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Dove Real Beauty Sketches
In one of the most famous Dove films, Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves. Each woman is the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description, and the other using a stranger’s observations. The difference is massive and surprising.
This ad has more than 14 million visits in a month, becoming the most viral video ad of all times. It doesn’t say anything about the product, but this campaign got everyone talking, and within that conversation was Dove, driving sales massively in the process.
When talking about a landing page, we are referring to a page that fulfills a unique and specific function, which is none other than converting visitors into leads, sales…
A landing page does not offer different functions or categories, it’s limited to achieving a specific objective; generating conversions. Therefore, it is important that it has an attractive and functional design, as well as offering users all the information they need to know.
An example of a landing page would be when you want to sell an ebook or an online course, and you send users to a landing page, where they will find all the information they need, as well as different calls to action that will invite them to buy the content, fill out a form to include you in an email marketing campaign…
On the other hand, a microsite is a website intended to promote a product for sale, a service, an event… Usually, it acts as an auxiliary supplement to a primary website, as a promotional catalog, including extra information that is not found on the primary website.
It is important that the microsite has an impressive design, capable of attracting the user’s attention, as well as transmitting the values of the product, service or event that is being promoted.
Usually, the microsites tend to have a certain duration, being widely used when looking for something specific for a limited time. When creating a microsite, it is essential to offer all the information that the user may need, as well as not mixing different products. If you want to promote two products, you must create two different microsites.
Using a microsite would be a good option when, for example, you launched a promotional campaign on a specific product, which will be in effect for 30 days.
The wrong use of this political advertisement leads to the deceive of the population. The political parties influence unconsciously on the public as it can have great repercussion on their decisions when voting, so somehow, they are rigging the elections, which in my opinion it’s not just or legal. This would mean that the party which has more money to spend in this advertisement is the one who will win, not making the elections a fair competition. I believe that using the social platforms in a correct way, to inform and reach a wider public is completely correct always when they are not misinforming and manipulating the public.
The main reaction of the most important platforms, (Facebook, Twitter…) when they detected this problem was the deletion of fake accounts, as they only worked to manipulate the public opinion. Facebook as well as Twitter, have closed many of these accounts that belonged to ‘El PP’. However, they have denied the consistency of this false accounts.
After the scandal Facebook said that he was going to take drastic measures in relation to this. First of all, Facebook has diminished the ad propagation and has established regulations for the next elections. Facebook has modified its platform to have more control and information in the advertisement such as who the who the advertiser, and they must facilitate relevant information about them.
Deepfakes are a great threat to everyone nowadays. First of all, the main problem is that anyone can create a deepfake because it doesn’t require any kind of technological skills or abilities. The main problem with this is the misinformation and lies that people who are not aware about this technology can believe. In the communication world, and image, in this case video is worth a thousand words which means that people rely on videos as they believe they cannot be edited. With the deepfakes we have learned that this is not the case, and everyone should be informed otherwise so they are able to analyse every single picture or video they see to prove it is not a deepfake. So, it is clear that for the people receiving the wrong information is a menace to society, but it’s also endangers the careers of many professionals who work for a public, specially politicians. People can begin to blackmail other by saying they will upload an edited video with images or voices if they don’t do as they say. This type of videos can practically destroy a carer if they are not discovered to be deepfake. There are two different types of deepfake, the one that changes the faces and the one which an artificial voice can be introduced in a real video. I believe that the voice one is much worse as in the images you can see that the person who is speaking is the real one and because it’s much more difficult to discover it’s not true.
1. The way we apply the long tail theory to the use of hashtags in social media posts, is practically the same way you apply it to the SEO. When you post a publication and you want to have more views, visits and interactions, the easiest way is writing hashtags. Through the hashtags people can search what interests them and they can end up finding publications which they needed or were looking for. Knowing this it is obvious that hashtags are quite necessary, so your publications have a wider range of visibility and impact. However, here comes the part where we have to think about the hashtags in the long tail theory. If we only use generic keywords, meaning, terms which concentrate a high demand of searches but only formed by one keyword this will cause two results: first, your publication will come up with high frequency as this keyword is searched for abundantly; however, even if it comes out a lot due to the frequency of search there will be thousands of publications competing for the positioning so it will not do any favour to the publication (as it will probably not be seen). Moreover, as the generic keyword used in the hashtag is not specific at all, it will attract lots of traffic, which is not qualified, meaning it’s not the traffic you as the publisher want. On the other hand, if we apply the longtail theory, meaning we use many different types of hashtags to describe publication, they can be searched for on an easier way; it will be more precise. If your publication has for example #event #marketing #digital #communication, people who search for a marketing event and look up those two key words will come up with your publication before than any other one that has a single keyword. It is true that if your publication has just one hashtag for example #event or #marketing when people look up for that generic word (which is more common) it will appear, nevertheless, there will be thousands of those publications so yours wont probably stand out, as well as, if they are not looking for a marketing event it is useless that it appears (so that search where you appear is completely useless). Therefore, the specific long tail keywords cause that the person searching that reaches your page/ publication is actually interested on what they find and result to be useful, qualified and beneficial clients and users.
2. As analysed before the long tail theory has many advantages which can also work for Google Ads or Google Adsense. They have noticed that working with long tails is useful as it allows the advertisers to be more precise reaching their target audience, which this is beneficial as when you have the possibility of focusing on a specific audience you can know them better, so, you have a better chance of impacting and reaching to them. Within this technique the brands can compete with fewer competitors as it just focuses on some consumers in some specific places which will probably end on having better results of your campaigns.If you know exactly where, to place your ad and who is your public, almost all your work is done. It doesn’t matter that the places you are placing your ads have lower flow of possible
clients as it will reach most importantly to people who you know like or need what you are advertising and that are going to engage with it.3. The long tail theory and the Pareto Principle have very key concepts in common. Overall, the first concept which I related is that you have to concentrate the 80% of your time on the 20% percent of work that will give you a significant benefit and then the other 20% of your time should be focused on the remaining 80% of work. Then this 80/20 rule is similar to the long tai theory applied to the SEO; if you try to reach the 80% of the people (mass audience) you will probably have a 20% of valuable visits to your page. But if you try to reach a 20% of individuals whom are really going to profit from your page your gains related to that 20% will be of an 80%. This shows a key relation between the amount of people (valuable) you try to reach and the amount of benefit you want to gain.
Esto significa que el marketing ha cambiado debido a la web 2.0 y se haya convertido en un Marketing de 6 grados que es mas directo y se dirige a cada persona individualmente. La web 2.0 ha dado la posibilidad a las empresas de entender mucho mejor el público al que se quieren dirigir lo que les permite poder ajustar cada tipo de publicidad a el individuo. A mi parecer, consigue que las personas se sientan atraídas, pero además que le lleguen mensajes de publicidad que de verdad están entre sus intereses. Las empresas tienen la ventaja de, conocer mejor a su público y poder centrarse más en cada persona; y el publico de conocer mejor a las empresas y que les lleguen mensajes más adaptados a sus necesidades y gustos.
Lo que les interesa a las empresas es que las personas hagan caso a sus campañas de publicidad cosa que este marketing de 6 grados hace más posible que antes. Se ha creado un marketing único y más sofisticado que le funciona mucho mejor a las empresas y al individuo
