Dubai: While all marketers are all in a race to move ahead of the competition in terms of more views, more likes, more clicks and more comments, the fundamentals are now totally different. Now, it matters to everyone what is that one post that got the maximum likes, and which post on social media actually engaged someone enough to respond with a comment or a share.

So, while we know that this is the measure of a certain viewpoint and the popularity meter of a certain individual, brand or initiative, it has now become imperative to understand how the advertising landscape has gone totally virtual.

Today, if a brand has not managed to garner any interest in terms of likes and page views, then it is useless and one that is impossible to identify with. What then are the parameters of a successful marketing campaign and how has it adapted new trends to stay relevant and engaging to notch up sales?

Is your campaign socially acceptable and alluring? A shock factor is important to catch attention in an already crowded market landscape. Humour is another way if it makes your target identify with its cool impact.

The way to put it out there is to display it on social channels and boost posts to increase visibility.

Which posts do you boost? Is it all or some? Boost the posts where a consumer’s response will entail them with a benefit to either participate in a bigger scheme or to win benefits or prices.

The current trend in the market is moving images. Nothing catches more attention than a video. This trend was inaugurated on Facebook, where even if you do not click on a video it still plays by itself — albeit silently — to attract the viewer to click on it and watch it in all its glory.

This has increased exposure of videos by 66.3 per cent. So creating short videos for a brand has become imperative to show the many aspects of the brand bursting into your senses. These videos can be shown on social media channels or in cinemas and also in places where LED screens are placed in high footfall places.

Creating info graphics is another fun way of selling products indirectly. Info graphics are statistically and pictorially created to tell the entire brand story in a form which is funky and appealing to an engaged and curious audience.

It all started out from doodling. We know writings things down works as it sorts out the web of thoughts in minds overcrowded with information and imagination. Creating info graphics sort your thoughts out to make them appear to the target audience in a more casually approachable way.

Info graphics can today be animated into short clips to focus the viewer’s eye on certain focal points throughout the animation.

In today’s world, numbers are the biggest game of all. How fast can your targets find you? How many times do you come on the first page of the Google search?

Your achievement is that one search by someone looking for your specialisation, as that is the first channel of procurement after adequate references have failed. It is imperative to compare new players in the market for services that were earlier being hired traditionally.

Search engine result pages are like the Monopoly board, there is just so much ‘real estate’ to go around. If you aren’t claiming your place near the top, then someone else is. A higher rating instantly means higher credibility.

With this new landscape in mind it is high time to rehash your plans and spend wisely where results are totally measurable against that one advert that is totally static and something no one can respond to instantly.

It is important now to cut the clutter out of your media campaign and bring in the fresh approaches to get the biggest bang for your buck.

The writer is Managing Director of BuyDoBuy Advertising LLC and Diplomats Summit Ltd., UK.