Category: Entrepreneur

Digital marketing and model rockets

Digital Marketing is Like Launching Model Rockets

When I was nine years old my father bought me a model rocket, complete with solid rocket propellant engines, it was awesome! Building the rocket was pretty straightforward, you read the manual and put things together and hey presto you had a rocket. Launching it was simple as well, you would wire up a little battery operated ignition panel, push the button and away the rocket went; the manual told you how high the rocket would go (Depending on atmospheric conditions). Figuring out where the rocket was going to land, that was another task altogether. You accounted for the angle...

The Death of Organic Reach and the Rise of the Newsfeed

Facebook is a big place; it has over a billion users worldwide and out of those billion users 20 million are in Pakistan. Over half of Pakistan’s Internet population uses Facebook, logging in multiple times a day from different devices, and if you’re anything like me you just stay logged in all the time.   None of this is news to marketers, we know this is one of the places we need to be and without question. However “What do we do to market our brands effectively?” is something that changes from time to time as the platform evolves. Facebook...

Dude, Where’s My Video?

Imagine turning on your television and seeing nothing but static on every single channel, no news, no entertainment and no music. That’s pretty much what happened to the Internet version of television in Pakistan almost six months ago; YouTube.   We all used to spend countless hours watching trailers for new movies, music videos and funny cat videos. YouTube was one of the best forms of pure entertainment, but that’s a given. How else have we been affected by the loss of YouTube?   There are over 800 million unique visitors to YouTube each month who watch over 4 billion...

Writing Digital Briefs

The briefing process for any creative agency is probably the most vital aspect to a successful outcome of client and agency expectations. The funny thing is that we’re been marketers for decades yet not every brand manager has the ability to brief their agency is a concise and effective manner. Brief your agency well and we will deliver on all of your expectations, brief us badly and you will be disappointed. It’s like asking someone to get you a fizzy drink and then saying you wanted Coke not Sprite – big difference. If you thought ATL briefs needed to be...

Taking the Agency Digital

When we think about the digital marketing sphere most of us do not picture traditional advertising agencies coming to mind, rather, we would probably think of specialist digital or interactive agencies fitting the mould. That may have been true until recently, but the thinly veiled truth is that more and more advertising agencies are beginning to embrace the digital realm as our clients become more serious about the medium. In the past most digital work was campaign only and a lot of brands didn’t follow the “Always on” philosophy – That has all changed now, everyone wants to be on...

QR Codes: Funny Pixels

What are QR codes? And why are people talking about them? You may or may not have seen these funny little barcode things, either in magazines, on billboards or even on plane or train tickets. But before we can get into what they are and what they do, you need to know where they come from.   QR codes were first created in 1994 by a subsidiary of Toyota, called Denso Wave, to track vehicles during the manufacturing process and are effectively just a different kind of barcode.   Why did we need another kind of barcode you ask?  ...

Breaking through Digital

Over the last two years we’ve heard a lot about “Digital” within the advertising and marketing community. BM’s, ABM’s and BBM’s are all talking about what to do with digital media.   If you look over the online marketing landscape in Pakistan you’ll find many brands who have at least some sort of “presence” – I use the term “presence” very loosely as in most cases that’s truly all it is, just a couple of pages online that haven’t been updated in about three months.   BUT this article is NOT about the problems that exist within digital media or...

Bands and Brands: Do They Need Each Other?

U2 and Apple, The Eagles and Walmart and 50 Cent and Vitamin Water. In today’s music business it is very rare to come across a well-known musical act that is not associated with a brand in some way shape or form.   Pakistan is no different, this side of the world we have seen large endorsement deals being presented to Atif Aslam and Ali Zafar by way of Clear Shampoo and by Mobilink respectively.   The question is, do these bands and brands need each other?   Globally musicians have five main streams of revenue, royalties from record sales (Physical...