Now we are in the last month of the year, it’s still not too late to start shaping your 2018 content marketing strategy. For B2C and B2B social media marketing to really engage in 2018, businesses must publish relevant, authentic and targeted content across selected platforms. To make this happen—you need to know and understand future audience trends.
 
But before we look at 2018, it’s probably a good idea to take a minute to review your social media content marketing wins and losses of 2017—where, when, what and how your target audience consumed your content—what were the results?
 
Okay, now you know what worked, and what didn’t work, let’s focus on the trends for the year ahead.
 
1. Be Visual
Research shows that video will play a greater role in the content marketing mix in 2018.  It may take time to plan, capture and edit video content, but your audience is more likely to engage with video than just text or images. In 2017 90% of all content shared on social media was video, but remember, to make this happen, you need to catch your audience's attention in the first 3 seconds.
 
More Ideas: 7 Ways to Create a Killer Marketing Video
 
2. Be Influential
People will want more authentic and credible sources of information prior to making purchasing decisions in 2018. For this reason, building audience relationships and partnering with a quality social media influencer could really boost your sales. In 2017 74% of people turned to their social media network for advice on purchasing decisions, and 40% of Instagram and Twitter users made a purchase based on the endorsement of a social media influencer.
 
More Ideas: The State of Influencer Marketing
 
Final Thoughts
Using video and influencers may seem like a solution to the lack of social media traction your business made in 2017, but it’s important that you don’t forget key marketing fundamentals.
 
1. Be Targeted
With an explosive amount of content being published across multiple platforms, you will need to be more targeted with the content you create, and where you publish it in 2018. This requires you to even better understand your target audience's social media habits. Take the time to identify, what content and which platforms have your target audience’s attention. Once you understand where the attention is, you can then better create targeted content that snatches your audience's attention from the competition.
 
2. Be Ready
In 2018 businesses with the highest and most effective consumption rate of social media content will be those businesses that conduct A/B testing (split-run testing) of the content they create, and the platforms they publish it on. Through A/B testing you will start to better identify/understand your audience's habits and this knowledge will then shape the content created and the distribution platforms used.

Finally, social media content marketing winners in 2018 will be those that grab and hold the audience’s attention in the first 3 seconds—it's that simple.
 
Scopic works with businesses to create content that grabs attention and builds engagement, contact us to find out more.

What is a brand style guide?
A business’s brand is one of its most visual assets.  Business branding reflects the core personality and culture of a business. It sets clear direction for employees, and creates meaningful connection points for target audiences. For a brand to be truly engaging and memorable, it must strongly communicate its brand in a consistent way across all channels to all audiences.
 
The smartest way to maintain consistency across your brand is to create a style guide with exact specifications, guidelines and examples. A style guide is simply a reference tool that helps maintain consistency by demonstrating what a brand must look, feel and sound like at all times.
 
Essential Elements of a Style Guide:

• Brand Position: Brand story, mission and values.
• Logo: Color, size, positioning and clear space.
• Color Palette: Print color (CMYK) and digital color (RGB) codes.
• Typography: Font type/s, size, color, spacing and alignment.
• Imagery: Mood, size, focus, clear space and background.
• Copy: Key words, word count and tone.
• Print Material: Specific specifications and examples.
• Digital Material: Specific specifications and examples.

To clearly and effectively communicate with your target audience in a consistent and effective way you should always use your style guide as a starting point.
 
Scopic works with businesses to create brand style guides that provide clear direction for employees and partners connect with us to find out more.

With so much attention on social media marketing and the role of influencers it is easy for businesses to overlook email as an important part of their marketing mix.
 
Findings from a recent Adobe survey (​Adobe Consumer Email Survey Report 2017) on email marketing indicate that consumers are sick of branded emails that are hard selling, uninformative and irrelevant.
 
However, there was a positive and that was consumers would still rather get an email offer from brands compared to direct mail, mobile apps or social media. As Adobe puts it, consumers still have a love affair with email, but these days a bit more balance in needed. 

1. You launch your social media platform/s with no (long-term) strategy in place.
​Without a clear long-term strategy in place and a commitment to that strategy you are doomed to fail.
 
Three important components of your social media strategy:

• Clearly define your objective — increase likes/followers, increase website traffic, promote products/services or create sales leads?
• Clearly identify your audience — sex, age, background, interests, location, preferred platform, preferred device (mobile or desktop) and social media habits.
• Clearly plan your guidelines — how many posts per day, what time, content type (text, image, video, audio, live), content length (300 word post, 15 second advertisement or 10 minute video blog) and importantly — who will manage and monitor the platform/s.  

2. You feel that you don't have the budget to go social.
Obviously a bigger marketing budget if implemented correctly — traditional anyway — should provide greater results, but this is where social media is different.
 
If you have an iPhone, an Internet connection and a well-developed social media strategy, you can now communicate with a global audience like a big brand without the obscene marketing budget. 
 
Just remember — keep it real — genuine, informative, entertaining and useful to the audience you want to engage with.
 
3. You feel you don’t need a social media presence.
Sorry, but you are wrong.
 
Social media is not just a passing fad: 

• Every second there are 61,500+ Google searches
• Every day there are 4.5+ billion Likes on Facebook
• Every day there are 500+ million Tweets on Twitter
• Every day there are 95+ million photos and videos uploaded to Instagram

Fact source: www.internetlivestats.com
 
If you are not social — you are not visible!

However, you may prefer spending your marketing budget solely on traditional forms of marketing (print advertising and television spots) that are overpriced with a rapidly eroding (attentive/engaged) audience. If this is the case, it’s your money!
 
Scopic works with your business to craft communications and marketing solutions that drive accelerated growth in a multi-channel world, contact us to find out more.

Color is one of the most effective ways to communicate your brand and products to your audience. Color contributes not only to distinguishing your products from your competitors, but also influences consumer mood and feeling.
 
Research into the impact of color in marketing, appropriately titled Impact of Color on Marketing found that colors really do influence the moods and feelings (positively or negatively) of consumers. This research paper indicated that between 60-90 percent of product evaluation and product purchase is based on color alone. Additional research has also shown in The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness a correctly chosen color mix for your business logo can bring immediate value to your brand.
 
Effective brands use color to great success to engage and connect with their audience. Before even choosing the color mix for your logo, marketing materials, website or product range it is important to firstly consider some basic points:
 
1. Color is memorable
Color is a central element of your visual identity. Carefully consider your visual identity color mix, as it acts like the personality of your business with your audience. While it is not the only element in your visual identity, it is definitely one of the first things seen and possibly the most memorable of your visual identity. 
 
2. Color is innate
Find out the demographic breakdown of your audience and what color mix may persuade them to act. Defining who you are speaking to will greatly influence your color selection. Now you know your audience, you will be able to choose a color mix that positively influences your audience’s moods and feelings.
 
3. Consider the competition
Check out your competition and consider how you can differentiate your brand and products from your competitors with color. This can be tough, as you will still need to connect with your audience and satisfy marketplace perceptions. A/B testing (split-run testing) of color options with your target audience will help you make an informed decision.
 
4. Consider the platform
Be sure that whatever color mix you choose for your brand and products it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK. Also, carefully consider the color mix for your online messaging, active text and purchasing buttons, so to complement and at the same time stand out from the other content on the webpage.
 
5. Be consistent with color
Your branding and visual identity needs to be consistent, clear and uncomplicated. When you try to do too much color, your messaging gets lost. By keeping things consistent and clear, you are keeping your visual communications strong and memorable. Color consistency will ensure your audience develops a visual connection and relationship with your brand's personality and products. This will inevitable influence sales. 
 
​Scopic works with businesses to create strong and memorable brands, connect with us to find out more.

Now we are officially at the halfway point of 2016 – 1st July 2016 – it is a good time to evaluate your social media objectives and plans for 2017.
 
What we continue to find interesting about 2016 is the preferred communication platforms and behaviors of Japanese users on social media. With much of the world dominated by Facebook 1090M+, Japan users continue their love affair with LINE 50M+ and Twitter 26M+. Even the way Japanese users post and interact on third-placed Facebook 25M+ is different compared to United States users; with a slower shift to video posts and a greater preference to link content in Japan. It will be interesting to see whether Facebook uses their rapidly growing Instagram 8M+ user base (55% Females) in Japan to generate growth and synergies across the two platforms in 2017.

See the statistics here: www.socialbakers.com/statistics/facebook 

In 2017, we see Facebook move to become an even more valuable tool for professionals and businesses as it continues to strip away at Linkedin's 340K+ user base and gains the respect of major Japanese brands. 

Scopic works with your business to identify the best social media platforms to increase your customer engagement, contact us to find out more.

Designed by Tokyo artist Asao Tokolo the design uses three varieties of rectangular shapes and the traditional Japanese colour of indigo blue to represent different countries, cultures and ways of thinking.

According to the 2020 Tokyo official statement "In Japan, the chequered pattern became formally known as “ichimatsu moyo” in the Edo period (1603-1867), and this chequered design in the traditional Japanese colour of indigo blue expresses a refined elegance and sophistication that exemplifies Japan."

​Hit the link below to read more: https://tokyo2020.jp/en/games/emblem

It is no secret, in a fast-changing world, creating a strong brand is much more than simply the colors and shape of your logo. A strong brand is about taking the time to invest in researching, planning, execution and regular analysis.
 
Here are five basic brand-building tips to help you strengthen your brand and make your business stand out in a noisy global marketplace.
 
1. Understand Your Business
Before you can even start building your brand you must research the following questions and plan on where your brand is best positioned in a competitive market.
 
What is your business?  
What product/s or service/s do you offer?
Who are your competitors? 
What is your brand promise?   
What is your niche?  
 
The better you understand your business, the better you will be able to create a strong brand.
 
2. Know Your Audience
No business exists without customers, so you really need to firstly know your audience before you go about building your brand.
 
What is the demographic breakdown of your audience? 
What product/s or service/s do they want?
What are their consumer habits?
What motivates your audience?
What social media do they use?   
 
Playing it too safe with a particular demographic group could leave your brand looking boring, so it is important to keep your branded communications and marketing professional, creative and engaging at all times.
 
3. Consistency is Crucial
A strong brand is created through consistency and strong brand consistency allows your target audience to recognize your brand in a saturated marketplace.
 
Consistent messaging across branded communications
Consistent quality across visual communications
Consistent tone across written communications

Keeping your brand consistent will ensure your target audience develops familiarity with your business, and with familiarity comes brand trust and loyalty. Having clear brand guidelines will provide consistency for your business across various media such as web-based, television, radio, print, social media and related marketing activities.
 
4. Embrace Social Media
If your target audience is using social media, then your brand needs to be socially active. There are plenty of social media platforms to choose from, so take the time to research and plan which platform your target audience is engaging with on a regular basis.
 
Unless your business is a major global brand, you are probably safe starting with just a few from the more common platforms like Facebook, Twitter, Pinterest, Instagram, LinkedIn or YouTube.
 
5. Monitor Your Brand
As your brand grows, your target audience reach may shift and change. You will need to monitor and analyze your communications and marketing campaigns regularly to keep on top of your competition.
 
Did you have increased search engine traffic and website visits?
Did your target audience engage with your branded campaign on social media?
How many new sales/sales leads or product/service enquires were generated?
How many social media users clicked over from your campaign to visit your website?
 
Only by researching, planning, monitoring and analyzing branded communications and marketing activities can you strengthen your brand for future growth opportunities.

Scopic works with you to create strong branded communications and marketing solutions for your business, contact us to find out more.
 
Download below our sample brand project brief template: 

Nielsen a global leader in consumer measurement and information offers a snap shot on how a creative strategy can resonate with different consumer groups in different ways. 

"For years, Carl’s Jr./Hardee’s creative strategy has included incorporating sex appeal into a number of their ad campaigns. While their sexual advertising, presumably targeting male audiences, catches viewers’ attention in high-profile events such as the Super Bowl, analysis via TV Brand Effect identified the polarizing effects that these ads have on women that could impact the brand’s overall equity in the long run."

FINDING #1
Carl’s Jr. ads featuring sex appeal creative are no more memorable than their ads without sex appeal for both men and women. 

FINDING #2
Both men and women were more likely to connect the sexual ads to the Carl’s Jr. brand than their non-sexual ads. 

Download the full report here: Nielsen Case Study - Using Sex to Sell

Watch Carl's Jr. | Tex Mex Bacon Thickburger commercial here: Tex meets Mex - Borderball

Scopic helps you connect with your target audience via creative communications, contact us to find out more.

We love sharing simple ideas that will help increase your bottom line.

Stay in touch with the latest creative ideas and smarter solutions for your business with our Ideas blog.

Scopic helps you connect with new audiences through creative communications, contact us to find out more.

Effective social media marketing requires planning, time and money. To get real results, it takes much more than just a couple of minutes a day and random posts/tweets about your products or services. So, here are 5 simple ways to boost your social media marketing for free.

1. Choose the best platform for your business
There are plenty of social media platforms to choose from, so take the time to check out which platform your target audience is engaging with on a regular and genuine basis. Unless your business is a major global brand, you are probably safe with choosing just a few from the more common platforms like Facebook, Google+, Instagram, LinkedIn, Pinterest, Twitter or YouTube. Finally, always make sure that across your chosen social media platforms you maintain your visual brand identity.

2. Timing is everything in this space
Research the best times and days to post/tweet for your specific industry, target audience and target region. For many businesses, this may be Monday to Friday between traditional trading hours of 9am - 5pm. However, if your audience is working at this time they may not be connected, so this is where researching and testing the social media habits of your target audience will be truly beneficial. 

3. Tell the full story with words and pictures
As mobile device usage grows and speeds continue to take off people are wanting more than just words. Research shows images and videos perform much better than just words on a screen. It may take time to create or search for the right image, but your audience will like you for it and even share you amongst their network. Remember, if you do use images, videos or even infographics make sure they add value to your brand image and are always of a high quality.

4. Maximize your time and energy
Social media is all about quality and not quantity, there’s no point using every social media platform and posting/tweeting the same content across varying platforms. Each social media platform serves a different purpose and attracts a unique demographic. Take the time to create quality content and your target audience will keep coming back to you if they discover something interesting, informative and engaging.

5. Be a creative and intriguing business
Playing it too safe could leave your business coming off as uninteresting, so your social media content needs be creative and intriguing. In order to build great social media content businesses need to look and think outside the box. Mix things up a little and see what kind of engagement you get. If the content, image and timing of a risky post/tweet generates positive engagement and exposure, do it again!

Scopic works with your business to build creative social media strategies designed to increase your exposure, contact us to find out more.

1. Do you know your audience?
Knowing and understanding your target audience is an essential element in creating a successful visual identity. Defining who you are speaking to will help you target your visual communications.

2. Do you know your colors?
Color is a central element of your visual identity. While it is not the only element in your visual identity, it is definitely one of the first things seen and possibly the most memorable of your visual identity. Carefully consider your visual identity color mix, as it will set the mood for your business.

3. Do you keep things simple?
Your visual identity needs to be simple and uncomplicated. When you try to do too much things get watered down. By keeping things simple you are keeping the visual communications strong, clear, and understandable.

4. Do you keep your visual communications consistent?
The colors and images you use, the shape and size of images, the font type and wording across your visual communications must be consistent. Keeping your brand consistent will ensure your target audience develops a visual connection and relationship with your business.

5. Do you really know your style?
The best way to know and maintain your visual brand identity is to create a style guide with exact specifications and guidelines. As mentioned earlier, to clearly communicate with your target audience in a consistent way you should always use the same colors, fonts, sizes, and image categories. 

Scopic works with you to create your visual brand identity, contact us to find out more.

Color is one of the most effective ways to communicate your brand and services/products to your target audience. It may not be the only element in your brand’s visual identity, but it's definitely one of the first things seen and possibly the most memorable.

Research into the impact of color in marketing, conveniently titled Impact of color on marketing found that colors really do influence the moods and feelings (positively or negatively) of consumers. The research paper indicated that between 60‐90 percent of product evaluation is solely based on color use alone.

Good brands use color to great success to engage their target audience. Before even choosing the color mix for your logo, marketing materials, website or product range it is important to firstly consider some simple points:

1. Know your audience
Know the demographic breakdown of your target audience and what motivates them. Defining who you are speaking to will greatly influence your color selection and color balance. 

2. Analyze the competition
Check out your competition and consider how you can differentiate your offerings from your competitors. This can be tough, as you still need to align with your sector and at the same time stand out from others in the marketplace.

3. Consider media platforms
Be sure that whatever color mix you choose for your brand and business it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK. Start by asking yourself, does my logo work in black and white?

Take the time to carefully consider your color mix, as it will impact on your brand's visual identity. 

​Scopic works with you from the start to create a strong and consistent brand identity, contact us to find out more.

Now is really the last chance to start to planning your marketing plans for 2015. Here are three important steps that will deliver marketing successful and profitability in 2015 for your business…

1. Marketing schedule
Get a 2015 calendar and mark each day/week you want to promote your business. Remember to mark days/weeks that are key sales periods on your “Marketing Schedule” – of course this will vary depending on your products/services and key markets.

2. Marketing deadline
Now you have created your “Marketing Schedule” for 2015 - for every day/week you marked, count back four weeks and mark it as “Marketing Deadline”. This is when you should have your marketing strategy finalized and ready to go. Remember effective designs take time to create, marketing materials take time to print and booking quality advertising space or media spots takes time to negotiate.

3. Strategy time
For every day/week marked “Marketing Deadline” schedule a week before as “Strategy Time” – this is when you need to take a few hours to focus on the overall marketing strategy to make sure it is inline with the objectives.

So now, make sure you take the time to create a Marketing Schedule for success in 2015.

Scopic will look, listen and find fresh ideas and creative solutions that make people want to engage with your business, contact us to find out more.

Keep your business top-of-mind in Japan with quality marketing materials.

Many Japanese consumers prefer to receive brochures and product samples rather than navigating through company websites for information. 

Scopic will look, listen and find fresh ideas and creative solutions that make people want to engage with your business, contact us to find out more.

With half of 2013 behind us, now is the time to start thinking about your marketing plan for 2014.

1. Identify key dates
Get a 2014 calendar and mark each day/week you want to promote your business. Remember to mark days/weeks that are key sales periods on your “Marketing Schedule” – of course this will vary depending on your products/services and key markets.

2. Plan ahead
Now you have created your “Marketing Schedule” for 2014 - for every day/week you marked, count back four weeks and mark it as “Marketing Deadline”. This is when you should have your marketing strategy finalized and ready to go. 

3. Consider strategy
For every day/week marked “Marketing Deadline” schedule a week before as “Strategy Time” – this is when you need to take a few hours to focus on the overall marketing strategy to make sure it is inline with the objectives. 

4. Build partnerships
Start to build relationships with designers, printers and media outlets. Remember effective designs take time to create and marketing materials take time to print. Also booking quality advertising space or media spots takes time to negotiate.

5. Analyse activities
Finally, make sure you take the time to review your 2013 marketing activities and identify what worked for you.

Scopic will look, listen and find fresh ideas and creative solutions that make people want to engage with your business, contact us to find out more.

Fresh online content about your business is a powerful way to boost website traffic. Use your online content to educate and engage with your target audience.

1. Start blogging
Blog posting is an extremely effective way to market your business online.
 
2. Build a “Did You Know? or "Tips for...” bank of articles
Regularly share your industry knowledge and experience with your online audience.

3. Update case studies about your clients
Reach out to new clients by making them aware of what you have done for others, and how you did it.

4. Write about news in your industry
 Share your thoughts on recent news relating to your industry.

5. Time your online content
Create an online content plan that identifies and maximizes peak sales activity and consumer trends.

Scopic works with you to market your business more effectively, contact us to find out more.

A logo represents a concise image of your business.  

1. Be Simple
Keep your logo simple, basically don't try to do too much. 

2. Be Conservative
Use only two or three colors and one or two fonts, just like the big brands.

3. Be Consistent
Make sure your logo is consistent across different sizes and mediums.

4. Be Recognizable
Use a recognizable and memorable shape or design element in your logo.

5.  Be Memorable
Remember, your logo should engage your target audience and be easily identified from your competitors.

Scopic works with you to create more effective communications, contact us to find out more.

To learn more take 5 minutes to watch this animation by graphic designer Ben Barrett-Forrest.

Watch the animation: The History of Typography - Animated Short  

Scopic works with you to create a fresh look and feel for your business, contact us to find out more.

Facebook popularity continues to grow in Japan.

Scopic recommends you have a "Japanese" company page linked to your website especially if you are targeting the 25-34 age group as these users are the largest group currently on Facebook in Japan with 5 953 640, followed by 18-24.

Scopic works collaboratively with you to create smarter communications and marketing solutions, contact us to find out more.