How Can Artificial Intelligence Help DTC Brands Acquire New Customers?

Affinity mapping is a widely used marketing strategy because it effectively incorporates and enhances user research. When executed correctly, it can do wonders by distilling the findings of user interviews into meaningful, practical knowledge. Let’s start with the basics and learn how customer affinity mapping can help you understand user research. What Is Affinity Mapping? The act of making an affinity diagram , sometimes called affinity mapping, collaborative sorting, or snowballing, goes by a few different names. In its simplest form, it is the process of classifying qualitative data about your users. First, you'll need to learn more about your target audience through usability testing, surveys, in-person interviews, or any other feedback-gathering technique before beginning affinity mapping. After gathering information, it should be recorded on slips of paper, such as post-it notes. The next step is to have a sizable area to post, sort, and rearrange the ideas. What Is An Affinity Diagram? The final product of an affinity mapping session is an affinity diagram, or cluster map, which is used to classify and categorize the data collected. When examining qualitative data or observations, affinity diagrams are very helpful because they organize data into clusters of related elements. Teams working on design, research, and products can get closer to synthesizing qualitative data from various sources using an affinity diagram. Source: Pexels In order to provide an excellent user experience, it is necessary to conduct user research to learn about users' demands, habits, and goals. Even though it's essential to keep an eye on things like conversions, click-paths, and other quantitative statistics, the key to pleasing your customer lies in the details revealed through qualitative research. However, as was noted before, this type of data is more difficult to synthesize than quantitative data. Thematic analysis is a standard method for analyzing user research. By developing themes to organize the material and construct ideas across each notion, the thematic analysis aims to understand the meaning of all the notes, observations, and findings. Affinity diagrams are great for topic analysis if you haven't guessed yet. The themes for your affinity diagram can vary depending on your role and the nature of your study. Some possible affinity groups derived from user experience research are as follows: Analysis of user emotions and expressions while they complete certain tasks on the website Words and phrases used to search for a service or product Suggestions and feedback to enhance the quality of your service or product Here Are Five Scenarios in Which Affinity Mapping Would Help Enhance User Research 1. It's a Great Way to Evaluate the Research Quantitative data and qualitative data are two standard classifications of information. The latter, the qualitative type, is what affinity mapping focuses on. However, when you collect and organize data, you could notice that clusters of information grow around specific keywords or concepts. These high-traffic spots require your immediate attention. They will highlight the most critical issues for your users and help you determine which ones to tackle first. 2. You May Take Your Stakeholders Along For The Ride Communicating with stakeholders is one of the most challenging aspects of any project. As a result, asking them to participate in long user research sessions generally does not make sense when they already have fixed schedules. Affinity mapping is a productive method of including stakeholders in the research process and providing them with a preview of the findings. They can better empathize with users and gain insight into the challenges they face. Remember, they will soon forget you if you provide them with some beneficial information and fascinating quotes. 3. Collaboration Changing the position of post-it notes is not a challenging task. The results are more significant when done as a group, and the experience is more enjoyable for everyone involved. If you want a new perspective on the data, invite people with various areas of expertise and interests, like subject matter experts or stakeholders. Also, ensure that there is enough time to debrief the project once it's finished. Affinity mapping helps in starting discussions. You might learn about previously unseen patterns by looking at them in a group discussion. 4. It Aids in the Discovery of Surprising Connections Surprising incidents might emerge as your affinity map expands. Some post-its may serve as a "bridge" between ideas if they apply to more than insight. Certain realizations might form a cluster you can summarize with other higher categories. Also, you might discover that specific terminology is commonly used while discussing a particular topic, which you can incorporate into your work. An affinity map is ever-changing, so don't be afraid to reorganize it if a new, larger pattern emerges. 5. It Encourages You to Avoid Jumping to a Solutionize Intense ideas often emerge after user research, such as "some users mentioned they wanted a video, so let's develop a video!" However, before fully understanding the issue, it might be ineffective to jump to conclusions and formulate solutions. You may increase the quality of your insights to create your How Might We's, personas, and problem statements by standing back and letting the affinity mapping process do its thing. If you perform affinity mapping correctly, you'll reach a point when the answers practically write themselves. How to Facilitate a Productive Affinity Diagram Session? Establish Transparency Both the client and your team will benefit from setting expectations around how you will conduct user research. Before meeting with clients, send them the interview scripts, research plan, etc., to give them an idea regarding the session. Bring in All the Relevant Parties How often do product teams wish their clients knew as much as they did about their users? In fact, they should. Clients may miss important information when using reporting techniques like user personas. They should not participate in interviews to prevent bias, but it does not imply they cannot contribute to the study in other ways. Research findings can be improved by including clients in the analysis. Participants in an affinity diagram session should include everybody with a stake in the outcome of the product's development. Joining the Crew It would be best to establish value to stakeholders before work begins. Get the word out that everyone's contributions today will result in a more manageable data set for the team as a whole. An affinity diagram is a tool used to bridge the gap between the research and design phases of a project by highlighting commonalities discovered during the former. Reiterating the project's key performance indicators (KPIs) and stated goals can be a smart move. Having individuals enquire and offer comments about the project's trajectory is facilitated by this method. Bring Relevant Recordings or Transcripts Team members take notes during interviews in an affinity diagram session. To create insights, stakeholders review recordings and transcripts of previous meetings. Your group might also have some of them. The rainbow of sticky notes might cover your wall when an interview review is over. Group, Regroup, And Group Again The data should spontaneously yield themes. Rearranging sticky notes into clouds or clusters may require some practice for some people. Once data begins to flow, you can observe the emerging patterns. Wrap It Up After the team has participated in a few rounds of guided grouping, remind them of the diagram's set goals. Everyone must surely know their users better by now, right? Which of your preconceived notions has just been proven correct or debunked? Review the subsequent phases in the project's progression and understand how this step will help the team reach those goals. Conclusion Affinity diagrams are one of the means to organize your findings after extensive research regarding the user experience. Keeping these affinity diagrams on record during the design and development phase can help develop life-like prototypes with real data and interactions. Organizing the information using affinity diagrams won’t only enhance the user experience but will also improve and streamline the other processes involved in the project. Still, have doubts regarding affinity mapping and diagrams? Well, our experts can help you resolve all your queries and hone this marketing strategy to enhance the user experience to a great extent. Contact us today! ...

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The advent of online shopping has overshadowed the traditional retail experiences. Especially in the wake of the pandemic, the convenience of shopping from the comfort of our homes has made us somewhat lazier and has us relying heavily on social media marketing employed by fashion brands to stay updated with the latest trends. In response, a new paradigm has emerged within the fashion industry. Alongside established brands like Gucci, Louis Vuitton, and Prada, emerging fashion labels have recognized the importance of establishing a social media presence to cultivate a target audience and foster engagement. Undoubtedly, a compelling social media marketing strategy is imperative for fashion brands seeking success in the vast realm of social platforms. The approach may vary based on the brand and its target audience, encompassing endeavors such as showcasing new season products online, live streaming fashion weeks, and much more. It is well-established that fashion brands require a well-tailored social media strategy to capture attention in the ever-expanding landscape of social platforms. However, understanding how to promote a clothing brand on social media effectively and implementing key tactics within digital marketing strategies can be overwhelming, given the multitude of available options. Fortunately, numerous social media platforms offer specific tools and recommendations catered to clothing brands. This allows for the implementation of distinct strategies on each platform, enabling effective connections with the intended target audience.While the choice of platforms to engage with is subjective, this article will provide detailed insights into the creation of suitable content for different platforms, tailored to the unique needs of your fashion brand. Continue reading to delve into a comprehensive exploration of the social media strategies employed by fashion brands, unveiling the intricacies of this ever-evolving landscape. Why Does Your Fashion Brand Need a Social Media Strategy? The emergence of new brands on a daily basis has heightened the importance of excelling in social media marketing like never before. Establishing a strong presence on social media platforms is no longer a luxury that only some can afford. It is now a necessity for businesses across various industries. By leveraging these networks, brands can achieve various objectives, including reaching their target audience, conducting competitor analysis, enhancing brand awareness, ensuring customer satisfaction, boosting sales, and fostering a vibrant community. Gone are the days when a fashion brand could afford to ignore social media. Nowadays, a brand's absence on these platforms can be equated to non-existence and irrelevance in this age of memes and trends. Window shopping has evolved from physically browsing malls to the virtual realm of social media, where fashion enthusiasts eagerly explore and engage with brands. Social media influencers have risen to prominence as key trendsetters, capturing the attention of followers who make purchases based on their recommendations. Platforms like Instagram and Pinterest serve as virtual fashion hubs, where users eagerly consume influencer content, save outfit ideas, and make informed buying decisions. The tremendous growth of the influencer marketing industry, witnessing a remarkable 18.8% increase from $13.8 billion in 2021 to $16.4 billion in 2022, further solidifies the importance of a robust social media strategy for brands. Crafting a well-designed social media strategy has become paramount in our digital age. It is not only a means to connect with the target audience but also a powerful tool to drive revenue and elevate brand accounts. By strategically leveraging social media platforms, fashion brands can tap into the vast potential of these networks, effectively engaging with their audience and nurturing long-term brand loyalty. How to Market Your Brand in an Optimized Manner? Finalize Your Medium Facebook: Unleashing the Power of Local Promotion Facebook, the quintessential social networking site, has evolved to become business-friendly, catering to a wide range of commercial transactions.Its ability to effectively promote businesses in local communities sets it apart. By leveraging user data, Facebook delivers targeted ads based on users' preferences, liked posts, interactions, and comments. This offers a valuable opportunity for brands seeking to establish a deeper connection with their target audience and create a more comprehensive brand image. Twitter: The Realm of Word-of-Mouth Influence Twitter serves as a platform for live news, real-time updates, engaging discussions, and meme-sharing. Users flock to Twitter to discover random thoughts, insights from favorite writers, opinions of celebrities and public figures, and to connect with their social circles. In the fashion industry, commercials on Twitter are often concise, straightforward, and accompanied by visually appealing images that capture the essence of the brand. The "Twitter effect" has been observed, suggesting that microblogging word-of-mouth shared through platforms like Twitter influences consumers' post-purchase evaluations and early product adoption behaviors. Instagram: The Holy Grail of Fashion and Lifestyle When it comes to the world of fashion, Instagram reigns supreme. It has become an integral platform where fashion magic unfolds on a daily basis. Celebrities endorse renowned fashion brands through captivating posts, and viewers are enticed to explore further by expanding captions or tapping on enticing photos. Fashion brands use this opportunity to drive traffic to their Instagram pages or website landing pages, enticing visitors with discounts and attractive offers. Instagram provides diverse avenues for selling products, including single posts, sponsored ads, and engaging Instagram Stories. It is the social media platform where fashion-conscious individuals converge, scrolling through their feeds while savoring breakfast or indulging in a bit of social media exploration before bedtime. For fashion companies, Instagram represents the ideal realm for social media marketing, offering a global stage accessible anytime, anywhere. Influencer Marketing In the high fashion world, renowned brands are increasingly recognizing the profound impact of strategic PR campaigns. Far from being a mere expenditure, these campaigns serve as powerful tools to elevate branding, enhance visibility, and ultimately generate substantial financial gains. To amplify their reach and bolster sales, these esteemed fashion houses are turning to a coveted ally: influencers. Although some may raise an eyebrow, influencers have emerged as invaluable assets for fashion firms' social media marketing endeavors. Astonishingly, a staggering 49% of discerning consumers now place their trust in these influential figures for product recommendations. Through captivating video content, influencers possess the remarkable ability to sway their audience's purchasing power. From luxurious vacation escapades that exude effortless elegance, to step-by-step makeup tutorials that unveil the secrets of flawless beauty, these fashion mavens seamlessly blend styling recommendations and product evaluations. The result? A profound impact on consumer behavior, propelling fashion-forward individuals towards desired purchases and coveted fashion treasures. A truly groundbreaking example of influencer marketing brilliance unfolds when the pinnacle of luxury fashion, Prada, forges an extraordinary alliance with none other than Lil Miquela—an extraordinary American robotic persona. Conceived by the ingenious minds of Trevor McFedries and Sara DeCou in 2016, this captivating It-Girl has amassed a staggering 2.5 million devoted followers, attesting to her undeniable pull in the digital realm. In a momentous partnership, Lil Miquela assumes the reins of Prada's illustrious Instagram account, casting an enchanting spell over the virtual landscape as Milan Fashion Week unfurls its grand tapestry. Change Your Approach:Add Videos! If you wish to master the art of captivating an audience's attention, you have to understand that it rests in the seamless fusion of visual splendor and concise storytelling. The current culture of content consumption is based on mindless scrolling that plagues our social media feeds. Video reigns supreme as the medium that effortlessly captivates and enthralls. Unlike lengthy textual narratives, it possesses an inherent ease of absorption, allowing fashion brands to seize their audience's interest promptly within seconds. The key to triumph in the realm of social media lies in distilling information into bite-sized yet aesthetic snippets—sufficiently engaging to hold viewers spellbound. Relevancy is the sacred ingredient that must flavor your content. Through the power of video, your fashion brand acquires a resonant voice, empowering you to respond to the ever-evolving tapestry of breaking news, customer trends, and viral sensations. The most illustrious of brands master the art of real-time strategies, adroitly transforming themselves into a living social discourse. Elegantly intertwined with recurring hashtags that beckon to diverse customer demographics, these campaigns effortlessly spark conversations, breathing life into the very fabric of social discourse. As a fashion luminary, your aim is to ignite fervent discussions, and there is no better way to achieve this than by expertly aligning your videos with the pulse of the present. Try Your Theories Out A/B testing is a valuable research method in the fashion industry to compare different versions of content and determine audience preferences. When it comes to leveraging social media for brand promotion, A/B testing proves highly beneficial. It helps fashion brands optimize their content strategy by experimenting with variations in copy, photos, videos, headlines, and other elements that may be uncertain. By conducting A/B tests, brands can uncover the types of content that spark meaningful discussions among followers and those that fail to engage. This valuable insight allows for fine-tuning of content to align with audience preferences, fostering genuine interaction and connection. A/B testing serves as a compass, guiding fashion brands toward captivating content that drives engagement and strengthens their presence on social media platforms. Embracing this enlightening approach, brands can unleash the power of data to craft compelling narratives, cultivate loyalty, and achieve unparalleled success in the ever-evolving digital landscape. Focus on Your Branding The quest to enhance brand awareness is a common aspiration among all marketers. However, devising effective strategies to achieve this goal can be daunting. To aid you in building a robust social media brand presence, consider these tactics, business examples, and actionable steps. Gone are the days when branding solely relied on logos and colors. Today, it encompasses a holistic approach that encompasses tone, imagery, and target audience. Measuring its impact can be challenging as the success of such branding efforts is more qualitative than quantitative. Nonetheless, by refining your social media branding, you can gauge results through key indicators like engagement, mentions, and share of voice. Fashion brands can further employ strategies such as regular audience surveys to assess their brand recognition, identify target demographics effectively reached, and ascertain if the perception of their brand aligns with their desired objectives. By diligently incorporating these insights into your social media endeavors, you can gradually amplify your brand's presence in the digital sphere. Remember, it's not merely about disseminating content but also crafting a cohesive and resonant brand narrative. Through strategic branding efforts and astute analysis of engagement metrics, fashion brands can forge deeper connections, foster brand loyalty, and solidify their position in the ever-evolving landscape of social media. Track Your Results Measuring the outcomes of your social media campaigns is crucial for fashion brands. They help you design your strategy for your future ventures. Utilizing the analytics tools provided by social media platforms allows you to assess the performance of your posts and videos. Additionally, leveraging tools like Google Analytics helps track website traffic from direct clicks on social media posts. By analyzing these metrics, you can gauge the effectiveness of your campaigns in driving engagement and increasing website visits. Furthermore, analytics provide insights into the popularity and effectiveness of different versions of ads or posts, enabling you to refine your strategies and focus on content that resonates with your audience, driving sales and brand growth. For fashion brands, investing in social media marketing is of great importance, as it serves as an ideal channel to amplify brand awareness among the target audience. While building a brand reputation on social media requires time and patience, employing the aforementioned tactics sets you on the right path toward developing a strong online brand presence. Remember, success in social media branding is an ongoing journey that requires continuous monitoring, analysis, and adaptation. By staying attuned to analytics and employing effective strategies, fashion brands can cultivate a compelling online brand identity and establish a lasting connection with their audience. In Conclusion The world of fashion and social media is that of vibrancy and superficiality. What you see is what you buy, hence, making what you portray yourself and your brand to be very significant in the consumer’s perception. It becomes imperative to measure the outcomes of social media campaigns, leveraging powerful analytics tools to gain invaluable insights. By delving into the wealth of data provided by social media platforms and tools like Google Analytics, you can unravel the performance of their posts, videos, and ads. This knowledge empowers them to refine their strategies, optimize content, and drive engagement while keeping a keen eye on the ultimate goal—increasing sales and brand growth. Remember, your social media journey is not limited to one campaign or one moment. It is an ongoing process of honing your brand identity, nurturing connections, and sparking conversations that resonate with your audience. With each step, you can craft an authentic and captivating brand narrative that stands out amidst the digital noise. As you begin to embrace newer possibilities, let Saffron Edge be your trusted partner on this exhilarating journey. Our team of experts is ready to guide you through the ever-changing social media landscape, ensuring your brand shines the brightest, and captures the hearts of your audience. If you are ready to take your fashion brand to new heights, contact us today. ...

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With the advent of the internet, businesses from all over the world have now got many different types of content through which they can increase their business presence and the best part is using these different forms of content is pocket-friendly as well. But if you will go through the current top trends of SEO then you will notice that there is one form of content that is leading the digital platform and that is video based content. Even if you go by the stats, you will find that most of the people on the digital platform are now preferring video based content as more than 54% of the consumers look forward to seeing more video content from brands. But instead of being dependent only on one type of content and limiting your reach, you should start considering live video marketing as well. The proliferation of live video began almost a decade ago with platforms like Livestream and Ustream. And now because of the features like Go Live on Facebook and integration of live mobile streaming on YouTube, live video marketing has become a strong weapon for the modern day marketers. Live video marketing as an inseparable part of marketing One of the most important things to know about live video streaming is its success is totally dependent on timeliness and this is why it has slowly become one of the most used SMM techniques by businesses of all sizes and industries. And the current lockdown phase has fueled the growth of live video marketing as a crucial part of marketing. Because of confined outings, people are now more interested in joining live sessions through live streams right from the comfort of their home. And since live video marketing is more interactive, it becomes a unique marketing approach. Nowadays, brands are even using influencers for live videos because this is being considered as one of the most ideal ways to add value to the content so that more people will find it not only interesting but valuable and full of information. The benefits of live video marketing Live videos allow a brand to get connected with its audience on a human level and this type of human touch and interaction is not available in any other form of content used on the digital platform. There are other many benefits of live video marketing and we have mentioned some of them below. Better engagement According to a recent report, it has been found that 80% of the consumers will be more interested in watching a live video than reading a blog from a company. Since video based content is visually more appealing and easier to grasp, people prefer it more than any other form of content. Wider reach Through live videos, you can get connected to millions of people and this is why its reach is better than all other forms of marketing. Because of better reach, you will also have better brand awareness. And since there are no geographical restrictions in live videos, you will never be confined to a certain type of audience base. This is why live video marketing is used to spread awareness about new products and services. Improved customer relationship Since you will be interacting with your customers in real-time and on a human level, you will be able to build a better customer relationship. It has been seen that live video marketing proves to be more effective in building trust and loyalty among customers in comparison to all other forms of marketing. No other form of marketing allows you to interact with your customers personally. So, even if you are looking forward to improving customer relationships, you can use live video marketing. Better conversion rates If you will use live video for your firm then you can easily demonstrate your product instead of moving through the step-by-step process which begins with first explaining how your product works or how it is different from others. So, this way, you can directly show your products to your potential customers and thus you will have higher conversion rates. Even 70% of the marketers out there believe that live video is much better at improving conversion rates than all other forms of marketing. How live video marketing is being used? Live interview with industry experts People on the digital platform are always hungry for reliable information and you can fulfill this growing demand through live videos. If you will start doing live interviews with industry experts then it will surely make people succumb to watching videos since industry experts are trusted among the customers and they will consider them to be a reliable source of information. By doing live interviews with industry experts, you can even work on improving the credibility of your brand, regardless of the size of your firm and the industry domain you are dealing with. Questions and Answers with professionals If you will go through the current social media trend then you will realize that people are more interested in watching Q&A sessions and thus it can be included as a part of your live video marketing strategy. By choosing the right subject of discussion and by choosing the right industry expert, you can easily make Q&A sessions both informative and entertaining. You are not even restricted to a particular type of niche while organizing such sessions since it will allow the audience to get directly in touch with industry experts. Live tutorials You can’t make a person succumb to buying your product through colorful ad banners or catchy taglines only. The modern day consumers are always looking for a strong reason to buy your product or service and through Livestream, you can surely give those customers a solid reason. Through live tutorials of your product or service, you can easily highlight the purpose of the product and thus it proves to be highly fruitful for sales. You should know that live tutorials have even become an inseparable part of influencer marketing as brands have started hiring experts to do live tutorials related to the product or service which makes the Livestream more reliable. But you will have to make sure that your live tutorials are not only about a sales pitch. Live unboxing This is one of the most common types of videos being used on platforms like YouTube by bloggers and customers are more interested in watching these types of live videos since it gives them the first look of the product. People who are crazy about gadgets and other types of products wait eagerly for unboxing videos. But unboxing is not only limited to gadgets now as it is now being implemented to lifestyle-based products as well. So, if you are launching a new product then you can promote your product by asking one of the bloggers related to your industry to do a live unboxing of the product. Live behind the scene Using behind the scene live videos can be a great way to engage the audience since it will give them a view of how their brands work and function. There are many ideas to use a live video on such topics. You can give your audience base a look at the manufacturing plant or you can simply show the working culture of the office. You can even use funny bloopers to make the audience aware about what goes behind the scene and since the customers will also be interacting with you, it will make the audience get connected with your brand on another level. Live video marketing has slowly started gaining popularity among most of the marketers and in order to take advantage of this strong marketing tool, you will have to be aware about the basics of successful live video marketing. Make sure to include platforms like Facebook and YouTube in your live video marketing strategy and use innovative ways to get in touch with your audience in real-time. ...

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