Month: July 2020

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The importance of OOH media for companies

A importância das mídias OOH para as empresas

OOH media – “Out of Home” – refers to the set of messages and actions that impact the consumer when he is away from home, on the move, whether for work, university or leisure time.

Read too: Inclusive marketing merges innovation with a more human experience

In the past, billboards and billboards were the only forms of outdoor media for hire through agencies and companies. Today, we have other options such as front-lights, top sides, totems and monitors in commercial establishments and elevators. Public spaces – malls and parks – are also among the options.

OOH media became popular as consumers began to spend more time away from home. Currently, despite the growing adherence to the home office – largely as a result of the new coronavirus pandemic – this type of media is still on the rise for standing out amid the large amount of information available on traditional online channels.

Understand the impact of OOH media on the consumer

Because it is not targeted media and reaches many people, OOH is considered high impact.

Read too: Businesses will be able to try WhatsApp payment function in a few weeks

Many consumers choose to use ad blockers in their browsers in order to remove advertisements. In this way, OOH media are an option for brand reinforcement and conservation of a service or product in the consumer's mind.

OOH media are the third largest means of investment for advertising, second only to the internet and free-to-air TV. In 2019, OOH surpassed Pay TV, generating an expectation of continued growth in the coming years, becoming a great option for advertisers.

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New normal: what the pandemic brought differently to the daily lives of people and brands

Novo normal o que a pandemia trouxe de diferente para o dia a dia das pessoas e das marcas

The new coronavirus pandemic has changed the way people relate, live and consume. This new normal – an expression that began to be used to designate the changes that are happening in the world – much more than an immediate transformation in the population’s routine, should generate long-term impacts on the behavior of people and brands.

Read too: New normal: Valentine's Day 2020 will be different for couples, says Google survey

This crisis scenario brought brands the challenge of understanding these changes and repositioning themselves for a post-pandemic world. To discover the new role of the brand in this new normal, it is necessary to understand the expectations of Brazilians in relation to its positioning. Activities such as donations to health institutions and the manufacture of products that help control the spread of the disease are the main points observed.

In addition, R/GA promoted the survey Best Practices for the New Normal to understand how the issues that emerged during the quarantine can influence consumer behavior towards brands.

Cultural triggers that must remain in the 'New Normal'

Check out some cultural triggers, which must remain in society with the arrival of the new normal:

1. Home office

With social isolation, many people needed to adapt their homes to the work routine, and brands embarked on this movement through musical lives, home exercise programs and with an exponential growth of digital work platforms.

2. Focus on the collective

The crisis awakened a different look at the whole and the public began to think about the collective. This should expand into an overhaul of business models as companies have been charged with making a difference for their employees and consumers.

Read too: Covid-19: companies bet on a daily online employee health checklist

3. The importance of the essentials

The crisis has been affecting families in different ways, mainly in terms of income. This situation sparked a new look at what is considered really essential, reducing the consumption of superfluous things. It's time for companies to start thinking about how to stay relevant to consumers and invest in cost-effective solutions in this new normal.

4. Digital growth

Activities that were done in person migrated to the digital environment with the implementation of social isolation. Consumers who were not used to using digital services for shopping, for example, found in e-commerce a safe way to maintain consumption.

5. The power of experience

The opportunity to live experiences away from home will be even more valued in this new normal with the resumption of activities and control of the pandemic. Companies will have the challenge of creating experiences that follow the norms of coexistence and that, at the same time, reinforce the relationship with the public.

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Covid-19: companies bet on a daily online employee health checklist

Covid-19 empresas apostam em checklist online diário de saúde dos colaboradores

Although the return of activities is authorized for some segments, many companies are adopting measures that go beyond the guidance on the use of masks and gel alcohol. The daily health checklist – a tool applied for employees to assess how they felt in the last 24 hours – is a great ally to prevent new transmissions of the coronavirus. Done digitally, the questionnaire points out 11 symptoms of covid-19 and proposes that the user points out if he felt one or more of these signs. Based on this, in a few minutes, it is evaluated whether the person should remain at home or can go to work.

Read too: How Digital Marketing can help overcome the crisis

As it is a questionnaire based on self-analysis, the result issued by the tool should not be understood as a professional diagnosis, made from the exam. However, the checklist fulfills the important role of preventing not only contamination among employees and their families, but also among other people on public transport or who simply cross the path of those who could stay at home.

Daily health checklist must be confidential

The security of someone's personal information is in no way vulnerable. Therefore, it is essential that the daily checklist does not store information and has exclusive health purposes and not benefiting third parties. 

Thus, you and your team will be safe from possible data thefts and can complete the questionnaire daily without worrying about it. 

Fast and simple: procedure can be completed in less than 3 minutes

The dynamics of the daily health checklist is quite simple. The proposal is that the worker completes the questionnaire every day before leaving for work on their own cell phone or computer, without the need for any paper.

Talk to our experts, and understand how to create one of these for your company!

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Video marketing could be a new way to increase your organic traffic, finds research

Vídeo marketing pode ser uma nova maneira de aumentar seu tráfego orgânico aponta pesquisa

According to the survey The State of Video Marketing, conducted by Wyzowl, 76% of companies participating in the study that use video marketing said that the media increased their organic traffic. But what is this concept all about and why can it be a powerful tool for my brand? Check out our content today and start using audiovisual content in your company's marketing. 

Read too: Learn why it is important to invest in a digital marketing strategy, such as SEO

Video marketing can be defined as any audiovisual production used to attract and retain customers, which includes everything from advertising campaigns to educational content. However, whatever your brand's goal with videos is, you need to think about their SEO. According to a study carried out by Google in 2018, YouTube has become a search platform, in which users seek to better understand how a product works and what its qualities are before buying, for example. In addition, the video is characterized by ease of use without neglecting quality, as it allows for more complex explanations with illustrations and other resources. 

Video marketing also needs SEO

Just as a written article needs to follow some rules to achieve a good ranking on Google, videos also need to be thought of strategically, that is, with catchy titles, with keywords, together with an attractive thumbnail for your target audience. , in addition to good quality recording, lighting and audio. 

Read too: How Digital Marketing can help overcome the crisis

Another interesting factor is to think about the frequency with which this material will be published. Informing the public that there are certain days and times to post creates a bond with consumers and shows professionalism. Also, platforms like YouTube tend to highlight those who post frequently, providing more evidence on the platform.

Check out some videos from our portfolio

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Time to take a risk? See how a podcast can help your brand

Hora de se arriscar Veja como um podcast pode ajudar sua marca

Podcasts have conquered more and more people over time. According to the latest Deezer survey, from 2019, the consumption of this content format grew by 67% in Brazil in the last year. The explanations for this increase vary between a greater number of influencers producing podcasts or the characteristic of being an easy medium to reach the public, since it is possible to consume it at work, doing housework, driving, among other examples. Given all this potential, what you can see is that the podcast can be an excellent digital marketing tool for your brand. 

Read too: Content marketing: understand why it is a relationship strategy

As it does not require a super structure to be carried out, just a good microphone, topics that interest the niche and interesting guests, the podcast does not require a bold initial investment, so that your brand can share information and raise good debates. With that, it is also very important that the brand sees the podcast as an opportunity to show all its expertise, mastery over a subject, which in the future could lead to business partnerships and new product ideas, for example. 

Podcast: engagement and personality for the brand 

One of the most outstanding characteristics of the podcast audience is that they tend to listen to everything until the end. From this, the engagement barrier becomes much lower. For new listeners, they can also listen to past podcasts if the topics covered haven't become stale. 

Read too: How Digital Marketing can help overcome the crisis

In addition, the podcast is yet another way for the brand to gain personality and become even more human. Listening to the same podcast with a certain frequency creates a closer bond with the audience, which becomes familiar with the presenters, creating a bond that can last for years. Therefore, a much greater level of trust is achieved by the market and the final public with the brand. 

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What is storytelling and how to do an authentic one?

O que é storytelling e como fazer um autêntico

If you study or work in the area of communication, it is very likely that you have already thought about storytelling, even without using that term itself. Being a combination of the words of English origin “story” and “telling”, this marketing and advertising tool has been used for many years and can be defined as the art of developing stories capable of delighting the public. That is, with elements such as a central axis, beginning, middle and end, as well as attention to characters, environments and conflict.

Read too: Better understand the difference between target audience and persona

To create a good storytelling you need to bet on authenticity. Although this word is easily related to far-fetched and daring ideas, it doesn't take so much pressure on this aspect. That's because the great asset of storytelling is to dialogue directly with the public. With your brand's well-developed persona, you already have a good technical foundation to establish narrative points. The persona includes all the elements necessary to strengthen the identification, which already brings a greater understanding by the public of the character, their values, passions and day-to-day problems, for example, thus automatically becoming something authentic. As a result, you get a believable and engaging story.

By taking this persona into account, the team responsible for the script can already assume other elements that make sense to their audience, such as the setting in which the story will take place. If your brand dialogues directly with offices, for example, it is essential to represent this reality, so that there is immediate identification.

Storytelling should carry a message to the public

In addition to betting on good visual production, it is also very important to be concerned with the message that your brand intrinsically wants to convey with the product or service. And here, it is worth pointing out that simplicity has great strength, since the idea must be conveyed in an easily understandable way and with human and/or emotional aspects. In this way, it will be possible to positively impact a greater number of people, who will keep the transmitted message.

Conflict is another important element in this narrative. It is from there that the audience will understand the situation of the character, assimilate the emotional value of the climax and, finally, better capture the resolution of the problem.

Read too: 9 tips on how to retain your customers

more humane communication

By investing in storytelling, the brand automatically changes the way it dialogues with its audience, which then becomes more human. These connections are very important for both sides. The brand wins because it starts to have a good, more positive image before the public with values to be respected and the customer wins, because he knows who can perfectly meet his needs and understands his desires.