Mediaboss Marketing

Seraphine, League of Legends newest character, is a glitter bomb of fame and success within the game. But Riot went so far as to create real-life social media accounts for her character, and in those, Seraphine is a bedroom producer who lives in our world. She has a cat named Bao, she likes to do face masks, and she is a fan of K/DA. She is a caf worker who wants to pursue music. Her Twitter became a venue for telling her backstory. One day she posts a cover of K/DAs Pop/Stars and gets noticed by the group; the next thing you know, shes flying out to help record with the group.

In the lead-up to Seraphines release, it all seemed like a fairly obvious promotion for Riots upcoming champion and skins, but things took a turn for the weird when Seraphine began to tweet about her anxieties. She suffered from imposter syndrome now that she was performing with K/DA, and she asked fans to send her encouraging messages which she later pinned to a corkboard.

In the replies to the initial request for encouragement, there was tons of disdain among the kind messages. This is frankly fucking disgusting, one read. Hey, this is fucked up using mental health struggles and crises as a marketing ploy, another read. Any user who replied with encouragement was also met with another reply noting that Seraphine wasnt real.

Something about a marketing account using self-doubt & mental health to come across as relatable is Sadge capitalism, said Golden Guardians Academy head coach Barento Mohammed on Twitter.

While there were fans who still found solace in Seraphine, who related to her tweets, and enjoyed what she represented, others found her anxieties upsetting, especially in our current gloomy COVID era. Shes not a real person, and she shouldnt be coercing people into feeling close to her using mental illness when she is a social marketing campaign for a video game character.

Some people compared Seraphine to Miquela Sousa, the fictional CGI influencer, since she was creating relationships with others, all while not being real. Her anxiety-posting was a startling reminder that brands and the characters used to promote them are not our friends.

While K/DAs campaign was run by creative director Patrick Morales, all of Seraphines tweets were written by Bethany Higa. Higa used her own experiences to craft Seraphines story, making them relatable. But maybe a bit too relatable.

Honestly, I wrote a lot of that story based on my own experience, as a young woman coming to Riot. Its like one of my first jobs after college. I personally experienced self-doubt. I personally experienced imposter syndrome and all those things, Higa said. The intention behind the story was to show that sense of hope, that sense of persistence, and show her growing in confidence and overcoming those struggles and those fears that she might have.

That isnt to say that Riot Games is unwilling to admit the mistakes made with Seraphines later posts.

Im personally proud of the people on our team, like [Higa] who put very intimate parts of themselves into the character, but we also recognize that the story we chose had an unintended impact outside of the narrative that we were trying to tell, Morales said. Right now, what I could say is that were conscientious about how she engages her followers, as well as topics that may potentially hurt or mislead people.

We dont know whats next for Seraphine or what Riot Games has planned for future champion promotions, but hopefully it wont involve making a fake social media influencer and giving them relatable mental illness.

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Riot on how League of Legends latest character may have gotten a little too real - Polygon

Earning two gold and two silver prizes, Concentric Health Experience was named 2020s Agency of the Year in the Healthcare Marketing Impact Awards.

The New York-based ad agency spearheaded successful campaigns for Alexion Pharmaceuticals and Sage Therapeutics.

In the print category, Alexion Pharmaceuticals wanted to position Ultomiris as a trusted brand to improve patients treatment between infusions. The campaign centered on the idea of allowing patients to widen their world. As of the fourth quarter of 2019, over 50% of patients switched to Ultomiris from Soliris; the goal was 70% by mid-2020.

Concentrics work with Sage garnered three awardsintegrated campaign, digital and website. The focus of Know the Signs was on engaging mothers who werent familiar with the risks of postpartum depression. The primary target was pregnant women who were actively seeking information about preparing for life with their baby. Concentric conducted interviews for the campaign across the U.S., as well as video talks, with childbearing age and pregnant women and new and veteran moms. The comprehensive strategy tapped into social media, as well as placements on such websites as BabyCenter and What to Expect.

During the first five months of the campaign, traffic to Sages postpartum website saw 60,000 page views and an average time on site of 2 minutes, 25 seconds.

Healthcare Marketing Impact Awards - 2020

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Concentric Health Experience wins 2020 Agency of the Year in Healthcare Marketing Impact Awards - Modern Healthcare

Traditional ways of marketing are gradually being left behind because of the limited options available. Digital marketing, on the other hand, presents a lot of alternatives to choose from and thus you could afford to select the method best suited for your business. Asides being diverse, internet marketing is also more cost-effective and its benefits far outweigh that of traditional methods.

Internet marketing includes options such as SEO, Email Marketing, Content creation, social media marketing, and so on. Listed below are some of the tactics employed by big internet marketing agencies to spur the growth of businesses:

SEO is the method of increasing the quality and amount of traffic to your website. It has been tagged as one of the greatest ways to grow businesses because of its long-term effect. Of course, this also means that the organization constantly needs to put in the work required to meet the Google rank they so desire. Usually, when you see two digital experts sit to decide on the best method for a companys marketing campaign, SEO is almost always the strategy of choice.

67% of advertisers believe that Facebook is the best site/platform for advertisements. This is especially so because of how populous the site is virtually possessing users from all over the world and this means one stands a higher chance of getting the right customer.

The use of stories, which started with Snapchat has also proved useful. Now with Facebook stories, advertisements can be made in the form of short videos that potential clients will not see as too bulky, thus having the potential of easily generating great revenue.

Email marketing is a practice of sending commercial messages to a group of people using electronic mailing. Many big brands and agencies provide Email marketing services to help businesses grow.

The rate of conversion with email marketing is particularly high. Also, due to the automated email technique, the process isnt very difficult, making it one of the best ways of generating revenue.

All you need do is offer something valuable in a bid to build a community of people interested in what is offered. Once this is done, newsletters can be introduced to push out your products or services to these people who are now potential customers. It is however preferable to initially offer products/services in the line of your business, this ensures that the community built is continually valuable.

Websites are a way to put your business out in the open. A business is almost of no use if people cant get to know about it. And because of this, many big marketing agencies keep their focus on website designing.

This strategy is about creating the finest website for your business. This website must be easy to use to avoid the loss of potential customers. Also important, the website should be friendly on all devices. Since not everyone will access your website on a computer, it should also be mobile-friendly.Opinions expressed here are the opinions of the author. Influencive does not endorse or review brands mentioned; does not and can not investigate relationships with brands, products, and people mentioned and is up to the author to disclose. VIP Contributors and Contributors, amongst other accounts and articles, are professional fee-based.

Ali Raza is an Entrepreneur, Blogger, Writer& Publisher. Ali Has 6 Years Experience, Ali writes contents for Artist, Musician, Celebrity, Etc

Published November 7, 2020

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Effective Internet Marketing Tactics You Need in 2020 - Influencive

BEIJING OnOctober 29, Yili, the Asian dairy giant, postedRMB 73.77 billionin revenue andRMB 6.044 billionin net profit for the first three quarters of 2020, a solid year-on-year increase of 7.42% and 7.00% despite the challenging conditions.

The business figure reflects the strategic improvement of the overall industry chain. The firm offeredRMB 5.2 billionin financing from January toSeptember 2020to support the upstream suppliers with capital, technical services, good breeding cows, and forage planting, etc.

In addition, the industrial leader provided donations and protective supplies to help its partners across the industry chain.

Yili also undertook alternative retail models, online retailers, social marketing, O2O home delivery and unmanned convenience stores to ensure its continued providing of nutrition and health to the consumers during the COVID-19 lockdowns.

Pan Gang, Chairman and President of Yili, highlighted the importance of consumers to Yilis future development: Consumers are fundamental to the business growth, and everything we do should be centered upon our consumers.

As one of the Top 5 Global Dairy, Yili upgraded its corporate culture in early 2020 to attract talents from different countries with diverse cultural and educational backgrounds to support the long-term healthy development of the firm.

The core values of Yili are Excellence, Accountability, Innovation, Win-win, and Respect. Yili aims to become the worlds most trusted global healthy food provider.

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Revenue and Profit of Dairy Giant Yili Up in the First Three Quarters of 2020 - PerishableNews

FOR some years now, a quaint neighbourhood caf lets call it T Caf has been making quite a solid presence with its unique setting, delightful fresh meals and packaged local merchandises that tempted many a walk-in customer.

Then the Covid-19 pandemic hit, pulling the rug from under their feet and upending all business projections for the caf.

Our customers were staying home for safety reasons. Confusion over dine-in SOP, limited seating and shortened operating hours put additional pressures on the business, the owner shared.

While we appreciated the spirit in which these rules were implemented, we were badly hit. At one point, sales dropped by over 70% a day.

Delivery kept the lights on at T Caf for a while, but like many F&B businesses it was operating on paper-thin profit margins and the cost of delivery fees soon became untenable.

We really had to take a hard look at our customer pull factors. We could no longer promote the in-store experience and needed to revamp our menu to include more delivery-friendly items, said the owner.

Neighbourhood communities tried to support the caf, coming in to grab to-go orders.

We made it a point to ask them to tell their friends about our caf, and that we are still open for business, he said.

To vary its offerings, T Caf also collaborated with a nearby bakery that was also struggling.

Supporting one another is important in times like this. The unity between local businesses has helped us survive.

Going digital with KiplePay, which covers everything from product listings to digital payments, has opened up a new revenue stream for T-Caf.

For a while, social marketing and joint collaboration seemed to work for him as a temporary band-aid, but it wasnt sustainable as a third wave of Covid-19 hit the country.

Since he was struggling to cover the cost of goods and payroll, he needed a better plan to get his business online as fast as possible.

The main obstacle was speed of implementation.

We didnt have a website or an all-inclusive app like many digital-ready companies, the owner said.

He also needed a quick way to list cross-partnership products but like the caf, his partners also did not have methods to go online.

In short, T Caf needed an affordable business solution that would cover everything from product listings to digital payments and the owner needed it fast.

With limited access to resources and often lack of technical know-how to pivot his business from familiar sales channels, the owner could not adapt to the new normal.

So he turned to Kiple, a Malaysian fintech player that specialises in helping the underserved communities to go digital with speed.

Caf survival kit

Kiple was familiar with the challenges that T Caf faced that neighbourhood cafs and community businesses have very special needs that are different from the way an established online store sells its goods in an e-commerce ecosystem.

Local community-based businesses thrive on building a strong customer bond through a great customer experience.

For smaller businesses, getting from offline to online is not a flick of a switch.

As a start, Kiple and T Caf drew out a clear digital solution together.

We didnt need just a strategy but a quick turnaround solution to survive. We called it the T-Caf Survival Kit. Our first step together was redrawing our desired diner journey for both online and offline in the new norm, said the owner.

There are two key critical components in the survival kit. First, listings of products need to be simple but flexible.

We needed a platform to get us a level of personalisation such as extra discounts, targeted communications, and special benefits that we can pivot at anytime.

The second component is a personalised end-to-end experience from selection to payment and delivery.

Kiple offered us their unified payment solution. Their kit worked for both online and offline experiences simultaneously.

Armed with the kit, T Caf quickly reviewed its list of customers and how to reach out to them socially.

The management worked quickly on marketing campaigns to drive repeat visits and referrals.

Kiple worked with T Caf to ensure it can quickly list changed menus and pricing depending on available produce and customer preferences.

For walk-ins, KiplePays e-wallet and merchant applications were employed to minimise physical interaction, and to follow SOP for customers who choose to dine-in.

The app allowed the caf to take orders quickly and handle payment without customers walking up to the cashier.

Customers could conveniently place their orders and make payment at their table through the app.

This minimised physical interactions with customers when taking orders and handling payments, and takeaway customers could order and pay in advance.

For an online journey, T Caf used KiplePays one-click payment solution, which was quickly integrated on social media.

This allowed T Cafs owner to confidently do something he had never done before create a dynamic online menu that he could easily update depending on demand and even promote occasional special items, all of which have improved his sales efficiency.

Suddenly, we had a new digital sales channel set up for us in a week, the owner recalled.

One of the plus points is that we did not have to spend extra to build a website. It was all done in a simple three-step process.

The caf created an order link, posted it on social media and customers could then order and pay with a single click before scheduling delivery or pick-up.

It is important to get all we needed from the same credible partner that understood us so that we dont have to repeat our needs multiple times.

The digital playground has now opened up many opportunities and additional income streams that would not be possible if we had relied only on offline walk-ins.

Faced with challenges in this new normal, digital platforms and digital payments are enabling us to be more flexible as a company and the Kiple team has taken us step by step to successfully make this transition, said the owner.

Future-proofing SMEs

The story of KiplePay and T-Caf is not unique.

With SMEs and micro-enterprises making up a whopping 98.5% of Malaysian businesses, and the F&B sector being among the hardest hit by closures and job losses, the need for all small outfits to seize the opportunity to build digitally enabled operations is indeed timely.

Government initiatives like the Prihatin packages that offer wage subsidies; discounts on electricity; loan moratoriums for SMEs; and, incentives to encourage lower rents have all provided much needed support.

But at the end of the day, these are merely stop-gap measures.

SMEs need to proactively seek means to improve their odds for survival in the longer term and even expand their income flow from new opportunities that the digital space can open.

As the nation continues to battle Covid-19, Kiples fintech team is supporting SMEs across a variety of industries.

KiplePays white label wallet-as-a-service (WaaS) solution is ready to support anyone wanting to organise a payment facility that is fully customisable to its needs, with features such as electronic know-your-customer (eKYC) management, online and in-store payment, QR payment, money transfer, voucher generation and redemption as well as loyalty and card management.

It is crucial for businesses, even those operating on a shoestring budget, to have scalable options to accelerate their pace in bringing their business online.

While digital payment may not be a new thing, having a holistic digital payment system makes a world of difference in helping small businesses keep revenue flowing during uncertain times.

To read more about how Green Packet enables digital warriors, go to http://www.greenpacket.com.

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INNOVATING IN TOUGH TIMES - The Star Online