, remember that desktop accounts for ~40% of sales. 


How: Use Black Friday designs to lure shoppers into staying on your site with great deals. Have a go at something like: "Save 20% off your order NOW!" to see an increase in conversions. 




5. Create a Smart Product Recommendation work process based on products seen 


This work process will help you re-engage by far most of Black Friday traffic that viewed a product however didn't convert, with month to month/weekly personalized product recommendations. 


How: Tackle Browse abandonment by using an automated marketing platform. Thusly, you can suggest personalized product recommendations to shoppers utilizing strategically pitching or up-selling based on the products they have viewed however not purchased. The work process can begin from the Black Friday period yet can continue into the Christmas season or even beyond. 




6. Create a Repurchase reminder automation work process for each participating product 


This work process will help you re-engage with the customers a few weeks/months later with a relevant message, thereby extracting more value from your Black Friday marketing investments. 


How: For products purchased over Black Friday, create reminders utilizing pop-ups and emails using an automated marketing platform. This works great with products that have a short to medium lifetime cycle. 



7. Write 3 blog posts featuring 3 awesome upcoming BF deals 


Drive potential shoppers to become enticed and more engaged with your brand and, ultimately, to shop your brand on Black Friday! 


How: Provide subscribers with relevant and valuable information about your Black Friday sales either on your brand's social media platforms or website... This will make them feel like they are getting the inside scoop on the upcoming sales — a token of gratitude for their devotion to your brand! 



8. Email Marketing Campaign 


Make sure to contact your current and past customers to let them think about your advancement. Using an email marketing automation device, you can tailor your messaging to specific segments of your database based on their purchase history. On the off chance that your product or service is more of a one-time purchase, you can reach out to past customers with different messaging and request that they refer you to their colleagues and friends. To maximize referrals, put an incentive out there to get people to take activity. 


(a) Direct mail campaign 


Yep, I said it! Direct mail is one of the most profoundly under-leveraged types of marketing today. It is a great method to get a message before current and prospective customers rustle up repeat business. 



(b) Point of sale campaign 


Point of sale is one of the biggest missed marketing opportunities for small businesses. Most small businesses strive to get new customers in their entryways, yet do very little to make sure they collect customer information and provide incentives for new customers to return. 


Creating a flyer, business card or other pieces of collateral that promotes your Black Friday offer is among a lot more Black Friday marketing tips. You can begin putting this marketing piece in the boxes you boat to customers and the sacks you hand to customers at the register for the weeks leading up to Black Friday. 

Another point of sale strategy is putting together sweepstakes or contest that people can enter to win. 



In Conclusion 


Whether you're looking for creative Black Friday campaign ideas or new angles to improve your Black Friday promotions, We hope you tracked down some fast wins you can apply to your business this year 2021. 


Make sure to trigger urgency and shortage with your Black Friday marketing, however, don't drive your prospects into a frenzy like numerous e-tailers do. (We've already been through a ton this year… ) 

Which one of these strategies will you attempt this Black Friday? Share with us in the comments.