Blockchain, Bitcoin and Future purpose in digital

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Bitcoin and Blockchain and its purpose in digital has been widely debated for sometime now. Its current currency purpose means that  eventually the 21 million Bitcoins (which have 80% already been mined) will run out, and if there isn’t a larger quantity released, the technology will surely be adapted and re-used in other industries.

Before we begin let’s get to grips with the basics.

What is a Blockchain and where does Bitcoin come into this?

Blockchain is a virtual chain made up of databased that are shared across a large network of computers. Once a record has been added to a block and then secured in a chain it is incredibly difficult to be changed or penetrated. This makes the block chain incredibly safe.

The network of computers is constantly checking to make sure that all the database copies across the network are exactly the same and if they are not the whole network will collapse and fraudulent activity can be traced. Once your transaction record is stored in a blockchain and sealed with the next blockchain in the sequence it is able to view if you are the record holder – but cannot be changed.

Blockchain has been used to create cyber currencies such as Bitcoin, however many other uses are emerging.

What is the point of Blockchain?

The point of blockchain is to make deals and transactions as transparent as possible. It brings an element of trust to the table and if somebody wanted to change a certain deal or agreement behind another first parties back by hacking into a record the hash code that sealed the blockchain would change to reflect the change inside the record. This then would change the following block on the chain and the blockchain would be broken allowing everybody on the network to see what has happened.

If somebody did do this, they would then have to race against the rest of the network to change the hashcodes of every other blockchain in the sequence to fix it. The reason that blockchain continues to grow and be secure is because of Bitcoin miners.

What are bitcoin miners?

Bitcoin miners are people who frantically try and work out the next hash code in the sequence. Their motives to do this is because each time you work out the next sequence of the blockchain, the miner is rewarded with a Bitcoin. As time has gone on this value has decreased but due to the increase in the value of Bitcoins worth the motive and incentive is still extremely high.

What else can this blockchain be used for?

Blockchain can be used for a lot of things in terms of transactional (which it is doing at the moment) to finding out where our food was from, who was the picker, who was the freight forwarder who transported it overseas and who’s house did it end up at. However, identities are completely hidden which makes the transactions/ events described only encrypted by those who know the keys of the person that the transactions/ events are in regard to. You also might see it when you purchase a diamond, which could be a good incentive for people to buy who don’t want to buy blood diamonds.

We’re more interested in the next example – Blockchain technology could be put in place for global businesses who can see every step of their supply chain and make sure things are going smoothly!

How can I get involved?

Anybody can join the network as long as you own the currency. You can do this by trying to guess the next number in a hashtag to a blockchain, you can buy it from reputable bitcoin sellers – which you can keep in a digital wallet or you can be gifted a bitcoin which will allow you to enter the network. Who knows your business may even adapt the technology at some point and you’ll be using the technology every day as a business solution.

What are the Benefits of Using Green Web Hosting?

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While web hosting is a familiar word to many, not all of us will have heard of green web hosting. However, as the name implies, green web hosting is simply a web hosting solution that is powered by an eco-friendly resource, such as renewable energy. By finding alternatives to burning fossil fuels and using sunlight, wind and even water to power or keep their web hosting solutions cool, there are many benefits business owners may never have considered – benefits that are more than saving the planet, although this is the most important of the lot! Therefore, if you’re on the edge and wondering whether to migrate to a web hosting company that uses eco-friendly practices, here are a few reasons why you should make the change.

A Reduced Internet Carbon Footprint

The internet has progressed over the years and is not what it once was in its fledgling years. There is a huge amount of user-generated content out there, ranging from written blog posts to video and even audio, which is hosted on servers that are then housed in data centres. These data centres house many servers, which host anything from corporate websites and e-commerce stores to personal blogs, and because of the sheer amount of servers, these need to be kept cool. For them to remain cool, a huge amount of energy is used, which, of course, causes a significant amount of carbon dioxide (CO2) to be omitted. By turning to a green web hosting company, you’re greatly reducing your carbon footprint, as renewable energy sources are being used to cool down their servers instead.

Cost Saving Opportunities

Like most eco-friendly solutions, turning to green web hosting can be more affordable than the standard hosting plans. Why? Because unlike the usual web hosting solutions, you don’t usually have to pay for the electricity used to keep the servers cool. Instead, when using green web hosting, the electricity generated is through renewable sources like solar panels or wind farms, and because this is an unlimited source, it is much cheaper.

A Chance to Re-Brand

Nowadays people are more inclined to use a company that has eco-friendly values. With more emphasis being placed on looking for environmentally-friendly alternatives and lifestyles, people are making more of an effort when it comes to buying a car, choosing a house to live in, and the lightbulbs they use within their home. While not many people consider web hosting as being a threat to the environment, by saying you’re using a green web hosting company, you’re giving yourself a leg up over your competitors. Rather than be a company who isn’t worried about your carbon footprint, be one that is striving for a better, brighter and greener future.

The Ability to Make a Difference

While saving money and having a chance to market your business differently can be massive positives, the best reason to make the switch from normal web hosting to green web hosting is because it’s going to make a difference to the environment. There’s no denying the effects of global warming, so the best stance people should take is looking for eco-friendly ways to reduce the impact they have on planet Earth.

 

Ecosia Counter

Is Digital Going Green?

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It’s a digital world and there is no doubt about it, but when it comes to your digital marketing and everyday use of the internet is it possible that you can make your carbon footprint that little bit smaller?

To celebrate ‘Earth Day’, Google went into schools to share with them how they could be more economically friendly, but when the internet is something you can do from home, surely there has to be an alternative to doing your bit for the environment online instead of getting physical.

Sustainable search

That’s where Ecosia comes in. With Google owning the majority of the internet search market it can seem inescapable to use anybody but the digital giants whose algorithm usually provides you with the answers you need for your exact search term- but with an extremely environmentally friendly generation using the internet and an even more conscious generation of internet users growing up now the potential for this search engine to take off is massive.

What is Ecosia all about?

Ecosia was set up by a small group of people whose primary goal over anything is to plant trees to tackle the growing global problem of mass deforestation. The company’s mission statement is “We believe in everyone’s power to do good”, and that’s exactly what they’ve done by enabling the project.

On average it takes around 45 searches before you have ‘planted’ a tree and it works by using Bing to power search results (who’s algorithm usually mimics that of Google anyway, so your searches will still be accurately answered!) and paid ads. When you click or are shown a paid add this revenue goes in a pot to plant the trees!

Who have Ecosia helped so far?

So far, the Tree Planting Projects have begun in 12 areas that have been affected by mass deforestation including:

  • Nicaragua
  • Peru
  • Brazil
  • Burkina Faso
  • Morocco
  • Spain
  • Ethiopia
  • Tanzania
  • Madagascar
  • Indonesia

By planting the trees Ecosia is giving back to local communities who need it most, they are re-habilitating farmers, animals and giving livelihoods and jobs back to the people who are most effected by deforestation.

How you can help

Give Ecosia a go! Start by replacing your searches once a day into Ecosia then make the transition to setting your default search engine to Ecosia. If enough people do this the other search engines to follow suit.

If you wanted to do even more, you can download Vivaldi which is a customisable web browser based in Norway that is committed to running on clean energy.  Let us know how you get on with Ecosia and you may even see it in our SEO packages soon!

How to Increase Sales on Your E-Commerce site

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Get ready for new visitors, new purchasers and loyal customers with our handy guide on how to increase sales on your e-commerce site!

We know that every e-commerce site owner wants more sales so whether there is a slump in sales due to the economy, time of the month or just a lack of customers knowing you’re there, this post is for you!

Step One – Make sure your site is user friendly

One of the biggest hurdles when it comes to E-Commerce is user friendliness! Make sure that the buying process on your site is as simple and secure looking as possible, cart abandonment rates could be due to a site problem where for example the VAT doesn’t add up on the cart or with miss- advertised prices or even confusing message surrounding postage and packaging.

Your consumer needs to be able to trust you and your site so make sure you get that SSL Certificate, have a secure way to pay and ask 5-10 of your friends/ family to take your buying process step by step and give you feedback about what needs to be improved.

Step Two – Offer users something!

People love something for nothing, whether it’s something as simple as a free gift which you may have acquired for free yourself – you could team up with another small business to help gain them some brand recognition or it could be free postage! Yes, really, you’d be surprised with the amount of people that are put off buying a £100 item because of the £3.99 Postage and Packaging! Give it a try and see what happens for yourself.

Step Three – Optimize your email strategy

When people visit your site, you may have the opportunity to gain your visitors email address! Making sure that this is compliant with the GDPR, as long as you have permission to email these people you can set up a simple form asking for their email addresses or even have consent tick box forms fitted to make things easier!

You can set up re-marketing filters and funnels to capture those customers that you miss or that abandon their cart, perhaps reminding them what’s in their cart and offering them some sort of discount to get them back on board. This is a great opportunity to start segmenting your email lists into buying stages to try different strategies, which will optimize the way your brand works in the future.

Step Four – Engage with your clients and customers

This is the perfect time to mention your social media! If you need to be seen why not run a giveaway on Instagram, offering something for free to people who ‘like & tag a friend in the comments’ of your post to win an item.

This is a great way of spreading your brand in the initial days and reaching as many people as possible! Also make sure you like or repost any images of your customers with their orders and answer any questions they leave privately or publicly in the comments section.

Step Five – Facebook Advertising

If all else fails or you just want to reach a wider audience why not run a Facebook ad! If you don’t have time to do this yourself or are worried that you can’t optimise your audience enough, or even to avoid misspending your budget this is something a full-service agency can help you with!

Facebook is still one of the easiest ways to reach mass audiences, MOZ even say that by spending just $1 on Facebook you can reach up to 4000 people if you’re doing it right! You can also set up Facebook shops which is a great way to shorten the buying process and make quick sales!

Now it’s your turn

By trying any of the above strategies you are guaranteed to at least make an impact and gain a little more reach than you would have done without! Start implementing and see the results for yourself!

Organic SEO Tips for Small Businesses

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After having paid for your brand-new website the next step is getting it found, preferably by spending as little money as possible, and as sustainable as possible!

Things you will need for this guide:

  • A website
  • A blog
  • Spare time to write!

Step One

Come up with key words! This is the most important step when creating your content, you need to put yourself in your target audiences position. What types of things are they going to be searching when looking for your services? For example, somebody looking for web design services may be searching for ‘how to create a website’, so in our piece of content we would make sure that our key words being ‘how, website and create’ would be featured*.

Handy tip: By searching this query yourself, you can see what the competition is like (whether you’ll be competing with paid Ads, in which case you may want to pick another topic) and other related searches at the bottom of the page! According to Smart Insights Google accounts for 1.2 trillion searches per year worldwide meaning that if you’re going to start somewhere Google is probably best!

You should aim to create content at least monthly if you don’t have time to do so each week! To maximise this opportunity make sure you have Call to Actions at the bottom of content. Once you have enough content to track what is doing well on Google Analytics, you can optimise content to capture even more audiences.

Searches related to keyword/ phrase

Step Two

Best practices for content are to make it user relevant, so that when they land on your blog or article it is delivering them the content that they need to know. You also need to think about Heading 1’s Heading 2’s and Images (which should have Alt text in to increase chances of showing up on Googles Image page!) When you upload an image into the back end of your content management system you will have the opportunity to add Alt text. Part of this is allowing readers who cant see the image (whether it hasn’t loaded or blind users who may be using a speaking aid).

Headings should be featuring key words! Also, in this step you should be thinking about your Meta Tag which gives you opportunity to persuade the user in a few short sentences to click on your article and not your competitions! The Meta Tag is a piece of text under your link that tells the user a little about the content on your page. When you’re creating your post in the backend of your CMS system there should be a place to do this! If you leave this blank Google will automatically pull text through that may not be relevant.

Meta Tag Example

Step Three

Take advantage of Google My Business. By setting up a business listing with Google My Business you will improve local search results when somebody searches ‘Keyword Near Me’, (providing they have location services on) and when they search ‘Keyword Lichfield’ you should come up!

Google My Business also allows you to post 300-word updates about your business, it is good practice to keep these updated!

For example, when searching for ‘Web Developer Lichfield’ the search results are as follows:

Google My Business

Step Four

Encourage reviews whether they be on Google or Social Media.

It is worth putting in your Email signature a link to where your clients can review your products and services. Testimonials are the quickest way to build trust with potential customers who may be visiting your website! Reviews also help positioning, as you are deemed ‘trust-worthy’.

Step Five

Try and publish content on high- authority Domains that are relevant to your industry! Some websites love original content from people in their industry. If you have 10%+ of your backlinks with high authority domains pointing back to your website, naturally you are positioned as an industry leader and you should work yourself up through the results!

Finally, there is no short-cut to success when trying to organically grow your website, however this is a sustainable way to grow at a measurable rate. If you do need a more exposed rate you might be interested in PPC, you can learn about paid ads by clicking here.

 

*Write your content for users! Littering content with random keywords so it doesn’t make sense wont work!

FSC| logistics website

New Logistics Website for FSC Oceans

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Freight Forwarding is a service industry that involves moving goods around the world on behalf of importers and exporters (GOV.UK) with this in mind and as Brexit is just around the corner, the market is a highly competitive place to be at this moment in time.

Digitalising a physical industry can, in some respects be a challenging position to be in, but this didn’t stop freight forwarding new comers FSC Oceans from deciding to take this plunge.

Commercial Manager Alan Hewitt decided to contact us when looking for a web design and development that fit the bill for the Freight Forwarding giant. We got an enquiry from Alan in December of 2017 with the request to build a site for their global expectations.

When designing any website, we have to know what goals the client has in mind and why they are deciding to start the build of the site at this time. FSC Oceans explained that their website was there to help promote and set up the UK market, and Alan wanted a website that could be developed further to meet the growth expectations of the company. He also wanted a site that could position them as being more forward thinking than their competitors.

FSC Oceans wanted to come across that they are more on the ball with the digitalisation of the logistics industry, which was the perfect project for us having vast experience with the logistics industry. We know all the terminology and also knew what logistics companies are not doing quite right online which was a benefit when working on this project.

Some of the extra value elements we put in with the build were:

  • A cubic meter chargeable weight calculator to help users with costs.
  • A rates calculator which can store rates up to three months, with our knowledge on CO2 we created a carbon calculator for air, sea and road logistics which uses a centralised database and actual vessel positioning to work out the distance.

Along with this we helped the firm get set up for social media with graphics, video editing as well as a container size and INCO Terms PDF download as part of a customer tool kit.

Alan Hewitt, Commercial Manager at FSC Oceans said this:

“FSC Oceans limited is a UK freight forwarding start up business, and like most start ups looking for suppliers and the right partner is so important to get right the first time. Working and partnering with Cocoonfxmedia limited to support our website, which was delivered on time and on budget was a great decision, all staff within Cocoonfxmedia are empowered to support Customers and indeed from our first conversations regarding web design and marketing the team at Cocoonfxmedia where supportive and provided useful ideas and concepts to support our launch.

I would have no issue recommending Cocoonfxmedia to any business that needs a professional and customer service approach.”

Find out more about our freight forwarding web solutions here and see the full press release over at the Greater Birmingham Chamber of Commerce site!

What does GDPR mean for Small and Medium businesses?

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GDPR seems to be all anybody in the cooperate world is talking about now, with people offering classes on the new law change, to people deleting everything they have on file to do with users cough Wetherspoon’s. GDPR is the flavour of the month, and the conversation is getting a little wild!

What does it mean?

For the majority of us who have good practice, it’s nothing to worry about. The information commissioner isn’t out to get people and shut down small businesses who make up the majority of the UK’s GPD, but there are some things to keep in mind!

  1. The law is definitely changing so key decision makers and people in charge of databases should familiarise themselves with the changes.
  2. Make sure that all the information you hold is documented, that you know who you got it from and who you share it with, if you don’t, get rid of it!
  3. You should review your privacy information. Put in a plan for making necessary changes in time for GDPR.
  4. Check your procedures! Make sure they are applied to consumer rights and that you have a process in place for deleting and providing personal data, electronically and in a commonly used format.
  5. You should update your procedures and plan how you handle requests with the new required time scales.
  6. You should identify the lawful basis for your processing activity in the GDPR, document it and update your privacy notice to explain it.
  7. You should review how you seek, record and manage consent and whether you need to make any changes. Refresh existing consents now if they don’t meet the GDPR standard.
  8. You should start thinking now about whether you need to put systems in place to verify individuals’ ages and to obtain parental or guardian consent for any data processing activity.
  9. You should make sure you have the right procedures in place to detect, report and investigate a personal data breach.
  10. You should familiarise yourself now with the ICO’s code of practice on Privacy Impact Assessments as well as the latest guidance from the Article 29 Working Party, and work out how and when to implement them in your organisation.
  11. You should consider whether you are required to formally designate a Data Protection Officer.

All of this information is 1. Free and 2. Available from the Information Commissioners Office Website.

Keep Your Business Safe and Protected with Our Maintenance Package

If you are worried that you might not have some of the processes in place and are looking for a little more support we’re re-launching our support package just in time for GDPR.

If you have a website that stores the personal information of your clients, you should have a support package to make sure you aren’t likely to get hacked as well as being able to keep your website up-to-date and working properly, to avoid having to scrap the whole thing and start from scratch.

The Benefits of Investing in a Support Package

  • Never worry about updates again! We’ll do all the updating of your site each month to make sure it’s working in tip- top condition
  • Keep your site working hard for you!
  • Keep your site meeting user’s needs.
  • If something breaks – we’ll fix it, if a piece of code no longer works on your site we’ll go in to see what’s happening. The same with if a button stops working, so a user can’t do what they want with the site
  • Advice on how to manage content and upload new pages.

Get in touch today to find out more and set up your monthly support package.

Why did Wetherspoon’s shut down all their social media accounts?

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In April, Wetherspoon’s made the announcement through their head office twitter account that they would be suspending their social media channels for all local branches, including head office with immediate effect.

Tweet

With over 44,000 Twitter followers and more than 100,000 followers on Facebook, Wetherspoons most popular posts have received more than 500,000 views.

This sparked a wave of reaction – from the likes of Marketing Weeks Mark Ritson who called it ‘brand leadership at its best’. Many on twitter claimed that there had been a data breach and in light of Mark Zuckerberg being investigated for the misuse of personal information, Wetherspoons founder, Tim Martin, had decided to shut down all social media to avoid an investigation.

Wetherspoons chairman Tim Martin said: “We are going against conventional wisdom that these platforms are a vital component of a successful business.

“I don’t believe that closing these accounts will affect our business whatsoever, and this is the overwhelming view of our pub managers.

“It’s becoming increasingly obvious that people spend too much time on Twitter, Instagram and Facebook and struggle to control the compulsion.

“We will still be as vocal as ever through our Wetherspoon News magazine, as well as keeping the press updated at all times.

“We will also be maintaining our website and the Wetherspoon app and encourage customers to get in touch with us via our website or by speaking with the manager at their local pub.”

By investing more money into print which in the past has been largely an internal communications method – it does appear to be a rushed plan B that this is now Martin’s form of external communication to his customers.

As marketers staying in the loop with current technology gives us and brands a better grasp on what’s next to come. It is much safer and easier to dip your toe into social media, even if you don’t like it, to make sure you are at least on par with your competition.

Wetherspoon’s giving up social media isn’t just them questioning a channel that is realistically still in its infancy. There is a risk about being current, Wetherspoon’s demographic is broad and regardless of if they decide to ditch social media you can bet their audience won’t. New technologies are consistently around the corner and as a ever more tech savvy audience develops and moves on, will Wetherspoon’s be in a position to move with them?

 

Probable reasons why Wetherspoons did delete their social media accounts

  1. Last year the brand was forced to deny rumors that they didn’t let their staff wear Poppies to work.
  2. Tim Martin had a lot of personal data and didn’t know what to do with it before GDPR.
  3. His staff we’re always on their phones claiming it was to update the branches social media.
  4. The ‘review’ section on Facebook and customer service element of the social channels was damaging the brand.
  5. Tim doesn’t know how to use it.
  6. Local branches social media accounts had been trolling MPs and didn’t align with Wetherspoons pro-Brexit stance.

The Best Ways to Improve Your AdWords Quality Score

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Since being a Google Partners Badge holder we have ran many campaigns. Like anything in marketing, you can spend money whether it be digital or on traditional means of advertising but return isn’t always guaranteed. However, there is a way to maximise the effectiveness of your AdWord campaigns by understanding the way google calculates your Ad Quality Score.

What is ‘Ad Quality Score’?

‘Ad Quality Score’ is a score assigned by google next to each key word campaign. This score can have a dramatic effect to your ads performance and is sometimes the reason why your ad might not be showing as often as your competitors or why you’re not receiving enough clicks. The idea is that Ad Quality score makes campaigns fairer to those advertisers who don’t have the most budget behind their Ads.

What is the Ad Score based on?

Ad score is based on three variables these are:

  1. Click-through rate (CTR) – How many people click through to your ad. This indicates how useful it is to users searching certain phrases.
  2. Ad relevance; meaning that your ad has to be relevant to the search query of the user and be of use
  3. Landing page – the relevance of the landing page to your ad meaning that if your ad is about a certain type of product and then the landing page (the page that the user is taken to when they click on your ad) is taking you to a different type of product then the landing page wouldn’t be relevant.

The best ways to improve your Ad Quality Score

  1. Make sure you use structured and smaller but more targeted ad groups.

By doing so you are creating a more relevant campaign which will mean the user searching for products like yours is more likely to click on the ad and you won’t be using up valuable budget on empty impressions from users who aren’t likely to click on your ads. You should have groups of 5 – 20 key words ranging between broad and exact match phrases.

  1. Create targeted landing pages and increase loading speeds

Most clients don’t realise just how important the landing page is. Landing pages should be targeted which means containing content that uses targeted key words for each ad group. This increases relevancy of the landing page and increases conversions. By targeting your landing pages, you are creating happy users satisfied by usability.

We know that it is not practical to make a landing page for each ad you have but the ad that could generate you the most income should definetly be invested in. Use a web designer who specialises in functionality. You can also check your loading speed by using webmaster tools or page speed.

  1. Make sure you and your team know the Ad Score factors.

Pass on this article or put together a quality score chart where you can check your ads against all factors.

  1. Create optimised compelling Ad Copy

This way your ad copy will be tailored towards your key words which will make your ads more relevant to the users searching. You can do this yourself or Google has a tool called Dynamic Keyword Insertion which does this automatically and focuses on getting the best results for you campaign.

  1. Geographies and Budget

Make sure that the locations that your campaigns and ad groups are set to exactly where the users are that you want to target. When taking into account your geographies you need to recognise your companies target audience, their demographic and age. Are they going to live in the areas you are targeting? Could this be a reason you’re not getting click throughs? Just like traditional marketing, digital should be methodical and follow the same principles. Budget too can be a factor, if your days budget has been used up by 11am- your ads will not show for the rest of the day so sometimes when a campaign has ran for a while and your results start to halt this could be why, increasing your budget by a little may go a long way.

The Seven Ad Appeals

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To be a successful advertiser you need to make more return than you spend on investment. Which means that your advertisements need to see some kind of value back whether that be goals such as a brand awareness, shifting consumers beliefs about a product or whether it be cold cash through sales. Investment needs to be put back into the business. To do this advertisers need to reach consumers emotions and appeal to them. A way this can be achieved is through the seven ad appeals.

Learn more: The Means-end Advertising Theory 

The seven ad appeals are a set of seven persuasion techniques that tap into consumers thoughts and purchasing decisions. They attract target audiences by relating to consumers every day experiences in hope of tapping into their personal values, beliefs and self identity.

Clow and Baack 2014 7 Ad Appeals

Fear

The characteristics of fear ad appeals are that they are used to promote multiple products. They increase interest and persuasiveness they have increased recall as well as an increased chance of processing the message. A moderate level of fear is more effective and usually these appeals are ran by insurance firms and governing bodies.

Sex

This ad appeal breaks through the clutter, it is interesting. Increased attention in both male and female, attention greater in opposite sex situations This ad appeal has a Lower brand recall and Sexual appeal distracts from product they can trigger arousal, leading to effective, cognitive responses.

Sexual appeals in different ways

  1. Subliminal approaches
  2. Sensuality

Sexually suggestive

  1. Nudity/ partial nudity – use for products with sexual nature. Popular in print.
  2. Over sexuality – used for sexually orientated products

Sexual criticisms

  1. Perpetuates dissatisfaction with body
  2. Female stereotyping

Level of Sexual Appeal

Advertisers must determine societies view and level of acceptance take into account religion, culture and values in order to determine levels of nudity, sexual references and gender specific issues. In some countries, sexual issues are taboo and are ethically frowned upon.

Scarcity

This Urges an audience to buy due to limitation, it is tied with other promotion tools for example sales, the objective is to take action.

Music

Is Important, catches attention but can also be intrusive as music is linked to emotions, experiences and memories. This appeal is stored in the long term memory part of the brain. Therefore, You can tie a song to a product and this will lead to better recall. This appeal can increase the persuasiveness of the message and can have a primary role or be incidental.

Humour

The humour appeal can be used to attract, keep attention and interest viewers. It has higher recall, triggers past emotions and improves moods. The humour should be connected to the product benefits but should not be over powering. However, this appeal is sometime difficult to execute, it can go wrong, hence this snickers super bowl ad.

Emotions

Create attachment between the brand and the consumer, these advertisements are more creative and visual cues are especially important. Music and a spokesperson go hand in hand, repetition is important and television is the best media for this appeal.

 Rationality

This ad appeal Follows the Hierarchy of effects stages, it leads to stronger conviction about the benefits of the product. It expects customers to process this message, is good for print but it does require high involvement. It is superior to other appeals in changing consumer beliefs and attitudes.

Next time you need to put together advertising collateral whether it be for print, social media, Google AdWords, radio or television think about how you are going to appeal to your audience and test different suitable frameworks to present them in.